CHAPTER 3:

TOURISM AND
CULTURE
BSHM 1-1
Santos, Gyle A.
Diaz, Juliana D.C
Guison, Niña Kristine F.
1. DESCRIBE THE EFFECTS OF
CULTURES ON TRAVEL
2. CLARIFY HOW CULTURE
PATTERNS ARE CHANGED
BY INTERNAL
EXTERNAL FORCES
AND
DESIRED LEARING
3. DISCUSS THE IMPORTANCE
OF CULTURAL TOURISM
OUTCOMES
4. ANALYZE THE CULTURAL
FACTORS WHICH APPEAL
TO TOURISM
5. EXPLAIN HOW EACH OF
THESE CULTURAL FACTORS
CONTRIBUTES TO
CULTURAL TOURISM
 THE EFFECT OF CULTURE ON
TRAVEL
Culture can be defined as a "set of beliefs, values, attitudes,
habits, and form of behavior that are shared by a society and
are transmitted from generation to generation." Knowledge of
the culture of a country is important in order to understand
how individuals within that country will behave. Lack of
understanding and inability to communicate with the host.
culture might result in a culture shock for the tourist.
"Mass follow class" suggests that a destination first attracts a
small number of high-status individuals whose actions are copied
by a large number of persons with lower social status. Within a
group, there are people who are more willing than others to try
new things.
Culture patterns are also changed by external forces.
Contact with other environments may change previous
attitudes and behavior. A visit to a foreign country may
result in a change in attitude toward the people of that
country. Travel may also stimulate the sale of products in
the destination visited.
It can readily be seen that in order to understand a
traveler; it 'is necessary to understand why visitors act the
way they do and be in a better position to anticipate and
satisfy their needs and wants.
 THE IMPORTANCE OF
CULTURAL TOURISM

Cultural tourism includes all aspects of travel in which people learn about each
other's way of life. Cultural tourism is an important means of promoting cultural
relations and international cooperation. Millions of daily person-to-person encounters
could be a powerful force for improved relations. Tourism can emphasize a sharing
and appreciation of cultures rather than the lack of trust bred by isolation.
 CULTURAL FACTORS WITH
TOURIST APPEAL
In tourism, there are cultural factors that appeal greatly to
tourists. These are art, music and dance, handicraft,
industry and business, agriculture, education, literature and
language, science, government, religion, food and drink,
and history.
A. Art
Generally, the arts include performing arts and fine arts. The former
refers to live theater, music, and dance, and the latter includes painting,
sculpture, graphic arts, and architecture. Examples Of performing arts
are the Pangkat Kawayan (bamboo orchestra) and the rondalla group.
Amorsolo's and Francisco's paintings and the sculptural works of
Michelangelo are examples of fine arts.
B. Music and Dance
In several countries, music is a major source of enjoyment and
satisfaction to tourists. Resort hotels can give visitors many
opportunities to enjoy the best local music. Dancing, in its native
or ethnic forms, is one of the most appealing aspects of a
country's culture.

C. Handicrafts
A visit to shops where handicrafts are actually being made by
the craftsman is an effective form of tourist entertainment.
Examples are the shell-craft, handcrafted jewelry o Bulacan, the
Baguio and locos hand loom wearers, and traditional crafts of
Thailand, Africa, Cyprus, and Tunisia.
D. Industry and Business
Most travelers, particularly international travelers, are usually curious
about the country's industry, commerce, manufactured products, and
economic situation.

Industry tours are a very effective way of developing an interest in the

culture of a country, as well as providing a potential market for the product
being made. Tourism organizations should encourage tours to factories or
processing plants. Lists of these industrial establishments can be prepared
by tourist promotional organizations. Group tours can be organized for
manufacturers who visit another country. Such tours are mutually
profitable because representatives from both countries learn from each
other and share ideas.
Shopping centers are places where tourists can easily find the product or
service they want. The success of a shopping area depends on its
cleanliness, attractiveness, variety of products, as well as courtesy and
efficiency.
E. Agriculture
The agriculture of a country may be interesting to a large
segment of tourists. Dairy undertakings, fresh fruits and
vegetables, crops, poultry, and livestock are types of farming
that are important elements of culture.
Tourist services in rural areas should include an agricultural
component so that tourists can see and taste local products. An
example of this is a tour to Oahu, Hawaii, or the Del Monte
farm in Bukidnon, Philippines where visitors have a chance to
taste fresh pineapples grown there.
F. Education
Colleges and universities in different countries are attractive to tourists. Famous
universities such as Oxford or Cambridge in England, Harvard in the US, and
the University of Sto. Tomas in the Philippines is a tourist attraction. Many of
them have beautiful landscapes and are ideally situated for an enjoyable and
enlightening visit.

Some universities conduct adult education programs within their continuing

education service. These educational opportunities attract students from many
countries around the world. International conferences of business and industry
associations are often held at colleges, universities, and other educational
institutions. The best examples are adult education centers like the East-West
Center at the University of Hawaii.
G. Literature and Language

Libraries are favorite cultural institutions for tourists. Many

have very good reading lounges and comfortable
surroundings where visitors can enjoy reading about the
history, culture, arts, and folkways of their host country.
Frequently, entertainment programs include the reading of
poetry or the discussion of various books.

Most travelers like to learn the language of the country they

visit. A highly educated person is likely to speak or at least
have studied more than one language. Language classes
should be included in the activities program of a tourist area,
especially in countries such as Italy and France.
H. Science
Tourists are interested in knowing the scientific activities of
a country, especially those in technical industries, education,
or scientific research. Tourist promotion organizations would
be rendering a great service to the scientific community by
providing facilities for the exchange of scientific information
and the organization of scientific installations.

The most popular scientific attractions are museums of

science and industry, planetariums, and visits to unusual
installations such as atomic power plants and space
exploration centers. Notable examples are the Lyndon B.
Johnson Space Center in Houston Texas and the John F.
Kennedy Space Center in Florida.
I. Government

Countries differ in their systems of government. Visits to centers of government,

such as capitals, are very motivating to individuals interested in political science
and government. When a person visits another country, he or she becomes
aware of the type of government in operation and compares it with the
government in his or her own country.
J. Religion
The religious pilgrimage is another motivation for travel.
The most popular among the Muslims is the pilgrimage to
Mecca. Many people go to the different headquarters of
their church organizations and to places that are well-
known in their religious literature. These people usually
travel in groups.

Visits to famous churches are also an incentive for travel.

The best examples are St. Peter's in Rome, St. Paul's
Cathedral in London, San Agustin Church in Manila, the
Notre Dame Cathedral in Paris, and the Basilica Minore del
Sto. Niño in C
 K. Food and Drink
Food and drink are an important part of the culture of a country.
Tourists usually enjoy native food, especially those which are local
or ethnic in nature
Restaurants and hotels can make a good impression to the
tourist if they serve local dishes and explain the menu—what the
dish consists of and how it is prepared. The type of restaurants
where the atmosphere is conducive to the types of food being
served is particularly appealing to visitors. Very good examples
are the seafood restaurants at the Fisherman’s Wharf in San
Francisco and Los Angeles, California, and Cabalen Restaurant
and Barrio Fiesta Restaurant in the Philippines.
L. History
Preservation of history and management of museums are very important
for the success of tourism. Being familiar with the history and archeology of
an area is a very important travel motivation. One of the weaknesses
observed in historical museums is that explanations of the exhibits are given
in only one language.

Tourists should be provided with literature that describes the points of

interest, admission fees, hours of operation, special events, and other
information they need to visit historical attractions. Examples of museums
are the British Museum in London, the National Museum of Anthropology
in Mexico City, the Smithsonian Museum in Washington D.C., and the
Ayala Museum and San Agustin Museum in the Philippines.
Thank You