Misamis University, in Collaboration with Universitas Persada Indonesia YAI, Successfully Holds Joint Virtual Lecture on Communication in Tourism
Misamis University (MU) collaborated with its partner, Universitas Persada Indonesia YAI (UPI YAI), to successfully hold a virtual joint lecture titled "International Virtual Joint Activity on Strategic Communication for Tourism Promotion" on November 29, 2024, from 3:00 p.m. to 5:00 p.m. (Philippine Standard Time) via Zoom.
The joint lecture was attended by 14 students from MU's Bachelor of Arts in English Language program and 83 students from the Bachelor of Science in Hospitality Management program, along with 95 students from UPI YAI's Bachelor’s degree in Public Relations program. MU participants gathered at the Instructional Media Center, where they participated as a group via a single screen on stage, while UPI YAI students joined individually using their personal devices.
Dr. Pir Owners, Senior Lecturer at the Faculty of Communication Science, represented UPI YAI as a speaker, while Dr. Haydee Villanueva, Dean of the College of Arts and Sciences, and Ms. Hanzen D. Tomatao served as lecturers from MU. Several officials from UPI YAI attended the lecture, including: Dr. Siti Komsiah, S.IP., M.Si – Vice Dean for Administration & Finance, Faculty of Communication; Dr. Nur Idaman, M.Si – Vice Dean for Academic Affairs, Faculty of Communication; Dr. Achmad Mucharam – Head of Internal Quality Assurance System, Faculty of Communication; and Anika Gunasih, S.I.Kom, M.M., M.I.Kom – Head of the Communication Science Program, Faculty of Communication.
Dr. Lloyd Ranises from MU and Ms. Dewi Syukriah from UPI YAI facilitated the participation of their respective students.
The lecture on communication in tourism marked the first collaboration between MU’s College of Arts and Sciences and College of Business Management with UPI YAI’s Faculty of Communication Science. The topic was carefully selected to address the expanding tourism industry, as both the Philippines and Indonesia boast rich natural tourist destinations, particularly white sand beaches with crystal-clear waters. The growth of local tourism in these areas leads to the development of Micro, Small, and Medium Enterprises (MSMEs), which contribute to the local economy. However, economic growth shall be balanced with environmental sustainability. This lecture highlighted research-based insights on the need for effective communication strategies to educate stakeholders and local communities on sustainable tourism practices.
Dr. Pir Owners delivered the first lecture, titled "Implementing Communication Approaches to Raise Awareness of Green Economy in Tourism: A Case of Wakatobi Islands, Indonesia." His research focused on Wakatobi, an archipelago designated as a Marine Protected Area, which has undergone significant economic changes due to tourism. The development of transportation infrastructure, including an airport, has connected these islands, making them more accessible.
Dr. Owners emphasized that economic development should go hand in hand with environmental preservation. He referred to tourism-driven economic growth as "green economy," defining it as a model that improves the well-being of local communities, creates new economic opportunities, reduces carbon emissions, sustains long-term growth, and prevents the marginalization of local populations
To address these challenges, he introduced four strategic communication approaches for promoting sustainable tourism: interpersonal communication, which directly engages with local stakeholders; group communication, which involves conducting discussions and workshops; special event communication, which focuses on organizing awareness campaigns; and mass communication, which utilizes media to reach a broader audience.
The second lecturer was Ms. Hanzen Tomatao. She delivered a lecture titled "Communication Strategies for Promoting the Tri-Provinces Tourism," which was based on research conducted in Mt. Malindang Range Natural Park. This research covered several interior municipalities across the three provinces of Misamis Occidental, Zamboanga del Norte, and Zamboanga del Sur in the Philippines and was part of the MU Community Extension Program.
Ms. Tomatao explained that their research included geotagging and mapping, as well as an inventory of natural resources within the Mt. Malindang Range Natural Park. Further, they conducted a survey assessing the knowledge, attitudes, and practices of local stakeholders regarding tourism potential and its environmental, social, and cultural impacts on the community. The study gathered data from 34 tourism destination managers and owners across the three provinces. Their findings revealed that respondents had a strong awareness of tourism-related issues and a positive attitude toward sustainable tourism.
The second phase of their research focused on empowering local communities with knowledge on sustainable tourism practices. They referred to this process as "science communication," a step designed to educate the community on the best practices for promoting responsible tourism while ensuring environmental conservation and socioeconomic benefits. To educate and empower the community in sustainable tourism, Dr. Haydee Villanueva delivered the final lecture of the event. Her talk was titled "Communication Strategies for Promoting Tri-Province Tourism."
Dr. Villanueva explained that communication science plays a crucial role in empowering and mobilizing tourism operators around Mt. Malindang Range Natural Park to adopt sustainable and ecologically responsible tourism practices. She emphasized the importance of management-oriented approaches in tourism operations.
As part of their community capacity-building efforts, the project employed various communication strategies, including posters, brochures, and videos to raise awareness about sustainable tourism. During Dr. Villanueva’s talk, she presented several three-minute videos showcasing local tourism sites and their unique natural features.
The project successfully led to the formation of a federation among tourism destination managers and owners in the area. It also facilitated the signing of 11 Memoranda of Agreement with various establishments within the site. Additionally, the project resulted in three research publications and the passing of an ordinance by the Municipal Council of Mutia, Zamboanga del Norte, supporting sustainable tourism initiatives.
Through this event, students from MU and UPI YAI, from the English Language, Hospitality Management, and Public Relations programs, gained valuable insights into the latest developments in local tourism in both the Philippines and Indonesia. They also learned about the economic and environmental transformations brought by the industry.
One key takeaway from the lecture was that profit and site development should not be the sole focus of tourism. Instead, sustainability must be prioritized through careful planning by both investors and government agencies to ensure the protection and conservation of natural resources. This approach will allow future generations to continue benefiting from tourism while preserving the environment's natural abundance.
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