MODULE 2: HISTORY OF TOURISM AND HOSPITALITY

LEARNING OUTCOMES
After studying this Chapter, you will be able to:
➢ Discuss the history of travel, tourism and hospitality.
➢ Compare and contrast innovations that have modernized the industry
➢ Discuss the History of travel, tourism and Hospitality in the Philippines
➢ Know the different types of tourism in the Philippines
➢ Discuss tourism strategies under the National Tourism Development Plan

In order to truly appreciate the tourism and hospitality industry, it is important to understand its original origin. A
person cannot project the future without understanding the past. Philosophers say it another way: Knowledge is telling the
past. Wisdom is predicting the future.” (Cruz, 2019)

• HISTORY OF TOURISM
Travel and exploration are basic to human nature. Man has travelled since the earliest times although the term tourism
was used only in the 19th century. “Tourism” is derived from the Hebrew word TORAH which means studying, learning,
or searching.
EARLY BEGINNINGS
• NOMADS – first traveller in the world
NOMADS

- These people moved on foot from one place to another seeking for food, shelter
and safety from wild beasts and hostile tribes.
- Started of farming, domesticating animals and eventually settled down. SUMERIANS
• SUMERIANS – they invented money, plows, wheel & cuneiform which facilitated
travel and exchange of good.
• PHOENICIANS – first known creator of Maritime Empire and Master of Shipwrights
- toured and mapped trade routes throughout the Mediterranean sea as PHOENICIANS
Merchants
- known as “Traders in Purple: because they use purple dye from the Murex
snail to make purple clothing and such.
• POLYNESIANS- were excellent canoe builders, sailors and navigators. POLYNESIANS

- Navigation was accomplished by observing the position of the sun and stars,
ocean swells, clouds and bird flights.
• *NOAH’S ARK - Probably credited to be the first cruise operator, even though most
of the passengers were animals. NOAH’S ARK

Early tourism has two forms: TRAVEL FOR BUSINESS AND RELIGION

EB: THE EMPIRE ERA (EGYPT, GREECE AND ROME)

• THE EGYPTIANS
- The first cruises were organized and conducted from Egypt.
- The earliest recorded travel for the sake of Peace and Tourism was made by Queen
Hatshepsut to the land of Punt in 1480 BCE.
- They started the trait of purchasing souvenirs from the places they visit and gave it to
their love ones.

- Pharaohs began to building interesting structures such as Pyramids, Sphinx, Obelisks

monuments etc. that became popular tourists sites in ancient times and continue to this
day.
 - Graffiti- evidence left by the tourist
- Egyptians were also the first ones to start celebrating festivals.
• THE GREEKS - first one to shape the modern day travel.
- They were also the first one to organize, promote and accommodate large numbers
of visitors for sporting events.
- OLYMPIC GAMES- was held every four years in honor for Zeus of Olympus, the Greek
king of the gods. 776 BCE
- The games created festivals, and attractions were born out of it. Thus, some Greeks
visited the sanctuaries of the healing Gods and oracles to seek advice from them
- HERODOTUS- known as the father of history and 1st travel writer

• THE ROMANS – The prosperity of the Roman Empire was reflected in the development of
travel.
- They built excellent roads, transportation and communication systems. Therefore,
there’s a saying that “Every Road leads to Rome”
- Mainly travel was done by military groups, government officials and caravans.
- Employed relay horses which can cover 100 miles or more in a day in between distances
of 6 miles were mutations and stables where horses could be change. They are the
equivalent of the present gasoline stations.
- ENTERTAINMENT:
➢ GLADIATORS most often came from a slave or criminal background but also
many prisoners of war were forced to perform in the arenas. There were also
cases of bankrupt aristocrats forced to earn a living by the sword, for example
Sempronius, a descendent of the powerful Gracchi clan.
➢ CHARIOT RACES commonly took place in a circus. The main centre of chariot
racing was the Circus Maximus in the valley between Palatine Hill and Aventine
Hill, which could seat 250,000 people.
➢ SATURNALIA was an ancient Roman festival in honour of the god Saturn,
held on 17 December of the Julian calendar and later expanded with festivities
through to 23 December. A fe stival in which slaves and their masters would
switch places.
➢ With these events and festivals they built rest houses. (forerunners of hotels
and inns)

THE MEDIEVAL ERA (5TH TO 14TH CENTURIES)

- Travel was derived from the word Travail w/c means Burdensome and dangerous
- CRUSADES AND PILGRIMS were the only ones who travelled
- KING RICHARD II OF ENGLAND (1388) decreed that pilgrims must carry permits if
they wished to visit religious sites. These permits can be seen as the forerunner of the
modern passport.
- MARCO POLO (1254-1324), is probably the most famous Westerner travelled on the
Silk Road. He became a confidant of Kublai Khan. He travelled the whole of China and
returned to tell the tale, which became the greatest travelogue. (Silk road from Venice
to Beijing)
- THE SILK ROAD – the fabled road where the east met the west.
➢ Some sections were directions across trackless steppe or desert
➢ Silk was not the only thing traded there.

THE RENAISSANCE ERA AND ELIZABETHAN ERA (14TH – 16TH CENTURIES)

- With the Universities built under Queen Elizabeth, Travel for education became a trend
for the young aristocrat and in order for them to complete the formal education they must
travel the continent to widen their wisdom.
- GRAND TOUR (1670) -2-5 years travel experience for the sons of wealthy to study
language, culture, and history.
- As young men sought intellectual improvement in the Continent, the sick sought a
remedy for their illnesses in “spas” or medicinal baths.
 • The term “SPA” is derived from the word Waloon word “espa” meaning fountain.
• Travelers immersed themselves in healing waters, soon, entertainment was added,
and dozens of watering places became resort hotels (wellness Tourism)
- CHRISTOPHER COLUMBUS- He discovered West Indies, routes to the America were
established.
- DYREHAVSBAKKEN ("The Animal Park's Hill"), commonly referred to
as Bakken ("The Hill"), it opened in 1583 and is the world's oldest operating amusement
park.
- Increased interest in travel for education and wellness tourism

THE INDUSTRIAL REVOLUTION (18TH – 19TH CENTURIES)

(18th CENTURY)
- The first product to affect tourism was the development of steam engine.
- Steam powered ships and railways hastened the speed of travel
- Factories emerged (Increased regular employment)
- Rapid growth of the wealth and education level of the middle class
- Increase of leisure time and two days rest (birth of weekends)
- Increase of holiday tourism activities.
- To escape from their responsibilities and the crowded city environment, they traveled to
the countryside or seashore for their holidays which led to the creation of working class
resorts near major industrial centers.
- COX & KINGS – considered as the oldest travel company (1758) Mumbai, India
(19TH CENTURY)
- As tourism become organized in the later years of 19th century , the organization of travel
became established institution. Travel organizers emerged.
- Introduction of the railway. The railways created not only more business by proving
reliable and cheap transportation, but also more competition as various private
companies invested heavily in hotels, resorts and entertainment facilities.
- Development of steam power. Steam power provided increased mobility needed by
tourism business.
- Steamers on the major rivers provided reliable and inexpensive transportation that led
to the popular day DAY-TRIP CRUISES and the growth of coastal resorts near large
industrial towns.
- Cruise ships - Led by growth in worldwide trade
- Establishment of P & O shipping line (1822) 1815: Before it was P&O Cruises (which
is still running today), founded by Brodie McGhie Wilcox and Arthur Anderson for trading
between England and the Iberian Peninsular countries of Spain and Portugal.
- Opening of Suez Canal in 1869 enables routes to India & beyond
- THOMAS COOK – known as the Father of Tourism. He developed tour packages for
mass travel. His first excursion train trip was between Leicester and Loughborough
in 1841 with 570 passengers at a round-trip fare of one shilling.
- Karl Baedeker- published the most popular guide books

MODERN ERA (20TH CENTURY)

- In the opening years of the 20th Century, travel for pleasure continued to grow.
- Leisure travelling is a trend
- Travel was safer and more comfortable and a generally with the increased wealth,
curiosity and outgoing attitudes of people urged them to see the world .However, this
was to change with the outbreak of the first world war in 1914
- (1914) WORLD WAR 1 - led to introduction of passports and all production of cruising
came to a halt.
- POST WW1 led to large scale migration boosting international travel.
- New forms of mass communication (Radio, TV and Cinema)
- Increased use of private cars for travel led to the decline in rail travel.
 - CRUISE SHIPS
• Prinzessin Victoria Luise (1900) The first ship that was built exclusively for
luxury cruising.
• Titanic sank (1912) Titanic sank which stimulated the improvement of safety
on cruise ships.
• In 1914: otherwise the beginning of WWI, all production of cruising came to a
halt.
• Laconia (1922) : The first world cruise was made by Laconia, a British Conard
Line which lasted six months.
- 1939 to 1945: During World War II, many cruise ships were used to transport troops
including the Queen Mary, Aquitania, Cap Arcona, Laconia, Queen Elizabeth, and
the Orontes. Many ocean liners were destroyed during the war.
- MOTOR CAR
• Karl Benz – designed and built the first practical car powered by an internal-
combustion engine.
• Henry Ford – mass production of Model T Car (1914)
- Increased car ownership, better more efficient air travel, the invention of the first camper
van
- Before WWII: Air travel was expensive, unreliable and uncomfortable
- After WWII: Left over aircraft from WWII was used for people to start small scale airlines.
• Advances in Aircraft technology
• BOEING 707 JETS (1958) the age of air travel for the masses arrived.
• Golden age of Mass Tourism
• Decline of sea travel
• Government created more vacation time that led to holidays and long
weekends. They also issued Paid leave for employees
• Beginning of Sun, Sea and Sand Tourism
TRIVIA
- ORVILLE AND WILBUR WRIGHT BROTHERS-American inventors and pioneers of
aviation
- AMELIA EARHART- first female aviator to fly solo across the Atlantic Ocean

POST MODERN ERA (21ST CENTURY)

Since the start of this century there have been a large number of wildcard events that have
affected tourism patterns and flows at a global scale
• TERRORIST ATTACKS - such as 911 or the bombings in Bali.
• DISEASE OUTBREAKS - SARS, Meningococcemia, Bird Flu, H1N1 virus, Zika Virus,
COVID-19)
• NATURAL DISASTERS - such as tsunamis in the Indian Ocean and Japan, massive
earthquakes in China, Japan and New Zealand and hurricanes in the East Asia and the
United States

• ECONOMIC EVENTS – (Great recession 2008-2009) global economic and financial crisis
from 2008 on.
• POLITICAL EVENTS – such as the ‘Arab Spring’ in North Africa and the Middle East, or
regulatory changes in boarding and passport requirements for travellers as a result of
increased concerns over security. This also includes sudden changes in terms of what you
can take onto aircraft as hand luggage.
Given the impact of these events in terms of lives lost, damaged infrastructure and economic
loss, it is clear that society must tackle these challenges head on. After the crisis, tourism activity
returns back to normal life.

HISTORY OF HOSPITALITY
Hospitality Industry Began with the Sumerians 5000 Years Ago in 3000 BC.
ANCIENT PERIOD
• SUMERIANS
- First to develop trade in modern sense of the world.
- converted grains into alcoholic beverages or beers
- Taverns were established (1st hospitality business) which attracted
criminals.
• CODE OF HAMMURABI
- Required the owner to report customers who planned crimes in these
taverns.
- Death penalty was also imposed for diluted drinks with water.
EARLY TRADERS
Many became traders of exotic goods.
• CARAVANSERAI – roadside inn where travellers could rest and recover from the
day’s journey. It is often dirty and infected with bugs that travellers tried to avoid
whenever possible.

THE EMPIRE ERA

• EGYPTIAN EMPIRE – first to begin activity of tourism and hospitality.
- Egyptians were also the first ones to start celebrating festivals. During these
times, there were no food and lodging establishments, travellers slept in the
open area or in tents and ate whatever they had.
• GREEK EMPIRE
- Restaurants in ancient Greece were respected and serve fine food.
• ROMAN EMPIRE
- the rich Romans built elaborate inns and taverns that according to Marco
Polo it is fit for a king (managed by household slaves)
- The romans also built Bathhouses, believed to be curative and medicinal
and held meetings and other events.
*Khans – a combination of stables, sleeping accommodations, and
fortresses which provided shelter from sandstorms and enemies who
attacked caravans.

MEDIEVAL ERA
- It was considered as the duty of the Christians to offer hospitality to travellers
and pilgrims.

- MONASTERIES functioned as inns, providing accommodations and food for

the weary traveller.
- Providing services to travellers became a burden to the religious houses due
to influx of crusaders thus “Overbooking” was observed during this era.
- HOSPICE OF ST. BERNARD – famous Monastery shelter

RENAISSANCE ERA and (16th - 17th CENTURIES)

- Demand of the inns and taverns increased multiple fold.
- Table manners became a trend
- HOTEL DE HENRY/ HOTEL DE SALM – first establishment hotel was built
around 1788 (names have changed over the years)
EARLY MODERN PERIOD (18th CENTURY)
- COFFEE AND TEA – began to influence the culinary habits of Western
Europe.
- COFFEE HOUSES – forerunner of cafes and coffee shops
- ST. MICHAEL’S ALLEY, LONDON - (1st English Coffee House)
- COACHING INNS AND STAGECOACH – tired horses were exchanged with
fresh horses and guest were fed and given an overnight stay
- QUALITY OF INNS IMMPROVED - “the innkee per should insure the
guests’ property and provide guests’ safety”
- BOULANGER – he opened the very first restaurant in Paris
(RESTORATIVE, means restore/restaurant). Which served a single dish -
sheep’s feet simmered in a white sauce
- ECOLE HOTELIERE DE LAUSANNE – in Switzerland, the first school for
hoteliers were established. (1893)
MODERN ERA (20TH CENTURY )

- BROWN’S HOTEL 1837 – dining facility was opened (1882) by Henry Ford
• Restaurant – referred to the dining room of a hotel.
- SAVOY - first luxury hotel in Britain
• CESAR RITZ – general manager
• AUGUST ESCOFFIER – chef des cuisines
- Le guide culinaire
- Installed the Kitchen Brigade System
- DELMONICO’S – the only expensive and aristocratic restaurant in the us
• First American restaurant that serves Swiss-French cuisines
- WHITE CASTLE - first fast-food chain
- MARRIOTT - hot shoppe and root beer stands
- DRIVE-IN AND FAST-FOOD RESTAURANTS – sprang up in America
 PHILIPPINE TOURSIM AND HOSPITALITY INDUSTRY

TRAVEL AND TOURISM INDUSTRY IN THE PHILIPPINES

Tourism is one of the major contributor to the economy of the Philippines, contributing 5.9% to the Philippine GDP in 2011. The
Philippines is an archipelagic country composed of 7,645 islands. The country’s rich biodiversity is the main tourist attraction of the
Philippines. The country’s rich historical and cultural heritage is also one of the attraction of the Philippines.
Tourism is considered as an important sector for Philippine economy. In 2015, the travel and tourism industry contributed 10.6%
to the country’s GDP. Philippines is an archipelagic country composed of 7,641 island with 82 provinces divided in 17 regions. The
country is known for having rich biodiversity as its main tourist attraction.
Its beaches, heritage towns and monuments, mountains, rainforests, islands and diving spots are among the country’s most
popular tourist destinations. The country’s rich historical and cultural heritage (which is a mix of Asian, European, and American heritage),
including its festivals and indigenous traditions among tourists are El Nido Palawan, Davao, Boracay, Siargao, Cebu, Manila and many
more.

HISTORY OF TRAVEL, TOURISM AND HOSPITALITY IN THE PHILIPPINES

Tourism in the Philippines traces its origins during the ancient times when the first set of people
chose the migrate through land bridges. Followed by the other sets of migrations from the Malayan
archipelago in the south and Taiwan in the north. Through time, numerous ethno-linguistic groups
developed, until some of they became monarchies, plutocracies, hunter-gatherers, city-states, and so on.
Trade also became part of the tourism as Arabs, Indians, Japanese, Malays, and other ethnic groups in
mainland South Asia, Taiwan, and Ryukyu traded goods with the natives. When the islands became part of
the territory of Spain, an influx of Spanish people migrated into the country, through still few compared to the Spanish migrations in South
America as the Philippines was farther from Spain.

The tourism industry first truly flourished during the late 19th to early 20th century due to the influx
of immigrants from Europe and the United States. It was listed as one of the best countries to visit in Asia
aside from Hong Kong and Japan, earning the nickname “Pearl of the Orient Seas”. The Tourism declined
during and after the World War II, Leaving the country with a completely
devastated economy, and a landscape filled with destroyed heritage towns.
The second wave of tourist influx flourished in the 1950s but declined
drastically during the dictatorship era. After the People Power Revolution, the
tourism industry continued to decline due to the domino effect caused by the dictatorship. The industry only
managed to cope in 1991 and 1992, where 1.2 million tourists visited the Philippines. It afterwards waned
again after a decade due to corrupt practices in government.

The tourism industry flourished again from the third time at the early part of the 2010s under
the “Its More Fun in the Philippines” slogan, which was widely regarded as an international success,
gaining international media attention. The country saw an influx of tourists from all over the world, with
the help of social media and the creative tagline, the tourism went at its peak with having 5,360,682
foreign million tourists recorded in 2015. The Industry continued to grow in 2017, but the growth rate
from Western tourists drastically decreased due to an ongoing drug war and the declaration of martial
law in Mindanao. Nonethe less, the growth continued due to an influx of Asian and Russian tourists.

TYPES OF TOURISM IN THE PHILIPPINES

1. BEACH TOURISM – it is a travel for recreational, leisure or business purposes specifically on beaches.
Beach tourism is currently the major tourist draw of the Philippines. Various beaches in the Philippines have landed in
multiple magazines, ranking them anywhere between 1st places to 8th place. Among the most popular beach and diving choices
in the country includes Boracay, El Nido, Coron, Cebu, and Siargao.
2. HIKING TOURISM – an activity that bring tourists closer to nature and to enable them to find out more about the area through
which they are walking by discovering diverse heritage and ethnographic features, situated on or near the paths or tracks.
Hiking is a rising form of tourism in the Philippines, especially among locals and Western foreigners. Among the most
famous hiking areas in the country are Mount Apo, Mount Pinatubo, Mount Halcon, Mount Banahaw, Mount Maikling, and Mount
Pulag.
3. RESEARCH AND EDUCATION TOURISM – an approach for pursuing education, carrying out research activities and
knowledge acquisition.
Due to diverse number of flora and fauna of the country, researchers from around the world have flocked various
biodiversity sites in the Philippine environmental corridors. Among the big draws for environmental researchers include Mount
Mantalingajan, Sibuyan Island, Dinagat Island, Mount Hamiguitan, and many others. Various universities in the country, such
as University of the Philippines, Ateneo de Manila University, De La Salle University, University of Santo Tomas, Silliman
University, University of San Carlos, and University of Mindanao have also been influential in research tourism, especially for
graduate students and students seeking better review centers.
4. ARTS AND CRAFTS TOURISM – it plays an important role as souvenirs and mementos, thereby spatially and temporarily
expanding the visitor experience.
Arts and crafts tourism in the Philippines has recently expanded following several attempts to establish a cultural
renaissance. The number of art museums, galleries, exhibitions, festivals, and town fairs throughout the country has doubled in
the past years.
5. PILGRIMAGE TOURISM – it is a travel for religious or spiritual purposes.
The Philippines is the Catholic pilgrimage capital of Asia, possessing hundreds olden churches, most of which were
established between the 15th to 19th centuries through the earthquake baroque architecture. Historic mosques, temples, and
indigenous places of worship such as dambanas are also present throughout the country.
6. FESTIVAL TOURISM – it covers attendance at traditional or contemporary celebrations of culture, which can include music,
dancing, gastronomy, arts and sports.
Various festivals in the country are flocked annually by both locals and foreigners. The country has been known as the
traditional capital of the world’s festivities and the capital of fun due to the thousands of festivals which happen in the country,
most of which are annual spectacles.
7. WELLNESS TOURISM – is travel for the purpose of promoting health and well being through physical,, psychological or spiritual
activities.
Wellness tourism has recently doubled its contribution to Philippines tourism due to the rise of hilot (ancient Filipino
art of healing) practices in spas, bath houses, and Hotels. Surges in patriotism for whole-body firewood pot bathing and
indigenous herbal usage have also helped the industry to prosper in the village level. Staycation, or staying in hotels for
relaxation purposes, has also become a trend, along with the increase of yoga, as rooted to the Indian roots of many indigenous
Filipino cultures.

NATIONAL TOURISM DEVELOMENT PLAN (NTDP) 2016-2022

The Department of Tourism Envisions to develop globally competitive, environmentally sustainable and socially responsible
tourism industry that promotes inclusive growth through employment generation and equitable distribution of income thereby
contributing to building a foundation for a high-trust society (NTDP,2016)
PRODUCT PORTFOLIO
According to the National Tourism Developmental
Plan (2016-2022). DOT will focus on nine tourism
products:
1. Nature based Tourism
2. Cultural Tourism
3. Sun and Beach Tourism
4. Leisure and Entertainment Tourism
5. M.I.C.E. Tourism
6. Health, Wellness and Retirement Tourism
7. Cruise and Nautical Tourism
8. Diving and Marine Sports Tourism
9. Education Tourism
REFERENCES:

References:
Cruz, Z.L. (2019) The History of Tourism and Hospitality (pp. 19-32) REX Book Store.
Disimulacion, M.A. (2019) Overview of Tourism and Hospitaltiy, Macroperspective of Tourism and Hospitality (pp.1-15, pp.105-
112).Books Atbp. Publishing Corp.
Lim, R.D. (2019) History and Nature of Tourism (pp 4-5) Mindshapers Co., Inc.

MODULE 2
REVIEW QUIZ #2: IDENTIFY THE FOLLOWING.
__________________1. The forerunners of the present gasoline stations.
__________________2. It is a travel for religious or spiritual purposes.
__________________3. The inventors of money.
__________________4. The country where the first Olympic Games was held.
__________________5. It is a travel experience for the sons of wealthy to study language, culture, and
history.
__________________6. He is known as the Father of Tourism.
__________________7. It is an approach for pursuing education, carrying out research activities and
knowledge acquisition.
__________________8. The term given to medical baths.
__________________9. A combination of stables and sleeping accommodations which provided shelter from
sandstorm.
__________________10. It plays an important role as souvenirs and mementos, thereby spatially and
temporarily expanding the visitor experience.
__________________11. A soup vendor in Paris who established the first restaurant.
__________________12. It is an ancient Filipino art of healing.
__________________13. The Hebrew word from which the word “tourism” was derived.
__________________14-15. They installed the kitchen brigade system.