ALYSSA MAE H.

ATUN
Instructor
Sorsogon State University

MICRO PERSPECTIVE OF TOURISM AND HOSPITALITY

ALYSSA MAE H. ATUN, MAT
Instructor
Sorsogon State University
TOURISM &
CULTURE
CONTENT SUMMARY LEARNING OUTCOMES
This module is designed to help At the end of this module, the student
students understand the sociology of should be able to:
tourism. Topics include: The Effects of
Culture on Travel, The Importance of 1. describe the effects of culture on travel;
Cultural Tourism and Cultural Factors
with Tourist Appeal. 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 and explain how each factor
contributes to cultural tourism.
CULTURE
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.

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 in a culture shock for the tourist.
CULTURE SHOCK

Culture shock refers to feelings of uncertainty, confusion, or

anxiety that people may experience when moving to a new
country or experiencing a new culture or surroundings. This
cultural adjustment is normal and is the result of being in an
unfamiliar environment.
CULTURAL TOURISM
It is a type of tourism activity in which the visitor's essential motivation is to learn,
discover, experience and consume the tangible and intangible cultural
attractions/products in a tourism destination. These attractions/products relate to a
set of distinctive material, intellectual, spiritual, and emotional features of a society
that encompasses arts and architecture, historical and cultural heritage, culinary
heritage, literature, music, creative industries and the living cultures with their
lifestyles, value systems, beliefs and traditions.
POSITIVE AND NEGATIVE
EFFECTS OF
CULTURAL TOURISM
POSITIVE EFFECTS:
❑ Creates new jobs, businesses, events and attractions, thus helping
diversify the local economy.
❑ Supports small businesses and enable them to expand.
❑ Builds vital relationships among and within local communities.
❑ Brings economic opportunities by proving tourists to come into a town or
city and spend money on hotels, food, tours and souvenirs which is
extremely beneficial to developing countries.
❑ Helps encourage local residents and visitors to be mindful about their
impact on the natural and built environment.
❑ Promotes preservation and protection of local traditions, customs,
and culture.

❑ Promotes positive behaviour and community beautification.

❑ Builds opportunities for healthy and useful community relationships

and partnerships.

❑ Provides research, education, and work-placement opportunities for

students.
❑ Creates enjoyable opportunities for both local residents and visitors
attracted to the cultural arts, history, and preservation.
Negative Effects:
❑ Pollution of air and water and other environmental problems
caused by people travelling to different locations.

❑ Damage to the authentic identity of the culture because of some

undisciplined tourists.
IMPORTANCE OF CULTURAL
TOURISM
❑ It h as a positive econ om ic an d social impact .
❑ It establish es an d rein f orces identity.
❑ It helps build i m a g e revitalization o f culture a n d arts.
❑ Bu ilds vital relation sh ip am on g a n d within local communities .

❑ Prom otes th e active preservation a n d protection o f

local resources.
❑ It preserves the cultural and historical heritage with culture
as an instrument.
❑ It facilitates harmony and understanding among people.
❑ It attracts visitors interested in history and preservation.
CULTURAL FACTORS WITH TOURIST APPEAL
Art
Cultural arts, such as music, art, drama, creative writing, photography and dance, are
tools that help develop the m i nd and body, refine feelings, and thoughts and reflect and
represent our customs and values as a society. Generally, arts include Performing Arts and
Fine arts.
Example:
Performing Arts: The “Pangkat Ka wa yan” (literally ‘Bamboo Band’) otherwise known as
the “ Sin g i n g Bamboo o f the Philippines ” is a unique orchestra that draws music f r o m
unconventional bamboo instruments.
Fine Arts: the Spoliarium (often misspelled Spolarium) is a
painting by Filipino artist Juan Luna.
The Mona Lisa is a half-length portrait of a woman by the Italian artist Leonardo da
Vinci, which has been acclaimed as “the best known, the most visited, the most
written about, the most sung about, the most parodied work of art in the world.”
 Music and Dance

Music is a major source of enjoyment and satisfaction of tourists.

Kulintang is a modern term for an ancient instrumental form of music composed on a

row of small, horizontally-laid gongs that function melodically, accompanied by larger,
suspended gongs and drums.
·

Dancing, in its native or ethnic forms, is one o f the most appealing aspects o f a country’s
culture and ca n be presented as a tourist attraction. The Bayanihan Philippine National
Folk Dance Co mp an y is a group o f Filipino dancers and musicians conceived in the
ancient spirit o f bayanihan, a Filipino word which refers to a spirit o f c o m m u n a l unity or
effort to achieve a particular objective.
·

Kabuki is a classical Japanese dance- drama. Kabuki theatre is known for

the stylization of its drama and for the elaborate make-up worn by some
of its performers.
 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.

❑ 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.
·

THE UNIVERSITY OF SANTO TOMAS IS THE OLDEST EXISTING UNIVERSITY in Asia. In

terms o f student population, it is the largest Catholic university in the world in a single
campus.
·
Harvard is the oldest institution o f higher learning i n the U ni ted States a n d
the first corporation chartered i n the country. Harvard’s history, infl uence,
a n d wealth have m a d e it one o f the most prestigious universities i n the
world.
 H andicraf ts
❑ Handicrafts are part o f tangible cultural heritage o f all nations. This cultural component
ca n lead to economic development. Handicrafts, as cultural souvenirs, play a m a i n role in
tourism too. Man y countries, consider the handicrafts as the m a i n core in tourism
Development, establish the tourism facilities near m a i n handicraft production centers.

❑ So me try to show their originality and identity by offer ing new products made through
combination o f their national symbols with their handicrafts. Special attention is dedicated
to handicrafts, especially in rural areas.

❑ Blessed with rich natural resources, people f r o m the different cultural communities
discovered how to fashion useful and beautiful things out o f wood, bamboo, rattan, abaca
and other object abundant in nature.

❑ The Philippines is one o f the world's leading producers o f handicrafts. Locally h andm ade
crafts are admired world-wide for their versatility, beauty and quality.
 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.
❑ 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.
❑ Shopping is one of the most important element in tourism.
 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.
Hearings on different proposed regulations or statutes are usually open to
visitors.
❑ A visit to Washington D.C. can show visitors the process of making laws in
the House of Representatives and in the Senate.
 H ISTORY
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 a n area is very
important travel motivation. One o f the weaknesses observe in
historical museums is that the explanations o f the exhibits are
given in only language. Hence, most tourist do not understand
the language used in explanations.

Tourists should be provided with literature that describes the

points of interest, admission fees, hours o f operation, special
events, and other information they need to visit historical
attractions.
Example of museums are:

BRITISH MUSEUM NATIONAL MUSEUM OF

LONDON ANTHROPOLOGY MEXICO
CITY
 RELIGION
The religious pilgrimage is another motivation for travel. The most popular
a m o n g the Muslim 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.

Vatican City
Also visiting to fam o u s churches act as incentive for travel.

Famous Churches are:

St. Paul’s Cathedral in London

St. Peter’s Basilica in Rome

 Literature and Language

The literary achievements of a country form an important part of

travel m otivation . Books, magazin es, n ewspaper, booklets,
pamphlets and other printed literary works are sign if ican t
expressions of the culture of a country.

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.
A highly educated person is likely to speak at least two or have studied
more than one language. Most travelers like to learn the language of the
country they visit and they usually start learning the c om m on expressions
used in ordering food in a restaurant or in talking with hotel or other
tourism employees. Interest in the language of another country is an
incentive for travel.
S C I ENCE
- 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 exchange of scientific information, organization of
scientific installations, and other activities which provide scientific information
to visitors.
Lyndon B. Johnson Space Center in Houston,Texas
John F. Kennedy Space Center in Florida
 FOOD AND DRINKS
❑ The food a n d drink o f a place is a n important part o f the
.culture o f a country. Tourists usually enjoy native foods
especially those which are local or ethnic i n nature.
❑ Restaurants a n d hotels ca n make a good impression i f they
serve local dishes and explain the m e n u . The type o f
restaurants where the atmosphere is conducive to the type o f
food being served is particularly appealing to visitors.
 Agriculture
❑ Th e ag ricu ltu re of a cou n try m ay be in terestin g to a
larg e seg m en t of tou rists. A n important aspect o f tourist
services in rural areas is the farmers' market in which local
agricultural products are sold to the travelers. Examples o f this are
the roadside stands selling fresh fruits, vegetables, a n d products
f r o m nearby f a r m s which are enjoyed by travelers.

❑ Local tours should include agricultural developments and

services so that tourists c an see the agricultural products in the
country a n d perhaps try some o f them .

❑ A n example o f this is a tour to the Del Monte farm in

Bukidnon,Philippines .
 REFERENCES
• Cruz Z. (2019). Micro Perspective of Tourism and Hospitality. Rex Book Store.

• Yeung M. (2019). Micro Perspective of Tourism and

Hospitality. EDRIC Publishing House.

• Lim R. (2019). Micro Perspectives on Tourism and Hospitality.

Mindshapers Co., Inc.

• Tuazon-Disimulacion M.A., (2016). Principles of Tourism 2.

Books Atbp.