LESSON 1

 The economic contribution on a micro level of activities and services relative to

tourism and hospitality to any country, region, province or even smallest barangay
always brings more positive impact when properly managed. The percentage of
economic contribution relative to services and activities of tourism and hospitality is
measured thru TGVA.
 Gross Value added (GVA)-is the measure of the value of goods and services
produced in an area, industry or sector of an economy.
 The tourism industry is very important to the Philippine economy given its
contribution to job creation and revenue generation.
 The ratio of Tourism Direct Gross Value Added (TVGVA) to GDP recorded an
average of 5.2% in 2020.
 Gross Domestic Product or GDP-the monetary value of all the finished goods and
services produced within a country in a specific time period.
 Tourism related activities with the highest contribution to TDGVA include shopping,
accommodation services and food and beverage services.
 The employment share of the tourism industry accounted for approximately 11.1% of
the total employment in the Philippines in 2021. (Statista,2022)
 PH most popular destination:
1. Beaches
2. Heritage Towns
3. Monuments
4. Mountains
5. Rain forest
6. Island
7. Diving spots

 The country’s rich historical and cultural heritage (which is a mix of Asian,
European and American Heritage) including its festivals and indigenous traditions
are also the attractions of the Philippines.
 Popular Destination among tourist are:
1. El nido
2. Palawan
3. Davao
4. Boracay
5. Siargao
6. Cebu
7. Manila
 The country’s rich biodiversity is the main tourist attractions of the Philippines.
 The country’s rich historical and cultural heritage is also one of the attractions of
the Philippines.
 Tourism makes an important part to the economy of the country.
 The gross of the economy had been into major changes since the end of the People
Power Revolution up until the present time because of the tourism growth except
when COVID19
 People Power Revolution -1986
 2019, the country received 8.3 million tourists (including non-resident OFs), largely
from Korea, China, USA, Japan, and Taiwan. These comprised 70 percent of the
year’s tourist arrivals.
 Tourist arrivals declined to 1.5 million in 2020 from the 8.3 million tourists recorded
in 2019, translating to travel receipts amounting to US$1.6 billion in 2020 (from
US$9.3 billion in 2019).
 It dropped to 0.16 million in 2021
 The main sources of international tourist is South Korea, the USA and Japan
followed by China and other countries with leisure based and visiting friends and
relatives being the main reason for visiting.
 In the domestic market, the main sources are urban centers such as Metro Manila,
Cebu ,Davao and the secondary cities with visiting friend and relatives and leisure
travel as the main reason for travelling.
 Top 5 tourist destinations in the Philippines in 2019 (Gonzales, 2019):
1. Cebu (Sinulog)
2. Aklan (Boracay)
3. Palawan (Coron, El Nido)
4. Ilocos Sur (Vigan)
5. Sagada (Mountain Province)

Economic Contribution and Its Future

 The direct contribution of travel and tourism to GDP in 2019 was 12.7%
 This primarily reflects the economic activity generated by industries such as:
- Hotel
- Travel agents
- Airlines and other transportation services.
 Philippine Product Portfolio
- Are being developed and marketed for economic contribution purposes that help
improved the economic condition of every destination.
1. Nature Tourism / Ecotourism refers to a form of sustainable tourism within a
natural and cultural heritage area where community participation, protection and
management of natural resources, culture and indigenous knowledge and practices,
environmental education and ethics as well as economic benefits are fostered and
pursued for the enrichment of host communities and satisfaction of visitors.

Principles of Ecotourism

1. Conservation of natural ecosystems, biodiversity and culture;

2. Community participation in the growth of the local tourism industry;
3. Inclusive growth that involves, women, children, indigenous people, informal
sector;
4. Increased awareness on environmental conservation and responsible travel;
5. Balanced development by taking into consideration economic, environmental and
social goals.

2. Cultural Tourism is a subset of tourism concerned with a country or region's

culture, specifically the lifestyle of the people in those geographical areas, the history
of those people, their art, architecture, religion, and other elements that helped
shape their way of life.
3. Sun and Beach Tourism refers to holidays taken for the purpose of staying in or
near beaches
4. Cruise and Nautical Tourism also called water tourism, is tourism that combines
sailing and boating with vacation and holiday activities.
5. Leisure and Entertainment Tourism
- Leisure tourism refers to take a break from daily routine life. The most popular
activities of leisure tourism include social tours, cultural tours, religious tours,
family tours, sports tours, and medical tours.
- Entertainment destination was defined as a venue where people go to enjoy
entertainment activities, such as concerts, musicals, medieval festivals, magic
performance, circus, comedy, sport events, theatre, dancing, clubbing and theme
park visit.

6. MICE and Event Tourism (Meetings, Incentives, Conferences, Exhibitions ,Events )

is a type of tourism in which large groups, usually planned well in advance, are
brought together. The industry is nowadays often also referred to as the meeting
industry and event industry, to avoid the affiliation with rodents.
7. Health and wellness tourism includes travelling both nationally and internationally
to places and facilities such as hospitals clinics, wellness SPAs and fitness centers
and wellness resorts.

8. Diving and Marine Sports Tourism “It is no wonder that diving and marine sports
are considered one of our country’s top tourism products and attractions. Most of the
flourishing tourism activities available in the country today are water- based – from
adventure to eco-tourism activities such as snorkeling, diving, and surfing,” Puyat
said.

Some notable dive sites in the Philippines are the UNESCO’s World Heritage Site

 Tubbataha Reef Natural Park in Palawan

 Apo Reef Natural Park in Occidental Mindoro
 Malapascua Island in Cebu
 Anilao dive sites in Batangas
 The Verde Island Passage in Puerto Galera

9. Education Tourism is about learning new things, acquiring new knowledge about
culture or history of other destinations. Its main focus is on studying new things,
learning about other cultures, study tours, or to apply the learned skills. This is one
of the most famous type of tourism activity for past few years, for example people
travel to learn foreign languages.

Types of Tourism in the Philippines

1. Beach and Diving Tourism- Major tourist drawer of the Philippines, because the
country is surrounded by water. Beaches in the Philippines rank 1st to 8th place.
2. Hiking Tourism-Rising form of tourism in the country.
3. Research and Education Tourism- Due to diverse number of flora and fauna of the
country, researchers from around the world have flocked various biodiversity sites in
Philippines environmental corridors.
4. Arts and Craft Tourism -Museums, galleries, exhibition, festivals and town fairs.
5. Pilgrimage Tourism -The Philippines is the Catholic Pilgrimage capital of Asia.
6. Fiesta Tourism -Country known as the traditional capital of the world festivities and
the capital of fun, due to thousands of festivals.
7. Wellness Tourism -Rise of hilot (ancient art of Filipino Healing)
Economic Impact

 Tourism industry generates substantial economic benefits of both host countries and
tourist homes countries.it is one of the primary motivations for the region to
promotes itself as tourism destinations.Tourist Attraction can :
1. Contribute to government revenues, direct contribution are generated by
taxes on incomes from tourism employment and tourism business, and by
direct levies on tourist such as departure taxes.
2. Provide employment
3. Stimulate infrastructure investment
4. Contribution to local economies
5. Provide foreign exchange earnings.

The Muslim Millennials Travelers

 The rise of Muslim travelers was projected that by 2020, they set to generate an
income
 Back in 9th century Islamic explorer such as Abu-Al-Hasan Al-Mas’udi, the
“Herodotus of Arabs” and Ibn Battuta travelled the world, examining the culture,
geography and history of far- flung countries.

Who are the Millennials?

 Famously labeled Generation Y or the Net Generation.

 Applies to individual who reached adulthood around the turn of 21st century.
 Individual born between 1982-2004

Millennials Characteristics

 Millennials have been cast in negative studies conducted by researchers and

psychologist, which describes Gen. Y as lazy, narcissistic, and prone to jump from
job to job.
 Generation of Me, me, me

Muslim Millennials and travelling

 Humans are wanderer at heart, travelling has become lifestyle rather than a dream.
 21st century traveling become more than a trend.
 Projected 29% of Muslims millennials are avid travelers.
 Sector predicted to inject US$100 billion worth of travel expenditure into travel
industry by 2025 (based on Mastercard-Halal trip Muslim Millennial Travel Report
2017)
Reasons why Muslim millennials travel

 for leisure and holiday purposes,

 to experience local culture and heritage and
 to visit friends and relatives

 The travelers prefer Muslim-friendly urban environment with facilities that allow
Muslim travelers to perform daily prayers in a space conducive for praying which is
clean, enclosed, segregated between men and women and equipped with facilities
for ablution

LESSON 2

A. MOTIVATION FOR TRAVEL

- Escape
- Relaxation
- Relief of tension
- Sun lust
- Physical health
- Family togetherness
- Interpersonal relation
- Root or ethnic
- Maintaining social contacts
- Convincing oneself of ones achievements
- Showing ones importance to others
- Status and prestige
- Self-discovery
- Cultural education
- Professional business
- Wanderlust interest in foreign lands scenery

BASIC TRAVEL MOTIVATORS

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

beach recreation, relaxing entertainment and other motivations directly connected to
health
2. Cultural Motivators- include the desire to know other countries—their music, art,
folklore, dances, painting and religion
3. Interpersonal Motivators- pertains to the desire to meet other people, visit friends
or relatives, escape from routine, from family and neighbors
4. Statues and Prestige Motivators- concern ego needs and personal development

B. TRAVEL AS MEANS TO SATISFY A NEED AND WANT

- Tourist do not go on vacation just to relax and have fun, to experience another
culture or to educate themselves and their children but they take vacations to
satisfy various needs and wants

C. RELATIONSHIP OF NEEDS, WANTS AND MOTIVES

 The difference between needs and wants is AWARENESS
 It is the duty of marketing people to convert needs into wants by making
individual aware of his need deficiencies
 The awareness must be accompanied by motivation
 Thus, it is the role of the marketing to suggest

PUSH AND PULL MODEL

 Internal factors or personal needs “PUSH” people to travel

 External forces or attraction “PULL” them to certain destinations.

MASLOW’S HIERARCHY OF NEEDS

 Self- actualization
 Esteem
 Love and belonging
 Safety
 Physiological

1. Physiological needs- hunger, thirst, rest, activity

2. Safety needs- protection against physical or mental danger (safety and security,
freedom from fear and anxiety
3. Social needs- love, belongingness, acceptance
4. Self –esteem- self-confidence, recognition
5. Self-actualization- realizing ones potential (personal self-fulfillment)
1.) Physiological needs
Motive: Relaxation

TOURISM LITERATURE REFERENCE:

 Escape
 Relaxation
 Relief of tension
 Sun lust
 Physical
 Mental relaxation of tension

2. Safety Needs
Motive: Security

TOURISM LITERATURE REFERENCES:

 Health
 Recreation
 Keep oneself active and health for the future

3. Social Needs
Motive: love and affection

TOURSIM LITERATURE REFERENCE:

 Family togetherness
 Enhancement of kinship relationship
 Companionship
 Facilitation of social interaction
 Maintenance of personalities
 Interpersonal relations
 Ethnic roots
 Maintain social contacts
 4. Self-esteem
Motive: achievement statues

TOURISM LITERATURE REFERENCE:

 Convince oneself of one’s achievement
 Show one’s importance to others
 Prestige
 Social recognition
 Age enhancement
 Professional/business

5. Self-actualization
Motive: for oneself

TOURISM LITERATURE REFERENCE:

 Personal fulfillment

TOURIST MOTIVATION

a. The need for escape or change

b. The need for health
c. Sports
d. Social contact
e. Statues and prestige
f. Travel for education
g. Personal values
h. Cultural experience
i. Shopping and bargain hunting
j. Professional and business motives
k. Search for natural beauty

CLASSIFICATION OF TRAVELERS BASED ON PURPSOE OF TRAVEL

A. Business travelers- from US, UK, Canada

3 Categories:
1. Regular business travelers- the cost of the trip is shouldered by the
company
 2. Business travelers attending meetings, conventions and
congresses- these are regular meetings of associations on regular or ad
hoc basis

CONVENSTIONS- international, continental, national

3. Incentive travelers- as a reward or accomplishment or to encourage

employees to achieve more
B. Pleasure/ Personal- traveling for vacation or pleasure (non-business)
1. Resort travelers- better educated, higher household incomes, holding
managerial position, families with children.
2. Family pleasure travelers- has 3 objectives
a. A use travel as educational experience to children
b. To do something different
c. To bring the family closer
3. The Elderly- for “50plus” age bracket they are called “active affluents” who
search for learning experiences, cultural enrichment, socialization, and
activities for self-fulfillment
4. Singles and Couples – they take their vacations to fulfill their psychological,
intellectual, and physical needs by giving them opportunity to rest, relax,
escape the routine of pleasures of daily living, enjoy the naturalness of life
and express total freedom.

TRAVEL CONSTRAINTS

1. Lack of money
2. Lack of time
3. Lack of safety and security
4. Physical disability
5. Family commitments
6. Lack of interest in travel
7. Fears of travel
LESSON 3

1. Human being as social animals feel comfortable in a tour group. They feel that trip is
more enjoyable and free from anxiety if they join a tour group.
2. Travel is the accepted way of spending one’s vacation. Sabbatical leaves and
foreign assignments make it possible for faculty members and employees to travel
and develop a passion for it
3. Tourism evolves a mutual trust and respect for one another and the dignity of life on
earth. Tourism can help overcome may real prejudices and fosters new bods of
fraternity.

THE SOCIAL EFFECTS OF TOURSM

1. Social relations between people who would normally meet

2. The confrontation of different cultures, ethnic group, lifestyle, languages, levels of
prosperity and the like.
3. The behavior of people released from many of social and economic constraints of
everyday life
4. The behavior of the host population which has to reconcile economic gain and
benefits with costs of living with strangers

SOCIONOMIC VARIABLES AND THEIR EFFECT ON TRAVEL

A. AGE
 Younger people tend to select more active recreational activities than older
people.
 The elderly preferred more passive forms of recreation like visiting families
and friends, fishing, sightseeing or playing gold, ect

B. INCOME AND SOCIAL STATUES

 Rich persons, as well as persons with higher social statues travel more
income and social class status.
 Higher income tourists stay longer and spend more per day than those with
lower incomes.
 C. EDUCATION
 The better educated members of the population have a greater desire to
travel.
 They prefer activities that requires the development of interpretative and
expressive kills such as attending plays, concerts, art museums, reading,
books, skiing, playing gold, ect.

D. LIFE STAGES OF THE FAMILY

 The presence of children in the family limits travel.
 More leisure time is spent at home
 As the children grow up and leave home, the married couples renew interest
in travel.
 Couples in this life stage usually have more discretionary income and are
more financially capable to travel

THE RISE OF NEW TRAVEL PATTERNS

1. Travel clubs- in this group travel plan, a member enjoys travel opportunities and
vacation destination facilities at a much cheaper price than by a non-member.
2. Special interest tour- this tour is arranged for those who are interested in a
particular activity such as birth watching, festival fishing, hunting, scuba diving, golf,
skiing, mountain climbing, ect.
3. Airline Groups and Arrangment – different types of tour fares promoted by
airlines:
a) Groups of 15 or more are given reduced price.
b) Charter service given
c) Affinity group tours for a certain time
d) Public charter in which an entire airplane is made available to a group who travel
to the same destination
e) Incentive tours given to employees by firms as a reward as motivation for
achievement.

PREFERENCES OF INTERNATIONAL TOURIST (4 CATEGORIES)

1. RELAXATION VERSUS ACTIVTIY – work has become less tiresome and people
have been used to greater leisure to exercise new activity skills like sailing, climbing
sports, ect.
2. FAMILIARITY VERSUS NOVELTY- at present, there is an increasing positive
attitude for novelty and for change. Most tourists accepts new innovations and prefer
new destinations rather than traditional ones.

3. DEPENDENCE VERSUS AUTONOMY- before people enjoyed tour packages, but

now they want to acquire a sense of autonomy, to travel on their own and not part of
a group and to feel independent.

4. ORDER VERSUS DISORDER – now, tourists are more informal in behavior, enjoy
freedom of institutionalized regulations and have a greater tolerance toward the
difference of others.

TYPES OF TOURIST ROLE

1. THE ORGANIZED MASS TOURIST- the least adventurous; itinerary of his trip is
fixed in advance’ prefers familiar environment.
2. THE INDIVIDUAL MASS TOURIST- has a certain degree of control over his time
and itinerary; familiarity is still dominant but there is a greater desire of novelty.
3. THE EXPLORER- arranges his own trip; looks for comfortable accommodations and
reliable transportation; mingle with people and speak their language.
4. THE DRIFTER- arranges his own trip without the help of a tour agency; no fixed
itinerary; speak the people he visits and share their food; shelter and habits; totally
immersed in the host culture.

SOCIAL TOURISM

1. it is a subsidized system of travel through the intervention of the government,

employer or labor union to achieve social goals and purposes.
2. In 1963, BITS (Bureau of Social Tourism) was founded in Brussels to achieve social
objectives focusing on youth and senior citizen travel, staggering of holidays
camping and caravanning and preservation of local culture and environment.
3. Belgium grants subsidies for construction and modernization of family hotels. Spain
provided money for winter sports and camping sites, ect. France gives assistance to
holiday villages and camping grounds.
4. Norway and Sweden grant loans for less expensive accommodation.
LESSON 4

EFFECTS OF CULTURE ON TRAVEL

Culture

- Set of beliefs, values, attitudes, habits and form of behavior that are shared by a
society and are transmitted from generation to generation.

Importance of Culture

- To understand how individuals within that country will behave

- Lack of understanding and inability to communicate with the host culture might
result in a culture shock for the tourist

Filipino Culture

 Balut (cooked duck egg with embryo)

 Bagoong (preserved salted fish)
 Lack of punctuality or time concept
 Use of euphemism and circumlocution

International Culture

AMERICANS JAPANESE KOREANS

Frankness open display of Sumo wrestling kimono Kimchi Generous
love and emotion
Permissive way how Sakura Origami Kibun elders are served
children interact with food fist
parents
Aged parents to stay in Harakiri Punctuality Bowing Soju
home for the aged Discipline

IMPORTANCE OF CULTURAL TOURISM

 Cultural Tourism
- Includes all aspect of travel in which people learn about each others’s way of life
- Tourism is an important means promoting cultural relations and international
cooperation
 Louis D’ Amore- past president of Canadian Travel Research Association

“These millions of daily person to person encounters are potentially a powerful force for
an improved relations among the people and nations of the world, relations which
emphasize a sharing and appreciation of cultures, rather than the lack of tryst bred by
isolation”

CULRURAL FACTORS WITH TOURIST APPEALS

1. Art
2. Agriculture
3. Government
4. Music and Dance
5. Education
6. Food and Drinks
7. Handicraft
8. Literature and Language
9. Religion
10. Industry and Business
11. Science
12. History

1. Art
 Performing arts
- Live theater, music and dance
 Fine arts
- Painting, sculpture, graphic arts, architecture

2. Handicraft
 Shell-craft
 Hand-loom woven
 Handcrafted jewelry
3. Agriculture
 Dairy undertakings, fresh fruits and vegetables, crops, poultry and livestock are
important elements of culture
 Farmers market offers agricultural products sold at the roadside stands selling
fresh fruits and vegetables and some products from nearby firms
 Local tours should include agricultural developments and services so that tourists
can see the products and try them. (ex. Pineapple plantation and bukidnon)

4. Education
 One country’s inhabitants are anxious to know the educational system of another
country
 Campuses of colleges and universities are particularly appealing to tourists
 Some universities are tourist attraction like:
- UST (University of Santo Tomas) in manila
- university of Cambridge
- University of Oxford
 Several universities conduct adult education programs and these educational
opportunities attract students from ay countries around the world thus students
are motivated to travel
 International business and industrial associations as well as scientific and
educational organizations are held on the campuses of colleges and universities
and other educational institutions
 The best example of Adult Education center is at the University of Hawaii which
attracts thousands of adults every year from continuing education courses,
conferences and meetings that are educational in nature.

5. Literature and language

 Books, magazines, newspaper, booklets, pamphlets and other printer literary
works are significant expressions of the culture of a country.
 Libraries are favorite cultural institutions for the tourist. Many have very good
reading lounges and comfortable attractive surroundings where visitors can
enjoy.
 Reading about the history, culture arts, and folkways of the host country.
Entertainment programs include reading of poetry or discussion of various books
as a cultural enrichment for guests.
6. Science
 Tourist are interested to know the scientific activities of a country especially those
In technical, education or scientific research
 The most popular scientific attractions are museums of science and industry,
planetariums, and visits to unusual scientific installations such as atomic power
plants and exploration centers, zoos and aquariums are also popular

7. Government
 Lawmakers often visit another country to observe the lawmaking process.
 A visit to Washington D.C. can show visitors the process of making laws in the
house of representatives and in the senate
 Hearings on different proposed regulations or statues are usually open to visitors
 Countries differ in their system of government. Visit to centers of government,
such as capitals, are very motivating to those who are interested in politics and
government.
 When a person visits another country, she/he becomes aware of the type of
government in operation and compares it to his/her own country.

8. Region
 Pilgrimage to Fatima (PORTUGAL)
 Pilgrimage to Jerusalem (ISRAEL)
 Pilgrimage to Medjugorje (YUGOSIAVIA)
 St Peter Basilica (ROME)
 St Paul’s Cathedral (LONDON)
 San Agustin Church (MANILA)
 Notre Dame Cathedral (PARIS)
 Basilica Minore Del Sto. Nino Cebu

9. Food and Drink

 Tourist usually enjoy native food especially those which are local or ethnic in
nature.
 Restaurants and hotels can make good impression to the tourists If they
serve local dishes explain the menu, what is contains and how it is prepared
 These types of restaurants where. The atmosphere is conducive to the types
of food being served
  Very good expamples are: Seafood Restaurants at the Fisherman’s wharf in
San Francisco and Laos Angeles, Cabalen restaurant and Barrio Fiesta.

10. History
 The preservation of history and the quality and management of museums are
very important for the success in tourism
 To be familiar with the history and archeology of an area is a very important
travel motivation
 It is better to explain exhibits not in one language only because tourists
cannot understand.
 Tourist should be provided with literature that describes the points of interest,
admission fees, hours of operation, special events and other information they
need to visit historical attractions.
 British Museums (LONDON)
 National Museum of Anthropology (MEXICO CITY)
 Smithsonian Museum (WASHINGTON D.C)
 Ayala Museum (MAKATI, PHILIPPINES)