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Cultural Tourism Development in the Philippines: An Analysis of Challenges
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Article in Journal of Quality Assurance in Hospitality & Tourism · March 2016
DOI: 10.1080/1528008X.2015.1127194
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Cultural Tourism Development in the Philippines:
An Analysis of Challenges and Orientations
Maria Carinnes P. Alejandria-Gonzalez
To cite this article: Maria Carinnes P. Alejandria-Gonzalez (2016): Cultural Tourism
Development in the Philippines: An Analysis of Challenges and Orientations, Journal of Quality
Assurance in Hospitality & Tourism, DOI: 10.1080/1528008X.2015.1127194
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Date: 30 June 2016, At: 00:29
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM, 2016
http://dx.doi.org/10.1080/1528008X.2015.1127194
Cultural Tourism Development in the Philippines: An
Analysis of Challenges and Orientations
Maria Carinnes P. Alejandria-Gonzalez
Department of Sociology, University of Santo Tomas, Manila, Philippines
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ABSTRACT
The concept of destination branding and its impact to tourist
influx has been explored by many scholars who argued that
the tourists’ demand for “experience economy” has driven
destinations to market themselves as a unique brand. Using
this as a framework, this study explores the status of Philippine
cultural tourism and assesses the challenges and orientations
that pervade in its practice, which could be developed to
attain the country’s developmental goals. This study proposes
feasible action plans that could be taken to address the identified challenges that center on inauthentic and unsustainable
tourism products. By looking into the existing craft industry,
which acts as a marker of destination branding, this work
examines the challenges that its cultural tourism sector is
facing in relation to the growing ecotourism capital.
Conceptually, this study argues that the Government Tourism
Policies have a direct impact on the level of Cultural Tourism
Development of a region. It also affects the Tourism
Orientations of both the tourist and the service provider. The
primary contribution of this work is a matrix that presents the
current challenges and orientations towards the cultural tourism sector as perceived by local tourism operators and craft
industry members.
KEYWORDS
Customer perception;
marketing; mixed method;
service sustainability; travel
and tourism
Introduction
In the Philippine National Tourism Development Plan for the period of
2011–2016, the sector of Cultural and Heritage Tourism was highlighted as
an identified sector for development. As stated in the report, one of the key
goals of the Department is to “develop uniquely Filipino destinations and
products” (Department of Tourism, 2011). This goal could be related to the
concept of destination branding wherein a tourist destination markets itself
using a particular theme that represents the products available in the region.
The concept of destination branding and its impact to tourist influx has been
explored by many scholars who argued that the tourists’ demand for “experience economy” has driven destinations to market themselves as unique brand
CONTACT Maria Carinnes P. Alejandria-Gonzalez
carinnes.gonzalez@gmail.com
Research Complex, University of Santo Tomas, Manila 1015, Philippines.
© 2016 Taylor & Francis
Rm 211 Thomas Aquinas
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2
M. C. P. ALEJANDRIA-GONZALEZ
(Bendix 1989; Ballengee-Morris, 2002; Cassia, 1999; Cole, 2008; Desforges,
2001; Erisman, 1983; Geirnaert-Martin, 1989; Hampton, 2003). Oftentimes,
due to the focus on a particular theme, other potential destinations and
products are excluded from the tourism development plans of an area. Du
Cros (2009) examined the issues of “over-use and under-use issues” of
cultural tourism products in Macau in relation to the hedonistic destination
brand that it is most marketed as. The main issue that such emphasis on one
brand entails is the general “alienation” of other tourists who prefer other
forms of activities. The challenge, according to Du Cros (2009), is for the
government to develop balancing mechanisms that would allow for a varied
tourism experiences for Macau’s visitors.
Using this as a backdrop, this study explores the status of Philippine
cultural tourism and assesses the challenges and orientations that pervade
in its practice which could be developed to attain the developmental goals
stated in the Department of Tourism (DOT) report which highlights an
increase in Tourist influx in the country through (1) diversification of
tourism-related products, (2) development of infrastructures, and (3) professionalization of the service providers. This study focuses on the first indicator
of tourism development by examining the status of cultural tourism in one of
the country’s premiere tourist destination, Palawan Province. This locality
was chosen as a point of analysis due to fact that it is not only the location of
UNESCO declared natural heritage sites but is also the location of both
culturally and historically significant articles of Filipino society. However,
the area remains to be more popular to tourists for its ecotourism destinations instead of its cultural tourism products.
This work looks into the existing craft industry in the province as a marker
of destination branding. The focus on material culture is inspired by the
works of Hoskins (1998) and Appadurai (1986) who argued in their works
that the cultural history and development of a society could be seen in the
types of material possessions that members of the society reproduce or even
recreate. In the works of Locke (1968), MacKay and Smith (2006),
Mansperger (1995), Greenwood (1989) and Rossel (1988), the problem
about the impact of tourism on host societies in terms of the displacement
of cultural identities by perceived tourist’s demands was highlighted. They
narrated that some societies have opted to recreate their cultures based on
the economic success of parallel societies as they indulge in tourism. These
recreations may be in the form of mimicking the economically successful
cultural products or resurfacing bygone traditions (Shepherd, 2002; Stanley,
1998). The problem is not only confined to the anthropological context of
“culture loss” (Nash, 1981; Nunez, 1989; Stronza, 2001) as it transcends
tourism development issues like the creation of similarly themed destinations
which affect the inclination of tourists to visit all the destinations. In which
case, other destinations are neglected while others are overcrowded (Gilbert,
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JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
3
1991; Greenwood, 1977; Swarbrooke & Horner, 2007; Van Den Berghe, 1994;
Young, 1999).
As this work explores the craft industry for tourism in Palawan, it examines the challenges that its cultural tourism sector is facing in relation to the
growing ecotourism capital. Conceptually, this study argues that the
Government Tourism Policies (GTP) have a direct impact on the level of
Cultural Tourism Development (CTD) of a region. It also affects the Tourism
Orientations (TO) of both the tourist and the service provider. As the
orientation of these sectors are affected by GTP, their choices on what
products to procure are also affected (Sinclair, Stabler, Papatheodorou,
2009). This, in turn, has an effect on the salability of cultural tourism
products in the destination. Should the demand for cultural tourism products
be low, the resources that the government and other agencies will appropriate for it will also be decreased due to its non-profitability. The opposite
would be the case if the demand for it will be high.
The primary contribution of this work is in the form of a matrix that
presents the current challenges and orientations towards the cultural tourism
sector as perceived by local tourism operators and craft industry members in
Palawan Province. This matrix also contains the feasible action plans for the
identified challenges that could develop the cultural tourism sector’s competitiveness in the region.
Conceptually, this work provides a framework for cultural tourism development for the country using the case of Palawan as a basis. The strength of
this framework lies in the fact that the tourist products in Palawan are
parallel to most island destinations in the country: from ecotourism destinations to diversity of cultural products. This also contributes to the growing
literature that examines the emerging issues on tourism development in
countries in the Global South where tourism-related revenues are claimed
to be the key drivers of its economy (Ashley, De Brine, Leyr, & Wilde, 2007).
Albeit, recognizing that the correlation maybe not as linear due to the less
inclusive tourism agenda and policies implemented by institutions which are
often bent towards accommodating tourists’ demands at the expense of
sustainable development (Pulido-Fernández, Cárdenas-García, & SánchezRivero, 2014). This work interrogates concepts of authenticity and diversity
of tourism products as indicators of sustainable tourism within the setting of
cultural and heritage tourism as sidelined industries as a response to catering
to the demands of the majority of tourists.
Method
Using an exploratory design, this study employed a mixed sequential method
of data gathering. Such process is pertinent in establishing the expectations of
tourists and the experiences of the tourism service providers. Since this work
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4
M. C. P. ALEJANDRIA-GONZALEZ
inquires on three primary variables (GTP, CTD, TO), three procedures were
designed to gather data and create a triangulation process. These three phases
of data gathering which produced both qualitative and quantitative data were
deemed necessary to establish the interconnection between the experiences of
the tourism providers, the tourists, and the institutions who promote the
tourism brand of the area.
For the inquiry on tourism orientation, two types of instruments were
used. One is a semi-structured interview guide which inquired on the
perceived need of tourists in terms of experience and destination type.
These interviews were administered to selected tour operators and craft
makers who were selected based on their knowledge of the topic which was
determined by their length of years in the industry. Questions in this instrument are categorized into three themes based on tourist demands: Tourism
products, destinations and experiences. For the products cluster, interviewees
were asked questions like: (1) which type of souvenirs do tourists purchase?
(including the enumeration and description of the typologies of crafts [souvenir items] being made in the region for tourism purposes); and (2) what
factors do the interviewees consider in choosing what to display in their
shop? This inquired on the motivations of the artist or craft maker in
creating such designs and artefacts. These types of questions are meant to
uncover the perception of the tourism products providers (shop owners and
craft makers) on the kind of demands that tourists have and the responses
that they have to these.
For the destination cluster, interviewees were asked questions like: (1) to
which type of destinations do tourists go and (2) what types of cultural
tourism packages do they offer to tourists? These questions are meant to
draw from the experiences of tour operators the type of tourism that the area
is patronized for and the extent by which they cater or deter from this
branding.
Finally, for the experience cluster, interviewees were asked questions like:
(1) In the event that ecotourism destinations are inaccessible, at what rate do
tourists avail of cultural tourism packages that are offered by the provider?
(2) Of which cultural tourism destinations and products do tourists avail
themselves? These questions were crafted to gather the actual experiences of
the providers in relation to the various forms of tourism in the area that their
guests patronize. It is this work’s assumption that tourism providers would
often consider tourist demands over tourism advocacy (i.e., promoting cultural tourism sites, sustainable tourism, political agenda) due to profit concerns (Bianchi & Stephenson, 2014). This instrument was drawn from the
anthropological tradition of context-building such that information from the
interviewees were used to deduce the rate by which cultural tourism is
subscribed to by the tourists based on the former’s experiences. Responses
from this instrument were recorded and transcribed using MAXQDA,
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JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
5
qualitative data analysis software. Using the said software, interview texts
were close-coded using themes like destination preference, reasons for preference, factors considered for product sale, feedback on cultural tourism
potential, and tourism brand.
The second phase of the research utilized a survey instrument which
inquired on the actual tourists demand with reference to the results of the
first instrument. Considering the issue of ascribing weight to data that is
raised against researches using a mixed sequential method (Ivankova,
Creswell, & Stick, 2006), this study assigned equal weight on the results of
all the instruments by employing complementary presentation of results such
that textual findings were used to contextualize the numerical findings of this
research.
The survey instrument was administered to 100 tourists visiting the Puerto
Princesa Underground River (PPUR). This location is selected as it is the
prime product of the region due to its recognition as part of the Seven
Wonders of Nature by UNESCO. Out of the 100 tourists who took the
survey, 99 responses were considered valid. The survey questions encompassed six categories: profile of the tourist (age, educational attainment, sex,
and monthly income), determining factor for the visit, intended activities,
destination choices, souvenir choices, and perceived brand of the area.
Through these categories, this work explored the actual participation of the
tourists in the propagation, if not reconstruction, of the tourism brand of
Palawan. The profile of the tourists was pertinent in establishing the characteristics of the market that the region caters to. The relevance of each trait
is discussed in the results section of this article. The set of questions inquiring
on the factors that may have influenced the decision of the tourist to visit
Palawan allowed for the identification of the most salient sources of information for potential tourists. Results from this category have implications in the
marketing strategy of various stakeholders. The set of questions relating to
intended activities, destination choices, and souvenir choices provided supporting details on the type of tourism that the guests are participating in.
This, in turn, provides context to their perception on the area’s tourism
brand such that a tourist who engaged in activities like hiking and spelunking
may perceive the locality’s brand of tourism as that of ecotourism. The data
that was collected through this procedure was analyzed using the Statistical
Package for the Social Sciences (SPSS) employing descriptive statistics
formula.
The third sequence in the data-gathering phase of the study utilized an
open-ended interview guide, which was administered to selected government
officials who are involved in the tourism industry. The instrument inquired
on the role of the government in the construction of Palawan’s brand as a
destination. Essentially, it gauged how the government is marketing its
locality to tourists. The results obtained from this instrument provided an
6
M. C. P. ALEJANDRIA-GONZALEZ
understanding of the extent by which resources are allocated towards the
development of cultural tourism in the region. The interview guide had 10
discussion points which revolve around the concepts of government plans
and budget allocation for tourism development, challenges faced by the
department of tourism relating to implementing cultural and heritage tourism, and issues relating to sustainable development. Transcribed dialogue
with five government officials representing the Department of Tourism,
Commission for Culture and the Arts, and the City Tourism Office were
open-coded using MAXQDA. Open coding was implemented to accommodate new variables on local tourism planning and development.
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Results
Tourist profile
The profile of the tourists visiting a destination is expedient in creating
marketing strategies. The behavior and orientation of consumers on tourist
products have been documented as constantly changing and thereby reshaping the tourism landscape of destinations (Pisnar, 2010; Urry, 2005). In this
line, the survey that was administered to the tourists included a set of profile
inquiry such as age, sex, educational attainment, and income bracket.
In terms of age, four categories were made to form age clusters: 15–24,
25–44, 45–64, and ≥ 65. This categorization is based in the age bracketing
system used in the work of Urhausen (2008) who explored the impact of age
on the purchasing behavior of tourists in Europe. It was found out that
majority of the tourists are within the age range of 25 to 44 years old, while
those who 65 and older are the least represented age sector. (See Figure 1)
Just like age, a tourist’s gender could affect his/her motivation for purchasing a tourism product (Jonsson & Devonish, 2008). In the case of Palawan,
there is only 1% difference in the number of males (49%) and females (51%)
who visited the island.
Pisnar (2010) and Urry (2005) argued that the modern day tourists are
more critical in purchasing tourism products. Both commented that the
traditional marketing strategies of the members of the hospitality sector are
often met with scrutiny by these “thinking” tourists. Pisnar (2010) further
100
50
0
15-24
25-44
Figure 1. Age distribution of tourists in Palawan.
45-64
65-above
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JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
7
argued that tourists are highly evaluative of what products are being sold to
them and if these are the actual products that they perceive as a necessity for
their concept of leisure. The assumption that was forwarded is that, the more
educated tourists are, the more evaluative of products and marketing strategies they are. To measure the capacity of the tourists for evaluative purchase,
their educational attainment was used as a gauge. Most of the respondents
were college graduates (40%), and a significant number (20%) had some
college-level education. It is noteworthy that the lowest educational attainment listed by the respondents was high school. (See Figure 2)
The capacity of tourists to purchase products is chiefly determined by their
financial background (Pizam & Mansfeld, 2009) and socio-cultural background (Park, 2000). Scholars have also related the shifts in the behavior of
consumers to global and local financial situations, which are identified as
primary factors that affect their sources of income (Islam, 2005; Mansoor &
Jalal, 2011). Of the 99 respondents, 23.5% claimed that they earned between
PhP10,001 and PhP20,000, whereas 20% claimed that they earn between
PhP20,001 and PhP30,000. The tourists who earned PhP60,001 and above
cumulatively represented 5% of the total population. In a country where
minimum wage is fixed at PhP9000, it could be said that most of the tourists
visiting Palawan are earning beyond the minimum wage, thus allowing them
to indulge in leisure activities (See Figure 3).
50
40
30
20
10
0
college college
post
post
high
high
level graduate graduate graduate
school school
level
level graduate
Figure 2. Educational attainment distribution of tourists in Palawan.
25
20
15
10
5
0
10,000
below
10,001
to
20,000
20,001
to
30,000
30,001
to
40,000
40,001
to
50,000
50,001
to
60,000
Figure 3. Distribution of income of tourists in Palawan.
60,001
to
70,000
70,001
to
80,000
80,001
to
90,000
8
M. C. P. ALEJANDRIA-GONZALEZ
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Tourism in Palawan
The influx of tourist in Palawan is a product of the marketing strategies that
the government and other related agencies have been employing. Identifying
the media through which tourists learn of a destination is pertinent in
destination marketing (Conrady & Buck, 2011; Benckendorff, Moscardo, &
Pendergast 2010). Figure 4 shows that most of the respondents visited
Palawan having considered the recommendation (R) of family members
and friends. It is also noticeable that about 55% of the respondents claimed
that they had personal knowledge of the place. Internet reviews of previous
visitors were also identified by the respondents to have had an effect on their
decision to visit the destination.
Figure 5 shows the activities that tourists visiting the province would
opt to indulge in. Among the most highlighted activities are scuba diving,
local food tasting, clubbing, parks and wildlife visit, hiking, and historical
sites visits. It is also interesting to note that 34% of the respondents
claimed that they would be interested in visiting communities of
Indigenous Peoples (IP) to experience their culture. The respondents
also enumerated other activities that they would enjoy, such as boating
and island hopping (Galulo-Davis, 2010).
80
60
40
20
0
R of friends R of family R of travel
agency
internet television personal historical
reviews promotion knowledge
Figure 4. Distribution of information source of tourist for visiting Palawan.
90
80
70
60
50
40
30
20
10
0
Figure 5. Preferred activities by tourists in Palawan.
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
9
120
100
80
60
40
20
0
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Figure 6. Preferred destinations of tourists in Palawan.
Figure 6 shows the preferred destinations of the respondents. The enumerated
locations are the tourism destinations that were identified by tour agencies. It
was observed that the respondents are inclined to visit beach resorts, crocodile
farm, firefly watching area, Honda Bay, and PPUR. Cultural destinations were
least preferred, with only the Vietnamese Village and historical sites showing
significant percentages among respondents’ preferences. The unlisted locations
that the respondents specified include resorts and other eco-tourism
destinations.
The results of the interviews conducted with the five biggest travel
agencies in Puerto Princesa City, Palawan affirmed the results shown in
Figures 5 and 6. The informants claimed that their standard 3-day 2-night
package included a trip to PPUR, Honda Bay, and City Tour (Crocodile
Farm, Mitra’s Ranch, Baker’s Hill, Plaza Cuartel, Iwahig Prison and Penal
Farm, and Butterfly Garden). In some cases, visits to Ugong Rock and
firefly watching at Iwahig River were requested by tourists as additional
products.
With the implementation of a stricter process of visiting the PPUR, the
number of tourists who can enter the destination has been drastically limited
to 900 visitors from 2500. One of the prevailing concerns of the travel
agencies represented in this study is their inability to secure for all of their
consumers the necessary pass to PPUR. In which cases, they propose alternative destinations to their customers such as Ugong Rock, Estrella Falls, and
Hot Springs. Cultural Tourism destinations such as the Batak Cultural
Village, Vietnamese Village, and Museums were not identified as primary
choices for alternative locations. Cosme,1 a travel agent interviewed for this
study stated, “those are for student fieldtrips only and will require special
arrangements.” Restaurants serving local cuisine were also frequented by
tourists. All of the informants attested that their clients would hire their
vehicles to take them to local restaurants.
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M. C. P. ALEJANDRIA-GONZALEZ
100
50
0
clothing
articles
ethnic
products
Fresh
Seafood
furniture
local food
and
delicacies
native
pearl
accessories necklace and
jewelries
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Figure 7. Preferred souvenirs of tourists in Palawan.
The tourist respondents were also asked about the types of souvenirs that
they would most likely buy. Figure 7 shows that most tourists would be
inclined to purchase clothing articles like shirts, shorts, and caps featuring
Palawan-themed prints. This is followed by the preference for purchasing
local food and delicacies like dried cashew nuts and dried seafood. The least
preferred type of souvenir is that of furniture products, which could be due
to the difficulty in transporting large items from the island.
A similar trend was identified in the interviews that were conducted
among owners and managers of souvenir shops. The informants claimed
that their most saleable products are clothing articles and native accessories.
They have also discussed the growing trend among tourists to purchase fresh
seafood from the wet market and not just the dried food products that are
traditionally patronized (Table 1).
Table 1. Saleable souvenirs as perceived by souvenir shop representatives.
Informants
Shopkeeper
1
Clothing Articles
T-shirts with “Palawan” Prints
are easy to sell. The more
colorful they are, the easier
they are sold.
Shopkeeper
2
Tourists usually buy shirts
and shorts from us because
they did not bring enough
clothes to use during their
stay here.
Shirts are easier to bring
home than other souvenirs.
You can just wear them!
Shopkeeper
3
Shopkeeper
4
Shopkeeper
5
Native Accessories
The tribal theme is what
tourists want. They like
earrings made of woven
tribal patterns and bracelets
made of wood
Tourists would often buy
small accessories that have
“ethnic feel” to it.
We noticed that tourists are
buying wooden accessories
more than the pearls that
Palawan is known for.
I sell around 10–25 shirts on I ask tribal people to bring to
a busy day. Some products
my shop accessories that
take too long to sell so I try they made. Tourists like their
not to fill my shop with it. We design and we get to help
have to “play” with the
them [craftspeople] earn a
demand of the tourists.
living.
We design our shirts’ print.
Some tourists ask us who
We know that tourists want made the designs of our
designs that show
accessories. When we tell
destinations like the
them the tribesmen make
Underground River, El Nido, them, they almost surely buy
and Honda Bay.
them.
Fresh Seafood
Tourists used to buy dried
cashew nuts or daing [sundried fish] but now they buy
fresh fish and shrimps from
the market.
Tourists are now going to
the wet market as part of
their tour and they buy their
souvenirs there: fresh fish!
The owner of the other stall
transferred to the Wet
Market already. It’s easier to
sell fresh seafood now.
You would notice boxes
wrapped with cardboard
and plastic in the airport.
Those are fresh seafood.
Fish sellers in the wet
market have already
systematized their industry.
They have airport-approved
packaging already.
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
11
Table 2. Perspectives of craft makers on souvenirs in Palawan.
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Informants
On Designs
Craft
I usually create designs that I saw on my trips.
maker 1 For example the wooden maskara started in
our shop. I know that it is not based in
Palawan but it appealed to the tourists.
Craft
We use the designs that our ancestors passed
maker 2 down to us. This defines our culture as
Pala’wans.
Craft
I make the design of the bags that we sell
maker 3 here. I make use of old and used fabric to give
it its rustic feel. Tourists like that.
On Types of Souvenirs Produced
Anything wooden that’s our theme. From
furniture to house decors to accessories.
We produce baskets, bags, ashtrays, wooden
figurines, and even canes.
Bags and shirts. But I’m more focused on
bags now because almost every shop here is
selling shirts and I can’t compete with them.
They’ve monopolized the trade by giving
commission to tour guides who bring their
guests to them.
Craft
As long as we highlight nature and tribal
Figurines, shirts, native handicrafts, even
maker 4 designs then our products would sell. That is food products
what Palawan is known for.
Craft
I make the earrings as unique as possible. I
Earrings and other accessories. Lately I have
maker 5 use local products like wood and woven
been making necklaces and anklets.
fabric. The shops would always request that I
give them native products. I usually search the
net for other ethnic designs.
The results of the interviews with the souvenir makers reveal a perspective
on the themes of Palawan as tourist destination. (See Table 2) It is evident
that although the “nature” theme of Palawan is still a consideration for the
craft makers, the production of souvenirs highlighting the cultural tradition
of the province is also a primary basis of their designs. Whether these design
exactly articulate the cultural traditions of the province or not, the main
theme is that of exoticness which is often ascribed to as ethnic or tribal.
Palawan as a destination
The field of Tourism has various sectors that are differentiated from each
other by the products that they offer. In the interviews with the local DOT,
five themes were highlighted, namely: Ecotourism, Cultural Tourism, Sports
Tourism, Gastronomic Tourism, and Dark Tourism. These themes were then
incorporated in the survey that was administered to the tourists.
The respondents were asked to rank the themes that they associate with
Palawan as a tourist destination. Among visitors to Palawan, ecotourism was
identified by the respondents as the primary theme, followed by cultural
tourism, and gastronomic tourism. Ecotourism, as perceived by tourists, is
defined as the enjoyment and appreciation of nature through natural attractions and nature-based activities. Hence, seeing the PPUR by riding a paddleboat is described as an ecotourism activity. Cultural Tourism, as perceived by
tourists, involves activities and attractions related to the lifestyles and history
of the people living in a destination. As such, visits to old churches and
museums were considered by the tourists and the interviewees as examples of
12
M. C. P. ALEJANDRIA-GONZALEZ
Table 3. Theme of Palawan as a destination as perceived by tourists.
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Theme
Ecotourism
Cultural Tourism
Sport Tourism
Gastronomic Tourism
Dark Tourism
Mean
1.09
2.32
3.74
3.56
4.29
Standard Deviation
.573
.652
.965
.928
.929
activities related to cultural tourism. Sport Tourism as perceived by tourists
involves activities and attractions relating to the participation in a sporting
event. Wake-boarding (surfing) competitions and fishing competitions have
recently drawn tourists to Palawan. Gastronomic tourism as perceived by
tourists involves activities and attractions relating to local cuisine and ingredients. The fusion of Filipino and Vietnamese cuisine is one of the attractions
in the island. Local exotic dishes are also being explored by tourists. Dark
Tourism, as perceived by tourists, involves activities and attractions relating
to grief and death. There are three main sites that were identified regarding
this theme: the Culion Leper Colony, the Iwahig Prison and Penal Farm, and
the Plaza Cuartel (see Table 3).
Upon testing for significant difference between the profiles of the tourists
(i.e., male/female; with high education/low education) the results yielded no
significant difference. This implies that there is no significant difference
between a male tourist’s perceptions that Palawan is chiefly an ecotourism
destination to that of his female counterpart. This also applies to age,
educational background, income bracket, and educational attainment.
Upon testing for correlation between the profiles of the tourists to their
perceived theme of Palawan, the results yielded no correlation between the
two variables. This implies that the profile of the tourist has no significant
impact on his/her perception of Palawan as a destination.
Discussion
Palawan, every island an adventure
This is the theme that Palawan promotes itself with as a destination. It is
noticeable that the focus of this theme is the eco-tourism capital of the province.
Puerto Princesa promotes itself in the same context through its campaign: City
within the Forest. These themes set up the general orientation of visitors about
the activities and attractions that the destination provides as can be observed in
Figures 5 and 6. However, it was also observed that the tourists are receptive to
cultural tourism as presented in Table 3. In interviews conducted with officials
from the Department of Tourism and the Provincial Office for Culture and Arts,
the prospect of engaging tourists in cultural tourism remains inconclusive due to
budget allocation (Cabading 2013) and availability of policies to secure the
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13
sustainability of cultural products and sites (Claveria, 2013). Since the primary
product of the province is the PPUR and other nature-based destinations, the
cultural capital of the province is not being developed to its potential.
Nevertheless, there are attempts to re-establish the significance of several sites
like the Tabon Cave2 in the Municipality of Quezon, the associated sites to St.
Ezekiel Moreno3 in Southern Palawan, and the Batak4 Village. Apart from the
structural impediments of creating cultural tourism destinations there also exists
the infrastructural challenges. “We have a lot to offer in terms of culture but
there are no available accommodations and the roads leading to those areas are
not developed. Tourists will definitely have a difficult time going there”
(Claveria, 2013)
Tour agencies are also faced with the same concern: “going to Tabon Cave
is costly for us in terms of our vehicle maintenance. The road going to that
area is not well-constructed. There are also no restaurants where we could
bring our guests.” This further result to the unavailability of cultural tourism
packages in the province, which in turn affects the perspective of the tourists
of the breadth of activities and attractions that they could participate in while
in the area. According to the report by Claveria (2013), “we asked our agency
for a cultural package but they said they had none and insisted that we take
their PPUR tour. We had to search the net for possible destinations and told
the agency exactly where we wanted to go.”
This leads back to the conceptual framework that was discussed in the
introduction. Since the local government of Palawan is keen on promoting
and developing selected destinations and sites like the PPUR, other potential
tourism attractions are being left underdeveloped. This in turn affected the
orientation of service providers who created products that are within the
frame of this theme. Based on the results, it was evident that the products
that service providers offer to tourists affect the extent by which the latter
perceive Palawan as a destination. Since there are no packages relating to
cultural tourism, tourists’ perception of Palawan is centered on ecotourism.
These three orientations affect the development of cultural tourism in
Palawan. (See Figure 8)
Tourism
orientation
of
service
providers
Government
Tourism
Policies
Tourism
orientation
of
tourists
Cultural
Tourism
Development
Figure 8. Framework on cultural tourism development.
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M. C. P. ALEJANDRIA-GONZALEZ
As such, to promote the development of cultural tourism in Palawan, these
three sectors will need to restructure its programs and policies on tourism
which may include fiscal adjustments that could cater to infrastructural
developments in areas related to cultural attractions. As one of the cited
challenges is the lack of coordination among government offices relating to
tourism, such restructuring would accommodate linkages between the
Department of Tourism (DOT), National Commission for Culture and the
Arts (NCCA), and the National Commission for Indigenous People (NCIP).
For example, interactions with indigenous people (IP) is an activity that
could be developed, however, there are no clear policies that are being
implemented on ensuring the safety of the IP and assuring its sustainability.
Tour operators are limited by lack of clear policies in creating packages with
the IP due to possible legal sanctions that may result from violations of IP
rights. This could be addressed by NCIP and DOT by training tour operators
to engage with IPs. Tour operators are also not well-trained to educate tourist
about heritage sites like the Tabon Cave or Plaza Cuartel. The DOT and
NCAA could collaborate to train tour operators on museology and archaeology to provide a more accurate context of the artefacts and sites.
The receptiveness of the tourists for cultural tourism was also gauged
through the type of souvenirs that they purchase. Tables 1 and 2 show that
tourists associate Palawan with the concept of exoticness which is oftentimes
encapsulated in the terms “tribal” and “ethnic.” Hence, the types of souvenirs
and designs that they purchase are reminiscent of what is perceived as culturally
relevant to the area. As much as the potential of cultural tourism can be gauged
through the craft industry, the primary challenge that poses threat to its
sustainability in the province could also be seen through this. The designs
and types of souvenirs that are being reproduced are incongruent to the
“real” cultural tradition of Palawan as most of it is derived from other products
that were successful in other destinations like the wooden masks, rain makers,
and dream catchers. This is a marker of the pervading threat to the sustainability of this industry as it displays the chronic issue of duplication of products,
and far worse, the duplication of inauthentic cultural products. The success of
street dance festivals like the Panagbenga and Sinulog is being duplicated by a
considerable number of cities and provinces. Palawan and its capital, Puerto
Princesa City, have taken part of this trend by launching various street dances
and festivals like the Baragatan and the Balayong Festival. Both festivals showcase culture-inspired dances and costumes which are similar to other themes of
street dances and festivals in the country. This is problematic as it provides
tourists with lesser options for activities and attractions that they could experience in the country. A greater issue that it poses is the division of the potential
market, in as much as, competing destinations offer similar attractions. For
Palawan to establish its relevance as a cultural tourism destination, it must
capitalize on its unique set of products such as its historical sites, pilgrimage
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sites, and indigenous communities. The same may be applied to the craft
industry. Since souvenir shops would often commission indigenous communities to reproduce articles of their culture like accessories, household furniture,
and fabrics, the former should encourage the production of articles that are
truly within the historical and cultural context of the community. This would
ensure authenticity and uniqueness of products that tourists most desire. In
turn, this would create a more cohesive cultural landscape for Palawan as
tourists would perceive the area as having their own brand of products—their
own cultural tags.
As previously discussed, the profile of tourists visiting the province include
that of well-educated, young professionals who primarily perceives Palawan as
an eco-tourism destination but also considers it as having interesting cultural
attractions and activities. They are motivated by adventure and entertainment.
The same was observed by Mcdonnel and Burton (2005) in Sydney as they
evaluated its cultural tourism status. They argued that since the bulk of tourists
are young professionals who have cultural tourism as a secondary motivation
for travel as Australia is known for hedonistic tourism that is characterized by
activities like surfing and other water sports, it is important to restructure and
repackage Australia’s cultural tourism capital. Their recommendations include:
joint ticketing between cultural attractions, co-packaging between cultural
attractions and non-cultural attractions, and package performances where
tourists are exposed to a version of “eatertainment.” A package where tourists
are entertained, in this case by performances of Indigenous People, while they
dine. These same recommendations could be applied in the Philippines especially in destinations like Palawan.
Another characteristic of the tourists visiting Palawan is that they are
influenced by the recommendations that they get from their families and
friends. Since their primary motive in visiting Palawan is to see the PPUR,
travel agencies play a crucial role in arranging their entrance to it. Family
activities that focus on a cultural attraction could further strengthen the
appeal of Palawan as a cultural tourism destination. Travel agencies could
create packages that would allow families to explore cultural attractions
together. This could also answer for the dilemma that the limit of guests
allowed in PPUR poses on them. They could redirect other guests to destinations like Tabon Cave. Since some tourists plan their own schedules while
already in Palawan, arrangements with hotel operators to stock brochures on
Palawan cultural tourism attractions would be another marketing strategy.
Conclusions
Three major themes pervaded in the results of the instruments. First,
Palawan has cultural tourism potential that is underdeveloped. Just like
any province in the country, Palawan has a rich historical and cultural
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M. C. P. ALEJANDRIA-GONZALEZ
capital that could be developed to cater to tourists. Its development is tied
to the construction of policies and programs that could enable the creation of tour packages that could be offered to tourists who are receptive to
the cultural products of the province. Second, the tourists visiting Palawan
are motivated by their desire to see and experience PPUR. Since this is the
primary product of the province, cultural tourism could be packaged as a
form of sideline tourism (Kelly & Dixon, 1991), in as much as, the
indigenous communities that inhabit the adjacent territories to the
PPUR could be integrated in the creation and implementation of programs and products relating to it. This would not only boost community
empowerment through community-based tourism which was already
observed in the impacts of firefly watching and Ugong Rock visits to
the host communities (Navarro, Sadia, Rufina, & Angoluan, 2010), but it
would also provide a richer context of the destination to the tourists who
are eager for the experience (Bendix 1989; Ballengee-Morris, 2002; Cassia,
1999; Cole, 2008; Desforges, 2001; Erisman, 1983; Geirnaert-Martin,
1989). Finally, the cultural products that are being produced in Palawan
are lacking authenticity and uniqueness that poses challenge to the development and sustainability of the industry. The need to mimic successful
cultural products of other areas becomes a threat to the cultural integrity
of the province, as it projects a form of cultural schizophrenia wherein
Palawan culture is depicted as a hodgepodge of American-Indian, Asian,
and African traditions. This needs to be addressed to ensure that Palawan
remains a cohesive cultural destination.
Given the parallelism between the results of this study to those of others
who reviewed the status of cultural tourism in other regions of the globe, it
appears that the framework of analysis that was promoted in this work has
general validity especially in areas where ecotourism supersedes cultural
tourism. In the case of the Philippines, which geography is consistently
similar throughout the region, this framework poses merit in application. It
must be noted that this work does not argue against the development of ecotourism, or any other form of tourism, in relation to cultural tourism as this
study presents frames of analysis on how to develop cultural products alongside other tourism products. With the growing demand for tourism products
in Palawan after the declaration of PPUR as one of the Seven Wonders of
Nature (Ahorro, Bassig, Doroyan, Gebone, & Santiago, 2009), cultural tourism is the most plausible alternative source.
Recommendations
Having the foregoing discussion as bases, the following are the proposed
action plans of this research to improve the status of cultural tourism in the
Philippines.
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Development of themes
The concept of unique brands is significant in drawing in both local and
international tourists who are interested in experiencing other cultures. Since
both types of tourists are participants in an ‘experience economy,” the
demand to produce distinct experiences must be met by tourism operators
and agents. As such, provinces must create a unique brand for themselves
which would entail the creation of tourism activities and products and the
development of tourism attractions that are distinguishably different from
other destinations. To successfully accomplish this, key local representatives
(both indigenous and local residents) must be engaged in the planning and
implementation stages. With this, the goal of creating “authentic” cultural
products will be met and its sustainability will be assured. This diversification
of products would also address the need to make tourists stay longer in a
destination, which is an identified goal of the DOT for 2016.
Development of infrastructures
To efficiently attract tourists to visit cultural destinations that are often
located in less developed areas, there is the pressing need to develop the
existing infrastructures that facilitate the enjoyment and use of these attractions. Apart from roads and bridges, ports need to be made available to
incoming tourists. The means for transportation must also be standardized
so as to ensure that there will be a constant supply of vehicles.
Development of facilitating products
Since cultural tourism attractions are usually found in less developed areas,
the lack of accommodations and amenities pose a threat to the influx of
cultural tourists. Home-stay programs could be created in areas where
investors are lacking. The DOT and other related agencies could train local
homeowners the details of providing accommodation for tourists. This would
strengthen the link of communities to the tourism value chain that is mostly
dominated by multinational tour and travel operators.
Development of marketing strategies
Local offices of DOT must create marketing plans that target a greater audience.
Cultural tourism is a niche market. For it to appeal to a broader market, it must
be incorporated with the other forms of tourism, such as ecotourism. As tourists
become more independent in planning and researching about their trips, a more
personalized approach is needed. Internet promotions, especially through social
media, are feasible alternatives. In the report released by DOT, the international
market that the country could tap for cultural tourism includes Japan (50%),
China (75%), Canada (75%), Australia (75%), Malaysia (50%), India (50%),
Hong Kong (50%), and the UK (75%). Marketing strategies targeting these
countries should be made highlighting the diversity and authenticity of cultural
18
M. C. P. ALEJANDRIA-GONZALEZ
products in the country. These action plans are to be accomplished within the
framework of two systemic action plans, as follows.
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Policy restructuring
Some of the policies that the DOT, NCIP and the NCCA implement are not
parallel as their systems of rules and regulations were fostered using varying
paradigms. This is to say that the goal of DOT to create cultural products for
tourists may contradict with the precepts on cultural preservation and protection that NCIP and NCCA have. To improve the status of cultural tourism in
the country, there is a need to review the existing policies on community visits,
indigenous people interaction, and such other activities that are related to this
sector. Interconnections between local government units and the provincial
DOT, NCIP, and NCCA must be strengthened to enable a consolidated
planning and implementation of development strategies for cultural tourism.
Increased budgetary allocation
The proposals that are laid out require an increase in the fiscal allotment that the
government provides this sector. Although there is the expected increase in
budget allocation for the development of the tourism industry of the country, the
allocated budget for developing cultural tourism products is often the least as the
bulk goes to other sectors like the maintenance and conservation of ecotourism
attractions, construction of tourism-related infrastructures, and the like.
Notes
1. An altered name to keep the privacy of the informant
2. Tabon Cave is historically significant for being the location where the fossils and
artifacts of one of the earliest humans in the Philippines were found.
3. St. Ezekiel Moreno is a venerated saint in the Roman Catholic Religion who served as a
military chaplain at Iwahig Penal Colony in Puerto Princesa City.
4. Bataks are indigenous people living in Puerto Princesa. They are known for their
hunting and gathering tradition.
Funding
Funding for this paper was provided by Enderun Colleges, Inc.
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