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Tourism in the Philippines

eBook - Communities, Hosts and Guests, Perspectives on Asian Tourism

Erschienen am 06.10.2022, Auflage: 1/2022
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ISBN/EAN: 9789811940132
Sprache: Englisch
Umfang: 0 S., 8.52 MB
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Beschreibung

This edited volume serves as the second instalment of a two-part title that aims to provide an academic exploration of the contemporary issues and perspectives on tourism in the Philippines. With a strong geographical focus, and drawn from a range of inter/multidisciplinary approaches, this book aims to provide a timely and critical investigation of issues surrounding Philippine host communities, Filipino travellers, and foreign tourists to the country. This book will serve as a platform to engage with mostly Filipino scholars allowing them to present their voices and perspectives on a range of local tourism issues, in support of cultivating a culture of research in the Philippine academia. 
This book is one of the first country-focused volumes under the series, Perspectives on Asian Tourism. This book is composed of contributions drawn from the works of Filipino academics based in the Philippines and overseas institutions researching tourism issues in the Philippines. This book's contributions are drawn from a diverse set of disciplines including, but not limited to sociology, anthropology, mass communications, feminist and gender studies, cultural studies, history, and tourism and hospitality studies.
Comprising chapters based on conceptual and empirical research, this edited book is divided into four parts: first, an introduction to tourism and the Filipino culture and society; second, case studies on the dynamics and impacts of tourism in local communities; third, an investigation of tourists gaze and experiences of Philippine destinations; and fourth, Filipino researchers reflexive gaze upon events, festivals, and culinary heritage in a tourism context. This book provides a collection of previously unexplored facets of Philippine tourism, Filipina tourists, and host communities, and could become an essential reading for undergraduate and postgraduate students, researchers, educators and policy-makers in tourism.

Autorenportrait

Dr. Richard S. Aquino is a Lecturer of Tourism and Marketing at the UC Business School, University of Canterbury in Christchurch, New Zealand. He holds a Doctor of Philosophy from the Auckland University of Technology in New Zealand, where he also obtained his masters degree in international tourism management, and a Bachelor of Science in Tourism from the University of Santo Tomas in Manila, Philippines. His doctoral research focused on how the adoption of social entrepreneurship through tourism changes host communities in the Philippines. His other research interests include sustainable tourism planning and development, geotourism, tourist behaviour, and recently, the decolonization of tourism knowledge production. Currently, he serves as the research notes editor of Tourism in Marine Environments and an editor of the Austrian Journal of South-East Asian Studies. Apart from academic work, he has been actively involved in tourism planning consultancy projects in the Philippines and New Zealand.
Dr. Brooke A. Porter works in knowledge management as an instructional designer with international aid agencies. Brooke holds a Doctor of Philosophy from the Auckland University of Technology in New Zealand, a masters in education from Chaminade University in Honolulu, Hawaii, and a bachelor of science in marine biology from the Florida Institute of Technology in Melbourne, Florida. Some of her current work investigates tourism as a development and conservation strategy as well as the role of gender. Her doctoral research explored marine tourism as a supplemental livelihood for fisheries-based communities in the Philippines. Brooke also serves as an Honorary Research Fellow at Auckland University of Technology in New Zealand, and as scientific adviser to The Coral Triangle Conservancy, an NGO in the Philippines.

Inhalt

ForewordBy Joan Henderson, Nanyang Technological University, Singapore
Part I. Introduction
Chapter 1. Tourism and the Filipino Culture and SocietyBy Richard S. Aquino, Auckland University of Technology, New Zealand; and Brooke A. Porter,Umbra Institute, Perugia, ItalyThis introductory chapter presents an overview of tourism in the contemporary Filipino cultureand society. Specifically, this chapter situates the role of tourism in host communities in andtravellers from the Philippines. This chapter also provides the importance of culture in packagingexperiences and the countrys image for guests and tourists to the Philippines. The chapter endsby outlining the parts and content of the book.
Part II. Tourism in Philippine CommunitiesChapter 2. Performance Assessment of Barangay Nagacadan as a Community-Based TouristDestination (Kiangan, Ifugao Province)By Charmaine M. Almonidovar, Philippine State College of Aeronautics, Pasay City, PhilippinesCommunity involvement is important in inclusive and sustainable tourism development. Thisstudy appraises the performance of the community-based tourism (CBT) initiatives in BarangayNagacadan located in Kiangan, Ifugao Province. This CBT destination features an open air museumacknowledged by UNESCO as a Globally Important Agricultural Heritage Systems heritage site. Theassessment is based on the degree to which the project meets the quality requirements specifiedin the Association of Southeast Asian Nations (ASEAN) CBT standards checklist. Fieldwork wasundertaken following a triangulation approach of documentary analysis, focused group discussionand a survey with 33 CBT stakeholders. Results suggest that the CBT project has fully compliedwith all the fundamental criteria of ASEAN CBT Standards. Yet various concerns are present whichinvolve current tourist services, inaccessibility, insufficient facilities and lack of utilities, andunequal sharing of benefits among stakeholders which could have affected the development ofBarangay Nagacadan as a CBT destination. Thus, it was recommended to have a collaborativeeffort amongst stakeholder to take the necessary actions to improve the quality of their CBToperations. This chapter provides a benchmark for, and encourages, other locations in thePhilippines and ASEAN countries that have the potential to become CBT destinations.
Chapter 3. Stoked in the Sea: Understanding Stakeholder Perceptions of SurfingBy Raymund B. Habaradas and Jonna C. Baquillas, De La Salle University, Manila, PhilippinesSurfing is becoming a popular water activity in the Philippine archipelago. Surfing tourism hasbeen viewed as an important source of earnings and employment by communities, which has thepotential to create sustainable livelihoods. This study explores the perceptions and perspectivesof multi-stakeholder groups in Liwliwa, a surfing destination community in Zambales province.Involving business owners, surfing instructors, tourists, residents, and the local government unit,this study investigates how these stakeholder groups perceive the development of the communityinto a surfing destination, and the associated environmental, social, and economic impacts ofsurfing tourism. Semi-structured interviews will be conducted, and thematic analysis will beutilised in processing the data. With the results of this study, this chapter aims to understand thedynamics of tourism development in a surfing community, and identify environmental, social, andeconomic impacts that may be crucial to tourism planning and development of surfing tourism inthe Philippines.
Chapter 4. Strolling Between Shanties: The Case of Smokey Tours Slum TourismBy Jonna C. Baquillas and Brian C. Gozun, De La Salle University, Manila, PhilippinesVisiting slums is a distinct niche of tourism that emerged in the tourism literature in the last threedecades. In the Philippine capital city of Manila, Smokey Tours started offering slum tours in 2011in form of a photo tour in the Smokey Mountain area. The proceeds of the tour were given backto the community, and the organisation aims to inspire people from all walks of life to becomeagents of positive change through exposure in urban realities. This chapter seeks to understandhow relevant stakeholder groups perceive slum tourism as a tool for poverty alleviation. Theperceived benefits, issues and challenges of slum tourism, from the perspectives of the slumdwellers, tour organisers, and the tourists, will be examined. Qualitative research methodologyusing a single case study approach will be performed. Semi-structured interviews will beconducted to understand the underlying themes prevailing in this case. The findings will seek tofacilitate a discussion on how slum tourism can potentially be a tool to alleviate poverty in slumareas, and also contribute to recent slum tourism debate especially on ethical concerns. Giventhat slums are prevalent in other Philippine and Asian cities, the findings and discussionspresented in this chapter can potentially advance the understanding of slum tourism and itsimpacts.
Chapter 5. Re-Creating Slum Tourism in Tondo, Manila: Perspectives of the Local ResidentsBy Luzviminda O. Tugade, Polytechnic University of the Philippines, Manila, PhilippinesBuilding on the previous chapter, this chapter analyses the development and critical challengesaround slum tourism in the areas of Tondo, Manila; and aims to argue a case for re-creating slumtourism by building upon potentials for creative tourism. The chapter will cover the ensuing topicsinto three sections. First, a brief background is given on international scholarship and debatesabout slum tourism. Second, attention turns to tourism as one component in the changingeconomic and social nature of Tondo. Finally, the third section presents an indication ofcreativity in township spaces and then outlines several research issues that merit further inquiryto set the connection between slum tourism and creative tourism. Available literature on urbanslums emphasises their physical and social problems rather than the income trajectories ofresidents and how these can be improved. The chapter discusses the potential around boostingeconomic opportunities and representations of slum residents through the endorsement of creative forms of tourism. The chapter suggests focusing on creative forms of culture that arecrucial for opening potential economic opportunities and pathways out of poverty for personsliving in slums via the diversification of current slum tourism offerings.
Chapter 6. Residents Perceptions of Tourism in a Pilgrimage Destination in the PhilippinesBy Anne Marie F. Bagadion, Ateneo de Naga University, Naga City, Philippines; and Robert CharlesG. Capistrano, Arizona State University, USAThis study aims to understand the residents perceptions of tourism in a fast-rising pilgrimage andreligious event destination in the Philippines. Located in Naga City, Camarines Sur in Bicol region,the week-long festivity of Our Lady of Peñafrancia is witnessed by millions of Marian devoteeswho pay tribute every month of September. Through the lens of social exchange theory, this studywill address the following questions: (1) what are residents perceptions and disposition on thepresent level of tourism growth; (2) what are impacts of pilgrimage tourism in the area; and (3)how does the community manage tourism in a pilgrimage area? On the one hand, positiveimpacts of tourism include residential development, employment generation, infrastructure,popularity of the destination, community pride, and growth of health providers and services. Onthe other hand, negative impacts include issues related to public transportation and congestion,changing values and culture of the residents, and the potential environmental impacts of over-development. This chapter suggests future studies that examine other religious events whereinteractions of residents and tourists are occurring.
Part III. Travellers and Tourists PerspectivesChapter 7. The Travelling Filipina in Periodicals (1898-1938)By Katherine G. Lacson, Ateneo de Manila University, Quezon City, Philippines; and Brian C. Gozun,De La Salle University, Manila, PhilippinesIn a world where half of the population are women, it is ironic that this segment has remainedinvisible in the pages of its past. Womens history has always been submerged in personalexperiences hidden in domestic private spaces. Since her life is hidden, the reconstruction of herstory remains challenging due to the poverty of sources that documented her activities. This bookchapter explores the details in the life of the Filipina traveller and her various images during theAmerican imperialist regime in the Philippines. There has yet to be any research to encapsulatethe story of the Filipina woman as she discovered the different parts of her country and the placesoutside of it. This will be done by utilising periodicals extant during this time. The articles,illustrations, and photos in the periodicals would provide a better perspective on the details of theFilipina as traveller and the images that were formed. With the huge impact of tourism on acountrys economy, it is understandable that many studies related to the topic usually tacklespresent issues and developments, with tourism history literally being left as a footnote. Thischapter would be able to contribute to two topics that have been left by the wayside tourismhistory and women history, which would add to the richness of knowledge created under theumbrella of Philippine tourism.
Chapter 8. The Solo Filipina TravellerBy Francesca Lacson and Heike Schänzel, Auckland University of Technology, Auckland, NewZealandComplementing the focus of Chapter 7, this chapter aims to understand the modern Filipinatravellers motivation and how their solo journeys help in constructing their cultural and personalidentities. Female travellers play a dominant role in the tourism industry. In recent years, thismarket has held a strong presence in solo travel, where they represent two thirds of its market.Yet little is known about Filipina travellers perspectives. Using qualitative netnography method,the researchers investigate the solo journeys of nine Filipina semi-professional travel bloggers.The data was collected from the articles posted on the travel blogs, which has been known forproviding researchers key insights towards tourist experiences because of its unbiased andunprompted nature. Thematic analysis was used in finding their motivations, constraints andbenefits and how they all linked to the construction of the Filipinas identity. This chapter willbring more insights towards the Southeast Asian tourist that is a potential growing market,specifically on Filipina travellers where there is an absence of research.
Chapter 9. Once Upon a Time in History: Tourist Perceptions of Dark Tourism in the PhilippinesBy Jonna C. Baquillas and Brian C. Gozun, De La Salle University, Manila, PhilippinesBeing a nation that was colonised through different periods of time, the Philippines has popularwar sites, which include Corregidor Island (Cavite), Intramuros (Manila), Fort Santiago (Manila),Rizal Park (Manila), Leyte Landing Monument (Leyte), and Fort San Pedro (Cebu). Some of thesefeature gruesome war stories, aided by visual materials and war artefacts in situ. This chapterpresents how dark tourism is portrayed in social media and how it impacts demand for suchactivities. Unobtrusive internet research (i.e. netnography) will be utilised to gather data fromlocal and international travel bloggers. A qualitative analysis of the individual experiences of darktourists that have visited and wrote about the selected war sites in the Philippines will beperformed. Specifically, narrative inquiry will be used as the basis for analysing the blog postscontent. Dark tourism is a growing niche in the tourism arena. Understanding the motivations inpatronising such tourism attractions can help develop effective strategies to manage and marketthese sites better.
Chapter 10. The KULAS Travelogues: A Deconstruction of Foreign Vloggers Depiction ofMindanao as a Travel DestinationBy Lynnie Ann P. Deocampo, Mindanao State University-Iligan Institute of Technology, Iligan City,PhilippinesThe Tourism Promotion Board has recently chosen Kyle Jennermann, a Canadian vlogger popularlyknown by his followers by a Filipino name, Kulas, as its newest tourism ambassador. Kulas hasimmersed himself in the Filipino culture by living in and going around the archipelago, especiallyin the less trodden and least known places (and people) of the second largest island of thePhilippines, Mindanao. This chapter will examine how this chronicling by a foreign vlogger hasafforded his viewers pictures of Mindanao as a travel destination. Using semiotic lenses andnarrative analysis, the chapter will examine the plot, structure and language used in the 10selected Mindanao vlogs by Kulas with the most number of views. This chapter will show howforeign (and non-local) vloggers communicate their Mindanao experience to both their global andlocal viewers, what conversations ensue from these in the comment section, and what image ofMindanao is conveyed through these narratives. This exploration of narratives of localisedtravelogues of less promoted places in the Philippines may offer fresher perspectives for bothmarketing and destination branding.
Chapter 11. Its More than Fun in the Philippines! A Grounded Theory Exploration of TouristEudaimonic Experience in the PhilippinesBy Wangoo Lee, University of the Philippines Diliman, Quezon City, PhilippinesHappiness has often been regarded as an important goal throughout human history: tourism hasalso adopted this goal, although significant attention has just been made in recent years. ThePhilippines is widely described as happy destination, given its tourism slogan, Its More Fun in thePhilippines! Yet tourists eudaimonic experiences of Philippine destinations has not been exploredin the erstwhile tourism studies. This study aims to explore the existence of eudaimonicexperiences of tourists to Philippine destinations and to reveal the substantive theories on theirtourist experiences through the lens of Filipino values and culture. Grounded theory method isselected to conduct the study. The data will be collected by interviewing inbound tourists in thePhilippines. This chapter is expected to generate empirical evidence that tourists in the Philippinesexperience not only hedonic happiness but also eudaimonic happiness. Furthermore, severalcultural concepts will be suggested as the key factors or elements of their happiness experiences,which ultimately help in developing a substantive theory that could explain the process ofexperiencing tourist eudaimonic happiness from Philippine tourism. This chapter will add newknowledge by revealing the unexplored area of tourist happiness in the Philippines.
Part IV. Events and Festivals: Centring Filipino Culture and SpiritualityChapter 12. Postcolonial Appeal of Philippine FestivalsBy Peter Jerome B. Del Rosario, University of the Philippines Los Baños, Laguna, PhilippinesIn the Philippines, festivals have become no more than tourist spectacles rather than tools fornation-building, partly due to local and national policies that encourage tourism. This study aimsto explore the use of postcolonial analysis on Philippine festivals. It focuses on five carabaofestivals in the Philippines which were selected because carabaos have deep social relations withthe Filipinos since time immemorial. Ethnographic photography, key informant interviews, andrecord review were conducted in the five study sites. Postcolonial analysis through historicalallusion, metaphorical analysis, and hermeneutics were done to draw out Filipinos culturalpractices that were reflected in its current holding and relive those that were not practicedanymore. Findings reveal that the Filipinos pagbabatuk (tattooing) culture, their regard to theirnative anitos (gods) and patron saints, their reliance to the carabaos as a farm animal andcompanion, and their resistance against the colonial government during the Hispanic period couldbe drawn out from the festivals holding and history. These findings challenge local governmentunits to evaluate the creation and delivery of their respective festivals, and possibly move to moreculture-based, people-centred, and participatory implementing mechanisms. Finally, this chaptershows that festivals could be strategically used in communicating Filipino culture and identities.
Chapter 13. Reclaiming Culture: Innovating Traditional Religious Performance for Tourism in thePhilippinesBy Carl Milos R. Bulilan, Colleen Gayle Coquilla, Zessa Mae Paredes and Ma. Theresa Jabines, HolyName University, Tagbilaran City, PhilippinesCulture has become part of tourism products and attractions. Local people actively showcase theirarts and creative performances to visitors. In the process, tourism activities result in culturechange. Although scholars have examined the active role of the local people in the production oftraditional performances for tourism purposes, the process of reclaiming the right of localcommunities to reshape their own culture has been given less attention. This study examines howa local community innovates its traditional performance for both religious and tourism purposes,using ethnographic case study approach on a local religious festival in the island of Bohol. Thecase study illustrates how a local community recreates its traditional religious performance tobecome a tourist attraction without losing its devotional value. This chapter seeks to challengeexisting perspectives in the debate regarding the impacts of tourism on local cultures. Thischapter argues that cultural performances are the property of the local community. Overall, thischapter contributes to the fundamental knowledge on the relationship between communities,culture, and tourism.
Part V. ConclusionChapter 14. Looking Forward: Tourism Growth in a Filipino ContextBy Richard S. Aquino, Auckland University of Technology, New Zealand; and Brooke A. Porter,Umbra Institute, Perugia, ItalyThis chapter will revisit the contributions from each chapter in this volume. Emphasising adecolonial framework (see Aquino, 2019), the editors aim to explore the individual issuesdiscussed through the process of thematic analysis. The emergent themes will serve to provide acontext for future research in the Philippine and in the broader South-East Asian context. Thischapter will conclude by providing recommendations for future tourism growth in the Philippinesto ensure a sustainable and authentic future for tourism in the Philippines.

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