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A Case Study of Pinto Art

Role to Cultural Tourism
Background of the Study

In recent times museums have become the main component within urban

opposition, as a result of their great potential for increasing local incomes and rising

cultural tourism. Museums are very important economic and social resource for the

countries. As cultural foundations, they are definitely organized and develop

considering the cherished discoveries on every city. The variety of museums from

every nation shows the stage of social success and the stage of scientific research

that occurs in this particular area in one nation. Due to these evidences, cities and

countries with significant archeological or ethnographic funds have a higher quantity

of museums than evolving countries. Museums role in social economy is very vital,

because they endure cities in helping themselves as cultural centers, on the foreign

and domestic market, by satisfying their needs and expectations. Museums are main

recipients of revenue from visitors, who bring directly to the tourism economy.

Previous researches estimate that in 2010 international visitors to main Philippines

galleries and museums spent 330 million in terms of their visit, and Philippines visitor,

who spend substantially less each visit, were calculated to have spent 265 million in

2008. Visitor reviews indicate that the majority of visitors have an encouraging

experience in main museums.

1.1 Introduction

Art Museum, throughout history, large and expensive works of art have generally been

commissioned by religious institutions and monarchs and been displayed in temples,

churches, and palaces. Although these collections of art were private, they were often

made available for viewing for a portion of the public. In classical times, religious

institutions began to function as an early form of art gallery. Wealthy Roman collectors of

engraved gems (including Julius Caesar) and other precious objects often donated their

collections to temples. It is unclear how easy it was in practice for the public to view these


Secluded in the heart of Antipolo City, Pinto Arts Museum features a collection of

paintings, sculptures, modern art pieces and other lots of interesting displays. Just less

than an hour from Shangrila Mall Shaw Blvd, commuters can actually visit the museum

without getting lost over long and confusing direction. Pinto Art Museum is not the usual

kind of museum that houses all its art in one building. It's a huge property with different

kinds of art located in many different buildings. There are stairs, a lot of outdoor walking

involved, and no air conditioning so make sure you wear comfortable clothes and even

more comfortable footwear. If you're the kind that's always getting bitten by bugs, be sure

to bring a bug repellent.

Pinto Art Museum (PAM) is an assemblage of over 300 modern paintings, sculptures,

and art installations by various local artists. It is located at 1 Sierra Madre St., Grand

Heights, Antipolo, Rizal. Pinto, the Filipino word for door, serves as the gateway for

modern and contemporary art. PAM is a project of Silangan Foundation for Arts, Culture,
and Ecology, a non-profit organization dedicated to promoting Philippine arts and culture.

The foundation is being led by neurologist Dr. Joven Cuanang. He, who is deeply rooted

in his inclination to Filipinos artistic prowess, has accumulated a number of artworks in

his personal collection. He acquired a modest house and lot in the 70s and opened the

Pinto Gallery around 2000. When he launched the gallery, he poured his own personal

wealth into the museum to perform a civic duty for the Filipino people. He aims to promote

education and appreciation for art and culture.

The museum's overall mission is to champion conservation of nature, education of the

Filipino people, and opening doors for talented artists. Antonio Leao is the museum

director, museum designer, and contributing artist, while Mikey Blanco is the museum

manager. Art pieces of the museum are left to the natural elements as Dr. Cuanang wants

everything natural. PAM's art galleries are spread out in six buildings in the area.

The museum features different galleries from its Mediterranean-inspired villas

surrounded by flourishing gardens dotted with eloquent art installations. Its take on both

modern and contemporary art are fun & intriguing that even the not so artsy will keep

walking. Pinto Art Museum houses a widely eclectic collection of art. While on some area,

indigenous art pieces from our northern Luzon tribes are present. The museum covers 6

buildings offering different art galleries yet it never fails to curate the art style

harmoniously. Pinto Art is like stepping into a new world when youll enter its compound.

They have a wide collection of artworks and its interesting how each is arranged

throughout the place. Though the place is picture perfect from any angle or perspective,

you can get lost just by admiring every piece of art or get lost by choice! Just indulge with

the place around you. All the artworks are from Filipino artists. Truly a showcase of
1.2 Statement of the Problem

What is the economic impact of Pinto Art Museum?

How can Pinto Art Museum affect in the development of tourism?

What are the critical factors of success?

1.3 Information Analysis

Cultural Tourism

The word combination Cultural tourism is broadly used, but also misunderstood.

Academicians were fast to classify cultural tourism as an important and increasing

market, but were uncertain or unable to define and describe that market. Most efforts at

describing cultural tourism concur that it contains in the ingestion of culture by visitors

(Richards, 2001). Nevertheless, this method also creates new harms because it

embraces an extensive variety of cultural elements. It is obvious that outlining cultural

tourism is complicated, because it can imply different factors to different people

(McKercher and Du Cros, 2003). Travelling to practice various cultures associate to

cultural tourism for many travellers. For these visitors, facing different cultures is identical

with a cultural tourism skill. They ingest the various sounds, sights, smells and tastes of

an unacquainted culture. On the other side, academics describe cultural tourism as a

distinct product grouping that is distinguished form tourism attractions or activities by

depletion of adestinations intangible and tangible cultural heritage (Leask and Yeoman,

1999). Aluza, OLeary and Morrison (1998) discovered heritage and culture travel by

observing international outward travelers from the Philippines. The stable assumption that

the heritage and culture tourism market comprises of some distinctive parts was tried and
sustained by the finding of five distinctive segments through two phase combined bunch

analysis. These sections were labeled family/resort/sunbathing (31.2%),

heritage/younger/backpacker (16.4%), heritage/middle- age/family clusters (23.9%),

older/urban/heritage (15.7%), and visiting friends and relatives (12.8%). The research

reveals that these sections have various trip features and proposed that not all heritage

and cultural travellers are similar and might be directed in various behaviors. McKercher

(2002) suggested that cultural tourism could be distinguished into numerous sections

founded on the deepness at which visitors occupies in a cultural or cultural attraction, and

how essential the cultural attraction was to their choice of purpose. On some fragments,

culture played a main role in their decision, whereas to other fragments culture played

either minor or no role in their decision making.

The Importance of Cultural Tourism

People are interested in cultural tourism above the decades, due to the growing standards

of living, raised spare time and progresses in infrastructure resulted in an acute increase

in need for overseas travel, which has grown increasingly to the present day. In general,

the causes for developing cultural tourism are conveyed more profits form cultural aspects

and economy. The significant points are as follows;

It changes the appearance or understanding of an area cultural tourism is measured

as a green industry in 21st century, it did not create pollutions.

It makes a national uniqueness the advancement of tourism in international

markets and with local tourists can paste nation individuality.

Tourism Development

In recent years, tourism comes to be the largest industry over the world. According to

the report of the WTO (World Tourism Organization), tourism is a social and economic

phenomenon. Itis more suitable to travel from one destination to another one by rail

train, flights as well as marine transit. Based on the facts from

WTO from 1950-2005, the overseas tourism arrivals extended to an annual amount of

6.5%, increasing from 24 million to 805 million travelers. And international arrivals

extended to 842 million in 2006, demonstrating a 4.6% year growth. It establishes that

there are many people take a journey all over the world, and cultural tourism is

highlighted by states. This is also the purpose that tourism industry converts an

important industry in most countries. Tourism industry cannot bring profits and improve

economic condition, but also help countries to develop their images.