Macro Perspectives in Tourism and Hospitality

Chapter 1: The meaning and importance off the Tourism and Hospitality Industry
The Relationship of Tourism and Hospitality
 The tourism and hospitality industries strongly affect one another. Several association and industry leader’s
consider the combined industries of tourisms and hospitality as “one larger industry”,

The components of this industry include:

1. Food and Beverage Services.
2. Lodging services.
3. Recreation Services.
4. Travel-Related (Tourism) Services.
The components of the tourism and hospitality network maybe independent and competitive; yet, they are
interrelated and interdependent.

- The components of the tourism and hospitality network may be independent and competitive
businesses; yet, they are interrelated and interdependent.
- The interdependence among the components is strong especially in those countries which rely on
tourism and hospitality for their economic development.
- Although the components of the tourism and hospitality network are constantly changing in
connection with labor, opportunity, and growth, the network will continue to dominate as a global
industry

The Food and Beverage Component

- The public looks for food and beverage services everywhere. In hotels, motels, airlines, airports, cruise
ships, trains, and shopping malls; therefore, there must be food servies available to them for breakfast,
lunch, dinner, and snacks:
- Some of the commercial Food and Beverage (F&B) services are:
1. Fast service restaurants
2. Ethnic restaurants
3. Specialty restaurants
4. Taverns
5. Bars
6. Kiosks
7. Vending Machines
 8. Supermarkets
9. Food Stalls
10. Food Carts
11. Food Trucks

The Lodging Component

 Lodging involves providing overnight or even long term services to guests. For many people lodging is a
place to sleep. For others, lodging facilities not only provide beds but also entertainment and recreational
facilities.
 Hence, the lodging industry component has began to accommodate several customer preferences – from
budget motels to luxury hotel and expensive resorts.
 Budget Hotels
 Luxury Hotels
 Expensive Hotels
 Lodging facilities that uses different terms but are one and the same:
1. Inns
2. Motor Hotels
3. Lodges
4. Motor Inns

Other Lodging Facilities with different classifications

1. Bed and Breakfast
2. Resort Hotel
3. Resort Condominium
4. Conference Center
5. Time Sharing
6. Campgrounds
7. Transient Trailer Parks
8. School and College Dormitories
9. Summer Camps
10. Health Spas

Other Lodging Facilities Around the World (Specialty Lodging Facilities)

1. Paradores
2. Pensione
3. Chateau
4. Ryokan

Recreation and Entertainment Components

Entertainment Originated from the traditional duties of a host to entertain his or her guests, whether they are
neighbors or travelers from other places.
Many centuries ago, innkeepers, tavern-keepers, and their descendants have attended to their guests’ needs for
entertainment by talking to their guests.
Others told stories, Some provided games such as darts, draughts, backgammon, or chess. Others employed
jugglers and traveling minstrels.
Nowadays, the concept of entertaining guests is broader. Guests are offered different kinds of entertainment and
recreational activities such as:

Travel and Tourism Components

Travel and Tourism are used together as an umbrella term to refer to those businesses that provide primary services
to travelers.
Apart from the previous discussed services, travel and tourism component also offer transportation services, and the
services of travel agencies and tour operators.

Transportation
The main purpose of transportation is to make it possible for people to go from one place to another.
There are many ways to do this…

Travel Agencies and Tour Operators

Travel Agencies and tour operators are modern additions to the travel and tourism world. Both have become
important in the survival of many businesses in the tourism and hospitality industry.

Travel Agent
1. One who sells travel services in a Travel Agency.
2. He/She sells travel services that are assembled by other into “Packages”
Package – is a bundle of related travel services offered to a buyer at a
single price.

Tour Operator
1. Are wholesalers who make necessary contacts with hotels, airlines, and other providers of travel services and
devise packages which will appeal to retail buyers.
2. Volume purchasers who are able to negotiate lower prices because of high- volume purchases. They are able to
sell tour packages at a cheaper price than the individual consumer.

Definition of Tourism
According to Hunziker and Krapf of Berne University, Switzerland.
“The Sum of the phenomena and relationships arising from the travel and stay of non-residents, insofar as they do
not lead to permanent residence and are not connected to any earning activity.”
This definition distinguishes tourism from migration, which involves taking up permanent residence. Since it
necessarily includes both travel and stay, it excludes day tours.
The definition of the Tourism Society in Britain was:
“Tourism is the temporary short-term movement of people to destinations outside the places where they normally
live and work and their activities during their stay at these destinations.”
This definition was reformulated by the Tourism in Cardiff (capital of Wales, United Kingdom)
“Tourism may be defined in terms of particular activities selected by choice and undertaken outside home
environment.”
Until in 1997, Bukart and Medlik cited five (5) main characteristics of tourism:
1. Because of its complexity, tourism is a combination of phenomena and relationships.
2. It has two (2) essential elements: the dynamic element or the journey and the static element or stay.
3. The journey and stay are to-and-fro destinations outside the place of residence and work
4. The movement to destinations is temporary and short-term, with the intention to return within a few days, weeks,
or months; and
5. Destinations are visited for purposes not connected with paid work, that is not to be employed and not for
business or vocational reasons.

Definition of Hospitality
The word “hospitality” is derived from the Latin word “Hospitare”, which means “to receive a guest”.
This phrase implies that a host is prepared to meet a guest’s basic requirement while the guest is away from home.
The requirements of a guest in these circumstances are food, beverages, lodging, or shelter.
Several related words comes from the same Latin root, including hospital, hospice, and hostel. In each of these
words, the principal meaning is a host who receives, welcomes, and caters to the needs of people who are
temporarily away from their homes.

Meaning of a Tourist
According to The League of Nations (1937)
• A person who visits a country other than in which he or she usually resides for a period of at least 24 hours.
This was held to include persons travelling for pleasure, domestic reasons or health, persons travelling to meetings
or on business, and persons visiting a country on a cruise vessel even if for less than 24hours.
In 1963, the United Nations Conference on International Travel and Tourism recommended a new definition of a
“visitor”
“Any person visiting a country other than that of earning money.”
This definition covers two classes of visitors:
1. Tourists – Temporary visitors staying at least 24 hours, whose purpose could be classified as:
a) Leisure, such as recreation, holiday, health, study, religion, or sport.
b) Business
c) Family
d) Mission
e) Meeting
2. Excursionists – Temporary visitors staying at less than 24 hours in the destination visited and not making an
overnight stay, including cruise travelers, but excluding travelers in transit.

Elements of Travel
Four (4) basic elements have been used as criteria for defining travelers and or tourists. These elements are
discussed in the following slides.

1. Distance
What must be considered under this element is the difference
between local travel or travelling within a person’s home community
 and nonlocal travel or traveling away from home.

Trip
A trip is defined as “each time a person goes to a place at least 100
miles (160 kms) away from home and returns.
2. Length of Stay at the Destination
The second basic element of travel used as a criteria for defining
travelers is the length of stay at a destination. The definition of 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 country that they visit.
3. Residence of the Traveler
The residence or origin of the traveler is the third basic element of
travel. For business and research purposes, it is important to know
where people live.
4. Purpose of Travel
The fourth basic element is the purpose of travel. It can be divided
into the following:
1. Visiting Friends and Relatives
2. Conventions, Seminars, and Meetings
3. Business
4. Outdoor Recreation – Hunting, Fishing, Boating, and Camping
5. Entertainment
6. Personal – Family, Medical, Funeral, Wedding
7. Others

Nature of a Tour
Domestic Tourism – Refers to travel taken exclusively within the national boundaries of the traveler’s country.
International Tourism – Involves the movement of people across international boundaries.
Packaged Tour – sometimes called “inclusive tour”, is an arrangement in which transport and accommodation is
bought by the tourist at an all-inclusive price and the price of the individual elements cannot be determined by the
tourist.
Independent Tour – Is an arrangement in which the tourist buys these facilities separately, either making
reservations in advance, through a travel agent or en route during his or her tour.

The Tourist Product

 A tourist product is a combination of what the tourist does at the destination and the services he or she uses
during his or her stay.
 In a narrower sense, the tourist product consists of what the tourist buys.

Characteristics of the tourist product

  It is a service – an intangible item
 It is largely psychological in its attraction
 Product tends to vary in standard and quality over time – It not like your ordinary TV set.
 The supply of the product is fixed.

Tourist Destination
The geographical unit where the tourist visits and stays.

Factors of a Tourist Destination

 Attractions
- Site Attractions – Is one in which the destination itself has appeal
- Event Attractions – Is one in which tourists are drawn to the destination solely because of what is taking
place there.
- Attractions may also be natural or man-made in classification.
Man-made Attraction Natural Attraction

Factors of a Tourist Destination cont’d.

 Amenities or Facilities – includes accommodation, food, local transport, communications, and
entertainment at the site.
Note:
Amenities will differ according to the attraction of the site. Sometimes, the amenity is itself the principal
attraction as in the case when a resort hotel is built to offer different kinds of entertainment in a previously
undeveloped.
 Accessibility – Means having regular and convenience of transport in terms of time/distance to the
destination from the originating country at a reasonable price.
Additional Notes:
If private transport is to be the means of access, tourism flow will depend upon adequate roads, gasoline stations,
and the like.
Good railways and coach services, airports, and seaports are designed to facilitate accessibility.
Accessible Tourism

Tourist Services
- With the continuous demand from the tourists, the tourism and hospitality industry gave rise to a wide
range of services in the course of a holiday.

Tourist Services offered:

Passenger Transport – Provides the means to reach the destination, as well as the movement at the destination.
Distinctions in transport are between public and private, domestic and international, and among various modes.
Land, Sea, Air.

Tourist Services offered: cont’d:

- Accommodation, Food and Beverage – Hotels are of vital concern to a large proportion of tourists.
However, many stay with their friends and relatives, and in other private accommodations; others provide
their own accommodation in the form of caravans and tents.
- At present, food and beverage operations cut across all sectors of the travel industry since eating is a
necessity, as well as pleasure for travelers.
- Entertainment, combined with amusement and recreation, is the primary reason why millions of people
travel.
 Travel Agent and Tour Operator – The Travel Agent is the distributor of the product, while the Tour
Operator is the manufacturer of the product.

Other Tourist Services include:

• Currency
• Documentation
• Information
• Sightseeing
• Shopping

Characteristics of Tourism and Hospitality

1. In tourism and hospitality, the product is not brought to the consumer; rather, the consumer has to travel and go
to the product to purchase it.
2. The products of tourism and hospitality are not used up; thus they do not exhaust the country’s natural resources.
3. Tourism and hospitality is people-oriented.
4. Tourism and Hospitality is a labor intensive industry.
5. Tourism and Hospitality is a multi dimensional phenomenon.
6. Tourism and Hospitality is seasonal.
7. The industry is dynamic.

Importance of Tourism and Hospitality

1. Contribution to the balance of payments
2. Dispersion of development
3. Effect on general economic development
4. Employment Opportunities
5. Social Benefits
6. Cultural Enrichment
7. Educational Significance
8. A vital force for peace

The history of Tourism and Hospitality

History of Tourism Industry
Early Tourism
Travel and exploration are basic to human nature. Man has traveled sine the earliest times altough 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. There are numerous references to caravans and traders in
the Old Testament. Chapters 26 and 27 of the book of Ezekiel describe trade and commerce in ancient Tyre and
recount the travels abroad made by merchants.
Early tourism has two forms: travel for business such as trading and religious travel. Throughout history,
merchants have traveled extensively in order to trade with other nations and tribes. The invention of money,
writing, and wheel by the Sumerians facilitated travel and exchange of goods. The early Phoenicians toured the
Mediterranean as traders. Both the Greeks and the Romans were well-known traders and as their respective empires
increased, travel became necessary. At this time, there was also travel for private purposes. Examples are the
Olympic Games held in 776 BC by the Greeks as well as the travel by which Romans for enjoyment and to visit
friends and relatives. The Roman traveler was largely aided by improvement in communications, first-class roads,
and inns (forerunner of modern hotels). By employing relays of horses, distance of 100 miles or more could be
covered in one day. In between distance of six miles wer mutations or stables where horse could be changed. They
are the equivalent of the present gasoline stations.
 Travel for religious reasons took the form of pilgrimages to places of worship such as Chaucer’s tale of
pilgrimage to Canterbury. Pilgrimages were made to fulfill a vow as in case of illness or of great danger or as
penance for sins. Besides Rome and Jerusalem, St.James of Galicia was the foremost destination of English
pilgrims were required to obtain and carry permits, the forerunner for the modern passport.
Tourism in the Medieval Period
During the medieval period; traveled declined. Travel, derived from the word travail became burdensome,
dangerous, and demanding during the time. After the decline of the Roman Empire in the 5th century, roads were
not maintained and they became unsafe. Thieves inflicted harm on those who dared to travel. No ne during this tie
traveled for pleasure. Crusaders and pilgrims were the only ones who traveled.
Tourism During the Renaissance and Elizabethan Eras
With the Renaissance, a few renowned universities developed so that travel for education was introduced
largely by the British. Travel for education became popular in the 16th century. Under Elizabeth I, young men
seeking positions in court were encouraged to travel to continent to widen their education. This practice was
gradually adopted by others in the lower social scale. In time, it became recognized that the eduaction of a
gentleman should be completed by a “Grand Tour” of the cultural centers of the continent which lasted for three
years.
The term was used as early as 1670. While apparently educational, the appeal became social. Pleasure-
seeking young men of leisure traveled predominantly through France and Italy to enjoy the cultures and social life
in Europe, with Venice, Florence, and Paris as the key attractions. By the end of the 18th century, the practice had
become institutionalized fo 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 terms “spa” is derived from the Wallon word espa meaning “fountain”.
Tumbridge Wells in Kent (near London) became famous as a spa in the 1660s. Travelers immersed themselves in
the healing waters. Soon, entertainment was added and dozens of watering places became resort hotels. Bath in
England, Baden-Baden in Germany, Baden in Austria, Bainesles-Basin in France, Lucca in Italy, and Karslbad and
Marienbad in Bohemia became fashionable in the 18 th and 19th centuries.
Tourism During the Industrial Revolution
The industrial Revolution brought about major changes in the scale and type of tourism development. It
brought about not only technological changes, but also essential social changes that made travel desirable as a
recreational activity. The increase in productivity, regular employment, and growing urbanization gave more people
the motivation and opportunity to go on a holiday. The emerging middle class. Combined higher incomes and
growing education into annual holidays. To escape from their responsibilities and the crowded city environment,
they traveled to the countryside or seashore for their holidays. This led to the creation of working-class resorts near
major indutria centers.
Modern Tourism
Tourism in the 19th Century
Two technological developments in the early part of the 19 th century had a great effect on the growth of
tourism. There were the introduction of the rallway and the development of the steam power. the rallroads created
not only more business by providing reliable and cheap transportation, but also more competition as various private
companies invested heavily in hotels, resorts, and entertainment facilities. Thus, tourism was transformed from a
small business catering to the elite into the start of mess market, that is, travel by a large number of individuals.
The use of steam power provided the increased mobility needed by the tourism business. Steamers on the
major rivers provided reliable and inexpensive transportation that led to the popular day-trip cruises and the growth
of coastal resorts near large industrial towns. As tourism became organized in the later years of the 19 th century, the
organization of the travel became an established institution. Travel organizers emerged. The first and most famous
of these was thomas Cook. His first excursion train trip was between Leiscester and Loughborough in 1841 with
570 passengers at a round-trip fare of one shilling. The success of this venture encouraged him to arrange similar
excursions using chartered trains. In 1866, he organized his first American tour. In 1874, he introduced “circular
notes” which were accepted by banks, hotels, shops, and restaurants. These were in effect the first travelers’ checks.
Other tour compnies which appeared in Britain at this time were Dean and Dawson in 1871, the
Polythechnic Touring Association in 1872, and Frames in 1881. In the United States, American Express was
founded by Henry Wells and Williams Fargo.
As the 19th century drew to a close, photography and guide books became popular. A huge variety of guide
for European countries at the end of the century.

Tourism in the 20th Century

At the beginning of the 20 th century, pleasure travl continued to expand, encouraged by the increasing
wealth, curiosity, and outgoing attitudes of the people as well as the inceasing ease of such movement.
World War I brought about many changes, which influenced the volume of tourism. Early post-war
properity, coupled with large scale migration, boosted the demand for international travel. Interest of foreign travel
was further enhanced by the first-hand experience of foreign countries. New form of mass communication
stimulated curiosity about other countries. In addition to the influence of posters and the press, the cinema, radio
and television widened knowledge and interest in travel.
After World War I, forms of travel began to change radically. The rallways as a means of travel declined
with the introduction of the motor car. Motorized public road transport and improved road conditions led to the
popularity of seaside tours.
World War II also led to increased interest in travel. The war had introduced combatants not only to new
countries, but also to new continents, generating new friendships and in interest in different cultures. Another
outcome of ar was the progress in aircraft technology. Air travel had become more comfortable, safer, faster, and
cheaper in comparison with other forms of transport. With the introduction of the Boeing 707 jets in 1958, the age
of air travel for the masses arrived, hastening the decline of sea travel. Improvements in air transport not only
encouraged greater transcontinental travel, but were also instrumental in the growth of international travel in the
1960s and 1970s. The earth literally shrank for the tourist, bringing distant exotic islands closer and replacing
week-long sea voyages with a few hours of air travel.
After the post-war recovery years, there was an increase in private car ownership. Travelers switched to the
use of private cars and this change affected both coach and rail services. This private car provided flexible
transportation which freed people fro the schedules and fixed routes of public transport. It encouraged the growth of
excursions and short-stay holidays. Resorts near major centers of population benefited considerably. Road
improvements brought more distant resorts closer to the major cities. Resourceful tour operators devised their own
programs of short-stay holidays for the private motorist. The demand for hired cars on holidays overseas also
increased substantially.
The post-war economic recovery provided an increase in discretionary income and leisure time, which
many people converted into increased recreation and travel. Due to labor negotiations and social legislation, the
length of official and paid holidays incresed. Governments have created more vacation time by incorporating
isolated public holidays into the familiar “long weekends” throughout the year. By the 1970s two vacations a year
were a common occurrence. The annual overseas holiday had become a necessity rather than a luxury.
As business and trade prospered in the developed countries, business travel also flourished, leading to the
demand not only for individual travel, but also for conference and incentive travel on a worldwide scal. The 1970s
have also seen the emergence of new patterns in tourism. As economic power has shifted between countries and
Japan arose. Europe, as well as the developing tourist-based economies of Asia, have benefited from the influx. The
Philippines, Thailand, Singapore, Malaysia, and Indonesia have strengthened their tourist attractions to appeal to
new markets.
Prospects for the continued growth of world tourism in the 20 th century appear to be the most promising.
Societal trends are favorable to the continued growth domestic and international tourism as a means of job creation,
economic diversification, and souce of foreign exhange. Beyond its economic significance, there is a growing
realization of the role of international travel in promoting world peace and properity.

History of the Hospitlity Industry

Ancient Period
The Sumerians
The record history of the hospitality industry began with the Sumerians, a group of people who lived in
Mesopotamia near the Perian Gulf at about 4000 BC. Since much of this area was fertile, several Sumerians
became prosperous, as well as skilled farmers and cattle breaders. The Sumerian farmers were able to produce such
as abundant harvests that they were able to sell their surplus grain to people in other parts of the region. The
sumerian invented money and writing as a means to record and settle their business transaction. The Sumerian were
the first develop trade in the modern sense of the word. In addition to growing and trading grain, the Sumerias
converted it to alcoholic beverages or beers which became the most common consumed beverages in Sumerian
society. The Sumerian beverages were safer to drink than their water.
Politically, the sumerian organized themselves into city-states. Since the states covered a large geographic
area, Sumerian traders required the services of travleres, namely, food, drinks, and shelter. Hence, local Sumerian
taverns were established making them the first hospitality business. It is most likely that the hospitality industry
began with the Sumerians 5,000 years ago in 3000BC.
These taverns served beers to the local residents. Some of these taverns attracted criminals and others who
meet at the taverns to plot crime. They were commonly tolerated. Sometimes, local or national governments
attempted to regulate them. The first recorded effort was made by Hammurabi, the king of Babylon, who ascended
the throne in 1792 BC. He made a set of laws, carved in stone, known as the Code of Hammurabi. The code
required taverns owners to report customers who planned crimes in these taverns. The penalty for failure to do so
was death. The death penalty was also imposed on those who diluted drinks with water.
Early Traders
In 2000 BC, a considerable amount of trade had developed among the people of the Middle East. Many
became traders of exotic goods. They needed hospitality services for their long journeys. Some enterprising
individuals set up caravanserai which provided food and shelter to travelers. These were the early examples of
inns. Their reputation was similar to that of the taverns of the same period. They were often dirty and infected with
bugs that travelers tried to avoid whenever possible.
Empires:3200 BC to 476 AD
From 3200 BC to 476 AD, three significants empires flourished—the Egyptians, Greek, and Roman. This
period is known to historians as the Empire Era. Each of these empires developed hospitality services for increasing
numbers of travelers.
Egyptian Empire
The Egyptian Empire developed slowly over several thousand years. By 3200 BC, various groups had been
united one government ruled by a “pharaoh”, the Egyptian term for king.
The famous pyramids or tombs fo the Pharaohs became tourist attractions that many people traveled long
distances to see. In addition to travelling to see the pyramids, people traveled to attend religious festivals. The
ancient Egyptians were the first to see that food service lodging should be provided to travelers. Thus, the ancient
Egyptians were the first to begin the activity we now call tourism and hospitality.
Greek Empire
Ancient Greek civilization began to developed about 1100 BC. It envolved in the form of independent city-
states. These city states were united by Philip of Macedonia in the middle of the third century BC. His son,
Alexander the Great, built an empire that surrounded the Mediterranean and extended as far east as India.
The Greek were dedicated travelers. Their land and sea travels made them dominant in the Meditteranean
region. Because of increased travel, some form of overnight accomodation became a necessity. Hence, inns and
taverns became common in ancient Greece. As in the Middle East, they had a bad reputation. The owners
adulterated drinks with water and engaged in criminal activities. They were looked down upon by rich and
powerful citizens.
In contrast to inns and taverns, restaurants in ancient Greece were often respected and served fine food.
Roman Empire
In 146 BC, after many years of conflict, Greece became a Roman Protectorate. Roman efforts at territorial
expansion continued. By the time, Rome had conquered most of Western Europe and the Middle East, inns and
taverns were established throughout the empire. The Romans constructed elaborate inns along the main roads for
officials and couriers of the Roman Government. Marco Polo described these inns as “fit for a king”. Some rich
landowners built their inns in their estates and were managed by household slaves. Near the cities, inns and taverns
were constructed for less wealthy citizens and were run by freemen or by retired gladiators who wanted to invest
their money in the restaurant business.
The Roman public restaurants served ordinary food to people. In the ruins of Pompeii, there are many small
restaurants that are similar to the fast-food resturants at present. They have a single basic design, and prepare and
sell the same limited menu. They may have been operated by one person, or by a small group just like a modern
small company. It is believed that the Romans were the first to establish the first restaurant chain.
In ancient Persia, larg caravans carried elaborate tents that were used along caravans routes. Frequently,
these caravans stopped at khans, a combination of stables, sleeping accomodations, and fortresses which povided
shelter from sandstorms and enemies who attacked caravans.
Medieval Period
Dark Ages
After the fall of the Roman Empire in 476 AD, innkeeping almost disappeared except local taverns and a
few inns which were scattered throughout Europe. Throughout this period, the Roman Catholic Church took over
the job of feeding and housing travelers—both religious and lay people. The monasteries of the Church were self-
sufficient enterprises. Members of the religious orders planted vegetables and herbs, raised animals for meat, and
grew grapes for wine. The most famous of these monastery-shelters was the Hospice of St. Bernard located in the
Alps, 8,110 feet above sea level. Travelers were not changed for lodging. Those who were able to pay ere expected
to give donations.
In Europe, Charlemagne established rest houses for pilgrims. The main purpose was to protect pilgrims and
provide hospitality on their routes. A very good example of a rest house was the Abbey at Roncesvalles which
provided services such as a warm welcome at the door, free bread, cellars full of fruit and almonds, two hospices
with beds for the sick and even a consecrated burial ground.
Medieval guilds held open houses to receive pilgrims. Accommodations in medieval guilds were similar to
those of the monasteries. A good example is the Steelyard, a residence in London operated by the Hanseatic
League.
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 monasteries were “overbooked". The Church
continued to provide hospitality to the poor sincce Christian charity was an important element in the Chruch’s
mission. It continued to provide to the rich nobles who made large financial contributions. The middle class who
could not give large contributions or claim poverty found it very difficult to find accommodation in the
monasteries. 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 differed greatly in
different countries and regions.
Renaissance: 1350 AD to 1600 AD
During the Renaissance, there were no restaurants or dining establishments. In England, there were taverns,
pubs, and inns. None of these served food. They were generally avoided by the upper classes who dined and
entertained in their homes.
Concern about table manners increased during the period and rules to be observed at the dinner table
developed. People were instructed not to put food on their plate using their fingers because such beavior is
unpleasant and annoying. Burping at the dinner table was considered unacceptable.
Early Modern Period: 1600 AD to 1800 AD
In the sixteenth century, a type of eating place for commoners called an ordinary appeard in England.
These places were taverns that served a fixed price, fixed menu meal.
During this era, coffee and tea began to influence the culinary habits of Western Europe. Tea developed
slower than coffee as a common beverage. It became widespread in England.
During the next century, coffee houses were built all over Europe. In Venice the famous café Florian on the
Pizza San Marco was constructed. The first English Coffee house was in St. Michael’s Alley, London in 1652. In
1683, Kolshitski opened the coffee house in Central Europe. It was in the coffee house in Central Europe. It was in
this coffee house that the first cup of coffee weetened with honey and milk was served. Coffee houses became
social and library centers as well as the forerunners of cafes and coffee shops at present. They also helped reduce
drunkenness in the European continent.
The advent of stagecoach travel revolutionized hospitality on the road. With the introduction of the
stagecoach, regular stagecoach routes were established, followed by the building of the stagecoach of coaching
inns. At the coaching inns, tired horses were exchanged with fresh horses and stagecoach passengers were fed and
gien the opportunity to rest overnight. Travel was difficult because the roads were full of potholes and normally
soaked in mud.
Other developments of thee period included an increase in the quality of inns the application of English
common law to the hospitality industrry, and in France, the reintroduction of restaurants for public dining.
English common law forms the basis of US law. Many of principles developed in England in the
seventeenth century and still enforced in the United States at present. Before the application of the common law to
inns in the 1600s, innkeepers ran their inns as they chose. Many would refuse to accommodate travelers, although
rooms were available. Some did this because they did not like the appearance of the traveler. Others did not like to
be disturbed while sleeping at the night. Other innkeepers connived with guesys who would harm or steal fromm
other unsuspecting guests.
Early common law required innkeepers to receive all travelers, provided that the innkeeper had available
space and that travelers were in fit condition. This meant that they were not sick, drunk, dishonest, or exhibiting
unpleasant behavior. Later, common law established two principles which are now considerred basic in the
hospitality industry—the inkeeper should insure the guests property and provide for the guests’ safety. These
principles are still followed in our laws at present.
By the 1700s, the inns in England were much safer and more comfortable. The mails were an important
element in the development of the hospitality industry. Until the late 1700s, the mail in England was carried on
horseback by messengers known as post-boys who were able to ride six miles per hour. A letter usually took
several days to reach 100 miles. Mail-carrying was transferred to stagecoaches which were supposed to deliver mail
within specific amounts of time. They ran at full speed for ten miles and stopped at a post-house to change horses.
 Post-houses were similar to the coaching inns. They were equipped to feed driveers and passengers and
accommodate them overnight. They were located along the coach routes to ensure a steady supply of costumers
who arrived by stagecoach.
Until the late eighteenth century, they were no public restaurants. In England, there were coffee houses
where one could get light snacks. There were taverns that 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 sservicce ele ment of the hospitality industy 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”. Soups and broths had the ability to restore energy to people
who are tired and weak. Boulanger decided to add an item in his product—a dish made of sheep’s feet with a sauce.
The traiteurs members of a caterers’ guild who prepared roasts and meats for consumption in private homes,
objected on the grounds that Boulanger was preparing and selling a ragout and that only traiteurs were allowed to
sell ragouts and similar foods under existing French law. They filed a case against Boulanger in court.
After a careful study of the traiteurs position, the court decided that Boulanger’s selling of the dish did not
violate the French law. The case created much publicity and led to decree which authorized both traiteurs and
restaurateurs to serve guests within their establishments. This led to the establishment of public dining rooms
where guests are seated and served with the food and drinks of their choice. Boulanger is recognized as the first to
create the first restaurant, an establishment open to the public with a dining room where a variety of foods could be
bought and consumed.
In the late eigtheenth century, the restaurant business flourished. During the French Revolution, the
common people of France revolved against the monarchy who took control of the government and properties of the
aristocrats, many of whom were executed. Cooks and chefs who had been employed by the aristocrats suddenly lost
their jobs. The unemployed cooks and chefs opened food-service establishment to earn a living. After the French
Revolution, the number of restaurants increased in Paris and other parts of the world.
Another type of food-service establishment which developed in France was the café. Café is tha French
word of “coffee”. These cafes were the French equivalent of the English coffee houses. At first, they only served
snacks just as the English did. Later, the owners of these establishments used their highly developed culinary skills
to prepare more elaborate items which delighted their customers.
These developments in France in the late eighteenth century marked the beginning of the modern restaurant
industry.
The industrial Era: from 1800
The industrial Revolution, which dates from the mid 1700s, started in England. The development of
railroad networks, first in England, then in other countries, had a greater effect on the hospitality industry than any
other development since the fall of the Roman Empire. The establishment of railroad stations became excellent
locations for new hospitality business in England and other countries that developed rail networks. Inns, taverns,
restaurants, and hotels opened near railroad stations. In England, examples include the Charing Cross Hotel, the St.
Pancras Hotel in London, and the Queens Hotel in Birmingham. In Scotland, there were St. Enoch’s Hotel in
Glasgow and the Station Hotel in Perth. In the United States, Biltmore Hotel and the Commodore Hotel were built
in New York City near the Grand Central Station.
Modern Period
Nineteenth century
In the last quarter of the nineteenth century, public dining was not popular. Many hotels were constructed
without dining facilities. Hotel guests took their meals in their rooms. In 1875, a dining facility was opened in the
Albemarle Hotel in London. By this time, the term restaurant referred to the dining room of a hotel.
 Some notable Personalities in the Tourism and Hospitality Industry In History
Thomas Cook
- Thomas Cook was 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 present to refer to a tour that goes to many places and stops
briefly at each place.
Howard Dearing Johnson
- Howard Johnson was the pineer of Brand Leveraging. He was one of the first to introduce franchising is the
1930s.
- At present, Howard Johnson is one of the famous names in the restaurant and hotel businesses.
J. Williard Marriott
- J. Williard Marriott the Marriott corporation which has continued to be an important asset to the hospitality
industry. Through his strong faith and determination.
- J. Williard Marriott began with a root beer stand which was founded by necessity and built it into a
multibillion-dollar industry.
Ray Kroc
- Ray Kroc has been the most financially successful of all hospitality entrepreneurs. He founded the Mc
Donald’s Corporation, a multibillion dollar industry, through his strong dedication, organizational skills,
perseverance, and incredible aptitude for marketing.
- Kroc developed several operational guideliness such as Quality Service Cleanliness and Value or QSC&V
Kroc’s motto “never be idle a moment” was also incorporated into the business.
Isadore Sharp
- Isadore Sharp, a first generation canadian was the founder of Four Seasons regent Hotels, the world’s
largest hotel chain and a multibillion-dollar global hotel empire. The success of the Four Seasons Regents
Hotels is largerly due to the drive, determination, and personal taste and style of Isadore Sharp.
Ruth Fertel
- Ruth Fertek was the founder of Chris Steak House, the largest upscale restaurant chain in the United States.
It has 59 operations—54 in the U.S and Puerto Rico and five internationally. It sells more than 11,000
steaks daily with a gross income of two hundred million dollars a year. Because of the volume, Ruth Fertel
is the most successful woman restaurateur at present.

Origins of Tourism and Hospitality in the Philippines

Tourism and hospitality in the Philippines began when the original inhabitants of the country
roamed around in search of food. Inter-tribe travel occurred, although the mode of travel was crude.
A more recognizable form of tourism and hospitality appeared in the Philippines when the country
was discovered by Ferdinand Magellan and when galleons or wooden boats sailed between Mexico and the
Philippines during the galleon trade.
During the American occupation of the Philippines, Americans were able to reach Manila after
two weeks on board the Pan-American Airways air clippers.
In the 1920’s, the steamship and the airline pioneers, the “China Clipper” and the “Manila
Clipper”, brought some passengers to Manila via Hong Kong.
 The introduction of more comfortable and faster means of transportation gave the early impetus
for tourism and hospitality in the Philippines.
Travelers from the U.S., China, Japan, and Europe were provided inland tours by entrepreneurs
with their unregistered private cars and coaches called “colorum”
Colorum means illegal tour handling and the illegal use of private vehicle for public use. It was
tolerated by the government authorities at the time since tourism was not yet developed.
Although there were already visitor arrivals from other countries, there were no tour operators not
travel agencies which existed formally. There were some offices like American Express International which
informally arranged land tours for foreign travelers.
Steamship offices endored tourists to private car and coach operators (colorum) who rented their
vehicles directly to tourists. The drivers of these vehicles served as tour guides even without any formal
training in tour guiding.
There were only a few tourist attractions and destinations in the Philippines. These were:
 Manila
 Pagsanjan Falls
 Laguna Lake
 Tagaytay and Taal Volcano
 Mt. mayon
 Legazpi
 Baguio
 Banaue
 Cebu City
 Zamboanga City

It was difficult to measure tourist activities before World War II, since there were no statistical
records and data available at this time. in 1947, a more orderly tourism activity started. Steamships and
airlines began to service the Philippines from other countries; thus, giving impetus to tourism and
hospitality.
In 1952, the first tourism and hospitality association in the Philippines was organized. This was the
Philippine Tourist and Travel Association (PTTA) which was organized to put together all existing
travel establishments serving both domestic and International travelers.
The PTTA was funded by the government to promote the country’s tourism and hospitality
industry. Later the government organized the Board of Tourism and Tourist Industry (BBTI) to
regulate, supervise, and control the tourist industry and to subsidize the PTTA as it promotional arm.
In the late 1950s, more hotels and restaurants and entertainment facilities were established.
The Philippines had undergone economic, social, and political crises starting in the 1960s up to the
1970s, which hindered the development and promotion of tourism and hospitality.
Accommodations were inadequate and airline companies were not given much incentive to
rpomote the Philippines as a visitor destination.
Due to the turbulent conditions in the country, the tourist industry was denied the peace and order,
sanitation, financial support, and other important factors for tourism and hospitality development.
It was only in 1972, after the declaration of martial law, when tourism and hospitality in the
Philippines prospered. This was due to favorable conditions, such as safety of tourism and hospitality,
better services and sanitation facilities, more financial support from the government, and the vigorous
cooperation of the private sector.
Thus, the 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 70s.
 Tourism and hospitality in the Philippines at present is the result of the continuous development
and promotion of tourism and hospitality from 1950 to the present.
However, the growth in the tourism and hospitality industry is not very spectacular compared to
our neighboring countries in terms of tourist arrivals.
Records show that the Philippines is still in the Tail-end of arrivals compared to other Asian
destination, such as Hong Kong, Singapore, Thailand, Korea, Taiwan, and Japan.

The National Tourism Organization (NTO) of the Philippines or the