3.

Enhanced Relationships: Build stronger relationships and

connections with colleagues, customers, and stakeholders from various cultures.

4. Cultural Sensitivity: Develop the skills to approach cultural

differences with sensitivity and respect, reducing misunderstandings and conflicts.

5. Global Perspective: Gain a broader perspective on global cultures, enhancing adaptability and
problem-solving skills.

6. Inclusive Work Environment: Contribute to creating an inclusive workplace that values diversity
and promotes employee engagement.

7. Customer Satisfaction: Provide excellent customer service by tailoring experiences to different

cultural preferences, leading to higher customer satisfactory.
Understanding culture in the workplace, especially in the context of tourism management, is
crucial for creating a harmonious and successful environment. Culture encompasses a wide range of
values, beliefs, behaviors, and norms that shape the way individuals interact with each other and with ELEMENTS OF CULTURE
customers. In the tourism industry, where
The selected elements of culture that impact the tourism professional are the following:
interactions with people from diverse cultural backgrounds are frequent, having a strong grasp of culture
is essential. Here's a breakdown of how to understand and manage culture in the context of tourism • Art
management:
• Beliefs and Values

Learning Objectives:
• Geography
• Language
At the end of this lesson, the learner should be able to:
• Law and Politics
1. Appreciate the culture of any country. • Religion

2. Effective Communication: Improved ability to communicate with people from diverse

• Technology
backgrounds, leading to clearer and more respectful interactions. • Social organization
Art
art is an expression of the creative ideas and imagination, and the artist can choose a medium to express their
craft. artist can translate their imagination and ideas into something tangible, and these are valued by other
people as they appreciate and comprehend meaning from the works of the artist.
Beliefs and Values
• Values are based on the ethics, principles,beliefs,standard, and qualities that a person or
group of people may hold in high regard. the significant people who will mold the set of
values of a person are those who make an impact on their early life and can guide the
way how their decisions will be made in the future.
• Values are guiding principles or ideals that influence a
person's attitudes, decisions, and behavior. They represent what is important and
meaningful to an individual or a society. Values can be intrinsic to an individual's
personality or shaped by cultural, societal, and familial influences.
Values often serve as a framework for prioritizing actions and making choices.
• Beliefs are mental constructs or convictions that individuals hold to be true, often based
on personal experiences, cultural upbringing, education, and exposure to information.
Beliefs can be about specific facts, concepts, or general ideas. They guide our perceptions,
interpretations, and understanding of the world around us.
Geography
1
• Geography plays a significant role in shaping and influencing culture. The term
"geography" refers to the study of the Earth's physical features, landscapes,
environments, and how they interact with human activities.
Geography affects culture in various ways, as it impacts how people live, interact,
and develop their societies.
• In essence, geography provides the context within which cultures develop and evolve.
The relationship between geography and culture is complex and multifaceted, with
each influencing the other in a continuous feedback loop.
Understanding this interplay is crucial for appreciating the rich diversity and uniqueness
of cultures around the world.
Language
• Language is very important as this is how culture is communicated to colleagues and
customers.transmission of culture from one generation to another or from one member to
other members of a group of people in a society is also
done using language- either written, spoken, or a combination of both. Culture is
preserved, changed, or transmitted to colleagues and customer using language.
• Language has a significant impact on the interaction between tourism and culture. When
tourism involves people from different linguistic backgrounds visiting a destination with
its unique cultural identity, language plays a crucial
role in shaping the tourist experience and preserving cultural authenticity.
Law and Politics
• Law and politics have a significant impact on the cultural and touristic landscape of a
destination. The legal and
 political framework of a region shapes its cultural preservation, accessibility, and the
overall tourist experience.
• Overall, the legal and political landscape of a destination has a direct impact on the
preservation, presentation, and accessibility of cultural attractions. By enacting laws
that protect cultural heritage, promote diversity, and support ethical tourism practices,
governments can create an environment that enhances the tourist experience while
safeguarding the authenticity and integrity of their culture.
Religion
• Religion is a very strong source of cultural influence in many countries like in the
Philippines. it has permeated every facet of daily living , including the way people
venerate, eat, dress, sleep and work.
• Religion has a profound impact on culture and, consequently, on tourism. Religious
beliefs, practices, and traditions shape the cultural identity of a destination, influencing
its attractions, festivals, and overall tourist experience.
• Religious sites and pilgrimage destinations attract tourists seeking spiritual experiences
and connections to their faith's origins.
• Religious festivals and ceremonies often form the backbone of a destination's cultural
calendar, offering unique cultural experiences for tourists.
• Religious clothing and attire, such as traditional garments or religious symbols, add depth
to the cultural landscape and offer tourists a chance to engage with local customs.
Social Organization
2
• Social organization, which refers to the way a society is structured and organized, has a
significant impact on cultural tourism. The way communities are organized, their social
hierarchies, and their collective values all influence
the types of cultural experiences tourists can have and the interactions they can engage in.
• Social organization determines who holds authority and
access to cultural sites, rituals, and traditions. Tourists may interact with community leaders
or elders to gain deeper insights.
• Social organization influences who performs cultural demonstrations, such as
dances, rituals, or crafts, showcasing the roles and contributions of different
members.
• Incorporating an understanding of social organization into cultural tourism practices
ensures that interactions are respectful, responsible, and mutually beneficial. By
engaging with communities in ways that acknowledge their social structures and
respecting their values, cultural tourism can contribute positively to local economies,
empowerment, and the preservation of cultural heritage.
Technology
• Technology has had a transformative impact on the culture of tourism, reshaping how
tourists experience destinations, interact with local cultures, and access information. It
has introduced new opportunities and challenges, influencing various aspects of cultural
tourism.
• Tourists can research destinations, cultural attractions, and local customs online before
their trip, enhancing their understanding and appreciation of the culture.
 • Technology enables tourists to engage in educational apps, podcasts, and online courses The learning objectives related to key features of culture typically revolve around understanding and
to learn about local cultures, traditions, and history. appreciating the fundamental
• Tourists share their cultural experiences on social media, showcasing local
traditions, foods, and landmarks to a global audience. elements that shape and define cultures around the world. These
• Online reviews and recommendations provide insights into authentic cultural objectives aim to provide learners with insights into the diverse ways in which societies express
experiences, guiding tourists toward local businesses and cultural events. themselves, communicate, and interact.
• In summary, technology is a double-edged sword in the context of cultural
tourism. While it enhances access, education, and engagement with local cultures, KEY FEATURES OF CULTURE
it also presents challenges related to authenticity, privacy, and
over-tourism. Balancing the benefits of technology with the preservation of cultural
Culture is a complex and multifaceted concept that encompasses a wide range of elements that shape
integrity is crucial to ensure that cultural tourism remains respectful, enriching, and
societies and influence human behavior.
sustainable.
In an article published by the Sociology Group in 2018, culture is different from other concepts because
culture…..
ACTIVITIES FOR STUDENT(DEBATE)
➢ is learned
➢ Divide students into groups and will be discussed the Traditional Culture vs. ➢ is social
Modernization.
➢ is shared
➢ Debate the advantages and disadvantages of preserving
➢ is transmitted
traditional cultural practices in the face of modernization and technology.
➢ is continuous
➢ is accumulative
➢ is integrate
➢ is changing; and
Learning Objectives: ➢ varies from society to society

Culture is Learned
Culture is not something innate; rather, it is acquired and learned by individuals through their interactions
with society, family, peers,
education, and various forms of communication. This aspect of learned meaning is central to understanding
what culture truly entails.

Culture encompasses the shared meanings, values, norms, beliefs, symbols, and practices that a group of
people pass on from one generation to another. Unlike instinctive behaviors seen in animals, culture is
acquired through socialization and education. Individuals

3
learn about their culture through observation, imitation, and active participation in their society.
Culture is Social
Culture shapes how individuals communicate and interpret information. Language itself is a prime
example of how culture
influences communication. Words, phrases, and gestures carry cultural meanings that might not be easily
translatable or understandable
outside of the cultural context in which they originated.
Cultural meaning influences how people interact with one another and establish relationships. Social
customs, etiquette, and rituals are all shaped by cultural norms and carry specific meanings that dictate
how individuals engage with each other.
Culture is Shared
Culture encompasses the collective understanding and interpretation of the world that a group of people
share. It involves the meanings, values, beliefs, and norms that are collectively agreed upon within a
society or community.
Language itself is a prime example of shared meaning. Words and phrases carry cultural connotations and
nuances that extend beyond their literal definitions. Effective communication relies on an understanding
of these cultural nuances.
Culture is Transmitted
Interpersonal Interaction: One of the primary ways culture is transmitted is through interpersonal
interactions within families, communities, and social groups. Parents, caregivers, and community
4
members play a significant role in imparting cultural knowledge and values to younger generations.
Much of cultural transmission occurs through observational learning, where individuals observe the
behavior, interactions, and practices of others and incorporate them into their own repertoire. This is
particularly evident in the way children learn from their parents and other members of their community.
In summary, the transmission of culture is a dynamic and ongoing
process that ensures the continuity of cultural knowledge and identity. It reflects the intergenerational
transfer of shared meanings, practices, and values, and it plays a pivotal role in maintaining the cohesion
of
societies while allowing for cultural evolution.
Culture is Continuous
The continuous meanings embedded in culture give significance to the various practices, symbols, and
norms that make up a society's way of life. These meanings provide context and depth to everyday actions
and interactions.
The continuous nature of cultural meaning fosters a sense of cultural identity and belonging. Individuals
identify with their culture not only as a snapshot in time but as part of an ongoing tradition that connects
them to past, present, and future members of their community.
Culture is Accumulative
Culture is an accumulation of the collective knowledge, experiences, and wisdom of a society. As people
interact with their environment and each other, they contribute to the growth and development of cultural
practices, values, and beliefs.
The process of passing down cultural knowledge and practices ensures the accumulation of cultural
elements. This transmission, which occurs through education, storytelling, and socialization, allows new
generations to benefit from the insights and understandings of their predecessors.
Cultural accumulation includes the creative and innovative
contributions of individuals within a society. Artists, thinkers, inventors, and other creators
build upon the cultural legacy by introducing new perspectives, inventions, and art forms.
Culture is Integrated
Culture is more than just a collection of individual customs, beliefs, and practices. Instead, it's a system
where these various elements are interconnected and work together in a cohesive manner. This integration
creates a sense of unity within a society's way of life.
Cultural integration can involve the blending of various cultural elements, especially in diverse societies.
Through processes like acculturation or syncretism, cultures can merge and create new meanings and
practices that reflect a combination of different influences.
Cultural integration establishes consistency in how people behave and interact. Social norms and values
help create a sense of predictability in behavior, allowing individuals to navigate their social environment
with a shared understanding of what is expected.
Culture is Changing
Cultural change often occurs in response to external factors such as technological advancements,
environmental shifts, economic changes,
5
and globalization. Societies adjust their cultural practices and meanings to align with new realities.
Cultural change can be driven by human creativity and innovation. New ideas, inventions, and artistic
expressions contribute to the evolution of cultural practices, beliefs, and meanings.
Cultural change is a result of complex interactions between internal and external factors, and it reflects
societies' responses to the
challenges and opportunities they encounter. This dynamic nature of culture is what allows it to remain
relevant and reflective of the
ever-evolving world.
Culture Varies from Society to Society
Cultural relativity is the understanding that cultures are shaped by their specific historical, geographical,
and social contexts. As a result, cultural practices, beliefs, and values can vary significantly from one
society to another.
Each society has its own unique historical experiences that shape its culture. Historical events, conquests,
migrations, and interactions with other cultures contribute to the formation of cultural norms, traditions,
and values.
ACTIVITIES FOR STUDENT(CULTURAL DANCE WORKSHOP)
Objective: To experience the significance of dance in cultural expression.
Instructions:
➢ Choose a few culturally significant dances from different regions.
 ➢ Aaaàaaaaaaaaaaaaaaaaaaaaaaaaaaaaàaaaaaaaaaaaaaaaaa311Have students learn the basic
steps and movements of these dances through videos or tutorials. ● Event Planners: They organize various events and conferences for tourists and businesses.

➢ Discuss the cultural contexts, meanings, and symbolism behind

the dances. ➢ Travel Agencies and Tour Operators:

● Travel Agents: They assist travelers in planning and booking trips, including flights,
accommodations, and activities.
● Tour Guides: These professionals lead tourists on guided tours, providing insights into the
local culture, history, and attractions.

➢ Transportation Sector:
Tourism is the practice of traveling for leisure, recreation, or
business purposes to different destinations, typically outside of one's usual environment. It involves
various activities, such as sightseeing, experiencing new cultures, relaxing, and engaging in recreational ● Airline Crew: Pilots, flight attendants, and ground staff work together to ensure safe and
activities. Tourism has become a significant global industry, contributing to economic growth, job comfortable air travel for tourists.
creation, and cultural exchange. ● Drivers and Chauffeurs: They provide transportation services, such as airport transfers and
guided tours.
Tourism Professionals are individuals who work within the tourism industry to provide services and
support to tourists, ensuring their travel experiences are enjoyable, safe, and memorable.
➢ Cultural and Recreational Activities:

These professionals can be found in various sectors and roles within the industry, including:
➢ Hospitality Sector:
● Hotel Managers and Staff: They oversee hotel operations, including guest services,
reservations, housekeeping, and more.
● Restaurant and Catering Staff: Professionals in this sector ensure the quality of dining
experiences for tourists.
● Museum and Art Gallery Staff: They manage and curate exhibitions and events to
promote cultural experiences for tourists.
● Recreation and Adventure Guides: Professionals who lead activities like hiking, rafting,
and other outdoor adventures.
➢ Destination Management:
● Tourism Development Planners: They strategize and plan the development of tourist
destinations, considering infrastructure, sustainability, and economic growth.
● Destination Marketing Professionals: They promote tourist destinations through
advertising, campaigns, and digital marketing.
➢ Cruise and Maritime Industry:

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 ● Cruise Ship Staff: These professionals work on cruise ships, providing services, Destination Presentation:
entertainment, and activities for passengers. 1. Assign students different tourist destinations around the world. They can research and create
presentations about the attractions, culture, cuisine, and unique features of their assigned
➢ Travel Journalism and Photography: destinations. This activity enhances their research
skills and knowledge of different places.Tour Guide Training:
● Travel Writers: They create travel content, including articles, blogs, and reviews, to inspire 2. Have students develop and deliver short guided tours about a local landmark or historical
and inform potential tourists. site. This activity allows them to practice public speaking, research, and storytelling skills.
● Travel Photographers: They capture stunning visuals of various destinations to Tourism Marketing Campaign:
showcase their beauty.
1. Divide students into groups and give each group a fictional tourist destination.
➢ Tourism Research and Academia:
2. Have them create a marketing campaign for that destination, including posters, brochures,
and a short presentation. This activity encourages creativity and understanding of destination
● Tourism Researchers: They study trends, impacts, and marketing.
behaviors related to tourism and contribute to the industry's sustainable development.
● Tourism Educators: These professionals teach courses related to tourism management,
hospitality, and related subjects.

The roles within the tourism industry are diverse, offering

opportunities for individuals with varying skill sets and interests to contribute to creating positive and
memorable travel experiences for tourists. Multicultural diversity in tourism refers to the presence and interaction of people from different
cultural backgrounds within the tourism industry, as well as the experiences and benefits that arise from
this diversity. This concept highlights the various ways in which tourism can bring together people from
different cultures, backgrounds, and perspectives, leading to enriching and educational experiences for both
tourists and local communities.

7
 MULTICULTURALISM Acknowledge: Acknowledging the existence and importance of diverse cultural backgrounds
and perspectives is a fundamental step in promoting multiculturalism. It involves recognizing
the value that each culture brings to society.
Multiculturalism refers to a social, political, and cultural philosophy or policy that promotes the
coexistence and interaction of various cultural groups within a single society or community. It recognizes Adopt: When societies adopt multiculturalism as a principle or policy, they actively embrace
and celebrates the diversity of cultural, ethnic, religious, and linguistic and integrate diversity. This might involve adopting inclusive practices, policies, and
backgrounds present within a given population. Multiculturalism seeks to create an inclusive environment educational programs that celebrate and support cultural differences.
where different cultural perspectives are acknowledged, valued, and respected.
Adapt: Communities and individuals often need to adapt their behaviors and attitudes to ensure
harmonious coexistence in a multicultural setting. Adapting can mean learning about different
LEARN to Be Multicultural cultural norms, modifying communication styles, and adjusting behaviors to show respect for
● L- look and listen diversity.
● E- empower
● A- acknowledge, adopt, adapt
➢ RESPECT

● R- respect Respect is a core value in the context of multiculturalism, and it plays a vital role in promoting
understanding, harmony, and positive interactions among individuals from diverse cultural backgrounds.
● N- nurture
Respecting cultural differences and fostering an environment of mutual respect is essential for building
inclusive societies.
➢ LOOK AND LISTEN
➢ NURTURE
Look and listen could refer to the importance of being attentive, open-minded, and respectful
when interacting with individuals from diverse cultural backgrounds. Nurture in the context of multiculturalism refers to the intentional and supportive actions taken to
promote the growth, understanding, and harmonious coexistence of diverse cultural backgrounds within a
➢ EMPOWER society. Nurturing multiculturalism involves creating an environment that encourages positive
interactions, respects differences, and values the contributions of all cultural groups.
Empower refers to the process of giving individuals or groups the authority, control, skills, and
resources needed to make decisions and take actions that enable them to improve their own lives, achieve
their goals, and participate actively in their communities. Empowerment
involves fostering a sense of self-confidence, autonomy, and agency, allowing individuals to have a greater
influence on their circumstances and the world around them.

➢ ACKNOWLEDGE, ADOPT, ADAPT

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Role-Play: Multicultural Tour Guides:
Divide students into small groups and assign each group a different cultural background. Have them create
a tour guide presentation showcasing attractions, traditions, and customs from that culture.

Cultural Dress-Up Day:

Invite students to dress up in traditional clothing from different cultures. They can explain the significance
of their attire and the occasions on which they are worn.