BIBLIOGRAPHY OBIDOS, MA. LOURDES M. APRIL...
BIBLIOGRAPHY
OBIDOS, MA. LOURDES M. APRIL 2013. Production and Evaluation of Tourism
Radio and TV Plugs as Promotional Materials for Tourism of La Trinidad, Benguet.
Benguet State University, La Trinidad Benguet.
Adviser: Igrelyn P. Pinos-an, MDevCom
ABSTRACT
The study was conducted to produce and evaluate the tourism radio and TV plugs
as promotional materials of La Trinidad, Benguet. Specifically, the study aimed to:
determine the socio-demographic profile of the respondents; determine the existing and
potential tourist destinations in La Trinidad; determine the information that the respondents
of La Trinidad want to include in the radio and TV plugs; determine the ratings of the
respondents from the produced radio plug in terms of content, sound, transitions, voice and
melody; determine the ratings of the respondents from the produced TV plugs in terms of
content, graphics/pictures, audio quality and transitions; and determine the suggestions of
the respondents in the improvement of the radio and TV plugs.
There were forty (40) respondents of the study who were chosen through non-
probability quota sampling. Twelve (12) of them were residents of La Trinidad including
four (4) employees coming from the municipal office. Also, twenty eight (28) non- La
Trinidad residents were chosen as respondents of the study.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
The study was conducted in three stages. First, the pre-production stage where a
key informant interview and review of secondary sources available in the municipal office
were used to gather data to be included in the content of the plugs. The second is the
production stage which included script writing and audio recording for the radio plug;
whereas scriptwriting, photo taking, video shooting and editing were done for the TV plug.
The produced radio plug has a running time of forty-seven seconds (47 sec.) while the TV
plug runs for two minutes and thirty-five seconds (2 min. 35 sec). Both of the produced
plugs contain the cited existing and potential tourist destinations, the activities and the
products found in the municipality of La Trinidad.
The third stage was the evaluation using a survey questionnaire. The data were
tabulated and analyzed using frequency counts and percentage. Likewise, they were
presented in descriptive and narrative form.
Results showed that the overall ratings of the radio and TV plugs were “Good”. The
most common problems of some respondents while listening to the radio plug and watching
the TV plug were: the pronunciation and diction of the voice over, proper pause and timing,
volume, and the quality of audio and video used.
For the improvement of the radio plug, the respondents offered the following
suggestions: improve the pronunciation and diction, appropriate volume of voice over and
background music, and proper pause and timing. For the improvement of the TV plug, the
improvement of the quality of video and the proper timing and pausing were the given by
the respondents of the study.
The study recommends improving the version of the radio and TV plugs based on
the suggestions of the respondents. The Municipal Tourism Office might want to consider
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
using the improved radio and TV plugs for the tourism promotion of La Trinidad. The
structure used in the production of the plugs may be used by the other students who want
to produce effective radio and TV plugs in the future.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
INTRODUCTION
Rationale
Tourism is a social, cultural and economic phenomenon which involves the
movement of people to countries or places outside their usual environment for personal or
business and professional purposes (World Tourism Organization, 2010).
In many places the introduction and development of tourism allows local people an
opportunity for economic and educational growth. In addition, it allows both the tourist
and the local community a chance to experience other cultures, which broadens
understanding.
The tourism industry now demands more meaningful involvement and more
responsible tourism practices. Local communities and Non-Government Organizations
today have a very important role in the way tourism is developed. Tourism provides
entrepreneurial opportunities for small operators. It can foster balanced development and
empower rural communities and develop other sectors such as the economy, and
particularly, the agricultural sector.
Republic Act (RA) 7160 or the local Government Code of 1991 mandates that the
state declares tourism as an indispensible element of the national economy and an industry
of national interest and importance which must be harnessed as an engine of socio
economic growth and cultural affirmation to generate investment, foreign exchange and
employment and to continue to mold and enhance sense of national pride for all Filipinos.
Moreover, RA 7160 encourages local government units to utilize their power to
ensure the preparation and implementation of a tourism development plan, enforcement of
standards and the collection of statistical data for tourism purposes.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
In La Trinidad, the council is looking into more tourist destinations in the
municipality through the resolution proposed by Councilor Roderick Awingan (Bang-it,
2011). According to Awingan, it is important to map out the different existing and probable
tourism destinations in La Trinidad as basis in the preparation and implementation of a
competitive and sound tourism development plan.
It is known that the municipality of La Trinidad is also called as “the Salad Bowl
of the Philippines” because of its vegetable industry. It has also earned its place in the
Guiness Book of World Records in 2004 for producing the largest strawberry shortcake.
With these recognitions, the tourism industry of the municipality is continuously supported
by its government.
The media contributes greatly in activating tourist attractions. Before discussing the
role of the media as an instrument in tourism policy, it should be noted that, the relationship
between tourism and the media is one of inclusion. When speaking of tourism policy that
focuses on specific areas of tourism, the media become a mediator between tourism and
society, meaning that they mediate in a process of conveying tourism products from the
producers to the consumers. As stated by UNTWO Secretary General Frangialli, “The
relationship between tourism and media is vital and complex.”
Moreover, development in communication is one of the best ways to go in
developing tourism. This strategy involves the planned communication component of
programmes designed to change the attitudes and behaviour of specific groups of people
in specific ways through person to person communication, mass media, traditional media
or community communication (Sanyal, 2011).
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Also, Tourism is highly dependent on media reporting because the vast majority of
travel decisions are made by people who have never seen the destination first hand for
themselves (Frangialli, nd). One way of promoting tourism of one municipality is through
information campaigns. In an interview with Mr. Dwight A. Daodao, the Municipal
Tourism Officer of La Trinidad, he said that the municipality produce brochures and
conduct orientations to Lakbay Aral visitors as forms of tourism promotion.
Other information campaigns can also be done to promote tourism. Broadcasting
media through radio is one of the most convenient and quickest methods in promoting
tourism. Its advantages include availability, accessibility to wide coverage and
acceptability to both literate and illiterate listeners in rural and urban areas. It is said that
radio is cheap for everyone to afford. Radios are portable, rechargeable or run by a battery
and it can be brought anywhere.
The use of different media can be utilized. One of these is the use of plugs. Plugs
are described to be one minute to two minutes long advertisement and presented in a way
that interests other people. It could be in the form of a Radio plug or a Video Plug. These
media forms can be included as potential information campaign materials in promoting the
tourism of the municipality of La Trinidad.
On the other hand, video plugs have come a long way nowadays. It has become a
separate business domain. Videos are by and large easily graspable than general text.
Therefore, incorporating effective videos in your plug is extremely helpful in putting across
your message to the mass. They are interesting and attract a larger group of audience
towards your advertisement. One of the major advantages of using them is that they deliver
substantial information within a quick span of time (Promotional videos.com, 2010).
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
With these qualities of radio and video plugs, the researcher intends to use it as a
medium of promoting tourism in the municipality. According to Daodao, there is a 10
minute video presentation coming from the Department of Tourism-CAR showing all the
tourist spots found in the province of Benguet. However, there is no same material
specifically made for the municipality of La Trinidad.
Thus, the production and evaluation of tourism plugs may support in the tourism
campaigns of La Trinidad, Benguet.
Statement of the Problem
The study answered the following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the existing and potential tourist destinations in La Trinidad?
3. What information do the respondents of La Trinidad want to include in the TV
and Radio plug?
4. What are the respondents’ ratings towards the produced radio plug?
5. What are the respondents’ ratings towards the produced TV plug?
6. What are the suggestions of the respondents to improve the radio and TV
plug?
Objectives of the Study
Generally, the study produced and evaluate one radio plug and one TV plug.
Specifically, it;
1. determined the socio-demographic profile of the respondents;
2. determined the existing and potential tourist destinations in La Trinidad;
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
3. determined the information that the respondents of La Trinidad want to
include in the radio and TV plugs;
4. determined the ratings of the respondents to the produced radio plug in terms
of content, sound, transitions, voice and melody;
5. determined the ratings of the respondents from the produced TV plug in terms
of content, graphics/pictures, audio quality and transitions; and
6. determined the suggestions of the respondents to improve the radio and TV
plugs.
Importance of the Study
The output of the study may be used by the Municipal Tourism Office for the
tourism promotion of La Trinidad.
The results of the study may also give insights for Development Communication
students who want to produce effective radio and TV plugs in the future.
Scope and Limitation of the Study
The study only focused on determining the socio-demographic profile of the
respondents; the existing and potential tourist destinations in La Trinidad; the information
that the respondents from the Municipal Office of La Trinidad want to include in the radio
and TV plugs; the ratings of the respondents to the produced radio and TV plugs; the
suggestions of the respondents in improving the radio and TV plugs.
Lastly, it focused on the production and evaluation of radio and TV plugs as
promotional materials for tourism in La Trinidad.
The pictures and supporting details of the potential tourist spots in La Trinidad were
not included by the researcher in the study due to inaccessibility and time constraint.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
REVIEW OF LITERATURE
Tourism
Tourism is a social, cultural and economic phenomenon which entails the
movement of people to countries or places outside their usual environment for personal or
business/professional purposes. These people are called visitors and tourism has to do with
their activities, some of which imply tourism expenditure.
As such, tourism has implications on the economy, on the natural and built
environment, on the local population, at the destination and on the tourists themselves. Due
to these multiple impacts, the wide range and variety of production factors required
producing those goods and services acquired by visitors, and the wide spectrum of
stakeholders involved or affected by tourism, there is a need for a holistic approach to
tourism development, management and monitoring. This approach is strongly
recommended in order to formulate and implement national and local tourism policies as
well as the necessary international agreements or other processes in respect of tourism
(WTO, 2010).
Benefits of Tourism
There are a number of benefits of tourism for both the tourist and the host
destination. On a large scale it offers a good alternative to some more destructive industries
for generating income both on nationally and privately. The tourism industry encompasses
many different areas, so it also creates jobs in many different areas. With tourism, hotels,
restaurants, car rental agencies, tour companies, service stations, souvenir shops, sports
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
equipment rentals, and much more. All of this creates many different levels of employment
for people in a given community.
In many places the introduction and development of tourism allows local people an
opportunity for economic and educational growth that would not otherwise be available. In
addition, it allows both the tourist and the local community a chance to experience other
cultures, which broadens understanding.
If properly used, tourism generated income can be tremendously beneficial to the
host country and its local communities. Tourism generated income can be used on a
national and local level to better education, improve infrastructure, to fund conservation
efforts, and to promote more responsible tourism (Auburn, 1999).
Republic Act 9593: The Tourism Act of 2009
Under the Republic Act 9593 Sec. 2 Declaration of Policy (2009), the state declares
tourism as an indispensable element of the national economy and an industry of national
interest and importance, which must be harnessed as an engine of socioeconomic growth
and cultural affirmation to generate investment, foreign exchange and employment, and to
continue to mold and enhance sense of national pride for all Filipinos.
The State shall seek to promote tourism industry that is ecologically sustainable,
responsible, participative, culturally sensitive, economically viable and ethically and
socially equitable for local communities. Develop responsible tourism as a strategy for
environmentally sound and community participatory tourism programs, enlisting the
participation of local communities, including indigenous peoples, in conserving bio-
physical and cultural diversity, promoting environmental understanding and education,
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
providing assistance in the determination of ecotourism sites and ensuring full enjoyment
of the benefits of tourism by the concerned communities.
Development of Tourism in La Trinidad
An article written by Bang-ngit in Sun Star Baguio (2011) states that the La
Trinidad council is looking into more tourist destinations in the municipality through a
resolution proposed by Councilor Roderick Awingan.
Furthermore, the move is pursuant to Republic Act (RA) 7160 or the Local
Government Code of 1991 that encourages local government units to utilize their power to
ensure the preparation and implementation of a tourism development plan, enforcement of
standards and the collection of statistical data for tourism purposes.
The existing tourist destinations of the municipality include Betag-Puguis
Strawberry Farm, Benguet State University, Km. 3 Bell Church, Benguet Provincial
Capitol, La Trinidad Municipal Park, La Trinidad Vegetable Trading Post, Bahong Rose
Garden, Peril Burial Cave, Alapang coffin cliff hangers, Tawang Stone Church and
Kalugong View Point. The resolution has also spotted Benguet Museum, Alapang-Alno
flower Gardens and the Central Tawang View Deck as potential tourist spots of the town.
Awingan said it is important to map out the different existing and probable tourism
destinations here as basis in the preparation and implementation of a competitive and sound
tourism development plan.
"The state declares tourism as an indispensible element of the national economy
and an industry of national interest and importance which must be harnessed as an engine
of socio economic growth and cultural affirmation to generate investment, foreign
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
exchange and employment and to continue to mold and enhanced sense of national pride
for all Filipinos," said the resolution (Bang-it, 2011).
Galacgac (2011) states in his article, in Sun Star Baguio, that the municipal
government is in the planning stage for the development of a 42-hectare public land here
into an eco-park as part of La Trinidad’s contribution to tourism and regreening. The
municipal Mayor Greg Abalos confirmed this, saying that the proposed site will be in the
rolling mountains of Barangay Shilan in the northern part of this town. According to him,
those areas with only few trees but still offers panoramic view has vast potential for eco-
tourism if we build structures there and re-capture its former greeneries.
Records show tourists going to Baguio often wants to move out of the city for
natural sceneries. At the moment, this town has only the wide strawberry fields to offer for
that desire (Galacgac, 2011).
Steps in the Organization of a
Barangay Tourism Council
in Benguet
The province of Benguet has adopted nine (9) steps which it rigorously follows
before a Barangay Tourism Council is organized.
Inventory of Attractions. This is the very first step to be undertaken in making a
complete assessment of the available attractions in the locality. In the province, any of a
number of features, which may be natural, man-made, cultural agricultural, historical, or
of special interest.
Site Validation. This is a way of checking the tourism potential of the reported
attraction. If it is a natural attraction like a cave, for example, it must be ascertained if it is
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
a burial cave. If it is a natural cave, it must be determined if it is interior has chambers to
be explored, stalactites and stalagmites, rock formations waterfalls and other attractions
which could be appreciated by tourists. This may be done by an ocular inspection, and
documented by means of taking pictures.
Identification of Suitable Activities and Added Attraction. This step entails the
determining of activities that may be conducted and promoted in accordance to the nature
of the site as ascertained in the former step. To illustrate, a mountain found to be rocky
would be promoted in such a way that rock-climbing enthusiasts will be lured.
Evaluation of Available Facilities and Amenities. The visitors of Benguet are
usually nature lovers who prefer the outdoors to posh hotels with all the comforts, but this
do not mean that installation and maintenance of facilities may be put aside. Basic support
amenities such as foot bridges, restrooms, visitor assistance centres are essential in any
tourism settling.
Social Acceptability. The promotion entails the introduction of the product, which
in this case is the site, the people and their culture. But this does not mean the opening of
all aspects for public consumption. Tourism development should make tradition and
propriety according to the local‘s values and standards of primary consideration,
particularly in Benguet, which is rich in cultural-sensitive assets.
Tourism Awareness Campaign. This is the phase when tourism as an activity is
introduced to the community through seminars and training. The community will now be
educated on how to make tourism as source of livelihood, as well as on how to properly
receive visitors and to maintain, protect and preserve their resources as they welcome
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
outsiders to their realm. The efforts shall not be without the province’s support and
assistance.
Systems and Procedures. For the purpose of organization and consistency, the
community needs to establish ground rules for tourists, and may impose fees in order to
generate revenue, both of which can be done through the passage of ordinances.
Marketing and Promotion. After the community has been educated and the support
facilities prepared, the area shall be included in promotional material produced by the
province / municipality, such as brochures and travel guides. This is the fastest way which
the existence of attractions in the area, which is technically newly “discovered” may be
made known to the public.
Monitoring and Evaluation. The province will make occasional checks on the areas
of interests to determine whether or not the development of tourism benefited the
community especially in terms of income, and whether or not the attractions have been
well preserved despite the tourist influx. A logbook shall be maintained by the visitor
assistance centres to provide information on tourist arrivals and suggestions. The barangay
will eventually be allowed to conduct their tourism activities independently, once it is
observed that the locals are able to hurdle related problems and tasks on their own.
As mentioned in the Benguet Tourism Briefing kit the criteria for selection of sites
for tourist spots are;
The accessibility of roads, Peace and order condition, the attitude towards the
tourists, diversity of attraction and availability of markets to match these with natural
factors such as beauty and climate.
Radio as a Medium for Information Campaign
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Radio broadcasting is widely known as one of the cheapest source of information
for rural families. It can reach the people easily and quickly. Many radio Audiences
consider broadcasting as the most available and the most common way of entertainment
(Ballesteros, 1986).
One advantage of radio is that it has local coverage, low cost, high frequency.
It is also flexible and it can reach well-segmented audiences. Radio may be the least
expensive of all media, and because airtime costs are low, extensive repetition is possible
(Velasco et al, 1999). The ability of the radio to contribute to the national development
may also be attributed partly to the fact that the people prefer it than other mass media
because it fulfils certain psychological needs further because radio listening is easier to do
than reading or viewing movies and information ( Jamias, 1975 as cited by Palubos, 2004).
Developmental Radio Plugs
Developmental radio plugs are short presentations or commercial on radio between
programs. Plugs are brief and repetitive broadcast in different forms used to impart
information or educate target listeners (Coldevin, 1987).
They are designed to deliver information, inspiration or instruction to the listeners
is a s short time as possible. They are effective conveyors of quick messages. These are
capsule materials that can be played in existing popular or full-length program.
Themes of spots or plugs can range from civic to social, political, religious,
agricultural, health, environment, economic and even moral. Many national information
and social mobilization campaigns have effectively been carried out through radio spots,
jingles and plugs (Fundamentals of Community Broadcating, 2010).
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Types of Radio Plugs
In the Fundamentals of Radio Broadcasting handout (2010), the following radio
plugs were discussed:
Mini-drama. The message is conveyed through the dialogue of two characters.
Usually one character is presented as having a problem. The other character offers him/her
a solution. Later, the problematic character will be convinced and become satisfied with
the solution offered to him.
Straight announcement. This is the simplest, easiest, and least costly to prepare.
The message is narrated by the announcer in a straight and forward manner.
Endorsement by authorities and personalities. The message comes from the most
recognized experts. This is to give credibility and preclude any controversy.
Collage, Montage and Vox Pops. These are the quick snatches of people’s voice
that are re arranged to demonstrate the range of views and feelings of the citizenry.
Vox pop. The voice of a regular member of the society expressing an opinion from
his/her personal point of view.
Testimonial. This is also a form of testimonial, usually from somebody who has
actually tried an idea or practiced a method, or a regular person who might have seen how
something that is being promoted worked.
Collage. And assembly of unread voices focusing on an issue.
Montage. A series of assorted voices of people played on after the other to portray
one theme or story.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Dialogue. The message is presented through a conversation between two characters
distinctly identifiable and not interchangeable. The dialogue must excite and stimulate the
audience.
Jingle. The message is presented in a song or through musical form
Question and Answer. This form should excite the listeners by the way of
throughout provoking questions and interesting answers.
Video Spot
The spot is traditionally an instrument which is used to communicate a message
that, in the majority of cases, serves to publicize commercial products although, in recent
years, it has been successfully used to make public opinion aware of basic themes of social
interest. The first step in producing an effective video spot is to get to know and understand
terms and concepts which are connected to the world of video production; the second step
is to give an "advertising format" to the whole work. The following are the elements to
consider in producing a video spot as enumerated by www.foot-4u.it.com website.
Script. The first thing to do is to decide which type of message to give your video
Spot. Then, think of the best way to express it, and here is where a script is born, where
you should relate, in writing, exactly what should occur. This first stage of ideas is very
important and can determine the final success of the work.
Storyboard. A series of boards, achieved with sketches or photos, which depict the
plot are called the story-board. According to the script these images should show, in the
correct sequence, the scenes which you wish to include in the video spot; this permits you
to have a precise idea of the work which you will require to complete the video and if you
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
do not like anything you will be able to change it directly on the board, before passing on
to the video camera. In this way, the risks that the recorded material does coincide with
your idea, or you become displeased and unhappy with it, is reduced.
Backstage. Without fail what is most used in large productions to depict work
techniques is the backstage that has the role of documenting the various work stages which
precede, accompany and follow the production of the video spot. It is, so to speak, a "video
of the video", and even provides greater freedom, from the point of view of the preparation,
and a need for practically a dedicated video operator. His or her role is that of documenting
in a discreet way, without jeopardizing spontaneity and results, the greater part of the
passages of the production. Flair and good fortune are necessary to place oneself at "the
right place at the right time", to best document motivations, choices, emotions, encounters
and curiosity which arise on the production set. The result then depends on the editing: the
atmosphere which the backstage will restore should allow everyone, public and main
players, to retrace the creative path which has led to the achievement of the video spot.
Importance of Video Production
According to Brighton (2009), videos are large easily graspable than general text.
Therefore, incorporating effective videos in your website is extremely helpful in putting
across your message to the mass. They are interesting and attract a larger group of audience
towards your advertisement. One of the major advantages of using them is that they deliver
substantial information within a quick span of time. So, why don't you incorporate videos
in your website, or simply market your organization through videos? Video production has
come a long way nowadays. It has become a separate business domain. A powerful video
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
production team can give your needs the right direction and ability to penetrate into the
market. If you don't have a team, outsource your needs to professionals. They will make
sure that your requirements are met outstandingly.
Videos have triggered the concept of 'webmercials'. Embed a particular file in your
website or blog and let know the world about your product. That's quite simple to do if you
have the right group of professionals to help you out. Before settling with one, ask them
questions pertaining to videography and your requirements. Verifying their experience is
crucial. Don't take a chance with inexperienced videographers and break the backbone of
your brand's reputation. Expertise sharpens with experience. So, simply go for experienced
videographers after exercising your sense of judgment. The quality of products used is
another agenda that you must not overlook. Simply verify the product quality to get the
confidence in them. Interview the experts with all questions that come to your mind
pertaining to videography (Shown, 2011).
Elements of Plugs
Content. According to NDCA (1992) as cited by Caligtan (2008), content is a prime
concern, it must be accurate, useful, and free from bias. If the content is not correct and up-
to-date, then the material is not ideally usable for learning. The content must be accurate
and current. The content of the material must be useful. It should stimulate the learner to
act on the information.
Transition. Transition is what the author shows between two shots or clips. The
joining of those clips is the transition from one to the other. Transitions can be an instant
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
scene or image change, a fade, fade to black, dissolve, pan from one person to another, or
any digital effect (Webopedia, 2012).
Sound/Audio quality. According to Feller (1992) as cited by Caligtan (2008), the
audio portion must be viewed in terms of clarity, volume, pace, and narrative music mix.
Voices should use appropriate diction and dynamics and should feature distinctive qualities
when recognition of more than one is required of the audience. Voices should also match
the individual’s pictures. Music and sound effects should contribute to the meaning of
message of the video. The total effect of the sound should be free or any characteristics
that detract from intended message and impact of the video.
Voice/Voiceover. According to Brighton (2009), voiceovers provide an effective
way to evoke emotion or get important information across to an audience. In fact, without
voiceover, media wouldn't have the same impact and the entertainment industry would be
at a great loss. The importance of voiceover can be seen every day in a variety of
techniques.
Brighton added that advertising is another very common use for voiceover. In fact,
radio is completely voiceover and actors are never seen. In fact, voiceover is so useful for
radio advertisement that certain product manufacturers have signed long term contracts
with voiceover actors to "brand" their products. When consumers hear the same, familiar
voice representing a product, it builds instant trust and credibility. Even on television,
where actors can be seen, it is more likely that a product is featured with voiceover and
without an actor. Besides, a strong voiceover highlights the sale instead of the actor seen
with the product.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Voiceover is an important part of our movie and television experience. In many
cases, voiceover represents more than just information, but has become part of a product,
building trust and credibility with consumers.
Pre-testing of IEC Materials
Pre-testing is an important but often taken for granted aspect of materials
development and production. It is defined as the testing of planned public information
strategies, messages or materials before completion and release to help assure effectiveness
and to help ensure that messages and materials will work (CDC, 1995).
According to Librero et al. (1997), pretesting may show that even the “best version”
of the communication material can be improved upon. It indicates which material will
likely be most effective. It serves to detect negative aspects of a communication it helps
avoid production of large quantities of material that are not understandable or acceptable.
Pretesting cannot guarantee the desired results for a communication campaign
program. What it does is increase the probability of reaching the target audience with the
desired message and persuading them to undertake a given behavior.
Definition of Terms
Content. Significant information or creative material viewed in contrast to its actual
or potential manner of presentation: publishers, record companies, and other content
providers.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Transition. A transition is what the producer/editor shows between two shots or
clips. The joining of those clips is the transition from one to the other
Graphic. A graphic is an image or visual representation of an object
Sound Quality. Sound Quality is that aspect of a sound system which generates the
most accurate sound possible.
Sound. When music, speech, and sound effects are recorded and used to accompany
a film, video or broadcast.
Melody. A sequence of single notes that is musically satisfying a tune.
Voice. The sound produced by the vocal organs of a human. A specified quality,
condition, or pitch of vocal sound: a hoarse voice; the child's piping voice.
Existing Tourist Destinations. These are explored, improved and developed places
that are accessible to tourists who are motivated to visit in their leisure time for a limited
period.
Potential Tourist Destinations. These are attractions that already exist in a
destination but have not yet been recognized as such.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet. La Trinidad is the capital town
of Benguet and is considered as a first class municipality. It is located three kilometres
north of Baguio City and is 256 kilometres north of Manila. It is bounded on the north by
the municipality of Tublay, on the south by Baguio, and on the west by Sablan and Tuba.
La Trinidad is subdivided into 16 barangays namely Alapang, Alno, Pico, Tawang,
Ambiong, Bahong, Poblacion, Balili, Beckel, Puguis, Bineng, Betag, Shilan, Cruz, Lubas
and Wangal.
Aside from the vegetable industry, La Trinidad is known for its tourist destinations
that include Betag-Puguis Strawberry Farm, Benguet State University, Km. 3 Bell Church,
Benguet Provincial Capitol, Bahong Rose Garden, Peril Burial Cave, Alapang coffin cliff
hangers, Tawang Stone Church and Kalugong View Point.
The municipality is chosen as the locale of the study because of its existing and
potential tourist destinations and in support to its government’s desire to further promote
its tourism industry.
The study was conducted on December 2012 to February 2013.
Respondents of the Study
In determining the tourist destinations in the municipality, a key informant
interview was conducted to the Municipal Tourism Officer of La Trinidad, Mr. Dwight
Daodao, Administrative Officer IV.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
For the evaluation of the tourism plugs, forty respondents were chosen. They were
classified into three categories.
The first category includes twenty eight non-La Trinidad residents. The second
category includes eight resident respondents of La Trinidad. These respondents were
chosen through non-probability sampling and they should be 18 years old and above.
Lastly, the third category includes the four respondents from the Municipal Office
of La Trinidad. It includes Dwight A. Daodao, the key informant and Municipal Tourism
Officers. They are Janice A. Binay-an, Administrative Assistant II, Imelda M. Obidos,
Administrative Officer V and Sharon P. Dacumos, the Project Development Officer III.
Data Collection
Data collection was conducted in three stages. First was the gathering of
information about the different tourist spots in La Trinidad which was done through an
interview schedule with the Tourism Officers.
Data coming from the La Trinidad Socio-Economic and Physical Profile 2012,
Benguet and La Trinidad Official Websites and the Benguet Tourism Briefing Kit are also
included as secondary sources in the study to further supplement the need of information.
For the second stage which is the production of the radio plug: script writing, voice
recording and editing was done. And for the production of the TV plug: script writing,
video recording, voice recording and editing were conducted. Series of site visits to
different tourist destinations in the municipality were made for picture takings and video
recording to be included in the TV plug.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
The third stage is the evaluation of the developed plugs through a survey
questionnaire.
The respondents were gathered in one room where they first listened to the radio
plug and then followed by watching the TV plug. After listening and watching, the
respondents evaluated the produced plugs by answering the floated the questionnaires by
the researcher. Also, the researcher guided the respondents in answering the questionnaire.
Data Gathered
The data gathered were the socio-demographic profile of the respondents; the
existing and potential tourist destinations in La Trinidad; the information that the
respondents from La Trinidad Mayor’s office want to include in the radio and TV plugs;
the ratings of the respondents on the produced radio plug in terms of content, sound,
transitions, voice and melody.
Also, the ratings of the respondents from the produced TV spot in terms of content,
graphics/pictures, audio quality and transitions; and the respondent’s suggestions in
improving the plugs were gathered.
Data Analysis
The data gathered from the respondents were tabulated and analyzed using
frequency counts and percentage. Likewise, they were presented in descriptive and
narrative form.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 1 shows the socio- demographic profile of the resident and non- resident respondents
of La Trinidad who evaluated the radio and TV plugs. The profile includes the age, sex,
occupation and hometown province of the respondents.
Age. The age of the respondents ranges from 18-46 years old. The table shows that
most (30%) of the respondents were 18 years old.
Sex. Out of the 40 respondents, 50% of the respondents were female and another 50% were
male.
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(N=40)
(%)
Age
18
12
30
19
3
7.5
20
3
7.5
21
6
15
22
2
5
23
5
12.5
24
2
5
26
1
2.5
27
1
2.5
32
1
2.5
34
1
2.5
41
1
2.5
43
1
2.5
46
1
2.5
TOTAL
40
100
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Table 1. Continued . . .
Sex
Male
20
50
Female
20
50
TOTAL
40
100
Occupation
Government employee
4
10
Farmer
2
5
Self-employed
2
5
Unemployed
3
7.5
Student
29
72.5
TOTAL
40
100
Hometown Province
La Trinidad, Benguet
8
20
Ifugao
7
17.5
Baguio City
4
10
Mountain Province
4
10
Atok, Benguet
3
7.5
Itogon, Benguet
2
5
Bolanao, Kalinga
2
5
Buguias, Benguet
1
2.5
Mankayan, Benguet
1
2.5
Nueva, Ecija
1
2.5
Nueva, Viscaya
1
2.5
Pangasinan
1
2.5
Tublay, Benguet
1
2.5
Municipal Office of LT
4
20
TOTAL
40
100
Occupation. Twenty-nine of the respondents are college students, four are government
employees, two are farmers, two are self-employed and three are unemployed respondents.
Hometown Province. Out of 40 respondents, twelve (30%) are residents of La Trinidad,
included here are the four evaluators coming from the Municipal Office. Other respondents
are distributed to different provinces as shown in Table 1.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Existing and Potential Tourist Destinations in La Trinidad
In determining the existing and potential tourist destinations in La Trinidad, interview was
conducted with Mr. Dwight A. Daodao, the Municipal Tourism Officer of La Trinidad.
According to Daodao, the province of Benguet has adopted nine (9) steps in organizing a
Barangay Tourism Council. The steps include the inventory of attractions, site validation,
identification of suitable activities and added attraction, evaluation of available facilities
and amenities, social acceptability, tourism awareness campaign, systems and procedures,
marketing and promotion and lastly monitoring and evaluation
The researcher also looked into the secondary sources regarding tourism in the
municipality. As mentioned in the Benguet Tourism Briefing Kit, the criteria for selection
of sites for tourist spots are: the accessibility of roads peace and order condition, the attitude
towards the tourists, diversity of attraction and availability of markers to match these with
natural factors such as beauty and climate.
Existing tourist spots. Existing tourist spots refer to the established tourist destinations as
identified by the municipality.
La Trinidad Strawberry Farm. This is an existing man-made attraction of the municipality
located at Betag, La Trinidad. The sweet Swiss and Japanese variety of strawberries are
one of the reasons why tourists visit the municipality. Strawberry picking by hand is also
allowed by some farmers in the area. Strawberry-by-products such as jams, wine, candies
are also available in different stalls near the farm.
La Trinidad Trading Post. It is the centre of marketing activities in the province of
Benguet. Highland vegetables such as cabbages, carrots, potatoes, chayote, and lettuce are
on display for retailers and most especially wholesalers. An estimation of three hundred
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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eighty thousand to four hundred fifty thousand kilograms (380,000-450,000 kgs.) of
vegetables are being delivered here to be sold and to be shipped to different markets
throughout the country.
Benguet State University. It is the foremost agricultural state university in the
region. Aside from the centre of excellence and centre of development, it is also known
for its contribution to the municipality’s tourism. The BSU Processing Centres, marketing
and its products are one of the reasons why people visit the university. Benguet State
University is fast becoming a “pasalubong centre”, with the variation and quality of
products made, tourists as well as locals are known to flock the marketing centre and
purchase BSU made items.
Also, in the BSU marketing centre products include veggie noodles, wines, local
breads, sweets, pastries, strawberry preserves, ube jam, and a Korean favourite kimchi.
Rose Garden. The Rose Garden is found in Bahong, La Trinidad. It is also referred
to as the Rose Capital of the Philippines. Roses, chrysanthemums and other cut flowers
and ornamental plants also abound in the area.
However, this was not included in the list of tourist destinations to be promoted
because according to the tourism officer, the road going to Bahong cannot accommodate
large vehicles such as buses and large trucks.
Potential tourist destinations in La Trinidad. The following spots are also found in
the different barangays of the municipality as cited in the Benguet and La Trinidad official
website. They are referred to be potential tourists’ destinations because of the natural
beauty they provide. However, just like the Rose Garden of Bahong, these places are still
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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to be established in terms of their development, management and monitoring. The
Municipality still need many efforts to fully institute these potential tourist destinations.
This agrees with WTO (2010) that tourism has implications on the economy, on the
natural and built environment, on the local population, at the destination and on the tourists
themselves. Due to these multiple impacts, the wide range and variety of production factors
required producing those goods and services acquired by visitors, and the wide spectrum
of stakeholders involved or affected by tourism, there is a need for a holistic approach to
tourism development, management and monitoring.
Peril Burial caves. Found between Alno and Alapang communal forest. Sacred
skeletal remains lay in a burial cave.
Mt. Kalugong. It is a natural attraction found in Tawang. The mountain provides an ideal
view point of the La Trinidad Valley floor and the distant forested mountainsides.
Dinangking/ Binanga river. It is a natural attraction found in Shilan. Its crystal clear water
is ideal for hardy swimmers. The riverbanks are ideal for camping and picnic sites.
Pedak burial cave. It is a natural attraction found in Alapang. The place is a burial cave
with box type coffins in them. It is possible for viewing only.
Talinguroy view point. It is a natural attraction found in Wangal. The sunset and the bright
orange skies can be seen from this part of the barangay. It is just 30 minutes hike from the
provincial capitol grounds.
Begbeg burial cave. It is a natural attraction found in Wangal. This is also a burial cave of
the ancestors of the community residents. It is for viewing only.
Tinedkaw cave. It is a natural attraction found in Tawang. It is a natural cave that needs to
be explored by hardy cave explorers.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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Kulong cave. It is a natural attraction found in Wangal. It is for exploration.
Mt. Yangbaw. It is potential natural attraction found in Tawang. It is a rocky promontory
for viewing.
Dinog cave. It is a natural attraction found in Bahong. It is underground cave with water
running through. It still needs to be explored.
Payogpog waterfalls. It is a natural attraction found in Shilan. It has a scenic view from
Shilan proper and is ideal for swimming by energetic trekkers. It can be hiked from the
national highway within 1 hour.
Ampetang hot spring. It is a natural attraction found in barangay Bahong. As the name
states, it is hot. This has been declared as private property but would be perfect for
development as a tourist's destination.
Wangal river. It is a natural attraction found in Wangal. The river provides water for the
flower and vegetable gardens of the community. It is also used for swimming and fishing
by the local people.
Mt. Tayawan. It is a natural attraction found in Tawang. It is a rocky promontory for
viewing similar to Mount Yangbaw.
Mt. Peripen bato. It is a natural attraction found in Pico. The limestone rocks have different
shapes as formed in the olden base. The top most part provides a view of the City of Baguio
on the east side and the opposite view is that of Pico and Balili.
Information that is Included in the
Radio and TV Plugs
Tourist Destinations. During the interview with Daodao, he cited three existing tourist
spots to be promoted in the radio and TV plugs. These are the La Trinidad Strawberry Farm
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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located at Betag, La Trinidad Vegetable Trading Post in Pico and the Benguet State
University in Balili La Trinidad.
These are the only tourist destinations that they would like to include in the plugs because
they are fully established and they are easily accessible.
The cited potential tourist destinations found in the different barangays of La Trinidad are
not yet encouraged to be included in the plugs since they are to still to be established.
One Town One Product (OTOP). Since one of the well known products of La
Trinidad is the strawberry, Daodao added the promotion of this product in the planned
plugs to be developed. The strawberry-by-products such as wines, candies, jams, yoghurts
and even soaps are being sold in the La Trinidad Pasalubong Centre located at the
Municipal Gymnasium.
Format for the Plugs. For the running time of the produced radio plug runs forty-seven
seconds (47 sec.). Wherein it includes the cited existing tourist destinations, the activities
and the products sold in the municipality. The produced TV plug runs for two minutes and
thirty-five seconds (2min 35 sec.) showing the existing tourist spots, the products, and also
the potential tourist destinations found in the municipality.
English was applied as the language in the produced plugs, for the reason that English is
considered the universal language. The Philippines is composed of mixed cultures and
languages and English can be at least understood almost everywhere among the people and
the country, as it is the world media language. It is one of the simplest and easiest natural
languages.
Upbeat music was also used in both the radio and TV plugs to be able to enhance
the message being delivered and to evoke the desired response from the listeners.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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The information gathered here are all included in the scripts produces as shown in
table 2 and 3.
Table 2. Radio plug script
Type of Production: Radio Plug (MONOLOGUE)
Script writer: Ma. Lourdes M. Obidos
Total Running Time 0:45 sec
1 BIZ:(UP AND UNDER)
2 NARRATOR:
Looking for a quick escape from the city? –from busy
3
roads and crowded areas? // Come to LaTrinidad! //
4
Have a unique experience picking fresh strawberries
5
with your friends and family!
6
Are you a nature lover and you want to have an
Table 2. Continued . . .
7
adventurous trip? Try trekking the mountains of La
8
Trinidad which offers a breath taking panoramic
9
View of the valley
10
Tour all around Benguet State University and have a
11
Taste of different products from wines to veggie
12
noodles!
13
Buy organically grown vegetables and also try our one
14
town on product goods and commodities.
15
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16
Come and visit La Trinidad! –the capital Town of
17
Benguet,// The Salad Bowl of the North and
18
the Strawberry Capital of the Philippines! // La
19 BIZ: FADE OUT
Trinidad!
The following codes found in the first column of the script in table 3 are the camera angles,
types of shots and camera position.
Extreme Wide Shot (EWS). The view is so far from the subject. It is often used as an
establishing shot
Wide Shot (EW). The subject takes up the full frame, or at least as much as comfortably
possible. It is also known as long shot and full shot.
Mid Shot (MS). It shows some part of the subject in more detail while still giving an
impression of the whole subject.
Table 3. TV plug script
Type of Production: TV Plug
Script writer: Ma. Lourdes M. Obidos
Total Running Time: 2: 35 sec
ON
VIDEO SHOT LIST
SCREEN
AUDIO/ VOICE OVER
TEXT
DISSOLVE Map of the Philippines
La Trinidad
BIZ: FADE IN
TO:
Benguet
Philippines
VWS:
Municipal Office of La
VO: La Trinidad is the
Trinidad
capital town of Benguet.
EWS:
Different Shots of the La
It is known as “The Salad
Trinidad Valley
Bowl of the Philippines”
for its vegetable industry
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HAS:
La Trinidad Vegetable
It is the centre for
Trading Post
380,000
marketing activities in the
to
province. where 380,000 –
450,000 kgs. 450,000 kgs
FS:
porter carrying a sack of
Of vegetables
vegetables
FS:
vegetable dealers sorting
are being delivered here
vegetables
everyday
FS:
porter stacking sacks of
and to be transported in
vegetables
different
HAS:
vegetable dealers packing
markets throughout the
vegetables
country.
MCU:
shots of Chinese cabbage,
Highland Vegetables such
cauliflowers, potatoes and
as cauliflowers, potatoes
bell peppers
and bellppers are on
WS:
trading post
display for Retailers and
most especially
wholesalers.
ZOOM
Pasalubong Center
La Trinidad also has the
OUT:
Pasalubong center where
they
Table 3. Continued . . .
PAN:
wines
promote goods and
commodities out of
their One Town
One Product
Shots of different
They sell products
products in the
such as wines,
pasalubong center.
strawberry jams,
strawberry
flavoured candies,
and yoghurts.
DISSOLVE TO:
BSU
Benguet State
University is
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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located at the heart
of La Trinidad
Aside from the
centre of excellence
PAN:
BSU Oval
And the center for
development
WS:
Family taking
It is also known for
pictures in front of
its Contribution to
the administration
the municipality’s
tourism.
CU:
BSU Marketing
The BSU
Products Logo
processing centres,
marketing and its
products
FS:
Staff working inside
are one of the
the Food Processing
reasons why people
Centre
visit the university.
BSU is fast
becoming a
pasalubong center.
With the variation
and quality of
products made,
tourists
Table 3. Continued . . .
FS:
People buying BSU
tourists as well as
made products
locals visit the
inside the BSU
marketing centre
Marketing Center
and purchase BSU
made items.
Individual shots of
The marketing
different BSU
centre products
products
include veggie
noodles, wines,
local breads,
sweets, pastries,
strawberry
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
preserves, ube jam,
and kimchi.
DISSOLVE TO:
FADE TO BLACK La Trinidad
(BGM)
Strawberry Field
PAN
Strawberry field
Alongside BSU is
the Strawberry
Filed, where its just
6 kilometres
WS:
A farmer picking
away from Baguio
strawberries
city
CRANE:
Strawberry plants
It’s delicious,
succulent and juicy
strawberries
CU:
Strawberry fruit
With Swiss
ECU:
Strawberry fruit
and Japanese
variety, is one main
reason why
TRACK:
Tourists walking
why tourists come
back for more! //
Usually it ranges
from
CU:
Strawberry in a
90.00-130 pesos
90-130 pesos
Styrofoam
container
ECU:
strawberry
Here you can buy it
fresh and
You can also
Table 3. Continued . . .
MS
“Strawberry
experience picking
picking” tarpaulin
fresh strawberries in
the field
TRACK:
Children picking
with your friends
strawberries
and family!
Individual shots of
So what are you
existing and
waiting for? Come
potential tourist
and explore the
spots in La Trinidad
beauty of the valley
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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and have an
unforgettable
experience, only
here in La Trinidad!
DISSOLVE TO:
“It’s more fun in La
(BGM)
Trinidad!”
FADE TO BLACK
BIZ: FADE OUT
MS
“Strawberry
You can also
picking” tarpaulin
experience picking
fresh strawberries in
the field
TRACK:
Children picking
with your friends
strawberries
and family!
Individual shots of
So what are you
existing and
waiting for? Come
potential tourist
and explore the
spots in La Trinidad
beauty of the valley
and have an
unforgettable
experience, only
here in La Trinidad!
DISSOLVE TO:
“It’s more fun in La
(BGM)
Trinidad!”
FADE TO BLACK
BIZ: FADE OUT
Close Up (CU). A certain feature or part of the subject takes up the whole frame.
Extreme Close Up (ECU). The ECU gets in and shows extreme details
High Angle Shot (HAS). A high angle shows the subject from above, i.e. the camera is
angled down towards the subject. This has the effect of diminishing the subject, making
them appear less powerful, less significant or even submissive.
Pan. A horizontal camera movement, left and right.
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Zoom. Technically this isn't a camera move, but a change in the lens focal length with gives
the illusion of moving the camera closer or further away
Pedestal (Ped). Horizontal movement, left and right
Respondents’ Rating of the Radio Plug
Table 4 shows the ratings of the respondents on the different categories of the radio
plug.
The implication of each scale is interpreted in the following; “Excellent” means the
respondents fully understood the radio plug and it contains information that persuades them
to visit La Trinidad after listening. “Good” means that the respondents understood the radio
plug and they did not find any problem in the content and information presented. “Average”
means that the respondents understood the radio plug but there were lacking information
and problems in terms of the content while listening to the plug. “Fair” means that the radio
plug contains some information that is not clear to the respondents, and “poor” means that
the respondents did not understand the radio plug.
Content. The rating of the respondents on the content is presented in the table. In terms of
the simplicity of the message; it can be seen that “Good” is the highest with a rating of 47.5
%. This shows that the produced radio plug was effective enough for the respondents to
understand.
Other aspects also showed results of “Good” as their highest rating. Realistic has 55%,
accuracy with 62.5% and organization with 45% ratings.
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Out of the five criteria under the content, the clarity of purpose has the highest rating (55%)
of “Excellent” and one respondent did not evaluate this criterion. It proves that the
respondents were able to understand the purpose of the radio plug.
This supports Lane (2009), who said that clarity in your message is crucial to effective
communication. Language is symbolic, in that every word and phrase utilized is comprised
of symbols that represent created meanings that change based on the individual and their
culture. Structuring your messages in a manner that makes effective use of the symbols
offered in your message improves the chances that your messages will be accurately
understood.
According to Jonathan Makin, one of the respondents, the radio plug was organized, clear
and easy to understand. This supports one of the general principles when writing for radio
under the Fundamental Principles of Community Broadcasting module. It says that in
creating radio plugs, always aim for clarity; the writer should use familiar/simple words
that have concise meanings for the listeners to grab the idea of the message easily.
Generally, most of the respondents had a “Good” rating for the content. Some of the
respondents commented that the radio plug was persuasive and interesting.
Sound and Music. Table 4 also shows the ratings of the respondents on the criteria of sound
and music.
Moreover, in the elements of radio craft, it states that sound and music are used deliberately
to establish time, mood and setting. It is introduced in radio to add realism to an event to
enhance the mood or atmosphere of a scene. Thus, it should not over power the main
information being developed in the plug. (Fundamentals of Community Broadcasting).
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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Transition. The rating of the respondents on the criteria of transition is also presented in
the table.
Table 4. Ratings of the respondents on the radio plug
CRITERIA
Fair
Average
Good
Excellent
Total
F
%
F
%
F
%
F
%
N
%
CONTENT
Simplicity
-
-
7
17.5
19
47.5 14 35
40 100
Realistic
-
-
4
10
22 55
14 35
40 100
Accurate
-
-
6
15
21 52.5 13 32.5
40 100
Organized
-
-
6
15
18 45
16 40
40 100
Has a clear purpose
-
-
4
10
11 27.5 22 55
37 92.5
SOUND AND MUSIC
Volume
1
2.5
8
20
20 50
11
27.5
40 100
Use of appropriate
-
-
2
5
19
47.5 18 45
39 97.7
music
TRANSITION
Proper timing
-
-
6
15
18 45
16 40
40 100
Appropriate
-
-
7
17.5
26 65
7 17.5
40 100
Creative
-
-
7
17.5
16 40
17 42.5
40 100
VOICE
Appropriate voice talent
-
-
2
5
22 55
16 40
40 100
Pitch
-
-
4
10
17 42.5
18 45
39 97.5
Message delivery
-
-
3
7.5
12 30
25 62.5
40 100
(pronunciation)
It can be noted that “Good” ratings were given to proper timing (45%) and appropriateness
(65%). This could be attributed to one of the respondents comment that the delivery of the
message was too fast. She pointed out that the lack of pausing is one problem found
encountered in the radio plug.
Out of the three criteria under transition, the creativity of the radio plug was rated
“Excellent” with a rating of 42.5%.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Voice. Table 4 includes the rating of the respondents on the voice. Under the category of
voice, both appropriateness (55%) and pitch (42.5%) of the voice were given a rating of
“Good”.
Among the three criteria under voice, message delivery gained the highest (62.5%) rating
of “Excellent”. According to the Fundamentals of Voice and Speech module, the voice
plays a very important role in helping convey the meaning of language. Listeners are
affected by your message. As you talk, they perceive and interpret message.
Twenty five (62.5%) of the respondents rated the message delivery “Excellent” and they
commented that they appreciate the delivery of the message and they find it interesting.
Overall Ratings of the Radio Plug
Table 5 shows the overall evaluation of the radio plug on the content, sound and
music, transition and voice.
In general, the content, sound and music, transition and voice have an overall mean
of 4.22 which is equivalent to “Good”. Overall result implies that the content and the
elements used in the radio plug satisfy the desire and the criteria of the respondents in
knowing more about the tourism in La Trinidad.
Table 5. Overall ratings of the radio plug
CRITERIA
MEAN
INTERPRETATION
Content
Simplicity of the message
4.18
Good
Realistic
4.25
Good
Accurate
4.18
Good
Organization
4,25
Good
Clarity of Purpose
4.15
Good
Sound/ Music
Volume
3.97
Average
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Using of appropriate music
4.3
Good
Transition
Proper timing
4.25
Good
Appropriate
4.0
Good
Creative
4.25
Good
Voice
Appropriate voice talent
4.35
Good
Pitch
4.25
Good
Message delivery
4.55
Good
(pronunciation)
TOTAL
4.23
Good
Respondents’ Rating on the TV Plug
Table 6 shows the ratings of the respondents on the different categories of the TV
plug. The implications of each scale are interpreted in the following; “Excellent” means
the respondents fully understood the TV plug and it contains information that persuades
them after watching. “Good” means that the respondents understood the TV plug and they
did not find any problem in the content and information presented. “Average” means that
the respondents understood the TV plug but were lacking information and problems while
watching the plug. “Fair” means that the radio plug contains some information that is not
clear to the respondents, and “poor” means that the respondents did not understand the TV
plug.
Content. Table 6 includes the respondents’ rating on the content of the TV plug. It can be
noted that “Good” ratings were given to clarity (62.5%), presentation of information
(67.5%) and clarity of purpose with 47.5%.
This supports Wilson (2007) as cited by Amdengan (2010) who said that one of the
major contributors to good first impression is how easy your content to read. Content
should give a clear message and purpose.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Graphics and Pictures. Table 6 also shows the rating of the respondents on the graphics
and pictures of the TV plug.
For the appropriateness of the pictures and videos used, most (45%) of the respondents
gave a rating of “Excellent”.
This can be related to Summers (2000) as cited by Amdengan (2010) that pictures and
graphics are used to attract the attention of the reader or audience. To be effective, pictures
should be clear, sharp and looks good.
In terms of the appropriateness of design of the picture and video used, most (47.5%) of
the respondents rated them “Good”.
Audio Quality. Table 6 also presents the rating of the respondents on the criteria of audio
quality. For the clarity of voiceover, half (50%) of the respondents gave a rating of “Good”.
This supports Brighton (2009), who stated that voiceovers provide an effective way to
evoke or get important across to an audience. In fact, without voiceover, media wouldn't
have the same impact and the entertainment industry would be at a great loss. The
importance of voiceover can be seen every day in a variety of techniques.
In terms of the proper intonation or diction and accent of the voice over, 47.5% of the forty
respondents gave a rating of “Good”.
One of the respondents commented that even though the voice over is convincing
the diction and pronunciation of the voice over should still be improved.
For the ratings on the appropriateness of language used, 52.5% gave a “Good” rating. This
implies that the language used in the TV plug was appropriate and understood by the
respondents.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Moreover, Mr. Daodao, suggested that instead of English as the language used, the editor
should consider using Filipino language or any local dialects in Benguet.
Table 6. Ratings of the respondents on the TV plug
CRITERIA
Fair
Average
Good
Excellent
Total
F
%
F
%
F
%
F
%
N
%
CONTENT
Information is clear
-
-
4
10
25
62.5 11 27.5 40
100
and understandable
Information is well
-
-
2
5
27
67.5 11 27.5 40
100
presented
Has a clear purpose
-
-
4
10
19
47.5 17 42.5 40
100
GRAPHICS/PICTURES
The picture/video is
appropriate to the
-
-
7
17.5
15
37.5 18
45
40
100
content
The design of the
picture/video id
-
-
6
15
19
47.5 15 37.5
40
100
appropriate
Table 6. Continued . . .
AUDIO CLARITY
Clarity of voice
-
-
4
10
20
50
16
40
40
100
over
Proper
intonation/diction
-
-
6
15
19
47.5 15 37.5
40
100
and accent of the
voice over
Language used is
-
-
3
7.5
21
52.5 16
40
40
100
appropriate
Appropriateness of
-
-
5
12.5
23
57.5 12
30
40
100
background music
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
TRANSITION
The sequence of
-
-
2
5
26
65
12
30
40
100
event in the video is
well presented
Proper timing
1
2.5
4
10
26 65
9
22.5
40
100
Proving that the background music used in the TV plug was appropriate, majority (57.5%)
of the respondents gave a rating of “Good”.
Mountford (2012) stated that advertisers have long used music to help set the tone
of their commercials, and evoke the desired response from listeners.
Transition. The rating of the respondents on the criteria of transition is also
presented on the table.
Both the sequence of event in the video and proper timing accumulated a rating of
65%. This proves that the transitions used were able to help in delivering the message
properly.
Overall Ratings of the TV Plug
Table 7 shows the overall evaluation of the TV plug on the content, graphics/pictures, audio
quality and transition.
In general, the content, graphics/pictures, audio quality and transition have an overall mean
of 4.24 which is equivalent to “Good”. Overall result implies that the content and elements
used in the TV plug satisfy the desire and the criteria of the respondents in knowing more
about the tourism in La Trinidad
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Table 7. Overall Rating of the TV Plug
CRITERIA
MEAN
INTERPRETATION
Content
Information is clear and
4.16
Good
understandable
Information is well presented
4.22
Good
Clarity of Purpose
4.33
Good
Graphics/ Pictures
The picture/video is appropriate
4.28
Good
to the content
The design of the picture/video
4.22
Good
used is appropriate
Audio quality
Clarity of voice over
4.3
Good
Proper intonation or diction and
4.22
Good
accent of the voice over
The language used is
4.33
Good
appropriate
Appropriateness of background
4.16
Good
music
Transitions
The sequence of vent in the
4.25
Good
video is well presented
Proper timing
4.15
Good
TOTAL
4.24
Good
Recommendations of the Respondents
in Improving the Radio Plug
The following are the recommendations of the respondents for the radio plug in terms of
content, sound and music, transition and voice.
Content. The radio plug contains information about the different tourist spots, the activities
that can be done as well as the products found in the municipality.
However, the respondents suggested that more information about La Trinidad tourist spots
should be added as well as the places to be visited. They also recommended improving the
introduction of the radio plug.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Sound and Music. The respondents suggested lowering the volume of the background
music. The researcher agrees on the suggestion given, in order for the plug to be
understood. The spoken words are the main part of radio plug while music supports the
statements and helps in the aesthetic appreciation part of a promotional material.
Transition. The respondents commented that the pacing of the spoken words is
quite fast and they recommend improving proper pausing and timing.
Voice. The respondents also recommend improving the pronunciation of some
words such as; quick escape and trek, they also pointed out that the linking verb “of” was
pronounced as “ov”.
Recommendations of the Respondents
in Improving the TV Plug
The following are the recommendations of the respondents for the TV plug in terms of
content, graphics and pictures and audio quality:
Content. The TV plug contains information and features different tourist spots,
recreational activities and products of the municipality.
Moreover, the respondents suggested adding more pictures and video clips of other
tourist destinations found in La Trinidad. However, the researcher believed that there is
no need to add more video clips or pictures of other tourist destinations aside from the
given existing tourist spots given in the TV plug. Because according to the key informant,
the roads going to other tourist destinations are not passable to buses and other large
vehicles. Furthermore, there are other tourist spots found in the municipality that is still to
be explored.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Graphics and Pictures. The respondents recommend improving the quality of video. The
researcher agrees on this suggestion of the respondents. In order to persuade more viewers,
the quality of video should be improved.
Audio Quality. The respondents suggested that the narrator should not be talking too fast,
proper timing and pausing should be considered. Proper pronunciation of some words was
also recommended. Lastly, the use of Tagalog or other local dialects in Benguet as a
language in the TV plug was suggested.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study dealt with the production and evaluation of tourism radio and TV plugs
as promotional materials for tourism of La Trinidad, Benguet. It was conducted in order to
determine the socio- demographic profile of the respondents; determine the tourist
destination in La Trinidad that will be promoted; determine the information that the
respondents of La Trinidad want to include in the radio and TV plugs; determine the ratings
of the respondents to the produced radio plug in terms of content, sound, transitions, and
voice; determine the ratings of the respondents to the produced TV plug in terms of
content, graphics/pictures, audio quality and transitions; and determine the suggestions of
the respondents to improve the radio and TV plug.
The study was conducted in La Trinidad from December 2012 to February 2013.
There were forty (40) respondents of the study who were chosen through non-probability
quota sampling. Twelve (12) of them were residents of La Trinidad including four (4)
employees coming from the municipal office. Lastly, twenty eight (28) non- La Trinidad
residents were also chosen as respondents of the study
The study applied three stages. Phase one was the gathering of information about
the different tourist spots in La Trinidad through an interview schedule with the
Municipality Tourism Officer and browsing other available secondary sources about
tourism in the municipality. The study includes three stages. An interview from the key
informants and browsing other available secondary sources, were used in the pre-
production stage, to be included in the content of the plugs. The production stage includes
script writing, audio and video recording, picture taking, and editing of both the radio and
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
TV plugs. A survey questionnaire was used in the evaluation of the produced plugs. The
data were tabulated and analyzed using frequency counts and percentage. Likewise, they
were presented in descriptive and narrative form.
Results showed that the overall ratings of the radio and TV plugs were “Good” with
a mean of 4.23 and 4.24 respectively.
For the improvement of the radio plug, the respondents offered the following
suggestions: improve the pronunciation and diction, appropriate volume of voice over and
background music, and proper pause and timing.
For the improvement of the TV plug, the use of Filipino or any local dialect in
Benguet as the language used in the plug, the improvement of the quality of video and the
proper timing and pausing were the given by the respondents of the study.
Conclusions
Based on the findings of the study, the following conclusions were formulated:
1. The content and elements used in both radio and TV plugs are enough to provide
the information needs of the respondents in promoting La Trinidad tourism.
2. In terms of effectiveness, the radio and TV plugs were able to persuade some
non- La Trinidad residents to visit the municipality.
3. The promotional materials can be further improved by incorporating the
suggestions of the respondents.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Recommendations
1. Make an improved version of the radio and TV plugs based on the suggestions
of the respondents.
2. The Municipal Tourism Office might want to consider using the improved radio
and TV plugs for the tourism promotion of La Trinidad.
3. The structure used in the production of the plugs may used by the other students
who want to produce effective radio and TV plugs in the future.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
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Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
OBIDOS, MA. LOURDES M. APRIL 2013. Production and Evaluation of Tourism
Radio and TV Plugs as Promotional Materials for Tourism of La Trinidad, Benguet.
Benguet State University, La Trinidad Benguet.
Adviser: Igrelyn P. Pinos-an, MDevCom
ABSTRACT
The study was conducted to produce and evaluate the tourism radio and TV plugs
as promotional materials of La Trinidad, Benguet. Specifically, the study aimed to:
determine the socio-demographic profile of the respondents; determine the existing and
potential tourist destinations in La Trinidad; determine the information that the respondents
of La Trinidad want to include in the radio and TV plugs; determine the ratings of the
respondents from the produced radio plug in terms of content, sound, transitions, voice and
melody; determine the ratings of the respondents from the produced TV plugs in terms of
content, graphics/pictures, audio quality and transitions; and determine the suggestions of
the respondents in the improvement of the radio and TV plugs.
There were forty (40) respondents of the study who were chosen through non-
probability quota sampling. Twelve (12) of them were residents of La Trinidad including
four (4) employees coming from the municipal office. Also, twenty eight (28) non- La
Trinidad residents were chosen as respondents of the study.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
The study was conducted in three stages. First, the pre-production stage where a
key informant interview and review of secondary sources available in the municipal office
were used to gather data to be included in the content of the plugs. The second is the
production stage which included script writing and audio recording for the radio plug;
whereas scriptwriting, photo taking, video shooting and editing were done for the TV plug.
The produced radio plug has a running time of forty-seven seconds (47 sec.) while the TV
plug runs for two minutes and thirty-five seconds (2 min. 35 sec). Both of the produced
plugs contain the cited existing and potential tourist destinations, the activities and the
products found in the municipality of La Trinidad.
The third stage was the evaluation using a survey questionnaire. The data were
tabulated and analyzed using frequency counts and percentage. Likewise, they were
presented in descriptive and narrative form.
Results showed that the overall ratings of the radio and TV plugs were “Good”. The
most common problems of some respondents while listening to the radio plug and watching
the TV plug were: the pronunciation and diction of the voice over, proper pause and timing,
volume, and the quality of audio and video used.
For the improvement of the radio plug, the respondents offered the following
suggestions: improve the pronunciation and diction, appropriate volume of voice over and
background music, and proper pause and timing. For the improvement of the TV plug, the
improvement of the quality of video and the proper timing and pausing were the given by
the respondents of the study.
The study recommends improving the version of the radio and TV plugs based on
the suggestions of the respondents. The Municipal Tourism Office might want to consider
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
using the improved radio and TV plugs for the tourism promotion of La Trinidad. The
structure used in the production of the plugs may be used by the other students who want
to produce effective radio and TV plugs in the future.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
INTRODUCTION
Rationale
Tourism is a social, cultural and economic phenomenon which involves the
movement of people to countries or places outside their usual environment for personal or
business and professional purposes (World Tourism Organization, 2010).
In many places the introduction and development of tourism allows local people an
opportunity for economic and educational growth. In addition, it allows both the tourist
and the local community a chance to experience other cultures, which broadens
understanding.
The tourism industry now demands more meaningful involvement and more
responsible tourism practices. Local communities and Non-Government Organizations
today have a very important role in the way tourism is developed. Tourism provides
entrepreneurial opportunities for small operators. It can foster balanced development and
empower rural communities and develop other sectors such as the economy, and
particularly, the agricultural sector.
Republic Act (RA) 7160 or the local Government Code of 1991 mandates that the
state declares tourism as an indispensible element of the national economy and an industry
of national interest and importance which must be harnessed as an engine of socio
economic growth and cultural affirmation to generate investment, foreign exchange and
employment and to continue to mold and enhance sense of national pride for all Filipinos.
Moreover, RA 7160 encourages local government units to utilize their power to
ensure the preparation and implementation of a tourism development plan, enforcement of
standards and the collection of statistical data for tourism purposes.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
In La Trinidad, the council is looking into more tourist destinations in the
municipality through the resolution proposed by Councilor Roderick Awingan (Bang-it,
2011). According to Awingan, it is important to map out the different existing and probable
tourism destinations in La Trinidad as basis in the preparation and implementation of a
competitive and sound tourism development plan.
It is known that the municipality of La Trinidad is also called as “the Salad Bowl
of the Philippines” because of its vegetable industry. It has also earned its place in the
Guiness Book of World Records in 2004 for producing the largest strawberry shortcake.
With these recognitions, the tourism industry of the municipality is continuously supported
by its government.
The media contributes greatly in activating tourist attractions. Before discussing the
role of the media as an instrument in tourism policy, it should be noted that, the relationship
between tourism and the media is one of inclusion. When speaking of tourism policy that
focuses on specific areas of tourism, the media become a mediator between tourism and
society, meaning that they mediate in a process of conveying tourism products from the
producers to the consumers. As stated by UNTWO Secretary General Frangialli, “The
relationship between tourism and media is vital and complex.”
Moreover, development in communication is one of the best ways to go in
developing tourism. This strategy involves the planned communication component of
programmes designed to change the attitudes and behaviour of specific groups of people
in specific ways through person to person communication, mass media, traditional media
or community communication (Sanyal, 2011).
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Also, Tourism is highly dependent on media reporting because the vast majority of
travel decisions are made by people who have never seen the destination first hand for
themselves (Frangialli, nd). One way of promoting tourism of one municipality is through
information campaigns. In an interview with Mr. Dwight A. Daodao, the Municipal
Tourism Officer of La Trinidad, he said that the municipality produce brochures and
conduct orientations to Lakbay Aral visitors as forms of tourism promotion.
Other information campaigns can also be done to promote tourism. Broadcasting
media through radio is one of the most convenient and quickest methods in promoting
tourism. Its advantages include availability, accessibility to wide coverage and
acceptability to both literate and illiterate listeners in rural and urban areas. It is said that
radio is cheap for everyone to afford. Radios are portable, rechargeable or run by a battery
and it can be brought anywhere.
The use of different media can be utilized. One of these is the use of plugs. Plugs
are described to be one minute to two minutes long advertisement and presented in a way
that interests other people. It could be in the form of a Radio plug or a Video Plug. These
media forms can be included as potential information campaign materials in promoting the
tourism of the municipality of La Trinidad.
On the other hand, video plugs have come a long way nowadays. It has become a
separate business domain. Videos are by and large easily graspable than general text.
Therefore, incorporating effective videos in your plug is extremely helpful in putting across
your message to the mass. They are interesting and attract a larger group of audience
towards your advertisement. One of the major advantages of using them is that they deliver
substantial information within a quick span of time (Promotional videos.com, 2010).
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
With these qualities of radio and video plugs, the researcher intends to use it as a
medium of promoting tourism in the municipality. According to Daodao, there is a 10
minute video presentation coming from the Department of Tourism-CAR showing all the
tourist spots found in the province of Benguet. However, there is no same material
specifically made for the municipality of La Trinidad.
Thus, the production and evaluation of tourism plugs may support in the tourism
campaigns of La Trinidad, Benguet.
Statement of the Problem
The study answered the following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the existing and potential tourist destinations in La Trinidad?
3. What information do the respondents of La Trinidad want to include in the TV
and Radio plug?
4. What are the respondents’ ratings towards the produced radio plug?
5. What are the respondents’ ratings towards the produced TV plug?
6. What are the suggestions of the respondents to improve the radio and TV
plug?
Objectives of the Study
Generally, the study produced and evaluate one radio plug and one TV plug.
Specifically, it;
1. determined the socio-demographic profile of the respondents;
2. determined the existing and potential tourist destinations in La Trinidad;
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
3. determined the information that the respondents of La Trinidad want to
include in the radio and TV plugs;
4. determined the ratings of the respondents to the produced radio plug in terms
of content, sound, transitions, voice and melody;
5. determined the ratings of the respondents from the produced TV plug in terms
of content, graphics/pictures, audio quality and transitions; and
6. determined the suggestions of the respondents to improve the radio and TV
plugs.
Importance of the Study
The output of the study may be used by the Municipal Tourism Office for the
tourism promotion of La Trinidad.
The results of the study may also give insights for Development Communication
students who want to produce effective radio and TV plugs in the future.
Scope and Limitation of the Study
The study only focused on determining the socio-demographic profile of the
respondents; the existing and potential tourist destinations in La Trinidad; the information
that the respondents from the Municipal Office of La Trinidad want to include in the radio
and TV plugs; the ratings of the respondents to the produced radio and TV plugs; the
suggestions of the respondents in improving the radio and TV plugs.
Lastly, it focused on the production and evaluation of radio and TV plugs as
promotional materials for tourism in La Trinidad.
The pictures and supporting details of the potential tourist spots in La Trinidad were
not included by the researcher in the study due to inaccessibility and time constraint.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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REVIEW OF LITERATURE
Tourism
Tourism is a social, cultural and economic phenomenon which entails the
movement of people to countries or places outside their usual environment for personal or
business/professional purposes. These people are called visitors and tourism has to do with
their activities, some of which imply tourism expenditure.
As such, tourism has implications on the economy, on the natural and built
environment, on the local population, at the destination and on the tourists themselves. Due
to these multiple impacts, the wide range and variety of production factors required
producing those goods and services acquired by visitors, and the wide spectrum of
stakeholders involved or affected by tourism, there is a need for a holistic approach to
tourism development, management and monitoring. This approach is strongly
recommended in order to formulate and implement national and local tourism policies as
well as the necessary international agreements or other processes in respect of tourism
(WTO, 2010).
Benefits of Tourism
There are a number of benefits of tourism for both the tourist and the host
destination. On a large scale it offers a good alternative to some more destructive industries
for generating income both on nationally and privately. The tourism industry encompasses
many different areas, so it also creates jobs in many different areas. With tourism, hotels,
restaurants, car rental agencies, tour companies, service stations, souvenir shops, sports
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
equipment rentals, and much more. All of this creates many different levels of employment
for people in a given community.
In many places the introduction and development of tourism allows local people an
opportunity for economic and educational growth that would not otherwise be available. In
addition, it allows both the tourist and the local community a chance to experience other
cultures, which broadens understanding.
If properly used, tourism generated income can be tremendously beneficial to the
host country and its local communities. Tourism generated income can be used on a
national and local level to better education, improve infrastructure, to fund conservation
efforts, and to promote more responsible tourism (Auburn, 1999).
Republic Act 9593: The Tourism Act of 2009
Under the Republic Act 9593 Sec. 2 Declaration of Policy (2009), the state declares
tourism as an indispensable element of the national economy and an industry of national
interest and importance, which must be harnessed as an engine of socioeconomic growth
and cultural affirmation to generate investment, foreign exchange and employment, and to
continue to mold and enhance sense of national pride for all Filipinos.
The State shall seek to promote tourism industry that is ecologically sustainable,
responsible, participative, culturally sensitive, economically viable and ethically and
socially equitable for local communities. Develop responsible tourism as a strategy for
environmentally sound and community participatory tourism programs, enlisting the
participation of local communities, including indigenous peoples, in conserving bio-
physical and cultural diversity, promoting environmental understanding and education,
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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providing assistance in the determination of ecotourism sites and ensuring full enjoyment
of the benefits of tourism by the concerned communities.
Development of Tourism in La Trinidad
An article written by Bang-ngit in Sun Star Baguio (2011) states that the La
Trinidad council is looking into more tourist destinations in the municipality through a
resolution proposed by Councilor Roderick Awingan.
Furthermore, the move is pursuant to Republic Act (RA) 7160 or the Local
Government Code of 1991 that encourages local government units to utilize their power to
ensure the preparation and implementation of a tourism development plan, enforcement of
standards and the collection of statistical data for tourism purposes.
The existing tourist destinations of the municipality include Betag-Puguis
Strawberry Farm, Benguet State University, Km. 3 Bell Church, Benguet Provincial
Capitol, La Trinidad Municipal Park, La Trinidad Vegetable Trading Post, Bahong Rose
Garden, Peril Burial Cave, Alapang coffin cliff hangers, Tawang Stone Church and
Kalugong View Point. The resolution has also spotted Benguet Museum, Alapang-Alno
flower Gardens and the Central Tawang View Deck as potential tourist spots of the town.
Awingan said it is important to map out the different existing and probable tourism
destinations here as basis in the preparation and implementation of a competitive and sound
tourism development plan.
"The state declares tourism as an indispensible element of the national economy
and an industry of national interest and importance which must be harnessed as an engine
of socio economic growth and cultural affirmation to generate investment, foreign
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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exchange and employment and to continue to mold and enhanced sense of national pride
for all Filipinos," said the resolution (Bang-it, 2011).
Galacgac (2011) states in his article, in Sun Star Baguio, that the municipal
government is in the planning stage for the development of a 42-hectare public land here
into an eco-park as part of La Trinidad’s contribution to tourism and regreening. The
municipal Mayor Greg Abalos confirmed this, saying that the proposed site will be in the
rolling mountains of Barangay Shilan in the northern part of this town. According to him,
those areas with only few trees but still offers panoramic view has vast potential for eco-
tourism if we build structures there and re-capture its former greeneries.
Records show tourists going to Baguio often wants to move out of the city for
natural sceneries. At the moment, this town has only the wide strawberry fields to offer for
that desire (Galacgac, 2011).
Steps in the Organization of a
Barangay Tourism Council
in Benguet
The province of Benguet has adopted nine (9) steps which it rigorously follows
before a Barangay Tourism Council is organized.
Inventory of Attractions. This is the very first step to be undertaken in making a
complete assessment of the available attractions in the locality. In the province, any of a
number of features, which may be natural, man-made, cultural agricultural, historical, or
of special interest.
Site Validation. This is a way of checking the tourism potential of the reported
attraction. If it is a natural attraction like a cave, for example, it must be ascertained if it is
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
a burial cave. If it is a natural cave, it must be determined if it is interior has chambers to
be explored, stalactites and stalagmites, rock formations waterfalls and other attractions
which could be appreciated by tourists. This may be done by an ocular inspection, and
documented by means of taking pictures.
Identification of Suitable Activities and Added Attraction. This step entails the
determining of activities that may be conducted and promoted in accordance to the nature
of the site as ascertained in the former step. To illustrate, a mountain found to be rocky
would be promoted in such a way that rock-climbing enthusiasts will be lured.
Evaluation of Available Facilities and Amenities. The visitors of Benguet are
usually nature lovers who prefer the outdoors to posh hotels with all the comforts, but this
do not mean that installation and maintenance of facilities may be put aside. Basic support
amenities such as foot bridges, restrooms, visitor assistance centres are essential in any
tourism settling.
Social Acceptability. The promotion entails the introduction of the product, which
in this case is the site, the people and their culture. But this does not mean the opening of
all aspects for public consumption. Tourism development should make tradition and
propriety according to the local‘s values and standards of primary consideration,
particularly in Benguet, which is rich in cultural-sensitive assets.
Tourism Awareness Campaign. This is the phase when tourism as an activity is
introduced to the community through seminars and training. The community will now be
educated on how to make tourism as source of livelihood, as well as on how to properly
receive visitors and to maintain, protect and preserve their resources as they welcome
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
outsiders to their realm. The efforts shall not be without the province’s support and
assistance.
Systems and Procedures. For the purpose of organization and consistency, the
community needs to establish ground rules for tourists, and may impose fees in order to
generate revenue, both of which can be done through the passage of ordinances.
Marketing and Promotion. After the community has been educated and the support
facilities prepared, the area shall be included in promotional material produced by the
province / municipality, such as brochures and travel guides. This is the fastest way which
the existence of attractions in the area, which is technically newly “discovered” may be
made known to the public.
Monitoring and Evaluation. The province will make occasional checks on the areas
of interests to determine whether or not the development of tourism benefited the
community especially in terms of income, and whether or not the attractions have been
well preserved despite the tourist influx. A logbook shall be maintained by the visitor
assistance centres to provide information on tourist arrivals and suggestions. The barangay
will eventually be allowed to conduct their tourism activities independently, once it is
observed that the locals are able to hurdle related problems and tasks on their own.
As mentioned in the Benguet Tourism Briefing kit the criteria for selection of sites
for tourist spots are;
The accessibility of roads, Peace and order condition, the attitude towards the
tourists, diversity of attraction and availability of markets to match these with natural
factors such as beauty and climate.
Radio as a Medium for Information Campaign
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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Radio broadcasting is widely known as one of the cheapest source of information
for rural families. It can reach the people easily and quickly. Many radio Audiences
consider broadcasting as the most available and the most common way of entertainment
(Ballesteros, 1986).
One advantage of radio is that it has local coverage, low cost, high frequency.
It is also flexible and it can reach well-segmented audiences. Radio may be the least
expensive of all media, and because airtime costs are low, extensive repetition is possible
(Velasco et al, 1999). The ability of the radio to contribute to the national development
may also be attributed partly to the fact that the people prefer it than other mass media
because it fulfils certain psychological needs further because radio listening is easier to do
than reading or viewing movies and information ( Jamias, 1975 as cited by Palubos, 2004).
Developmental Radio Plugs
Developmental radio plugs are short presentations or commercial on radio between
programs. Plugs are brief and repetitive broadcast in different forms used to impart
information or educate target listeners (Coldevin, 1987).
They are designed to deliver information, inspiration or instruction to the listeners
is a s short time as possible. They are effective conveyors of quick messages. These are
capsule materials that can be played in existing popular or full-length program.
Themes of spots or plugs can range from civic to social, political, religious,
agricultural, health, environment, economic and even moral. Many national information
and social mobilization campaigns have effectively been carried out through radio spots,
jingles and plugs (Fundamentals of Community Broadcating, 2010).
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Types of Radio Plugs
In the Fundamentals of Radio Broadcasting handout (2010), the following radio
plugs were discussed:
Mini-drama. The message is conveyed through the dialogue of two characters.
Usually one character is presented as having a problem. The other character offers him/her
a solution. Later, the problematic character will be convinced and become satisfied with
the solution offered to him.
Straight announcement. This is the simplest, easiest, and least costly to prepare.
The message is narrated by the announcer in a straight and forward manner.
Endorsement by authorities and personalities. The message comes from the most
recognized experts. This is to give credibility and preclude any controversy.
Collage, Montage and Vox Pops. These are the quick snatches of people’s voice
that are re arranged to demonstrate the range of views and feelings of the citizenry.
Vox pop. The voice of a regular member of the society expressing an opinion from
his/her personal point of view.
Testimonial. This is also a form of testimonial, usually from somebody who has
actually tried an idea or practiced a method, or a regular person who might have seen how
something that is being promoted worked.
Collage. And assembly of unread voices focusing on an issue.
Montage. A series of assorted voices of people played on after the other to portray
one theme or story.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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Dialogue. The message is presented through a conversation between two characters
distinctly identifiable and not interchangeable. The dialogue must excite and stimulate the
audience.
Jingle. The message is presented in a song or through musical form
Question and Answer. This form should excite the listeners by the way of
throughout provoking questions and interesting answers.
Video Spot
The spot is traditionally an instrument which is used to communicate a message
that, in the majority of cases, serves to publicize commercial products although, in recent
years, it has been successfully used to make public opinion aware of basic themes of social
interest. The first step in producing an effective video spot is to get to know and understand
terms and concepts which are connected to the world of video production; the second step
is to give an "advertising format" to the whole work. The following are the elements to
consider in producing a video spot as enumerated by www.foot-4u.it.com website.
Script. The first thing to do is to decide which type of message to give your video
Spot. Then, think of the best way to express it, and here is where a script is born, where
you should relate, in writing, exactly what should occur. This first stage of ideas is very
important and can determine the final success of the work.
Storyboard. A series of boards, achieved with sketches or photos, which depict the
plot are called the story-board. According to the script these images should show, in the
correct sequence, the scenes which you wish to include in the video spot; this permits you
to have a precise idea of the work which you will require to complete the video and if you
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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do not like anything you will be able to change it directly on the board, before passing on
to the video camera. In this way, the risks that the recorded material does coincide with
your idea, or you become displeased and unhappy with it, is reduced.
Backstage. Without fail what is most used in large productions to depict work
techniques is the backstage that has the role of documenting the various work stages which
precede, accompany and follow the production of the video spot. It is, so to speak, a "video
of the video", and even provides greater freedom, from the point of view of the preparation,
and a need for practically a dedicated video operator. His or her role is that of documenting
in a discreet way, without jeopardizing spontaneity and results, the greater part of the
passages of the production. Flair and good fortune are necessary to place oneself at "the
right place at the right time", to best document motivations, choices, emotions, encounters
and curiosity which arise on the production set. The result then depends on the editing: the
atmosphere which the backstage will restore should allow everyone, public and main
players, to retrace the creative path which has led to the achievement of the video spot.
Importance of Video Production
According to Brighton (2009), videos are large easily graspable than general text.
Therefore, incorporating effective videos in your website is extremely helpful in putting
across your message to the mass. They are interesting and attract a larger group of audience
towards your advertisement. One of the major advantages of using them is that they deliver
substantial information within a quick span of time. So, why don't you incorporate videos
in your website, or simply market your organization through videos? Video production has
come a long way nowadays. It has become a separate business domain. A powerful video
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production team can give your needs the right direction and ability to penetrate into the
market. If you don't have a team, outsource your needs to professionals. They will make
sure that your requirements are met outstandingly.
Videos have triggered the concept of 'webmercials'. Embed a particular file in your
website or blog and let know the world about your product. That's quite simple to do if you
have the right group of professionals to help you out. Before settling with one, ask them
questions pertaining to videography and your requirements. Verifying their experience is
crucial. Don't take a chance with inexperienced videographers and break the backbone of
your brand's reputation. Expertise sharpens with experience. So, simply go for experienced
videographers after exercising your sense of judgment. The quality of products used is
another agenda that you must not overlook. Simply verify the product quality to get the
confidence in them. Interview the experts with all questions that come to your mind
pertaining to videography (Shown, 2011).
Elements of Plugs
Content. According to NDCA (1992) as cited by Caligtan (2008), content is a prime
concern, it must be accurate, useful, and free from bias. If the content is not correct and up-
to-date, then the material is not ideally usable for learning. The content must be accurate
and current. The content of the material must be useful. It should stimulate the learner to
act on the information.
Transition. Transition is what the author shows between two shots or clips. The
joining of those clips is the transition from one to the other. Transitions can be an instant
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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scene or image change, a fade, fade to black, dissolve, pan from one person to another, or
any digital effect (Webopedia, 2012).
Sound/Audio quality. According to Feller (1992) as cited by Caligtan (2008), the
audio portion must be viewed in terms of clarity, volume, pace, and narrative music mix.
Voices should use appropriate diction and dynamics and should feature distinctive qualities
when recognition of more than one is required of the audience. Voices should also match
the individual’s pictures. Music and sound effects should contribute to the meaning of
message of the video. The total effect of the sound should be free or any characteristics
that detract from intended message and impact of the video.
Voice/Voiceover. According to Brighton (2009), voiceovers provide an effective
way to evoke emotion or get important information across to an audience. In fact, without
voiceover, media wouldn't have the same impact and the entertainment industry would be
at a great loss. The importance of voiceover can be seen every day in a variety of
techniques.
Brighton added that advertising is another very common use for voiceover. In fact,
radio is completely voiceover and actors are never seen. In fact, voiceover is so useful for
radio advertisement that certain product manufacturers have signed long term contracts
with voiceover actors to "brand" their products. When consumers hear the same, familiar
voice representing a product, it builds instant trust and credibility. Even on television,
where actors can be seen, it is more likely that a product is featured with voiceover and
without an actor. Besides, a strong voiceover highlights the sale instead of the actor seen
with the product.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Voiceover is an important part of our movie and television experience. In many
cases, voiceover represents more than just information, but has become part of a product,
building trust and credibility with consumers.
Pre-testing of IEC Materials
Pre-testing is an important but often taken for granted aspect of materials
development and production. It is defined as the testing of planned public information
strategies, messages or materials before completion and release to help assure effectiveness
and to help ensure that messages and materials will work (CDC, 1995).
According to Librero et al. (1997), pretesting may show that even the “best version”
of the communication material can be improved upon. It indicates which material will
likely be most effective. It serves to detect negative aspects of a communication it helps
avoid production of large quantities of material that are not understandable or acceptable.
Pretesting cannot guarantee the desired results for a communication campaign
program. What it does is increase the probability of reaching the target audience with the
desired message and persuading them to undertake a given behavior.
Definition of Terms
Content. Significant information or creative material viewed in contrast to its actual
or potential manner of presentation: publishers, record companies, and other content
providers.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Transition. A transition is what the producer/editor shows between two shots or
clips. The joining of those clips is the transition from one to the other
Graphic. A graphic is an image or visual representation of an object
Sound Quality. Sound Quality is that aspect of a sound system which generates the
most accurate sound possible.
Sound. When music, speech, and sound effects are recorded and used to accompany
a film, video or broadcast.
Melody. A sequence of single notes that is musically satisfying a tune.
Voice. The sound produced by the vocal organs of a human. A specified quality,
condition, or pitch of vocal sound: a hoarse voice; the child's piping voice.
Existing Tourist Destinations. These are explored, improved and developed places
that are accessible to tourists who are motivated to visit in their leisure time for a limited
period.
Potential Tourist Destinations. These are attractions that already exist in a
destination but have not yet been recognized as such.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet. La Trinidad is the capital town
of Benguet and is considered as a first class municipality. It is located three kilometres
north of Baguio City and is 256 kilometres north of Manila. It is bounded on the north by
the municipality of Tublay, on the south by Baguio, and on the west by Sablan and Tuba.
La Trinidad is subdivided into 16 barangays namely Alapang, Alno, Pico, Tawang,
Ambiong, Bahong, Poblacion, Balili, Beckel, Puguis, Bineng, Betag, Shilan, Cruz, Lubas
and Wangal.
Aside from the vegetable industry, La Trinidad is known for its tourist destinations
that include Betag-Puguis Strawberry Farm, Benguet State University, Km. 3 Bell Church,
Benguet Provincial Capitol, Bahong Rose Garden, Peril Burial Cave, Alapang coffin cliff
hangers, Tawang Stone Church and Kalugong View Point.
The municipality is chosen as the locale of the study because of its existing and
potential tourist destinations and in support to its government’s desire to further promote
its tourism industry.
The study was conducted on December 2012 to February 2013.
Respondents of the Study
In determining the tourist destinations in the municipality, a key informant
interview was conducted to the Municipal Tourism Officer of La Trinidad, Mr. Dwight
Daodao, Administrative Officer IV.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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For the evaluation of the tourism plugs, forty respondents were chosen. They were
classified into three categories.
The first category includes twenty eight non-La Trinidad residents. The second
category includes eight resident respondents of La Trinidad. These respondents were
chosen through non-probability sampling and they should be 18 years old and above.
Lastly, the third category includes the four respondents from the Municipal Office
of La Trinidad. It includes Dwight A. Daodao, the key informant and Municipal Tourism
Officers. They are Janice A. Binay-an, Administrative Assistant II, Imelda M. Obidos,
Administrative Officer V and Sharon P. Dacumos, the Project Development Officer III.
Data Collection
Data collection was conducted in three stages. First was the gathering of
information about the different tourist spots in La Trinidad which was done through an
interview schedule with the Tourism Officers.
Data coming from the La Trinidad Socio-Economic and Physical Profile 2012,
Benguet and La Trinidad Official Websites and the Benguet Tourism Briefing Kit are also
included as secondary sources in the study to further supplement the need of information.
For the second stage which is the production of the radio plug: script writing, voice
recording and editing was done. And for the production of the TV plug: script writing,
video recording, voice recording and editing were conducted. Series of site visits to
different tourist destinations in the municipality were made for picture takings and video
recording to be included in the TV plug.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
The third stage is the evaluation of the developed plugs through a survey
questionnaire.
The respondents were gathered in one room where they first listened to the radio
plug and then followed by watching the TV plug. After listening and watching, the
respondents evaluated the produced plugs by answering the floated the questionnaires by
the researcher. Also, the researcher guided the respondents in answering the questionnaire.
Data Gathered
The data gathered were the socio-demographic profile of the respondents; the
existing and potential tourist destinations in La Trinidad; the information that the
respondents from La Trinidad Mayor’s office want to include in the radio and TV plugs;
the ratings of the respondents on the produced radio plug in terms of content, sound,
transitions, voice and melody.
Also, the ratings of the respondents from the produced TV spot in terms of content,
graphics/pictures, audio quality and transitions; and the respondent’s suggestions in
improving the plugs were gathered.
Data Analysis
The data gathered from the respondents were tabulated and analyzed using
frequency counts and percentage. Likewise, they were presented in descriptive and
narrative form.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 1 shows the socio- demographic profile of the resident and non- resident respondents
of La Trinidad who evaluated the radio and TV plugs. The profile includes the age, sex,
occupation and hometown province of the respondents.
Age. The age of the respondents ranges from 18-46 years old. The table shows that
most (30%) of the respondents were 18 years old.
Sex. Out of the 40 respondents, 50% of the respondents were female and another 50% were
male.
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(N=40)
(%)
Age
18
12
30
19
3
7.5
20
3
7.5
21
6
15
22
2
5
23
5
12.5
24
2
5
26
1
2.5
27
1
2.5
32
1
2.5
34
1
2.5
41
1
2.5
43
1
2.5
46
1
2.5
TOTAL
40
100
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Table 1. Continued . . .
Sex
Male
20
50
Female
20
50
TOTAL
40
100
Occupation
Government employee
4
10
Farmer
2
5
Self-employed
2
5
Unemployed
3
7.5
Student
29
72.5
TOTAL
40
100
Hometown Province
La Trinidad, Benguet
8
20
Ifugao
7
17.5
Baguio City
4
10
Mountain Province
4
10
Atok, Benguet
3
7.5
Itogon, Benguet
2
5
Bolanao, Kalinga
2
5
Buguias, Benguet
1
2.5
Mankayan, Benguet
1
2.5
Nueva, Ecija
1
2.5
Nueva, Viscaya
1
2.5
Pangasinan
1
2.5
Tublay, Benguet
1
2.5
Municipal Office of LT
4
20
TOTAL
40
100
Occupation. Twenty-nine of the respondents are college students, four are government
employees, two are farmers, two are self-employed and three are unemployed respondents.
Hometown Province. Out of 40 respondents, twelve (30%) are residents of La Trinidad,
included here are the four evaluators coming from the Municipal Office. Other respondents
are distributed to different provinces as shown in Table 1.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Existing and Potential Tourist Destinations in La Trinidad
In determining the existing and potential tourist destinations in La Trinidad, interview was
conducted with Mr. Dwight A. Daodao, the Municipal Tourism Officer of La Trinidad.
According to Daodao, the province of Benguet has adopted nine (9) steps in organizing a
Barangay Tourism Council. The steps include the inventory of attractions, site validation,
identification of suitable activities and added attraction, evaluation of available facilities
and amenities, social acceptability, tourism awareness campaign, systems and procedures,
marketing and promotion and lastly monitoring and evaluation
The researcher also looked into the secondary sources regarding tourism in the
municipality. As mentioned in the Benguet Tourism Briefing Kit, the criteria for selection
of sites for tourist spots are: the accessibility of roads peace and order condition, the attitude
towards the tourists, diversity of attraction and availability of markers to match these with
natural factors such as beauty and climate.
Existing tourist spots. Existing tourist spots refer to the established tourist destinations as
identified by the municipality.
La Trinidad Strawberry Farm. This is an existing man-made attraction of the municipality
located at Betag, La Trinidad. The sweet Swiss and Japanese variety of strawberries are
one of the reasons why tourists visit the municipality. Strawberry picking by hand is also
allowed by some farmers in the area. Strawberry-by-products such as jams, wine, candies
are also available in different stalls near the farm.
La Trinidad Trading Post. It is the centre of marketing activities in the province of
Benguet. Highland vegetables such as cabbages, carrots, potatoes, chayote, and lettuce are
on display for retailers and most especially wholesalers. An estimation of three hundred
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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eighty thousand to four hundred fifty thousand kilograms (380,000-450,000 kgs.) of
vegetables are being delivered here to be sold and to be shipped to different markets
throughout the country.
Benguet State University. It is the foremost agricultural state university in the
region. Aside from the centre of excellence and centre of development, it is also known
for its contribution to the municipality’s tourism. The BSU Processing Centres, marketing
and its products are one of the reasons why people visit the university. Benguet State
University is fast becoming a “pasalubong centre”, with the variation and quality of
products made, tourists as well as locals are known to flock the marketing centre and
purchase BSU made items.
Also, in the BSU marketing centre products include veggie noodles, wines, local
breads, sweets, pastries, strawberry preserves, ube jam, and a Korean favourite kimchi.
Rose Garden. The Rose Garden is found in Bahong, La Trinidad. It is also referred
to as the Rose Capital of the Philippines. Roses, chrysanthemums and other cut flowers
and ornamental plants also abound in the area.
However, this was not included in the list of tourist destinations to be promoted
because according to the tourism officer, the road going to Bahong cannot accommodate
large vehicles such as buses and large trucks.
Potential tourist destinations in La Trinidad. The following spots are also found in
the different barangays of the municipality as cited in the Benguet and La Trinidad official
website. They are referred to be potential tourists’ destinations because of the natural
beauty they provide. However, just like the Rose Garden of Bahong, these places are still
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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to be established in terms of their development, management and monitoring. The
Municipality still need many efforts to fully institute these potential tourist destinations.
This agrees with WTO (2010) that tourism has implications on the economy, on the
natural and built environment, on the local population, at the destination and on the tourists
themselves. Due to these multiple impacts, the wide range and variety of production factors
required producing those goods and services acquired by visitors, and the wide spectrum
of stakeholders involved or affected by tourism, there is a need for a holistic approach to
tourism development, management and monitoring.
Peril Burial caves. Found between Alno and Alapang communal forest. Sacred
skeletal remains lay in a burial cave.
Mt. Kalugong. It is a natural attraction found in Tawang. The mountain provides an ideal
view point of the La Trinidad Valley floor and the distant forested mountainsides.
Dinangking/ Binanga river. It is a natural attraction found in Shilan. Its crystal clear water
is ideal for hardy swimmers. The riverbanks are ideal for camping and picnic sites.
Pedak burial cave. It is a natural attraction found in Alapang. The place is a burial cave
with box type coffins in them. It is possible for viewing only.
Talinguroy view point. It is a natural attraction found in Wangal. The sunset and the bright
orange skies can be seen from this part of the barangay. It is just 30 minutes hike from the
provincial capitol grounds.
Begbeg burial cave. It is a natural attraction found in Wangal. This is also a burial cave of
the ancestors of the community residents. It is for viewing only.
Tinedkaw cave. It is a natural attraction found in Tawang. It is a natural cave that needs to
be explored by hardy cave explorers.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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Kulong cave. It is a natural attraction found in Wangal. It is for exploration.
Mt. Yangbaw. It is potential natural attraction found in Tawang. It is a rocky promontory
for viewing.
Dinog cave. It is a natural attraction found in Bahong. It is underground cave with water
running through. It still needs to be explored.
Payogpog waterfalls. It is a natural attraction found in Shilan. It has a scenic view from
Shilan proper and is ideal for swimming by energetic trekkers. It can be hiked from the
national highway within 1 hour.
Ampetang hot spring. It is a natural attraction found in barangay Bahong. As the name
states, it is hot. This has been declared as private property but would be perfect for
development as a tourist's destination.
Wangal river. It is a natural attraction found in Wangal. The river provides water for the
flower and vegetable gardens of the community. It is also used for swimming and fishing
by the local people.
Mt. Tayawan. It is a natural attraction found in Tawang. It is a rocky promontory for
viewing similar to Mount Yangbaw.
Mt. Peripen bato. It is a natural attraction found in Pico. The limestone rocks have different
shapes as formed in the olden base. The top most part provides a view of the City of Baguio
on the east side and the opposite view is that of Pico and Balili.
Information that is Included in the
Radio and TV Plugs
Tourist Destinations. During the interview with Daodao, he cited three existing tourist
spots to be promoted in the radio and TV plugs. These are the La Trinidad Strawberry Farm
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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located at Betag, La Trinidad Vegetable Trading Post in Pico and the Benguet State
University in Balili La Trinidad.
These are the only tourist destinations that they would like to include in the plugs because
they are fully established and they are easily accessible.
The cited potential tourist destinations found in the different barangays of La Trinidad are
not yet encouraged to be included in the plugs since they are to still to be established.
One Town One Product (OTOP). Since one of the well known products of La
Trinidad is the strawberry, Daodao added the promotion of this product in the planned
plugs to be developed. The strawberry-by-products such as wines, candies, jams, yoghurts
and even soaps are being sold in the La Trinidad Pasalubong Centre located at the
Municipal Gymnasium.
Format for the Plugs. For the running time of the produced radio plug runs forty-seven
seconds (47 sec.). Wherein it includes the cited existing tourist destinations, the activities
and the products sold in the municipality. The produced TV plug runs for two minutes and
thirty-five seconds (2min 35 sec.) showing the existing tourist spots, the products, and also
the potential tourist destinations found in the municipality.
English was applied as the language in the produced plugs, for the reason that English is
considered the universal language. The Philippines is composed of mixed cultures and
languages and English can be at least understood almost everywhere among the people and
the country, as it is the world media language. It is one of the simplest and easiest natural
languages.
Upbeat music was also used in both the radio and TV plugs to be able to enhance
the message being delivered and to evoke the desired response from the listeners.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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The information gathered here are all included in the scripts produces as shown in
table 2 and 3.
Table 2. Radio plug script
Type of Production: Radio Plug (MONOLOGUE)
Script writer: Ma. Lourdes M. Obidos
Total Running Time 0:45 sec
1 BIZ:(UP AND UNDER)
2 NARRATOR:
Looking for a quick escape from the city? –from busy
3
roads and crowded areas? // Come to LaTrinidad! //
4
Have a unique experience picking fresh strawberries
5
with your friends and family!
6
Are you a nature lover and you want to have an
Table 2. Continued . . .
7
adventurous trip? Try trekking the mountains of La
8
Trinidad which offers a breath taking panoramic
9
View of the valley
10
Tour all around Benguet State University and have a
11
Taste of different products from wines to veggie
12
noodles!
13
Buy organically grown vegetables and also try our one
14
town on product goods and commodities.
15
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16
Come and visit La Trinidad! –the capital Town of
17
Benguet,// The Salad Bowl of the North and
18
the Strawberry Capital of the Philippines! // La
19 BIZ: FADE OUT
Trinidad!
The following codes found in the first column of the script in table 3 are the camera angles,
types of shots and camera position.
Extreme Wide Shot (EWS). The view is so far from the subject. It is often used as an
establishing shot
Wide Shot (EW). The subject takes up the full frame, or at least as much as comfortably
possible. It is also known as long shot and full shot.
Mid Shot (MS). It shows some part of the subject in more detail while still giving an
impression of the whole subject.
Table 3. TV plug script
Type of Production: TV Plug
Script writer: Ma. Lourdes M. Obidos
Total Running Time: 2: 35 sec
ON
VIDEO SHOT LIST
SCREEN
AUDIO/ VOICE OVER
TEXT
DISSOLVE Map of the Philippines
La Trinidad
BIZ: FADE IN
TO:
Benguet
Philippines
VWS:
Municipal Office of La
VO: La Trinidad is the
Trinidad
capital town of Benguet.
EWS:
Different Shots of the La
It is known as “The Salad
Trinidad Valley
Bowl of the Philippines”
for its vegetable industry
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HAS:
La Trinidad Vegetable
It is the centre for
Trading Post
380,000
marketing activities in the
to
province. where 380,000 –
450,000 kgs. 450,000 kgs
FS:
porter carrying a sack of
Of vegetables
vegetables
FS:
vegetable dealers sorting
are being delivered here
vegetables
everyday
FS:
porter stacking sacks of
and to be transported in
vegetables
different
HAS:
vegetable dealers packing
markets throughout the
vegetables
country.
MCU:
shots of Chinese cabbage,
Highland Vegetables such
cauliflowers, potatoes and
as cauliflowers, potatoes
bell peppers
and bellppers are on
WS:
trading post
display for Retailers and
most especially
wholesalers.
ZOOM
Pasalubong Center
La Trinidad also has the
OUT:
Pasalubong center where
they
Table 3. Continued . . .
PAN:
wines
promote goods and
commodities out of
their One Town
One Product
Shots of different
They sell products
products in the
such as wines,
pasalubong center.
strawberry jams,
strawberry
flavoured candies,
and yoghurts.
DISSOLVE TO:
BSU
Benguet State
University is
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located at the heart
of La Trinidad
Aside from the
centre of excellence
PAN:
BSU Oval
And the center for
development
WS:
Family taking
It is also known for
pictures in front of
its Contribution to
the administration
the municipality’s
tourism.
CU:
BSU Marketing
The BSU
Products Logo
processing centres,
marketing and its
products
FS:
Staff working inside
are one of the
the Food Processing
reasons why people
Centre
visit the university.
BSU is fast
becoming a
pasalubong center.
With the variation
and quality of
products made,
tourists
Table 3. Continued . . .
FS:
People buying BSU
tourists as well as
made products
locals visit the
inside the BSU
marketing centre
Marketing Center
and purchase BSU
made items.
Individual shots of
The marketing
different BSU
centre products
products
include veggie
noodles, wines,
local breads,
sweets, pastries,
strawberry
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
preserves, ube jam,
and kimchi.
DISSOLVE TO:
FADE TO BLACK La Trinidad
(BGM)
Strawberry Field
PAN
Strawberry field
Alongside BSU is
the Strawberry
Filed, where its just
6 kilometres
WS:
A farmer picking
away from Baguio
strawberries
city
CRANE:
Strawberry plants
It’s delicious,
succulent and juicy
strawberries
CU:
Strawberry fruit
With Swiss
ECU:
Strawberry fruit
and Japanese
variety, is one main
reason why
TRACK:
Tourists walking
why tourists come
back for more! //
Usually it ranges
from
CU:
Strawberry in a
90.00-130 pesos
90-130 pesos
Styrofoam
container
ECU:
strawberry
Here you can buy it
fresh and
You can also
Table 3. Continued . . .
MS
“Strawberry
experience picking
picking” tarpaulin
fresh strawberries in
the field
TRACK:
Children picking
with your friends
strawberries
and family!
Individual shots of
So what are you
existing and
waiting for? Come
potential tourist
and explore the
spots in La Trinidad
beauty of the valley
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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and have an
unforgettable
experience, only
here in La Trinidad!
DISSOLVE TO:
“It’s more fun in La
(BGM)
Trinidad!”
FADE TO BLACK
BIZ: FADE OUT
MS
“Strawberry
You can also
picking” tarpaulin
experience picking
fresh strawberries in
the field
TRACK:
Children picking
with your friends
strawberries
and family!
Individual shots of
So what are you
existing and
waiting for? Come
potential tourist
and explore the
spots in La Trinidad
beauty of the valley
and have an
unforgettable
experience, only
here in La Trinidad!
DISSOLVE TO:
“It’s more fun in La
(BGM)
Trinidad!”
FADE TO BLACK
BIZ: FADE OUT
Close Up (CU). A certain feature or part of the subject takes up the whole frame.
Extreme Close Up (ECU). The ECU gets in and shows extreme details
High Angle Shot (HAS). A high angle shows the subject from above, i.e. the camera is
angled down towards the subject. This has the effect of diminishing the subject, making
them appear less powerful, less significant or even submissive.
Pan. A horizontal camera movement, left and right.
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Zoom. Technically this isn't a camera move, but a change in the lens focal length with gives
the illusion of moving the camera closer or further away
Pedestal (Ped). Horizontal movement, left and right
Respondents’ Rating of the Radio Plug
Table 4 shows the ratings of the respondents on the different categories of the radio
plug.
The implication of each scale is interpreted in the following; “Excellent” means the
respondents fully understood the radio plug and it contains information that persuades them
to visit La Trinidad after listening. “Good” means that the respondents understood the radio
plug and they did not find any problem in the content and information presented. “Average”
means that the respondents understood the radio plug but there were lacking information
and problems in terms of the content while listening to the plug. “Fair” means that the radio
plug contains some information that is not clear to the respondents, and “poor” means that
the respondents did not understand the radio plug.
Content. The rating of the respondents on the content is presented in the table. In terms of
the simplicity of the message; it can be seen that “Good” is the highest with a rating of 47.5
%. This shows that the produced radio plug was effective enough for the respondents to
understand.
Other aspects also showed results of “Good” as their highest rating. Realistic has 55%,
accuracy with 62.5% and organization with 45% ratings.
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Out of the five criteria under the content, the clarity of purpose has the highest rating (55%)
of “Excellent” and one respondent did not evaluate this criterion. It proves that the
respondents were able to understand the purpose of the radio plug.
This supports Lane (2009), who said that clarity in your message is crucial to effective
communication. Language is symbolic, in that every word and phrase utilized is comprised
of symbols that represent created meanings that change based on the individual and their
culture. Structuring your messages in a manner that makes effective use of the symbols
offered in your message improves the chances that your messages will be accurately
understood.
According to Jonathan Makin, one of the respondents, the radio plug was organized, clear
and easy to understand. This supports one of the general principles when writing for radio
under the Fundamental Principles of Community Broadcasting module. It says that in
creating radio plugs, always aim for clarity; the writer should use familiar/simple words
that have concise meanings for the listeners to grab the idea of the message easily.
Generally, most of the respondents had a “Good” rating for the content. Some of the
respondents commented that the radio plug was persuasive and interesting.
Sound and Music. Table 4 also shows the ratings of the respondents on the criteria of sound
and music.
Moreover, in the elements of radio craft, it states that sound and music are used deliberately
to establish time, mood and setting. It is introduced in radio to add realism to an event to
enhance the mood or atmosphere of a scene. Thus, it should not over power the main
information being developed in the plug. (Fundamentals of Community Broadcasting).
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Transition. The rating of the respondents on the criteria of transition is also presented in
the table.
Table 4. Ratings of the respondents on the radio plug
CRITERIA
Fair
Average
Good
Excellent
Total
F
%
F
%
F
%
F
%
N
%
CONTENT
Simplicity
-
-
7
17.5
19
47.5 14 35
40 100
Realistic
-
-
4
10
22 55
14 35
40 100
Accurate
-
-
6
15
21 52.5 13 32.5
40 100
Organized
-
-
6
15
18 45
16 40
40 100
Has a clear purpose
-
-
4
10
11 27.5 22 55
37 92.5
SOUND AND MUSIC
Volume
1
2.5
8
20
20 50
11
27.5
40 100
Use of appropriate
-
-
2
5
19
47.5 18 45
39 97.7
music
TRANSITION
Proper timing
-
-
6
15
18 45
16 40
40 100
Appropriate
-
-
7
17.5
26 65
7 17.5
40 100
Creative
-
-
7
17.5
16 40
17 42.5
40 100
VOICE
Appropriate voice talent
-
-
2
5
22 55
16 40
40 100
Pitch
-
-
4
10
17 42.5
18 45
39 97.5
Message delivery
-
-
3
7.5
12 30
25 62.5
40 100
(pronunciation)
It can be noted that “Good” ratings were given to proper timing (45%) and appropriateness
(65%). This could be attributed to one of the respondents comment that the delivery of the
message was too fast. She pointed out that the lack of pausing is one problem found
encountered in the radio plug.
Out of the three criteria under transition, the creativity of the radio plug was rated
“Excellent” with a rating of 42.5%.
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Voice. Table 4 includes the rating of the respondents on the voice. Under the category of
voice, both appropriateness (55%) and pitch (42.5%) of the voice were given a rating of
“Good”.
Among the three criteria under voice, message delivery gained the highest (62.5%) rating
of “Excellent”. According to the Fundamentals of Voice and Speech module, the voice
plays a very important role in helping convey the meaning of language. Listeners are
affected by your message. As you talk, they perceive and interpret message.
Twenty five (62.5%) of the respondents rated the message delivery “Excellent” and they
commented that they appreciate the delivery of the message and they find it interesting.
Overall Ratings of the Radio Plug
Table 5 shows the overall evaluation of the radio plug on the content, sound and
music, transition and voice.
In general, the content, sound and music, transition and voice have an overall mean
of 4.22 which is equivalent to “Good”. Overall result implies that the content and the
elements used in the radio plug satisfy the desire and the criteria of the respondents in
knowing more about the tourism in La Trinidad.
Table 5. Overall ratings of the radio plug
CRITERIA
MEAN
INTERPRETATION
Content
Simplicity of the message
4.18
Good
Realistic
4.25
Good
Accurate
4.18
Good
Organization
4,25
Good
Clarity of Purpose
4.15
Good
Sound/ Music
Volume
3.97
Average
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Using of appropriate music
4.3
Good
Transition
Proper timing
4.25
Good
Appropriate
4.0
Good
Creative
4.25
Good
Voice
Appropriate voice talent
4.35
Good
Pitch
4.25
Good
Message delivery
4.55
Good
(pronunciation)
TOTAL
4.23
Good
Respondents’ Rating on the TV Plug
Table 6 shows the ratings of the respondents on the different categories of the TV
plug. The implications of each scale are interpreted in the following; “Excellent” means
the respondents fully understood the TV plug and it contains information that persuades
them after watching. “Good” means that the respondents understood the TV plug and they
did not find any problem in the content and information presented. “Average” means that
the respondents understood the TV plug but were lacking information and problems while
watching the plug. “Fair” means that the radio plug contains some information that is not
clear to the respondents, and “poor” means that the respondents did not understand the TV
plug.
Content. Table 6 includes the respondents’ rating on the content of the TV plug. It can be
noted that “Good” ratings were given to clarity (62.5%), presentation of information
(67.5%) and clarity of purpose with 47.5%.
This supports Wilson (2007) as cited by Amdengan (2010) who said that one of the
major contributors to good first impression is how easy your content to read. Content
should give a clear message and purpose.
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Graphics and Pictures. Table 6 also shows the rating of the respondents on the graphics
and pictures of the TV plug.
For the appropriateness of the pictures and videos used, most (45%) of the respondents
gave a rating of “Excellent”.
This can be related to Summers (2000) as cited by Amdengan (2010) that pictures and
graphics are used to attract the attention of the reader or audience. To be effective, pictures
should be clear, sharp and looks good.
In terms of the appropriateness of design of the picture and video used, most (47.5%) of
the respondents rated them “Good”.
Audio Quality. Table 6 also presents the rating of the respondents on the criteria of audio
quality. For the clarity of voiceover, half (50%) of the respondents gave a rating of “Good”.
This supports Brighton (2009), who stated that voiceovers provide an effective way to
evoke or get important across to an audience. In fact, without voiceover, media wouldn't
have the same impact and the entertainment industry would be at a great loss. The
importance of voiceover can be seen every day in a variety of techniques.
In terms of the proper intonation or diction and accent of the voice over, 47.5% of the forty
respondents gave a rating of “Good”.
One of the respondents commented that even though the voice over is convincing
the diction and pronunciation of the voice over should still be improved.
For the ratings on the appropriateness of language used, 52.5% gave a “Good” rating. This
implies that the language used in the TV plug was appropriate and understood by the
respondents.
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Moreover, Mr. Daodao, suggested that instead of English as the language used, the editor
should consider using Filipino language or any local dialects in Benguet.
Table 6. Ratings of the respondents on the TV plug
CRITERIA
Fair
Average
Good
Excellent
Total
F
%
F
%
F
%
F
%
N
%
CONTENT
Information is clear
-
-
4
10
25
62.5 11 27.5 40
100
and understandable
Information is well
-
-
2
5
27
67.5 11 27.5 40
100
presented
Has a clear purpose
-
-
4
10
19
47.5 17 42.5 40
100
GRAPHICS/PICTURES
The picture/video is
appropriate to the
-
-
7
17.5
15
37.5 18
45
40
100
content
The design of the
picture/video id
-
-
6
15
19
47.5 15 37.5
40
100
appropriate
Table 6. Continued . . .
AUDIO CLARITY
Clarity of voice
-
-
4
10
20
50
16
40
40
100
over
Proper
intonation/diction
-
-
6
15
19
47.5 15 37.5
40
100
and accent of the
voice over
Language used is
-
-
3
7.5
21
52.5 16
40
40
100
appropriate
Appropriateness of
-
-
5
12.5
23
57.5 12
30
40
100
background music
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
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TRANSITION
The sequence of
-
-
2
5
26
65
12
30
40
100
event in the video is
well presented
Proper timing
1
2.5
4
10
26 65
9
22.5
40
100
Proving that the background music used in the TV plug was appropriate, majority (57.5%)
of the respondents gave a rating of “Good”.
Mountford (2012) stated that advertisers have long used music to help set the tone
of their commercials, and evoke the desired response from listeners.
Transition. The rating of the respondents on the criteria of transition is also
presented on the table.
Both the sequence of event in the video and proper timing accumulated a rating of
65%. This proves that the transitions used were able to help in delivering the message
properly.
Overall Ratings of the TV Plug
Table 7 shows the overall evaluation of the TV plug on the content, graphics/pictures, audio
quality and transition.
In general, the content, graphics/pictures, audio quality and transition have an overall mean
of 4.24 which is equivalent to “Good”. Overall result implies that the content and elements
used in the TV plug satisfy the desire and the criteria of the respondents in knowing more
about the tourism in La Trinidad
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Table 7. Overall Rating of the TV Plug
CRITERIA
MEAN
INTERPRETATION
Content
Information is clear and
4.16
Good
understandable
Information is well presented
4.22
Good
Clarity of Purpose
4.33
Good
Graphics/ Pictures
The picture/video is appropriate
4.28
Good
to the content
The design of the picture/video
4.22
Good
used is appropriate
Audio quality
Clarity of voice over
4.3
Good
Proper intonation or diction and
4.22
Good
accent of the voice over
The language used is
4.33
Good
appropriate
Appropriateness of background
4.16
Good
music
Transitions
The sequence of vent in the
4.25
Good
video is well presented
Proper timing
4.15
Good
TOTAL
4.24
Good
Recommendations of the Respondents
in Improving the Radio Plug
The following are the recommendations of the respondents for the radio plug in terms of
content, sound and music, transition and voice.
Content. The radio plug contains information about the different tourist spots, the activities
that can be done as well as the products found in the municipality.
However, the respondents suggested that more information about La Trinidad tourist spots
should be added as well as the places to be visited. They also recommended improving the
introduction of the radio plug.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Sound and Music. The respondents suggested lowering the volume of the background
music. The researcher agrees on the suggestion given, in order for the plug to be
understood. The spoken words are the main part of radio plug while music supports the
statements and helps in the aesthetic appreciation part of a promotional material.
Transition. The respondents commented that the pacing of the spoken words is
quite fast and they recommend improving proper pausing and timing.
Voice. The respondents also recommend improving the pronunciation of some
words such as; quick escape and trek, they also pointed out that the linking verb “of” was
pronounced as “ov”.
Recommendations of the Respondents
in Improving the TV Plug
The following are the recommendations of the respondents for the TV plug in terms of
content, graphics and pictures and audio quality:
Content. The TV plug contains information and features different tourist spots,
recreational activities and products of the municipality.
Moreover, the respondents suggested adding more pictures and video clips of other
tourist destinations found in La Trinidad. However, the researcher believed that there is
no need to add more video clips or pictures of other tourist destinations aside from the
given existing tourist spots given in the TV plug. Because according to the key informant,
the roads going to other tourist destinations are not passable to buses and other large
vehicles. Furthermore, there are other tourist spots found in the municipality that is still to
be explored.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Graphics and Pictures. The respondents recommend improving the quality of video. The
researcher agrees on this suggestion of the respondents. In order to persuade more viewers,
the quality of video should be improved.
Audio Quality. The respondents suggested that the narrator should not be talking too fast,
proper timing and pausing should be considered. Proper pronunciation of some words was
also recommended. Lastly, the use of Tagalog or other local dialects in Benguet as a
language in the TV plug was suggested.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study dealt with the production and evaluation of tourism radio and TV plugs
as promotional materials for tourism of La Trinidad, Benguet. It was conducted in order to
determine the socio- demographic profile of the respondents; determine the tourist
destination in La Trinidad that will be promoted; determine the information that the
respondents of La Trinidad want to include in the radio and TV plugs; determine the ratings
of the respondents to the produced radio plug in terms of content, sound, transitions, and
voice; determine the ratings of the respondents to the produced TV plug in terms of
content, graphics/pictures, audio quality and transitions; and determine the suggestions of
the respondents to improve the radio and TV plug.
The study was conducted in La Trinidad from December 2012 to February 2013.
There were forty (40) respondents of the study who were chosen through non-probability
quota sampling. Twelve (12) of them were residents of La Trinidad including four (4)
employees coming from the municipal office. Lastly, twenty eight (28) non- La Trinidad
residents were also chosen as respondents of the study
The study applied three stages. Phase one was the gathering of information about
the different tourist spots in La Trinidad through an interview schedule with the
Municipality Tourism Officer and browsing other available secondary sources about
tourism in the municipality. The study includes three stages. An interview from the key
informants and browsing other available secondary sources, were used in the pre-
production stage, to be included in the content of the plugs. The production stage includes
script writing, audio and video recording, picture taking, and editing of both the radio and
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
TV plugs. A survey questionnaire was used in the evaluation of the produced plugs. The
data were tabulated and analyzed using frequency counts and percentage. Likewise, they
were presented in descriptive and narrative form.
Results showed that the overall ratings of the radio and TV plugs were “Good” with
a mean of 4.23 and 4.24 respectively.
For the improvement of the radio plug, the respondents offered the following
suggestions: improve the pronunciation and diction, appropriate volume of voice over and
background music, and proper pause and timing.
For the improvement of the TV plug, the use of Filipino or any local dialect in
Benguet as the language used in the plug, the improvement of the quality of video and the
proper timing and pausing were the given by the respondents of the study.
Conclusions
Based on the findings of the study, the following conclusions were formulated:
1. The content and elements used in both radio and TV plugs are enough to provide
the information needs of the respondents in promoting La Trinidad tourism.
2. In terms of effectiveness, the radio and TV plugs were able to persuade some
non- La Trinidad residents to visit the municipality.
3. The promotional materials can be further improved by incorporating the
suggestions of the respondents.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
Recommendations
1. Make an improved version of the radio and TV plugs based on the suggestions
of the respondents.
2. The Municipal Tourism Office might want to consider using the improved radio
and TV plugs for the tourism promotion of La Trinidad.
3. The structure used in the production of the plugs may used by the other students
who want to produce effective radio and TV plugs in the future.
Production and Evaluation of Tourism Radio and TV Plugs as Promotional Materials for
Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013
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Tourism of La Trinidad, Benguet | OBIDOS, MA. LOURDES M. APRIL 2013