From April 1 to 3, 2025, 128 fourth-year students from sections 4TOM1, 4TOM2, and 4TOM3 participated in Pagtanaw Antipolo City as part of their coursework for Destination Management and Marketing.
The primary objective of this site visit was to conduct a Usage, Attitude, and Image (UAI) survey, collecting data on tourist perceptions and behaviors relevant to Antipolo鈥檚 tourism sector. This activity was conducted in collaboration with the City Tourism Office of Antipolo to ensure alignment with local tourism development priorities.
Drawing upon the data gathered, students developed six Integrated Marketing Communication (IMC) campaigns aimed at enhancing the city鈥檚 tourism profile and addressing identified opportunities and challenges. These campaigns were formally presented on April 30, 2025, at UST Angelicum College, with the theme 鈥淎ntipolo Awaits: A New Perspective on the City鈥檚 Tourism Landscape.鈥� The presentations served as a platform for students to demonstrate their ability to synthesize research findings into actionable marketing strategies.
Additionally, travel arrangements for the data collection were managed by students from section 3TOM5, who are enrolled in the Travel Agency Management and Operations course. This cross-sectional collaboration provided students with practical experience in both destination marketing and operational aspects of tourism management.
This academic exercise underscores the importance of integrating field research, stakeholder collaboration, and applied marketing communications in the professional preparation of future tourism practitioners
