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All here, so near……..

As one of the priority programs of Governor Vilma Santos Recto, the Provincial
Government envisions Batangas tourism as a significant contributor to the province’s
economic, social and environmental development which creates and promotes worldclass destinations, service-oriented culture and sustainable tourism haven.
The researchers are motivated to conduct this study to assess the effectiveness
of “All Here, So Near” in the tourism campaign in the Province of Batangas. The result of
the study will be used as a strategy for the improvement of the tourist attractions in the
province. The researchers conduct this study because they believed that the innovation
will bring benefits to the locals as well as to the whole province. As tourism students,
they decided to conduct this research because they noticed that the slogan All Here, So
Near is just an ordinary phrase that is not given recognition by the Batangueños. As
tourism students, the researchers are not aware that there is a slogan existing in the
province that is why they want other locals as well as their fellow students to be aware of
the slogan and help the province to be more famous by promoting this slogan through
this research.
OBJECTIVES OF THE STUDY:
This research aims to assess the level of effectiveness of “All Here, So Near”
slogan.
Specifically, 1) to determine the demographic profile of the respondents; 2) to
assess the level of effectiveness of “ All Here, So Near” slogan in terms of: tourist arrival,
branding the province, Socio - economic impact and marketing/ Promotional Strategies;
3) to identify the problems encountered by the respondents; 4) to determine if there is
significant difference on the effectiveness of “All Here, So Near” slogan campaign when

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grouped according to profile variables; 5) to propose an action plan to improve the
marketing strategies using the slogan.
RELATED LITERATURE

Originally
composed

of

Occidental
Mindoro,

Oriental

Mindoro,

Marinduque
parts

of

and

Laguna

Camarines

and

and
also

Ambosknown

as

COUMINTAN

or

KUMINTANG.
In 1534, Batangas became the first practically organized province in
Luzon and was officially founded in the year 1581. Balayan was the capital of the
province for 135 years from 1597 – 1732. In 1732 it was moved to Taal then the
most progressive and flourishing town of the province. After several calamitous
eruptions of Taal Volcano that buried then old Taal town site, the capital was
transferred to Batangas (now a city) in 1754 where it remained to the present,
(Batangas

Tourism 2015)

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The province of Batangas is bounded on the north by the provinces of
Cavite and Laguna, on the south by the Verde Island Passage, on the east by the
provinces of Quezon and Laguna, and on the west by the South China Sea. The
terrain is generally rolling. 50% of the total land area has grade of less than 15
degrees. The rest are mountainous and hilly. The Province has a rolling terrain
that accounts for 50% of the land area. The rest are mountainous and hilly. At the
center of the province is Mt. Makulot which is 957 meters above sea level,
(BATANGAS CITY: Best of the Islands Philippines, 2013).
With the expansion of the South Luzon Expressway, Batangas is better
accessible by land from Metro Manila with less traveling time. Complementary to
this, it has a province-wide road network. Due to the natural deep harbors of
Batangas Bay, it has 14 private seaports and 3 government seaports. These are
the Batangas International Ports in Batangas City, the Port of Bauan, and the
Port of Mainaga in Mabini. An International Airport is also scheduled to be
established inside Fernando Air Base, soon-to-be home of the Philippine Air
Force.
The province of Batangas is a favorable place for any business with a very
low crime rate and table labor condition. The strategically located military
detachments, police stations and outpost make the province as one of the most
advantageous spots to do business in the Philippines, (Batangas Business
Condition 2012).

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Batangas is also home to giant power plants, such as the two power
plants

of National

Power

Corporation in

Calaca,

and

Batangas

Power

Corporation plant in Batangas City, both of which supply a greater portion of
Luzon. Thus, power generation and supply are more than sufficient to meet
commercial, industrial and residential demands. Other power consortiums are
also in the process of putting up more.
Communication facilities such as telephone, fax, telegraph, electronic
mail, Internet, cable and postage mails, mobile phones and signal radios, and
broadcast facilities are also readily available. Cable television system has existed
for quite a long time.
Transportation facilities are readily available on land and sea, while air
transportation will soon become a reality. Already several private airstrips are
located in the province. Several military camps are also located in the province
including the Fernando Airbase in Lipa City. The opening of the South Luzon
Expressway by 1998 significantly reduced travel time to Metro Manila.
Industrial estates, hotels and quality housing projects are sprouting all
over the province providing bases for business and homes for migrant workers
and expatriates. Resort facilities and golf courses have been available for rest
and recreation for some time now. On the eastern side of Batangas, where La
Leona is located, ain’t even among the priority areas of the province’s tourism
program. According to Bangon, Batangas is known for its beautiful places, areas
far enough from the noisy and stressful urban life.

a wide variety of shellfish and crustaceans and other marine life.2 sq km crater lake within. (Calatagan Mangrove Forest Conservation Park 2015). many of which nest and stay in the area to feed in the vicinity. In Anilao. Vivere Azure and there’s still lot more. Lake Taal is the third largest in the country (240 sq km) and it cradles a 23 sq km island with a 1. One of the natural attractions that can be found in Batangas Province is the Anilao diving spots (Mabini). (Batangas Tourism 2015).2 km Pansipit River which flows out to . It has 37 tributaries flowing into it and only one outlet to the sea. The common attractions in Batangas are Beaches. Batangas Beach Resorts are full of natural landscape that vacationers will love and have a good time. Dive Solana. Lian and Nasugbu. there are a lots of resorts that can be found. The continuous marketing of existing world-class tourist destinations are sustained. Eagle Point. Batangas is where diving in the Philippines was born.6 All here. especially the renowned beach resorts of Mabini. Shrines. San Juan. Historical places and even the products and delicacies. so near……. Calatagan. the park is home to about 20 species of mangroves 15 of which have been identified. Festivals. Aguila Beach Resort. Churches. Diving spots in Anilao became world famous because of the magnificent underwater photo opportunities and the ‘natural high’ it offers for scuba divers. Hiking.. Some well-known resorts are Anilao Beach Club. the 8. Calatagan Mangrove Forest Conservation Park (Calatagan) is locally known as “Ang Pulo”. It also plays host to abundant species of birds.

tawilis and maliputo). Cape Santiago is an imposing 51 ft tall white and red brick lighthouse that was built in the 1800s to guide the seafarers passing the Verde Island Passage. Located in Brgy. It is home to 15 species of migratory fish and 4 species of endemic fish (e. Martin of Tours.7 All here. San Nicolas. Balete. The basin is composed of 9 watersheds. Marian Orchard is a haven of artistry that provides either the casual adventurer or devout pilgrim with tranquility and peace of mind amidst the natural beauty of the province of Batangas.g. (Batangas Tourism 2015). Rebuilt from 1856 to 1865 during the time of the parish priest Fray Marcos Anton. designed by the famed Spanish architect Don Luciano Oliver. Taal Volcano is a unique geological masterpiece and a major landmark considered to be the heart of the province of Batangas. Originally built in an area that is now San Nicolas town in 1575. the basilica was destroyed in the 1754 eruption of Taal volcano.  (Taal Heritage Town 2011). Batangas is not only a place for beaches and mountains but manmade attractions are also tourists’ favorites. stands 95 meters long and 45 meters wide on a plateau in the heart of Taal. so near……. The Basilica of St.  (Cape Santiago Lighthouse 2015). It is a century – old. Malabanan. . One of the man-made attractions is the Cape Santiago Lighthouse found also in Calatagan. and Balete. Batangas. San Bernardino Strait and Manila Bay. as well as reptiles like the fresh sea snake known as duhol. It is a sought after destination accessible through the municipalities of Talisay. also known as Punta de Santiago or Faro de Punta Santiago or simply Calatagan Lighthouse. It was built in its present location in 1755 by the Augustinian missionaries and was damaged anew in an 1849 earthquake.. Balayan Bay.

The province strategic location makes it one of the most attractive destinations for foreign and local tourists. with a minimal impact on the environment. and can be spotted at Barrio Daang Ibaan. in Barrio Calijon. And the water. Beach resort development in Batangas has an extensive of tranquil seaside and freshwater areas where different thematic beach resort accommodation can be set up. with streams coming out from a small cave. A reproduction of his natal house and tomb can be viewed at the site. island hopping. which is a replica of Brazil’s Christ the Redeemer. The various resources likewise suggest diverse activities that can be proposed to different market sectors. Batangas a rated first class province has a lot of investment opportunities in stored. and scuba diving are activities with good .. The falls has two main falls. (Guia 2012). dolphin watching. the orchard is run by the Cristopolis Foundation Inc.8 All here. drops from one rock to another. And tourism related business has a great potential in the province of Batangas. which is roughly 10 feet high. It has three diminutive falls and approximately ten feet high. bird watching. so near……. And Bulalacao Falls in Barrio Bulaklakan. Lipa City. The falls is so captivating. Some other attractions in Batangas are Mabini Shrine – Contained in the shrine are some of the writings and individual stuff of the late revolutionary hero and "Brains of the Katipunan" Apolinario Mabini. It ensures that the very resources used for leisure are well conserved. Ilijan Falls also found in Batangas City. He is also known as the "Sublime Paralytic". Calicon Falls can be viewed at the town of Malvar. Ecotourism assures the sound investment opportunity in the ecological areas of Batangas. Activities like snorkeling. that the stream arises from a huge spring at the top of a peak. One of the highlights in this orchard is the Sacred Heart Tower. Batangas.

restaurants and fast crafts for island hopping. the falls changes its physical setting because of the flood that flows from the upper barangays which are connected to the stream. Del Mundo. Niño to Mainit in the east. opportunities in Batangas. much can be done to fully enhance its travel capability. The town of Mabini. Cumba Falls is a native of Bgy Malimatoc II. During typhoon. The source of the water comes from the spring in the mountain. he told us that when he was young. Coupled with a relaxing accommodation with modern resort facilities. Mt. Gulugod Baboy is a . birdwatching services. Another good example is the Cumba Falls in Mabini.9 All here. Batangas. which is known for scuba diving. so near……. As they interviewed a local from Malimatoc. This can be achieved with the creation of more resort in both islands. has opportunities in trekking services. (Magsaysay.. Developing the existing Irene Port which service boats to Verde Island would surely attract more tourists. Mabini. are resort facilities that can accommodate non-divers. In Batangas City the capital of the province. It was 2012 when it became an attraction through Facebook. Batangas Bay is an idyllic place for the development of first-class marina. and Sto. Lastly. It was discovered by the local inhabitants but people started to go there just recently. Verde Island and Tingloy has a large part perfect for resort development and ideal locations for scuba diving activities. An additional investment opportunity in Mabini. Ideal places are the coastal barrios from Anilao to San Teodoro in the west. savage path and it’s not safe to go there. Although scuba diving is quite establish in both island. 2014). projected to provide facilities and service to leisure boats. Developing it to a world-class port could trigger new business opportunities like restaurant or maybe a shopping center. it was hard for them to go to the falls because of the narrow.

While some moneyed Filipinos are trying out Boracay’s shoreline. Aside from that. so near……. The town of San Juan in Barrio Laiya has big opportunities in setting up medium density resort facilities. It is the perfect mountain for those who are starting and wondering what does this activity really is. with abundant mangrove areas. the trail is fairly easy so this adventure is considered to e a minor climb. Pinoy Mountaineer rate the difficulty of this adventure to 2 out of 9.. Batangas. Scuba Diving services are likewise a potential having a good number of dive sites and shipwreck. Calatagan and Nasugbu municipalities. The mountain is situated in Malimatoc I Mabini. The province is also banking on nature’s wonders to pull tourists into it. popular hiking destination for first timers. Another untapped potential in Laiya is dolphin watching. the heritage houses in Taal municipality. (Tourism Investment Opportunities in Batangas. Gulugod Baboy. Taal Volcano. or Mt. But these hospitality academics. says an international journal article by Angelie Vizconde and Sevilla Felicen of Lyceum of the Philippines. In the calm town of Calatagan. the dive spot or the beach. there are considerable areas perfect for resort development. But environmental concerns must be looked at before any creation is made. Other potential investment opportunities are bird watching services.10 All here. For those tourists going to Batangas. the major attraction is the resort. and the world’s smallest volcano. Likewise. Mayon’s majestic sight in Albay. a majestic view waits to those who will traverse Mt. This attraction is popular among tourists during Holy Week. bird watching and trekking services have commercial potentials in the town of San Juan. Vigan’s heritage houses. . which has the presence of sufficient dolphins. 2012). Still. provincial officials say Batangas has its own showcases: the beaches in San Juan.

Sto. Makulot). the Southern Tagalog Arterial Road (STAR) Tollway. and the Alabang – Calamba . if the DOT’s national plan document is to be believed. San Nicolas (for its sunken ruins). even if there are nearer destinations like Laguna and Cavite. developing and marketing competitive destinations and local products. with infrastructure funds to . Lipa City is the only eastern Batangas area. For resort owner Villafranca. so near……. and San Nicolas. That is even if the Southern Luzon Expressway (SLEX). including Hamilo Coast owned by tycoon Henry Sy). and improving local governance efforts related to tourism.11 All here.. Tomas Expressway (ACTEX) has made the Batangas road trips of tourists like the Bangon clan a breeze. San Juan. The Metro Manila- Calabarzon is one of those seven tourism clusters for Luzon. Cuenca (for the development of Mt. the quality of tourist spots of Batangas “is better” than the nearer tourist getaways. Western and central Batangas municipalities also stand to get some funds for constructing roads that are found near tourist destinations —Mabini. DOT will implement a threepronged approach to bolster tourism: improving market access and connectivity especially through improving ports and roads leading to the destinations. and Nasugbu (for its first-class resorts. the priority municipalities will be Taal and Balayan (as heritage towns). citing DOT data. Lobo. had also noticed less substantial spikes in tourist arrivals to Batangas. the new national tourism development plan will implement what it calls the “inclusive destination” concept. While many rural areas in the Philippines have their own tourist showcases.

religious. Paved roads and nature’s wonders matter. The Farm at San Benito (a medical wellness resort). culinary. That is why Batangas . The said plan will also feature the municipality of Lobo and Taal Lake and Volcano as the province’s premier eco-tourism sites. Well. that place must make tourists feel relaxed. the clustering of the destinations is by type of destination: nature. So whether a Philippine —or a Batangueno— area is to be supported more or less in terms of tourism development. says Villafranca.12 All here. sports. arts and crafts. “the crime rates in the province” will affect the level of tourist arrivals here” —-and Katigbak said identified tourist destinations will be beefed up with visible numbers of police personnel. so near……. industrial and outdoor categories. festivals. As per Katigbak also. improve roads —from gravel to asphalt concrete— leading to that area’s tourism showcase. medical and wellness. and probably the tourism offices in the 3 cities and 31 municipalities of Batangas don’t have abundant resources. and even training of security personnel is P10 million. historical. Katigbak says the budget this year to do the provincial plan’s projects such as setting up tourism information and pasalubong centers. As for the province’s tourism development plan that Katigbak is in charge of.. public awareness campaigns. the provincial government will tap the private sector in implementing the tourism plan. says the national plan. institutionalizing tourism-related festivals. Especially since tourism is more than just the destination and the services given to tourists. the Batangas Provincial Tourism office. Yet DOT.

It was launched at Batangas Capitol in the year 2008 and the phrase was an idea of Sen. “has a lot to offer to tourists —things that tourists want to experience. the original phrase was. 2015). So Near”. so near……. Two lines capture the attention. it will take 2 hours going Batangas compare to when there was no Star Toll Way yet. According to the Batangas Tourism Office. The Filipino Connection. So Near” is the recent slogan of the province of Batangas.13 All here. the phrase was also changed into “All Here. everything is in Batangas whether attractions and products. It seems like tourists will never be happy if they stay in Batangas for 3 days and less. Startoll management has never failed to give their full support and when tourists or Batangas locals pass through it. Emilie Katigbak.” Batangueños may not find those words by Gov. the governor of this southern Luzon province summed up Batangas tourism here in five words: “Batangas is being left behind. So Near. Vilma Santos-Recto in . Ralph Recto. Batangas province maybe being compared to other provinces but it is most easily reached when talking about destination. “It’s All Here. According to Senator Recto. “All Here. It’s So Near” but when they changed the Tourism Head to Ms. It is transportation and road accessibility that from Manila. Startoll way connects tourist to a particular destination to present and justify Batangas that it is So Near. they can see a long streamer installed promoting all what are interesting in the Batangas province. Every year as Ala Eh is celebrated.”. so near that passing through Startoll way. BATANGAS CITY—Four years ago. It will always have they will look forward to seeing what is best in a particular town.. “All Here. it is an easier connection between the tourists and Batangas.

There are actually numbers to back up Santos-Recto’s 2008 observation: three rounds of domestic tourism surveys by the National Statistics Office (NSO) show steep declines in the number of tourists heading to Batangas. 2008 encouraging. banking on such festivity to bring back Batangas into Filipinos’ recall of the province as a proximate tourist hotspot. So to call Batangas’ annual festival as ala eh.14 All here. and even Lanao del Norte— have outranked Batangas in terms of tourist volumes. especially since those were said before attendees of the first province-wide tourism spectacle called the Ala-Eh Festival. Negros Oriental. in the typical way Batangueños stress their words. ala means “well” while eh serves as a particle that is pronounced with emphasis.” tourist destinations that needed plane rides from Metro Manila —Cebu. come here! So for the fifth time running. So Near. The biggest gainer in these surveys was poverty-stricken Camarines Sur. has an explicit message: well.. so near……. what with its CamSur Watersports Complex (CWC) in Pili and the pristine beaches of Caramoan municipality. The numbers from those surveys just confirmed what the two-term governor had heard from Filipino tourists prior to the first Ala Eh festival: . Batangas presents to its province mates and to Filipino and foreign tourists the Ala-Eh Festival. In Batangan Tagalog. And while the province’s tourism slogan says “All Here.

so is inviting — or begging— people to come. so near……. The slogan has a connection with the Ala Eh Festival which is celebrated every year during December 1st in different municipalities. agriculture. This Calabarzon province that’s now 431 years old has tourism as part of the Santos-Recto provincial government’s socio-economic platform. roads. (Luistro. Whenever they mention those provinces with beautiful tourist spots the first things that come to their mind were Palawan and Bohol. whose acronym is called HEARTS (health.. the show must go on. education. 2015). Why Ala Eh Festival is important to the slogan? For about 35 municipalities participate in the celebration . and security). tourism.15 All here. But even as the provincial government has yet to produce empirical impact assessments of the number of tourists the annual festival has hauled.

so near……. They are all contained in one big celebration. with a scientific name Caranx Ignobilis. of the festival which features the products and all the things that can be found in each municipality. But the real maliputo. Batangas province is not only popular as a summer destination in the country but it’s also a home to variety of products which are the province’s pride. which is normally referred around Lemery and Taal as muslo fish. One of the products is the maliputo. This is a project of Department of Trade and Industry used some years ago specifically the Batangas Province as headed by Director Ruel Gonzales. as stated by the old folks of Taal. This project is to be able to identify and give distinctive recognition for each town and what makes the town very popular. Pakaskas is a snack made in . Ala Eh festival plays an important role in the slogan because it highlights the beautiful traditions and cultural identity of Batangas. OTOP which means One Town. When the small talakitok fish. but instead captivated at the river. “All here” connotes all what just can be enjoyed all over Batangas. finds its way to the Pansipit River is normally referred as maliputong labas which means that it was caught not inside the lake. Lemery and San Nicholas is the one caught inside Taal Lake. According to Bureau of Fisheries and Aquatic Resources (BFAR) Director Malcolm Sarmiento Jr. There is this word called. Talakitok a marine water fish breeds and spawn in brackish water. Often referred as the maliputong loob. (Maliputo Fish. the maliputo fish belongs to the Caringidae family. originated in Verde Island and Panutsa of Taal. these are the muslo fish that made it all the way inside Taal Lake through Pansipit River. normally found in river mouths and mangroves. it is the logo of the Ala Eh festival and each letters it showcases different products of Batangas from different municipalities. 2012). One Product. Other products that Batangas should be proud of are the sweet delicacies like Pakaskas.16 All here.. In the figure shown above.

the Kapeng Barako which is originally from Batangas province either Mataas na Kahoy or Lipa. Lipa became so rich that even their shoes are adorned with crystals. bone or animal horn as gilt. Originally from Lipa History. One of the products of Batangas is the world-renowned Balisong fan knife. And for that matter. but real Barako is actually Philippine Liberica and is known for its particularly strong taste. is expertly hand-crafted and use wood. 2009). Other bladed materials such as bolos and knives of various shapes and sizes are produced by blacksmiths from Barangays Balisong and Pandayan. there was once time that Lipa patronized the Kapeng Barako because we were the only best and qualified exporter of coffee all over the world. the island and it’s made from Buri palm sugar molds. powerful body.. so near……. Made of caramelized brown sugar and whole peanuts. . Cavite claims that they were the origin of the Kape but they just followed in producing Kapeng Barako because they took advantage of it when epidemic hit Lipa. There’s no way this product will be left behind. (Kapeng Barako. If you were to trace history. (Taal Batangas Heritage Town. (Josiah 2010) and Panutsa.17 All here. (Panutsa: Sweet and Simple Taal Deli 2015). also known as “Batangas knife”. "Barako" (also spelled "Baraco") has become a generic name for all coffee from the province of Batangas. Mr. and a distinctly pungent aroma. this delicacy is one good choice for a sweet fixation. 2015). Barako is a rare and exotic coffee grown primarily in the Philippines. Taal’s sweet deli is the counterpart of Baguio’s infamous peanut brittle. Montenegro (2015) said that the Balisong was supposed to be removed in the Ala Eh slogan because of its negative connotation of being a deadly weapon but he insisted that it should remain because it’s one of the prides of the province.

So Near” objective. Recently. so near……. there was this photo exhibit and competition wherein they presented all Tagong Yaman ng Lalawigan. Given all these products. Atchara or atsara is an appetizer famously produced in the town of Calaca. it also has reached to a point that every Batangas town is aware and conducting festivals that directly present a true meaning of what can be their product. tinapay of Cuenca. Taal El Pasubat. Rosario. Sinuam Festival. suman yakap for San Juan. Being the large producer of achara. Some examples will be the Achara of Calaca or the Calacatchara. In the last Ala Eh Festival. Lechon Parade of Balayan and some others. Balayan is famous for its Lechon and Bagoong which is a fermented anchovy sauce used as dip or a saline ingredient for Pinoy dishes. Ibaan and Tanauan are some too. One of which is the tamarind fruit. When wines from various fruits were produced in other parts of the country. And Balayan is where the bagoong production industry boomed. Calaca celebrates their popular produce through their CALACATCHARA Festival. Lobo thought of creating its own variety of wine and that is the Tamarind Wine. There are lots of products that make Batangas province more famous like the Sampaloc wine of Lobo. Lomi of Ibaan. onions. beaches. they finally presented it as better or alternative destination. the cattle which is the livestock industry and one of the biggest livestock markets all over the country. it . San Jose. Lobo is known for its Anihan Festival because of its bountiful produce. These are not the only products because each town has something to present.. red bell pepper. Barong Tagalog of Taal. (Hernandez 2011). they are promoting full discovery of what can be hidden gems or hidden treasures of the province. The Tagong Yaman to date that only in this year. Sinukmani Festival. Achara or pickled green papaya mixed with carrots.18 All here. Batangas Province has had enough of the Churches. Cuenca. ancestral houses and this time. part of what can be the “All Here. Tinapayan Festival. and raisins.

May it be for a religious trip. Local and foreign tourists alike can traverse the province from various entry points. so near……. Our province uses this slogan as one marketing strategy to catch up tourists. Manila. you’ll find your way leading to Batangas. It can be noticed that .19 All here. particularly the most visited municipalities in Batangas Province since the slogan was launched on the year 2008 up to 2014. a gastronomic adventure. The “All hear. Based on the graph above. or educational tour. historical. or a beach vacation. you would get a place to see in this progressive province. The greatest advantage of this is its proximity to the country’s capital. whatever your interest may be in visiting a place. So Near” slogan of the tourism of Batangas tells that. a cultural. will go to places wherein we never thought that these particular things and structures exist.. it shows the tourist arrivals of the chosen municipalities. This slogan gives a lot of tourist arrival here in the country as to the province’s slogan which helps to attract tourist and visit Batangas. The data were gathered from the Provincial Tourism Office and were interpreted by the researchers. It can be compared to the slogan of the Philippines. “It’s More Fun in the Philippines”.

Taal and Batangas City increased the number of tourist arrivals from the year 2008 – 2014.40 billion (P186. (Opiniano. Based on the chart. the total revenue from inbound visitors increased by 15. According to Jimenez.. who were expecting fewer visitors after a series of calamities struck the country. Based on the CMCI. In 2013. The municipalities of Lian. has one appeal to every Filipino: make tourism your business. Tanauan. 2014). Based on a research that the researchers conducted. Secretary Ramon Jimenez Jr.1 percent. while Lipa ranked 57th and Tanauan 81st respectively. a 9. One can be because of the amusement tax and another will be. 4. the establishment is too small to submit the number of tourism influx. while Calatagan. The increase surprised tourism officials. Jimenez’s enthusiasm in spreading the ‘gospel’ of tourism to his countrymen is understandable. Lipa and San Juan has indefinite numbers of tourist arrivals each year that it increases and decreases.307 foreigners visited the country last year. Nasugbu also went down from the number of tourist arrival. The industry has become one of the biggest moneymakers for the Philippines (Manto-Beltran. to a hefty $4.56 percent jump from . 2014). On the 41st anniversary of the Department of Tourism (DOT). some municipalities have zero (0) tourist arrival from 2008 – 2011. Batangas City just gained 558. According to PTCAO. Tourism is more fun in the Philippines.20 All here. Batangas City ranked 36th among the overall ranking for cities. some tourist attractions or municipalities do not submit the number of tourist arrivals to them for some reasons. 133 number of tourists last 2014.681. Cuenca. Batangas City reached the highest number of tourist arrivals among the 31 municipalities and 3 cities of the province.15 billion). so near……. Batangas City’s performance is perflexing.

Aquino III.272. “It’s more fun in the Philippines” campaign was launched in 2012 to attract visitors to the country.. Jimenez believes that one of the reasons that attracted foreign tourists to the country is the DOT’s aggressive promotion campaign. but rather the jobs and businesses we create for the Filipino people. but Jimenez still considers 2013 to be a milestone for the tourism industry. Remo (2012) wrote in her article. The figure was below the Philippine target of five million arrivals for the year. . This was the guiding principle and vision shared by President Benigno S. Warc took note of the Philippine tourism marketing campaign’s remarkable success despite minimal budget allocation. Hogaza (2014). explains that the country’s tourism slogan “It’s more fun in the Philippines” landed third among the 100 smartest marketing campaigns in the world. proof of the tourism sector’s resilience. the new tourism slogan is gaining more positive reactions from Filipinos since January when the slogan was released. since visitor arrivals increased despite the devastating earthquake in Cebu and Bohol and Super Typhoon Yolanda in November. 2012 figure of 4.811. Tourism is not about the number of foreigners visiting our country. The Inquirer. bannered by slogan. The campaign hopes to enjoin the whole country in creating positive buzz around this tagline. “It’s more fun in the Philippines. During the search. Jimenez said the key source markets generally performed well during the month of December.21 All here. Marketing intelligence service Warc released its annual Warc 100 list of the world’s top marketing campaigns based on performance in effectiveness and strategy competitions.” According to Jimenez. so near…….

. The figure was 11.14 million foreign travelers visited the country from January to June year 2012. Part I of the questionnaire is about the . (Jaymalin. so near……. The local tourism industry targets 4. behavior. Descriptive studies are also conducted to demonstrate associations or relationships between things in the world around you. 072 during the first three months of the year. Visitor arrivals to the Philippines stroked the target of an all-time high of 1. 2012). In human research. 2014). descriptive study can provide a naturally occurring health status. the questionnaire is divided into three parts. To acquire the data. Tourism Officers (34) and Government Officials (34) of all the municipalities in the Batangas Province with the total of 83 respondents. Participants The participants of this study are the PTCAO or Provincial Tourism Cultural and Affairs Office (15). posting an increase of 16. 148. Deputy Presidential spokesperson Abigail Valte said the Department of Tourism (DOT) under Secretary Ramon Jimenez Jr. 501 for the same period. attitudes or other characteristics of a particular group. M.. Instrument In obtaining the necessary data. (Toury.6 million by the end of the year. METHODS Research Design The researcher will use the descriptive method of research in conducting the study.22 All here.03 percent compared to last year’s arrivals of 989. has announced the good news that 2.68 percent higher compared to the same period in 2011. the researchers used the questionnaire as their main instrument and answer conveniently by the respondents.

so near……. Socio – Economic Aspect and Marketing/Promotional Strategies. it is divided into four categories. corrections and approval. Data Analysis Upon the accumulation of the questionnaire.. the selfmade questionnaire was presented to the professor for revisions. Interviews were conducted to add insight of information for conclusions. The questionnaires conducted after the appropriate contents were determined. weighted mean. Different statistical tools will be used like ranking. . Part III of the questionnaire is about the Problems Encountered by the Respondents. all data gathered will be tallied. Ranking will be used to determine the positional ranking of the items laid in the questionnaire. So Near Slogan in the Tourism Industry of the Batangas Province. The second part is about the Assessment of the Effectiveness of “All Here. Weighted mean is used to assess the effectiveness of the Alll Here.23 All here. tabulated and interpreted. Demographic Profile of the respondent. Province Branding. The first one will be the in the tourism industry of the Batangas Province in terms of Tourist Arrival. and Analysis of Variance (ANOVA). Procedures The researchers went to the library exposing themselves to the different sets of questionnaires found in the appendices of the unpublished thesis materials. So Near” Slogan under this part. After construction.

Majority of the respondents are male with 43 frequency or 52 percent while there 40 Female with a percentage of 48. RESULTS AND DISCUSSION Table 1 Distribution of Respondents According to Profile N = 83 Gender Frequency Percentage(%) Rank Male 43 52 1 Female 40 48 2 18 – 25 11 13 4 26 – 35 14 17 3 36 – 45 28 34 2 46 – Above 30 36 1 DOT Officer 49 59 1 Government Officials 34 41 2 Age Respondent The Distribution of Respondents According to Profile was presented in table 1. So Near slogan in the Tourism Industry of Batangas Province when grouped according to profile variables. All data treated using the SPSS software. Analysis of Variance (ANOVA) is used to determine if there exists significant difference on the effectiveness of All Here. so near……. The male respondents are the dominant in ranking ..24 All here.

men can be characterised as more confident than women (Bengtsson. especially regarding financial decisions (Barber & Odean. According to the number of participants involved in this study.1 Level of Effectiveness of “All Here. Persson. there will be only one government official in each municipality to answer the questionnaire and the rest will be the DOT Officers. 14 are belong to 26 – 35 with a percentage of 17 and the lowest in ranking belongs to 18 – 25 years old with a frequency of 11 equal to 13 percent. Correll. Before man have more rights than women in leading the government. so near……. So Near” Slogan in terms of Tourist Arrival . the respondents are more knowledgeable about the slogan. majority are DOT Officials followed by the government Officials. Most of the respondents belong to this group of age because they work in the government for so many years already than those who belong to 18 – 25 group of age who are the fresh graduates and work in the DOT as trainees..25 All here. 46 and above was the first in ranking because on this age. And Philippine government needed a masculinity to lead our country. & Willenhag. In general. 2001. Others belong to 36 – 40 with 28 or 34 percent. Most of the respondents belong to age 46 and above with 30 or 36 percent. because most of the government officials/officers are male. Table 2. 2001). The respondents. 2005).

1.64 and verbal interpretation as Strongly Agree.38 with the verbal interpretation as Agree. gives an idea that the place is just a few distance away from Manila.49 – Agree (A)..37 Agree 4 4. gives curiosity to the travellers. attracts many local and foreign tourists to the province.. 1. (Natural. maintains the position as one of the favorite destinations or it even made the province more popular because of its cultural treasures. Man – Made and Cultural/Heritage)” ranked first with the weighted mean of 3.. 3. All items yield with values of weighted mean ranging from 3. the place is complete with different types of attractions. 3.00 – Strongly Agree (SA). being compared to It’s more fun in the Philippines made the tourists visit the Batangas province more often as to the foreign tourists visit our country.40 Agree 3 3. (Natural. Composite Mean Legend: 3. Also.49 – Disagree (D). So Near” slogan in terms of Tourist arrival is presented in table 2.. got the second ranking with the weighted mean of 3.40 Agree Indicators The slogan “All Here. so near…….. It is noticed that it has a composite mean of 3. the place is complete with different types of attractions.00 – 1.. Weighted Mean Verbal Interpretation Rank 1.42 Agree 2 2. Man – Made and Cultural/Heritage) 3. 1.29 – 3.50 – 4.50 – 2. “Gives an idea that the place is just a few distance away from Manila. 3.64 Strongly Agree 1 5.49 – Strongly Disagree (SD) The Level of Effectiveness of “All Here.42 and verbally interpreted as Agree. The item “All Here. Also. So Near” attracts many tourists.17 Agree 5 3.50 – 3. 3. 2. Followed by the third item maintaining the position as one of the favorite destinations or it even made .26 All here.49. So Near”.

The item that ranked the lowest was the “All Here. The curiosity of the travellers ranked fourth with the weighted mean of 3. This means that it is through It’s More fun in the Philippines slogan that foreign tourists visit the Batangas Province and not by “All Here. Ralph Recto said that everything is in Batangas whether attractions and products. So Near” is being compared to It’s more fun in the Philippines made the tourists visit the Batangas province more often as to the foreign tourists visit our country weighted 3. especially the government officials.”. they can see a long streamer installed promoting all what are interesting in the Batangas province. it is an easier connection between the tourists and Batangas. So Near” slogan is but more familiar with It’s More Fun in the Philippines slogan. Startoll management has never failed to give their full support and when tourists or Batangas locals pass through it. According to some of the respondents. The time travel got lessen because of the expansion and additional lanes of Star Toll way than travelling before using the Turbina By pass road..27 All here. It will always have they will look forward to seeing what is best in a particular town. they are not fully aware of what “All Here. the province more popular because of its cultural treasures with the weighted mean of 3.17 and verbally interpreted as Agree. So Near”. . So Near.40 and verbally interpreted as Agree. According to Mr. “All Here. so near……. he restated what Sen. It will only take an hour and a half to two hours to get from Manila to Batangas.37 and verbally interpreted as Agree by the respondents. Batangas province maybe being compared to other provinces but it is most easily reached when talking about destination. Montenegro. The respondents strongly agree that Batangas is just a few distance away from Manila because of the lesser time a tourist can travel from the city to the province. so near that passing through Startoll way.

All items yield with values of weighted ranging from 3. they will find their way leading to Batangas Province.00 – 1.3.29 . The Batangas Provincial Tourism office. One Product. so near……. through its official website. Composite Mean Legend: 3.46 Agree 2 3. Table 2.. 2015). One Product.50 – 2. made the province as top of the mind/top choice of many traveller or travel agencies.50 – 3. 3. helped to promote the Batangas province 3. and probably the tourism offices in the 31 cities and municipalities of Batangas don’t have abundant resources. is strong enough to brand the province.. 1.. 3. tells that whatever a tourist’s interests are. 3. DOT in Manila also admits that promoting “It’s More Fun in the Philippines” has budgetary constraints. So Near” slogan in terms of Tourist Arrival rated to be Agree with a composite mean of 3. helped to promote the Batangas province” ranked first with the weighted mean . including those who “promote” tourist areas jokingly. One Town.30 Agree 4 5. 2.1 shows the Level of Effectiveness of “All Here. (The Filipino Connection. through the project OTOP.29 Agree 5 3.. branded the province’s well rounded magnificent attractions.49 – Disagree (D).34 Agree 3 4. So Near” Campaign. 3.40.49.49 – Strongly Disagree (SD) Table 2.2 Level of Effectiveness of “All Here.49 Agree 1 2. So Near” Slogan in terms of Branding the Province Weighted Mean Verbal Interpretation Rank 1.28 All here.49 – Agree (A).50 – 4.00 – Strongly Agree (SA). One Town. “Through the project OTOP.38 Agree Indicators “All Here. and ordinary Filipinos using social media had been asked to make the promotion effort. 1..

tourists might find their interests not only in Batangas anymore but they can visit other destinations here in the country. Through OTOP. There are lot of . developing. they will find their way leading to Batangas Province with 3. Through its official website. The OTOP is a priority program of President Gloria Macapagal-Arroyo to promote entrepreneurship and create jobs. 2015). Department of Trade and Industry.46 and has a verbal interpretation as Agree. of 3. The Project OTOP or One Town. branded the province’s well-rounded magnificent attractions with a weighted mean 3. so near……. The One Town.49 and verbal interpretation as Agree. Through these products. The third item is made the province as top of the mind/top choice of many traveller or travel agencies with 3. Montenegro.29 weighted mean and verbally interpreted as Agree. and promoting a specific product which has a competitive advantage. local chief executives of each city and municipality take the lead in identifying.34 as its weighted mean and Agree as its verbal interpretation. The second in the ranking is the slogan is strong enough to brand the province with the weighted mean of 3. According to Mr.29 All here. The item that got the lowest ranking tells that whatever a tourist’s interests are. it will help to brand the Batangas province as they will serve as the trademark of each known and will make them more popular. OTOP-Philippines encourages the country’s MSMEs to produce and market distinct products or services using indigenous raw materials and manpower.30 and verbally interpreted as Agree ranked forth. Today. each town in Batangas province has its own product that will represent their municipality. One Product helps a lot to brand the province of Batangas.. One Product (OTOP-Philippines) is a priority program of the government to promote entrepreneurship and create jobs.

(CALABARZON 2015). Table 2. if they have their full time on leisure. Vigan for the Historical attractions and many others. Laguna has an enormous number of hot springs. otherwise. And lastly. common attractions that tourists can find here in Region 4-A and as well to other provinces.3 Level of Effectiveness of “All Here. The province is not particularly popular for tourists. As far as a tourist destination goes Cavite is not one that rolls off the tongue. combined with the rugged terrain.. they will likely go to Palawan or Boracay for the beaches because of its night life and other activities that cannot be found in the province. so near……. rivers.30 All here. but it has some nice places to stop whilst travelling further south. Cavite is famous for the island of Corregidor. Quezon province is extremely popular during Lent as thousands of people flock to the province. but for those in between flights from Manila. There are tourists leading to Batangas for their interests but many travellers find Batangas as top of their choice although there are still some who visit the province. it can make for a pleasant day trip. It does not have spectacular beaches or natural surrounds. Numerous different religions and sects celebrate with annual ceremonies. from World War II. These travellers are likely from the city who wants to find relaxation for a short period of time. So Near” Slogan in terms of Socio – Economic Impact Indicators Weighted Mean Verbal Interpretation Rank . gorges and volcanoes it literally abounds in natural wonders while Rizal It has fantastic views of the Sierra Madre Mountain ranges and Laguna de Bay. which is proudly part of the province.

49 – Agree (A).3.00 – Strongly Agree (SA).41 Agree 2 Composite Mean 3. 1. Restaurants. The All Here.. so near…….32 Agree Legend: 3.49 – Strongly Disagree (SD) The Level of Effectiveness of “All Here.. Resorts and Amusement Parks) 3. The item that the slogan promotes the local produced products ranked first with a weighted mean of 3. So Near” slogan in terms of SocioEconomic Impact is presented in table 2.49 – Disagree (D). So Near”. 1.34 Agree 3 4.42 Agree 1 5. 3. The rank two is the item which tells that the slogan has a great impact on the business side of the tourism industry (Hotel. has an effect on the employment opportunities and generates continuous income for the local stakes. 3. attracts investors in the province. 3.23 Agree 4 3. It is noticed that it has a composite mean of 3. promotes the local produced products.. Based on the interview conducted by the researchers. has a great impact on the business side of the tourism industry (Hotel. Followed by third item which is to attract investors in the province with the weighted mean 3.42. 3. 1.18 Agree 5 2. So Near slogan does not only promote the attractions that can be found in Batangas province but .42 and verbally interpreted as Agree.31 All here.00 – 1.18 – 3.41 and verbally interpreted as Agree.50 – 2. All items yield with values of weighted mean ranging from 3.34 and verbally interpreted as Agree.32 with the verbal interpretation of Agree. has an effect on the improvement of standard of living of local community. Resorts and Amusement Parks) with the weighted mean 3.50 – 3.50 – 4. 2. The “All Here.. Restaurants..

as well as its products.” he told. Panutsa andTapa of Taal. The item has a weighted mean of 3. The slogan has an impact in the standard of living in the locals of the province. Leviste also showed how well-rounded the tourism of the province is by giving examples which can be found and/or experienced in Batangas for each of the tourism approaches – traditional.32 All here. Some popular products include Kapeng Barako. so near……. Each town has its own product that gives a recognition and identification to make them more popular. Bagoong of Balayan. Leviste shared that one way of enriching the lives of Batangueños is by attracting both foreign and local tourists to come and experience Batangas. Lambanog of San Juan. The item that ranked the lowest is that the slogan “All Here. Tamarind Wine of Lobo and Achara of Calaca (Hernandez.. it is also home to various products which are among the province’s pride. wellness.18 with a verbal interpretation as Agree. So Near! Vice Gov. cultural. . fiesta. The item was the lowest because only some municipalities and locals are given a job or employment that uplifts their standard of living. Like Mencias and Tabora. arts and crafts. So Near” has an effect on the improvement of standard of living of local community. Balisong. Has an effect on the employment opportunities and generates continuous income for the local stakes ranked fourth with the weighted mean 3. “We give utmost importance in protecting our environment. outdoor. Batangas is not only a popular summer destination in the Philippines. culinary. Leviste also put emphasis on environmental protection. religious. Batangas Vice Governor Mark Leviste who dissected Batangas Tourism: All Here. sports.23 and verbally interpreted as Agree. 2011).

18 Agree 3 Composite Mean 3. 3. 2. is used by tour operators (Manila or Provincial based) while promoting/selling tour packages during lull months. At the end of his talk.25 Agree Indicators “All Here. is supported by setting up of tourist information center in every town. brochures. Legend: 3.10 Agree 5 2.33 All here. 1.16 Agree 4 5. 3. 3.49 – Disagree (D). (Hernandez 2014).45 Agree 1 4. so near……. So Near”.. best advantages are the social media..50 – 2. is promoted through all forms of media and more specifically. Table 2. tarpaulin and streamers to help attract foreign and local tourists. 3... is included in pamphlets. is promoted by tourism related establishments and government tourism offices by posting tarpaulins and streamers.37 Agree 2 3. and cultural tourism.. Leviste remarked that the main assets of Batangas tourism are accessibility and its beautiful people. 1.50 – 4. 3.00 – 1..49 – Agree (A). So Near” Slogan in terms of Marketing/Promotional Strategies Weighted Mean Verbal Interpretation Rank 1.00 – Strongly Agree (SA).50 – 3.4 Level of Effectiveness of “All Here.49 – Strongly Disagree (SD) .

brochures. The item that got the highest ranking was the included in pamphlets. One of the most famous festivals in Batangas is Ala Eh! Festival uses a tarpaulin to promote All Here So Near and to celebrate their founding anniversary. tarpaulin and streamers to help attract foreign and local tourists with a weighted mean of 3.37 with the verbal interpretation of agree and ranked 2 by the respondents.34 All here. So Near” Slogan in terms of Marketing/Promotional Strategies. Also. Promoted through all forms of media and more specifically. The composite mean of the respondents was 3.25 with the verbal interpretation as Agree. The “All Here. result of the weighted mean was 3. So Near” slogan is often found in brochures of some municipalities promoting their products and tourist attractions.4 shows the Level of effectiveness of “All Here. Table 2. The weighted mean of promoted by tourism related establishments and government tourism office by posting tarpaulins and streamers was 3.18 with a verbal interpretation of agree and ranked 3 in the result given by the respondents.45 and verbally interpreted as Agree. The tarpaulin showcases all the products that you can see in Batangas Province. the slogan can be found in streamers and tarpaulins along the Star Toll way and Balagtas Rotonda which somehow helps to catch the attention of the travellers. . so near……. The festival also helps to attract tourist to go to the province. best advantages are the social media..

public awareness campaigns.10 with the verbal interpretation as Agree and it was also found out that this item ranked the lowest in Marketing/Promotional Strategies.16 with the verbal interpretation of agree and ranked 4 in the strategies given. This item got the lowest in ranking because there are still no tourism information centers in some municipalities in the Batangas province. It was found out that the weighted mean of supported by setting up tourist information center in every town was 3. DOT. The result of the mean value used by tour operators (Manila or Provincial based) while promoting/selling tour packages during lull months was 3. so near……. Some information centers are mostly located in those municipalities which have a lot of tourist attractions.35 All here.. and probably the tourism offices in the 31 cities and municipalities of Batangas don’t have tourism information center as of now but Katigbak says the budget this year to do the provincial plan’s projects such as setting up tourism information and pasalubong centers. . the Batangas Provincial Tourism office.

2. So Near” attracts tourists which help to boost and increase the number of tourism influx in the province. So Near” Slogan of Batangas Indicators Weighted Mean Verbal Interpretation Rank Tourist Arrival 3.49 – Agree (A).40 and verbal interpretation as Agree. So Near” Slogan of Batangas shows in table 2. Table 2.32 with a verbal interpretation as Agree. The Tourist arrival ranked first because the slogan “All Here.50 – 4.34 Agree Legend: 3.5 with a composite mean of 3.38 with a verbal interpretation as Agree and ranked 2 in the result. 1. Another result for Socio – Economic Impact mean value is 3.32 Agree 3 Marketing/Promotional Strategies 3. 1.34 and a verbal interpretation as Agree.49 – Strongly Disagree (SD) The Summary of the Level of Effectiveness of “All Here. so near……. and even training of security personnel is P10 million.00 – Strongly Agree (SA).. The tourist arrival shows the highest ranked with a mean value of 3.36 All here.50 – 3.25 Agree 4 Composite Mean 3.50 – 2.38 Agree 2 Socio – Economic Impact 3.49 – Disagree (D). It also ranked first because .00 – 1. (The Filipino Connection Reportorial Team 2012).5 Summary of the Level of Effectiveness of “All Here. Branding the Province weighted mean is 3. the provincial government will tap the private sector in implementing the tourism plan. institutionalizing tourism-related festivals.40 Agree 1 Branding the Province 3. As per Katigbak also.

And the Marketing/Promotional Strategies got the lowest in ranking because the government does not have enough budgets on how they can promote the province.. So Near”. even though . we are very optimistic that we can now put Batangas higher in the tourism map of our country” she included. 2012). One municipality cannot fully promote the slogan if the government officials themselves do not know anything about “All Here. One of the plans of Gov. even though it is just a simple phrase. and ecotourism at destinations development so that we can attract more tourist to visit our province“. Also. there is a website designed for the slogan. She stated that Tourism can fuel the growth of our country.37 All here. you generate more jobs and provide income opportunities”. the researchers interviewed the respondents and they found out that some Government Officials have no idea about the slogan. The slogan “All Here. So Near” is only promoted through minimum number of tarpaulins and are often found only in Capitolio and Balagtas Rotonda. You raise the tourist arrivals. So Near”. so near……. it is strong enough to catch the attention of the travellers. Although. “With the implementation of the tourism development plans and programs. Marketing/Promotional Strategies ranked the lowest because the slogan “All Here. By promoting the province in different places helps to increase the influx of the tourist in Batangas. tourism promotion. The lowest ranked was Marketing/Promotional Strategies which ranked 4 in the result and the mean value was 3. (Balita. Vilma Santos is the Tourism in Batangas that according to her would help to raise the economy in Batangas. this will not help a lot because some tourists will not find time to go to the Internet and search this website. She also adds that she will continue to make the program stronger like in production promotion.25 with a verbal interpretation as Agree.

Branding and marketing makes one destination or attraction more appealing. jobs for the people are provided. One of the things that make Batangas noteworthy is how it can be at part with other provinces in terms of tourism. (Hernandez . particularly those municipalities who have tourist attractions. Tour Operators and Travel Agencies do not advertise the slogan when giving tour packages to the travellers. so near……. educational. not a destination or a place. aesthetic. With a booming tourism. and pride among the locals is ignited. businesses climbs along the growth ladder. can be found on some brochures of municipalities.38 All here. tourism is an experience – not a brochure. 2011). Louie Mencias. not an attraction. protecting these God-given gems has equal importance as that of any promotions rendered. and escapist.. Table 3 Problems Encountered by the Respondents in the “All Here. But for natural attractions like what Batangas is abundant of. The realms of experience include entertainment. According to Mr. So Near” Slogan Campaign .

50. The tourism establishment do not use the slogan while promoting their products/business.50 – 4.00 – Strongly Agree (SA). Does not uplift the tourism industry of the province.83 Agree 2 4. . The idea of the slogan does not satisfy the travellers to visit the province.49 – Strongly Disagree (SD) The problems encountered by the respondents in the “All Here. 2. 2.50 – 3. 2. 2.5 6. 2. so near……. Does not improve the standard of living of the Batangueños.. Does not showcase the attractions/products of the province of Batangas 2. The slogan is not attractive to lure more tourists.39 All here.50 – 2. 2. 2. signages. the respondents agreed that there are several problems encountered on the slogan campaign.77 Agree 3. Based on the table presented above.49 – Agree (A). 2. 2..49 – Disagree (D). Is not values – oriented.40 Disagree 5 7.89 Agree 1 3. The tourism of Batangas spend a lot of marketing the slogan through billboards.77 Agree 3. etc. 1. So Near” slogan are presented in table 3. but still lack of people’s awareness to the province’s slogan.00 – 1.17 Disagree 10 Composite Mean 2. The results show that the problems experienced as indicated by the composite mean of 2. Indicators Weighted Mean Verbal Interpretation Rank 1.28 Disagree 8 10.27 Disagree 9 8.50 Agree Legend: 3. 2. 1.35 Disagree 6 5.31 Disagree 7 9. The local government allotted minimum budget for the promotional using the slogan. So Near.5 2 The local event organizer commonly use the Ala Eh Festival promoting the province rather than using the slogan All Here.

signages. mountain bike challenge. car show.89 and verbal interpretation as Agree. the festival aims to promote the high profile province as a major powerhouse in cultural and political history. dog show. It has a weighted mean of 2. So Near with the weighted mean of 2. The item that got the highest ranking is. world-class tourism destinations and resorts.77 and verbally interpreted as Agree and The tourism establishment do not use the slogan while promoting their products/business and verbally interpreted as Disagree. So Near”. Themed “All Here. shoot fest. The local event organizer commonly use the Ala Eh Festival promoting the province rather than using the slogan All Here. skills and talents presentations. photo and painting competitions and exhibitions. The item that got the 2nd in ranking is the local government allotted minimum budget for the promotional using the slogan. infrastructure and a vital transport link in the country’s western seaboard and gateway to . tourism.83 and verbally interpreted as Agree. street dancing and float parade. but still lack of people’s awareness to the province’s slogan. So Near”. The Batangas lady governor declared the official opening of the “Ala Eh! Festival 2011” which showcases the province’s cultural and historical legacies. cheer dance fest. local government night. The government and the Provincial Tourism Office promote more the Ala Eh Festival rather than the slogan. “All Here. so near……. trade and jobs fairs. It was followed by the two items ranked as tie. Mini Olympics. with the weighted mean of 2.40 All here. agriculture... The Government is more focus on promoting and celebrating the Ala Eh Festival while there is no enough strategies for the tourist to recognize the slogan. The tourism of Batangas spend a lot of marketing the slogan through billboards. etc.

2.41 All here. Many of the Batangueños have no idea of what the slogan is and what is it all about. Visayas and Mindanao. other government officials/employees and most especially the tourists to become more aware about it. So Near” slogan in promoting their products/businesses like those of the restaurants. . does not showcase the attractions/products of the province of Batangas. (Barriga (2015). the MIMAROPA (Oriental and Occidental Mindoro. not attractive to lure more tourist. Romblon and Palawan). So Near” slogan in order for the locals.28. They might spend in order to post these tarpaulins in the designated areas but still lack of the local’s awareness about the slogan. the slogan does not satisfy travellers to visit the province with weighted mean of 2. so near…….40. It can be noticed that the item got the lowest ranking is. The Provincial Tourism Office posts tarpaulins and streamers along the StarToll Way. 2. Balagtas Rotonda and Capitolio presenting different attractions and products of the Batangas Province with “All Here..27 and verbally interpreted as disagree. Most tourism establishments do not use the “All Here.17 and verbally interpreted as disagree. hotels. verbally interpreted as disagree respectively. The slogan is not values oriented. The idea of the slogan does not uplift the tourism industry of the province. It was followed by. Marinduque. and does not improve the standard of living of the Batangueños. They do not further advocate the “All Here.31 and 2. The government only promotes the slogan through tarpaulins and streamers only. These establishments can run and attract tourists even with or without the slogan. and resorts.. So Near” slogan on it. sixth.35. ranked fifth. with the weighted mean of 2. seventh and eight with the weighted mean value of 2.

Calatagan and Nasugbu municipalities. Mayon’s majestic sight in Albay. A Philiipines Newspaper in Batangas found out that their recent visit in the Province was worth it and help them from escaping Metro Manila’s sweltering heat and stressful life.42 All here.. So Near’ Slogan Campaign When Grouped According to Profile Variables α = 0. the heritage houses in Taal municipality. As one of the travellers cited. Table 4 Difference on the Effectiveness of “All Here. Mary Anne Bangon (2012). provincial officials say Batangas has its own showcases: the beaches in San Juan. Bangon mentioned in her report that “Batangas is known for its beautiful places. According to the DOT of Batangas. as one of the top tourist attractions in the country. and the world’s smallest volcano. The province is also banking on nature’s wonders to pull tourists into it”.05 . And with the implementation of the Batangas slogan: All Hear So Near. Vigan’s heritage houses. or Mt. These two items are not big problems encountered by the respondents that is why it ranked the lowest because for the respondents. In the Filipino Connection report. among other visitor-drawing sites. the slogan helps when it comes to the tourism industry of the province and satisfaction of travellers when visiting Batangas although it is not very common to them. Taal Volcano. While some moneyed Filipinos are trying out Boracay’s shoreline. Either local or foreign tourists were satisfied and enjoyed visiting Batangas. areas far enough from the noisy and stressful urban life. the provincial government contributes to the further growth of the tourism industry by hosting various events in the province. so near…….. they are very optimistic that they can now put Batangas higher in the tourism map of our country. It also promotes Batangas’ numerous pristine beaches and magnificent dive spots. The Filipino Connection Reportorial Team 2012).

070 0. This means that significant differences exist and that respondents have assessed the effectiveness of such campaign in terms of the mentioned profile to be different. the gender is significant in this study because of the different knowledge and appreciation towards the slogan.143 Not Significant Respondent 3. However.016 Significant Age 1. As cited by Mayen Jaymalin.43 All here.739 0.864 0. Regardless of the age and type of respondent. males are more creative and have more ideas on how they are going to promote the slogan than the females. Profile Variables Fc p-value Interpretation Gender 6.. so near……. She mention that the past brand . So Near” slogan and most of the time. This means that male respondents have different assessment on the effectiveness of the campaign as compared to the female respondents. So Near” slogan campaign when grouped according to profile variable gender is rejected. NS – Not Significant Based from the table. HS – Highly Significant. the Department of Tourism (DOT) has formed a committee to select a new catch phrase.05 level of significance.057 Not Significant Legend: Significant at p-value < 0. Males have a different perception about the “All Here. In a statement. S – Significant.05. DOT said the committee would include experts from the tourism sector. the computed F – value of the profile variable gender was greater than the critical value and the resulted p-value was less than 0. it has no effects on the assessment of the effectiveness of the slogan and just has the same perception about it. thus the null hypothesis of no significant difference on the effectiveness of “All Here.

. he added. it’s the Filipinos that will complete their vacation and will make their holiday unforgettable. Filipinos can promise a more heartfelt and interesting experience. Office of Marketing Communications 2015). Jimenez. conceptualization efforts took many months to develop because a majority of the stakeholders and general public do not support this concept. So whether a Philippine —or a Batangueno— area is to be supported more or less in terms of tourism development. the agency made sure that it was something that was easily understood by everybody but competitive at the same time. (Philippine Department of Tourism. In creating the slogan. The Tourism Congress said the use of the slogan was not consulted with them. So Near. he explained. Filipinos must focus on the tourism agenda and our strategy is simple: while other countries invite the locals to observe. That is why Batangas “has a lot to offer to tourists —things that tourists want to experience. whatever they do in the country. Wherever Filipinos go. Filipinos have to challenge for attention.44 All here. So Near “ as the primary marketing tools The organizers may include the slogan in promoting and during the celebration of the Ala Eh! Festival To allot budget in promoting the slogan The government may spend and allocate their budgets for the All here. by not only posting Person Involved Tourism Organizers Government/PTCAO . This is our industry. According to Sec. that place must make tourists feel relaxed. Table 5 Action Plan to Improve the Marketing Strategies Objectives   Strategy To use the slogan “All Here. so near…….

45 All here. ages 46 – above. signages etc. DOT Officers. So Near Slogan on their tarpaulins/radio ads while promoting their products/businesses.. resorts and hotels may include the All here. Establishment Owners of All Here. Up to date and informative website  To require all the government offices/all municipality to use the slogan Each municipal tourism officers may discuss the All Municipal Tourism Officers here. so near……. So Near” and budget allocation for the promotion of the slogan were identified as the most common problems encountered by the respondents. 3. So Near” had a great effect in the tourist arrival in the Batangas Province. The slogan “All Here. tarpaulins but also by placing billboards. in the strategic location inside and outside Batangas. Most of the participants are Male. 2. Promotion of Ala Eh! Festival instead of “All Here. So Near Slogan to the government official/employees to gain their awareness and knowledge about it  To use as promotional tool by different establishments Different establishments like restaurants. . So Near Slogan CONCLUSIONS 1.

so near……. So Near.46 All here.. PTCAO or the Government may coordinate with different establishments or 3 tourist destinations organizers to promote the slogan All Here. The Government may focus on how they will promote the slogan as it has a 6 strong potential to attract tourists. The Government may use the idea of the slogan properly and should not be set 7 aside that only the DOT Officers know about the slogan. Resort establishments may put up new strategies by adding more recreational activities and night life as Batangas beaches being compared to Puerto Galera. All Here. So Near. The Male respondents have different assessment on the level of effectiveness as compared to the female respondents. 5. jeepneys and other public transportations that it may attract tourists and 5 gain the awareness of the locals. An action plan was proposed to improve the marketing strategies of All Here. . 4. Activity like having a fair promoting the tourist attractions and products of each municipality 8 with the theme of All Here. CITHM Department may conduct an activity involving the students especially the Tourism students to become aware of the slogan All Here. So Near. RECOMMENDATIONS 1 Batangas may increase the tourist arrivals by putting up new activities inspired to some province/countries that cannot be found in the province. So Near slogan may be promoted by posting small tarpaulins in the tricycles. Future study may be conducted with different set of variables. The PTCAO may organize a meeting or gatherings with the Government officials and explain further what the All Here. So Near may be done by the students. So Near is all about and how to use it. Boracay 2 and Palawan. The awareness should begin first with the local government and will be spread out to 4 the local community and travellers.

so near…….47 All here.. .