 As defined by law, cultural heritage refers to the totality of cultural property preserved and developed through time and passed on to posterity. Cultural property refers to all products of human creativity by which a people in a nation reveal their identity. These include churches, mosques, and other places of worship, schools, and natural history specimens and sites, whether public or privately owned, movable or immovable, and tangible or intangible. In the series of lectures, esteemed educators from our national university lend pertinent discussions, thus open academic discourses on Philippine cultural heritage relating to their respective fields of discipline and expertise. These can and may be used as resource materials for further learning and study. Richard Gonzalo introduces us to culture-based tourism and provides his insights on system-wide cultural district approach. He emphasizes the need for us to make a paradigm shift from cultural tourism to culture-based tourism, stating that winning strategies embrace the unique characteristics of local culture. As a case study, he presents the cultural tourism development in Mauban, Quezon, showing that cultural-based tourism is the way to go. He guides us by bearing the framework to analyze sensibility of culture in governance. My lecture will be about culture-based tourism. This is an output of my research in Mauban, Quezon, and was already delivered in 2017 as part of my professional chair lecture in the UP Asian Institute of Tourism. As an overview of my lecture, I'll be providing a brief description of culture in tourism, a shift from cultural to culture-based. What is the SWCD paradigm in tourism development, and some insights on SWCD paradigm based on my case study in Mauban, Quezon, and implications on tourism development. So where am I coming from? This output is the product of a year's research with a team of UP Delimman faculty members engaging cultural workers in the tourism office from Mauban, Quezon. The study was done in 2016 and was concluded early 2017 in order to come up with a cultural tourism master plan for the municipality of Mauban. The UN World Tourism Organization defines tourism as a social, cultural, and economic phenomenon which entails the movement of people to countries or places outside their useful environment for personal or business and professional purposes. Basically it's a voluntary form of human mobility where tourists stay outside their useful places of residence and they have to come back to their original residence. UNESCO defines culture as a set of distinctive spiritual, material, intellectual, and emotional features of a society or a social group. It encompasses everything that will create a distinct society that will define the ways of living together, the value systems, the traditions, and the beliefs of a group of people. It's basically a way of life that a society follows. It binds the society with habits, belief systems, and artifacts and without culture a group of people cannot be considered a society. In addition, the UNESCO also views culture as a repository of knowledge, meanings, and values that permits all aspects of life and it defines the way human beings live and interact. And culture is also the result and expression of our genius and dignity and it is considered the pamanah ng ating kagalingan at karangalan according to Al-Mario. But we have to remember that culture is not static. Tourism affects culture and society and tourism is also shaped by culture and society. If you imagine tourism, there are two different cultures who meet in a particular destination. They come from different backgrounds, they interact, and they go back to their original places at the end of a particular trip. We also need to remember that culture is omnipresent. It is ingrained in every economic, political, social, and environmental activity. In other words, when we talk about culture and tourism, we have to be mindful of culture as the attributes that bind to a particular society. So tourism, we need to remember, is a voluntary activity. To distinguish this from the concept of exile or refuge, if this is mentioned, it is not tourism. It is voluntary. It is not included in the force movement of people. Tourism requires a voluntary return. Tourists need to go back to where they came from. This is different from migration. Migration is for one-way human mobility. There is no intention to bring migrants back to the place where they came from. Tourists still need to go back. Finally, tourism travels away from home for a short time. Usually, it is only one year. This is different from what we call overseas experience that we experience in the Philippines because it takes a long time to travel and leave people. Particularly, we call it OFWs that travel to the country to work. Tourism is a voluntary return. Tourists need to go back to where they came from. How do you show the Philippine culture in tourism? For example, the culture you see in heritage districts. In these heritage districts, tourists travel to places that feature artifacts linked with the past. What they call heritage tourism is basically experiencing culture that is linked with the past. You can also see the culture in the landscapes. Particularly, cultural landscapes. It features the environment and not just the natural environment that we are talking about here. In the environments that we visit, there are people here. Basically, the culture of the people is linked with the environment that they are going to. For example, in the Banawi rice terraces. The culture is also focused on festivals that tourists visit. Basically, this is what we call cultural festivals where tourists travel in areas that feature events, festivals, and performances. This is one of the festivals in South Kotabato. There are a lot of themes to follow to feature the culture in different tourism activities. These could be solemn festivals, historic events, heritage assets, arts, and performances. But is that it? It is very limited to the conventional tourism development in the culture. But we need to understand that culture covers everything about the local community. In the trend of tourism, we need to explore ways to show and live our culture with our guests. Remember, tourism requires at least two groups of people. We need to explore ways to show and live our culture among the local community and with our guests. We can see this in different cultural and natural heritage, in performance and celebration, like Gulling Gulling Festival in Ilocos Norte. We can also see the culture in audiovisual and interactive media that tourists see. In design and creative services, for example, in architecture in Batanes, you can only see these as stone houses. But we need to appreciate that these stone houses have a role to sustain life in Batanes. The culture can also be seen in intangible cultural heritage that you will not notice easily. You will not enter the house and move. And even in food, part of the culture is the food of tourists and residents in a particular destination. Equipment and supporting materials are also included. Not only heritage attractions, like the Lumang Buildings, festivals, but also the culture of tourism. There are many things. The most important thing here is to recognize the local community of tourists. Now, the culture is just an attraction and a venue to create experiences. But we need to limit the appreciation of culture. That's why I am discussing from cultural to culture-based tourism. So, what is culture-based tourism? Culture-based tourism is based on the concept of culture-based development. It's a paradigm that recognizes the role of culture in socio-economic growth. CBD argues that any socio-economic phenomenon is the result of values and moral choices determined by the culture of the society. It's not just what we call it. But basically, what are the choices that people make? And the choices they make are part of the culture. Oftentimes, these are taken for granted. But in culture-based tourism development, you need to recognize that these choices are part of the value and part of the culture of people who live in a tourism destination. There is a foundation that brings this perspective from the assumption that culture is a depository of knowledge, meanings, and value. It's not just about culture as part of recreation. But culture as a source of knowledge, meanings, and values that have sustained people over time. Because culture is the source of our good and good. CBD recognizes culture's impacts on processes and decisions. It's not just about built heritage. It's not just about building souvenirs. It's not just about food that we eat in tourism destinations. It has an impact on the processes and the decisions itself. So basically, culture is still a part of the process of cooking, the decisions of the people who are with us. It's still a part of the culture of the destination. According to Tobaji, different areas where culture can impact processes and decisions. It can influence human capital formation, production and allocation, entrepreneurial intentions, consumption of financial capital, and even the drivers or barriers to human interactions in terms of allocation of natural endowments and spaces. So if a tourist is responsible for entering one of these places, it's still a part of the culture. Because sometimes, there are places that are very personal. For other cultures, these places are sacred or have value. This is a part of the culture. But why do we need to move from cultural to culture-based? Cultural is what we call development. The history of remarkable development practices proves modernization is global. We have a goal from the current paradigm of development. But the winning strategies in development embrace the unique characteristics of local culture. There is development. But to be relevant, this development needs to be anchored in local culture, in our recognition of ourselves. When you allow local communities to engage globalization in their own terms, they can do so with dignity and empowerment. This is a very important way of embracing and anchoring local culture. So, how do we do this? The current dominant tourism development paradigm that we are talking about is implementing value chains based on demand and cost considerations, labor markets, and industrial atmosphere. Value chain is a series of activities that create a valuable product. So, basically, you try to organize all your resources. You organize all the people so that you can deliver something valuable. There is a price that you can buy or you won't think that people need to pay for it. However, this concept has led to the decline of certain districts because it failed to recognize the ability of society to learn and self-organize. The dominant view of tourism development, featuring culture, looks at how do you know deliver an experience that sometimes is very exotic. But you often fail to recognize that people themselves can organize, can learn and would like to show certain features of their culture. This needs to be shown and there is a limitation of the dominant paradigm of tourism development. Modernization has resulted to enhance economic outcomes but it fell short in improving quality of life. That's why you need to look at how is the culture of tourism development in local culture? So, the shift to CBD would require a shift in paradigm. One of the paradigms that we are using today is Systemwide Cultural District District Paradigm which recognizes culture as the key engine of strategic vision. Your vision is encoded in culture and a platform for coordination and cooperation. The later part of my lecture will give me a framework that we can use to find out how we can incorporate local culture in vision and coordination and cooperation. It is founded on locally sorry. SWCD is founded on locally based innovation systems. It's cultural production closely interacts with non-cultural value change. Cultural participation presents generalized value across local population. Cultural orientation shapes the goods and services. Cultural and creative sector regulates the growth dynamics. We can see cultural influence processes and activities. Which basically looks at tourism and CBD as a form of cultural work. When you say it's a form of cultural work it involves orchestration of each and every citizen in a community region or a national society towards well-defined activities for human development. Okay? We need to remember this in any form of tourism development we need to know if it's for the past. Next slide. So to demonstrate or to test this concept we used this paradigm to fulfill the master plan master plan framework for cultural tourism in the Uban Quezon. It presents a number of change management strategies to shift tourism in the area from island and beach tourism to sustainable cultural tourism. A tourism that is linked to the culture of Uban. Based on our understanding these are the attributes of the culture of Uban. Uban is to be organized, to be meaningful and to be successful. In the GD, in the workshops in the reviews of different documents these are the themes that come out. But how do you implement this kind of concept? So you still need to consult about how what is more traditional for you to see and consider to incorporate from what is the recognition of your desire or a feature in tourism development. So we first called the pillars of Uban cultural tourism. It is still centered on the culture of Uban as the meaning, the values and the history. One of these pillars is basically to build Uban identity. We need to recognize that Uban is simply rooted in the focus of life, the environment, the towns, long history and the realities of the contemporary world. So you need to enter this identity that is known in the GD that is known in their heritage. One of the strategies that we mentioned in our research is basically to build an identity that is deeply rooted in their focus of life, the environment, the towns, long history and the realities of the contemporary world. So now, tourists often visit the Kagbalete Island. This is a very popular destination. But our participants also said that apart from Kagbalete, they should also recognize the history of the place. One of the features of Uban is the so-called public bath. This public bath can be used because this is the place where the monks and monks help the monks. So that the monks can enjoy the Uban next slide. Promote Uban arts and culture. They want to highlight that the Ubaning culture is shared through stories about life in Uban. They don't know about the house they don't know about the public bath. But they said that the culture of Uban is in the context of stories that they think that they have an association of Uban artists. And here, different stories of Uban people from their childhood to the next generations. The role of the environment is also very important in Uban because it is close to Uban. And the well-known tourism destination is around water. So, important is the strategy of enhancement of ecological health of the place. What they are saying is that the strategy here is to recognize the environment as a source of sustenance and the venue for tourism activities. You can see here the the sunset from Uban and one of the waterfalls in Uban and one of the waterfalls in the direction of the sea. It is also important to incorporate culture in development is to recognize that tourism and culture is a source of livelihood. Cultural tourism must be able to expand the livelihood opportunities. Okay? For them, there is a livelihood, a living place, and culture. There are many examples of them here when they feature their weaving, they call it LALA. When they make baskets when they make flowers that can make origami. Okay? Every LALA actually has different styles. Okay? They have different styles and the style of these depends on the weaving patterns that they make. It is also important for them to have regulation. So part of their culture is physically how are you going to regulate and to govern the space? In many tourism nations, they always consider that we are a majority of tourists but it is very important for them to govern at least in our workshops to regulate the number of people within tolerable and manageable levels. They always consider that we can allow tourists to enter this place. But in some festivals they need to know that this festival is for them to know and to remember what is going to happen. So it is a reminder that this festival is for them like our festivals to win Holy Week. Tourism Governance is also important in their area and the full institutions founded on strong stakeholder participation. They are enlightened because they need shared stories and they also need to have participation in the governance of tourism and basically the culture in their area. So based on our recommendations what are the findings to incorporate the culture in the development and to be the center of the development of the culture. When applied in tourism you need to know about cultural work. Tourism is not just about promotion. Tourism is a form of cultural work because it involves the orchestration of each and every citizen in a community or a national society towards a well-defined set of activities. Here we have a discussion we made a few weeks ago. Here we have a discussion of tourism in our area. In the Philippines tourism is often viewed in the context of development. If you promote tourism it should be able to facilitate development in a particular area. Unlike other places tourism is basically a venue to feature the distinct qualities of the cultural area. Next as part of the development strategy culture was recognized as a source of strategic vision in a platform for cooperation and coordination. In a few workshops that I have facilitated the culture is a bi-product an area of concern. But if you recognize culture as the foundation for your vision it can influence the direction of tourism in a particular area and that must be recognized. And it must have a platform for cooperation and coordination. In the context of development culture was a harness as an engine of cultural affirmation to continue to mold an enhanced sense of national pride for Filipinos. So when tourists come in they recognize the people who come from other cultures. To recognize this is our culture they can still see the difference what are the distinct features of a society shared of the characteristics of a tourist and a host. Culture is the result of an ongoing dialectic which is very important in this area. That is why it is important to come in in the direction of regulation because the people who come in from other cultures can recognize the culture because it is basically a learning process tourism is basically a learning process. It has many implications to shift in the conventional cultural tourism to culture based tourism. First of all what is our culture through cultural mapping? Second, we must acknowledge that in the history of knowledge it is not just attraction we must recognize that different knowledge comes from here. Third, we have to build on people's capacity to create their own future. It is important that we recognize that people have their own abilities. In different destinations when they get a consultant I don't know what is good but in cultural based tourism you need to recognize that people have their own abilities you need to talk to them you need to organize them you need to empower them so that they can learn from the proper venues and have the influence of policies. We also need to recognize that when shifting from cultural to cultural based tourism there are multiple voices involved. We should recognize this multiple voices and allow the voiceless to articulate their contribution. It is not easy to have an effect where the culture can be a force of marginalization. Tourism is a force for marginalization because the dominant view we are looking at is that tourism is only centered on the people who will accept the tourists. Basically, who will feature the culture of the tourists. The participation is a big role to be a cultural based tourism in a particular area and this needs community organizing to facilitate cooperation and coordination. When it comes to participation and community organizing you need to shape the system for the local and cultural workers to participate in the governance arena where local government and national government and other institutions to implement policies that will affect the lives of the people who are in a tourism destination. Our our lectures basically came from a very long research experience in Quezon. But we continue to use this and we continue to learn about how the development and tourism development in the culture. This is just a starting point and what we think is that our future is still far away if we recognize the culture itself and the people themselves the source and the center of all forms of tourism development. I am Professor Richard Philip Gonzalo from the UP Asian Institute of Tourism. Thank you very much for your attention.