Citation:

Elisa E. Braganza. "From Tradition to Modernization: A Discourse Analysis of the Evolving Philippine Hospitality Industry" International Research Journal of Economics and Management Studies, Vol. 4, No. 7, pp. 30-33, 2025.

Abstract:

This study explores the evolving narratives of the Philippine hospitality industry through a discourse analysis framework, focusing on the transition from tradition to modernization. By examining government policies, media articles, and industry reports, the research investigates how language and representation shape the industry's adaptation to global trends while preserving Filipino cultural values. The findings reveal a complex interplay between the traditional Filipino brand of hospitality—anchored in warmth, empathy, and community—and modern service expectations driven by digital transformation, sustainability imperatives, and policy reforms. Using Fairclough’s three-dimensional model of discourse analysis, the study identifies key discursive themes, including the tension between cultural authenticity and automation, the digital divide affecting SMEs, and the challenges of workforce development and policy implementation. The research underscores the need for inclusive modernization strategies that empower local enterprises and preserve cultural identity. These insights contribute to a deeper understanding of how the Philippine hospitality industry can sustain competitiveness while remaining grounded in its unique socio-cultural heritage.

References:

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Keywords:

Discourse Analysis, Hospitality Industry, Modernization, and Tradition.