STAGING HERITAGE AND CULTURAL ACTIVITIES / EVENTS AT THE CITY COLLEGE OF ANGELES: EXPERIENTIAL MARKETING TO PROMOTE SENSE OF PATRIMONY AND NATIONALISM

Richard G. Daenos, Marvin C. Punsalan

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.

 

Keywords: heritage tourism, experiential marketing, cultural heritage, cultural promotion and appreciation


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