STAGING HERITAGE AND CULTURAL ACTIVITIES / EVENTS AT THE CITY COLLEGE OF ANGELES: EXPERIENTIAL MARKETING TO PROMOTE SENSE OF PATRIMONY AND NATIONALISM
Abstract
This paper presents the crossroads of the heritage tourism, experiential marketing, and cultural promotion and appreciation in an educational setting. The study documented the cultural promotion activities of the City College of Angeles, a community college in Angeles City, Philippines. There are 38 activities included that were organized from 2017 to 2020. These activities were highly experiential more than focused on simply appreciating tangible cultural heritage. An assessment on the impression of the participants was conducted. The study used a 5-point likert scale which was utilized and floated to 60 respondent-participants. The descriptors are 1) technical and organization, 2) platform, 3) relevance of the content, and 4) overall impression. A weighted mean of 3.74 was achieved meaning, “very good†which reveals the overall assessment of the said activities. Although the score reveals a favorable assessment, this still suggests further improvement in the context of delivery of the activities. This paper also shows that heritage tourism and experiential marketing interpose pragmatically in designing and implementing co-curricular activities and events.
ÂÂ
Keywords: heritage tourism, experiential marketing, cultural heritage, cultural promotion and appreciation
References
(2020). Handheld xrf in cultural heritage: A
practical workbook for conservators. Los Angeles: J. Paul Getly Trust and Yale
University.
Kottak, C. P. (2009). Cultural anthropology. (12th
Ed.). New York: McGrac Hill.
McLeod, S. (2019). What’s the difference between
qualitative and quantitative research?.
https://aus.libguides.com/apa/apa-website.
Miller, B.D. (2005). Cultural anthropology. (3rd
Ed.). Singapore: Pearson Educational Inc.
Ordinance No. 417, Series of 2017 by the
Sangguniang Panlungsod (City Council) of Angeles
City or the Ordinance Declaring “Angeles Traditional Parul†and “Lubenas ning Pasku†as Intangible Cultural Heritage of Angeles City and Establishing Systems and Policies in Safeguarding, Providing for Mechanism of Implementation and for Other Related Purposes
United Nations. (n.d.). Sustainable development
goals. https://www.un.org/sustainabledevelopment/sustainable-development-goals/
United Nations Educational, Scientific and Cultural
Organization. (n.d.). Performing arts (such as traditional music, dance and theatre).
https://ich.unesco.org/en/performing-arts-00054
United Nations Educational, Scientific and Cultural
Organization. (n.d.) Social practices, rituals and festive events. https://ich.unesco.org/en/social-practices-rituals-and-00055
United Nations Educational, Scientific and Cultural
Organization. (n.d.). Traditional craftsmanship https://ich.unesco.org/en/traditional-craftsmanship-00057
United Nations Educational, Scientific and Cultural
Organization. (n.d.). What is intangible cultural heritage? https://ich.unesco.org/en/what-is-intangible-heritage-00003
Zerrudo, E. B. (2020). E-pamanang turismo heritage
and development (biglang bumida si
COVID10) how na?. Presented during the Department of Tourism Online Learning
on May 7, 2020.
