The Authenticity and Commercialization of Heritage Attraction in Batangas Province Authenticity can be divided into the physical fabrics

and intangible values of heritage. The fact about authenticity in cultural tourism is that most tourists want to consume senses of µauthenticity¶ but indeed not necessarily reality. Many tourists are interested in cultural heritage but most have minimal knowledge about the past. Authenticity is then a social construct that is determined in part by the individual¶s own knowledge and frame of reference. The concept of authenticity has received a significant amount of attention recently as people search for meaning and happiness, particularly in their work lives. How one chooses to try to live more authentically depends on their own perspective on authenticity. Like many other popular concepts, different people have different views about authenticity and many people feel very strongly about their own views. Some people might assert that an individual is being authentic if they are being completely honest and participating in the here-and-now, e.g. an honest conversation with a friend, completely focused on cleaning out the garage, etc. There are others who assert that authenticity involves many other features, including, e.g., always being cantered with themselves and others, living in a completely integrated fashion with their own values and principles, always feeling complete meaning or sense of purpose in their lives, etc. Regardless of others' perspectives on authenticity, it's important for people in management to live and work as authentically as possible -- a goal that is usually often difficult to achieve, particularly in large organizations. As mentioned above, how one chooses to live a more authentic life depends on their perspective. A person might choose to appreciate more their own current approach to life, or meditate on a regular basis, or journal (write down) their thoughts, or engage in regular retreats, or sign up for a more complete program, etc. The objective of this study is to design a way that maintains the quality of tourist attraction in the Province of Batangas and retains and capitalizes on what makes Batangas special. The central question of the study will focus on the authenticity and commercialization of tourism industry. The assessment of this industry will answer that question and boost the value of tourism in Batangas Province. The present study will focus in the following attractions accredited by the DOT; Lago de Oro, The Farm Spa, Mabini Shrine, Miguel Malvar Historical Landmark, Taal Volcano, Submarine Garden in Lobo, Marcela Marino Agoncillo Museum And Monument- Talaga Tanauan, Leon Apacible Historical Landmark, Museo Ng Batangas at Aklatang Panlalawigan, Hotel Pontefino and Days Hotel.

The Authenticity and Commercialization of Tourist Attraction2

The researcher pursued with this study beyond authenticity and commercialization because they will be part of tourism and hospitality industry. They will benefit the most in conducting this study because it will enhance and reinforce their awareness on the authenticity and commercialization of tourist attraction and its significance in developing and maintaining tourist attraction in Batangas City. The researcher also chose Batangas Province as locale of this study because the place is known to be predominating place in Southern Luzon area and is experiencing a trend toward the creation of evening dining/entertainment venues. Objectives of the Study The aim of this study is to determine the level of authenticity and commercialization of tourist attraction in Batangas Province. It specifically will seek to answer the following: (1) identify the most frequently visited natural heritageattractions in Batangas City; (2) determine the level of authenticity; (3) the level of commercialization; (4) analyze the significant relationship between the most visited tourist attraction and level of authenticity and commercialization Literature on Objective 1 Batangas is the home of sages and the birthplace of the country's notable nationalist. These historical places are the legacies of the old colonial era. The province is also widely known as the home of baraco coffee (rich, robust-tasting coffee beans) and dedicate embroidery crafts on locally woven jusi and piña fibers. Nature has endowed Batangas with natural resources and picturesque sceneries. Coconut, orchids and mango trees lie alongside smooth sand beaches and their submarine gardens. Just a few kilometers from the shore will bring you to diverse dive sites - from the ones fit for novices (relatively shallow, constant water current), up to those which can pose a big challenge to experts. Without question, the most popular attraction is the Taal Volcano and Lake. Batangas used to lie along the route of the Spanish Galleon Trade from Mexico to Manila. The recent discovery of the San Diego Galleon in Nasugbu, Batangas yielded precious artifacts, including Ming dynasty jars which were exhibited in Paris, France during this decade. The San Diego is considered one of the foremost archeological finds of the 90's. Batangas is the characterized by elevations such as Mt. Makulot where the trainee pilots of the Philippine Air Force Flying School in Lipa City practice their maneuvers. The blue waters of Anilao Beach can prove alluring to swimmers. The well-preserved town of Taal boasts of its old churches, handicrafts, and historical landmarks. Batangas is the home of one of the country's national heroes, Apolinario Mabini who is known as the "Sublime Paralytic".

It provides an in depth view of his life. municipal library and reading facilities. and some of the books he wrote. It ranks as one of the country's richest provinces for being the producer of high grade coffee varieties among the other agriculture products.m. Built in 1870. which won world acclaim in the past. Or. The Mabini shrine is about 5 minutes drive from the toll plaza. The Apolinario Mabini Shrine was built and dedicated to the national hero Apolinario Mabini. The Mabini Shrine located in Barrio Talaga is about 7 kilometers from the town proper of Tanauan. Tanauan exit. The interior has gold leaf neo-gothic arches and the decorations on the ceiling were made by Japanese artisans. The personal property of the late President Jose P. Laurel was donated to the Philippine Government to serve as a historical site and public library. Taal. There are more possibilities to unravel about Batangas which investments can nurture. The place can be reached also by taking jeepneys and tricycles which service the town. Batangas. The house relies mainly on the structural elements for its beauty Capiz windows with diamond and square patterns cover entirely the upper facade. the house where he lived in including the furniture. Batangas' pre-eminence in the area of ecoindustrial growth cannot be disputed. to 5:00 p. This is one of the ancestral houses in Batangas. Laurel. The ground floor is bare and makes a good contrast. To date. where he was born. The Shrine also contains souvenir items. Mabini Ave. with eco-tourism and the controlled use of natural resources as strategies for socio-economic development. from the STAR highway take the Sambat. Philippines. Located on A. the intensified development of Batangas Port as an alternative port to Metro Manila augurs well for the province.Tagaytay route. and move towards the Talisay . General Miguel Malvar is an icon of great courage and bravery. Ilagan Ancestral House is located in Marcela Agoncillo Street. Visiting the place is only made available by appointtment. He was noted as the last Filipino general to surrender to the Americans.. Jose P. A shrine .The Authenticity and Commercialization of Tourist Attraction3 The proximity of Batangas to Manila and the good quality of most of the main roads make the province very accessible thereby fueling the local tourism industry and the provincial economy. It is a good example of a geometric style of the Filipino Hispanic house because there are hardly any decoration on the facade. Buses from Manila bound for Lemery pass by the house. a true leader and a hero. Tanauan. He was a man with an indubitable conviction and character. The library is open everyday from 8:00 a. it was donated to the Philippine Government as a historical site and public library.m. The personal property of the family of the late President Jose P. Laurel Memorial Library.

the-century type of residence.Talaga TanauanBarangay Talaga. economics and society in the country through the preservation and display of Batangas memorabilia and antiques which show how the Batangueño culture has been preserved through the ages. Batangas This ancestral house belonging to Marcela Agoncillo. Taal How to get there : The museum is just walking distance from the town proper. The Augustinian missionaries started the construction in 1756 and took a century to achieve its present form.. Reputed to be the largest in Asia. The ancestral house of Leon Apacible with the family collection of relics and memorabilia. Tirona. Museo ng Batangas at Aklatang Panlalawigan showcases the cultural wealth and traditions of Batangas and the Batangueño spirit that has animated the fields of arts and the sciences. Basilica de San Martin de Tours . the distinguished Taaleña matron who helped sew the first Philippine flag is now a public viewing place.The Authenticity and Commercialization of Tourist Attraction4 was created to remember his greatness and contribution to the Philippines. Taal church stand 95 meters long and 45 meters wide on a plateau in the heart of Taal. The private museum has a collection of archaeological and ethnographical artifacts relating to Batangas and other provinces in the Southern Tagalog Region. Sixto Lopez is the eldest son by Natalio's second wife. the barrio Captain of Batangas in 1883. The Pastor House is an example of a turn-of. Tanauan City. It was on Sixto whose greater part of his father¶s responsibility fell. Peter¶s Basilica in Rome. It was originally owned by Mr. In order to keep alive Batangas culture. A visitor can walk through the streets of Taal and enjoy the old Spnish ambiance because the area has not changed much since the colonial times. assuming the passion and aspiration to maintain freedom for his beloved country. Displayed there is a photo exhibit of Filipino-American War. the museum was created by Executive Order #30-93 signed by Batangas Governor Vicente Mayo on 3 March 1993. Alejo Acosta. Pastor House located in C. Marcela Marino Agoncillo Museum And Monument. Don Sixto Lopez. Batangas City. Sixto Lopez Ancestral House. the Grand Old Man of Balayan was a comtemporary of Genral Malva who never recognized the American Sovereignty until his death. Its tabernacle is the only one of its kind in the Philippines. It has been related that . Hence. Senora Maria Castelo. lifestyle and history. Leon Apacible Historical Landmark (Natural Landmark). Typical fo the several Spanish Era Houses constructed in Balayan. politics. The facade resemble St. Location : Marcela Agoncillo St. It is also a repository of Batangas memorabilia that keeps the cultural wealth active and alive. he was considered the natural-born and paternally appointed patriot in the family. including oil paintings and other mementos.

Batangas City Basilica Of the Immaculate Conception & Infant Jesus. the bullet that would have ended his life is still lodged in one of the doors of the house. To this day. or entitled to acceptance. 1635 is Francisco Magtibay The tourist industry is one of the most rapid growing industries of all in the second half of the twentieth century. or adulterated and connotes definite origin from a source. his assassination was attempted by a sniper. Peters. Built in 1857.´ Bona fide ³implies good faith and sincerity of intention´. It was granted Basilica status by Pope Pius XII. visited this house. the presumption of authenticity must be supported by evidence that a record is what it purports to be and has not been modified or corrupted in essential respects. . and during his visit. digital information technology creates significant risks that electronic records may be altered. 19. . In both archival theory and jurisprudence. they usually take a structuralism perspective. on the 13th day of February in the year 1948. Although the amount of tourist studies has been grown significantly for the most recent two decades. the parish priest undertook the construction after having the torn down the old church. the tenth of our Pontificate -1948. imitated. studies on the commodification of the tourist space are relatively few. ³Given in Rome. The first name entered on Feb. Genuine ³implies actual character not counterfeited. at St. in the case of records maintained in electronic systems. The present church began in 1851 due to the increased population. Father Pedro Cuesta. with the seal of the Fisherman. From these definitions it follows that an authentic record is a record that is what it purports to be and is free from tampering or corruption. either inadvertently or intentionally. the Governor General assigned in the Philippines during the American Occupation.´ Authentic means ³worthy of acceptance or belief as conforming to or based on fact´ and is synonymous with the terms genuine and bona fide. If there are some. To assess the authenticity of a tourist attraction. However.The Authenticity and Commercialization of Tourist Attraction5 William Howard Taft. Sketch of the baptismal book of Batangas Catholic Basilica. records that the creator relies on in the usual and ordinary course of business are presumed authentic. Therefore.´ Text from a copy of the actual letter written in Rome to grant the Batangas Catholic Church its appointment as Basilica. the preserver must be able to establish its identity and demonstrate its integrity. This thesis attempts to investigate how ³the image of place´ is consumed commercially and how the ³public-owned tourist space´ is privatized in tourism activities Literature on Objective 2 Authenticity is defined as ³the quality of being authentic. ignoring how the ³tourist places´ are produced and consumed in concrete contexts.

managers. addressee. and communities will adopt attitudes and take measures necessary to ensure that natural. travel futurologist explains how this trend away from impurity. writer. From an archivaldiplomatic perspective.. The government. that is. Despite the intent to work together. an indication of the action or matter in which it participates. its author. the expression of its archival bond. the spun. not contaminated by being fake or impure. entrepreneurs. and staff. such as promotion.. A review of tourism literature reveals a fundamental tension over the use. reinvesting a significant share of tax revenues from tourism in the facilitation of tourism services: direct. the attributes of a natural resources that uniquely characterize it and distinguish it from other attraction. the date it was made) and its date(s) of transformation. Dr Ian Yeoman. its date(s) of creation (i. and at the same time translated into benefits for tourism. The government needs to take a lead in this endeavor. and community resources² the foundations of identity²are safeguarded in all business endeavors. such as infrastructure. Enhanced development of interpretive services is suggested as a way to preserve authenticity while also providing a more engaging experience. 2008). the virtual. philosophical tensions regarding the nature and function of historic resources have hampered collaboration (Deepak. manufactured and the mass-produced in a world seemingly full of falseness is evolving. nationally and locally.e. new local and foreign investment and participation in the industry will be strongly encouraged on the condition that such investment is consistent with the objectives of this strategy and that it uses and develops Batangas tourist Attraction. There is a growing desire to find experiences and products that are original and real. names of the persons concurring in its formation (i. This will ensure that the benefits to the discerning consumer will be more widely promoted. which links it to other tourist attraction participating in the same action. it evolves into authenticity because consumers search for real experiences rather than µproducts¶ which are manufactured. both heritage resource managers and economic development professionals have advocated collaborative partnerships to develop historic resources for heritage tourism.e. cultural. function. Recognizing the current and potential economic benefits of tourism. Along with incentives for reinvesting a significant share of profits. and indirect. and degree of authenticity of natural resources used for tourism development. Hotels and other accommodations will offer standards of service that reflect Croatian . such attributes include: the history of the attraction.The Authenticity and Commercialization of Tourist Attraction6 The identity of a tourist attraction refers to the distinguishing character of a tourist attraction. and originator). As the experience economy matures. industry. It is a conceptual debate also presents a quandary for heritage tourism planners and developers.

There have been many changes in formerly remote places as a result of their having become popular tourist destinations. perhaps even a celebration. Initially. foreignness. eating out. Africa and its animals. it has become a mainstream activity. Japan and Mount Fuji. The architectural and design elements of all businesses in the cluster will build on Croatia¶s identity and historical influences in a creative way. Tour operators will highlight cultural. building on the local tradition of gastronomy and exposing historic influences of other cuisines. A culture of tourism has emerged on a global base. the theatre and so on. a chance to take life by the scruff of the neck and give it a shake. to take a pause for breath. to grab an opportunity to fulfil a lifelong dream. and themselves. for example taking a career break to travel through Africa or to undertake a similar adventure. Students who came late to tourism research call the same cultural complex post-modernity. Whether they are young professionals or baby-boomers in their fifties. while owners of attractions will develop activities that make visiting these wonders a world-class experience. Egypt and its Pyramids. Tourism began as an acknowledgement. with the same hotels and the similar theme parks at every major destination. and their symbols: Switzerland and is Alps. Career breaks are gap years for adults.The Authenticity and Commercialization of Tourist Attraction7 cultural standards but also meet the expectations of target markets. But it also includes special experiences such as white-water rafting or spending a weekend at a health spa. London and its Bridge. . The desire for new experiences which are truly authentic and meaningful has resulted in more people. consistent with Maslow¶s self-actualisation concept. and natural wonders unique to the place. people are concerned about wider issues such as the environment. Tourism. whether profoundly influences the ways every person defines a place. Restaurants will offer innovative cuisine that draws on Croatian customs and local ingredients. Wilmott (2005) has identified the complexity of consumerism. At one level it results in increased spending on holidays. of an almost sacred connection between people. Educational and training functions serving the cluster will teach people the skills and creativity needed to deliver to international guests a sense of what it means to be Batangas in many original ways. with consumers seeking new meaning. more and more people are taking time out to travel the world in an authentic way. historical. places. animal rights or Third World hunger. The movement to selfactualisation is a search for a deeper meaning and finding a sense of worth beyond material possessions. The key characteristic of the culture of tourism is that every place on Earth is theoretically a destination and every tourist destination begins to resemble every other destination and place where the tourists are from. It is a fulfilment of self which moves beyond goods and services and on to experiences.

the local community. 1986). According to the study of Pairin and Catibog-Sinha entitled Heritage Tourism and People: Connectivity and Challenges in Sustaining Tourism in Koh Kred. The study revealed that high perception of authenticity can be achieved even when the event is staged in a place far away from the original source of the cultural tradition. this may be true for other small rural destinations in developing countries. tourists and tourism. Authenticity is not fixed. which they themselves initially identified for this study. performance. This study analyzes the role of perceived authenticity as a measure of product quality and as a determinant of tourist satisfaction. temples. The event studied was the Flora Macdonald Scottish Highland Games held in North Carolina (United States). local cuisine). differences of perspective between tourists. the competing voices. it changes over time. It is the different meanings of authenticity. The loss of cultural authenticity with commoditization of cultural heritage. it varies according to the tourist and their point of view (Cohen. 2001). is a major issue in sustainable tourism. 2005). Authenticity is a value placed on a setting by the observer and is a notion embedded with power implications (Appadurai. and experience. but as Barker (2006) analysis of Balinese dance demonstrates. Mon pottery and costume. photography. he discussed that the study found out that residents had a general agreement on the importance of the heritage features. its authenticity reduced (Taylor. These heritages include the tangible cultural expressions (i. Achieving sustainable tourism is a big challenge for small communities such as Koh Kred. Important differences in perceived authenticity were observed among various groups of visitors. and the inter-play with power relations that give meaning to our understanding of how villagers relate to.The Authenticity and Commercialization of Tourist Attraction8 Authenticity does not have an objective quality. packaged and sold to tourists. 1988). resulting in a loss of authenticity. the maintenance and wise management of cultural and natural resources is equally important. According to the study of Chhabra et al (2008) that much of today¶s heritage tourism product depends on the staging or re-creation of ethnic or cultural traditions. and the local government have important consequences for development in Ngadha villages. While the economic gain from tourism is crucial for achieving sustainability objectives.e. A common view in the anthropology of tourism literature is that tourism turns culture into a commodity. Researchers have examined how crafts. Tourists and event organizers were asked to evaluate the authenticity of specific festival events on a Likert scale. it is socially constructed and therefore negotiable. intangible . which arises from creating cultural attractions merely for commercial and exploitative reasons (George & Reid. Further. Taylor has suggested that the moment a culture is defined as an object of tourism. as we will see. hospitality and identity have been transformed by the presence of tourists.

While accepting the notion is problematic I use it because so many of the tourists that visit Ngadha do. marketing or business development. agricultural farms/crops. It is essential to look at many ideas to get a business that can be sustained longterm. The level of agreement was consistent with the perceived and expressed value attached to these features. symbolic. as they are modified to suit tourists markets. Olsen. there has been a debate on authenticity among social scientists in tourism.The Authenticity and Commercialization of Tourist Attraction9 cultural expressions (i. Debates about the commodification of culture are inter-linked with debates about authenticity and identity. The meanings and values (emotional. The ³commodification of a culture´ is considered as a negative impact of tourism when inherent meanings of cultural artefacts and performances are lost. Chao Praya River. the meanings and values they attach to the notion vary. or established authorship (Oxford English Dictionary). and sacred fig trees). festivals. Further analyses have attempted to deconstruct the notion. The actual launch of a attraction is the final stage of new tourist attraction development and the one where the most money will have to be spent for advertising. 2005).e. 2002). The attributes. The local insights into the notion of nature-culture linkage in the context of tourism and livelihoods were also found to be essentials. but they were not ranked as high as tangible and material components of heritage. Authenticity is a western cultural notion that implies genuine of undisputed origin. Authenticity is associated with the past. with primitive order. There was a strong agreement on the importance of natural heritage features and tangible cultural heritage features because of the direct benefits they derive from these resources to sustain their livelihoods and religious/cultural practices. The view of a dichotomy between premodern (authentic) and modern (inauthentic) has been criticized (Meethan 2001. resources. The Tourist. clay used in pottery. Mon language and dance as well as natural heritage features (i. and/or material) placed by the local community on their heritage are important elements in sustainable tourism. Literature on Objective 3 Commercialization is the process or cycle of introducing a new tourist attraction into the market. However. It is a stage-wise process and each stage has its own key goals and milestones.e. . The Koh Kred residents interpreted each of the heritage features based on their local knowledge and personal understanding of what is important to them from the symbolic and pragmatic points of view. The respondents also agreed that intangible cultural heritage features were important (LS= 4. and in opposition to modernity.41). and attractions as determined by the local community are useful information in creating the tourism image suitable for a particular destination (Green. The Commercialization process has three key aspects: The funnel. including tourist. It is vital to involve key stakeholders early. and other marketing efforts. Commercialization is often confused with sales. sales promotion. Since MacCannell¶s (1976) provocative work.

Tourates are active strategists and they manipulate their ³otherness´ to their own ends. The programs spearheaded by Tourism in Batangas geared towards developing Batangas as a beautiful place for relaxation accessible to its infrastructure and transport development. The tourist. They go and see things that are real and valuable. this ethnography will present an alternative view.The Authenticity and Commercialization of Tourist Attraction10 While cultural commodification is frequently regarded as a negative aspect of tourism. Just as. The tourist helps to understand and reinforce the tourist attraction here in Batangas Province. in peak season tourist prefer to visits tourist attraction that has a collective travel desire. Literature on Objective 4 In this case is a technical way of describing why tourist visits certain attractions again and again. People can use cultural commodification as a way of affirming their identity. 1997). Tourists have a collective desire to travel because we desire as a ³modern´ society to find a level of authenticity that we consider absent in the society they embedded within. Sightseeing is . Either local or foreign tourists were satisfied and enjoyed visiting beaches due to the warn accommodation of the Filipino staff and personnel. And. At the same time. Batangas are visited due to its affordability of the tourist attractions and destinations including the amenities offered. With the help of the Lyceum Family including the students of the College of International Hospitality Management that Batangas Tourism Office may tie-ups and spearheads viable projects and programs for the improvement of the tourism programs in the province. 19961998). The authentic attractions as objects of ultimate value tourist means to say certain places will only have true value to us if we consider them ³authentic´ in one way or another. commodifications may be a pragmatic response for the poor and can also be a step on the ladder to empowerment. as an individual acts as an important role to determine when our tourist attraction became authentic and commercialize. as this case describes. identity and authenticity. tradition. Far from rendering culture superficial and meaningless. In the study of Vizconde (2009). They held important act to gain glimpse in the attraction to became authentic and commercialize. results revealed that the most frequently visited attraction are beach resorts for it is a venue for diving and aqua sports activity. of telling their own story and establishing the significance of local experiences (McDonald. Majority of the local and foreign tourists who visited Batangas are male. Tourism is used to support a variety of versions of culture. commodification can be seen as part of a very positive process by which people are beginning to reevaluate their history and shake off the shame of peasantry (Abraham. the system of going to see certain sights educates and perpetuates a social system in the tourist. The private sector and educational institutions like Lyceum of the Philippines University can help the Batangas Tourism Office in the implementation of the program and other projects to boost the Tourism Industry.

They are fulfilling the role thinking that attraction is unique. in itself. which itself are a . weightless and. Authenticity can be divided into the physical fabrics and intangible values of heritage. tourist play an important role in the tourist attraction. reducing it to a product or object. they are concentrate and focus on viewing other attraction where they can chose which is better to become authentic and commercialize. they processes and created it and the consequences of one's engagement with it. A number of trends are then identified as far more significant for tourism flows and consumption as for authenticity and commercialization. To become an authentic and commercialize. The actual act of communion between the tourist and attraction is less important than the image or the idea of society that the collective act generates. The fact about authenticity in cultural tourism is that most tourists want to consume senses of µauthenticity¶ but indeed not necessarily reality. The tourist has always a value held importantly by that attraction and acts as a model for behaviours in order to achieve the relation to anything in the real Province. They say that there is no problem in searching for authenticity but in the belief that as µthe authentic tourist¶ they can be satisfied with a holiday package. 2007). Authenticity is then a social construct that is determined in part by the individual¶s own knowledge and frame of reference. The image of the tourist attraction is the product of visits to them is more enduring than any specific visit. They are the people who give an opinion to know the real situation in our attraction. the ultimate reason for the orderly representation of the social structure of modern society in the system of attractions.The Authenticity and Commercialization of Tourist Attraction11 probably less important than the ceremonial ratification of authentic attractions as objects of ultimate value. Many tourists are interested in cultural heritage but most have minimal knowledge about the past. interact. (Scott. making place or context an object of consumption. A specific act of sightseeing is. According to the tourist they perceived everyday world and environment. exchange that they are no longer consuming and so no longer just perpetuating and feeding the Province. And in order to maintain authenticity the tourist defines attraction to become more negotiable and a primitive source in any part of the province. who will determine to perpetuates the modern or if there is a changes in a global society. Cultural differences notwithstanding. at the same time. But tourist can say the facts when they are actually participate in certain ways. a ratification at once caused by and resulting in a gathering of tourists around an attraction and measurable to a certain degree by the time and distance the tourists travel to reach it. The tourist seems a lot to see and to experience the commercialize attraction which they can be quite happy. tourists-resident tensions arise if there is a misunderstanding about the status of a cultural performance or other tourism products in terms of their perceived µauthenticity¶. Most authentic tourists of all may be those wanting to visit friends and relations.

As tourism within a destination develops. so do the needs and expectations of the stakeholders involved.The Authenticity and Commercialization of Tourist Attraction12 contentious and highly subjective concept. because of the simple fact that it exist and conveys some kind of meaning. or local government. Establishing tourism success from the perspective of primary stakeholders such as the Destination itself and Destination Management Organizations (DMOs) like the National Tourism Boards is vital. groups and individuals depending upon their value and attitudes and the nature of the heritage resource and is also significant in the future further development of tourism development in the region. central. i. regional. A more conventional view is to consider authentic goods and experiences as those that embody the actual culture of the destination community. seek to gauge residents support for the industry as a part of wider issues of development. the tourism industry is a great illustration as to why stakeholder management is required in order for a destination to remain competitive. On one level it can be argued that everything. such as.e. This is indeed true as companies that strive to achieve profit from their products tend to invest heavily in advertising the existence and benefits of their products as a means of generating sales. is the non traditional culture that is being practice in the backstage any less authentic than the tepee displayed in the frontstage. suppliers. 2005) Heritage is significant to different communities. this view is not helpful. owners. (Kala) The marketer needs to understand the power structures of the organization in terms of its stakeholders. True to the stakeholder concept. This is because it enables destinations to benchmark their performance in order to measure their success relative to that of their competitors. In the example of the Native American village noted earlier. local community. the success of tourism is dependent on the ³input´ and ³output´. pressure groups and trade organizations. As the tourism sector develops the need to involve the perspectives of various groups¶ who are affected or capable of affecting tourism success becomes imperative (Getz et al. management and employees. The tourism industry is extremely . since it represents a contemporary reality of that group of people? (David. is authentic µgenuine¶. However. since the concept can then no longer be used to distinguish between different tourism products and experiences. But even this is problematic. For instance. visitors. mass tourism raised awareness on the need to involve the local community and environmental supporters to ensure protection of culture and resource base through sustainable tourism development practices for future tourism. There is increasing evidence that costs and benefits from tourism do not accrue equally to residents. including fake copies of local arts. According Ritchie and Crouch. Basically the core objective of the study was to consider the perception of host communities towards the presence of tourists and tourism development and thus. 2005). those people and institutions which have a stake in the organization.

conserve and protect buildings. the main economic benefits are not flowing to the local community making tourism at the destination unsustainable. landscapes or other artefacts of environmental significance. questionnaires.The Authenticity and Commercialization of Tourist Attraction13 competitive. for achieving sustainable tourism development at the destination through multiple stakeholders¶ partnership. used procedure and data analysis of the study. The Authenticity and Commercialization of Tourist Attraction in Batangas Province The figure above shows the relationship between the independent and dependent variable. participants. instruments. Design The study made use of descriptive research method to identify the authenticity and commercialization of tourist attraction in Batangas Province. interview and observation. a Community Benefit Tourism is proposed. Method This part presents the research design. The dependent variable consist of the level of authenticity and commercialization of the tourist attraction in the province of Batangas. Preservation or Conservation is a professional endeavour that seeks to preserve. objects. Countries are aggressively promoting themselves as ideal holidaying destinations in a bid to realize the long term profits available within the sector. 1. Tourism development in the form of degradation of environmental resources. Therefore. Destinations are therefore challenged with having to distinguish themselves from the competition to gain competitive advantage. Descriptive research is the second . Conceptual Framework Heritage Attraction Most Frequently Visited Level of Authenticity and Commercialization Fig. The independent variable consist of the heritage attraction most frequently visited by the respondents. Descriptive survey is a method of research which uses the library. commercialization of landscape and congestion.

After being granted to do so. Eta-Squared was used in determining the significant relationship of the tourist attraction frequently visited and the authenticity and commercialization of tourist attraction in the Province of Batangas. 2008) Participants The researcher used 100 tourists and residents of Batangas as their participants in this study to apprehend their points of view regarding the Authenticity and Commercialization of tourist attractions in Batangas. Procedures The researchers read past researches to help them choose their topic. . Analysis To interpret the gathered results. the researchers utilized self made questionnaires to collect the data. they consulted their adviser for approval. The researchers saw to it that there were enough items to collect data to cover all aspects of their problem. The second part include the authenticity of the tourist attraction and the third part include the commercialization of the tourists attraction in the Province of Batangas. (Poli. After deciding what topic they will study. Its purpose is to observe.The Authenticity and Commercialization of Tourist Attraction14 broad class of non-experimental studies. the following statistical treatment will be used: Weighted Mean was used to determine the tourist attraction frequently visited. The first part include the tourist attraction that is frequently visit by the respondents. The copies of the questionnaire were then distributed personally by the researchers to the respondents and they were given adequate time to answer all queries. describe and document aspects of situation as it naturally occurs and sometimes to serve as a starting point for hypothesis generation of theory development. They looked for some related studies and literature to have a basis in doing their research study. They consulted other professors about how to prepare questionnaires. Instrument The main tool in gathering information that was used in this study is a selfmade questionnaire which is divided into three parts. authenticity and commercialization of tourist attraction in the Province of Batangas. The researchers retrieved all the copies distributed personally.

Mabini Shrine 4. Laurel Highway which is very accessible. The most visited is the Museo ng Batangas at Aklatang Panlalawig an because it is found in J.29. Miguel Malvar Historical Landmark 5. 3.30 3. and Ilagan Ancestral House with weighted mean of 3. Museo ng Batangas at Aklatang Panlalawigan 10. its analysis and its interpretation.5 3.03 3.35 3.35 followed by Pastor House and Batangas City Basilica Of the Immaculate Conception & Infant Jesus which got the weighted mean of 3.27 3. Laurel Shrine/Memorial Library 2.22 and 3.15 respectively. Marcela Marino Agoncillo Museum and Monument 8. Mabini Shrine with weighted mean of 3.12 3.20 Often Table 1 shows the weighted mean distribution on tourist attraction most frequently visited.22 3. It shows that the respondents often visits Museo ng Batangas at Aklatang Panlalawigan as it got the highest weighted mean of 3.29 3. Basilica de San Martin de Tours . Pastor House 11.The Authenticity and Commercialization of Tourist Attraction15 Results and Discussion This part presents the data gathered by the researchers. Laurel Shrine/Memorial Library with 3. Jose P. Tourist attraction is now . Jose P.11 3. They often visits Miguel Malvar Historical Landmark. Basilica de San Martin de Tours 7. Sixto Lopez Ancestral House 6.30 and Sixto Lopez Ancestral House with weighted mean of 3.30 Verbal Interpretation Often Often Often Often Often Often Often Often Often Often Often Rank 10 7 9 5 4 6 11 8 1 2.5 2. Ilagan Ancestral House 3.27.10 and the least among the items which is Marcela Marino Agoncillo Museum and Monument with weighted mean of 3. Table 1 Weighted Mean Distribution on Tourist Attraction Most Frequently Visited Indicators 1. It also have its educational purposes to help the residents of Batangas and it become a central element of tourism economy in Batangas.03.12.P.11. Leon Apacible Historical Landmark 9. The Leon Apacible Historical Landmars is often visited as it obtain the weighted mean of 3. Batangas City Basilica Of the Immaculate Conception & Infant Jesus Composite Mean WM 3.15 3.10 3.

the conservation of cultural resources. as well as marketing and promotion. According to Johanson (2008) that museums become part of tourism because of their dependency as a part of income. and the stimulation of the earned revenues of cultural resources. Culture.The Authenticity and Commercialization of Tourist Attraction16 recognized by those people who need travel in order to seek out new experiences and ways of life for themselves. It ranks as one of the country's richest provinces for being the producer of high grade coffee varieties among the other agriculture products. culture. therefore. However. with culture as an instrument it facilitates harmony and understanding among people. Furthermore heritage tourism and attraction is important for various reasons. Heritage attraction has a number of objectives that must be met within the context of sustainable development such as. The proximity of Batangas to Manila and the good quality of most of the main roads make the province very accessible thereby fueling the local tourism industry and the provincial economy. This argues that the involvement in tourism has less impact on what is represented by the museum and more on how the museum needs to represent the exhibition and its context. heritage and the arts have long contributed to appeal of tourist destination. This dependency has often been regarded as a challenge to the scholarly quality of the exhibits. that cultural heritage tourism is not only concerned with identification. archaeology and interaction with local people. it has a positive economic and social impact. management and protection of the heritage values but it must also be involved in understanding the impact of tourism on communities and regions. authentic visitors experience. Batangas' pre-eminence in the area of eco-industrial growth cannot be disputed. This trend is evident in the rise in the volume of tourists who seek adventure. . history. it supports culture and helps renew tourism (Richards. We can see. it establishes and reinforces identity. 1996). it helps preserve the cultural heritage. Cultural heritage tourism defines as cultural heritage tourism is the fastest growing segment of the tourism industry because there is a trend toward an increase specialization among tourists. which won world acclaim in the past. accurate interpretation of resources. There is also the possible conflicts and contradictions between the traditional ideology of museums and modern tourism. providing financial resources for protection. achieving economic and social benefits. in recent years µculture¶ has been rediscovered as an important marketing tool to attract those travellers with special interests in heritage and arts.

Composite Mean WM 3.95 4.5 4.46 3.30 Verbal Interpretation Yes Rank 3 4. It offers for a modern man to explore the real life of others 4. Provides an activity in which individual explore a culture that is foreign to us 6.09 Yes Table 2 shows the weighted mean distribution on the level of Authenticity of Heritage Attraction. It offers the most important and significant part of historical events and development 8.11 Yes Yes 5 8 4.46 with verbal interpretation of yes followed by the response ³Some areas of the attraction are tangibly associated with events or living tradition´ with weighted mean of 4.11. It offers a well preserve heritage attraction 10.20 4.The Authenticity and Commercialization of Tourist Attraction17 Table 2 Weighted Mean Distribution on the Level of Authenticity of Heritage Attraction N=100 Indicators 1.14 4. The heritage attraction has distinctive quality and identity which enables their guests to be part of the exceptional beauty of history 2. It make sense of our self and world within a highly differentiated culture 5. 7. The attraction offer to bear a unique and exceptional testimony to a cultural tradition or to a civilization which has disappeared. The response . The heritage attractions are tangibly associated with events or living tradition.25 4. Among the low value items it shows that the response ³The attraction offer to bear a unique and exceptional testimony to a cultural tradition or to a civilization which has disappeared´ got the weighted mean of 4.30.5 1 10 4 2 4. It qualifies as a place where a temporary leisured person who voluntarily visits a place for a purpose of experiencing a change 9.06 Yes 9 4.36 Yes Yes Yes Yes Yes 6. It shows that the response ³It offers for a modern man to explore the real life of others´ got the highest weighted mean of 4.36 and ³heritage attraction has distinctive quality and identity which enables their guests to be part of the exceptional beauty of history´ with weighted mean of 3. It gives spiritual and emotional quest 3.14 Yes 6.

this is in contrast to recreation which involves leisure activities lasting less than twenty-four hours. It gives information on the culture of the Bataguenos and how they lived and all the important events in history is well preserved. People look to the Western world for examples and knowledge on nature conservation while their forefathers left them with lessons and coded information in their buildings. or with beliefs. This shows that the different heritage attraction in Batangas Province is authentic and presents the heritage of the place. The authenticity of each preserve heritage will bring them back to the past and be part of the development of human kind. The level of Authenticity of Tourist Attraction obtained the composite mean of 4. Enhanced development of interpretive services is suggested as a way to preserve authenticity while also providing a more engaging experience. or human interaction with the environment especially when it has become vulnerable under the impact of irreversible change. However. It requires us to identify the ethical values. or on the appeal of a different environment. The heritage attraction offers for a modern man to explore the real life of others. social customs.06 and 3. and ³It make sense of our self and world within a highly differentiated culture´ with weighted mean of 4. with ideas.09 and verbal interpretation of yes. The heritage attractions are tangibly associated with events or living tradition. This means that the quest for the ³message´ of cultural properties has become more important. The significance of architectural or urban constructions and the transformation of natural landscapes through human intervention are more and more connected to questions of identity. but usually specimens collected and embalmed especially for him. nature and history has just been erased by some action. or sea use which is representative of a culture (or cultures). folklores. To be directly or tangibly associated with events or living traditions. tales and stories. They have failed to decode and use this information and the one living encyclopedia and information bank for culture.The Authenticity and Commercialization of Tourist Attraction18 ³It offers the most important and significant part of historical events and development´. both heritage resource managers and economic development professionals have . or attractions specifically staged for him. It is a conceptual debate also presents a quandary for heritage tourism planners and developers. Recognizing the current and potential economic benefits of tourism. Today what [the tourist] sees is seldom the living culture.95 respectively. land use. This holiday may be based on the cultural. beliefs or myths of which intangible heritage is the sign and expression. Urban tourism increases the importance of the central place while tourism at the periphery can provide the income for economic development. historic. with artistic and literary works of outstanding universal significance and to be an outstanding example of a traditional human settlement. and social attractions of an urban centre.

11 Yes 7 4. They considered to be significant importance to the local tourism industry 9. followed by ³They promote simple repetition or replication of cultural forms´ with weighted mean of . 3. 10.24 4.49 Verbal Interpretation Yes Rank 1 4. philosophical tensions regarding the nature and function of historic resources have hampered collaboration (Deepak.13 Yes Yes Yes 8 2 5. Despite the intent to work together. They provide well developed infrastructure but maintains the heritage of the place 6.21 3. Table 3 Weighted Mean Distribution on Commercialization of Heritage Attraction N=100 Indicators 1.5 4. They had strong commitment to service tourist Composite Mean WM 4.5 Table 3 shows the weighted mean distribution on the level of Commercialization of Heritage Attraction. 2. 8. and especially are able to minimizing the commodification of the attraction 5. The physical setting of place speaks for itself with a support of explanation.The Authenticity and Commercialization of Tourist Attraction19 advocated collaborative partnerships to develop historic resources for heritage tourism.95 Yes 9 4. Uses historical fact but translate fact to sustain and support memory values. It shows that the response ³Uses historical fact but translate fact to sustain and support memory values´ got the highest weighted mean of 4. They operate with more professional team with a good technique of presentation.13 Yes Yes 5.85 4.16 Yes Yes Yes 3 10 4 3.49 and verbally interpreted as yes. They accommodate their guests through services 7. 2008).03 4. They provide an appropriate level of ambiance both within the premises and in the physical location of the premises. They provide itinerary plan for the tourists. They promote simple repetition or replication of cultural forms 4.13 4.

In domesticating the past people enlist it for present causes.85 respectively. ³They accommodate their guests through services´ got the weighted mean of 4. they align us with forebears whose virtues we share and whose vices we shun. not our prime or sole link with the past. There is no cultural transmission or heritage interpretation. They promote culture for tourism we tend to make the mistake of promoting simple repetition or replication of cultural forms. heritage clarifies pasts so as to infuse them with present purposes Heritage is not history. It uses historical fact but translates fact to sustain and support memory and values. History maintains a significant role. History maintains a significant role. thus. Among the low value items. construction and the bombing repeats itself for more than ten years. But has the lure of heritage overtaken history as a prime way of recovering the past as Lowenthal (2008) ventures to suggest. The same dance is performed over and over again. The interpretation of these war heritages is seemingly designed to dispel.03. But has the lure of heritage overtaken history as a prime way of recovering the past as ventures to suggest.13 and verbal interpretation of yes. in fact. It uses historical fact but translates fact to sustain and support memory and values. Heritage is then what we absorb from the past and part of the growing dependence we have on the past where we may. the past forward. The illustrated story about the origin. This shows that these tourist attraction mainly uses historical fact but translate fact to sustain and support memory values.The Authenticity and Commercialization of Tourist Attraction20 4. of victory or calamity. We are apt to call such communion history. Legends of origin and endurance. Heritage is then what we absorb from the past and part of the growing dependence we have on the past where we may. it shows that the response ³They provide an appropriate level of ambiance both within the premises and in the physical location of the premises´ and ³They provide itinerary plan for the tourists´ got the weighted mean of 3. . project the present back. in fact. rather than unfold. falsify history.21. falsify history. what there is the result in interruption of the process and the atrophy of cultural forms into marketable products. Heritage is. Heritage is. but it is actually heritage. The level of Commercialization of Heritage Attraction obtained the composite mean of 4. History explores and explains pasts ever grown more opaque over time. thus. The distinction is vital.24 and the response ³The physical setting of place speaks for itself with a support of explanation´ got the weighted mean of 4.95 and 3. not our prime or sole link with the past.

the null hypothesis is rejected. Conclusions Based on the results.000 Highly Significant Table 4 shows the relationship between Level of Authenticity.359 and 0. the context of authenticity responds to the evolution of the traditional practice. 3.05 level of significance. Museo ng Batangan at Aklatang Panlalawigan is the most frequently visited heritage attraction in Batangas. In the context of living cultural practices. and even within the same culture. Authenticity is then a social construct that is determined in part by the individual¶s own knowledge and frame of reference. an object or an activity in relation to its original creation. They also answered ³yes´ to the commercialization of the heritage attraction in Batangas Province such as historical fact but translate fact to sustain and support memory values. Furthermore. The respondent¶s response is ³yes´ when they were asked about the authenticity of the heritage attractions which also means that they agree that all tourist attraction is authentic in its real sense. and level of commercialization.458 .359 . heritage attraction and level of commercialization. At 0. On the contrary. the respondents often visited tourist attractions that are approved by the DOT. Thus. Heritage Attraction and Commercialization Level of Authenticity r p-value Verbal Interpretation Heritage Attraction Most Frequently Visited 0. In the context of an µhistoric place¶ or µobject¶. This means that the relative integrity of a place. heritage attraction. the respect due to all cultures requires that heritage properties must be considered and judged within the cultural contexts to which they belong. 2. the obtained r-values of 0.The Authenticity and Commercialization of Tourist Attraction21 Table 4 Relationship Between Level of Authenticity. It is thus not possible to base judgments of values and authenticity within fixed criteria. . the following are the foregoing conclusions of the study: 1.000 Highly Significant Level of Commercialization 0. the fact about authenticity in cultural tourism is that most tourists want to consume senses of µauthenticity¶ but indeed not necessarily reality. Many tourists are interested in cultural heritage but most have minimal knowledge about the past.458 show a highly significant relationship between the level of authenticity. authenticity can encompass the accuracy or extent of its reconstruction to a known earlier state According to the investigation of Lowenthal (2007) that authenticity may differ from culture to culture. Added to this.

4. level of authenticity and level of commercialization. the following are recommended: It is recommended that the CITHM must sponsor seminars regarding preservation of tourist attraction for the students. people who are directly associated with the tourist attraction in Batangas Province. Future study is recommended. There is a highly significant relationship between the heritage attraction frequently visited. Recommendations 1. It is necessary to discuss the perception of the community members or the residents of Batangas on the preservation of tourist attractions. . Based on the foregoing conclusions. 3. 2.The Authenticity and Commercialization of Tourist Attraction22 4. This yields possibility that the enhancement of these tourist attraction will benefit the tourist and the residents of Batangas Commercialization must also be supported by the local residents and government to help the economic growth of tourism industry in Batangas. as well as.