RW Final Gerio

FAR EASTERN UNIVERSITY
Institute of Tourism and Hotel Management

Department of Hotel and Restaurant Management
The Value Chain of Analysis of Fort Bonifacio’s

War Museum: Preparation for an ICT ready
establishment
Gaurino Alyssa
Gelito Mitzi Lloyd
Gerio Eunice U.
Gutierrez Raven
Macaballug Mikaela O.
Quidet Hanna Samantha
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Table of Contetnts
Cover Page .......................................................................................................... 1
Certificate of Originality....................................................................................
Table of Contents................................................................................................ 2-3
Chapter 1 : Introduction .......................................................................... 4
Background of the Study ........................................................................... 4-5
Problem Statement .............................................................................5-6
Theoretical Frameworks .............................................................................6-7
Conceptual Framework .............................................................................. 8
Reseach Objectives and Hypothesis ........................................................... 9
Significance of the Study ...........................................................................9-10
Scope and Limitation of the study ................................................................10
Definition of Terms ............................................................................11
Chapter 2 : Literature Review .................................................................. 12 - 13
Importance of the Museum ..........................................................................14-16
Satisfaction of the Visitors ...........................................................................17- 18
Museum and its operators ...........................................................................19-21
Synthesis of the Study
Similarities , Dfferences, & Justification ...............................................21-23
Chapter 3 : Methodology .......................................................................... 24
Research Design .........................................................................................24-25
Sampling Design ..........................................................................................25
Data Collection Method .................................................................................26
Data Research Instrument ...........................................................................26-27
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Statistical Treatment of Data .....................................................................27-28
List of Figures and Tables
Theoretical Figure 1 ..................................................................................
Theoretical Figure 2 ..................................................................................
Conceptual Framework Figure 3.................................................................
Litarature Matrix Table 2 ............................................................................ 29-31
Statistical Treatment of Data Table 2 ........................................................ 32-33
Appendix
Cover Letter & Demographic Profile.............................................................34-35
Survey Questionnaire..................................................................................35-36
Face and Content Validity...........................................................................37
About the Authors ....................................................................................... 38-39
Documentation............................................................................................40
Reference......................................................................................................41-43
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Introduction
Museums are created to tell, present or interpret a story; story of either part of the past,
origin of something or exhibits of scientific interpretations or theories. But are these stories
really told by the exhibit or displays alone? The thesis will present a creation of continuous
transitions in the museum, wherein the transition itself serves to be an element of a narrative
presentation. The study will research on the restoration of the old Fort Bonifacio War Tunnel
and praparation to be a herritage site. This historical underground tunnel can be a place that
can be recognized by the many and the content of the tunnel will be the best way to narrate
its story.
Background of the Study
The Fort Bonifacio War Tunnel is a located in Bonifacio Global City, a latest business district
of Metro Manila, Philippines. It is located at the property of former military base Fort
Bonifacio and now called Bonifacio Global City. It was constructed in year 1941 and what
was known as the US military defense in the Philippines during World war II. When the
Philippines got the independence from the US after the war, Fort McKinley was transferred
to the Philippine government, renamed Fort Andres Bonifacio, and made the Army's
headquarters.
The tunnel had to be dug deeper in order for them to survive from the heavy bombs and to
use the tunnel for there requirements. Prior to its completion, however, when the Japanese
military enter the Manila they took over the tunnel. Under the Japanese command, the
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tunnel was enlarged and improve. 1945, the Japanese forces were eventually defeated by
the joint of the US and Filipino forces in the country, and Fort McKinley was reclaimed and
turned over to the Philippine Government in 1949.
Unknown to many, underneath the swanky commercial and residential district of BGC in
Taguig City lies a 2.24-kilometer-long tunnel that witnessed some of the most violent
episodes in the country’s fight for liberation during the periods of the Japanese Forces and
United States military or the World War II . Historians know about the past of the tunnel.
Cornered Japanese troops holed themselves up inside it toward the end of World War II—
until American soldiers used flamethrowers and bombs inside the tunnel to flush them out.
“It was believed that even a year after the war, Japanese troops were still coming out of the
tunnel and that some of them were gunned down by Filipino soldiers who were strategically
positioned at the exits of the tunnel,” the BCDA said in a statement.
Problem Statement
Due to the different aspects of how a Fort Bonifacio can truly boost tourism in a place or
increase the number of tourist, the study sought to know what is the main problem of Fort
Bonifacio war tunnel, and it shown that it is the dullness of the old war museum tunnel that
makes the tunnel past or history to be forgotten by several people and it includes the
existing entrances, exits, height, length and location to make the visitors be more interested
in the story catered by the Fort Bonifacio.
The tunnel is owned by the Armed Forces of the Philippines (AFP), who welcomed the plan
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by the Bases Conversion and Development Authority (BCDA) to transform the Fort Bonifacio
Tunnel into a herritage site. The area is a former army base at Taguig City, which was closed
and the ground sold for some reasons. It has a 70 feet below the ground of C-5 road with
hilly steps that leads someone to the dark and damp passageway. The floors are muddy, the
walls filled with doodles or graffiti. Only steam lamps illuminate the way to the innermost
parts of the tunnel and the tunnel said that it is consisting about 32 chambers and there is 2
side of the place, it called the Explored and Unexplored.
Theoretical Framework
Figure 1
Cultural operators interact with technologists through cybermuseography and interpretation.
Technologists with visitors through human and computer interactions. And visitors interact
with cultural operators through behavior and meaning.
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MUSEUM VALUE CHAIN
Museum Management
(e.g., governance, planning, budgeting, information technology, ) facilities
Fundraising
(e.g., earned revenues, proposals, events, donor) relations
Human Resource Management
(e.g., recruiting, training, remuneration)system
Research
(e.g., scholarship, exhibition design, publications
)
Educational Programs
(e.g., outreach, adult classes, special events,) lectures
Collection and Preservation

Exhibition and Programs Visitor Services Marketing and Sales
(e.g., acquisition, (e.g., curating, display, (e.g., shops, (e.g., promotion,
authentication, support materials) restaurants) advertising,
cataloguing) catalogues)
Source: Adapted from Porter

(2006)
Figure 2
The fundamental purpose of the Value Chain shown above is to value the importance of
museum creation. Museum generates multiple social benefit, which include sutomer value,
community outreach and public service. Developing the value chain framework can be used
to know the relative competitors and what to get the visitors satisfaction.
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Conceptual Framework
Cultural Operator
Primary Support
Activities Activities
Visitor Technologist
The visitors are usually students for some educational purposes. Its basically being held by
the government. The primary activities would be exploring the history of the tunnel, which is
a military base built by the US military government of the Philippines
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Research Objective
This study aims to analyze the value chain of Fort Bonifacio’s war museum in preparation for
an ICT ready establishment.
Specific Objective
1. What is the level of agreement in the following factors:
a.) Primary Activities
b.) Support Activities
2. Is there any significant difference\s among the level of agreement of cultural
operator, visitor and technologist?
Hypothesis
There is no differences among the level of agreement of cultural operator, visitor and
technologist
Significance of the Study
The study will mainly advocate the idea of how Architecture can actually transform an
neglected tunnel into a useful and functional space that can help the modern tourism to
create a great shape in the country, and it can also take full advantage of the use of tunnel in
where it can also serve as a bomb shelter that will provide protection and security in the
future. Therefore, the study give ideas on how to turns the tunnel into different functions to a
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structure with a definite purpose in different periods of time. The research will also innervate
the idea of going beyond what is the typical way of studying other actions on how the Fort
Bonifacio will help to awaken the interest of people to be informed about the matter. This
study can also provide the future some reference to related studies that improved thoughts
and concepts.
Scope & Limitation of the Study
The coverage of the study will be from the discussion of background and description of the
Fort Bonifacio War Tunnel setting as the main act of Philippine Military history and the
recognition of the Armed Forces of the Philippines members who died during the World War
II. And thus, it is limited to some literature, studies, articles, and journals that contain
informations about the underground tunnels. And likewise, the researchers are also limited
to outputs or responds of people who have visited the war tunnel museum who are able to
observe what the tunnel’s appearance looks like and the view of the setting inside. Also, the
people who knew the story behind the history and formation of the Fort Bonifacio Tunnel and
to the people who have ideas on what a bomb shelter is.
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Definition of Terms
Swanky - To behave in a way that is intended to impress people
Subsequently - happening or after something else
Flamethrower - a weapon that shoots a stream of burning liquid
Respite - a short period of time when you are able to stop doing something that is difficult or
unpleasant or when something difficult or unpleasant stops or is delayed
Cessation - a stopping some of action : a pause or stop
Hostilities – an unfriendly or hostle state, attitude or action
Cohorts – a friend o companion, a group of people used in a study who have something in
common
Sporadic – occurring occasionally, singly, or in irregular or random instances
Brigadier – a British army officer who is in charge of a bridge
Ceded – to give of (something) to another person, group, government, etc.
Cater – to provide food and drinks at a party, meeting, etc., especially as a job
Boost – to increase the force, power or amount of (something)
Dullness – not exciting or interesting
Quelling – to end or stop (something) usually by using force
Insurgency – a usually violent attempt to take control of a government: a rebellion or
uprising
Counter – to do something in defense or in response to something
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Dismantle – to take (something) such as a machine or structure apart so that it is in
separate pieces
Neutralizing – to stop (something) from being effective or harmful
Chapter 2
Literature Review
The Handbook for Museums, Gary Edson and David Dean, 1994. The book serves as a
manual to people who are interested in designing a Museum, it provides rules and
regulations in planning the spaces, presenting exhibits and etc. It gives primary to
sophisticated guides that needs to follow in order to have an adeqquet Museum. According
to (Dean & Edson, The Handbook for Museums, 1994) “To prosper, museums must be clear
about what they proposed to do. Things must be understood before they can be interpreted.
The recognition was served as basis for collections, exhibitions, and new museums.” Their
statement primarily presents the idea of understanding comes first, to know deeper the
meaning of the exhibits or why it was exhibited, and to know what is the reason behind
creating a Museum, its function and discussed the different appreciation of that have
different culture of the people.
This literature helps in indicating different knowledge on how to plan the museum spaces,
what and how to exhibit the displays what type or kind it is and how the flow will be. The
research implies in different characteristics of museum while the research focuses on
knowing how to plan and design a Museum in an existing Tunnel; applying the ideas of
planning a Museum in a different type of setting and a restricted space and area.
Museums and their Visitors, Eilean Hooper-Greenhill, 1994. The book aims to help
museums and galleries in the walls. It examines the way in which museums need to develop
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their demonstrative functions and, with examples of case-studies and journals that explains
best practice on how to achieve the satisfaction of the visitors. The special needs of a
number of target audiences including schools, families and people with disabilities are
outlined and illustrated by examples of exhibition, education and marketing policies. The
book looks in detail at the power of objects to inspire and stimulate and analyses the use of
language in museums and galleries. It said that this book is first written in the galleria that
hangs on tha walls of the museums. It will be of interest to students of museums since it is
heritage and leisure and also have tourism studies, as well as to international museum
professionals. The literature implies the connection between the museum contents or the
exhibits with the visitors. It studies the museums presentations in order to communicate well
with the visitors. This literature helps the study by presenting the ideas of how museum will
be appreciated by the visitors. It gives ideas on how to input the spirit and charisma to the
museum.
Visitor interest in cutting-edge physics, with its high media profile, is tempered by anxiety
about understanding complex content. Since the technology of modern particle physics is
overwhelmingly large, while the phenomena under investigation are invisible. For othe
visitors they are entering the museum without even knowing what the story behin the
exhibits. This article investigates the ways in which art museums' visitors define their
relationships to art and culture of different people, and how this affects their knowledge or
perceptions in art. Existing approaches have traditionally attempted to define the meaning of
art museums on the basis of the socio-economic composition of museum audiences.
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Importance of the Museum
Museums allocate a different interactive experience of getting up close to things we usually
only sees in books, newspapers, internet or on the television. The museum should take
every chances to uplift its responsibility as an educational sources used by all portion of the
population or specialized group that the museum is intended to provide. Looking for those
famous paintings and other artifacts for example, is a quiet a totally unique experience to
see some of the millions of printed versions; when you get to notice of something from a
second-hand source is much completely different to the one you get when you see the real
once with your own eyes. Put it in mind that todays generations the museum function serve
as a meeting place for different social and age groups, the custodian of the AMI plan and
realize educational activities tailored that applicable for the needs of different visitor
categories (children of primary and secondary schools, youths and adults). Programmers
are age orientated, and give emphasis to the promotion of the local history through the
display exhibit of the museum. A priority has been given to programmed for student since
they constitute the largest group among museum visitors. Each programmed is developed
for specific ages,example, the programmers designed for young children are based on
their ability to observe and on the knowledge present in children’s books and television
programmers or movies. Archaeological information is restricted limited to the absolutely
necessary and it is transferred using minimal terminology and simple words . The mission of
all the activities is to create a friendly, satisfying warm environment for everyone in order to
make them feel cozy and acquainted with the museum.
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Museums and their exhibits are one of the valuable part of global socio-cultural activities,
because they will have greater prominence in the future. Museums can have an impact on
both the ecosystem and humankind in a positive ways .Each member of the museum
community has an opportunity to participate in establishing museum standards to serve as
the base for the museum profession (Edson 1997: 36–37). The means by which this
challenge is met will depend on the ethical attitudes and practices of all museum personnel.
It includes the acquisition of arte- facts, the politics of display, the rights of indigenous
people, repatriation, the conservation of objects, the management of the museum and the
role of education (Edson 2009: 6–7). The ethical obligation of the museum’s personnel to
the public is outlined by the Code of Ethics adopted by the International Council of Museums
(ICOM) in 1986, revised in 2004 (ICOM 2006). Also the importance of the museum is about
the Ethics in Display and the Exhibit. The exhibit is the main way through which a museum
communicates to the people with its public and for this reason it has to be meaningful so
they can easily understand (Singh 1997: 72–73). In the AMI the museographical planning
respects the museum’s architecture in several ways. The exhibit units follow the grid of the
building. The display cases are trans- parent and their height usually reaches the ceiling.
They are placed in the centre or near the walls of the exhibition halls (Katsanika-Stefanou
2006). The materials used are also a key element of the exhibition design. The preference
for glass, stone of neutral colour, and plexiglass expresses the museologist’s principles of
clearness and transparency. The display is based on a chronological ‘narration’ and is
linked each time with selected exhibit units in order to elaborate different historical events. In
other words, in the course of the exhibition visitors are given the opportunity
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The exhibits, the colours, the surrounding’s and the lighting should be coordinated in such a
way that the visitors, irrespective of their educational background, can understand them.
Generally speaking subject-oriented research is seen as an essential function. In his
introduction to the symposium 'The role of the research museum in science' Smith describes
the museum as "centre for research, study and contemplation" (Smith 1960: 311). He adds
that such centre is "truly a museum, even though it has no function in pleasure and
recreation, public education, information, or even documentation". A similar view is
expressed by Colbert (1961). Such extreme points of view are in fact declared outdated in a
series of conference during the first years of the 70s. Nevertheless, many museologists
remained of opinion that research has to play a central role: "Without research the
gathering, registering and preserving function would be incomplete, as often as not
impossible. Nor would there be any knowledge that could be conveyed to the public" (Sofka
1978: 59). Research does improve the scientific quality of the collections and it forms the
necessary bridge between the collection and the public. "Permanent neglecting of the
scientific activities would lead to the liquidation of the whole work, including the educational
work" (Jelinek 1978: 1). Museums are in fierce competition not only with other museums and
arts organizations but also with providers of a wide range of entertainment, educational and
recreational products (Rentschler and Hede, 2007; Sandell and Janes, 2007; Kotler, Kotler
and Kotler, 2008). Museums is also important in children’s education with the advancement
of concepts such as active participation in education, gaining, experience, environment and
constructivism. Museum environment provide children with opportunities to learn by doing in
a setting that contributes to their intellectual, physical emotional cognitive and social
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development and they contribute to the acquisition of aesthetical taste from the very early
years.
Satisfaction of the Visistors
On our reasearch paper it says that Bandelli & Konijn(2012) One of the increasing levels of
impact is the Public participation. Its stated that there are levels of Public Participation and
these are the infoming and insulting for the reason that participation has a bigger effect and
impact to the society. Therefore, this is the reason why the museum is widely implemented
because the development activities is less frequent and the empowerment of the public
government is exclusive .Based on the data presented in the journal (Sheppard, 2010;
Macdonald, 2011) the key to maintain or increase the visitation oto the museum is by
planning day by day and working with different community that can gain their strenghts.
As for Kotler and Kotler (2010) it focus more about the branding and establish a long term
brand loyalty of the visitors to their location by giving the visitors enterntainment and by
keeping them in touch. On this journal Gutwill&Serrell (2004) They compared different kinds
of attitute and behavior who visits the museum by researching, conducting data by syrvey
questionnaires and by evaluating them by there personalities and interest. Together they
found out that the behaviour of the visitors change when they interacts with others and by
hearing different opinions from the others. By Hsiao and Yao (2012) in this study it talks
about the brand importance to evaluate the different behavior of the visitors.They examin the
difference between satisfaction and loyalty through evaluating. Even before the construction
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of modern-day virtual museums on the web, Falk and Dierking (2000) it is the meaning by
enabling the visitors to customize and maximize their experiences that meet their personal
needs and interests”.
As of Grilley, Weber and Taplin (2012), it shows benefits of overall positive response to a
visit than is service quality performance. It suggests service quality would contribute to the
benifit of the museum which suggests that getting this what you called “benefit” are the
ultimate outcome of a experience and most likely it is the way to meet to high levels of
satisfaction, whereas service quality is an element that might encourage a visitor to
participate in recreation and consequently attain benefits. By studying the managers and
curators at historic sites and museums it can easily develop appropriate marketing
strategies based on their measurement of tourists’ experiences by Lee and Smith (2015).
This scale, are best when you are targeting a market. After identifying the socio-
demographic characteristics and travel motives of the visitors, by administrating this
experiential scale, the operators can possibly modify their marketing channels, products,
and services to deliver appropriate experiences to their target customers. This scale can
also help to gather information data that is needed. Discussions like these raise important
issues for methodological transparency, quality, and rigor. A mixed-methods approach can
be particularly valuable when one begins to grapple with the complex and challenging task
of rigorously evaluating long-term visitor impacts and related issues. Such a task is not for
the faint of heart or the methodologically ill-equipped. Advanced qualitative and quantitative
research methods, as well as integrated designs are essential tools in this domain. To
unlock the full potential of visitor studies, progress is needed at a theoretical level in order to
develop models of publics and visitors that can sustain research of ever greater quality and
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complexity. Greater accuracy and explanatory power in visitor research also offers benefits
for cultural institutions that draw on this research to inform their interventions aimed at
promoting positive social change in contemporary societies by Jensen & Wagoner (2009).
Museum and its operators
Ideas for the museum operators on how they effectively sell more tours, food and souvenirs.
The main feature views from several operators as regards their initiative of offering options
for visitors of all ages to take the permanent and special exhibition available. It also
mentions the advantage of creating family programs to inform, involve and inspire more
visitors. The approach of leisure experiences developed from the view point of
phenomenology (Harper, 1981; Tinsley & Tinsley, 1986) and psychology (Iso-Ahola, 1980;
Neulinger 1974). Researchers tend to agree that experience is a state of mind (Lee &
Shafer, 2002; Mannell, 1980). This conceptualization has been one of the critical issues in
demonstrating the meaning of leisure (Brown & Haas, 1980; Sha,1985). A special issue of
the journal of leisure research focus on leisure as multiphase experience. Leisure was
conceptualized as information use during free time (Vogt & Roggernbuck, 1998). A form of
person-nature activity with particular attention on the focus of attention, mood states, and
perceptions of risk and competence. (McIntyre & Roggenbuck, 1998), optimal experience
(Walker, Huli, & Roggenbuck, 1998) and satisfaction (Hultsman, 998). An alternative
perception of experience was illustrated in a four-level hierarchy of demand for outdoor
recreation (Bruns, Driver, Lee, Anderson, & Brown 1994; Driver, Brown, & Peterson, 1991).
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Leisure experiences are variously labeled as “peak” (Maslow, 11968), “flow”
(Csikszentmihalyi, 1975) “absorbing” (Tellegen & Atkinson, 1974) and “optimal” (Mannell,
1996). Maslow (1968) described experiences as “moments of hight happiness and
fulfillment” is obtained by engaging in natural and authentic experiences, aesthetic
appreciation, creation and innovation, and sport activities, Csikszentmihalyi, (1975)
observed that the flow experience acquired from people engaged in activities as diverse as
playing chess and rock-climbing .
Accordingly, an experience is created when “a company intentionally uses services as the
stage and goods as props, to engage individual customers in a way that creates a
memorable event” (Pine & Gilmore 1999); and this definition is suited to the museum service
experienced context, as museums are regarded as experience-focused places that offer
both emotional and cognitive stimuli and as places of service experience consumption.
Museums are often seen as stage for social, cognitive and environmental education, and
are a “behavior” and “social” setting; they tend to offer many service transactions and
personal encounters (Chan & Yeoh, 2007).
(Ridge & Diane, 2013) It focuses on the role of museum operators as event planners during
catered events at the museums. It adds that events held at the art museums present
interesting and colorful themes from famous painters with their art. It also mentions that
event planning needs to be of an exceptional level while remaining sensitive and
considerate of the organization's mission.
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Museums are required to assume sustainable behaviours, paying attention to
environmental, social and economic issues. Environmental issues concern mostly measures
that help reducing energy consumption. Social issues request physical and intellectual
accessibility for all visitors. Lastly, considering that museums are non-profit institutions and
merit goods from the economic point of view and according to the value-for-money (VFM)
framework, museums are required to create positive externalities to be sustained by public
expenditures (Carnagie and Wolnizer 1996; Holden 2006; Montella 2009).
Art museums today are aware of their role as educators. They house many objects sacred
to various peoples and take seriously their responsibility to facilitate encounters with these
sacred objects (Hartfield, 2004). One study of adult learners identified a taxonomy of
learning outcomes in the museum context that began with knowledge and skill mastery,
"increased appreciation or meaningfulness," "changed attitude or emotion," "transformed
perspective," for a few, "life-changing experience" (SachatelloSawyer 2002).
Synthesis of the Study
Similarities
The similarities of our journal is It contains research on conservation
science, artefact studies, restoration, museum studies, environment
studies, appreciation of the differences in culture and its interest to
present it to the people and also the importance of the museum,
satisfaction of the visitors and museum and its operators. The similarities
of our journal also focuses on the development of research that
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illuminates not only the socioeconomic profiles of museum visitors and
non-visitors but also their cultural habits, general entertainment interests,
and their perceptions of art, science, and other topics addressed at these
institutes. The more we know about a visitor's personal context, the more
we can enhance his or her museum experience, thereby encouraging
further museum visits during which his or her expectations, wishes, and
needs will be more fully met. The article also focuses on how local culture
plays an important part in shaping both personal context as well as each
museum experience. Explores the beneficial outcomes that visitors seek
and obtain from a museum visit. It uses a deductive qualitative approach
to investigate the meaning and value of a museum visit from the visitor's
perspective. Importance of satisfying experiences in museums extend the
understanding to the beneficial outcomes that experiences produce. It
considered as the attributes of the setting that has a good quality and
feature to visitor's to be useful and valuable. Also, the experiences they
absorb in. And the benefits that is good and helpful they have as a source.
These museums, historic sites and art galleries are important that is
closely linked to visitor's intrinsic motivation, making it important to
understand the motivational factors that impact on visitor's experiences.
Similarities among the sites in relation to visitor's expectations,
perception of learning opportunities, engagement in motivated learning
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behaviors and perception of the learning experiences. The importance of
learning to museum visitors and the unique opportunities and challenges
of the museum.
Differences
The differences of our journals consist of the topic, conclusion, respondents and methods.
Our journals are divided into three sub chapters which are the Importance of the museum,
Satisfaction of visitors and the museum and its operators. Present various documents
related to culture aiming to train individuals who are more sensitive to the community.
Museums play an important role in the integration of various group in multicultural societies.
The mission of the museum do not only consist of conserving and exhibiting treasures and
objects that provides us with information but include the provision of educational tasks.
Museums have proved that you have to get involve with more projects and keep close
relationship with the community to contribute to the education, development, and culture of
the communities.
Justification
It is important to maintain distinction between museum research and museological research.
Museum research is subject-matter research carried out by the museum as one of its
functions. Over the years the role of research in museums has changed. In the course of the
1970s and 1980s different developments caused the decline of the position of subject-matter
research. The mission of museum do not only consist of conserving and exhibiting treasures
and objects that provides us with information but include the provision of educational tasks.
Museums have proved that you have to get involve with more projects and keep close
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relationship with the community to contribute to the education, development, and culture of
the communities. Many museums today develop and present different programs that can
interest various groups by getting to know the viewer better since it is known that the viewer
will tell the objects and topics of interest and the message created by the curator cannot be
imposed upon them.
Chapter 3
Methodology
Museum are created to tell the past and present interpreted story. In this chapter, It
contains research design refers to the overall strategy that you choose to integrate the
different components of the study, sampling design method refers to the rules and
procedures, sample participants process of selecting a representative group from the
population under study, sample size act of choosing the number of observations or
replicates to include in a statistical, data collection method, development of research
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instrument generic term that researchers use for a measurement device (survey, test,
questionnaire, etc.), and statistical treatment by the researcher in order to obtain the
information needed for the conclusions about the preparation of the Fort Bonifacio war
tunnel ICT ready establishment.
Research Design
The method of research we used is quantitative method. According to (Babbie &
Mujis, 2010), Quantitative method can highlight the objective amounts and the statistical,
mathematical analysis of data that is being collected through polls, questionnaires, and
surveys or by controlling prior statistical data using computational methods. Quantitative
research focusing on numerical information and summing it up across groups of people or to
explain a particular phenomenon.
The kind of design of Quantitative methods we used is the descriptive research for
the reason that this method collocate quantifiable data that can be utilized for statistical
inference on your target audience through data analysis and as an outcome, this kind of
research takes the form of close-minded questions, which restricts its capacity to give
unique vision.
The researchers decided to choose descriptive design for the quantitative research
because seeks to describe the current status for the chosen topic and it is the easiest way to
conduct information since we are just students.
Sampling Design
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The selected participants to respond the survey questionnaires are those people who
visits the War Museum since they have the knowledge and experience to answer the
questions. According (Jackson, S.L. 2010) In order for the survey to be both strong and valid
it is important that the questions are build up properly. Questions should be written so they
are clear and easy to appreciate.
Moreover, the respondents are selected via non-probability sampling which means the
researchers generally select an aspects for the sample based on hypotheses about the
population of interest, known as selection criteria.
There are total of one hundred (100) respondents who participated on the survey. The
respondents answered the questionnaires for approximately 5-10 minutes. After the
gathering of data, the responses computed.
Data Collection Method
The researcher decided to use paper-pen questionnaire or commonly known as a
“survey questionnaire” and According (Leedy and Ormrod, 2001) People are more precise
while responding to the questionnaires regarding arguable issues in particular due to the
fact that their responses are anonymous. But they also have difficulties. Majority of the
people who receive questionnaires don't return them and those who do might not be
representative of the originally selected sample.
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The handling of questionnaire will be done personal by the researchers. This
approach allowed the researcher to directly interview the respondents which happens in the
area of Taguig City. The researchers will be collecting data by the use of survey
questionnaire and this research paper will continue next semester for the Tourism Research
Methods and Techniques 2ND semester class for the school year 2018 – 2019.
The Contingency Plan happens when we are not allowed to do the survey activity in
the area of Taguig City. The chosen respondents are the family, relatives , and friends of the
researchers’ in able to collect data and information.
Data Research Instrument
The researchers will be conducting a Quantitative Research which is concerned with
testing hypotheses derived from theory and/or being able to estimate the size of a
phenomenon of interest. Depending on the research question, participants may be
randomly assigned to different treatments. If this is not feasible, the researcher may collect
data on participant and situational characteristics in order to statistically control for their
influence on the dependent, or outcome, variable. If the intent is to generalize from the
research participants to a larger population, the researcher will employ probability sampling
to select participants.
The validity of our questionnaire we the researcher asked for the conformity of 3
professor for our research survey . Which we asked for their suggestion and ideas that can
help us to improve our survey. So then, they gave us some comments that can make our
research questionnaire well, it really helps us alot to make our research presentable in a
27
systematic way.
Based on the survey questionnaire that we conducted, it focused mostly on the
awareness of the respondents to the Fort Bonficacio War Museum and if they would
consider improving it as a heritage museum. Based on the data that we gathered, most of
the respondents acknowledge the reason behind the past because of the ambiance of the
place, but on the other side, some of the respondents are not well satisfied because they did
not fully explored the tunnel since there are only certain places that are allowed to visit.
Therefore, the war tunnel is not yet fully accessible.
Statistical Treatment of Data
The 4 – point Likert scale was used to interpret items in the questionnaire. The responses
were based on the personal evaluation of those who visited the War Museum. After the
survey, the questionnaires were enumerated by the researchers for the accurate
interpretation of the data.
The researchers collected the survey questionnaires and the four Likert Scale was used and
its interpretation as follows:
4 Point Likert Scale

Rating Scale Verbal Interpretation
4 3.26 – 4.00 Strongly Agree (SA)
3 2.51 – 3.25 Agree (A)
2 1.76 – 2.50 Disagree (D)
1 1.00 – 1.75 Strongly Disagree (SD)
Table 1
28
These responses were based on the assessment of the respondents regarding the
level of agreement between the primary activities and supporting activities of the War Tunnel
Museum to the visitor’s satisfaction.
The range and interpretation of the four-point scale are shown in Table shown above.
Collecting of data will be continue next semester for the Tourism Research Methods and
Techniques 2ND semester class for the school year 2018 – 2019.
Literature Review Matrix
Importance of Satisfaction Museums

Particulars Museum of the and its
Visitors Operator
1. The Caryatids in the New Acropolis Museum:

Out of Sight, Out of Light, Out of Mind
2. The Educational Museum: Innovations and

Technologies Transforming Museum Education.
The Benaki Museum, Athens,
29
3. Ethics in Action at the Refurbished

Archaeological Museum of Ioannina, Epirus,
Greece
4. Creating Voices: Ancient to Modern at the

Petrie Museum
 
5. The Body in the Museum
6. Lin Wei-Rong (2015) International Journal of

Tourism Research. May/Jun2015, Vol. 17 Issue
 
3, p229-238. 10p.
7. Konji Ally A. (2015) Visitor Studies. Jul-

Dec2015, Vol. 18 Issue 2, p131-149. 19p.

8. Steffensen, Morten (2010) Visitor Studies.

Jan2010, Vol. 13 Issue 1, p107-117. 11p. 1
Chart, 5 Graphs.
9. Shaggot Todd (2015) Visitor Studies. Jul-

Dec2015, Vol. 18 Issue 2, p214-232. 19p.
10. Heidenreich, Martin

Plaza, Beatriz (2015)
European Planning Studies. Aug2015, Vol. 23
Issue 8, p1441-1455. 15p. 2 Charts.
11. Chih-Tung Hsiao

Ming-Hung Yao (2012) International Journal of
Electronic Business Management. 2012, Vol.

10 Issue 2, p113-121. 9p. 6 Diagrams, 4
Graphs.
12. Lee, Hoffer M.

Smith, Stephen L.J. (2015)
Journal of China Tourism Research. Jul-
Sep2015, Vol. 11 Issue 3, p255-277. 23p.
13. Jensen, Eric

Dawson, Emily
30

Falk, John H. (2011)
Visitor Studies. 2011, Vol. 14 Issue 2, p158-
161. 4p.
14. Crilley, Gary

Weber, Delene
Taplin, Ross (2012)

Visitor Studies. 2012, Vol. 15 Issue 2, p217-
237. 21p. 9 Charts.
15. Moussouri, Theano1 t.moussouri@ucl.ac.uk

Roussos,
 
George2 g.roussos@birkbeck.ac.ukVisitor Stud
ies. 2013, Vol. 16 Issue 1, p21-38. 18p. 2 Color
Photographs, 2 Black and White Photographs,
3 Charts.
16. Assist. Prof. Dr. Burcu Gunay (2012) Procedia -

Social and Behavioral Sciences Volume 55, 5
October 2012, Pages 1250-1258

17. Tišliar, Pavol (2017)
European Journal of Contemporary Education.
Sep2017, Vol. 6 Issue 3, p586-592. 7p.

18. Hausmann, Andrea (2012)
International Journal of Arts Management.
Spring2012, Vol. 14 Issue 3, p32-43. 12p.

19. Jafari, Aliakbar
Taheri, Babak
vom Lehn, Dirk (2013) Journal of Marketing
Management. Nov2013, Vol. 29 Issue 15-16,
p1729-1752. 24p. 2 Color Photographs, 1
Chart.

20. The museum experience

21. Ferguson, Matthew (2016)
International Journal of Tourism Research.
Sep/Oct2016, Vol. 18 Issue 5, p477-485. 9p.

22. Scholastic Scope. 4/9/2007, Vol. 55 Issue 15,
p4-9. 6p.
31

23. The development of informal learning and
museum pedagogy in museums

24. Grenier, Robin S. (2010)
Adult Education Quarterly. Feb2010, Vol. 59
Issue 2, p142-157. 16p.
 
25. Smith, Stephen L.J. (2015)
Journal of China Tourism Research. Jul-
Sep2015, Vol. 11 Issue 3, p255-277. 23p.

26. Kim Lian Chan, Jennifer (2010) Journal of
Hospitality Marketing & Management. 2010,
Vol. 18 Issue 2/3, p173-196. 24p. 2 Charts.

27. Stylianou-Lambert, Theopisti (2010)
Visitor Studies. Jul2010, Vol. 13 Issue 2, p130-
144. 15p. 1 Chart.

28. Splendiani, Simone (2016)
Tourism &Hospitality Management. May2016,
Vol. 22 Issue 1, p29-46. 18p.

29. Daily, Eileen M. (2010) Journal of
Adult Theological Education. Dec2010, Vol. 6
Issue 2, p116-129. 14p. 1 Diagram.
30. Pawlikowska-Piechotka, Anna
Łukasik, Natalia
Ostrowska - Tryzno, Anna
Sawicka, Karolina (2015) European
Countryside. Dec2015, Vol. 7 Issue 4, p195.
32
SRO Questionnaire Statistics

1. 82% people answered Y
and 18% answered No.
1. What is the level 2. 50% people answered Y
of agreement and 50% answered No.
between the 3. 80% people answered Y
factors of Primary and 20% answered No.
activities and 4. 95% people answered Y
Supporting
and 5 answered No.
activities?
5. 80% people answere
Yes and 20% answere
No.
6. 50% Peopple answere
Strongly Agree
30% people answer
Agree
20%answered peo
Disagree
None answered peo
Strongly Digaree
7. 2% answered Strongly
Agree
50% answered Agree
43%answered Disagre
5% answered Stron
Disagree
8. 30% answered Strong
Agree
53%answered Disagre
17% answered Stron
Disagree
Agree
53% answered Agree
17% people answer
Disagree
No one answer
Stronglee Disagree
Agree
53% people answer
Agree
17% people answer
Disagree
No one answer
Strongly Disagree
33
2. What is the level

of agreement
betwin the cultural
operots, visitors
and technologist?
34
Dear Respondents,
We the Bachelor of Science in Tourism Management 3rd year student of Far Eastern
University are conducting a research entitled “The Value Chain of Analysis of Fort
Bonifacio’s War Museum: Preparation for an ICT ready establishment” We are in the
process of gathering data through a survey that will be used for our research study. The
participants of this survey are voluntary. We assure that the collected data is strictly
confidential and will only be used for academic purpose. The following questionnaire will
require approximately to complete. We are requesting to take a few minutes of your time in
answering this survey.
Thank you for taking the time to assist us in our educational endeavors.
Sincerely yours,
The Researchers:
Gerion,Eunice
Gelito,Mitzi Lloys
Gaurino, Alyssa
Gutierrez,Raven
Quidet,Hanna Samantha C.
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
35
I. Demographic Profile
Name (Optional): ___________________________________
Gender: ______ Age: ______
Civil Status: ☐ Single ☐ Married
Educational Attainment ( if student): ☐ Elementary ☐ High school ☐ College
Occupation: ______________________
Survey Questionnaire
INSTRUCTIONS: Please put a check mark on the boxes for your answers questions..
Yes No
1. I am aware of Fort Bonifacio War Tunnel.
2. I visited Fort Bonifacio War Tunnel.
3. I am fully aware that Taguig,City has a potential to be a top

destination in NCR.
4. I like to improve Bonifacio War Tunnel as a Heritage Museum.
5. I think the existing government based plan would create a

sustainable tourism.
36
Strongly Agree Disagree Strongly
Agree Disagree
6. The Fort Bonifacio War

Tunnel restoration would
create job opportunities to
the local community.
7. The tourist will cause traffic.
8. Restoration will increase

environment pollution (i.e,
noise, air, light etc.)
9. The development would

increase the number of
tourist in Taguig City.
10. Restoration of the museum
would further increase the
awareness of the Fort
Bonifacio War tunnel.
37
38
About the Authors
Gaurino, Alyssa
From Nueva Ecija graduated high school in General de Jesus College now a
3rd year student at Far Eastern Univeristy taking up Bachelor of Science
Major in Tourism Management dwelling with the course Research Writing and
interested in the research about the methods of research.
Gelito, Mitzi lloyd D.
Earned her high school diploma in Macario B. Asistion Sr. High School she is
from Navotas City now a 3rd year student taking up Bachelor of Science
Major in Tourism Management at Far Eastern University dwelling with the
course Research Writing and interested in the research about human
behavior.
Gerio, Eunice U.
Graduted high school in Llamas Memorial Institute in Mariveles, Bataan and

also from Mariveles, Bataan at present, she is a 3rd year student taking up
Bachelor of Science Major in Tourism Management dwelling with the course
Research Writing at Far Eastern University. Interested in Psychological
Research.
39
Gutierrez, Raven
Currently taking Bachelor of Science Major in Tourism Managment a 3rd year

student dwelling with the course Research Writing at Far Eastern University.
Graduted high school in La Immaculada Concepcion School and interested in
Documentation.
Macaballug, Mikaela O.
A 3rd year student taking up Bachelor of Science Major in Tourism

Management dwelling with the course Research Writing at Far Eastern
University from San Miguel, Bulacan graduated high school in San Miguel
Bulacan National High School and interested in the research about anxiety
disorder.
Quidet, Hanna Samantha C.
Taking up Bachelor of Science Major in Tourism Management at Far Eastern

University a 3rd year student dwelling with the course Research Writing
graduated high school in St. Rose of Lima Montessori School interested in
the research on how social media affects.
40
Documentation
Reference:
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http://www.megaworldatthefort.com/blog/the-secret-tunnels-of-bonifacio-global-city/
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Ramos, M. (n.d.). War tunnel: History under ritzy Fort Boni. Retrieved December 08, 2017,
from http://globalnation.inquirer.net/51592/war-tunnel-history-under-ritzy-fort-boni
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Carreras, C., & Rius, J. (2011). Evaluation of ICT Applications in the New Lleida Museum,
Spain. Visitor Studies, 14(2), 219-232. doi:10.1080/10645578.2011.608025
Beresford, J. M. (2016). The Caryatids in the New Acropolis Museum: Out of Sight, Out of
Light, Out of Mind. Journal of Conservation and Museum Studies, 14(1).
doi:10.5334/jcms.130
Grigg, N., & Mann, R. (2008). Review of the Australian Business Excellence Framework: A
comparison of national strategies for designing, administering and promoting Business
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Edson, G., & Dean, D. (1996). Handbook for museums. London: Routledge.
Hooper-Greenhill, E. (1994). Museums and their visitors. London: Routledge.
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hallis, D. (2012). Creating Voices: Ancient to Modern at the Petrie Museum. Journal of
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Hertz, C. (2006). Bodies of Cultures: A World Tour of Body Modification:Bodies of Cultures: A
World Tour of Body Modification. Museum Anthropology, 29(1), 71-73.
doi:10.1525/mua.2006.29.1.71
Liu, C., Liu, H., & Lin, W. (2013). Constructing Customer-based Museums Brand Equity
Model: The Mediating Role of Brand Value. International Journal of Tourism
Research, 17(3), 229-238. doi:10.1002/jtr.1979
Bandelli, A., & Konijn, E. A. (2015). Public Participation and Scientific Citizenship in the
Science Museum in London: Visitors’ Perceptions of the Museum as a Broker. Visitor
Studies,18(2), 131-149. doi:10.1080/10645578.2015.1079089
Overskaug, K., Holt, G., Hagen, K. G., Næss, A., & Steffensen, M. (2010). An Analysis of
Visitation Patterns at the Museum of Natural History and Archaeology, Trondheim, Norway,
from 1954 to 2006. Visitor Studies, 13(1), 107-117. doi:10.1080/10645571003621844
Bitgood, S., Mckerchar, T. L., & Dukes, S. (2013). Looking Back at Melton: Gallery Density
and Visitor Attention. Visitor Studies, 16(2), 217-225. doi:10.1080/10645578.2013.827024
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Nieddu, M., Boatto, G., Pirisi, M. A., & Dessì, G. (2010). Determination of four
thiophenethylamine designer drugs (2C-T-4, 2C-T-8, 2C-T-13, 2C-T-17) in human urine by
capillary electrophoresis/mass spectrometry. Rapid Communications in Mass
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impacts of the grey market. Total Quality Management & Business Excellence, 19(12), 1235-
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Lee, H. M., & Smith, S. L. (2015). A Visitor Experience Scale: Historic Sites and
Museums. Journal of China Tourism Research, 11(3), 255-277.
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Jensen, E., Dawson, E., & Falk, J. H. (2011). Dialogue and Synthesis: Developing
Consensus in Visitor Research Methodology. Visitor Studies, 14(2), 158-161.
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44

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FAR EASTERN UNIVERSITY

Institute of Tourism and Hotel Management

The Value Chain of Analysis of Fort Bonifacio’s

Cover Page .......................................................................................................... 1

Table of Contents................................................................................................ 2-3

Chapter 1 : Introduction .......................................................................... 4

Background of the Study ........................................................................... 4-5

Problem Statement .............................................................................5-6

Theoretical Frameworks .............................................................................6-7

Conceptual Framework .............................................................................. 8

Reseach Objectives and Hypothesis ........................................................... 9

Significance of the Study ...........................................................................9-10

Scope and Limitation of the study ................................................................10

Definition of Terms ............................................................................11

Chapter 2 : Literature Review .................................................................. 12 - 13

Importance of the Museum ..........................................................................14-16

Satisfaction of the Visitors ...........................................................................17- 18

Museum and its operators ...........................................................................19-21

Synthesis of the Study

Similarities , Dfferences, & Justification ...............................................21-23

Chapter 3 : Methodology .......................................................................... 24

Research Design .........................................................................................24-25

Sampling Design ..........................................................................................25

Data Collection Method .................................................................................26

Data Research Instrument ...........................................................................26-27

Statistical Treatment of Data .....................................................................27-28

List of Figures and Tables

Theoretical Figure 1 ..................................................................................

Theoretical Figure 2 ..................................................................................

Conceptual Framework Figure 3.................................................................

Litarature Matrix Table 2 ............................................................................ 29-31

Statistical Treatment of Data Table 2 ........................................................ 32-33

Cover Letter & Demographic Profile.............................................................34-35

Face and Content Validity...........................................................................37

About the Authors ....................................................................................... 38-39

Background of the Study

turned over to the Philippine Government in 1949.

positioned at the exits of the tunnel,” the BCDA said in a statement.

in the story catered by the Fort Bonifacio.

side of the place, it called the Explored and Unexplored.

Cultural operators interact with technologists through cybermuseography and interpretation.

with cultural operators through behavior and meaning.

MUSEUM VALUE CHAIN

Collection and Preservation

Source: Adapted from Porter

a military base built by the US military government of the Philippines

an ICT ready establishment.

1. What is the level of agreement in the following factors:

a.) Primary Activities

b.) Support Activities

2. Is there any significant difference\s among the level of agreement of cultural

operator, visitor and technologist?

Significance of the Study

Scope & Limitation of the Study

to the people who have ideas on what a bomb shelter is.

Swanky - To behave in a way that is intended to impress people

Subsequently - happening or after something else

Flamethrower - a weapon that shoots a stream of burning liquid

unpleasant or when something difficult or unpleasant stops or is delayed

Cessation - a stopping some of action : a pause or stop

Hostilities – an unfriendly or hostle state, attitude or action

Sporadic – occurring occasionally, singly, or in irregular or random instances

Brigadier – a British army officer who is in charge of a bridge