MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY 2022

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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY 2022

Introduction

This is designed to give a clear and whole overview of Tourism and Hospitality as an ecosystem and goes beyond
the usual closed-concept of tourism. This module introduces the concepts and terms that are common throughout
the different sectors. It also intends to develop, update and maintain local knowledge as well as tourism industry
knowledge. It shows the structure and scope of tourism as well as the impact of Tourism as an industry relation
to the world economy and society. It also illustrates the effects of the convergence of tourism with the other local
industries and let the students appreciate it’s multiplier effect in various fronts. This module discusses the
subject’s major factors that influence the history and future of tourism in the world and in the Philippines. It also
introduces the sustainable goals of tourism and discusses, among others, how to develop protective environments
for children in tourism destinations; to observe and perform risk migration activities. The students will also learn
to appreciate the key global organizations and the roles they play in influencing and monitoring tourism trends.
The activities in this module will make the students relate in world of tourism and hospitality.

Chapter 1

Learning Outcomes:

 Explain the relationship of tourism and hospitality

 Discuss the components of the tourism and hospitality industry
 Define Tourism and Hospitality
 Differentiate Tourists from excursionists
 Understand the various elements of travel; used as criteria for defining travellers and/or tourists;
 Explain the nature of a tour

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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY 2022

Discussion

The Relationship of Tourism and Hospitality

The tourism and hospitality industries strongly affect one another. Several associations and industry leaders
consider the combined industries of tourism and hospitality as one large industry-the tourism and
hospitality industry. The components of this large industry include: 1. Food and Beverage
services 2. Lodging services 3. Recreation services and 4. Travel-related (tourism) services.

These components constitute the tourism and hospitality network.

Network means a complicated interconnection of parts or components.

The components of the tourism and hospitality network may be

Image Source:
https://www.google.com/url?sa=i&url=https%3A independent and competitive businesses; yet they are interrelated and
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%2Fthm-201-2-tourism-in-perspectives-chapter- independent. The interdependence among the components is strong
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economic development. These components constantly changing in connection with labor, opportunity, and
growth, the network will continue to dominate as a global industry.

Tourism and Hospitality Network Components

1. Food and Beverage Component

The public looks for food and beverage services everywhere—in hotels, motels,
airlines, airports, cruise ships, trains, and shopping malls. There must be food
service available to them for breakfast, lunch, dinner and snacks.

There are commercial restaurants that provide food and beverage services such Source: http://www.lbpce.ca/foodbeverage
as fast service restaurants, ethnic restaurants, and specialty restaurants. Aside from restaurants, taverns, bars,
kiosk, vending machines, supermarkets, food stalls, food carts and food trucks now offer food and beverage
services.

2. Lodging Component
Miracle Resort Hotel
Lodging involves providing overnight or even long-term services to guests.
Lodging is a place to sleep and its facilities also provides entertainment and

Lodging facilities such as inns, motor hotels, lodges, or motor inns are hotels
and motels that use different names. There are lodging establishments that

Source: https://www.trivago.com.ph/lara-
use different terms such as bed and breakfast, resort hotel, resort
32149/hotel/miracle-resort-hotel-96959
condominium, conference center and time-sharing. There are lodging establishments that offer special facilities
such as the ski lodges in Colorado and casino hotels in Las Vegas and Atlantic City.

Campgrounds, transient trailer parks, school and college dormitories, summer camps and health spas also attend
to the lodging needs of those who are away from home.

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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY 2022

The lodging establishments of some countries below:

Source: https://www.afar.com/magazine/spains- Source:https://www.walksofitaly.com/blog/ www.celticcastles.com/explore/

parador-hotels-are-perfect-for-history-and- travel-tips/italy-budget-travel-cheap- castles/castle-hotels/france/
culture-fans accommodation

Parador- an old Spanish monastery Pension or Pensione- a French Chateau- a French castle or
or castle that was converted to a hotel; or Italian home in which guests are elegant country home used as

provided with a room and board; hotel.

3. Recreation and Entertainment Component

Entertainment originated from the traditional duties of a host to entertain his or her
guests, whether they are neighbors or travelers from other places. The host has
always felt the obligation to attend to the needs of his or her guests not only food
and beverages and lodging but also for entertainment.
Source:https://www.gutenberg.org/files/
31195/31195-h/31195-h.htm
Centuries ago, innkeepers, tavern-keepers and their
descendants have attended to their guest’s needs for entertainment by talking, telling
stories, providing games such as darts, draughts, backgammon or chess, engaging
performers and traveling minstrels to their guests. trip-alps.html

Recent concept of entertaining guests is broader. Guests are offered different kinds
of entertainment and recreational activities such as golf, tennis, hiking, boating, swimming, handball, casino
gambling and concerts.

3. Travel and Tourism Component

Travel and tourism are used together as a term to refer to those businesses that
provide primary services to travelers. These includes not only food and beverage
services, lodging services, recreation and entertainment services but also
transportation services and the services of the travel agencies and tour operators.
Source: https://www.chinesetouristagency.com/how-
russian-can-win-chinese-travelers-heart/

4. Transportation Component

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, from primitive and simple to modern and complex. The common means of transportation
are automobiles, recreational vehicles, buses, trains, ships and airplanes.

5. Travel Agencies and Tour Operators Component https://www.dreamstime.com/stock-illustration-

travel-transportation-globe-white-background-d-
Travel agencies and tour operators are modern additions to the travel and render-image58875710
tourism world. Both have become important in the survival of many
businesses in the tourism and hospitality industry.
A travel agent is one who sells travel services in travel agency. He or she sells travel services that are
assembled by others into “packages.” In travel business, a package is bundle of related travel services
offered to a buyer at a single price. Tour operators are wholesalers who make the necessary contacts
with hotels, airlines, and other providers of travel services and devise packages which will appeal to
retail buyers. They are volume purchasers who are able to negotiate lower prices because of their
high-volume purchases. They are able to sell tour packages at a cheaper price than the individual
consumer.

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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY 2022

THE MEANING OF MACRO, IMPORTANCE OF TOURISM & HOSPITALITY

Source:https://www.bloomberg.com/news/articles/ Source:https://www.nytimes.com/2020/05/08/ Source: https://ramboll.com/ingenuity/travel-tourism-and-

2019-05-30/amsterdam-asks-travelers-to-clean-up-their-
travel/travel-reopenings-virus.html impact-on-cities-covid-19
act

Macro means whole. In economics, macroeconomics is the study of the whole economy. It includes all buying
and selling, all production and consumption, and everything that happens in the economy. (Cortes, 2020)

Definition of Tourism

Tourism Society defined Tourism as a short-term movement of people to destinations outside the
places where they normally live and work and their activities during their stay as these
destinations. (Cruz, 2013).

Burkart and Medik cited Five Main Characteristics of Tourism:

1. Tourism is a combination of phenomena and relationship.

2. Two essential elements: Dynamic element (journey) and static element (stay)
3. The journey and stay are to and from destinations outside their place of residence and work.
4. Temporary or short term movement with the intention to return within few days, weeks or months.
5. Destinations are visited for purposes not connected with paid work, not to be employed or for business.

Definition of Hospitality

The word “hospitality” is derived from the latin word “hospitare” which means “to
receive as a guest.” This phrase implies that a host is prepared to meet a guest’s basic
requirements while the guest is away from home. trends/10-trends-will-shape-hospitality-
industry-2018

Several related words come from the same Latin root, including hospital, hospice and hostel. The principal
meaning of these words is a host who receives, welcomes, and caters to the needs of people who are temporarily
away from their homes.

Two Classes of visitors:

1. Tourists- Temporary visitors staying for at least 24 hours, whose purpose could be
classified as leisure, business, family, mission and meeting.

For example: Miss Fernandez is staying overnight at Boracay Island for leisure. Sourcehttps://therockofrochester.com/
minnesotas-best-free-tourist-attraction-just-an-
hour-from-rochester/
2. Excursionists- Temporary visitors staying less than 24 hours in the destination
visited and not making an overnight stay, including cruise travellers but excluding
travellers in transit.

For example: Miss Fernandez is staying at the Iloilo city for a tour half day.

ELEMENTS OF TRAVEL guides/united-airlines-excursionist-perk-

still-works/

Four basic elements have been used as criteria for defining travellers and or tourists:

1. Distance- It is the difference between local travel or travelling within a person’s home community and
non-local travel or travelling away from home. It excludes commuting to and from work and change in
residence.

2. Length of Stay at the Destination- The stay of the traveller either overnight or less than 24 hours.

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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY 2022

3. Residence of Traveller- For business and research purposes, it’s very important to know where people
live.
4. Purpose of Travel- It can be divided into seven:

1. Visiting friends and relatives; 5. Entertainment (example: sightseeing,

2. Conventions, seminars and meetings; theatre, sports;
3. Business 6. Personal-family, medical, funeral,
4. Outdoor recreation (example: hunting, wedding;
fishing, boating and campaigning; 7. Others

The Nature of a Tour

Domestic Tourism refers to the travel taken exclusively within the national boundaries of the travel’s country.

For example: Capiznon will travel to Davao.

International Tourism involves the movement of people across the international boundaries.

For example: Filipinos will travel to South Korea.

A package tour maybe individual or group. An independent inclusive tour is one in which the tourist travels to his
destination individually. Group inclusive tour- he travels in the company of other tourists.

THE TOURIST DESTINATION

Tourist destination is a geographical unit where the tourist visits and stays. It may be a village, a town, a city,
a district, a region, an island, a country or continent.

The success of tourist depends on the interrelationship of three basic factors;

1. Attraction: It may be a site and event attractions.

Site attractions is one in which the destination
itself has appeal. Example: Roxas river, Boracay
resort, Iloilo River, Chocolate Hills
Event attraction: It is one in which tourists are
drawn to the destination solely because of what is
taking place there. Example: Ati-atihan festival,
Olympic games, Dinagyang Festival
Attraction may also be natural or man-made.
Natural Attractions: It includes mountains,
beaches and climatic features such as sunshine and
pure air. Example: Fuji Mountain, Mayon Volcano
Man-made Attractions: It includes buildings of
historical or architectural interest. Example:
Disneyland, Panayanon Church

2. Amenities or Facilities: It includes accommodation, food, local transport, communications and

entertainment at the site. It may differ according to the attraction of the site.

3. Accessibility: It means having regular and convenience of transport. Good railways and coach services,
airport, seaports are designed to facilitate accessibility.

TOURIST SERVICES

1. Passenger transport

The principal tourist services which provides the means to reach destination and the movement at the
destination. Distinctions in transport are between public and private, domestic and international and the various
modes-land, sea and air.

2. Accommodation, food and beverage and entertainment

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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY 2022

It constitutes the second group of tourist services. Hotels are of vital concern to a large proportion of tourists.
However, many stay with friends and relatives, other private accommodations and other provide their own
accommodation in form of caravans and tents.

Presently, food and beverage operations cut across all sectors of the travel industry since eating is necessity and
as pleasure for travelers.

Entertainment combined with amusement and recreation, is the primary reason why millions of people travel.

3. Travel agent and tour operator services

The third group of tourist services in which the travel agent is the distributor of the product while the tour
operator is the manufacturer of the product.
The travel agent provides accommodation while the tour operator combines the individual components of a
holiday into a product, which is then sold to the public through travel agents.

4. Other tourist services

This tourist services includes currency, documentation, information, sightseeing and shopping.

Importance of Tourism and Hospitality

1. Contribution to the balance payments Tourism is a source of employment. It creates job

because it’s labor-intensive.
Tourism can help correct the balance of
payments deficit of many countries by 5. Social Benefits
earning the much needed foreign currency
in international trade. Social exchange takes place when
tourists come in contact with the inhabitants
For example: Tourism industry has helped of the places they visit.
reduced the countries deficit: Spain, Mexico,
Thailand, Hongkong, Singapore, etc.
6. Cultural Enrichment
2. Dispersion of development
Tourism emphasizes a sharing and
International Tourism is the best means appreciation of cultures.
to spread wealth among countries; thus
bridging the economic gap of the rich and
the poor. 7. Educational Significance

Tourism enhances one’s education

3. Effect on general economic
development
Expenditures by tourists can have
beneficial effects on all economic sectors
and can lead to the development of different
industries and other economic activities.
4. Employment Opportunities
through exchange of ideas by attending
international conferences, seminars and
study trips.
8. A vital force for peace
Properly designed and developed tourism can help
bridge the psychological and cultural distances that
separate people of different races, colors, religions.

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EVALUATION

Name: Contact Number:

Course, Year & Section: Facebook Name:
Age: Email Address:

Course Facilitator: MAY JOY L. FERNANDEZ

Activity 1: Essay. Choose one out of 5 questions to answer. (At least 10 sentences
explanation) (15 points)

1. Discuss the relationship of the Tourism and Hospitality.

2. Why is that we need to know the Elements of Travel?

3. What are the lodging establishments that you know? Tell me more about it?
4. Differentiate the two classes of visitors.
5. Discuss the importance of tourism and hospitality.
Question:___________________________________________________________

Answer:

____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
____________________________________________________________________________________________
______________________________

Activity 2: Name the tourist destinations that starts with the letter: (1 point for each destination)
For example: R- Roxas City, Romblon, Ruins in Bacolod City.

1. B- 8. P- 15. V-
2. D- 9. W- 16. S-
3. M- 10. T- 17. Q-
4. C- 11. O- 18. J-
5. A- 12. N- 19. H-
6. S- 13. E- 20. L-
7. I- 14. F-

Activity No. 3. Select a local tourist destination that you know. Make a research on the
following: (25 points). Provide another paper for this.

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a. What are the destinations that can be found in your place?

b. What type of visitor is usually coming to that destination?
c. What are the features and facilities that you can find in that destination?

Chapter 2

Learning Outcomes:

 Describe the history of tourism and hospitality industry;

 Explain the origin of tourism and hospitality in the Philippines;
 Know the pioneers of tourism and hospitality industry.

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Early Tourism

Tourism is derived from the Hebrew word TORAH which means STUDYING, LEARNING AND SEARCHING.

Tourism can be traced in the ancestry in Old Testament with Noah with his ark in which the passengers are animals.

Early tourism has two forms of travel:

1. Travel for business such as trading

2. Religious Travel

 Sumerians facilitated the travel and exchanged of goods. The invention of money, writing and wheel.
 Early Phoenicians toured the Mediterranean as traders.
 Both Greek and Romans were well-known traders and as empires increased, travel became necessary.
 Greeks held the Olympic Games during 776 BCE.
 Roman traveller was largely aided by improvement in communications, first class roads and inns.
 Religious travel 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. St.
James of Galicia was the foremost destination of English pilgrims in the 14 th century.
 1388- English pilgrims were required to obtain and carry permits, the forerunner for modern passport.

TOURISM DURING MEDIEVAL PERIOD

 Travel was declined.

 Travel, derived from the word travail, became burdensome, dangerous and demanding during this period.
 After the collapse of Roman Empire; no one travelled for pleasure due to political instability.
 Lack of extensive trade and commerce, poor roads
 Inefficient transportation and the spread of highway robbers who preyed on travellers.
 Thieves inflicted harm on those who dared to travel.
 Crusaders and pilgrims were the only ones who travelled.

TOURISM IN THE RENAISSANCE PERIOD

 Travel for education was introduced by British and became popular at 16 th century. Under Elizabeth I, young
men seeking positions in court were encourage to travel to the continent to widen their education.
 It became recognized that the education by the gentleman should be completed 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.

 The spas or medicinal baths became popular more in which sick sought to be cured of their ailments by
bathing in the mineral springs. The word “spa” is derived from the Walloon word espa meaning “fountain”

TOURISM DURING THE INDUSTRIAL REVOLUTION

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 People travel for pleasure due to an increase of wealth, the creation of a large and prosperous middle
class, class, improvements of transportation, the need of the working class to find relief from their work routine
and the desire of the city dwellers for relaxation and an adventure.

 It brought technological advance and 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 on holiday. This lead to the creation of working class resorts near major industrial centers.

MODERN TOURISM

TOURISM IN THE 19th CENTURY

 Two technological developments in the early part of the 19th century had great effect in growth of
tourism.
 These were introduction of railway and development of steam power.
 More competitions as various private companies invested heavily in hotels, resorts and entertainment
facilities.
 Tourism was transformed from a small business catering to the elite into the start of a mass market
which is travelled by large number of individuals.
 Steamers on the major rivers provided reliable and inexpensive transportation that lead to popular day-
trip cruises
 The growth of coastal resorts near large industrial towns.
 Travel organizers emerged.
 Thomas Cook first excursion train trip between Leicester and Loughborough in 1841 with 570
passengers at a round-trip fare in one shilling. He organized first American tour in 1866 and
introduced circular notes in 1874. These were in effect the first traveller’s checks.

 Other tour companies appeared in this time:

o Dean and Dawson appeared in Britain in 1871.
o Polytechnic Touring Association in 1872.
o Frames in 1881.
o Wells and William Fargo founded the American Express in the United States.
o Photography and guide books became popular.
o Baedecker, first published in 1839 which became the leading guide for European countries at the
end of century.

TOURISM IN THE 20th CENTURY

 Pleasure for travel continued to progress due to economic prosperity.

 World War I influenced the volume of tourism.
 Early post-war prosperity, coupled with large-scale migration boosted the demand for international
travel.
 Interest in foreign travel was enhanced further by first-hand experience of foreign countries.

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 New forms of mass communication stimulated curiosity about other countries.

 Influence of posters and the press, cinema, radio and television widened knowledge and interest in
travel.
 The introduction of jet aircraft and the private car, social changes and changing values brought by mass
education.
 After World War 1, Motor car was introduced. Motorized public road transport and improved road
conditions led the popularity of seaside tours.
 World War II, introduced combatants generates new friendships and interest in different cultures.
 Progress in aircraft technology. Air travel had become more comfortable, safer, faster and cheaper.
 Introduction of Boeing 707 jets in 1958 which declines the sea travel.
 Improvements of air transport are instrumental growth of international travel in the 1960’s and 1970’s.
 Increase in private car ownerships.
 Hotels also devised flexible packages aimed at the private motorist at home and abroad.
 Factors such as paid holidays, shorter, workweek, annual holidays increased the demand for travel.
 Governments of many nations are encouraging the growth of both domestic and international tourism as
means of job creation, economic diversification and source of foreign exchange.

History of the Hospitality Industry

Hospitality is nearly as old as humanity. From the earliest caves to inns, staging posts, motels, and
resorts—today, the hospitality industry is thriving, with something like 187,000 hotels around the
world. Below is a timeline of some important milestones in the development of the hospitality industry.

15,000 BCE The Lascaux caves in France are the first shelter in history that provably accommodated
people of a different tribe.

Classical antiquity In ancient Greece and Rome, spas and bathhouses often provided sleeping facilities and
were popular attractions for those seeking rest and relaxation. A bordello in Classical
Pompeii is considered to be the first hospitality establishment that charged for lodging.

Middle Ages— In Japan, the first two hotels in history (guest houses called ryokans) were built in the
early 700s. In the Middle East, caravanserais were a resting place for caravans along
the Silk Road, and refuges served pilgrims and crusaders on their way to the Holy Land.
In China and Mongolia, staging posts provided shelter for couriers and allowed horses to
be changed more easily.
In Europe, cloisters and abbeys provided free accommodation to travelers. Gradually,
inns and guesthouses began to open on popular trade routes to provide lodging for
traveling merchants and their horses.

1600s More than 600 inns were registered in England; the English and French governments
began to introduce laws regulating them. Thermal spas with lodging were developed at
Karlovy Vary in the Czech Republic. The first guidebooks for travelers were published in
France.

Early 1700s Masonic Lodges began to appear in North America. In Paris, the Place Vendôme offered
the first example of a multiple-use architectural complex, including boutiques, offices,
apartments, and hotels.

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1760s— The Industrial Revolution spurred the construction of hotels across Europe and the
United States.

Early 1800s The first modern hotel built in England, with a full complement of facilities, was the Royal
Hotel in Plymouth. Holiday resorts began to flourish along the French and Italian rivieras. In
Japan, ryokan guest houses proliferated; in India, dak bungalows run by the British
government served travelers.

1829 The Tremont House in Boston was the first hotel to provide inside toilets, locks on the doors,
and bellboys.

1832 Holt’s Hotel boasted the first steam-powered elevator in New York City.

1862 Le Grand Hôtel Paris opened, the largest and most luxurious in Europe, decorated by top
painters.
1870 The Palmer House Hotel in Chicago was the first hotel built to be fire resistant and the first
to offer telephones in all its rooms.
1873 The Palais Württemberg in Vienna was transformed into the Hotel Imperial, a superb luxury
residence for the notables of the era.
1888 The Hotel Victoria in Kansas City, Missouri, was the first to offer an en suite bathroom with
every room.
1893 The first school for hoteliers, Ecole hôtelière de Lausanne, was founded in Lausanne,
Switzerland. That same year, the Waldorf Astoria in New York opened its doors. It was the
first hotel to offer room service; its maître d’ created the Waldorf salad.
Early 20th The early years of the twentieth century saw the construction of new luxury hotels:  The Ritz
century in Madrid, the Savoy in London, the Beau Rivage Palace in Lausanne, the Plaza in New York,
the Métropole in Brussels, the Plaza-Athenée in Paris, the Taj Mahal in Bombay, etc. During
this period, Switzerland built its first ski resorts.
1923 La Mamounia was built among gardens in Marrakech, Morocco; many considered it to be the
most beautiful hotel in the world.
1927 Hot Shoppes was founded in Washington, D.C., a hospitality company that later became
Marriott Corp.
1950s After the Great Depression and the war, the fifties saw a second boom in the hotel industry,
including the advent of Club Med, the first casino hotels, the first hotels developed by airline
companies, and new resorts flourishing around the Mediterranean. In the United States,
Holiday Inn and Howard Johnson’s motor lodges were founded; 35,000 motels were built
between 1939 and 1960.
Latter half of Thanks to various social and economic factors, middle-class people had more time and
the 20th money to indulge in travel. Hotels began to diversify, catering to different budgets and
century interests (spas, casinos, motels, hostels, resorts, conference hotels) and offering a more
varied range of services.

1970 Hotels catering to business people began to proliferate, especially in the Middle East, Europe,
and North America.

1980s The third boom in the hotel industry began in 1980. International hotel chains (mostly
American) expand in Europe, the Middle East, and Asia.

1987 Kendall College launched its Bachelor’s in Hotel and Restaurant Management program, which
later evolves into a Bachelor’s in Hospitality Management.

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Digital age Software companies began developing new tools for the hospitality industry that are still
evolving today, including customer databases and systems for reservations, room and
housekeeping management, customer preferences, loyalty programs and more.

1993 The travel industry was quick to take advantage of the advent of the Internet, giving
customers the opportunity to compare, book and review hotels from their home computer.

1997 Hotel Adlon Berlin, destroyed in 1945, is rebuilt for $260 million on its original site facing the
Brandenburg Gate. Its exterior is a virtual replica of the original; inside, the rooms are the
ultimate in luxury.

Early 21st Global corporate hotel chains merge and acquire each other. InterContinental Hotel Group
century now owns Holiday Inn and Crowne Plaza; Marriot owns Renaissance; AccorHotels owns the
brands Raffles, Sofitel and Novotel.

2009 AirBnB is founded, challenging the hotel industry by attracting tourists and taking market
share. Hotels respond with creative marketing approaches, including social media campaigns
and personalized customer experiences created through smart devices.

2014 The Waldorf Astoria New York is sold to the Chinese Anbang Insurance Group for $1.95
billion, the most ever paid for a hotel.

2015 The First World Hotel in Pahang, Malaysia, expands to become the largest hotel in the
world, with 7351 rooms.

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 of the development of the tourism and hospitality industry.

CESAR RITZ ELLSWORTH THOMAS COOK CONRAD HILTON J. WILLARD

MILTON STATLER MARRIOT

He became the
general manager of
He is considered to be
the Savoy Hotel in He was once recognized
London, one of the the premier hotel-man
as “the biggest hotel man
most famous and of all time. He brought
in the world.” He was
luxurious hotels in a high standard of
described by the New
the world. comfort and He is recognized as York Times as the He founded the
convenience to the the first “master of hotel finance.” Marriott
middle class traveler professional travel He was careful not to Corporation which
of an affordable price. agent. He was the over-finance and had a has continued to be
He was the first to put founder of the flawless sense of timing. an important asset
telephones and radios world’s first travel In 1954, he formed the to the hospitality
in every guest room agency. He is first major chain of industry. Through
together with full- credited for making American hotels-a group his strong faith and
length mirrors, built-in the world travel of hotels which followed determination, J.
closets, and a special possible for the the standard operating Willard Marriott
faucet for ice water. middle class. The procedures. began with root
phrase “Cook’s
beer stand which
tour” is still used at
was founded by
present to refer to
necessity and built
a tour that goes to
it into multibillion-
many places and
dollar industry.
stops briefly at

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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
each place.
HOWARD DEARING RAY KROC
JOHNSON
He was the pioneer of the
brand leveraging. He was
one of the first to introduce
Ray Kroc has been the most
franchising in the 1930’s. At
financially successful of all
present, Howard Johnson is
hospitality entrepreneurs. He
one of the famous names in
founded the McDonald’s
the restaurant and hotel
Corporation, a multi-billion dollar
business.
industry, through his strong
dedication, organizational skills,
perseverance, and incredible
aptitude for marketing. Kroc
developed several operational
guidelines such as Quality
Service Cleanliness and Value or
QSC&V. Kroc’s motto, “Never be
idle a moment” was also
incorporated into the business.
2022
ISADORE SHARP RUTH FERTEL
He was founder of Chris
A first-generation Steak House, the largest
Canadian, was the upscale restaurant chain in
founder of Four Seasons the United States. It has
Regent Hotels, the 59 operations-54 in the US
world’s largest hotel and Puerto Rico and five
chain and multimillion intertionally. It sells more
dollar global hotel than 11,000 steaks daily
empire. The success of with a gross income of two
the Four Season’s hundred million dollars a
Regent Hotels is largely year. Because of this
due to the drive, volume, Ruth Fertel is the
determination, and most successful woman
personal taste and style restaurateur at present.
of Isadore Sharp.
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EVALUATION

Name: Contact Number:

Course, Year & Section: Facebook Name:
Age: Email Address:
Course Facilitator: PROF. MAY JOY L. FERNANDEZ

Activity 1: Essay. 10 points each question. (At least 10 sentences each number)

1. Describe the two forms of Travel of Early Tourism.

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2. As tourism and hospitality student, why do we need to study the history of tourism and
hospitality?

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3. In the Pioneers In The Tourism and Hospitality Industry mentioned in this lesson, who are you inspired of
and why?

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Activity 2: Make an Illustration of creative diagram presentation which shows historical
milestones of tourism and hospitality. (30 points)

Activity 3: RESEARCH (20 points each)

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a. Research on what travel will be like twenty years from now.

b. Research on the tourism and hospitality trends in this time of pandemic

Chapter 3

Learning Outcomes:

1. Identify factors that motivate people to travel.

2. Distinguish the relationshio of needs, wants and motives to tourist motivation.

3. Describe the characteristic of pyschocentrics and allocentrics.

The Psychology of Travel

A. Motivation for Travel

Several studies of tourist motivations have listed various reasons why people travel. Some of these
motivations listed in travel literature are:
1. escape 11. convince oneself of one’s achievement
2. relaxation 12. show one’s importance to others
3. relief of tension 13. status and prestige
4. sunlust 14. self-discovery
5. physical 15. cultural
6. health 16. education
7. family togetherness 17. professional/business
8. interpersonal relations 18. wanderlust
9. roots or ethnic 19. interest in foreign areas;
10. maintain social contacts 20. Scenery

Basic travel motivators can be divided into four classes:

1. Physical motivators- include those related to physical rest, sports participation, beach recreation,
relaxing entertainment and other motivations connected with health.
2. Cultural motivators- include the desire to know about other countries-their music, art, folklore, dances,
paintings, and religion.
3. Interpersonal motivators- pertain to desire to meet other people, visit friends or relatives, escape
from routine, from family and neighbours.
4. Status and prestige motivators- concern ego needs and personal development. Included in this
group are trips related to business, conventions, study and pursuit of hobbies and education. Travel
would enhance one’s recognition and food reputation.

B. Travel as a Mean to Satisfy a Need and Want

In order to understand tourist motivation is to see vacation travel as a way to satisfy one’s needs
and wants. Tourists take vacations in the belief that these vacations will satisfy, either completely or
partially, various needs and wants.

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C. Relationship of Needs, Wants and Motives

Awareness is the difference between a need and a want. It is the duty of people involved in
marketing to convert needs into wants by making the individual aware of his need deficiencies. This
awareness is accompanied by motivation.
Motivation occurs when an individual wants to satisfy a need. To enable a person to be
motivated to satisfy a need, an objective or a goal must be present. An individual will be motivated to
buy a product or service if he perceives that the purchase of that product or service will be beneficial in
satisfying the need of which he is now aware.
Thus, the role of marketing to suggest objectives such as vacations, cruises, or flights to satisfy
needs, an awareness of which has already been created.

Maslow’s Theory of Motivation and Travel Motivations

A study of travel motivations found in travel literature indicates that these motivations fir into the hierarchy of
needs model of Abraham Maslow, a famous psychologist. Maslow proposed the following hierarchy of needs as
determinants of behaviour:

1. Physiological Needs- hunger, thirst, rest, activity;

2. Safety Needs- safety and security, freedom from fear and anxiety.
3. Social Needs- love, affection, giving and receiving;
4. Self-esteem- self-respect, esteem from others;
5. Self-actualization- personal self-fulfilment

This hierarchy suggests that lower needs demand more immediate satisfaction than the satisfaction of higher
needs. The first need is physical; the other four are psychological. To this original list, two intellectual needs were
added. These are:

1. To know and understand- acquiring knowledge

2. Aesthetics- appreciation of beauty

1. Physiological Needs
Those who say that they travel “to escape” or “relieve tension” are satisfying the basic physiological
needs. The motivation may be for physical or mental relaxation.
Passive and active vacationers are motivated by a need for tension reduction.
Passive vacationers- are relieved from tension by submitting to surrounding environment.
Active vacationer- achieves tension reduction through physical activity.
2. Safety Needs
Travelling for health and recreation attempts to satisfy one’s safety needs. By taking care of his body
and/ or mind, the traveller is protecting himself by assuring his own longevity.

3. Social Needs
The need for belonging and love pertains to the desire for affection, for giving and receiving love. The
organized tour is a method of encouraging and satisfying his need for interpersonal relations and social
interaction. This motivation is commonly referred to as the “VFR” (Visit Friends and Relatives)

4. Need for Social Esteem

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Maslow’s concept of the need for esteem has two components- that of self-esteem and that of esteem for
others.

Self- Esteem- is shown in the desire to exhibit achievement, competence and independence.
Esteem for the others- is explained by the concepts of prestige, status and recognition.

Travel can also boost one’s ego, since travel may provide the tourist with a feeling of superiority.

5. Self-actualization
It can be regarded as the goal of leisure. Leisure is the state of being free from the urgent demands of
the lower-level needs. Vacations offer an opportunity to re-evaluate and discover more about oneself.

6. The need to know and understand

It is motivated by the desire for knowledge. Many people travel to learn the cultures of other countries.
Other motivations are education, wanderlust and interest in foreign parts.

7. The need for aesthetics

It is shown in those who travel for environmental reasons-to view the scenery.

Two tangible benefits that Maslow’s need theory will produce:

1. Traveller is better understood and better motivated if she is recognized as a person consuming
products and services.
2. When the lower needs should be first satisfied before the higher level needs, we will expect that
products and services, including vacations, which aimed towards the satisfaction of lower-level needs,
would be regarded as a necessity rather than luxury.

Tourist Motivations
a. The need for escape of change g. Personal values
b. Travel for Health h. Cultural experience
c. Sports i. Shopping and Bargain Hunting
d. Social contact j. Professional and Business Motives
e. Status and prestige k. Search for Natural Beauty
f. Travel for Education

The Learning Process of a Tourist

A destination will be included as an alternative if the destination has previously satisfied the traveller.

Serving as a bridge between motives of an individual and the perceived alternatives are the criteria used for
making a decision among these alternatives. The criteria used are learned. They are the result of past
experiences, as well as information received from either the commercial or the social environment.

An individual’s learning input based on past experience is derived from having experienced the same thing that is
being considered or having experienced something similar.

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Example: MJ stayed at Boracay, the factors that accounted for her satisfaction such as good weather and
friendly service in the island will be the criteria by which he determines where to take her next vacation. Thus,
decision criteria are developed or modified from actual experiences.

Effect of Consistency and Complexity on Leisure Travel

Too much repetition or consistency results in boredom and a corresponding amount of psychological tension
greater than he could handle. To reduce the tension, he will attempt to introduce some complexity in his life.
This explains why a tourist, who for many years spent his vacation in a particular vacation spot, will either change
the destination or the method of reaching it.

Classifications of Travelers Based on Personality

Stanley C. Plog, a biological researcher, classified travellers based on their different personalities as
pyschocentrics and allocentrics.
Pyschocentrics- are generally non-adventurous and inhibited.
Allocentrics- adventurous, curious and have a strong desire for new experiences.
Classifications of Travelers Based on Purpose of Travel
Two major classifications of travellers based on travel-purpose:
A. Business Travelers
a.1. Regular Business Travelers
a.2. Business Travelers attending meetings, conventions and congress.
a.3. Incentive Travelers
B. Pleasure/Personal Travelers
b.1. Resort Travelers
b.2. Family Pleasure Travelers
b. 3. Singles and Couples

Travel Constraints
The main constraints to travel are:
1. Lack of Money
2. Lack of Time
3. Lack of Safety and Security
4. Physical Disability
5. Family Commitments
6. Lack of Interests in Travel
7. Fears of Travel

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EVALUATION

Name: Facebook Name:

Course, Year & Section: Email Address:
Age: Course Facilitator: PROF. MAY JOY L.
Contact Number: FERNANDEZ

Activity 1: Essay. Choose 1 out of 6 questions. (At least 10 sentences explanation) (10
points)

1. What made you motivated to travel to destinations?

2. Do you consider yourself as Pyschocentric or Allocentric?
3. What are your constraints in travelling?
4. What are the relationship of needs, wants and motives?
5. Tell me your learning experience as a Tourist when you travelled to a tourist
destination.
6. Discuss Maslow’s Theory of Motivation and Travel Motivations.

Question:_________________________________________________________________________________

Answer:
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Activity 2: Make a narrative on the last holiday experience (30 points)

Activity 3: Choose any activity that is available for you.

 Make a slideshow or video presentation of the destinations where you travelled.

(25 points)
 Make a scrapbook of the destinations that you have travelled.

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Chapter 4
Learning Outcomes:
1. Describe the forms of tourism
2. Identify the different forms of tourism

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FORMS OF TOURISM
GEOTOURISM

Geotourism is defined as tourism that sustains or enhances the distinctive geographical character of a place—its
environment, heritage, aesthetics, culture, and the well-being of its residents.

It is…

Environmentally responsible - committed to conserving resources and maintaining biodiversity

Culturally responsible - committed to respecting local sensibilities and building on local heritage

Synergistic - bringing together all elements of geographical character to create a travel experience that is richer
than the sum of its parts and appealing to visitors with diverse interests

Benefits of Geotourism

IT BENEFITS RESIDENTS ECONOMICALLY.

Travel businesses do their best to use the local workforce, services, products, and supplies. When the community
understands the beneficial role of geotourism, it becomes an incentive for wise destination stewardship.

IT SUPPORTS INTEGRITY OF PLACE.

Destination-savvy travelers seek out businesses that emphasize the character of the locale. Tourism revenues in
turn raise the local perceived value of those assets.

IT INFORMS BOTH VISITORS AND HOSTS.

Residents discover their own heritage and how the ordinary and familiar may be of interest to
outsiders. As local people develop pride and skill in showing off their locale, tourists get more out of
their visits.

IT MEANS GREAT TRIPS.

Enthusiastic visitors bring new knowledge home, telling stories that send friends and relatives off to
experience the same thing—a continuing business for the destination.

ADVENTURE TOURISM

Adventure Tourism is defined as the movement of the people from one to another place outside their comfort
zone for exploration or travel to remote areas, exotic and possibly hostile areas. It is a type of tourism in which
tourist do some adventures activities like as skydiving, hill climbing, scuba diving.

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It is very popular among young age tourists. It gains much of its excitement by allowing the tourists to step
outside their comfort zone. This may be from experiencing cultural shock or through the performance of acts that
required some degree of risk (real or perceived) and physical danger.

Adventure travel is a leisure activity that takes place in an unusual, exotic, and remote or wilderness
destination. It tends to be associated with high levels of activity by the participant, most of it outdoors. 
Adventure travellers expect to experience various levels of risk, excitement, and tranquillity and be personally
tested. In particular, they are explorers of unspoiled, exotic parts of the planet and also seek personal challenges.

DARK TOURISM

Dark tourism (also Thana tourism, black tourism, morbid tourism or grief tourism) has been defined
as tourism involving travel to places historically associated with death and tragedy. More recently, it was
suggested that the concept should also include reasons tourists visit that site, since the site's attributes alone
may not make a visitor a "dark tourist".

The main attraction to dark locations is their historical value rather than their associations with death and
suffering. Holocaust tourism contains aspects of both dark tourism and heritage tourism.

CULTURAL TOURISM

Cultural tourism is the act of travellers visiting particular destinations in order to experience and learn about a
particular culture. This can include many activities such as; attending events and festivals, visiting museums and
tasting the local food and drinks. It can also be an unintentional part of the tourism experience, whereby cultural
immersion (with the local people, their language, customs, cuisine etc.) is an inevitable part of a person’s holiday.

AGRITOURISM

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Farm/ranch recreation refers to activities conducted on private agricultural lands, which might include
fee-hunting and fishing, overnight stays, educational activities, etc. This category of tourism is a subset
of a larger industry known as agritourism.

Agritourism is "a commercial enterprise at a working farm, ranch, or agricultural plant conducted for
the enjoyment of visitors that generates supplemental income for the owner."

Agritourism and nature-tourism enterprises might include:

 Outdoor recreation (fishing, hunting, wildlife study, horseback riding).

 Educational experiences (cannery tours, cooking classes, or wine tasting).
 Entertainment (harvest festivals or barn dances).
 Hospitality services (farm stays, guided tours or outfitter services).
 On-farm direct sales (u-pick operations or roadside stands).

DISASTER TOURISM

Indonesian island of Sulawesi struck Capsized Costa Concordia turns into

Lapindo Mud Flow, Sidoarjo (East Java,
by massive quake and tsunami Indonesia) | East java disaster tourism site.

 Disaster tourism is considered a sub-sector of dark tourism and although scholars have in the
past have reflected on the form of tourism, it has yet to receive much separate academic
attention. With this said, there does not appear to be any standardized definition of the term
‘disaster tourism’.
 However, authors with a focus on dark tourism and disaster tourism have attempted to define
the form of tourism. According to Wright And Sharpley, broadly speaking, disaster tourism has
been defined as a practice of visiting locations at which an environmental disaster, either
natural or man-made has occurred.

Motivations of disaster tourists

 Some people are in search of authenticity and this is their primary motivation for becoming a
disaster tourist. They want to experience the disaster area first hand, without intermediaries
such as the media, who may not portray the event or situation accurately or fully. There are
many ways that tourists can experience disaster tourism in an authentic way such as this, such
visiting the wall in Berlin or going on a Chernobyl tour.

How tourism benefits from disasters

 Post disasters leave a door open for the tourism industry. Museums may open up to educate
tourists about the disaster. There could be organized tours about the disaster. There could also
be entertainment based around the disaster. 

 Increased tourism in the area can help bring in much needed income. Disaster tourism can
increase visitor arrivals and support local economies financially through an increase in hotel
bookings, restaurants, etc.

 Disaster tourism can help rebuild and reform broken communities and provide a means of
support for facilitating infrastructure development, especially when a community notices a
decline in other forms of tourism, i.e. leisure tourism.

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LGBT TOURISM

Cape Town, South Africa New York

LGBT tourism, also known as gay tourism, is a niche of tourism marketed to lesbian, gay, bisexual and
transgender people. Typically, these tourists are open about their sexual orientation, but sometimes these
vacations allow people to feel more comfortable if they feel closeted at home. The main component of LGBT
tourism is for locations and travel services to attract the tourists. LGBT tourism has sometimes been called
“gaycation”, which implies a version of a vacation that incorporates some aspect of LGBT culture.

POPULAR DESTINATIONS

New York remains as one of the most popular tourist sites in the world for LGBT tourists. New York offers an
abundance of activities for people of all sexuality, but its numerous gay clubs, bars, beaches, hotels, and saunas
make it one of the most popular places for LGBT tourism. San Francisco and Las Vegas are also extremely
popular destinations; also The Castro District in San Francisco is an oft-visited destination. The Castro is a thriving
marketplace for all things gay, and there is a sense of acceptance and belonging that is promoted throughout the
district that attract many LGBT travellers.

THE ROAD LESS TRAVELLED

Perhaps surprisingly, Cape Town in South Africa is an extremely popular tourist destination for LGBT travellers.
The most popular spot is Clifton Third, which is known as one of the world’s best gay beaches. It is part of an
area that has four beaches, which are popular among LGBT and non-gay travellers alike. These four beaches are
one of the few areas that is well protected from the south-easterly wind, which is part of the reason why they
attract so many visitors. Barcelona also has one of the world’s best gay beaches, the Sitges. It is widely
considered to be one of the most gay-friendly places in the world.

MEDICAL TOURISM

Medical tourism can be defined as the process of traveling outside the country of residence for the purpose of
receiving medical care. Growth in the popularity of medical tourism has captured the attention of policy-makers,
researchers and the media. Originally, the term referred to the travel of patients from less-developed countries to
developed nations in pursuit of the treatments not available in their homeland. Thailand is very popular in terms
of Medical Tourism.

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Today we are experiencing both qualitative and quantitative shifts in patient mobility, as people travel from richer
to less-developed countries in order to access health services. Such shift is mostly driven by the relative low-cost
of treatments in less developed nations, the availability of inexpensive flights and increased marketing and online
consumer information about the availability of medical services.

NAUTICAL TOURISM

Nautical tourism in Croatia during corona pandemic

Nautical Tourism can include such activities as recreational boating, marinas, cruises, water sports, water based
tourism such as marine wildlife tourism (marine parks), maritime history and education and associated land based
components such as hotels/resorts, cafes/restaurants.

This form of sustainable tourism can create many new opportunities as well as bringing about a refocusing of
existing mature tourism operations. It is also a way to revitalize coastal areas whose attractions have become
outdated or stagnant.

SEX TOURISM

Sex tourism is not a new concept. In fact, sex tourism has been around probably as long as tourism has. The
problem is that it is difficult to identify measure or manage due to it being ‘hush hush’ in many, if not most,
instances. 

Whether legal or illegal, many people do not wish to discuss their sex lives, particularly if this involves acts or
behaviors that friends, family or acquaintances might not approve of. It is for this reason that the true scale of
the sex tourism industry worldwide is not known.

There are signs all over the place though:

 prostitutes stood on the street corners of Alicante.

 young African men ‘pimping themselves out’ to older Western women in The Gambia.
 ping pong shows in Thailand.
 streets of Amsterdam where women advertise themselves as ‘for sale’ in shop windows.
 sex hotels in Brazil. 

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SPACE TOURISM

Space tourism is another niche segment of the aviation industry that seeks to give tourists the ability to
become astronauts and experience space travel for recreational, leisure, or business purposes. Since space
tourism is extremely expensive, it is a case of a very small segment of consumers that are able and willing to
purchase a space experience. 

VOLUNTEER TOURISM

Madonna with her adopted son, David Banda,

at an orphanage, 40 km from the capital
Lilongwe April 19, 2007. Siphiwe Sibeko/Reuters

Volunteer tourism, or voluntourism, is an emerging trend of travel linked to “doing good”.

Voluntourists’ ability to change systems, alleviate poverty or provide support for vulnerable children is limited.
They simply don’t have the skills. And they can inadvertently perpetuate patronizing and unhelpful ideas about
the places they visit.

Voluntourism with children also perpetuates the notion of a desperate Africa needing the benevolence of the
West. Volunteers are led to imagine that their engagement directly addresses suffering. Many believe the children
they work with don’t have any other social systems to support them materially or socially.

SPORTS TOURISM

Sports Tourism in Spain witnesses 10% growth in 2018.

Tourism and sports are interrelated and complementary. Sports – as a professional, amateur or leisure activity –
involves a considerable amount of traveling to play and compete in different destinations and countries. Major
sporting events, such as the Olympic Games, football and rugby championships have become powerful tourism
attractions in themselves – making a very positive contribution to the tourism image of the host destination.

Sports tourism is one of the fastest growing sectors in tourism. More and more tourists are interested in sport
activities during their trips whether sports are the main objective of travel or not. Sport events of various kinds
and sizes attract tourists as participants or spectators and destinations try to add local flavours to them to
distinguish themselves and provide authentic local experiences. Mega sport events such as Olympics and World
Cups can be a catalyst for tourism development if successfully leveraged in terms of destination branding,
infrastructure development and other economic and social benefits.

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HERITAGE TOURISM

Colosseum, Rome New Jersey-Monastery Moscow Giza Pyramid

Historical or heritage tourism means traveling with the primary purpose of exploring the history and heritage

of a place. It may mean simple sightseeing of renowned historical architecture, visiting local museums that

document the past through artifacts, art, and literary remains, or even something as quaint as sampling authentic

historical recipes in their place of origin.

Countries Famous for Historical Tourism

The older a country, the more charm its long history holds. Countries like Egypt, India, Russia, Iraq, and
several European capitals are the top choices when it comes to heritage tourism.

EVENT TOURISM 

Industry Events - Corporate - Tourism Australia Special Events in London Event Tourism in Western Australia

Events may be form tourism in which the content of the events is associated with the specific resources of the
place where it is held to attract potential visitors and where a range of tourism programs is planned related to
natural and other tourist resources and values. Events are high-value tourism attractions: they act as catalysts to
change and image-makers for business and leisure travel .The close links between major events and tourism are
clear to see, which is why many cities, regions and countries have identified event tourism as a priority within
long-term tourism strategies.

URBAN TOURISM

Urban tourism is a term describing multiple tourist activities in

which city is main destination and place of interest. This form of tourism is relatively old and very
complex. Cities were always purpose of many journeys and trips although it becomes more and more
popular phenomenon since 50's. Tourism within cities is strongly connected with their growth
and technology development as well (roads, transportation, and railway).

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EVALUATION

Name: Facebook Name:

Course, Year & Section: Email Address:
Age: Course Facilitator: PROF. MAY JOY L.
Contact Number: FERNANDEZ

Activity 1. Research on what kind of tourist spots that can be found in your municipality
and classify what form of tourism is taking place. (30 points)

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Activity 2. Give 2 examples of each form of Tourism (local to international)

Adventure Tourism:

1. Nautical Tourism

2. 1.

Event Tourism: 2.

1. Festival Tourism:

2. 1.

Sports Tourism: 2.

1. Heritage Tourism:

2. 1.

Cultural Tourism: 2.

1. Medical Tourism:

2. 1.

Space Tourism: 2.

1. Dark Tourism:

2. 1.

2.

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Chapter 5

Learning Outcomes:

1. Identify the different tourism and hospitality organizations

TOURISM AND HOSPITALITY INDUSTRY ORGANIZATIONS

The organizations of tourism and hospitality involve different segments. The organization work
as catalyst to lead the functions of industries with high degree of cooperation and synchronize
execution of objectives. There is need to interrelate between private and public organizations
at international, national, regional and local levels.

INTERNATIONAL ORGANIZATIONS

WORLD TOURISM ORGANIZATION (WTO)

The WTO is the chief organization in tourism. It is an intergovernmental technical body which
deals with all aspects of tourism. It is began its legal existence on January 2, 1975. It was
born of the International Union of Official Travel Organization (IUOTO), a non-governmental
technical body first set-up at the Hague, Netherlands in 1925 to promote tourism for the
economic, social and cultural advancement of all nations. This work was interrupted by the
Second World War in 1946. The organization was re-established in London. Its headquarters
were later transferred to Madrid by the decision of the first General assembly of WTO.

UNITED NATIONS WORLD TOURISM ORGANIZATION (UNWTO)

The most widely recognized and the leading international organization in the field of travel and
tourism. It serves as a global forum for tourism policy issues and practical source of tourism
know-how. Its membership includes 150 countries and territories and more than 300 affiliate
members representing local government, tourism associations, educational institutions and
private-sector companies, including airlines, hotel groups and tour operators.

INTERNATIONAL CIVIL AVIATION ORGANIZATION (ICAO)

The ICAO is an organization of around 134 governments established for the purpose of
promoting civil aviation on a worldwide scale. It was established at the Chicago Conference of
1944. The 96 articles of the Chicago convention established the privileges and restrictions of
the member countries.

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INTERNATIONAL AIR TRANSPORT ASSOCIATION (IATA)

The International Air Transport Association was established in 1945 in Havana. It was
composed of airline operators attached to the national delegations of the ICAO conference in
Chicago.

REGIONAL ORGANIZATIONS

The Organization for Economic Cooperation and Development (OECD)

The Organization for Economic Cooperation and Development was set up in a convention
signed in Paris on December 14, 1960. It provides that the OECD shall promote policies
designed to achieve the highest sustainable economic growth and employment and rising
standard of living in member countries, while maintaining financial stability and contributing to
the development of the world economy; to contribute to the expansion of world trade on a
multilateral, non-descrimatory basis in accordance with international obligations.

PACIFIC ASIA TRAVEL ASSOCIATION (PATA)

The Pacific Asia Travel Association (PATA) was organized in Hawaii in 1951. It is composed of
more than one thousand organizations, including governments, air and steamship lines,
wholesale and retail travel agencies, ground carriers, hotels, publishers, advertiser’s public
relation firms and travel associations with major interests in Pacific area. Its purpose is to
develop, promote, and facilitate travel in the Pacific area (including Pakistan, and the United
States of America and Canada).

ASIA-PACIFIC ECONOMIC COOPERATION (APEC)

Another organization which focuses on tourism and recently achieved official status as an
international governmental organization is the Asia-Pacific Economic Cooperation (APEC). It
represents fifteen (15) countries, namely: Australia, Brunei, Canada, Hong Kong, Indonesia,
Japan, Korea, Malaysia, New Zealand, People’s Republic of China, the Philippines, Singapore,
Taiwan, Thailand and the United States of America.

NATIONAL ORGANIZATIONS IN TOURISM

DEPARTMENT OF TOURISM IN THE PHILIIPINES (DOT)

The Department of Tourism is the primary government agency charged with the responsibility
to encourage, promote and develop tourism as a major socio-economic activity; to generate
foreign currency and employment; and to spread the benefits of tourism to a wider segment
of the population, to assure the safe, convenient, enjoyable stay and travel of the foreign and
local tourists in the country. The Philippine Tourism Commission was created under the unified
Trade and Tourism Department to oversee the growth of the tourism industry as a source of
economic benefit for the country. Then in 1973, President Ferdinand Marcos created a new
cabinet-level Department of Tourism (DOT) by splitting the Department of Trade and Tourism
into two separate departments.

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PHILIPPINE TOURISM PROMOTIONS BOARD (PTPB)

The Philippine Convention and Visitors Corporation (PCVC) which is recognized as the
Philippine Tourism Promotions Board (PTPB), is an attached agency of the Department of
Tourism. The Department handles the marketing and promoting the Philippines domestically
and internationally as a world-class major tourism destination and as a Meetings, Incentives,
Conventions and Exhibitions (MICE) destination.

The agency aims to deliver unique and valuable experiences among the visitors and tourist,
ensure regular local and international advertisements of the major destinations to increase
tourist arrivals, receipts and investment to the country and provide incentives to travel
agencies, tour operators, wholesalers and investors abroad capable of bringing tourists and
investors in the country.

TOURISM INFRASTRACTURE AND ENTERPRISE ZONE AUTHORITY (TIEZA)

The Tourism Infrastructure and Enterprise Zone Authority, formerly known as Philippine
Tourism Authority, created pursuant to Presidential Decree No. 189, is an agency of the
Philippine National Government attached to the Department of Tourism for the purpose of
implementing policies and programs of the Department of Tourism geared towards
development, promotion and supervision of tourism projects in the country.

NON-GOVERNMENT PROFESSIONAL ORGANIZATION

COUNCIL OF HOTEL AND RESTAURANT EDUCATORS OF THE PHILIPPINES

(COHREP)

The Council of Hotel and Restaurant Educators of the Philippines is a bonafide organization of
Hotel and Restaurant Educators of the Philippines duly registered with the Securities and
Exchange Commission. Established in 1989, it is the leading academic professional Hospitality
and Tourism organization ensuring the quality standard being offered by the Tourism and
Hospitality Education in the Philippines.

PHILIPPINE TRAVEL AGENCIES ASSOCIATION (PTAA)

This organization is born in 1979 through a union of national associations of outbound travel
agencies and inbound tour operators. It aims to unite the travel industry and promote good
welfare of its members and travellers.

THE HOTEL AND RESTAURANT ASSOCIATION OF THE PHILIPPINES (HRAP)

A non-stock, non-profit organization created in 1951, HRAP membership includes luxury,

deluxe and standard hotels, leading restaurants and food groups, schools and universities
offering hotel and restaurant management courses, as well as allied industry partners. Its
primary objective is to upgrade the management skills and personnel services, ensure that the
establishment maintains proper standards and quality.

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EVALUATION

Name: Facebook Name:

Course, Year & Section: Email Address:
Age: Course Facilitator: PROF. MAY JOY L.
Contact Number: FERNANDEZ

1. How essential the Tourism and Hospitality organizations in the tourism and hospitality
industry?

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2. In what way that the different organizations can help the tourism industry?

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3. Make info graphic of one organization that showcases their activities in tourism and
hospitality.

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