UNIT I

LESSON 1: THE MEANING AND IMPORTANCE 4. RESTAURANTS AND MANAGED SERVICES

OF TOURISM AND HOSPITALITY -​ The food and beverage industry, also
known as the foodservice industry, consists
WHAT IS TOURISM? of business customers.
TOURISM (according to UNWTO) -​ Businesses in this industry can range from
-​ The activities of persons traveling to, and casual to fancy, large to small, expensive to
staying in places outside their usual inexpensive
environment for not more than one -​ Eating is a biological need that restaurants
consecutive year for leisure, business, and accommodate, but restaurants and the
other purposes except paid work people who work in them fulfill numerous
other human desires, such as the need for
THE 5 SECTORS OF HOSPITALITY AND socialization and to be entertained
TOURISM INDUSTRY -​ In managed services, food services are
1. TRAVEL provided: for airlines, military facilities,
-​ The travel industry is in the business of schools, colleges, universities, health care
moving people from place to place while the operations, and business and industry.
tourism industry provides those people with These foodservice operations have the dual
services that promote travel and vacations. challenge of meeting the needs and wants
-​ Transportation services (coaches, planes, of both the guests and the client (the
cabs, boats, trains) are all part of the travel institution that hired the food services
industry while travel agencies, tour
operators, cruise companies, convention 5. RECREATION
planners, and visitors bureaus are all part of -​ Recreation is any activity that people do for
the tourism industry rest, relaxation, and enjoyment.
-​ -The major function of the tourism industry -​ The goal of recreation is to refresh a
is to encourage people to travel. person’s body and mind.
-​ Any business that provides an activity for
2. LODGING rest, relaxation, and enjoyment in order to
-​ Aka as accommodation, is a place to sleep refresh a person's body and mind is in the
for one or more nights. recreation business
-​ A business in the lodging industry provides -​ Recreation businesses are incredibly
a place for people to sleep overnight. It can diverse because people have varying ideas
be one of many sleeping places such as a on what activities they participate in for rest,
fancy hotel, a youth hostel, an elder hostel, relaxation and enjoyment.
a campground, or highway side motel. -​ ⁃ There are four general types of
-​ Accommodation is one of the largest and recreation businesses: entertainment,
fastest growing sectors in the hospitality attractions, spectator sports, and
and tourism industry. participatory sports.
-​ Entertainment business- provide a show
3. ASSEMBLY AND EVENT for you to watch such as a movie or live
-​ Events and conferences contribute dollars theater, and concerts
to communities. -​ Attractions are places of special interest to
-​ An event can be described as a Public visit such as natural scenery, museums,
assembly or gathering of people for a zoos, and historical sites.
purpose. Event is commonly understood as -​ Spectator sports are sports that you watch
an occurrence; something that happens others play such as football games,
-​ MICE (Meetings, Incentives, Conferences baseball games, or the Olympics.
(Conventions), Exhibits (Events) -​ Participatory sports or events are sports
-​ Event management is the process by which or events in which you take part in yourself
an event is planned, prepared, and such as sports, yoga retreats or cooking
produced schools.
VISITOR THE NATURE OF A TOUR
-​ any person visiting a country other than that a. PACKAGE TOUR
of earning money -​ aka INCLUSIVE TOUR, is an arrangement
-​ all travelers who engage in tourism; basic in which transport and accommodation is
unit for the whole system of tourism bought by the tourist at an all-inclusive price
statistics and the price of the individual elements
-​ those persons who travel to a country other cannot be determined by the purchaser
than that in which they have their usual itself
residence but outside their usual b. INDEPENDENT TOUR
environment for a period not exceeding -​ an arrangement in which the tourist buys
twelve months and whose main purpose of these facilities separately, either making
visit is other than the exercise of an activity reservations in advance through a travel
remunerated from within the place visited. agent en route during his tour.
c. INDEPENDENT INCLUSIVE TOUR
CLASSIFICATIONS OF VISITORS -​ The tourist travels to his destination
-​ INTERNATIONAL VISITOR individually.
(Intercontinental & Continental) d. GROUP INCLUSIVE TOUR
-​ DOMESTIC VISITOR (Interregional & -​ The tourist travels in the company of other
Regional) tourists.
-​ TOURIST OF OVERNIGHT VISITOR (stays
at least 24 hours of the day) THE TOURIST PRODUCT
-​ EXCURSIONIST OR SAME DAY VISITOR -​ consists of what the tourist buys.
(Not making an overnight stay) -​ combination of what the tourist does at the
destination and the services he uses during
Other travelers/Non Visitors his stay
Nomads, Transit passengers, Refugees, Members
of the armed forces, Consulates/diplomats, Characteristics of Tourist Product
OFWs/OCWs, Commuters, Crew, Student, SERVICE
Temporary workers. -​ Intangible item, it can't be inspected by
prospective purchasers before they buy
ELEMENTS OF TRAVEL LARGELY PSYCHOLOGICAL IN ITS
1.​ DISTANCE ATTRACTION
-​ The difference between local travel or -​ Collection of services; the temporary use of
travelling within a person's home a strange environment plus the culture and
community and non-local Travel or heritage of the region and other intangible
travelling away from home benefits such as atmosphere and hospitality
1.​ LENGTH OF STAY TENDS TO VARY IN STANDARD AND QUALITY
2.​ RESIDENCE OF THE TRAVELER- the OVER TIME
origin of the traveler -​ A tour package cannot be consistently of
equal standard
Purpose of Travel: FIXED
-​ a. Visiting Friends and Relatives (VFR) -​ No changes can be made to meet the
-​ b. Meetings, Incentives, Conventions, changing demands of tourists during a
Exhibitions (MICE) particular reason
-​ c. Outdoor recreations
-​ d. Entertainment The TOURIST DESTINATION
-​ e.Personal -​ A geographical unit where the tourist visits
-​ f. Others and stays.
-​ it may be a village, town, city, district,
region, island, country or a continent
-​ the success of a tourist destination depend
upon the interrelationship of the 3 basic
factors:
1. ATTRACTIONS Travel Agent and Tour Operator
-​ May be a site and event attractions; sights, • TRAVEL/AGENT
experiences, and activities in the destination -​ The distributor of the product, provides an
• SITE ATTRACTION intermediary function between the tourist
-​ One in which the destination itself has and the providers of transport and
appeal accommodation
• EVENT ATTRACTION •TOUR OPERATOR
-​ one in which tourists are drawn to the -​ The manufacturer of the product, combines
destination solely because of what is taking the individual components of a holiday into
place there a product, which is then sold directly to the
• NATURAL ATTRACTION public or through travel agents
-​ Include mountains, beaches, and climate • Currency
features • Documentation
• MANMADE ATTRACTION • Information
-​ Include buildings of historical or • Sightseeing
architectural interests, theme parks. • Shopping
2. AMENITIES or FACILITIES
-​ Include accommodation, food, local
transport, communications, and IMPORTANCE OF TOURISM
entertainment at the site; ancillary services Tourism has become one of the world's major
that make one's stay in the destination industries that provides the following potential
enjoyable, such as banking services, benefits:
telecommunications facilities, shops, etc. 1. Contribution to the balance of payments.
3. ACCESSIBILITY- 2. Dispersion of development.
-​ Having regular and convenience of 3. Effect on general economic development.
transport in terms of time/distance to the 4. Employment opportunities.
destination from the originating country at a 5. Social benefits.
reasonable price; transportation and 6. Cultural enrichment.
infrastructure 7. Educational Significance

TOURIST SERVICES
• PASSENGER TRANSPORT
-​ Which provides the means to reach the
destination; it can be between public or
private, domestic and international, and
among various modes: land, sea, air, and
rail
• ACCOMODATION, FOOD AND BEV…, AND
ENTERTAINMENT
• ACCOMMODATION- lodging facilities
• FOOD AND BEVERAGES
-​ The necessity to eat; fast food, restaurant
and others
• ENTERTAINMENT
-​ amusement and recreation
 - Crusaders and pilgrims were the only ones who
UNIT II: HISTORY OF THE TOURISM INDUSTRY traveled
- Thieves inflicted harm on those who dared to
WHAT IS HOSPITALITY? travel.
- is derived from the Latin word “hospitare” , which
means “to receive a guest”. TOURISM DURING THE RENAISSANCE AND
- This phrase implies that a host is prepared to ELIZABETHAN PERIOD
meet a guest’s basic requirements while the guest - Travel for education was introduced largely by the
is away from home. ( food, beverage, lodging or British (16th century)
shelter) - It took place under Elizabeth I,“Grand Tour” for
- several related words come from the same Latin three years
root, including hospital,hospice, and hostel in each - The tour was organized for social reasons –
of these words, the principal meaning host who pleasure seeking young men traveled through
receives, welcomes, and caters to the needs of France and Italy to enjoy the cultures and social life
people who are temporarily away from their homes. of Europe
- Health purpose – medicinal baths,“spas”
6 ERAS IN THE HISTORY OF TOURISM AND (derived from the Walloon word “espa” meaning
HOSPITALITY INDUSTRY fountain) e.g. Turnbridge
1)​ Early Tourism - Wells in Kent (near London) became famous as a
2)​ Medieval Period spa in the 1660’s
3)​ Renaissance and Elizabethan Eras
4)​ Industrial Revolution TOURISM DURING THE INDUSTRIAL
5)​ 19th Century REVOLUTION
6)​ 20th Century - Travel as a recreational activity; Technological
changes as well as social changes
EARLY TOURISM - Increase in productivity,regular employment, and
The word “tourism” (19th century) – derived from growing urbanization gave more people the
the Hebrew word “torah” which means studying, motivation and opportunity to go holiday
learning,searching. - Emerging middle class combined higher incomes
and growing education into annual holidays
The books of the Old Testament will tell us a story - Led to the creation of working class resorts near
on the start of tourism (Noah’s Ark is noted as the major industrial centers
first large scale operator. The book of Ezekiel
Chapters 26 and 27 shares the concept of trade MODERN TOURISM
and commerce that took place during the early Two technological developments:
times) 1. Introduction of railway- Tourism was
transformed from a small business catering to the
TWO FORMS: elite into the start of a mass market
1) TRAVEL FOR BUSINESS- merchants traveled 2. Development of steam power- Provided
extensively in order to trade with other nations or increased mobility- Steamers on the major rivers
tribes- invention of money, writing and wheel by the provided reliable and inexpensive transportation for
Sumerians facilitated travel and exchange of goods day-trip cruises

2) RELIGIOUS TRAVEL- Pilgrimages to places of

worship- Beginning in 1388, English pilgrims were THOMAS COOK
required to obtain and carry permits, the forerunner -​ Encouraged excursions using chartered
of the modern passport. trains
-​ First excursion train trip was between
TOURISM IN MEDIEVAL PERIOD Leicester and Lough borough in 1841 with
- Travel declined; it is from the word “travail” 570 passengers at a round_x0002_trip fare
became burdensome, dangerous, and demanding of one shilling
- After the decline of the Roman Empire (5th -​ Organized his first American tour in 1866
century), roads were not maintained and they
became unsafe; No one traveled for pleasure
 -​ - He introduced “circular notes” (first services of travelers, namely: food, drinks,
travelers’ checks) which were accepted by and shelter.
banks, hotels, shops, andrestaurants (1874) -​ Local taverns were established-the first
-​ In the United States, American Express hospitality business(3000 BC).
was founded by Henry Wells and William
Fargo. HAMMURABI- the king of Babylon who created the
-​ Photography and guide books became Code of Hammurabi. This code required tavern
popular owners to report customers who planned crimes in
-​ “Baedeker” is the most popular guide these taverns.
book; leading guide for European countries - The Hammurabi Code of laws, a collection of
(1839) 282 rules, established standard for commercial
interactions and set fines and punishments to meet
TOURISM IN THE 20th CENTURY the requirements of justice.
WW1 - Hammurabi’s Code was carved onto a massive,
-​ brought about increase in the volume of finger shaped black stone stele (pillar) that was
tourism looted by invaders and finally rediscovered in 1901.
-​ large scale migration (international travel)
-​ new forms of mass communications EARLY TRADERS
widened knowledge of travel -​ In 2000 BC, a considerable amount of trade
-​ railway declined, replaced by motor cars had developed among the people of the
that led to the popularity of seaside tours Middle East. Many become traders of exotic
goods.
WW2 -​ They needed hospitality services for their
-​ Aircraft technology long journeys.
-​ Founded by Wright Brothers -​ Some enterprising individuals set up the
-​ Introduction of Boeing 707 jets in 1958 “caravanserai” which provided food and
resulted in hastening the decline of sea shelter to travelers. These were the early
travel examples of inns.
CARAVANSERAI- for business travelers
After war WWII TAVERN- walk ins/ solo travelers
-​ Increase in private car ownership thus
provided flexibility and road improvements EMPIRES: 3200 BC to 476 AD
-​ Increase in discretionary income and leisure Egyptian Empire
time -​ The ancient Egyptians were the first to see
-​ Length of official and paid holidays that food service and lodging should be
increased (long “week- ends”) provided to travelers.
-​ They were the first to begin the activity we
HISTORY OF THE HOSPITALITY INDUSTRY now call tourism and hospitality.
ANCIENT PERIOD -​ The famous pyramids or tombs for the
The Sumerians pharaohs became tourist attractions.
-​ a group of people who lived in Mesopotamia
near the Persian Gulf at about 4,000 BC. GREEK EMPIRE
-​ They became prosperous, as well as skilled -​ Ancient Greek civilization began to develop
farmers and cattle breeders. about 1100 BC.
-​ They invented money and writing (as a -​ They were dedicated travelers. Inns and
means to record and settle business taverns became common in ancient
transactions). Greece.
-​ They converted grains to alcoholic -​ Introduction of Restaurants in ancient
beverages or beer which became the most Greece and were often respected and
commonly consumed beverage in Sumerian served fine food.
society. Their beverages were safe to drink
than their water.
-​ Since their states covered a large
geographic area, their traders required the
MEDIEVAL PERIOD public with a dining room where variety of
Dark ages foods could be bought and consumed.
-​ Inn keeping almost disappeared except -​ Cafes were developed in France. Café is
local taverns. the French word for “coffee”.
-​ The Roman Catholic Church took over the
job of feeding and housing travelers. THE INDUSTRIAL ERA: from 1800
-​ In Europe, they established rest houses for - Development of rail road networks had a great
pilgrims to protect them and provide effect on the hospitality industry.
hospitality. - Establishment of railroad stations became
excellent locations for new hospitality businesses in
England.
RENAISSANCE: 1350 AD TO 1600 AD
-​ Some degree of safety has returned to the MODERN PERIOD
roads. - Concern about table manners Nineteenth Century
increased. People were instructed not to put -​ Public dining was not popular. The
food on their plate using their fingers. term“restaurant” referred to the dining room
-​ trade and travel increase. of a hotel during this time.
-​ The middle class became a dominant force -​ More luxurious hotels began to appear.
in the economic life of Europe.
-​ All houses or taverns reappeared along 1889- The Savoy,
trade routes. -​ one of the best known hotels was opened
by Richard d’Oyly Carte. He employed two
EARLY MODERN PERIOD: 1600 AD to 1800 AD men who became famous throughout the
-​ Coffee and tea began to influence the world -Cesar Ritz (General Manager) and
culinary habits of Western Europe. Coffee Auguste Escoffier (Chef des Cuisines).
houses were built.
-​ St. Michael’s Alley, London is the first Auguste Escoffier
English coffee house (1652). -​ one of the greatest chefs of all time, known
for his classic book, Le Guide Culinaire
KOLSCHITSKI and the Kitchen Brigade System.
-​ is the first coffee house in Central Europe
that served the first cup of coffee Twentieth Century
sweetened with honey and milk. 1921
-​ Early common law required inn keepers to -​ Walter Anderson and Billy Ingraham began
receive all travelers as long as they had the White Castle hamburger chains.
available space and that travelers were in fit 1927
condition. -​ Marriot’s Hot Shoppe and root beer stands
1700’s opened.
-​ Inns in England were much safer and more End of 1930
comfortable. Mails were an important -​ Every city had a deluxe supper club or night
element in the development of the club.
hospitality industry. Post-boys were able to Corporations such as the Four Seasons, Canadian
ride 6 miles per hour. Pacific, Marriot, Hyatt, etc. increased in North
1765
-​ A man named Boulanger operated a small PIONEERS IN THE TOURISM AND HOSPITALITY
business in France which sold soups and INDUSTRY
broths. These were known as Cesar Ritz
“restaurants”, a French word which -​ He became the general manager of the
means“restoratives”as soups and broths Savoy Hotel in London, one of the most
restore energy of people who are tired and famous and luxurious hotels in the world.
weak. The Ritz name is synonymous with refined,
-​ Boulanger was the first to create the first elegant hotels and service.
restaurant, an establishment open to the
Ellsworth MIlton Statler
-​ Considered to be the prime hotel-man of all ORIGINS OF TOURISM AND HOSPITALITY IN
time. He brought a high standard of comfort THE PHILIPPINES
and convenience to the middle-class American Occupation:
traveler at an affordable price. He was the -​ American were able to reach Manila after
first to put telephones and radios in every two weeks on board the Pan-American
guest room with full-length mirrors, built-in Airways Air clippers
closets and a special faucet for ice water. -​ In the 1920’s, the steamship and the airline
pioneers, the “China Clipper” and
Conrad Hilton the“Manila Clipper” brought passengers to
-​ The biggest hotel man in the world; NY Manila via Hong Kong
Times described as “master of hotel
finance”. He formed the first major chain of Colorum was used
American hotels in 1954. -​ It means illegal tour handling and the illegal
use of private vehicles for public use
Thomas Cook -​ Steamship offices endorsed tourists to
-​ The professional first travel agent; Founder private car and coach operators who rented
of the first travel agency. their vehicles directly to tourists.
-​ “Cook’s tour”- a tour that goes to many -​ Manila, Pagsanjan Falls, Laguna Lake Tour,
places and stops briefly at each place. Tagaytay, Mt. Mayon tour, Legaspi Tour,
Baguio City, Banaue Tour were only the
Howard DearingJohnson destinations during that time.
-​ Pioneer of brand leveraging; the first to
introduce franchising 1930s. 1920’s
-​ Other popular tourism destinations in the
J. WillardMarriott South were Cebu City and Zamboanga City
-​ He founded the Marriott Corporation which
has continued to be an important asset to 1947
the hospitality industry. He began with a -​ A more orderly tourism activity started.
root beer stand and built into a Steamships and airlines began orderly to
multibillion-dollar industry. service the Philippines from other countries,
thus giving impetus to tourism.
Ray Kroc
-​ The most financially successful of all 1952.
hospitality entrepreneurs. He founded the Philippine Tourist and Travel Association
McDonald’s Corporation. He developed (PTTA)
several operational guidelines such as -​ First tourism association in the Philippines;
Quality Service Cleanliness and Value. His Organized to put together all existing travel
motto was “Never be idle a moment”. establishments serving both domestic and
international travelers.
Isadore Sharp -​ Funded by the government to promote the
-​ A first generation Canadian and founder of country’s tourism industry
Four Seasons Regent Hotels, the world's
largest hotel chain and multi million-dollar Board of Travel and Tourist Industry (BTTI)
global hotel empire. -​ Organize to regulate, supervise, and control
the tourism industry and subsidized PTTA.
Ruth Fertel
-​ The founder of Chris Steak House, the 1960’s-70’s
largest upscale restaurant chain in the -​ The Philippines has undergone an
United States. It has 59 operations. It sells economic, social and political crisis, which
more than 11,000 steaks daily with a gross hindered the development and promotion of
income of 200 million dollars a year. She is tourism. Accommodations were inadequate
the most successful woman restaurateur at and airline companies were not given much
present.
 incentive to promote the Philippines as a
visitor destination

1972
-​ After the declaration of martial law when
tourism in the country prospered
-​ Favorable conditions: safety of tourists,
better services, sanitation facilities,more
financial support from the government
-​ Philippines became a “bargain destination”
to foreign visitors
-​ As several tour groups arrived in the
Philippines, more accommodations, food
and beverage facilities and more airline
frequencies were established.
-​ A temporary “tourist boom” existed in the
Philippines in the early 70’s