Tourism &

Culture
 Learning Objectives

◍ To discuss the effects of culture on travel;

◍ To determine how cultural patterns are changed by
internal and external forces;
◍ To explain the importance of cultural tourism;
◍ To discuss the cultural factors which appeal to
tourists; and
◍ To explain how each of these cultural factors
contribute to cultural tourism.

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What is culture?

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The Effects of
Culture on
Travel

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 “
Culture can be defined as a “set of
beliefs, values attitudes habits and
forms of behavior that are shared by
a society and are transmitted from
generation to generation”.

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 Why is it important to know the
culture of a country?

◍ To understand how individuals with

that country will behave.
◍ Lack of understanding and inability to
communicate with the host culture
might result in a culture shock for the
tourist.

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 Culture Patterns can be changed by
internal and external forces

Internal Forces External Forces

- In a group there are - Contact with other
people who are more environments may
willing than others to change previous
try new things. attitudes and
behavior.

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WHAT IS CULTURAL
TOURISM?
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 What is Cultural Tourism?

According to the United Nations World Tourism

Organization, cultural tourism is “movements of
persons for essentially cultural motivations such
as study tours, performing arts and cultural tours,
travel to festivals and other cultural events, visits
to sites and monuments, travel to study nature,
folklore or art, and pilgrimages.”

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 Importance of Cultural Tourism

◍ It has a positive economic and social impact.

◍ It establishes and reinforces identity & helps to build image.
◍ Travelers can live in the traditions and can learn the
cultures of the respective countries that they are visiting.

- Thus cultural tourism has emerged as a rising

tourism trend.

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Cultural Factors
with Tourist
Appeal

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 A. Art

Generally the arts including

performing arts and fine arts. Live
theater, music and dance. Latter
includes painting, sculpture,
graphic arts architecture.

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 B. Music and Dance
In several countries, music is a major source of
enjoyment and satisfaction to tourist.
Evening entertainment programs, concerts
recordings and sound reproduction systems are
greatly appreciated by tourists. Ex: Hawaii with it’s
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.
Ex: Bayanihan Dance Troupe of the Philippines,
Ballet Folklorico of Mexico, Russian Bolshoi Ballet,
Folk Dances of European countries, African Dances,
Kabuki Dance of Japan.

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 C. Handicrafts

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 product to a particular country then later on
would figure out that the product he bought
was made from another country.
A visit of shops where handicrafts are actually
being made by the craftsman is an effective
form of tourist entertainment.

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 D. Industry & Business
Most travelers, particularly international
travelers are usually curious about the
country’s industry, commerce, manufactured
products, and its economic situation.
Business establishments, specifically retail
stores are important to visitors.
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.

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 E. Agriculture
The agriculture of a country may be interesting
to a large segment of tourists.

An important of aspect of tourist services in rural

areas is the farmer’s market in which a local
agricultural products are sold to the travelers.
Ex: Roadside stands selling fresh fruits,
vegetables and products from nearby which are
enjoyed by the travelers.

Local tours should include agricultural

developments and services so that tourist can
see the agricultural products in the country.

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 F. Education
The inhabitants of one country are
usually anxious with the education
system of other country.
Campuses of colleges and universities of
a country are particularly appealing to
tourists.
Example: Adult educational center in
Hawaii, this center attract thousands of
adults every year from continuing
education courses, conferences and
meetings which are educational in
nature.
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 G. Literature & Language
Books, magazines, newspapers,
booklets, pamphlets and other
printed literary works are significant
expressions of the culture of a
country.
Most travelers like to learn the
language of the country they visit.
Language classes should therefore
be included in the activities program
of a tourist area.
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 H. Science

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.
Example: Museums, planetariums, Johnson
Space Center in Houston, Texas and
Kennedy Space Center in Florida.

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 I. Government

When a person visits another country, he

becomes aware of the type of
government in operation and compares it
with the government in his own country.
Example: Lawmakers often visit another
country to observe the lawmaking
process.

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 J. Religion

The religious pilgrimage is another

motivation for travel.
Many people go to the different
headquarters of their church
organizations and to places that are well-
known in their religious literature.
Examples are the religious pilgrimages to
the Vatican in Rome, Lourdes in France,
Fatima in Portugal, Jerusalem in Israel.

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 K. Food & Drink

The food and drink of a country is an

important part of the culture of a country.
Tourist usually enjoy native foods
especially those which are local or ethnic
in nature.
Examples: Seafood Restaurants at the
Fisherman’s Wharf in San Francisco and
Kamayan Restaurant and Barrio Fiesta
Restaurant in the Philippines.

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 L. History
The historical 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.
One of the weaknesses observed in historical
museums is that the explanations of the
exhibits are given in only one language.
Hence, most tourist don’t enjoy the historical
exhibits because they couldn’t understand the
language used in explanations.

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 “
ASSIGNMENT!

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 “
Fly to a foreign country of your choice! Discover, explore,
and experience its colorful and meaningful culture. Take photos.
As you go home to your home country, the beautiful Philippines,
create a travel journal describing the unique culture of that
country you visited, your unforgettable experience, and including
the photos you captured with corresponding caption.
Enjoy your travel!

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 “
Your artistic travel journal should have at least 5
pages, including minimum of 7 photos in total,
and printed or posted in short sized bond paper.
Any art materials can be used.

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 RUBRICS

Creativity (20 points)

Content (20 points)
Cleanliness (10 points)
TOTAL: 50 points

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