CHAPTER 3 TOURISM AND CULTURE EE Learning Outcomes At the end of this chapter, you should be able to: 1 2 3 4, 5, describe the effects of cultures in travel; clarify how cultural patterns are changed by internal and external forces; discuss the importance of cultural tourism; analyze the cultural factors which appeal to tourists; and explain how each of these cultural factors contribute to cultural tourism.He Brrects OF Cutture On Travel Latur Of Behavige «2 Be defined as a “set of belies, valuds, attitudes, habits, and fy Beneration grat af shared by a society and are transmited fm enerton OW individu tedBe ofthe culture ofacountryisimportantin order founders £0 communicate thin that country will behave, Lack of understanding and inp Filipino traveies ith the host culture might result ina culture shock forthe tours Shock in the aut. Visits the United States for the first time may ExPETIeNCe culty, Bermissive yore display of love and emotions, the frankness i CONVETSAtiON, the 38ed parente Y, ilsren interact with their parents, and the Practice Of allowing Philippines mica ta¥ i the home for the aged. Likewise, an American tOUr inthe (reserved eaEtb® tepelied by but cooked duck egg with embryo} 34 the ago0ng time concept, <4," oF may feel exasperated by the Filipinos’ lack of PUNCtUalty op Frankness. culpa the Use of euphemism and crcumlocution in contrast to American People who ange Patterns are changed by internal forces. Within @ grOUP, there are better educate no" wiling than others to try new things. ince these innovators are tend to be seat ave high income, and more achievement-oriented than other, they follow clase” sno” leaders and tobe highly sought-after by marketing PeOPI. “Mass 'BBESS that a destination first attracts a small number of high-status individuals wh '0se actions are eventually copi umber of persons with lower soci so, are eventually copied by a large num paltute Patterns are also changed by external forces. Contact with other may roca aY change previous atitudes and behavior A visit to 8 foreign country stimulate cin 2 change in attitude toward the people of that country. Travel may also ulate 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 poston to anticipate and satisfy their needs and wants envi “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 s 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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. ‘Music and Dance. Im several countries, music is a major source of enjoyment and satisfaction to tourists. The Philippines, Hawali, 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 Cals 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. 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 7 ly internationa ee Most travelers, particu about the country’s industry, commerce economic situation, aay interest Inthe Industry tours area very effective way of develOPIME MT TH product culture of aeountr, as wel as proving a potential MAKE TT Hs csoreg gg being made, Tourist organizations shoul! encoura® 10Y TY obareg processing plants. ists ofthese Industia establishments or hope by tourist promotional organizations! —— and restaurants. Group tours can be organ eaeeel il specific product who visit another country 10 se Ue bacon Sima product accomplshed, Such furs are mutual” POP the representatives ofthe different countries learn from €2¢ tours to become familar Business or industrial groups often conduct to develop With the markets and processors in other countries 19 OFT oy rege ‘more intrest in their products and to increase salesin several Nay, Business establishment, specifically etal stores, are IMPOTANT TY The best examples are shopping centers near destination Sere io tourists can easly find the product or service they want. ShaPP EY ofthe most important elements in tourism. The success of @ SHOPPE A depends onits cleanliness, attractiveness, variety of products, a5 Wel Me courtesy and efficiency of the personnel, Hong Kong and SingaPor® best examples of tourist business. Agriculture - ‘The agriculture of a country may be interesting to tourists. Dairy undertakings, fresh fruits and vegetables, and livestock are types of farming which are important elements of lambers of com ed for manu! a large segment of crops, and poultry culture, {an important aspect of tourist services in rural areas is the farmers’ ‘marke in which local agricultural products are sold tothe travelers. Examples ofthis 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 example of this ia tour to Oahu, Hawaii, oF the Del ‘Monte farm in Bukidnon, Philippines where visitors have a chance to taste fresh pineapples grown in the pineapple plantations inthe area, Education, The inhabitants of one country are usually anxious to know the educational system of another country. The campuses ofthe colleges and universities of a country are particularly appealing to tourists, Many of thon hv esl saps ote cy sted ay = “Jlero Perspective of Tourism and Hospitality.as Oxford oF Cambridge 40 egte in england ne Ponies aetourstatracons Several universities conduct adult education programs within the | opportunities University’s continuing education service. These educational tact stan rom mony coutes oound te word Ts sade ae ‘motivated to travel. international conferences of business and indust/it associations, as wellas scientific and educational organizations, are often Meld On the campuses of colleges, universities, and other educational institutions The best examples are the adult education centers similar to the East West Center atthe University of Hawai These centers attract thousands of adults every year from continuing education courses, conferences, and meetings that are educational in nature G. Literature and Language, Theliterary achievements of a country form an important part of travel Imatvaton. Boks, magazines, newspapers boott, pamphlets and other Printed terary works are significant expressions ofthe culture ofa country. libraries are favorite cultural institutions forthe tourists, Many have very {g00d reading lounges and comfortable, atractive 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 3 cultural enrichment for guest. ‘A highly educated person is likely to speak or at least have studied more than one language. Interest inthe language of another country is an incentive for travel. Thisis tre for students who travel oa particular country to practice the language orto become more familiar with its colloquial use ‘Most traveler ike to learn the language of the country they visi. 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. Science, Tourists are interested to know the scientific activities of @ 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. ee ERSTE Chapters | 38Most POPLIAE sckeNHME attractions ata re museunis oF MS, and Visits to unusual scientific instal Sowerplaints and space exploration centers 10 and 0M SUC Notable examples are the Lyndon 8, Johnson Space Center in Houston, Texas and the John f Kennedy Space Center in Florida, Th allations provide scientific Knowledge to la 1 Government sits to Centers of Countries ditter in their systems of government, Visits Soeernment such as capitals, are very motivating to individuals interested political science and government. When a person visits another oun, He oF she becomes aware of the type of government in operation and wpares it with the government in his or her own county. Lawmakers often visit another country to observe the lawmaking Process. A Visit to Washington D.C. can show visitors the process of making ‘ows in the House of Representatives and in the Senate, Hearings on different Proposed regulations or statutes are usually open to visitors, Religion, Ne ‘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 Medjugoje in Yugoslavia. Visits to famous churches are also an incentive for teogl ‘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. Nifo in Cebu, K. Food and Drink, Food and drink is an important part of ti he culture of a country. Tourists usually enjoy native food especially those wl “hich are local or ethnic in nature. Restaurants and hot tels 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 exam 'staurants at the Fisherman's Wharf in San Francisco California, and Cabalen Restaurant 9n6 Barrio Fiesta Restaurant in the PhilippinesHistory rasa. MStOrY resources of a country reveal its cultural herita Brsservation of history and the quality and management of museums are SSY 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 Seaknesses observed in historical museums is that the explanations of the SXMO'tS are given in only one language, Hence, most tourists do not enjoy {Ne historical exhibits because they do not understand the language used in explanations. ge. The _ __ TOurists should be provided with literature that describes the points OF interest, admission fees, hours of operation, special events, and other ‘nformation they need to visit historical attractions. Examples of museums are the British Museum in London, the National Museum of Anthropology '» Mexico City, the Smithsonian Museum in Washington D.C., and the Ayala Museum and San Agustin Museum in the Philippines.