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Section 4 Final Summative Assessment Heritage Tourism
Section 4 Final Summative Assessment Heritage Tourism
HERITAGE TOURISM
TTM 1107 – SECTION 4
INTRODUCTION
Background
Name of the Heritage Corregidor Island
Photo/Image
Significance
Significance Corregidor Island has brought significance to the history of the
Philippines. It is part of a National Historical Landmark in the
Philippines honoring the war that was waged between
American and Filipino forces against Japanese soldiers during
World War II. Moreover, it is also considered as one of the
country's last remaining military strongholds. Corregidor was
reinforced with coastal artillery during the American occupation
to protect the entrance of Manila Bay from invading ships. In
addition, Corregidor is a popular tourist destination. Day trips
to the island's military installations during World War II have
been offered by different tour operators and or available from
travel agencies. What makes it more significant is that the
majority of the damaged buildings from the war have not been
rebuilt and were preserved in their pre-war condition out of
respect for the Filipino and American soldiers who lost their
lives in that place.
Common Usage The island served as the location of a military training facility
for counter guerrilla tactics during the mid-1950s. However, in
the present time, the island is a historical landmark and a
must-see location that brings tourists to see the preserved
military installations, destroyed buildings, as an indication of
respect for the American and Filipino forces who sacrificed
their lives protecting the country from the Japanese.
People Using the property According to Cynthia Carreon, CEO and chairperson of
Corregidor Foundation Inc., the organization that oversees and
operates the 5.5-square-kilometer island, stated that P12
million would be spent to create a tourism master plan for the
area (2019). It is to be used by local and foreign tourists, as
well as to boost tourism visitors.
Other Important data On Corregidor's highest point, a lighthouse was constructed in
the 1850s. To better defend Manila and Subic bays, American
military forces reinforced the island in the early 20th century.
The lighthouse on Corregidor is the island's oldest landmark,
but the greatly beautiful tropical island is taken up by ruins
reflecting the intense fighting in World War II. In the part of
Corregidor Island, there are an important object that a part of
symbolizing the significance of the place, such as Battery
Hearn, which is considered the “biggest gun on the island”. Its
firing elevation is around 15 to 25 degrees in all directions.
Mile long barracks also depicts the island’s historic past.
Pacific War Memorial Complex, which is composed of
museums, as well as Cine Corregidor. It was built by the US
Government in 1968 to honor Filipino and American soldiers
who served during World War II. Next is Malinta Tunnel, which
took 10 years before it was completed, the lights and sound
will be held inside this tunnel about the history of Corregidor
Island. Moreover, Lorcha Dock, from which General Douglas
MacArthur departed for Corregidor from Australia. Lastly,
Filipino Heroes Memorial, which commemorates the
courageous Filipino soldiers who sacrificed their lives to
defend the nation's sovereignty during the time of war.
Stories Associated When the Spaniards arrived in the Philippines in the 16th
century, they identified the Corregidor Island or "Isla ng
Corregidor" as a key defensive point. Since all ships entering
Manila, they had to stop here for inspection, and they gave it
the name "Island of the Corrector."Meanwhile, in the 18th
century, the Spanish was able to improve the system by
registering the people and ships who will go inside, thus it
served as a registration area, which means “Corregidor” for
ships, and ended up as a Corregidor Island. General Jonathan
Wainwright, the commander of the U.S. forces, decided that
the Allied forces could no longer hold off the Japanese. Armed
Forces in the Philippines volunteered to hand over Corregidor
to Japanese General Masaharu Homma. However, Homma
demanded that all American forces in the Philippines should
completely surrender. Wainwright had lost already 800 men
because the odds had been placed against him and because
his troops' physical condition was poor.On April 9, 1942, he
gave himself up, and the 11,500 remaining Allied soldiers were
sent to a prison stockade in Manila. Nearly five months to the
day after the initial Japanese attacks, on May 7, 1942, all
arranged American resistance in the Philippines came to an
end. A lengthier, deadlier, and even more horrifying war for
survival lay ahead for the 11,000 soldiers and civilians who
had escaped the attack on the Rock.
Rationale Corregidor Island is regarded as one of the most important
heritage sites, rich in both historical and cultural significance. It
continues to have a unique meaning to all Filipinos as the
setting of two of the most valiant and important battles of
World War II because of what it stood for. Its past history, the
sacrifices of soldiers who fought for this place against
Japanese during World War II continues to live in the present
days as different structures were open for local or foreign
tourists who want to have better understanding of history of
Corregidor Island, as well as experience Mile-long Barracks,
Malinta Tunnel, Pacific War Memorial Complex and such. In
this matter, the Tourism Industry will benefit from the operation
of this place, and at the same time, the history of Corregidor
will continually be commemorated and valued by many people.
I. SWOTAnalysis
STRENGTHS WEAKNESSES
Internal, controllable factors where you are good at Internal controllable factors that need improvement
Example: Structure of the Heritage Site, Aesthetic Value, Cultural Value Example: Maintenance of the Heritage Site, Land Ownership
● Cultural and Historical ● Traffic
OPPORTUNITIES THREATS
External uncontrollable trends that can enhance the viability of a External uncontrollable trends that could place your destination at
destination risk Example: Cross-cultural exchange, Uncontrolled Visitor Behavior
Example: Visitor Arrival Opportunities, Economic Growth of the Host
Community
II. MarketingObjectives
TargetsthatareSMART: Specific,Measurable,Attainable,Realistic,andTime-bound.
III. TargetMarketAnalysis
Traditional 4Ps
Summary
Proposed Strategy:
1. Enhance visitor experiences by offering multi-day packages that allow tourists to delve deeper
into Corregidor Island's history.
2. Improve infrastructure on the island while maintaining environmental sustainability.
3. Reach out to international markets by increasing online visibility and working with global
tourism partners.
4. Diversify attractions to appeal to various market segments, like educational experiences for
students or introducing interactive exhibits highlighting the island's pre-WWII history.
IV. SampleLayoutofMarketingMaterials
▪ e-Brochure
V. SustainabilityAspect
Local Economic Benefits – Discuss Corregidor Island, located at the entrance of Manila Bay
how the plan will support local in the Philippines, has the potential to provide significant
suppliers and serviceproviders. economic benefits to the local community. Here are
some potential ways that the island can help to boost the
local economy:
Give your brief insights on how the Covid-19 may have negatively affected the site and on how
might site managers deal with post-pandemic concerns, image-buildup in a post-pandemic
scenario for the heritage site.
● The Covid-19 epidemic has had a huge influence on the tourism sector
worldwide, including Corregidor Island. With travel restrictions and
lockdowns, the island has seen a dramatic drop in visitor numbers, resulting in
a considerable loss of revenue for the site administrators.
Looking ahead, post-pandemic concerns will likely include how to safely and
effectively welcome visitors back to the island. Site managers will need to
continue to prioritize health and safety measures while also finding ways to
create a positive and enjoyable experience for visitors.
Note:
In preparing your Marketing Plan, please consider this quote from Park (2014):
“The increasing competition among heritage sites and attractions and their customer ( visitor)
oriented approaches requires a need for effective marketing strategies. However, successful and
effective marketing with the context of heritage tourism has a wide-range of implications as a
means of preserving and conserving a historic environment and regenerating locality, as well as
generating a commercial profit. Given that, one of the main purposes of heritage tourism
management is to protect and conserve the past, heritage marketing does not necessarily entail
attempts to increase visitor numbers through advertising. Instead, it helps to target certain
consumers and control their visits while improving heritage conservation”.
Note:
The VMP shall be credited as your finals-FA 9(see rubric below)
TOURIST BEHAVIOR
TRAFFIC-RELATED PROBLEM
CARRYING CAPACITY
X.References
Chua, Z. B. (2019). Tourism masterplan being crafted for Corregidor. Business World.
https://www.bworldonline.com/editors-picks/2019/07/16/242132/tourism-
masterplan-being-crafted-for-corregidor/
Valdeavilla, R. (2021). A Day Tour of the Philippines' Historic Island of Corregidor. Culture
Trip. https://theculturetrip.com/asia/philippines/articles/a-day-tour-of-the-philippines-
historic-island-of-corregidor/
Yañez, G. (n.d.). Top 23 Must-Visit Historical Places & Landmarks in the Philippines.
Guide to the Philippines. https://guidetothephilippines.ph/articles/what-to-
experience/historical-tourist-spots-philippines
Lunas, B. (2017, April 29). Adopt a Tree: Manila Standard’s way to help the environment.
Manila Standard.
https://manilastandard.net/spotlight/adopt-a-tree-7th-sowing/235291/adopt-a-tree-manila-
standard-s-way-to-help-the-environment.html
PWC. (2020, July). Impact of COVID-19 on the Philippine Tourism industry.
https://www.pwc.com/ph/en/publications/pwc-publications/tourism-covid-19.html
OECD. (2020, June 2). Tourism Policy Responses to the coronavirus (COVID-19).
https://www.oecd.org/coronavirus/policy-responses/tourism-policy-responses-to-the-
coronavirus-covid-19-6466aa20/
Chua, B. (2019, July 16). Tourism masterplan being crafted for Corregidor.
Business World. https://www.bworldonline.com/editors-
picks/2019/07/16/242132/tourism-masterplan-being-crafted-for-corregidor/
Meteoblue. (n.d). Simulated historical climate & weather data for Corregidor Island.
https://www.meteoblue.com/en/weather/historyclimate/climatemodelled/corregidor-
island_philippines_1716797
DENR. (2019, April 30). Living Corals in Troubled Waters: Hope For Today’s Manila
Bay. https://www.denr.gov.ph/index.php/news-events/features/1009-living-corals-in-
troubled-waters-hope-for-today-s-manila-bay
Rubric for the Marketing Plan:
Ratethestudybyencirclingthenumbers1to5(5beingthehighest).
POINTS COMMENTS
Chosen Heritage Site/Property
● The chosen heritage site/property 5 4 3 2 1
has great potential to become a top
heritage tourist destination.
Introduction
5 4 3 2 1
● The chosen heritage site or property
was wellpresented.
● The details provided are accurate,
and there is interesting information
and descriptions given.
Marketing Objectives/Goals 5 4 3 2 1
● The marketing objectives/goals
identified are attainable/feasible.
Overall 5 4 3 2 1
● The marketingplanisfeasiblefor
theheritage site.
● Themarketingplanideaisunique, 5 4 3 2 1
5 4 3 2 1
● The marketing plan contains all the
information required in the
introduction.
5 4 3 2 1
● Theover-allwork iswellpresented in
form and in substance (live
presentation)
Category 20 15 10 5
Writing – There are no There are 1-2 There are 3-4 There are 5 or
Grammar grammatical grammatical grammatical more grammatical
mistakes in the mistakes mistakes mistakes
brochure
Spelling No spelling errors No more than 1 – 2 No more than 3 – There are 5 or
throughout the spelling errors 4 spelling errors more spelling
brochure throughout the throughout the errors throughout
brochure brochure the brochure
Content – All facts in the At least 90% in the At least 80% in the Less than 80% in
Accuracy brochure are brochure are brochure are the brochure are
accurate accurate. accurate accurate
Attractiveness & The brochure has The brochure has The brochure has The brochure’s
Organization exceptionally attractive well-organized formatting and
attractive formatting and information organization of
formatting and well-organized materials are
well-organized information confusing
information
Graphics and Graphics go well Graphics go well Graphics go well Graphics do not go
Pictures with the text and with the text but with the text but with the
there is a good there are so many they are too few accompanying text
mix of text and they distract from that the brochure or appear to be
graphics. the text looks heavily text randomly chosen.
Total
Comments:
PEER EVALUATION