PRINCIPLES OF PRINCIPLES OF TOURISMTOURISM

TOURISMTOURISM Definition: activities of persons travelling to Definition: activities of persons travelling to

and staying in places outside their usual and staying in places outside their usual environment for not more than one environment for not more than one consecutive year for leisure, business, and consecutive year for leisure, business, and other purposes.other purposes.

The processes, activities, and outcomes The processes, activities, and outcomes arising from the relationships and the arising from the relationships and the interactions among tourists, tourism suppliers, interactions among tourists, tourism suppliers, host governments, host communities, and host governments, host communities, and surrounding environments that are involved in surrounding environments that are involved in attracting and hosting of visitors.attracting and hosting of visitors.

World Tourism Organization (WTO) World Tourism Organization (WTO) DefinitionsDefinitions

International TourismInternational Tourism Inbound Tourism: Visit to a country by non-Inbound Tourism: Visit to a country by non-

residentsresidents Outbound Tourism: Visits of residents of a Outbound Tourism: Visits of residents of a

country to another countrycountry to another country Domestic tourism: visits by residents of a Domestic tourism: visits by residents of a

country to their own countrycountry to their own country Internal tourism: Visits by residents and Internal tourism: Visits by residents and

residents of the country of reference residents of the country of reference (Inbound tourism plus domestic tourism)(Inbound tourism plus domestic tourism)

National tourism: Internal tourism plus National tourism: Internal tourism plus outbound tourism outbound tourism

WTO DefinitionsWTO DefinitionsTraveller – any person on a trip Traveller – any person on a trip

between two or more countries or between two or more countries or between two or more localities within between two or more localities within his/her country of usual residencehis/her country of usual residence

Same-day visitors (excursionists) – Same-day visitors (excursionists) – visitors who do not spend the night in visitors who do not spend the night in a collective or private a collective or private accommodation in the country visitedaccommodation in the country visited

Tourists – visitors who stay in the Tourists – visitors who stay in the country desired for at least one nightcountry desired for at least one night

COMPONENTS OF TOURISM & COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT

1. The Tourist – it is important to know 1. The Tourist – it is important to know their travel motivations and factors their travel motivations and factors that influence their choice of that influence their choice of destination and activitiesdestination and activities

2. Natural Resource and Environment – 2. Natural Resource and Environment – composed of:composed of:Physiography – nature & appearance of Physiography – nature & appearance of

landscapelandscapeClimate – kind of weather of a place over Climate – kind of weather of a place over

a perioda periodPeople – residents and concurrent visitorsPeople – residents and concurrent visitors

3. Built Environment – that created by 3. Built Environment – that created by humans. Includes:humans. Includes: a) Infrastructure – put in place to meet a) Infrastructure – put in place to meet

needs of local residents (Roads, needs of local residents (Roads, telecommunications)telecommunications)

b) Superstructure – facilities that have been b) Superstructure – facilities that have been developed to respond to the demands of developed to respond to the demands of visitors (Theme Parks)visitors (Theme Parks)

c) Technologyc) Technology d) Information d) Information e) Governance e) Governance

COMPONENTS OF TOURISM & COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT

OPERATING SECTORSOPERATING SECTORS

COMPONENTS OF TOURISM & COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT

4. Operating Sectors – represent what many 4. Operating Sectors – represent what many of the general public perceive as “tourism.” of the general public perceive as “tourism.” Includes the following:Includes the following:a) Transportationa) Transportationb) Accommodationb) Accommodationc) Food servicesc) Food servicesd) Attractionsd) Attractionse) Eventse) Eventsf) Adventure and outdoor recreationf) Adventure and outdoor recreation

g) Entertainmentg) Entertainment h) Travel Trade sector and tourism servicesh) Travel Trade sector and tourism services

5. Spirit of Hospitality – the challenge facing 5. Spirit of Hospitality – the challenge facing destinations is to deliver their experiences in destinations is to deliver their experiences in a way that enables the visitors to believe that a way that enables the visitors to believe that they are welcome and that they are truly they are welcome and that they are truly guestsguests

6. Planning, Development, Promotion & Catalyst 6. Planning, Development, Promotion & Catalyst Organizations – composed of the visionaries, Organizations – composed of the visionaries, policy makers, strategic planners, and policy makers, strategic planners, and individuals and groups who make the right individuals and groups who make the right things happen led by the destination things happen led by the destination management organizationmanagement organization

COMPONENTS OF TOURISM & COMPONENTS OF TOURISM & TOURISM MANAGEMENTTOURISM MANAGEMENT

Destination marketing Destination marketing organizations: DMOsorganizations: DMOs

as the travel industry calls as the travel industry calls them, arethem, are organizations whose organizations whose purpose is to promote and purpose is to promote and facilitate travel to and within facilitate travel to and within their districts, cities, regions, their districts, cities, regions, states/provinces, nations or states/provinces, nations or even even continents.continents.

The Tourism ProductThe Tourism ProductNot a single tangible thing but an amalgam Not a single tangible thing but an amalgam

or combination of the ff:or combination of the ff:a) Intangible elements - Image, hospitality, a) Intangible elements - Image, hospitality,

courtesy, friendliness, helpfulness, ambiance, courtesy, friendliness, helpfulness, ambiance, security, etc.security, etc.

b) Tangible elements – the natural environment, b) Tangible elements – the natural environment, hotels, restaurants, resorts, food, support hotels, restaurants, resorts, food, support facilities like airports, aircraft, roads, food, facilities like airports, aircraft, roads, food, destination, festivals, etc. destination, festivals, etc.

Thus, enhancing and preserving the tourism Thus, enhancing and preserving the tourism product is everybody’s concern, from the product is everybody’s concern, from the driver to the market vendor to the tour guide driver to the market vendor to the tour guide to the resort owner up to the Presidentto the resort owner up to the President

The 4 Different Perspectives of TourismThe 4 Different Perspectives of TourismAccording to StakeholdersAccording to Stakeholders

To the tourist – the nature of the tourist’s To the tourist – the nature of the tourist’s psychic & physical experiences and psychic & physical experiences and satisfactions will determine choice of satisfactions will determine choice of destination and activitiesdestination and activities

To tourism suppliers (those that provide To tourism suppliers (those that provide tourist goods and services) – concerned with tourist goods and services) – concerned with revenue generation and customer revenue generation and customer satisfactionsatisfaction

To the government – plays an important To the government – plays an important factor in tourism policy, development, factor in tourism policy, development, promotion, and implementation. Concerned promotion, and implementation. Concerned with generation of income, foreign exchangewith generation of income, foreign exchange

To host community - local people see To host community - local people see tourism as a cultural and employment factortourism as a cultural and employment factor

GENERAL ROLES OF PARTNERSGENERAL ROLES OF PARTNERS

National Tourism Organization – DOTNational Tourism Organization – DOTFormulation of policies & guidelinesFormulation of policies & guidelinesNational planning & development of National planning & development of

tourist destinations and activitiestourist destinations and activitiesPromotion of the Philippines locally & Promotion of the Philippines locally &

internationallyinternationallyLocal Government Units & Local Government Units &

CommunitiesCommunitiesGet their destination ready to host touristsGet their destination ready to host touristsRegulate tourism-related businessesRegulate tourism-related businessesPromote the province, city, townPromote the province, city, town

GENERAL ROLES OF PARTNERSGENERAL ROLES OF PARTNERS

Other National Government AgenciesOther National Government AgenciesRegulate and develop attractions, Regulate and develop attractions,

support infrastructure, and services support infrastructure, and services required for tourism developmentrequired for tourism development

Private Sector/Operating SectorsPrivate Sector/Operating SectorsPlan and develop tour products & Plan and develop tour products &

servicesservicesPromote & sell toursPromote & sell tours

TYPES OF TOURISTSTYPES OF TOURISTSI. Plog’s ModelI. Plog’s ModelA. Allocentric – outgoing, confident, A. Allocentric – outgoing, confident,

adventurous & willing to experiment and adventurous & willing to experiment and explore; ex: backpackers, mountaineersexplore; ex: backpackers, mountaineers

B. Psychocentric – conservative, prefer B. Psychocentric – conservative, prefer familiar, highly secure surroundings, non-risk familiar, highly secure surroundings, non-risk takers; takers;

Example: local travelers who go only to Example: local travelers who go only to Baguio during summer every yearBaguio during summer every year

C. Midcentric – not too adventurous yet not too C. Midcentric – not too adventurous yet not too conservative in their choice of destinations. conservative in their choice of destinations. Most tourists belong to this category; ex: Most tourists belong to this category; ex: travelers to Puerto Galeratravelers to Puerto Galera

II. Cohen’s ModelII. Cohen’s Model Organized Mass Tourist – goes on packaged Organized Mass Tourist – goes on packaged

tours, prefers the familiar environmenttours, prefers the familiar environment Individual Mass Tourist – Major arrangements Individual Mass Tourist – Major arrangements

made through a travel agent although tourist made through a travel agent although tourist has some control over his itinerary and time has some control over his itinerary and time allocationsallocations

Explorer – usually plans his own trip, avoids Explorer – usually plans his own trip, avoids developed tourist attractions, mixes with developed tourist attractions, mixes with locals but still protected by environmental locals but still protected by environmental bubblebubble

Drifter – plans his own trip, avoids tourist Drifter – plans his own trip, avoids tourist attractions and lives with the locals, attractions and lives with the locals, immerses in the host culture, partakes of the immerses in the host culture, partakes of the local food, lives in the local shelter and local food, lives in the local shelter and observes local habits and lifestyleobserves local habits and lifestyle

TYPES OF TOURISTSTYPES OF TOURISTS

Pleasure/Vacation – people travel to enjoy, Pleasure/Vacation – people travel to enjoy, relax, and have funrelax, and have fun

Visit Friends or Relatives (VFR) - Aim is Visit Friends or Relatives (VFR) - Aim is bonding (which means to strengthen personal bonding (which means to strengthen personal ties) or meet new friendsties) or meet new friends

Business and Professional Reasons including Business and Professional Reasons including conventions – people under this category conventions – people under this category usually attend to their primary work objective usually attend to their primary work objective first before undertaking their secondary first before undertaking their secondary objective of holidayobjective of holiday

Health/Treatment – includes traditional health Health/Treatment – includes traditional health relaxation and rejuvenation (such as spa, relaxation and rejuvenation (such as spa, massage) and medical tourism massage) and medical tourism

Religion or Pilgrimage – includes pilgrimage to Religion or Pilgrimage – includes pilgrimage to Mecca by Muslims and visits to holy shrines Mecca by Muslims and visits to holy shrines like Jerusalem, Lourdes, and Fatimalike Jerusalem, Lourdes, and Fatima

PURPOSE OF TRAVELPURPOSE OF TRAVEL

TRAVEL MOTIVATIONTRAVEL MOTIVATIONMotivation – an internal factor that Motivation – an internal factor that

arouses, directs and integrates a arouses, directs and integrates a person’s behavior. It is the reason person’s behavior. It is the reason behind what people do. It deals with behind what people do. It deals with the innate need of a person to go to the innate need of a person to go to a placea place

The most common model is Abraham The most common model is Abraham Maslow’s Theory of MotivationMaslow’s Theory of Motivation

MODELS/THEORIES ON TRAVEL MOTIVATIONMODELS/THEORIES ON TRAVEL MOTIVATION

A. Push-Pull Theory/ModelA. Push-Pull Theory/Model Push Factors – socio-psychological or personal Push Factors – socio-psychological or personal

motives. Involves anomie (man’s need for love motives. Involves anomie (man’s need for love and affection), ego enhancement, increased and affection), ego enhancement, increased wealth wealth

Pull factors – motives aroused by the Pull factors – motives aroused by the destination such as white sand, beachdestination such as white sand, beach

B. Wanderlust-Sunlust TheoryB. Wanderlust-Sunlust Theory Wanderlust – motives that cause individuals to Wanderlust – motives that cause individuals to

want to experience different existing cultures want to experience different existing cultures and places or historically significant areasand places or historically significant areas

Sunlust – the desire to experience different or Sunlust – the desire to experience different or better facilities outside one’s place of better facilities outside one’s place of residenceresidence

Tourism Infrastructureand Enterprise

Zone Authority

SECRETARY

Tourism Regulation, Coordination and

Resource Generation

Tourism Promotions

Board

Duty Free Philippines

Corporation

Philippine Retirement Authority

National Parks Development

Committee

Intramuros Administration

Philippine Commission on

Sports Scuba Diving

Nayong Pilipino

Foundation

DOT and Attached AgenciesDOT and Attached Agencies(RA 9593)(RA 9593)

Tourism Development Planning

Administration

Tourism Coordinating Council

Economic Development Cluster

NATIONAL TOURISM DEVELOPMENT PLANNATIONAL TOURISM DEVELOPMENT PLAN2011 - 20162011 - 2016

GOAL VISION

Develop and promote an environmentally and socially responsible tourism that delivers more widely distributed income and employment opportunities

To make the Philippines

a “must experience” destination in Asia

3 MAIN PRINCIPLES OF HOW TOURISM HAS TO BE PERCEIVED IN

THE PHILIPPINES IN 2016

•Authenticity•Refers to Filipino lifestyle and people’s hospitality besides its unspoiled nature

•Uniqueness•Refers to the Philippines natural and cultural variety

•Competitiveness•Measured in comparison with its main competitors

STRATEGIC DIRECTIONS TO BECOME THE MUST-EXPERIENCE DESTINATION IN ASIA

1. Improving market access and connectivity

2. Developing competitive destinations and products

3. Improving governance and tourism workforce

TOURISM PRODUCT TOURISM PRODUCT PORTFOLIOPORTFOLIO

Nature based Tourism

Cultural Tourism

Sun and Beach Tourism

Cruise Tourism

Shopping, Leisure and

EntertainmentMICE Health and

WellnessNautical Tourism

CLUSTER APPROACHCLUSTER APPROACH

Tourism SiteTourism Site

Tourism ClusterTourism Cluster

Gateway Gateway

Tourism Tourism DevelopmentDevelopmentArea Area

21 Inclusive 21 Inclusive Tourism Tourism DestinationDestinationClustersClusters

10 Gateway ClusterDestinations

Laoag-Vigan

Central Luzon

Metro Manila and CALABARZON Bico

l

Palawan

WesternVisayas

CentralVisayas

Zamboanga Peninsula

Northern Mindanao

Davao

CENTRAL VISAYAS TOURISM CLUSTERCENTRAL VISAYAS TOURISM CLUSTER

Central VisayasCentral VisayasTourism ClusterTourism Cluster

Mactan - Cebu International Airport

Tourism Development Areas

TDA 1: Northern Cebu- Bantayan- MalapascuaTDA 2: Metro Cebu- Mactan-Olango IslandTDA 3: Southern CebuTDA 4: Negros Oriental- Dumaguete-SiquijorTDA 5: Tagbilaran-Panglao Island

Theme

MICE, Business, resort, history, events, sightseeing, entertainment, shopping, ecotourism

• Market Access and Connectivity Cebu terminal expansion and runway

improvement Gateway marketing program (e.g. World

Routes) Seamless connection from Mactan Airport to

tourism development areas Tourism roads with DPWH and DBM in

national budgetP2.86 billion for 24 projects for 2012

Tagbilaran terminal expansion Need for a Bohol gateway

• Destination and Product Development Tourism Enterprise Zones in Cebu and

Panglao Improvement to 17 heritage sites (Php 500

Million) Linking communities to tourism supply chain 7,000 rooms needed (2011-2016) 5,000 rooms planned or under construction

(2011-2016)

• Development Impact 2010: 287,500 jobs 2016: 233,000 additional jobs

STRATEGIC DIRECTIONS AND ACTIONSSTRATEGIC DIRECTIONS AND ACTIONS

PROSPECTS IN TOURISM PROSPECTS IN TOURISM TRANSPORTATIONTRANSPORTATIONAdditional investments in transportation

infrastructure required to support sustainable growth:• Connectivity to destinations

and main international and domestic markets

• Destination and tourist site infrastructure

• Linkages to surrounding communities

• Operations and maintenance of tourism infrastructure

AIRPORTS FOR PPPAIRPORTS FOR PPP

New Bohol International Airport

Puerto Princesa Airport Development

STRATEGIC DIRECTIONS AND ACTIONSSTRATEGIC DIRECTIONS AND ACTIONS

Department of Tourism Budget for FY 2012International Promotions by Type of Activity

(in thousand Pesos)

STRATEGIC DIRECTIONS AND ACTIONSSTRATEGIC DIRECTIONS AND ACTIONS

STANDARDS FOR TOURISM ENTERPRISES FOR STANDARDS FOR TOURISM ENTERPRISES FOR 20122012

•Standards development and upgrading•Manpower training•Investment facilitation

1 – 3 month

1 – 2 year

4 years

2012

4.2 M international arrivals

30.7 M domestic travelers

PhP1,213 B in total revenues

5.98% of GDP

3.9 M employment

2011

3.7 M international arrivals

28.7 M domestic travelers

PhP1,125 B in total revenues

5.96% of GDP

3.8 M employment

TARGETS FOR FY 2011 AND 2012TARGETS FOR FY 2011 AND 2012

Product Development• Key products: nature, sun and

beach, culture

• Strategic products: MICE, leisure, entertainment and shopping, health and wellness

• Opportunity/niche products: retirement and nautical

• Define new key, strategic, opportunity-based, and niche target markets and undertake market penetration programs.

• Set up a unique market positioning approach that boosts the Philippines as a tourism destination.

• Differentiating from the competition through the right branding

Marketing Strategy 2011-2016

INTERNATIONAL MARKETSINTERNATIONAL MARKETSTop 12 Source Markets

January – June 2011

• Foreign visitor arrivals to grow by about 15% per annum in next 5 years

• Core markets will still be Korea, US, Japan and China; emerging markets will include India and Middle East

• Better connectivity and more international flights into secondary destinations (i.e. Mactan, Clark, Kalibo)

• More investments in tourism facilities in Manila, Cebu, Bohol and emerging destinations

Trends and Outlook in Philippine Tourism