Results and Discussion

The origin of literary tourism dates back in the eighteenth century and most historians of literary tourism, understandably, focus on the Victorian period, when such tourism had arrived as a mature industry and a cultural commonplace. Most of the essential rituals and concerns of literary tourism including visits to writers graves, homes, and literary landscapeswere in place by the 1810s or earlier. As we can see the so called literary tourism dates back two decades ago and still we are not taking advantage of the popularity of the said tour. Here in our country literary tourism is not making ground. we are way behind from other countries in term of literary tours, Some regions have been able to capitalize on Literature Tourism, by linking the success of local writers to increased visitor potential. This phenomenon can be duplicated in our country, the government can easily capitalize in this venture with the help of private organizations or individuals that have the knowledge and expertise. The literature of the Philippines before the advent of the Spaniards was predominantly a reflection of the indigenous culture and traditions of the land. The people of Manila and native groups within the Philippines used to write on bamboo and the arecaceae palm. They used knives for inscribing the ancient Tagalog script. The literature thus preserved was limited to the seventeen basic symbols of the language. With just three vowels and consonantal symbols that had predetermined, inherent sound, the literature handed down was in a 'raw' state and needed to be developed. The Tagalog language script that was used initially to preserve and hand down literature, was limited to a diacritical mark or 'kudlit'. The dot, line or arrow head was either placed above or below the symbol. The literature played a very important role in the public schooling arena and the rise of the educated class. Spain brought about liberal ideas and a sense of internationalism to the people of Philippines, which was reflected in the popularity of chivalric heroic poems called 'awit' and religious poems called 'corridos'. Religious literature, biography of saints and folktales became the mainstay of vernacular literature during the early period of colonization. The emergence of Philippine literature in English can be traced back to the early 1900s after the Philippine-American War as English became the medium of teaching in educational institutions across the Philippines. The advent of missionaries and English educators led to the establishing of English newspapers and magazines which were short-lived. The Philippines have so many literary places, some of these are the Baroque Churches the official designation to a collection of four Spanish-era churches in the Philippines, upon its inscription to the

UNESCO World Heritage List in 2003, they are also one of the most treasured in the Country. The list are sas follows: San Agustin Church in Manila Santa Maria Church in Santa Maria, Ilocos Sur San Agustin Church in Paoay, Ilocos Norte Sto. Tomas de Villanueva Church in Miag-ao, Iloilo

These churches have been at the forefront of Philippine history, not just in furthering Christianity, but in serving as the political backbone of Spanish colonial rule, when Church and State were regarded as one. The island of Siquijor has the reputation as a place of magic and sorcery that attracts visitors. Siquijor is also well known for its festivals that focus on primitive healing rituals where incantations are sung while the old folks make potions out of herbs, roots, insects and tree barks. During 2007, data from the Philippine Department of Tourism showed that Siquijor posted the highest growth in visitor arrivals region. The island was declared a marine reserve in 1978. We can capitalize on its potential like the success of mystical/magical novel Harry Potter and the marvellous effect this had on millions of people around the world,but sad to say our tourism management team were more focus on the development of culture, arts and heritage tourism, although literature is an art the DoT is more inclined in art as a whole rather than develop literature in its own aspect. APPENDendices: Appendix 1- Data of DoT foreign tourist arrivals 2009-2011, January-june 2012 Appendix 2- DoT distribution of tourist arrivals 1993-1996-2010 Appendix 2- Eurobarometer survey 1997-1998 Appendix 3- UNESCO world heritage list Appendix 5- DOLE: Cultural heritage tourism to boost local employment 2011 Appendix 6- 10 most influential writers in the Philippines

References/bibliography: Culture Crossing: Philippines - Culture, Customs and Etiquette R.T. Olchondra (june 11, 2012)Camsur edge out mmanila for top tourist destinations Business section(nscb report) phil. Daily inquirer Retrieved august 22,2012 from http://www.business.inquirer.net Mary ann Reyes (July 07,2011) tourism official say pocket open skies to favour foreign carrier Abscbnnews (The Philippine star) Retrieved august 22, 2012 from http://www.abs-cbnnews.com/business UNESCO (1991-1997) mandate to the world heritage committee World heritage sites(UNESCO) Retrieved august 20,2012 from http://www.whc.unesco.org Dr. j Stanley Watson (1991) cslewis tours: literary tourist Literary tourism Retrieved august 21, 2012 from http://www.cslewis.org Westover, A. P. (2007) Victorian Studies Volume 50, number 1 pp. 128-130 Campalto, M. (2006) European tourism management Master research, School of service industry Bournemouth University (2006) Department of Tourism (2010) tourist arrival data Target arrival in yearend 3.3 million tourists Retrieved June 30, 2012 from http://www.tourism.gov.ph Institute for Labor Studies (2011) partnership in governance forum on tourism DoT and DOLE partnership Retrieved july 24, 2012 from http://www.ilsdole.gov.ph

SUMMARY: the tourism industry in general must make some radical changes in their tour packages and to make major revamp of their existing protocol regarding literary tours. The study hopes to educate our local tourism industry regarding the importance and the income generating potential of literary tourism. Also to let the world know that here in our country we also have great and talented writers not to mention those who are base abroad. also educate the locals of these writers hometown about its income generating potential, and to make the tourist feel that they are safe and cared in our country. literary tourism dates back in the eighteenth century and most historians of literary tourism focus on the Victorian period, when such tourism had arrived as a mature industry and a cultural commonplace. tourism continued to evolve long after the Romantics were dead, but most of the essential rituals and concerns of literary tourism including visits to writers graves, homes, and literary landscapes were in place by the 1810s or earlier. As we can see the so called literary tourism dates back two decades ago and still we are not taking advantage of the popularity of the said tour. Here in our country literary tourism is not making ground. From the data about the arrival of tourist in our country we can see that there are no classifications of how many are the literary travellers. They have the cultural and heritage tourism, sports tourism and the health and wellness tourism. Under the cultural and heritage tour, literature is not being considered for any tour packages or destinations. Unlike in Europe were this tour originated literary tourism is at its peak. Theres a wide choice of literary guides, maps and tours available to help tourists discover even more of the citys living literary heritage. Some regions have been able to capitalize on Literature Tourism, by linking the success of local writers to increased visitor potential. This phenomenon can be duplicated in our country, we have many famous writers and places connected to them, the government can easily capitalize in this venture with the help of private organizations or individuals that have the knowledge and expertise. The Philippines have so many literary places, some of these are the Baroque Churches, a collection of Spanish-era churches listed in the UNESCO World Heritage List in 2003, they are also one of the most treasured in the Country. like the success of mystical/magical novel Harry Potter and the marvellous effect this had on millions of, We can also include Siquijor Island well known for its primitive healing rituals where incantations are sung while the old folks make potions out of herbs, roots, insects and tree We also have so many festivals being celebrated whole year round that inspired some of our famous writers particularly Francisco Balagtas and Botong Francisco, But the truth is our government are not capitalizing on these to promote literary tourism.

The Department of Tourism (DoT) and Department of Labor and Employment (DOLE) had join forces to enhance and promote cultural and heritage tourism, and still literature were kept in the dark in this effort of our government.

CONCLUSION: Philippine literature reflects national issues through political prose, essay writing and novels. Novels by Jose Rizal, El Filibusterismo and Noli Me Tangere patronize the revival of the rich folk traditions. Philippine literature is a uniting element among its people that encompasses a way of life and values cherished by the locals and will continue to evolve as enriched by modern changes. Literary tourism will pave the way for our ailing tourism industry to once more regain its foothold in the international tourism industry. Senator Edgardo Angara said cultural tourism is about immersing oneself in the local way of life, in sites and activities that exemplify the identity and character of the local people. It allows travellers to have a personal encounter with the local history, tradition and culture. "Cultural and heritage tourism is one of our greatest tools in preventing the cultural bankruptcy of our nation," he said. "It is about telling the stories of our local communities and then weaving them together to create the story of our country. As we can see literature is one of our greatest asset and we, not just the government should capitalized on this. Starting from the local barangay up to the highest rank of government, literature tourism must be incorporated in every tourism brochure, maps, guides and tour packages. The internal revenue of 1997, a three-per cent common carriers tax is imposed on the foreign airlines and shippers quarterly gross receipts, and a 2.5-percent gross Philippine billings tax (GPBT) Under the National on their local operations should be repealed. This taxes hinder the growth of literary tourism in our country as you can see nine foreign carriers pulled out of the Philippines allegedly due to the taxes on foreign carriers. The following foreign carriers are Alitalia, Air France, British Airways, Egypt Air, Lufthansa, Swissair, United Airlines, and Vietnam Airlines. Six of these carriers are from Europe where most of the literary pilgrims/tourist came from. House Bill 4444 Filed by Rep. Jerry Treas of Iloilo City in July 2011 entitled Rationalizing the Taxes Imposed on International Air Carriers Operating in the Philippines, seeks to amend Sec. 28 of the NIRC to boost the countrys tourism, trade, employment, and economic integration with the rest of the world.

RECOMMENDATIONS: The department of tourism should educate people through a series of seminars in local communities and barangays on good values and attitudes in dealing with local and international tourists. The series of seminars will also equip people on the knowledge on culture and history for them to better

promote their place. the culture of tourism seminars will be carried out with the Department of Tourism (DOT), hotels and restaurants in the country and other government agencies such as the Philippine Amusement and Gaming Corp. (Pagcor) and the Department of Labor and Employment (DOLE). We need to make them understand that anyone even sidewalk vendors plays a significant role in the industry. They need to feel the impact of tourism so that they will take care of the tourists. Tour operators should work hand in hand with the government in order to promote literary tourism in our country. Operators must start organizing seminars for their own employees regarding cultural and heritage tourism with special emphasis on literary tourism. The Internal Revenue Code of 1997, a three-per cent common carriers tax is imposed on the foreign airlines and shippers quarterly gross receipts, and a 2.5-percent gross Philippine billings tax (GPBT) Under the National on their local operations should be repealed.

In a press statement issued on December 9, 2011, Finance Secretary Cesar Purisima said: Our position is consistent with the recent World Bank report [last June] which states that common carriers tax should be repealed to be consistent with international practice and not hinder growth of tourism sectors, adding that, we acknowledge the role of tourism in generating investments, employment and reducing poverty in the country.

While the DOF posed no objection to the removal of the common carriers tax, it maintains that the 2.5 percent should still be collected.

The DOF estimates about P1.6 billion in revenue losses from the removal of the common carriers tax. It appealed to the House Ways and Means leadership to look for countervailing revenue sources/measures be identified to replace such losses.

Filed by Rep. Jerry Treas of Iloilo City in July 2011, House Bill 4444 entitled Rationalizing the Taxes Imposed on International Air Carriers Operating in the Philippines, seeks to amend Sec. 28 of the NIRC to boost the countrys tourism, trade, employment, and economic integration with the rest of the world.

The exit of international carriers from the Philippines, where foreign carriers are taxed, has been in stark contrast to the growth in services experienced by neighbouring Asian countries that either give incentives or do not tax foreign carriers. The restricted markets of China and Japan are liberalizing access and have invested in infrastructure to attract foreign carriers, Treas said in a press statement then.

In October, Air France-KLM said it would drop Manila as a destination by April 2012, unless the taxes imposed on foreign carriers are eliminated. Europes largest carrier reduced its daily flights between Amsterdam and Manila to six times a week in November. By summer 2012, its flights to Manila will be via Hong Kong. In 2008, German flagcarrier Lufthansa also pulled out from the Philippine market. Carriers that pulled out of the Philippines allegedly due to the taxes on foreign carriers were: Alitalia, Air France, British Airways, Egypt Air, Lufthansa, Swissair, United Airlines, and Vietnam Airlines

IMPLICATIONS: