Strama Paper

De La Salle University – Dasmarinas

AB Communication

College of Liberal Arts

PERCEPTION ANALYSIS ON THE “IT’S MORE FUN IN THE PHILIPPINES!” VIDEO CAMPAIGN.

Arvin Navarro

Omar Mangantilao

Mara Palomares

COM33

2013

Table of Contents

I. Introduction and Background of the Study 3

Statement of the Problem 8

Objectives of the Study 9

Scope and Limitations 10

Significance of the Study 12

Bibliography 13

II. Review of Related Literature 15

Conceptual Literature 16

Related Studies 28

III. Framework of the Study 31

Theoretical Framework 31

Conceptual Framework 33

Operational Framework 34

IV. Methodology 36

Defense Transcription 38

CHAPTER 1: INTRODUCTION

BACKGROUND OF THE STUDY

“Tourism is vital to our economy and our country. And we must accelerate now more than ever tourism development all over our archipelago.” (Marcos, 2009)

Introduction

Tourism is one of the fastest growing industries in the world today. People all over the globe are more anxious, more enthusiastic and more willing to spend on travelling. This study focuses on the tourist’s attitude and/or perception regarding the advertisements presented related to tourism. Now how does video campaign such as that of the “It’s More Fun In The Philippines” contribute to their decision making in choosing our country as their destination? How do they see Philippines in the way it is presented through...