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Nation-building - Research Paper Example

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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…
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Download file to see previous pages he Republic of Philippines (13 00 N, 122 00 E) is located in South Eastern Asia between the South China Sea and the Philippines Sea, in the east of Vietnam. The country has tropical marine climate with mostly mountainous terrain and coastal lowlands. The country is an agglomeration of more than 7100 islands. However, only 11 of them are populated. The capital is Manila. History The Republic of Philippines was a Spanish colony during the 16th Century and was conquered by US in the 20th century. In 1935, following the Spanish-American war, Philippines became a self governed commonwealth. During World War 2, the islands fell under the Japanese. From 1944-45 US and Filipinos joint forces fought collectively; and in 1946 as the Republic of Philippines. The Republic of Philippines (locally known as Pilipinas) is made up of 80 provinces and 120 chartered cities. Since the month of June 2010, Benigno Aquino is the president. Economy The Republic of Philippines was once one of the best economies in the Asia Pacific region. However, currently the country’s economy is suffering from high poverty rate which is a result of lack of population control and family planning measures. The republic of Philippines has a total population of 93.6 million as per UN data in the year 2010. The official language is called Filipino and English. Majority of the population are Christians. In Asia, The Republic of Philippines has the highest birth rate leading to a high population growth rate. At this rate, the forecast is that the population will be doubled within just three decades. The economy is also crumbling under government deficits and is heavily dependent on the remittances sent by the Filipinos working abroad. The country’s Gross Domestic Product or GDP grew by 7.3 percent in the year...
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. ...Download file to see next pages Read More
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