Thesis

The Authenticity and Commercialization of Heritage Attraction in Batangas Province

Authenticity can be divided into the physical fabrics and intangible values of heritage. The fact about authenticity in cultural tourism is that most tourists want to consume senses of ‘authenticity’ but indeed not necessarily reality. Many tourists are interested in cultural heritage but most have minimal knowledge about the past. Authenticity is then a social construct that is determined in part by the individual’s own knowledge and frame of reference.

The concept of authenticity has received a significant amount of attention recently as people search for meaning and happiness, particularly in their work lives. How one chooses to try to live more authentically depends on their own perspective on authenticity. Like many other popular concepts, different people have different views about authenticity and many people feel very strongly about their own views. Some people might assert that an individual is being authentic if they are being completely honest and participating in the here-and-now, e.g. an honest conversation with a friend, completely focused on cleaning out the garage, etc. There are others who assert that authenticity involves many other features, including, e.g., always being cantered with themselves and others, living in a completely integrated fashion with their own values and principles, always feeling complete meaning or sense of purpose in their lives, etc.

Regardless of others' perspectives on authenticity, it's important for people in management to live and work as authentically as possible -- a goal that is usually often difficult to achieve, particularly in large organizations. As mentioned above, how one chooses to live a more authentic life depends on their perspective. A person might choose to appreciate more their own current approach to life, or meditate on a regular basis, or journal (write down) their thoughts, or engage in regular retreats, or sign up for a more complete program, etc.

The objective of this study is to design a way that maintains the quality of tourist attraction in the Province of Batangas and retains and capitalizes on what makes Batangas special. The central question of the study will focus on the authenticity and commercialization of tourism industry. The assessment of this industry will answer that question and boost the value of tourism in Batangas Province.

The present study will focus in the following attractions accredited by the DOT; Lago de Oro, The Farm Spa, Mabini Shrine, Miguel Malvar Historical Landmark, Taal Volcano, Submarine Garden in Lobo, Marcela Marino Agoncillo Museum And Monument- Talaga Tanauan, Leon Apacible Historical Landmark, Museo Ng Batangas at Aklatang Panlalawigan, Hotel Pontefino and Days Hotel.

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The researcher pursued with this study beyond authenticity and commercialization because they will be part of tourism and hospitality industry. They will benefit the most in conducting this study because it will enhance and reinforce their awareness on the authenticity and commercialization of tourist attraction and its significance in developing and maintaining tourist attraction in Batangas City. The researcher also chose Batangas Province as locale of this study because the place is known to be predominating place in Southern Luzon area and is experiencing a trend toward the creation of evening dining/entertainment venues.

Objectives of the Study

The aim of this study is to determine the level of authenticity and commercialization of tourist attraction in Batangas Province. It specifically will seek to answer the following: (1) identify the most frequently visited natural heritageattractions in Batangas City; (2) determine the level of authenticity; (3) the level of commercialization; (4) analyze the significant relationship between the most visited tourist attraction and level of authenticity and commercialization

Literature on Objective 1

Batangas is the home of sages and the birthplace of the country's notable nationalist. These historical places are the legacies of the old colonial era. The province is also widely known as the home of baraco coffee (rich, robust-tasting coffee beans) and dedicate embroidery crafts on locally woven jusi and piña fibers.

Nature has endowed Batangas with natural resources and picturesque sceneries. Coconut, orchids and mango trees lie alongside smooth sand beaches and their submarine gardens. Just a few kilometers from the shore will bring you to diverse dive sites - from the ones fit for novices (relatively shallow, constant water current), up to those which can pose a big challenge to experts. Without question, the most popular attraction is the Taal Volcano and Lake.

Batangas used to lie along the route of the Spanish Galleon Trade from Mexico to Manila. The recent discovery of the San Diego Galleon in Nasugbu, Batangas yielded precious artifacts, including Ming dynasty jars which were exhibited in Paris, France during this decade. The San Diego is considered one of the foremost archeological finds of the 90's.

Batangas is the characterized by elevations such as Mt. Makulot where the trainee pilots of the Philippine Air Force Flying School in Lipa City practice their maneuvers. The blue waters of Anilao Beach can prove alluring to swimmers. The well-preserved town of Taal boasts of its old churches, handicrafts, and historical landmarks. Batangas is the home of one of the country's national heroes, Apolinario Mabini who is known as the "Sublime Paralytic".

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The proximity of Batangas to Manila and the good quality of most of the main roads make the province very accessible thereby fueling the local tourism industry and the provincial economy. Batangas' pre-eminence in the area of eco-industrial growth cannot be disputed. It ranks as one of the country's richest provinces for being the producer of high grade coffee varieties among the other agriculture products, which won world acclaim in the past.

There are more possibilities to unravel about Batangas which investments can nurture, with eco-tourism and the controlled use of natural resources as strategies for socio-economic development. To date, the intensified development of Batangas Port as an alternative port to Metro Manila augurs well for the province.

Jose P. Laurel Memorial Library. Located on A.  Mabini Ave., Tanauan. The personal property of the late President Jose P. Laurel was donated to the Philippine Government to serve as a historical site and public library. The personal property of the family of the late President Jose P. Laurel, it was donated to the Philippine Government as a historical site and public library. The library is open everyday from 8:00 a.m. to 5:00 p.m.

Ilagan Ancestral House is located in Marcela Agoncillo Street, Taal, Batangas, Philippines. This is one of the ancestral houses in Batangas. Buses from Manila bound for Lemery pass by the house. The place can be reached also by taking jeepneys and tricycles which service the town. Visiting the place is only made available by appointtment. Built in 1870. It is a good example of a geometric style of the Filipino Hispanic house because there are hardly any decoration on the facade. The house relies mainly on the structural elements for its beauty Capiz windows with diamond and square patterns cover entirely the upper facade. The ground floor is bare and makes a good contrast. The interior has gold leaf neo-gothic arches and the decorations on the ceiling were made by Japanese artisans.

The Mabini Shrine located in Barrio Talaga is about 7 kilometers from the town proper of Tanauan. Or, from the STAR highway take the Sambat, Tanauan exit, and move towards the Talisay - Tagaytay route. The Mabini shrine is about 5 minutes drive from the toll plaza. The Apolinario Mabini Shrine was built and dedicated to the national hero Apolinario Mabini. It provides an in depth view of his life, where he was born, the house where he lived in including the furniture, and some of the books he wrote. The Shrine also contains souvenir items, municipal library and reading facilities.

General Miguel Malvar is an icon of great courage and bravery. He was noted as the last Filipino general to surrender to the Americans. He was a man with an indubitable conviction and character, a true leader and a hero. A shrine

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was created to remember his greatness and contribution to the Philippines. Displayed there is a photo exhibit of Filipino-American War, including oil paintings and other mementos.

Sixto Lopez Ancestral House. Sixto Lopez is the eldest son by Natalio's second wife, Senora Maria Castelo. It was on Sixto whose greater part of his father’s responsibility fell, assuming the passion and aspiration to maintain freedom for his beloved country. Hence, he was considered the natural-born and paternally appointed patriot in the family. Typical fo the several Spanish Era Houses constructed in Balayan.  Don Sixto Lopez, the Grand Old Man of Balayan was a comtemporary of Genral Malva who never recognized the American Sovereignty until his death.

Basilica de San Martin de Tours . Reputed to be the largest in Asia. Taal church stand 95 meters long and 45 meters wide on a plateau in the heart of Taal.  The Augustinian missionaries started the construction in 1756 and took a century to achieve its present form.  The facade resemble St. Peter’s Basilica in Rome. Its tabernacle is the only one of its kind in the Philippines.

Marcela Marino Agoncillo Museum And Monument- Talaga TanauanBarangay Talaga, Tanauan City, Batangas This ancestral house belonging to Marcela Agoncillo, the distinguished Taaleña matron who helped sew the first Philippine flag is now a public viewing place.

Leon Apacible Historical Landmark (Natural Landmark). The ancestral house of Leon Apacible with the family collection of relics and memorabilia. Location : Marcela Agoncillo St., Taal How to get there : The museum is just walking distance from the town proper. A visitor can walk through the streets of Taal and enjoy the old Spnish ambiance because the area has not changed much since the colonial times.

Museo ng Batangas at Aklatang Panlalawigan showcases the cultural wealth and traditions of Batangas and the Batangueño spirit that has animated the fields of arts and the sciences, politics, economics and society in the country through the preservation and display of Batangas memorabilia and antiques which show how the Batangueño culture has been preserved through the ages. In order to keep alive Batangas culture, lifestyle and history, the museum was created by Executive Order #30-93 signed by Batangas Governor Vicente Mayo on 3 March 1993. The private museum has a collection of archaeological and ethnographical artifacts relating to Batangas and other provinces in the Southern Tagalog Region. It is also a repository of Batangas memorabilia that keeps the cultural wealth active and alive.

Pastor House located in C. Tirona, Batangas City. The Pastor House is an example of a turn-of- the-century type of residence. It was originally owned by Mr. Alejo Acosta, the barrio Captain of Batangas in 1883. It has been related that

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William Howard Taft, the Governor General assigned in the Philippines during the American Occupation, visited this house, and during his visit, his assassination was attempted by a sniper. To this day, the bullet that would have ended his life is still lodged in one of the doors of the house.

Batangas City Basilica Of the Immaculate Conception & Infant Jesus. Built in 1857. The present church began in 1851 due to the increased population. Father Pedro Cuesta, the parish priest undertook the construction after having the torn down the old church. It was granted Basilica status by Pope Pius XII. “Given in Rome, at St. Peters, with the seal of the Fisherman, on the 13th day of February in the year 1948, the tenth of our Pontificate -1948.” Text from a copy of the actual letter written in Rome to grant the Batangas Catholic Church its appointment as Basilica. Sketch of the baptismal book of Batangas Catholic Basilica.  The first name entered on Feb. 19, 1635 is Francisco Magtibay

The tourist industry is one of the most rapid growing industries of all in the second half of the twentieth century. Although the amount of tourist studies has been grown significantly for the most recent two decades, studies on the commodification of the tourist space are relatively few. If there are some, they usually take a structuralism perspective, ignoring how the “tourist places” are produced and consumed in concrete contexts. This thesis attempts to investigate how “the image of place” is consumed commercially and how the “public-owned tourist space” is privatized in tourism activities

Literature on Objective 2

Authenticity is defined as “the quality of being authentic, or entitled to acceptance.” Authentic means “worthy of acceptance or belief as conforming to or based on fact” and is synonymous with the terms genuine and bona fide. Genuine “implies actual character not counterfeited, imitated, or adulterated and connotes definite origin from a source.” Bona fide “implies good faith and sincerity of intention”. From these definitions it follows that an authentic record is a record that is what it purports to be and is free from tampering or corruption.

. In both archival theory and jurisprudence, records that the creator relies on in the usual and ordinary course of business are presumed authentic. However, digital information technology creates significant risks that electronic records may be altered, either inadvertently or intentionally. Therefore, in the case of records maintained in electronic systems, the presumption of authenticity must be supported by evidence that a record is what it purports to be and has not been modified or corrupted in essential respects. To assess the authenticity of a tourist attraction, the preserver must be able to establish its identity and demonstrate itsintegrity.

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The identity of a tourist attraction refers to the distinguishing character of a tourist attraction, that is, the attributes of a natural resources that uniquely characterize it and distinguish it from other attraction. From an archival-diplomatic perspective, such attributes include: the history of the attraction, names of the persons concurring in its formation (i.e., its author, addressee, writer, and originator); its date(s) of creation (i.e., the date it was made) and its date(s) of transformation; an indication of the action or matter in which it participates; the expression of its archival bond, which links it to other tourist attraction participating in the same action.

A review of tourism literature reveals a fundamental tension over the use, function, and degree of authenticity of natural resources used for tourism development. Enhanced development of interpretive services is suggested as a way to preserve authenticity while also providing a more engaging experience. It is a conceptual debate also presents a quandary for heritage tourism planners and developers. Recognizing the current and potential economic benefits of tourism, both heritage resource managers and economic development professionals have advocated collaborative partnerships to develop historic resources for heritage tourism. Despite the intent to work together, philosophical tensions regarding the nature and function of historic resources have hampered collaboration (Deepak, 2008).

As the experience economy matures, it evolves into authenticity because consumers search for real experiences rather than ‘products’ which are manufactured. There is a growing desire to find experiences and products that are original and real, not contaminated by being fake or impure. Dr Ian Yeoman, travel futurologist explains how this trend away from impurity, the virtual, the spun, manufactured and the mass-produced in a world seemingly full of falseness is evolving.

Along with incentives for reinvesting a significant share of profits, new local and foreign investment and participation in the industry will be strongly encouraged on the condition that such investment is consistent with the objectives of this strategy and that it uses and develops Batangas tourist Attraction, entrepreneurs, managers, and staff. This will ensure that the benefits to the discerning consumer will be more widely promoted, and at the same time translated into benefits for tourism, nationally and locally. The government needs to take a lead in this endeavor, reinvesting a significant share of tax revenues from tourism in the facilitation of tourism services: direct, such as promotion, and indirect, such as infrastructure.

The government, industry, and communities will adopt attitudes and take measures necessary to ensure that natural, cultural, and community resources—the foundations of identity—are safeguarded in all business endeavors. Hotels and other accommodations will offer standards of service that reflect Croatian

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cultural standards but also meet the expectations of target markets. Restaurants will offer innovative cuisine that draws on Croatian customs and local ingredients, building on the local tradition of gastronomy and exposing historic influences of other cuisines. Tour operators will highlight cultural, historical, and natural wonders unique to the place, while owners of attractions will develop activities that make visiting these wonders a world-class experience. The architectural and design elements of all businesses in the cluster will build on Croatia’s identity and historical influences in a creative way. Educational and training functions serving the cluster will teach people the skills and creativity needed to deliver to international guests a sense of what it means to be Batangas in many original ways.

Wilmott (2005) has identified the complexity of consumerism, with consumers seeking new meaning, consistent with Maslow’s self-actualisation concept. Initially, people are concerned about wider issues such as the environment, animal rights or Third World hunger. The movement to self-actualisation is a search for a deeper meaning and finding a sense of worth beyond material possessions. It is a fulfilment of self which moves beyond goods and services and on to experiences. At one level it results in increased spending on holidays, eating out, the theatre and so on. But it also includes special experiences such as white-water rafting or spending a weekend at a health spa.

The desire for new experiences which are truly authentic and meaningful has resulted in more people, for example taking a career break to travel through Africa or to undertake a similar adventure; it has become a mainstream activity. Career breaks are gap years for adults, a chance to take life by the scruff of the neck and give it a shake, to take a pause for breath, to grab an opportunity to fulfil a lifelong dream. Whether they are young professionals or baby-boomers in their fifties, more and more people are taking time out to travel the world in an authentic way.

There have been many changes in formerly remote places as a result of their having become popular tourist destinations. A culture of tourism has emerged on a global base, with the same hotels and the similar theme parks at every major destination. Students who came late to tourism research call the same cultural complex post-modernity. The key characteristic of the culture of tourism is that every place on Earth is theoretically a destination and every tourist destination begins to resemble every other destination and place where the tourists are from.

Tourism, whether profoundly influences the ways every person defines a place, foreignness, and themselves. Tourism began as an acknowledgement, perhaps even a celebration, of an almost sacred connection between people, places, and their symbols: Switzerland and is Alps, Africa and its animals, Egypt and its Pyramids, London and its Bridge, Japan and Mount Fuji.

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Authenticity does not have an objective quality, it is socially constructed and therefore negotiable, it varies according to the tourist and their point of view (Cohen, 1988). Authenticity is a value placed on a setting by the observer and is a notion embedded with power implications (Appadurai, 1986). Authenticity is not fixed, but as Barker (2006) analysis of Balinese dance demonstrates, it changes over time. Further, as we will see, differences of perspective between tourists, the local community, and the local government have important consequences for development in Ngadha villages. It is the different meanings of authenticity, the competing voices, and the inter-play with power relations that give meaning to our understanding of how villagers relate to, and experience, tourists and tourism.

A common view in the anthropology of tourism literature is that tourism turns culture into a commodity, packaged and sold to tourists, resulting in a loss of authenticity. Taylor has suggested that the moment a culture is defined as an object of tourism, its authenticity reduced (Taylor, 2001). Researchers have examined how crafts, performance, photography, hospitality and identity have been transformed by the presence of tourists.

Achieving sustainable tourism is a big challenge for small communities such as Koh Kred; this may be true for other small rural destinations in developing countries. While the economic gain from tourism is crucial for achieving sustainability objectives, the maintenance and wise management of cultural and natural resources is equally important. The loss of cultural authenticity with commoditization of cultural heritage, which arises from creating cultural attractions merely for commercial and exploitative reasons (George & Reid, 2005), is a major issue in sustainable tourism.

According to the study of Chhabra et al (2008) that much of today’s heritage tourism product depends on the staging or re-creation of ethnic or cultural traditions. This study analyzes the role of perceived authenticity as a measure of product quality and as a determinant of tourist satisfaction. The event studied was the Flora Macdonald Scottish Highland Games held in North Carolina (United States). Tourists and event organizers were asked to evaluate the authenticity of specific festival events on a Likert scale. The study revealed that high perception of authenticity can be achieved even when the event is staged in a place far away from the original source of the cultural tradition. Important differences in perceived authenticity were observed among various groups of visitors.

According to the study of Pairin and Catibog-Sinha entitled Heritage Tourism and People: Connectivity and Challenges in Sustaining Tourism in Koh Kred, he discussed that the study found out that residents had a general agreement on the importance of the heritage features, which they themselves initially identified for this study. These heritages include the tangible cultural expressions (i.e. temples, Mon pottery and costume, local cuisine), intangible

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cultural expressions (i.e. festivals, Mon language and dance as well as natural heritage features (i.e. agricultural farms/crops, Chao Praya River, clay used in pottery, and sacred fig trees). The level of agreement was consistent with the perceived and expressed value attached to these features. There was a strong agreement on the importance of natural heritage features and tangible cultural heritage features because of the direct benefits they derive from these resources to sustain their livelihoods and religious/cultural practices. The respondents also agreed that intangible cultural heritage features were important (LS= 4.41), but they were not ranked as high as tangible and material components of heritage.

The Koh Kred residents interpreted each of the heritage features based on their local knowledge and personal understanding of what is important to them from the symbolic and pragmatic points of view. The attributes, resources, and attractions as determined by the local community are useful information in creating the tourism image suitable for a particular destination (Green, 2005). The meanings and values (emotional, symbolic, and/or material) placed by the local community on their heritage are important elements in sustainable tourism. The local insights into the notion of nature-culture linkage in the context of tourism and livelihoods were also found to be essentials.

Literature on Objective 3

Commercialization is the process or cycle of introducing a new tourist attraction into the market. The actual launch of a attraction is the final stage of new tourist attraction development and the one where the most money will have to be spent for advertising, sales promotion, and other marketing efforts. Commercialization is often confused with sales, marketing or business development. The Commercialization process has three key aspects: The funnel. It is essential to look at many ideas to get a business that can be sustained long-term. It is a stage-wise process and each stage has its own key goals and milestones. It is vital to involve key stakeholders early, including tourist.

The “commodification of a culture” is considered as a negative impact of tourism when inherent meanings of cultural artefacts and performances are lost, as they are modified to suit tourists markets. Debates about the commodification of culture are inter-linked with debates about authenticity and identity. Authenticity is a western cultural notion that implies genuine of undisputed origin, or established authorship (Oxford English Dictionary). Since MacCannell’s (1976) provocative work, The Tourist, there has been a debate on authenticity among social scientists in tourism. Authenticity is associated with the past, with primitive order, and in opposition to modernity. The view of a dichotomy between pre-modern (authentic) and modern (inauthentic) has been criticized (Meethan 2001; Olsen, 2002). Further analyses have attempted to deconstruct the notion. While accepting the notion is problematic I use it because so many of the tourists that visit Ngadha do. However, the meanings and values they attach to the notion vary.

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While cultural commodification is frequently regarded as a negative aspect of tourism, this ethnography will present an alternative view. People can use cultural commodification as a way of affirming their identity, of telling their own story and establishing the significance of local experiences (McDonald, 1997). Far from rendering culture superficial and meaningless, commodification can be seen as part of a very positive process by which people are beginning to re-evaluate their history and shake off the shame of peasantry (Abraham, 1996-1998). Tourates are active strategists and they manipulate their “otherness” to their own ends. Tourism is used to support a variety of versions of culture, tradition, identity and authenticity. And, as this case describes, commodifications may be a pragmatic response for the poor and can also be a step on the ladder to empowerment.

In the study of Vizconde (2009), results revealed that the most frequently visited attraction are beach resorts for it is a venue for diving and aqua sports activity. Majority of the local and foreign tourists who visited Batangas are male. Batangas are visited due to its affordability of the tourist attractions and destinations including the amenities offered. Either local or foreign tourists were satisfied and enjoyed visiting beaches due to the warn accommodation of the Filipino staff and personnel. The programs spearheaded by Tourism in Batangas geared towards developing Batangas as a beautiful place for relaxation accessible to its infrastructure and transport development. The private sector and educational institutions like Lyceum of the Philippines University can help the Batangas Tourism Office in the implementation of the program and other projects to boost the Tourism Industry. With the help of the Lyceum Family including the students of the College of International Hospitality Management that Batangas Tourism Office may tie-ups and spearheads viable projects and programs for the improvement of the tourism programs in the province.

Literature on Objective 4

In this case is a technical way of describing why tourist visits certain attractions again and again. Just as, in peak season tourist prefer to visits tourist attraction that has a collective travel desire. The authentic attractions as objects of ultimate value tourist means to say certain places will only have true value to us if we consider them “authentic” in one way or another. Tourists have a collective desire to travel because we desire as a “modern” society to find a level of authenticity that we consider absent in the society they embedded within. They go and see things that are real and valuable. At the same time, the system of going to see certain sights educates and perpetuates a social system in the tourist. The tourist helps to understand and reinforce the tourist attraction here in Batangas Province. They held important act to gain glimpse in the attraction to became authentic and commercialize.

The tourist, as an individual acts as an important role to determine when our tourist attraction became authentic and commercialize. Sightseeing is

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probably less important than the ceremonial ratification of authentic attractions as objects of ultimate value, a ratification at once caused by and resulting in a gathering of tourists around an attraction and measurable to a certain degree by the time and distance the tourists travel to reach it. The actual act of communion between the tourist and attraction is less important than the image or the idea of society that the collective act generates. The image of the tourist attraction is the product of visits to them is more enduring than any specific visit. A specific act of sightseeing is, in itself, weightless and, at the same time, the ultimate reason for the orderly representation of the social structure of modern society in the system of attractions.

To become an authentic and commercialize, tourist play an important role in the tourist attraction. They are the people who give an opinion to know the real situation in our attraction, who will determine to perpetuates the modern or if there is a changes in a global society, they are concentrate and focus on viewing other attraction where they can chose which is better to become authentic and commercialize. The tourist has always a value held importantly by that attraction and acts as a model for behaviours in order to achieve the relation to anything in the real Province. The tourist seems a lot to see and to experience the commercialize attraction which they can be quite happy. And in order to maintain authenticity the tourist defines attraction to become more negotiable and a primitive source in any part of the province.

Authenticity can be divided into the physical fabrics and intangible values of heritage. The fact about authenticity in cultural tourism is that most tourists want to consume senses of ‘authenticity’ but indeed not necessarily reality. Many tourists are interested in cultural heritage but most have minimal knowledge about the past. Authenticity is then a social construct that is determined in part by the individual’s own knowledge and frame of reference.

According to the tourist they perceived everyday world and environment, they processes and created it and the consequences of one's engagement with it. They say that there is no problem in searching for authenticity but in the belief that as ‘the authentic tourist’ they can be satisfied with a holiday package. Most authentic tourists of all may be those wanting to visit friends and relations. A number of trends are then identified as far more significant for tourism flows and consumption as for authenticity and commercialization. They are fulfilling the role thinking that attraction is unique, making place or context an object of consumption, reducing it to a product or object. But tourist can say the facts when they are actually participate in certain ways, interact, exchange that they are no longer consuming and so no longer just perpetuating and feeding the Province. (Scott, 2007).

Cultural differences notwithstanding, tourists-resident tensions arise if there is a misunderstanding about the status of a cultural performance or other tourism products in terms of their perceived ‘authenticity’, which itself are a

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contentious and highly subjective concept. On one level it can be argued that everything, including fake copies of local arts, is authentic ‘genuine’, because of the simple fact that it exist and conveys some kind of meaning. However, this view is not helpful, since the concept can then no longer be used to distinguish between different tourism products and experiences. A more conventional view is to consider authentic goods and experiences as those that embody the actual culture of the destination community. But even this is problematic. In the example of the Native American village noted earlier, is the non traditional culture that is being practice in the backstage any less authentic than the tepee displayed in the frontstage, since it represents a contemporary reality of that group of people? (David, 2005)

Heritage is significant to different communities, groups and individuals depending upon their value and attitudes and the nature of the heritage resource and is also significant in the future further development of tourism development in the region. There is increasing evidence that costs and benefits from tourism do not accrue equally to residents. Basically the core objective of the study was to consider the perception of host communities towards the presence of tourists and tourism development and thus, seek to gauge residents support for the industry as a part of wider issues of development. (Kala)

The marketer needs to understand the power structures of the organization in terms of its stakeholders, i.e. those people and institutions which have a stake in the organization, such as; visitors, suppliers, central, regional, or local government, pressure groups and trade organizations, local community, owners, management and employees.

True to the stakeholder concept, the tourism industry is a great illustration as to why stakeholder management is required in order for a destination to remain competitive. As the tourism sector develops the need to involve the perspectives of various groups’ who are affected or capable of affecting tourism success becomes imperative (Getz et al, 2005). For instance, mass tourism raised awareness on the need to involve the local community and environmental supporters to ensure protection of culture and resource base through sustainable tourism development practices for future tourism.

Establishing tourism success from the perspective of primary stakeholders such as the Destination itself and Destination Management Organizations (DMOs) like the National Tourism Boards is vital. This is because it enables destinations to benchmark their performance in order to measure their success relative to that of their competitors. According Ritchie and Crouch, the success of tourism is dependent on the “input” and “output”. This is indeed true as companies that strive to achieve profit from their products tend to invest heavily in advertising the existence and benefits of their products as a means of generating sales. As tourism within a destination develops, so do the needs and expectations of the stakeholders involved. The tourism industry is extremely

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competitive. Countries are aggressively promoting themselves as ideal holidaying destinations in a bid to realize the long term profits available within the sector. Destinations are therefore challenged with having to distinguish themselves from the competition to gain competitive advantage.

Tourism development in the form of degradation of environmental resources, commercialization of landscape and congestion; the main economic benefits are not flowing to the local community making tourism at the destination unsustainable. Therefore, for achieving sustainable tourism development at the destination through multiple stakeholders’ partnership, a Community Benefit Tourism is proposed. Preservation or Conservation is a professional endeavour that seeks to preserve, conserve and protect buildings, objects, landscapes or other artefacts of environmental significance.

Conceptual Framework

Fig. 1. The Authenticity and Commercialization of Tourist Attraction in Batangas Province

The figure above shows the relationship between the independent and dependent variable. The independent variable consist of the heritage attraction most frequently visited by the respondents. The dependent variable consist of the level of authenticity and commercialization of the tourist attraction in the province of Batangas.

Method

This part presents the research design, participants, instruments, used procedure and data analysis of the study.

Design

The study made use of descriptive research method to identify the authenticity and commercialization of tourist attraction in Batangas Province. Descriptive survey is a method of research which uses the library, questionnaires, interview and observation. Descriptive research is the second broad class of non-experimental studies. Its purpose is to observe, describe and

Heritage Attraction Most

Frequently Visited

Level of Authenticity and

Commercialization

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document aspects of situation as it naturally occurs and sometimes to serve as a starting point for hypothesis generation of theory development. (Poli, 2008)

Participants

The researcher used 100 tourists and residents of Batangas as their participants in this study to apprehend their points of view regarding the Authenticity and Commercialization of tourist attractions in Batangas.

Instrument

The main tool in gathering information that was used in this study is a self-made questionnaire which is divided into three parts. The first part include the tourist attraction that is frequently visit by the respondents. The second part include the authenticity of the tourist attraction and the third part include the commercialization of the tourists attraction in the Province of Batangas.

Procedures

The researchers read past researches to help them choose their topic. After deciding what topic they will study, they consulted their adviser for approval. They looked for some related studies and literature to have a basis in doing their research study.

After being granted to do so, the researchers utilized self made questionnaires to collect the data. They consulted other professors about how to prepare questionnaires. The researchers saw to it that there were enough items to collect data to cover all aspects of their problem. The copies of the questionnaire were then distributed personally by the researchers to the respondents and they were given adequate time to answer all queries. The researchers retrieved all the copies distributed personally.

Analysis

To interpret the gathered results, the following statistical treatment will be used: Weighted Mean was used to determine the tourist attraction frequently visited, authenticity and commercialization of tourist attraction in the Province of Batangas. Eta-Squared was used in determining the significant relationship of the tourist attraction frequently visited and the authenticity and commercialization of tourist attraction in the Province of Batangas.

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Results and Discussion

This part presents the data gathered by the researchers, its analysis and its interpretation.

Table 1Weighted Mean Distribution on Tourist Attraction Most Frequently Visited

Indicators WM Verbal Interpretation

Rank

1. Jose P. Laurel Shrine/Memorial Library

3.10 Often 10

2. Ilagan Ancestral House 3.15 Often 73. Mabini Shrine 3.11 Often 94. Miguel Malvar Historical Landmark 3.27 Often 55. Sixto Lopez Ancestral House 3.29 Often 46. Basilica de San Martin de Tours  3.22 Often 67. Marcela Marino Agoncillo Museum

and Monument3.03 Often 11

8. Leon Apacible Historical Landmark

3.12 Often 8

9. Museo ng Batangas at Aklatang Panlalawigan

3.35 Often 1

10.Pastor House 3.30 Often 2.511.Batangas City Basilica Of the

Immaculate Conception & Infant Jesus

3.30 Often 2.5

Composite Mean 3.20 Often

Table 1 shows the weighted mean distribution on tourist attraction most frequently visited. It shows that the respondents often visits Museo ng Batangas at Aklatang Panlalawigan as it got the highest weighted mean of 3.35 followed by Pastor House and Batangas City Basilica Of the Immaculate Conception & Infant Jesus which got the weighted mean of 3.30 and Sixto Lopez Ancestral House with weighted mean of 3.29. They often visits Miguel Malvar Historical Landmark, Basilica de San Martin de Tours , and Ilagan Ancestral House with weighted mean of 3.27, 3.22 and 3.15 respectively. The Leon Apacible Historical Landmars is often visited as it obtain the weighted mean of 3.12, Mabini Shrine with weighted mean of 3.11, Jose P. Laurel Shrine/Memorial Library with 3.10 and the least among the items which is Marcela Marino Agoncillo Museum and Monument with weighted mean of 3.03.

The most visited is the Museo ng Batangas at Aklatang Panlalawig an because it is found in J.P. Laurel Highway which is very accessible. It also have its educational purposes to help the residents of Batangas and it become a

The Authenticity and Commercialization of Tourist Attraction16

central element of tourism economy in Batangas. Tourist attraction is now recognized by those people who need travel in order to seek out new experiences and ways of life for themselves. The proximity of Batangas to Manila and the good quality of most of the main roads make the province very accessible thereby fueling the local tourism industry and the provincial economy. Batangas' pre-eminence in the area of eco-industrial growth cannot be disputed. It ranks as one of the country's richest provinces for being the producer of high grade coffee varieties among the other agriculture products, which won world acclaim in the past.

According to Johanson (2008) that museums become part of tourism because of their dependency as a part of income. This dependency has often been regarded as a challenge to the scholarly quality of the exhibits. This argues that the involvement in tourism has less impact on what is represented by the museum and more on how the museum needs to represent the exhibition and its context. There is also the possible conflicts and contradictions between the traditional ideology of museums and modern tourism.

Furthermore heritage tourism and attraction is important for various reasons; it has a positive economic and social impact, it establishes and reinforces identity, it helps preserve the cultural heritage, with culture as an instrument it facilitates harmony and understanding among people, it supports culture and helps renew tourism (Richards, 1996). Heritage attraction has a number of objectives that must be met within the context of sustainable development such as; the conservation of cultural resources, accurate interpretation of resources, authentic visitors experience, and the stimulation of the earned revenues of cultural resources. We can see, therefore, that cultural heritage tourism is not only concerned with identification, management and protection of the heritage values but it must also be involved in understanding the impact of tourism on communities and regions, achieving economic and social benefits, providing financial resources for protection, as well as marketing and promotion.

Culture, heritage and the arts have long contributed to appeal of tourist destination. However, in recent years ‘culture’ has been rediscovered as an important marketing tool to attract those travellers with special interests in heritage and arts. Cultural heritage tourism defines as cultural heritage tourism is the fastest growing segment of the tourism industry because there is a trend toward an increase specialization among tourists. This trend is evident in the rise in the volume of tourists who seek adventure, culture, history, archaeology and interaction with local people.

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Table 2Weighted Mean Distribution on the Level of Authenticity of Heritage

AttractionN=100

Indicators WM Verbal Interpretation

Rank

1. The heritage attraction has distinctive quality and identity which enables their guests to be part of the exceptional beauty of history

3.30 Yes 3

2. It gives spiritual and emotional quest 4.14 Yes 6.53. It offers for a modern man to explore

the real life of others4.46 Yes 1

4. It make sense of our self and world within a highly differentiated culture

3.95 Yes 10

5. Provides an activity in which individual explore a culture that is foreign to us

4.25 Yes 4

6. The heritage attractions are tangibly associated with events or living tradition.

4.36 Yes 2

7. It offers the most important and significant part of historical events and development

4.06 Yes 9

8. It qualifies as a place where a temporary leisured person who voluntarily visits a place for a purpose of experiencing a change

4.14 Yes 6.5

9. It offers a well preserve heritage attraction

4.20 Yes 5

10. The attraction offer to bear a unique and exceptional testimony to a cultural tradition or to a civilization which has disappeared.

4.11 Yes 8

Composite Mean 4.09 Yes

Table 2 shows the weighted mean distribution on the level of Authenticity of Heritage Attraction. It shows that the response “It offers for a modern man to explore the real life of others” got the highest weighted mean of 4.46 with verbal interpretation of yes followed by the response “Some areas of the attraction are tangibly associated with events or living tradition” with weighted mean of 4.36 and “heritage attraction has distinctive quality and identity which enables their guests to be part of the exceptional beauty of history” with weighted mean of 3.30. Among the low value items it shows that the response “The attraction offer

The Authenticity and Commercialization of Tourist Attraction18

to bear a unique and exceptional testimony to a cultural tradition or to a civilization which has disappeared” got the weighted mean of 4.11. The response “It offers the most important and significant part of historical events and development”, and “It make sense of our self and world within a highly differentiated culture” with weighted mean of 4.06 and 3.95 respectively. The level of Authenticity of Tourist Attraction obtained the composite mean of 4.09 and verbal interpretation of yes.

The heritage attraction offers for a modern man to explore the real life of others. However, this is in contrast to recreation which involves leisure activities lasting less than twenty-four hours. This holiday may be based on the cultural, historic, and social attractions of an urban centre, or on the appeal of a different environment. Urban tourism increases the importance of the central place while tourism at the periphery can provide the income for economic development.

The heritage attractions are tangibly associated with events or living tradition. This means that the quest for the “message” of cultural properties has become more important. It requires us to identify the ethical values, social customs, beliefs or myths of which intangible heritage is the sign and expression. The significance of architectural or urban constructions and the transformation of natural landscapes through human intervention are more and more connected to questions of identity.

This shows that the different heritage attraction in Batangas Province is authentic and presents the heritage of the place. It gives information on the culture of the Bataguenos and how they lived and all the important events in history is well preserved. Today what [the tourist] sees is seldom the living culture, but usually specimens collected and embalmed especially for him, or attractions specifically staged for him.

To be directly or tangibly associated with events or living traditions, with ideas, or with beliefs, with artistic and literary works of outstanding universal significance and to be an outstanding example of a traditional human settlement, land use, or sea use which is representative of a culture (or cultures), or human interaction with the environment especially when it has become vulnerable under the impact of irreversible change. People look to the Western world for examples and knowledge on nature conservation while their forefathers left them with lessons and coded information in their buildings, folklores, tales and stories. They have failed to decode and use this information and the one living encyclopedia and information bank for culture, nature and history has just been erased by some action. The authenticity of each preserve heritage will bring them back to the past and be part of the development of human kind.

Enhanced development of interpretive services is suggested as a way to preserve authenticity while also providing a more engaging experience. It is a conceptual debate also presents a quandary for heritage tourism planners and

The Authenticity and Commercialization of Tourist Attraction19

developers. Recognizing the current and potential economic benefits of tourism, both heritage resource managers and economic development professionals have advocated collaborative partnerships to develop historic resources for heritage tourism. Despite the intent to work together, philosophical tensions regarding the nature and function of historic resources have hampered collaboration (Deepak, 2008).

Table 3

Weighted Mean Distribution on Commercialization of Heritage AttractionN=100

Indicators WM Verbal Interpretation

Rank

1. Uses historical fact but translate fact to sustain and support memory values.

4.49 Yes 1

2. The physical setting of place speaks for itself with a support of explanation.

4.03 Yes 8

3. They promote simple repetition or replication of cultural forms

4.24 Yes 2

4. They operate with more professional team with a good technique of presentation, and especially are able to minimizing the commodification of the attraction

4.13 Yes 5.5

5. They provide well developed infrastructure but maintains the heritage of the place

4.11 Yes 7

6. They accommodate their guests through services

4.21 Yes 3

7. They provide itinerary plan for the tourists.

3.85 Yes 10

8. They considered to be significant importance to the local tourism industry

4.16 Yes 4

9. They provide an appropriate level of ambiance both within the premises and in the physical location of the premises.

3.95 Yes 9

10.They had strong commitment to service tourist

4.13 Yes 5.5

Composite Mean 4.13 Yes

Table 3 shows the weighted mean distribution on the level of Commercialization of Heritage Attraction. It shows that the response “Uses historical fact but translate fact to sustain and support memory values” got the

The Authenticity and Commercialization of Tourist Attraction20

highest weighted mean of 4.49 and verbally interpreted as yes, followed by “They promote simple repetition or replication of cultural forms” with weighted mean of 4.24 and the response “The physical setting of place speaks for itself with a support of explanation” got the weighted mean of 4.03. “They accommodate their guests through services” got the weighted mean of 4.21. Among the low value items, it shows that the response “They provide an appropriate level of ambiance both within the premises and in the physical location of the premises” and “They provide itinerary plan for the tourists” got the weighted mean of 3.95 and 3.85 respectively. The level of Commercialization of Heritage Attraction obtained the composite mean of 4.13 and verbal interpretation of yes.

It uses historical fact but translates fact to sustain and support memory and values. Heritage is, thus, not our prime or sole link with the past. History maintains a significant role. But has the lure of heritage overtaken history as a prime way of recovering the past as ventures to suggest. Heritage is then what we absorb from the past and part of the growing dependence we have on the past where we may, in fact, falsify history.

They promote culture for tourism we tend to make the mistake of promoting simple repetition or replication of cultural forms. The same dance is performed over and over again. The illustrated story about the origin, construction and the bombing repeats itself for more than ten years. There is no cultural transmission or heritage interpretation, what there is the result in interruption of the process and the atrophy of cultural forms into marketable products. The interpretation of these war heritages is seemingly designed to dispel, rather than unfold.

This shows that these tourist attraction mainly uses historical fact but translate fact to sustain and support memory values. In domesticating the past people enlist it for present causes. Legends of origin and endurance, of victory or calamity, project the present back, the past forward; they align us with forebears whose virtues we share and whose vices we shun. We are apt to call such communion history, but it is actually heritage. The distinction is vital. History explores and explains pasts ever grown more opaque over time; heritage clarifies pasts so as to infuse them with present purposes

Heritage is not history. It uses historical fact but translates fact to sustain and support memory and values. Heritage is, thus, not our prime or sole link with the past. History maintains a significant role. But has the lure of heritage overtaken history as a prime way of recovering the past as Lowenthal (2008) ventures to suggest. Heritage is then what we absorb from the past and part of the growing dependence we have on the past where we may, in fact, falsify history.

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Table 4Relationship Between Level of Authenticity, Heritage Attraction and

CommercializationLevel of Authenticity r p-value Verbal

InterpretationHeritage Attraction Most Frequently VisitedLevel of Commercialization

0.3590.458

.000

.000Highly SignificantHighly Significant

Table 4 shows the relationship between Level of Authenticity, heritage attraction and level of commercialization.

At 0.05 level of significance, the obtained r-values of 0.359 and 0.458 show a highly significant relationship between the level of authenticity, heritage attraction, and level of commercialization. Thus, the null hypothesis is rejected.

This means that the relative integrity of a place, an object or an activity in relation to its original creation. In the context of living cultural practices, the context of authenticity responds to the evolution of the traditional practice. In the context of an ‘historic place’ or ‘object’, authenticity can encompass the accuracy or extent of its reconstruction to a known earlier state

According to the investigation of Lowenthal (2007) that authenticity may differ from culture to culture, and even within the same culture. It is thus not possible to base judgments of values and authenticity within fixed criteria. On the contrary, the respect due to all cultures requires that heritage properties must be considered and judged within the cultural contexts to which they belong. Added to this, the fact about authenticity in cultural tourism is that most tourists want to consume senses of ‘authenticity’ but indeed not necessarily reality. Many tourists are interested in cultural heritage but most have minimal knowledge about the past. Authenticity is then a social construct that is determined in part by the individual’s own knowledge and frame of reference.

Conclusions

Based on the results, the following are the foregoing conclusions of the study:

1. Museo ng Batangan at Aklatang Panlalawigan is the most frequently visited heritage attraction in Batangas. Furthermore, the respondents often visited tourist attractions that are approved by the DOT.

2. The respondent’s response is “yes” when they were asked about the authenticity of the heritage attractions which also means that they agree that all tourist attraction is authentic in its real sense.

The Authenticity and Commercialization of Tourist Attraction22

3. They also answered “yes” to the commercialization of the heritage attraction in Batangas Province such as historical fact but translate fact to sustain and support memory values.

4. There is a highly significant relationship between the heritage attraction frequently visited, level of authenticity and level of commercialization.

Recommendations

Based on the foregoing conclusions, the following are recommended:1. It is recommended that the CITHM must sponsor seminars regarding

preservation of tourist attraction for the students, as well as, people who are directly associated with the tourist attraction in Batangas Province.

2. It is necessary to discuss the perception of the community members or the residents of Batangas on the preservation of tourist attractions. This yields possibility that the enhancement of these tourist attraction will benefit the tourist and the residents of Batangas

3. Commercialization must also be supported by the local residents and government to help the economic growth of tourism industry in Batangas.

4. Future study is recommended.