Title: Exploring The Role Of Tourism Management Students In Promoting Local Tourism Culture
Authors: Remorin, Lyra A., Sia, Lizette Ann P. , Lagman, Jenny Mae M. , Williams, Mychale
Volume: 10
Issue: 1
Pages: 47-51
Publication Date: 2026/01/28
Abstract:
This study explored the role of Tourism Management (TM) students in promoting local tourism culture, focusing on learners from Gordon College in Olongapo City. The research employed qualitative methods with thematic analysis to determine student perceptions of cultural promotion and their preferred cultural elements and their obstacles when executing cultural programs. Thematic Analysis identified six themes drawn from the participants' experiences and perspectives. The research results show that TM students understand their role to defend local culture in addition to their obligation to promote it. The participants identified festivals together with traditional practices and indigenous heritage and local products as an essential cultural element. It showed strong motivation despite their financial challenges, time restrictions and limited cultural resources which they propose to address through cultural immersion and workshops and improved community partnerships. The research findings will help tourism educators together with local cultural organizations and policymakers to create better opportunities for TM students to protect local culture and develop tourism industries.