From October 22 to 25, 2024, 94 fourth-year tourism students from classes 4TOM4 and 4TOM5 conducted a site visit and a Usage, Attitude, and Image (UAI) survey in Bataan as part of their course requirements.

On December 10, 2024, the results of this IMC Campaign will be presented under the theme “Cutting Edge Campaigns: A Look Into The New Destination Marketing Strategies.” This presentation will mark the culmination of our student’s hard work and the beginning of a strengthened partnership with the signing of the Memorandum of Agreement between the University of Santo Tomas College of Tourism and Hospitality Management and Colegio de San Juan de Letran – Bataan. This initiative is one of the projects of the UST Sentro Turismo. Additionally, a group of students from class 3TOM2 taking the Travel Agency Management and Operations course facilitated the fieldwork and data-gathering travel arrangements.

This activity aims to continuously improve teaching ways to equip the students in tourism marketing and gain practical skills in destination research and analysis, planning and strategy development, exposure to current trends, and a deeper understanding of tourism marketing as a discipline and the needed expertise to make a career in the said field.

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The plan aimed to assess the potential of Barangay San Miguel in Echague, Isabela, for sustainable community-based tourism in the new and next normal. It also determined the current situation of the barangay, specifically its community-based tourism industry development, analyzed different related issues, constraints, and opportunities of the barangay for community-based tourism industry development, assessed the perspectives and views of different stakeholders on the sustainability and development of the barangay’s tourism resources, assessed tourism development impacts, specifically on the barangay’s economic, socio-cultural, and environmental aspects, and developed a sustainable community-based tourism strategic development framework and sustainability indicators for Barangay San Miguel, Echague, Isabela.

The Office of Hon. Faustino “Inno” A. Dy V of the 6^th District of Isabela initiated the project and was supported by the Municipal Government of Echague, Isabela. The turnover activity was conducted at the Blessed Jane of Aza Lounge, Buenaventura Garcia Paredes, O.P. Building.

Mr. Louie Simbe, the Municipal Tourism, Culture, and Arts Officer of the Municipality, and Ms. Claire Santiago, the Political Affairs Assistant under the Office of Cong. Inno officially received the plan. Officials from the DOST NRCP also attended the event. It was headed by Dr. Aimee Lynn Barrion-Dupo (President) and Dr. Bernardo N. Sepeda (Executive Director). While RCSSEd was represented by its Director, Assoc. Prof. Dr. Jeremaiah M. Opiniano.

#TeamKomunidad of the UST CTHM and Sentro Turismo spearheaded the project under the leadership of Asst. Prof. Jame Monren T. Mercado, MACHS, with the team members, Asst. Prof. Dr. Avi Ben P. Andalecio, Dr. Fhamela F. Sarmiento, Asst. Prof. Maria Concepcion A. Ang, Assistant Dean Assoc. Prof. Dr. Evangeline E. Timbang, and Dean Assoc. Prof. Dr. Atty. Gezzez Giezi G. Granado.

The plan was an output of the project entitled “Sustainable Community-based Tourism Potential and Development of Barangay San Miguel, Echague, Isabela in the New/Next Normal.” The project was also part of the 1^st batch of the Policy-funded Research Projects under the National Research Council of the Philippines (NRCP) of the Department of Science and Technology (DOST).

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Names of the Participants:

1. Amponin, Erika Maxinne
2. Antonio, Mariff Shendelyn
3. Ardina, Norween
4. Bajenting, Nica Camille
5. Baleva, Eisabella Joy
6. Baviera, Ma. Antoinette
7. Bayadas, Ana Bianca Marie G.
8. Bulatao, Samantha Pepper
9. Camarce, Sofia Glynette
10. Castillo, Wesley James
11. Ching, Clarizza Mae
12. Chiu, Kirsten Leigh
13. Chua, Rhuezette Angheline
14. Cortez, Charleine Aramei
15. De Los Santos, Martin Alexander Blythe
16. Dognidon, Zenen Clarisse
17. Emeterio, Gayle Hjacel
18. Enguero, Ghaylle Jermaine
19. Eugenio, Shantalle Denise
20. Fernando, Dana Marie
21. Flores, Junise Isabel D.
22. Javier, Avegail Mae
23. Manango, Julianne Isabel
24. Marbella, Benedict John
25. Marujie, Princes Angel
26. Meridor, Jose Miguel
27. Monares, Charlotte
28. Ongkiko V, Dylan Placido
29. Pascual, Kriszha Pearlyn
30. Rudas, Thean Adrianne
31. Serrano, Dinah Franchette
32. Veronesi, Milena Julia

As the biggest delegation of interns leaving the University for international internship the first time after the pandemic, the partnership between CTHM and The Ritz-Carlton is a promising endeavor for our future Thomasian Tourism and Hospitality Professionals.

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Winning the Third Prize is Inst. John Andrew C. Albay, PhD of the Department of Mathematics and Physics for his work  “Colloidal Heat Engine Driven by Engineered Active Noise.” Albay becomes the first NAST TSYS awardee of the Department.

Receiving citations are Inst. Katherine Yasmin M. Garcia, MS of the Department of Chemistry and Asst. Prof. Jame Monren T. Mercado, MA of the Department of Tourism Management.

Garcia was recognized for her work entitled “Antiproliferative and Cytotoxic Cytochalasins from 𝘚𝘱𝘢𝘳𝘵𝘪𝘤𝘰𝘭𝘢 𝘵𝘳𝘪𝘴𝘦𝘱𝘵𝘢𝘵𝘢 Inhibit Action Polymerization and Aggregation.”

Meanwhile, Mercado, who is an academic researcher of the Research Center for Social Sciences and Education, was recognized for his work entitled “Ysla de Panciteria: A Preliminary Study on the Culinary Heritage Significance of Pancit Using the Heritage Documentation Approach — the Case of Luzon Island, Philippines.” Mercado co-authored the work with Dr. Avi Ben Andalecio, also of the College of Tourism and Hospitality Management.

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The team was composed of BS Tourism Management students, namely: Kyle Alexandra A. Mararac, Krishna Andrei O. Martinzo, Alyssa Shane P. Paguio, and Solomon M. Santiago under their event production, Lunggati Creations. This year’s event proposal entry is entitled, “MANGAN! Biyaheng Pampanga, a Dine and Ride Adventure!”

The team were under the guidance and supervision of their academic advisers Asst. Prof. Maria Concepcion A. Ang, MBA, and Inst. John Jerick C. Santos, MLOL. Additionally, the Tourism Promotions Board appointed Mr. Anton Magpantay as an industry coach to better align the wholeness of the event business proposal to the practice of the industry.

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The project is in partnership with the City Government, represented by its Mayor, Hon. Lucy Torres-Gomez, Hon. Richard I. Gomez, DPA (Congressman, 4^th District of Leyte), the members of the Sanggunian Panlungsod Committee on Tourism, Culture, Heritage, and the Arts, the City Tourism Council, and the Ormoc City Tourism Office. At the same time, the University of Santo Tomas was represented by the Assistant Dean of the College of Tourism and Hospitality Management, Assoc. Prof. Dr. Evangeline E. Timbang, and the members of the project team.

Mayor Torres-Gomez pointed out during her Message of Appreciation that the plan will provide them with significant measures for conceptualizing their programs and projects for the sustainable tourism development of the city. It also allowed the government to be aware of the current negative situations in the Ormoc Tourism Industry that it must address. After the output presentation, the Sanggunian Committee approved the Resolution adopting the plan.

The project team was headed by its Project Director, Assoc. Prof. Dr. Atty. Gezzez Giezi G. Granado, together with its members, Asst. Prof. Jame Monren T. Mercado (Project Coordinator and Writer/Researcher), Asst. Prof. Maria Concepcion A. Ang (Writer/Researcher), Dr. Fhamela F. Sarmiento (Writer/Researcher), Mr. Wyett White T. Lee (Writer/Researcher), Mr. Alec P. Bagcus (Writer/Researcher), Ms. Andrea Nicole D. Hernandez (Research Assistant), and Mr. Allan B. Bundang (Graphic Artist).

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After registering 2,995 indexed entries last week, UST tallied on October 19, 2023 3,003 journal articles, book chapters, books, conference papers, and other research materials.

The eight most recent co-authored works, covering journal articles and conference papers, came from the following:

·       Ross Vasquez of the Faculty of Pharmacy (Biomedicine and Pharmacotherapy);

·       Carlo Gabriel Casipit of the Faculty of Medicine and Surgery (IJC Heart and Vasculature);

·       Jojo Blanza of the Faculty of Engineering (International Journal of Electrical and Computer Engineering);

·       Frederick Masangkay of the Faculty of Pharmacy (three journals articles in Scientific Reports);

·       Marc Eric Reyes of the College of Science (BMC Psychology); and

·       Jame Monren Mercado and advisee students from the College of Tourism and Hospitality Management (Journal of Ethnic Foods).

Citing Scopus’ labels for disciplines and research themes, UST’s ten leading research themes in terms of total indexed works are Medicine (1,284); the Social Sciences (473); the Agricultural and Biological Sciences (432); Biochemistry, Genetics and Molecular Biology (367); Environmental Sciences (260); Engineering (233); Computer Science (209); Arts and Humanities (180); Immunology and Microbiology (147); and Neuroscience (139).

UST finally got ranked in TIMES Higher Education’s World University Rankings (particularly the 2024 edition) after meeting the minimum requirement for Scopus-indexed materials in the last five years: 150 per year and at least 1,000 in the last five years. The 2024 World University Rankings covered the years 2018 to 2022.

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The following are the award-winning Thomasians, together with their Academic Staff Coaches:

Napkin Folding – Gold Medal

Tamika O. Okubo

Coach: Ms. Mary Angel D. Elacion

Travel and Tours – Gold Medal

Jhezel Reign M. Vergara and Simon Joshua Tinsay

Coaches: Mr. Arnulfo Ricardo A. Butiong, Ms. Catherine C. Mondejar, and Ms. Maria Christina Dolor E. Villarin

Baby Cakes – Silver Medal

Mikaela Margaret N. Dimaano

Coaches: Ms. Kathlyn Tisha G. Ortaliz, Ms. Maria Karmel Grace A. Labay, and Mr. Kristian Kristoffer A. Roque

Bellman’s Hour – Silver Medal

Maureen Joyce M. Teodoro

Coach: Mr. Juanito Luis S. Reyes

Best Modern / Traditional Recipe (Pinakbet) – Silver Medal

Angelo Gabrielle J. Lati and Danica A. Lara

Coaches: Mr. Reinald A. Andaya and Ms. Ramona Olga D. Ko

Coffee Concoction (Student) – Silver Medal

Louis Anjello A. Cheng

Coaches: Ms. Kathleen Fernandez and Ms. Mary Angel D. Elacion

Events Planning – Silver Medal

Kyle Alexandra A. Mararac, Krishna Andrei O. Martinzo , Aaron R. Pajo, Andrea Marie P. Siapoc, and Solomon M. Santiago

Coaches: Asst. Prof. Maria Concepcion A. Ang and Mr. John Jerick C. Santos

Floral Design Centerpiece – Silver Medal

Mathew R. Peñarroyo

Coach: Mr. Karl R. Baroro

Panghimagas (Kakanin Flambe) – Silver Medal

Rod Fredric C. Villamarin

Coaches: Ms. Maria Theresa B. Resurreccion and Mr. Reinald A. Andaya

Klasika Moderna Kulinarya – Silver Medal

Daniel V. Dalipe, Sofia Angela M. Paja, and Adrian G. Zapata

Coaches: Mr. Reinald A. Andaya and Ms. Ramona Olga D. Ko

Mocktail Mixing – Silver Medal

Eisabella Joy R. Baleva

Coaches: Ms. Mary Angel D. Elacion

Wedding Cake – Silver Medal

Franchezka A. De Roxas, Ma. Sophia Lorenz P. Aga, and Chandelle Abegail R. Silvestre

Coaches: Mr. Kristian Kristoffer A. Roque and Ms. Maria Karmel Grace A. Labay

Coffee Concoction (Professional) – Bronze – Highest Award

Ms. Allane Angela M. Manuel

Coach: Ms. Kathleen Fernandez

Pasta and Sauce Showdown – Bronze Medal

Emilio Andres P. Aganinta and Sophia Isabelle V. Hernandez

Coaches: Mr. Danillo P. Bustillos II and Ms. Ramona Olga D. Ko

Pralines – Diploma

Patricia Beatrice D. Penoliar

Coach: Mr. Elijah J. Coronado

The College also joined other competitions, such as the Annual HRT Quiz Bee represented by Rhev Jaerey M. Ricafrente, Justin Bryle V. James, and Marian Desiree S. Bayani. They were coached by Dr. Fhamela F. Sarmiento, Asst. Prof. Jane G. Devanadera, and Mr. Jame Monren T. Mercado. Another competition is the cocktail category represented by Norween B. Ardina and coached by Mr. Ramil M. Quiñones.

The competition was under the celebration of the Hotel, Restaurant, and Tourism (HRT) Week organized by the Hotel and Restaurant Association of Baguio (HRAB). The event is also part of the celebration of the World Tourism Month and Baguio City’s 114^th Charter Anniversary.

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In her talk entitled “Redefining Hospitality Business Management in the Next Norm,” Prof. Cathy Hsu from the Hong Kong Polytechnic University’s School of Hotel and Tourism Management said that a “comprehensive and rigorous” qualitative approach in topics such as post-pandemic consumer behavior validates research findings.

Additionally, qualitative research is uncommon in the tourism industry with a decreased credibility unlike in anthropological and sociological areas, as highlighted by Prof. Jerome Agrusa from the University of Hawaii, in his talk entitled “Redefining Tourism on the Next Norm.” Agrusa urged flexibility among research approaches that shared four constructs such as truth value, applicability, consistency, and neutrality to remedy over-tourism and promote regenerative tourism, a trend of sharing one goal. Flexible research approaches can ensure tourism sustainability and viability from economic downturns such as exploitation of destinations and workers, he added.

Citing the eye-tracking and facial expression analysis, Hsu also highlighted the credibility of quantitative research due to its objective approach to determine the psychophysiological methods over qualitative approaches such as interviews and surveys. She also warned against a potential inaccuracy of qualitative methods, as it is only limited to subjective emotions.

The lectures were part of the weeklong Philippine International Tourism and Hospitality Research Conference 2023 (PITH-ReCon 2023).

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The project aimed to assess the potential and development of the Barangay and its related stakeholders on sustainable community-based tourism. It was funded by the Department of Science and Technology – National Research Council of the Philippines (DOST NRCP) through the initiative of the House of Representatives Office of Hon. Faustino “Inno” A. Dy V of the 6^th District of Isabela.

During the Policy Forum, Congressman Inno Dy V, who is also the Chair of the House Committee on Bases Conversion, shared the significance of sustainable tourism development to uplift the way of life of the local community and their related stakeholders in the municipality and even through its district and nearby provinces. The plan will provide them with a strategic and evidence-based approach to mechanizing their programs and projects for tourism development and resource conservation. 

After the research forum, Congressman Inno graced a ceremonial signing of the Memorandum of Agreement (MOA) between the University of Santo Tomas and the Municipal Government of Echague, Isabela. The MOA signified the strong relationship between the two parties, specifically on implementing the DOST NRCP Policy Funded Research Project. LGU Echague was represented by Hon. Francis Faustino “Kiko” A. Dy (Municipal Mayor), Hon. Allan P. Tupong, MD (Municipal Vice Mayor), the Members of the Sanggunian Bayan, and Mr. Louie C. Simbe (Municipal Tourism, Culture and Arts Officer).

#TeamKomunidad is headed by Inst. Jame Monren T. Mercado, MACHS of RCSSEd, CTHM, and UST Sentro Turismo. He was joined by the project team members, Assoc. Prof. Dr. Atty. Gezzez Giezi G. Granado (Dean), Assoc. Prof. Dr. Evangeline E. Timbang (Assistant Dean), Asst. Prof. Maria Concepcion A. Ang, Dr. Avi Ben P. Andalecio, and Dr. Fhamela F. Sarmiento. They were assisted by Inst. Danilo P. Bustillos II (Department of Hospitality Management) and Ms. Andrea Nicole D. Hernandez (CTHM Alumna Batch 2019).

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