Submitted by: Submitted by sansan
Views: 451
Words: 8713
Pages: 35
Category: Business and Industry
Date Submitted: 07/11/2013 05:11 PM
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...