TOURISM

AND
CULTURE
 LEARNING OBJECTIVES

At the end of this chapter, 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 tourism; and
5. explain how each of these cultural factors contribute to
cultural tourism.
 THE EFFECT OF CULTURE ON TRAVEL

CULTURE can be defined as a “set of beliefs, values,

attitudes, habits, and form of behavior that are shared by a
society and are transmitted from generation to generation.”

Lack of understanding and inability to communicate with the

host culture might result in a CULTURE SHOCK for the tourist.

CULTURE PATTERNS are changed by internal forces. Within a

group, there are people who are more willing than others to
try new things.
“MASS FOLLOW CLASS” suggest 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 change by external forces.

Contact with other environments may change previous attitudes
and behavior.
 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
internal 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
bred by isolation.”
 CULTURAL FACTORS WITH TOURIST
APPEAL

Cultural factors that appeal greatly to tourists:

A. Art G. Literature and Language

B. Music and Dance H. Science
C. Handicraft I. Government
D. Industry and Business J. Religion
E. Agriculture K. Food and Drink
F. Education L. 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.
Tondo Art: “Sculpture of the New Century: Seb
Chua’s Art”
The Manila Central Post Office is a neoclassical building
built during the American period.
 There have been
proposals to have Whang-
od as one of the
National Artists of the Philip
pines
or as one of the
National Living Treasures
due to her status as the
last mambabatok of her
generation.

She has been tattooing

headhunters and women of
the indigenous people of
Butbut in Buscalan,
Kalinga, since she was 15
years old, but the Butbut
warriors who used to earn
tattoos through protecting
villages or killing enemies
no longer exist.
 B. MUSIC AND DANCE

In several countries, music is a major source

of enjoyment and satisfaction to tourist. Resort
hotels, in particular, can give visitors many
opportunities to enjoy the best local music.
Records and tape recording 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.
• Dancing, in its native
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. The best
place for such
entertainment are resort
hotels.
THE BALLET FOLKLORICO OF MEXICO

KABUKI DANCE JAPAN

PHILIPPINE FOLK DANCE
 C. HANDICRAFTS
To satisfy tourist, 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
souvenirs then discovers later that the article he bought he
bought was made from other country. There is no
substitute to genuineness. The locally produced article is
useful and attractive; it should be made available in
conveniently local shops. A visit to shops where handicrafts
are actually being made by the craftsman is an effective
form of tourist entertainment.
 CEBU SEASHELL
HANDICRAFT

PHILIPPINE SOUVENIR
REF MAGNET
 D. INDUSTRY AND BUSINESS
Most travelers, particularly international travelers, are usually
curious about the country’s industry, commerce, manufactured
products, and in economic situation.
Industry tours are very effective way of developing and interest
in the culture of a country, as well as providing potential market for
the product being made.
Business or industrial group often conduct tours to become
familiar with the markets and processors in other countries in order
to develop more interest in their product and to increase sales in
several market areas. Best example are shopping centers near
destination areas where tourist can find the product and services
they want.
DUBAI
MALL,DUABI UAE
NEAR BURJ
KHALIFA (TALLEST
BUILDING IN THE
WORLD)
MALL OF ASIA or
simply MoA, is a
large shopping
mall in Bay City,
Pasay, Philippines,
near the SM
Central Business
Park, the Manila
Bay, and the
southern end of
Epifanio de los
Santos Avenue
 E. AGRICULTURE
The agriculture of a country maybe interesting to
a large segment of tourist. 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
agriculture are sold to the travelers. Examples of this
are the roadside stands selling fresh fruit,
vegetables, and products from nearby farm which
are enjoyed by travelers.
Local tours should include agriculture
developments and services so that tourist can see
the agricultural products of the country and perhaps
try some of them.
MACADAMIA PLANTATION HAWAII
DEL MONTE PINEAPPLE PLANTATION
BUKIDNON
 F. EDUCATION
The inhabitants of one country are usually anxious to know the
education system of another country. The campus of the colleges
and universities of a country are particularly appealing to tourist.
Many of them have beautiful landscapes and are ideally situated
for an enjoyable and enlightening visit. Famous universities such
as Oxford, or Cambridge in England, Harvard in the US, and the
University of Sto. Tomas in the Philippines are tourist attractions.
Several universities conduct adult programs within the
university’s 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.
CAMBRIDGE UNIVERSITY,
ENGLAND
 G. LITERATURE AND LANGUAGE
The literacy achievement of a country form an important part of
travel motivation. Books, magazines, newspaper, booklets,
pamphlets, and other printed literary works are significant
expressions of a culture of a country. Libraries are a favorite
cultural institutions for the tourist.
A highly motivated 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 traveler 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 be therefore included
in the activities program of a tourist.
KOREAN LANGUAGE
 H. SCIENCE
Tourist 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 exchange of scientific installations, and
other activities which provide scientific information to visitors.
The most popular scientific attractions are museums of
science and industry, planetariums and visit to unusual scientific
installations such as atomic power plants and space explorations
centers. Zoos and aquarium are likewise popular.
Notable examples are Lyndon B. Johnson Space Center in
Texas, and the John F. Kennedy Space Center in Florida.
 The John F. Kennedy Space
Center is one of ten National
Aeronautics and Space
Administration field centers.
Since December 1968,
Kennedy Space Center has
been NASA's primary launch
center of human spaceflight.
ARTSCIENCE MUSEUM
MARINA BAY SANDS,
SINGAPORE
 I. GOVERNMENT
Countries differ in their system of government. Visit to the
center 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 country.
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 statutes
are usually open for visitors.
LONDON CITY HALL

WASHINGTON D.C.
 J. RELIGION
The religious pilgrimage is another motivation to
travel. The most popular among the Muslims is the
pilgrimage in 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. Visits to famous
churches are also an incentive for Travel.
EXAMPLE OF PILGRIMAGE
VATICAN CITY
JERUSALEM
MECCA, SAUDI ARABIA
EXAMPLE OF CHURCHES
ST. PETER’S IN ROME
SAN AGUSTIN CHURCH MANILA
 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 culture.
Restaurants and hotels can make a good impression to
the tourists if they serve local dishes and explain the menu –
what the dish consist 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 in the
Philippines.
FISHERMAN’S WHARF
PHILIPPINE STREET FOOD
 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 to 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 only in one language. Hence,
most tourist do not enjoy the historical exhibit because they do not
understand the language used in explanations.
• Tourist should be provided with literature that describe the points of
interest , admission fees, hours of operation, special events and the
information they need to visit historical attractions.

Example of Museums are:

British Museum in London
National Museum of Anthropology in Mexico City
Smithsonian Museum in Washington DC
Ayala Museum(Ph)
San Agustine Museum ( Ph)
NATIONAL MUSEEM OF ANTHROPOLOGY IN MEXICO CITY
NATIONAL MUSEUM OF THE
PHILIPPINES
 DISCUSSION QUESTIONS
1. Describe the effect of culture on travel.
2. Explain how cultural patterns are changed by internal and
external forces.
3. Discuss the importance of cultural tourism.
4. Enumerate the cultural factors with tourist appeal. Explain
how each factor contributes to cultural tourism.
Thank you!