CRT LEARNING MODULE

Course Code THM03

Course Title Micro Perspective of Tourism and
Hospitality
Units 3
Module Title Tourism and Culture

College for Research & Technology of Cabanatuan

Date Developed: Document No. 001-2020
Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 1
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
HOW TO USE THIS DIGITIZED LEARNING MODULE
Welcome to the module in Tourism and Culture. This module contains training
materials and activities for you to complete this module. This module also covers an
explicit overview of tourism and hospitality industry and the relationship of tourism and
hospitality.

You are required to go through a series of learning activities in order to complete

each learning outcome of the module. Each of the learning outcomes is provided with
Modules. Follow these activities on your own and answer the self-check at the end of
each learning outcome. You may remove a blank answer sheet at the end of each
module (or get the answer sheets from the online facilitator) to write the answers for
each self-check. If you have questions, don’t hesitate to ask your facilitator for
assistance.

This module was prepared to help you gain fundamentals and basic knowledge
about Tourism and Hospitality. This will be the source of Information for you to acquire
knowledge and skill in this particular trade independently and at your own pace, with
minimum supervision of help from your instructor.

 Talk to your online facilitator and agree on how you will both organize the
Training of this unit. Read each through the module carefully. It is divided into
sections, which cover all the skills and knowledge you need to successfully
complete this module.
 Work through all the information and complete the activities in each section.
Read Modules and complete self-check. Suggested references are included to
supplement the materials provided in this module.
 Most probably your facilitator will be your supervisor or manager. Your online
facilitator will support and correct you.
 Your online facilitator will tell you about the important things you need consider
when you are completing activities and it is important that you listen and take
notes.
 You will be given plenty of opportunity to ask questions and practice on the job.
Make sure you practice new skills during regular work shifts. This way you will
improve both your speed and memory and also your confidence.
 Talk to more experienced workmates and ask for their guidance.
 Kindly the self-check questions at the LMS (EDMODO) to test your own progress.
 When you are ready, ask your online facilitator to watch you online via Zoom or
Google Meet to perform the activities outlined in this module.
 Ask your online facilitator work through the activities: ask for written feedback
on your progress. Your online facilitator keeps feedback/pre-assessment reports

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 2
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
 for this reason. When you have successfully completed each element, ask the
facilitator to mark on the reports that you are ready for assessment.
 When you have completed this module, and feel confident that you have
sufficient practice, your online facilitator will arrange an appointment with
registered assessor’s to assess you. The results of your assessment will be
recorded in your competency Achievement Record.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 3
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
Micro Perspective of Tourism and Hospitality
Contents of this Learning Module

No. Module Topic Code

Title
• The
effect of
culture in
tourism

• The
Tourism and Importance Module 3
3 of Cultural
Culture
Tourism

• Cultural
Factors
with Tourist
Appeal

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 4
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
 MODULE CONTENT

MODULE TITLE:

MODULE DESCRIPTOR:
This module is all about culture and tourism and it is the act of travelers visiting
particular destinations in order to experience and learn about a particular culture. This
can include many activities such as; attending events and festivals, visiting museums
and tasting the local food and drinks.

NUMBER OF HOURS: 3 hours (1 week)

LEARNING OUTCOMES:
At the end of the module, you MUST be able to:

1. Describe the effects of cultures in travel.

2. Clarify how cultural patterns are changed by internal and external forces.
3. Discuss the importance of cultural tourism
4. Analyze the cultural factors which appeal to tourist.
5. Explain how each of these cultural factors contributes to cultural tourism.

Contents:

1. The effect of culture in tourism

2. The Importance of Cultural Tourism
3. Cultural Factors with Tourist Appeal

Conditions:

The students must be provided with the following:

1. Hard copy or soft copy of the course syllabus
2. MS Word
3. Pen
4. Paper

Assessment Method:

1. Submission of Research paper.

2. Written examination.
3. Quizzes using Google forms.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 5
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
 MODULE 3
Culture and Tourism
Learning Objective: After reading this MODULE, you should be able to:

1. Describe the effects of cultures in travel.

2. Clarify how cultural patterns are changed by internal and external forces.
3. Discuss the importance of cultural tourism
4. Analyze the cultural factors which appeal to tourist.
5. Explain how each of these cultural factors contributes to cultural tourism.

The Effects or Culture on Travel

Culture can be defined as a set of the values, attitudes, habits, and r behavior
that are shared by a society and are transmitted from generation to generation.
“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 in a culture shock for the tourist. A
Filipino traveler who was in the United States for the first time may experience culture
shock in the open display of love and emotions, the frankness in conversations primitive
way children interact with their parents and the practice of show aged parents to stay
in the home for the aged. Likewise, an American tourist in the Philippines might be
repelled by balut (cooked duck egg with embryo and the bagoong (preserved salted
fish) or may feel exasperated by the Filipinos lack of punctuality or time concept, and
the use of euphemism and circumlocution in contrast to American frankness. Culture
patterns are changed by internal forces. Within a group, there a people who are more
than others to try new things. Since these innovators a better educated, have high
income, and more achievement-oriented than others, they tend to be opinion leaders
and to be highly sought after by marketing people "Mass follow class" suggests that a
destination first attracts a small number of high-at 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.

It can readily be seen that in order to understand a traveler, it is necessary to

understand why visitors act the way they do and be in a better position to anticipate
and satisfy their needs and wants.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 6
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
 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. Louis D' Amore, the past president of the Canadian
Travel Research Association, once said, "These millions of daily person-to-person
encounters are potentially a powerful force for improved relations among the people
and nations of the world, relations which emphasize a sharing and appreciation of
cultures rather than the lack of trust bred by isolation."

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 performing arts are the Pangkat Kawayan (bamboo orchestra)
and the rondalla group. Amorsolo's and Francisco's paintings and the sculptural works
of Michelangelo are examples of fine arts

B. Music and Dance

In several countries, music is a major source of enjoyment and satisfaction to tourists.

The Philippines, Hawaii, Spain, the United States and the Balkan States are examples
Resort hotels, in particular, can give visitors many opportunities to enjoy the best local
music Evening entertainment programs, concerts recordings, and sound reproduction
systems are greatly appreciated by tourists. Records and tape recordings which the
guest can buy to use in his home provide another effective means of keeping in touch
with the culture of a particular country and a reminder of the country's music. An
example of music in promoting tourism is that of Hawaii with its musical presentation,
"Hawaii Calls.

Dancing, in its native or ethnic forms, is one of the most appealing aspects of a
country's culture and can be presented as a tourist attraction The color, costumes,
music, setting, and skill of form and execution add to the attraction. Almost all countries
have native dancing or ethnic dancing Ethnic music and dancing are a part of the
culture and should be used to entertain tourists. The best place for such entertainment
are resort hotels Local shows, nightclubs, and community programs present added
opportunities. Examples of dance as a 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

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 7
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
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. Examples are the shell-craft, handcrafted jewelry of
Bulacan, the Baguio and Ilocos hand loom wearers, and the traditional crafts of
Thailand, Africa, Cyprus, and Tunisia.

D. Industry and Business

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

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. Tourist
organizations should encourage tours to factories or processing plants. Lists of these
industrial establishments can be prepared by tourist promotional organizations,
chambers of commerce, resort hotels and restaurants. Group tours can be organized for
manufacturers of specific product who visit another country to see how the
manufacture of a similar product is accomplished. Such tours are mutually profitable
because the representatives of the different countries learn from each other

Business or industrial groups often conduct tours to become familiar with the
markets and processors in other countries in order to develop more interest in their
products and to increase sales in several market areas Business establishments,
specifically retail stores, are important to visitors 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. The success of a
shopping area depends on its cleanliness, attractiveness, variety of products, as well as
the courtesy and efficiency of the personnel, Hong Kong and Singapore are the best
examples of tourist business.

E. Agriculture

The agriculture of a country may be interesting to a large segment 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 farmers market in

which local agricultural products are sold to the travelers. Examples of this are the
roadside stands selling fresh fruits, vegetables, and products from nearby farms which
are enjoyed by travelers.

Local tours should include agricultural developments and services so that tourists
can see the agricultural products in the country and perhaps try some of them. An
Date Developed: Document No. 001-2020
Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 8
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
example of this is a tour to Oahu, Hawaii, or the Del Monte farm in Bukidnon,
Philippines where visitors have a chance to taste fresh pineapples grown in the
pineapple plantations in the area.

F. Education

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

Several universities conduct adult education programs within the universities

continuing education service. These educational opportunities attract students from
many countries around the world. Thus, students are motivated to travel International
conferences of business and industrial associations, as well as scientific and educational
organizations, are often held on the campuses of colleges, universities, and other
educational institutions The best examples are the adult education centers similar to the
East-West Center at the University of Hawaii. These centers attract thousands of adults
every year from continuing education courses, conferences, and meetings that are
educational in nature.

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. Many have very good reading lounges and comfortable,
attractive surroundings where visitors can enjoy reading about the history, culture, arts,
and folkways of their host country. Frequently, entertainment programs include the
reading of poetry or the discussion of various books or other literary works as a cultural
enrichment for guests.

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. This is
true for students who travel to a particular country to practice the language or to
become more familiar with its colloquial use.

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. Language classes should therefore be
included in the activities program of a tourist area

H. Science

Tourists are interested know the scientific activities of a country, especially those
in technical industries, education, or scientific research. Tourist promotion organizations
would be rendering a great service to the scientific community by providing facilities for
the exchange of scientific information, organization of scientific installations, and other
activities which provide scientific information to visitors.
Date Developed: Document No. 001-2020
Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 9
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
 The most popular scientific attractions are museums of science and industry,
planetariums, and visits to unusual scientific installations such as atomic power plants
and space exploration centers. Zoos and aquariums are likewise popular

Notable examples are the Lyndon B. Johnson Space Center in Houston Texas
and the John F. Kennedy Space Center in Florida. These scientific installations provide
scientific knowledge to large numbers of visitors each year.

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 or she becomes aware of the
type of government in operation and compares it with the government in his or her own
country.

Lawmakers often visit another country to observe the lawmaking process. A visit
to Washington DC, can show visitors the process of making laws in the House of
Representatives and in the Senate Hearings on different proposed regulations or
statutes are usually open to visitors.

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
pilgrimages to the Vatican in Rome, Lourdes in France, Fatima in Portugal, Jerusalem in
Israel, and Medjugojre in Yugoslavia, Visits to famous churches are also an incentive for
travel. The best examples are St. Peter's in Rome, St. Paul's Cathedral in London, San
Agustin Church in Manila, the Notre Dame Cathedral in Paris, and the Basilica Minore
del Sto. Niño in Cebu.

K. Food and Drink

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

Restaurants and hotels can make a good impression to the tourists if they serve
local dishes and explain the menu-what the dish consists of and how it is prepared. The
type of restaurants where the atmosphere is conducive to the types of food being
served is particularly appealing to visitors. Very good examples are the seafood
restaurants at the Fisherman's Wharf in San Francisco and Los Angeles, California, and
Cabalen Restaurant and Barrio Fiesta Restaurant in the Philippines.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 10
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda
 L. History

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

Tourists 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. Examples of museums are the British Museum in London, the
National Museum of Anthropology in Mexico City, the Smithsonian Museum in
Washington D.C., and the Ayala Museum and San Agustin Museum in the Philippines.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module 3: Page 11
Developed by:
Tourism and Culture CRT
Jennifer J. Miranda