For Sale: 7107 Islands. The Impact of Cosmopolitanism on Philippine Tourism

By Raymund Victor Vitorio.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The challenging of traditional nation-state borders
alongside the rapid development of tourism as an industry
has resulted in the rise of cosmopolitan tourism strategies
which target an intensified marketing of national
identities. As contrasted to previous views that regard
tourism as a divisive, exclusionary, and isolationist
process, cosmopolitanism views it as a formed indispensible
interconnection that makes people envisage the world as a
whole. This cosmopolitan mindset makes it easier for the
tourism industry to subvert conventional constraints like
geographical distance. Following the multimodal discourse
analytic method, I examine the official website of the
Department of Tourism (DOT) and how the Philippine tourism
industry has capitalised on the cosmopolitan framework. The
paper argues that the strategies of the DOT are very much
motivated by cosmopolitan factors like the
internationalisation of tourist markets vis-à-vis the
development of a pan-regional competition. With that nuance,
I also argue that in order for these strategies to be fully
situated in the realm of the global vs. local dichotomy, it
is obligatory for the DOT to not only construct a national
identity for the Philippines—it also has to ensure that this
identity is responsive, from local to international economic
forces. This paper looks at the process of “internal
globalisation” (Beck 2000) as seen in the development and
continuous promotion of Philippine tourism.

Keywords: Sociology, Tourism, Cosmopolitanism, Philippines, Discourse Analysis, Sociolinguistics, Heritage Tourism

International Journal of Interdisciplinary Social Sciences, Volume 5, Issue 10, pp.285-296. Article: Print (Spiral Bound). Article: Electronic (PDF File; 620.892KB).

Raymund Victor Vitorio

Instructor, Department of English and Comparative Literature, College of Arts and Letters, University of the Philippines Diliman, Quezon City, National Capital Region, Philippines

Raymund Victor M. Vitorio is an Instructor at the Department of English and Comparative Literature of the University of the Philippines Diliman. His research interests include corpus linguistics, computer-mediated communication, linguistic anthropology, and sociology of tourism.

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