In the previous years, tourism promotion is normally applied to places where there are a number of sites intended for rest and recreation. This study applied the new trend in visitor motivation which is the Three New Ss that refers to Sanitation, Security and Safety. Based on the data collected from the Focus Group Discussion and Key Informant Interview, the Three New Ss are the primary features of Tagum City. These Three New Ss are vital assets for revenues, employment, and investment that contribute to the economic development of the city. This study used the Three New Ss as attraction in Tagum City to position itself as a travel destination. To promote the city as a travel destination, a communication plan was created. The plan consisted of campaign strategies under the banner program entitled Tagum Experimental Travel which is anchored from the main positioning statement. This would reflect the identity of Tagum City as a safe and clean environment where tourist could feel at home. The proposed projects and programs will be implanted to invite both local and international tourists to experience the place and drive the locals to participate in series of activities in line with the campaign. This communication plan will serve as a blueprint for the city to further develop its image and tourism status. Lastly, this study has proven that a city can be positioned as travel destination despite the lack of rest and recreation sites. Thus, this study will contribute not only to the City of Tagum but also to other cities that can be positioned as a travel destination because of the Three New Ss.

Thesis (B.A. Communication Arts) -- University of the Philippines Mindanao