NAGA COLLEGE FOUNDATION, INC.

COLLEGE OF BUSINESS AND ACCOUNTANCY

BACHELOR OF SCIENCE IN HOSPITALITY MANAGEMENT

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY

PROFESSOR ZYRA S. REMOROZA

MODULE NUMBER 04
TOPIC THE TOURISM AND HOSPITALITY NETWORK AND SUPPLY
COMPONENT
INTENDED At the end of this lesson, the students will be able to:
LEARNING  Discuss the direct and indirect components of the tourism
OUTCOME and hospitality network
 Explain the supply components
 Compare the different types of tourist accommodation
 Enumerate and describe the classification of hotels
 Be acquainted with the basic standard requirements for
restaurant

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) define the travel industry as
"the composite of organizations, both private and public, that are involved in the
development, production, and marketing of products and services to serve the needs of
the travelers." This definition is illustrated in Figure 3 which clearly identifies both the
direct and indirect components of the travel industry. Businesses and corporations are
regarded as components of the travel industry classified as direct providers, support
services, and developmental organizations.

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 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 provide 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 services, lends support to direct providers. It

includes specialized services such as tour organizers, travel and trade publications, hotel
management firms, and travel research firms. It also includes basic supplies and
services, such as contract laundry and contract food services. Support services provide
goods and services for both the traveler and for organizations that sell goods and
services directly but not exclusively to tourists. A good example is tour wholesalers who
prepare tours and instead of selling them directly to the public, they sell the tours
through a travel agency. Thus, the traveler receives the service indirectly through these
support services.

The third category, tourism developmental organizations, is different from the

first two, since it includes planners, government agencies, financial institutions, real
estate developers, and educational and vocational training institutions. These
organizations deal with tourism and hospitality development, which tend to be more
complex and broader in scope than the production of daily travel services. The decisions
and results of tourism and hospitality development are more long-term in nature than
the first two categories which deal more with operators.

Tourism and Hospitality Supply Components

Tourism and hospitality supply components are classified into five main categories:

1. Natural resources - include elements in an area for the use and enjoyment of
visitors such as climate, landforms, terrain, flora, fauna, bodies of water,
beaches, natural beauty, and water supply for drinking, sanitation, and similar
uses;
2. Infrastructure – consists of all underground and surface developmental
construction such as water supply systems, sewage disposal systems, gas lines,
electrical and communications systems, drainage systems, and other constructed
facilities such as highways, airports, railroads, roads, drives, parking lots, parks,
night lighting, marinas and dock facilities, bus and train station facilities, and
similar tourist service installations;
3. Superstructure – is the above ground facility services such as airport buildings,
passenger traffic terminals, hotels, motels, resorts, restaurants, . shopping
centers, places of entertainment, museums, stores, and similar structures;
4. Transportation and transportation equipment - include items such as ships,
airplanes, trains, buses, limousines, taxis, automobiles, cog railways, aerial
tramway, and similar passenger transportation facilities; and
5. Hospitality resources – include the cultural wealth of an area which makes
possible the successful hosting of tourists. Examples are the welcoming spirit of
tourist business employees, attitudes of the residents toward visitors, courtesy,
friendliness, sincere interest, willingness to serve and to get better acquainted
with visitors, and other manifestations of warmth and friendliness. Also included
are the cultural resources of an area such as fine arts, literature, history, music,
dramatic art, dancing, and shopping.

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Natural Resources

The natural resources of a destination area provide an excellent asset to sell to

tourists. The physical characteristics of an area can be generalized as natural scenery,
climate, and environment. The natural scenery is a combination of the general
topography, flora and fauna, proximity to lakes, rivers, seas, islands and islets, hot and
mineral water springs, caverns, waterfalls, and the like. The greater the variety and
uniqueness of the scenery, the more appealing it is. The appeal can be increased if the
area has a "comfortable" climate. A comfortable cold climate is determined by the wind-
chill factor-a term used to express how temperature feels to the exposed skin. A
comfortable warm climate is determined by the combination of humidity, temperature,
and wind. A notable example is the Caribbean because, although many of its islands are
in the tropical zone, the wind currents make it more comfortable than the temperature
and humidity would show. Water plays an important role in forming an attractive
landscape. The sea, lakes, and rivers not only add to the visual beauty of the region, but
also offer the possibility of swimming, sailing, canoeing, and fishing. Thus, large bodies
of water have become popular such as Taal Lake in the Philippines and Lake Geneva in
Switzerland.

Specific natural phenomena such as volcanoes, waterfalls, caves, and canyons

also attract tourists. Examples are the Pagsanjan Falls in the Philippines, Grand Canyon
in the US, Niagara Falls in the US and Canada, and the Great Barrier Reef of Australia.

The particular fauna or flora of a region often draws tourists. Kenya and other
countries of Southern Africa and their wildlife safaris are increasing in popularity, the
camera being substituted for the gun. The Amazon, with its exotic rainforest vegetation
and its wildlife, is attracting several tourists. The same is true with the tulip fields of
Holland and the cherry blossoms of Japan.

Infrastructure

Infrastructure consists of all the underground and surface developmental

construction of a region, which is made up of water systems, communication networks,
healthcare facilities, transportation terminals, power sources, sewage/drainage areas,
streets/highways, and security systems.

1. Water. Sufficient quantity of pure water is essential. A typical resort requires

350 to 400 gallons of water per room per day. An 18-hole golf course will require
600,000 to 1 million gallons of water per day, depending on the region on which
it is located.
2. Power. The important things to consider are that adequate supply of power is
available to meet peak load requirements, that continuity of service is assumed,
and that the type of power supplied is compatible with that used by the target
markets of the destination.
3. Communication. It is necessary that the telephone and/or telegraph service is
available.
4. Sewage/drainage. Sewer demand is often placed at 90% of domestic water
demand. Although water storage reservoir and sewage treatment plants can be
designed on the basis of maximum average demand, transmission lines must be
designed on the basis of maximum peak demand.

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 5. Healthcare. The type of healthcare facilities provided will depend on the number
of visitors expected, their ages, the type of activities in which they will engage,
and local geographical factors.
6. Streets/highways. The availability of first-class roads adds greatly to the
accessibility of a region. The following are certain ways to make the use of
highways more interesting to tourists:
a. provide close-up range views of local scenes;
b. change the elevation;
c. develop viewpoints and overlooks;
d. independently align dual-lane highways to fit into the land contour; and
e. Select thin trees to reveal views. Design a dual system of higher speed
lanes flanked by roads for low-speed local traffic. Roads should be engineered for
safety, taking appropriate measures designed to safeguard the highway user.
7. Transportation terminals. The following are the problems in terminal facilities and
ground transportation:
a. General. There is an almost complete lack of coordination among the three modes
of air, rail, and bus. There is also a noticeable lack of consistency in standards
and procedures within each mode. Directional and informational signs are not
uniform throughout the system; public address announcements are often
unintelligible.
b. Air. Long walks are required in many terminals.
c. c. Rail. Parking is inconvenient and inadequate near larger terminals; use of
d. facilities by local transients and inadequate cleaning procedures lead to crowded
and unsanitary waiting rooms and restrooms; security to prevent thefts is
lacking; information and directional maps are not provided in most rail terminals;
special transportation to and from rail terminals is not provided; and urban transit
and taxi service are often inadequate.
e. Bus. Terminals are dirty and crowded due to use by unauthorized people and to
inadequate cleaning procedures; boarding gates lack a system of orderly
procedures resulting in crowding when passengers are boarding; and inadequate
protection is afforded to passengers against traffic.

The following suggestions with regard to terminals and ground facilities may serve as
a guide in providing adequate services:

 Full information about facilities, terminal location, and local transportation at

destination should be made available to all originating passengers;
 A security system should be provided to prevent theft and misleading of checked
baggage at terminals;
 The information system should provide data on connecting or alternative rail and
bus service, including information on fares and schedules;
 A system of standard signs and symbols should be developed and installed in all
air terminals;
 Rapid updated arrival and departure information should be available on posted
information boards, through public address announcements and to telephone
callers;
 Personnel should always be available to assist passengers especially the aged,
handicapped, and non-English speakers;
 Complete information should be provided on the locations, fares, schedules, and
routes of local transportation services; and
 City maps should be made available to tourists.

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 8. Security. While on vacation, tourists are in an unfamiliar environment. Because of
this, the need for assurance regarding their safety is important. The image gained
of the destination may be distorted. In addition, the costs of medical care are so
expensive that concern about health in foreign countries may generate additional
fears. Insecurities about food, water, or police protection may prevent visitors
from visiting. It is necessary that the basic need for security and safety be
considered and assumed to make the potential tourist feel secure before and
during the vacation.

Hospitality Resources

Hospitality resources refer to the general feeling of being welcomed that the
visitors receive while visiting a destination area. It is the way that tourist services are
delivered by service providers, as well as the general feeling of warmth from the local
population. Tourists 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

Hospitality training aims to motivate service providers to be hospitable in dealing

with tourists. It is assumed that providing more hospitable services will result to a more
satisfied tourist who will be inclined to return and advertise to other potential tourists
through word of mouth.

To enable service providers to render hospitable services, it is necessary to

change their present behavior. This change of behavior is brought about by a change in
attitude and an increase in the level of knowledge. The three aspects of attitudes are
toward self, toward others, and toward the tourism and hospitality industry

Attitude toward Self

If an individual's self-esteem or attitude toward self is low, that individual will

tend to behave in such a way that the feedback from others will confirm the low opinion
of himself. Hence, it is necessary to change the individual's perception of self in order to
improve his behavior. If service providers can be made to believe that they and their
work are important, their work and their actions toward tourists will reflect this feeling. If
service providers can be viewed as hosts and hostesses rather that "just": employees,
their self-image may be raised. The fact that dealing with and serving people is a very
difficult task should be stressed. Although it is relatively easy to deal with a satisfied
guest, it is very challenging to deal with visitors who are dissatisfied or are very
demanding. The ability to satisfy guests is a very demanding task. People who can do
this have skills that should be highly regarded by themselves and by others.

Attitude toward Others

The second aspect is the 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 achieved by training the
individual regarding teamwork and interdependencies in getting the job done.

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The key to the 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.
If the service providers can empathize with the tourists, accept tourists as they are,
understand that for tourists, the vacation is something that they have saved up for the
whole year or for a lifetime, and appreciate how tired they may be after a long trip, then,
the attitude is likely to be more positive.

Attitude toward the Tourism and Hospitality Industry

The third aspect is the attitude toward the tourism and hospitality industry. A
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. By being aware of the amount of revenue, jobs, taxes generated,
and the dispersion of the tourist dollar throughout the community, employees may
become convinced of the economics and social significance of the industry of which they
are a part of.

To facilitate a change in attitude, it is necessary to raise the level of knowledge of

the individual. This may be done in group sessions or through a variety of audiovisual
means. To be able to give advice or directions to tourists, employees can familiarize
themselves with the surrounding attractions and services through familiarization tours.
Employees should be instructed in group sessions with regard to verbal and nonverbal
behavior since many of them are unaware of the negative messages their facial
expressions or posture give to tourists. With increasing the level of knowledge and
teaching hospitable behavior, it is hoped that the hospitality behavior level of service
providers will be raised.

Community Awareness Programs

Although the 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 a 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.

An acceptance of tourism and hospitality cannot be built unless the benefits of

tourism and hospitality are made clear to the members of the community. The benefits
of tourism and hospitality are many, yet many people do not realize that they are
positively affected by it. It is necessary to convince the local citizens of the importance
and relevance of tourism and hospitality to them.

An understanding of who the tourist is can bring about a greater acceptance of

the visitor. Knowing why people visit may result in a stronger civic pride.

There are various ways to communicate with the local community. Public
meetings can be held to discuss particular problems. A 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 method is used, the main objective is to create a feeling of being welcomed for
the tourists within the community.

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Transportation

Transportation is of paramount importance in developing tourism and hospitality.

Tourists need easy access to various forms of transportation, such as road, rail, air, and
water. Thus, the amount of time from major population centers via each mode of
transportation is important. It is important to have convenient access and quality
service. The cost of reaching the destination and staying there must also be considered.
This should include special needs, such as road tolls, gasoline stations, repairs, parking,
car rentals and charter, and scheduled bus services.

Land Travel

1. Taxi and Limousine Service

Adequate taxi and limousine service is important in a tourist area. Taxis should have
removable and washable seat covers so that they will present a clean appearance to the
passenger. The taxi driver should always be courteous and helpful. He should open the
door for the passenger and assist him in getting the baggage from the trunk. Taxi
drivers should be trained in foreign language. If the drivers are generally weak in foreign
language ability, hotels can cooperate by providing written directions for the tourists to
give to the taxi driver regarding his destination and another written direction for the
tourists to give to the taxi driver to return to the hotel at the end of the trip.

2. Bus Service

Tour buses should have large windows, comfortable seats, air-conditioning unit, and
restroom facilities. Springs and other suspension systems in the tour buses should be
carefully designed to prevent joggling of passengers. Multilingual services or multilingual
tape recording facilities with earphones for each passenger are desirable for touring
areas where an interpretation of the points of interest is necessary.

Persons assigned to the buses should be selected for their appropriate temperament,
courtesy, and hospitality. Tour guides and interpreters should be properly trained and
educated for their job to avoid the faulty interpretations of the tourist attractions. A
program of certification for tour guides should be conducted by a special school or
provided in the curriculum of an institution of higher learning. In such a program,
competent instructors should be hired to educate future guides in the history, culture,
and the political and economic systems of the tourist areas. Adequate knowledge of
difficult languages is also an important qualification.

3. Rail Services

The majority of seasoned travelers prefer to travel by train because of its safety
record 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.

Adequate taxi, limousine, or bus services from the railroad station to the hotels are
very important. These services must be frequent enough to avoid fear on the part of the
traveler that he will not reach his hotel at once. Such services should also be available to
transport him from the hotel to the railroad station to allow him to board his train.

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 4. Air Travel

Porter service is important at air terminals. The porters' helpful behavior and attitude
are essential and their training and supervision should be adequate.

Although airport facilities differ from place to place, the comfort of travelers should
always be kept in mind. In a hot climate, the airport must be completely air conditioned
and in a cold climate, adequate heat should be provided.

Large airports provide comfortable and attractive waiting areas, as well as

information regarding flight details.

5. Sea Travel

Sea travel is a major factor in tourism and hospitality. Examples of these are the
Manila Bay Sunset Cruise in the Philippines, the Miami Cruise in Florida, the Rhine River
Cruise in Germany, and the Canal Cruise in Holland.

Cruise ships have developed into "floating resorts" or "floatels." Because of this idea,
the demand for sea travel has increased and cruises became popular in recent years.
The luxurious way of life will have a large market as soon as wealth and leisure time
increases.

Superstructure

Accommodation

While away from home, the tourist needs to eat and sleep. Sleeping
accommodations range from hotels of international standards and condominiums to
campgrounds and the homes of relatives and friends. For a tourist region to succeed, a
sufficient quantity of accommodations of the right quality should be provided for the
needs of the tourists.

The demand for accommodations varies according to the 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 accommodations should be available for all segments of the market.

Expensive hotel accommodations may be demanded by those who want the best and are
willing and able to pay accordingly. On the other hand, tourists who are unable or
unwilling to pay for expensive accommodations should have cheap facilities available.

In planning accommodations, the nature of the environment, the destination, the

expected markets, the mode of transportation, the type of activities engaged in at the
destinations, and other related factors determine the type of accommodations which
shall be made available.

Types of Accommodations

Tourist accommodations may be classified into the following categories:

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1. Hotels – provide accommodation, meals, and refreshments for those who may reserve
their accommodations in advance but need not do so. In broad terms, they provide
facilities that meet the needs of the modern travelers. They portray an image of
efficiency and service;

2. Condominium - is an apartment or individual dwelling unit owned by an individual but

the management and services, such as maintenance and security, are handled by an
independent company. The company often contracts to rent the condominium when it is
not being used by the owner. Each owner can sell his or her unit independently of the
other owners;

3. Motels or motor hotels – provide bedrooms, bath, and parking to motorists; rooms are
usually accessible from the parking lot. They are usually near the highways;

4. Inns - are lodging establishments catering to transients which do not meet the
minimum requirement of an economy hotel;

5. Apartments - are hotels (apartelles), buildings, or edifices containing

several independent and furnished or semi-furnished apartments that are regularly
leased to tourists and travelers for dwelling, on a more or less long-term basis and
offering basic services to its tenants similar to hotels;

6. Paradores - are old convents, monasteries, castles, or fortresses converted into hotels
by the government and operated by a national tourism office. First-class paradores are
found in Spain and Ireland. They are generally priced reasonably with full-meal plans.
They appeal to tourists who would like to experience the romances and ambiances of the
past in a fifteenth-century Augustinian monastery or a nineteenth-century mansion;

7. Pensions - are private or family-operated tourist accommodations similar to boarding

houses or guesthouses. They offer food and lodging to tourists and are well-known for
their informal family atmosphere;

8. Bed-and-breakfast accommodations – provide a room, bath, and a hearty breakfast to

tourists and/or travelers. They are known as B&Bs and are popular in Britain, Ireland,
and the United States;

9. Hostels - provide minimal amenities such as a bunk bed and a commonly shared toilet
and bathroom. The traveler provides his or her own bedding. They appeal mostly to
young travelers;

10. Campgrounds - appeal mostly to families who travel in recreational vehicles (RVS);

11. Health spas – are hostels and resorts which cater to individuals who go to spas or
mineral springs for weight reduction or medical treatment; and

12. Private homes – provide lodging to tourists when accommodations are not available
during peak periods.

Hotel Classifications

There are different ways of classifying hotels. One way is by location, such as city
center, suburban, airport, highway, and resorts. Another way is by type of guest, such
as commercial, convention, and resort. A more meaningful classification is one based on
price such as economy or budget, standard or midscale, first-class, or deluxe.

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 A star rating system is often used to classify hotels in Europe and other parts of
the world outside the United States. Stars are assigned according to the quality of
restaurants, rooms, amenities, and service. The highest is the five-star hotel and the
lowest is the one-star hotel. Other classifications are deluxe, first-class, standard, and
economy. :

Food and Beverage

More of the tourist dollar is spent on food and beverage than on any other
service. Countries which are highest in per capita eating place and sales are also top
tourist countries.

The type of food service provided will be related to the needs of the tourists.
Many destination areas have successfully developed menus which are indigenous to the
area to promote local economy food.

Restaurants

Besides hotels, motels, and other types of accommodations, restaurants are also
classified as superstructure. Restaurants are establishments offering refreshments
and/or meals to the public.

Some of the basic standard requirements for restaurants are the following:

1. The facades and architectural features of the building shall be

appropriately designed. It shall be provided with a proper entrance and exit.
There shall be an adequate and secured parking space provided free to
customers. A receptionist shall be available to usher in the guests. A waiting
lounge with a telephone shall also be provided;
2. The dining room shall be adequate in size, with sufficient and well-maintained
furniture;
3. There shall be cuisine of good quality and presentation and served with
distinction. There shall be a menu book or card which shall be presentable, clean,
and easy to read with the 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; and
4. 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, and/or hand drier shall be provided. All main dining or
function rooms shall be fully air-conditioned and/or well-ventilated.

References:

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY

Zenaida Lansangan-Cruz,Phd 2018

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