I.

Learning Unit 7:
Current Trends and Issues in the Tourism and Hospitality Industry

II. Learning Objectives:

After the lesson, the students will be able to:
1. Discuss the economic and social changes that suggest a
bright future for the tourism and hospitality;
2. Be familiar with the issues that the owner and managers of
the tourism and hospitality establishment will face the
different areas; and
3. Identify the steps taken by the owners and managers of
tourism and hospitality entities.

III. Time Frame : 6 hrs.

IV. Content :
The Bright Future of Tourism and Hospitality
A number of significant social and economic changes have occurred that
suggest a bright future for tourism and hospitality industry. These are:
1. Early retirement
2. Longer life span
3. Shorter workweek
4. Greater disposable income
5. Greater mobility
6. Smaller families
Issues in Tourism and Hospitality
This issues can be categories under the following headings:
1. Marketing;
2. Legal;
3. Human resources
4. Operations; and
5. Consumer affairs;
Marketing Issues
The marketing issues are changing demographics, changing vacation
patterns, market segmentation, frequent guests programs, maturation in
segments of the fast-food industry, and consolidation.
Legal Issues
The legal issues are liquor liability and ethics in the tourism and hospitality
industry.
Liquor Liability
At present, alcohol and the use of drugs is a factor in more than half of all
automobile accidents. This led the public to pressure state legislatures to act.
Ethics in the Tourism and Hospitality Industry
Ethics is an academic discipline that deals with the study of codes of
moral conduct practiced by individuals or groups. Business ethics refers to the
application of particular moral code to relationships, activities, and discussions
made by individuals in business or industry.

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 1

Human Resource Issues
Some of the human resource issues are sexual harassment, employee
turnover, employee assistance plans, and employee empowerment.
Sexual Harassment
Sexual Harassment may be defined as unwelcome sexual advances,
requests for sexual favors, and other verbal or physical conduct of sexual nature
that take place.
Employee Turnover
Employee turnover is one of the major issues confronting managers of
tourism and hospitality enterprises. With turnover rates averaging approximately
100% per year, managers are always faced with the problem of losing
experienced employees and hiring less-experienced employees as
replacements.
Employee Assistance Plans
Employee assistance plans (EAPs) are included in the discussion of major
issues in the tourism and hospitality industry because they are one of the secular
steps to pay attention regarding the problems of their employees.
Employee Empowerment
It include directives such as inflexible rules for checkout time, rules
prohibiting free refills on coffee, strict limits on the number of hand towels per
quest, or directives prohibiting substitutions on special dinner menus.
Operation Issues
The operations issues include automation, smoking/nonsmoking areas,
sanitation and public health, and recycling solid waste.
Automation
Automation is the process of using electronic and mechanical equipment
and machinery to complete some or all of the tasks associated with a given
enterprise.
Automation in the travel industry is here to stay. Computerization will
affect the industry principally in three areas, namely:
1. Communications
2. Interactive CRTs
3. Elimination of tickets
Smoking/nonsmoking Areas
As more and more customers of tourism and hospitality entities demand
smoke-free areas for dining and smoke-free sleeping accommodations, the
industry will continue to exert efforts to meet these demands.
Sanitation and Public Health
A very important issue in food service is sanitation. Everybody agrees that
all steps should be taken to prevent illnesses that are caused by the manner in
which food is handled or to the food itself.
Recycling Solid Waste
The trend toward recycling is likely to increase. Many in the tourism and
hospitality industry who have not been previously affected by this issue will
eventually find it necessary to adopt a recycling program.

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 2

Consumer Affairs Issues
The consumer affairs issues are fire, safety, truth in menus, and
diet/nutrition/health.

The Future of Tourism and Hospitality

The following tourism and hospitality items are but a few examples of the
wave of the future:
1. Increased speed and shopping use of the internet in developed countries;
2. Extended reach in less-developed countries;
3. Improved security of personal information;
4. Robotic labor sources;
5. Reservation system with more sophisticated, voice-activated, artificial
intelligence;
6. Improved navigational systems for rental cars;
7. Electronic entertainment venues in rental cars and on planes and cruise
ships;
8. Upgraded internet personal digital assistants for operations;;
9. Marketing mass customization;
10. Comprehensive branding campaigns for large and small operators;
11. Virtual online customer communication;
12. Just-in-time seats/rooms/car inventories;
13. Electronic travel agents;
14. Blended hybrid accommodations;
15. Global anti-terrorist microchip security system;
16. More nutritional fast-food offerings;
17. Emphasis on ecotourism; and
18. Improved customer relationship marketing information.

V. Guide Questions:
1. Explain the future of tourism and hospitality in the next ten years.
VI. Exercises/ Activities:
Activity No. 7
1. What is the origin of cocktails?
VII. Notes and Suggested Readings:
 www.wto.org
VIII. References:
1. Zenaida Lansangan Cruz, Ph. D. (2018) Macro Perspective of
Tourism and Hospitality, Rex Book Store
2. Adrian Bull (2000), The Economics of Travel and Tourism. Boston.

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 3

I. Learning Unit 8:

Future World Tourism and Hospitality Issues

II. Learning Objectives:
After the lesson, the students will be able to:
1. Discuss the social economic changes that suggest a bright
future for the tourism and hospitality industry;
2. Be familiar with the specific issues that the owner and managers
of the tourism and hospitality are likely to face;
3. Identify the steps taken by the owners and managers of tourism
and hospitalities entities to address the major issues confronting
the industry.

III. Time Frame : 6 hrs.

IV. Content :

Safety and Security in Tourism and Hospitality

The first issue of universal concern is the relationship of tourism and
hospitality to terrorism or, in the larger context, to safety and security. Safety and
security in tourism and hospitality will be the greatest challenge for tourism policy
and planning for many years to come (EDGELL, 2008). Much of the discussion
on safety and security pertains to terrorism. The terrorist attack in the United
States on September 11, 2001 paved the way for the adoption of international
and national policies to counteract the impact of terrorism. The result of this
tragic event encouraged many countries to act together to combat the
devastating effects of terrorism.
Travelers now demand security measures. Safety and security must be
included in the destination development strategies especially in areas where
terror and danger exist. The following are important items to be included in a
destination’s security strategy. Dr. Peter Tarlow, an expert on tourism and
security issues, proposed these points:
1. Destinations and attractions must compete on their readiness to
keep visitors safe and secure;
2. Destinations that provide sound security coupled with customer
service will prosper;
3. The lack of a comprehensive approach will create a false sense of
security. For example, only having gas masks available for hotel
guests may give false hopes if the hotel’s water supply is poisoned;
4. All members of the local tourism and hospitality system should be
included when developing a comprehensive tourism and hospitality
strategy;
5. Media coverage of a local incident can spread the negative public
relations effects to the entire continent;
6. The safety development needs of the components of the visitor
experience, including transportation, infrastructure,
accommodations, highway rest areas, and food sources should be
assessed; and
7. Established a place for visitor to turn to, if a terrorist attack were to
occur, and openly communicate the location and purpose of the
center in advance in case of any threats.

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 4

The Impact of the World’s Economy on Tourism and Hospitality
The world economy has a major impact on the future of international
travel. With a flourishing world economy, more people will travel. It there is a
greater distribution of a country’s wealth, more people will have the financial
means to travel. Related to the world economy is population growth. According to
the US Census Bureau “World POP Clock Projection,” the present world
population is more than 6.5 billion. China, India, the United States, Indonesia,
and Brazil are the five most populous countries. If the economies of these five
countries will improve, tourism and hospitality will grow the economies of these
five countries will improve, tourism and hospitality will grow.
Managing Sustainable Tourism in a Responsible Manner
The third tourism issue is managing sustainable tourism in a responsible
manner. Sustainable tourism is of utmost importance at present and in the future.
Measures to advocate tourism agencies, host communities, and travelers about
sustainable tourism must be continued as the world population increases.
Respect for our natural and built environment will be the country’s legacy for
future generations. Sustainable tourism has been a major concern for destination
planning as well as regional and national policy-making in the last decade.
Tourism Policy and Strategic Planning
Tourism policy and strategic planning is the fourth major world tourism and
hospitality issue. The sustainable benefits of tourism and hospitality for local
communities will continue to grow in importance. “Good policy and sound
planning need to be conducted to ensure that a destination will be both
competitive and sustainable. While policies show the big picture and plans
contain the details, both deal with the future development of tourism.”
Using E-commerce Tolls in Tourism and Hospitality
The fifth world tourism and hospitality issue is the use of e-commerce
tools in tourism and hospitality. More than 50% of travelers in the United States
use the Internet in planning their travel and vacations. This occurrence is growing
globally. If a destination does not have a good website, it will miss tourism and
hospitality traffic. A positive effect in developing destination websites is that
developers can find good website that are similar to their destinations and copy
the best features.
Tourism and Hospitality Education and Training
The sixth major tourism and hospitality issue is tourism and hospitality
education and training. Globalization and innovation will be the outstanding
feature of tourism and hospitality education and training in the future. Several
innovations are taking place in some universities.
Emerging Tourism and Hospitality Markets
The seventh major tourism and hospitality issue refers to emerging
tourism and hospitality markets. China and India are the two emerging tourism
and hospitality markets in the near future. These two countries account for about
one-third of the world’s population. Each country’s economy is exploding and a
greater segment of the population is anxious to travel. Both countries are
emerging as important receiving and generating countries for tourism and
hospitality (Edgell, 2008). Russia could also become a country generating and
receiving tourists in the future.
Quality Tourism and Hospitality Products and Experiences

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 5

 The eighth major tourism and hospitality issue is quality tourism and
hospitality products and experiences. Tourists demand greater variety, flexibility,
and quality in their tourism and hospitality products (Edgell, 2008). Quality in
tourism and hospitality experiences is usually high on the tourist’s list.
Partnerships and Strategic Alliances in Tourism and Hospitality
The ninth major issue is partnerships and strategic alliances in tourism
and hospitality. New partnerships are occurring such as the partnership between
the UNWTO and the Meeting Industry on November 28, 2006 in which the United
Nations Tourism Satellite Account will measure the global economic contribution
of the meeting industry. Other partnerships are introducing coopetition, the use of
cooperation and competition in which the available opportunities are unlimited.
The Impact of Health Issues on Tourism and Hospitality
The tenth major tourism and hospitality issue is the impact of health issues
on tourism and hospitality. Most travelers avoid the areas that have high health
risks. Diseases spread more rapidly due to travel, particularly through
international aviation. Reports released by Harvard Researchers showed that the
flu virus spread more rapidly due to the international tourism and hospitality,
especially air travel.
Effects of Natural Disasters on Tourism and Hospitality
The eleventh major tourism and hospitality issue is the effects of natural
disasters on tourism and hospitality. Natural disasters have devastating impacts
on the tourism and hospitality industry. People avoid travel to affected areas.
Once this occurs, there is limited opportunity to use tourism and hospitality to
restart the economy or to obtain new revenues to reinvest in the tourism and
hospitality industry and in the well-being of the local residents (Edgell, 2008).
Climate Change and Tourism and Hospitality
The twelfth major tourism and hospitality issue is climate change and its
impact on tourism and hospitality. Global warming is a growing concern for
travelers. The recently published research by the World Wildlife Fund documents
the ecological footprint of human activities around the world, many of which are
embodied in international travel and tourism.

V. Guide Questions:
1. Why is safety and security in tourism and hospitality is important?
2. Explain the responsible management of sustainable tourism.

VI. Exercises/ Activities:

Activity No. 8
1. Explain why carrying capacity is an important concept but a
problematic one.
VII. Notes and Suggested Readings:
 www.wto.org
VIII. References:
1. Zenaida Lansangan Cruz, Ph. D. (2018) Macro Perspective of
Tourism and Hospitality, Rex Book Store
2. Adrian Bull (2000), The Economics of Travel and Tourism. Boston.

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 6

II. Learning Unit 9:
II. Learning Objectives:
After the lesson, the students will be able to:
1. Define sustainable tourism;
2. Discuss the global ethics of tourism;
3. Get acquainted with sustainable development goals of
tourism and hospitality.

Sustainable Management of Tourism and Hospitality

III. Time Frame : 6 hrs.

IV. Content :
Meaning of Sustainable Management of Tourism and Hospitality
Sustainable management of tourism and hospitality means achieving
quality growth in a manner that does not deplete the natural and built
environment and preserve the culture, history, and the heritage of the local
community. Sustainable tourism and hospitality consist of the natural surrounding
plus the built structures such as lodging, museums, art galleries, and attractions.
The word “environment” includes the natural habitats, built structures, culture,
heritage, history, and social interactions.
Managing Sustainable Tourism and Hospitality
The importance of managing the cultural, natural, and social impacts of
tourism and hostility cannot be overemphasized. Enhancing understanding
among nations and promoting a culture of peace will make people see that
sustainable tourism and hospitality development can take place.
The code’s 10 principles comprises the economic, social, cultural, and
environmental components of travel and tourism:
Article 1: tourism’s contribution to mutual understanding and respect
between peoples and societies.
Article 2: tourism as a vehicle for individual and collective fulfillment.
Article 3: tourism, a factor of sustainable development.
Article 4: tourism, a user of the cultural heritage of mankind and
contributor to it enhancement
Article 5: tourism, a beneficial activity for host countries and communities
Article 6: obligations of stakeholders in tourism development
Article 7: right to tourism
Article 8: liberty of tourist movements

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 7

 Article 9: rights of the workers and entrepreneurs in the tourism industry.
Article 10: implementation of the principles of the Global Code of Ethics
for Tourism.

What are the Sustainable Development Goals?

the Sustainable Development Goals (SDGs), also known as the Global
Goals, are a universal call to action to end poverty, protect the planet, and assure
that all people enjoy peace and prosperity. These 17 interconnected and
interdependent goals constitute the Millennium development Goals, and include
new areas such as climate change, economic inequality, innovation, sustainable
consumption, and peace and justice, among other priorities.
Current Trends in Sustainable Tourism and Hospitality
Conservation International and National Geographic Traveler magazine
created in 2002 the World Legacy Awards to recognize outstanding businesses,
organizations, and places that have contributed very much in promoting the
principles of sustainable tourism. These criteria are the following:
1. Environment and ecological quality;
2. Social and cultural integrity;
3. Condition of any historic building and archeological site;
4. Aesthetic appeal;
5. Quality of tourism and hospitality management; and
6. Overall outlook for the future.
Global Impact of Sustainable Tourism and Hospitality
Globally, the interest to tourists in sustainable tourism and hospitality has
grown tremendously since the beginning of the 21 st century. This interest will
surely continue in the next several years as long as the international community
recognizes, endorses, and promotes the concept. The following are the principles
contained in the Code of Ethics for tourists published in the Parks Canada
Vacation Planner:
1. Enjoy our diverse natural and cultural heritage and help us protect and
preserve it;
2. Assist us in our conservation efforts through the efficient use of resources
including energy and water;
3. Experience the friendliness of our people and the welcoming spirit of our
communities. Help us preserve these attributes by respecting our
traditions, customs, and local regulations;
4. Avoid activities which may threaten wildlife or plant population or which
may be potentially damaging to our natural environment; and
5. Select tourism and hospitality products and services which demonstrate
social, cultural, and environmental sensitivity.
The Benefits of Sustainable Tourism and Hospitality
Tourist attractions in both the natural and built environments are important
factors for economic growth. Unspoiled natural ecosystem, well-maintained
historic sites, and cultural heritage events can produce economic and quality of
life benefits. Satisfied visitor are likely to be repeat visitors and can surely
contribute to the economic growth of tourism and hospitality of local community.

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 8

 V. Guide Questions:
1. Define sustainable tourism.
2. Explain the global impact of sustainable tourism and hospitality.
VI. Exercises/ Activities:
Activity No. 9
1. Conduct a research or you can explain in your own, what will be the
major components of sustainable tourism in the year 2030.

VII. Notes and Suggested Readings:

 www.wto.org
VIII. References:
1. Zenaida Lansangan Cruz, Ph. D. (2018) Macro Perspective of
Tourism and Hospitality, Rex Book Store
2. Adrian Bull (2000), The Economics of Travel and Tourism. Boston.

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY FINAL TERM 9