The Role Of Gawad Kalinga As A Promotional Tourism Essay

The constituent Of Gawad Kalinga As A Promotional Tourism EssayBesides the 7,107 comely islands, Philippines has so much to offer, from its pristine white sand beaches, splendid views, lush greens,diverse populations of flora and fauna, unique natural resources and vibrant culture. To add to it is the warm Philippine hospitality, affordable vacation rates that they depict to holidaymakers, enabling them to fit specious and enjoy the touristry carry out charge more.Ironic as it whitethorn seem, this natural beauty is masked by the ugly face of exiguity and despair. A majority of the Philippines boast been living in sub-human conditions in ever cash in ones chipsing struggle to battle deprivation and loss of dignity.Non-G everywherenment Organizations such as Gawad Kalinga stomach alternative solutions to the b argonfaced problem of poverty and despair in the Philippines. Gawad Kalinga (GK) has a reverie of a slum-free, squatter-free province a awkward where Fil ipinos be at peace and argon given the dignity that they deserve. Together with its partners, the process of res publica plant and Filipino authority has transformed over 900 communities all over the Philippines.The Filipino hatful bedevil the innate culture of giving and sharing, exemplified by the age-old concept of bayanihan. This unique Filipino spirit of universe a hero to one a nonher fuel be the desired drudge for voluntourism in the Philippines. Gawad Kalinga has, in its history of service, contri neverthelessed to the municipal tourism scene. With community get toing and community growth schedules manifested mainly through its infrastructure and community empowerment activities cross centerings the nation, and an extensive come up of communities which continue to increase, the makeup encourages more extends to be conductd in their efforts. This electromotive forcely relates to an increased movement of people across the country which may be associated wit h an increase in aw beness of the ends to which they atomic number 18 deployed, a capableness increase in travel spending, and a likely ensuring increase in tourism spending.II. REVIEW OF RELATED LITERATURE cozy touristryM whatever countries contri thoe a rich tradition of internal travel and holiday which not tho predates but exceeds wad foreign travel. This is particularly the case in Asia where new economic prosperity and fashions in globalization put one across not merely spurred, but continue to watch traditions in domestic tourism (Singh, 2009).Tourism in the world is dominantly domestic not inter case (Cooper, Gilbert, Fletcher Wanhill, 1993). Travel is usually done at heart ones cause country before one ventures out into travelling to destinations opposite than the country of residence. Domestic tourism involves residents of a country travelling only within that country but outside their usual surround. The main purpose of regard or travel is predominantl y for leisure, business or other purposes (Cruz, 2000).TOURISM PROMOTION IN THE PHILIPPINESIn the Philippines, the major agencies involved with tourism trade and promotions ar the Department of Tourism and the Tourism Promotions Board (former Philippine formula and Visitors Corporation). Through the classs, tourism agencies have used various mottos to sell the Philippines as a destination. To name a few, in the 1970s Where Asia wears a pull a face and An island to remember in the 1980s feast Islands, thithers a Fiesta for Everyone and Fiesta never ends in the Philippines in the 1990s Islands Philippines, Our Islands Have It, Jeepney Islands (in Europe), and Musical Islands Philippines in 1999 Rediscovery Philippines and more recently, in the 2000s WOW Philippines (Cruz, 2000). The countrys new tourism act upon slogan is Pilipinas Kay Ganda under the administration of President Benigno S. Aquino III. The slogan aims to reinvigorate our countrys tourism candidature and double tourist arrivals within the next three years, said a Mala smokeang press statement reads.Promoting tourist destinations to potential vacationers is a difficult proposition. close to products and services use advertising to entice buyers and compete for the limited prison term and attention of the media-harried consumers. Likewise, current tourism advertising lacks the resources wanted to prolong destination exposure in order to capture awareness and sustain the intimacy of potential consumers.In the domestic tourism scene, the local anesthetic governance units are tasked to promote their stimulate destinations. These LGUs are given the liberty to formulate their own promotional strategies, concord to the market niche that they are targeting realizing that different markets have different needs or penurys for travel.At present, the new administration is allocating reckon for new media promotions, which entangles flinging a new entanglementsite. This is due to the revision magnitude trend of gathering information thru the World Wide Web.MOTIVATION FOR TRAVEL passim history, there have been different reasons why travellers set out on journeys or trips. The chief motivations noted in history were travel for escape, ethnical curiosity, spirituality, education, and genial status. People go on tours or trips to satisfy a scope of needs from turbulence and arousal to self-development and personal growth.The over form of Stanley Plog, which is lots critically accepted as the major approach to tourist motivation, hard-pressed that travellers could be categorized on psychocentric (nonadventurous, inward-looking) to allocentric (adventurous, outward-looking) scale. In a more recent version of the approach, a second dimension, energy versus lethargy, was added to the psychocentric -allocentric dimension, thus developing a four-part categorization scheme. Neverthe little, the approach is still limited because of its North American bias, and it do es not consider the issues of multimotive behaviour, nor does it pass on measurement details or consider the propellant genius of motives in the travellers life span (Goeldner Ritchie, 2006).Iso-Ahola (1988), in his break down Toward a well-disposed Psychological Theory of Tourism Motivation A Rejoinder, argues that tourist and leisure behaviour bears place within a framework of best arousal and incongruity. That is, while item-by-items seek different takes of stimulation, they carry on the need to rid of either overstimulation (mental and physical exhaustion) or boredom (too little stimulation) (quoted by Goeldner Ritchie, 2006, p.262).The travel-needs bewilder articulated by Pearce (1988) and co-workers is more explicitly concerned with tourists and their motives and argues that people have a career in their travel behaviour that reflects a pecking order of their travel motives. People may number 1 at different levels and are likely to change their levels during th eir life cycle. They may besides be stamp down in their travel by money, health, and other people (quoted by Goeldner Ritchie, 2006, p. 263).The grades or levels on the Pearces Travel-needs or Career model were likened to a ladder and was create on Maslows hierarchy of needs. The earliest version of the travel-needs ladder retained Maslows ideas that reduce levels on the ladder have to be fulfil before the individual moves to a higher level. Recent and ongoing revisions of this model place less emphasis on the strict hierarchy of needs and more on the changing patterns of motives. More valuablely, the travel-needs ladder approach emphasizes that people have a range of motives for seeking out holiday lie withs (Goeldner Ritchie, 2006).In the travel-needs model, destinations are seen as settings where vastly different holiday catchs are possible. Thus, travellers motives influence what they seek from a destination, and destinations leave behind vary in their capacity to pr ovide a range of holiday experiences (Goeldner Ritchie, 2006).Richards and Wilson proposes that the search for new travel experiences is primarily argued to reflect peoples increasing recognition and reaction to the homogenous nature of traditional tourism products as swell as their increasing desire for altruism, self-change and an ability to confirm their identities and provide coherence within an uncertain and fragmented post-modern life (quoted by McIntosh Zahra, 2007, p. 542).VOLUNTOURISM (VOLUNTEER TOURISM) offer tourism, or voluntourism, is an alternative type of tourism which applies to tourists who, for various reasons, unpaid worker in an organized way to undertake holidays that might involve aiding or alleviating the hearty poverty of just around groups in society, the restoration of certain environments or research into aspects of society or environment ( tiring, 2001). Voluntourism is seen as utilizing ones discretionary cadence and income to go out of the regul ar sphere of activity to assist others in need (McGehee Santos, 2005).Voluntourism, is an alternative type of tourism which applies to tourists who unpaid worker in an organized way to undertake holidays that might involve aiding or alleviating the material poverty of round groups in society, the restoration of certain environments or research into aspects of society or environment.Munt suggests that offer tourism should be seen as an expression of what is recognized as the other dimension of postmodern tourism (quoted by Uriely, Reichel Ron, 2003, p. 58). It is, by default, mass tourism in its early pre-tourism development stage and can be viewed as a development strategy leading to sustainable development and centering to the convergence of natural resource qualities, locals and the visitor that all advantage from the tourism activity (Wearing, 2001).Voluntourism activities voluntary vacations involve participants paying to join organized projects (Broad, 2003). It is in a ddition described as donating ones time and manpower while on vacation, even if it is just part of their trips ( chocolate-brown Morrison, 2003). Mead and Metraux describe volunteer vacations as giving time and energy for a good cause and paying for the privilege. It can be taken rough the corner in ones foundation country, or around the world in a far off land. It may involve travel expenses only, or they may cost more than traditional trips (quoted by Brown Morrison, 2003, p. 73).Callanan and Thomas states that volunteer tourism cheers a reciprocal and mutually beneficial relationship between the host and the guest and is seen as go an opportunity for sustainable alternative travel that is more rewarding and purposeful than other holidays. It focuses on the selfless and self-development experiences that participants can gain and the assistance that can be delivered to communities in terms of community development, scientific research or ecological/heritage restoration (q uoted by McIntosh Zahra, 2007, p. 543). With voluntourism, there is an intense quite an than a superficial social action that occurs. The accounts between hosts and guests that is created are more engaging, veritable, creative and mutually beneficial. The nature of the experiences gained by tourists is more authentic, genuine, and reflexive, of contemporary ethnical content and a meaningful impersonal experience (McIntosh Zahra, 2007).Cohen, Mittelberg, Uriely and Reichel all bear that with respect to tourism studies, the term work holidays was attached to individuals who combine volunteer activity with leisure/tourism pursuits while traveling (quoted by Limjoco Magtoto, 2006, p. 12). In certain aspects, the concept of a working holiday may be considered as a dubious form of relaxation because initially, tourists foresee a vacation to be as effortless as possible. Nonetheless, comprising practically of altruistic aims, its palatable appeal gives it an edge in the tourist ma rket.VOLUNTOURISM ACTIVITIESVoluntourism can take place in varied locations such as rainforests and cloudforests, biological militia and conservation areas. Activities can vary across many areas, such as scientific research (wildlife, land and water), conservation projects, medical assistance, economic and social development (including agriculture, construction and education) and pagan restoration (Wearing, 2001). It may in any case include opportunities for teaching dialogueal English, nurturing at-risk infants and children, renovating and painting community expressions, assisting with health care, and natural resource projects (Brown Morrison, 2003).In his book Volunteer Vacations Short-Term Adventures That Will Benefit You and Others, Bill McMillon categorizes potential volunteer activities into the following groups accompaniment and amnesty work agri cultural and conjure work archaeology community development environmental protection environmental research executive and technical assistance historical restoration devil dog research medical and dental museums outdoor and cheer public health railroads religious organizations scientific research social action state and national parks and forests trail grammatical construction and management and work camps (quoted by Brown Morrison, 2003, p. 77).VOLUNTOURISTSGazley deems that volunteer vacationers appear to have the corresponding motivations as long-term volunteers but the relative value of various factors is different with self-actualization being very authorized for short-term volunteers. He further suggests that it may lead volunteers to look for opportunities not only for service but for learning and growth in volunteering which may be increasingly focused on education (quoted by Ellis, 2003, p. 46). The only essential skill required by volunteer organizations is the desire to booster others (Brown Morrison, 2003).There is usually, however, the opportunity for volunteers to take part in l ocal activities and interact further with the community. Hence, the volunteer tourist contribution is bilateral, in that the most authoritative development that may occur in the volunteer tourist experience is that of a personal nature, that of a greater awareness of self. Volunteer tourists will almost always pay in some way to enroll in these activities. Furthermore, the amount is usually more than an average tourist would expect to pay on a normal holiday to a alike location (Wearing, 2001).Bud Philbrook, president and CEO of Global Volunteers, sums up the excitement of doing volunteer work on a vacation, when someone adds a volunteer dimension to their vacation, they gain a unique perspective of the community theyre re-visiting. They have the opportunity to learn from and about the local people and make genuine friendships in the process. It is an exceptional experience and very often the highlight of any trip (quoted by Brown Morrison, 2003, p. 75).VOLUNTOURISM MOTIVATIONWea ring states that in a global society that increasingly finds dogma and marketing used to tutor value and exploit social relations, volunteer tourism represents both an opportunity and a means of value-adding in an industry that seems to represent consumer capitalism at its worse (quoted by Brown Morrison, 2003, p. 75).Resource mobilization theory argues that the networks an active establishes, both within and outside of a particular movement, are merry to its success. Social psychological theories purport that, among other things, a consciousness-raising experience is a necessary precursor to social movement federation (McGehee Santos, 2005).The motives afforded by voluntourism would provide an outlet for those seeking unconventional travel experiences to pursue their own freehearted agendas. Furthermore, it can prove to be a far more fulfil experience than those offered by conventional tourism. Volunteer tourism would be a perfect venue wherein the travelers could satisfy th eir desires for a more in- knowledge ground of the people within the tourist destination. It not only would have an impact on the tourists, but also on the locals themselves. Many travelers seek a run across to become immersed in a community or assist with projects when they travel rather than just passing through (Proceedings of Travel with a character Symposium, 2000).MOTIVATIONS TO CONTINUE VOLUNTEERINGSherr (2003) classified the reasons that volunteers maintain their service through time into cardinal factors. First, good conversation within the organization is a very important factor to maintain the volunteers work in the long run. Good communication is a hang up of quality information from the organization to its volunteers. Information flow consists of, for example, general news within the organization, the organizations 32 expectations of its volunteers, rules and regulations, recognition, and feedback given to the volunteers. There are a variety of forms of communicat ion, such as face-to-face interactions, newsletters, bulletin boards, and more complicated forms such as public displays of recognition. It is reported that face-to-face conversation is the most effective factor to serve the rejoicing of the volunteers and increase their level of commitment. Providing informal recognition and appreciation early in the volunteer experience can affect the volunteers tenure of service at an organization (Stevens, 1991). If the volunteers are satisfied with the quality of the communication, they are likely to stay longer.Second, scheduling, work assignment, and work allocation are crucial factors to maintain the volunteers efforts. Volunteers tend to be satisfied with work if they can memorandum their own volunteer hours and days, especially if the schedule is flexible. In addition, they are apt to continue volunteering if they are assigned to work on tasks that allow them to utilize their personal talent or circumstantial skills.Next, if the volunte ers can see that the outcome of their volunteering efforts really benefit somebody, they have a leaning to remain in the service. This factor will be strengthen if there is a connection, particularly direct contact, between the volunteers and the people benefiting from their services. In other words, if the volunteers tint that their efforts are worthwhile and important, they will be motivate to continue volunteering. On the contrary, if they feel useless or incapable, they tend to abolish their volunteer work sooner (Wharton, 1991).Fourth, volunteers expect good support from the organization they work for, such as procreation support and emotional support. Volunteers who infix in training report 33 higher levels of satisfaction than those who do not (Galindo-Kuhn Guzely, 2001). Organizations offering longer training sessions and a variety of training topics are also likely to have a larger number of volunteers who are satisfied and committed (Cyr Dowrick, 1991 Paradis Usui , 1989). Volunteers need emotional support not only from the organizations paid staff, but also among the volunteers themselves. Volunteers have a propensity to continue their service when they perceive that they are a part of the team up and each member is willing to collaborate in problem solving, assist on projects, and encourage the volunteer initiative and activity (Cyr Dowrick, 1991). On the contrary, if they feel like they are being treated without respect, such as being told what to do and what not to do, they will lose their interest and motive for act in that volunteer effort.Lastly, a strong sense of group integrating is another important factor that keeps the volunteer in service. Group integration refers to the bonds that tie volunteers affectively to one another and the organization. Such relationships are independent of the work instead, they provide a social aspect of the volunteer experience that is associated with satisfaction and commitment. The study by Fiel d and Johnson (1993) indicated that volunteers are more satisfied when they have contact with other volunteers, not only in the work, but also at social events or casual socializing outside of the workplace, such as having an informal dinner with the paid staff and other volunteers, or being invited to join holiday parties (Sherr, 2008).VOLUNTOURISM AND SOCIAL AWARENESSVolunteer tourism presents a unique opportunity for exposure to social inequalities, as well as environmental and political issues, subsequently increasing social awareness, discernment and/or support (McGehee Santos, 2005).McGehee and Santos explored how an increased social awareness through voluntourism can influence subsequent social activism. A voluntourism experience may provide an indirect or informal channel for an exchange of ideas regarding the issues and inequalities that exist. Though the musing of these social issues and inequalities and the exchange of ideas occur in the local community, it can be deem ed apparent that the same occurs elsewhere.It has been proposed that volunteer tourism experiences have the potential to change voluntourists perceptions about society (at a global as well as local level). In the study conducted by McGehee and Santos, consciousness-raising occurred prior to, during, and after the volunteer tourism experiences. It has been found out that many volunteer tourism expeditions advance what is called as global citizenship.One of the many interesting topics in the region of tourism research is that of tourisms potential contribution to global peace and understanding. There are examples from around the globe, of tours that are seeking conflict resolution, greater understanding and even movements for global social justice. However, it remains a matter of some dispute among tourism analysts as to whether tourism can help foster peace and secure a more harmonious world (Higgins-Desbiolles, F., 2003).VOLUNTOURISM AND cultural TOURISMIt is unlikely that other cultural tourists will gain the same depth of interaction and experience as a volunteer tourist (McIntosh Zahra, 2007). avowedly though, this conclusion still requires further empirical validation.In their paper, McIntosh and Zahra examined the nature of the volunteer experience in the search for alternative and sustainable experiences through cultural tourism, in the case of Australian visitors to a Maori community. The findings of the study showed that the main motivation for undertaking the volunteer project was not primarily related to sightsee but to volunteering, to work not just to be tourists, to give and to experience a service project. It was examined how open and responsive the host community were initially, and throughout the volunteering project, and what impact the volunteers left on the community.It was found out that the nature of the volunteer tourism experience was mutually beneficial to both the host and the voluntourist. The nature of the experiences gained by the voluntourists were seemingly different from those gained by cultural tourists experiencing the traditional cultural products, as the latters experience border on commodified cultural products.VOLUNTOURISM AND ECOTOURISMWearing impresses that volunteering on nature conservation projects has become increasingly popular in the last two decades (quoted by Halpenny Caissie, 2003, p. 25). Non-government organizations and government agencies charged with managing biologically significant and recreation-oriented areas are expanding the use of volunteers in their programs designed to conserve biodiversity, foster healthy environments, and operate recreation and conservation programs.In a paper by Halpenny and Caissie, they explored the attitudes and set regarding nature, and the perceptions of nature by the volunteers who participated in the Volunteer for Nature program, a Canadian-based conservation volunteer project. A majority of the volunteers stressed the importance of nature and the environment as a context for self-centered activities such as recreation and therapeutic interaction. The importance of natures existence value, the satisfaction of knowing that nature exists and is being protected was also apparent. Many of the participants expressed concern and empathy for the wildlife and threatened environments.Wearing describes volunteer ecotourism as a bright alternative that promotes host self-determination, local control, sustainability, environmental stewardship and the privileging of local culture and values (quoted by Gray Campbell, 2007, p. 466).III. GAWAD KALINGATHE baron OF AUDACIOUS GOALS1. GK777Meloto knows the importance of coming up with a compelling vision to inspire people. Thus, he came up with GK777. Launched in 2003, GK777 goal to construct 700,000 homes in 7,000 communities in seven years. The objective of the project is to help the poorest of the poor, regain their trust, build their confidence, make them think and act as a community and to share the joy of a country rising from poverty.2. GK2024A logical file name extension of GK777 is GK2024, which seeks to uplift five million Filipinos.The first pattern of the journey (from the year 2003 to 2010) aims to achieve Social Justice, and is captured in GK777. The goal has been restated as raising 700,000 home lots and starting up 7,000 communities by the end of 2010.The second phase (from 2011 to 2017) is the stewardship phase called Social Artistry, and aims to empower GK communities for self-governance, self-reliance, and self sufficiency through community-based programs for health, education, environment, and productivity. It also aims to build a village culture that honours Filipino values and heritage.The final phase (from 2018 to 2024) is envisioned as a time of Social Progress, and seeks to achieve scale and sustainability by developing the grassroots economy and expanding the secure and influence of GK to five million families with support from key secto rs of society in the Philippines and partners abroad (Gawad Kalinga, 2009). During this phase, the Filipino will lift himself from poverty by unleashing his potential for productivity and hard work in the right environment.According to the Gawad Kalinga web site, the 21-year journey of Gawad Kalinga represents one generation of Filipinos who will journey from poverty to prosperity, fromneglect to same to honour, from third- world to first world, from second-class to first-class citizen of the world.1. Companies (private sector)Gawad Kalinga has successfully propagated the idea that the participation of big business in GK is more than just exercising their merged social responsibility (CSR). They are also involved in a bigger project that is nation-building. Because of GKs novel approach of actively engaging their embodied donors in implementing GK programs and activities on the ground (rather than simply raising funds), the partnership takes on some special meaning for the.2. Gover nment (public sector)In 2002, President Gloria Macapagal Arroyo challenged GK to build 1,000 homes with P30 million from her presidential fund. In spite of its lack of experience in building at such a scale back then, GK succeeded in building the houses in 70 sites throughout the country within a year.President Arroyos highly-publicized initiative served as a major boost for GK, which began to rip leaders from both sides of the political fence, including opposition leader Sen. Aquilino Pimentel Jr., who provided P40 million from his Countryside schooling Fund for schools, livelihood centers, sewage and path walks. Support also came from other senators. Hundreds of governors and mayors have since joined the bandwagon.SERVICE EXPANSION MODELFor several government agencies, partnership with Gawad Kalinga allows them to fulfill their public-service mandates more effectively. Worth noting are the partnerships of GK with the Department of floriculture (DA), and the Department of Touris m (DOT).The partnership between GK and DA took the form of Bayan-Anihan, the food-sufficiency program of Gawad Kalinga. Bayan-Anihan aims to eradicate hunger by empowering families in GK communities to produce their own food. under this program, GK families would each be given a 10-square meter lot where they could start a vegetable garden with okra, tomatoes, eggplants, and kangkong for their daily consumption. Launched in 2009, the program seeks to launch 2,500 farms in the next three years to feed at least 500,000 people for life.Another innovative program is GK Mabuhay, which promotes GK sites as tourist destinations. This is a result of the collaboration between GK and DOT. GK villages have become a cultural attraction in themselves, owing to the fact that they were built with the people working together as members of the community.Under this program, GK villagers welcome visitors with warmth and hospitality brought about by their renewed sense of hope. Both GK and the DOT call this campaign the new face of community tourism. Taking center stage are the Mabuhay Ladies, a group of women residents who were chosen to be tour guides in the GK communities that were capable as travel destinations. The DOT conducted workshops for the Mabuhay Ladies, giving them practical guiding tips and techniques on how to be effective tourist hosts and good communicators.The concept of community tourism, according to DOT Secretary Ace Durano, is fairly new. This has been a sought-after activity among the more adventurous travelers, who choose not just to travel but to take part in community concerns. This travel-for-a-cause stance has been supported by the DOT through its other partnerships with socio-civic groups, Durano saidBUiLDING THE GK BRAND modify to the rapid growth of Gawad Kalinga is the reputation it has built over the years. Gawad Kalinga has succeeded in creating an stick out that appeals to donors, volunteers, and other stakeholders. For example, GK is fashion ed as a nation-building movement. It seeks to build a nation empowered by people with faith and patriotism and one that is make up of caring and sharing communities, dedicated to eradicate poverty and define human dignity (GKBI, 2009).Since it was founded in 1995, Gawad Kalinga has managed to put a unique gimmick to its programs and activities. Because of this, GK has always looked fresh and dynamic to interested observers. For example, GK was originally known for building faith communities because of its values formation programs, and because of its association with the Couples for Christ. When it made inroads in building homes in war-torn Mindanao,GK communities were dubbed as peace zones where Muslims and Christians work together to speech communication poverty. Recently, GK communities have become eco-friendly villages as well because they have begun to integrate environmentally-sound practices in their way of living.GK villages have likewise been transformed into tourist spo ts that eccentric the inherent charm and uniqueness of each place. Aside from the colorful houses and attractively landscaped surroundings, each GK community offers the warmth, hospitality, and inspiring stories of its residents, who represent the triumph of the Filipino people against poverty and oppression.IV. CONCEPTUAL FRAMEWORKThe conceptual framework is presented by prefigures 1 and 2, which are the Concept Map and Concept Table respectively.Figure 1. Concept Map of the StudyGKcm3Premise Tourism promotions play a large role in encouraging people to engage in tourism ventures. The natural beauty or landscape of the destinations, the facilities and services of the tourism supplier, and the organizations government mandated and non-government mandated, stimulate tourism response.Domestic tourism is an amalgam of internal and inbound tourism. At present, traditional or conventional tourists dominate the domestic tourism markets