CHAPTER II REVIEW OF RELATED LITERATURE Despite Crises, Wow Philippines Campaign Made 2003 Tourism Succeed In 2003, 1. 9 million tourists arrived in the Philippines compared to 1. 93 million in 2002. The slight drop of . 03% was a result of the Oakwood mutiny, the threat of Severe Acute Respiratory Syndrome (SARS), the Iraq war, political turmoil, and the unhelpful travel advisories from different countries However, tourism revenues for 2003 kept balance with 2002 revenues because of the Department of Tourism’s (DOT) Wealth of Wonders (WOW) Philippines the tourism promotional slogan, which kept the energy of tourism success steady.
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WOW Philippines is former Tourism Secretary Richard J. Gordon’s idea to encourage tourism and to motivate a culture of tourism between Filipinos. Tourism improved in September when the World Health Organization (WHO) removed the country from SARS-infected list with 140,652 tourists’ arrivals for a 2. 5% boost. October added the improvement with 167,573 tourists or an 11. 3% increase. A 17. 6% pour in November with 170,921 tourists. December had the leading increase for the year with 24. 7% or 238,316 tourist coming.
In December 2003, the largest number of tourists comes from the United States. With 55,165 tourists visiting the Philippines regardless of the travel advisories and the state of terrorism alert of their government. The WOW Philippines campaign aimed 2. 4 million tourists’ arrivals in 2003. In spite of the said difficulties of the year, it is an honor to the DOT’s WOW Philippines program that catches the attention of 1. 9 million tourists and received close to $1. 5 billion in revenues to help increase the Philippine economy. http://www. cribd. com/doc/52724942/Despite-Crises-WOW-Philippines-Campaign-Made-2003-Tourism-Succeed Critics: DOT’s ‘Pilipinas Kay Ganda’ not so pretty The DOT start a new tourism campaign which focuses on the beauty of the Philippines but it turned out to be not so beautiful as start for them. Department of Tourism (DOT) launched its “Pilipinas Kay Ganda” or Philippines So Beautiful in english campaign, however the slogan and its website beautifulpilipinas. com were both criticized. The day after it’s launched, the website was said to be fix.
DOT said that its fresh slogan is “portrayed in a colorful, vibrant logo, which shows both the tropical scenery and the happy smiles of our people. A cute tarsier, a marsupial endemic to the country, highlights our unique and playful character. ” However, the Tarsier is a primate, not a marsupial. The DOT also said that the phrase “Kay Ganda! ” is a common Filipino phrase that exactly means “So beautiful! ” it can be used to state appreciation for everything, beginning from people and landscapes to music, food and even manners.
DOT added that it used the word “Pilipinas” instead of the more common “Philippines” since “Pilipinas” captures the “renewed pride and hope that we’re feeling. ” http://www. gmanews. tv/story/206091/critics-dots-pilipinas-kay-ganda-not-so-pretty “Pilipinas Kay Ganda” — not just about ‘wrong grammar’ Tourism Secretary Alberto Lim said that the reason why the DOT’s new P200 million promotion line, “Pilipinas Kay Ganda” didn’t work is because it is “ungrammatical. ” But the real problem was never the grammar but the ability of “Pilipinas Kay Ganda” to promote in foreign market. Pilipinas Kay Ganda” was meant to replace the old campaign slogan created by Former DOT Secretary Richard Gordon, but instead of promoting it to the foreign market it would end up working to our balikbayans or with the domestic tourists. Higher chances that the “Kay Ganda” wouldn’t understand by what DOT would like to target. Keep in mind that our campaign slogan will be challenging with difficulty in the international market with dozens of other countries’ promotional campaign, And if the foreign listener doesn’t understand it at first, tendency that he or she won’t get it at all.
Compare this with the old but still fantastic “Amazing Thailand,” or the newer “Incredible India” or “Malaysia Truly Asia” promo lines that one remembers. The greatest disagreement against “Kay Ganda,” is that, it is said to be wrong grammar, but why fix it when in fact the DOT successfully pushed tourism arrivals here over the past years because of “WOW Philippines,” and just because it belonged to the PGMA administration doesn’t mean it can’t work anymore. “WOW Philippines” hasn’t reached its full potential also it could have new variations projecting the rich wonders of our pronvices.
As Former DOT Secretaty Gordon explained it in an interview, it could represent “Wealth of Wonders,” or “Walk our Walls” in Intramuros, In Donsol it could mean “Watch our Whales”, or for the shooting rapids in Cagayan de Oro or Pagsanjan, it can be “Wild over Water” or “Wild over Waves” for sirago surf-lovers and “Wacko over Wildlife. ” in subic. It could also be known as “World of Warblers. ” Because of our world class international singers, like Charice, Arnel Pineda and Lea Salonga. Or it could be “Warriors of Worth. ” beacause of the our Pambasang Kamao Manny Pacquiao. ttp://www. polbits. com/2010/11/its-not-grammar-its-unintelligible-to. html DOT announces new tourism campaign “Pilipinas, Tara Na! After the fall of the controversial “Pilipinas Kay Ganda” of the Department of Tourism, here comes “Pilipinas, tara Na! ” as the new Domestic Campaign Slogan of DOT. DOT Secretary Alberto Lim said that the new slogan was meant for the Filipinos to travel within the country rather than going to another country. He also said that the new slogan will be recognized because it was derived from the “Tara Na, Biyahe Tayo”.
Lim said that DOT will going to use the said song but eith different singers. He also added that there will be no protests against the new campaign slogan “Pilipinas, tara Na”. http://ph. news. yahoo. com/dot-announces-tourism-campaign-pilipinas-tara-na-20110322-183700-797. html DOT, Confident with “Pilipinas, Tara Na! ” Slogan Following the much criticized “Pilipinas, Kay Ganda” the Department of Tourism has come up with a new campaign slogan to promote Philippine tourism, “Pilipinas, Tara Na! ”
People had condemned the effort of DOT to use “Pilipinas, Kay Ganda” because of the said “plagiarism” concerns of the logo and all. This slogan supposed to aimed foreign tourists to draw closer to the Philippines for them to witness the beauty of the Pearl of the Orient. Do the idea of changing the slogan change? Since, “Pilipinas, Tara Na! ” aims to persuade Filipinos to take a trip inside the country first instead of traveling around the places and the beauty of other countries. “Pilipinas, Tara Na! ” when interpreted in English is “Philippines, Let’s Go! ” http://www. wowbatangas. om/features/others/dot-confident-with-pilipinas-tara-na-slogan/ CONCEPTUAL FRAMEWORK OF THE STUDY FIGURE 1: Conceptual Framework of the Study The paradigm of the study serves as the framework on the course of the study. The input consists of the Respondent’s profile (age, gender, occupation) of the respondents. The input was processed by conducting a survey through the use of questionnaire forms and conducting an interview which resulted to know the Similarities and Differences of “WOW Philippines” and “Pilipinas Tara Na” as a Marketing Slogan of the Department of Tourism.