The University鈥檚 College of Tourism and Hospitality Management held its first-ever symposium and colloquium on Destination Management and Marketing (DMM) on December 10, 2024 at the Medicine Auditorium with the theme, 鈥�Cutting Edge Campaigns: A look into the New Destination Marketing Strategies鈥�. The event was designed to enhance students鈥� knowledge in destination marketing, emphasizing the transformative role of digital platforms, AI-driven content generation, and innovative strategies in the tourism sector.
The event featured talk segments from experts and specialists in the field of marketing namely, Mr. Shane 鈥淪hawn鈥� Bellare, the Founder and Managing Director of Studio Bellare; and Dr. Paulo Benito S. Tugbang, the Department of Tourism’s Director for Product Development and Concurrent Director for Medical Travel and Wellness Tourism Programme; both shared their technical expertise, approach, and realistic knowledge about modern tourism marketing, destination marketing, and strategic tourism destination management.
As the university aims to develop closer partnerships and collaborations with fellow Dominican schools, CTHM, through Bachelor of Science in Tourism Management classes 4TOM4 and 4TOM5 taking up the course Destination Management and Marketing (under Inst. Arnulfo Ricardo A. Butiong, MMC), presented their Integrated Marketing Communication Campaign outputs together with the 3rd Year BA Communication students from Colegio de San Juan de Letran-Abucay, Bataan. Prior to the colloquium, students from both institutions conducted a site visit and a Usage, Attitude, and Image (UAI) survey in partnership with the Provincial Government of Bataan (represented by the Provincial Tourism Office under Ms. Danica Lolita Tigas-Rodriguez) as part of the process in creating a compelling IMC Campaign. This initiative became a platform to other Dominican and non-Dominican Higher Education Institutions to share knowledge and strengthen collaborations among the community.
The collaboration was facilitated by administrators of the two institutions, led by their respective Rectors, Rev. Fr. Richard G. Ang, O.P., PhD (UST Manila) and Rev. Fr. Raymund Fernando Jose, O.P. (Colegio de San Juan de Letran 鈥� Abucay, Bataan). CTHM administrators led by Dean Gezzez Giezi G. Granado, DCL, Regent Rev. Fr. Ferdinand Bautista, O.P., PhD, Department of Tourism Management Chair Christine C. Fajardo, and Sentro Turismo Coordinator Jame Monren T. Mercado activated the collaboration with Letran-Bataan through its Executive Vice-President and Vice-President for Administrative Affairs, Rev. Fr. Reynor E. Munsayac, O.P., Dean Hazel F. Nisay, and Alumni and Public Relations Department Officer-in-Charge John Ian L. Seeckts.
Furthermore, the class of 3TOM4 taking up the course Introduction to Meetings, Incentives, Conferences, and Events (MICE) Management (under Inst. John Jerick C. Santos) with their production name Tanaw Creatives took on the challenge of organizing this event, giving them realistic learning experiences from planning to executing an event.
