The Image of The Philippines as a Tourism Destination in Finland
Arellano, Amarie Concepcion (2020)
Arellano, Amarie Concepcion
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060416928
https://urn.fi/URN:NBN:fi:amk-2020060416928
Tiivistelmä
This research report examines the image of the Philippines as a tourist destination perceived by the Finnish residents. The Philippines is a country with great possession of various beau-tiful natural resources that create a great impact on tourism, however, the industry is weaker in comparison to other destinations with similar possession. The main objective is to gather useful information on the images and assumptions that residents in Finland believe about The Philippines. The interests of Finnish residents are determined as well as their concerns and willingness to travel to the Philippines are recognised.
Understanding the importance of the destination image, its useful components, its formation and how it is measured are highlighted in the literature review of the report. To clearly under-stand and analyse the results, several theories and background studies about the Philippines as a destination and Finnish residents’ traveller behaviours are introduced.
Quantitative research is the methodology used to systematically investigate the image of The Philippines through the traveler’s perspective. A survey was conducted primarily online through social media and other public forums to collect research data due to the global pan-demic. The data collection was conducted at the turn of 2019 and 2020 and received 93 samples.
The results of the research indicate that the Philippines is perceived as a destination with beautiful nature and beaches, friendly people, warm weather and delicious food. The Philip-pines seems to possess all of the major characteristics that the Finnish residents are inter-ested in terms of travelling. Regardless of their concerns about travelling to the Philippines, the majority of the respondents are interested to visit the country. In conclusion, the image of the Philippines perceived by Finnish residents appears to be promising. This could mean that the Philippines could increase the flow of from Finland if the marketing will focus on the concerns and interests of Finnish residents when travelling.
Understanding the importance of the destination image, its useful components, its formation and how it is measured are highlighted in the literature review of the report. To clearly under-stand and analyse the results, several theories and background studies about the Philippines as a destination and Finnish residents’ traveller behaviours are introduced.
Quantitative research is the methodology used to systematically investigate the image of The Philippines through the traveler’s perspective. A survey was conducted primarily online through social media and other public forums to collect research data due to the global pan-demic. The data collection was conducted at the turn of 2019 and 2020 and received 93 samples.
The results of the research indicate that the Philippines is perceived as a destination with beautiful nature and beaches, friendly people, warm weather and delicious food. The Philip-pines seems to possess all of the major characteristics that the Finnish residents are inter-ested in terms of travelling. Regardless of their concerns about travelling to the Philippines, the majority of the respondents are interested to visit the country. In conclusion, the image of the Philippines perceived by Finnish residents appears to be promising. This could mean that the Philippines could increase the flow of from Finland if the marketing will focus on the concerns and interests of Finnish residents when travelling.