MODULE 5

Tourism and Culture

I. Learning Outcomes
At the end of the lesson, you will be able to:
1. To discuss the effects of culture on travel;
2. To determine how cultural patterns are changed by internal and external factors;
3. To explain the importance of cultural tourism;
4. To discuss the cultural factors which appeal to tourists;
5. To explain how each of these cultural factors contribute to cultural tourism.

II. CONTENT

The Effects of Culture on Travel

Culture can be defined as a “set of beliefs, values, attitudes, habits, an d forms of
behavior that are shared by a society and are transmitted from generation to generation. A
knowledge of the culture of a country is important in order to understand how individuals within
that country will behave. Lack of understanding and inability to communicate with the host culture
might result on a culture shock the tourist.
“Mass follow Class” suggests that a destination first attracts a small number of high-status
individuals whose actions are eventually copied by a large number of persons with lower social
status.
Culture patterns are also changed by external forces. Contact with other environments
may change previous attitudes and behavior. A visit to a foreign country may result in a change in
attitude toward the people of that country. Travel may also stimulate the sale of products in the
destination visited.
The Importance of Cultural Tourism
Cultural tourism includes all aspects of travel in which people learn about each other’s way of
life. Thus, tourism is an important means of promoting cultural relations and international
cooperation.
Cultural Factors with Tourist Appeal
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.
A. Art
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 sculpture works of
Michaelangelo are examples.

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Micro
Perspective of
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:manalo.liezel072@gmail.com
 B. Music and Dance
In several countries, music is major source of enjoyment and satisfaction to tourists.
The Philippines, Hawaii, Spain, the United States are examples. Resort hotels, in particular,
can give the visitors many opportunities to enjoy the best local music. Evening entertainment
programs, concerts, recordings, and sound production systems are greatly appreciated by
tourists. An example of music in promoting tourism is that of Hawaii with its musical
presentation , “Hawaii Calls”.
Dancing, in its native or ethnic form, is one of the most appealing aspects of country’s
culture and can be presented as a tourist attraction. Ethnic music and dancing are a part of
the culture and should be used to entertain tourists. Examples of the dance as cultural
expression are the Bayanihan Dance Troupe of the Philippines. The Ballet Folklorico of
Mexico, the Russian Bolshoi Ballet, the Folk dances of European countries, the African
Dances, Thai dancing, and the Kabuki dancers of Japan.
C. Handicraft
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.
There is no substitute for genuineness. The locally produced article is useful and attractive; it
should be made available in conveniently located shops. A visit to shops where handicrafts
are actually being made by the craftsman is an effective form of tourist entertainment.

D. Industry and Business

Most travelers, particularly international travelers are usually curious about the
country’s industry, commerce, manufactured products, and its economic conditions.
Industry tours are a very effective way of developing an interest in the culture of a
country, as well as providing a potential market for the product being made. Business or
industrial groups conduct tours to become familiar with markets and processors in other
countries in order to develop more interest in their products and to increase sales in market
areas. The best examples are shopping centers near destination areas where tourists can
easily find the product or service they want. Shopping is one of the most important elements
in tourism.
E. Agriculture
The agriculture of a country may be interesting to large segments of tourists. Dairy
undertakings, fresh fruits and vegetables, crops, and 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 road side stands
selling fresh fruits, vegetables, and products from nearby farms, which are enjoyed by
travelers. An example of this is a tour to Oahu, Hawaii, or the Del Monte farm in Bukidnon,
Philippines.

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Micro
Perspective of
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:manalo.liezel072@gmail.com
F. Education
The inhabitants of one country are usually anxious to know educational system of
another country. The campuses of colleges and universities of a country particularly appealing
 to tourists. International conferences of business and industrial associations, as well as
scientific and educational organizations are often held on the campuses or colleges,
universities and other educational institutions.
G. Literature and Language
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.
A highly educated person is likely to speak or at least have studied more than one
language. Interest in the language of another country is an incentive for travel. Most travelers
like to learn the language of the country they visit. They usually start learning the common
expressions used in ordering food in a restaurant or in talking with hotel or other tourism
employees.

H. Science
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 change of
scientific information.
The most popular scientific attractions are museums of science and industry,
planetariums, scientific installations such as atomic power plants and space exploration
centers. Zoos and aquariums are likewise popular.
I. Government
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.
J. Religion
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. Examples are the religious pilgrimage to the Vatican in Rome.
Lourdes in France, Fatima in Portugal, Jerusalem in Israel, and Medjugojre in Yugoslavia.
K. Food and Drink
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.

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Micro
Perspective of
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:manalo.liezel072@gmail.com
Restaurants and hotels can make a good impression is the tourists if they serve local
dishes and explain the menu – what the dish consists of and how it prepared. Very good
examples are the seafood restaurants at the Fisherman’s Wharf in San Francisco and Los
Angeles, California. Kamayan restaurant and Barrio Fiesta restaurant in the Philippines.
 L. History
The historical resources of a country reveal its cultural heritage. The preservation of
history and quality and management of museums are very important for the success of
tourism. One of the weaknesses observed in historical museums is that the explanations of
the exhibits are given only one language. Hence, most tourists do not enjoy the historical
exhibits because they could not understand the language used in explanations.
Tourists should be provided with literature, which describes the points of interest,
admission fees, hours of operation, special events, and other information they need to visit
historical attractions. Examples of museums are the British Museum in London, the National
museum of Anthropology in Mexico City, the Smithsonian Museum in Washington, and the
D.C Ayala Museum and San Agustin museum in the Philippines.

End of module 5…

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Micro
Perspective of
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:manalo.liezel072@gmail.com

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT
Course: Micro Perspective of Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:manalo.liezel072@gmail.com