1.

Journal Review and commentary

Journal: "Analyzing cultural tourism promotion on Instagram: a cross-cultural
perspective," Emanuele Mele, Peter Kerkhof & Lorenzo Cantoni (2021)

           The Journal written by Emanuele Mele, Peter Kerkhof & Lorenzo Cantoni (2021) entitled
"Analyzing cultural tourism promotion on Instagram: a cross-cultural perspective" has been
crafted and published due to the noticeable absence of research journals related to cross-cultural
as promoted in social media platforms. The Journal analyzed the content of cultural differences
in posts rendered on Instagram that advocate cultural tourism, which is issued by national
tourism in four chosen countries: Portugal, Chile, Netherlands, and the United States of America.
By integrating the LIWC2015, automated content analysis has been conducted to distinguish
between individualist and collectivist posts regarding destinations. The dimensions combined are
the Collected-Individualism, High-Context over Low-Context, and Power Distance. 

           The information rendered to me has been very informative since the facts that are
proposed are new. I was pretty amazed when I grasped the distinction between the four countries
being divided into two groups: individualist and collectivist. I realized that I am thronged to the
letter crowd, and so every typical Filipinos are. We Filipinos love to post photos on any social
media app not only limited to Instagram, together with our friends, family, classmates, lovers, or
neighbors. We believe in the idea "the more, the merrier." Like with the family I am in, we love
to fill the gaps in photos or real life. Also, in terms of the caption, we Filipinos who are naturally
empathetic or sympathetic love to hear shared experiences more and collective feelings. This is
very true for my family members and me as we love to discuss anything under the sun during
leisure times or even at the table during meals. Hence, Filipinos also love to use third-person
pronouns such as "us" or "we." This usage is so broad that even in events may it be victorious or
hardships, Filipinos tend to stick together or the "Spirit of Bayanihan" prevails. Such values are
observable in my group of friends as we tend to look after each other's welfare. More
importantly, being sympathetic prompts us to do a thing sometimes as being stimulated by our
emotions. Instead of looking at the prize of or being a low-context, we at some moments buy
something or subscribe to a particular service because we know the provider or we solely feel the
need to help the seller. On the contrary, there are few percentages of people who are
individualist. This group loves to post pictures alone. This is like one of my loner classmates,
who loves to travel, do the task alone, and enjoy their own company. These people are so
independent that their pronoun is always "I." And it is the price that they always seek whenever
they are urged to subscribe to a service, visit a place, or buy a product.

           The Journal does typically inform but also reminds us that we should always be culture-
sensitive. Having presented the two groups, we can perceive opposing cultures or behaviors, but
these two are grounded on the truth that all they want is to promote their tourism. We should
always learn to respect other race's cultures and not be so easy to judge because, say, for
instance, if we believe the individualist being a collectivist, we are merely thinking. If we further
explore the reason behind it, we can realize that it is due to their upbringing or being taught to be
independent. Furthermore, the Journal is very helpful to me as an HTM student to be aware that
if in the future may I become the owner of a tourism or hospitality business or simply an
employee, I should consider the culture of other's as well enrich the experiences of the visitors
and to promote my market.

B. Comprehensive Written Answers

Answer the following questions:
1. General Questions

1. What are the three benefits of globalization in terms of tourism? What are three negative
impacts due to global tourism?
      
      Globalization implies the growing interdependence of the world's economies, cultures, and
populations, brought about by cross-border trade in goods and services, technology, and flows of
investment, people, and information. On the other hand, tourism pertains to a phenomenon
culturally or socially involving the movement of individuals to places or countries external to the
site they lived in for professional/ business and leisure purposes (Dwyer, 2015).
      
       Globalization, as closely linked to tourism, has a positive influence on it. Foremost,
globalization has fostered global mobility, making traveling around the globe easier (Linetti,
2019). Cheaper flights offered by big companies, the existence of companies supplementing
international cards, and trouble-free changing currencies services as brought by globalization
indeed facilitate the smooth sailing of tourism. Second, globalization stimulates the free flow of
information (Linetti, 2019). With the aid of information and communication technologies and the
people being connected to the internet, it is now easier for travelers to visit the countries and
places they aspire to experience the culture and beliefs. If not, they can always learn it on the
internet or gain information from their Facebook friends. Third, with the free flow of information
brought by social media platforms, the tourism sector is graced by several travelers visiting the
countries and places (Linetti, 2019). Many hotels and workers are blessed as there are more job
vacancies to be filled. On the contrary, global tourism has some undesirable effects. First,
international tourism is the avenue for terrorism to transpire. ISIS, Boko Haram, and Al-Qaeda
utilize social media to disseminate their terror messages (Linetti, 2019). Criminals and weapons
used in terrorization also easily circulate the country, which results in an upsurge number of
deaths. With this perpetuating, tourism is affected as tourism services will be halted due to the
terrorism threat and incident, especially those places frequently victimized that may soon
become isolated from other nations. Second, global tourism causes cultural erosion (Linetti,
2019). With globalization rapidly reigning around the planet, many people are practicing colonial
mentality, in which they patronized the culture of other races more than their own. Lastly, global
tourism causes poverty (Linetti, 2019). Most developed countries likely benefit from this activity
as not all countries, especially developing countries, have advanced technologies that can adapt
to natural calamities or have available tools to enhance or beautify their tourism spots simply.

      With the negative impact stated, these gaps can be amended by foremost loving and
patronizing our own culture and love what we are. We tend to admire those races who do not
even appreciate our people who are only leeching us. We should start traveling in our country by
discovering hotels and services which are inclined to our liking. Second, to address the terrorism
concern, the security of the community must be tightened. The goal for letting a foreigner stay in
another country must not just because it can contribute to economic growth but also be a bearer
of peace. Lastly, developing countries must mitigate their peculiar ways to attract tourists.
Though not as fully advance and equipped as other countries, there is always beauty in
simplicity.

2. Why is it essential for a local tour operator, general manager, or tourism business owner to
think about globalization? Where should we be looking to understand globalization and future
trends? Name three sources.

      There are various reasons why local operators, general managers, or tourism business owners
must consider globalization. Globalization is the very driver of the tourism market (Emanuele et
al., 2021). Without globalization, the said sector would not thrive as, in the Philippines, the force
that contributes to the tourism profits are the foreigners that come and go in the Philippines.
Globalization can be utilized as a means to enrich tourism. Say, for instance, with the reign of
information and communication technologies today as brought by globalization, many audiences
can be reached through social media platforms and integrating e-marketing strategies. In this
regard, it is essential to look at some things to understand globalization and future trends.
Foremost, we should always analyze the fads and trends in social media, determining what
people nowadays are up to. Second, we must stay updated with the current news through
skimming legitimate television broadcasting channels. And lastly, we must consider statements
coming from interviews.
3. The claim of an authentic experience is a common promise for tourism marketers. Name two
ways visitors can determine whether an incident is confirmed. In your own words, what is the
value of authenticity, if any, in a globalized world?
      
      The word authentic is defined as the quality of being worthy of belief or recognition as
coinciding to or grounded on facts. Whereas authenticity entails remaining true to one's values,
spirit, or personality amidst the pressure one is subjected to. To everything we do, authenticity is
paramount to persist. Likewise, an authentic experience must be observable in tourism marketers
(Denett & Song, 2016).

      In the tourism world, authenticity implies assessing individuals regarding the integrity of
their impressions and expectations from places they have visited. There are various ways in
which visitors can determine whether an experience is authentic, but two are the most prevalent
signs. Foremost, visitors can say that the experience is genuine when they can establish personal
connections or express their authentic selves (Hostelworld, 2021). This can be achieved through
portraying genuine interest in local culture and people, overcoming the language barrier through
learning basic phrases, restricting oneself from utilizing gadgets to garner real-time experiences,
listening to local songs, eating local food, gaining new friends, and a lot more. Another way of
determining if an incident is genuine is when you can retain most of the memories you made
from it. You may find yourself laughing while remembering all the silly stuff you have made
during the staycation, like running into a pole because you were too occupied with your phone or
otherwise blushing while remembering the handsome boy you have seen. Authenticity in the
global setting is critical. It entails trust when you have ordered a sandal from Shoppe or Lazada
and receiving the prototype or the actual pictures provided by the seller. 

      Generally, authenticity is a very crucial character in which tourism marketers must uphold.
They must only offer what they can provide and not give false hope to the visitors. Otherwise,
travelers will decrease. May the venue be staged or have integrated the word "Disneyfication" or
purely natural. What matters most is the experiences the visitors will garner (Dennett and Song,
2016). Experiences that would not be taken away from them and will be forever treasured.

4. Name an economic trend prevalent in today's news and media (e.g., Canada's dollar versus the
U.S. dollar). List the five sectors of tourism, and next to each, identify two impacts this
economic trend will have on the industry. Will the effects be the same across the enterprise? Or
different?

      An economic trend pertains to the indicator that determines the financial performance of the
country or region (Study.com, 2021). Enclosed to this economic trend is the tourism area that is
comprised of five sectors. These are accommodation, transportation, entertainment, food and
beverages, and related industries. Currently, the reigning economic issue is the string yet uneven
economic recovery in global trade. As we can witness or even, we are also buyers and
practitioners of consuming merchandise or product such as electrical and electronic equipment,
PPEs, and many more (United Nations, 2021). These products are the ones which are slowly
progressing and benefitting from the situation. Yet, others, predominantly from the tourism
sectors, are hardly striving. For instance, the accommodation sector will be having a hard time
since most places are under lockdowns or quarantines because of the rising number of COVID-
19 cases. Whether voluntary or compelled due to mandate, most individuals will preferably stay
at home than spend on any hotels. The same scenario is enduring for the entertainment sector
since most shops and stores are permanently closed due to the contagion threat. However, with
transportation, it will likely thrive. With workers or employees today having no personal
vehicles, the transportation sector can persist. Likewise, the food and beverages will continue
since humans need food and drinks. Related industries will most probably lessen their operation
(Channel, 2019).

      Unlike tourism, other businesses will perpetuate, especially those who are offering the daily
necessity of everyone, such as workplaces, hospitals, agriculture, etc. What people seek at these
trying times is security rather than comfort. However, the tourism sector can seize this moment
to enhance their service or be innovative and creative to think of a way to survive even with
minimal profit.
5. Destinations are beginning to recognize a trend toward travel as a bonding experience for
families and groups. What kinds of experiences can be developed to attract this market? Name
three examples.

      The ingredients to a solid and enduring relationship are bonding or quality time. Everywhere
we go today, we can see families spending their leisure time on a beach, friends jamming in one
of their friend's houses, lovers dining in a restaurant, and many more. But most often, it is the
first two that are usually shown.

      The destinations embracing and highlighting more importance to experiences of family and
friends as a trend, various backgrounds can be integrated to gain more people to engage in this
market. Foremost, the tourism market or facilities should offer experiences that portray
relaxation and rejuvenation (Sorrentino, 2021). These activities may include offering media
detoxification by providing hours or places in the venues in which gadgets are not allowed. In
this way, the groups and families can provide more real-time bonding and interaction. Also, the
management can provide a treehouse in which the family can have a more refreshing and
relaxing staycation (Sorrentino, 2021). Other than that, sleeping in a capsule can also be
provided. Second, activities that entail building and strengthening relationships can be fostered
(Sorrentino, 2021). These endeavors include staying up all night with friends or family members
and stargazing with friends or family members. Third, the activities like putting up facilities that
do tattooing, putting a stall that offers exotic foods, and extreme rides. 
In a family and friends bonding, grandeur or luxury is not essential. What is more important is
the bonding and memories they will share. The management must also consider the audience or
target group that they are trying to please. 

6. Imagine you own a small tourism or hospitality business. Considering today's pandemic,
identify three ways you could mitigate the negative impacts of this new normal.

      The reign of COVID-19 has brought several negative impacts on different industries. A lot of
people has lost their job, and a lot of establishment has been shut down. Along these businesses
is the tourism business.

      Owning a small tourism or hospitality business, I will mitigate the negative impact by
converting it positively. With the lockdowns going on, I will utilize my rooms and facilities for
those who have nowhere to stay during their stranded phase. I would accommodate them with
the things they need from accommodation, foods, gadgets, etc. Second, I would also provide
them with leisure facilities where they can lodge and enjoy while they are stuck. I would turn the
facilities that I have into places to bring comfort and entertainment to the customers. Lastly, I
will pay more attention to food. I will make foods in which neighbors can enjoy.
There are always things to look forward to amidst this pandemic. What is essential for small
businesses to endure is to consider the general situation—establishing a feasible price to all,
especially those who barely survive a day.

7. What are the e-marketing strategies used by hospitality and tourism establishments in this
modern era?
      E-marketing entails using digital technologies to establish awareness and reach customers/
consumers about the brand you are promoting and the services you are rendering. It always
implies utilizing the appropriate strategy to attract the target group (Pipeline, 2021).

      In today's modern era, various e-marketing strategies are used by tourism and hospitality
management to attract and gain many visitors. Foremost, the method I usually see is the
utilization of social media platforms. Hospitality and tourism management hire or pay some
influencers, YouTubers, and even actors to promote their place or services. Since many people
follow the people they select, the fans of these ambassadors will then visit the sites. These social
media platforms can be Facebook, YouTube, Google Ads, Instagram, and a lot more. Other than
this, promotions also come in the form of television broadcasting or mentions during TV shows.
Usually, celebrities express their opinion and experiences during their staycation. The
advertisement may also be in the form of radio broadcasting. Other tourism establishments also
utilize billboards to raise awareness among other people.
Like any other business, what matters most in tourism establishments is utilizing e-marketing
strategies to reach the target group.  

1. Questions from the Journal, "Analyzing cultural tourism promotion on

Instagram: a cross-cultural perspective”, Emanuele Mele, Peter Kerkhof & Lorenzo Cantoni
(2021)

1. How does heritage tourism promotion on Instagram differs across culturally distant
destinations?

      Culture is defined as the pattern of communal and learned beliefs or behavior of a certain
age, social, or ethnic group. Culture serves as the trademarks or identity of the people in a
particular state or country, which is why culture varies from place to place.

      In the Journal entitled "Analyzing cultural tourism promotion on Instagram: a cross-cultural

perspective" written by Emanuele Mele, Peter Kerkhof & Lorenzo Cantoni (2021), the four
distance countries selected as the participants are Chile, Portugal, the United States of America,
and the Netherlands. Chile and Portugal are described as collectivist, while the United States of
America and the Netherlands are labeled individuals. They were based on their Instagram post
about tourism which technically portrays their culture. The collectivist group is more inclined to
posting pictures with a group, while on the contrary, the individualist nations are posting pictures
with individual images. The collectivist is more prone to evoking emotions through bandwagons
meaning they are more in high context. At the same time, the opposing group is more focused on
the discount or price. The two groups also have differences in terms of linguistic categories. The
prior is more likely to use collective or third pronouns such as "we" or "us" while the latter is
more focused on using "I."

      Generally, heritage tourism promotion in Instagram has been portrayed by the two groups
distinctly, but all goes down to the point that they all want to uplift their heritage based on what
they are cultured and taught. With this, the culture of each individual must be considered within
the specified context of their beliefs, especially in tourism marketing, to avoid misunderstanding.
 1. What are the issues in this study? Discuss the gaps.

         In every research or Journal, issues are addressed; however, some gaps are also posed. The
Journal entitled "Analyzing cultural tourism promotion on Instagram: a cross-cultural
perspective" written by Emanuele Mele, Peter Kerkhof & Lorenzo Cantoni (2021) is no
exception.

         The study has addressed some issues. Foremost, it has been highlighted that cultural values
are disseminated through the utilization of Instagram on both textual and visual levels. The
research also emphasized that tourism production on social media platforms is more effective
and persuasive than conventional messages. They also claimed that posts on Instagram are not
neutral. Postings vary depending on the culture of the country or place. In this regard, the Journal
articulated that tourist marketers must consider this factor and practice cultural adaptation. On
the other hand, the study's limitations conceded to have is foremost the average agreement of
coders for LC-HC interaction, expressing the need for it to be tentative and for the conclusion to
be crafted with caution. Also, another concern is due to the selection of international Instagram
accounts. The author further suggested the future researcher merge interviews with content
analysis to clarify the generation of Instagram posts and cultural differences. Hence,
supplemental cultural constructs must also be considered, along with the inclusion of social
media content from Eastern countries and the exploration of multiple tourism destinations for
numerous social media content.

           With the data the present Journal has fostered and with the gaps to be filled, the
subsequent researchers will be able to formulate an enriched journal or research that gives
enough and supplemental information within the data collected within this Journal.

 References
50 Travel Experiences That Are WAY Better Than Material Things. (2021, February 22).
Hostelworld Blog. https://www.hostelworld.com/blog/best-travel-experiences/

A. (2019, June 3). Top 5 Sectors in the Tourism + Travel Industry.

Channel. http://www.channel.org.uk/top-5-sectors-in-the-tourism-travel-industry/
 
Dennett, A., & Song, H. (2016, November 25). Why tourists thirst for authenticity – and how
they can find it. The
Conversation. https://www.google.com/amp/s/theconversation.com/amp/why-tourists-thirst-for-
authenticity-and-how-they-can-find-it-68108

Dwyer, L. (2015). Globalization of tourism: Drivers and outcomes. Tourism Recreation

Research, 40(3), 326-339. https://doi.org/10.1080/02508281.2015.1075723
Economic Analysis & Policy Division of United Nations DESA. (2021, May 11). Economic
recovery under threat amid surging COVID cases. Economic Analysis & Policy Division | Dept
of Economic & Social Affairs | United
Nations. https://www.un.org/development/desa/dpad/publication/world-economic-situation-and-
prospects-as-of-mid-2021/

Linetti, L. (2019, August 20). The effect of globalization on the tourism industry. Thrive
Global. https://thriveglobal.com/stories/the-effect-of-globalization-on-the-tourism-industry/

Mele, E., Kerkhof, P., & Cantoni, L. (2021). Analyzing cultural tourism promotion on Instagram:
A cross-cultural perspective. Journal of Travel & Tourism Marketing, 38(3), 326-
340. https://doi.org/10.1080/10548408.2021.1906382

Pipeline, C. (2021, February 18). What Is E-Marketing? Conversion

Pipeline. https://conversionpipeline.com/what-is-emarketing/

Sorrentino, L. (2021, June 23). Authentic Travel: What It Is And How To Find More Of It.
Travlinmad Slow Travel
Blog. https://www.google.com/amp/s/www.travlinmad.com/blog/authentic-travel-how-to-find-it
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Study.com | Take Online Courses. Earn College Credit. Research Schools, Degrees & Careers.
(2021). Study.Com. https://study.com/academy/lesson/what-is-an-economic-trend-definition-
lesson-quiz.html