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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.
Funding
Funding for this paper was provided by Enderun Colleges, Inc.
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.