01 Republic of the Philippines

MODULE Province of Aklan

Municipality of Libacao

LIBACAO COLLEGE OF SCIENCE AND TECHNOLOGY

Libacao, Aklan

UNDERSTANDING THE
PHILIPPINE TOURISM
GEOGRAPHY & CULTURE
A Modular Worktext for Tourism 1
INTRODUCTION
This module was designed and written with you in mind. It is here to
help you master the different competencies. The scope of this module permits
it to be used in many different learning situations. The language used
recognizes the diverse vocabulary level of learners. The lessons are arranged to
follow the standard sequence of the course. But the order in which you read
them can be changed to correspond with the textbook you are now using.

This module is focused on describing the nature and scope of tourism.

After going through this module, you are expected to

1. Define tourism and sustainable tourism,
2. Differentiate a tourist from a non-tourist,
3. Identify the types of tourists based on distance, duration and purpose of
travel, and
4. Distinguish the three stages of tourism experience.
5.
PRE-ASSESSMENT
Direction. Write T if the statement is correct and F if it is otherwise.
__________ 1. Tourism is an important human activity with economic, social,
cultural and educational significance.
__________ 2. A tourist destination depends on the interrelationship of leisure,
travel, and fun.
__________ 3. Tourism has special characteristics which make it different from
other industries.
__________ 4. Tourism is multi-dimensional, seasonal and dynamic.
__________ 5. Backpackers are visitors staying less than 24 hours in the
destination visited and not making an overnight stay.
__________ 6. Tourism is permanent, long term movement of people to
destinations outside the places where they normally live.
__________ 7. Tourism is people-oriented.
__________ 8. The tour operator is the distributor of the product while the travel
agent is the distributor of the product.

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__________ 9. Tourism product is constant in terms of standard and quality.
__________ 10. Tourism is essentially a pleasure activity.
Lesson 1
Overview of Tourism
The concepts of travel and tourism are very closely linked, and both the
travel industry and the tourism industry have significant overlap. However,
there are also differences between the two terms and the two industries. To
better understand what travel and tourism industry is, it is best to understand
first the terms often used in the business.
Tourism is generally regarded as the act of travelling to a different
location, for either business or pleasure purposes. However, it actually has
quite a specific definition: the act of travelling to another environment, for at
least 24 hours, but for no longer than one year, for purposes related to
business or leisure.
Tourism – “Is the temporary short – term movement of people to
destinations outside the places where they normally live and work and their
activities during their stay at these destinations. “-Tourism Society in Britain
Visitor – “any person visiting a country other than that of earning
money. “ 1963, United Nations Conference on International Travel and
Tourism.

ACTIVITY #1
Is it Tourist or Excursionist? Inbound or Outbound Tourism ?

___________ 1. A Canadian resident takes a short trip to the USA without

staying
overnight.
___________ 2. A Hongkong resident goes to Macau to visit his friends and
relatives for 1 week.
___________ 3. A Malaysian resident takes a trip to Singapore without staying
overnight.
___________ 4. A French businessman from France coming to Philippines for a
month trying to obtain new orders for table wine.
___________ 5. A wealthy Filipino young lady on a month long trip to visit
relatives in England.

( Two classes of visitors )

1. Tourists: Temporary visitors staying at least 24 hours, whose purpose as
a. Leisure such as recreation, health, holiday, study, sport
b. Business
c. family
d. mission

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 e. meeting

2. Excursionists: Temporary visitors staying less than 24 hours in the

destination visited and not making an overnight stay.
THE NATURE OF A TOUR

To analyse the nature of tour systematically, it will be helpful to

understand the difference between domestic and international tourism.

Domestic Tourism – refers to travel taken exclusively within the

national boundaries of the traveller’s country.
- No language, currency or documentation barriers.

International Tourism - involves the movement of people across

international boundaries.
- It is more difficult to travel outside one’s own country because of
language barrier, different currency and documentation requirements needed
such as Visas, Passport and other conditions.

ACTIVITY #2

SCENARIO:
The Ayanos are a Filipino couple who are in Malaysia
on a two-week tour. They’ve spent some more time in
Sabah and now they’re in Malacca, touring around and
seeing the historical sights and beaches. They like to
stay in comfortable hotels. In a couple of days they will
travel to Kuala Lumpur to catch their return flight
home to Philippines.

Question: Identify the type of tourism, if it’s an International tourism, write

also the type of IT and decide what it is specifically about people like the
Ayanos that make us think of them as tourists.
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Other Forms
a. Adventure Tourism – travellers under this form usually go to remote and
exotic destinations.
b. Culinary Tourism – It is a form of tourism where tourists travel to different
destinations that offer a gastronomically experience.
c. Dark Tourism – a tourist that goes to areas that were once sites of events
involving death, suffering and grief.
d. Ecotourism – also called ecological tourism. It is a form of tourism that
advocates or promotes the protection and preservation of natural resources.
e. Heritage Tourism – is also known as cultural heritage tourism, it pursues
the appreciation of the different attributes of society shaped by a country’s
traditions, history, art, architecture, beliefs and customs.
f. LGBT Tourism – known as gay tourism and pink market. They engage
activities like gay pride marches and parades, gay festivals and same-sex
marriages.
g. Medical Tourism – also health tourism, a tourist travel from one country
to another to seek healing or relief from health conditions. Availed on cardiac,
dental and cosmetics surgeries to remedy their physical ailments.
h. Sex Tourism – people who travel to seek pleasure and sexual experiences.
i. Educational Tourism – the objective is not for leisure but also to enhance
their knowledge and to learn.
j. Festival Tourism – Tourists go to areas which hold colourful fiestas or
spectacular festivals.

Tour operator is usually obtaining packages in a lower price because they

are buying them in bulk. He then sells the tours individually to tours to
tourists or travel agents.
While both tour operators and travel agents are involved in providing a
tourist with relaxing and wonderful vacations, there are differences in roles
and functions between the two.
A travel agent is like a waiter at a restaurant as he welcomes the guests
and takes orders that are prepared by the tour operator.

Package Tour – also called inclusive tour is an arrangement in which

transport and accommodation is bought by the tourist at an all-inclusive price.

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Tourist purchasing package tours may do so on the basis of either individual
or group travel.
Independent Inclusive Tour (IIT) – is one in which the tourist travels to
his destination individuallyGroup Inclusive Tour – he travels in the company of
other tourists.
Independent Tour – is an arrangement in which the tourist buys these
facilities separately, either making reservations in advance through a travel
agent or en route during his tour.

The Tourist Product

- consists of what the tourist buys.
Characteristics
1. It is a service.
- intangible item, cannot be inspected, high degree of trust
2. It is psychological in its attraction.
- more than a collection services, intangible benefits
3. It tends to vary in standards over time.
- a tour cannot be of equal standard
4. Supply of product is fixed.
- cannot be varied to meet the changing demands of tourists.
ACTIVITY #3
Directions: Identify the pictures according to characteristics of a tourist
product.

3. ____________________ 2. ____________________ 1. ____________________

4.
5. ____________________

The Tourist Destination

- is a geographical unit which the tourist visits and where he stays.

3 A’s THAT DETERMINES THE SUCCESS OF A TOURIST DESTINATION

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1. Attractions – may be site and event attraction. Maybe also be natural or
man-made.
Site attractions – in which one has an appeal e.g. may be a country, a
geographical region, a city, a resort.
Event Attractions – is one in which tourists are drawn to the destination
because of what is taking place. e.g. congresses, exhibitions, festivals, and
sports events
Natural Attractions – include mountains, beaches, and climatic features.
Man- made Attractions – include buildings of historical or architectural
interests such as Fort Santiago, holiday camps, theme parks
2. Amenities or facilities – include accommodation food local transport and
communications and entertainment at the site.
3. Accessibility – having regular and convenience of transport in terms of time
/ distance to the destination at a reasonable price.

Characteristics of Tourism

1. Products are not brought to the consumer.

- rather the consumer has to travel and go to the product to purchase it.
2. Products of tourism are not used up. - they do not exhaust the country's
natural resources.
3. Tourism is Labor-Intensive.
- It requires more manpower than other industries.
4. Tourism is people-oriented.
- It is primarily concerned with people.
5. Tourism is a multi-dimensional phenomenon.
- It is dependent on many and varied activities, which are separate but
interdependent.
6. Tourist Industry is seasonal.
- it usually depends on seasons.
7. The industry is dynamic.
- it is characterized by the changing ideas and attitudes of its customers.

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Importance of Tourism
1. Contribution to the balance of payments.
2. Dispersion of development.
3. Effect on general economic development.
4. Employment opportunities.
5. Social benefits.
6. Cultural enrichment.
7. Educational significance
8. A Vital force for peace
CHAPTER/SUMMATIVE TEST

"Honesty is the best policy"- this is the proverb that we often get to
hear and should be applied in every phase of life. An individual's life starts
from his school days and his honesty is tested during the test/examination
days
Directions: Summative Assessment is to evaluate what a student has
learned, the skill that the student has developed and achieved at the end of the
course. Keep on being honest not to read the previous page of this module
while answering the questions below and better to read each item carefully.
I. Identification.

____________1. The temporary short-term movement of people (less than a year)

to destinations outside the places where they normally live and
work, as well as their activities during their stay at these
destinations.

____________2. Any person visiting a country other than that of earning money.

____________3. Temporary visitors staying at least 24 hours, whose purpose as

leisure such as recreation, health, holiday, study, sport.

____________4. It involves the movement of people across international

boundaries.

____________5. It is a form of tourism where tourists travel to different

destinations that offer a gastronomically experience.

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____________6. A tourist that goes to areas that were once sites of events
involving death, suffering and grief.

____________7. Form of tourism where people who travel to seek pleasure and
sexual experiences.

____________8. He then sells the tours individually to tours to tourists or travel

agents.

____________9. It also called inclusive tour is an arrangement in which

transport and accommodation is bought by the tourist at an all-
inclusive price.

____________10. It consists of what the tourist buys.

II. Write if it the word/s tells (Site, Event, Natural or Man- made Attractions)
____________11. May be a country, a geographical region, a city, a resort

____________12. Includes mountains, beaches, and climatic features.

____________13. Includes buildings of historical or architectural interests

____________14. Includes accommodation, food, local transport,

communications, and entertainment at the site

____________15. One in which tourists are drawn to the destination because of

what is taking place.

II. Directions: Explain each question, before you begin writing, read the
passage carefully and plan what you will say. Your essay should be as well
organized and as carefully written as you can make it.

a. Tourism can help correct the balance of payments deficit of many countries
by earning the muchneeded foreign currency in international trade. Explain
and give example of tourism activity which contributes to the balance of
payments to government. (5pts)
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b. Tourism is vital force for peace.(5pts)

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Instructions: Make a research on the different characteristics of tourist

product. Give at least three examples and explain how it characterize
based on factor given.
Note: Please submit your output in a separate sheet of paper attached to
this module. Do it in simple and precise answer

REFLECTION:
I understand that tourism is important
because_____________________________________________________________________
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I realized that in able to be successful tourist destination there is a basic
factors
that has to be achieved
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Lesson 2
The History of Tourism
6.
PRE-ASSESSMENT
General Directions: Each question in the first section is a multiple-
choice question. Read each question and answer carefully and encircle the
best answer.

1. The invention of money, writing and wheel facilitated travel and exchange of
goods.
A. by the Sumerians B. Phoenicians C. Greeks and Romans

2. The early toured the Mediterranean as traders.

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 A. by the Sumerians B. Phoenicians C. Greeks and Romans

3. Were well-known traders and as their respective empires increased, travel

became necessary.
A. by the Sumerians B. Phoenicians C. Greeks and Romans

4. Era, where the decline of the Roman Empire in the 5th century, roads were
not maintained and they became unsafe.
A. During the Renaissance and Elizabethan Eras
B. Medieval Period
C. Industrial
5. Era, No one during this time travelled for pleasure due to: political
instability, lack of extensive trade and commerce and robbers who preyed on
travellers.
A. During the Renaissance and Elizabethan Eras
B. Medieval Period
C. Industrial
6. Grand Tour in which scholars from both the middle and upper classes
seeking positions in court were encouraged on a 3-year exploration to widen
their education.
A. During the Renaissance and Elizabethan Eras
B. Medieval Period
C. Industrial
7. The creation of a large and prosperous middle class, improvements in
transportation, the need of the working class to find relief from their work, and
the desire for relaxation and adventure.
A. During the Renaissance and Elizabethan Eras
B. Medieval Period
C. Industrial
8. Tourism is derived from the Hebrew word means studying, learning and
searching.
A. Travail B. Torah C. espa
9. Travel Organizer and Father of Tourism
A. Thomas Cook B. Karl Baedeker C. Henry Wells

10. A travel which became popular in 16th century, young men seeking
positions in court were encouraged to travel to the continent.
A. Pilgrimage to Canterbury B. Olympic Games C. Grand Tour

History of Tourism
Early Tourism
- Travel and Exploration are basic to human nature. Man has traveled
since the earliest times although the term tourism was used only in the early
19th century.

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 - Tourism derived from the Hebrew word torah which means studying,
learning, searching.
- Tourism can trace its ancestry in the Old Testament. Noah with his ARK
must have been the first large – scale operator even his passengers were
mostly animals.
- Chapter 26 and 27 of the book of Ezekiel describe trade and commerce in
ancient Tyre and recount the travels abroad made by merchants.

Early tourism has two forms :

Travel for business such as trading and religious travel.

Travel for business was mainly trading with other countries or tribes.

The invention of money, writing and wheel by the Sumerians facilitated

travel and exchange of goods.
Religious travel took the form of pilgrimages to places of worship.
Pilgrimages were made to fulfill a vow as in case of illness or of great
danger or as penance for sins.

Tourism in the Medieval Period

During the medieval, travel declined. Travel, derived from the word travail,
became burdensome, dangerous and demanding.

No one during this time traveled for pleasure due to: political instability,
lack of extensive trade and commerce and robbers who preyed on travelers.

Crusaders and pilgrims were the only ones who traveled.

Tourism during Renaissance and Elizabeth Eras

 -Introduction of travel for education
 -Grand Tour traveling in the continent for three years to widen their
education
 -Appeal on social – Pleasure – seeking young men of leisure travelled
through france and Italy to enjoy the cultures and social life of Europe.
 -Introduction of “spas “or medicinal baths. it derived from the Walloon
word “ espa “ meaning fountain.

Tourism during Industrial Revolution

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 -Desirable form recreational activity. The increase in productivity, regular
employment, growing urbanization gave more people the motivation and
opportunity to go on holiday.
 -To escape from their responsibilities and crowded city environment, they
traveled the countryside or seashore for holidays.
 -Creation of working class resorts near major industrial centers.

The sun, sand and sea resorts

 -The sea water became associated with health benefits. The earliest
visitors, therefore, drank it and did not bathe in it.
 -By the early eighteenth century, small fishing resorts sprung up in
England for visitors who drank and immersed themselves in sea water.
 -With the overcrowding of inland spas, the new seaside resorts grew in
popularity.
 -The introduction of steamboat services in the 19th century introduced
more resorts in the circuit. -The seaside resort gradually became a social
meeting point.

Modern Tourism
 -In 19th century two technological developments had a great effect on the
growth of tourism.
 -The introduction of the railway and the development of steam power.
 -Thomas Cook, first and famous travel organizer. His first excursion trip
was between Leicester and Loughborough in 1841 with 570 passengers at
a round trip fare.
 -1866, organized first American tour.
 -1874 he introduced “circular notes “ or the first travelers checks.
 -Photography and books became popular.
 -Baedeker , leading guide book for European countries
 -After World War 1 , introduction of motor car.
 -World War 2 , progress of aircraft technology , introduction of Boeing 707
jets 1958, the age of air travel.

ACTIVITY #4
Fill in the historical timeline of the tourism industry.

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Origin of Tourism in the Philippines

 - Began when the original inhabitants of the country in search for food.
 - The discovery of the Philippines by Ferdinand Magellan, when galleons or
wooden boats sailed between Mexico and the Philippines during the galleon
trade.
 - Before World War II, there were no statistical data available; hence, it was
difficult to determine tourist activities.
 - Americans were able to reach Manila on board the Pan American Airways
 - 1920 the steamship and airline pioneers, the China Clipper and Manila
Clipper brought some passengers to MNL – HGK
 - Provide inland tours using private cars and “ colorum “
 - 1947 steamships and airlines began to service the Philippines.
 - 1952, the first tourism association in the Philippines ( PTTA )
 - Philippine tourist and travel association was organized to put together all
existing travel establishments serving both domestic and international
travelers. PTTA was funded by the government to promote the country’s
tourism industry
 - BTTI, Board of travel and tourist industry to regulate, supervise and
control the tourist industry and to subsidize the PTTA as its promotional
arm.
 - “A bargain destination “ to foreign visitors, a temporary tourist boom
existed in the early 70’s.
 - In 2012, the Philippines recorded 4.27 million tourist arrivals, after the
Department of Tourism launched a widely publicized tourism marketing
campaign titled "It's More Fun In the Philippines"

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Factors that favor the growth of tourism
1. Rising disposable income for large sections of the population - more money
means more travel
2. Growth in the number of retired persons who have the desire and the energy
to travel
3. Increase in discretionary time - Flextime programs, holidays
4. Greater mobility of the population – desire to escape from the stress and
pressure of modern life
5. Growth in the number of “singles.” -People living alone have more free time
than couples; hence, they want to socialize through travel.
6. Greater credit availability through credit cards and bank loans-Travel now,
pay later” stimulates travel.
7. Higher educational levels –some tend to become more interested in foreign
cultures. Since millions of students attend colleges and universities, they tend
to become more interested in foreign countries.
8. The growth of cities – migration of people from the rural zones to urban
centers resulting in the growth of urbanization
9. Simplification of travel through the package tour. Tour packages---
everything is planned, arranged.
10. Growth of multinational business. Worldwide business interests increase
both the need and habit of travel.
11. Modern transportation technology. Technological advances in
transportation have made longdistance travel faster, less expensive and more
comfortable.
12. Advances in communication – tv and movies enlarge the travel perspective.
13. Smaller families and changing roles. American and European birthrates
have declined, giving the adults more free time to get away from family
responsibilities. Sexual equality and shifts in household roles encourage travel.

ACTIVITY #5
Trace the tourism industry in the Philippines. Use the historical timeline.

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REFLECTION:
The COVID-19 pandemic has had a significant impact on tourism
industry due to the resulting travel restrictions as well as slump in demand
among travellers. The tourism industry has been massively affected by the
spread of coronavirus, as many countries have introduced travel restrictions in
an attempt to contain its spread. Being a tourism student, in your own
understanding and personal views, is there a significant influence that change
the historical development in Tourism Industry international and local? Why?
Discuss further.
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CHAPTER/SUMMATIVE TEST

"Honesty is the best policy"- this is the proverb that we often get to
hear and should be applied in every phase of life. An individual's life starts
from his school days and his honesty is tested during the test/examination
days
Directions: Summative Assessment is to evaluate what a student has learned,
the skill that the student has developed and achieved at the end of the course.

18
Keep on being honest not to read the previous page of this module while
answering the questions below and better to read each item carefully.

____________1.The invention of money, writing and wheel facilitated travel and

exchange of goods.

____________2. Describe trade and commerce in ancient Tyre and recount the
travels abroad made by merchants.

____________3. Which means studying, learning, searching.

____________4. Were the only ones who travelled during medieval period.

____________5. Traveling in the continent for three years to widen their

education.

____________6. It derived from the Walloon word meaning fountain.

____________7. First and famous travel organizer

____________8. Era, where the decline of the Roman Empire in the 5th century,
roads were not maintained and they became unsafe.

____________9. Era, No one during this time traveled for pleasure due to:
political instability, lack of extensive trade and commerce and robbers who
preyed on travelers.

____________10. Era, The creation of a large and prosperous middle class,

improvements in transportation, the need of the working class to find relief
from their work, and the desire for relaxation and adventure.

____________11. The first traveller’s checks

____________12. Leading guide book for European countries

____________13. First tourism association in the Philippines

____________14. Department of Tourism launched a widely publicized tourism

marketing campaign

____________15. Philippines to foreign visitors, a temporary tourist boom

existed in the early 70’s.

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III. Directions: Explain each question, before you begin writing, read the
passage carefully and plan what you will say. Your essay should be as well
organized and as carefully written as you can make it.

a. Describe early tourism

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b. Explain the Grand Tour

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c. How did “spas” contribute to the growth of the tourism industry?

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d. Trace the development of tourism in the Philippines.

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e. Explain the factors which fostered the growth of tourism.

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REFERENCES
Books
Cruz, Zenaida L. Principles of Tourism, Rex Bookstore
Santos, Buen, Principles of Tourism, C&E Publishing, Inc

“If you fail an examination, it means you have not yet master the subject.
With diligent study and understanding, you will succeed in passing the exams.”
― Lailah Gifty Akita, Pearls of Wisdom: Great mind

Prepared by:
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 RUEL Z. MIA, II, MMEM
College Instructor

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