Revisiting the Filipino Brand of Service Program

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
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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
EXPRESSION
Prof. Eric Zerrudo
ORAL
EXPRESSION
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TIBFI 3rd Tourism HR Congress
3/23/2015
Welcome/ Arrival
Accommodation
Prof. Eric Zerrudo
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TIBFI 3rd Tourism HR Congress
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Dining
Shopping
Prof. Eric Zerrudo
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TIBFI 3rd Tourism HR Congress
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Entertainment
Transportation
Prof. Eric Zerrudo
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TIBFI 3rd Tourism HR Congress
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Adventure
Departure
Prof. Eric Zerrudo
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TIBFI 3rd Tourism HR Congress
3/23/2015
Dates of Workshops:
Module 1: (Consultation Workshop for the Filipino Brand of Service)
Prof. Eric Zerrudo
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
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FBS Baguio
FBS Cebu
Prof. Eric Zerrudo
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TIBFI 3rd Tourism HR Congress
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FBS Iloilo
FBS Manila-Tagaytay
Prof. Eric Zerrudo
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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
May 16-17, 2014
Cebu City
Findings:
National Capital Region
Oral Expression
Welcome/ Arrival
Adventure
Cordillera
Administrative Region
Welcome/ Arrival
Prof. Eric Zerrudo
Gestural Expression
• Sampaguita welcome lei
•
Sagot ko po kayo!
Huwag kayong magalala
Oral Expression
• Map-guide
• Safety reminders
Gestural Expression
• Hand shake
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TIBFI 3rd Tourism HR Congress
Region 1
Departure
Region 2
Departure
Region 3
Welcome/ Arrival
Region 4
3/23/2015
Oral Expression
“Dios ti kumuyog”
Prof. Eric Zerrudo
• Pabaon or souvenir gift
• Padala/ paw-it
• sili, cd, laptop
Oral Expression
Gestural Expression
“Dios ti kumuyog” (God
be with you)
• Hand shake and
shoulder tapping (Men)
Oral Expression
Gestural Expression
Mabuhay!
Oral Expression
Departure
Region 5
Gestural Expression
• Kumakaway/
kumakamay
Gestural Expression
• Kaway na may ngiti
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
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TIBFI 3rd Tourism HR Congress
3/23/2015
Region 6
Family & Friends
• “Welcome”
• “Maayo nga pagabot”
Shopping/
Entertainment
•
•
•
•
•
Region 7
Prof. Eric Zerrudo
Oral Expression
Welcome/ Arrival
“Amiga/ amigo”
“Suki”
Offering discount/s
Paaman (dagdag)
Paayo (discount)
Oral Expression
Gestural Expression
Family & Friends
• Kisses (Beso-beso)
• Hands swaying, cheek
to cheek, hugging
and/or tapping of
shoulder
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
Region 8
Welcome/ Arrival
Region 9
Oral Expression
Samar/ Leyte:
“Maupay nga pagabot”
Oral Expression
Welcome/ Arrival
“Bienvenidos a
Zamboanga!”
Transportation
“Cuidao!” (Careful)
Region 10
Welcome/ Arrival
Region 11
Prof. Eric Zerrudo
3/23/2015
Oral Expression
“Maayong pag-abot”
Oral Expression
Gestural Expression
• Kumakaway
• Handshake
• Welcome lei
Gestural Expression
• Handshake
• Giving leis (first timer)
• Beso-beso (for frequent
visitors)
Gestural Expression
• Offer to carry the handcarried bag
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
Region 12
Shopping/
Entertainment
Region 13
Welcome/ Arrival
3/23/2015
Oral Expression
Magandang GenSan,
answer must be “Wow
GenSan” – site specific
expression
Oral Expression
“Madiyaw na pagkani
sa CARAGA” – site
specific expression
(South and Western
part)
Gestural Expression
• Always with a smile
Gestural Expression
• 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.
Prof. Eric Zerrudo
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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
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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
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TIBFI 3rd Tourism HR Congress
3/23/2015
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Prof. Eric Zerrudo
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