BIBLIOGRAPHY AMDENGAN, ALEMAR P. APRIL 2010....
BIBLIOGRAPHY
AMDENGAN, ALEMAR P. APRIL 2010. Development and Evaluation of
Information Education and Communication (IEC) Materials for the Ecotourism Program
of Kabayan, Benguet. Benguet State University, La Trinidad, Benguet.
Adviser: Christine Grace B. Sidchogan, BSc
ABSTRACT
The study was conducted to develop and evaluate IEC materials of the ecotourism
program of Kabayan, Benguet. Specifically, the study aimed to determine the socio-
demographic profiles of the respondents; develop IEC materials as determined by
intended audience; assess the ratings of the respondents towards the IEC materials based
on the factors (content, layout, typography, pictures and graphics used for print medium
and video quality, audio quality, and message for audio-visual medium); and determine
the respondents’ suggestions to improve the IEC materials.
There were 50 respondents who were randomly selected from Kabayan LGU,
local people and foreign and local tourists. The study was conducted on December 2009
to March 2010.
Findings showed that respondents preferred brochure for print and English as its
medium and video documentary for audio-visual and English also as its medium.
The developed brochure was folder-type brochure with five leaves. One package
was presented in one leaf with description in the front and general information in the
back. The produced video documentary is voice over-type. Its running time was ten
minutes and twenty seconds.
Results showed that the overall rating of the brochure is good with a mean of 4.11
while the overall rating of the video documentary is good with a mean of 4.28.
Most common suggestions that were gathered to improve the IEC materials were:
enlighten of the color and enlargement of the font size, stability of shots, improvements
of voice over and background music.
The study recommends to improve the IEC materials based on the suggestions
gathered for the final production and utilization. The Local Government Unit of Kabayan
should also consider to allot specific budget if they want to include their cultural
activities and handicrafts and agricultural in the brochure and video documentary. The
Local Government Unit of Kabayan should disseminate the IEC materials to achieve its
purpose for promotion of their ecotourism program. Local Government Unit of Kabayan
may also consider to sell the IEC materials to gain the cost of production. Also, there is a
need to revise the IEC materials every year or every two years because there is possibility
that the sites and rates will change.
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TABLE OF CONTENTS
Page
Bibliography…………………………………………………………………. i
Abstract ………. …………………………………………………………….
i
Table of Contents ……………………………………………………………
iii
INTRODUCTION
Rationale ……………………………………………………………..
1
Statement of the Problem ………………………………………….....
3
Objective of the Study ……………………………………………….
4
Importance of the Study ……………………………………………...
5
Scope and Limitation of the Study …………………………………...
5
REVIEW OF LITERATURE
What is Ecotourism …………………………………………………..
6
History of Ecotourism ………..... ……………………………………
7
Components of Ecotourism ………………………………………......
8
Principles of Ecotourism ……………………………………..............
9
Who Benefits from Ecotourism ……………………………………...
11
Role of the Governments …………………………………………….
13
Ecotourism in the Philippines ………………………………………..
13
Ecotourism Program of Kabayan, Benguet ………………………….
14
Information Education and Communication
(IEC) Materials ………………………………………………………
15
iii
Print Media …………………………………………………………...
15
Audiovisual Media …………………………………………………...
15
METHODOLOGY
Locale Time and Study ………………………………………………
16
Respondents of the Study ………………………………………….....
18
Data Collection Method ……………………………………………...
18
Data Gathered ………………………………………………………..
19
Data Analysis…………………………………………………………
19
RESULTS AND DISCUSSION
Socio-demographic Profile
of the Respondents ……………………...............................................
20
Print Medium Preference
of the Respondents ……………………...............................................
21
Audio-visual Preference
of the Respondents ………………………...........................................
21
Language Preference
for Print Medium ……………………………......................................
22
Language Preference for
Audio-visual Medium ………………………………………………..
23
Description of the Brochure ………………………………………….
24
Description of the Video Documentary ……………………………...
28
Procedures in Producing the Brochure ………………………………
28
Procedures in Producing
the Video Documentary …………………...........................................
29
Respondents’ Rating Towards
the Brochure ……………………….....................................................
31
iv
Respondents’ Rating Towards the
Video Documentary ………………………………………………….
37
Overall Rating of the Brochure ………………………………………
41
Overall Rating of the Video Documentary …………………………..
42
Suggestions of the Respondents
for the Improvement of the Brochure ………………………………..
42
Suggestions of the Respondents for the
Improvement of the Video Documentary ……………………………
44
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary ……………………………………………………………..
46
Conclusions …………………………………………………………..
47
Recommendations ……………………………………………………
47
LITERATURE CITED...……………………………………………………..
49
APPENDIX
A. Communication Letter ……………………………………………
51
B. Survey Questionnaire ……………………………………………..
52
C. Script for Video Documentary ……………………………………
54
D. Survey Questionnaire ……………………………………………..
59
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INTRODUCTION
Rationale
The tourism industry nowadays brings a big contribution to the livelihood of
individuals. The Department of Tourism (DOT) even made an advertisement that in
tourism, there is work. This is a fact that the tourism trade of the country is booming.
Globally, the tourism industry brings in more than $3 trillion annually. However,
in places of key importance in terms of biodiversity, tourism can either be a boon or a
threat. In response to the threat that traditional tourism is able to pose to the environment,
ecotourism has evolved.
Ecotourism, considered as the fastest growing market in the tourism industry by
the World Tourism Organization, with a growth rate of 5% worldwide, 6% of the world
gross domestic product, and 11.4% of the world’s consumer spending, is defined in
various, yet similar, ways (McDonald, 2005).
In addition, ecotourism does not only contribute to the economic side but also has
a potential role in sustainable development.
According to Wood (2002), ecotourism frequently operates quite differently than
other segment of the tourism industry, because ecotourism is defined by its sustainable
development results: conserving natural resources, educating visitors about sustainability,
and benefiting local people.
Furthermore, International Union for Conservation of Nature (now called the
World Conservation Union) stated in 1996 that ecotourism promotes conservation, has
low negative visitor impact, and provides for beneficially active socio-economic
involvement of local population.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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This implies that ecotourism is not just about to enjoy travel but also a way of
educating people.
According to the fifth meeting of the Conference of the Parties to the Convention
of Biological Diversity in 2000, ecotourism has a unique role to play in educating
travelers about the value of a healthy environment and biological diversity (Wood, 2002).
However, many ecotourism programs are found in developing countries, where
monitoring services and even communication systems may not be available (Wood, 2002).
This is one of the country’s problems in ecotourism programs. There are
considerably lots of different beautiful places, rich cultures, indigenous products, and
preserved artifacts but the problem in promotion remains a great threat to ecotourism
development.
Nevertheless, promotion of ecotourism is possible by producing mass media and
by disseminating them properly. Publishing, broadcasting and distributing of these
materials help to inform people about ecotourism.
Development of information education and communication (IEC) materials is one
way of communicating and promoting ecotourism programs effectively. IEC materials
comprise a wide range of media, including newspapers, brochures, posters, information
leaflets, radio programs as well as audio and video tapes. These can be disseminated to
inform and even educate people.
Kabayan, Benguet is gifted with natural and wonderful sceneries. It is the home of
the second highest mountain in the Philippines, the Mt. Pulag, mossy forest and
Bulalakaw Lake, the cleanest lake in Cordillera Administrative Region. These are only
some of the God-given wonders in Kabayan. Aside from that, it is also rich in cultural
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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heritage. The town of Kabayan boasts of being recorded in Benguet History as the cradle
of Ibaloi culture. It is where world renowned Kabayan mummies are found and where one
of the most expensive feast that the nobility of Kabayan can celebrate, the Bendiyan
Cañao (Merino, 1989).
However, according to the Local Government Unit of Kabayan in a recent
interview with them, they have no available promotional materials to communicate and
market their program packages in ecotourism.
Furthermore, according to Kabayan Municipal Tourism Officer Berry Sangao Jr.,
the production of IEC materials could have helped them in giving opportunities to elevate
the livelihood of the local people because they will be informed about the ecotourism
programs of Kabayan.
Having seen the role of Development Communication in solving this problem, the
researcher then recognizes the necessity to determine, develop and evaluate IEC materials
to support, present, promote and market their ecotourism programs.
Statement of the Problems
1. What is the socio-demographic profile of the respondents?
2. What are the types of IEC materials to be developed as determined by intended
audience?
3. What are the respondents’ ratings towards the IEC materials in terms of the
following:
a. Print
- content
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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- layout
- pictures and graphics
- typography
b. Audio-visual
- video quality
- audio quality
- content
- message
2. What are the respondents’ suggestions to improve the IEC materials?
Objectives of the Study
This study aimed to develop and promote ecotourism program of Kabayan, Benguet
through IEC materials.
Specifically, it aims to:
1. determine the socio-demographic profile of the respondents;
2. develop IEC materials as determined by intended audience;
3. assess the ratings of the respondents towards the IEC materials based on
the following factors:
a. Print (content, layout, pictures and graphics, typography)
b. Audio-visual (video quality, audio quality, content, message); and
4. determine the respondents’ suggestions to improve the IEC materials.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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Importance of the Study
The main purpose of this study was to come up with IEC materials for Kabayan
ecotourism program. These materials served as information campaign material for the
ecotourism program of the municipality.
The outcome helped to inform, guide and educate local and foreign tourists for every
activity. This also benefited local people for it informed and explained the ecotourism
programs of the municipality that could give livelihood opportunities to them.
Scope and Limitation of the Study
This study covered only the ecotourism program of Kabayan. Other tourism
segments available in the place will not be included in this study.
Singasalao, Asapa Falls, Kabayan Weaving, Paltingan – Adiwenben Ecowalk
were not included in the brochure and video documentary because they were optional and
some falls and rivers were not available during summer time.
Bangao Cave and Timbac Cave were combined because they offered both
mummies.
Production of IEC materials was limited only to two types of medium, one in
print media and one in audio-visual media.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
REVIEW OF LITERATURE
What is Ecotourism?
Ecotourism has been defined as a form of nature-based tourism in the
marketplace, but it has also been formulated and studied as a sustainable development
tool by NGOs, development experts and academics since 1990. The term ecotourism,
therefore, refers on one hand to a concept under a set of principles, and on the other hand
to a specific market segment (Wood, 2002).
Wood (2002) further stated that the International Ecotourism Society (TIES)
(previously known as The Ecotourism Society (TES)) in 1991 produced one of the earliest
definitions:
Ecotourism is responsible travel to natural areas that conserves the environment
and sustains the well being of local people.
In addition, IUCN (now called the World Conservation Union) states in 1996 that
ecotourism:
Is environmentally responsible travel and visitation to relatively undisturbed
natural areas, in order to enjoy and appreciate nature (and any accompanying cultural
features - both past and present) that promotes conservation, has low negative visitor
impact, and provides for beneficially active socio-economic involvement of local
populations (Wood, 2002).
Furthermore, according to Western Samoa, National Ecotourism Programme,
ecotourism is cultural tourism (a cross-cultural experience), nature tourism (assisting with
conservation programmes), a travel-learn experience (discover how we are coping with
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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modernity), a little bit of soft adventure (just being here is an adventure), and benefiting
the well-being of indigenous peoples (McDonald, 2005).
History of Ecotourism
According to McDonald (2005) the term “ecotourism” came into being in 1983
from Héctor Caballos-Lascuráin. It was used initially to describe travel, based in the
natural world’s attractions, to relatively undisturbed areas with emphasis on educating
those visiting. However, ecotourism has grown to include the application of a scientific
method of planning, managing, and developing the tourism products, services, and
activities.
McDonald (2005) further stated that ecotourism began as an untested idea that
many hoped could contribute to the conservation of natural resources worldwide.
Research undertaken in Kenya in the 1970s (Thresher 1981) demonstrated that the
economic benefits of wildlife tourism far surpassed hunting – an activity that was banned
in Kenya in 1977. In the early 1980s, rain forests and coral reefs became the subject of
both innumerable studies by biologists interested in biological diversity and of a plethora
of nature film documentaries. This interest helped launch a wide variety of local small
businesses specializing in guiding scientists and filmmakers into remote zones. As these
small businesses quickly began to prosper in countries such as Costa Rica and Ecuador, a
more formal industry soon evolved to meet the needs of small tourism groups that were
primarily composed of birdwatchers and committed naturalists. In many areas of the
world, pioneer entrepreneurs created special field visits and studies for adult travelers,
students and volunteers.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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International nature-based businesses began International nature-based businesses
began in outdoor travel and the environment, spurred by excellent new outdoor equipment
for camping and hiking, and events such as Earth Day. These companies began to realize
that they could take the initiative to conserve the environment by sponsoring local
conservation groups in the destinations they visited or by raising funds for local causes.
They soon learned that training and hiring local people to run their businesses was the best
way to manage their operations, and an excellent way of creating significant benefits for
local people. Tour operators selling trips to the Galapagos Islands, Costa Rica, Kenya and
Nepal were some of the early players in this movement. Some of these companies argue
that, in fact, they had already been using ecotourism principles for some 20 to 30 years
(Wood, 2002).
Components of Ecotourism
Wood (2002) stated that ecotourism aspires in all cases to achieve sustainable
development results. These are the following components developed by United Nations
Environment Programme:
1. Contributes to conservation of biodiversity.
2. Sustains the well being of local people.
3. Includes an interpretation / learning experience.
4. Involves responsible action on the part of tourists and the tourism industry.
5. Is delivered primarily to small groups by small-scale businesses.
6. Requires lowest possible consumption of non-renewable resources.
7. Stresses local participation, ownership and business opportunities, particularly
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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for rural people.
Principles of Ecotourism
Wood (2002) stated that because ecotourism was originally just an idea, not a
discipline, many businesses and governments promoted it without an understanding of its
most basic principles. Establishing internationally and nationally accepted principles,
guidelines and certification approaches proceeded throughout the 1990s but at a modest
pace, because the process involves stakeholders from many regions, disciplines and
backgrounds. Each region affected by ecotourism should develop its own principles,
guidelines and certification procedures based on the materials already available
internationally. This process of creating international certification guidelines is far from
being completed.
The International Ecotourism Society has tracked the results of stakeholder
meetings since 1991 to develop the set of principles, which are being embraced by a
growing constituency of NGOs, private sector businesses, governments, academia and
local communities (Wood, 2002).
In addition, Wood (2002) stated that once principles have been agreed upon,
specific guidelines can be developed that help define the market’s best possible
performance. Guidelines offer practical approaches to achieving sustainable development
results, as gleaned from survey research on best practices and stakeholder meetings among
researchers, the private sector, NGOs and local communities. International review
finalizes the guidelines process, helping to assure that a wide variety of viewpoints are
incorporated.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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These are the following set of principles being developed:
1. Minimize the negative impacts on nature and culture that can damage a
destination.
2. Educate the traveler on the importance of conservation.
3. Stress the importance of responsible business, which works cooperatively with
local authorities and people to meet local needs and deliver conservation benefits.
4. Direct revenues to the conservation and management of natural and protected
areas.
5. Emphasize the need for regional tourism zoning and for visitor management
plans designed for either regions or natural areas that are slated to become eco-
destinations.
6. Emphasize use of environmental and social base-line studies, as well as long-
term monitoring programs, to assess and minimize impacts.
7. Strive to maximize economic benefit for the host country, local business and
communities, particularly peoples living in and adjacent to natural and protected areas.
8. Seek to ensure that tourism development does not exceed the social and
environmental limits of acceptable change as determined by researchers in cooperation
with local residents.
9. Rely on infrastructure that has been developed in harmony with the
environment, minimizing use of fossil fuels, conserving local plants and wildlife, and
blending with the natural and cultural environment.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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Who Benefits from Ecotourism?
Wood (2002) stated that the local people are those most immediately affected by
the emerging market for international ecotourism. They also have the most to lose.
Ecotourism seeks to increase local control over tourism’s effects by stressing that local
communities and business owners should be considered a vital part of an ecotourism
programme. One of the principles of ecotourism is that local people are to be informed in
advance of all the possible consequences of tourism development, and that they must
formally consent to tourism development in their area.
According to the World Bank, ecotourism (along with adventure travel and
cultural travel) is one of the three types of tourism most amenable to community-based
initiatives. These niche markets provide especially desirable “customers” for culturally or
environmentally sensitive areas: i.e. visitors who typically spend more and stay longer at
a destination than the average tourist, generating a higher yield but with less impact on
the life of the community and on local culture and the environment. Community-based
tourism can generate a sense of pride in the local population and make funds available for
maintaining or upgrading cultural assets (e.g. archaeological ruins, historic sites,
traditional crafts production). It may also provide some of the best opportunities for “pro-
poor tourism”, which takes the needs of impoverished local people into account in the
planning of tourism development (UNEP, 2001).
Ecotourism can have both direct and indirect economic impacts on a community.
Direct impacts are derived from money spent directly by tourists, for example at a
restaurant; indirect impacts occur when the restaurant purchases goods and services from
other businesses and pays its employees, who can use their wages to buy other goods and
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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services. If the restaurant obtains goods or services outside the local area, the money has
no indirect impacts on this area – it is “leakage”
Furthermore, UNEP (2001) considered that ecotourism’s economic contribution
to local communities needs to be evaluated based mainly on the success of local vendors.
The types of products and services most often offered to ecotourists by local community
members include food (e.g. from stands, restaurants), vehicle rentals, taxis, guided visits,
recreation (e.g. using horses, boats, rafts, bikes) and crafts. Vendors are crucial to the
success of any ecotourism venture and its ability to benefit local communities. Frequently
their businesses are quite small. Owners may need some encouragement or capital
assistance to get started. This could be provided by NGOs or the ecotourism industry.
The greater the number of micro-enterprises in a tourism area, the more likely it is
that a significant percentage of local people will benefit. In areas where there are few
small businesses, leakage can be reduced by instituting lease fees, land rental fees and
other per-person use charges, and making sure they go to local residents. Successful
efforts to encourage community entrepreneurship are based on local cultural needs and
value-added approaches to local products, such as improving packaging and design.
Ecotourism-related goods and services can provide local people with
supplemental income, but they are also of importance in creating new jobs. For example,
private nature reserves and ecotourist destinations are being developed in Africa. The
reserves are generally established primarily for conservation purposes (rather than
hunting) and are increasingly viable economically due to tourism income. The average
African private reserve, which creates 457 months of employment per year, is an
important source of income in a local community. In the case of other types of
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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ecotourism projects the number of jobs created may be low. However, in rural areas even
a few new jobs can make a big difference (UNEP, 2001).
The Role of Governments
UNEP (2001) said that one of the fundamental problems with respect to
environmental protection is the difficulty of putting a value on the environment and on
resources such as scenery or biodiversity. Ecotourism helps create a direct commercial
value for environmental protection through entry fees charged at national parks and
protected areas. Well-regulated protected areas, like the Galapagos Islands (Ecuador)
have created significant local and national-level benefits from entry fees paid by nature
and ecotourism companies on behalf of their clients and from license fees for tour boats.
In 1998, Galapagos entrance fees totalled US$ 4.3 million. Over the years, such fees have
enabled Ecuador’s national park service to manage the islands by limiting visitor
numbers, requiring high-quality guide services by local people, controlling which islands
are visited and which trails are used, and providing some support to park management.
It is important to set fees high enough to cover the expenses of proper park
management. When entrance fees are too low, the government may be subsidizing
tourism – and its attendant impacts (UNEP, 2001).
Ecotourism in the Philippines
Ecotourism as a concept came into the Philippines in 1992 as the country joined
the 4th Pacific Asia Travel Association (PATA) Adventure Travel and Ecotourism
Conference and Mart held in Malaysia. This marked the recognition of the ecotourism as
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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a means of redirecting the utility of natural resources to more sustainable ways (Parao,
2003 as cited by Lamirez, 2009).
According to Libosada (1998) as cited by Lamirez (2009), some ecotourism
activities have been identified as possible for the Philippines and are currently
undergoing development. These are mountaineering/ trekking, bird watching, photo
safari, scuba diving, spelunking, and whale and dolphin watching.
Ecotourism Program of Kabayan, Benguet
The municipality of Kabayan, following upon a series of successful tourism
activities, launched a four-day ecotourism blitz on April 30 to May 03, 2008, which
sought to showcase the town’s natural assets and its centuries-old mummies and
culminated in grand cañao. The idea is that after seeing the sights, tourists will have the
chance to participate in the activities of the grand cañao and interact with residents. The
series of ecotourism activities is meant not only to showcase the town’s natural wonders
and rich cultural heritage but also to attract investors to the land-locked town (Laking,
2008 as cited by Lamirez, 2009).
There are six ecotourism packages of the municipality. These are:
1. Natural Museum, Singasalao (Optional), Asapa Falls(Optional), Kabayan
Weaving, Opdas cave, Paltingan – Adiwenben Ecowalk(Optional), Besang Footprints.
2. Tinongchol – (ride/ hike) with free package 1 tour
3. Timbac cave - (ride/ hike) with free package 1 tour
4. Bangao cave - (ride/ hike) with free package 1 tour
5. Lakes with free package 1 tour
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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6. Mount Pulag
Information Education and Communication (IEC) Materials
International Rice Research Institute (1991) as cited by Solimen (2003) stated that
studies have established that communication is more effective when more than one sense
at a time is engaged. This means that the more media are employed, the greater is the
possibility of the message to reach audience and influence them. Thus a combination of
interpersonal and mass communication strategies is often used.
Information Education and Communication (IEC) materials are tools used to
influence or change the knowledge base, attitudes, beliefs, values, behavior or norms
within individuals or group of individuals (ICPD, 1998 as cited by Enkiwe, 2007).
Print Media
Print media refer to publications. Publications may be classified according to
time-bound and timeless. Time-bound publications are those, which contain information
that, are useful when new. The timeless publications may remain useful overtime
although their content needs to be updated from time to time. Publications include
brochure, poster, manual, and leaflet (Cadiz, 1991).
Audiovisual Media
Audiovisual media refer to types of communication materials that can be seen,
heard, or both seen or heard (Lustria, 2001). These include soundslides, television and
video films like movie, video documentary, and music video.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
METHODOLOGY
Locale and Time of the Study
The study was conducted in the Municipality of Kabayan, Benguet (Figure 1).
Kabayan is one of the 13 municipalities of Benguet Province. Benguet on the
other hand is a landlocked province of the Philippines in the Cordillera Administrative
Region (CAR) in Luzon.
Kabayan is a fifth class municipality of Benguet politically subdivided into 13
barangays. It is located about 85 kilometers Northeast of Baguio City. The origin of the
present Kabayan lies in a small Nabaloi speaking settlement called Embosi that emerged
near the Agno River. It is believed that it is this settlement that many of the Kabayan
people cultural practices flourished. According to the 2000 census, it has a population of
12,344 people in 2,063 households.
The municipality is recognized as the seat of Ibaloi culture. Kabayan is also
known for their long traditional practice of mummifying their dead.
Kabayan also owns the biggest territory of Mt. Pulag, the third highest mountain
in the Philippines and the highest in Luzon with 9,610 feet elevation.
The area was chosen because the municipality has several ecotourism programs
that offer a wide array of related activities for the local and foreign tourists.
The study was conducted from December 2009 to February 2010.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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Figure 1. Map of Benguet showing the locale of the study
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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Respondents of the Study
For the pre-production, the respondents were the members of Local Government
Unit-Kabayan, tour guides, entrepreneurs, local people, local and foreign tourists.
For the production phase, the key informants were the members of Local
Government Unit-Kabayan (LGU-Kabayan) who supplied the needed information for the
materials.
For the evaluation phase of IEC materials, the respondents were the local and
foreign tourists, local people, tour guides, tour agencies and Local Government Unit-
Kabayan.
Data Collection Method
For the pre-production, survey questionnaires were used to gather the data needed
on identifying the appropriate IEC materials to be produced.
For the production phase, interview-schedule was used to get the information to
be included in the materials.
For the evaluation phase, survey questionnaires were used in gathering the needed
data.
A video camera and camera were used to capture footages of ecotourism
programs and interviews with the key informants.
Secondary documents and direct observation were used also in gathering data.
Data Gathered
For the pre-production, the data that were gathered were the preference of IEC
materials and preferred language of the intended audience.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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For the production phase, the data that were gathered were the content of the IEC
materials to be produced and evaluated. It included the ecotourism packages of the
municipality.
For the evaluation phase, there were two different categories for print and audio-
visual media. The data that were gathered in the print were the ratings of the respondents
in terms of the following: content, layout, typography, pictures and graphics used. While
for audio-visual the data that were gathered were the ratings of the respondents in terms
of the following: video quality, audio quality, and message.
Data Analysis
The data were analyzed and tabulated using percentage, frequency, ranking and
mean.
Development and Evaluation of Information Education and Communication (IEC) Materials for
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RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 1 shows the respondents’ socio-demographic profile in terms of sex, age
and civil status.
Out of 50 respondents, twenty-seven (54%) of the respondents were male and
twenty-three (46%) were female.
Ten (20%) of the respondents belonged to age bracket of 49-53 while 6%
belonged to age bracket of 14-18. The youngest respondent was 14 years old while the
oldest was 53 years old. Twenty-six (52%) of the respondents were married and twenty-
four (48%) of them are single.
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS FREQUENCY
PERCENTAGE
(N=50)
Sex
Male
27
54
Female
23
46
TOTAL
50
50
Age
14-18
3
6
19-23
5
10
24-28
9
18
29-33
7
14
34-38
4
8
39-43
4
8
44-48
8
16
49-53
10
20
TOTAL
50
100
Civil Status
Single
24
48
Married
26
52
TOTAL
50
50
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Print Medium Preference of the Respondents
Table 2 shows the mean and ranking of the medium preference of the
respondents. Based on the ranking of preference (4 as the highest and 1 is the least),
brochure ranked first with a mean of 3.78, poster ranked second with a mean 2.92, leaflet
ranked third with a mean 2.26 and others (magazine and newspaper) ranked fourth with a
mean of 1.04.
Some respondents said that this is so because a brochure is handy compared to
posters and magazines.
This supports the study of Tierney (2000) that brochures were the most frequently
used source of information for during-trip planning.
Tierney (2000) also added that nearly 69% of respondents who got a brochure
agreed it was very or extremely helpful in planning their current trip. His research also
clearly shows the importance of brochure distribution racks for information, planning and
purchases during a trip, especially a multi-day leisure trip by non-residents.
Audio-visual Preference of the Respondents
Table 3 presents the preferred audio-visual medium by the respondents. Video
documentary ranked first with a mean of 2.88, followed by music video with a mean of 2
and others (movie) with a mean of 1.3.
The results relate to the study of Tanacio (2004) where it was noted that the
respondents chose video documentary because it is a non-fiction film; and the vast
majority of facts related films are actually unbiased recordings.
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Table 2. Preferred print medium by the respondents
PREFERRED PRINT MEDIUM
MEAN
RANK
Brochure 3.78
1
Poster 2.92
2
Leaflet 2.26
3
Others 1.04
4
Table 3. Preferred audio-visual medium
PREFERRED AUDIO-VISUAL MEDIUM
MEAN RANK
Video documentary
2.88
1
Music video
2
2
Others 1.3
3
Language Preference for Print Medium
Table 4 presents the respondents ranking on their preferred language. Based on
the ranking of preference (5 as the highest and 1 as the least), English ranked first with a
mean of 4.88, Tagalog ranked second with a mean of 3.90, Ilocano ranked third with a
mean of 2.88, Ibaloi ranked fourth with a mean of 2.30 and others ranked fifth with a
mean of 1.04. The other languages that were listed by the respondents were Chinese,
Bisaya and Kankaney.
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According to the respondents who chose English, it was the international
language, thus more people can understand it since both locals and foreigners were
assumed to be more familiar to it.
Table 4. Preferred language for print medium
PREFERRED LANGUAGE
MEAN
RANK
English 4.88
1
Tagalog 3.90
2
Ilocano 2.88
3
Ibaloi 2.30
4
Others 1.04
5
The data relates to the study of Cristina (2005) where it was noted that English is
the language of tourism. It is becoming a global language unlike any other in the history.
So to be able to inform also other nationalities, English must be used in IEC materials.
Language Preference for Audio-visual Medium
Based on the ranking of preference (5 as the highest and 1 is the least), English
ranked first with a mean of 4.92, Tagalog ranked second with a mean of 3.86, Ilocano
ranked third with a mean of 2.88, Ibaloi ranked fourth with a mean of 2.34 and others
ranked fifth with a mean is 1.00 (Table 5). These other languages that were also listed by
the respondents were Chinese, Bisaya, and Kankanaey.
Again, according to the respondents, the main reason why English was the most
preferred was that it was the international language. This can be understood by both
Development and Evaluation of Information Education and Communication (IEC) Materials for
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24
locals and foreigners.
Table 5. Preferred language for audio-visual medium
PREFERRED LANGUAGE
MEAN
RANKING
English 4.92
1
Tagalog 3.86
2
Ilocano 2.88
3
Ibaloi 2.34
4
Others 1.00
5
Description of the Brochure
The print medium that was produced was a folder-type brochure with five leaves.
The measurement of the folder was 9.6” width by 8.5” height while each leaf has a
measurement of 4.5” width by 8” height (Figure. 2 to 4).
The folder showed the cover design, brief description of Kabayan, its map, the
content of the folder, and the office responsible for the program. It also showed every
photo of ecotourism sites.
There were five leaves inside the folder containing the packages of ecotourism.
The front included photographs of the package site with brief information about the area.
At the back, it included general information about transportation, lodging, and package
tour rates.
Photograph of the mummy was chosen to be placed in the front cover because it
Development and Evaluation of Information Education and Communication (IEC) Materials for
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25
was what Kabayan is known for. Green color was selected to compliment ecotourism. It
was printed in a special paper.
Figure 2. The whole cover of the folder-type brochure
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Figure 3. Content of the brochure that shows the front figure of every package tour in
every one leaf
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Figure 4. Content of the brochure that shows the back figure of every package tour in
every one leaf
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Description of the Video Documentary
A voice over was used to narrate the information needed for the video
documentary. Running time of the video presentation was ten minutes and twenty
seconds. Background music was used to draw attention to the scenes.
The introduction part highlights the ecotourism sites of every package. Every
package was consolidated into one part. In the conclusion part, a remark about protecting
and preserving the natural sites of Kabayan was included.
Aspect ratio used was 4:3. Dissolve effect was used in some transition and cut-to-
cut was also used. Except for still pictures, all footages were taken by the researcher. The
researcher also edited the video (Please see Appendix C for the Video Documentary
Script).
Procedures in Producing the Brochure
Before designing the brochure, the researcher consulted first the Municipal
Tourism Office of Kabayan, the office responsible for tourism program. The designs
were suggested and decided by the staff of the office.
The reason why it is a folder-type brochure is for less cost production. Officials
stated that putting one ecotourism package to one leaf can cost them less because they
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will only give one leaf if tourists will ask about the specific package tours.
Before starting to make the brochure, elements of visual design were considered
and are based on visual designs by Cadiz (1991) and Summers (2000). Content, layout,
typography, pictures and graphics, and others were carefully planned to produce a good
output for evaluation (Figure 5).
Phase 1
Phase 2
Phase 3
PLANNING
DESIGNING
PRODUCTION
Interviewed
Conceptualization
Layouting of the
officials responsible
of design and
design
layout of the
conceptualized in
of the ecotourism
brochure based on
the computer and
program for the
elements of visual
printing of the
content of the
design.
brochure.
brochure.
Figure 5. The process of developing the brochure
Procedures in Producing the Video Documentary
Three phases were considered in this production as follows: pre-production,
production and post -production.
In the pre-production, the researcher began with a planning discussion with the
cooperating partner, Kabayan Municipal Tourism Office.
It was followed by preliminary discussion with the same Office to create a clear
and appropriate message. The conception of film was based on the objectives set by the
researcher and the officials. Interview was then done to organize story ready for
production.
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For the production phase, taking of video footages of this project took days to
finish. Interviews were also done to get information about the sites that will be presented.
Script was then developed for recording based on the information gathered.
In the post-production or editing phase, footages were assembled into a finished
video documentary based on the story that was conceptualized. A variety of instrumental
music were used as background music (Figure 6).
Pre-Production
Production
Post-Production
Discussion and
Location shooting
Editing and
planning of video
and audio
processing.
recording.
documentary to be
developed.
Interview and
scriptwriting .
Figure 6. The process of developing the video documentary
Respondents’ Rating Towards the Brochure
Content. Table 6 shows the rating of the respondents on the criteria of the content.
In terms of clear purpose, 56% of the respondents gave a rating of good, 38% of
them gave a rating of excellent and 6% gave a rating of average.
This shows that the respondents understand the purpose of the brochure.
For the criterion of clarity and conciseness, 54% of the respondents rated it good,
38% rated it excellent, and 8% rated it average.
One of the respondents, Abner Mercado, host and news reporter of ABS-CBN
Broadcasting Corporation, said that the content is clear and informational although it is
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concise.
In the criterion of organization, 58% of the respondents gave a rating of “good”,
32% gave a rating of “excellent”, 8% gave a rating of “average”, and 2% gave a rating of
“fair”. This is the only criterion under the criteria of content that has a rating of fair.
Table 6. Ratings of respondents on the content of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Clear Purpose
38
56
6
-
100
Clear and Concise
38
54
8
-
100
Organized 32
58
8
2
100
Significant 40
54
6
-
100
One reason could be was because it was a folder-type. One respondent said that
while the contents of the brochure are very good, for mass production it will be better to
make it like a booklet because the pages might slip off from the folder.
Moreover, 54% of the respondents rated the significance of material as good,
40% of them rated it excellent, and 6% rated it average.
This criterion gained good ratings maybe because the contents of brochure were
important to them.
Respondents even said that there was no need for improvement here because they
all got the important facts that are needed.
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According to Wilson (2007) as cited by Pinkihan (2008), one of the major
contributors to a good first impression is how easy your content to read. Content should
have clear message and purpose.
This implies that the content of the brochure was good enough to satisfy the tastes
of most of the respondents.
Layout. Table 7 presents the rating of the respondents on the of layout of the
brochure.
The color was rated by the respondents with 56% as good, 22% as excellent, 12%
average, and 10% fair.
Abner Mercado, one of the respondents, commented that there is a need to
improve the color correction and tone.
Color correction is the process of regulating and correcting the color value of
photo images. This service helps to improve the overall color quality of photographs
(Novogratz, n.d.).
This can be related to what Cadiz (1991) noted that color is very important in
designs because it makes the presentation more life-like or realistic.
In terms of space, 36% rated it good, 24% rated it average, 22% rated it excellent,
and 18% rated it fair. This criterion gained the highest percentage of fair among the
criteria under layout.
Table 7. Ratings of respondents on the of layout of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Color 22
56
12
10
100
Space 22
36
24
18
100
Contrast 20
50
20
10
100
Design 44
40
12
4
100
Creativity 56
30
14
-
100
Some of the respondents’ reaction to this criterion was there was not enough
space between the text and the graphics. This supported the statement of Summers (2000)
that using blank space around paragraphs and columns improves legibility. This may be
the reason why it gained the highest percentage of fair among the criteria under layout.
For the criterion of contrast, 50% of the respondents gave a rating of good, 20%
gave a rating of excellent and good and 10% gave a rating of fair.
Based on the respondents, they liked the contrast because the layout used different
colors in every leaf. At least they can distinguish that every leaf was different from one
another.
Contrast is one of the elements of visual design to be considered most. Jan
Tsichold (1967), a famous graphic designer, argues that contrast may be the most
important element of visual design (Summers, 2000).
In addition, Watts and Nesbit (2005) as cited by Egsan (2009) explained that
having well contrast and distinctive patterns attracts the eye and the brain of the reader.
In the design of layout, 44% of the respondents rated it “excellent”, 40% rated it
“good”, 12 % rated it “average” and 4% rated it “fair”.
According to the respondents, they liked the layout because it was well organized.
They also added that it was well-designed because the text has different place from the
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pictures which is easier for them to concentrate on one area. However, one said that the
layout in the on the other side of the brochure was too formal.
A good design is a powerful tool in layouting. According to Benson (2002) as
cited by Pinkihan (2008), a well-designed application will make it easy for the user to
understand the information being presented, and show them clearly how they can interact
with that information.
In the criterion of creativity, 56% of the respondent gave a rating of excellent,
30% gave a rating of good and 14% gave a rating of average.
In all the criteria of layout, creativity gained the highest rate for excellence.
According to the respondents, the layout and the design of the brochure specially
the leaves are different from each other. The colors used were not the same all throughout
and contrast was good, they added.
Layout is very important in making IEC materials. Summers (2000) stated that a
good layout gets the reader’s attention, and encourages them to keep reading, and is
adapted to the audience.
Based on the overall results, this implied that the layout of the brochure was
likened by the respondents.
Pictures and graphics. Results for this category are presented in Table 8.
In terms of appearance, 44% of the respondents gave a rating of excellent and
good and 12% gave a rating of average.
Table 8. Ratings of respondents on the pictures and graphics of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Appearance 44
44
12
-
100
Appropriateness 32 50 12 6 100
Design 42
36
16
6
100
Size 32
44
18
6
100
Number 34
48
18
-
100
In the criterion of design, the respondents gave a highest rating for excellent
(42%). However, 6% respondents gave a rating of fair. According to the respondents,
though the design of the picture was simple, it was beautiful and eye-catching.
Forty-four percent of the respondents gave a rating of good, 32% of them gave a
rating of excellent, 18% gave a rating of average and 6% gave a rating of fair for the
criterion of size of the pictures.
Respondents stated here that though the size of the picture were good, there were
some of the pictures that are supposed to be large but are put small and vice versa.
For the number of pictures, 48% of the respondents rated it good, 34% rated it
excellent, and 18% rated it average.
Some respondents commented that number of pictures in some package leaves too
many especially on the part where the Tinongchol Burial Rock picture was located.
Pictures and graphics are used to attract the attention of the reader or audience. To
be effective, Summers (2000) said that pictures should be clear, sharp and looks good.
Typography. In this category, it includes font style, font size, font color and
heading used in the brochure. Results for this category are presented in Table 9.
In the category of font style, 50% of the respondents gave a rating of good, 32%
gave a rating of excellent and 18% gave a rating of average.
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One respondent, a French national, claimed that the letters are readable even if
they are small because most font styles used are sans serif.
This supported the statement of Cadiz (1991) that sans serif or Gothic lettering
style is the most legible and recommended for visuals.
In terms of font size, 50% of the respondents rated it good, 32% rated it excellent,
16% rated it average and 8% rated it fair.
Table 9. Ratings of respondents on the typography of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Font Style
32
50
18
-
100
Font Size
26
50
16
8
100
Font Color
32
34
30
4
100
Heading
36
46
18
-
100
Some respondents, especially the old people, said that it is quiet small that they
need to use their eyeglasses.
For font color, 34% of the respondents gave a rating of good, 32% of them gave a
rating of excellent, 30% gave a rating of average and 4% gave a rating of fair.
Some respondents commented that the color of the font complimented the
background.
In the criterion of headings, 46% of the respondents rated it good, 36% of them
rated it excellent and 18% rated it average.
According to some respondents, the heading was good because it is not presented
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in all capital letters.
This is supported by Summers (2000) where he noted that avoid putting text in all
capital letters (text in all capital letters is harder to read because all the words have the
basically the same shape – a rectangle).
Letter legibility is very important in producing print media. According to Cadiz
(1991), words must be legible and readable to be effective.
Respondents’ Rating Towards the Video Documentary
Video
quality.
Table 10 presents the respondents’ rating on the criteria of video
quality.
Majority of the respondents stated that the quality of the video is good.
Based on the results, these criteria gained the highest rating for good: clarity
(58%), actions (48%), type of shots (44%), appropriateness of shot (42%), angles (48%),
focus (42%), and composition (54%).
The respondents commented it good because some of them were satisfied. They
appreciated the video because they were pleased although it was made by an amateur
student.
Table 10. Ratings of respondents on video quality
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Clarity
30
58
8
4
100
Actions 38
48
14
-
100
Type of Shots
40
44
16
-
100
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Appropriateness of
36 42 14 8 100
Shot
Angles 28
48
20
4
100
Creativity 46
44
10
-
100
Stability 36
28
32
4
100
Focus 40
42
18
-
100
Composition 34
54
12 -
100
Abner Mercado, one of the respondents, commented that the video is not that
great but not that bad.
However, creativity (46%) and stability (36%) gained a highest rating for
excellent. Clarity (4%), appropriateness of shots (8%), angles (4%) and stability (4%)
were given a rate of fair.
Some of the respondents commented that the pace of the video is too quick
specially the transition. Also some observed that some shots are not stable. These
unstable shot were mostly taken hand-held.
This relates to what Casaul, Garcia and Lim (2008) noted that hand-held camera
shooting is not encouraged because this tends to be too unstable and jarring.
Audio
Quality.
Table 11 shows the rating of the respondents on the criteria of
quality of audio.
Among the five criteria, only pitch (38%) gained a highest rating for excellent.
Most of the respondents rated the quality of audio good. This was evaluated as to its
clarity (44%), appropriateness of background music (46%), voice-over (36%) and quality
of sounds (38%).
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Some respondents, mostly foreigners, understood the voice-over clearly. But
many commented that there were some words that were swallowed by the narrator during
the voice over.
Respondents in the local area commented also on the background music. They
said that they prefer ethnic music rather than modern.
Based on the result and comments of the respondents, there are areas that need
improvements especially the voice-over and background music.
Table 11. Ratings of respondents on audio quality
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Clarity 40
44
12
4
100
Appropriateness of
34 46 16 4 100
background music
Voice Over
32
36
24
8
100
Pitch
38
26
30
6
100
Quality of Sounds
34
38
14
4
100
Content. Table 12 shows the ratings of respondents on the criteria of content.
Majority of the respondents said that the content of the video documentary is
excellent. Except for editing (38%), all of the criteria gained a highest rating for
excellent: clear purpose (58%), clear and concise (48%), organized (52%) and significant
(58%).
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Most of the respondents have good comments for the content. Some said that the
presentation of the content is understandable and has enough information.
Message. Table 13 presents the ratings of the respondents on the message of the
video documentary.
Based on the results, majority (51.5%) of the respondents gave a rating of
excellent for the message. The respondents evaluated the message as to its clarity (46%),
appropriateness (52%), purpose (58%), and presentation (50%).
Results show that the message of the video documentary is clear and met its
purpose.
The reason maybe was the audience clearly understood and got the important
information needed.
According to Soriano (2000), a logical presentation of information is vital to
introduce the important impact of the cause and effect, problem to solution, enumeration,
classification into logical categories and theme and counter-theme.
Table 12. Ratings of respondents on the content of the video documentary
CRITERIA
PERCENTAGE
(%)
Excellent Good Average
Total
Clear Purpose
58
34
8
100
Clear and Concise
48
44
8
100
Organized 52
42
6
100
Significant 58
32
10
100
Editing 38
50
12
100
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Table 13. Ratings of respondents on the message of the video documentary
CRITERIA
PERCENTAGE
(%)
Excellent
Good Average
Total
Clarity 46
46
8
100
Appropriateness 52
40
8
100
Purpose 58
36
6
100
Presentation 50 42 8
100
Overall Rating of the Brochure
Table 14 presents the overall rating of the brochure. The criterion of each
category was interpreted using means and its equivalent.
Mean of 1 to 1.99 is equivalent to P (Poor), mean of 2 to 2.99 is equivalent to F
(Fair), mean of 3 to 3.99 is equivalent to A (Average), mean of 4 to 4.99 is equivalent to
G (Good), and mean of 5 to 5.99 is equivalent to E (Excellent).
The result of overall rating of the brochure is good with a mean of 4.11. Content
has the highest rate with a mean of 4.29 while layout has the least rate with a mean of 4.0.
Based on the results, minor improvement is needed especially on space, color,
contrast, font size and font color in order to meet what the audience want.
Table 14. Overall rating of the brochure
MEAN
INTERPRETATION
Clear Purpose
4.32
Good
Clear and Concise
4.3
Good
Organized 4.2
Good
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Significant
4.34
Good
Color 3.9
Average
Space 3.62
Average
Contrast 3.8
Average
Design 4.24
Good
Creativity
4.42 Good
Appearance 4.32
Good
Appropriateness 4.08
Good
Design 4.14
Good
Size 4.02
Good
Number 4.16
Good
Font Style
4.14
Good
Font Size
3.94
Average
Font Color
3.94
Average
Heading
4.18
Good
Total 4.11
Good
Overall Rating of the Video Documentary
Table 15 shows the overall rating of the video documentary. Criterion of each
category was interpreted using mean and its equivalent.
Mean of 1 to 1.99 is equivalent to P (Poor), mean of 2 to 2.99 is equivalent to F
(Fair), mean of 3 to 3.99 is equivalent to A (Average), mean of 4 to 4.99 is equivalent to
G (Good), and mean of 5 to 5.99 is equivalent to E (Excellent).
The result of overall rating of the video documentary is good with a mean of 4.28.
Message has the highest rate with a mean of 4.44 while audio quality has the least rate
with a mean of 4.06.
Based on the results, minor improvement is needed specially on stability of shots,
voice-over, and pitch in order to meet the taste of the audience.
The implication of the results proved that the ratings of the video documentary
were good enough to satisfy the desire of the respondents. However, there are still minor
improvements to be done
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Suggestions of the Respondents
for the Improvement of the Brochure
Respondents’ suggestions to improve the brochure were also gathered to
determine what area needs improvement the most.
Content. For the content, some respondents suggested that it will be revised to add
more important pictures and delete unnecessary elements such as names and repeated
pictures.
Some suggested that captions of the photos should be brief, highlighting the
cultural significance of the site or object only.
Table 15. Overall rating of the video documentary
MEAN
INTERPRETATION
Clarity
4.14
Good
Actions 4.24
Good
Type of Shots
4.24
Good
Appropriateness of Shot
4.06
Good
Angles 4
Good
Creativity 4.36
Good
Stability 3.96
Average
Focus 4.22
Good
Composition 4.22
Good
Clarity 4.2
Good
Appropriateness of Shot
4.1
Good
Voice Over
3.92
Average
Pitch
3.96
Average
Quality of Sounds
4.12 Good
Clear Purpose
4.5
Good
Clear and Concise
4.4
Good
Organized 4.46
Good
Significant 4.28
Good
Editing 4.26
Good
Clarity 4.38
Good
Appropriateness 4.44
Good
Purpose 4.52
Good
Clarity 4.38
Good
Total 4.28
Good
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
44
One respondent also suggested that names will be removed for the reason that
mentioning names is like promoting the person.
Layout. For the layout, most of the respondents suggested that the dark photos
should be brighter and improve the color correction.
Improving the tone of the pictures is the most common suggestion for pictures
and graphics. Pictures should be lightened because they are dark. Others said that number
of pictures should be lessened, and present the best pictures and angles depicting the sites
or object.
Typography. For typography, most common suggestion is to enlarge some text
specially on the leaf of Mt. Pulag and Ntural Museum, Opdas Cave and Besang Footprint
and delete not so important words to have more white spaces.
This support Summers (2000) who stated that using lots of blank space around
text could improve legibility. Text with lots of surrounding blank space may attract and
hold readers’ attention longer.
Respondents
also
suggested
that production of brochure should not be limited on
the eco-tourism packages but will also include the handicrafts and agricultural products
and cultural activities of Kabayan, Benguet.
Suggestions of the Respondents
for the Improvement of the Video Documentary
To further improve the output, suggestions of the respondents were collected.
Video quality. Stability of shots is the number one suggestion for the video
quality. Some also said to slow down the transition and have at least minimum of four
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
45
seconds of transition.
More detailed shots also are also encouraged with less dissolve effects. Others
also suggested that there is no need for many zoom in/ zoom out technique. However,
zoom in/ zoom out technique was used to show perspective to detailed shot of an object
or vice versa aside from artistic reason.
Some respondents, mostly local people, suggested that diverse flora and fauna
will be included.
Audio quality. For the audio, local respondents suggested that narrator should be
an Ibaloi so that Ibaloi terms will be properly
pronounced.
They also added that
background music will be changed to ethnic music.
Some also suggested to use natural sounds because it will make the watcher feel
as if they are there and will want to be there. Improvement of the pitch is also suggested.
Editing. Some respondents suggested to improve the editing specially the timing.
According to Casaul, Garcia and Lim (2008), timing is the appropriate moment
when a cut should be made. They also stressed that proper use of timing increases the
effectivity of the shot sequence.
Content. Local respondents suggested that cultural activities especially Bendyan
Festival will be included in the video and local products also of the municipality.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study aims to develop and evaluate IEC materials of ecotourism program of
Kabayan, Benguet. Specific objectives of this study are to: determine the socio-
demographic profiles of the respondents; develop IEC materials as determined by
intended audience; assess the ratings of the respondents towards the IEC materials based
on the following factors: content, layout, typography, pictures and graphics used for print
medium and video quality, audio quality, and message for audio-visual medium; and
determine the respondents’ suggestions to improve the IEC materials.
There were50 respondents of the study for the preliminary survey and and 50
respondents also for evaluation. Respondents were local people and visitors. The study
was conducted in Kabayan, Benguet. Data were consolidated and analyzed using
frequency counts, percentage weighted mean and ranking.
Based on the result, respondents preferred brochure for print and English as its
medium of instruction and video documentary for audio-visual and English also as its
medium of instruction.
The developed brochure was folder-type brochure with five leaves. One package
was presented in one leaf with description in the front and general information in the
back. The produced video documentary is voice over-typed. Its running time was ten
minutes and twenty second.
Results showed that the result of overall rating of the brochure is good with a
mean of 4.11 while the result of overall rating of the video documentary is good with a
mean of 4.28.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
47
Suggestions that were gathered to improve the IEC materials were enlighten of
the color and enlargement of the font size, stability of shots, improvements of voice over
and background music.
Conclusions
Based on the result, the following conclusions were derived;
1. The respondents preferred brochure for print because this is handy and
frequently used source of information for during-trip planning while video documentary
for audio-visual because it is non-fiction.
2. English was the most preferred language for both IEC materials which implies
that English is still the universal language and understood by most people.
3. The rating of the brochure was good as well as the video documentary.
4. Minor improvements are needed to enhance the produced materials specially
that the outputs will serve as IEC materials of Kabayan, Benguet.
Recommendations
1. Improvements of the IEC materials should be done before disseminating it.
2. The Local Government Unit of Kabayan should also consider to allot specific
budget if they want to include their cultural activities and handicrafts and agricultural in
the brochure and video documentary.
3. The Local Government Unit of Kabayan should reproduce the IEC materials
and disseminate them to achieve its purpose for promotion of their ecotourism program.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
48
4. Local Government Unit of Kabayan may also consider to sell the IEC materials
to gain the cost of production.
5. There is a need to revise the IEC materials every year or every two years
because there is possibility that the sites and rates will change.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
LITERATURE CITED
CADIZ, Ma. C.H. 1991. Educational Communication for Development: Basic Concepts,
Theories and Know-how. UPLB: CA Publications Program. Pp. 46-47, 128-153.
CASAUL, M., GARCIA, J AND LIM, M. 2008. The Media Kit: A Frame-by-Frame
Guide to Visual Production. Pasig City: ANVIL Publishing, Inc. Pp. 24, 121.
CRISTINA, M. 2005. English as a Global Language. Republic of Moldova: Ministry of
Education. P. 4.
EGSAN, J. 2009. Evaluation of the Poster on BSU Eco-waste Management Program in
Benguet State University. BS Thesis. Benguet State University, La Trinidad,
Benguet. P. 26.
ENKIWE, G. 2007. Evaluation of Two IEC Materials on Cordillera Regional Autonomy
for La Trinidad Barangay Officials. BS Thesis. Benguet State University, La
Trinidad, Benguet. P. 7.
LAMIREZ, A. 2009. Strategies in Promoting Ecotourism in Kabayan, Benguet. BS
Thesis. Benguet State University, LaTrinidad, Benguet. Pp. 1,3.
LUSTRIA, M.L. 2001. Development of Print and Radio Communication Materials
Volume I. Diliman, Quezon City: UP Open University, P. 10.
MCDONALD, C. 2005. Ecotourism. Paris, France: UNEP. P.2.
MERINO, F. 1989. The Kabayan Mummies and the Bendiyan Cañao. Kabayan, Benguet,
Philippines: n.d. Pp. 2, 26.
NOVOGRATZ, J .n.d. Getting the Perfect Picture with Color Correction. Retrieved
March 31, 2010 from http://www.squidoo.com/Image_editing_tips
_colorcorrection.
PINKIHAN, N. 2008. Evaluation of Laboratory Manuals Produced by Teachers in
Selected Basic Agricultural Courses in the College of Agriculture, Benguet State
University. BS Thesis. Benguet State University, La Trinidad, Benguet. Pp. 23,
25.
SOLIMEN, C. 2003. Instructional Media Preferences of Students of Basic Agricultural
Courses in the College of Agriculture, Benguet State University. BS Thesis.
Benguet State University, LaTrinidad, Benguet. P. 6.
SORIANO, R. 2000. Aspects of Film Production. n.d.: Booklore Publishing Corp. P. 35.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
50
SUMMERS, K. 2000. Elements of Effective Visual Design. Retrieved March 24, 2010
from http://iat.ubalt.edu/courses/old/pbds756.185_Sp02/visual_design_ch.pdf.
TANACIO, P. 2004. Mountain Province State Polytechnic College Story, A Video
Documentary. BS Thesis. Benguet State University, LaTrinidad, Benguet. P. 7.
TIERNEY, P. 2000. An International Assessment of the Effectiveness of Brochure
Dustribution Racks for During-Trip Planning. Retrieved from March 24, 2010
from http://www.apbd.org/APBDExec_Summ03.pdf.
UNITED NATIONS ENVIRONMENT PROGRAMME (UNEP). 2001. Industry and
Environment: Ecotourism and Sustainability. Paris, France: United Nations
Environment Programme Division of Technology, Industry and Economics
(UNEP DTIE). Pp. 7-8.
WOOD, M. 2002. Ecotourism: Principles, Practices and Policies for Sustainability. Paris,
France: United Nations Publication. Pp. 7-14.
WIKIPEDIA. Map of Kabayan, Benguet. Retrieved October 7, 2009 from
http://upload.wikimedia.org/wikipedia/commons/6/64/Ph_locator_benguet_kaba
yan.png.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
APPENDIX A
Benguet state Univesity
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
FAUSTINO AQUISAN
Municipal Mayor
Kabayan, Benguet
Sir:
Greetings!
I am Alemar Amdengan, a fourth year student of Benguet State University taking up BS
in Development Communication major in Educational Communication. I am currently
working on my thesis entitled, “Development and Evaluation of Information Education
Campaign Materials for Ecotourism Program of Kabayan, Benguet.”
In this connection, I would like to ask your permission to administer the questionnaire
that I will be providing to 25 local respondents and 25 local and foreign tourists. This will
facilitate the gathering of the data needed on my study.
I look forward to your positive response on this request.
Thank you very much and God bless!
Respectfully yours,
ALEMAR P. AMDENGAN
Researcher
NOTED BY:
CHRISTINE GRACE SIDCHOGAN
Adviser
APPENDIX B
Benguet State University
College of Agriculture
Department of Development Communication
La Trinidad, Benguet
SURVEY QUESTIONNAIRE
I. Personal Profile
A. Name (optional) _____________________________________________
B. Age __________________
C. Sex _______________________
D. Status ________________
II. A. What IEC materials do you prefer in presenting and promoting the ecotourism
program of Kabayan, Benguet? Please rank it according to your preference (5 as
the most preferred and 1 as the least preferred).
Print Media
_____ a. brochure
_____ b. poster
_____ c. leaflet
_____ d. others (please specify) _________________________
Audio-Visual
Media
_____ a. video documentary
_____ b. music video
_____ c. others (please specify) _________________________
B. What language do you prefer for the IEC materials? Please rank it according to
your preference (5 as the most preferred and 1 as the least preferred).
Print Media
_____ a. English
_____ b. Tagalog
_____ c. Ilocano
_____ d. Ibaloi
_____ e. others (please specify) _________________________
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
53
Audio-Visual Media
_____ a. English
_____ b. Tagalog
_____ c. Ilocano
_____ d. Ibaloi
_____ e. others (please specify) _________________________
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
APPENDIX C
SCRIPT FOR VIDEO DOCUMENTARY
Title: Mystical Kabayan
Total Running Time : 10 Minutes
Writer: Alemar P. Amdengan
Video Audio
EFX: Fade in
MUSIC: Instrumental
1. Different shots and angles of
Voice Over:
Kabayan ecotourism sites
We invite you to come
To a ruggedly beautiful place
EFX: Fade out
Unique with history
From its majestic mountains
And serenely cool inland lakes
To its centuries old mummies
And rich heritage
This is Kabayan
The land of peace and wonders
Perfect place to leave everything else behind
Enjoy, explore and experience
Welcome to our fantastic land
Welcome to Mystical Kabayan
EFX: Fade in
MUSIC: Instrumental
2. Various indoor and outdoor shots VO:
of National Museum
Built to preserve the unique and rich culture of
Kabayan,
Insert GFX of label (Fade in and
National Museum of Kabayan is home to
Fade out)
different artifacts of Ibaloi and Kalanguya
cultures.
EFX: Fade out
It is a place to see the collection of ancient
tools used by people in the olden times.
The National Museum is a perfect place to
learn and explore the uniqueness of Ibaloi and
Kalanguya cultures for it is the only branch in
the thirteen municipalities of Benguet.
This museum also displays one Kabayan
mummy, a perfect sight for those who cannot
go to the mountain caves to see other
mummies.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
55
EFX: Fade in
MUSIC: Instrumental
3. Various shots of Opdas Cave
VO:
Located three hundred meters from the
Insert GFX of label (Fade in and
Municipal Hall is the famous Opdas Cave.
Fade out)
Also known as “Cave of Skulls”, this mystical
mass burial cave is considered as the biggest
EFX: Fade out
discovery in the municipality, with two
hundred skulls and bones neatly piled in stone
wall.
These unearthed remains of the living past
were carbonated and found out to be five
hundred to one thousand years old.
This mysterious burial site was uncovered in
nineteen seventy-one by Baban Berong.
EFX: Fade in
MUSIC: Instrumental
4. Different shots of Besang
VO:
Footprint
Not far from the Municipal Hall is a giant
footstep on a rock found in Barangay Duacan.
Insert GFX of label (Fade in and
Legend says that it is a footstep of a giant
Fade out)
named Besang who travelled in this place.
Be amazed on how this artifact remains visible
EFX: Fade out
to the naked eye up to this day and the stories
behind it.
EFX: Fade in
MUSIC: Instrumental
5. Various shots of Tinongchol
VO:
Burial Rock
Take a journey to this mystical burial rock.
This magnificent big burial rock is as huge as a
Insert GFX of label (Fade in and
regular three-story building and it is where the
Fade out)
people of Kabayan interred their mummified
deads.
EFX: Fade out
These amazing holes came from the labor of
people who patiently hallowed-out niches in
the rock using olden time tools.
Curious of how this magnificent craft was
made possible?
There are seven man-made holes present in
this big burial rock. Four of these holes
contain unidentified numbers of coffins
because they were never opened.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
56
The coffins also have awesome artistic
designs.
Just a stone’s throw away is an area where
travellers can enjoy the aroma of lemon grass.
Some visitors gets lucky for they may take
some of it for tea and spices.
We invite you to explore and experience this
magical place.
EFX: Fade in
MUSIC: Instrumental
6. Different shots of the four lakes
VO:
Explore our wonderful four highland lakes.
Insert GFX of label (Fade in and
Relax and rest in these icy-cool lakes encircled
Fade out)
by mossy forest.
These lakes are composed of Bulalacao,
EFX: Fade out
Detep-Ngepos, Inculos and Tabeyo Lakes.
With a cool and refreshing environment, this is
perfect place for anyone who wants to go
away from stress and pressures.
This exciting and romantic place is surrounded
by oak trees with moss in their trunks and
branches, which makes it a perfect place for
eco-walk.
This thick mossy forest is also a home for
dwarf bamboos.
Other than that, what make these lakes
wondrous is their cleanliness. Bulalacao Lake
was awarded as cleanest lake in the Cordillera
Region.
Listen and discover the fascinating legends
behind Detep-ngepos and Inculos Lakes and
be awed on how they were formed.
If you ever imagined of walking on a
marshland, then Inculos lake is the perfect
place for you.
Enjoy this place as you see also those towering
mountains enclosed in this area.
EFX: Fade in
MUSIC: Instrumental
7. Different shots of Mt. Pulag
VO:
Another wonderful and fabulous place to
Insert GFX of label (Fade in and
explore and experience is Mount Pulag.
Fade out)
This beautiful and unique mountain is the
second highest mountain in the Philippines
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
57
EFX: Fade out
and highest in Luzon.
A fantastic setting ideal for trekking and
adventure.
The uniqueness of this mountain is the three
layers of group of plants covering the area.
The summit of Mt. Pulag is covered with grass
and dwarf bamboo plants.
At lower elevations, the mountainside has a
mossy forest full of ferns, lichens and moss.
Below is the pine forest growing on barren,
rocky slopes.
The park also has a large diversity of flora.
Grassland in the summit is believed by the
locals to be the playground of their gods.
The grassland also is veiled with fog, which
makes you feellike you are walking on the
clouds.
This protected area also offers an icy-cool,
fresh and clean water to take away the
weariness of hikers and refresh their tired
bodies.
And when one get to the summit, every
weariness and tiredness will fade away as the
sunrise finally sets its way to the horizon. The
best time to visit Mount. Pulag is during the
months of November to Marchwhen the
weather is dry.
Mount Pulag offers three campsites for those
who prefer to rest.
But the way going up is another story.
Trekkers may take any of the three trails. The
Ambangeg trail is considered the easiest trail.
The Akiki Trail is known as the “Killer Trail”
because hikers will climb a sixty to seventy
degrees slope of a mountain. Or if you opt for
the longest trail, take the Tawangan Trail.
Here, you can play and roll on the rolling hills
in the summit.
EFX: Fade in
MUSIC: Instrumental
8. Different shots of Kabayan
VO:
mummies
One of the best things that Kabayan has to
offer is its centuries-old mummies.
Insert GFX of label (Fade in and
These mystical and beautiful mummies are
Fade out)
found in caves around the mountains of this
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
58
municipality.
EFX: Fade out
Considered as a national treasure of the
Philippines and sacred by the locals, these
unique and well-preserved mummies have
internal organs not removed during the
mummification process, which remains intact
up to this time.
They are great and extraordinary
accomplishments of the local people as part of
their old culture.
Some of distinct and wonderfully-made
mummies also bear tattoos in their bodies and
have hairs visible in their skulls.
The attraction also includes the diverse boat-
like shape of the coffins.
Visiting these mummies is also an adventure
because reaching the area where these are laid
entails several hours of walking.
However, the mummification is no longer
practiced . Yet, these mummies remain a
reflection of the unique and rich culture of the
people of Kabayan.
EFX: Fade in
MUSIC: Instrumental
9. Different shots and angles of
Voice Over:
Kabayan ecotourism sites
Travelling to this unique and mystical place is
unforgettable. Images cannot even describe
EFX: Fade out
the richness of this wonderful place. One
needs to listen to its splendid stories. One
needs to see how beautiful the place is. One
needs to feel the serenity it can give. One
needs to explore it. And when one gets to do
all of these, he can understand and appreciate
the journey that this place can offer.
This is mystical Kabayan, a place to leave
everything else behind....
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
APPENDIX D
Benguet State University
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
SURVEY QUESTIONNAIRE
I. Personal Profile
A. Name (optional) _____________________________________________
B. Age __________________
C. Sex _______________________
D. Status ________________
II. Evaluation of the Print Medium
Direction: Please check your answers based on the scale given below.
Scale: 5=Excellent 4=Good 3=Average 2=Fair 1=Poor
Responses
Criteria
Scale: 5=Excellent 4=Good 3=Average 2=Fair 1=Poor
1 2 3 4 5
CONTENT
Clear
Purpose
Clear and Concise
Organized
Significant
LAYOUT
Color
Space
Contrast
Design
Creativity
PICTURES AND
GRAPHICS
Appearance
Appropriateness
Design
Size
Number
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
60
TYPOGRAPHY
Font
Style
Font
Size
Font
Color
Heading
Other Comments:
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
III. What are your suggestions to improve the information education campaign material?
Content
________________________________________________________________________
________________________________________________________________________
Layout
________________________________________________________________________
________________________________________________________________________
Pictures and Graphics Used
________________________________________________________________________
________________________________________________________________________
Typography
________________________________________________________________________
________________________________________________________________________
V. Evaluation of the Audio-visual Medium
Direction: Please check your answers based on the scale given below.
Scale: 5=Excellent 4=Good 3=Average 2=Fair 1=Poor
Responses
Scale: 5=Excellent 4=Good 3=Average
Criteria
2=Fair 1=Poor
1 2 3 4 5
VIDEO QUALITY
Clarity
Actions
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
61
Type of shots
Appropriateness of shots
Angles
Creativity
Stability
Focus
Composition
AUDIO QUALITY
Clarity
Appropriateness of background music
Voice
over
Pitch
Quality of sound
CONTENT
Clear
Purpose
Clear and Concise
Organized
Significant
Editing
MESSAGE
Clarity
Appropriateness
Purpose
Presentation
Other Comments:
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
VI. What are your suggestions to improve the information education campaign material?
Video
________________________________________________________________________
________________________________________________________________________
Audio
________________________________________________________________________
________________________________________________________________________
Content
________________________________________________________________________
________________________________________________________________________
Message
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
AMDENGAN, ALEMAR P. APRIL 2010. Development and Evaluation of
Information Education and Communication (IEC) Materials for the Ecotourism Program
of Kabayan, Benguet. Benguet State University, La Trinidad, Benguet.
Adviser: Christine Grace B. Sidchogan, BSc
ABSTRACT
The study was conducted to develop and evaluate IEC materials of the ecotourism
program of Kabayan, Benguet. Specifically, the study aimed to determine the socio-
demographic profiles of the respondents; develop IEC materials as determined by
intended audience; assess the ratings of the respondents towards the IEC materials based
on the factors (content, layout, typography, pictures and graphics used for print medium
and video quality, audio quality, and message for audio-visual medium); and determine
the respondents’ suggestions to improve the IEC materials.
There were 50 respondents who were randomly selected from Kabayan LGU,
local people and foreign and local tourists. The study was conducted on December 2009
to March 2010.
Findings showed that respondents preferred brochure for print and English as its
medium and video documentary for audio-visual and English also as its medium.
The developed brochure was folder-type brochure with five leaves. One package
was presented in one leaf with description in the front and general information in the
back. The produced video documentary is voice over-type. Its running time was ten
minutes and twenty seconds.
Results showed that the overall rating of the brochure is good with a mean of 4.11
while the overall rating of the video documentary is good with a mean of 4.28.
Most common suggestions that were gathered to improve the IEC materials were:
enlighten of the color and enlargement of the font size, stability of shots, improvements
of voice over and background music.
The study recommends to improve the IEC materials based on the suggestions
gathered for the final production and utilization. The Local Government Unit of Kabayan
should also consider to allot specific budget if they want to include their cultural
activities and handicrafts and agricultural in the brochure and video documentary. The
Local Government Unit of Kabayan should disseminate the IEC materials to achieve its
purpose for promotion of their ecotourism program. Local Government Unit of Kabayan
may also consider to sell the IEC materials to gain the cost of production. Also, there is a
need to revise the IEC materials every year or every two years because there is possibility
that the sites and rates will change.
ii
TABLE OF CONTENTS
Page
Bibliography…………………………………………………………………. i
Abstract ………. …………………………………………………………….
i
Table of Contents ……………………………………………………………
iii
INTRODUCTION
Rationale ……………………………………………………………..
1
Statement of the Problem ………………………………………….....
3
Objective of the Study ……………………………………………….
4
Importance of the Study ……………………………………………...
5
Scope and Limitation of the Study …………………………………...
5
REVIEW OF LITERATURE
What is Ecotourism …………………………………………………..
6
History of Ecotourism ………..... ……………………………………
7
Components of Ecotourism ………………………………………......
8
Principles of Ecotourism ……………………………………..............
9
Who Benefits from Ecotourism ……………………………………...
11
Role of the Governments …………………………………………….
13
Ecotourism in the Philippines ………………………………………..
13
Ecotourism Program of Kabayan, Benguet ………………………….
14
Information Education and Communication
(IEC) Materials ………………………………………………………
15
iii
Print Media …………………………………………………………...
15
Audiovisual Media …………………………………………………...
15
METHODOLOGY
Locale Time and Study ………………………………………………
16
Respondents of the Study ………………………………………….....
18
Data Collection Method ……………………………………………...
18
Data Gathered ………………………………………………………..
19
Data Analysis…………………………………………………………
19
RESULTS AND DISCUSSION
Socio-demographic Profile
of the Respondents ……………………...............................................
20
Print Medium Preference
of the Respondents ……………………...............................................
21
Audio-visual Preference
of the Respondents ………………………...........................................
21
Language Preference
for Print Medium ……………………………......................................
22
Language Preference for
Audio-visual Medium ………………………………………………..
23
Description of the Brochure ………………………………………….
24
Description of the Video Documentary ……………………………...
28
Procedures in Producing the Brochure ………………………………
28
Procedures in Producing
the Video Documentary …………………...........................................
29
Respondents’ Rating Towards
the Brochure ……………………….....................................................
31
iv
Respondents’ Rating Towards the
Video Documentary ………………………………………………….
37
Overall Rating of the Brochure ………………………………………
41
Overall Rating of the Video Documentary …………………………..
42
Suggestions of the Respondents
for the Improvement of the Brochure ………………………………..
42
Suggestions of the Respondents for the
Improvement of the Video Documentary ……………………………
44
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary ……………………………………………………………..
46
Conclusions …………………………………………………………..
47
Recommendations ……………………………………………………
47
LITERATURE CITED...……………………………………………………..
49
APPENDIX
A. Communication Letter ……………………………………………
51
B. Survey Questionnaire ……………………………………………..
52
C. Script for Video Documentary ……………………………………
54
D. Survey Questionnaire ……………………………………………..
59
v
INTRODUCTION
Rationale
The tourism industry nowadays brings a big contribution to the livelihood of
individuals. The Department of Tourism (DOT) even made an advertisement that in
tourism, there is work. This is a fact that the tourism trade of the country is booming.
Globally, the tourism industry brings in more than $3 trillion annually. However,
in places of key importance in terms of biodiversity, tourism can either be a boon or a
threat. In response to the threat that traditional tourism is able to pose to the environment,
ecotourism has evolved.
Ecotourism, considered as the fastest growing market in the tourism industry by
the World Tourism Organization, with a growth rate of 5% worldwide, 6% of the world
gross domestic product, and 11.4% of the world’s consumer spending, is defined in
various, yet similar, ways (McDonald, 2005).
In addition, ecotourism does not only contribute to the economic side but also has
a potential role in sustainable development.
According to Wood (2002), ecotourism frequently operates quite differently than
other segment of the tourism industry, because ecotourism is defined by its sustainable
development results: conserving natural resources, educating visitors about sustainability,
and benefiting local people.
Furthermore, International Union for Conservation of Nature (now called the
World Conservation Union) stated in 1996 that ecotourism promotes conservation, has
low negative visitor impact, and provides for beneficially active socio-economic
involvement of local population.
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This implies that ecotourism is not just about to enjoy travel but also a way of
educating people.
According to the fifth meeting of the Conference of the Parties to the Convention
of Biological Diversity in 2000, ecotourism has a unique role to play in educating
travelers about the value of a healthy environment and biological diversity (Wood, 2002).
However, many ecotourism programs are found in developing countries, where
monitoring services and even communication systems may not be available (Wood, 2002).
This is one of the country’s problems in ecotourism programs. There are
considerably lots of different beautiful places, rich cultures, indigenous products, and
preserved artifacts but the problem in promotion remains a great threat to ecotourism
development.
Nevertheless, promotion of ecotourism is possible by producing mass media and
by disseminating them properly. Publishing, broadcasting and distributing of these
materials help to inform people about ecotourism.
Development of information education and communication (IEC) materials is one
way of communicating and promoting ecotourism programs effectively. IEC materials
comprise a wide range of media, including newspapers, brochures, posters, information
leaflets, radio programs as well as audio and video tapes. These can be disseminated to
inform and even educate people.
Kabayan, Benguet is gifted with natural and wonderful sceneries. It is the home of
the second highest mountain in the Philippines, the Mt. Pulag, mossy forest and
Bulalakaw Lake, the cleanest lake in Cordillera Administrative Region. These are only
some of the God-given wonders in Kabayan. Aside from that, it is also rich in cultural
Development and Evaluation of Information Education and Communication (IEC) Materials for
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heritage. The town of Kabayan boasts of being recorded in Benguet History as the cradle
of Ibaloi culture. It is where world renowned Kabayan mummies are found and where one
of the most expensive feast that the nobility of Kabayan can celebrate, the Bendiyan
Cañao (Merino, 1989).
However, according to the Local Government Unit of Kabayan in a recent
interview with them, they have no available promotional materials to communicate and
market their program packages in ecotourism.
Furthermore, according to Kabayan Municipal Tourism Officer Berry Sangao Jr.,
the production of IEC materials could have helped them in giving opportunities to elevate
the livelihood of the local people because they will be informed about the ecotourism
programs of Kabayan.
Having seen the role of Development Communication in solving this problem, the
researcher then recognizes the necessity to determine, develop and evaluate IEC materials
to support, present, promote and market their ecotourism programs.
Statement of the Problems
1. What is the socio-demographic profile of the respondents?
2. What are the types of IEC materials to be developed as determined by intended
audience?
3. What are the respondents’ ratings towards the IEC materials in terms of the
following:
a. Print
- content
Development and Evaluation of Information Education and Communication (IEC) Materials for
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- layout
- pictures and graphics
- typography
b. Audio-visual
- video quality
- audio quality
- content
- message
2. What are the respondents’ suggestions to improve the IEC materials?
Objectives of the Study
This study aimed to develop and promote ecotourism program of Kabayan, Benguet
through IEC materials.
Specifically, it aims to:
1. determine the socio-demographic profile of the respondents;
2. develop IEC materials as determined by intended audience;
3. assess the ratings of the respondents towards the IEC materials based on
the following factors:
a. Print (content, layout, pictures and graphics, typography)
b. Audio-visual (video quality, audio quality, content, message); and
4. determine the respondents’ suggestions to improve the IEC materials.
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Importance of the Study
The main purpose of this study was to come up with IEC materials for Kabayan
ecotourism program. These materials served as information campaign material for the
ecotourism program of the municipality.
The outcome helped to inform, guide and educate local and foreign tourists for every
activity. This also benefited local people for it informed and explained the ecotourism
programs of the municipality that could give livelihood opportunities to them.
Scope and Limitation of the Study
This study covered only the ecotourism program of Kabayan. Other tourism
segments available in the place will not be included in this study.
Singasalao, Asapa Falls, Kabayan Weaving, Paltingan – Adiwenben Ecowalk
were not included in the brochure and video documentary because they were optional and
some falls and rivers were not available during summer time.
Bangao Cave and Timbac Cave were combined because they offered both
mummies.
Production of IEC materials was limited only to two types of medium, one in
print media and one in audio-visual media.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
REVIEW OF LITERATURE
What is Ecotourism?
Ecotourism has been defined as a form of nature-based tourism in the
marketplace, but it has also been formulated and studied as a sustainable development
tool by NGOs, development experts and academics since 1990. The term ecotourism,
therefore, refers on one hand to a concept under a set of principles, and on the other hand
to a specific market segment (Wood, 2002).
Wood (2002) further stated that the International Ecotourism Society (TIES)
(previously known as The Ecotourism Society (TES)) in 1991 produced one of the earliest
definitions:
Ecotourism is responsible travel to natural areas that conserves the environment
and sustains the well being of local people.
In addition, IUCN (now called the World Conservation Union) states in 1996 that
ecotourism:
Is environmentally responsible travel and visitation to relatively undisturbed
natural areas, in order to enjoy and appreciate nature (and any accompanying cultural
features - both past and present) that promotes conservation, has low negative visitor
impact, and provides for beneficially active socio-economic involvement of local
populations (Wood, 2002).
Furthermore, according to Western Samoa, National Ecotourism Programme,
ecotourism is cultural tourism (a cross-cultural experience), nature tourism (assisting with
conservation programmes), a travel-learn experience (discover how we are coping with
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modernity), a little bit of soft adventure (just being here is an adventure), and benefiting
the well-being of indigenous peoples (McDonald, 2005).
History of Ecotourism
According to McDonald (2005) the term “ecotourism” came into being in 1983
from Héctor Caballos-Lascuráin. It was used initially to describe travel, based in the
natural world’s attractions, to relatively undisturbed areas with emphasis on educating
those visiting. However, ecotourism has grown to include the application of a scientific
method of planning, managing, and developing the tourism products, services, and
activities.
McDonald (2005) further stated that ecotourism began as an untested idea that
many hoped could contribute to the conservation of natural resources worldwide.
Research undertaken in Kenya in the 1970s (Thresher 1981) demonstrated that the
economic benefits of wildlife tourism far surpassed hunting – an activity that was banned
in Kenya in 1977. In the early 1980s, rain forests and coral reefs became the subject of
both innumerable studies by biologists interested in biological diversity and of a plethora
of nature film documentaries. This interest helped launch a wide variety of local small
businesses specializing in guiding scientists and filmmakers into remote zones. As these
small businesses quickly began to prosper in countries such as Costa Rica and Ecuador, a
more formal industry soon evolved to meet the needs of small tourism groups that were
primarily composed of birdwatchers and committed naturalists. In many areas of the
world, pioneer entrepreneurs created special field visits and studies for adult travelers,
students and volunteers.
Development and Evaluation of Information Education and Communication (IEC) Materials for
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International nature-based businesses began International nature-based businesses
began in outdoor travel and the environment, spurred by excellent new outdoor equipment
for camping and hiking, and events such as Earth Day. These companies began to realize
that they could take the initiative to conserve the environment by sponsoring local
conservation groups in the destinations they visited or by raising funds for local causes.
They soon learned that training and hiring local people to run their businesses was the best
way to manage their operations, and an excellent way of creating significant benefits for
local people. Tour operators selling trips to the Galapagos Islands, Costa Rica, Kenya and
Nepal were some of the early players in this movement. Some of these companies argue
that, in fact, they had already been using ecotourism principles for some 20 to 30 years
(Wood, 2002).
Components of Ecotourism
Wood (2002) stated that ecotourism aspires in all cases to achieve sustainable
development results. These are the following components developed by United Nations
Environment Programme:
1. Contributes to conservation of biodiversity.
2. Sustains the well being of local people.
3. Includes an interpretation / learning experience.
4. Involves responsible action on the part of tourists and the tourism industry.
5. Is delivered primarily to small groups by small-scale businesses.
6. Requires lowest possible consumption of non-renewable resources.
7. Stresses local participation, ownership and business opportunities, particularly
Development and Evaluation of Information Education and Communication (IEC) Materials for
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for rural people.
Principles of Ecotourism
Wood (2002) stated that because ecotourism was originally just an idea, not a
discipline, many businesses and governments promoted it without an understanding of its
most basic principles. Establishing internationally and nationally accepted principles,
guidelines and certification approaches proceeded throughout the 1990s but at a modest
pace, because the process involves stakeholders from many regions, disciplines and
backgrounds. Each region affected by ecotourism should develop its own principles,
guidelines and certification procedures based on the materials already available
internationally. This process of creating international certification guidelines is far from
being completed.
The International Ecotourism Society has tracked the results of stakeholder
meetings since 1991 to develop the set of principles, which are being embraced by a
growing constituency of NGOs, private sector businesses, governments, academia and
local communities (Wood, 2002).
In addition, Wood (2002) stated that once principles have been agreed upon,
specific guidelines can be developed that help define the market’s best possible
performance. Guidelines offer practical approaches to achieving sustainable development
results, as gleaned from survey research on best practices and stakeholder meetings among
researchers, the private sector, NGOs and local communities. International review
finalizes the guidelines process, helping to assure that a wide variety of viewpoints are
incorporated.
Development and Evaluation of Information Education and Communication (IEC) Materials for
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These are the following set of principles being developed:
1. Minimize the negative impacts on nature and culture that can damage a
destination.
2. Educate the traveler on the importance of conservation.
3. Stress the importance of responsible business, which works cooperatively with
local authorities and people to meet local needs and deliver conservation benefits.
4. Direct revenues to the conservation and management of natural and protected
areas.
5. Emphasize the need for regional tourism zoning and for visitor management
plans designed for either regions or natural areas that are slated to become eco-
destinations.
6. Emphasize use of environmental and social base-line studies, as well as long-
term monitoring programs, to assess and minimize impacts.
7. Strive to maximize economic benefit for the host country, local business and
communities, particularly peoples living in and adjacent to natural and protected areas.
8. Seek to ensure that tourism development does not exceed the social and
environmental limits of acceptable change as determined by researchers in cooperation
with local residents.
9. Rely on infrastructure that has been developed in harmony with the
environment, minimizing use of fossil fuels, conserving local plants and wildlife, and
blending with the natural and cultural environment.
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Who Benefits from Ecotourism?
Wood (2002) stated that the local people are those most immediately affected by
the emerging market for international ecotourism. They also have the most to lose.
Ecotourism seeks to increase local control over tourism’s effects by stressing that local
communities and business owners should be considered a vital part of an ecotourism
programme. One of the principles of ecotourism is that local people are to be informed in
advance of all the possible consequences of tourism development, and that they must
formally consent to tourism development in their area.
According to the World Bank, ecotourism (along with adventure travel and
cultural travel) is one of the three types of tourism most amenable to community-based
initiatives. These niche markets provide especially desirable “customers” for culturally or
environmentally sensitive areas: i.e. visitors who typically spend more and stay longer at
a destination than the average tourist, generating a higher yield but with less impact on
the life of the community and on local culture and the environment. Community-based
tourism can generate a sense of pride in the local population and make funds available for
maintaining or upgrading cultural assets (e.g. archaeological ruins, historic sites,
traditional crafts production). It may also provide some of the best opportunities for “pro-
poor tourism”, which takes the needs of impoverished local people into account in the
planning of tourism development (UNEP, 2001).
Ecotourism can have both direct and indirect economic impacts on a community.
Direct impacts are derived from money spent directly by tourists, for example at a
restaurant; indirect impacts occur when the restaurant purchases goods and services from
other businesses and pays its employees, who can use their wages to buy other goods and
Development and Evaluation of Information Education and Communication (IEC) Materials for
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services. If the restaurant obtains goods or services outside the local area, the money has
no indirect impacts on this area – it is “leakage”
Furthermore, UNEP (2001) considered that ecotourism’s economic contribution
to local communities needs to be evaluated based mainly on the success of local vendors.
The types of products and services most often offered to ecotourists by local community
members include food (e.g. from stands, restaurants), vehicle rentals, taxis, guided visits,
recreation (e.g. using horses, boats, rafts, bikes) and crafts. Vendors are crucial to the
success of any ecotourism venture and its ability to benefit local communities. Frequently
their businesses are quite small. Owners may need some encouragement or capital
assistance to get started. This could be provided by NGOs or the ecotourism industry.
The greater the number of micro-enterprises in a tourism area, the more likely it is
that a significant percentage of local people will benefit. In areas where there are few
small businesses, leakage can be reduced by instituting lease fees, land rental fees and
other per-person use charges, and making sure they go to local residents. Successful
efforts to encourage community entrepreneurship are based on local cultural needs and
value-added approaches to local products, such as improving packaging and design.
Ecotourism-related goods and services can provide local people with
supplemental income, but they are also of importance in creating new jobs. For example,
private nature reserves and ecotourist destinations are being developed in Africa. The
reserves are generally established primarily for conservation purposes (rather than
hunting) and are increasingly viable economically due to tourism income. The average
African private reserve, which creates 457 months of employment per year, is an
important source of income in a local community. In the case of other types of
Development and Evaluation of Information Education and Communication (IEC) Materials for
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ecotourism projects the number of jobs created may be low. However, in rural areas even
a few new jobs can make a big difference (UNEP, 2001).
The Role of Governments
UNEP (2001) said that one of the fundamental problems with respect to
environmental protection is the difficulty of putting a value on the environment and on
resources such as scenery or biodiversity. Ecotourism helps create a direct commercial
value for environmental protection through entry fees charged at national parks and
protected areas. Well-regulated protected areas, like the Galapagos Islands (Ecuador)
have created significant local and national-level benefits from entry fees paid by nature
and ecotourism companies on behalf of their clients and from license fees for tour boats.
In 1998, Galapagos entrance fees totalled US$ 4.3 million. Over the years, such fees have
enabled Ecuador’s national park service to manage the islands by limiting visitor
numbers, requiring high-quality guide services by local people, controlling which islands
are visited and which trails are used, and providing some support to park management.
It is important to set fees high enough to cover the expenses of proper park
management. When entrance fees are too low, the government may be subsidizing
tourism – and its attendant impacts (UNEP, 2001).
Ecotourism in the Philippines
Ecotourism as a concept came into the Philippines in 1992 as the country joined
the 4th Pacific Asia Travel Association (PATA) Adventure Travel and Ecotourism
Conference and Mart held in Malaysia. This marked the recognition of the ecotourism as
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a means of redirecting the utility of natural resources to more sustainable ways (Parao,
2003 as cited by Lamirez, 2009).
According to Libosada (1998) as cited by Lamirez (2009), some ecotourism
activities have been identified as possible for the Philippines and are currently
undergoing development. These are mountaineering/ trekking, bird watching, photo
safari, scuba diving, spelunking, and whale and dolphin watching.
Ecotourism Program of Kabayan, Benguet
The municipality of Kabayan, following upon a series of successful tourism
activities, launched a four-day ecotourism blitz on April 30 to May 03, 2008, which
sought to showcase the town’s natural assets and its centuries-old mummies and
culminated in grand cañao. The idea is that after seeing the sights, tourists will have the
chance to participate in the activities of the grand cañao and interact with residents. The
series of ecotourism activities is meant not only to showcase the town’s natural wonders
and rich cultural heritage but also to attract investors to the land-locked town (Laking,
2008 as cited by Lamirez, 2009).
There are six ecotourism packages of the municipality. These are:
1. Natural Museum, Singasalao (Optional), Asapa Falls(Optional), Kabayan
Weaving, Opdas cave, Paltingan – Adiwenben Ecowalk(Optional), Besang Footprints.
2. Tinongchol – (ride/ hike) with free package 1 tour
3. Timbac cave - (ride/ hike) with free package 1 tour
4. Bangao cave - (ride/ hike) with free package 1 tour
5. Lakes with free package 1 tour
Development and Evaluation of Information Education and Communication (IEC) Materials for
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6. Mount Pulag
Information Education and Communication (IEC) Materials
International Rice Research Institute (1991) as cited by Solimen (2003) stated that
studies have established that communication is more effective when more than one sense
at a time is engaged. This means that the more media are employed, the greater is the
possibility of the message to reach audience and influence them. Thus a combination of
interpersonal and mass communication strategies is often used.
Information Education and Communication (IEC) materials are tools used to
influence or change the knowledge base, attitudes, beliefs, values, behavior or norms
within individuals or group of individuals (ICPD, 1998 as cited by Enkiwe, 2007).
Print Media
Print media refer to publications. Publications may be classified according to
time-bound and timeless. Time-bound publications are those, which contain information
that, are useful when new. The timeless publications may remain useful overtime
although their content needs to be updated from time to time. Publications include
brochure, poster, manual, and leaflet (Cadiz, 1991).
Audiovisual Media
Audiovisual media refer to types of communication materials that can be seen,
heard, or both seen or heard (Lustria, 2001). These include soundslides, television and
video films like movie, video documentary, and music video.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
METHODOLOGY
Locale and Time of the Study
The study was conducted in the Municipality of Kabayan, Benguet (Figure 1).
Kabayan is one of the 13 municipalities of Benguet Province. Benguet on the
other hand is a landlocked province of the Philippines in the Cordillera Administrative
Region (CAR) in Luzon.
Kabayan is a fifth class municipality of Benguet politically subdivided into 13
barangays. It is located about 85 kilometers Northeast of Baguio City. The origin of the
present Kabayan lies in a small Nabaloi speaking settlement called Embosi that emerged
near the Agno River. It is believed that it is this settlement that many of the Kabayan
people cultural practices flourished. According to the 2000 census, it has a population of
12,344 people in 2,063 households.
The municipality is recognized as the seat of Ibaloi culture. Kabayan is also
known for their long traditional practice of mummifying their dead.
Kabayan also owns the biggest territory of Mt. Pulag, the third highest mountain
in the Philippines and the highest in Luzon with 9,610 feet elevation.
The area was chosen because the municipality has several ecotourism programs
that offer a wide array of related activities for the local and foreign tourists.
The study was conducted from December 2009 to February 2010.
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Figure 1. Map of Benguet showing the locale of the study
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Respondents of the Study
For the pre-production, the respondents were the members of Local Government
Unit-Kabayan, tour guides, entrepreneurs, local people, local and foreign tourists.
For the production phase, the key informants were the members of Local
Government Unit-Kabayan (LGU-Kabayan) who supplied the needed information for the
materials.
For the evaluation phase of IEC materials, the respondents were the local and
foreign tourists, local people, tour guides, tour agencies and Local Government Unit-
Kabayan.
Data Collection Method
For the pre-production, survey questionnaires were used to gather the data needed
on identifying the appropriate IEC materials to be produced.
For the production phase, interview-schedule was used to get the information to
be included in the materials.
For the evaluation phase, survey questionnaires were used in gathering the needed
data.
A video camera and camera were used to capture footages of ecotourism
programs and interviews with the key informants.
Secondary documents and direct observation were used also in gathering data.
Data Gathered
For the pre-production, the data that were gathered were the preference of IEC
materials and preferred language of the intended audience.
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For the production phase, the data that were gathered were the content of the IEC
materials to be produced and evaluated. It included the ecotourism packages of the
municipality.
For the evaluation phase, there were two different categories for print and audio-
visual media. The data that were gathered in the print were the ratings of the respondents
in terms of the following: content, layout, typography, pictures and graphics used. While
for audio-visual the data that were gathered were the ratings of the respondents in terms
of the following: video quality, audio quality, and message.
Data Analysis
The data were analyzed and tabulated using percentage, frequency, ranking and
mean.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 1 shows the respondents’ socio-demographic profile in terms of sex, age
and civil status.
Out of 50 respondents, twenty-seven (54%) of the respondents were male and
twenty-three (46%) were female.
Ten (20%) of the respondents belonged to age bracket of 49-53 while 6%
belonged to age bracket of 14-18. The youngest respondent was 14 years old while the
oldest was 53 years old. Twenty-six (52%) of the respondents were married and twenty-
four (48%) of them are single.
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS FREQUENCY
PERCENTAGE
(N=50)
Sex
Male
27
54
Female
23
46
TOTAL
50
50
Age
14-18
3
6
19-23
5
10
24-28
9
18
29-33
7
14
34-38
4
8
39-43
4
8
44-48
8
16
49-53
10
20
TOTAL
50
100
Civil Status
Single
24
48
Married
26
52
TOTAL
50
50
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Print Medium Preference of the Respondents
Table 2 shows the mean and ranking of the medium preference of the
respondents. Based on the ranking of preference (4 as the highest and 1 is the least),
brochure ranked first with a mean of 3.78, poster ranked second with a mean 2.92, leaflet
ranked third with a mean 2.26 and others (magazine and newspaper) ranked fourth with a
mean of 1.04.
Some respondents said that this is so because a brochure is handy compared to
posters and magazines.
This supports the study of Tierney (2000) that brochures were the most frequently
used source of information for during-trip planning.
Tierney (2000) also added that nearly 69% of respondents who got a brochure
agreed it was very or extremely helpful in planning their current trip. His research also
clearly shows the importance of brochure distribution racks for information, planning and
purchases during a trip, especially a multi-day leisure trip by non-residents.
Audio-visual Preference of the Respondents
Table 3 presents the preferred audio-visual medium by the respondents. Video
documentary ranked first with a mean of 2.88, followed by music video with a mean of 2
and others (movie) with a mean of 1.3.
The results relate to the study of Tanacio (2004) where it was noted that the
respondents chose video documentary because it is a non-fiction film; and the vast
majority of facts related films are actually unbiased recordings.
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Table 2. Preferred print medium by the respondents
PREFERRED PRINT MEDIUM
MEAN
RANK
Brochure 3.78
1
Poster 2.92
2
Leaflet 2.26
3
Others 1.04
4
Table 3. Preferred audio-visual medium
PREFERRED AUDIO-VISUAL MEDIUM
MEAN RANK
Video documentary
2.88
1
Music video
2
2
Others 1.3
3
Language Preference for Print Medium
Table 4 presents the respondents ranking on their preferred language. Based on
the ranking of preference (5 as the highest and 1 as the least), English ranked first with a
mean of 4.88, Tagalog ranked second with a mean of 3.90, Ilocano ranked third with a
mean of 2.88, Ibaloi ranked fourth with a mean of 2.30 and others ranked fifth with a
mean of 1.04. The other languages that were listed by the respondents were Chinese,
Bisaya and Kankaney.
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According to the respondents who chose English, it was the international
language, thus more people can understand it since both locals and foreigners were
assumed to be more familiar to it.
Table 4. Preferred language for print medium
PREFERRED LANGUAGE
MEAN
RANK
English 4.88
1
Tagalog 3.90
2
Ilocano 2.88
3
Ibaloi 2.30
4
Others 1.04
5
The data relates to the study of Cristina (2005) where it was noted that English is
the language of tourism. It is becoming a global language unlike any other in the history.
So to be able to inform also other nationalities, English must be used in IEC materials.
Language Preference for Audio-visual Medium
Based on the ranking of preference (5 as the highest and 1 is the least), English
ranked first with a mean of 4.92, Tagalog ranked second with a mean of 3.86, Ilocano
ranked third with a mean of 2.88, Ibaloi ranked fourth with a mean of 2.34 and others
ranked fifth with a mean is 1.00 (Table 5). These other languages that were also listed by
the respondents were Chinese, Bisaya, and Kankanaey.
Again, according to the respondents, the main reason why English was the most
preferred was that it was the international language. This can be understood by both
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24
locals and foreigners.
Table 5. Preferred language for audio-visual medium
PREFERRED LANGUAGE
MEAN
RANKING
English 4.92
1
Tagalog 3.86
2
Ilocano 2.88
3
Ibaloi 2.34
4
Others 1.00
5
Description of the Brochure
The print medium that was produced was a folder-type brochure with five leaves.
The measurement of the folder was 9.6” width by 8.5” height while each leaf has a
measurement of 4.5” width by 8” height (Figure. 2 to 4).
The folder showed the cover design, brief description of Kabayan, its map, the
content of the folder, and the office responsible for the program. It also showed every
photo of ecotourism sites.
There were five leaves inside the folder containing the packages of ecotourism.
The front included photographs of the package site with brief information about the area.
At the back, it included general information about transportation, lodging, and package
tour rates.
Photograph of the mummy was chosen to be placed in the front cover because it
Development and Evaluation of Information Education and Communication (IEC) Materials for
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was what Kabayan is known for. Green color was selected to compliment ecotourism. It
was printed in a special paper.
Figure 2. The whole cover of the folder-type brochure
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Figure 3. Content of the brochure that shows the front figure of every package tour in
every one leaf
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Figure 4. Content of the brochure that shows the back figure of every package tour in
every one leaf
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Description of the Video Documentary
A voice over was used to narrate the information needed for the video
documentary. Running time of the video presentation was ten minutes and twenty
seconds. Background music was used to draw attention to the scenes.
The introduction part highlights the ecotourism sites of every package. Every
package was consolidated into one part. In the conclusion part, a remark about protecting
and preserving the natural sites of Kabayan was included.
Aspect ratio used was 4:3. Dissolve effect was used in some transition and cut-to-
cut was also used. Except for still pictures, all footages were taken by the researcher. The
researcher also edited the video (Please see Appendix C for the Video Documentary
Script).
Procedures in Producing the Brochure
Before designing the brochure, the researcher consulted first the Municipal
Tourism Office of Kabayan, the office responsible for tourism program. The designs
were suggested and decided by the staff of the office.
The reason why it is a folder-type brochure is for less cost production. Officials
stated that putting one ecotourism package to one leaf can cost them less because they
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will only give one leaf if tourists will ask about the specific package tours.
Before starting to make the brochure, elements of visual design were considered
and are based on visual designs by Cadiz (1991) and Summers (2000). Content, layout,
typography, pictures and graphics, and others were carefully planned to produce a good
output for evaluation (Figure 5).
Phase 1
Phase 2
Phase 3
PLANNING
DESIGNING
PRODUCTION
Interviewed
Conceptualization
Layouting of the
officials responsible
of design and
design
layout of the
conceptualized in
of the ecotourism
brochure based on
the computer and
program for the
elements of visual
printing of the
content of the
design.
brochure.
brochure.
Figure 5. The process of developing the brochure
Procedures in Producing the Video Documentary
Three phases were considered in this production as follows: pre-production,
production and post -production.
In the pre-production, the researcher began with a planning discussion with the
cooperating partner, Kabayan Municipal Tourism Office.
It was followed by preliminary discussion with the same Office to create a clear
and appropriate message. The conception of film was based on the objectives set by the
researcher and the officials. Interview was then done to organize story ready for
production.
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For the production phase, taking of video footages of this project took days to
finish. Interviews were also done to get information about the sites that will be presented.
Script was then developed for recording based on the information gathered.
In the post-production or editing phase, footages were assembled into a finished
video documentary based on the story that was conceptualized. A variety of instrumental
music were used as background music (Figure 6).
Pre-Production
Production
Post-Production
Discussion and
Location shooting
Editing and
planning of video
and audio
processing.
recording.
documentary to be
developed.
Interview and
scriptwriting .
Figure 6. The process of developing the video documentary
Respondents’ Rating Towards the Brochure
Content. Table 6 shows the rating of the respondents on the criteria of the content.
In terms of clear purpose, 56% of the respondents gave a rating of good, 38% of
them gave a rating of excellent and 6% gave a rating of average.
This shows that the respondents understand the purpose of the brochure.
For the criterion of clarity and conciseness, 54% of the respondents rated it good,
38% rated it excellent, and 8% rated it average.
One of the respondents, Abner Mercado, host and news reporter of ABS-CBN
Broadcasting Corporation, said that the content is clear and informational although it is
Development and Evaluation of Information Education and Communication (IEC) Materials for
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concise.
In the criterion of organization, 58% of the respondents gave a rating of “good”,
32% gave a rating of “excellent”, 8% gave a rating of “average”, and 2% gave a rating of
“fair”. This is the only criterion under the criteria of content that has a rating of fair.
Table 6. Ratings of respondents on the content of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Clear Purpose
38
56
6
-
100
Clear and Concise
38
54
8
-
100
Organized 32
58
8
2
100
Significant 40
54
6
-
100
One reason could be was because it was a folder-type. One respondent said that
while the contents of the brochure are very good, for mass production it will be better to
make it like a booklet because the pages might slip off from the folder.
Moreover, 54% of the respondents rated the significance of material as good,
40% of them rated it excellent, and 6% rated it average.
This criterion gained good ratings maybe because the contents of brochure were
important to them.
Respondents even said that there was no need for improvement here because they
all got the important facts that are needed.
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According to Wilson (2007) as cited by Pinkihan (2008), one of the major
contributors to a good first impression is how easy your content to read. Content should
have clear message and purpose.
This implies that the content of the brochure was good enough to satisfy the tastes
of most of the respondents.
Layout. Table 7 presents the rating of the respondents on the of layout of the
brochure.
The color was rated by the respondents with 56% as good, 22% as excellent, 12%
average, and 10% fair.
Abner Mercado, one of the respondents, commented that there is a need to
improve the color correction and tone.
Color correction is the process of regulating and correcting the color value of
photo images. This service helps to improve the overall color quality of photographs
(Novogratz, n.d.).
This can be related to what Cadiz (1991) noted that color is very important in
designs because it makes the presentation more life-like or realistic.
In terms of space, 36% rated it good, 24% rated it average, 22% rated it excellent,
and 18% rated it fair. This criterion gained the highest percentage of fair among the
criteria under layout.
Table 7. Ratings of respondents on the of layout of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Color 22
56
12
10
100
Space 22
36
24
18
100
Contrast 20
50
20
10
100
Design 44
40
12
4
100
Creativity 56
30
14
-
100
Some of the respondents’ reaction to this criterion was there was not enough
space between the text and the graphics. This supported the statement of Summers (2000)
that using blank space around paragraphs and columns improves legibility. This may be
the reason why it gained the highest percentage of fair among the criteria under layout.
For the criterion of contrast, 50% of the respondents gave a rating of good, 20%
gave a rating of excellent and good and 10% gave a rating of fair.
Based on the respondents, they liked the contrast because the layout used different
colors in every leaf. At least they can distinguish that every leaf was different from one
another.
Contrast is one of the elements of visual design to be considered most. Jan
Tsichold (1967), a famous graphic designer, argues that contrast may be the most
important element of visual design (Summers, 2000).
In addition, Watts and Nesbit (2005) as cited by Egsan (2009) explained that
having well contrast and distinctive patterns attracts the eye and the brain of the reader.
In the design of layout, 44% of the respondents rated it “excellent”, 40% rated it
“good”, 12 % rated it “average” and 4% rated it “fair”.
According to the respondents, they liked the layout because it was well organized.
They also added that it was well-designed because the text has different place from the
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pictures which is easier for them to concentrate on one area. However, one said that the
layout in the on the other side of the brochure was too formal.
A good design is a powerful tool in layouting. According to Benson (2002) as
cited by Pinkihan (2008), a well-designed application will make it easy for the user to
understand the information being presented, and show them clearly how they can interact
with that information.
In the criterion of creativity, 56% of the respondent gave a rating of excellent,
30% gave a rating of good and 14% gave a rating of average.
In all the criteria of layout, creativity gained the highest rate for excellence.
According to the respondents, the layout and the design of the brochure specially
the leaves are different from each other. The colors used were not the same all throughout
and contrast was good, they added.
Layout is very important in making IEC materials. Summers (2000) stated that a
good layout gets the reader’s attention, and encourages them to keep reading, and is
adapted to the audience.
Based on the overall results, this implied that the layout of the brochure was
likened by the respondents.
Pictures and graphics. Results for this category are presented in Table 8.
In terms of appearance, 44% of the respondents gave a rating of excellent and
good and 12% gave a rating of average.
Table 8. Ratings of respondents on the pictures and graphics of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Appearance 44
44
12
-
100
Appropriateness 32 50 12 6 100
Design 42
36
16
6
100
Size 32
44
18
6
100
Number 34
48
18
-
100
In the criterion of design, the respondents gave a highest rating for excellent
(42%). However, 6% respondents gave a rating of fair. According to the respondents,
though the design of the picture was simple, it was beautiful and eye-catching.
Forty-four percent of the respondents gave a rating of good, 32% of them gave a
rating of excellent, 18% gave a rating of average and 6% gave a rating of fair for the
criterion of size of the pictures.
Respondents stated here that though the size of the picture were good, there were
some of the pictures that are supposed to be large but are put small and vice versa.
For the number of pictures, 48% of the respondents rated it good, 34% rated it
excellent, and 18% rated it average.
Some respondents commented that number of pictures in some package leaves too
many especially on the part where the Tinongchol Burial Rock picture was located.
Pictures and graphics are used to attract the attention of the reader or audience. To
be effective, Summers (2000) said that pictures should be clear, sharp and looks good.
Typography. In this category, it includes font style, font size, font color and
heading used in the brochure. Results for this category are presented in Table 9.
In the category of font style, 50% of the respondents gave a rating of good, 32%
gave a rating of excellent and 18% gave a rating of average.
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One respondent, a French national, claimed that the letters are readable even if
they are small because most font styles used are sans serif.
This supported the statement of Cadiz (1991) that sans serif or Gothic lettering
style is the most legible and recommended for visuals.
In terms of font size, 50% of the respondents rated it good, 32% rated it excellent,
16% rated it average and 8% rated it fair.
Table 9. Ratings of respondents on the typography of the brochure
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Font Style
32
50
18
-
100
Font Size
26
50
16
8
100
Font Color
32
34
30
4
100
Heading
36
46
18
-
100
Some respondents, especially the old people, said that it is quiet small that they
need to use their eyeglasses.
For font color, 34% of the respondents gave a rating of good, 32% of them gave a
rating of excellent, 30% gave a rating of average and 4% gave a rating of fair.
Some respondents commented that the color of the font complimented the
background.
In the criterion of headings, 46% of the respondents rated it good, 36% of them
rated it excellent and 18% rated it average.
According to some respondents, the heading was good because it is not presented
Development and Evaluation of Information Education and Communication (IEC) Materials for
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in all capital letters.
This is supported by Summers (2000) where he noted that avoid putting text in all
capital letters (text in all capital letters is harder to read because all the words have the
basically the same shape – a rectangle).
Letter legibility is very important in producing print media. According to Cadiz
(1991), words must be legible and readable to be effective.
Respondents’ Rating Towards the Video Documentary
Video
quality.
Table 10 presents the respondents’ rating on the criteria of video
quality.
Majority of the respondents stated that the quality of the video is good.
Based on the results, these criteria gained the highest rating for good: clarity
(58%), actions (48%), type of shots (44%), appropriateness of shot (42%), angles (48%),
focus (42%), and composition (54%).
The respondents commented it good because some of them were satisfied. They
appreciated the video because they were pleased although it was made by an amateur
student.
Table 10. Ratings of respondents on video quality
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Clarity
30
58
8
4
100
Actions 38
48
14
-
100
Type of Shots
40
44
16
-
100
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
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Appropriateness of
36 42 14 8 100
Shot
Angles 28
48
20
4
100
Creativity 46
44
10
-
100
Stability 36
28
32
4
100
Focus 40
42
18
-
100
Composition 34
54
12 -
100
Abner Mercado, one of the respondents, commented that the video is not that
great but not that bad.
However, creativity (46%) and stability (36%) gained a highest rating for
excellent. Clarity (4%), appropriateness of shots (8%), angles (4%) and stability (4%)
were given a rate of fair.
Some of the respondents commented that the pace of the video is too quick
specially the transition. Also some observed that some shots are not stable. These
unstable shot were mostly taken hand-held.
This relates to what Casaul, Garcia and Lim (2008) noted that hand-held camera
shooting is not encouraged because this tends to be too unstable and jarring.
Audio
Quality.
Table 11 shows the rating of the respondents on the criteria of
quality of audio.
Among the five criteria, only pitch (38%) gained a highest rating for excellent.
Most of the respondents rated the quality of audio good. This was evaluated as to its
clarity (44%), appropriateness of background music (46%), voice-over (36%) and quality
of sounds (38%).
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Some respondents, mostly foreigners, understood the voice-over clearly. But
many commented that there were some words that were swallowed by the narrator during
the voice over.
Respondents in the local area commented also on the background music. They
said that they prefer ethnic music rather than modern.
Based on the result and comments of the respondents, there are areas that need
improvements especially the voice-over and background music.
Table 11. Ratings of respondents on audio quality
CRITERIA
PERCENTAGE
Excellent
Good Average Fair Total
Clarity 40
44
12
4
100
Appropriateness of
34 46 16 4 100
background music
Voice Over
32
36
24
8
100
Pitch
38
26
30
6
100
Quality of Sounds
34
38
14
4
100
Content. Table 12 shows the ratings of respondents on the criteria of content.
Majority of the respondents said that the content of the video documentary is
excellent. Except for editing (38%), all of the criteria gained a highest rating for
excellent: clear purpose (58%), clear and concise (48%), organized (52%) and significant
(58%).
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Most of the respondents have good comments for the content. Some said that the
presentation of the content is understandable and has enough information.
Message. Table 13 presents the ratings of the respondents on the message of the
video documentary.
Based on the results, majority (51.5%) of the respondents gave a rating of
excellent for the message. The respondents evaluated the message as to its clarity (46%),
appropriateness (52%), purpose (58%), and presentation (50%).
Results show that the message of the video documentary is clear and met its
purpose.
The reason maybe was the audience clearly understood and got the important
information needed.
According to Soriano (2000), a logical presentation of information is vital to
introduce the important impact of the cause and effect, problem to solution, enumeration,
classification into logical categories and theme and counter-theme.
Table 12. Ratings of respondents on the content of the video documentary
CRITERIA
PERCENTAGE
(%)
Excellent Good Average
Total
Clear Purpose
58
34
8
100
Clear and Concise
48
44
8
100
Organized 52
42
6
100
Significant 58
32
10
100
Editing 38
50
12
100
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
41
Table 13. Ratings of respondents on the message of the video documentary
CRITERIA
PERCENTAGE
(%)
Excellent
Good Average
Total
Clarity 46
46
8
100
Appropriateness 52
40
8
100
Purpose 58
36
6
100
Presentation 50 42 8
100
Overall Rating of the Brochure
Table 14 presents the overall rating of the brochure. The criterion of each
category was interpreted using means and its equivalent.
Mean of 1 to 1.99 is equivalent to P (Poor), mean of 2 to 2.99 is equivalent to F
(Fair), mean of 3 to 3.99 is equivalent to A (Average), mean of 4 to 4.99 is equivalent to
G (Good), and mean of 5 to 5.99 is equivalent to E (Excellent).
The result of overall rating of the brochure is good with a mean of 4.11. Content
has the highest rate with a mean of 4.29 while layout has the least rate with a mean of 4.0.
Based on the results, minor improvement is needed especially on space, color,
contrast, font size and font color in order to meet what the audience want.
Table 14. Overall rating of the brochure
MEAN
INTERPRETATION
Clear Purpose
4.32
Good
Clear and Concise
4.3
Good
Organized 4.2
Good
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Significant
4.34
Good
Color 3.9
Average
Space 3.62
Average
Contrast 3.8
Average
Design 4.24
Good
Creativity
4.42 Good
Appearance 4.32
Good
Appropriateness 4.08
Good
Design 4.14
Good
Size 4.02
Good
Number 4.16
Good
Font Style
4.14
Good
Font Size
3.94
Average
Font Color
3.94
Average
Heading
4.18
Good
Total 4.11
Good
Overall Rating of the Video Documentary
Table 15 shows the overall rating of the video documentary. Criterion of each
category was interpreted using mean and its equivalent.
Mean of 1 to 1.99 is equivalent to P (Poor), mean of 2 to 2.99 is equivalent to F
(Fair), mean of 3 to 3.99 is equivalent to A (Average), mean of 4 to 4.99 is equivalent to
G (Good), and mean of 5 to 5.99 is equivalent to E (Excellent).
The result of overall rating of the video documentary is good with a mean of 4.28.
Message has the highest rate with a mean of 4.44 while audio quality has the least rate
with a mean of 4.06.
Based on the results, minor improvement is needed specially on stability of shots,
voice-over, and pitch in order to meet the taste of the audience.
The implication of the results proved that the ratings of the video documentary
were good enough to satisfy the desire of the respondents. However, there are still minor
improvements to be done
Development and Evaluation of Information Education and Communication (IEC) Materials for
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Suggestions of the Respondents
for the Improvement of the Brochure
Respondents’ suggestions to improve the brochure were also gathered to
determine what area needs improvement the most.
Content. For the content, some respondents suggested that it will be revised to add
more important pictures and delete unnecessary elements such as names and repeated
pictures.
Some suggested that captions of the photos should be brief, highlighting the
cultural significance of the site or object only.
Table 15. Overall rating of the video documentary
MEAN
INTERPRETATION
Clarity
4.14
Good
Actions 4.24
Good
Type of Shots
4.24
Good
Appropriateness of Shot
4.06
Good
Angles 4
Good
Creativity 4.36
Good
Stability 3.96
Average
Focus 4.22
Good
Composition 4.22
Good
Clarity 4.2
Good
Appropriateness of Shot
4.1
Good
Voice Over
3.92
Average
Pitch
3.96
Average
Quality of Sounds
4.12 Good
Clear Purpose
4.5
Good
Clear and Concise
4.4
Good
Organized 4.46
Good
Significant 4.28
Good
Editing 4.26
Good
Clarity 4.38
Good
Appropriateness 4.44
Good
Purpose 4.52
Good
Clarity 4.38
Good
Total 4.28
Good
Development and Evaluation of Information Education and Communication (IEC) Materials for
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One respondent also suggested that names will be removed for the reason that
mentioning names is like promoting the person.
Layout. For the layout, most of the respondents suggested that the dark photos
should be brighter and improve the color correction.
Improving the tone of the pictures is the most common suggestion for pictures
and graphics. Pictures should be lightened because they are dark. Others said that number
of pictures should be lessened, and present the best pictures and angles depicting the sites
or object.
Typography. For typography, most common suggestion is to enlarge some text
specially on the leaf of Mt. Pulag and Ntural Museum, Opdas Cave and Besang Footprint
and delete not so important words to have more white spaces.
This support Summers (2000) who stated that using lots of blank space around
text could improve legibility. Text with lots of surrounding blank space may attract and
hold readers’ attention longer.
Respondents
also
suggested
that production of brochure should not be limited on
the eco-tourism packages but will also include the handicrafts and agricultural products
and cultural activities of Kabayan, Benguet.
Suggestions of the Respondents
for the Improvement of the Video Documentary
To further improve the output, suggestions of the respondents were collected.
Video quality. Stability of shots is the number one suggestion for the video
quality. Some also said to slow down the transition and have at least minimum of four
Development and Evaluation of Information Education and Communication (IEC) Materials for
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45
seconds of transition.
More detailed shots also are also encouraged with less dissolve effects. Others
also suggested that there is no need for many zoom in/ zoom out technique. However,
zoom in/ zoom out technique was used to show perspective to detailed shot of an object
or vice versa aside from artistic reason.
Some respondents, mostly local people, suggested that diverse flora and fauna
will be included.
Audio quality. For the audio, local respondents suggested that narrator should be
an Ibaloi so that Ibaloi terms will be properly
pronounced.
They also added that
background music will be changed to ethnic music.
Some also suggested to use natural sounds because it will make the watcher feel
as if they are there and will want to be there. Improvement of the pitch is also suggested.
Editing. Some respondents suggested to improve the editing specially the timing.
According to Casaul, Garcia and Lim (2008), timing is the appropriate moment
when a cut should be made. They also stressed that proper use of timing increases the
effectivity of the shot sequence.
Content. Local respondents suggested that cultural activities especially Bendyan
Festival will be included in the video and local products also of the municipality.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study aims to develop and evaluate IEC materials of ecotourism program of
Kabayan, Benguet. Specific objectives of this study are to: determine the socio-
demographic profiles of the respondents; develop IEC materials as determined by
intended audience; assess the ratings of the respondents towards the IEC materials based
on the following factors: content, layout, typography, pictures and graphics used for print
medium and video quality, audio quality, and message for audio-visual medium; and
determine the respondents’ suggestions to improve the IEC materials.
There were50 respondents of the study for the preliminary survey and and 50
respondents also for evaluation. Respondents were local people and visitors. The study
was conducted in Kabayan, Benguet. Data were consolidated and analyzed using
frequency counts, percentage weighted mean and ranking.
Based on the result, respondents preferred brochure for print and English as its
medium of instruction and video documentary for audio-visual and English also as its
medium of instruction.
The developed brochure was folder-type brochure with five leaves. One package
was presented in one leaf with description in the front and general information in the
back. The produced video documentary is voice over-typed. Its running time was ten
minutes and twenty second.
Results showed that the result of overall rating of the brochure is good with a
mean of 4.11 while the result of overall rating of the video documentary is good with a
mean of 4.28.
Development and Evaluation of Information Education and Communication (IEC) Materials for
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47
Suggestions that were gathered to improve the IEC materials were enlighten of
the color and enlargement of the font size, stability of shots, improvements of voice over
and background music.
Conclusions
Based on the result, the following conclusions were derived;
1. The respondents preferred brochure for print because this is handy and
frequently used source of information for during-trip planning while video documentary
for audio-visual because it is non-fiction.
2. English was the most preferred language for both IEC materials which implies
that English is still the universal language and understood by most people.
3. The rating of the brochure was good as well as the video documentary.
4. Minor improvements are needed to enhance the produced materials specially
that the outputs will serve as IEC materials of Kabayan, Benguet.
Recommendations
1. Improvements of the IEC materials should be done before disseminating it.
2. The Local Government Unit of Kabayan should also consider to allot specific
budget if they want to include their cultural activities and handicrafts and agricultural in
the brochure and video documentary.
3. The Local Government Unit of Kabayan should reproduce the IEC materials
and disseminate them to achieve its purpose for promotion of their ecotourism program.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
48
4. Local Government Unit of Kabayan may also consider to sell the IEC materials
to gain the cost of production.
5. There is a need to revise the IEC materials every year or every two years
because there is possibility that the sites and rates will change.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
LITERATURE CITED
CADIZ, Ma. C.H. 1991. Educational Communication for Development: Basic Concepts,
Theories and Know-how. UPLB: CA Publications Program. Pp. 46-47, 128-153.
CASAUL, M., GARCIA, J AND LIM, M. 2008. The Media Kit: A Frame-by-Frame
Guide to Visual Production. Pasig City: ANVIL Publishing, Inc. Pp. 24, 121.
CRISTINA, M. 2005. English as a Global Language. Republic of Moldova: Ministry of
Education. P. 4.
EGSAN, J. 2009. Evaluation of the Poster on BSU Eco-waste Management Program in
Benguet State University. BS Thesis. Benguet State University, La Trinidad,
Benguet. P. 26.
ENKIWE, G. 2007. Evaluation of Two IEC Materials on Cordillera Regional Autonomy
for La Trinidad Barangay Officials. BS Thesis. Benguet State University, La
Trinidad, Benguet. P. 7.
LAMIREZ, A. 2009. Strategies in Promoting Ecotourism in Kabayan, Benguet. BS
Thesis. Benguet State University, LaTrinidad, Benguet. Pp. 1,3.
LUSTRIA, M.L. 2001. Development of Print and Radio Communication Materials
Volume I. Diliman, Quezon City: UP Open University, P. 10.
MCDONALD, C. 2005. Ecotourism. Paris, France: UNEP. P.2.
MERINO, F. 1989. The Kabayan Mummies and the Bendiyan Cañao. Kabayan, Benguet,
Philippines: n.d. Pp. 2, 26.
NOVOGRATZ, J .n.d. Getting the Perfect Picture with Color Correction. Retrieved
March 31, 2010 from http://www.squidoo.com/Image_editing_tips
_colorcorrection.
PINKIHAN, N. 2008. Evaluation of Laboratory Manuals Produced by Teachers in
Selected Basic Agricultural Courses in the College of Agriculture, Benguet State
University. BS Thesis. Benguet State University, La Trinidad, Benguet. Pp. 23,
25.
SOLIMEN, C. 2003. Instructional Media Preferences of Students of Basic Agricultural
Courses in the College of Agriculture, Benguet State University. BS Thesis.
Benguet State University, LaTrinidad, Benguet. P. 6.
SORIANO, R. 2000. Aspects of Film Production. n.d.: Booklore Publishing Corp. P. 35.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
50
SUMMERS, K. 2000. Elements of Effective Visual Design. Retrieved March 24, 2010
from http://iat.ubalt.edu/courses/old/pbds756.185_Sp02/visual_design_ch.pdf.
TANACIO, P. 2004. Mountain Province State Polytechnic College Story, A Video
Documentary. BS Thesis. Benguet State University, LaTrinidad, Benguet. P. 7.
TIERNEY, P. 2000. An International Assessment of the Effectiveness of Brochure
Dustribution Racks for During-Trip Planning. Retrieved from March 24, 2010
from http://www.apbd.org/APBDExec_Summ03.pdf.
UNITED NATIONS ENVIRONMENT PROGRAMME (UNEP). 2001. Industry and
Environment: Ecotourism and Sustainability. Paris, France: United Nations
Environment Programme Division of Technology, Industry and Economics
(UNEP DTIE). Pp. 7-8.
WOOD, M. 2002. Ecotourism: Principles, Practices and Policies for Sustainability. Paris,
France: United Nations Publication. Pp. 7-14.
WIKIPEDIA. Map of Kabayan, Benguet. Retrieved October 7, 2009 from
http://upload.wikimedia.org/wikipedia/commons/6/64/Ph_locator_benguet_kaba
yan.png.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
APPENDIX A
Benguet state Univesity
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
FAUSTINO AQUISAN
Municipal Mayor
Kabayan, Benguet
Sir:
Greetings!
I am Alemar Amdengan, a fourth year student of Benguet State University taking up BS
in Development Communication major in Educational Communication. I am currently
working on my thesis entitled, “Development and Evaluation of Information Education
Campaign Materials for Ecotourism Program of Kabayan, Benguet.”
In this connection, I would like to ask your permission to administer the questionnaire
that I will be providing to 25 local respondents and 25 local and foreign tourists. This will
facilitate the gathering of the data needed on my study.
I look forward to your positive response on this request.
Thank you very much and God bless!
Respectfully yours,
ALEMAR P. AMDENGAN
Researcher
NOTED BY:
CHRISTINE GRACE SIDCHOGAN
Adviser
APPENDIX B
Benguet State University
College of Agriculture
Department of Development Communication
La Trinidad, Benguet
SURVEY QUESTIONNAIRE
I. Personal Profile
A. Name (optional) _____________________________________________
B. Age __________________
C. Sex _______________________
D. Status ________________
II. A. What IEC materials do you prefer in presenting and promoting the ecotourism
program of Kabayan, Benguet? Please rank it according to your preference (5 as
the most preferred and 1 as the least preferred).
Print Media
_____ a. brochure
_____ b. poster
_____ c. leaflet
_____ d. others (please specify) _________________________
Audio-Visual
Media
_____ a. video documentary
_____ b. music video
_____ c. others (please specify) _________________________
B. What language do you prefer for the IEC materials? Please rank it according to
your preference (5 as the most preferred and 1 as the least preferred).
Print Media
_____ a. English
_____ b. Tagalog
_____ c. Ilocano
_____ d. Ibaloi
_____ e. others (please specify) _________________________
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
53
Audio-Visual Media
_____ a. English
_____ b. Tagalog
_____ c. Ilocano
_____ d. Ibaloi
_____ e. others (please specify) _________________________
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
APPENDIX C
SCRIPT FOR VIDEO DOCUMENTARY
Title: Mystical Kabayan
Total Running Time : 10 Minutes
Writer: Alemar P. Amdengan
Video Audio
EFX: Fade in
MUSIC: Instrumental
1. Different shots and angles of
Voice Over:
Kabayan ecotourism sites
We invite you to come
To a ruggedly beautiful place
EFX: Fade out
Unique with history
From its majestic mountains
And serenely cool inland lakes
To its centuries old mummies
And rich heritage
This is Kabayan
The land of peace and wonders
Perfect place to leave everything else behind
Enjoy, explore and experience
Welcome to our fantastic land
Welcome to Mystical Kabayan
EFX: Fade in
MUSIC: Instrumental
2. Various indoor and outdoor shots VO:
of National Museum
Built to preserve the unique and rich culture of
Kabayan,
Insert GFX of label (Fade in and
National Museum of Kabayan is home to
Fade out)
different artifacts of Ibaloi and Kalanguya
cultures.
EFX: Fade out
It is a place to see the collection of ancient
tools used by people in the olden times.
The National Museum is a perfect place to
learn and explore the uniqueness of Ibaloi and
Kalanguya cultures for it is the only branch in
the thirteen municipalities of Benguet.
This museum also displays one Kabayan
mummy, a perfect sight for those who cannot
go to the mountain caves to see other
mummies.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
55
EFX: Fade in
MUSIC: Instrumental
3. Various shots of Opdas Cave
VO:
Located three hundred meters from the
Insert GFX of label (Fade in and
Municipal Hall is the famous Opdas Cave.
Fade out)
Also known as “Cave of Skulls”, this mystical
mass burial cave is considered as the biggest
EFX: Fade out
discovery in the municipality, with two
hundred skulls and bones neatly piled in stone
wall.
These unearthed remains of the living past
were carbonated and found out to be five
hundred to one thousand years old.
This mysterious burial site was uncovered in
nineteen seventy-one by Baban Berong.
EFX: Fade in
MUSIC: Instrumental
4. Different shots of Besang
VO:
Footprint
Not far from the Municipal Hall is a giant
footstep on a rock found in Barangay Duacan.
Insert GFX of label (Fade in and
Legend says that it is a footstep of a giant
Fade out)
named Besang who travelled in this place.
Be amazed on how this artifact remains visible
EFX: Fade out
to the naked eye up to this day and the stories
behind it.
EFX: Fade in
MUSIC: Instrumental
5. Various shots of Tinongchol
VO:
Burial Rock
Take a journey to this mystical burial rock.
This magnificent big burial rock is as huge as a
Insert GFX of label (Fade in and
regular three-story building and it is where the
Fade out)
people of Kabayan interred their mummified
deads.
EFX: Fade out
These amazing holes came from the labor of
people who patiently hallowed-out niches in
the rock using olden time tools.
Curious of how this magnificent craft was
made possible?
There are seven man-made holes present in
this big burial rock. Four of these holes
contain unidentified numbers of coffins
because they were never opened.
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
56
The coffins also have awesome artistic
designs.
Just a stone’s throw away is an area where
travellers can enjoy the aroma of lemon grass.
Some visitors gets lucky for they may take
some of it for tea and spices.
We invite you to explore and experience this
magical place.
EFX: Fade in
MUSIC: Instrumental
6. Different shots of the four lakes
VO:
Explore our wonderful four highland lakes.
Insert GFX of label (Fade in and
Relax and rest in these icy-cool lakes encircled
Fade out)
by mossy forest.
These lakes are composed of Bulalacao,
EFX: Fade out
Detep-Ngepos, Inculos and Tabeyo Lakes.
With a cool and refreshing environment, this is
perfect place for anyone who wants to go
away from stress and pressures.
This exciting and romantic place is surrounded
by oak trees with moss in their trunks and
branches, which makes it a perfect place for
eco-walk.
This thick mossy forest is also a home for
dwarf bamboos.
Other than that, what make these lakes
wondrous is their cleanliness. Bulalacao Lake
was awarded as cleanest lake in the Cordillera
Region.
Listen and discover the fascinating legends
behind Detep-ngepos and Inculos Lakes and
be awed on how they were formed.
If you ever imagined of walking on a
marshland, then Inculos lake is the perfect
place for you.
Enjoy this place as you see also those towering
mountains enclosed in this area.
EFX: Fade in
MUSIC: Instrumental
7. Different shots of Mt. Pulag
VO:
Another wonderful and fabulous place to
Insert GFX of label (Fade in and
explore and experience is Mount Pulag.
Fade out)
This beautiful and unique mountain is the
second highest mountain in the Philippines
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
57
EFX: Fade out
and highest in Luzon.
A fantastic setting ideal for trekking and
adventure.
The uniqueness of this mountain is the three
layers of group of plants covering the area.
The summit of Mt. Pulag is covered with grass
and dwarf bamboo plants.
At lower elevations, the mountainside has a
mossy forest full of ferns, lichens and moss.
Below is the pine forest growing on barren,
rocky slopes.
The park also has a large diversity of flora.
Grassland in the summit is believed by the
locals to be the playground of their gods.
The grassland also is veiled with fog, which
makes you feellike you are walking on the
clouds.
This protected area also offers an icy-cool,
fresh and clean water to take away the
weariness of hikers and refresh their tired
bodies.
And when one get to the summit, every
weariness and tiredness will fade away as the
sunrise finally sets its way to the horizon. The
best time to visit Mount. Pulag is during the
months of November to Marchwhen the
weather is dry.
Mount Pulag offers three campsites for those
who prefer to rest.
But the way going up is another story.
Trekkers may take any of the three trails. The
Ambangeg trail is considered the easiest trail.
The Akiki Trail is known as the “Killer Trail”
because hikers will climb a sixty to seventy
degrees slope of a mountain. Or if you opt for
the longest trail, take the Tawangan Trail.
Here, you can play and roll on the rolling hills
in the summit.
EFX: Fade in
MUSIC: Instrumental
8. Different shots of Kabayan
VO:
mummies
One of the best things that Kabayan has to
offer is its centuries-old mummies.
Insert GFX of label (Fade in and
These mystical and beautiful mummies are
Fade out)
found in caves around the mountains of this
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
58
municipality.
EFX: Fade out
Considered as a national treasure of the
Philippines and sacred by the locals, these
unique and well-preserved mummies have
internal organs not removed during the
mummification process, which remains intact
up to this time.
They are great and extraordinary
accomplishments of the local people as part of
their old culture.
Some of distinct and wonderfully-made
mummies also bear tattoos in their bodies and
have hairs visible in their skulls.
The attraction also includes the diverse boat-
like shape of the coffins.
Visiting these mummies is also an adventure
because reaching the area where these are laid
entails several hours of walking.
However, the mummification is no longer
practiced . Yet, these mummies remain a
reflection of the unique and rich culture of the
people of Kabayan.
EFX: Fade in
MUSIC: Instrumental
9. Different shots and angles of
Voice Over:
Kabayan ecotourism sites
Travelling to this unique and mystical place is
unforgettable. Images cannot even describe
EFX: Fade out
the richness of this wonderful place. One
needs to listen to its splendid stories. One
needs to see how beautiful the place is. One
needs to feel the serenity it can give. One
needs to explore it. And when one gets to do
all of these, he can understand and appreciate
the journey that this place can offer.
This is mystical Kabayan, a place to leave
everything else behind....
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
APPENDIX D
Benguet State University
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
SURVEY QUESTIONNAIRE
I. Personal Profile
A. Name (optional) _____________________________________________
B. Age __________________
C. Sex _______________________
D. Status ________________
II. Evaluation of the Print Medium
Direction: Please check your answers based on the scale given below.
Scale: 5=Excellent 4=Good 3=Average 2=Fair 1=Poor
Responses
Criteria
Scale: 5=Excellent 4=Good 3=Average 2=Fair 1=Poor
1 2 3 4 5
CONTENT
Clear
Purpose
Clear and Concise
Organized
Significant
LAYOUT
Color
Space
Contrast
Design
Creativity
PICTURES AND
GRAPHICS
Appearance
Appropriateness
Design
Size
Number
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
60
TYPOGRAPHY
Font
Style
Font
Size
Font
Color
Heading
Other Comments:
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
III. What are your suggestions to improve the information education campaign material?
Content
________________________________________________________________________
________________________________________________________________________
Layout
________________________________________________________________________
________________________________________________________________________
Pictures and Graphics Used
________________________________________________________________________
________________________________________________________________________
Typography
________________________________________________________________________
________________________________________________________________________
V. Evaluation of the Audio-visual Medium
Direction: Please check your answers based on the scale given below.
Scale: 5=Excellent 4=Good 3=Average 2=Fair 1=Poor
Responses
Scale: 5=Excellent 4=Good 3=Average
Criteria
2=Fair 1=Poor
1 2 3 4 5
VIDEO QUALITY
Clarity
Actions
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
61
Type of shots
Appropriateness of shots
Angles
Creativity
Stability
Focus
Composition
AUDIO QUALITY
Clarity
Appropriateness of background music
Voice
over
Pitch
Quality of sound
CONTENT
Clear
Purpose
Clear and Concise
Organized
Significant
Editing
MESSAGE
Clarity
Appropriateness
Purpose
Presentation
Other Comments:
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
VI. What are your suggestions to improve the information education campaign material?
Video
________________________________________________________________________
________________________________________________________________________
Audio
________________________________________________________________________
________________________________________________________________________
Content
________________________________________________________________________
________________________________________________________________________
Message
Development and Evaluation of Information Education and Communication (IEC) Materials for
the Ecotourism Program of Kabayan, Benguet / Alemar P. Amdengan. 2010
Document Outline
- Development and Evaluation of
Information Education and Communication (IEC) Materials for the Ecotourism Program
of Kabayan, Benguet
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problems
- Objectives of the Study
- Importance of the Study
- Scope and Limitation of the Study
- REVIEW OF LITERATURE
- What is Ecotourism?
- History of Ecotourism
- Components of Ecotourism
- Principles of Ecotourism
- Who Benefits from Ecotourism?
- The Role of Governments
- Ecotourism in the Philippines
- Ecotourism Program of Kabayan, Benguet
- Information Education and Communication (IEC) Materials
- Print Media
- Audiovisual Media
- METHODOLOGY
- Locale and Time of the Study
- Respondents of the Study
- Data Collection Method
- Data Gathered
- Data Analysis
- RESULTS AND DISCUSSION
- Socio-demographic Profile of the Respondents
- Print Medium Preference of the Respondents
- Audio-visual Preference of the Respondents
- Language Preference for Print Medium
- Language Preference for Audio-visual Medium
- Description of the Brochure
- Description of the Video Documentary
- Procedures in Producing the Brochure
- Procedures in Producing the Video Documentary
- Respondents� Rating Towards the Brochure
- Respondents� Rating Towards the Video Documentary
- Overall Rating of the Video Documentary
- Suggestions of the Respondentsfor the Improvement of the Brochure
- Suggestions of the Respondentsfor the Improvement of the Video Documentary
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDICES