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The Millennials’ perception in visiting Intramuros, Manila

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Tourism

Christal Mae B. Magana

BSTM-4
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Chapter 1

INTRODUCTION

Background of the Study

Intramuros plays an important role in the tourism in the Philippines and has

placed in the rankings among historic and oldest district center of Manila over the

recent years. Over the recent years, the importance of destination’s image has been

increasingly changing with each generation. Each generation has their own

perceptions about a certain destination. As time passes by, the motivations of and

perceptions of each generation when it comes to visiting a destination continues to

evolve. It has been noted that Intramuros is rich in cultural and historical

attractions and it certainly have a unique image. ( Intramuros Administration 2015)

This study was conducted in order to uncover perceptions of Millennials

who visits Intramuros as a destination. This study aims primarily in order to

determine Millenials’ perception towards Intramuros and to reveal which measures

should be taken to increase number of visitors by taking their perception into

account. The perceptions of Millennials when it comes to any tourist attraction

may be quite different depending on their demographic situations. In this study, the

goal was to reveal the effects of the Millennials’ demographic profile on visiting

Intramuros, the historical sites, and also to form concrete suggestions for local
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administrations, regional inhabitants, and tourism facilities of the region regarding

necessary steps to increase the number of tourists visiting the area.

Therefore, this research aims to study the concept of destination image to

intramuros. It explained the perception of the Millennials about the Walled City of

Manila as a destination at this present period.

In some ancient cities in the world, high walls were created to provide

protection for their territories and for their people. Such idea was also incorporated

by the Spaniards, the longest colonizers of the Philippines, and made a city which

is kept within a wall. This creation is called Intramuros. Intramuros is the oldest

district and historic core of the City of Manila, the capital of the Philippines also

called the Walled City. The original citadel of Manila was the seat of government

when the Philippines were a component realm of the Spanish Empire. Districts

beyond the walls were referred as the extramuros of Manila, meaning “outside the

walls”. ( Intramuros Administration 2015)

Intramuros is stepping out of its past these days and planning for its future.

Its plan for the future. However, hinges on the realization that its future issolidly

tied with its past. Without its past, Intramuros would have no identity. Filipinos

regard Manila’s Walled City as the soul of the nation. Intramuros is the only

district of Manila where old Spanish-era influences were retained. Much of the
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development of present-day Manila occurred outside the gates of Intramuros,

leaving the old walls, streets and churches of Intramuros minimally touched by

modernization. The old moats that surrounded Intramuros have been transformed

into a golf course where locals and foreign nationals plays the sport. The garrison

that was Fort Santiago is now a tourist spot where visitors can see how Manila was

like during Spanish Era. The old cobblestone streets of Intramuros are now cafes

that cater to a variety of clientele and cultural presentation that features native

Filipino heritage. Through those changes over the past generation. This study

investigated the Millenials’ perception towards Intamuros, Manila as well as the

factors that motivate them to visit the said destination. ( Intramuros Administration

2015)

In this study is entitled”The millenials perspective in visiting Intramuros.”

This means how millenials tourist look at intramuros nowadays. The objective of

this study is to motivate them in visiting Intramuros, Manila.

REVIEW OF RELATED LITERATURE AND STUDIES

This research focus and has applied the concepts of perception of Millenials

towards a tourist destination, the typologies of tourist, destination image , 4Ps of

Tourism Marketing, Demographic Profile, Travel Motivation, Historical Sights and

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the 5 A’s of Tourism . These mainly important concepts led the research to the

solution of the problems stated in the study.

History of Intramuros

According to the Intramuros Administration Records, long befire the

Spaniards arrived in the Philippines, villages abounded along the banks of the

Pasig River. One of these was a palisaded fort called “MANILA”. Ruled by Rajah

Sloman, a native chief lain, the citadel was a trade center for Asian goods.

Peace in the thriving community was shattered upon the arrival of the

Spaniards, led by Mater of cam Martin de Goiti and later by conquistador Miguel

Lopez de Legaspi. The Fort was burned twice, first by the Spaniard under Goiti

and later by the natives themselves before it was completely left to the Spanish

colonizes. On June 24,1571 Legazpi founded the city of Manila on the site of the

old settlement. The city became the capital and set of Spanish sovereignty in he

orient over three hundred years

Threats of invasion by Chinese and Japanese pirates prompted the

construction of defense consisting of high stone walls, bulkwarks and moats. It was

in the manner that the city earned the name Intramuros, meaning “within the walls”

honored by King Philip II. It served as the political, cultural, educational, religious

and commercial center of Spain’s empire in the east.

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The walls suffered heavy damage and valuable properties were looted when

the British invaded Intramuros in 1762 and they ruled for almost two years.

Intramuros was surrended to them after a mook battle, Major portions of the walls

including two gates were destroyed to make way for roads Intramuros.

The Japanese occupies the Philippines at the outbreak of World War II. For three,

years fear and death stalked the city. Fort Santiago became a hell house where the

Japanese army tortured and killed hundreds of unfortunate civilians and guerillas.

After surviving a number of earthquakes, typhoons, fires and wars through

the centuries Intramuros took the death blow when the Americans liberated the

Philippines from Japanese in 1945.

When it was over, Intramuros was a dead city. In 1946, the United States

recognized Philippine independence but the city did not spring back to life.

Decades after war, it became a vast wasteland overrun by informal settlers and

warehouse. Trucks and container vans rumbled through the streets, further

damaging the ruined buildings and endangering the foundations of the four century

old San Agustin Church.

On April 10, 1979, Presidential Decree 1619 created the Intramuros

Administration to restore and develop the “Walled City” as a historic site and

major tourist attraction.

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The history of Intramuros motivated the researchers to conduct a study

regarding Intramuros because the researchers believe that Intramuros carries with it

a rich history and breathe the soul of the country. After all the catastrophes that

strikes Intramuros the place was still managed to be preserve and showcase

Filipino identity.

Land Area of Intramuros

According to Intramuros Administration Records, The district of Intramuros has a

total land area of 87.6 hectares (876,116 square meters). The city was located the
along Manila Bay and south of the Pasig River entrance before 20 th-century
reclamations obscured the city from the day.

Attractions in Intramuros

According to Ministy of human settlements, Intramuros Administrations Manila

(1983), There are 27 tourist attractions inside the Intramuros namely;

• The Fort Santiago- is the oldest Hispanic stone fortress in the Philippines. Fort
Santiago is at Sta. Clara corner General Luna Street. (Cruz 2016)

• Palacio del Gobernador

• Postigo del Palacio-

•Puerto de Sta. Lucia- is the main gate facing west and the Bay. The building on
the left is the Ateneo Municipal, built in 1889 and destroyed in a fire in 1932. The
large building in the center is the Augustinian Provincial house, rebuilt at the turn
of the century in grand style and connected to the monastery by a bridge over Calle
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Real. Adamson University occupied the Augustinian Provincial house shortly

before the Second World War. ( Laya & Gatbonton, 1983)

•ECJ Building

• Baluartillo de San Jose-

•Reducto de San Pedro

• Bagumbayan Light and Sound Museum- it’s a one-hour show which combines
different visual effects, soundtracks, and other technologies. The show narrates the
story of Jose Rizal from his life to his execution. (Cruz 2016)

• Baluerto de San Diego

•Puerta Real

•Revellin de Real de Bagumbayan

•Baluarte de San Andres

•Revellin de Recoletos

•Baluarte de Dilao

•Puerta del Parian, 1899. - Earth up to six feet deep was removed in 1979-82 to
uncover the moat, bridge and roadway. The curtain wall at left was destroyed
during the Battle of Manila in 1945 and was restored in 1981 with provision for
store spaces, the present “Tiendas del Parian.” Behind the overgrown walls are the
domes of the Franciscan church and the San Juan De Dios Chapel,now occupied
by the Mapua Institute of Technology and Lyceum of the Phillipines. ( Laya &
Gatbonton, 1983)
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•Revellin del Parian- The sylvan setting of the interior of the Parian revillin, with
the gate visible through the trees, ca.1900. Until 1861 when Puerta Isabel II was
built, the Parian Gate was the most heavily used entrance to the Walled City, being
the one nearest the commercial center of Parian and Binondo across the Puente de
Espana. ( Laya & Gatbonton, 1983)

•Baluarte de San Gabriel

•Puerta de Isabel II- opened in 1861 to help ease the traffic between Intramuros
and the business disrtrict to the north of theriver, ca. 1910. The newly installed
streetcar tracks go through the gate, which still has the drawbridge chains dating
back from the time when these were drawn up at night to seal off the Walled City.
( Laya & Gatbonton, 1983)

•Aduana (Customs House)

•Plaza Sto. Tomas- with the main building of the University of Santo Tomas in
the left, Santo Domingo Church at the rear, and Colegio de Santa Rosa on the
right, ca. 1902. The university was founded in 1611 under the last will and
testatment of Fr.Miguel de Benavides, Archbishop of Manila. The university
moved to its new campus on Espana street in the mid -30s, bringing with it the
statue of Fr. Benivides. The main entrance of the University building was also
transferred to the new campus after the Intramuros building was destroyed in 1945.
It now served as the entrance arch to the campus. ( Laya & Gatbonton, 1983)

•Ayuntamiento (Casas Consistoriales)- Housing the cityadministration and the

office of the Governor General, during both the Spanish and the American
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regimes, ca.1900. A soldier sits at the railing of the Manila Cathedral. ( Laya &
Gatbonton, 1983)

• Plaza de Roma

• Manila Metropolitan Cathedral- before 1863, the bell tower was damaged in
1863 and finally collapsed in 1880. The Manila Cathedral and the ruins of the
Palace of the Governor General in the foreground, ca. 1900. The palace was
destroyed in the 1863 earthquake, leaving stone walls and the remains of its grand
staircase.Another earthquake in 1880 also toppled for good the Cathedral bell
tower that stood on its left. The cathedral was destroyed in 1945, as were all other
churches in Intramuros except for San Agustin, and was the only one rebuilt on its
old site afterward (in 1958) ( Laya & Gatbonton, 1983)

•Tsinoy (kaisa Heritage Cathedral)

• Plazuela de Santa Isabel

•San Agustin Church Convent- 1900, looking much as it does today as it did
since 1863, when its left bell tower cracked and had to be pulled down. Anew wing
was erected in the 19600s at the right, overlooking the church courtyard. ( Laya &
Gatbonton, 1983)

•Plaza San Luis Comple

But according to the list of Intramuros Administration records, the most popular
tourist destination within Intramuros are;

• The Fort Santiago

• Manila Cathedral
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•San Agustin Church - The museum has two floors, several galleries, and even
the hallways are teeming with religious art. The pieces range from paintings,
sculpture, and furniture. There's also a gallery filled with the recreated pharmacy
pots of a 16th Century drug store that provided medicines for the friars. In this
same gallery are lithograph prints of Philippine flowers.(Cruz 2016)

• Casa Manila (Plaza San Luis Complex)

• Baluarte de San Diego. - Baluarte de San Diego contains remnants of a fort that
was built by Jesuit Antonio Sedeño. You can climb its staircase and see the circular
structure of the fort. Destroyed after the Battle of Manila, it was rediscovered by
the Intramuros Administration and the National Museum. Through their efforts, it
was refurbished in 1992. Surrounding it is a fountain, pavilions, and a garden with
several bonsai plants. We can imagine just chilling right here with a book, just
because.

Tourist Arrivals of Intramuros

According to Tourism Marketing & Divisions of Intramuros Administration(2011).

It was on the year 2003 where the tourist arrivals of Intramuros reached its highest
tourist arrivals wherein there were 6,947,88M tourist arrival and it’s still
undefeated up to this year. Between the year 2004 and 2011, the tourists’ arrivals
of Intramuros is very inconsistent and unstable. The reason behind the promotional
programs and cultural show was gone inside Intramuros.An example of this
promotional program is the “ WOW Philippines”, “It’s more fun in the
Philippines” program created during the term of former Department of Tourism
secretary Richard Gadon in year 2002 & 2003. Another reason for the decline of
the tourist arrival and program of Intramuros is at Department of Tourism is not
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anymore giving much attention to Intramuros in promoting it is a prime tourist in

Manila. ( Intramuros of Memory Book, 1983)

Four Perspective of Tourism

According to Goeldner & Ritchie (2012), the various groups that participate

and are affected by the tourism can be identified by the following:

1. Tourist- It looks for a diverse psychic, physical experiences and

satisfaction from the tourism activity. This will determine if the

destinations chosen and activities are enjoyed.

2. Businesses Catering Tourist Goods and Services- The view of the

business people is an opportunity to make profit for their businesses

through supplying goods and services to the tourist market demands.

3. Government of the Host Community or Area- The government sees

the tourism industry as a wealth factor in the economy where citizens can

earn from through business. They also benefit from the government

revenue in the form of tax receipts from the tourists’ expenditures.

4. Host community- This often considers tourism as a cultural and

employment factor in order to earn profit out of tourism.

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Demographic Profile

A demographic profile is a business tool that identifies several

characteristics when companies attempt to define a market segment. Common

characteristics in the profile include age, sex, occupation, and how long the

participants are living in a specific place. A common way to gather more specific

demographic information is using a survey or other marketing tool to gather

consumer data (Edwards, 2015).Ages between 16 and 34 are more interested in

travelling rather than the older generations according to Boston Consulting Group

reports (2014). However, nearly two thirds of women nowadays are travelling

more than men from the report of George Washington University School of

Business (Marcus, 2016).Due to gender turnaround, young men most likely to

decrease than the previous generations of young men who are travelling (Tilley

and Houston 2016).Furthermore, 80% of people will continue to work even if they

could live comfortably, as retirement gives the sense of loss of job for some

people. Also occupation is an important social indicator to peoples’ life. It also

contributes to the happiness of the people, it helps to build confidence and self-

esteem, and it is financially rewarding. (Weiss and Kahn 2014).

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Historical Sights

A tourist destination is basically a travel destination that attracts large

numbers of travelers or tourists. Travelers may visit these destinations to see

historical sites, natural wonders or buildings. According to Othman et al (2013),

the role of historical sites like a church is not only about the worship but also the

diversion of information and social and cultural activities. Some tourist attractions

also have activities, such as rides or games, or unusual novelties. Souvenirs are

often sold at these destinations, and many of these areas rely on the income

generated by the travelers who visit.

Travel Motivation

There are several motivators why tourists travel.Most people travel because

they want to see their families and friends who live far away. People travel because

they seek for work, and they want to experience how to work in another place

while others travel because it is a trend. They want to see the difference between

their culture and with the other cultures. They learn different aspects of culture

such as practices and food as well.

According to Scarlett Wang (2013), travel motivators are factor that motivates the

tourist to travel. The following motivators are:

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 Relaxation and Recreation

 Social and Family (VFR)

 Speciality Travel

 Business and Work

 Cultural

 Adventure

 Environment

4Ps of Tourism Marketing

Product
The product offering, the heart of an organization’s marketing program, is

usually the starting point in creating a marketing mix. A product may be defined as

everything, both favorable and unfavorable, that a person receives in exchange. A

product may be a tangible good such as a pair of shoes, a service such as a haircut,

an idea such as “don’t litter” or any combination of these three (Mc Daniel, et al.,

2012) also to most people, the term product means a tangible good. However,

services and ideas are also products. A particular place may show the physical

attribute of a product but also the uniqueness of it. One destination can offer a

combination of business and pleasure needs like convention halls and hotels,

interesting nightlife and activities for adult partners and children (Grassi,
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2015)Moreover, the success of products being sold todayis because of the

improvement brought by technology (Guliyev, 2014).

Price
Price is one of the most critical aspects in marketing. The right price must

both satisfy customers and must meet the target profit objectives (Tsiotsou, et al.,

2012). Pricing is one of the most important factors one must consider when putting

up a business. The idea of right pricey is not to price the product or service too

high or too low. If the price is too high, not too many people will be able to afford

the product or service. On the other hand, if its too low, customers will not buy it

because they would think that the product is of low or inferior quality (Chuapoco-

Remedio, 2013).

Place
Another consideration in the marketing mix is the place or the environment.

If there is one constant in the external environment where firms work and compete,

it is that things are constantly changing. If ab organization fails to react to the

changing world around it, it will soon be a follower than a leader(McDaniel, et al.

2013) In respect of conventional products, place which refers to marketing

channels is a significant strategy for manufacture. Corporations exporting products

abroad normally secure reliable distributors to ensure sustainability of brand,

quality and service (Kotler, 2012)

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The researcher aims to promote Intramuros, Manila as a basis for proposed

tourist destination mapping. The said town can also be a destination for educational

trips because students will learn many things about the place and the products that

they offer. Manila Cathedral and San Agustin Parish Church are also great places

to experience a prayerful environment.

Promotion
Promotion is an aspect in the marketing mix that uses communication

strategies and techniques to promote areas or destinations to reach the target

market. One of the powerful promotion tools that can be used is the internet,

because everyone can access it. Internet changed many process in business

especially in the Tourism industry. It allowed multi-tasking such as e-mail

marketing, advertising, promotion, customer service, relationship marketing,

providing information, distribution selling and research and other tasks

conveniently performed online. (Tsiotsou, et al., 2012)

According to the editors Tsiotsou and Goldsmith (2012) marketing in

tourism companies around the world is confronted with unparalleled challenges

and exciting opportunities in the 21st century. Applying marketing in tourism

services must aim to provide strategic directions in responding to challenge and

compete effectively in today’s global business environment.

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The 4Ps of Tourism Marketing greatly contributed to the area of study by

providing understanding in the potential of a tourist destination or tourism product

to compete, and how to promote Intramuros, Manila.

Perception of Tourist Destination

In any type of destination, the perceptions of the tourist are the most

important thing to consider. “Perception is a process by which individuals

organize and interpret their sensory impressions in order to give meaning to their

environment” (Robbins 2011,) It means that each person has their own perception

is some specific way like their opinions, suggestions, experiences, impressions and

expectations. According to Heung and Quf (2000), “an understanding of the

preferences and travel related behavior of tourist is vital for tourism marketing in

terms of market segmentation and the design of effective promotional campaign. It

is also critical to develop infrastructure, products and services to satisfy tourist

preferences.”

From the 2013TH publication of “Impact of Tourist Perceptions, Destination

Image and Tourist Satisfaction on Destination Loyalty,” A conceptual model by

the researchers from Pondicherry University, Puducherry, India said that “Image”is

defined as “the people feelings of anything that they aware” (Boulding,1956).

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Tourists’ perception of a destination’s image as a preferred choice for travel is

crucial. According to Augustyn and Ho (1998), “with a better understanding of the

needs and motives of tourist and tailoring provisions accordingly, destination

marketing can be facilitated well.”

Tourism Industry

The tourism industry is unlike any other because instead of a product, they

are selling a place and everything it has to offer. To be successful, the market

should constantly put forth the best possible image of the destination, while

creating interest on anbroad scale in as many ways as possible (Morello, 2012).

Philippine Industry

The Philippines’ rising appeal as a tourist destination is undeniable. New

hotels and hostels continue to pop up in Manila, catering to an influx of business

travelers and backpackers. More and more international tourists arrive at the

country’s sandy shores, with some even deciding to stay permanently. Even at

home, local travel shows explore lesser-known destinations, which warrant a trip

(Esquire Magazine, 2017).

Cultural Heritage Tourism

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Cultural Heritage tourism is traveling to experience the places, artifacts and

activities that authentically represent the stories and people of the past and present

which includes cultural, historic, and natural resources.

5 A’s of Tourism

Attractions

A tourist attraction is a place of interest that tourists visit, typically for its

inherent or exhibited cultural value, historical significance, natural or built beauty,

or amusement opportunities.

According to Goeldner Ritchie (2012) attraction can be classified in a

number of ways. Natural attractions are the mainsprings that drive many people to

travel. Heritage attractions such as historic sites and prehistoric sites and

archeological sites such as ancient monuments also have appeal for those inspired

to learn more about contemporary and long- vanished civilization.

Access

Transport is needed to physically move tourists from where they live to

where they are visiting. Globally, air transport dominates the movement of

international visitors.

Accommodation
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All destinations need accommodation nearby; otherwise tourists will have

nowhere to sleep. This seems basic enough but businesses will only invest in

accommodation infrastructure if there is sufficient economic return.

Activities

Attractions are often supported by a range of activities. Intramuros has

activities like kalesa, biking, parks and museums.

Amenities

Amenities are services that are required to meet the needs of tourists while

they are away from home. They include public toilets, signage, retail shopping,

restaurants and cafes, visitors centres, telecommunications and emergency sevices.

Synthesis

Intramuros is known for its scenic landmarks and famous structure and it is

the Philippines living evidence of the Spanish era. Intramuros was built by Lopez

de Legazpi and was the center of political, military and religious power of the

Spaniards during the 16th century. During the World War, it was heavily damaged

and was used as prison and barracks. Today, Intramuros gains attention because of

its renovated infrastructures and sceneries while the historical essence of the old

buildings with Spanish influences is retained. It is now also known as “The Walled
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City of Manila”. A historic tourist destination where old Spanish-era influences

was maintained (Torres, 2005)

Hall (1994), stated that Tourism is the largest industry in the world and is

continuing to expand. The tourist is now a major industry employing large number

of people in provision of accommodation, food and beverage, transportation,

entertainment, and other service industries. Nowadays, tourism still continues to be

the successful and the fastest growing industry in the world.

On the Other hand, Promotional Tourism was discussed by Geek, Dye

(2003) and Petra Hedorfer (2011) stating the different meanings of Promotional

Tourism and different tourist advertisements that were used and are still being used

in the industry today.

Statement of the Problem

1 What are the demographic profile of the Millenials in terms of

1.1Age;

1.2Sex;

1.3Highest education attainment;

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1.4Nationality;

1.5Occupation; and

1.6Frequency of visiting Intramuros

2. What factors motivate Millenials to visit Intramuros?

3. What are the perceptions of Millenials about Intramuros as a destination

in terms of?

3.1 Location

3.2 Attraction

3.3 Historical Significance

4. What issues do Millenials notice inside Intramuros?

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Conceptual Framework

1. The demographic profile of the

Millenials’ in terms of
a.) Age
b.) Sex
• Data Gathering of • Recommendation
c.) Highest education attainment Survey Questionnaires
d.) Nationality
e.) Occupation •Data Analysis
f.) Frequency of visiting
Intramuros.
2. Factors motivate Millenials’ to
visit intramuros
3. Perceptions of Millenials’ about
Intramuros as a destination.
4. Issues do Millenials’ notice inside
Intramuros.

Figure 1 . Research Paradigm of the The Millenials Perspective in

visiting Intramuros, Manila

In the independent variables you will see the factors that motivate millenials

to visit Intramuros. The factors are the historical infrastructures of Intramuros, its

history, culture, tourist destination, typical or ordinary destinations, affordable

destination and accessible out of these factors the researchers would be able to

know what are those perceptions of millenials towards intramuros which is the

dependent variable. It is important to know what in those factors could possibly

affects the perceptions of millenials since intramuros play an important role as the

oldest district center of Manila in the Philippine. And those factors are obviously
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can see if you visit intramuros like its infrastructures and the others are somehow

could be the possible factors that influenced millenials perception.

Scope and Limitation of the Study

The research involves a lot of factors that can be considered for it to be

successful, it involves the researchers’ time effort, tools, and of course the

researchers who were responsible for the completion of this study.

The researcher give their best effort to contribute ideas and knowledge for

this study. Effort is a crucial factor that every researcher should render to fully

succeed the study.

The researcher conduct a survey with the tourist visiting Intramuros, Manila

to gather data. The content of the survey includes the demographic profile of the

tourist (Age, Sex, Highest education attainment, Nationality, Occupation and

Frequency of visiting Intramuros). The researcher focus on the perspective of

Millenials in visiting Intramuros Manila.

Significance of the Study

This study was anticipated to contribute additional information to

serve the following individuals and organization.

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Local Community of Intramuros- The local communities of Intramuros

will have an idea on how they will meet the expectation of the visitors, lead the

following rules and regulations inside and outside Intramuros on how the will

maintain the beauty and image of it. Change the negative perception through

making Intramuros a clean and better destination.

Management of Intramuros- Through this study, the management of

intramuros will be knowledgeable about the visitors’ perception and be able to

change the negative factors into positive, know what is needed to be improved,

decide on what activities and programs they will provide that can capture

millenials’ taste and interests, produce effective tour guides, all for the enjoyment

of the tourists and increase the rate of tourists visitation

Business- This study will help the establishments surrounding intramuros to

be aware of the millenials’ motivation in visiting intramuros that will give them an

idea for them to prioritize the services they can offer and have an opportunity to

open potential businesses within intramuros to gain more profit.

Toursist – This study will benefit the tourist for it to give them an idea that

intramuros still has its own uniqueness because of its rich history, beautiful

infrastructures and give them more interesting information to visit intramuros as a

merit destination.
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Teachers – This study will give additional knowledge to the teachers about

intramuros in terms their generation’s perception on each destination. It can be

their example to their students in related to their subject matter, since it is found

that teachers have positive attitudes and practice self-reflection on their teaching

performance do embark and help by encouraging fellow millenials to visit and

explore intramuros.

Students- This study will help the students to develop critical thinking

expertise as well as effective analytical, and communication skills that are globally

sought-after and incredibly beneficial in engaging themselves in knowing

intramuros and also, it will give the students an eagerness to discover more about

intramuros. Since this research will help them to know about the different

perception of millenials about intramuros and they will discover to themselves if

their perceptions are the same as them.

Future Researchers- the outcome of the study is beneficial either present

researchers or the future researchers. This study may be one ig the basis that a new

theory in learning will arise.

Contribution to the Tourism Industry- this study can be a benefit in the

tourism sector in Intramuros considering that intramuros is one of the major

historical places in the Philippines the most of the tourist visit. This study will also
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help to get the attention of the Department of Tourism to help the management of

Intramuros to improve in enriching the destination. This study will give a data to

the tourism industry that intramuros still has its own trademark although some

attraction can be caught the eye of the tourists specially Millenials. This study will

leads them to provide more plans to make it more alluring to the millenials since

they are the one of the target market of the said destination, Intramuros Manila.

Some issues that have noticed by the Millenials will help them to notify what more

to improve inside and out of the Walled City of Manila.

Definition of Terms:

Attractions -can be natural or manmade feature that wakes interest;

attractions are the metaphorical heart of tourism.

Intramuros- This refer to the tourist destination in Manila that motivate the

researcher to conduct a study regarding the perception of the foreign tourist in

terms of its location, attraction and historical significance.

Promotion- is a broad term that includesadvertising, personalselling, public

relations, publicity and sales promotion activities such as familiarization tours,

giveaways, trade shows,point of purchase and store diplays

Manila- this major city in the Philippines is the capital and the largest city

of the country located in Southern Luzon. This is one of the cities in the
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Philippines which have many tourist goers by which the researcher used this word

as a place of destination on their study.

Millenials- this refer a person visiting in Intramuros reaching young

adulthood in the early 21st century.

Tourism Industry refers to the industry that helps the locals to promote

their destination.

Perception- This is what people see, or respond to what they feel as regards

to their impressions about a particular issue or place.

Tourist Motivation- is related to travel behavior. It is an important factor

mostly applied in the tourism market strategies.

CHAPTER 2

METHODOLOGY

This chapter presents the research design, research locale, research

instrument, population and sampling, data gathering procedure, validation of the

instrument, data analysis and ethical considerations of the current study.

RESEARCH DESIGN
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Quantitative research approach was used to determine the sights, attraction,

and experiences in the Intramuros, Manila. Quantitative research is the certain

method that quantifies the problem and understand how general it is by looking for

projectable results from a larger population. It focused on gathering numerical data

and generalizing it across groups ,of people or to explain a particular phenomenon.

(Labaree,2012). Quantitative design was particularly used as the researcher

gathered data through survey forms which were answered by local community.

Through survey research, the proponent selected a sample size population as

respondents. They were given a standardized questionnaire, which is a written

document that they needed to answer.

RESEARCH LOCALE

This study was conducted in Intramuros,Manila a historic walled area within

the modern City of Manila, Philippines. Intramuros is also called the Walled City,

and at the time of Spanish colonial period was synonymous to the City of Manila.

The name is taken from the Latin, Intramuros, literally “Within the walls”. Within

the wall means enclosure of the city/fortress, also describes its structure as it is

surrounded by thick, high walls and moats. During the Spanish colonial period,
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Intramuros was considered Manila itself. Now, offers various activities that can

enjoy by most of people visiting the area.

Beside Intramuros there were three various universities surrounded the site

like: Mapua University, Lyceum Universityand Colegio de San Juan de Letran.

RESEARCH INSTRUMENT

The instrument used in the research is survey questionnaire. Polit and

Hungler(1999:267) defined data as “information obtained during the course of an

investigation or study”. In this study questionnaire will be use to obtain data

perception, their opinion, behavior and attitude in a specific destination, the

descriptive method must need to be effective.

This study examined the profile of Millenials and mainly their observations,

perception, and opinions about Intramuros, Manila as a destination. In order to

gather data , the researcher conduct a survey. A survey is defined as a brief

interview or discussion with individuals about a specific topic. In that, the

researcher use survey for them to collect information and data that can help them

to find the result of their study, The survey contains questions which addressed

study’s stated problems. The result of the study help the researchers to identify

what will be the millenials’ perception in Intramuros, Manila.

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Population and Sampling

In total of 50 respondents of Intramuros, Manila were gathered to become

respondents for the study. The target population of the study was the millennials.

The data will be collected from a convenient sampling of the millennials. This

sampling method was used to know how the perception about the Intramuros

differs from each other based on age bracketing within millenials. The people that

will select as a sample from millenials was the one who are were visiting

Intramuros whom can be found within the bounderies of Intramuros. With the

assumption that the millennials have their own perception according to their ages,

the millennials who were already visited Intramuros were the targeted participants

of this study. The researchers choose a target population with the sample unit

number of 30-50 respondents, either male or female. The researcher were having

this sampling method to the research study because it is impossible for the one

researcher to select the whole millenials population within Intramuros to conduct a

survey with a limited time. So the researcher select only 50 respondents to fairly

generalize the result from those selected unit of people which can also be found

within Intramuros and performed the research.

DATA GATHERING PROCEDURE

Secured Administrative Admit

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Figure2. Data Gathering Procedure of the Study

Figure 2 presents the procedure of the data gathering which started from the

planning of the data gathering instrument, which is a survey questionnaire. After

that, the researcher have the survey questionnaire validate by experts who

specialize in marketing, tourism, and research.

VALIDATION OF THE INSTRUMENT

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This topic can be validated by experts in the academe and in the Hospitality

and Tourism Industry.

STATISTICAL TREATMENT OF DATA

The researcher use the quantitative research approach and applied frequency,

percentage distribution and weighted mean.

Frequency is the tally or count of the number of data values in each class.

Tally marks are often used to make a frequency distribution table. A frequency

distribution is where individual class frequencies are expressed as a percentage of

the total frequency equated to 100. It is also known as relative frequency

distribution or relative frequency table.

Percentage distribution is a display of data that shows the percentage of

items that falls above or below certain values. To calculate the percentage

distribution, divide the class frequency by the total number of items grouped and

multiply by 100.

P= F/n x 100 Where: P= percentage distribution

F= number of frequency
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Weighted mean is a kind of average. Instead of each data point contributing

equally to the final mean, some data points contribute more weight than others.

The formula is:

Wm= f (r)/N Wm= Weighted Mean

Where:

f= number of frequency

r= range

N= total number of respondents

ETHICAL CONSIDERATIONS

The researcher ensure the safety and security of the respondents regarding

their answers in the survey form; their answers were kept confidential. The

respondents were given notice that the survey forms were validated by the experts.

The researcher should also conduct a consent. The questions in the said survey will

benefit the locals, tourists and future researchers. The outcome of the study is a

tool that can be used as basis for destination mapping of Intramuros, Manila.
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