Effectiveness of the use of interpretation tool: A key to visitors’

Appreciation of Casa Real Shrine

Chapter 1
Background of Study
Museum is the one who is in charge in the procurement of the culture
and tradition of every place. It is also a place where that stage of the past being
told through the use of preserve object, artifacts, books and other things that is
significant to past.
According to National Historical Commissions of Philippines, Casa Real
Shrine was built in 1580, is a shrine dedicated to the 20 women of malolos who
lobbied to established the first adult school for women in 1889, Despite much
resistance from the Spanish friars and even the governor general of the
Philippines. For their effort they were praised by reformists Jose Rizal
Craciano, Lopez Jaena and Marcelo H. Del Pilar. The school was the first of
victories of women in Philippines history. On display are exhibits of Filipina
Women’s accomplishments “Filipina Firsts” and Eminient Bulakenas”.
Trivia: All the 20 women’ of malolos were from affluent Chinese Filipino
Families and resided in the pariancillo or the chinese mestizo district of
malolos.
Casa Real became the seat of their Military Government. It was turned
into hospital in 1923 and later an annex of the bulacan High School in 1941. It
housed the Japanese Chamber of commerce during the Japanese occupation.
One of the permanent exhibits in Casa Real Shrine are relies of the “Brave
Women of Malolos” of whom Rizal wrote a poem to honor their courage of
setting up a school against objections from the town friars.
Casa Real of malolos established in (1767-1768) as the first government
structure at malolos. Casa Real served as the house of tribunal, Municipal
House of Tribunal, hall of justice and municipal hall of different occasions this
also served as the office of those who were elected as governors of malolos from
(1868-1892).
The building had witnessed the war between Filipino and Spaniards in
1896, and in (1898-1899) the patronic struggle of Filipinos that were document
through La Independencia and La Revolution that were printed by the National
Printing Press that was maintained inside the building through a decree that
was issued by the congress of malolos. A part of this building was also used as
office of the National Treasury (1898-1899).
In 1965 the building was demolished to give way to a commercial project
that was built in the same place. However, the significance of this building as a
part of the Golden History of malolos was maintained when President Diosdado
Macapagal declared the building as a National Shrine on Oct 4, 1965 through
presidential decree no. 173.
The entrance hall allows access to rooms on the left and on the right. The
right hand wing of the ground floor holds the Casa Real’s Religious Artifacts
collection including smaller-than-life-sized processional image of Saint Raphael
the Archangel
At presents the building which was restored to its original from through
the efforts of the first Lady Imelda R. Marcos and the efforts of the constituents
of malolos headed by the minister Jesus R. Tanchancco and Mayor Pruficacio
C. Reyes is under the management of the National Historical Commission. This
how serves a Museum that keeps the remembrance of malolos and the first
republic.

It is therefore, important to investigate the perceptions and the

preferences of residents in a tourist place for a much broader perspective that
is great toward their total complex view on their living environment. The focus
of our researched will be on preferences, attitudes and appreciations of locals
in a major tourist place.
Casa real shrine used different kinds of interpretation tools inside the
museum in order for the place to be effective. Having a good interpretation
tools based according to barrow (2013) is important because visitors need to
feel welcome and entertained to appreciate of importance of what they see and
encounter inside. Reil G. Crus Tilden (1957) in barrow (2013) Defined,
Interpretation Tools as an educational activity which aims to reveal meanings
and relationship through the use of the original object by firsthand experience
and by illustrative media rather than to simply communicate factual
information.
Interpretation helps visitors understand and enjoy countryside around
them, simple interpretation will make your message easier to understand. And
provide the same or similar, message in more than one way. Visitors can
choose how to use interpretation. Objective may cover enjoyment, education,
management. Interpretation classify, Environmental Art a visual art including
drawing, painting, photograph ceramics textiles and sculpture. Music and
Dance, you can use music and dance to encourage people to explore the world
around them give them the chance to express their feelings, taped trails, are
popular way to introduce visitors walks and trails, stopping points with sign
and sound experience. A written material is the most common tool currently
used- video, people are used to seeing videos and you can use them to bring
features of a site to visitors in a lively way.
According to Curtis, Penny (2013) Appreciation is a positive evaluation
of positive attitude towards some object or thing and understanding can lead to
appreciation and appreciation can lead to protection.
 Visitors’ who are motivated to visits because they perceive the museum as
an important destination, their satisfaction primary derives from the mere fact
having been there and done that- Experience Seekers
Those interpretation tools are effective for the visitors to appreciate the
Casa Real shrine as a Political Museum. The researcher will going to conduct a
study about the interpretation tools used by the Casa real Shrine is effective to
appreciate what is inside the museum.

Review of Related Literature and Studies

In the book of Tourism Impacts and Sustainability of Reil G. Cruz
Interpretation of page 194 defined by Tilden (1957) in borrow (2013) as an
education activity which aims to reveal meanings and relationship through the
use of original object by firsthand experience and by illustrative media rather
than simply to communicate factual information.
By: Tilden

And while the importance of interpretation according to borrow (2013)

good interpretation important because visitors need to feel welcome and
entertained, while according to planning the Philippine Tourism Development
with log frame by page 141 stage signage and interpretive are important
element in a tourism site to provide visitors with vital sign information
especially in the absence of the guide.
By: Eloisa A. Romera

In the book tourism: How effective management makes the difference defined
interpretation tools as a promotional activities. Domestic Tourism will require a
more GTA role, using quite different media. All promotion activities must have
a clear objective and clear message and setting out to achieve.
According to tourism brochure Usefulness and Image: Tourist’
information has been shown to have an important influence on the choice of
vacation destinations. This article studies brochures, their significance as
image generators, and their influence on the selections of destinations. The
study sought to discover which features in this medium are more relevant in
image generation and destination choice using logistic regression analysis. The
analysis is based on data collected from tourist in Madrid, Spain. The result
established the model of usefulness of brochures in order to proposed
recommendations for their design and content. Implications pertain to the
development of theoretical understandings about the influence of the
information sources on destination image, destination choice and satisfying
tourist needs.
By: Arturo Molina

In the book Tourism Marketing (2005), identities brochure is the most

vital marketing tool. Brochure is a document bound in the form of booklet. It is
a voluminous publication with special emphasis of the quality of paper, the
reproduction of illustration, graphic design of the cover and lay out of the page.
And Display Material includes poster, dispenses for sales literature cardboard
stand, articles of handicrafts exhibits etc. according to Walter Hegeman in the
myth of the mass. The spoken word is importance in the case of personal
publicity. “Words are not only conveyors of through and ideas but also of
emotional contents and consequently and reach not only intellect but also the
psyche of the recipient and expressed to this end.
By: M.A Khan

In the book of Tourism Marketing (2018), The promotional

communication aims at informing and persuading the actual and potential
customers. Effective promotion starts from an analysis and formulation of clear
cut objectives, this includes are Identification of the target market,
Identification of the purpose of the communication, Formulation of a message
to achieve, Choice of media for delivering the message to the target audience,
Evaluation in terms of sales and feedback obtained from the customers.
Integrating communication process with promotion program: Every
consumer goes through various stage of the decision making process to arrive
the satisfactory decision. The marketing communicator needs to effectively
design the promotion program in order to help the consumer in making a
proper decision. The good communicator strategy should address target
consumer s needs and wants and help them to choose a particular tourism
product.
Identifying the Target Market: A tourist organization needs to know the
target market consisting in actual and potential consumer. The target audience
will determine the promotional campaign on what to say, how to say, when to
say and who will say.
Designing a Message: It’s an important step after deciding the
promotional objective, communicator needs to developed an effective message
what to say and how to say it, “An Incredible Idea” campaign on television is
aimed at capturing the attention of viewers.
 Feedback: After deciding and sending the message marketing
communicators needs to obtain on its promotional efforts, they need to know
about the target consumers attitude.
By: Yaduraj Choudhary

Experiential marketing, arguably tourism marketing’s most

contemporary orientation, was first introduced by Pine and Gilmore (1998) who
describe it as “ when persons buys a service he purchases a set of intangible
activities carried out on his behalf. But when he buys on experience he pays to
spend time enjoying a series of memorable events that the company stages to
engage him in a personal way,”* Experiential market is about talking the
essence of a product and amplifying it into a set of tangible , physical,
interactive experiences that reinforce the offer. Rather than seeing the offer in a
traditional manner, through advertising media such as commercials, print, or
electronic messaging, consumers “feel” it by being part of it.
By: Pine and Gilmore

Based on the book written by Graham Borrow (2013) There are factors
that distinguish interpretation from other forms of communications: There are
(A) The audience are on leisure visit (B) A particular site or object is being seen
such as geo park or geological feature which help to aim help public enjoy and
understand (C) The organizations or individual interpreting the site aim to
generate a concern for its conservation and encourage to understand the
places.
Interpretation Tools aims to reveal meaning and relationship about
places, features and event in a way that appeal to people and triggers their
further interest (Cable and beck 2011).
By: Graham Borrow

Conceptual/Theoritical Framework
Arousal Theory
A characteristic of all motivational system is that they involve arousal.
Arousal is an activation of central nervous system, the autonomic nervous
system and the muscles and glands. Some motivational theories suggest that
organism, seek to maintain optimal level of arousal by actively varying their
exposure to arousing stimuli.
Unlike hunger and thirst, lack of sensory experience does not result in
physiological imbalance; yet both human being and animals seek sensory
stimulation. When deprived of normal amount of visual, auditory, or tactile
stimulation.
Kittens like to explore their environment, young monkey investigate
mechanical devices, and people are motivated or impelled to seek sensory
stimulation. However in some situation people and animals seek to avoid
stimulation – for example, when they are sick or in need of rest.
Arousal theory attempt to explain the link between aanical devices, and
people are motivated or impelled to seek sensory stimulation. However in some
situation people and animals seek to avoid stimulation – for example, when
they are sick or in need of rest.
Arousal theory attempt to explain the link between a state of arousal.

The conceptual framework will show the level of the appreciation of the visitor
and the effectiveness of the interpretation tools in the Casa real shrine. Usng
the survey questionnaire answered by the participants which ages 13 and
above, who experience the Casa real shrine.

3.5

2.5

2
Appriciation Level
1.5

0.5

0
0 0.5 1 1.5 2 2.5 3 3.5

Figure.1 show the level of appreciation on the of level effectiveness of the

interpretation tools used in casa real shrine
Statement of the Problem
- The study aimed to know the Effectiveness of the use Interpretation
Tools to visitor’s appreciation of Casa Real Shrine, the study should
answer the following question.
1. What is the demographic profile of the participants in terms of visiting
Casa Real Shrine?
2. What are the Interpretation Tools used inside Casa Real Shrine?
2.1 Maps
2.2 Brochure
2.3 Display Panel
2.4 Display Cases
2.5 Multimedia
2.6 Sound Trail
2.7 Heritage Trail
3. How effective interpretation tools to appreciate the casa real shrine.
4. What are the factors in appreciation of Casa Real Shrine.