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Nation-building - Research Paper Example
Pages 14 (3514 words)
The paper present some marketing strategies that can help rebrand the tourism in the nation. The rebranding campaign of the Republic of Philippines is posed for certain challenges that are evaluates in the paper with analysis of the opportunities and threats of the marketing campaign…
The researcher states the Republic of Philippines has immense potential in terms of being a tourism giant internationally. Island tourism is increasing at a fast rate and the position of the Philippines islands is also strategically advantageous. Topping it is the language advantage- English being one of the official languages. Besides the unique treasures of the Filipino culture as well as the natural assets of both mountain and sea beach is a key strategic point for marketing the country as an attractive tourist destination. However, for successfully marketing The Republic of Philippines, the advertising agency and the Department of Tourism needs to capture the vibes of tourism marketing. It should concentrate at the fact that only natural resources or geographic diversity is not enough for the country to be positioned as a tourism giant. The essential part is forming an emotional relationship with the target audience, so that they keep coming back. Asia has seen a number of successful tourism campaigns like Malaysia- Truly Asia, Seoul- Infinitely Yours and The Incredible India campaign. The department of tourism should take cues from such marketing campaigns and try to create an original brand that is strengthened with its unique brand salience and sense of association. Also in the wake of the global financial crisis, the leading tourism industries have suffered. This global slowdown is also a challenge that the Department of Tourism will encounter. Also the outbreak of influenza virus and H1N1 flu led to further negative trends. ...
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