COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

“Motivation of Tourists on Historical Tourism in Fort Santiago, Intramuros.”

CHAPTER 1
INTRODUCTION

Tourism is traveling to a certain place or destination for recreational, relaxation and

commerce purposes. Travel characterizes visitors as individuals moving from one's place of
origin to a certain destination. Go2 Tourism HR Society (2017) defined tourism as “activities of
people traveling to and staying in places outside their usual environment for leisure, business
or other purposes for not more than one consecutive year”. It further explained that “tourism is
a dynamic and competitive industry that requires the ability to adapt constantly to customers'
changing needs and desires, as the customer’s satisfaction, safety and enjoyment are
particularly the focus of tourism businesses”.
An attraction is a place where visitors are interested to visit. Ordinarily a visitor fascination can

be one cultural or historical that possesses value, natural or man-made excellence and

amusement opportunities. Attractions may also bring visitors to specific destinations for

shopping, amusement, gaming, and culture, sight-seeing and recreational play. (Goeldner &

Ritchie, 2012)

In accordance to (Maria, 2016) Tourism potential of an area can be characterized as all the

components that make up the sights with facilities to get tourists agent. The primary types of

tourism are: tourism, recreation and relaxation, medical tourism, tourism or healing spa, socio-

cultural tourism, educational tourism. Tourism travel motivations of visitors separated in the

following forms: leisure tourism, spa medicines or cures, sports, shopping, specialized or

logical or religious.
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Philippines as a tropical country has a part to offer to the traveler since it has a part of little

islands. Numerous of the attractions are in the nation without any ventures. The marvelous

natural environment, the tall mountains, the tropical seas, and the beaches, all are there.

Other things that attract visitors are the homes, other traditional settlements, and the culture

habits. These attractions are moreover free of ventures. It communicated that to energize the

tourism, foundations require ventures. (Hogeschool Utrecht, 2016).

Being dynamic and competitive industry, there are various types of tourism that tourists and/or

potential tourists to choose from and one of them is dark tourism. According to (Brenda

University of Applied Sciences, 2016) “Dark tourism is the act of travel and visitation to sites,

attractions and exhibitions which have real or recreated death, suffering or the seemingly

macabre as a main theme”. (Vacaholics.com, 2018) explained that “this kind of tourism is also

referred to as grief tourism, black tourism, and Thana tourism, and involves visiting those

places and sites, which have been witnesses to some of the major tragedies in history. Apart

from their tragic histories of human suffering and bloodshed, most of these locations are also

popular for their historical value. The curious human mind is often more attracted to places

that are associated with things far from normal, and hence, sites bearing violent pasts have

become popular tourist destinations, receiving a large inflow of visitors year after year”.

The Capital of the Philippines, its heart and soul, is Manila. It set's the archipelago's beat and

is throbbing center that mixes the Oriental with the Occidental, the interesting with the present

day, the day-to-day standard with the extraordinary. (Globescope, n.d) At the heart of Metro

Manila’s history is Intramuros moreover called the Walled City, is the original location of the
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Spanish city of Manila, with Fort Santiago serving as its citadel. Intramuros is considered the

oldest locale of advanced Manila and the as it were put in the capital where Spanish-era

impacts have remained. Fort Santiago serves as an exhibition hall of the Spanish colonial

bequest and a holy place to the national legend, Dr. Jose Rizal, who was detained in the

battalion earlier to his execution. (Inquirer, 2012)

Travel motivation can impact tourists by two powers which are the internal and external

forces. Internal forces are the variables of motivation that empower tourists to travel while

external forces are the factors in which tourists depend in the highlights of a destination.

Tourists must firstly develop their needs and desires before they choose to travel in a certain

destination.

In this study, the researchers, as students taking up Bachelor in Science in International

Travel and Tourism Management, wishes to successfully study about the Motivation of

Tourists on Historical Tourism in Fort Santiago, Intramuros to understand the tourists’

motivation in engaging with dark tourism. The learning will help the dark tourism sites to

attract more tourists, know the motivation of tourists in engaging with dark tourism and to help

them strengthen their weaknesses. For tourists, they will benefit in a way that they will gain

more knowledge about the dark tourism sites. For future researchers, it will help them to have

more information and basis regarding the study, at the same time, future researchers will also

help the growing tourism industry in our country.

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

REVIEW OF RELATED LITERATURE

The Tourism Industry

(McIntosh and Goeldner, n.d) stated that tourism is compose of services, activities, and

industry activities which deliver a travel experiences comprising of transportation,

accommodation, food and beverage establishments, retail shops, entertainment businesses

and other hospitality services provided for individuals or groups travelling away from home.

The sum of this phenomenon arises from the interaction of business suppliers, tourist, host

communities and host governments in the process of hosting and attracting these tourists and

other visitors.

As per UNWTO (2016), over the previous decades, tourism has been encountering steady

development and broad broadening to wind up noticeably an extending financial division in

the world. Tourism needs the ability to adapt easily to customers' shifting wants and needs, as

the clients' safety and satisfaction are the main focal point of tourism businesses since it is a

combative and vital industry. There is a wide range sector that gives different services and

products to travelers is what tourism is composed of. (Go2hr, 2016)

In accordance with (International Association of Scientific Experts in Tourism, n.d) tourism can

be partitioned into two categories―educational and recreation. All things considered, the line

of distinction between the two appears to go on diminishing when a visit to an obscure place

makes an individual learn and appreciate, both at the same time. The tourism segment
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nowadays points to cater to the needs and preferences of all sorts of visitors, and hence,

appears to take into consideration particular areas of their interest. In this manner, nowadays

we have a plenty of tourism sorts and endless choices to select from. The diverse categories

of tourism are as beneath: Adventure Tourism, Business Tourism, Cultural Tourism, Dark

Tourism, Eco Tourism, Religious Tourism, Sex Tourism and Sports Tourism.

Dark Tourism

Appearance to destinations related with death and enduring is of importance in the tourism

business. The wonder, known as "dark tourism", has pulled in the consideration of scholastic.

First, According to (Tarlow, nd) individuals look for the weird and distinctive in the assurance

of what is known. This could be one inspiration to visit dark tourism as the guest can

encounter something unsafe inside the well-being of the tourism condition. Second there is a

high demand in the tourism market to make new and extraordinary attractions, third travelers

are looking for spiritual renewal which can be accomplished by going up against obnoxious

occasions to which we have no private or particular connection and lastly the media opens us

to new places and every individuals would not know about under different conditions,

therefore producing enthusiasm for going to such destinations. According to (Thomas, 2012)

interest in past history, nature lovers, for academic purposes and individuals who look for

active recreation by exploring the sites.

Dark tourism is an exceptional kind of tourism business which isn’t popular to everybody but it

has an important role in giving the information and to bring on the past to present. Going to
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dark sites not only a feeling but as well as more extensive discourse and consideration about

the dark side of the past and to the people. (Niemela, 2012)

The most appealing characteristic of Dark Tourism is their murderous, opposing, historical

past. A lot of people are willing to be engaged on this. Dark Tourism exist long time ago but it

is still new to the tourism phenomenon because a lot of people are still unaware, and

misunderstood Dark Tourism as a negative implication in the tourism literature. (Deutsch,

2014)

Instead of seeing dark tourism as a “sectional pathology” and a freak interest with death, we

need to acknowledge that death is a certain piece of everyone's lives, and this is reflected in

tourism as well. In this way maybe to comprehend dark tourism, to understand it we need to

keep to be an open minded and oppose the compulsion to oblige it to a strict definition. (Biran,

2017)

Dark tourism can fill a couple of intentions including education, political reasons, for think of

back purposes, to give recreation. It is additional info that through dark tourism tourist can

value to live more and feel sympathy with casualties. Dark tourism is a mind blowing that has

its own particular benefits. The part of dark tourism emotions are important and worth to

observe by investigating. This implies that the emotions you get in visiting dark sites is

probably has something else. According to (Tarlow, 2012) Not all dark sites is full of

excitement also not all dark tourism are leads to negative way. (Chang, 2017)
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In this cutting edge society, it demonstrates plainly that dark tourism has turned out to be

prominent among sightseers confronting and devouring passing through tourism write in view

of for the most part instruction and amusement purposes (Cuka and Chovancova, 2013)

According to Tarlow(2005) the intention of why people do visit dark sites is by suggesting dark

tourism is from a variety of idea including to understand at your own age, standards,

romanticism, part of the citizen identity, sign of becoming decadent, having of mysterious and

spiritual experiences. These form is to give the impression of visitors to motives based on

conformation and to expound personal identities.

The dark tourism sites have been short identified pull factors of visitors. Depending on class

of context, politics, ideas and operation of ethics, dark sites can inspire the visitors to

appreciate the immoral act of death, trauma and the experience of suffering in an increasing

of real and true world. These emotions and feelings may occur at real place or scene where

dark events are commemorating in a certain cases for limited purposes.

Conduct aim can be watched and it discloses to us how a tourist will perform later on in view

of his or her subjective judgment and practices partitioned comprehensively into positive and

negative conduct goals (Tang and Qui, 2015)

The Philippine Dark Tourism

The Philippine government has recognized tourism as an imperative contributor to the era of

foreign trade profit, ventures, income, and employment and to the development of the
COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

country’s output. If developed in a sustainable way, it can undoubtedly be a capable economic

development engine for the country. (Department of Tourism, 2015). The Department of

Tourism reports tourist entries in 2015 at 5.4 million with tourism revenue of as much as PHP

306. 6 Billion. (Philippine Statistics Authority, 2016). Manila is the fundamental portal to the

nation with the Ninoy Aquino International Airport serving more than 30 airlines flying to and

from cities around the world (Department of Tourism, n.d.) Given its magnitude, tourism

cannot be marginalized and its validity as an industry should be defended. Tour guiding is a

significant angle of a reasonable tourism industry and the data given by tourist guides must be

historically precise so that the industry’s judgment remains intact.

Dark Tourism is the kind of tourism that includes going by historical destinations that are

associated to occasions of catastrophe and death. Sample areas that drop beneath this

definition include prisons and dungeons, battle fields and war sites. So how is this distinctive

from the normal tourism that happens in historical places? It isn’t—which is why it truly

shouldn’t be an issue with institutions like, say, the Department of Tourism (Dot). To be

reasonable, in spite of the fact that, most individuals in the department don’t even know that

it’s not Dark Tourism they need to shape suppositions around.

There is no other place in Manila where historical and supernatural meets than Intramuros.

(Cana, 2016) In 1945 during the war in Manila between Filipino, Japanese forces and

America Intramuros was demolished. Instead of reconstruction most of the religious and

educational institutions was moved in other places. First the Rizal Shrine in Fort Santiago,

The 16th century fort is should be seen for the people who is ardently attached by the history
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of the colonial past in the Philippines. Construct by the Spaniards the fort’s prisons, sleeping

shelter and mystery gate narrate the story of their own. Inside the fort is the Rizal shrine that

shows the art and memory of our national hero before his execution held in Fort Santiago.

(Morales, 2015) Fort Santiago was embraced with darkness that’s why it is now also

extremely haunted, imprinted with the agony and sufferings. This is the most haunted building

in Intramuros. (Cena, 2016)

Motivational Factors

Tourist motivation can be defined “as the global integrating network of biological and cultural

forces which gives value and direction to travel choices, behavior and experience.” Motivation

has also been referred to as psychological, biological, social needs and wants, including

internal or emotional and external forces. These forces describe how individuals are pushed

by motivation variables into making travel decisions and how they are pulled or attracted by

destination attributes. (Uysal and Hagan, n.d) stated that Push Factors are defined as origin-

related and refer to the intangible, intrinsic desires of the individual traveller, such as the

desire to escape, rest and relaxation, adventure, health and prestige. Pull Factors are defined

as mainly relating to the attractiveness of a given destination and tangible characteristics such

as beaches, accommodation and recreation facilities and cultural and historic resources.
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Demographic Profile

(Nugent, R. & Seligman, B., 2016) Stated that demographics are key essential to

advancement, yet this connection is repeatedly unnoticed. With academics and writers

contending about what lies assist on if worldwide populace difficulties are not powerfully

coordinated into arranging procedures and approach, wrangles in connection to populace

strategy are animating. Inside and among nations, statistic components affect imbalance and

poverty levels in fundamental ways. At the general level, the “statistic opportunity” related with

the move from larger part youth populace to a huge gainful age populace impacts financial

development rates and unemployment; at the miniaturized scale level, ripeness levels control

family monetary prosperity; and globally, migration is both an inspiration and an impact of

restricting levels of monetary improvement. An interrelated way to deal with diminishing

imbalance and neediness requires eager linkages to demographic change at each level.

At an essential level aging is correlated with major turn down in cognitive functions. Older

adults achieve in simple decision situations just as well as younger adults reported by

psychologists from the Max Planck Institute for Human Development and University of Basel.

However, aging may have an effect on decision performance in more compound decision

situations according to their study published in the Academic Journal Cognition.

Frey & Hertwig also stated that in economics and politics, significant decisions and often

made by order people: 61 years was the common age of the world’s most powerful people in

2013 that is according to Forbes magazine. The assortment of older individual into such
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powerful roles my even be more intensified as population across the world age. ( Frey, R., et

al. 2016)

Another demographic profile needed is the gender. In history, the terms “gender” and “sex”

have been used interchangeably, but in present society, their meaning are becoming more

and more distinguishing. Being evident on the differences between the two concepts is more

crucial than ever. In common terms, the biological differences between females and males,

such as the genetic differences and genitalia are referred to as “sex”. “Gender” is more

complex to define but can refer to female’s or male’s role in society (gender roles), or an

individual’s perception of themselves (gender identity). At times, a person genetically

assigned sex does not line up with their gender identity. This person’s might refer to

themselves as gender-nonconforming. Transgender or non-binary (Newman, T, 2016).

Agreeing to Hubbard L.R., (2014), the religion is the primary sense of group. He expressed

that feeling of community happen by reason of boundless involvement with others. Where the

religions feeling of group and with it legitimate trust and trustworthiness can be broken then

that society resembles and sand mansion not ready to safeguard itself against the

unavoidable ocean. Throughout the previous hundred years or so religion has been assaulted

with a persistent assault. The general population has been advised it’s the “sedative of the

masses,” that it’s informal; to up it plainly, that it is a phantom. In the overall population or has

stopped to be, the state acquires the entire weight: of wrongdoing, open profound quality and

narrow mindedness when religion is not compelling. It then should, honest, and sense of pride
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now effectively intrinsic in the individual, cannot be constrained with any awesome

accomplishment.

While occupation encompassed enjoying life, every action that people do to occupy

themselves, including looking after themselves, and contributing to the social and economics

fabric of their communities. The human capacity to settle on occupations and execute them

pleasingly within the context of one’s life is referred to as occupation performance, which the

result of the active relation between the occupation, environment, and the person (Bar, M.A &

Jarus, T., 2015).

Self
Determined
Theory

Intrinsic Factors Extrinsic Factors

Competency External Regulation

Autonomy Introjected Regulation

Identified Regulation
Psychological
Relatedness
Integrated Regulation

Theoretical Perspective
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This study will be anchored on Self-Determination Theory. It is a theory of motivation that

aims to explain individuals’ goal-directed behavior (Deci & Ryan 1985; Ryan & Deci 2000 as

cited by Sportlyzer Academy, n.d.). The theory proposes universal, innate psychological

needs:

1. Competence is defined by a perceived self-belief in one’s ability to perform well in an

activity;

2. Autonomy or freedom of choice. Perceived autonomy is high when individuals feel

they are engaging in sport because they choose to do so, not because they feel

pressured by other people (parents, coaches) or external factors (expectations).

3. Psychological relatedness is defined by a sense of shared experience and

meaningful relationships. Therefore, people are motivated by activities, which allow

them to form and enjoy good relationships.

Thus, people feel motivated by activities, which allow them to satisfy those three needs.

Those activities are enjoyable and driven by intrinsic motivation. Originally, the theory

differentiated between intrinsic and extrinsic motivations were. Later, a continuum with varying

degrees of individual autonomy was proposed (Deci & Ryan, 2000 as cited by Sportlyzer

Academy, n.d.). Intrinsic motivation represents the most self-determined or autonomous

behavior regulation by inherent interest, enjoyment, and satisfaction. There are three types of

intrinsic motivation:

1. Intrinsic motivation toward knowledge is observed if an activity is performed for

the pleasure or satisfaction of learning or understanding something.

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2. Intrinsic motivation toward accomplishment is defined as engaging in an activity

for the pleasure of accomplishing or creating something.

3. Intrinsic motivation toward stimulation occurs when an activity is performed to

obtain stimulating experiences.

Differently, extrinsic or controlled motivation characterizes those activities that yield specific
outcomes in terms of rewards or avoided punishments whereas perceived autonomy is low.
Within extrinsic motivation there is a continuum of behavioral regulations reflecting the degree
to which the behavior has been integrated into the individual’s sense of self. The continuum
includes:
1. External regulation, where behavior is controlled by external incentives such as
praise, rewards, and punishment avoidance;
2. Introjected regulation, when the external contingencies have been internalized and
the individual acts to facilitate self-esteem (e.g. exhibit ability) or lessen guilt and
avoid demonstration of failure;
3. Identified regulation, where the behavior is explicitly recognized and valued by the
individual;
4. Integrated regulation which is then the most autonomous kind of extrinsic motivation
and appears when the behavior is fully integrated into personal values and beliefs.
COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

Conceptual Framework
Based from the Self-Determined Theory (Deci & Ryan, 2000) , the researcher arrived
at the following conceptual framework which will serve as a foundation on how the study will
progress.

Figure 1. Conceptual Framework: Motivation on Dark Tourism

The conceptual framework as shown above take into account the perceptions of
tourists on dark tourism that are influenced by their intrinsic and extrinsic motivation towards
attraction to dark tourism sites. In identifying the attitude of tourists, it will be simply on how
they react on these sites when they get to visit it. Such sites has history on it, people are
fond of discovering new things . Then comes the value of every individual towards these dark
tourism sites. Values will depend on the places they get to visit; war zones, battlefields or
tragic places will trigger this certain emotion of every individual. Their beliefs can be
misconcepted at times specifically on how they’ll interpret what they felt about these Dark
Tourism sites. Social class is simply the mass who will get to explore or visit these Dark
COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

Tourism sites, the more they are capable to explore or visit these Dark Tourism sites, the
more they are capable to explore these sites the bigger the mass they’ll attract.
To determine if there is significant difference in the level of motivation when grouped
according to profile, as mentioned in the objectives of the study, the presentation of result
would be the following:
1. By level of intrinsic and extrinsic motivation, by Gender
2. By level of intrinsic and extrinsic motivation, by Place of Origin
3. By level of intrinsic and extrinsic motivation, by Age Group
4. By level of intrinsic and extrinsic motivation, by Religion
5. By level of intrinsic and extrinsic motivation, by Occupation
6. By level of intrinsic and extrinsic motivation, by Monthly Income