Macro Perspectives

in Tourism and Hospitality

Francis F. Guzman
Philippine Copyright 2024
Francis F. Guzman
All Rights Reserved

(No part of this publication may be used, copied or reproduced

without the written percussion of the copyright holder and
publisher. Any violation is liable under International Copyright Law.)
Published by:
SynerAide Publication

Editorial and Printing Services

SynerAide Publication
Antipolo, City

ii
 Foreword

The importance of travel has never been most pronounced as

the third millennium commenced. People from around the world

have discovered travel as the most everlasting and satisfying means

of enjoying a vacation, whether this is work-related or a family

outing.

In the Philippines despite the erratic movement of the

economy due to globalization and internal issues in the trade and

commercial sectors, we have managed to attract millions of foreign

tourists as well as activated local tourism.

There is therefore a need for more competent, trained and

presentable workers in the tourism and hospitality industry.

iii
“It’s more fun in the Philippines!”

iv
 CONTENTS PAGE
Title Page ………………………………………. i
Copyright Page ………………………………………. ii
Foreword ………………………………………. iii
“It’s more fun in the Philippines!” ………………………………………. iv
Contents ………………………………………. v

Macro Perspectives in Tourism and Hospitality

Lesson 1 Relationship of Tourism and Hospitality 1

a. Learning Objectives 1
b. Lesson Proper 1
c. Review Questions 7
d. Vocabulary 8
e. Summary 9
f. Activity 10

Lesson 2 The Characteristics of Tourism and Hospitality 11

a. Learning Objectives 11
b. Lesson Proper 11
c. Review Questions 19
d. Summary 20
e. Vocabulary 21
f. Activity 22

Lesson 3 The Importance of Tourism and Hospitality 23

a. Learning Objectives 23
b. Lesson Proper 23
c. Review Questions 26
d. Summary 27
e. Vocabulary 28
f. Activity 29

Lesson 4 History of Tourism 30

a. Learning Objectives 30
b. Lesson Proper 30
v
 c. Review Questions 39

d. Summary 40
e. Vocabulary 41
f. Activity 42

Lesson 5 The History of Hospitality 43

a. Learning Objectives 43
b. Lesson Proper 43
c. Review Questions 49
d. Summary 50
e. Vocabulary 51
f. Activity 52

Lesson 6 The Powers of Tourism and Hospitality 53

a. Learning Objectives 53
b. Lesson Proper 53
c. Review Questions 58
d. Summary 59
e. Vocabulary 60
f. Activity 61

Lesson 7 The Origin of Tourism and Hospitality 62

in the Philippines
a. Learning Objectives 62
b. Lesson Proper 62
c. Review Questions 68
d. Summary 69
e. Vocabulary 70
f. Activity 71

Lesson 8 Forces Affecting the Growth and Changes in 72

Tourism and Hospitality Industry
a. Learning Objectives 72
b. Lesson Proper 72
c. Review Questions 77
d. Summary 78
e. Vocabulary 79
f. Activity 80
vi
Lesson 9 The Tourism and Hospitality Network and Supply 81
Components

Lesson 10 The Tourism and Hospitality Organization 93

a. Learning Objectives 93
b. Lesson Proper 93
c. Vocabulary 100
d. Summary 101
e. Activity 102

vii
viii
LESSON 1 - RELATIONSHIP OF TOURISM AND HOSPITALITY
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES:
1. Define Tourism and hospitality in different perspectives;
2. Differentiate the tourism from hospitality; and
3. Understand the relationship of tourism and hospitality.
B. LESSON PROPER:
The Tourism and Hospitality Industry is a powerful driver of the
economic engines of nations. The importance of tourism and
hospitality as the main instruments in the socio-economic
development of any nation cannot be overstated.
Tourism and hospitality have become one of the world's largest
and fastest-growing industries because of several factors, such as rising
levels of income, improvements in transportation, the low cost of
airline services, easier access to destinations by tourists, and the
diversification of the industry with new market niches.

Tourism is the act and process of spending time away from home
in pursuit of recreation, relaxation, and pleasure while making use of
the commercial provision of services. As such, tourism is a product of
modern social arrangements, beginning in Western Europe in the 17th
century, although it has antecedents in classical antiquity.
According to Goeldner and Ritchie,’ tourism is the processes,
activities, and outcomes arising from relationships and interaction
among tourists, tourism suppliers, and the surrounding environment
that are involved` in attracting and hosting visitors.

1
Hospitality
The term is derived from the latin word hospitare” which means
’to receive a guest”.
Hospitality it implies whereby a guest who is away from home is
welcomed by a host where basic necessities are provided such as food,
beverages, and lodging.
An industry comprises business entity of food, beverages, lodging
or a combination of these businesses to travelers during stay in a
destination.
The relationship between Tourism and Hospitality
• Tourism an effect hospitality
• Hospitality affect tourism

Hospitality Tourism

Promote each other and interact with each other

Making contribution to the national economy and promoting the

development of the society

Figure 1 – Hospitality and Tourism

2
 • Hospitality and Tourism cannot be separated
An area where there are good hotel and restaurant resources can
attract more tourists. People are searching for better accommodations
and dining locations, so hospitality should be taken seriously. Tourism-
developed areas have higher demand for hotels, more tourists' needs, and
more places to live and relax. These two industries not only can bring
income to promote the national economy but also solve the problem of
employment, and with the development of society, humans's activities
promote the development of many new industries.

• Hospitality and tourism are two of these industries.

• Tourists: temporary visitors staying at least 24 hours, whose purpose

could be classified as:

1. Leisure, such as recreation, holidays, health, study, religion, or

sport;

2. Business;

3. Family,

4. Mission; and

5. Meeting.

• Excursionists: temporary visitors staying less than 24 hours in the

destination visited and not making an overnight stay.

Visitors are further classified into:

• International visitor: refers to any person who travels to a country

outside his or her usual.
3
• Domestic visitor: refers to any person who travels to a place other than
that of his or her usual environment but still within the country.

ELEMENTS OF TRAVEL

Four basic elements have been used as criteria for defining

travelers and/or tourists. These are: distance, length of stay at the
destination, residence of the traveler, and purpose of travel.

1. Distance

What must be considered under distance is the difference between

local travel, or traveling within a person's home community, and non-
local travel, or traveling away from home. It excludes commuting to and
from work and changes in residence.

A measure that has been used to distinguish travel away from

home is the distance traveled on a trip.

2. Length of stay at destination

The second basic element of travel used as a criteria for defining
travelers is the length of stay at a destination. The definition of tourist
and excursionist, as proposed by the WTO (World Tourism
Organization), is largely based on length of stay. Tourists are temporary
visitors who make at least one overnight stay, while excursionists are
temporary visitors who do not stay overnight at the destination that
they visit.

4
3. Residence of the Traveler
The residence or origin of the traveler is the third basic element of
travel. For both business and research purposes, it is important to know
where people live.
4. Purpose of Travel
The fourth basic element is the purpose of travel. It can be divided
into seven:
a. Visiting friends and relatives;
b. Conventions, Seminars and Meetings;
c. Business;
d. Outdoor Recreation- Fishing, hiking and camping,’
e. Entertainment-theatre and sports,’
f. Personal-family, medical and wedding
g. Others

1. The Nature of a Tour:

To analyze the nature of a tour systematically, it will be helpful to
understand the difference between domestic and international
tourism, as well as independent and package tours.
2. Domestic Tourism:
Travel taken exclusively within the national boundaries of the
traveler's country. People find it easy to do so because there are no
language, currency, or documentation barriers.
3. International Tourism:
Involves the movement of people across international boundaries. It
is more difficult to travel outside one's country because the country
visited has a different language, currency, and documentation
requirements, such as passports, visas, and other conditions of entry to

5
be met by tourists.
A package tour, sometimes called
An inclusive tour is an arrangement in which transport and
accommodation are bought by the tourist at an all-inclusive price, and
the price of the individual elements cannot be determined by the
tourist. The tour operator who organizes the package tour purchases
transport and hotel accommodation in advance, usually obtaining these
at a lower price because he or she is buying them in bulk. He or she then
sells the tours individually to tourists, either directly or through travel
agents. On the other hand, an independent tour is an arrangement in
which the tourist buys these facilities separately, either making
reservations in advance through a travel agent or en route during his or
her tour.
Tourists purchasing package tours may do so on the basis of
either individual or group travel. An independent inclusive tour is one
in which the tourist travels to his or her destination individually, while
in a group inclusive tour, he or she travels in the company of other
tourists. The abbreviations IIT and GIT are used for individuals, inclusive
tour and group inclusive tour respectively.

6
C. Review Questions

1. What is tourism?
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

2. What is hospitality?
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

3. What are the elements of travel?

_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

4. What is the purpose of travel?

_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________

7
D.

Hospitality - it implies whereby a guest who is away from

home is welcomed by a host where basic necessities are
provided such as food, beverages, and lodging.
Excursionists - Temporary visitors staying less than 24
hours in the destination visited and not making an overnight
stay.
Inclusive tour - is an arrangement in which transport and
accommodation are bought by the tourist at an all-inclusive
price and the price of the individual elements cannot be
determined by the tourist
Tourism - is the act and process of spending time away
from home in pursuit of recreation, relaxation, and pleasure,
while making use of the commercial provision of services.

8
 E. Summary

Tourism and hospitality have become one of the

world's largest and fastest growing industries and it is
because of the several factors, such as rising levels of income,
improvements in transportation and the low-cost airline
services, easier access to destinations by tourists and the
diversification of the industry with new market niches.

Tourism and hospitality relate to each other in terms

of business, professions, recreation, leisure and others.
Distance, residence, purpose and destinations are the
elements of travel which means to move from one place to
another.

9
 F. Activity

Directions: Site/share a scenario that showcase the relationship of

Hospitality and Tourism.

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
Directions: Identify each of the items below if it is under Hospitality (H) or
Tourism (T). Write your answer on the space before the number.

_____1. La mesa Eco Park, Quezon _____11. Luneta Park, Manila

_____2. Jollibee _____12. Manila Cathedral, Manila
_____3. Hiking _____13. Manila Hotel, Manila
_____4. Camping _____14. National Museum, Manila
_____5. Boracay Night Club _____15. Tagaytay, City
_____6. Theatre _____16. Villa Escudero, Quezon
_____7. Carmelita hotel _____17. Intramuros, Manila
_____8. KFC _____18. Puerta Galera, Mindoro
_____9. Scuba Diving _____19. Mayon Volcano, Legaspi
_____10. Bungee Jumping _____20. Magellan Cross, Cebu

10
LESSON 2 - THE CHARACTERISTICS OF TOURISM AND HOSPITALITY
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES:
1. Discuss the components of Tourism;
2. Differentiate the characteristics of services; and
3. Explain the elements of tourism.

B. LESSON PROPER:
The main components of tourism are Accessibility, Accommodation
and Attraction or Locale.
According to the Enugu State Tourism Board, these are considered
the 3 A's of tourism.
One of the main components of tourism, accessibility, refers to the
ability for tourists to get to the destination. This mostly includes
transportation, which needs to be regularly scheduled, economical, safe,
and comfortable. Depending on the destination, this includes cars and
buses, boats and ships, trains, and airplanes.
The second component of tourism is accommodation. This means
that tourists have a place to stay upon reaching their destination and a way
to get food. Much like accessibility, accommodation also needs to be
economical, safe, and comfortable. The type of accommodation also varies
according to the location. For instance, a stay in the mountains may
require a cabin or a place to pitch tents. Other accommodations include
11
hotels and motels.
The third and arguably most important component of tourism is
attraction. This means that the destination needs to have some draw that
makes tourists want to visit. In some cases, the draw is scenic, like
mountains and lakes. In other cases, the draw might have historical
relevance.

Accessibility (Transportation)
Accessibility means reachability to the place of destination through
various means of transportation. Transportation should be regular,
comfortable, economical, and safe. Today, there are various means of
transportation, like airlines, railways, surface transportation (road
transportation), and water transportation. The transportation should be
there for all kinds of tourists and destinations.

Accommodation
It is a place where tourists can find food and shelter, provided they
are in a fit position to pay for it. There are various types of accommodation,
from a seven-star deluxe hotel to a normal budget-class hotel.

Attraction (Locale)
It is considered the most important basic component of tourism.
Attraction means anything that creates a desire in any person to travel to
a specific tourist destination or attraction.

12
 Locale is another basic component of tourism. The locale may be
used to include the holiday destination and what it offers to the tourist.
The holiday destination may offer natural attractions. It is considered the
most important basic component of tourism. Fashion is an important
factor in the demand for various tourist attractions and amenities. A
tourist who visits a particular place for its natural beauty may decide to
visit other attractions due to a change in fashion.

ELEMENTS OF TOURISM
1. Pleasing weather
Fine weather with warm sun shine is one of the most
important attractions of any tourist place. Particularly good
weather plays an important role in making a holiday pleasant or an
unpleasant experience. Tourists from countries with extreme
weather conditions beaches in search of fine weather and
sunshine. Due to this, many spas and resorts along the seacoast
have come into existence. In Europe, countries like Italy, Spain, and
Greece have developed beautiful beach resorts. There are many
such resorts along the coasts of the Mediterranean Sea, like India,
the Philippines, Thailand, Indonesia, Australia, Sri Lanka, and some
other countries that have beautiful sea beaches with fine weather.
These are the best examples where weather has played a
prominent role in attracting tourists.

13
2. Scenic attractions
No doubt, scenic attractions are very important factors in
tourism. The scenery, consisting of mountains, lakes, waterfalls,
glaciers, forests, and deserts, is strong enough to attract people to
visit them. Thousands and thousands of tourists are attracted by
the northern slopes of the Alps in Switzerland and Austria, the
southern slopes in Italy, and also the Himalaya.

3. Historical and cultural factors

Historical and cultural interests exercised tremendous
influence over travelers. Large numbers of tourists are attracted
every year by the great drawing power of Stratford on Avon in
England because of its association with Shakespeare, or the city of
Agra in India because of its famous leaning tower. A large number
of Americans and Canadians visit London because of its historical
and cultural attractions. Also, the world-famous caves of Ajanta
and Ellora in India are visited by tourists because of their
architecture and paintings.

4. Accessibility
Accessibility is another important factor in tourism. There
should be accessibility for each and every location of tourist
attractions. If their locations are inaccessible by the normal means
of transport, it would be of little importance. All kinds of transport
facilities are to be made available for such locations. The distance
14
 factor also plays an important role in determining a tourist's choice
of destination. Longer distances cost more than short distances.

5. Amenities
Facilities are very essential for any tourist center. They are
considered a necessary aid to the tourist center. For a seaside
resort, facilities like swimming, boating, yachting, surfing, and
other facilities like recreations and amusements are very important
features. There are two types of amenities: natural and man-made.
Beaches, sea-bathing, fuming, climbing, trekking, viewing, etc. fall
under the former category. Various types of entertainment and
facilities that cater to the special needs of tourists fall under the
latter category.

6. Accommodation
The need for and necessity of accommodation cannot be
ignored in tourist destinations. Accommodation plays a vital role in
this field. Many changes have taken place in accommodations
recently. New types of accommodation, particularly holiday
villages, apartment houses, camping and caravan sites, and tourist
cottages, have become very popular. Usually, a large number of
tourists visit a particular spot simply because there is a first-class
hotel with excellent facilities. Today, Switzerland, Holland, Austria,
and the Netherlands have gained reputations for good cuisine,
comfort, and cleanliness.
15
 7. Safety and security
Safety and security are vital to providing quality tourism.
More than any other economic activity, the success or failure of a
tourism destination depends on being able to provide a safe and
secure environment for visitors.

CHARACTERISTICS OF TOURISM AND HOSPITALITY

Tourism and Hospitality has special characteristics which make it
different from other industries
1. In tourism and hospitality, the product is not brought to the
consumer; rather, the consumer has to travel and go to the product to
purchase it. In other industries, an item manufactured in a factory is
brought to the wholesaler and retailer and ultimately to the Consumer.
2. The products of tourism and hospitality are not used up; thus, they
do not exhaust the country's natural resources. The products of other
industries have a limited life and at the end of it are either junked or
replaced with new ones.
3. Tourism and hospitality is a labor-intensive industry. It requires
more manpower than other industries.
4. Tourism and hospitality is People oriented. It is primarily concerned
with people. One of the most important motivations of tourists is to
meet other people and see how other people live.
5. Tourism and hospitality is a multidimensional phenomenon. It is
dependent on many and varied activities which are separate but
interdependent.

16
6. The tourism and hospitality industry is seasonal. During vacation
seasons, millions of tourists travel, which result in increased revenues
for several tourism agencies; but when vacations are over, these
companies experience a big decline in dollars earned.
7. The industry is dynamic. It is characterized by the changing ideas
and attitudes of its customers and therefore must be always prepared
and willing to adjust to these things.

TOURISM AND HOSPITALITY SERVICES

What is a service? Services are a special form of product which
consists of a activities, benefits or satisfactions offered for a sale that are
intangible and do not result in the ownership of anything.
In the following, we will go into the most relevant characteristics of
services. The most important characteristics of services are:

Figure 2
Tourism and Hospitality Services

17
Intangibility

As a consumer cannot feel the service beforehand, they look for

indications and evidence of the quality of the service.

Inseparability

• In tourism and hospitality services, both the service provider and

the customer must be present for the transaction to occur.

Another implication is that customers and employees must

understand the service delivery system because they are co-producing the
service.

Variability

• It means that the quality of services depends on who provides

them and when, where, and how they are provided.

Service providers' service quality depends on their energy and

frame of mind at the time of each customer encounters.

Variability, or a lack of consistency, is the major cause of customer

disappointment in the industry.

Perishability

The service provided by the industry is highly perishable. If the

service is unused, it is wasted.

18
C. Review Questions

1. What are the characteristics of tourism?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

2. What are the elements of tourism?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

3. What are the four tourism services?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

19
 D. Summary

According to the Enuga State Tourism Board, these are considered

the 3 A's of tourism. One of the main components of tourism, accessibility,
refers to the ability for tourists to get to the destination. This mostly
includes transportation, which needs to be regularly scheduled,
economical, safe and comfortable. Depending on the destination, this
includes cars and buses, boats and ships, trains and airplanes.
The second component of tourism is accommodation. This means
that tourists have a place to stay upon reaching the destination and a way
to get food. Much like accessibility, accommodation also needs to be
economical, safe and comfortable. The type of accommodation also varies
according to the location. For instance, a stay in the mountains may require
a cabin or a place to pitch tents. Other accommodations include hotels and
motels.
The third and arguably most important component of tourism is
attraction. This means that the destination needs to have some draw that
makes tourists want to visit. In some cases, the draw is scenic, like
mountains and lakes. In other cases, the draw might be historical
relevance. Tourism also consists of different elements like weather,
accessibility, accommodation, amenities, culture and safety. Tourism has
also service which means a special form of product which consists of
activities, benefits or satisfactions offered for a sale that are intangible and
do not result in the ownership of anything.

20
E.

• Amenities: Facilities are very essential for any tourist center. They
are considered a necessary aid to the tourist center. For a seaside
resort, facilities like swimming, boating, yachting, surfing, and
other facilities like recreations and amusements are very
important features.

• Perishability: The service provided by the industry is highly

valuable. If the service is unused, it is wasted.

• Accommodation: It is a place where tourists can find food and

shelter, provided they are in a fit position to pay for it. There are
various types of accommodation, from a seven-star deluxe hotel
to a normal budget-class hotel.

• Locale: The locale may be used to include the holiday destination

and what it offers to the tourist.

21
 F. Activity

Direction: Share a scenario that best describe the following.

1. Intangibility:

_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

2. Inseparability:

__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________

3. Variability:

__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________

4. Perishability:

__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________

22
LESSON 3 - THE IMPORTANCE OF TOURISM AND HOSPITALITY
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES:
1. Appreciate the importance of tourism and hospitality in the
economy; and
2. Explain the impacts of tourism activity in the country.

B. LESSON PROPER:
Tourism and hospitality have become two of the world's major
industries. Both developing and highly developed nations are now
taking a closer look at the following potential benefits from tourism and
hospitality:

1. Contribution to the tire balance of payments. Tourism and

hospitality can help correct the balance of payments and deficits in
many countries by earning the much-needed foreign currency in
international trade. Examples of countries in which the tourism and
hospitality industry has helped reduce deficits are: Spain, Mexico,
the Philippines, Thailand, Hong Kong, and Singapore.

2. Dispersion of development. International tourism and hospitality

are the best means to spread wealth among countries, thus
bridging the economic gap between the rich and the poor.

23
3. Effects on general economic expenditures by tourists can have
beneficial effects on all economic sectors and can lead to the
development of different industries and other economic activities.

4. Employment: Tourism and hospitality are sources of employment.

It is a service industry, which could have a significant effect on
countries with surplus labor, such as the Philippines. In countries
where there is a high rate of unemployment and
underemployment, tourism and hospitality can provide solutions.

5. Social benefits. Social exchange takes place when tourists come

into contact with the inhabitants of the places they visit. Their
social background and their presence affect the social structure
and way of life of the local residents. In the same way, tourists are
also affected by the experience, so they often carry with them new
habits and a new outlook on life when they return home.

6. Cultural enrichment. Tourism and hospitality emphasize the

sharing and appreciation of cultures rather than the lack of trust
brought about by isolation. Through tourism and hospitality, we
can appreciate the rich human and cultural diversity that the world
offers and evolve a mutual trust and respect for one another and
the dignity of life on earth. Likewise, tourism and hospitality
contribute to the preservation and development of the world's
cultural heritage. It encourages governments to preserve historical
sites and monuments and motivates indigenous groups to preserve
their heritage in the form of dance, music, and artifacts.

24
7. Educational significance. Tourism and hospitality enhance one's
education. International conferences, seminars, and study trips
held each year enable people of all nations to exchange ideas,
propose solutions to problems, and share their experiences. They
provide up-to-date information for enhancing the knowledge and
skills required for the development of the tourism and hospitality
industries.

8. A vital force for properly designed and developed tourism and

hospitality can help bridge the psychological and cultural distances
that separate people of different races, colors, religions, and stages
of social and economic development. In facilitating more genuine
social relationships among individuals, tourism and hospitality can
help overcome prejudices and foster international brotherhood
and world understanding. Thus, tourism and hospitality can
become a real force for world peace.

Tourism needs and importance in 2020 (during the pandemic)

The importance of tourism and its industry is now much

more visible. In 2020, all the countries are trying their best to
contain the coronavirus pandemic and its effects and are
struggling to come out of it.

They are also now looking at their economies and how

to bring them back to growth. The first most badly affected
industry is seen as highly risky activity.

Still, many countries have now begun or are planning to

restart tourism. This is because they know how important
tourism is to economies and how it can help bring back growth
and also create plenty of job opportunities.
25
C. Review Questions

1. How tourism and hospitality contribute to education and

employment?
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

2. How tourism and hospitality gave impact to the country?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

3. How tourism and hospitality helped the economy?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

26
 D. Summary

Tourism and Hospitality have many importance. This would be

helpful to the following, such as contributions to the tire balance of
payments.
• Dispersion of development.
• Effect on general economic development.
• Employment opportunities.
• Social benefits
• Cultural enrichment
• Educational significance.
• A vital force for peace

27
E.

Pandemic: the widespread occurrence of an infectious disease over

a whole country or the world at a particular time.
Enrichment is the action of improving or enhancing the quality or
value of something.
Dispersion is the action or process of distributing things or people
over a wide area.

28
 F. Activity

What is the role of tourism and hospitality in the growth of cultural

experience in the Philippines?
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________

29
LESSON 4 - THE HISTORY OF TOURISM
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES
1. Describe the history of the tourism and hospitality industries.
2. Explain the origin of tourism and hospitality in the Philippines.
3. Identify the international travel patterns.

B. LESSON PROPER
In order to truly appreciate the tourism and hospitality industries,
it is important to understand their historical origins. A person cannot
project the future without understanding the past. Philosophers say it
another way: “Knowledge is telling the past. Wisdom is predicting the
future.” In line with this philosophy, this chapter will explore the history of
this marvelous industry called tourism and hospitality.

Early Tourism
Travel and exploration are basic to human nature. Man has
traveled since the earliest times, although the term tourism was used only
in the 19th century. ‘Tourism is derived from the Hebrew word torch,
which means studying, learning, or searching.
Tourism can trace its ancestry to the Old Testament. Noah with his Ark
must have been the first large-scale operator, even though his passengers
were mostly animals. There are numerous references to caravans and
30
traders in the Old Testament. Chapters 26 and 27 of the Book of Ezekiel
describe trade and commerce in ancient Tire and recount the travels
abroad made by merchants.

Early Tourism
Early tourism has two forms:
Travel for business
Travel for religious reasons

Travel for Business

• Throughout the history, merchants have travelled extensively in order

to trade with other nations or tribes.

• The invention of money, writing and wheel by the Sumerians

facilitated travel and exchange of goods.

• The early Phoenicians toured the Mediterranean as traders.

• Both the Greeks and Romans were well known traders and as their
respective empires increased, travel became necessary.

• At this time, there was also travel for private purposes.

• Roman traveller was largely aided by improvement in communications,

first class roads and inns (forerunners of modern hotels).

31
 Travel for Religious Reasons

• Took the form of pilgrimages to places of worship.

• Pilgrimages were made to fulfil a vow as in case of illness or of

great danger or as penance for sins.

• Besides Rome and Jerusalem, St. James of Galicia was the foremost
destination of English pilgrims in the 14'h century.

• Beginning in 1388, English pilgrims were required to obtain and carry

permits, the forerunner of the modern passport.

Tourism in the Medieval Period

• During the medieval period, travel declined.

• Travel, derived from the word travail, became burdensome, dangerous

and demanding during this time.

• After the decline of the Roman Empire in the 5'h century, roads were not
maintained and they became unsafe.

• Thieves inflicted harm on those who dared to travel.

• No one during this time travelled for pleasure.

• Crusaders and pilgrims were the only ones who travelled.

32
Tourism during the Renaissance and Elizabethan Eras

• With the Renaissance, a few renowned universities developed so that

travel for education was introduced largely by the British.

• Travel for education became popular in the 16* century.

• Under Elizabeth I, young men seeking positions in court were

encouraged to travel to the continent to widen their education.

• This practice was gradually adopted by others in the lower social scale.

• In time, it became recognized that the education of a gentleman should

be completed by a “Grand tour” of the cultural centers of the continent
which lasted for three years.

• The term was used as early as 1670. While apparently educational, the
appeal became social.

• Pleasure seeking young men of leisure travelled predominantly

throughout France and Italy to enjoy the cultures and social life of
Europe, with Venice, Florence and Paris as the key attractions.

• By the end of the 18'h century, the practice had become institutionalized
for the upper class of society.

• As young men sought intellectual improvement in the continent, the sick

sought a remedy for their illness in “spas” or medicinal baths.

• The term “spa” is derived from the waloon word “espa” meaning

33
 fountain.

• Travelers immersed themselves in the healing waters. Soon

Entertainment was added and dozens of watering places became resort
hotels.

Tourism during the Industrial Revolution

• The Industrial Revolution brought about major changes in the scale and
type of tourism.

• It brought about not only technological changes but also essential social
changes that made travel desirable as a recreational activity.

• The increase in productivity, regular employment, and growing

urbanization gave more people the motivation and opportunity to go on
holiday.

• The emerging middle class combined higher incomes and growing

education into an annual.

• To escape from their responsibilities and the crowded city environment,

they traveled to the countryside or seashore for their holidays.

• This led to the creation of working-class resorts near major industrial.

Tourism in the 19th century

• Two technological developments in the early part of the 19th century:

Introduction of the railway and the, Development of steam power.

34
• The railroads created not only more business by providing reliable and
cheap transportation but also more competition as various private
companies invested heavily in hotels, resorts, and entertainment
facilities.
• Thus, tourism was transformed from a small business catering to the
elite into the start of a mass market that involves travel by a large
number of individuals.
• The use of steam power provided the increased mobility needed by
tourism.
• Steamers on the major rivers provided reliable and inexpensive
transportation that led to the popular day trip cruises and the growth
of coastal resorts near large industrial centers.
• As tourism became organized in the later years of the 19th century, the
organization of travel became an established institution. Travel
organizers.
• The first and most famous of these was Thomas.
• His first excursion train trip was between Leicester and Loughborough
in 1841, with 50 passengers for a round-trip fare of one shilling.
• The success of this venture encouraged him to arrange similar
excursions using chartered trains. In 1866, he organized his first
American tour. In 1874, he introduced “circular notes,” which were
accepted by banks, hotels, shops, and restaurants.
• These were, in effect, the first travelers' checks.
• Other tour companies that appeared in Britain at this time were Dean
and Dawson in 1871, the Polytechnic Touring Association in 1872, and
35
 Frames in the United States. American Express was founded by Henry
and William Fargo.
• As the 19th century drew to a close, phonographs and guidebooks
became popular. A huge variety of guidebooks that dealt with both local
and overseas travel were sold to
• The most popular of these was Baedecker, first published in 1839, which
became the leading guide for European countries at the end of the
century.

Tourism in the 20th Century

• At the beginning of the 20th century, pleasure travel continued to

expand, encouraged by the increasing wealth, curiosity, and outgoing
attitudes of the people, as well as the increasing ease of such
movement.
• World War I brought about many changes, which influenced the volume
of tourists.
• Early postwar prosperity, coupled with large-scale migration, boosted
the demand for international travel.
• Interest in foreign travel was further enhanced by the first-hand
experience of foreign
• New forms of mass communication stimulated curiosity about others.
In addition to the influence of posters and the press, cinema, radio, and
television widened knowledge and interest in travel.
• After the Second World War, forms of travel began to change.

36
• The railways as a means of travel declined with the introduction of the
motor
• Motorized public road transport and improved road conditions led to
the popularity of seaside tours.
• World War II also led to increased interest in the war, which introduced
combatants not only to new countries but to new continents,
generating new friendships and an interest in different cultures.
• Another outcome of the war was the progress in aircraft.
• Air travel had become more comfortable, safer, and faster and cheaper
in comparison with other forms of transport.
• With the introduction of the Boeing 707 in 1958, the age of air travel for
the masses arrived, hastening the decline of sea travel.
• After the post-war recovery years, there was an increase in private cars.
• Travelers switched to the use of private cars, and this change affected
both coach and rail.
• The private car provided flexible transportation, which freed people
from the schedules and fixed routes of public transport.
• It encouraged the growth of excursions and short-stay holidays.
• Resorts near major centers of population benefited. Road
improvements brought more distant resorts closer to the major cities.
• The resourceful tour operators devised flexible
• Hotels devised their own programs of short-stay holidays.
• The demand for hired cars on holidays overseas also increased.

37
• The post-war economic recovery provided an increase in discretionary
income and leisure, which many people converted into increased
recreation and travel.
• Due to labor negotiations and social legislation, the length of official and
paid holidays
• Governments have created more vacation time by incorporating
isolated public holidays into the familiar long ‘weekends” throughout
the year.
• As business and trade prospered in the developed countries, business
travel also flourished, leading to a demand not only for individual travel
but also for conference and incentive travel on a global scale.
• The 1970s have also seen the emergence of new patterns. As economic
power has shifted between countries, new tourism-generating
countries have emerged, notably the oil-rich Arab countries and Japan.
• Europe, as well as the developing tourist-based economies of Asia, have
benefited from this.
• The Philippines, Thailand, Singapore, Malaysia, and Indonesia have
strengthened their tourist attractions to appeal to new markets.
• The governments of many nations are encouraging the growth of both
domestic and international tourism as a means of job creation,
economic diversification, and a source of foreign exchange.
• Beyond its economic significance, there is a growing realization of the
role of international travel in promoting world peace and prosperity.

38
C. Review Questions

1. How does the tourism developed in the following era?

- Early Tourism
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- Medieval
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- Industrial
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- 19th Century
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- 20th Century
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
39
 D. Summary

In order to truly appreciate the tourism and hospitality industries, it

is important to understand their historical origins. A person cannot project
the future without understanding the past. Philosophers say it another
way: “Knowledge is telling the past. Wisdom is predicting the future.” In
line with this philosophy, this chapter will explore the history of this
marvelous industry called tourism and hospitality.
Tourism can trace its ancestry to the Old Testament. Noah with his
Ark must have been the first large-scale operator, even though his
passengers were mostly animals. There are numerous references to
caravans and traders in the Old Testament. Chapters 26 and 27 of the Book
of Ezekiel describe trade and commerce in ancient Tire and recount the
travels abroad made by merchants. The tourism developed during the
different eras of societal growth.

40
E.

o Medieval

The medieval era, often called The Middle Ages or the Dark
Ages, began around 476 A.D. following a great loss of power
throughout Europe by the Roman Emperor. The Middle Ages span
roughly 1,000 years, ending between 1400 and 1450.

o Renaissance

In Old French renaissance means "rebirth." Definitions of

Renaissance. Noun. The period of European history at the close of
the middle Ages and the rise of the modern world; a cultural rebirth
from the 14th through the middle of the 17th centuries.

41
 F. Activity

Write a Research Paper on the factors that influence the rise and
slow down of tourism in the Philippines after the 1986 People Power
Revolution that ousted the late President Ferdinand Marcos Sr.
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________

42
LESSON 5 - THE HISTORY OF HOSPITALITY
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES
▪ Describe the history of the tourism and hospitality industry;
▪ Explain the origin of tourism and hospitality in the Philippines; and
▪ Identify the international travel patterns.

B. LESSON PROPER
History of Hospitality Industry
Hospitality Industry in Early Days
▪ The concept of hospitality industry is extremely wide.
▪ It is mentioned in writings dating back to Ancient Greece, Rome and
Biblical
▪ In ancient times people felt the requirement of hospitality because
they believed that hospitality to strangers was necessary to their
religious well being
▪ Hospitality in Ancient Greece is missionaries, priests and pilgrims
formed a very large part of the travelling public. They travelled
understandably that certain elements of religion were intermingled
with the idea.
▪ Visit to holy places, perhaps oracles or temples that had a dominant
position in their relation.

43
Medieval Period
▪ During medieval period the travellers were English
▪ Inns were actually private
▪ Nobilities stayed in monastaries
▪ Stagecoach became favoured
▪ In ancient Persia accommodation known as “khans” were used.
▪ In later year of Roman Empire taverns and inns provided shelter
for travelling merchants, actors and scholars.
▪ The high spot of that era in terms of hospitality was the
development of ‘posthouses’ by the Persians along the caravan
routes.

Renaissance Period
▪ During this period there were high demand for inns and
▪ Hotel de Henry, the first hotel, was built on.
▪ It was built at a cost of $17,500.
▪ There were 60.
▪ Coffee houses came during this

The Eighteenth Century

▪ Eating and sleeping places developed during this period.
▪ Taverns started to appear in New York/New Jersey
▪ Inns started to function in Pennsylvania
▪ Ordinaries developed in southern colonies
▪ Coffee houses became extremely popular in Europe and were
44
 incorporated in many of the cities.
The French Revolution
▪ Changed the course of culinary history
▪ Escoffier brought the brigade system.
▪ Boulanger, father of modern restaurant, called the soup he sold
‘xesorantes”.
▪ Revolution caused some of the chefs to come to the new resort
towns
▪ Philippine Tourist and Travel Association (PTTA)

19TH Century
▪ In the last quarter of the nineteenth century, public dining was
not
▪ Many hotels were constructed without dining facilities
▪ Hotel guests took their meals in their rooms
▪ In 1875, a dining facility was opened in the Albermarle Hotel By
this time, the term restmirant referred to the dining room of a
hotel.
▪ In London, more luxurious hotels began to Some were known for
their excellent guest accommodation and superior food. One of
the best known hotels was the Savoy which was opened by
Richard d’Oy1y Carte in 1889.
▪ In the Savoy, d’Oy1y Carte employed two men who became
famous throughout the world-Cesor fiik and Auguste The general
manager was the renowned Cesar Ritz and The Chef de cuisines
45
 was Auguste Esco ffier.
▪ Auguste Escoffier was one of the greatest chefs He is known for
his classic book, Ze Guide Culinaire. He also installed the Kitchen
Brigade System.
▪ The Americans used their ingenuity to create something for
Delmonico's was the only expensive and aristocratic restaurant in
the United States. It was famous for its fine food. Delmonico's
served Swiss-French cuisine and became the center of American

Gastronomy or the art of good eating. It is also known for its

bilingual menus-Baked Alaska, Chicken a la king, and lobster newberg.
The Delrnonico steak is named after the restaurant.

▪ Other American cities had their own hotel palaces such as the
Palmer House in Chicago, St Clarke in New Orleans, and the
Planters Hotel in Louis. The Hotel Del Coronado in San Diego
became famous because of its unique architectural style.
▪ Although the modern hotel was an American invention, the
Europeans contributed the European Plan which meant that a
guest need not pay for both room and meals in one lump sum,
but could pay for only the room and order the meals separately
from an a la carte menu of eat elsewhere.
▪ More innovations in Hospitality occurred in the nineteenth
century such as the custom of dining out, better methods of
preserving food through canning and vacuum packing, mass
46
 feeding for school children, and the establishment of ice cream.
Twentieth Century
▪ After World War II, travel started in many parts of the world.
▪ In 1958 there was an advent of cross continental
▪ In 1958 trans-Atlantic flights
▪ First motel in Califomia began during this time
▪ Resurgence of inner city lodging
▪ Interest in cruises

Twentieth Century Restaurants

▪ 1921- Walter Anderson and Billy Ingraharn began the lite Castle
Hamburger Chains. The name White Castle was chosen because
white stood for purity and castle for strength.
▪ 1925- Howard Johnson opened his original restaurant in
Wollaston, Massachusetts. In 1934, the Rainbow room opened.
This art deco restaurant supported the re-emergence of New York
as the center of power and In 1937, Trader Vic's restaurant
opened. The social elite was attracted to the Polynesian-themed
restaurant which served exotic drinks including the Mai Tai that
Vic invented.
▪ 1927- Marriott’s Hot Shoppe and root beer stands opened. At
about this time, the drive- in and fâst food also sprang up in
America.
▪ 1939- A restaurant called Ze Pavilion de France opened In New
York. By the end of 1930, every city had a deluxe supper club or
47
 night club. The Four Seasons also opened in 1939. It was the first
restaurant to offer seasonal menus (summer, spring, fâll, winter)
with its modern architecture and art as a theme.
▪ 1950s -The emergence of fâst food
▪ 1960s - Fine dining became popular because businessmen liked to
eat well.
▪ 1970s - New establishments were introduced such as the Taco
Bell, TGI Friday, Houston's, and Red lobster in the restaurant
industry.
▪ 1990s -Started with recession which began in The hospitality
industry experienced a downturn due to the Gulf War.
Organizations strived for profitability, hence, they downsized and
consolidated.
▪ 1993- The economic recovery was very. Thus, several mergers and
acquisitions have taken place. Many corporations have expanded
overseas. Eastern Europe and China have opened up.

48
C. Review Questions

2. How does the tourism developed in the following era?

- Early Tourism
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- Medieval
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- Renaissance
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- 19th Century
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

- 20th Century
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
49
 D. Summary

The history of hospitality and tourism can be traced back

centuries ago to the 1700s when young, wealthy Europeans began
touring around Europe as a way to broaden their horizons with a
historical, artistic, and cultural education gained through travel.
However, hospitality itself as an industry has been found to have a
history that is thousands of years old. Caves in France designed to
accommodate visiting tribes have been discovered and dated back to
15,000 BCE. Work associated with the movement and accommodation
of people has been an important part of a variety of different societies
throughout history.
Hospitality and tourism, although now generally considered
a singular industry, have developed on parallel but separate planes.
Hospitality as an industry is dependent on travel and tourism. It is a
dynamic category of commercial activity surrounding the travel
industry. The term hospitality means the welcoming reception of
guests, whether that be through a kind greeting, a well-appointed guest
room, a delicious meal, or an entertaining event. The sector includes
transportation, accommodation, dining, events, and entertainment.
Contemporary hospitality is heavily involved with the leisure tourism
industry, but is also significant in all forms of travel, including business,
personal, medical, and beyond. The overall goal of the hospitality
industry is to provide people comfort and convenience when they are
away from home.

50
E.

1. Gastronomy or the art of good eating. It is also known for its

bilingual menus-Baked Alaska, Chicken a la king, and lobster
newberg.
2. Culinary - Culinary means having to do with cooking or the
kitchen. If you go to culinary school, you're learning how to cook,
most likely because you want to work as a chef.

51
 F. Activity

How might you use what you learned in the future in your life or
profession?

____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________

52
LESSON 6 - THE PIONEERS OF TOURISM AND HOSPITALITY
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES
1. Know the famous individuals and its contribution in the Tourism and
Hospitality Industry.
2. Appreciate their contribution in the growth and development of the
Industry.

B. LESSON PROPER
Thev are several outstanding individuals who have made a
significant contribution to the growth and development of the tourism and
hospitality industry. They are Cesar Ritz, Ellsworth Milton Statler, Conrad
Hilton, Thomas Cook, Howard Dealing Johnson, J. Willard Marriott, Ray
Kroc, Isadore Sharp, and Ruth Fertel.

Cesar Ritz became the general manager of Savoy Hotel in London,

one of the most famous and
luxurious hotels in the world.
He made the hotel a cultural
center for high society. The
Ritz name is synonymous with
refined, elegant hotels and
service. At present, the Ritz-Carlton hotels bear his name.

53
Ellswortii Milton Statler

Ellsworth Milton Statler is considered to be the premier

hotel-man of all time. He brought a high standard of comfort and
convenience to the middle class traveller at an affordable price. He
was the first to put telephones and radios in every guest room
together with full-length mirrors, built- in closets, and a special
fâucet for ice water.

Conrad Hidon
Conrad Hilton was once recognized as ‘the biggest hotel
man in the world.” He was described by the New York Times as the
‘Master of hotel finance.” He was careful not to over finance and
had a flawless sense of timing. In 1954, he formed the first major
chain of American Hotels- a group of hotels which followed
standard operating procedures.

54
Thomas Cook

Thomas Cook is recognized as the first professional travel agent. He

was the founder of the world's first travel agency. He is credited for making
world travel possible for middle class. The phrase “Cook tour” is still used
at present to refer to a tour that goes to many places and stops briefly at
each place.

Howard Dcaring Johnson

Howard Dealing Johnson was the pioneer of brand leveraging. He

was one of the first to introduce franchising in the 1930s. At present,
Howard Johnson is one of the fâmous names in the restaurant and hotel
business.

55
J. Willard Marston
J. Willard Marriott founded the Marriott Corporation which
continues to be an important asset of the hospitality industry. Through his
strong fâith and determination, J. Willard Marriott began with a root beer
stand which was founded by necessity and built it into a multibillion dollar
industry.

Ray Kroc

Ray Kroc has been the most financially success fu1 of all hospitality
entrepreneurs. He founded the McDonald's Corporation, a multi-billion
dollar industry, through his strong dedication, organizational skills,
perseverance, and incredible aptitude for marketing. Kroc developed
several operational guidelines such as Quality Service Cleanliness and
Value or QSC&V. Kroc's motto “Never be idle a moment” was also
incorporated into the business.

56
 Isadore Sharp, a first generation Canadian, was a founder of Four
Seasons Regent Hotels, the world's largest hotel chain and a multimillion
dollar global hotel empire. The success of the Four Seasons Regent Hotels
is largely due to the drive determination, and personal taste and style of
Isadore Sharp.

Rutli Fertel

Ruth Fertel was the founder of Chris Steak House, the largest
upscale restaurant chain in the United States. It has 59 operations- 54 in
the US and Puerto Rico and five internationally. It sells more than 11,000
steaks daily with a gross income of two hundred million dollars a year.
Because this volume, Ruth Fertel is the most successful woman
restaurateur at present.
57
C. Review Questions

1. Who are the pioneers of tourism and hospitality?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

2. Describe their contributions in tourism and hospitality

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

58
 D. Summary

There are several outstanding individuals who have made a

significant contribution to the growth and development of the tourism and
hospitality industry. They are Cesar Ritz, Ellsworth Milton Statler, Conrad
Hilton, Thomas Cook, Howard Dealing Johnson, J. Willard Marriott, Ray
Kroc, Isadore Sharp, and Ruth Fertel.

59
E.

• Pioneer - a person who is among the first to explore or settle a new

country or area.

• Leverage - Leverage is the ability to influence situations or people so

that you can control what happens. His function as a Mayor affords him
the leverage to get things done through attending committee meetings.

60
 F. Activity

Direction: Describe the contributions of the following individuals below:

Cezar Ritz:
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

Ellsworth Milton Statler:

_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

Conrad Hilton:
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

Thomas Cook:
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

Willard :
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

61
LESSON 7 - THE ORIGIN OF TOURISM AND HOSPITALITY IN THE PHILIPPINES
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES:
1. Explain the start of tourism in the world
2. Know the different individuals and their contribution to the growth
of tourism and hospitality in the country.

B. LESSON PROPER:
Tourism and hospitality in the Philippines began when the original
inhabitants of the country roamed around in search of food.
▪ Tourism in the Philippines began when the original inhabitants
of the country roamed around in search of food.
▪ Inter-tribe travel occurred, although the mode of travel was
▪ A more recognizable form of tourism appeared in the
Philippines when the country was discovered by Ferdinand
Magellan and when galleons or wooden boats sailed between
Mexico and the Philippines during the galleon trade.
▪ The Philippines was claimed in the name of Spain in 1521 by
Ferdinand Magellan, a Portuguese explorer sailing for Spain,
who named the islands after King Philip II of Spain. They were
then called Islas Filipinas.
▪ During the American occupation of the Philippines, Americans
were able to reach Manila after two weeks on board the Pan
62
 American Airways airliners.
▪ Colornm means illegal tour handling and the illegal use of
private vehicles for public use. It was tolerated by the
government authorities at that time since tourism at this time
was not yet developed.
▪ In 1952, the first tourism association in the Philippines was
Philippine Tourist and Travel Association (PTTA)
▪ The Philippine Tourist and Travel Association (PTTA), which was
organized to put together all existing travel establishments
serving both domestic and international
▪ The PTTA was funded by the government to promote the
country's tourism.
▪ Later, the government organized the Board of Travel and
Tourist Industry (BTTI) to regulate, supervise, and control the
tourism industry and to subsidize the PTTA as its promotional
arm.
▪ The Philippines has undergone economic, social, and political
crises starting in the 1960s up to the 1970s, which hindered the
development and promotion of tourism + hospitality
▪ Accommodations were inadequate, and the airline industry
was not given much incentive to promote the Philippines as a
visitor destination.
▪ Due to the turbulent conditions in the country, the tourist
industry was denied peace and order, sanitation, financial
support, and other important factors for tourism.
63
▪ In 1972, Martial Law was declared by then President Marcos.
He closed all media outlets, newspapers and the country was
placed in curfew.
▪ It was only in 1986, When the People Power Revolution
overthrew President Marcos and First Lady Imelda Marcos
from Malacanang, after the lifting of martial law, that tourism
in the Philippines prospered. This was due to favorable
conditions such as the safety of tourists, better services and
sanitation facilities, more financial support from the
government, and the vigorous cooperation in the private
sector. Thus, the Philippines became a “battle destination” for
foreign visitors.
▪ As several tour groups arrived in the Philippines, more
accommodations, food and beverage facilities, and airline
frequencies were available. A temporary ‘tourist boom”
existed in the Philippines in the early 1970s.
▪ The Philippine tourism industry flourished in the 1970s and
early 1980s but declined in the mid-1980s, with the average
length of tourist stays filling from 12.6 days in earlier years to
8.9 days in 1988.
▪ In 1987, tourism growth was slower in the Philippines than in
other Southeast Asian
▪ About 2 million tourists visited the Philippines in 1992, which
was a record high in the number of tourist visits since 1989.
▪ In 2000, the Philippines' tourist arrivals totaled 2.2 million. In
64
 2003, it totaled 2,838,000, a growth of almost 29%, and was
expected to grow as much as 4 million in 2007
▪ In the first quarter of 2007, tourist arrivals in the Philippines
grew by as much as 20% over the same period last year.
▪ In 2011, the Department of Tourism recorded 9 million tourists
visiting the country, 11.2 percent higher than the 3.5 million
registered in 2010.
▪ In 2012, the Philippines recorded 4.27 million tourist arrivals
after the Department of Tourism launched a widely publicized
tourism marketing campaign titled “It's More Fun in the
Philippines.”. Under DOT Sec. Dick Gordon
▪ The tourism industry employed 3.8 million Filipinos, or 10.2
percent of national employment, in 2011, according to data
gathered by the National Statistical Coordination.
▪ In a greater thrust by the Aquino administration to pump
billions of dollars into the sector, tourism is expected to
employ 4 million people by 2016, or about 18.8 percent of the
total workforce, contributing 8 percent to 9 percent to the
nation's GDP.
▪ Tourism and hospitality in the Philippines at present are the
result of the continuous development and promotion of
tourism and hospitality from 1950 to the present.

However, the growth in the tourism and hospitality industries is not

very spectacular compared to our neighboring countries in terms of tourist
65
arrivals. Records show that the Philippines is still at the tail end of arrivals
compared to other Asian destinations, such as Hong Kong, Singapore,
Thailand, Korea, Taiwan, and Japan.
The National Tourism Organization (NTO) of the Philippines, or the
Department of Tourism, has embarked on several plans and programs to
ensure the pleasant and hospitable entry, stay, and departure of tourists,
as well as to insure a harmonious, positive, and constructive development
of the tourism and hospitality industries. Among these are:
1. Increase visitor arrivals, especially from nearby markets like
Japan, Korea, Hong Kong, and Taiwan and high-spending markets
like Germany.
2. Increase tourism and hospitality receipts through longer stays
(now set at 11 days) and higher spending per day (estimated at $
110 per day), which can be accomplished by more attractive
destinations and tours, more shopping and dining, and getting not
just the budget traveler but also the upscale markets;
3. Expand domestic tourism and hospitality through more
promotions, cheaper tour packages, and new facilities, especially
for the lower-income segments;
4. Expand the capacity for tourism and hospitality by promoting
more private sector investments;
5. Improve the standards of service through the expansion of
training programs for the professionalization of the tourism and
hospitality management and labor force;
6. Program major tourism and hospitality infrastructure projects;
66
7. Engage in major tourism and hospitality estate and resort
development;
8. Classify facilities at tourist sites according to international
standards;
9. Strictly enforce the tour facility standards;
10. Promote self-regulation within the different sectors of the
tourism and hospitality industries,
11. Complete the national tourism plan and a destination tourism
plan;
12. Encourage consumer advertising in selected markets;
13. Work closely with the private sector in product development;
14. Develop and strengthen linkages with the local government, the
private sector, and the general public through tourism and
hospitality councils.

67
C. Review Questions

1. How does the Philippines developed in terms of Tourism and

Hospitality?
_________________________________________________________

_________________________________________________________

_________________________________________________________

_________________________________________________________

_________________________________________________________

_________________________________________________________

_________________________________________________________

_________________________________________________________

_________________________________________________________

68
 D. Summary

Tourism and hospitality in the Philippines began when the original

inhabitants of the country roamed around in search of food.

However, the growth in the tourism and hospitality industry is not

very spectacular compared to our neighboring countries in terms of tourist
arrivals. Records show that the Philippines is still in the tail-end of arrivals
compared to other Asian destinations, such as Hong Kong, Singapore,
Thailand, Korea, Taiwan, and Japan.

The National Tourism Organization (NTO) of the Philippines or the

Department of Tourism has embarked on several plans and programs to
ensure the pleasant and the hospitable entry, stay, and departure of
tourists, as well as to assure a harmonious, positive, and constructive
development of the tourism and hospitality industry.

69
E.

• Estate: an extensive area of land in the country, usually with a

large house, owned by one person, family, or organization.

• Departure: Think about an airport that has departure gates for

outgoing passengers and an arrival area for people flying in. Since
departing means to leave, a departure is an act of leaving.

• Inter-tribe - common to or shared by two or more tribes.

70
 F. Activity

1. What are the problems of tourism in the Philippines?

________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________

2. What is the Philippines best known for?

_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________

Directions: Identify the following.

_________________1. What year that tourism in the Philippines
flourished?
_________________2. In what year that Philippines became the bargain
destination to foreign visitors.
_________________3. What are the functions of Board of Travel and
Tourist Industry?
_________________4. What is the first tourism association in the
Philippines?
_________________5. Who discovered Philippines?
_________________6. What is the first name of Philippines?
_________________7. What is the tourism marketing campaign title of
the Philippines?
_________________8. The unregistered private cars and coaches are
called?
_________________9. What year that the Philippines has undergone
economic, social and political crises?
_________________10. What is the main reason why people travel
before?

71
 LESSON 8 - FORCES AFFECTED THE GROWTH AND CHANGE IN TOURISM
AND HOSPITALITY INDUSTRY
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES:

1. Understand the factors affecting the development and growth of

Tourism and Hospitality Industry.
2. Identify the international travel patterns.
3. Give the top ten countries generating international travel

B. LESSON PROPER:

Positive factors that hastened the growth of Tourism and

Hospitality

1. Rising disposable income for large sections of the population. In

general, more money means more travel. At present, the two-
income family is widespread. Moreover, the world is experiencing a
redistribution of income which encourages more people to travel.
2. Growth in the number of retired persons who have the desire and the
energy to travel. Life expectancy is increasing. There are fewer
deaths now than before which is the result of more concern for diet
and exercise.
3. Increase in discretionary time- Shorter work weeks and longer
vacations. The workweek has decreased considerably from 50 to 60
72
 hours to less than 40 hours. Flextime programs allow a three or four
day workweek. Some European countries grant paid holidays to their
workers.
4. Greater mobility of the population. People became more accustomed
to travel because of the increase in travel opportunities and desire
to escape from the stress and pressures of modern life.
5. Growth in the number of “singles”. People living alone have more free
time than couples; hence, they want to socialize through travel.
6. Greater credit availability through credit cards and bank loans. ‘travel
now, pay later” stimulates travel.
7. Higher educational levels. SInce millions of students attend colleges
and universities, they tend to become more interested in foreign
cultures.
8. The growth of cities. The Industrial Revolution brought about the
migration of people from the rural areas to the urban centers
resulting in the growth of urbanization. City residents travel more
than people living in rural areas to escape from the congested urban
environment.
9. Simplification of travel through the package tour. Tour packages-
everything planned, arranged, and included in one piece are more
important to the older traveller, the new traveller, and the less
sophisticated traveller.
10. Growth of multinational business. Worldwide business interests
increase both the need and habit of travel.
11. Modern Transportation technology. Technological advances in
73
 transportation have made.
12.Long- distance travel faster, less expensive, and more comfortable.
13.Shift in vakies. At present, several people place more value on
experience rather than material possession. They prefer to travel
rather than own expensive houses, cars, clothes, and jewellery.
14. Advances in communication. Television and movies enlarge the
travel perspective. The world is brought into the living room through
television.
15.Smaller families and changing roles. American and European
birthrates have declined, giving the adults more free time to get
away from family responsibilities. Sexual equality and shifts in
household roles encourage more travel.

INTERNATIONAL TRAVEL PATTERNS

Major travel flows occur between the United States and Western
Europe. Secondary regional patterns exist between South America, the
Caribbean, Africa, the Near East, and the Far East. Travel to Africa is
usually one way, originating in Europe.
The heaviest flow of air traffic into Europe in between New York and
London. Within Europe, the major flows are between London and Paris,
London and Frankfurt, Milan and Rome. The cities in Europe most
frequently visited by tourists are London, Paris, Frankfurt, Amsterdam,
Brussels, Zurich, Geneva, Madrid, Copenhagen, Vienna, Milan, Rome,
and Munich.

74
The top ten countries generating international travel in rank order are:
1. United States 6. France

7. Netherlands
2. Germany

3. United Kingdom 8. Mexico

4. Canada 9. Switzerland

5. Japan 10. Australia

75
 Europe generates about half of overseas travelers to the US. Travel
between European countries- intercontinental travels has been very
popular. This is one of the reasons of Europe's large share of the worldwide
travel market.

76
C. Review Questions

1. What is international Travel Pattern?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

2. Give 5 countries gathering international travel.

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

3. Give one positive factor that hastened the growth of tourism .

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

77
 D. Summary

Tourism and hospitality have hastened with different positive

factors, Major travel flows occur between the United States and
Western Europe. Secondary regional patterns exist between South
America, the Caribbean, Africa, the Near East, and the Far East. Travel to
Africa is usually one way, originating in Europe.
In terms of gathering international travel there are countries which
being ranked namely: United States, Germany, United Kingdom, Canada,
Japan, France, Netherlands, Mexico, Switzerland and Australia.

78
E.

International Travel - is when you leave the US border and enter a new
country, like leaving the US and going to London or Nigeria. They have their
own customs and upon entering the country, you need to make sure you
abide by their rules and regulations. Normally, you do not need a passport
to travel domestically.
Overseas - in or to a foreign country, especially one across the sea.
Travel Pattern - describe human mobility, including when, why and how
people move between different places.

79
 F. Activity

Draw the growth of patterns in the global tourism industry by

creating a bar or plot graph that compare tourist arrivals in the year 2015-
2020.
Discuss the factors that hastened the growth of tourism and hospitality.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________

Explain the International travel patterns.

__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________

80
LESSON 9 – THE TOURISM AND HOSPITALITY NETWORK AND SUPPLY
COMPONENTS
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

Tourism and Hospitality Components

The travel industry is a tourism and hospitality network, which

includes both the public and private sectors. Gee, Choy, and Makens
(1997), defines the travel industry as the “the composite of organizations,
both private and public, that are involved in the development, production,
and marketing of product and service to serve the needs of the travelers.”
Businesses and corporations are regarded as components of the travel
industry classified as direct providers, support services, and development
organizations.

Figure 3
81
Tourism and Hospitality Network
 The first category, direct providers, include businesses that are
associated with travel, such as airlines, hotels, restaurants, ground
transportation, travel agencies and retail shops. These businesses
provided services, activities, and products that are consumed and\or
purchased directly by travelers.
They represent the sectors of the industry that are visible to the
travelers. The second category, support service, lend support to direct
providers, it includes specialized services such as tour organizer, travel and
trade publications, hotel management firms, and travel research firms, it
also includes basic suppliers and services such as contract laundry and food
services. Support services provide goods and services for both travelers
and for organizations that sell goods and services directly but not
exclusively to tourists. The third category, tourism developmental
organizations, it is different from the two, since it includes planners,
government agencies, financial institutions, real estate developers, and
education and vocational training institutions. These organizations deal
with tourism and hospitality development, which tends to be more
complex and broader scope than the production of daily travel services.
The decision of tourism and hospitality development is long term in nature
than the first two which deal more with operators.

TOURISM AND HOSPITALITY SUPPLY COMPONENTS

NATURAL RESOURCES- area for use and enjoyment of the visitors

(landforms, bodies of water, flowers, terrain, etc.)
INFRASTRACTURE- underground and surface developmental
82
constructions (water supply systems, electrical and communication
systems, etc.)
SUPERSTRUCTURE- above ground facility services (airports, hotels, motels,
resorts, restaurants, etc.)
TRANSPORTATION AND TRANSPORTATION EQUIPMENT- (ships,
automobile, train, buses, etc.)
HOSPITALITY RESOURCES- cultural wealth of an area which makes possible
the successful hosting of tourists (welcoming the spirit of tourist business
employees, courtesy, friendliness, etc.)
NATURAL RESOURCES - Destination areas provide an excellent asset to sell
to tourists. Physical characteristics of an area can be generalized as natural
scenery, climate and environment. Natural scenery is a combination of the
general topography, flora and fauna, rivers, lakes and many more. The
greater the variety and uniqueness of natural scenery, the more appealing
it was. The appeal can be increased if the area has a “comfortable” climate.
Comfortable cold climate is determined by the wind-chill factor (term used
to express how temperature feels to exposed skin. A comfortable warm
climate is determined by humidity, temperature and wind. Water plays an
important role in forming an attractive landscape. The sea, lake, rivers not
only add to the visual beauty of the region, but also offers recreational
activities, Specific natural phenomenon like volcanoes, waterfalls, caves
and canyons also attract tourists. The particular fauna and fauna of a
region often draw tourists.

83
Hospitality Resources
General feeling of being welcomed that the visitors receive while
visiting the destination area. It is way that tourist services are delivered by
service providers, as well as the general feeling of warmth from the local
population. Tourist will have a more enjoyable vacation if they feel
welcomed by the host population and will certainly feel awkward and
unhappy if they feel rejected. Hospitality resources can be improved by
training tourism and hospitality personnel to be hospitable to encourage
positive feelings toward tourism and hospitality and tourists by the general
public.

Hospitality Training

It aims to motivate service providers to be hospitable in dealing

with tourist.
Providing more hospitable service result to more satisfied tourist
who will be inclined to return and advertise to other tourists through the
word of mouth. Enable service providers to render hospitable services. The
change of behavior is brought about by a change in attitude and increase
in the level of knowledge. The three aspects of attitude are toward self,
toward others, and hospitality industry.

Attitude toward Self

The ability to satisfy guest is very demanding task. If an individual’s

84
self-esteem or attitude toward self is low, the individual will tend to
behave in such a way the feedback from others will confirm the low
opinion of himself. It is necessary to change the individual’s perception of
self in order to improve the behavior. Service providers believe that they
and their works are important, their work and their actions toward tourists
will reflect this feeling. Service providers can be viewed as hosts and
hostesses rather than “just” employees, their self-image may be viewed.

Attitude toward Others

Service providers should be assisted in developing positive feelings

toward fellow employees and tourists that will result in positive behavior
toward the tourists. This can be achieve by training the individual regarding
teamwork and interdependencies in getting the job done. The key to
development of positive attitudes toward visitors is to be able to develop
the ability to put oneself in the visitor’s place. Role-playing can be used for
this purpose.

Attitude toward the Tourism and Hospitality Industry

Positive attitude as service providers toward tourists can be

brought about only when employees are made aware of how important
tourism and hospitality is to their country, city and community. To
facilitate a change in attitude, it is necessary to raise the level of knowledge
of the individual. This may be done by the means of audiovisual together
85
with a group session. To be able to give advice or directions to tourists,
employees can be familiarizing themselves with the surrounding
attractions, and services through familiarization tour. With increasing the
level of knowledge and teaching hospitable behavior.
COMMUNITY AWARENESS PROGRAMS

Tourists are most directly affected by the degree of hospitality

shown by service providers, the overall feeling of being welcomed within
a community will also enhance or detract from the vacation experience.
Residents of a destination area cannot be trained to act in hospitable
manner toward tourists, but a community awareness program can help
develop a more positive attitude toward the tourists. The aims of the
program are to build acceptance of tourism and to build an understanding
of the tourists. There are various ways to communicate with the local
community. Public meetings can be held to discuss particular problems.
Speakers’ bureau composed of tourism community leaders who can talk
to community groups may be organized. Information sheets and
newsletters can be distributed throughout the destination area. Whatever
the method is used, the main objectives are to create a feeling of being
welcomed for the tourists within the community.

Transportation

Transportation is of paramount importance in developing tourism

and hospitality. Tourists need easy access to various forms of
86
transportation such as road, rail, air, and water. Thus, the amount of time
from major population centers via each mode of transportation is
important. The importance of transportation is to have convenient access
and quality service.

LAND TRAVEL
1. Taxi and limousine service
It is important in tourist areas. This service has a removable and
washable seat covers so that they will present a clean appearance to the
passenger. The driver should be courteous and helpful. Also, drivers know
how to speak foreign language.
2. Bus service
It should be large windows, comfortable seats, air-conditioning and
have restroom facilities. Multilingual services or multilingual tape
recording facilities with earphones for each passenger are desirable for
touring areas where an interpretation of the points of interests is
necessary. Adequate knowledge of difficult languages is also an important
qualification.
3. Rail service
Travelers prefer to travel by train because of its safety records and the
convenience and satisfaction of viewing the scenery from a comfortable
air-conditioned car. The appeal of rail travel has been further enhanced by
the recent introduction of high speed trains. These services must be
frequent enough to avoid fear on the part of the traveler that he will not
reach his hotel at once.
87
AIR TRAVEL
Porter service is important at air terminals. Porters’ helpful
behavior and attitude are essential and their training and supervision
should be adequate. The facilities of airports differ from place to place
because they put in their mind the comfort of the travelers. Large airports
provide comfortable and attractive waiting areas, as well as information
regarding flight details.

SEA TRAVEL
Sea travel is a major factor in tourism and hospitality. Cruise ships
have developed into “floating resorts” or “floatels”. Because of this idea,
the demand for sea travel has increased and cruises became popular.
Luxurious way of life which will have a large market soon as wealth and
leisure time increases.

Accommodation

The demand for accommodation varies according to price the

guests are willing to pay, services required, and similar considerations. The
type of accommodations provided is also partly determined by what
competitors are providing. An important thing to remember in marketing
is that the facilities should at least equal those provided by the competition
for the same market. Appropriate accommodation should be available for
all segments of the market. Expensive accommodations are for those who
want the best and willing to pay accordingly. For those who lack money
88
they can accommodate by cheaper facilities. In planning the
accommodation, remember the nature of the environment, destination,
expected market, mode of transportation, type of activities engaged in the
destination and other related factors.

Type of Accommodation
• Hotels- provide accommodation, meals, and refreshments for those
who may reserve their accommodation in advance. They portray an
image of efficiency and service.
• Condominium- apartment or individual dwelling unit owned by an
individual. Management and services are provided by an independent
company. In contracts, condominium can be rented by others if and
only if the owner never used it. Also, the owner can sell his property to
others.
• Motels or Motor Hotels- provide rooms, bath and parking to the guest.
Usually near the highway.
• Inns- lodging establishment catering to transients which do not meet
the minimum requirements of the economy hotel.
• Apartments- hotels (appartelles), buildings, or edifices containing
several furnished and semi- furnished independent apartments. More
or less long-term basis and offering basic services to its tenant similar
to hotels.
• Paradores- old convent, monasteries, castles, or fortresses converted
into hotels by the government and operated by national tourism office.
Priced reasonably with full-meal plans.
89
• Pensions- private or family-operated tourist accommodations similar to
boarding houses or guesthouses. Offer food and lodging to tourists and
well known to the informal atmosphere.
• Bed-and-breakfast accommodations- provide rooms, bath and a hearty
meal to tourists.
• Hostels- provide minimal amenities such as bunk bed and commonly
shared bathrooms. Traveler s provides his or her beddings. Commonly
well known to young travelers.
• Campgrounds- mostly to families who travel in recreational vehicles.
• Health spas- hostels and resorts which cater to individuals who go to
spa or mineral springs for weight reductions or medical treatment.
• Private homes- lodging tourist when accommodations are not available
during peak hours.

Hotel Classifications
There is different way to classify hotel. One way is by locations,
such as city center, suburban, airport, highway, and resorts. The other way
type of guests, such as commercial, conventions and resorts. More
meaningful classification is one based on price such as economy or budget,
standards, first-class or deluxe. Star rating systems according to the quality
of facilities or whatsoever. The highest is five star hotels and the lowest is
one-star hotel.

Food and Beverages

Most tourists spend their moneys in food and beverages than the
90
services offered. Countries which are highest in per capital eating place
and sales are also top countries. Many destinations areas
have successfully developed menus which are indigenous to the area to
promote the local economy foods,

Restaurants
Restaurants are establishments offering refreshments and meals to
the public.
• The facades and architectural features of the building shall be
appropriately designed. Provided proper entrance and exits. Adequate
and secured parking space provided free to customers. A receptionist
shall be available to usher in the guests.
• Dining room shall be adequate in size, with sufficient and well-
maintained furniture.
• The cuisine shall be in good presentation and served with distinction.
Menu book or card will be presentable, clean, and easy to read with
menu items listed in logical sequence. All tables shall have clean table
cloth and cloth napkins of good quality. No piece of crockery, cutlery,
and tableware in use shall be chipped, cracked, or gazed. The silverware
shall be kept polished and clean at all times.
• Adequate number of well-trained, experienced, efficient, and
courteous staff shall be employed. The bar shall be well-stocked at all
times. The kitchen, pantry and cold storage shall be in good operating
condition at all times and shall be of good quality fixtures and fitting and
provided with running water. Tissue paper, soap, paper towels, or hand
91
drier shall be provided. All main dining or function rooms shall be fully
air conditioned or well-ventilated, it is hoped that the hospitality
behavior level of service providers will be raised.

92
Lesson 10 – THE TOURISM AND HOSPITALITY ORGANIZATION
Course Title: Macro Perspectives in Tourism and Hospitality
Number of Units: 3

A. LEARNING OBJECTIVES:

• Identify and classify different local and international tourism and

hospitality organizations.
• Discuss each organization function in the tourism and hospitality
industry.
• Discuss the relationships of tourism and hospitality organizations.

B. LESSONS PROPER
Since tourism is a diverse industry made up of many different
segments. There is a need to interrelate and share information; this has
led to the establishment of several public and private organization at the
international national state and local news. There are also several tourism
organizations that play significant roles in tourism industry. The
organization influences and contributes to the smooth running of the
tourism industry.

INTERNATIONAL TOURISM ORGANIZATION

UNITED NATIONS WORLD TOURISM ORGANIZATION

• Has 156 member countries and

headquarters is located in Madrid,
Spain.
• The Secretariat is led by Secretary-
General Taleb Rifai of Jordan.

93
• Intergovernmental technical body which deals with all aspects of
tourism
• Market research and statistics is its most significant contribution.

ICAO develops policies and Standards, undertakes compliance

audits, performs studies and analyses, provides assistance and builds
aviation capacity through many other activities and the cooperation of its
Member States and stakeholders.

INTERNATIONAL AIR TRANSPORT ASSOCIATION

• Aims to promote safe, regular and economical air transport,
faster air commerce and study problems connected with the
industry.

• Involves The only global forum whose members are the top
decision makers in the travel and tourism industry.

94
WORLD TRAVEL AND TOURISM COUNCIL
• The 150 members are the CEO,
President or Chairman of airlines,
airports, hotels, cruise lines, travel
agencies, tour operators and travel
technology suppliers.

• Standardizing of tickets, process, airline air way bills, baggage checks

and other documents.

REGIONAL TOURISM ORGANIZATION

ORGANIZATION OF ECONMIC COOPERATION AND DEVELOPMENT

• Designed to achieve the highest sustainable economic growth and

employment and raise standards of living of member countries.

PACIFIC ASIA TRAVEL ASSOCIATION (PATA)

• Develops, promotes and facilities travel in the Pacific Areas.

95
 • Early leader in recognizing the need for environmental ethics.
• Initiated the PATA Code for Environmental Tourism.
CARIBBEAN TOURISM ASSOCIATION
• Encourages and Assists in the development of tourism
throughout the Caribbean Area.

ASIA PACIFIC ECONOMIC COOPERATION (APEC)

• Aims to establish coordination of national economies for the

benefit of countries in the Asia-Pacific region.

• Permanent Secretariat is located in Singapore, which serves as

the coordinating body and central repository for all APEC doc

ORGANIZATION OF AMERICAN STATES

Strengthen relations between American States by providing advisory
services and training programs in many fields including tourism.
Philippines also in an observer to the Organization of American
States.
96
NATIONAL TOURISM ORGANIZATION
DEPARTMENT OF TOURISM (DOT)
• Primary government agency charged with the
responsibility to formulate tourism policies, plans and projects for
the development of tourism as an engine of socioeconomic and
cultural growth.

• Spread the benefits of tourism to a wider segments of the

population.

• Ensure the safe, convenient and enjoyable stay and travel of the
foreign and local tourists in the country.

PHILIPPINE PROMOTION BOARD

• Formerly known as PCVC or Philippine Convention and Visitor’s
Corporation.
• It is an attached agency of
DOT which is primarily
responsible for implementing
an integrated domestic and
international promotions and
marketing program for the
Philippines as a tourism

97
 destination as well as for tourism investments.
INTRAMUROS ADMINISTRATION
• Sponsors, conducts and supports festivals and cultural activities
in Intramuros.
• Give grants, contributions and donations for the restoration,
repair and maintenance of historic structures of Intramuros.

NATIONAL PARKS DEVELOPMENT COMMITTEE

• Undertake development of
new parks.
• Upgrade and maintain park
facilities.
• Facilitate private sector
participation in appropriate
aspect of parks development and
maintenance.
TOURISM INFRASTRUCTURE AND ENTERPRIZE ZONE AUTORITY (TIEZA)
• Formerly known as PTA or Philippine Tourism Authority.
• Develop, manage and supervise tourism infrastructure projects in
the country; the primary objective of encouraging investments in
TEZ’s (Tourism Enterprise Zones).

98
OTHER TOURISM ORGANIZATIONS
• Philippine Tourism Authority (PTA)
• Philippine Convention and Visitors Corporation (PCVC)
• Intramuros Administration (IA)
• National Parks Development Committee (NPDC)
• Nayong Pilipino Foundation (NPF)
• Philippine Travel Agencies Association (PTAA)
• The Hotel and Restaurant Association of the Philippines (HRAP)
• Tourism Educators od Schools, College and Universities (TESCU)
• Council of Hotel and Restaurant Educators of the Philippines
(COHREP)
• The Association of Administrator in Hospitality, Hotel and
Restaurant Management Educational Institutions (AARMEI)

99
E.

International - existing, occurring, or carried on between two or more

nations.
Regional - relating to or characteristic of a region.
National - relating to a nation; common to or characteristic of a whole
nation.

100
 D. Summary

Tourism is a diverse industry made up of many different segments.

There is a need to interrelate and share information; this has led to the
establishment of several public and private organization at the
international national state and local news. There are also several tourism
organizations that play significant roles in tourism industry. The
organization influences and contributes to the smooth running of the
tourism industry/ The organizations are classified as National, Regional and
International.

101
 F. Activity

Classify the following organizations. Write INTERNATIONAL, REGIONAL

AND NATIONAL.

102