SELF-PACED LEARNING MODULE

COLLEGE

MODULE 1
Subject:

Heritage Tourism (STE3-HT)

AISAT COLLEGE – DASMARIÑAS, INC.

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 Unit Define Heritage Tourism
Module Defining Heritage Tourism Page |1
STE3-HT Heritage Tourism Units: 3.0

INFORMATION SHEET PR-1.1-1

“Defining Heritage Tourism”

Lesson Objectives
At the end of this lesson, the students should be able to:
1. Understand what is Heritage Tourism
2. Identify the heritage tourism travelers
3. Know the benefits of heritage tourism

What is Heritage Tourism?

Exactly what is heritage tourism? More than simply visiting historic sites, heritage tourism is a
personal encounter with traditions, history, and culture. Heritage tourism is based upon the concept
that each community has a story to tell. This is a rapidly growing niche market that is directed towards
experiencing the local customs, traditions, arts, history, sites, and culture that authentically represent a
particular place. To the heritage tourist, this culture must be unique and it must be authentic.

Heritage tourism means traveling with the primary purpose of exploring the history and
heritage of a place. It may mean simple sightseeing of renowned historical architecture, visiting local
museums that document the past through artifacts, art, and literary remains, or even something as
quaint as sampling authentic historical recipes in their place of origin.

Who Is The Heritage Tourism Travelers?

The heritage tourist seeks travel experiences that broaden and deepen his or her understanding
of other places and people. The heritage tourist wants to experience destinations with a distinctive
sense of place. Perhaps tired of the sameness of strip malls everywhere, today’s traveler, it seems, is in
search of the genuine or authentic experience of America – in other words, “what makes a community
special.” Research by Louis Harris, Inc., Decima Research, the Travel Industry of America, and the
National Trust for Historic Preservation tells us that today’s heritage tourist is:

• Well educated – Most heritage tourists have advanced degrees. Education level is the single
most significant factor that influences cultural and heritage participation and travel.
• Older – Participation in cultural and heritage events peaks between ages 45 and 65, when
people are at the height of their careers, earning power, and discretionary income.
• Influenced by women – Women typically plan family vacations and group trips, and also control
more personal discretionary income.

PREPARED BY: APPROVED FOR IMPLEMENTATION:

MODULE 1ST
PRELIM
1 Meeting MS. RUSSELLE CHRIST CALITIS MR. WILBERT A. MAÑUSCA
Subject Teacher School Administrator
 Unit Define Heritage Tourism
Module Defining Heritage Tourism Page |2
STE3-HT Heritage Tourism Units: 3.0

• Cosmopolitan – International travel is growing. Those travelers seeking heritage or cultural

events are just as likely to travel to Europe, Asia, or Africa as to the U.S. and Georgia.
• Accountability-driven – Increasing access to global communication has made heritage travelers
more discerning and better informed. They look for value for the dollar and experiences that
will meet their expectations.
• Generous in spending – Visitors to historic and cultural sites spend about $62 more per day
than other visitors. They tend to spend money on antiques, art, gourmet food, wine, health
food, and outdoor experiences such as biking, hiking, canoeing, and bird watching.
• More inclined to stay overnight in hotels and bed and breakfasts.
• More inclined to stay longer than the average traveler.
• More likely to visit a diversity of sites, cities, and regions than the average traveler.
• Wants high quality services – The tourist looks for quality in infrastructure and services, as well
as in program content.
• Interested in authenticity – The heritage tourist seeks out experiences that are authentic in
order to learn about a community’s history and culture.
• Wants easy-to-do, accessible quality travel experiences – Due to time constraints, including
less leisure time, the heritage tourist wants a unique and enriching travel experience that
combines education, entertainment, and authenticity

Benefits of Heritage Tourism

Heritage tourism protects historic, cultural, and natural resources in towns and cities by
involving people in their community. When they can relate to their personal, local, regional, or national
heritage, people are more often motivated to safeguard their historic resources. Heritage tourism
educates residents and visitors about local and regional history and shared traditions. Through
involvement and exposure to local historic sites, residents become better informed about their history
and traditions. Understanding the importance of one’s heritage provides continuity and context for a
community’s residents, and it strengthens citizenship values, builds community pride, and improves
quality of life.

PREPARED BY: APPROVED FOR IMPLEMENTATION:

MODULE 1ST
PRELIM
1 Meeting MS. RUSSELLE CHRIST CALITIS MR. WILBERT A. MAÑUSCA
Subject Teacher School Administrator
 Unit Define Heritage Tourism
Module Defining Heritage Tourism Page |3
STE3-HT Heritage Tourism Units: 3.0

Economic Benefits

• The creation of new jobs in the travel industry at cultural and historic attractions and in travel
related establishments. In 2008 Georgia tourism generated 241,000 jobs and had a direct
economic impact of $20.8 billion.
• Increased revenues and taxes. In 2008 visitors to Georgia generated $1.78 billion in retail sales;
$1.3 billion in entertainment and recreation revenues; $5.67 billion in food service revenues;
$2.8 billion in lodging; $7.4 billion in public and auto transportation revenues, all creating $1.6
billion in local and state tax revenues.
• Economic diversification in the service industry (restaurants, hotels/motels, bed and breakfasts,
tour guide services), manufacturing (arts and crafts, souvenirs, publications), and agriculture
(specialty gardens or farmers markets).
• Encouragement of creative entrepreneurship and local ownership of small businesses.
• Investment in historic properties and subsequently increased property values.
• Increased economic return from heritage and cultural tourism.

Other Benefits

• Increased preservation education. Heritage tourism increases the visitor’s preservation

knowledge in numerous ways. The heritage tourist often discovers the basic ideas and principles
of historic preservation by visiting a historic site where the ideas of historic preservation may be
presented. Many visitors may not understand the importance of character-defining features of
a historic building until they see examples first hand, such as heart-pine floors, decorative
woodwork, interior plaster walls, or original wood windows.

• Increased preservation ethic. As a historic resource benefits from heritage tourism efforts, the
entire community gains an increased awareness of the importance of saving local historic
resources. Historic sites that have a large number of visitors, are well maintained, and
authentically portrayed will benefit a broader audience by having a variety of programming that
appeals to different audiences. As your audience broadens and more people begin to identify
with the resource, the chances are better for the overall preservation ethic to increase among
visitors and the local population, who ultimately could be involved in the site’s long-term
preservation.

References:
• https://www.georgia.org/sites/default/files/wp-uploads/2013/09/GA-Heritage-Tourism-
Handbook.pdf

PREPARED BY: APPROVED FOR IMPLEMENTATION:

MODULE 1ST
PRELIM
1 Meeting MS. RUSSELLE CHRIST CALITIS MR. WILBERT A. MAÑUSCA
Subject Teacher School Administrator
 Unit Define Heritage Tourism
Module Defining Heritage Tourism Page |4
STE3-HT Heritage Tourism Units: 3.0

SELF-CHECK PR-1.1.1
“Defining Heritage Tourism”

Direction: Fill in the blanks with the correct answer.

1. ____________________ is the single most significant factor that influences cultural and
heritage participation and travel.

2. Increasing access to _________________________ has made heritage travelers more discerning

and better informed. They look for value for the dollar and experiences that will meet their
expectations.

3. Participation in cultural and heritage events peaks between ages ___________________, when
people are at the height of their careers, earning power, and discretionary income.

4. The ____________________ wants to experience destinations with a distinctive sense of place.

5. ____________________ means traveling with the primary purpose of exploring the history and
heritage of a place.

PREPARED BY: APPROVED FOR IMPLEMENTATION:

MODULE 1ST
PRELIM
1 Meeting MS. RUSSELLE CHRIST CALITIS MR. WILBERT A. MAÑUSCA
Subject Teacher School Administrator
 Unit Define Heritage Tourism
Module Defining Heritage Tourism Page |5
STE3-HT Heritage Tourism Units: 3.0

SELF-CHECK ANSWER KEY PR-1.1.1

“Defining Heritage Tourism”

1. Education level

2. Global Communication

3. 45 and 65

4. Heritage Tourist

5. Heritage tourism

PREPARED BY: APPROVED FOR IMPLEMENTATION:

MODULE 1ST
PRELIM
1 Meeting MS. RUSSELLE CHRIST CALITIS MR. WILBERT A. MAÑUSCA
Subject Teacher School Administrator
 Unit Define Heritage Tourism
Module Defining Heritage Tourism Page |6
STE3-HT Heritage Tourism Units: 3.0

STUDENT NAME: __________________________________ SECTION: __________________

WRITTEN TASK PR-1.1.1

WRITTEN TASK TITLE: Defining Heritage Tourism

WRITTEN OBJECTIVE: After completing this written work you’ll be able to understand heritage
tourists.
TOOLS AND MATERIALS: None
EQUIPMENT: None
ESTIMATED COST: None
Direction: Cite at least 10 reasons why a large number of travelers prefer visiting cultural and heritage
sites.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

PRECAUTIONS: None
ASSESSMENT METHOD: WRITTEN TASK CRITERIA CHECKLIST

PREPARED BY: APPROVED FOR IMPLEMENTATION:

MODULE 1ST
PRELIM
1 Meeting MS. RUSSELLE CHRIST CALITIS MR. WILBERT A. MAÑUSCA
Subject Teacher School Administrator
 Unit Define Heritage Tourism
Module Defining Heritage Tourism Page |7
STE3-HT Heritage Tourism Units: 3.0

STUDENT NAME: __________________________________ SECTION: __________________

WRITTEN TASK CRITERIA CHECK LIST PR-1.1.1

CRITERIA SCORING
Did I . . .
1 2 3 4 5
1. Understand the given topic well?
2. Able to answer all the given questions?
3. Applied the knowledge that I learned from the topic to the activities?
4. Interpret and comply with instructions?
5. Understand heritage tourists?
TEACHER’S REMARKS: ❑ QUIZ ❑ RECITATION ❑ PROJECT

GRADE:

5 - Excellently Performed
4 - Very Satisfactorily Performed
3 - Satisfactorily Performed
2 - Fairly Performed
1 - Poorly Performed

___________________________
STE3-TEACHER

Date: ______________________

PREPARED BY: APPROVED FOR IMPLEMENTATION:

MODULE 1ST
PRELIM
1 Meeting MS. RUSSELLE CHRIST CALITIS MR. WILBERT A. MAÑUSCA
Subject Teacher School Administrator