UNIT 2

THE HISTORY OF TOURISM AND HOSPITALITY

THE HISTORY OF TOURISM INDUSTRY

Early Tourism
- Man has traveled 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”
- Tourism can trace its ancestry in the Old Testament. Noah with his Ark must have been the first
large-scale operator even though his passengers were mostly animals.
- Chapters 26 and 27 of the Book of Ezekiel describe trade and commerce in ancient Tyre and recount
the travels abroad made by merchants.

● Forms of early tourism

○ Trading
○ The invention of money, writing, and wheel by the Sumerians facilitated travel and exchange
of goods.
○ Travel for religious reasons. This took the form of pilgrimages to places of worship such as
Chaucer’s tale of pilgrimage to Canterbury.
○ Beginning in 1388, English pilgrims were required to obtain and carry permits, the forerunner for
the modern passport.

Tourism in the Medieval Period

- In the history of Europe, the Middle Ages or Medieval Period lasted approximately from the 5th to the
late 15th century. It began with the fall of the Western Roman Empire and transitioned into the
Renaissance and the Age of Discovery.
- Travel, derived from the old French word “travail”, became burdensome, dangerous, and
demanding during this time.
- After the decline of the Roman Empire in the 5th century, roads were not maintained and they
became unsafe.
- Crusaders and pilgrims were the only ones who traveled.

Tourism in the Renaissance and Elizabethan Eras

- Under Elizabeth I, young men seeking positions in court were encouraged to travel to the continent
to widen their education.
- This practice was gradually adopted by others in the lower social scale.
- In time, it became recognized that the education of a gentleman should be completed by a “Grand
Tour” of the cultural centers of the continent which lasted for 3 years.
- By the end of the 18th century, the practice had become institutionalized for the upper class of
society.
- 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 Walloon word “espa” meaning “fountain”.
- Turnbridge Wells in Kent (near London) became famous as a spa in the 1660s.

Tourism during Industrial Revolution

- The Industrial Revolution, in modern history, is the process of change from an agrarian and handicraft
economy to one dominated by industry and machine manufacturing.
 - Increase in productivity, regular employment, and growing urbanization gave more people the
motivation and opportunity to go on a holiday.
- The middle class combined higher incomes and growing education into annual holidays.
- The Industrial Revolution brought about major changes in the scale and type of tourism
development.
- Social changes made travel desirable as a recreational activity.

Modern day Tourism in the 19th century

- The railway provided reliable and cheap transportation and competition since various private
companies invested heavily in hotels, resorts, and entertainment facilities.
- Steam power provided increased mobility and reliability and inexpensive transportation that led to
the popular day-trip cruises and the growth of coastal resorts near large industrial towns.

Modern day Tourism in the 20th century

- Early post-war prosperity, and large-scale migration, boosted the demand for international travel.
- New forms of mass communication stimulated curiosity about other countries, with the influence of
posters and the press, the cinema, radio, and television widened knowledge and interest in travel.

ORIGINS OF TOURISM AND HOSPITALITY IN THE PHILIPPINES

- Tourism in the Philippines traces its origins during the ancient times when the first set of people chose
to migrate through land bridges.
- Trade also became part of the tourism as Arabs, Indians, Japanese, Chinese, and Malays.
- During the Spanish occupation, an influx of Spanish people migrated into the country.
- 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”.
- Tourism declined during and after World War II.
- The second wave of tourist influx flourished in the 1950s but declined dramatically 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 tourism industry flourished again for the third time at the early part of the 2010s under the “It’s
More Fun in the Philippines” slogan, which was widely regarded as an international success, gaining
international media attention.

HISTORY OF HOSPITALITY INDUSTRY

During Ancient Period (The Sumerians)

- Produced such abundant harvests by selling surplus grain to people in other parts of the region.
- Invented money and writing as a means to record and settle their business transactions.
- Converted grains to alcoholic beverages or beers which became the most common consumed
beverages in Sumerian society.

During the Greek Empire

- Their land and sea travels made them dominant in the Mediterranean region; forms of overnight
accommodation became a necessity
- Many inns and taverns, restaurants in ancient Greece were often respected and served foods
 - In 146 BC, after many years of conflict, Greece became a Roman Colony and the Roman efforts at
territorial expansion continued.
- Caravans stopped at Khans, a combination of stables, sleeping accommodations, and fortresses
which provided shelter from sandstorms and enemies who attacked caravans.

During the Medieval Period (Dark Ages)

- After the fall of the Roman Empire in 476 AD, inn keeping disappeared
- Monasteries of the Church were self-sufficient enterprises
- Providing hospitality services to travelers became a burden to the religious houses
- The Church found it difficult to accommodate many travelers in a limited space
- The Church continued to provide hospitality to the poor since Christian charity was an important
element in the Church’s mission
- Gradually, some taverns, inns and wine shops began to give accommodations to middle-class
travelers
- Thus, the number of inns increased although the standards of comfort and cleanliness differ greatly in
different countries and regions.

Early Modern Period (1600 AD to 1800 AD)

- In the 16th century, taverns called an ordinary served a fixed price, fixed menu meal in England.
- The advent of stagecoach travel revolutionized hospitality on the road followed by stagecoach or
coaching inns.
- At coaching inns, tired horses were exchanged with fresh horses and stagecoach passengers were
fed and given the opportunity to rest overnight. Travel was difficult because the roads were full of
potholes and normally soaked in mud.
- There was an increase in the quality of inns, the application of English common law to the hospitality
industry
- In France, the reintroduction of restaurants for public dining was seen.
- In the late 18th century, there were no public restaurants
- In England, coffee houses and taverns served a daily “ordinary” which is a main meal with a fixed
price.
- Most people took their meals at home; the rich had their own cooks and entertained in their own
homes
- Inns were established for travelers and did not normally serve meals to local residents.
- The food service element of the hospitality industry changed dramatically in France in 1765. In that
year, a man named Boulanger operated a small business which sold soups and broths in Paris.
- These were known as restaurants, a French word which means “restoratives”.

PIONEERS IN THE TOURISM AND HOSPITALITY INDUSTRY

- There are several outstanding individuals who have made a significant contribution to the growth
and development of the tourism and hospitality industry.

Cesar Fritz
- He became the general manager of the Savoy Hotel in London, one of the most famous and
luxurious hotels in the world. He made the hotel a cultural center for high society.
- The Ritz name is synonymous with refined, elegant hotels and service. At present, The Ritz-Carlton
hotels bear his name.

Ellsworth Milton Statler

- He is considered to be the premier hotel-man of all time.
 - He brought a high standard of comfort and convenience to the middle-class traveler at an
affordable price.
- He was the first to put telephones and radios in every guest room together with full-length mirrors,
built-in closets, and a special faucet for ice water.
Conrad Hilton
- He was once recognized as the “biggest hotel man in the world”.
- He was described by the New York Times as the “master of hotel finance”.
- He was careful not to over-finance and had a flawless sense of timing.
- In 1954, he formed the first major chain of American hotels - a group of hotels which followed
standard operating procedures.

Thomas Cook
- He is recognized as the first professional travel agent.
- He was the founder of the world’s first travel agency.
- He is credited for making world travel possible for the middle class.
- The phrase “Cook’s Tour” is still used at the present to refer to a tour that goes to many places and
stops briefly at each place.

Howard Dearing Johnson

- He was the pioneer of brand leveraging.
- He was one of the first to introduce franchising in the 1930s.
- At present, he is one of the famous names in the restaurant and hotel business.

J. Willard Marriott
- He founded the Marriott Corporation which has continued to be an important asset to the hospitality
industry.
- Through his strong faith and determination, he began with the rootbeer stand which was founded by
necessity and built it into a multi-dollar industry.

Ray Kroc
- He has been the most financially successful of all hospitality entrepreneurs.
- He founded the McDonald's Corporation, a multi-dollar industry, through his strong dedication,
organization skills, perseverance and incredible aptitude for marketing.
- He developed several operational guidelines such as Quality Service, Cleanliness and Value or
QSC&V.
- His motto, “Never be idle a moment”.

Ruth Fertel
- Founder of Chris Steak House, the largest upscale restaurant chain in the US.
- It has 59 operations - 54 in the US and Puerto Rico and 5 internationally.
- She is the most successful woman restaurateur at present.

Isadore Sharp
- A first-generation Canadian.
- He was the founder of Four Season Regent Hotels, the world’s largest hotel chain and
multimillion-dollar global hotel empire.

INTERNATIONAL TRAVEL PATTERNS

● Major travel flows occur between the United States and Western Europe.
 ● Secondary regional patterns exist between South America, the Caribbean, Africa, the Near East, and
the Far East. travel to Africa is usually one way, originating in Europe.
● The heaviest flow of air traffic into Europe is between New York and London.
● Europe generates about ½ of overseas travelers to the US
● Travel between European countries - intracontinental travel - has been very popular. This is one of the
reasons for Europe’s large share of the worldwide travel market.

FACTORS THAT FAVOR THE GROWTH OF TOURISM AND HOSPITALITY INDUSTRY

● Rising disposable income for large sections of the population.
● Growth in the number of retired persons with the desire and the energy to travel.
● Increase in discretionary time - shorter workweeks and longer vacations.
● Greater mobility of the population.
● Simplification of travel through the package tour.
● Growth of multinational business.
● Modern transportation technology.
● Shift in values.
● Advances in communication.
● Smaller families and changing roles.
● Growth in the number of “singles”.
● Greater credit availability through credit cards and bank loans.
● Higher educational levels.
● The growth of cities.

SUMMARY:
● Tourism and hospitality in the Renaissance period is characterized by the Grand Tour in which
scholars from both the middle and upper classes went on a three-year exploration of the capitals,
politics, culture, and society of Western Europe to enhance their education.
● There was also an increase in the popularity of “spas” in which the sick sought to be cured of their
ailments by bathing in the mineral springs.
● The Industrial Revolution stimulated pleasure travel due to increase of wealth, the creation of a
large and prosperous middle class, improvements in transportation, the need of the working class
to find relief from their work routine, and the desire of the city dwellers for relaxation and
adventure.
● The increase in the number of retirees, credit availability, growth of cities, and improvement in
transportation. The 19th century established concepts such as à la carte dining, mass feeding,
better preservation of food, ice cream parlors, and the custom of eating out.
● In the 19th and 20th century, pleasure travel continued to progress due to economic prosperity,
the introduction of the jet aircraft and the private car, and social changes and changing values
brought about by mass education. Other factors such as paid holidays, shorter workweek, and
annual holidays increased the demand for travel.
● Cesar Ritz is one of several individuals who have made outstanding contributions to the growth and
development of the tourism and hospitality industry.
● After the declaration of martial law in 1972, the tourism and hospitality industry in the Philippines
grew. The Department of Tourism, which is the NTO of the Philippines has launched several
programs for the development of the tourism and hospitality industry.
● A substantial proportion of international travel occurs within and between Europe and the United
States.
● A large number of factors have consistently influenced the growth of tourism and hospitality
including economic prosperity, availability of leisure time, higher levels of education.