Revisiting the Filipino Brand of Service Program Department of - PDF document

TIBFI 3rd Tourism HR Congress 3/23/2015 Revisiting the Filipino Brand of Service Program Department of Tourism Project Description: “ The good and positive in Filipino Hospitality ” create the Filipino brand of service. The vision enhances the current nationwide tourism campaign of “ It’s More Fun in the Philippines ” and uplifts the quality of Philippine service. Beyond the experience of breathtaking sites, the excellence in service becomes a regional brand and a wholistic national identity. Prof. Eric Zerrudo 1

TIBFI 3rd Tourism HR Congress 3/23/2015 Project Objectives: 1. Conduct a cursory mapping of traditional services and hospitality for the regions. 2. Develop storylines and messages out of these traditional services that promote and instill the good and positive. 3. Develop a national storyline and message to brand the Filipino service. 4. Develop iconic gestures and spiels to represent the brand. GESTURAL ORAL EXPRESSION EXPRESSION Prof. Eric Zerrudo 2

TIBFI 3rd Tourism HR Congress 3/23/2015 Welcome/ Arrival Accommodation Prof. Eric Zerrudo 3

TIBFI 3rd Tourism HR Congress 3/23/2015 Dining Shopping Prof. Eric Zerrudo 4

TIBFI 3rd Tourism HR Congress 3/23/2015 Entertainment Transportation Prof. Eric Zerrudo 5

TIBFI 3rd Tourism HR Congress 3/23/2015 Adventure Departure Prof. Eric Zerrudo 6

TIBFI 3rd Tourism HR Congress 3/23/2015 Dates of Workshops: Module 1: (Consultation Workshop for the Filipino Brand of Service) Regions 1, 2 and CAR Baguio City Nov. 27-28, 2013 Region 7 Cebu City Dec. 2-3, 2013 Region 6 Iloilo City Dec. 10-11, 2013 NCR Mania Feb. 20-21, 2014 Region 3 & 4 Tagaytay City Feb. 27-28, 2014 Region 9 & ARMM Zamboanga March 6-7, 2014 Region 10 & 13 CDO March 13-14, 2014 Region 11 & 12 Gen. Santos City March 17-18, 2014 Region 5 Legaspi City April 9-10, 2014 Region 8 Tacloban City April 25-26, 2014 Prof. Eric Zerrudo 7

TIBFI 3rd Tourism HR Congress 3/23/2015 FBS Baguio FBS Cebu Prof. Eric Zerrudo 8

TIBFI 3rd Tourism HR Congress 3/23/2015 FBS Iloilo FBS Manila-Tagaytay Prof. Eric Zerrudo 9

TIBFI 3rd Tourism HR Congress 3/23/2015 Module 2: (Validation Workshop for the Filipino Brand of Service) Region 6 Bacolod City March 24-25, 2014 Region 1, 2 and CAR Laoag City April 21-22, 2014 Region NCR, 3 & 4 Pampanga April 29-30, 2014 Regions 9, 10, 11, 12 & 13 Davao City May 6-7, 2014 Regions 5, 7 & 8 Cebu City May 16-17, 2014 Findings: National Capital Region Oral Expression Gestural Expression Welcome/ Arrival Sampaguita welcome lei • Adventure Sagot ko po kayo! Map-guide • • Huwag kayong mag- Safety reminders • alala Cordillera Oral Expression Gestural Expression Administrative Region Welcome/ Arrival Hand shake • Prof. Eric Zerrudo 10

TIBFI 3rd Tourism HR Congress 3/23/2015 Region 1 Oral Expression Gestural Expression Departure “ Dios ti kumuyog ” Pabaon or souvenir gift • Padala/ paw-it • sili, cd, laptop • Region 2 Oral Expression Gestural Expression Departure “ Dios ti kumuyog ” (God Hand shake and • be with you) shoulder tapping (Men) Region 3 Oral Expression Gestural Expression Welcome/ Arrival Mabuhay! Kumakaway/ • kumakamay Region 4 Oral Expression Gestural Expression Departure Kaway na may ngiti • Region 5 Oral Expression Gestural Expression Welcome/ Arrival “ Maogmang pag-abot Waving of hands to • sa Albay ” (Welcome to greet guests Albay) Departure “ Diyos Mabalos! ” Hands swaying, cheek • to cheek, hugging and/or tapping of shoulder Prof. Eric Zerrudo 11

TIBFI 3rd Tourism HR Congress 3/23/2015 Region 6 Oral Expression Gestural Expression Welcome/ Arrival Family & Friends Family & Friends “ Welcome ” Kisses (Beso-beso) • • “ Maayo nga pag- • abot ” Shopping/ “ Amiga / amigo ” Hands swaying, cheek • • Entertainment “Suki ” to cheek, hugging • Offering discount/s and/or tapping of • Paaman ( dagdag ) shoulder • Paayo ( discount ) • Region 7 Oral Expression Gestural Expression Welcome/ Arrival Cebu: Cebu: “ Maayong pag-abot Lei offering with welcome ___ (Name of the singing guitarist place)” Departure Cebu: Negros Oriental/ Siquijor: “ Balik-balik, ayo-ayo ” Wave hand • Hug/ beso • Warm smile • Prof. Eric Zerrudo 12

TIBFI 3rd Tourism HR Congress 3/23/2015 Region 8 Oral Expression Gestural Expression Welcome/ Arrival Samar/ Leyte: Kumakaway • “ Maupay nga pag- Handshake • abot ” Welcome lei • Region 9 Oral Expression Gestural Expression Welcome/ Arrival “ Bienvenidos a Handshake • Zamboanga! ” Giving leis (first timer) • Beso-beso (for frequent • visitors) Transportation “ Cuidao!” (Careful) Region 10 Oral Expression Gestural Expression Welcome/ Arrival “ Maayong pag-abot ” Offer to carry the hand- • carried bag Region 11 Oral Expression Gestural Expression Welcome/ Arrival “ Madayaw Dabaw ” Smiling • Departure “ Daghang salamat sa Shake hands/ wave • pagbisita sa Dabaw ” hands/ hug Prof. Eric Zerrudo 13

TIBFI 3rd Tourism HR Congress 3/23/2015 Region 12 Oral Expression Gestural Expression Shopping/ Magandang GenSan, Always with a smile • Entertainment answer must be “ Wow GenSan ” – site specific expression Region 13 Oral Expression Gestural Expression Welcome/ Arrival “ Madiyaw na pagkani Donning of garland/ lei, • sa CARAGA ” – site beso-beso specific expression (South and Western part) FILIPINO BRAND OF SERVICE National Branding 1. Welcome/ Arrival • There should be a Welcome Song for arriving guests. i. Suggested a pipe-in music for the airport since most areas cannot afford/ doesn’t have a Rondalla Group. ii. DOT Regional Offices can tie-up with schools or universities that has a Rondalla/ Music group on their region that might take turns in welcoming arriving guests in the airport. They might also come up with festivals and/or celebrations to feature such groups. • Handshake • Name Tag of Place Cards for arriving guests i. Size and font of letters should be specified. ii. “It’s More Fun.. Color branding can be utilized. • Offering a welcome lei should be practiced. i. Regional branding shoul be observed . ( Sili for Bicol, Guitar for Cebu, Marskara for Bacolod, vinta for Zamboanga, etc .) • Remind “Sundo Team” to be early, never late! And should always be decent in their attire. Prof. Eric Zerrudo 14

TIBFI 3rd Tourism HR Congress 3/23/2015 2. Accommodation • Belhop: “Mabuhay!” • Security at the Hotel: “Mabuhay!” Welcome to (Name of hotel)” • Front Desk Officer: “Mabuhay! Welcome home.” • There should be a welcome drinks and welcome tower for visitors. i. Local drinks is suggested. ii. Calamansi (or citrus) scent is suggested for the welcome tower. iii. Just a tinge of smell should be on the welcome towel, not too dominating. • There should be no more ‘kamustahan’ • It is also suggested to have a ‘Welcome Note’ handwritten by the hotel manager at the hotel room or a ‘pillow gift’ as complimentary gift from the hotel. • Option: Welcome Towel at the hotel lobby and welcome drinks at the hotel room. 3. Dining • Spiel of the one offering food: “Mabuhay, tuloy po kayo” • While ordering food, “Have a taste of our local cuisine” • After the food is served, “Kain na po”. Offer to serve water. • There should be patis, sili, suka, toyo and calamansi on the table (for a Filipino restaurant). • Food should be served on the left side of the person. • While eating, “Kain na po” • Don’t pile up food plates while cleaning the table (for restaurant servers) • After eating at the restaurant, Doorman says, “Maraming salamat po” • It is also suggested to have a presentations while dessert is served. Prof. Eric Zerrudo 15

TIBFI 3rd Tourism HR Congress 3/23/2015 4. Transportation • Driver, “Good day! (Local language for regions) Name of driver at your service. • Tour guide, “Mabuhay, good morning (time of day), alalay gestures for the guests. 5. Adventure • Officer: Mabuhay! (for introduction) • Usual briefing on safety measures • Officer: Ingat and have fun (for extro) 6. Shopping • Tindera: “Suki, bili na kayo” • Highlight if the buyer is a ‘Buena mano’ 7. Departure • Token (pabaon) • Two hands extend while giving gift, “Maraming salamat” • Waves hands as farewell gesture, “Ingat, Mabuhay!” • Should do “hatid” Prof. Eric Zerrudo 16

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