Tourist Attractions in Manila Which Are Selected from Different Types and Sites Within Manila

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Tourist Attractions in Manila Which Are Selected from Different Types and Sites Within Manila รายงานการวิจัยฉบับสมบูรณ จุดยืนภาพลักษณทางการท องเที่ยวกลุมประชาคมเศรษฐกิจ อาเซียน: กรณีศึกษาประเทศฟลิปปนส ASEAN Image Positioning: The Case Study of Philippines โดย กุลวรา สุวรรณพิมล มิถุนายน 2552 สัญญาเลขท ี่ ABTC/ATR/00006 รายงานการวิจัยฉบับสมบูรณ จุดยืนภาพลักษณทางการท องเที่ยวกลุมประชาคมเศรษฐกิจ อาเซียน: กรณีศึกษาประเทศฟลิปปนส ASEAN Image Positioning: The Case Study of Philippines โดย กุลวรา สุวรรณพิมล ชุดโครงการริเริ่มการจัดตั้งเครือขายความรวมมือของผมู ีสวนรวมในดานการ ทองเที่ยวและธนาคารขอมูลเพื่อการจัดการการทองเที่ยวกลุมประชาคม เศรษฐกิจอาเซียนเพื่อหาจุดยืนผลิตภัณฑทางการทองเที่ยวของ 10 ประเทศใน กลุมอาเซียนรวมถึงประเทศเกาหลีใตและจีน สนับสนุนโดย สํานักงานกองทุนสนับสนุนการวิจัย (ความเห็นในรายงานนี้เปนของผ ูวิจัย สกว.ไมจําเปนตองเห็นดวยเสมอไป ) ข Acknowledgement First of all, I would like to express my gratitude to the Thailand Research Fund for their financial support giving me the possibility to complete this research. In addition, I am very grateful to Phuket Rajabhat University for providing me the great opportunity to do the necessary research work and to use departmental data and facilities. I have furthermore to thank all those who have always been extremely helpful. Without them, my research would have never reached this moment. Especially, I would like to give my special thanks to the participants from both tourism-related governmental and business sectors from Philippines. I would not be able to accomplish this research without uncountable comments received from these honorable guests. Furthermore, I would like to express my gratitude to Dr.Therdchai Choibamroong for being a wonderful leader and giving me this great opportunity apart from whom I have mentioned. Primarily, I must also thank Suwanpimol’s family members for their endless supports. Kulvara Suwanpimol 30 June 2009 ค Executive Summary The objective of this study was to explore the potential destination image and positioning of the Philippines and to consider SWOT analysis of Philippine tourism. This research employed a qualitative method. Extensive literature research and focus group interviews were employed as key research tools. The primary data were benefited from a number of meetings and discussions with strategic players in Philippines tourism. The focus group technique was employed through several informants in Manila, Philippines. The respondents were asked to answer different questions in relations to current tourism in the Philippines as well as its tourism image and positioning. A series of correspondence analyses were used to investigate their responses. The results of the SWOT analysis were that there were fifteen major destinations mostly recommended by visitors and travel agencies around the world which included 1) Sightseeing and City tour in Manila, 2) Historical Touris attraction in Manila, 3) Environs of Manila, 4) Clark, 5) Subic, 6) Baguio, 7) Banaue, 8) Vigan, 9) Laoag, 10) Boracay, 11) Palawan, 12) Cebu, 13) Bohol, 14) Camiguin, and 15) Davao. Regarding the positioning of the Philippines as a tourist destination, it was revealed that this country should emphasize the areas of the adventure, nature, as well as its rich culture. However, suggestions included that the Philippines should create a more effective approach to market positioning of its attractions as a more competitive destination, as well as encourage a cooperation amongst the members of Asian countries . ง บทคัดยอ รหัสโครงการ : ABTC/ATR/00006 ชื่อโครงการ : จุดยืนภาพลกษณั ทางการทองเที่ยวกลุมประชาคมเศรษฐกิจอาเซียน: กรณีศึกษา ประเทศฟลิปปนส ชื่อนักวิจยั : นางสาวกุลวรา สวรรณพุ ิมล E-mail Address : [email protected] ระยะเวลาโครงการ : พฤศจิกายน 2550 – มิถุนายน 2552 การจัดการทองเที่ยวในกลุมประชาคมเศรษฐกิจอาเซียนไดเจริญเติบโตอยางรวดเร็ว และ เปนที่รูจักกันอยางแพรหลายทั่วโลก ผลจากการกระตุนการทองเที่ยวโดยการรวมตัวกัน เพื่อ ประโยชนรวมกันสูงสุด ในกลุมประเทศอาเซียน วัตถุประสงคของการศึกษาในครั้งนี้ เพื่อหา ภาพลักษณ และจุดยืนของผลิตภัณฑทางการทองเที่ยวของประเทศฟลิปปนส ซึ่งเปนประเทศหนึ่ง ในกลุมประเทศอาเซียน และเพื่อวิเคราะหหาจุดแข็ง จุดออน โอกาส และอุปสรรค ของการ ทองเที่ยวของประเทศฟลิปปนส เครื่องมือที่ใชในการศึกษาครั้งนี้ คือ เก็บรวมรวมขอมูลจาก วรรณกรรม และการสัมภาษณกลุม ผลของการศึกษา เพื่อหาภาพลักษณของผลิตภัณฑทางการ ทองเที่ยวของประเทศฟลิปปนส เพื่อใหเกิดประสิทธิภาพในการแขงขันทางการตลาดมากยิ่งขึ้นใน กลุมประเทศอาเซียน คําสําคัญ กลุมประเทศอาเซียน, จุดยืนภาพลักษณของผลิตภัณฑ, การทองเที่ยวของ ประเทศฟลิปปนส จ ABSTRACT Project Code : ABTC/ATR/00006 Project Title : ASEAN Image Positioning: The Case Study of Philippines Investigator : Suwanpimol K. Phuket Rajabhat University E-mail Address : [email protected] Project Duration : November 2006 – June 2009 Tourism in ASEAN will be a focus of worldwide tourism since destinations in ASEAN countries have been increasing dramatically in world popularity. Their overall attractiveness is determined by their unique features which optimize the benefits within their tourism constraints. The objective of this study was to explore potential destination image and positioning of the Philippines, a nation among ASEAN countries, and to consider SWOT analysis of Philippine tourism. Extensive literature research and focus group interviews were employed as key research tools. The results provide significant insights into Philippine tourism and call for a more effective approach to market positioning of its attractions as a more competitive destination. Key words: ASEAN, destination image and positioning, tourism in the Philippines V Table of Contents Page Acknowledgement I Executive summary II บทคัดยอภาษาไทย III Abstract IV Table of contents V Table of figures VII Chapter 1 The Philippines – Overview 1 1.1 Introduction 1 1.2 Background of the case studies 5 1.3 Literature Review : The concepts of positioning a destination 6 1.4 Methodology 8 Chapter 2 Philippines – Festivals (Fiesta) 10 2.1 January Fiesta 10 2.2 February Fiesta 11 2.3 March Fiesta 12 2.4 April Fiesta 12 2.5 May Fiesta 13 2.6 June Fiesta 15 2.7 July Fiesta 15 2.8 August Fiesta 16 2.9 September Fiesta 16 2.10 October Fiesta 16 2.11 November Fiesta 17 2.12 December Fiesta 17 Chapter 3 Philippines – Destinations 19 3.1 Sightseeing and city tour in Manila 19 3.2 Historical Tourist attraction in Manila 22 VI Table of Contents Page 3.3 Environs of Manila 23 3.4 Clark 24 3.5 Subic 26 3.6 Baguio 28 3.7 Banaue 31 3.8 Vigan 36 3.9 Laoag 38 3.10 Boracay 40 3.11 Palawan 42 3.12 Cebu 50 3.13 Bohol 53 3.14 Camiguin 55 3.15 Davao 58 Chapter 4 The Philippines – Current tourism situation 63 4.1 Tourism supply in Philippines tourism 65 Chapter 5 SWOT Analysis 70 5.1 Strengths 71 5.2 Weaknesses 73 5.3 Opportunities 76 5.4 Threats 77 Chapter 6 Towards the Philippines Tourism Industry Development 81 References 87 Appendix 91 Appendix A 15 Philippines Destination 92 Appendix B Confirmation Letters 141 Appendix C The meeting’s pictures 144 Appendix D Curriculum Vitae 148 VII Table of Figures Page Figure 1.1 The Philippines 4 Figure 2.2 The Philippines Festivals (Fiesta) 10 Figure 2.2 Ati-Atihan Festival 11 Figure 2.3 Pulilan Carabao Festival 14 Figure 2.4 Masskara Festival 17 Figure 3.1 Manila 20 Figure 3.2 Clark 25 Figure 3.3 Subic 27 Figure 3.4 Baguio 29 Figure 3.5 Banaue 32 Figure 3.6 Banaue Rice Terrances 33 Figure 3.7 Tappyah Waterfalls 35 Figure 3.8 Vigan 36 Figure 3.9 Laoag 38 Figure 3.10 Boracay 41 Figure 3.11 Palawan 43 Figure 3.12 Kayangan Lake 45 Figure 3.13 Cebu 51 Figure 3.14 Fort San Pedro 52 Figure 3.15 Bohol 53 Figure 3.16 Camiguin 57 Figure 3.17 Davao 59 Chapter 1 The Philippines – Overview 1.1 Introduction The Philippines is an archipelago in Southeast Asia. It is composed of 7,107 islands covering a land area of 115,739 square miles (299,764 square kilometers). The three big island groups are Luzon, Visayas and Mindanao. The country is divided into 17 regions with Manila as its capital. It has a tropical climate and its average temperature is 25 degrees Celsius to 32 degrees Celsius with a total population of 83.05 million (2005 census). Its population growth is estimated at 2.36 percent annually. Luzon, the largest island group accounts for more than half of the entire population. The two official languages are Filipino and English. Filipino, the national language is based in Tagalog, one of the eight major dialects in the Philippines. The other major dialects include Cebuano, Ilocano, Hiligaynon or Ilonggo, Bicol, Waray Pampango and Pangasinense. Both Filipino and English are the medium of instruction in the Philippine schools. The eight (8) major dialects spoken by majority of the Filipinos are Tagalog, Cebuano, Ilocano, Hiligaynon or Ilonggo, Bicol, Waray,Pampango, and Pangasinense. English is widely used in all levels of instruction – elementary, secondary and tertiary. The Philippines is the second largest speaking country in Asia. Through the years two great world religions were embraced by the Filipinos – Islam and Christianity. Islam was introduced during the 14th century and Christianity during the 16th century. Some 83% of the Filipinos are Catholic, 5 % are Moslems, and the rest are made up of smaller Christian denominations and Buddhists. The Philippines appears on the map of Southeast Asia like the broken beads of a rosary. The length of its coastline is 17,460 kilometers which is twice as long as that of continental United States. The long coastline of the country provide good fishing grounds, fine harbors, stunning beaches, picturesque tribal villages, and milder climate due to the existence of land and sea breezes. The Philippines is indeed a beautiful country with remarkable sights
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