Principles of Tourism 1 Lesson

Trends & Prospects in theTourism Industry

Source:

Undersecretary SIMEON P. MARFORI, IIDepartment of Tourism

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Presentation Outline

Philippine Tourism Overview

General Global Travel Trends

Tourism Product Trends

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• Foreign Tourism Receipts to GDP ratio grew from 1.9% in 2003 to 3.4% in 2007

• Foreign Tourism Receipts to Total Exports Ratio more than doubled from 3.9% in 2003 to 7.9% in 2007

Importance of Tourism in the Philippine Economy Today

Source:Republic of the Philippines

NATIONAL STATISTICAL COORDINATION BOARD3

• Partly because of investments in tourism destinations, construction sector grew by 23.1 % making it a big factor in the record economic growth in 2007

• Employs 9.7% of total employment. Directly employing 3.2 million Filipinos today.

Importance of Tourism in the Philippine Economy Today

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Top 14 Destinations in The Philippines 2009

1. Cebu2. Camarines Sur3. Metro Manila4. Baguio City5. Davao City6. Boracay7. Cagayan de Oro8. Zambales9. Bohol10. Puerto Princesa City11. Camiguin12. Cagayan Valley13. Negros Oriental14. Ilocos Norte

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GlobalTravel Trends

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Senior Citizens and Women will travel more..

• Senior citizens and Women travelers are fast increasing in the bulk of the world travelers;

• Prompted the push for women-friendly destinations as more female professionals are travelling;

• To attract the aging traveling market, there is a push for retirement villages or nursery villas;

• Elderly travelers are most attracted to visiting cultural sites. They are also keen in short holiday breaks.

Global Travel Trends

Source: Newsweek Magazine, May 2010 7

The Modern Chinese Traveler: Rise of Global China

• China is now ranked as the 2nd largest source of tourists in some countries of Asia such as Singapore, Indonesia, Taiwan, Nepal and No. 1 in Vietnam, Macau and Hong Kong.

• It has overtaken Japan as The Leading Asian Market to Europe with 11 million arrivals in 2008.

• There is a re-discovery of Chinese culture, history as well as a thirst for Western culture. As China opens up to the world, The World is also opening to China.




Travel has become more “Activity-Based” rather than “Destination-Based”

Travelers nowadays are deciding what activities they want to partake first before choosing a destination.

Destinations must create unique activities to entice tourists. This paved the way for the creation of NICHE MARKETS which particularly lures in a specific kind of traveler.

This shift has also required the delivery of custom-made tours which require the experience to be unique and personalized.



Booming Economies and the development of Low-Cost Carriers (LCC) makes Intra and Inter –Regional Travel more affordable and accessible

Due to low cost of airfares, people can now afford to travel frequently

This has also changed people’s traveling habits and patterns as they are now more into traveling multiple short-haul breaks

LCC’s is also one of the reasons that drive the growth of Intra-Regional Travel within the Asia – Pacific Region

Source: Newsweek Magazine, May 201010


There is Polarization of travel spending

Though many people can now travel, most are still under a tight budget. Thus, there is a rise for budget hotel accommodations. There are also many international hotel chains that are investing in this type of accommodations.


Global Tour Products

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Medical Tourism13

Medical Tourism:

• One of the fastest growing tourism market segments

• Medical Travel today is estimated to be at the range of $40 to $60 Billion, with an annual growth rate of 20%

• By 2013, it is predicted that Medical Tourism is going to be a $188 billion global business.

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•The Department of Tourism launched a program in 2006 to entice and attract medical tourists into the country.

•In 2007, the Philippines has about 60,000 foreign patients. This grew to about 100,000 in 2008.

• Since the launch of the Department’s program, medical revenues have grossed to an estimated $350 Million.

•By 2015, the DOT expects the influx of 1 Million patients, generating a total revenue of $3 Billion with 200,00 foreign patients arriving annually.

Medical Tourism:

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Medical Tourism:The Philippines as a preferred Medical Destination:

• Filipino competence and warm Hospitality

• Compassion and Sensitivity

• Filipinos unique brand of Quality Care

• Quality of Treatment

• Fluency in English

• Competitive Medical Costs

• Highly Skilled Medical Professionals16

Medical Tourism:Target Markets:

1. United States – accounts for $ 1.7 Trillion of the

$3.3 Trillion spent annually for Health Care

worldwide

o There are over 50 million uninsured Americans and a large number of underinsured, who are seeking treatments outside the U.S. 2. Europe – the healthcare infrastructure is

not able to cope up due to the increasing life expectancy and aging population

3. Canada

4. Australia17

Medical Tourism:

Medical Services Offered in the Philippines:

• Dental & Orthodontics

• Surgery – Angioplasty, Angiogram

• Dialysis & Kidney Transplant

• Orthopaedic Surgeries

• Cosmetic, Reconstructive & Curative Procedures

• Opthalmology, Lasik and CK procedures

• Executive Check-Up, MRI , CT-Scan18

Medical Tourism:QUALITY STANDARDS:

LOCAL :

DOT-Accreditation for tertiary hospitals DOT-Accreditation for ambulatory clinics

INTERNATIONAL:

Joint Commission International (JCI)

JCI-Accredited Hospitals in the Philippines

1. Medical City of Pasig2. St. Luke’s Medical Center (Quezon City)3. Chong Hua Hospital (Cebu City)

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Adventure Sports Tourism20

“…an outdoor leisure activity that generally takes places in an unusual, exotic, remote &

wilderness setting sometimes involving some form of

unconventional means of transportation and tending to be associated with low or high levels

of physical activity.”

Adventure Tourism:

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• Fastest growing segment of the Leisure Travel Industry (Adventure Travel Trade Association /ATTA).

• This is due to the fact that people are increasingly seeking authentic/unique experiences that stretches the imagination and create potential memories that last a lifetime.

• Involves a variety of activities ranging from soft adventure to extreme adventure. e.g. Kayaking, Mountaineering, Caving, White Water Rafting, etc.

Adventure Tourism:

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AdventureTourism:• Trends in Adventure Tourism:

Girlfriend Get-Aways – women travelling together. More than 50% of adventure travelers are women, between the ages of 41 to 60 years old.

Glamping (Glamorous Camping)

Animal Safaris/ Wildlife Vacation

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Adventure Tourism:

Quality Standards:

DOT – Accreditation of Mountain Guides

DOT- Accreditation of Cave Guides

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Meetings, Incentive Travel, Conventions and Exhibitions

(M.I.C.E) 25

Meetings, Incentives, Conventions and Exhibitions (M.I.C.E):

• A fast growing travel trend that combines Business and Leisure.

• Due to Globalization, the business travel market is foreseen as growing faster than leisure travel. Among the business travel market, Asian Business Travelers are the fastest growing segment.

• Asia is fast becoming a Convention Hub. This is due to being a major recipient of direct foreign investments and the increase of many multi-national corporations in the region.

• Aside from foreign investments, the many different exotic culture of Asia is also a primary draw for Westerners. 26

Meetings, Incentives, Conventions and Exhibitions (M.I.C.E):

• Destination Appeal is important when selecting a convention site.

• M.I.C.E Buyers are increasingly looking for new destinations and activities.

• Group Incentive Travel will become more active with host communities. At times, local immersion is integrated to make the experience more meaningful.

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Agri - Tourism28

Agri – Tourism:

“ a form of tourism which capitalizes on

rural culture and farming as a

destination and attraction.”

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Agri – Tourism:• The main appeal of Agri-tourism is its Cultural Landscape where a glimpse of how the past generations lived and worked.

• Typical Regional Crops and Local Breeds can become an attraction to tourists.

• The main benefit of Agri-tourism is the Improvement of Rural Communities thus also promoting Regional / Countryside Development.

• Farmers generate additional income by hosting visitors, educating the public and promoting farm products.

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Agri – Tourism:

Quality Standards:

DOT – Accreditation for Agri-Tourism Sites

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VolunTourism32

VolunTourism:• Refer to active, hands-on, volunteer vacations that address global issues of environmental degration and poverty alleviation while fostering understanding between visitors and host communities.

• One of the growing trends in tourism, with a 30% participation increase in 2007.

• 6% of all American active travelers took a volunteer action every year.

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VolunTourism:• Voluntourism is on the rise in most developed countries. As their population ages quickly, these have prompted Corporate Social Responsibilities becoming a norm.

• There has been increased incentive trips where they incorporate Community Activities to enrich participants’ travel experience.

• Among the activities being undertaken are Building Houses, Cleaning Up of polluted areas, Immersion with the local community, Feeding, etc.

• Participants of Voluntourism usually consist of Corporate Workers, “Baby Boomers” and Students.

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VolunTourism:Opportunities

Construction-related Skills• Basic Design• Carpentry • Plumbing • Electrical• Steelworking• Woodworking

Environmental Skills• Landscaping• Forestry• Animal & Marine Husbandry• Diving• Boating

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Food Tourism36

Food Tourism:• A new travel trend that rose from the demand for new experiences and adventure while experiencing local culture.

• Trends that drive Culinary Tourism: Individualism Multi-cultures consumer Well-being/ healthy lifestyle Desire for new experience and cultural immersion Role of celebrity chef and media

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Food Tourism:

The Department of Tourism launched a culinary tourism program dubbed as “Kulinarya” to introduce Philippine Flavors to Domestic and International scene and promote the country as a culinary destination

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Food Tourism:Opportunities:

Food Service Industry

Food Handling

GMP

F&B

Hotel & Restaurant

Cooking

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Thank You…

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DEFINITION OF TOURISM

“ Sum of the phenomena and relationships arising from the travel and stay of non-residents, in so far as they do not lead to permanent residence and are not connected to any earning activity”.

“ The temporary short-term movement of people to destinations outside the places where they normally live and work and their activities during their stay at these destinations.”

“ Tourism could be defined in terms of particular activities selected by choice and undertaken outside the home environment.”

Migration –involves taking up permanent residence which includes both travel and stay.

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Burkart and Medlik, experts in both tourism and Hospitality Industry cited five main Characteristics of tourism

1. Tourism is combination of phenomena and relationship.

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2. It has two essential elements: Dynamic element- Journey, and the Static- Stay.

3. The journey and Stay are to and from destinations outside the place of residence and work.

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4. The movement of destination is temporary and short-term with the intention to return within few days, weeks, or months.

5. Destination visited for purposes not connected with paid work, not to be employed or vocational purposes.

Terms: TOURIST and VISITORS

“ A tourist is a person who visits a country other than that in which he usually resides for a period of at least 24 hours.”

“ A visitor is any person visiting a country other than that of earning money.”

Two classes of visitors:

1.Tourists: Temporary visitors staying at least 24 hours, whose purpose could be classified as ---

a.Leisure such as recreation, holiday, health, study, religion or sportb.Businessc.Familyd.Missione.Meeting

45Principles of Tourism 1 by Zenaida L. Cruz Ph. D.

2. Excursionists: Temporary visitors staying less than 24 hours in the destination visited and not making an overnight stay ( includes cruise travelers but exclude travelers in transit)

Elements of Travel

1.Distance- the difference between local travel or travelling within

a person’s home community and nonlocal travel or traveling away from home.

Trip – is defined as “each time a person goes to a place at least 100 miles away from home and returns.”

Travelers – are individuals who travel at least 100 miles in one direction from home.

2. Length of stay at destination- the span of time staying in the destination.


3. Residence of the traveler- the home environment of the tourist.

4. Purpose of travel- reasons why travel took place.

a. visiting friends and relativesb. conventions, seminars and meetingsc. businessd. outdoor recreatione. entertainmentf. personal,family-medical,funeral, wedding


NATURE OF A TOUR

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Domestic and International Tourism

Principles of Tourism 1 by Zenaida L. Cruz Ph. D.

Domestic tourism-travel exclusively within national boundaries of the traveler’s country.

International Tourism-movement of people across international boundaries.

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Independent tour-is one in which the tourist buys these facilities separately, either making reservations in advance through a travel agent or en route during his tour.

Package tour- also called Inclusive Tour, arrangement in which transport and accommodation is bought by the tourist at an all-inclusive price.

Individual Inclusive tour-is the one who travels to his destination individually.

Group Inclusive tour-travels in the company of other tourists.

Principles of Tourism 1 by Zenaida L. Cruz Ph. D. 50

THE TOURIST PRODUCT

The tourist product consists of what the tourist buys or a combination of what the tourist does at the destination.

Characteristics of a tourist product:

1.It is a service. It is an intangible item.

2.It is largely psychological in its attraction.

3.It tends to vary in standard and quality overtime.

4.The supply of the product is fixed


THE TOURIST DESTINATION

A tourist destination is a geographical unit in which the tourist visits and where he stays.

The success of a tourist destination depends upon the interrelationship of three basic factors: attractions, amenities or facilities and accessibility.

1.Attraction (Site or event attraction/ natural or man-made)2.Amenities (accommodation, food, local transport, communications and entertainment at the site.3.Accessibility – means having regular and convenient forms of transport, in terms of time/distance to the destination from the originating country at a reasonable price.


TOURIST SERVICES

1. Passenger transport2. Accommodation, food and beverage and entertainment3. Consists of those provided by the travel agent and tour operator.

Travel agent is the distributor of the product. Provides an intermediary function between the tourist and the providers of transport and accommodation.

Tour Operator is the manufacturer of the product and combines the individual components of a holiday into a product which sold directly to the public or through travel agents.

4. Currency, documentation, information, sightseeing and shopping.


CHARACTERISTICS OF TOURISM

1. In tourism, the product is not brought to the consumer.2. Tourism, is a labor-intensive industry3. Tourism is people-oriented.4. Tourism is multi-dimensional phenomenon.5. The tourist industry is seasonal.6. The industry is dynamic.

IMPORTANCE OF TOURISM1. Contribution to the balance of payments.2. Dispersion of development.3. Effect on general economic development.4. Employment opportunities.5. Social benefits.6. Cultural enrichment.7. Educational significance.8. A vital force for peace.



EARLY TOURISM

The word tourism was only used in the early 19th century and is derived from the Hebrew word torah which means studying, learning, searching.

Two forms of early tourism:1.Travel for business

- Invention of money, writing and wheel by the Sumerians facilitated travel and exchange of goods.-The early Phoenicians toured the Mediterranean as traders.- Both Greeks and Romans were well-known traders.

2. Religious travel- Took the form of pilgramges.


TOURISM IN THE MEDIEVAL PERIOD

-Travel declined ( travel derived from the word travail)

-Travel became burdensome, dangerous, and demanding.

- Roads were not maintained and unsafe after the decline of Roman Empire.

-Thieves inflicted harm on those who dared to travel.

-No one during this this tine traveled for pleasure.

-Crusaders and pilgrims were the only one who traveled.


TOURISM DURING THE RENAISSANCE AND ELIZABETHAN ERAS

-A few renowned universities was developed so travel for education was introduced.

-Young men seeking positions in court were encouraged to travel to the Continent to widen their education. The practiced was gradually adopted by others in the lower scale.

-The sick sought remedy for their illnesses in “spas” or medicinal baths. ( “spa” is derived from the word “espa” meaning fountain)


TOURISM DURING THE INDUSTRIAL REVOLUTION

- Brought major changes in the scale and type of tourism development.

- Brought about not only technological changes but also social changes that made travel desirable as a recreational activity.

- The increase in productivity, regular employment and growing urbanization gave more people motivation and opportunity to go on holiday.

- People traveled to the countryside or seashore for holidays that led to the creation of working class resorts near major industrial centers.


MODERN TOURISMTourism in the 19th century

-The introduction of the railway and the development of steam power were the two technological developments in the time that had a great effect on the growth of tourism.

-The railroads created more business by providing reliable and cheap transportation.

-Various private companies invested heavily in hotels, resorts and entertainment facilities.

-The use of steam power provided the increased mobility needed by the tourism business. Provided reliable and inexpensive transportation that led to the popular day-trip cruises and the growth of coastal resorts near large industrial towns.


- The organization of travel became an established institution; thus travel organizers emerged.

- Thomas Cook (the 1st travel organizer)

- Introduction of “ circular notes” by Cook which were accepted by banks, hotels, shops and resturants. These were in effect the first travelers’ checks.

- American Express was founded (tour company in the United States)

-Photography and guide books became popular.


Tourism in the 20th century

- Pleasure travel continued to expand, encouraged by the increasing wealth, curiosity and outgoing attitudes of the people as well as the increasing ease of movement at the beginning of 20th century.

- Early post-war prosperity, coupled with large-scale migration boosted the demand for international travel.

- Interest in foreign travel was further enhanced by the first-hand experience of foreign countries.

- New form of mass communication stimulated curiosity about other countries and widened knowledge and interest in travel.

- After World War 1, railways as a means of travel declined with the introduction of the motor car. Motorized public transport and improved road conditions led to the popularity of seaside tours.


-World War II also led to increased interest in travel. The war had introduced combatants not only to new countries but to new continents, generating new friendships and an interest in different culture.

-Air travel had become more comfortable, safer, faster and cheaper in comparison with other forms of transport.

-There was an increase in private car ownership during post-war recovery years which provide flexible transportation which encourage the growth of excursions and short-stay holidays.

-Post-war economic recovery provided an increase in discretionary income and leisure time which many people converted into increased recreation and travel.


ORIGIN OF TOURISM IN THE PHILIPPINES

-Tourism in the Philippines began when the original inhabitants of the country roamed around in searched for food.

-Most recognizable form of tourism was when the country was discovered by F. Magellan and during galleon trade.

-During American occupation, Americans were able to reach Manila after two weeks on board the Pan-American Airways air-clippers.

- The introduction of more comfortable and faster means of transportation gave the early motivation for tourism.

- Foreign travelers were provided with inland tours by entrepreneurs with their unregistered private cars and coaches called “ colorum” (meaning illegal tour handling and the illegal use of private vehicles for public use.)


- In 1952, the first tourism in the Philippines was organized; the Phil. Tourist and Travel Association (PTTA) to put together all existing travel establishment serving both domestic and international travelers.

-The government organized the Board of Travel and Tourist Industry (BTTI) to regulate, supervise and control the tourist industry and to subsidize the PTTA as its promotional arm.

- The Philippines has undergone economic, social and political crisis starting in the 1960’s to 70’s which hindered the development and promotion of tourism.

-After the declaration of Martial Law, the tourism in the country prospered due to favorable conditions such as safety of tourist, better services and sanitation facilities, more financial support from the government and cooperation of private sectors.


FACTORS THAT FAVOR THE GROWTH OF TOURISM

1. Rising disposable income for large sections of population.2. Growth in the number of retired persons who have the desire

and energy to travel.3. Increase in discretionary time.4. Greater mobility of the population.5. Growth in the number of “singles”.6. Greater credit availability through credit cards and bank loans.7. Higher educational levels.8. The growth of cities.9. Simplification of travel through the package tour.10. Growth of multinational business.11. Modern transportation technology.12. Shift in values13. Advances in communications14. Smaller families and changing roles



Basic travel motivators can be divided into four classes:

1.Physical motivators-include those related to physical rest,

sports participation, beach recreation, relaxing entertainment and other motivators directly connected with health.

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2. Cultural motivators-include the desire to know

about other countries-their music, art, folklore, dances, paintings and religion.

3. Interpersonal motivators-pertain to the desire to

meet other people, visit friends or relatives, escape from routine, from family or neighbors.

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4. Status and prestige motivators - concerns ego needs and personal development. Included in this group are trips related to business, conventions, study and pursuit of hobbies and education. Travel would enhance one’s recognition and good reputation.

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Relationship of needs, wants and motives

Awareness WantsNeeds

Satisfy

Mot

ivat

ion

SuggestsMarketing

Objectives

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ABRAHAM MASLOW a famous psychologist proposed the following hierarchy of needs as determinants of behavior.

Physiological Needs(food, drink, rest, shelter)

Safety Needs(safety and security, freedom from fear and anxiety)

Social Needs(love, belongingness, acceptance)

Self-Esteem(self-respect and esteem from others)

Self-actualization(personal fulfillment/realizing one’s potential)

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The greatest reason for travel can be summed up in one word. ”escape”.

Some reasons why people travel are: •travel for health• sport• social contact• status and prestige• travel for education• personal values• cultural experiences,•shopping and bargain hunting•Professional and business motives•Search for natural beauty

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Classification of Travelers Based on Personality(Stanley Plog)

1. Psychocentrics - people centered on self- inhibited and unadvanturesome- They have a strong desire for consistency and the

familiar- prefer to visit “safe” destinations- do not like to experiment with accommodation,

food and entertainment- look for experience that will not result in

personal stress or involve unusual situation- low-energy psychocentric is quite content to stay

home- high-energy psychocentric will take a tour that is

completely arranged.

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2. Allocentric

-people having interest and attention on other persons - highly curios and thrive on stimulation and change -have a strong need for variety and new experiences -seek destination that offer them an opportunity to experience totally different cultures and environments- tend to accept challenges, meet the residents, try out local food and drink, stay in native lodgings- want to explore and discover and go their own rather than buy package tours- the low-energy allocentric is still curios and adventuresome but forgoes the more demanding schedule -the high-energy allocentric is the hiker, the biker, the diver; he prefers activities with high activity level.

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2. Midcentrics

- Not particularly adventurous, yet are not afraid to try new experiences as long as these are neither too odd or challenging.- constitute the mass market or the bulk of the population

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Two major classification of travelers based on travel-purpose

1. BUSINESS TRAVELERSa . Regular business travelers

- cost of trip is shouldered by the company, hence not affected by the cost of travel

- business travelers are well-educated, rich ,have high-level jobs and tend to fly often

- surveys also show that there are major differences between male and female business travelers

b. Business travelers attending meetings, convention, and congress

** A congress, convention or conference is a regular formalized meeting of associations or body or a meeting sponsored by an association or body on a regular or ad hoc basic.

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c. incentive travelers- it is given by firm to employees as a

reward for some accomplishment or to encourage employees to achieve more than what is required.

2. PLEASURE/ PERSONAL TRAVELERS- this group consists of people traveling for

vacation or pleasure.- elastic with respect to prices and choses

the vacation area.a. Resort Traveler

- better educated, have higher house-hold incomes and are more likely to have professional and managerial positions- majority of resort travelres have families with children.

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b. Family Pleasure Travelers- motivated to use travel as an educational

experience for children.- to do something different- use travel to bring the family closer

together- major hindrances are : cost of travel,

ability of the parents to have privacy from the children problems of organizing and coordinating family plans

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The main travel constraints are:

a. Lack of money

b. Lack of time

c. Physical disability

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e. Fears of travel

d. Lack of safety and security

f. Family commitments

f. Lack of interest in travel


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The Role of Tourism in Economic Development

Several developing countries have used tourism development as an alternative to help economic growth.

First, there is a continuous demand for international travel in developed countries. Second, as income in developed countries increases, the demand for tourism also increases at a faster rate. Third, developing countries need foreign exchange to aid their economic development.

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Economic Impact Tourism’s economic impact on a destination area

can immense since it provides a source of income, employment, and foreign exchange.

Direct and Secondary Effects

Tourist expenditures received as income by businesses such as hotels, restaurants, car rentals, tour operators and retail shops serving tourist have a direct effect on the economy of the host area.

The term direct means that the income is received directly. Indirect or secondary effects mean that the money paid by tourist to businesses are in turn used to pay for supplies, wages of workers and other items used in producing the products or direct services bought by tourist.

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Tourism multiplier or multiplier effect

Is used to estimate the direct and secondary effects of tourist expenditures on the economy of a country.

Tourism not only creates jobs in the tertiary sector, it also encourages growth in the primary and secondary sectors of industry. This is known as the multiplier effect which in its simplest form is how many times money spent by a tourist circulates through a country's economy.

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How to Maximize the Economic Effect of Tourism

1. Growth theoriesThis theory stresses that tourism needs the

support of other industries. Its objective is to integrate tourism with other economic activities. To obtain maximum economic benefit, tourism goods and services should be locally produced.

2. Economic Strategies The key to maximizing the economic effects of

tourism is to maximize the amount of revenue and jobs developed within the region.

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3. Import substitution It imposes quotas or tariffs on the importation of

goods which can be developed locally. It also grants or loans to local industries to encourage the use of local materials. Its objective is to minimize the leakage of money.4. Incentives

The wise use of incentives can encourage the influx of capital, both local and foreign, necessary to develop tourism supply.5. Foreign Exchange

Many countries have placed restriction on spending in order to maximize foreign exchange earnings. They have unlimited the amount of their own currency that tourist can bring in and take out of the destination to ensure that foreign currency is used to pay bills in the host region.


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The Social Effect of Tourism

1.Social relations between people who would not normally meet.

2. The confrontation of different cultures, ethnic groups, life-styles, languages, levels of prosperity, and the like.

3. The behaviour of people released from many of social and economic constraints of everyday life.

4. The behaviour of the host population, which has to reconcile economic gain and benefits with the costs of living with strategies.

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Socioeconomic Variables and their Effect on Travel

1. Age2. Income and Social Status3. Education4. Life stages of the family

Preferences of the International Tourist

1. Relaxation versus Activity2. Familiarity versus Novelty3. Dependence versus Autonomy4. Order versus Disorder

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Types of Tourist Roles

1. Organized Mass Tourist This type of tourist is the least adventurous. He

buys a package tour in which the itinerary of his trip is fixed in advance and his stops are well-prepared and guided. He seldom makes decisions for himself. He prefers a familiar environment rather than a new environment.

2. The individual Mass TouristSimilar to Organized Mass Tourist except that

the individual Mass Tourist has a certain degree of control over his time and itinerary is not bound to a group. The desire for novelty is greater.

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3. The ExplorerThis type of tourists arranges his trip by

himself and looks for comfortable accommodations and reliable means of transportation. He tries to associate with people he visits and speak their language.

4. DrifterGoes farthest away from the accustomed

ways of life of his own country. He is almost totally immersed in his host culture. He tries to live the way the people he visits live and to share their shelter, food and habitats.

Social Tourism – is a subsidized system of travel through the intervention of the government, employer or labor union to achieve social goals and purposes.


Culture is a set of beliefs, values, attitudes, habits and forms of behavior that are shared by a society and are transmitted from generation to generation.

A knowledge of the country’s culture is important in order to understand how individuals in that country will behave.

An understanding of the host culture is also necessary to avoid culture shock for the tourist.

Cultural patterns are changed by both internal and external force.

The Effects of Culture on Travel

Cultural tourism covers all aspects of travel in which people learn about each other’s way of life. Hence, tourism is a significant means of promoting cultural relations and international cooperation

Louis D’ Amore, the past president of the Canadian Travel Research Association, once said “These millions daily person-to-person encounters are potentially a powerful force for improve relations among the people and nations of the world, relations which emphasize a sharing and appreciation of cultures rather than the lack of trust bred by isolation.”

The Importance of Cultural Tourism

In tourism, there are cultural factors that appeal greatly to tourists. These are art, music and dance, handicraft, industry and business, agriculture, education, literature and language, science, government, religion, food and drink, and history.

Cultural Factors with Tourist Appeal

Generally, the arts include performing arts and fine arts. The former refers to live theater, music and dance and the latter includes painting, sculpture, graphic arts and architecture. Examples of the performing arts are the Pangkat Kawayan bamboo orchestra and the rondalla group. Amorsolo’s and Francisco’s paintings and the sculptural works of Michaelangelo are examples of fine arts.

Art

Recent group of Pangkat Kawayan

“A Basket of Mangoes“1949. Oil on canvas. 20 x 16 (frame 24 x 20).Amorsolo was

famous for his portraits of beautiful Filipina girls.

PietàThe Pietà (1499) is a masterpiece of Renaissance sculpture by Michelangelo in St.

Peter's Basilica in Vatican City. It is the first of a number of works of the same theme by the artist. The statue was commissioned for the French cardinal Jean de Billheres, who was a representative in Rome. The statue was made for the cardinal's funeral

monument, but was moved to its current location, the first chapel on the right as one enters the basilica, in the 18th century. This famous work of art depicts the body

In several countries, music is a major source of enjoyment and satisfaction to tourists. The Philippines, Hawaii, Spain, the United States and the Balkan States are examples.

Dancing in its native or ethnic forms, is one of the most appealing aspects of a country’s culture and can be presented as a tourist attraction.

Examples of the dance as a cultural expression are the Bayanihan Dance Troupe of the Philippines, the Ballet Folklorico of Mexico, the Russian Bolshoi Ballet, Thai Dancing and the Kabuki dancers of Japan.

Music and Dance

The Bayanihan Dance Troupe

The Ballet Folklorico of Mexico

Russians Bloshoi Ballet

To satisfy tourists, gifts and souvenirs for sale should be manufactured in the country where the purchase is made. Usually, a tourist is dissatisfied when he buys a particular souvenir and then discovers later that the article he bought was made in another country. A visit to shops where the handicrafts are actually being made by the craftsman is an effective form of tourist entertainment. Examples are the shellcraft, handcrafted jewelry of Bulacan, the Baguio and Ilocos hand loom weavers and the traditional crafts of Thailand, Africa, Cyprus and Tunisia.

Handicraft

Shell crafts from Capiz, Philippines

Most travelers, particularly international travelers are usually curious about the country’s industry, commerce, manufactured products and its economic situation.

Industry tours are effective way of developing an interest in the culture of a country as well as providing a potential market for the product being made.

Industry and Business

Pottery

Guitar Making

Brassware

The agriculture of a country may be interesting to a large segment of tourists. Dairy undertakings, fresh fruits and vegetables, crops, poultry and livestock are types of farming which are important elements of culture.

An important aspect of tourist services in rural areas is the farmer’s market in which local agricultural products are sold to the travelers. Examples of this are the roadside stands selling fresh fruits, vegetables, and products from nearby farms which are enjoyed by travelers.

Agriculture

Tropical fruits vendor

The inhabitants of one country are usually anxious to know the educational system of another country. The campuses of colleges and universities of a country are particularly appealing to tourists. Many of them have beautiful landscapes and are ideally situated for an enjoyable and enlightening visit. Famous universities such as Oxford or Cambridge in England, Harvard in the U.S. and the University of Sto. Tomas are tourist attractions.

Education

University of Santo Tomas

Founded in 1611, U.S.T. is the oldest university in Asia and predates Harvard by a quarter of a century. During World War II and the Japanese occupation, it was used

as an internment camp for Allied nationals. The campus has a library with a large

collection of rare manuscripts and has its own printing press which is older than the

university itself by almost 20 years.

The literary achievements of a country form an important part of travel motivation. Books, magazines, newspapers, booklets, pamphlets and other printed literary works are significant expressions of the culture of a country. Libraries are favorite cultural institutions for the tourists. Many have very good reading lounges, and comfortable, attractive surroundings where visitors can enjoy reading about history, culture and arts and folk ways of their host country.

Literature and Language

Tourists are interested to know the scientific activities of a country especially those in technical industries, education or scientific research. Tourist promotion organizations would be rendering a great service to the scientific community by providing facilities for the exchange of scientific information, organization of scientific installations and other activities which provide scientific information to visitors.

Science

Singapore’s Science Centre

Manila Zoo

Countries differ in their systems of government. Visits to centers of government, such as capitals, are very motivating to individuals interested in political science and government. When a person visits another country, he becomes aware of the type of government in operation and compares it with the government in his own country.

Lawmakers often visit another country to observe the lawmaking process.

Government

Malacañang Palace

The religious pilgrimage is another motivation for travel. The most popular among the Muslims is the pilgrimage to Mecca. Many people go to the different headquarters of their church organizations and to places that are well-known in their religious literature. These people usually travel in groups. Visits to famous churches are also an incentive for travel.

Religion

Baclaran Church

Quiapo Church

The food and drink of a country is an important part of the culture of a country. Tourists usually enjoy native foods especially those which are local or ethnic in nature.

Restaurants and hotels can make a good impression in the tourists if they serve local dishes and explain the menu – what the dish consists of and how it is prepared. The types of restaurant where the atmosphere is conductive to the types of food beings served is particularly appealing to visitors.

Food and Drink

Teds Old Timer Lapaz Batchoy

Karihan

The historical resources of a country reveal its cultural heritage. The preservation of history and the quality and management of museums are very important for the success of tourism. To be familiar with the history and archeology of an area is a very important travel motivation. One of the weaknesses observed in historical museums is that the explanations of the exhibits are given in only one language. Hence, most tourists do not enjoy the historical exhibits because they could not understand the language used in explanations.

History

President Manuel A. Roxas’ Ancestral House

Ang Panublion Museum

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Principles of Tourism 1 by Zenaida L. Cruz Ph. D.

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Principles of Tourism 1 Lesson

Documents

fastest growing

bayanihan

world war

organized

temporary

business travel

united states

ballet folklorico