CRT LEARNING MODULE

Course Code

Course Title Fundamentals in Lodging Operation

Units 3

Module Title Overview of hospitality industry

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 College for Research & Technology of Cabanatuan

HOW TO USE THIS DIGITIZED LEARNING MODULE?

Welcome to the module in Introduction to Fundamentals in

Food Service. This module contains training materials and
activities for you to complete this module.

The Unit of Competency “Nature of the Hospitality

and Tourism” covers the knowledge, skills and attitudes
required as part of the competencies to complete the subject in
Fundamentals in food service and operations.

You are required to go through a series of learning activities

in order to complete each learning outcome of the module. Each
of the learning outcomes is provided with Modules. Follow these
activities on your own and answer the self-check at the end of
each learning outcome. You may remove a blank answer sheet at
the end of each module (or get the answer sheets from the online
facilitator) to write the answers for each self-check. If you have
questions, don’t hesitate to ask your facilitator for assistance.

This module was prepared to help you achieve the required

competency in Fundamentals in Lodging Operations. This will be
the source of Information for you to acquire knowledge and skill
in this particular trade independently and at your own pace, with
minimum supervision of help from your instructor.

 Talk to your online facilitator and agree on how you will both
organize the Training of this unit. Read each through the
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 module carefully. It is divided into sections, which cover all
the skills and knowledge you need to successfully complete
this module.
 Work through all the information and complete the activities
in each section. Read Modules and complete self-check.
Suggested references are included to supplement the
materials provided in this module.
 Most probably your facilitator will be your supervisor or
manager. Your online facilitator will support and correct you.
 Your online facilitator will tell you about the important things
you need consider when you are completing activities and it
is important that you listen and take notes.
 You will be given plenty of opportunity to ask questions and
practice on the job. Make sure you practice new skills during
regular work shifts. This way you will improve both your
speed and memory and also your confidence.
 Talk to more experienced workmates and ask for their
guidance.
 Kindly the self-check questions at the LMS (EDMODO) to test
your own progress.
 When you are ready, ask your online facilitator to watch you
online via Zoom or Google Meet to perform the activities
outlined in this module.
 Ask your online facilitator work through the activities: ask for
written feedback on your progress. Your online facilitator
keeps feedback/pre-assessment reports for this reason.
When you have successfully completed each element, ask

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 the facilitator to mark on the reports that you are ready for
assessment.
 When you have completed this module, and feel confident
that you have sufficient practice, your online facilitator will
arrange an appointment with registered assessor’s to assess
you. The results of your assessment will be recorded in your
competency Achievement Record.

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 FUNDAMENTALS IN LODGING OPERATIONS

Contents of this Learning Module

No. Module Title Topic Code

1 Overview of Nature of Module 1.1

the the
Hospitality Hospitality
Industry and tourism

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 MODULE CONTENT

MODULE TITLE : NATURE OF THE

HOSPITALITY AND TOURISM

MODULE DESCRIPTOR:
This course describes the skills; knowledge and performance outcomes required to
explore and analyze the management and practices of lodging operations and related
sales activities in the major operating and support departments. It will also expose the
students on the unique aspect of managing a service - based lodging establishment
delivered by diverse employees and understanding of the business and financial
operations of the lodging firm. The course introduces the housekeeping department of
a hotel and lodging organization; its organizational structure; roles and responsibilities;
functions of the department; equipment and tools for housekeeping operations;
methods and procedures of cleaning operations including linen, uniform and laundry
service; general maintenance and decoration of a hotel; safety and sanitation in
housekeeping operations; management of operations and recording; precautionary
procedures; guest safety and hotel assets. Laboratory includes actual exposure in the
housekeeping operations.

Number of Hours:
3 hours

LEARNING OUTCOMES:
At the end of this module you MUST be able to:
1. Introduce the symbol of the hospitality industry;
2. Understand the scope of the hospitality and tourism industry;

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 MODULE 1.1

NATURE OF THE HOSPITALITY AND TOURISM

The hospitality industry is one of the

world’s largest and most important industries.
In the United States alone it directly and
indirectly generates millions of jobs for
Americans, with billions of dollars in economic
contributions, which benefit large segments of
society, as well as the federal, state, and local
governments (Goeldner and Ritchie 2009).
Madanoglu, Moreo and Leong (2003) also
stressed that almost 90% of the U.S. labor force are employed in the service industries,
many of whom work in the various hospitality sectors. Indeed, the view of the
hospitality industry first and foremost as a vital element within the service sector, while
focusing on the vocational, business and managerial dimensions of the industry, has
been the dominant approach in the field of hospitality studies. On the other hand, for
the most part, there have been relatively few attempts at conceptualizing the nature of
hospitality and its various meanings and implications for society (Henning, Levy and
Ritchie 2005).

The hotel industry is one of the most

important components of the wider service
industry, catering for customers who require
overnight accommodation. It is closely
associated with the travel industry and the
hospitality industry, although there are notable
differences in scope. In this article, you will
learn more about the hotel industry, its links to
those other service industry sectors, and the
range of hotel and guest accommodation types that exist.
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 The Nature of Tourism
Tourism is classified as a tertiary industry, one that gives service for a fee.
Physical products are produced, stored,
later sold and still later consumed. An
example is a tin of cream that is
tangible, non-perishable, the same from
tin to tin and can be separated by its
producer (shipped). Not so with
services. There are four characteristics
of tourism that are in contrast to those
of physical products. Tourism has a
nature of Intangibility, Perishability,
Inseparability, and Heterogeneity. To
have a successful tourism product these factors must be managed.

Tourism is Intangible because persons are being sold an experience, something

that they cannot see, taste, feel, hear or smell before they purchase. Even the purchase
of travel does not transfer ownership of anything. The visitor has a tangible ticket but
only the promise of a great experience. Tourism suppliers, such as The Bahamas,
require a great deal of money ($62.2 million budget in 2001) and creativity to promote
The Islands of The Bahamas as a quality brand product capable of delivering an
extraordinary experience; a region within itself with multiple personalities, different
from the rest of the Caribbean region.

Tourism is Perishable in that the

services cannot be stored for later sale or
use. (If Bahamas air flight 202 has a
capacity of 60 seats and flies to Ft.
Lauderdale with a passenger load of 45,
the revenue for those 15 seats is lost
forever. If a room is not sold tonight, its
revenue cannot be earned another day.
Each night, it is expected that all the rooms are sold. It is like yesterday, and you will

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see a new day tomorrow, but you will never see yesterday again.) This is why the
management of the supply of the product based on its demand is important for the
success of tourism.

Tourism is Inseparable in that the

producer (The Bahamas) and the consumer
(visitor) must come together in order for
consumption of the tourism products to occur.
Production and consumption happen
simultaneously. The provider of the tourism
service/product and the client both affect the
experience outcome.

Tourism is Heterogeneous because there

are so many different persons to provide an expected level of quality service to make
the overall experience what it should be. This variability of tourism services is so
because it depends highly on who provides them, when, where and how they are
provided.

This is why The Ministry of Tourism is embarking on a National Awareness

Campaign to sensitize Bahamians and Training initiatives to ensure that industry
standards are in place. One employee can be cheerful and professional and another can
be unpleasant and slow. A tin of cream is called homogeneous because from tin to tin
you get the same quality results. Not so with human beings. They have a different
mindset, personalities and behaviors. Hence a lot is done in training for quality control.

Before the visitor gets to the hotel he

or she passes through airline staff, airport
staff, transportation personnel who affect the
outcome of the overall experience be it
pleasant or unpleasant. The encounters
though isolated, still make up their overall
impression of The Islands of The Bahamas.
Hence their propensity to recommend the
islands is diminished when any of the services
provided for them is not what they expect.

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 Four factors for a successful tourism product. These are:

Accessibility – being able to reach

and enter the tourist destination by
communication and transportation.
Amenities – These comprise of
accommodation, catering, entertainment,
transport and communications.
Attractions – These can be either
sites (scenic, climatic, historical or gaming)
or event attractions such as exhibitions, festivals, and sporting events – both of which
arouse the interest, pleasure or admiration of tourists.
Accommodations – One of the three primary tourist services offered by a
destination. Others are catering and entertainment.

In managed services, foodservices are provided for airlines, military facilities,

schools, health care operations, business and industry. These foodservice operations
have the dual challenge of meeting the needs and wants of both the guest and the
client.
The hotel business provides career opportunities to associates who help make
reservations, greet, assist and serve guests.

The restaurant services fulfills guest’s diverse accommodate

- Eating is a
biological need
that restaurants
accommodate
- Restaurants also
fulfill other human
desires

CHARACTERISTICS OF THE
HOSPITALITY INDUSTRY

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Our services are mostly intangible—the guest cannot “test-drive” a night’s stay or “taste
the steak” before dining- The products are for use, not possession.

There is inseparability of production and consumption of the service product, due to

each guest’s unique demands there is also the perishability of our product–For example,
we have 1,400 rooms in inventory, but we sell only 1,200 rooms. What do we do with
the 200unsold rooms? Nothing—we lose 200 room nights and the revenue. If we can’t
sell the food it is wasted.

Much of the hospitality industry is open 365

days24 hours a day. The industry relies heavily
on shift work and sometimes hours extend
beyond the normal work day there are four basic
shifts:
–7:00AM to 3:00PM
–10:00AM to 6:00PM
–3:00PM to 11:00PM
–11:00PM to 7:00AM

HOSPITALITY INDUSTRY PHILOSOPHY

The industry has begun to change from one manager planning, organizing,
implementing, and measuring in a top down managerial style to a style where
managers encourage and counsel associates, give them access to resources, and help
them think for themselves.
–A participative management style which results in associate empowerment,
increased productivity, and guest and employee
satisfaction.
–Ownership like thought – We want the
associates to “Think like an owner”.
Corporate philosophy embraces the values of the
organization—including ethics, morals, fairness,
and equality. Shifts emphasis from the production
aspect of business to the focus on guest-related
services.

THE RELATIONSHIP OF HOSPITALITY TO TRAVEL

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Tourism involve the movement of visitors to a place to enjoy its attractions, special
events, hospitality, lodging, food and entertainment. The tourism industry is concerned
with attractions and events that draw tourists and excursionists to an area.
The hospitality industry and travel and tourism share an interdependency that can be
seen in the roles that destinations and hospitality facilities play in motivating people to
travel.

Tourist- people who takes trips of 100 miles or more and stay at least one night away
from home.
Excursionist- people who travel to a site and return home the same day.

INTERDEPENDENCE IN THE HOSPITALITY AND TOURISM NETWORK

- A destination is a location where travelers choose to visit and spend

time, no matter what their motivations, need and expectations.
- Components of hospitality and tourism are interrelated. Without
attractions and hospitality establishments, there is usually no popular
destinations.
- Especially in those countries that rely on hospitality and tourism for a
major portion of its economic base.

HISTORICAL TIES AMONG HOSPITALITY, TRAVEL AND TOURISM

1. Wheeled Carts
2. Proper roads
3. Religion
4. Educational and cultural tours
5. Military powers

CHOOSING DESTINATION
1. Business Activities
- Meetings, congress
- Business trips and Conventions-
o Destination choice for the business travel is rarely matter of
personal taste or preferences.

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 o Demand for business travel is not as elastic as the demand for
pleasure travel. Whether the economy is good or bad, certain
type of business travel must still take place.
o The business travel is also less seasonal than pleasure travel,
usually occurs throughout the year.
o Convention or Congress referred to a meeting with large
numbers of people in attendance. Usually held by large
corporations, government agencies and other organizations
known as SMERF (social, military, educational, religious and
fraternal)
o Trade shows and expositions held mainly for informational
exchanges among trade people.

- Exhibitions

2. Leisure –Time Activities

- Visit friends and relatives
- Study
o Study abroad
o Study trip
o Broaden education
- Nature and Recreation
o Outdoor recreation, general sightseeing
o Escape from daily routine
o Romance
o Entertainment
- Health
o Refreshment of body and mind- reduce stress, tension
o Medical appointment
o Plastic surgery
3. Multiple Motivations
- Any one destination may be chosen for a number of reasons. One
person might visit the historical city of Malacca to study the historic
side of the city, while others might travel there to appreciate the
architectural beauty.
- One destination may offer different motivations to the same visitors.

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MARKETING AND PROMOTING HOSPITALITY AND TOURISM

Marketing is related group of business activities that have the purpose of satisfying
demands for goods and services for consumers, businesses and government. The
combined efforts of the various hospitality network shaped and developed destinations
through various marketing strategies.

DESTINATION DEVELOPMENT

Destination development begins with an idea and the selection of a site. Some site are
natural and some are constructed. Some privately owned destinations are developed for
reasons other than making a profit. Eg; to preserved it. Other sites, such as Genting
Highlands are developed by entrepreneurs who invest in the destination to make a
profit. Private developers may work with government agencies during the planning,
funding and building stage.

GOVERNMENT’S ROLE IN DESTINATION DEVELOPMENT

- Providing facilities at government-owned destinations.
- Involved in planning and promoting sites and events.
- Raise money through bond and taxes to build convention centers and
stadium.
- Reducing or waiving taxes and incentives.
- Develop and operate mass transit systems, airports, shipping docks
and highways.
- Control the flow of people across the borders. Usually by diplomatic
agreements.

ORGANIZATION THAT PROMOTE HOSPITALITY AND TOURISM

 International level – The World Tourism Organization (WTO)

The Pacific Asia Travel Association (PATA)
 National Level - The Ministry of Tourism
Tourism Malaysia
 State Level - Selangor Tourism Board
 Regional and Local Level – (LADA)
IMPORTANCE OF A DESTINATION
 Tourist may choose specific destination based on images.

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 It is indeed a major factor in determining where a family will go for a vacation or
a business entity will hold its conventions.
 Every destination has an image and one person’s image of a particular place may
differ from others.

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