The University of Baguio - School of International Hospitality and Tourism Management (UB-SIHTM) partners with the Department of Tourism (DOT) for its Filipino Brand Training Program to create and enhance the Filipino brand of service in the Philippine tourism industry as well as promote excellence in service among UB's tourism and hospitality students. As such, aligned with the thrust of the DOT to cascade the Filipino Brand of Service Excellence (FBSE), UBSIHTM pioneered the training for schools and universities allowing the school to be the first educational institution to participate and receive such training in the Cordillera Administrative Region.
Successfully held on January 31, 2023, at UB Centennial Hall, the first batch of FBSE training was attended by more than a hundred graduating students. The training was facilitated by two master trainers, Ms. Racquel Verzosa and Ms. Lorie Jane Rosales, and the conduct of the activity was chaired by Ms. Kresdale May Pacalso and Ms. Mary Joy Limpin, SIHTM Program Chairs. The activity was made possible through the initiative and strong leadership of the DOT-CAR Regional Director, Ms. Jovita Ganongan, alongside the program’s overall facilitator, Ms. Sylvia Chinayog.
More FBSE training was then scheduled right after. The second batch of training facilitated by Ms. Lorie Jane Rosales & Dr. Freddie Quinito was held on February 3, 2023, at the Cafe Fernando and Sazerac Bar simultaneously, and was participated by more than 80 students. Master trainer, Ms. Lorie Jane Rosales, then returned to the University of Baguio for the 3rd batch of training participated by 62 students held on March 7, 2023, at the Cafe Fernando.
On March 22, 2023, proudly representing the University of Baguio in the academe sector and fully signifying UB’s support with DOT in its thrust to inculcate the Brand of Service Excellence to each and every Filipino, Dean Jenelyn Magpatoc joined the MOA Signing on Filipino Brand of Service Excellence with LGU, NGAs, Academe, and Private Sector held at the Baguio Country Club.
Not limited to the students, SIHTM believes that the DOT-FBSE is more than the Mabuhay gesture, but rather the embodiment of the Filipino culture of service excellence that would transcend in the simplest acts done to our stakeholders. As such, the training was further cascaded to 44 SIHTM Mentors and other UB front liners, through master trainer, Dr. Freddie Quinito last April 11, 2023, at UB’s Cafe Fernando.
Furthermore, more than a hundred students participated in the last batch of FBSE training for the semester facilitated by Ms. Marybeth Yu So held on May 10, 2023, at Centennial Hall.
Recognizing the invaluable contribution in the effort to promote tourism through the cooperation and support of DOT’s programs and events, UBSIHTM received a plaque of recognition last May 25, 2023, at the Baguio Country Club, during the Cordillera Regional Tourism Summit.
The FBSE is a DOT-initiated program designed to promote service excellence as it aims to equip participants with methods for providing customer service rooted in Filipino values, as well as techniques for effectively interacting with customers and managing customer issues.
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