Module 1. Globalization and The Tourism Industry (THCC 329)

COLEGIO DE STA. ANA DE VICTORIAS, INC.
Osmeña Avenue, Victorias City, Negros Occidental, 6119
MODULE 1
LEARNING MODULE
BLENDED FLEXIBLE LEARNING
Multicultural Diversity in Workplace for the Tourism Professions (THCC 329)
AN OVERVIEW
INTRODUCTION
Today globalization is a reality, and controversial. The controversy centers on

whether globalization aggravates or mitigates economic disparities in the world. The
global espousal of capitalism has certainly aggravated disparities in economic
activities and opportunities between a few metropolitan centers and many
peripheral areas. Tourism in general, and cultural tourism in particular, has the
potential to mitigate this imbalance, by bringing economic activities and
opportunities to the peripheral areas. Realization of this potential entails a paradigm
shift in the tourism industry. This module will further discuss the concept of
globalization and tourism industry; it’s impact, types, layers, relationship and
typology.
LEARNING OUTCOMES
At the end of this module, you should be able to:
1. Understand the globalization and the Tourism Industry.
2. Give an overview of culture.
3. Discuss about typology of the cultural tourist.
LEARNING RESOURCES
3G E-learning., (2019). Multicultural Diversity in Workplace for Tourism

Professionals, 3 G E-learning LLC, USA
LEARNING INPUTS
GLOBALIZATION AND THE TOURISM INDUSTRY

LESSON 1
"Globalization is the functioning process of the global economy, which, in the

global society, it is able to create global decision structures for solving global
problem:" and, for the tourism industry, this is evident in most aspects of tourism
activities. International tourism and hospitality companies took advantage of the
1
many factors to expand operations globally. Globalization imposed competitive

pressure by facilitating market entry for several stakeholders and as a result
companies have to "fight" in a much more complex environment. Emerging
technologies have made possible the control and more homogeneous operational
systems, as well as better coordination of branches, without counting the
geographical destination or distance. Changes in political and legal environment
have facilitated freedom of trade and, more specifically, the deregulation of
transport in tourism, and developing systems and international investment, more
flexible and adaptable.
A wide range of shapes and arrangements is sought, directly to the right of

ownership, partnerships with local authorities, governments up to franchise and
marketing consortia. Labor mobility also allowed people to travel to different
countries to manage systems and properties. Perhaps most importantly, the
emergence of multi-literacy of investors' employees, generated by education,
training, media reports and extensive travel experience, develops a new type of
global companies offering their products to a quality standard regardless of location.
Following the emergence of globalization, new tools are needed to manage
processes, multi-ethnicity and culture, to support employees and businesses to
satisfy all stakeholders. In planning and managing tourist destinations and
companies it must take into account a number of changes within the society and the
world economy.
According to economic theory, globalization is seen as a process that evolves

gradually. Etapiale models can be used to illustrate the scope and the involvement in
international transactions.
Anne-Mette Hjalager builds a descriptive model in four stages of globalization of

the tourism industry in order to understand the complexity of dynamic interactions
that occur across borders. The level of analysis is represented by the tourist
communities and their stakeholders: companies in the field, communities, national
and local authorities and others. Therefore, globalization is seen as the result of
individual decisions taken by the tourism companies and the national and local
policymakers. The first stage includes the national tourism system's attempts to
access new markets. The purpose of tourism "missionaries" is to attract customers to
businesses, destinations or countries where the tourism product will be sold or
consumed. The force of communication emerges beyond promotional campaigns
across international markets for consumers, being a strong bond between tourism
associations and other collaborating organizations. Communication makes it possible
to overcome existing barriers in many countries where some tourism organizations
are reluctant to radical changes.
2
The second stage describes the integration and incorporation of tourism

business across national borders. Investments beyond their own country are a
subject treated widely in the literature of globalization. In tourism, reproduction and
external expansion of successful business concepts recognized by most consumers is
a powerful globalizing force majeure. Transfer of capital and concepts is striking in
this industry, and the pros and cons of cultural and economic hegemony are
discussed to a large extent, mainly when the transfer is to developing countries. Two
methods of global integration are developed, first business integration through
investments, mergers and acquisitions and then global trade concepts through
franchises and licenses.
The third stage refers to the spatial fragmentation and relocation of production
processes. In the recent years we have noted a greater emphasis on creating
profitability through extensive fragmentation and optimizing the entire value chain.
While much of the resources are exclusively local or national, the availability of
international markets is affecting more and more the local tourism product
composition and the production process. In this service with a high degree of labor
absorption, the human and intangible resources supply is of major importance.
Finally, in the fourth stage, is called into question the identity of the industry and
new types of markets and business concepts that will exceed the previous definitions
of tourism. Many organizations and many researchers are involved in trying to define
and distinguish logical and economic tourism traditional statistical categories.
Although the model suggests a logical progression to the final most complex phase,
in practice they overlap.
The basic premise of the model is that the gradual implementation individual
companies, destinations and countries involved will be able to control costs to
increase market share and access skills and other important resources. Through
involvement in international more complex networks, travel agents can cope with
high pressure investment institutions and also on several levels. Globalization is
increasingly emphasized by the development of communication and information
technologies. In principle, the stakeholders of the tourism system will experience a
gradual need, although inevitable, taking into account the following steps and to
adapt future opportunities and competitive forces. Another prerequisite is that the
evolutionary process takes time. Throughout this process, some organizations may
become perishable, and routine operating procedures set out above will lose their
effect. New models will appear, possibly after drastic changes, but, however, the
present model will not evolve simultaneously in all countries and all continents. On
the national scene, some segments of the economy will be more advanced than
others in the globalization process, contributing, however, in its complexity. The
3
pace of globalization may be adversely affected, for example, by the increased

energy prices.
LESSON 2 IMPACT OF GLOBALIZATION AND TOURISM
A. The Impact of Globalization on Tourism
We can assess the impact of globalization on tourism from a number of perspectives.

Here, we will discuss examples:
 Global Mobility and Ease of Travel
The advances made in transportation that have enabled global mobility are
particularly significant. Modern aircraft cruise ships, trains, and other modes of
transport allow people to move quickly and relatively cheaply. Aircraft such as the
Boeing 787 Dreamliner have opened new routes by creating an aircraft capable of
flying "long haul" distances with a larger passenger load. Fast trains, road systems,
and even city bike rental programs enable people to move, tour, and explore the
world. These changes have allowed more people to travel more often in less time.
Ease of travel has also helped to overcome the barriers of fear, frustration,
and expense. For example, an international banking system allows access to money
almost anywhere in the
world. Multinational corporations, which provide flights, local transportation, and
accommodation and food, have allowed for "one-stop shopping" for travel bookings.
Handheld devices have also changed the nature of travel in terms of what travelers
do and how they interact with a destination, making it easier to, for example, select
a restaurant, navigate a big city, or translate a foreign language. As a result, there
are fewer unexplored places in the world anymore.
 Terrorism, Safety, and Security

Terrorist attacks and political unrest globally have certainly disrupted tourism,
but not halted it. The areas most affected, of course, are those where unrest has
occurred and has been the focus of extensive media attention. A global terrorism
index produced by the Vision of Humanity organization shows a fivefold increase in
terrorist fatalities since 9/11. The Islamic State (ISIS), Boko Haram, the Taliban, and
al-Qaida are groups responsible for many of the 18,000 terrorism-related deaths in
2013, which represented an increase of 60% over the previous year.
While safety and security may not be the driving reasons for tourists selecting a
particular destination, certainly a lack of safety and security often eliminates a
location from travelers "wish lists."
Safety and security for travelers is becoming more important as countries move
to protect their citizens. Government agencies around the world produce advisories
and warnings for their citizens to stay away from dangerous locations and political
unrest.
4
The focus on safety and security has had several impacts on travelers. Most
notably, security at most airports has been increased in an effort to protect people
and planes. Screening procedures can take longer and some items are no longer
allowed on board. Other security requirements, such as showing passports and
providing fingerprints, have been implemented for entry into some countries. While
all acts of terrorism cannot be stopped, the tourism industry is attempting to provide
as much safety and security as it can.
 Increased Awareness of New Destinations

Another influence of globalization on tourism is a greater awareness of destinations
and the range of leisure activities, sites, and cultures to visit around the world.
Generating knowledge of a destination is obviously a key first step in marketing a
destination, and this is achieved by way of travel shows, films, blogs, and other forms
of communication. The competition to attract visitors is fierce considering the sheer
number of places available for travel; it can be easy to get lost in the noise of global
competition.
B. Impact of Tourism on Globalization
We will look at tourism as a global force- for peace, for cultural homogenization, for
commodifying cultures, and for shaping the way we see the world.
 Tourism as a Force for Peace

In the 1980s, a popular hypothesis was that tourism supported global peace by
allowing travelers to learn about other cultures and meet people from other nations,
as well as offering benefits accrued from international business. Peace is an obvious
requirement for tourism if the industry is to be robust and sustainable. However, to
date, there is little empirical evidence to support the claim that tourism fosters
peace, however attractive as the idea may be.
 Tourism as Commodifier
Another possible influence of tourism on globalization is the process of cultural
commodification, which refers to the drive toward putting a monetary value on
every aspect of culture, from buying a sculpture stolen from an ancient temple, to
buying endangered objects such as ivory and coral.
As one of the world's largest industries, tourism impacts local, regional, and
global economies. Resorts dot coastlines around the world and offer a welcome
respite from colder climates to anyone wishing to experience a tropical beach, as
well as the local culture and nature. While benefit comes to the community in the
form of jobs, more often than not the larger share of the wealth leaks offshore. In
response, local entrepreneurs and aid organizations have helped with initiatives that
embrace local ownership in order for the wealth generated from tourism to stay in
country. Community-based tourism, responsible tourism, and social
entrepreneurship all aim
to bring greater benefit to local communities.
5
 Tourism as a World View

Tourism is also a major influence in how we see and understand the world. Keith
Hollinshead refers to it as tourism world-making, or the way in which a place or
culture is marketed and/or presented to tourists. Unlike local people, travelers
experience a place for a few days, with limited knowledge of the culture and local
way of life. Some visitors rely on available tourist information to make the most of
the experience and to see the highlights. Others turn away and attempt to "go local”
in search of the authentic experience with the belief that they can truly understand a
place by avoiding the tourist sites.
If tourists stay in their resort in a given country, their only interaction with a local
culture may be the staff at the hotel. In many cases, visitors experience a place in a
fragmented, disconnected way, seeing only a portion of a place.
LESSON 3 CONCEPT OF TOURISM

One component of investigating culture involves processes of globalization ana
cross-cultural elements as a global cultural homogenization. This refers to blending
different cultural practices into one blended uniform of cultural practices. Cultural
homogenization usually disregards local cultural perspectives. From a cultural point
of view, globalization is the process of increasing homogeneity of individual lifestyles
within the organization. It comprises different views and greater opportunities for
the company and the employees. Globalization
combines people into a single world society.
In essence, the modern tourism and hospitality environment is experiencing

an increasing internationalization and globalization. The huge development of the
hospitality industry over the past decade has been extensively influenced by
advanced technology, communication systems and transportation. People travel
more around the world, and their countries are integrated into global markets. This
leads their exposure to culturally different societies, social interactions, and cultural
exchanges. The fact is that travelling and tourism is growing into a multicultural
environment which obtains both similarities and differences in worker behavior
across cultural borders.
According to Tylor the first person to give the definition of culture said that
culture is a complicated definition due to several different factors, such as
knowledge, belief, art, morals, law, custom, and all other kinds of skills or routines
people may have. Culture is the way people function and communicate with each
other all the time. It literally means that culture plays a crucial role in people's
attitudes and it defines people's actions, when humans are considered as an engine
to establish and reform society, culture becomes a basic measure to assess activities
as well as understanding people.
Culture as a word has many different meanings. Initially, culture originates from
Latin word culture, which means to cultivate. It refers to human activity and
symbolic structure designs that emphasize the importance and value of the actions.
6
The concept of culture is really complex to describe due to its name referring
to extremely broad and multidimensional phenomenon. It is constantly changing and
easily lost because it only exists in our minds. Culture is not tangible; however,
culture can be expressed through tangible items such as food, architecture, clothing,
art or expressed elements such as an organization's vision, but there are other
unarticulated elements as well. Ultimately, it is the full range of learned human
behavior patterns.
The purpose of culture is to explain how to live, talk, think and do things. It
gives guidelines for one's life to behave in a socially accepted way and value diverse
things. It clarifies what is correct, honest, true and important. It also sets up rules
and regulations to society in order to obtain stability and peace. Culture is the main
force that brings people together, creates uniqueness of the cultural group as well as
communicates with one another. Cultures are perceived to embrace group work,
sharing and teamwork. However, culture and society is not the same thing. People
perceive that their society is distinct from other societies in terms of shared
traditions and expectations. Culture is created and submitted to others in a society.
Types of Cultures
There are different types of cultures within the society. Various culture levels
and types are associated with each other. The broadest culture level is universal
culture whereas individual culture represents the most unique category as illustrated
in the figure below.
UNIVERSAL
CIVILIZATION
ETHNICITY, RELIGION
ECONOMIC SYSTEM AND DEVELOPMENT
NATIONALITY
ORIGIN/RESIDENCE
INDUSTRY
PROFESSIONAL
ORGANIZATIONAL
FAMILY
INDIVIDUAL
Basically, everybody belongs to the universal category. All nationalities and

humans with their diverse beliefs, ideas, morals and values are part of the universal
culture. For example. All people have special forms of speech for special occasions.
Followed by the civilization culture category, civilization is the broadest level of
cultural identity that people obtain. This category involves, for example, ethnicity
and religion. National culture is more narrow culture. Generally, culture refers to
national culture, which can be called country culture. National culture can be
7
determined by a country of residence, country of birth, or citizenship. People’s

behavior and perceptions are shaped by several other cultures, such as ethnicity,
family, friends, global environment, occupation, race, religion and value systems.
Finally, minor culture components within the society are industry, organizational
and individual culture. Those three levels are more unique. They have the most
diversity and differences due to the stimulus of other categories. Fundamentally,
individual culture is the most shaped by the influence of other levels of cultures,
which impact personal beliefs, thoughts and values.
Layers of Culture
Almost everyone belongs to a number of different categories and groups of

people at the same time. People unavoidably carry layers corresponding to different
levels of culture. There are likely three layers of culture that are associated with
learned behavior patterns and perceptions.
Firstly, the most common layer consists of cultural traditions that distinguish a
person’s specific society. Culturally shared traditions are like myths, ceremonies,
legends and rituals verbally and nonverbally. For instance, shared language is very
visible cultural attribute. It is learned from parents and other family members who
have it. As a result, cultural traditions are passed from generation to generation.
Secondly, each culture consists of several subcultures which are non-national

cultures that share values and mental programming. Diverse societies in which
people originate from many parts of the world often maintain a great deal of the
original cultural traditions of their national culture. Consequently, individuals
frequently are part of a particular subculture in their new society. They share cultural
traits that set them apart from the rest of their new society. A subculture can be
distinguished based on its members' race, nationality, tribe, religion, geographic
region, ethnicity, socioeconomic class, age, gender, occupation, politics, sexual
orientation, or a combination of these factors. For example, in the United States
subcultures consist of different ethnic groups such as African Americans, Hispanics,
and Asian-Americans, which are the three major ethnic groups. All these subcultures
share a common identity, food tradition, language, and other cultural traits that
come from their common ancestor background and experience. The cultural
differences between members of a subculture and national culture decline and
eventually disappear. Accordingly, the subculture tends to lose gradually their
ancestry roots.
Thirdly, cultural universals are the last level of culture. This means that learned
behavior patterns that are collectively shared by everybody. It does not matter
where these people live because everyone has these cultural universal traits. Using
age and gender to classify people are great examples of the universal attributes.
Even though there are universal manners or executing things, different cultures and
subcultures have developed norms, rules and specific ways expressing them. Some
8
subculture for instance, likewise deaf subcultures, use sign language instead of
verbal language.
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LESSON 4 THE DEVELOPING RELATIONSHIP BETWEEN CULTURE &TOURISM
Tourism and culture were viewed as largely separate aspects of destinations.

Cultural resources were seen as part of the cultural heritage of destinations, largely
related to the education of the local population and the underpinning of local or
national cultural identities. Tourism, on the other hand, was largely viewed as a
leisure-related activity separate from everyday lite and the culture of the local
population. This gradually changed towards the end of the century, as the role of
cultural assets in attracting tourists and distinguishing detestations from one another
become more obvious. In particular, from the 1980s onwards "cultural tourism"
became viewed as a major source of economic development for many destinations.
The growing articulation between culture and tourism was stimulated by a

number of factors:
 Demand
o Increased interest in culture, particularly as a source of identity and
o differentiation in the face of globalization.
o Growing levels of cultural capital, stimulated by rising education levels.
o Aging populations in developed regions.
o Postmodern consumption styles, emphasizing personal development
rather
o than materialism.
o A desire for direct forms of experience ("life seeing" rather than
sightseeing)
o Growing importance of intangible culture and the role of image and
o atmosphere.
o Increased mobility creating easier access to other cultures.
 Supply
o Development of cultural tourism to stimulate jobs and income.
o Cultural tourism was seen as a growth market and "quality" tourism.
o An increasing supply of culture as a result of regional development.
o The growing accessibility of information on culture and tourism through
new technologies.
o The emergence of new nations and regions eager to establish a distinct
identity (e.g. the impact of
o newly-independent states in Central and Eastern Europe).
o A desire to project the external inm4ge of regions and nations.
Culture has been increasingly employed as an aspect of the tourism product and
destination imaging strategies, and tourism has been integrated into cultural
development strategies as a means of supporting cultural heritage and cultural
production. This synergy between tourism and culture is seen as one of the most
important reasons for encouraging a more direct relationship between these two
elements. This relationship is even more significant, given the growing importance of
both engagement tourism and culture for economies around the globe.
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LESSON 5 THE TYPOLOGY OF THE CULTURAL TOURIST
When dealing with the very complex phenomenon of cultural tourism it is also
necessary to determine who is a cultural tourist. A tourist takes part in cultural
tourism who is not travelling away from home to reproduce the needs and
necessities of the home environment in a more advantageous and desirable
circumstances in a remote land or country but he or she is disposed with the
adequate (cultural) motivation getting to know the different and remote (local)
culture's social and landscape values. We believe that apart from the more
traditionally 'used’ social cultural values - we should also highlight the role of the
natural environment concerning cultural tourism.
When we defined who is a cultural tourist the next step in our research would
be the typology of those taking part in cultural tourism. In our work we accept and
favor the typology of McKercher and Du Gros who differentiated five types of
cultural tourists based on the importance of culture in their decision to travel and
also the depth of their experience (Figure 3.).
Deep
Serendipitous cultural tourist Purposeful cultural tourist
Experienc
e Sought
Incidental cultural Sightseeing cultural
Casual cultural tourist
tourist tourist
Shallow Low
High
The typology of cultural tourist by McKercher and Du Cros.
Table 1: Types of cultural tourists by McKercher and Du Cros

Type of cultural tourist Short characterization
Cultural tourism is the primary motivation for visiting a

The purposeful cultural tourist destination and the tourist has a very deep and elaborate
cultural experience.
Cultural tourism is a primary reason for visiting a destination,
The sightseeing cultural tourist
but the experience is less deep and elaborated.
A tourist who does not travel for cultural reasons, but who,
Tn he serendipitous cultural tourist after participating, ends, up having a deep cultural tourism
experience.
11
Cultural tourism is a weak motive for travel and the resulting

The casual cultural tourist
experience is shallow.
This tourist does not travel for cultural reasons, but
The incidental cultural tourist nonetheless participates in some activities and has shallow
experiences.
The basis of this distinction is the extent of a tourist involved in cultural tourism,
travel culture. The first three groups create such a demand side in which decision for
travel culture plays an important role while to 4th and 5th group are such tourists
who are only casually and incidentally involved in this part of the travel industry.
Naturally, those tourists are involved the most in cultural tourism who belong to the
first group.
Tourists can be totally, partially or only incidentally be involved in cultural tourism or

in culturally motivated activities. So, it is natural that due to this phenomenon we
believe that statistically it is very hard to register tourists belonging to whichever
category of tourism activities. We can distinguish between specific and incidental
cultural tourists but we also have to stress that the boundary between each category
is very hard to be determined as well. It is also to be stressed that taking into
consideration the number of tourists involved in cultural tourism, so in other words
the quantitative aspects, the most of the tourists will be registered to the 'incidental
category and the least amount of people will travel to an attraction or destination
with a 100% of cultural motivation.
12

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COLEGIO DE STA. ANA DE VICTORIAS, INC.

Osmeña Avenue, Victorias City, Negros Occidental, 6119

Today globalization is a reality, and controversial. The controversy centers on

3G E-learning., (2019). Multicultural Diversity in Workplace for Tourism

GLOBALIZATION AND THE TOURISM INDUSTRY

"Globalization is the functioning process of the global economy, which, in the

many factors to expand operations globally. Globalization imposed competitive

A wide range of shapes and arrangements is sought, directly to the right of

According to economic theory, globalization is seen as a process that evolves

Anne-Mette Hjalager builds a descriptive model in four stages of globalization of

The second stage describes the integration and incorporation of tourism

pace of globalization may be adversely affected, for example, by the increased

LESSON 2 IMPACT OF GLOBALIZATION AND TOURISM

A. The Impact of Globalization on Tourism

We can assess the impact of globalization on tourism from a number of perspectives.

 Global Mobility and Ease of Travel

 Terrorism, Safety, and Security

 Increased Awareness of New Destinations

B. Impact of Tourism on Globalization

 Tourism as a Force for Peace

 Tourism as a World View

LESSON 3 CONCEPT OF TOURISM

In essence, the modern tourism and hospitality environment is experiencing

Basically, everybody belongs to the universal category. All nationalities and

determined by a country of residence, country of birth, or citizenship. People’s

Almost everyone belongs to a number of different categories and groups of

Secondly, each culture consists of several subcultures which are non-national

LESSON 4 THE DEVELOPING RELATIONSHIP BETWEEN CULTURE &TOURISM

Tourism and culture were viewed as largely separate aspects of destinations.

The growing articulation between culture and tourism was stimulated by a

LESSON 5 THE TYPOLOGY OF THE CULTURAL TOURIST

Serendipitous cultural tourist Purposeful cultural tourist

Table 1: Types of cultural tourists by McKercher and Du Cros

Cultural tourism is the primary motivation for visiting a

Cultural tourism is a weak motive for travel and the resulting

Tourists can be totally, partially or only incidentally be involved in cultural tourism or

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