REBRANDING THE PHILIPPINES FROM FUN TO BEST: EXPLORING ATTITUDES TOWARDS A POTENTIAL NEW TOURISM TAGLINE

Year 2024, Volume: 1 Issue: 1, 40 - 52, 26.12.2024

Mark Gabriel Aguilar

Abstract

The Philippines has successfully marketed itself as a fun destination with the "It's more fun in the Philippines" tagline over the past decade. However, in the first quarter of 2023, there were discussions about rebranding the Philippines with a new tagline "We give the world our best". Although the Department of Tourism clarified that this is not the new official tagline, they confirmed that they are considering changing the old one. In response to this development, the researcher conducted this study to determine Filipinos' attitudes towards this potential rebranding and provide an assessment of the tagline's potential. The findings indicate that the tagline received positive feedback from Filipinos; they expressed that the new tagline is more captivating than the current one, and it effectively represents the Philippines as an appealing tourism destination. However, the literature review done by the researcher has revealed that one of the weaknesses of the Philippines is the lack of standardized service and inadequate tourism facilities, which might be perceived by tourists as the best representation of the country once experienced resulting in a negative impression. These findings provide critical insights for policymakers and tourism industry professionals as they consider the potential benefits and drawbacks of rebranding the Philippines as a quality tourism destination.

Keywords

Tourism Management, Tourism Marketing, Brand Management, International Tourism, Domestic Tourism, Tourism Slogan

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