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"You don't have to be great to start, but you have to start to be great."

I. Introduction to Tourism (Evolution)

A. The meaning and importance of Tourism
Tourism
"The sum of phenomena and relationships arising from the travel and stay of
non-residents, in so far they do not lead to permanent residence and are not
connected in earning activity." Prof.Hunziker and Krapf of Berne University,
Switzerland

“Tourism is a temporary short-term movement of people to destination

outside the places where normally live and work and their activities during
their stay at these destinations” – Tourism Society in Britain

“Tourism may be defined in terms of particular activities selected by choice

and undertaken outside the home environment” - Tourism Society in Cardiff

“Tourism is comprised of activities of persons traveling to and staying in

places outside their usual environment for not more than one consecutive
year for leisure, business and other purposes” – World Tourism
Organization,1993

Tourism Terminologies
Travelers - are people on a trip between two or more places
Visitors - are people who engage in tourism. Visitors are different from other
travelers because of the following criteria.

The trip should be to a place other than that of their usual environment

The stay in the place visited should not last more than 12 consecutive months

The main purpose of the trip should be other than the exercise of activity
remunerated from within places visitor

Types of Visitors

Overnight Visitor (tourist) – refers to a visitor who spends his/her night away
from home

Same-day visitor (excursionist) –refers to any visitor who does not spend

the night in a collective or private accommodation in the place visited

International Visitor - Refers to any person who travels to a country outside

his/her usual environment and other than the one in which he/she has his/her

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 usual residence, but for less than 12 consecutive months and whose main purpose
is other than the exercise of an activity remunerated from within the place visited
Domestic Visitor - Refers to any person who travels to a place other than that of
his/her usual environment but still within his/her country of residence for less than
12 consecutive months and whose main purpose of trip is other than the exercise
of an activity remunerated from within place visited

Elements of Travel
1. Distance

excludes commuting to and from work and change in resident

a measure that has been used to distinguish travel away from home is the
distance traveled on a trip

a trip is when a person goes to a place at least 100 miles away from home
and return to his/her place of residence”

2. Length of Stay at the Destination

The definition of a tourists and excursionists as proposed by WTO is largely

based on the length of stay.

Tourists are temporary visitors who make at least one overnight stay, while
excursionists are temporary visitors who do not stay overnight in the place
they visit.

3. Residence of the Traveler

For business and research purposes, it is important to know where people

live.

4. Purpose of Travel

Visiting friends and relatives

Conventions, seminars, and meetings

Business

Outdoor recreation- hunting, fishing, boating, and camping

Entertainment- sightseeing, theater, sports

Personal – family, medical, funeral, wedding

The Nature of a Tourism

Domestic Tourism

Refers to travel taken exclusively within the national boundaries of traveler’s

country.

People find it easy to do so because there are no language, currency, nor

documentation barriers.

International Tourism

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 Involves the movement of people across international boundaries of traveler’s
country.

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 be met by the tourists.

Package Tour

Sometimes called inclusive tour

It is an arrangement in which transport and accommodation is bought by the

tourist at an all-inclusive price.

The price of an individual element cannot be determined by the purchaser

himself.

Independent Tour

Is an arrangement in which the tourist buys the facilities separately, either

making reservations in advance through a travel agent.

The Tourist Product

Service

It is an intangible item.

It cannot be inspected by prospective purchasers before they buy as they can

with washing machine , gadgets, and other consumer goods.

The purchase of package tour involves a high degree of trust on the part of
the buyer

Largely Psychological in its Attraction

It is more than collection of services such as an aircraft seat and a hotel

room.

It is temporary use of a strange environment plus the culture and heritage of

the region and other intangible benefits such as atmosphere and hospitality.

Standard and Quality overtime

A package tour cannot be consistently of equal standard.

A bumpy flight can change an enjoyable experience into nightmare;

A good room in hotel maybe spoiled by poor food;

A holiday can be destroyed by prolonged rainy spell.

Fixed

The number of hotel rooms available at a particular resort cannot be varied

to meet changing demands of tourist during a particular season.

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 The unsold hotel room or aircraft seat cannot be stored for rarer sale as is the
case of tangible products.

Thus, the great efforts are made to fill hotel rooms and aircraft by
discounting the prices of these products at the last minute.

Characteristics of Tourism
In tourism the product is not brought to the consumer; rather, the consumer
has to travel to the product to purchase it.

The products of tourism are not used up; thus, they do not exhaust the
country’s natural resources.

Tourism is a labor-intensive industry.

Tourism is people oriented

Tourism is a multi-dimensional phenomenon.

The tourist industry is seasonal.

The industry is dynamic

B. The Evolution of Tourism

The Early Tourism
It has two forms

Religion and Business

Travel Exploration are basic to human nature

The term tourism derived from the hebrew word ‘torah’ w/c means studying,
learning,

and searching

The term tourism was used only in the 19th Century.

Tourism can trace its ancestry in the old testament. Noah with his Ark must
have been the first large-scale operator

Early tourism has two forms of travel: business and religious travel.

Tourism in Medieval Period

Travel has declined

Travel derived from the word travail, became burdensome, dangerous, and
demanding during this time

No one travel this time for pleasure

Crusaders and Pilgrims were the only one who travel.

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 Tourism During Renaissance and Elizabeth Era
A few renowned universities developed so that travel for education was
introduced.

Under Elizabeth I, young men seeking position in court were encourage to

travel to continent to widen their education.

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

sought a remedy for their illness in “spas” or medicinal bath. The term “spa” is
derived from Waloon word espa meaning “fountain”.

Soon, entertainment was added and dozens of watering places became

resort hotels.

Tourism During Industrial Revolution

This period brought about major changes in the scale and type of tourism
development.

It brought about not only technological changes that made travel desirable as
a recreational activity.

The increase in productivity, regular employment, and growing urbanization

gave more people the opportunity to go on holiday.

The Modern Tourism 19th and 20th Century

19th Century

Two technological developments in early part in this century had a great

effect in tourism.

These were the introduction of railway and development of steam power.

In latter part of this century, travel organizers emerged. Thomas Cook is the
first and famous organizer.

20th Century

At the beginning of this century, pleasure travel continued to expand.

After world war 1, forms of travel began to change radically. The railways as
means of travel declined with the introduction of motor car.

Another progress of after war was the aircraft technology.

After post war recovery years, there was an increase of private car
ownership.

Origin of Tourism in the Philippines

Began when the original inhabitants search for food.

A more recognizable tourism appeared when the country was discovered by

Ferdinand Magellan.

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 During American occupation in the Philippines, Americans were able to reach
Manila after two weeks on board of Pan American Airways.

Although there were already visitor arrivals from other countries, there were
no tour operators.

There were only few tourist attractions and destinations in the Philippines.

It was difficult to measure tourist activities before WWII since there were no
statistical records.

In 1952, the first tourism association in the Philippines was organized.

II. Introduction to Hospitality

Hospitality
the act of kindness in welcoming and looking after the basic needs of guests
or strangers.

mainly concerning food, drink, and accommodation;

the relationship process between a guest and a host;

the reception and entertainment of guests, visitors, or strangers with liberality

and goodwill Oxford English Dictionary);

derived from the Latin word  meaning to “receive as a guest”“hospitare”

The Pineapple Tradition

Pineapple enjoyed the rich and romantic heritage as a symbol of welcome,
friendship and hospitality

In 17th century, it was brought back from the West Indies by the early
European explorers and was cultivated in Europe and became the favored
fruit to serve royalty and elite

Later, it was introduced to North America and became part of the North
American Hospitality

Pineapples were displayed at doors or on gatepost announcing to friends and

acquaintances: “ The ship is in! Come and join us". Food and drink for all

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 Since its introduction, the pineapple has been internationally recognized as
the symbol of hospitality and a sign of friendliness, warmth, cheer,
graciousness, and conviviality.

Concepts of Hospitality
Hospitality was coined from the term “hospice”, an old French word, meaning
"to provide care/ shelter for travelers”.

The hospitality industry, a service industry, comprises a wide range of

businesses, each of which, dedicated to the service of people away from
home.

It includes companies or organizations providing food and/or drink and/or

accommodation to people away from home.

It is an industry segment that includes among others, the hotels, restaurants,

private clubs, managed food service, event planning, and other tourism-
related businesses, and travel providers.

Further, it is an industry, wherein, the product purchased is either intangible or

the perceived quality of the product purchased is impacted to its guest

Characteristics of Hospitality Industry

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 Sectors of Hospitality Industry
1. Food and Beverage Industry
The food and beverage industry, also known as the foodservice industry. It
consists of businesses that prepare food for customers.

2. Lodging
The lodging industry, also known as accommodation, is a place to sleep for one
or more nights. It can be one of many sleeping places such as a fancy hotel, a
youth hostel, an elder hostel, a campground, or highway side motel.

3. Travel
The travel industry is in the business of moving people from place to place while
the tourism industry provides those people with services that promote travel and
vacations. Buses, planes, cabs, boats, and passenger trains are all part of the
travel industry while travel agencies, tour operators, cruise companies,
convention planners, and visitors bureaus are all part of the tourism industry.

4. Recreation
Recreation is any activity that people do for rest, relaxation, and enjoyment. The
goal of recreation is to refresh a person’s body and mind. It is any business that
provides an activity for rest, relaxation, and enjoyment, to refresh a person’s body
and mind, is in the recreation business. There are four general types of recreation
businesses:
a. entertainment,
b. attractions,

c. spectator sports, and d. participatory sports.

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 III. The Tourist
Understanding the Tourist
In any tourism trip, there are likely to be several reasons which, when combined,
can be considered as the motivational factors for the journey. Tourists are the
main characters in the tourism industry and the tourism industry exists to cater to
their needs. Tourism businesses acknowledge the fact that their success depends
also on how much they know and understand their tourists.

Basic Travel Motivators

Tourist Motivation
THE NEED FOR CHANGE OR ESCAPE  The greatest reason for travel can be
summed up in one word “escape”

TRAVEL FOR HEALTH  Development in the field of medicine have influenced

travel for centuries, giving rise to the concept of health tourism.

SPORTS  Interest in sports, either as participant or a spectator is attracting a

large segment of the population.

SOCIAL CONTACT  According to Charles Metelka, travel increases the

“sociability resources” of individuals. It makes them more interesting to
themselves and to others.

STATUS AND PRESTIGE  Travel provides the means for ego or self-
enhancement.

TRAVEL FOR EDUCATION The search for knowledge and truth is inherent in

every individual. Travel offers an opportunity to satisfy the urge to learn.

PERSONAL VALUES  Many people are urged to travel to satisfy personal

values such as the search for spiritual experience.

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 CULTURAL EXPERIENCE  Cross cultural exchanges, experiencing how other
people live and fostering international understanding.

SHOPPING AND BARGAIN HUNTING  To many people, the joys derived from
buying certain goods may be the major reason for travel.

PROFESSIONAL AND BUSINESS MOTIVES  A great number of people travel

for professional and buss. motives. More than one-half of all airline travel is
done by buss. Travelers.

SEARCH FOR NATURAL BEAUTY  Travel can be satisfy one’s search for
beauty in the environment and scenery.

Maslow's Theory of Motivation and Travel Motivations

Physiological needs- hunger, thirst, rest, activity

Safety Needs- Safety and security, freedom from fear and anxiety.

Social Needs- love, affection, giving, and receiving.

Self-esteem- Self-respect, and esteem from others

Self-actualization- Personal self-fulfillment

Classification of Travelers Based on Personality

Stanley C. Plog, a biological researcher, classified travelers based on their
different personalities as:

Psychocentrics- People centered on self, are inhibited unadventuresome.

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 Allocentrics- People having interest and attention on other persons, are
highly curious and thrive on stimulation and change.

Classification of Travelers Based on Purpose of Travel

 Business Travelers

Regular Business Traveler

Business Travelers attending meetings, conventions, and congresses.

Incentive travelers

2.  Pleasure/Personal Travelers

- Resort Travelers
- Family Pleasure Travelers
*The junior familyparents age 2034 with pre-school/grade school children.
*Mid-Range Family- parents age 3544 with grade school/HS children

* Mature Family- parents 45 or over with children who are HS or older.

- The Elderly
- Singles and Couples

Travel Constraints

Tourist Market Segmentation

Market Segmentation

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 Identifying tourism customers and deciding on how to meet
their wants and needs.

Learn more about the customers

Making the heterogeneous market into a homogenous market

The process through which potential customers with similar needs and

characteristics are grouped together so that a tourism organization can apply
marketing strategies for the selected market segment efficiently”

Why Market Is Segmented?

Travel market is too large to reach efficiently

Travel market is to diverse to communicate

Breaking up the market will make it easier to manage

Identifying Market Segmentation

WHO  who are in the market segment that we would like to have?

WHAT  what are their requirements?

WHEN –when do we promote to our market segment?

WHERE –where do we promote the product? Through which distribution

channel?

HOW  how do we develop marketing strategies to reach the market?

Benefits of Market Segmentation

Understand the needs and wants of customers

Allocate marketing expenses efficiently

Further develop products or services

Develop marketing strategies more precisely

Types of Tourist Market Segmentation

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  Geographic Segmentation 

grouping potential customers based on their location; oldest and simplest

basis for market segmentation

commonly used geographic segmentation variables include nations, regions,

states/provinces, countries, cities, and even neighborhood.

2. Psychographic Segmentation 

grouping on how they live, their priorities, their opinions, their attitudes and
their interests
Personality – psychocentrics,midcentrics, allocentrics

Lifestyle dimensionactivities, interest, opinions

3. Demographic Segmentation 

gender, age, ethnicity, occupation, educational level, income, household size

and family situation

Classified according to gender, age, ethnicity, occupation, educational level,

income, and household size

4. Product-Related Segmentation Behavioral)

benefits people seek in the good or service, the amount of good or service

used and degree of company loyalty

The benefits of people seek in the good or service

The amount of good or service used

The degree of company loyalty shown by the consumer in relation to the

specific good or service

Segmentation Process

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 Market Segmentation Decision Process

 Select segmentation approach

 Create detailed profile of segment

 Forecast market potential of each segment

 Estimate likely market share of each segment

 Decide which segment to target and design appropriate marketing mix

Specialized Tourist Segments

Measures for Tourists Satisfaction

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 Types of Tourism

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