THC-1-MODULE-NEW-2024 PDF - Philippine Tourism, Culture and Geography

JOHN B. LACSON COLLEGES FOUNDATION –BACOLOD COLLEGE OF BUSINESS Bachelor of Science in Hospitality Management Major in Cruise Ship Services LEARNING MODULE Philippine Tourism, Culture and Geogra...

JOHN B. LACSON COLLEGES FOUNDATION –BACOLOD COLLEGE OF BUSINESS Bachelor of Science in Hospitality Management Major in Cruise Ship Services LEARNING MODULE Philippine Tourism, Culture and Geography (THC 1) Name: ______________________________________ Year & Section: ______________________________________ Contact Number: ______________________________________ Email: ______________________________________ Instructor: ______________________________________ Complied by: IVAN D. CATALAN, MMHM HOW TO USE THIS MODULE Welcome! This module is designed to develop students’ knowledge and understanding about Philippine tourism, culture and geography. The module presents comprehensive coverage of the major tourist destinations in the Philippines. Major discussions will be on political structures and subdivisions, geographical characteristics. Major attractions, gastronomy, culture and traditions of the various regions of the country leading to the realization of the potentials of the Tourism industry of the Philippines. Students will also have a comprehensive knowledge about the mechanism, logistics, operations and management of the tourism network system in the Philippines with its inherent physical and cultural resources as seen in the various provinces of the country. This module is contained a unit instruction for the students to achieve the standards and organized learning opportunities and well defined objectives per unit. There are units consolidate with a detailed information and some where the students has to conduct further research through guided assessments to further his insights on the given topics. After successfully completing each unit of this module, you should be able to perceive and analyze the content, concept and discussions dedicated to the respective topics. Instruction and assessment tools given at the end of every unit. Students should comply all the requirements to measure the level of competencies and knowledge acquired. Outputs shall be submitted to the instructor/facilitator for checking, evaluation and recording. Outputs shall serve as the learner’s proof for grading. You should always review the information sheets and be ready for duly scheduled unit quizzes and periodic examinations. Should you need further assistance, do not hesitate to communicate your concerns to the class instructor. THC1- Philippine Tourism, Culture and Geography 1 COURSE CODE & TITLE: THC 1 Philippine Tourism, Culture and Geography Course Intended Learning Outcomes At the end of the course, you should be able to: 1. define tourism and related terms; 2. identify tourism product and services; 3. explain historical changes that affect the growth and development of the tourism industry; 4. discuss the origin of tourism in the Philippines; 5. discuss the types attractions; 6. familiarized the different attractions in the Philippines; and 7. describe the geographical, physical and cultural resources of each region: THC1- Philippine Tourism, Culture and Geography 2 Introduction Tourism has been one of the world’s most consistent growing industries for many years. Increases in leisure time, cheaper travel, and rising curiosity about other lands, peoples, and ways of life promise a bright future for the tourism industry in the twenty-first century. Governments of many nations are encouraging the growth of both domestic and international tourism as a means of job creation, economic diversification, and source of foreign exchange. Beyond its economic significance, tourism promotes understanding and trust among people of different cultures. Furthermore, tourism has the promise of becoming the world’s first peace industry- an industry which recognize, promotes, and supports the belief that every traveler and every host can be an “ambassador for peace,” promoting understanding, goodwill, and respect among the peoples of the world. This module is designed to give better understanding about major tourist destinations in the Philippines, political and geographical characteristic, major attraction, gastronomy, culture and traditions of every various regions in the Philippines. THC1- Philippine Tourism, Culture and Geography 3 COURSE OUTLINE FOR PRELIM TERM Unit 1 - Introduction to Tourism Industry Topic 1 Overview of tourism Topic 2 Economic aspect, socio-cultural aspect, environmental protection Topic 3 4’s of tourism and the basic facts about the Philippines Topic 4 Tourism as a product and service Topic 5 Meaning of Service in Tourism Unit 2 - History and Growth of Tourism Topic 1 Historical Changes which have affected the Growth and Development of the Tourism Industry Topic 2 Origin of Tourism in the Philippines Topic 3 International and local travel patterns Topic 4 Factors that Favor the Growth of Tourism Unit 3 - Kind of Tourist Attractions Topic 1 Different types of attractions Topic 2 importance of attraction in tourism THC1- Philippine Tourism, Culture and Geography 4  Unit 1 Introduction to Tourism ` LEARNING OUTCOMES In this unit, you should be able to:  Discuss the Philippine: Overview of tourism industry;  Discuss the economic aspect, socio-cultural aspect and environment protection;  Describe the 4 A’s of tourism and the basic facts about the Philippines;  Explain tourism as a product and service; and  Discuss the meaning of service in tourism. THC1- Philippine Tourism, Culture and Geography 5 Philippine Tourism: An Overview The Philippines is a beautiful and archipelagic country. On top of its natural and cultural/heritage attractions are the friendliest, most hardworking, and considered the most hospitable people in the world. Filipinos are bilingual, making it easy for foreign tourists to communicate with locals of different destinations. The Philippines has several UNESCO world heritage sites. These include the cultural Baroque Churches of the Philippines, such as the San Agustin Church in Manila, Paoay Church in Ilocos Norte, Sta. Maria Church in Ilocos Sur, and Miag-ao in Iloilo. The Historic Town of Vigan and the Rice Terraces of the Philippine Cordilleras are among those listed under cultural heritage. Mount Hamiguitan Range Wildlife Sanctuary in Eastern Mindanao, Puerto Princesa Subterranean River National Park, and Tubbataha Reef National. Marine Park in Palawan are also listed as UNESCO World Heritage Sites Natural category. The Philippines is also home to the internationally acclaimed white sand beaches of Boracay, Coron, El Nido, and Panglao. Tourism in the Philippines has become a valuable economic, social, and cultural driver. Its impacts have been far and wide based on arrival rates each year. Based on origin, international tourism and domestic tourism are the two distinct types of tourism, International tourism refers to tourism that crosses national borders while domestic tourism is defined as travel made within one's country of residence. There is no discounting the fact that with cheaper and easier ways of travel, social media, and higher disposable income, more and more people will be traveling within and outside their countries. As domestic tourism develops, economic and socio-cultural impacts and environmental protection need to be addressed. THC1- Philippine Tourism, Culture and Geography 6 Economic Aspect On the economic vantage point, domestic tourism contributes vastly in increasing a country's economic activity. In the Philippines, domestic tourism activity has become increasingly high. Domestic tourists outnumber international tourists ten times more.Domestic tourism expenditure, which includes expenditure of resident visitors within the country either as domestic trip or part of an international trip, has grown because of tourism.In terms of employment, tourism and related industries have grown considerably: 1 out of 10 jobs are tourism-related. Socio-cultural Aspect The Philippine culture is a blend of the Malay-Polynesian, Hispanic, and Western cultures with some influence from the Chinese and other Asian cultures. Having Spain colonizes us for more than 300 years and the Americans thereafter, have made the Filipinos a melting pot of different cultures. With the increasing number of Overseas Filipino Workers (OFW) and international travel, the Filipino culture continues to evolve. Filipinos have a very strong sense of family and kapwa (others). This is evident in the way we give importance to our relationships with others. The Filipinos are known to be one of the most hospitable people in the world wherein we think of others as part of themselves and their family. Filipinos are also lovers of art in many forms. Music is an integral part of the Filipino culture as evidenced by singing, dancing, and playing musical instruments. The town fiestas celebrated in different parts of the country is a testimony of the Filipinos faith and gratefulness to patron saints where many religious activities, street dancing, singing, and eating are part of the celebration. Environmental Protection One of the major threats to environmental protection is the continuous growth of tourism industry. The implementation of laws and other policies in favor of the environment has to be strictly enforced for tourism development to be sustainable. The Philippines has the Department of Environment and Natural Resources (DENR) to oversee the protection of the environment in line with proposed tourism development in various areas. The 4 A’s of Tourism The succeeding chapters are organized in a manner that is in line with the 4 As of tourism — access, attractions, accommodations, and activities. The 4 As need to be addressed for domestic tourism to flourish in any destination. THC1- Philippine Tourism, Culture and Geography 7 Access - Land, sea, and air access to and from the destination as well as within the destination should be relatively fast and easy. Tourists would not want to be traveling the whole day. They prefer to be spending time on the destination than on the bus, boat, or plane. Roads, bridges, and ports should be developed to acceptable levels to accommodate the influx of tourists. Attractions - The main reason tourists go to a destination is because of its attractions. The attractions can be cultural/ heritage/historic, natural, and/or built/man-made. There should be a good mix of these three types for good variety. Accommodations - There should be a wide range of accommodations that vary from budget, mid-range, and deluxe. This way, the destination can attract tourists from a wide demographic profile. Accommodations should include the most basic needs of a comfortable bed, clean toilets, and food services. Wi-Fi access is becoming a necessity for tourist to connect with their loved ones. Activities - The destination should also offer a variety of activities located close to each other. The activities should be connected to each other with varying degrees within a similar theme. Themes would include adventure, health and wellness, medical, sports, MICE (meetings, incentives, conferences, and events), etc. For example, if a destination wants to be known as an adventure destination, then activities should range from soft, medium, and hard adventure activities. A good mix of activities will keep tourists to stay longer and spend more. As local tourism in the country exceeds international tourist arrivals by as much as 10 times, destination managers can not disregard the contribution that local tourists make. Hence, activities, accommodations, and amenities should also be designed with the local tourist in mind. In fact, many tourist facilities such as hotels and resorts have acknowledged the fact that majority of its guests are local tourists. Basic Facts About the Philippines A. Islands in the Philippines 1. Largest Island in the Philippines Luzon Island, located in the northern region of the archipelago, is the country's largest and most populous island. It also has the greatest population among the three island groups. Having an area of 42,458 square miles, Luzon is further subdivided into four major areas-Northern Luzon, Central Luzon,Southern Luzon, and the National Capital Region, which is home to the country's capital, Manila and is the country's center of economic, social, cultural, and financial development (Vallejo 2014 and Valdeavilla 2018). 2. Smallest Island in the Philippines THC1- Philippine Tourism, Culture and Geography 8  The Philippines consists of thousands of islands and there is no. known smallest island using any known technical definition and due to high tide and low tide variations. 3. Number of Islands There are 7,641 islands in the Philippines (Barile 2017). 4. Length of Coastline Estimates of the total length of the coastline range from 17,500 kilometers (official Philippine figure) to 36,289 kilometers (U.S. figure) (Library of Congress. Federal Research Division 2006). B. Major Landforms 1. Highest Point: Mount Apo Mount Apo is the largest and the tallest solfataric mountain on the island of Mindanao and in the entire Philippines. The mountain has an elevation of 9,692 feet and is located between the city of Davao and the province of Davao del Sur. Mount Apo is characterized by a tropical rainy climate with rainfall relatively distributed throughout the year. Mount Apo is home to over 272 species of birds of which 111 species are endemic to the mountain. Nineteen rivers drain Mount Apo's eight major watersheds. Six indigenous groups of people including Bagobo, Ubos, and Tagacaol live around the regions of Mount Apo and consider the mountain a sacred place and a place for worship rituals(Misachi 2017). 2. Oldest Province: Aklan Originally called Minuro, Aklan is considered as the oldest province in the Philippines. Records say that the province was established during the early 12th century by settlers originating from Borneo. Datu Dinagandan, who established trade with neighboring islands, was the first ruler. Kalantiaw then grabbed the throne, and his family continued to rule the province until the mid-14th century (topten.ph 2016). 3. Number of Provinces: There are 81 Provinces as of March 31, 2018 (Philippine Statistics Authority 2018). 4. Largest/Smallest Province: a. Largest Province: Palawan Palawan is the largest in terms of land area at 17,030.75 sq. kms. b. Smallest Province: Batanes Batanes has a land area of 203.22 sq. kms. (De la Rosa, Fiestada,Sanchez, and Mangahas 2018). THC1- Philippine Tourism, Culture and Geography 9  C. Climate Information The first half of the year, from January to May, is the best time to visit the country. November to February is cool, while March to May is hot and dry. June to October is rainy, with the months between July and September characterized by typhoons. Average temperature is 78 degrees F/25 degrees C; average humidity is 77%. D. Language The Philippines has two official languages, Filipino (or Pilipino) and English. Filipino has eight major dialects, in order of use: Tagalog, Cebuano, Ilocano, Hiligaynon or Ilonggo, Bicol, Waray, Pampango, and Pangasinense. Filipino, based on Tagalog, is related to Malay and Indonesian and is part of the Malayo-Polynesian subgroup of the Austronesian language family. Filipino is the common language used between speakers of different native languages, which are closely related but not mutually intelligible, There are about 76 to 78 major language groups, with more than 500 dialects (DOT 2018). E. Major Ethnic Groups The richness of the Philippines does not end with just its aesthetic appeal, but beyond what the eyes can see in photos and videos, is the vibrant feel of its people. This is the differentiation of the Philippines as a tourist destination. Its people are known to be the most hospitable in the world. Filipinos treat guests like family, willing to give up the seat of honor for its visitors. The Philippines has more than 100 ethnic groups. The more dominant ethnic groups include Tagalog, Bisaya, Cebuano, Ilocano, Ilonggo, and Waray. Ethnic Group Population (2010) Tagalog 22,512,089 Visayan/Bisaya 10,539,816 Cebuano 9,125,637 Ilokano/llocano 8,074,536 Hiligaynon/llonggo 7,773,655 Waray 3,660,645 Source: Philippine Statistics Authority (2018) The Philippine culture is a blend of the Malayo-Polynesian and Hispanic culture with the influence from Chinese, Indians, Arabs, and other Asian cultures as manifested in various customs and traditions of the Filipinos. Filipinos have the concept of kapwa (others)to refer to other people as an extension of themselves. It shows on how they give importance to their connection or relationship with other people. This is one of the roots of their being hospitable- Filipinos think of others as part of themselves and their family. This strong sense of kapwa THC1- Philippine Tourism, Culture and Geography 10 enables Filipinos to share what they have with others, give the best place in the house for the visitors and always provide the best food for its guests. Filipinos are lovers of art as evidenced by their folk songs, cultural dances, rituals, festivals, intricate architecture of churches, and ancestral, houses. They are also lovers of music and have the ability to express themselves through song and dance. Videoke has evolved to be associated as a favorite past-time and get-together activity. Filipinos love to celebrate and gather with family and friends around popular Filipino dishes such as lechon, adobo, and pancit. Religion is an integral and inseparable aspect of Filipino culture. The Philippines is known to celebrate the longest Christmas season. Devotion to various images of the Lord Jesus, such as the Sto. Niño and the Black Nazarene, as well as to the Blessed Virgin Mary and different patron saints, is celebrated through festivals, most of which have religious origins. Religion is also a powerful organizing principle for ethnic groups (Peralta 2000).Filipinos are generally family- oriented with adult children continuing to stay in the family home. It is not unfamiliar for families to have extended family members staying with them permanently. Extended family members may include elderly aunts and uncles and married children with their growing families. Nursing homes are not popular in the Philippines as children take care of their ageing parents. Filipinos find reason to celebrate any and all occasions. Birthdays, weddings, baptisms, funerals, and Christmas are grand occasions to celebrate. Food becomes the centerpiece of every Filipino family celebration. Filipino food throughout the regions is characterized with flavors of being salty, sour, sweet, and spicy from our Hispanic and Malay influences. Each region has its unique and distinct characteristics influenced by its own history and culture. Ilocano, Tagalog, Bicolano, Waray, Ilongo, and Mindanaoan are just a few of the ethnicities of Filipinos. Ilocanos are generally known for their simple lifestyle and strong value for money. Hard work and strong educational foundation are virtues they strive to pass on to their children. The bayaniban spirit is alive in the Tagalog-speaking provinces. Neighbors help without pay in the hope that when it is their turn to need help, their neighbors will be there to help them. Tagalog families are closely-knit, with adult children even the married ones still live with their parents. The Bicolanos are religious and conservative in nature. Songs and dances are ways of expressing themselves. They prefer spicy food with coconut milk. The Warays, situated in the Eastern Visayas Region, are often stereotyped as brave warriors, as in the popular phrase, "basta ang Waray, hindi uurong sa away." They are also known as contented people that during the Spanish occupation in the region, they were misunderstood and called lazy. THC1- Philippine Tourism, Culture and Geography 11  Ilongos are very hospitable. They always provide for their guest comfort and ease at their own expenses. They are also very gentle in their ways that their quarrels do not seem like ones. Since time is not important to the Ilongos, they also take life as it comes. Mindanao is the only predominantly Muslim region in the country. Their customs and traditions are different than that of Luzon and Visayas. Majority of the population of Mindanao region believes in the Islam religion and submits themselves completely to the will of Allah. Communal assistance is widely practiced among the Maguindanaons and Maranaos. By custom and tradition, they are expected to help their relatives by putting in money to finance such activities as marriages, funerals, pilgrimages to Mecca, and many others. The Filipinos are distinct in many ways, go out and discover what this country has to offer. Love it, believe in it, and create many wonderful memories in its more than 7,000 islands. F. Threats to Preservation of Culture Language is said to be the bearer of culture. With the public educational system mainly patterned from Western influences, there is the threat of standardization. Culture-based education is eroded and the national language induces change within the particular culture. The internalization of concepts through the medium of language and the externalization of these is altered since the culture of the introduced language is internalized by the receiving culture. Mass media through radio, television, print, and more recently, social media, has Provided a window to the world. New tastes, needs, and opinions are created which contributes to the destruction of traditional value systems. With all these influences, ethnicity, hence, is not static. It is of living people who change at the birth of a nation. Ilocanos are generally known for their simple lifestyle and strong value for money. Hard work and strong educational foundation are virtues they strive to pass on to their children.The bayaniban spirit is alive in the Tagalog-speaking provinces. Neighbors help without pay in the hope that when it is their turn to need help, their neighbors will be there to help them. Tagalog families are closely-knit, with adult children even the married'ones still live with their parents. The Bicolanos are religious and conservative in nature. Songs and dances are ways ofexpressing themselves. They prefer spicy food with coconut milk. The Warays, situated in the Eastern Visayas egion, are often stereotyped as brave warriors, as in the popular phrase, "basta ang Waray, hindi uurong sa away." They are also known as contented people that during the Spanish occupation in the region, they were misunderstood and called lazy. THC1- Philippine Tourism, Culture and Geography 12  Ilongos are very hospitable. They always provide for their guest comfort and ease at their own expenses. They are also very gentle in their ways that their quarrels do not seem like ones. Since time is not important to the Ilongos, they also take life as it comes. Mindanao is the only predominantly Muslim region in the country. Their customs and traditions are different than that of Luzon and Visayas. Majority of the population of Mindanao region believes in the Islam religion and submits themselves completely to the will of Allah. Communal assistance is widely practiced among the Maguindanaons and Maranaos. By custom and tradition, they are expected to help their relatives by putting in money to finance such activities as marriages, funerals, pilgrimages to Mecca, and many others. The Filipinos are distinct in many ways, go out and discover what this country has to offer. Love it, believe in it, and create many wonderful memories in its more than 7,000 islands. F. Threats to Preservation of Culture Language is said to be the bearer of culture. With the public educational system mainly patterned from Western influences, there is the threat of standardization. Culture-based education is eroded and the national language induces change within the particular culture.The internalization of concepts through the medium of language and the externalization of these is altered since the culture of the introduced language is internalized by the receiving culture. Mass media through radio, television, print, and more recently, social media, has Provided a window to the world. New tastes, needs, and opinions are created which contributes to the destruction of traditional value systems. With all these influences, ethnicity, hence, is not static. It is of living people who change at the birth of a nation. G. Life Expectancy 1. Life Expectancy Nationwide 2015 69.0 2016 69.1 2017 69.2 Source: United Nations Development Programme Department of Economic and Social Affairs 2017 THC1- Philippine Tourism, Culture and Geography 13  1. Life Expectancy per Region (2010-2015) Region Male Female Region I 69.6 75.9 Region II 68.3 73.3 Region III 68.7 75.4 Region IV-A 68.9 75.2 Region IV-B 68.4 73.0 Region V 67.6 72.6 Region VI 68.0 74.2 Region VII 63.9 68.9 Region VIII 66.8 71.7 Region IX 66.6 71.7 Region X 69.6 72.1 Region XI 67.1 71.9 Region XII 67.4 72.3 NCR 68.8 75.6 ARMM 61.9 62.9 CARAGA 65.9 71.3 CAR 67.4 72.7 Source: Philippine Statistics Authority 2018 THC1- Philippine Tourism, Culture and Geography 14 Culture of Service in Tourism  The challenge for tourism suppliers and stakeholders is to ensure that its customers are satisfied during the “service encounter” this is defined as the actual interaction between the organization and its customers who evaluate the interaction based on the perceived benefits they received.The satisfaction rating is based on the level of expectation in relation to the actual services experienced.  The Dept. of Tourism defines the culture of tourism as a sustainable tourism development principle that binds national and local governments, local communities, private sector and stakeholders to work together in creating pride of place and building a tourist friendly destination THC1- Philippine Tourism, Culture and Geography 15 Unit 2: History and Growth of Tourism LEARNING OUTCOMES In this unit, you should be able to:  Explian the historical changes which have affected the Growth and Development of the Tourism Industry  Trace the growth and evolution of the tourism industry;   Read and narrate the origin of tourism in the Philippines;  Familiarize the international and local travel patterns;and  Determine the factors that Favor the Growth of Tourism; THC1- Philippine Tourism, Culture and Geography 16 HISTORY OF TOURISM Tourism is a collection of activities, services and industries which deliver a travel experience comprising transportation, accommodation, eating and drinking establishments, retail shops, entertainment businesses and other hospitality services provided for individuals or groups traveling away from home. “Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.” (WTO, 1993) School of Hospitality Management EARLY TOURISM  Tourism derived from the Hebrew word “torah” which means studying, learning, searching.  Tourism can trace its ancestry in the Old Testament. Noah with his Ark must have been the first large-scale operator even though his passengers were mostly animals.  There are numerous references to caravans and traders in the Old Testament. Chapters 26 and 27 of the Book of Ezekiel describe trade and commerce in ancient time and recount the travels abroad made by merchants. Early Tourism has two forms:  The early Phoenicians toured the Mediterranean as traders. Both the Greeks and the Romans were well-known traders and as their respective empires increased, travel became necessary.  At this time, there was also travel for private purposes. Ex. Olympic Games held in 776 B.C. by the Greek. THC1- Philippine Tourism, Culture and Geography 17  TWO FORMS OF EARLY TOURISM 1. Travel for Business Throughout history, merchants have traveled extensively in order to trade with other nations or tribes. The invention of money, writing and wheel by Sumerians facilitated travel and exchange of goods. 2. Religious Travel  Travel for religious reasons took the form of pilgrimages to places of worship. Pilgrimages were made to fulfill a vow as in the case of illness or great danger or as penance for sins.  In the 14th century, St. James of Galicia beside Rome and Jerusalem was the foremost destination of English pilgrims.  Beginning in 1388, English pilgrims were required to obtain and carry permits, the forerunner of the modern passport. TOURISM IN THE MEDIEVAL PERIOD  During the medieval period, travel declined. After the THC1- Philippine Tourism, Culture and Geography 18  decline of the Roman Empire, roads were not maintained and they became unsafe.  Thieves inflicted harm on those who dared to travel. No one during this time traveled for pleasure.  Crusaders and pilgrims were the only ones who traveled. TOURISM DURING THE RENAISSANCE AND ELIZABETHAN ERAS  Travel for education became popular in the 16th century and was introduced by the British.  Under Elizabeth I, young men seeking positions in court were encourages to travel to the Continent to widen their education.  In 1670, it was recognized that the education of a gentleman should be completed by a “Grand Tour” of the cultural centers of the continent which lasted for three years.  While apparently educational, the appeal became social. Pleasure-seeking young men of leisure traveled predominantly through Europe, with Venice, Florence and Paris as the key attractions.  The sick sought a remedy for their illnesses in “spas” or medicinal baths. The term “spa” is derived from the Walloon word “spa” meaning fountain.  Tunbridge wells in Kent (near London) became famous as a spa in the 1660’s. THC1- Philippine Tourism, Culture and Geography 19 TOURISM DURING THE INDUSTRIAL REVOLUTION  The industrial Revolution brought about not only technological changes but also essential social changes that made travel desirable as recreational activity.  The increase in productivity, regular employment, and growing urbanization gave more people the motivation and opportunity to go on holiday.  To escape from their responsibilities and the crowded city environment, they traveled to the countryside or seashore for their holidays. MODERN TOURISM TH TOURISM IN THE 19 CENTURY th Two technological developments in the early part of the 19 century had a great effect on the growth of tourism. THC1- Philippine Tourism, Culture and Geography 20 1. Introduction of the Railway  The railroads created not only more business by providing reliable and cheap transportation but also more competition as various private companies invested heavily in hotels, resorts and entertainment facilities.  Tourism was transformed from a small business catering to the elite into the start of a mass market, which is travel by a large number of individuals. 2. Development of Steam Power  Steamers on the major rivers provided reliable and inexpensive transportation that led to the popular day-trip cruises and the growth of coastal resorts near large industrial towns.  In the later years of the 19th century, travel organizers emerged. The first and most famous of these was Thomas Cook (the first travel agent/travel organizer).  His first excursion train trip was between Leicester and Southborough in 1841 with 570 passengers at a round trip fare of one shilling.  The success of this venture encouraged him to arrange similar excursion using chartered trains.  1866 - He organized his first American tour.  1874 - He introduced “circular notes” which were accepted by banks, hotels, shops and restaurants– first traveler’s checks. Other tour companies which appeared in Britain: Dean and Dawson—1871 Polytechnic Touring Association—1872 Frames—1881 Tour companies in USA: American express—founded by Henry Wells and William Fargo.  A huge variety of guide books which dealt with both local and overseas travel were sold to THC1- Philippine Tourism, Culture and Geography 21  tourists.  Baedeker—most popular guide book; first published in 1839 which became the leading guide for European countries at the end of the century. TOURISM AT THE 20TH CENTURY  At the beginning of the 20th century, pleasure travel continued to expand, encouraged by the increasing wealth, curiosity and outgoing attitudes of the people as well as the increasing ease of such movement.  World War I brought about many changes which influenced the volume of tourism. Early post-war prosperity, coupled with large-scale migration boosted the demand for international travel.  Interest in foreign travel was further enhanced by the first-hand experience of foreign countries.  Posters and the press, the cinema, radio and television widened knowledge and interest in travel.  After World War II, rail travel declined with the introduction of the motor car.  Motorized public road transport and improved road conditioned led to the popularity of seaside tours.  World War II also led to increased interest in travel.  The war had introduced combatants not only to new countries but to new continents, generating new friendships and interest in different cultures.  Another outcome of the war was the progress in aircraft technology.  Air travel had come more comfortable, safer, faster and cheaper in comparison with other forms of transport.  Improvements in air transport  not only encouraged the growth of THC1- Philippine Tourism, Culture and Geography 22  Intercontinental travel in the 1960’s and 1970’s.  After the post-war recovery years, there was an increase in private car ownership. Traveler switched to the use of private cars and this change affected both coach and rail services.  Governments have created more vacation time by incorporating isolated public holidays into the familiar long “week-ends” throughout the year.  As business and trade prospered in the developed countries, business travel also flourished, leading to the demand not only for individual travel but also conference and intensive travel on world-wide scale. ORIGIN OF TOURISM IN THE PHILIPPINES  Tourism in the Philippines began when the original inhabitants of the country roamed around in search for food.  Inter-tribe travel occurred although the mode of travel was crude.  A more recognizable form of tourism appeared in the Philippines when the country was discovered by Ferdinand Magellan and when galleons or wooden boats sailed between Mexico and the Philippines during the Galleon trade.  During the American occupation of the Philippines, Americans were able to reach Manila after two weeks on board the Pan-American Airways air-clippers.  In the 1920’s the steamship and the airline pioneers—the “China Clipper” and the “Manila Clipper” brought some passengers to Manila via Hong Kong.  The introduction of more comfortable and faster means of transportation gave the early impetus for tourism in the THC1- Philippine Tourism, Culture and Geography 23  Philippines.  Travelers from the US, China, Japan and Europe were provided in land tours by entrepreneurs with their unregistered private cars and coaches called “colorum”.  Colorum—is an illegal tour handling and the illegal use of private vehicles for public use. It was tolerated by the government authorities at that time since tourism at this time was not yet developed.  Although there were already visitor arrivals from other countries, there were no tour operators nor travel agencies which formally existed.  (American Express Intl.—informally arranged land tours for foreign travelers. Steamship offices endorsed tourists to private cars/coach operators—drivers served as tour guides).  1947– a more orderly tourism activity started. Steamships and airlines began to service the Philippines from other countries thus giving impetus to tourism.  1952—first tourism association in the Philippines was organized– PTTA (Philippine Tourist and Travel Association) --this was organized to put together all existing travel establishments serving both domestic and international travelers. This was funded by the gov’t. to promote the country’s tourism industry.  BTTI (Board of Travel and Tourist Industry)—to regulate, supervise and control the tourist industry and to subsidize the PTTA as its promotional arm.  1950’s—more hotels and restaurants and entertainment facilities were established.  The Philippines has undergone economic, social and political crisis starting in the 1960’s up to the 70’s which hindered the development and promotion of tourism.  Accommodations were inadequate and airline companies were not given much incentive to promote the Philippines as a visitor destination.  1972—after the declaration of martial law when tourism in the Philippines prospered.  The National Tourism Organization (NTO) of the Philippines or Department of Tourism has embarked on several plans and programs to ensure the THC1- Philippine Tourism, Culture and Geography 24  pleasant and hospitable entry, stay, and departure tourists, as well as to assure a harmonious, positive, and constructive development of the tourism industry: Among these are: 1. Increase visitor arrivals especially from nearby markets like Japan, Korea, Hong Kong and Taiwan and high-spending markets like Germany; 2. Increase tourism receipts through longer stays (now set at 11 days) and higher spending per day (estimated at $110 per day), which can be accomplished by more attractive destinations and tours, more shopping and dining, and getting not just the budget traveler, but also the upscale markets; 3. Expand domestic tourism through more promotions, cheaper tour packages, and new facilities, especially for the lower income segments. 4. Expand the capacity for tourism by promoting more private sector investments. 3. Improve the standards of service through the expansion of training programs for the professionalization of the tourism management and labor force. 4. Program major tourism infrastructures projects. 5. Engage in major tourism estate and resort development. 6. Classify facilities in tourist sites according to international standards. 9. Strictly enforce the tour facility standards. 10. Promote self-regulation within the different sectors of the tourism industry. 11. Complete the national tourism plan and a destination tourism plan. 12. Encourage consumer advertising in selected markets. 13. Work closely with the private sector in product development. 14. Develop and strengthen linkages with the local governments, the private sector, and the general public through tourism councils.  The industry only managed to cope in 1991 and 1992, where 1.2 million tourists visited the Philippines. It afterwards waned again after a decade due to corrupt practices in government.  The tourism industry flourished again for the third time at the early part of the 2010s under the "It's More Fun in the Philippines" slogan, which was widely regarded as an international success, gaining international media attention. The country saw an influx of THC1- Philippine Tourism, Culture and Geography 25  tourists from all over the world, with the help of social media and the creative tagline, the tourism went at its peak with having 5,360,682 foreign million tourists recorded in 2015. The industry continued to grow in 2017, but the growth rate from Western tourists drastically decreased due to an ongoing drug war and the declaration of martial law in Mindanao. Nonetheless, the growth continued due to an influx of Asian and Russian tourists. International and Local Travel Patterns International and local travel patterns have undergone significant shifts in recent years, influenced by factors such as globalization, technological advancements, economic conditions, and most recently, the COVID-19 pandemic. This discussion will explore the trends and patterns observed in both international and local travel, highlighting key drivers and future implications. International Travel Patterns International travel has witnessed a dramatic surge in the past few decades, driven by factors such as increased disposable income, affordable air travel, and a growing desire for new experiences. The World Tourism Organization (UNWTO) reports a steady increase in international tourist arrivals, reaching 1.186 billion in 2015, with projections of 1.8 billion arrivals by 2030. Key International Travel Trends: - Increased Popularity of Asia and the Pacific: While Europe remains the most popular tourist destination, Asia and the Pacific have experienced significant growth in recent years. This trend is attributed to factors such as rising middle-class populations in countries like China and India, coupled with the allure of diverse cultures, historical sites, and natural beauty. - Shifting Travel Styles: The traditional model of package tours is evolving, with travelers increasingly seeking more personalized and authentic experiences. This shift is reflected in the growing popularity of boutique hotels with unique backstories, slow travel, and immersive cultural experiences. - Focus on Sustainability: Environmental consciousness is influencing travel choices, with travelers increasingly prioritizing sustainable options. This includes choosing eco-friendly accommodations, minimizing their carbon footprint, and engaging in responsible tourism practices. - The Impact of the Pandemic: The COVID-19 pandemic significantly disrupted international travel, leading to border closures and travel restrictions. However, the industry is showing signs of recovery, with pent-up demand driving a resurgence in travel. The pandemic has also THC1- Philippine Tourism, Culture and Geography 26 accelerated the adoption of digital technologies in the travel sector, leading to increased reliance on online booking platforms and contactless payment systems. Local Travel Patterns Local travel, defined as exploring destinations within a relatively close proximity to one's home, has gained popularity in recent years. This trend is influenced by factors such as the desire for affordable travel options, a growing awareness of environmental sustainability, and the convenience of exploring nearby attractions. Key Local Travel Trends: - Increased Focus on Adventure and Exploration: Local travel is no longer limited to visiting nearby towns or tourist attractions. Travelers are seeking out unique experiences, such as hiking, kayaking, camping, and exploring lesser-known natural areas. - Emphasis on Sustainability and Supporting Local Businesses: Local travel aligns with the growing movement towards sustainable tourism. By choosing local accommodations, dining at local restaurants, and supporting local businesses, travelers contribute to the economic well- being of their communities. - Rise of Staycations: The pandemic has led to a surge in staycations, where individuals opt to explore their own cities or regions instead of traveling further afield. This trend is likely to persist as individuals prioritize flexibility, affordability, and the ability to control their travel environment. - Shifting Commuting Patterns: The rise of remote work has significantly impacted commuting patterns, with many individuals working from home and reducing their reliance on traditional commutes. This shift has implications for urban planning, as cities need to adapt their transportation networks to accommodate a more decentralized workforce. Future Implications The evolving travel patterns discussed above have far-reaching implications for the tourism industry, urban planning, and the environment. - Tourism Industry: The tourism industry needs to adapt to changing travel preferences, offering more personalized experiences, emphasizing sustainability, and incorporating digital technologies. Local tourism operators will play a crucial role in providing authentic and immersive experiences. - Urban Planning: Cities need to rethink their transportation networks to accommodate the decline in commuting and the rise of local travel. This includes investing in public transportation, creating more walkable and bikeable neighborhoods, and promoting alternative modes of transportation. THC1- Philippine Tourism, Culture and Geography 27 - Environment: The shift towards local travel and sustainable tourism practices can contribute to reducing carbon emissions and mitigating the environmental impact of travel. However, it is crucial to ensure that local tourism development is managed responsibly to avoid over tourism and preserve natural resources. Factors that favor the growth of tourism 1. Rising disposable income for large sections of the population - In general, more money means more travel. At present, the two-income family is widespread. Moreover, the world is experiencing a redistribution of income which encourage more people to travel. 2. Growth in the number of retired persons who have desire and the energy to travel- Life expectancy is increasing. There are fewer deaths now than before which is the result of more concern for diet and exercise. 3. Increase in discretionary time – shorter workweeks and longer vacations – The workweek has decreased considerably from 50 to 60 hours to less than 40 hours. Flextime programs allow three or four-day workweek. Some European countries grant paid holidays to their workers. 4. Greater mobility of the population – People became more accustomed to travel because of the increase in travel opportunities and the desire to escape from the stress and pressures of modern life. 5. Growth in the number of ‘’ singles”- People living alone have more free time than couples; hence, they want to socialize through travel. 6. Greater credit availability through credit cards and bank loans – “Travel now, pay later”, they tend to become more interested in foreign cultures. 7. Higher Educational levels – Since millions of students attend colleges and universities, they tend to become more interested in foreign countries. 8. The growth of cities – the industrial revolution brought about the migration of people from the rural areas to the urban centers resulting in the growth of urbanization. 9. Simplification of travel through the package tour – tour packages everything planned, arranged, and included in one piece are more important to the older traveler, the new traveler, and the less sophisticated traveler. 10. Growth of multinational business – worldwide business interests increase both the need and habit of travel. 11. Modern transportation technology – technological advances in transportation have made long-distance travel faster, less expensive, and more comfortable. THC1- Philippine Tourism, Culture and Geography 28 12. Shift in values – at present, several people place more value on experience rather than material possession. They prefer to travel rather than own expensive houses, cars, clothes, and jewelry. 13. Advances in communication – television and movies enlarge the travel perspective. The world is brought into the living room through television. A documentary film can create interest in places not considered as travel destinations in the past. 14. Smaller families and changing roles – American and European birthrates have declined, giving the adults more free time to get away from family responsibilities. Sexual equality and shifts in household roles encourage more travel. THC1- Philippine Tourism, Culture and Geography 29 Unit 3: Kinds of Attractions LEARNING OUTCOMES In this unit, you should be able to: Identify the different types of attractions; and Explain the importance of attraction in tourism. THC1- Philippine Tourism, Culture and Geography 30 Tourist Attraction Tourist attraction is a place of interest where tourists visit, typically for its inherent or exhibited natural or cultural value, historical significance, natural or built beauty, offering leisure and amusement. Kinds of tourist attractions 1. NATURAL in the Philippines tourist attractions that are plentiful are the beaches that line the islands of the archipelago from the tip of Luzon in Pagudpud, Ilocos Norte down to Zamboanga and Davao, the coastal areas continue to attract both domestic and foreign tourists. Another are the mountains, Cordilleras, Tagaytay etc. 2. HISTORICAL Much of what we know as our past revolves around the various colonial regimes Our most significant historical events are the revolution against the Spanish authorities, The Fil-American War Significant historical attractions are the monuments, buildings and other relics from the past. 4. MAN-MADE Dams, power plants, parks, buildings, and other great or significant historical value fall under the category of man-made attractions. THC1- Philippine Tourism, Culture and Geography 31 5. SPECIAL INTEREST Attractions cater to specific types of people who have specific purposes in visiting a destination Many are independent travelers who belong to a small group of enthusiasts in a particual activity such as surfing, spelunking or even bird watching Mountaineering - there are more than 100 mountains in the Philippines and about 20 are widely used for mountaineering Spelunking - largely unknown here until the mid 90s , there are more than 2,500 caves found all over the Philippines and some of them have been developed into major tourist destinations `Bird watching - Although the Philippines is host to more than 500 species of birds and there is a large international market that travels the world in search of endemic avians, bird watching has not taken off in the country because of many reasons. Dolphin watching - witnessing these marine mammals in their natural environment. Scuba Diving - one of the most developed special interest activities in the Philippines in terms of site development and market size. Golf - owing to market demand, numerous golf courses were built in many Asian countries from late 70s to early 90s Surfing - was introduced recently to the Philippines by a group of western enthusiasts in search of pristine areas that they can use as surf sites. Wakeboarding - Camarines Sur was able to position itself as the premier wakeboarding destination THC1- Philippine Tourism, Culture and Geography 32 Whale shark interaction - The almost unique quality of whale swimming with whale sharks in the municipality of Donsol in the province of Sorsogon has made the Philippines a very well-known destination for the people who want to experience this activity. 6. FESTIVALS Many cultural and religious festivities that are celebrated in many parts of the country 7. ICONS Personalities, objects that elicit interest such as a work of art, jewels, artifacts, food, mode of transportation, way of life. Ex: Wang-od (oldest living tribal tattoo artist Monalisa Painting Food, exotic dishes Traditional way of life Importance of attraction in tourism Attractions are a core component of tourism. They are often called “ tourist attractions” because they tend to attract tourists. Attractions are the places, people, events, and things that make up the objects of the tourist gaze and attract tourists to destinations. Common examples include natural and cultural sites, historical places, monuments, zoos and game reserves, aquaria, museums and art galleries, gardens, architectural structures, theme parks, sports facilities, festivals and events, wildlife, and people. The history of attractions is inextricably linked with the development of the tourism industry. An attraction exists when a tourism system is created to designate and elevate it to the status of an attraction. Sectors such as transport, accommodation, and travel retail exist as part of this system because they support the desire for tourists to see attractions. An Attractions main purpose is to grab the customer's attention so they come to a certain place and explore the different attractions on holiday. There are 4 different types THC1- Philippine Tourism, Culture and Geography 33 of attractions in the travel and tourism industry. These are purpose built attractions, natural attractions, events and heritage attractions Attractions are the heart and soul of the tourism industry. They are the primary reason people travel, driving the entire economic ecosystem of tourism. Here's a breakdown of their critical importance: Key Roles of Attractions in Tourism 1. The Foundation of Travel Decisions: Attractions are the main motivators for tourists to choose a destination. They are the "pull factors" that draw visitors, whether it's a historical landmark, a natural wonder, a theme park, or a cultural event. 2. Generating Revenue and Economic Growth: Attractions are the backbone of many tourism economies. They directly generate revenue through ticket sales, merchandise, and food and beverage offerings. Beyond that, they create jobs within the attraction itself and in related industries such as transportation, accommodation, and retail. 3. Creating Unique Experiences and Memories: Attractions offer tourists a chance to engage with the destination in a meaningful way. They provide opportunities for learning, exploration, adventure, and relaxation, fostering lasting memories and positive associations with the destination. 4. Promoting Cultural Understanding and Preservation: Many attractions showcase a region's history, culture, and heritage. They contribute to the preservation of cultural traditions and provide a platform for sharing local stories and perspectives with visitors. 5. Enhancing Destination Image and Branding: Iconic attractions become synonymous with a destination, shaping its image and branding. This can attract a wider range of visitors and boost the destination's overall appeal. The Importance of Attraction Management - Sustaining Visitor Interest: Successful attractions constantly evolve and innovate to keep visitors engaged. This includes introducing new exhibits, updating infrastructure, and developing unique experiences. - Ensuring Quality and Safety: Attraction management is crucial for maintaining the quality of the visitor experience and ensuring the safety of guests. This includes proper maintenance, staff training, and adherence to safety regulations. THC1- Philippine Tourism, Culture and Geography 34 - Promoting Sustainability: Attractions are increasingly expected to adopt sustainable practices to minimize their environmental impact. This includes using renewable energy sources, reducing waste, and promoting eco-tourism initiatives. Conclusion Attractions are the cornerstone of tourism, playing a vital role in driving economic growth, preserving cultural heritage, and creating memorable experiences for travelers. Their continued evolution and innovative approach are essential for meeting the changing needs and expectations of visitors in a globalized and competitive tourism market. THC1- Philippine Tourism, Culture and Geography 35