University of Luzon

Perez Boulevard, Dagupan City

College of Hospitality and Tourism Management

Evaluating Cultural Preservation Practices in Tourism

A Study on Cultural and Heritage Preservation Strategies of Museo de Urdaneta in

Pangasinan

Lee, Aira Jane I.

Student

Dr. Amalia G. Dela Cruz

Dean of College of Hospitality and Tourism Management

 University of Luzon
Perez Boulevard, Dagupan City
College of Hospitality and Tourism Management

Abstract

This study evaluates the effectiveness of cultural and heritage preservation strategies

implemented by the Museo de Urdaneta in Pangasinan, a cultural site that plays a critical role in

promoting the local identity and historical narratives of Urdaneta City. This study assesses the

museum’s effectiveness in fostering cultural sustainability within the tourism sector. Utilizing an

IMRAD structure to present its findings. The introduction highlights the importance of cultural

heritage preservation within tourism. Data were gathered through interviews with key

stakeholders at Museo de Urdaneta, including museum personnel and the local community. The

findings revealed that, although there are several cultural preservation initiatives underway,

challenges persist in effectively engaging the broader community. Identified issues include

limited public awareness of the museum's offerings, inconsistent visitor attendance, and

insufficient resources allocated for educational outreach programs. To address these challenges,

stakeholders recommended enhancing community engagement through targeted workshops,

establishing partnerships with local educational institutions, and implementing improved

marketing strategies to increase visitor attraction. The study concludes that while existing efforts

are commendable, a more strategic approach to cultural preservation and community

involvement at Museo de Urdaneta is urgently needed. Recommendations include the

development of focused educational initiatives, strengthened collaborations with local

organizations, improved marketing campaigns to raise awareness of museum activities, and the

establishment of regular feedback mechanisms to assess and address community needs. Such

actions are critical for cultivating a sustainable cultural tourism environment and ensuring the
 University of Luzon
Perez Boulevard, Dagupan City
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conservation of Museo de Urdaneta as a significant destination for cultural and heritage

preservation.

Keywords: Cultural Preservation, Heritage Tourism, Community Engagement, Economic

Impact, Preservation Strategies.

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Perez Boulevard, Dagupan City
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Chapter I

Introduction

Cultural heritage is integral to the economic development and social identity of

communities across the globe. As global tourism continues to expand, the importance of cultural

and heritage preservation has gained recognition among policymakers, scholars, and

communities. Museums serve a critical function in this regard, acting as custodians of cultural

identity by preserving historical artifacts and facilitating educational opportunities for both locals

and visitors. Furthermore, museums contribute to the development of the cultural tourism

industry, which also encourages the visiting motivation of the visitors (Vareiro et al., 2021).

Museums have emerged as learning sites for the public in recent times (Lowman & Kress, 2017).

The ancient museums of the city are creative and lively places to understand the state of

human beings in the world and their connection with the past. Due to the historical power and

attractions of the old textures of the cities, creating a museum in cities is a strong possibility for

many municipalities, and based on it, the revival of historical texture is possible.

Background of the Study

Museo de Urdaneta, situated in Urdaneta City, Pangasinan, Philippines, embodies the

role of preserving the legacy of General Rafael Urdaneta while promoting engagement with the
 University of Luzon
Perez Boulevard, Dagupan City
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local community and tourists. However, the increasing challenges associated with cultural

preservation in the context of growing tourism require in-depth consideration.

The rise in tourism in Urdaneta City, fueled by the region's historical significance and

cultural offerings, presents both opportunities and challenges. While the economic benefits of

including job creation and stimulation of local businesses are significant, the museum is

accompanied by pressures that can affect the museum's mission. The efforts to sustain local

heritage at Museo de Urdaneta have been affected by several socio-economic factors, including a

lack of awareness and participation from the broader community. Many community members

remain unaware of the museum's educational resources and cultural programs, resulting in

inconsistent visitor attendance and limited impact on local identity and tourism. Initiatives aimed

at cultural preservation have struggled to integrate the local population, which has affected the

museum's capacity to serve as an active cultural hub. In addition, infrastructural limitations, such

as insufficient outreach and educational programs, limit the museum's ability to attract and retain

visitors. Furthermore, limited partnerships with local educational institutions restrict

opportunities for collaboration, stifling creativity and innovation in programming that could

enhance cultural engagement. The integration of effective marketing strategies to promote the

museum's activities has also proved inadequate, contributing further to a cycle of under-

attendance and underutilization of resources.

Recognizing these challenges, there has been a great necessity for a more inclusive and

community-centered approach to cultural preservation. This approach seeks to foster active

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Perez Boulevard, Dagupan City
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participation from local stakeholders, allowing them to engage with the museum's initiatives and

contribute to the cultural dialogue.

Despite the critical role that cultural preservation plays in enhancing community identity

and promoting sustainable tourism, current research examining these challenges remains limited.

Existing studies focus on theoretical frameworks and tend to overlook the practical implications

of cultural initiatives within local contexts. Hence, this research aims to bridge this gap by

providing an in-depth analysis of the barriers to cultural sustainability at the Museo de Urdaneta.

Theoretical Framework

This research is based on the principles of Historic Preservation Theory, articulated by

Jorge Otero-Pailos, which serves to frame the evaluation of cultural preservation practices at

Museo de Urdaneta. Otero-Pailos emphasizes that cultural artifacts and heritage sites are not

static but dynamic entities embedded within a temporal continuum. This perspective asserts that

their meanings and significance evolve, necessitating preservation strategies that are adaptable to

contemporary contexts. For Museo de Urdaneta, this principle highlights the importance of

aligning its exhibits and educational programs with the current cultural narratives and identities

of the local community, ensuring that the museum remains relevant to its audience.

Furthermore, Otero-Pailos identifies preservation as an active cultural practice rather than

a mere act of maintaining physical structures or artifacts. This approach underscores the

necessity of engaging local communities in the preservation process, fostering a sense of

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ownership and connection to their heritage. By incorporating community voices into preservation

strategies, the Museo de Urdaneta can enhance public participation and create a more inclusive

environment that reflects a multitude of historical perspectives. This alignment with community

values can strengthen local identity and ensure the museum’s role as a vibrant cultural hub.

Central to Otero-Pailos' theory is the notion of authenticity and representation. He argues

that the portrayal of cultural narratives should encompass diverse viewpoints to provide a holistic

understanding of heritage. In the context of Museo de Urdaneta, embracing this democratization

of historical representation can help the museum resonate more profoundly with visitors and the

local population. Additionally, education emerges as a vital element within this theoretical

framework. Otero-Pailos advocates for the integration of educational initiatives that not only

preserve heritage but also inform the public about its significance. This is particularly relevant

for Museo de Urdaneta, where creating tailored educational outreach programs can enhance

community awareness and participation.

Statement of the Problem

This study attempts to evaluate the cultural preservation practices in tourism at Museo de

Urdaneta, Pangasinan.

It sought to answer the following questions:

1. What cultural preservation strategies does Museo de Urdaneta implement to preserve its

cultural and heritage significance?

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2. What challenges do local authorities encounter in their efforts to preserve the culture and

heritage of the museum?

3. What strategies can be adopted to enhance the effectiveness of Museo de Urdaneta's

cultural tourism preservation initiatives?

Scope and Delimitations of the Study

This study will focus on assessing the cultural preservation practices at Museo de

Urdaneta and their effects on community involvement and local tourism. The focus will be on

identifying strategies for cultural and heritage preservation, understanding the challenges the

museum encounters in engaging the local community, and exploring how participation in

cultural initiatives can be enhanced. In addition, the research aims to investigate the role of

Museo de Urdaneta in strengthening local identity and supporting cultural sustainability through

tourism. Analyzing the relationship between cultural heritage and tourism, this study will

highlight the broader implications for community development and social cohesion.

This research will rely on qualitative data from a limited number of respondents, which

may not capture the perspectives of all community members. Furthermore, the findings will

depend on the current state of cultural preservation practices at the museum, which may change

as strategies develop. While the research aims to provide recommendations, it acknowledges that

the results may not encompass all factors influencing cultural preservation and community

engagement in the context of Urdaneta's tourism landscape.

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Significance of the Study

Students. This paper will serve as useful literature for students in fields related to cultural

heritage management, tourism, and sustainable development. It presents a real-world case that

helps students understand the challenges and strategies related to cultural preservation in

tourism.

Local Community. The results can empower the local community by highlighting the

significance of preserving cultural heritage to foster local identity and pride. Recommendations

from the study could inspire community members to participate in cultural initiatives and support

efforts to protect local heritage.

Tourism Industry. This study offers practical recommendations to enhance cultural tourism

strategies at Museo de Urdaneta. Promoting responsible tourism and cultural engagement can

improve the museum's appeal to visitors and support economic growth while protecting cultural

resources.

Future Researchers. This study will provide groundwork for future research related to cultural

preservation in tourism. This will allow future researchers to validate and further improve the

findings of the study, thus contributing to the broader understanding of heritage management and

sustainable practices.
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Definition of terms

Cultural Preservation. The practice of safeguarding and maintaining cultural heritage,

including traditions, artifacts, and historical sites, to ensure their ongoing relevance within a

community.

Heritage Tourism. A form of tourism centered around visiting historical and cultural sites to

experience and understand local culture and history.

Cultural Sustainability. The ability of a community to preserve its cultural identity and heritage

resources in an inclusive and economically viable manner over the long term.

Stakeholders. Individuals or groups, such as museum personnel, local authorities, and

community members, who have an interest in or are affected by cultural preservation activities.

Community Engagement. The process of involving community members in cultural

preservation efforts, fostering collaborative relationships, and sharing ownership of initiatives.

Public Awareness. The level of understanding and knowledge that the general public has

regarding cultural heritage and the importance of local cultural sites.

Educational Outreach. Initiatives designed to inform and educate the community about cultural

heritage, aimed at enhancing public participation and support for preservation efforts.
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Chapter II

REVIEW OF RELATED LITERATURE

Related Literature

Cultural heritage is integral to community identity and cohesion, serving as a foundation

for social interactions and a touchstone for local pride. Research by Smith (2006) demonstrates

that engaging local communities in the preservation of cultural heritage significantly enhances

their sense of ownership and connection to local narratives. This engagement is particularly

critical in museum settings, where institutions can act as venues for both the conservation of

artifacts and the sharing of educational resources. Otero-Pailos (2010) furthers this understanding

by emphasizing that preservation goes beyond the physical maintenance of heritage objects; it

involves dynamic interactions among communities, artifacts, and their historical contexts. He

argues that museums must adopt adaptive preservation strategies that resonate with

contemporary social values and current community identities. This is particularly relevant for the

Museo de Urdaneta, as aligning its programs with the needs and values of the local populace can

enhance its relevance and effectiveness as a cultural institution. By fostering collaboration and

inclusivity, museums can create richer and more meaningful experiences for both residents and

visitors, thus contributing to sustainable tourism practices.

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Related Study

A pertinent study by Cohen and Kliot (2015) examined the significance of community

engagement in enhancing cultural heritage initiatives across various museums in Israel. Using

qualitative methodologies, the researchers conducted in-depth interviews and collaborative

workshops with stakeholders, including local community members, museum personnel, and

visitors. The findings revealed that museums prioritizing community involvement in their

programming and decision-making processes experienced notably higher levels of visitor

satisfaction and engagement. Key strategies identified in the study included establishing

partnerships with local educational institutions, developing targeted outreach programs, and

hosting cultural events that celebrate local heritage. Additionally, the research highlighted that

when community members felt a sense of ownership over museum initiatives, their investment in

cultural preservation significantly increased. This underscores the necessity for museums like

Museo de Urdaneta to implement community-centered approaches, thereby fortifying local

identity and promoting cultural sustainability through active participation in heritage tourism.

The insights gained from this study emphasize the vital role of inclusive and participatory

practices in enhancing the effectiveness of cultural initiatives.

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Chapter III

RESEARCH METHODOLOGY

Research Design

This study will use a qualitative research design to evaluate the cultural preservation

practices at Museo de Urdaneta. The design aims to study the museum's strategies to preserve its

cultural heritage, understand the challenges local authorities face, and propose potential

improvements in preservation strategies. By emphasizing qualitative data collection, the research

will focus on gathering descriptive insights from tourism stakeholders, including museum staff

and community members.

Materials and methods

This study will utilize a descriptive research design. This study was based on open-ended

questions that provided illustrative details; hence, the expected data was more of a descriptive

type. The respondent(s) of the study were composed of only two persons: one museum’s

authority and one local of the community of Urdaneta City. One of the vital processes to keep

this study successful. The respondent was selected through convenience sampling.

The researchers used interview guide questions to obtain the desired results for this study.

The gathered data was analyzed in accordance with the question posed in order to determine the
 University of Luzon
Perez Boulevard, Dagupan City
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cultural preservation practices of Museo de Urdaneta. The gathered information regarding the

museum and the responses of the respondents during the interview are kept confidential to ensure

the safety and credibility of the interview and are only used for academic purposes.

Respondents/Participants of the Study

The following groups will be involved:

Museum Staff. Employees at Museo de Urdaneta who possess firsthand knowledge of the

museum's preservation efforts.

Local of the community. Engaging residents will provide a broader perspective on community

attitudes towards Museo de Urdaneta and its role in preserving cultural heritage.
 University of Luzon
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Chapter IV

RESULTS AND DISCUSSIONS

Results and Discussions

4.1 What cultural preservation strategies does Museo de Urdaneta implement?

This section presents various aspects of the cultural preservation strategies employed by

Museo de Urdaneta.

4.1.1 Collection and Conservation of Artifacts

The respondents indicated that Museo de Urdaneta collects, documents, and conserves

artifacts that are significant to the local history and cultural narrative. The museum involves

procedures for cataloging items and employs professional conservators to ensure that the artifacts

are maintained under optimal conditions. This commitment not only preserves the physical items

but also contributes to the collective memory of the community.

4.1.2 Educational Programs and Community Engagement

Respondents highlighted that educational programs are integrated into the museum's

strategy. These programs are designed to engage both locals and tourists, fostering a sense of

pride and ownership over the cultural heritage.

4.1.3 Interactive Exhibits and Technology Utilization

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The museum has introduced interactive exhibits that incorporate modern technology,

enhancing visitor engagement and understanding of cultural context. By using multimedia

presentations and interactive displays, the museum tries to capture the interest of the local

community.

4.2 Challenges Faced by Museo de Urdaneta in Cultural Preservation

This section discusses the challenges Museo de Urdaneta encountered in promoting

cultural preservation.

Limited Public Awareness

Respondents noted that a significant challenge is the lack of awareness among

community members about the museum's offerings. Many locals do not fully understand the

importance of the museum as a cultural resource, which affects visitor turnout and community

involvement.

Stakeholder Coordination

The difficulty in achieving effective coordination among local authorities, cultural

organizations, and the museum itself can lead to fragmented efforts in cultural preservation.

Without a unified approach, maximized impact is challenging to achieve.

4.3 Proposed Measures to Improve Cultural Preservation at Museo de Urdaneta

This section presents proposed measures to enhance cultural preservation strategies

within the Museo de Urdaneta.

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Enhancing Community Outreach

The museum should implement targeted outreach programs to raise awareness about its

cultural significance and resources. Engaging local influencers and community leaders as

advocates could strengthen museum visibility.

Developing Partnerships

Establishing partnerships with local businesses and educational institutions can help

increase resource availability. Collaborative events or exhibitions could also draw wider

audiences and enhance community engagement.

Leveraging Technology for Promotion

Utilizing social media and online platforms to promote events, initiatives, and exhibits

can significantly expand the museum's reach. Creating promotional content and engaging

campaigns can attract a younger demographic interested in heritage tourism.

Creating Visitor Feedback Channels

Establishing feedback mechanisms, such as surveys and suggestion boxes, can provide

valuable insights into visitor needs and preferences. This information would help the museum

adapt its programs and strategies accordingly.

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Implementing Regular Training for Staff

Continuous professional development for museum staff in areas related to cultural

preservation, outreach, and educational programming is essential. Workshops and training

sessions can equip personnel with the latest practices in museum operations.
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Chapter V

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Summary

This study evaluated the cultural preservation practices at Museo de Urdaneta and

assessed their effectiveness in fostering community engagement and cultural sustainability

within the tourism sector. Various strategies implemented by the museum, including the

conservation of artifacts, educational initiatives, and interactive exhibits, were studied. The

research identified significant challenges, primarily related to low public awareness, inconsistent

visitor attendance, and limited community involvement. Stakeholders expressed the need for

enhanced outreach, educational programs, and strategic partnerships with local entities.

Conclusion

Based on the findings of the study, this paper concludes that Museo de Urdaneta employs

various strategies to secure its cultural significance through artifact conservation and educational

programming. While the efforts made contribute positively to cultural awareness in the

community, there remain significant obstacles. Specifically, low public awareness and

inconsistent visitors, which hinder the museum's impact as a cultural resource, these affect both

visitor attendance and participation in programs. To enhance community involvement and

awareness, this research recommends a more inclusive approach to cultural preservation. By

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implementing targeted outreach programs, forming partnerships with local organizations, and

integrating social media for promotion, the museum can attract a wider audience.

Recommendations

Based on the findings and conclusions of the study, the following recommendations are

made:

Enhance Community Engagement in Cultural Preservation

It is recommended that Museo de Urdaneta actively involve local community members

in the preservation and management of cultural heritage. This could be achieved through regular

workshops, collaborative exhibits, and input sessions where community voices can influence

museum programming and display choices.

Implement Targeted Educational Programs

Establishing educational initiatives that focus on local history and cultural practices is

crucial. These programs should be provided for both tourists and residents, utilizing interactive

methods such as guided tours, storytelling sessions, and hands-on activities. This approach will

enhance understanding and appreciation of cultural heritage, making it more relevant to diverse

audiences.
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Create Strategic Partnerships with Local Organizations

Building partnerships with local schools, community groups, and cultural organizations

can significantly enrich the museum’s outreach and programming. Collaborations can include

joint events, festivals, and art projects that highlight local traditions, thereby increasing

community participation and attracting a broader audience.

Expand Marketing and Outreach Efforts

To attract more visitors, Museo de Urdaneta should enhance its marketing strategies,

utilizing social media platforms and local tourism channels to promote its programs and events.

Clear and engaging promotional materials that articulate the museum's unique offerings can help

draw attention from both local communities and tourists.

Establish Regular Cultural Events and Activities

Organizing regular cultural festivals, workshops, and exhibitions that celebrate local

traditions will help to engage the community and attract tourists. These events could provide

opportunities for local artisans and performers to showcase their work.

Develop Evaluation Mechanisms for Continuous Improvement

Establishing systems to evaluate the effectiveness of community engagement strategies

and educational programs will help inform future initiatives. Collecting feedback from

participants through surveys can provide insights into the impact of these efforts and areas for

improvement, ensuring that the museum remains responsive to community needs.

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Perez Boulevard, Dagupan City
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