BEEP BEEP BEEP: STEERING THE PERCEPTION OF JEEPNEY DRIVERS TOWARDS JEEPNEY MODERNIZATION

To strengthen and develop the PUVM, the study attempts to ascertain the views and opinions of jeepney drivers regarding public utility vehicle modernization. This qualitative-phenomenological study included a complete list of the responses of Jeepney drivers in the Bulaon-San Fernando Jeep Terminal who voluntarily participated in this qualitative research (30) by responding to a semi-structured questionnaire. This open-ended and closed-ended questionnaire analyses the perceptions of the jeepney drivers and the challenges of the PUVM to the jeepney drivers. The study employed manual coding to carry out Braun and Clarke's thematic analysis approach. Three themes emerged from the research that shed light on the attitudes and views of jeepney drivers regarding PUVM and its impact on them: (1) preserving cultural heritage and economic resilience: The Jeepney Industry's Struggle Against Modernization; (2) fare adjustments and passenger competition in Jeepney Modernization; and (3) daily impacts: the Effect of PUVM on Jeepney Drivers Daily Lives. The findings of this study may wake people up, especially the higher-ups, to what is happening to the jeepney drivers towards the PUVM. In addition, it may enhance the PUVM to improve and be a better program for everyone, and it may also raise social awareness among the people.