Assessment of the Effectiveness of Current Philippine Tourism Slogan As Perceived by Key Tourism Practitioners in Manila / Buco, Rachelle Ann; Faustino, Jheryll Joyce; Flores, Kimberly Ann; Morco, Joyce; Ramirez, Paula Victoria and Tan, Angelica Joyce. 6

Undergaduate Thesis: (B.S. in Tourism, Hotel and Travel Industry Management) - Pamantasan ng Lungsod ng Maynila, 2013. 56

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ABSTRACT: Tourism is one of the significant industry sectors contributing to the economy of the region, generating substantial foreign exchange inflows to the region, creating employment and makes large contributions to government revenue. It is a sector where Pacific Islands Countries have a comparative advantage and can compete internationally. Tourism therefore has an important role to play in achieving economic growth. Part of tourism promotional strategy is the making of campaign slogan and logo as branding. Each government is willing to spend a large amount for a hope that tourism slogan will stimulate tourist arrivals and will put their destination on a competitive edge. In the Philippines, there were four famous and controversial tourism slogans. The Department of Tourism as an executive department of the government of the Philippines is responsible for the regulation of the Philippine tourism industry and the promotion of the Philippines as a tourist destination. An effective and strong tourism slogan for the Philippines is a must to become a competitive destination and to create a strategic position in the market. There are tens of thousands of destinations (from cities to museums to attractions to resorts), all striving to get the consumer's attention. What separates the wheat from the chaff in this crowded category is a strong and clearly articulated brand position. Without a position, it is almost impossible to achieve a meaningful and sustainable point of differentiation. The purpose of this research is to assess the effectiveness of the current Philippine tourism slogan Its More Fun in the Philippines. This study also sought answers to : 1) Is the current tourism slogan clear and desirable? 2) Is the current tourism slogan flexible enough to be adopt by any tourism oriented and related entities? 3) Is the current slogan cost efficient? 4) Does the current tourism slogan create a positive impact to Philippines as a must destination? The proponents used descriptive method by means of survey forms to gather all the necessary data. Questionnaires were formulated by the researchers. These were done by disseminating these questionnaires using the stratified random sampling technique. The chosen respondents were 3 star.

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