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Micro Perspective of Tourism and Hospitality Handouts

Service quality (University of St. La Salle)

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Micro Perspective of Tourism and Hospitality

WEEK 1 (Tourism: Definition and Concept)

The Origins of Tourism

By the early 21st century, international tourism had become one of the world’s most
important economic activities, and its impact was becoming increasingly apparent from the
Arctic to Antarctica. The history of tourism is therefore of great interest and importance. That
history begins long before the coinage of the word tourist at the end of the 18th century. In the
Western tradition, organized travel with supporting infrastructure, sightseeing, and an
emphasis on essential destinations and experiences can be found in ancient Greece and Rome,
which can lay claim to the origins of both “heritage tourism” (aimed at the celebration and
appreciation of historic sites of recognized cultural importance) and beach resorts. The Seven
Wonders of the World became tourist sites for Greeks and Romans.

Pilgrimage offers similar antecedents, bringing Eastern civilizations into play. Its religious
goals coexist with defined routes, commercial hospitality, and an admixture of curiosity,
adventure, and enjoyment among the motives of the participants. Pilgrimage to the earliest
Buddhist sites began more than 2,000 years ago, although it is hard to define a transition from
the makeshift privations of small groups of monks to recognizably tourist practices. Pilgrimage
to Mecca is of similar antiquity. The tourist status of the hajj is problematic given the number of
casualties that—even in the 21st century—continued to be suffered on the journey through the
desert. The thermal spa as a tourist destination—regardless of the pilgrimage associations with
the site as a holy well or sacred spring—is not necessarily a European invention, despite
deriving its English-language label from Spa, an early resort in what is now Belgium. The oldest
Japanese onsen (hot springs) were catering to bathers from at least the 6th century. Tourism
has been a global phenomenon from its origins.

Modern tourism is an increasingly intensive, commercially organized, business-oriented

set of activities whose roots can be found in the industrial and postindustrial West. The
aristocratic grand tour of cultural sites in France, Germany, and especially Italy—including those
associated with Classical Roman tourism—had its roots in the 16th century. It grew rapidly,
however, expanding its geographical range to embrace Alpine scenery during the second half of
the 18th century, in the intervals between European wars. (If truth is historically the first
casualty of war, tourism is the second, although it may subsequently incorporate pilgrimages to
graves and battlefield sites and even, by the late 20th century, to concentration camps.) As part
of the grand tour’s expansion, its exclusivity was undermined as the expanding commercial,

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professional, and industrial middle ranks joined the landowning and political classes in aspiring
to gain access to this rite of passage for their sons. By the early 19th century, European
journeys for health, leisure, and culture became common practice among the middle classes,
and paths to the acquisition of cultural capital (that array of knowledge, experience, and polish
that was necessary to mix in polite society) were smoothed by guidebooks, primers, the
development of art and souvenir markets, and carefully calibrated transport and
accommodation systems.

Types of Tourism
 Recreational Tourism – it is done for enjoyment, amusement or pleasure, and
considered to be “fun”.
 Environmental Tourism – travel to destinations where the flora and fauna are the main
attractions.
 Historical Tourism – travel that focuses on the history of some place, thing or events.
 Ethnic Tourism – travelling to distance places looking to their routes and attending to
the family obligations.
 Cultural Tourism – travel that is concerned with the country or region’s culture and
lifestyle, history, art, architecture, religions and other elements that helped shape the
way of life of people in geographical areas.
 Adventure Tourism – it involves exploration or travel to remote, exotic and possibly
hostile areas.
 Medical or Health Tourism – where people travel for medical needs.
 Religious Tourism – it involves followers of faith visiting locations that some people
regard as holy sites.
 Music Tourism – a part of pleasure tourism which tourists travel to a new area in order
to attend a music show or concert, or a larger festival.
 Village Tourism – travelling and arranging tours in order to popularize various village
destinations
 Wildlife Tourism – travel that includes interacting with wild animals in their natural
habitat actively or passively.
 Water Tourism – travelling by boat with the objective of watching and enjoying things
meant for water tourists.
 Space Tourism – travel into space for personal leisure
 Sports Tourism – travel that includes participating in sports or events. It also refers to
travelling to a place with the purpose of watching events.
 Archeological Tourism – process whereby people travel to historical and archeological
places of interest.

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 Culinary Tourism – an experience to learn about the food and drinks of a place or
country.
 Educational Tourism – to obtain an educational certificate or graduation degree subject
from specific institution or to acquire necessary expertise and skills in a specific field.

WEEK 2 (Nature and components of tourism)

Types of Tourism Products

 Tourism Oriented Products (TOP)

These are the products and services created primarily for the tourists and for the locals.
Examples are:

o Accommodations
o Transportations (Ex. Owning taxis, luxury buses and boats)
o Retail Travel Agents
o Tour Operators
o Shopping centers such as malls
o Cinema Theaters such as PVR
o Restaurants for food and beverages
o Tourist Information Centers
o Souvenir Outlets
o Museums, Temples, Gardens and theme parks

 Residents Oriented Products (ROP)

These are products and services created mainly for local residents staying at a particular
tourist destination.

o Hospitals
o Public Parks
o Banks and ATMs
o Petrol Pumps
o Postal Service

 Intangible products of Tourism

o Bookings of accommodations, theatres, and at various sites

o Tourist’s experience by visiting a destination, eating at a restaurant, or performing an
activity

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o Tourist’s memory which is created by storing details of events and experience on the
tour. The high degree of satisfaction or dissatisfaction is often stored a long-term
memory.

Tour operators’ products and services

 Accommodations
The tourist destinations are equipped with different types of accommodations. They
cater for the tourist’s stay at the destination.
o Serviced – this is supported by skilled staff such as housekeepers, drivers, guides, and
cooks.
o Self-catering – offers staying facilities but dining is required to be self-catered. It is
equipped with cooking, fuel, and facility. Some includes basic supplies as tea, coffee,
sugar, drinking water, soap and shampoos.
o Hotels – budget rooms to 7-star hotels with classy amenities.
o Guest Houses – owned by business and government organizations, which can be used by
its staff and staff relatives.
o Camping sites – open sites often located in areas of lush greenery. They are equipped
with clean place to pitch the personal tent, water supply and electric supply.

 Reservations
The tour operator is responsible for making reservations for special events or activities
the tourists are interested in.

 Guided Tours
This guide is arranged to accompany the tour participants as part of tour. They guide
participants through the entire visit to the place.

 Transport Facilities
These are for people travelling from one place to another.
o Surface Transport – it includes of transport by road or water.
o Air Transport – support of transfer by air, generally given for long distance travel.
The tours include a halt of a couple of hours at transit destinations.
 Dining Facilities

The tour operators can book accommodation that provides dining facilities or it can tie
up with local restaurants which are ready to entertain groups.

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Implications of Marketing in Tourism

 Fragmentation of Supply
 Interdependence and complementary of tourist services
 Rigidity of Supply
 Fixed in Time and Space
 Intangible – “expectation – experience – memory “
 Price elasticity of demand
 Seasonality

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