PHILIPPINE CULTURE, TOURISM, AND GEOGRAPHY

“A journey of a thousand miles begins with a single step.” - Chinese proverb

Defining CULTURE
- Edward Tylor defines culture as "that complex whole which includes knowledge, belief,
art, law, morals, custom, and any other capabilities and habits acquired by man as a
member of society.“ (Tylor, 1871)
- UNESCO defines “culture as the set of distinctive spiritual, material, intellectual and
emotional features of society or a social group, that encompasses, not only art and
literature, but lifestyles, ways of living together, value systems, traditions and beliefs”
(UNESCO, 2001)

CULTURAL DOMAINS
Intangible Cultural Heritage
( oral traditions and expressions, rituals, languages, social practices )

Cultural and Natural Herigate

- Museum ( also virtual )
- Archeological and Historical Places
- Cultural Landscape
- Natural Heritage

Performance and Celebration

- Performing Arts
- Music
- Festival, Fairs, and Feasts

Visual Arts and Crafts

- Fine Arts
- Photography
- Crafts

Books and Press

- Books
- Newspaper and Magazine
- Other printed matter
- Library
- Book Fairs

Audio Visual and Interactive Media

- Film and Video
 - TV and Radio ( also internet live streaming )
- Internet podcasting
- Video Games ( also online )

Design and Creative Services

- Fashion Design
- Graphic Design
- Interior Design
- Landscape Design
- Architectural Design
- Advertising Services

Related Domains
Intangible Cultural Heritage

Tourism
- Charter travel and tourist services
- Hospitality and accommodation

Sports and Recreation

- Sports
- Physical Fitness and well being
- Amusement and Theme Parks
- Gambling

GEOGRAPHY
- “Geography is the study of places and the relationships between people and their
environments. Geographers explore both the physical properties of Earth’s surface and
the human societies spread across it. They also examine how human culture interacts
with the natural environment, and the way that locations and places can have an impact
on people. Geography seeks to understand where things are found, why they are there,
and how they develop and change over time.” (National Geographic Society)

PHYSICAL GEOGRAPHY
- Physical geography is the study of Earth’s seasons, climate, atmosphere, soil, streams,
landforms, and oceans.
HUMAN GEOGRAPHY
- Human geography is the study of the distribution of networks of people and cultures on
Earth’s surface.

TOURISM
- United Nations World Tourism Organization defines tourism:
 - “"Tourism comprises the activities of persons traveling to and staying in places outside
their usual environment for not more than one consecutive year for leisure, business and
other purposes."
- “Tourism is a social, cultural and economic phenomenon which entails the movement of
people to countries or places outside their usual environment for personal or
business/professional purposes. These people are called visitors (which may be either
tourists or excursionists; residents or non-residents) and tourism has to do with their
activities, some of which involve tourism expenditure.”

Domestic Tourism
- Domestic tourism comprises the activities of a resident visitor within the country of
reference, either as part of a domestic tourism trip or part of an outbound tourism trip
(IRTS 2008, 2.39).
International Tourism
- International tourism comprises inbound tourism and outbound tourism, that is to say,
the activities of resident visitors outside the country of reference, either as part of
domestic or outbound tourism trips and the activities of non- resident visitors within the
country of reference on inbound tourism trips (IRTS 2008, 2.40(c)).

Domestic visitor
- As a visitor travels within his/her country of residence, he/she is a domestic visitor and
his/her activities are part of domestic tourism.
International visitor
- An international traveller qualifies as an international visitor with respect to the country of
reference if: (a) he/she is on a tourism trip and (b) he/she is a non- resident travelling in
the country of reference or a resident travelling outside of it (IRTS 2008, 2.42).

Local Travel
- Less costly
- Requires less travel documents
- Travel like a first-class citizen in our own country
- May bring sense of pride of place and contribute to nation-building
- May have less strict quarantine or health protocols
International Travel
- More costly
- Requires passport, visa, or other travel documents
- Cultural differences
- Requires stricter quarantine or health protocols

Domestic Tourism : Intraregional Tourist

Intraregional Tourist
- Moves from one province to another within that region. Tourists in this classification can
contribute to the development of Urban Centers within that region.
Domestic Tourism: Interregional Tourist
Interregional Tourist
- This type of traveler moves from one of the regions to another and comprises the largest
portion of the Domestic Tourist Market.

Domestic Tourism: Local Tourist

Local Tourist
- Often classified as an excursionist. A visitor who would travel within one province or
locality

PHILIPPINE TOURISM SITUATIONER

Philippine Tourism Product Portfolio

Nature based Tourism

- Nature Recreation
- Adventure (Hard&Soft)
Cultural Tourism
Health, Wellness, and Retirement Tourism
MICE Tourism
Sun and Beach Tourism
Cruise and Nautical Tourism
Educational Tourism
Leisure and Entertainment Tourism
Diving and Marine Sports Tourism

Weaknesses of Philippine Tourism

- Underdeveloped transport infrastructure and tourist facilities
- Inconsistent standards in tourism facilities and services
- Perceived concerns of personal safety of travelers
- Lack of political and economic stability
- Low awareness of the country's tourism products/destinations
- Insufficient value for money offers in travel packages

Threats to Philippine Tourism

- Difficulty in mitigating the effects of natural disasters
- Aggressive competition in tourism from ASEAN neighbors
- Uncertain global economy
- Continuing existence of political unrest in the Middle East and West phil Seas

Strategic Directions and Programs for Philippine Tourism

Strategic Action Programs

Improving Competitiveness and Enhancing Growth
 - Intensity Transport Infrastructure Development
- Pursue Travel Facilitation Initiatives
- Attract Tourism Investments and Improve Business Environment
- Expand Product Development initiatives
- Design and Implement an Expanded Marketing Program
- Enhance Human Resource Capacity and Improve Service Standards
- Promote Initiatives in Embracing Quality Standards

Pursuing Sustainability and Inclusive Growth

- Support MSME Development in Tourism
- Support Gender and Women Empowerment initiatives
- Expand and Promote Cultural Offerings in Tourism Sites
- Adopt Measures to Enhance Environment Preservation and Climate Change Adaptation
- Formulate Measures to Address Tourism Risks and Crisis

Postscript: Philippine Tourism in the time of CoVid-19

● December 2019 – first cases of CoVid-19 in Wuhan, China
● January 30, 2020 – first CoVid case in the Philippines from a female Chinese National
(tourist)
● March 07, 2020 – first local CoVid-19 transmission in the Philippines
● March 13, 2020 – first CoVid-19 case in Pampanga
● March 16, 2020 – Luzon-wide Enhanced Community Quarantine in the Philippines
● September 29, 2020 – Batanes records first CoVid case from a Locally Stranded
Individual
● October 1, 2020 – partial reopening of destinations like Region 1 and Baguio City under
a “travel bubble”
● February 10, 2022 – reopening to international travelers

OPERATIONAL DEFINITIONS OF TOURISM CONCEPTS

Tourism Destination
- “a physical space with or without administrative and/or analytical boundaries in which a
visitor can spend an overnight. It is the cluster (co-location) of products and services,
and of activities and experiences along the tourism value chain and a basic unit of
analysis of tourism. “
- “incorporates various stakeholders and can network to form larger destinations. It is also
intangible with its image and identity which may influence its market competitiveness.”

Destination management / marketing organization (DMO)

- “the leading organizational entity which may encompass the various authorities,
stakeholders and professionals and facilitates tourism sector partnerships towards a
collective destination vision.”
- “The governance structures of DMOs vary from a single public authority to a
public/private partnership model with the key role of initiating, coordinating and
 managing certain activities such as implementation of tourism policies, strategic
planning, product development, promotion and marketing and convention bureau
activities.”
- “The functions of the DMOs may vary from national to regional and local levels
depending on the current and potential needs as well as on the decentralization level of
public administration.”
- “Not every tourism destination has a DMO.”

Tourism Product
- a combination of tangible and intangible elements, such as natural, cultural and man-
made resources, attractions, facilities, services and activities around a specific center of
interest which represents the core of the destination marketing mix and creates an
overall visitor experience including emotional aspects for the potential customers.
- priced and sold through distribution channels and it has a life-cycle.

Innovation in Tourism
- “the introduction of a new or improved component which intends to bring tangible and
intangible benefits to tourism stakeholders and the local community, improve the value
of the tourism experience and the core competencies of the tourism sector and hence
enhance tourism competitiveness and /or sustainability.”
- “may cover potential areas, such as tourism destinations, tourism products, technology,
processes, organizations and business models, skills, architecture, services, tools and/or
practices for management, marketing, communication, operation, quality assurance and
pricing.”

Competitiveness of a Tourism Destination

- “the ability of the destination to use its natural, cultural, human, man-made and capital
resources efficiently to develop and deliver quality, innovative, ethical and attractive
tourism products and services in order to achieve a sustainable growth within its overall
vision and strategic goals, increase the added value of the tourism sector, improve and
diversify its market components and optimize its attractiveness and benefits both for
visitors and the local community in a sustainable perspective”

Operational definitions on tourism types

- Cultural tourism
- Business tourism (related to the meetings industry)
- Ecotourism
- Gastronomy tourism
- Rural tourism
- Coastal, maritime and inland water tourism
- Adventure tourism
- Urban/city tourism
- Health tourism
- Mountain tourism
 - Wellness tourism

Cultural tourism
- type of tourism activity in which the visitor’s essential motivation is to learn, discover,
experience and consume the tangible and intangible cultural attractions/products in a
tourism destination
- May include arts and architecture, historical and cultural heritage, culinary heritage,
literature, music, creative industries and the living cultures with their lifestyles, value
systems, beliefs and traditions
Ecotourism
- type of nature-based tourism activity in which the visitor’s essential motivation is to
observe, learn, discover, experience and appreciate biological and cultural diversity with
a responsible attitude to protect the integrity of the ecosystem and enhance the well-
being of the local community may increase awareness towards the conservation of
biodiversity, natural environment and cultural assets and requires special management
processes to minimize the negative impact on the ecosystem.
Rural tourism
- type of tourism activity in which the visitor’s experience is related to a wide range of
products generally linked to nature-based activities, agriculture, rural lifestyle / culture,
angling and sightseeing
- Rural areas have low population density, landscape and land-use dominated by
agriculture and forestry and traditional social structure and lifestyle.
Adventure tourism
- type of tourism which usually takes place in destinations with specific geographic
features and landscape and tends to be associated with a physical activity, cultural
exchange, interaction and engagement with nature
- may involve some kind of real or perceived risk and may require significant and/or
mental mountaineering, bungee jumping, rock climbing, rafting, canoeing, kayaking,
canyoning, mountain biking, bush walking, scuba diving, physical effort: trekking, maybe
indoor or outdoor.
Health tourism
- covers those types of tourism which have as a primary motivation, the contribution to
physical, mental and/or spiritual health through medical and wellness-based activities
which increase the capacity of individuals to satisfy their own needs and function better
as individuals in their environment and society
- umbrella term for the subtypes wellness tourism and medical tourism.
Wellness tourism
- type of tourism activity which aims to improve and balance all of the main domains of
human life including physical, mental, emotional, occupational, intellectual and spiritual.
The primary motivation for the wellness tourist is to engage in preventive, proactive,
lifestyle-enhancing activities such as fitness, healthy eating, relaxation, pampering and
healing treatments
Medical tourism
 - type of tourism activity which involves the use of evidence-based medical healing
resources and services (both invasive and non-invasive). This may include diagnosis,
treatment, cure, prevention and rehabilitation.
Business tourism (related to the meetings industry)
- type of tourism activity in which visitors travel for a specic professional and/or business
purpose to a place outside their workplace and residence with the aim of attending a
meeting, an activity or an event
- meetings, incentives, conventions and exhibitions
- can be combined with any other tourism type during the same trip
Gastronomy tourism
- type of tourism activity which is characterized by the visitor’s experience linked with food
and related products and activities while travelling
- authentic, traditional, and/or innovative culinary experiences, visiting the local producers,
participating in food festivals and attending cooking classes
Eno-tourism (wine tourism)
- sub-type of gastronomy tourism, refers to tourism whose purpose is visiting vineyards,
wineries, tasting, consuming and/or purchasing wine, often at or near the source.
Coastal tourism
- land-based tourism activities such as swimming, surng, sunbathing and other coastal
leisure, recreation and sports activities which take place on the shore of a sea, lake or
river
- Proximity to the coast is also a condition for services and facilities that support coastal
tourism.
Maritime tourism
- sea-based activities such as cruising, yachting, boating and nautical sports and includes
their respective land-based services and infrastructure Inland water tourism
- tourism activities such as cruising, yachting, boating and nautical sports which take
place in aquatic-influenced environments located within land boundaries and include
lakes, rivers, ponds, streams, groundwater, springs, cave waters and others traditionally
grouped as inland wetlands
Urban/city tourism
- type of tourism activity which takes place in an urban space with its inherent attributes
characterized by non-agricultural based economy such as administration, manufacturing,
trade and services and by being nodal points of transport
- range of cultural, architectural, technological, social and natural experiences and
products for leisure and business
Mountain tourism
- type of tourism activity which takes place in a defined and limited geographical space
such as hills or mountains with distinctive characteristics and attributes that are inherent
to a specific landscape, topography, climate, biodiversity (flora and fauna) and local
community.
- Includes range of outdoor leisure and sports activities
Education tourism
 - types of tourism which have as a primary motivation the tourist’s engagement and
experience in learning, self-improvement, intellectual growth and skills development
- range of products and services related to academic studies, skill enhancement holidays,
school trips, sports training, career development courses and language courses, among
others
Sports tourism
- type of tourism activity which refers to the travel experience of the tourist who either
observes as a spectator or actively participates in a sporting event generally involving
commercial and non-commercial activities of a competitive nature.