REVISITING THE CITY OF MANILA AS TOURIST DESTINATION
INPUT FOR PROMOTIONAL PLAN

A Thesis Presented to the Faculty of the College Of Hospitality Management
Eulogio “Amang” Rodriguez Institute Of Science and Technology

In Partial Fulfillment
Of the Requirements for the Subject TRM 112 Leading to the Degree
Of Bachelor of Science in Tourism

by:
BONGCO, SHAINA JOY M.
TARUC, CATHLYN F.
LACAP, KIM LYN G.
NIÑO, REINA JEAN B.
2015

Statement of the Problem

Specifically, it seeks to answer the following problems:
1. What are the attributes for revisiting the City of Manila as tourist attraction?
2. Is there significant difference in the assessment of the tourism authority and the residents as to the attributes for revisiting the City of Manila?
3. What are the issues and concerns attributed to the City of Manila as tourist attraction?
4. What promotional plan may be formulated to sustain the City of Manila as tourist attraction?

CHAPTER 1
The Problem and Its Background
Introduction
The Manila is teeming with history, and some Filipinos live with our past even as we move toward the future. Manila is blessed with historical places which determines our culture, religion, bravery and determination. One of the places that is teeming with the history of Manila is Intramuros.

Conceptual Framework
This research was framed on the initial aspects to consider in the enlightenment of the study. Input consist of the researcher’s personal observation and read materials such as books, magazines including respondent reflected on the answered survey questionnaire.
Process includes the analysis from distribution of survey questionnaire and it’s retrieval, then the sorting out of gathered data and tabulate. Statistically measured, analyzed, evaluated and interpreted results.
Output shows the outcome of the result on the respondent’s assessment on the effectiveness of the preservation program of tourist attraction in Intramuros, Manila.

* Effective Preservation program of the tourist attraction in Intramuros, Manila

* Distribution and retrieval of survey questionnaire.

* Sorting out of gathered data and tabulate.

* Statistical measurement.

* Analyzed evaluation, and interpreted the results. * Assessment on the effectiveness of the preservation program of tourist attraction in Intramuros, Manila

* Reading materials such as books and magazine.

* Respondent’s perception such as reflected on the answered survey questionnaire. INPUT PROCESS OUTPUT

Feedback
57
Fig. 1 The Conceptual Paradigm of the Study
Hypothesis
This study hypothesizes that there is a huge to slight significant variation between the assessment of respondent as to the assessments of the advocates and historian respondents on the extent of the preservation and rehabilitation program of our culture, religion, beliefs and looks.
Scope and limitation of the study The study was limited to the following scope. The scope of the study covers preservation and rehabilitation program made by our local authorities, religious groups and private individuals which seeks to maintain the high standard of values, moral beliefs and cultural awareness that influence our society on current times. The locale of the study was in Intramuros Manila. The duration of study is estimated in one month which is based on available facts and researches made thru internet, books and other credible sources.

Significance of the study The study on the assessment of the assessment of the rich history of Manila during Spanish colonization provides comparison of the subject matter being discussed from the past to the current times. It also directly distinguished the transformation transpired as time evolves.
Tourism Students. This study helps them for a better understanding of our rich history of the past and the importance of it’s existence/preservation for future generations.
Local Government Unit. This study may help them to promote programs on how to maintain and enhance the beauty of our historical sites for the purpose of tourism business and economic development.
The Management. This study may provide a better understanding regarding the importance of the implementation of rules and regulation in terms of rehabilitation and preservation of the historical sites.
The Researchers. This study shall serve as a reference for future studies and will be reviewed anew as a guide concerning on rehabilitation and preservation of our historical legacies.

Definition of Terms
For the purposes of clarification, the following terms were operationally defined as they all used in this study.

* Teeming -

CHAPTER 2
Review of Related Literature and Studies Local Literature Intramuros was built by the Spanish in the 16th century AD, and is the oldest district of the City of Manila, the capital of the Philippines. The Latin translation of Intramuros means “within the walls” and refers to the enclosure of the fortress, as the structure was surrounded by high walls and moats. Fort Santiago is a defense fortress built into the city walls of Santiago, and was constructed for Spanish conquistador Miguel Lopez de Legazpi. Much of Intramuros was severely damaged or destroyed by the US Air Force during World War II. Intramuros endured heavy shelling, and by the end of the conflict, the only untouched structure was the San Agustin Church. Intramuros became a special historic zone in 1979, and during the 1980s the Intramuros Administration spearheaded a major restoration. The walled city is now the only district of Manila where Spanish-era influences have remained. Modernization although much of the modern development that has changed the face of Manila has occurred outside the walls of Intramuros, several major chains have opened outlets inside ithe fortress walls, including Starbucks, McDonald’s, KFC, Jollibee and other fast food chains. Additionally, the old moats that originally surrounded Intramuros have since been filled and converted into a golf course. Development Pressures Intramuros is currently managed by the Intramuros Authority and the Department of Tourism. The City of Manila, meanwhile, has been positioning itself to regain control of Intramuros without providing a specific statement as to why they want to become it’s caretakers again. There is a rampant speculation that the city wishes to capitalize on Intramuros real estate potential, replacing the heritage and history with high rises and malls. Neglect concerns have been voiced over the years about the appearance of Intramuros; the interior has often looked shabby or in poor condition, with poor lighting in many dark areas of the city. As a result, administration is worried that tourist will steer clear of the heritage site due to safety concerns.

12
Foreign Literature The importance of preserving and providing access to cultural heritage seem as self-evident as to require no justification. Nonetheless, it is worth reminding ourselves of why these goals should be pursued, not least because this undoubtedly informs our thinking about how preservation and access to cultural heritage should be achieved.
According to John Gichirst “The past is a part of us. It is inherent in all artistic, social, economic scientific and intellectual development. It is important that future generations have access to, and understand the past, to better understand themselves and to better deal with the future. In cultures based on written records, the greater proportion of material which is not preserve and to make readily accessible, cultural heritage.
Culture has always been a major object of travel, as the development of the Grand Tour from the 16th century onwards attests. In the 20th century, some people have claimed, culture ceased to be the objective of tourism: tourism is now culture. Cultural attractions play an important role in tourism at all levels, from the global highlights of world culture to attractions that underpin local identities.
15
Local Studies
An animal-for-reptile exchange has been proposed by Manila Mayor Alfredo Lim so the city can address its surplus of crocodiles and add to its animal collection. Lim Tuesday said he was willing to exchange 20 of the Manila Zoo more than 40 crocodiles for animals like elephants, zebras and giraffes. The Manila Zoo continues to expand its collection of animals both locally and from other parts of the world. We are willing to swap animals with other zoos,? Lim said. He said city veterinarians were coordinating with other zoo officials while the city government had written Thailand and India about the possibility of getting some elephants .Puerto Princesa Mayor Edward Hagedorn has promised to donate some animals to the Manila Zoo, according to Lim. Deogracias Manimbo, chief of the Manila public recreations bureau, said the Manila Zoo recently received two tigers from Camp Farms in Palayan City, Nueva Ecija, and a reptile from Cayman Islands.500 animals. The Manila Zoological and Botanical Garden opened its doors to the public on July 25, 1959. It has a population of about 500 animals, according to the website of the My Zoo volunteer group .There are 30 different kinds of mammal species, 63 reptilian species and
16
13 species of birds, said the group. Besides its elephant, lions and hippos, Manila Zoo has several endemic and indigenous species like the bear cat and long-tailed macaques. (Santos, 2008)
The Catholic Bishops’ Conference of the Philippines (CBCP) has expressed support to the transfer of 38-year-old elephant “Mali” from the Manila Zoo to a sanctuary in Thailand. CBCP President Cebu Archbishop Jose Palma said he is supporting the transfer of Mali to a sanctuary where she can live out her life in dignity and good health and in the company of other elephants. “Elephants are intelligent and social animals, and their needs cannot be met in captivity. Mali currently endures intense confinement, loneliness, boredom and isolation in an area a fraction of a size of her natural habitat,” he said in a letter to the People for the Ethical Treatment of Animals (PETA)."Thanks to a directive from President Benigno S. Aquino III and the work of PETA, a sanctuary could offer 'Mali' a chance to save her from years of boredom and misery, and above all, save her life," added Palma. He said "'Mali' might have a few years to live but these remaining years will be more expressive of man's compassion towards [God's other] creatures. “It is my ardent

17
Wish therefore that this initiative be done at the soonest time possible,” Palma said. Last month, Mali received a visual medical examination by internationally recognized elephant expert Dr. Henry Melvyn Richardson, who noted in his report that Mali is suffering from several physical ailments—including foot disorders that could eventually be fatal—and extreme psychological stress as a result of her isolation .Dr. Richardson, who was flown to the Philippines at PETA's expense, has recommended that Mali be transferred to a sanctuary for care, rehabilitation, and the vital company of other elephants .PETA has secured Mali a place at a sanctuary with 14 other elephants in northern Thailand and will pay for expenses related to her transport there .According to the group, for elephants, the frustrations of captivity and the lack of companionship often lead to abnormal, neurotic behavior and in Mali's case, its incessant pacing. PETA said a growing number of progressive zoos such as in the US and the UK have realized that they cannot possibly fulfill the complex needs of elephants and have closed their elephant exhibits while the government of India has ordered that all elephants in zoos be transferred to government-run sanctuaries and reserves (AQUINO, June 25, 2012).
18
Over five decades now since its establishment in 1959, the Manila Zoological and Botanical Garden (MZBG), commonly called the Manila Zoo, remains to be a popular destination for families and other people from Metro Manila wishing to enjoy the beauty of nature and wildlife. Manila Parks and Recreation Bureau (MPRB) Chief and Zoo Director Deogracias Manimbo told PNA that the Manila city government is now upgrading the caring program for the animals housed inside the zoo. The MZBG is home to more than 800 animals from over
100 species as of 2007. The zoo's most popular "resident" is Mali, an Indian elephant who arrived at the zoo as an orphaned calf donated from Sri Lanka. The MPRB official emphasized that Manila Zoo is under redevelopment. ”About 75 percent of the zoo is rehabilitated, reconstructed, and enclosed. For redevelopment, of course, the other 25 percent is pushed through. We are earning P36 million a year and all of that is used for the redevelopment of the zoo, for improvement, rehabilitation, food, medicines,” said Donald Manalastas, Doctor of Veterinary Medicine, and Zoological Division of Manila Zoo. He also clarified certain news reports that some of the animals in the zoo, including the popular elephant Mali,

19
Will be brought back into sanctuary. ”Actually, Ms. Rachel Rigodon, a People for the Ethical Treatment of Animals (PETA) representative, went here... with her is a veterinarian. There are issues that Mali is sick, so they accessed her. They were amazed! Mali is healthy. So they don’t have a reason to move Mali back into a sanctuary. We take good care of Mali; she’ll just die in there (sanctuary),” he said. Manila Zoo animals are all domesticated and have adjusted fully to their present home and that bringing them to the wild would be greatly
Difficult for them, he added.(The online news portal of TV5) (http://www.interaksyon. com/article/33671/manila-zoo-remains-popular-destination-for-lovers-of-nature-wildlife)
If things work out as planned, Manila will soon have a new and modern zoo and theme park at no cost to the city government. Mayor Alfredo S. Lim said he has directed parks and recreation bureau chief Deng Manimbo to thresh out the details of the plan with Okamoto Company, Ltd., which is said to have been building theme parks in various parts of Japan. Under the agreement, the Japanese group will be putting up a park complete with rides on the 4,000 square-meter lot fronting the Manila Zoological and Botanical
20
Garden and half of the Revenue to be generated from admission fees will go to the city. Manimbo said in a press statement that the city’s share will be used to finance the needs of the Manila Zoo, including whatever rehabilitation has to be done there. Lim hoped the new park would be open to the public before the yearend. As planned, Lim said, a particular day of the week will be designated for free admission for the poor residents of Manila to give the less privilege a chance to experience the new recreational park without any expense on their part." “Senior citizens will also be entitled to the discounts due them under the law," Lim said. Part of the plan is to have a footbridge built to connect the new park to the adjacent Paraisong Batang Maynila, which will also be converted into a modernized park. A ride with an overview of the entire park and the zoo will also be put in place to provide the visitors with an idea of what’s in store inside. Lim said the theme park will bear a new name but he assured the public that the words “Manila Zoo" will be retained. (GMANews.TV) (http://www.gmanetwork.com/news/story/153669/news/nation/modern-zoo-and-theme-park-planned-for-manila)

21
Foreign Studies Syracuse is rich in African American history: early abolitionists, suffragists, and advocates native sovereignty and treaty rights established their voices and led nationwide change from Central New York. The area has also reverberated from such dramatic shifts as the vast migration from Southern states and the demise of the city’s 15th ward. Unfortunately, much of this history of African Americans in Syracuse is scattered among churches, community organizations, and private residences. The Black History Preservation project is committed to honoring and celebrating the history and heritage of black people in Syracuse and Onondaga Country. A partnership of residents, community organizations, and SU faculty and staff is building a virtual museum to highlight the presence, accomplishments, and contributions of this often under-recognized community. The plan for a virtual museum, which would preserve local black history in one forum, evolved from a community team meeting in 2009 in which members sought to create a cultural center containing the history of black people in Syracuse. Under the guidance of the South Side Initiative Office, the Black History Preservation project brings together various community partners: the Onchiiondaga Country Public Library, the Onondaga Historical Association, the Dunbar Association, the City of Syracuse Office of MultiCultural affairs, UMI Associates, residents, local church representatives, and SU, which includes an interdisciplinary team from the School of Information Studies, the College of Arts and Sciences, the College of Visual and Performing Arts, and Syracuse University Libraries. Faculty conducts community workshop on identifying and preserving family collections and local history. They have also initiated an oral history pilot project. Efforts to digitize materials owned by community members, churches, and organization and to develop a virtual presence for those materials began in 2008. The partnership plans to eventually expand the target area to include other African American communities throughout Onondaga Country. This community university model of cooperative preservation of culturally significant archival materials is also being developed to translate to other cultural venues. In addition the graduate-level certificate prepares students to collect and preserve artifacts reflecting the history of a community, an organization, or other social groups. Student will work with a community project to complement their classroom learning. The multidisciplinary certificate program involves the departments of anthropology, fine arts, and museum studies, and the School of Information Studies. The Schaumburg Center for Research in Bllack Culture of the New York Public Library will help train graduate students to work with black special collections and archival materials once the newly created and certificate program is underway.a 23
Synthesis of related Literature and Studies

This section contains a summary of the sources used in this study, and in-depth research will emerge in later chapters. This study will be conducted mainly through a review of current literature, as the debate about animal rights and/or animal welfare had generated a fairly large body of writing, and a review of this literature will provide some understanding and clarity about the current status of the animal welfare and/or animal rights debate.
24
A critical analysis of the current legislation and case law will also be undertaken with regard to animal welfare and/or rights in Philippines, as well as analyzing the legislation and case law from the other countries. Other information that was relevant to this study, found in newspaper articles, the internet and media reports will also be reviewed and compared with legal writings.