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

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

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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

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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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.

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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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 EXPRESSION ORAL EXPRESSION

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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Welcome/ Arrival Accommodation

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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Dining Shopping

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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Entertainment Transportation

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Adventure Departure

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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

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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FBS Baguio FBS Cebu

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FBS Iloilo FBS Manila-Tagaytay

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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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!

Huwag kayong mag- alala

  • Map-guide
  • Safety reminders

Cordillera Administrative Region Oral Expression Gestural Expression Welcome/ Arrival

  • Hand shake
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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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Region 2 Oral Expression Gestural Expression Departure “Dios ti kumuyog” (God be with you)

  • Hand shake and

shoulder tapping (Men) Region 1 Oral Expression Gestural Expression Departure “Dios ti kumuyog”

  • Pabaon or souvenir gift
  • Padala/ paw-it
  • sili, cd, laptop

Region 5 Oral Expression Gestural Expression Welcome/ Arrival “Maogmang pag-abot sa Albay” (Welcome to Albay)

  • Waving of hands to

greet guests Departure “Diyos Mabalos!”

  • Hands swaying, cheek

to cheek, hugging and/or tapping of shoulder Region 4 Oral Expression Gestural Expression Departure

  • Kaway na may ngiti

Region 3 Oral Expression Gestural Expression Welcome/ Arrival Mabuhay!

  • Kumakaway/

kumakamay

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TIBFI 3rd Tourism HR Congress 3/23/2015

  • Prof. Eric Zerrudo

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Region 6 Oral Expression Gestural Expression Welcome/ Arrival Family & Friends

  • “Welcome”
  • “Maayo nga pag-

abot” Family & Friends

  • Kisses (Beso-beso)

Shopping/ Entertainment

  • “Amiga/ amigo”
  • “Suki”
  • Offering discount/s
  • Paaman (dagdag)
  • Paayo (discount)
  • Hands swaying, cheek

to cheek, hugging and/or tapping of shoulder Region 7 Oral Expression Gestural Expression Welcome/ Arrival Cebu: “Maayong pag-abot ___ (Name of the place)” Cebu: Lei offering with welcome singing guitarist Departure Cebu: “Balik-balik, ayo-ayo” Negros Oriental/ Siquijor:

  • Wave hand
  • Hug/ beso
  • Warm smile
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TIBFI 3rd Tourism HR Congress 3/23/2015

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Region 8 Oral Expression Gestural Expression Welcome/ Arrival Samar/ Leyte: “Maupay nga pag- abot”

  • Kumakaway
  • Handshake
  • Welcome lei

Region 9 Oral Expression Gestural Expression Welcome/ Arrival “Bienvenidos a Zamboanga!”

  • Handshake
  • 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 pagbisita sa Dabaw”

  • Shake hands/ wave

hands/ hug

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TIBFI 3rd Tourism HR Congress 3/23/2015

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Region 12 Oral Expression Gestural Expression Shopping/ Entertainment Magandang GenSan, answer must be “Wow GenSan” – site specific expression

  • Always with a smile

Region 13 Oral Expression Gestural Expression Welcome/ Arrival “Madiyaw na pagkani sa CARAGA” – site specific expression (South and Western part)

  • Donning of garland/ lei,

beso-beso

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.

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TIBFI 3rd Tourism HR Congress 3/23/2015

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  • 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.
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  • 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”
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