Chapter 3

Chapter 3
Tourism and Culture

Learning
Outcomes
At the end of this chapter, you should be able to:
1. Describe the effect of cultures in travel;
2.Clarify how cultural patterns are changed by

internal and external forces;
3. Discuss the importance of cultural tourism;
4.Analyze the cultural factors which appeal to

tourists; and
5.Explain how each of these cultural factors

contribute to cultural tourism.
THE EFFECTS OF CULTURE ON TRAVEL
Culture can be defined as a “set of beliefs, value, attitude, habit, and form of behavior
that are shared by a society and are transmitted from generation to generation.”
Lack of understanding and inability to communicate with the host culture might
result in culture shock for the tourist.
“Mass follow Class” suggest that a destination first attracts a small number of high-
status individuals whose actions are eventually copied by a large number of persons
with lower social status.
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.
THE IMPORTANCE
OF CULTURAL TOURISM
THE IMPORTANCE OF CULTURAL TOURISM
Cultural Tourism includes all aspects of travel in which
people learn about each other’s way of life. Thus,
tourism is an important means of promoting cultural
relations and international cooperation.
“These millions of daily person-to-person encounters

are potentially a powerful force for improved relations
among the people and nations of the world, relations
which emphasize a sharing and appreciation of cultures
rather than the lack of trust bred by isolation.” - Louis
D’ Amore
CULTURAL FACTORS
WITH TOURIST APPEAL
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.
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.
B. MUSIC AND DANCE
Music is a major source of enjoyment and satisfaction to tourists. Resorts hotels,
in particular, can give visitors many opportunities to enjoy the best local music.
Records and tape recordings which the guest can buy to use in his home provide
another effective means of keeping in touch with the culture of a particular
country and a reminder of the country’s music.
Dancing, in its native or ethnic forms, is one of the most appealing aspects of a
country’s culture and can be presented as a tourist attraction. The color,
costumes, music, setting, and skill of form and execution add to the attraction.
Examples of dance as a cultural expression are the Bayanihan Dance Troupe of

the Philippines, the Ballet Folklorico of Mexico, the Russian Bolshoi Ballet, the
folk dances of European countries, the African dances, Thai dancing, and the
Kabuki dancers of Japan.
C. HANDICRAFT
To satisfy tourists, gifts and souvenirs for sale should be
manufactured in the country where the purchase is made.
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 of

Bulacan, the Baguio and Ilocos hand loom wearers, and
the 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 its economic
situation.
Group tours can be organized for manufacturers of a specific product who visit
another country to see how the manufacture of a similar product is
accomplished. Such tours are mutually profitable because the representatives
of the different countries learn from each other.
The best examples are shopping center near destination areas where tourists
can easily find the product or service they want. Shopping is one of the most
important elements in tourism. Hong Kong and Singapore are the best
examples of tourist business.
E. AGRICULTURE
The agriculture of a country may be interesting to a
large segment of tourists. Dairy undertakings, fresh
fruits and vegetables, crops, and poultry and
livestock are types of farming which are important
elements of culture.
Local tours should include agricultural

developments and services so that tourists can see
the agricultural products in the country and
Perhaps try some of them.
F. EDUCATION
The campuses of the colleges and universities of a country
are particularly appealing to tourists. Famous universities
such as Oxford or Cambridge in England, Harvard in the US,
and the University of Sto. Tomas in the Philippines are tourist
attractions.
Several universities conduct adult education programs within

the university’s continuing education service. These
educational opportunities attract students from many
countries around the world. Thus, students are motivated to
travel.
G. LITERATURE AND LANGUAGE
The literary achievements of a country form an important

part of travel motivation. Books, magazines, newspapers,
booklets, pamphlets, and other printed literary works are
significant expressions of the culture of a country. Libraries
are favorite cultural institutions for the tourists.
A highly educated person is likely to speak or at least have

studied more than one language. Interest in the language
of another country is an incentive for travel.
H. SCIENCE
Tourists are interested to know the scientific activities of a
country, especially those in technical industries, education, or
scientific research.
The most popular scientific attractions are museums of science

and industry, planetariums, and visits to unusual scientific
installations such as atomic powerplants 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.
Lawmakers often visit another country to observe the

lawmaking process. A visit to Washington D.C. can show visitors
the process of making laws in the House of Representatives and
in the Senate.
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.
Examples are the religious pilgrimages to the Vatican in Rome, Lourdes in

France, Fatima in Portugal, Jerusalem in Israel, and Medjugorje in
Yugoslavia.
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. Nino in Cebu.
K. FOOD AND DRINK
Food and drink is an important part of the culture of a country.

Tourists usually enjoy native food especially those which are
local or ethnic in nature.
Restaurant and hotels can make a good impression to the

tourists if they serve local dishes and explain the menu – what
the dish consists of and how it is prepared.
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
The history resources of a country reveal its cultural
heritage. The preservation of history and the quality and
management of museums are very important for the
success of tourism.
One of the weaknesses observed in historical museums is

that the explanations of the exhibits are given in only one
language.
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
FOR
LISTENING :
)

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Chapter 3

Tourism and Culture

1. Describe the effect of cultures in travel;

2.Clarify how cultural patterns are changed by

3. Discuss the importance of cultural tourism;

4.Analyze the cultural factors which appeal to

5.Explain how each of these cultural factors

“These millions of daily person-to-person encounters

In tourism, there are cultural factors that appeal greatly

Generally, the arts include performing

Examples of dance as a cultural expression are the Bayanihan Dance Troupe of

Examples are the shell-craft, handcrafted jewelry of

Local tours should include agricultural

Several universities conduct adult education programs within

The literary achievements of a country form an important

A highly educated person is likely to speak or at least have

The most popular scientific attractions are museums of science

Countries differ in their systems of government. Visits to centers

Lawmakers often visit another country to observe the

Examples are the religious pilgrimages to the Vatican in Rome, Lourdes in

Food and drink is an important part of the culture of a country.

Restaurant and hotels can make a good impression to the

Examples are the seafood restaurants at the Fisherman’s Wharf

One of the weaknesses observed in historical museums is

Examples of museums are the British Museum in London,

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