- In the 2019 article published by Babbel magazine " The 10 most spoken languages

CHAPTER 1: UNDERSTANDING CULTURE spoken in the world" a distinction was made between the top 10 most spoken
languages by native speakers( mother tongue ) and the top 10 languages by the total
CULTURE numbers of speaker( can use and understand).
- refers to the socially constructed and learned ways of behaving and believing that identity individual and
distinct social groups.
- shapes a persons identity and influences the way how he/she thinks, behaves and forms his/her values
system.
- it is dynamic based on new developments in society that can impact a group of people.

ELEMENTS OF CULTURE

LAW AND POLITICS

- The concepts of right and wrong and fairness and injustice draw from cultural
practices in a particular area that may be gradually accepted as a practice in a bigger
area.
ART RELIGION
- art is an expression of the creative ideas and imagination, and the artist can choose a medium to express - Continuously offers a kind of philosophy that establishes a moral compass for
their craft. anyone who seeks the truth. It is commonly practiced by a group of people.
BELIEFS AND VALUES -SOCIAL ORGANIZATION
- Values are based on ethics,principles, beliefs, standards and qualities that a person or a group of people - Due to the tourism activities, there are changes in social structures within a tourism
may hold in high regard. destination that impact various social organizations such as the family, the society,
GEOGRAPHY and the bigger community.
- Geography refers to the various forms of natural or man-made physical landscapes affected by human
activities and how people arrange the physical space around them. TECHNOLOGY
- With the advent of the use of technology, many of the work by tourism
LANGUAGE professionals in various tourism enterprises have been replaced by some systems
- this is how culture is communicated to colleagues and customers. Culture is preserved, changed, or that have made the work faster and more current.
transmitted to colleagues and customers using language.
.
CHAPTER 2: KEY FEATURES OF CULTURE Culture Is Changing
With the intersection of many variables across time and people, culture is bound to
change. Developments in technology, government structure, laws, other elements,
Culture Is Learned and even in people will give rise to changes in culture
The first teacher of a child is his/her family, especially those who interact with the child closely. As years
goes by, a child learns many things from the family, such as how to talk, eat, walk, behave appropriately, Culture Varies from Society to Society
and worship. As the child’s circle of acquaintances increases, so does the continuous learnings. Of the many sub-groups in a society, each one brings their own cultural mindset to a
bigger community. Expect that there will be similarities and many unique practices
Culture Is Social within a given community and among the different countries also.
A person needs to interact with other people for culture to be transmitted. It can not be “kept in a cabinet”
nor be kept a secret from the members. The more you interact with other people, the wider your
appreciation for things, values, and concepts will be, and the more it will live on. Through interaction with
other people, you see how other people behave, act, and make decisions. CHAPTER 3: TOURISM AND TOURISM PROFESSIONALS
Culture Is Shared TOURISM
Culture is not something that an individual can pass to a person but is shared by a common group of - a social, cultural and economic phenomenon which entails the movement of people
people in a given area. Various elements such arts, language, religion, values, and beliefs are all shared by to countries outside their usual environment for personal or business purposes.
one person to another, such as members of a family or a community. These beliefs and practices are - These people are called visitors which may be a tourist or resident/ non-residents,
accepted by everyone equally. some involving tourism expenditure.

Culture Is Transmitted UNWTO indicates that even though tourism is an industry itself, there are support
The transmittal of culture can be done through practice, written form, or verbal form. What is important industries that help it to make an industry which is called “The Umbrella Concept’’.
is that there is a means or method used wherein the elements of culture are passed on to other persons
and other generations. THE UMBRELLA CONCEPT
- a phrase that covers a wide range of concepts that belongs to a common category.
Culture Is Continuous
The transmission of the cultural elements of one group must be continuous from one generation to the According to the Tourism Act of 2009 there are:
next. This will ensure that there is a common understanding of the practices, history, and origin PRIMARY OR SECONDARY ENTERPRISES
- tour and travel services (land, sea and air transport) exclusively for tourists.
Culture Is Accumulative - accommodation establishments
With so much history in any society, there is bound to be changes in culture as compared to when it was - conventions
initially practiced. The intensity is dependent on many things, the commitment of its followers, the - products and services
number of followers, its documentation, the rationale of the practice, and even its interactions with other
groups who may have a different practice altogether TOURISM PROFESSIONALS
ASEAN Mutual Recognition Authority for Tourism Professionals
Culture Is Integrated - defines a Tourism Professional as a person who opted to hold the nationality of an
Common practices bring people together. It is a way of sharing with others and making it easier for people AMS certified by the Tourism Professional Certificate Board.
to understand or give preference to others who share a common practice.
ASEAN MRA-TP or ASEAN Mutual Recognition Agreements for Tourism Professionals - a standardized curriculum developed to line tourism education and training across
ASEAN member countries.
is an agreement among ASEAN countries to recognize each other's qualifications and certifications in the
tourism sector disagreement helps ensure that tourism professionals meet common standards across the AMS or the ASEAN Member State
regions. - Refers to one of the countries that are part of the Association of Southeast Asian
Nations or ASEAN.
The MRA – TP aims to raise the standard of services provided by tourism experts while also facilitating the
movement of professionals in the industry within ASEAN on the basis of competence-based tourism TPCB or Tourism Professional Certification Board
certifications and certificates. -is a specific body in each ASEAN country responsible for evaluating and certifying
tourism professionals according to this standards
BENEFITS OF MRA:

-Facilitate mobility of tourism professionals based on the tourism competency qualification/ certificate ACCSTP or ASEAN Common Competencies Standards for Tourism Professionals
-Enhance conformity of competency based training/education -are set of agreed upon standards that outline the skills and the knowledge required
-Recognise skills of tourism professional for tourism professionals across asean member countries.

Technical Education and Skills Development Authority (TESDA)

- Established by R.A. No. 7796
- Enacted to encourage the full participation and mobilization of the tourism industry, labor divisions, and CHAPTER 4: MULTICULTURALISM
local government units in developing the skills of the country’s human resources.
- NC II to IV levels
Multiculturalism is an acknowledgment of the contributions to the cultural life of
the political community as a whole, a demand for special protection under the law
LEVELS OF NATIONAL CERTIFICATE
for certain cultural groups.
1.National Certificate II
Multiculturalism is defined as the acceptance of different cultures in a society and
-Has limited choice and complexity of functions
the active support of these cultural differences by both the majority and minority in
-Has little accountability
a group.
2.National Certificate III LEARN to Be Multicultural
-Performs wide range of skills This book highlights the strength of Filipino experiences, as they share common
- Works with complexity and choices elements that make them easy to relate to, despite each having unique cultural
-Shows responsibility for self and others elements.
3. National Certificate IV Look and Listen:
- Have responsibilities that are complex and nonroutine
- Provides some leadership and guidance of others) Miscommunication can occur due to accent, tone, or language proficiency.
Nonverbal communication can help convey the message.

CATC or Common ASEAN Tourism Curriculum Empower:

Emphasizing soft skills in service, the focus shifts from technical skills to improving service and ● This is when potential tourists start to think about taking a trip. They might be
understanding colleagues and customers. inspired by social media, word of mouth, travel shows, friends' recommendations or
personal interest.
Aclowledge, Adopt, Adapt:

We need to be culturaly aware and knowledgeable of the differences around us. There is no one standard RESEARCH / PLANNING
way of how a Filipino reacts or behaves, considering that there are many distinct regional cultural ● In this stage, tourists research for information about the potential destinations,
elements that may affect the person. comparing rates, look at accommodation options, and decide on the specifics of their
trip.
Respect:

There is no advance and slow developed culture. Tourism professionals are obliged to respect differences BOOKING
with beliefs and cultures in order for us to be knowledgeable of the different cultural aspects and people. ● After planning, customers also make any necessary reservations and arrangements
for their trip, such as booking flights, hotel accommodations and tour/set of activities.
Nurture:

Tourism professionals should nurture themselves with new learnings and grow with the times as part of EXPERIENCING
a changing mindset. ● This is the actual travel phase, when tourists experience the destination and the
activities

SHARING
CHAPTER 5: MULTICULTURAL DIVERSITY AMONG TOURISM-RELATED ● After the trip, tourists often share their experiences with others, through social
PROFESSIONS media, reviews, or word of mouth.

Case 1: Tourism Customer Travel Cycle

Reflection: Case 2: The Tourism Professional and Balikbayans
● Always take your job training seriously. You will never know when some sensitive situations like this one In this story, a cabin crew shares an experience with a group of 10 elderly balikbayans.
will just pop up.
● The adage "the customer is always right" is not only worn on the sleeves of every tourism professional. Balikbayans
It is also ingrained in their mindsets. - Filipinos who recide outside the Philippines and return to their native land
● Having a general idea of multicultural diversities among different nationalities and knowing how to occasionally for a visit.
tactfully deal with these diversities when conflicts arise could mean a "make or break" in your handling of
these situations. Always ensure you "make" not "break." Kababayans
● Sincerely listening to and empathizing with your customers is one of the keys resolving to all conflicts. - Refer to fellow Filipinos or fellow town or province mates.

5 Stages Of Travel Ilocano

DREAMING - Refers to both the natives and the dialect of the Ilocos Region in the
Philippines.
Anyat ti nagan mo? Accor hotels, among the biggest hotel chains in the world, manages the Sofitel
- In Ilocano meaning “What is your name?” Philippine Plaza, Sofitel Philippine Plaza is the only 5 star hotel where their lobby
ambassador will greet you in french and Filipino with " Bonjour, mabuhay!" or "Good
morning, mabuhay!" Showcasing multicultural diversity that is pleasantly rolled out
Ilocano ka? and accepted by both guests and staff.
- In Ilocano meaning “Are you an Ilocano?”
Front Desk Staff
Reflections: Five takeaways from the story - the central point of contact for guests.
1. Filipino immigrants to the United States of America, specifically those that have made the state of
- they handle check-in, check-out, and guest requests.
Hawaii their place of residence, are mostly from the Ilocos region or llocanos.
2. Lucky for me, I was able to establish a common thread between them and me by proudly saying - must be a skilled communicators.
something in their native tongue, this broke the ice.
3. Balikbayans and OFWs are the most excitable Filipino airline passengers you will meet. Understanding Hotel Staff Diversity
their excitement and putting yourself in their shoes is the first step to resolving any conflicts that arise. - Hotels employ a wide range of professionals, each with unique skills.
4. Little gestures mean a lot. The airplane toy giveaways were gifts they brought home to their loved ones
This diversity enhances the guest experience bycatering to different needs.
with the poignant story of how they got them. - It's important for hotel staff to be able to communicate effectively with guests from
5. When this situation happened, I must have been about 25 years old and dealing with people I could various backgrounds.
have considered my grandparents. I did not see them just as a bunch of noisy senior balikbayans. Respect. Concierge Staff
- they provide information, make reservations, and assist with various needs.
Case 3: Tourism Professionals in the Hotel
There is a worldwide concierge association that is called Les Chefs D'Or which
means "the key of gold", signifying the golden standards of the hotel services. Here
AIRPORT REPRESENTATIVES in the Philippines Les Chefs D'Or is one of the better organized and recognized hotel
associations. Les Chefs D'Or meant to give only superior service and be able to easily
- First point contact for guests overcome multicultural diversities that permeate among global travelers, including
language, race, tradition, or religion.
- they are responsible for welcoming guests, assisting with luggage, and providing transportation.
The UNWTO and Sustainable Tourism
- promotes responsible and sustainable tourism practices.
HOTEL CHAUFFEUR
- It emphasizes the importance of economic growth, inclusive development, and
- provide a personalized and comfortable experience.
environmental sustainability.
- they can act as tour guides, sharing local knowledge and insights. -It aims to advance tourism's contribution to poverty reduction and development.
CRUISE LINERS
Lobby Ambassadors/Doormen - floating hotels
- Create a warm and inviting atmosphere.
- Filipino are highly recruited.
- They are responsible for greeting guests, assisting with check-in, and providing information.
Case 4: Crossing Industries for Tourism Professionals
Scenario: A large telecommunications company recruited 25 top hotel guest services managers to lead
premium branches across the Philippines.
Objective: Transfer exceptional customer service skills from the hospitality industry to telecom.
Incentives: Premium salaries, cars, and guaranteed bonuses were offered to attract hoteliers.
Outcome: After more than 10 years, many of the recruited managers have risen to executive-level
positions within the telecom company.
Key Insight: This successful cross-industry shift highlights the growing importance of adaptable skills and
embracing multicultural diversity in a globalized and interconnected workforce.