Impact of the Infante Ancestral

House in the Promotion of

History and Cultural
Heritage of La
Carlota City

Submitted By:
Pioquinto, Jenesa Ian D.

Hechanova, Jade Marie A.

Palomar, Jean Louise D.

Sasabo, Angel Marie P.

Vasquez, Abbey John M.

Grade 10- Einstein

S.Y. 2018-2019

Submitted To:
Mrs. Grace B. Amar
 TABLE OF CONTENTS

Chapter I Page Number

Background of the Study 3

Objectives of the study 4

Significance of the Study 4

Review of Related Literature 4

Chapter II

Findings/Analysis of the Study 7

Chapter III

Conclusion 8

Recommendation 8

References 9

Appendices:
A. Documentation 13
B. Survey Questionnaire

2
 Chapter I

INTRODUCTION

Background of the Study

People visiting cultural and historical sites are one of the largest and fastest
growing sectors of the tourism industry as of today. As a matter of fact, heritage tourism
seems to be progressing much faster than all other forms of tourism, particularly in the
modernized world, and is thus reviewed as an important potential tool to reduce poverty
and pursue economic development. (Murray, 2005)

Proudly having 7,107 islands, the Philippines could possibly be the best tourist
destination in the world. The Philippines is an archipelago gifted with a wealth of
resources, from a wide range of natural wonders up to the rich history and a unique
culture. Its attractions are as many as they are diverse, with each island offering
something different and special to the visitors. Within terms of cultural attractions,
Philippines is not lagging behind any other countries in Asia. Cultural tourism covers all
aspects of travel, whereby people learn about other community’s ways of life and
thoughts. Thus, tourism is an important means of promoting cultural relations and
international cooperation. Conversely, development of cultural factors within a nation is a
mean of enhancing resources to attract visitors. In numerous countries, tourism can be
linked with a “cultural relations” policy. It is used to promote not only knowledge and
understanding but also a favorable image of the nation among foreigners in the travel
market. (Goeldner, 2006)

The Congress of the Philippines passed the National Cultural Heritage Act of
2009 or Republic Act. no. 10066 to further protect the cultural treasures of the country
which includes houses under Built heritage. Ancestral houses that have figured in an
event of historical significance like the Infante Ancestral House in Hacienda Guadalupe,
La Carlota City. The said house is a “Heritage House” by the virtue of the declaration by
the National Historical Institute (NHI) through its Resolution No. 01 dated December 12,
2001. In line with this cultural heritage site, the researchers became interested to conduct
a study regarding how effective the Infante Ancestral House is in promoting the history
and culture of La Carlota City, and to know its promotional strategies to make the
attraction well-known to the tourists.

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Objectives of the study

The researchers sought to assess and evaluate the following:

 The impact of the Infante Ancestral House in the cultural tourism and history of
La Carlota City in terms of social, physical, and economic aspects.

 The existing promotional patterns for the Infante Ancestral House.

Significance of the study

This study is important, not just to the citizens of La Carlota City, but also to
other places containing cultural heritage sites because heritage sites not only promote the
place’s tourism industry, but it also reflects the culture and way of life of the people
living in it, which is why we should value and preserve it. The results of this study could
provide a better insight on how we should make plans of action regarding the
improvement and preservation of our community’s heritage tourism.

Review of Related Literature

Cultural heritage and tourism means travel concerned with experiencing cultural
environments, including landscapes, the visual and performing arts, and special (local)
lifestyles, values, traditions, events as well as other ways of creative and inter-cultural
exchange processes. It is important for various reasons; it has a positive economic and
social impact, it establishes and reinforces identity, it helps build image, it helps preserve
the cultural and historical heritage, with culture as an instrument it facilitates harmony
and understanding among people, it supports culture and helps renew tourism. The
economic and social impact is caused by the incomes created by the cultural tourism
business and supporting businesses. There is an increase in local production since the
cultural tourism activities are strongly connected with other branches of economy. As
cultural tourism is employment demanding, there is an increase in employment in the
area, as guests participate and appreciate local culture. This helps keep people in the
region, which is a positive catalyst for regional development. It, thus, improves the
demographic situation in regional areas by giving a perspective to the youth. Cultural
tourism leads to better overall infrastructure and living environment - not only for tourists,
but also for the host community, as well as the activities encompasses the whole territory
of the destination. As cultural tourism gives the destination an identity, it gets known, this
attracts interests and people, which again helps to marked local production in general.
Positive for the economic and social development is that cultural tourism generates new
ideas and a wish to cooperate among the local population (Hinsberg, A., et.al., 2003).
 4

Cultural heritage sites in Maragondon, Cavite are conserved accordingly to its

natural beauty, to maintain homogeneity Furthermore, with a mean of only 3.20 the
respondents agree that this aspects function in the life of the community. Ancestral
houses and the church in this study functions in the life of the community. As some of
these are privately owned and utilize by the community. The church encourages people to
be more religious as perceived by Mrs. Herrera, tourism officer of Cavite. Also, the
respondents agree with the intangible culture (such as folklore, traditions, language, and
knowledge) of the physical aspects of the sites. Most cultural heritage sites possess
intangible culture as it mirrors the old traditions of the place.

The social significance of heritage lies in its association with identity: it is

fundamental in helping individuals, communities, and nations define who they are, both
to themselves, and to outsiders (Anand, 2007).

Taal always used facebook (3.60), blogs (3.60) and website (3.80) in promoting their
cultural heritage sites. In today’s generation, people are really fond of using the internet.
This lead to an easier access to information that people wants to know including the
particular tourism attractions that they might wanted to visit. It can also be considered as
the easiest way to inform people about a certain place. Magazines, brochures are often
used by the municipality of Taal in their promotions. These types of promotions are
considered as print media. Usually these are personally distributed by the municipality
and/or can be found in the tourism municipal office. However, televisions and radios are
sometimes used in their promotions. As we all know, among all the promotional
materials these are some of the most expensive to used, considering the budget of a
municipal office. It is indeed quite difficult to fund such kinds of promotions. The most
effective promotional activities for Taal are website, town fiesta celebration and religious
festivities. The Least effective are ABS-CBN and Hosting TV Shoot (Ante et.al., 2012).

On the other hand, assessment of the respondents in Cavite in terms of the physical
aspects of their cultural heritage site strongly agree and got 3.58 that it maintains the
present and bestowed for the benefit of future generations. Most of the ancestral houses
in Cavite are privately owned ensuring the maintenance of the place itself. It has lived a
long time ago and through proper preservations up to now, ancestral houses are still
available for public visit though it is privately owned. The respondents also strongly
agree (3.42) that the physical aspects of their cultural heritage sites value the point of
view of science, conservation or natural beauty. Restorations of cultural heritage sites
value its original structure to preserve its natural beauty. Tourism combined with
preservation has not always been a popular match. Still, it is not unusual that the old is
being cast aside, ignored, or simply replaced by the new (Walker & Walker, 2010).
 5

Cultural heritage sites in Taal and Cavite, are maintain in the present and bestowed
for the benefit of future generations. These destinations are one source of income of the
municipality and the local community. Maintaining its physical attributes allow it to be
available for the benefit of the future generations form of communication used by a firm
to inform, persuade, or remind people about its procedures, services, images ideas,
community involvement, or impact on society (Evans et al, 2008).

The grandeur of living in the past can be felt upon entering the lion-guarded ancestral
house of the Infante family at Hacienda Guadalupe, Barangay Ayungon. It is home to one
of the oldest yet operational German-made grandfather’s clock. Art deco pieces from
center tables to cabinets figure prominently in the family’s priceless collection. The
garden, fenced with balustrade on both sides facing the house, has a miniature lighthouse
that once used to be a fountain. On December 12, 2001, the house was designatedby the
National Historical Institute as a heritagehouse, and a historical marker was placed on the
property. (???? Search nyu pls ahaha la balo kung anu ang site)
 6

Chapter II

FINDINGS/ANALYSIS OF THE STUDY

The significance of this cultural heritage site was mainly to provide the local
community the mirror of the past life in the city of La Carlota. On the social benefits, the
respondents agree in colonial brought by tourism which means that the Infante Ancestral
House boasts of numerous well-preserved historical and cultural treasures dating back to
pre – Spanish colonial period (De Villa A.M. et. al, 2013).

Meanwhile, loss of identity through standardization of roles and erosion of

culture pride both obtained a rating of disagree. Tourist often unconsciously influence the
community they visit, especially if there is a large gap in living standards between the
two. This is also known as the demonstration effect. Similarly, tourist who takes an active
interest on their host community may well end up changing their own views and
attitudes.

The assessment on the social aspects of the Infante Ancestral House agrees with
the positive effects of these sites on the local community as it preserves cultural heritage
site, creates better cultural understanding and increase the production of native crops.
Both got disagree about the negative effects.

The increasing tourist arrival in La Carlota City brings numerous establishments

in the town, contributing greatly to the economic aspects of the place. It was followed by
improvement in the standard of living and economic growth or progression. Contribution
to regional development, promotes economic stability for the community and local
government, additional income to the people obtained a rating of agree as one study
shows that cultural/ heritage sites give a contribution to the growth of tourism industry.
Through the actions of the municipality and local government, destinations attract more
tourists and increase the demand/ tourist arrival wherein the revenue of those destinations
also increased. This greatly contributes to the La Carlota’s tourism industry economically
and more hospitality jobs for the residents in La Carlota will be conducted. (Laygo, et al.,
2007)

Economically speaking, cultural tourism industry in La Carlota contributes to the

local community by improving their standard of living. As tourists arrivals increase,
additional income for the local people also increases as consumptions for the basic
necessities of the tourists that can be found on the destinations are being consumed.
These establishments are mostly run by the local community.
 7

Respondents from La Carlota City strongly agree that heritage sites are tangible
cultures (such as buildings, monuments, landscapes, books, works of arts and artifacts).
“Maintained in the present and bestowed for the benefit of future generations” followed
with strongly agree. The Infante Ancestral House that is mostly visited by the tourists in
La Carlota has care takers and is properly maintained. Also, Taal respondents agree that
the cultural heritage sites take appropriate legal, scientific, technical, administrative and
financial measures necessary for the identification, protection, conservation, presentation
and rehabilitation of this heritage.

The Infante Ancestral House is maintained in the present. This cultural heritage
site is one source of income of the local community. Maintaining its physical attributes
allow it to be available for the benefit of the future generations.

Promotion is any form of communication used by a firm to inform, persuade, or

remind people about its procedures, services, images, ideas, community involvement, or
impact on society (Evans et al, 2008). The Infante Heritage House and the majority of
tourist spots in La Carlota always used Facebook, blogs and websites in their promotional
methods. In today’s generation, people are really fond of using the internet. This leads to
an easier access to information that people wants to know including the particular tourism
attractions that they might want to visit. It can also be considered the easiest way to
inform people about a certain place. Magazines, brochures and other print medias are also
often used in promotions. Usually these are personally distributed by the municipality
and/or can be found in the tourism office. However, televisions and radios are rarely used
in their promotions. As we all know, among all the promotional materials these are some
of the most expensive to be used, considering the budget of the tourism office. It is
indeed quite difficult to fund such kind of promotions.
 8

Chapter III

CONCLUSION AND RECOMMENDATION

Conclusion

The most visited cultural heritage attraction in La Carlota City was Infante
Ancestral House. Blogs, Websites and Facebook are mostly used by the city of La
Carlota in promoting their cultural heritage sites. The Ancestral House was perceived to
have positive results in the assessments based on different aspects such as physical, social
and economic aspects.

Recommendation

Government of La Carlota City may showcase the local community in festivities

and other tourism projects to increase their involvement. They may also provide rules and
regulations for arising establishments in the city to align their structure to the heritage
ambiance of the place. Future studies may also be conducted to further confirm the
results of this study.
 9

REFERENCES

Websites

Ante, M. P. et al (2011) Status and Prospects of Taal as Tourist Destination: Basis for

Enahanced Promotional Activities, Lyceum of the Philippines University–

Batangas, Batangas City. Retrieved March 2, 2019, from

https://pdfs.semanticscholar.org/38db/b4eb7af07fe32d45dc563dda8911de5ab63

e.pdf

Goeldner, C. et al (2006), Tourism: Principles, Practices, Philosophies, John Wiley and

sons, New Jersey. Retrieved March 2, 2019, from www.academia.edu/../

Tourism_Principles_Practices_Philosophies_12th_Edition

Murray, J. M., Delahunty, C. M., Baxter, I. A. (2005), Food Research International,

Elsevier. Retrieved March 2, 2019,

fromhttps://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/References

Papers.aspx?ReferenceID=1825013

Walker, J. R., (2010), Tourism: Concept and Practices, Pearson Education South Asia,

Jurong, Singapore. Retrieved March 2, 2019, from https://pdfs.semanticscholar.

org/0585/93c39658ec8daa9af1fc2ef7ae1ec6d30989.pdf

Wanhill, S. (2005), Tourism Principles and Practice, Pearson Education Limited,

England. Retrieved March 2, 2019, from https://hope.rl.talis.com/items

/F475A372-98C9-8F8E-F11B-9BE8BC37CA18.html

Books

Anbazhagan, M. Gunasekharn, V., “Medical Tourism in Vellore District”, Kisan World,

Vol.35, No.3, 2008, pp.59-62.

Anand, S.K., “Tourism Industry Today”, Sumit Enterprises, New Delhi, 2007.

Anil Kumar, K., Sudheer, S.V., “Identification of Negative Factors of Tourism: A Case

Study”,Southern Economist, Vol. 46, No. 7, 2007, p.8.

Bhatia.A.K,Touism Marketing and Marketing, Sterrling publishers private limited, New

Delhi,1999,page no-43.
 10

Journals

Aniilkumar.K.(2009) “Impact of negative factors on Tourist” , in southern Economist Vol

XXXX VII No.15.p.21.

Abha Agarwal, K.M, “Tourism for the Sustainable Development-A Case Study of
Uttaranchal State, Indian Journal of Marketing, Vol. XXXI, Issue.9, 2001,
pp.11-12.

Arabi, U, “Online Tourism Services in Developing Countries: Need for the Website
Marketing Infrastructure”, Indian Journal of Marketing, Vol. XXXVII, No.8,
2007, pp.25-37.

Anna Blackman, “Factors contributing to Successful Tourism Development in Peripheral

Regions”, The Journal of Tourism Studies, Vol.15, No.1, 2004, pp.59-70.

Bhaskar Rao, M., “Tourists’ Perceptions towards Package Tours”, Indian Journal of
Marketing, Vol. XXXVII, No. 5, 2007, pp.28-31.
11
 APPENDIX A

Documentation

Figure 1. The Infante Heritage House.

Figure 2. The Staircase.

Figure 3. The Billiard Room

where the owners of the
House used to gather in.

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