College of Hospitality Management

First Semester, A.Y. 2023-2024

MODULE 3
The Relationship of Tourism and Hospitality

Introduction
This module is about the relationship of tourism and hospitality industry. How are this
two industry is interconnected with each other.
Date and Time allotment:
Week 5
I. Objectives
At the end of the course, the student should be able to:
 Discuss the importance of Tourism.
 Identify specific entities in the private sector and explain their specific function in the
Tourism industry.
II. Lecture
Hospitality is a component of the tourism industry, as it provides services and amenities
to tourists in short the hospitality industry is the supplier of the services for tourism. However,
tourism is a broader industry encompassing various sectors, including transportation,
accommodation, and attractions.
Tourism management - refers to handling and supervising activities related to the tourism
industry. It is a multifaceted industry that provides people with the training, skills and expertise
necessary to obtain management positions in tourism and accommodation.
Transportation industry - a sector comprises a wide range of service providers, covering all
modes of transport – air, road, rail, sea – as well as related services such as warehousing,
handling, stevedoring, and finally value added services like packaging, labelling, assembling,
etc.

Lodging industry - is one of the five major hospitality types. Lodging focuses on providing
accommodation for overnight stays, whether that is a budget motel or a luxury world-class hotel.
The skills and knowledge needed are the same throughout the whole spectrum of lodging jobs.
III. Activity/Application
Essay:
How does tourism and hospitality industry interconnected with each other?
IV. Assessment

As hospitality management student how important tourism industry is to your industry?

V. Other Reference

https://lesroches.edu/blog/what-lodging-industry/
 College of Hospitality Management
First Semester, A.Y. 2023-2024
MODULE 3
Introduction
This module is about the Food and Beverage Industry and the Travel and Trade.
Date and Time allotment:
Week 6
I. Objectives
At the end of the course, the student should be able to:
 Discuss the importance of food tourism in the tourism and hospitality industry.
 Define Ecotourism
II. Lecture
Food and Beverage Industry- Food and Beverage Services can be broadly defined as the
process of preparing, presenting and serving of food and beverages to the customers. F&B
Services providing businesses deliver food and beverages to their customers at a particular
location (on-premise) such as hotel, restaurant, or at the customer’s intended premises (off-
premise).

Two Types of F & B

On Premise − Food is delivered where it is prepared. The customer visits the premise to
avail the food service. The premises are kept well-equipped and well-finished to attract
customers to avail F&B service.

For example, restaurants, pubs, etc.

Off Premise or Outdoor Catering − This kind of service includes partial cooking,
preparation, and service at customer’s premises. It is provided away from the F&B
Services provider’s base on the occasion of major events which call for a large number
of customers.

Travel Trade- it is a tourism term referring to tour operators, travel agents, receptive
operators and wholesalers. These professionals organize and contract to buy travel
products to sell to groups or individuals.
Travel Trade terms:

 Tour Operator- Organize travel services and provides them as packaged tours. They
make arrangements and contracts with hoteliers, airlines, attractions and other
suppliers, and then promote and sell those assembled travel packages.

 Receptive Operator- A local tour operator that specializes in tourism experiences and
manages products and services for incoming visitors, most often booked through
international tour operators. Receptive operators play an important role in the
packaged travel industry. When a tour operator is planning an itinerary in a market they
are unfamiliar with, they seek the expert cooperation of a receptive tour operator. They
usually receive a discount from accommodations, transportation companies and
attractions and pass on a percentage of that discount to the tour operator.
 Wholesaler- Develop and market inclusive tours through travel agencies. They usually
receive a discount from accommodations, transportation companies and attractions and
pass on a percentage of that discount to the travel agents.
 Travel Agent- Arranges travel for individuals or groups. Travel agents may be
generalists or specialists (cruise, adventure travel, conventions and meetings.) The
agents may receive a commission from the accommodations, transportation companies
and attractions for coordinating the booking of travel. They typically coordinate travel
for their customers at the same or lower cost than if the customer booked the travel on
his/her own.
 Tour Director/ Tour Manager- A person who manages a group itinerary on behalf of
the tour operator ensuring the program is carried out as described in the tour operator’s
literature and sold to the traveler/consumer and who gives local practical information.
 Tour Guides- A person who guides visitors in the language of their choice and
interprets the cultural and natural heritage of an area. This person normally possesses
an area- specific qualification usually issued and/or recognized by the appropriate
authority.
 DMO- Destination Marketing Office — also known as CVB (Convention and Visitors
Bureau) and usually refers to the official tourism office.
 FAM- Short for familiarization tour which can be for the travel trade or media. For the
travel trade, FAMs provide travel agents and tour operators the chance to experience
destinations and attractions which helps sell the experience to their clients.

Importance of Travel Trade

Travel trade professionals will promote your product to targeted customers in markets you
may not have the means to reach on your own. They also sell and produce in a large
volume over the period of a year.

Providing discounted rates is expected. However, they take on all marketing costs for
promoting your product to a variety of markets you may not be targeting or could not afford
on your own and can produce substantial numbers for your property over a period of time.

III. Activity/Application
Essay:
How important travel and trade for tourism industry?
IV. Assessment
As a Hospitality Management student how important F&B is to hospitality industry?

V. Other Reference

https://industry.tnvacation.com/travel-trade
 College of Hospitality Management
First Semester, A.Y. 2023-2024
MODULE 3
Introduction
This module is about the importance of Tourism and Hospitality and the different
Tourism basic terminology.
Date and Time allotment:
Week 7
I. Objectives
At the end of the course, the student should be able to:
 Define the importance of Tourism and Hospitality.
II. Lecture
Importance of Tourism and Hospitality
Tourism and hospitality offers significant growth and job opportunities worldwide. The industry's
increasing demand for personnel contributes to economic and employment growth, particularly
in developing countries.
Tourism Management - Terminology

Attraction − It is a physical or cultural feature of a place that can satisfy tourists’ leisure
based need.
Cultural Heritage − It is an expression of the manner of living developed by a
community and passed on from one generation to the next. It includes customs,
practices, places, objects, artistic expressions and values.
Dark Tourism − (Black or Grief tourism) It is the tourism involving travel to places
historically associated with death and tragedy.
Destination − It is a place the tourist visits and stays there for at least 24 hours. The
destination supports staying facilities, attractions, and tourist resources.
Ecotourism − It involves maintenance and enhancement of natural systems such as
water, air, woods and forests, and flora and fauna through tourism.
Excursionist − Persons traveling for pleasure in a period less than 24 hours.
Itinerary − A documented plan of the tour.
Leisure − The free time when obligations are at a minimum and one can relax.
Recreation − The activities carried out during leisure time.
Terrain − It is a stretch of land, especially with regard to its physical features.
Tourism Carrying Capacity − The maximum number of people that may visit a tourist
destination at the same time, without causing destruction of the physical, economic,
socio-cultural environment, and an unacceptable decrease in the quality of visitors'
satisfaction.
 Travel − The act of moving outside one's home community for business or pleasure but
not for commuting or traveling to or from usual places.
United Nations World Tourism Organization (UNWTO) − It is the United Nations (UN)
agency responsible for the promotion of responsible, sustainable, and universally
accessible tourism.
Visitor − A non-residential person visiting the place.
WTO − World Tourism Organization.

III. Activity/Application
IV. Assessment

1. Define dark tourism on your own words.

2. What does UNWTO stands for?
3. What does WTO stands for?

V. Other Reference

https://www.tutorialspoint.com/tourism_management/tourism_management_terminology.htm
 College of Hospitality Management
First Semester, A.Y. 2023-2024
MODULE 4
Food and Tourism
Introduction
This module is about food and tourism.
Date and Time allotment:
Week 8
I. Objectives
At the end of the course, the student should be able to:
 Define culinary tourism and ecotourism.
II. Lecture

Culinary tourism, aka food tourism, is a new and vibrant category of specialized
tourism where people go places in order to sample authentic cuisine and truly immerse
in the experience of living in that place through the food. Quite often, this also includes
local beverages, cheeses, chocolates, etc.

Ecotourism is about more than simply visiting natural attractions or natural places; it’s
about doing so in a responsible and sustainable manner. The term itself refers to
traveling to natural areas with a focus on environmental conservation. The goal is to
educate tourists about conservation efforts while offering them the chance to explore
nature.

III. Activity/Application
IV. Assessment

1. Define culinary tourism.

2. Define ecotourism.

V. Other Reference

https://www.treehugger.com/what-is-ecotourism-definition-examples-5181259
 College of Hospitality Management
First Semester, A.Y. 2023-2024
MODULE 5
Arts and Culture Tourism

Introduction
This module is about cultural tourism, heritage tourism and music tourism.
Date and Time allotment:
Week 9
I. Objectives
At the end of the course, the student should be able to:
 Define cultural tourism, heritage tourism and music tourism.
II. Lecture
Cultural tourism is a type of tourism that allows the tourist to participate in local cultural
activities, like festivals and rituals. As a result, the tourist can enjoy a genuine cultural exchange
with the locals.
It also enables local communities to accept their culture as cultural tourism is a major driver for
growth. So, communities go out of their way to celebrate and promote their culture as it makes
them different from other communities.
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.
A music tourism excursion is a trip to an area to watch musical performance, such as festival,
concert or a show. The tourism industry has become a fantastic way to provide travelers with a
memorable cultural experience.
Music tourism is the act of visiting a city or town, to see a music festival or other music
performances.

III. Activity/Application
IV. Assessment
V. Other Reference

https://www.cordonbleu.edu/news/culinary-tourism/en
 College of Hospitality Management
First Semester, A.Y. 2023-2024
MODULE 6
Water Tourism
Introduction
This module is about Nautical Tourism, Shark Tourism, Niche Tourism and its Branches and Wildlife Tourism.
Date and Time allotment:
Week 10
I. Objectives
At the end of the course, the student should be able to:
 Define Nautical Tourism, Shark Tourism, Niche Tourism and its Branches and Wildlife Tourism.
II. Lecture
Nautical tourism also known as water tourism encompasses aspects of marine tourism such
as sailing, yachting, cruising and diving, as well as harbour-side developments, coastal water
sports such as jet skiing, boat shows, port tours, and marine heritage destinations.

Shark tourism is a form of eco-tourism that allows people to dive with sharks in their natural
environment. This benefits local shark populations by educating tourists and through funds
raised by the shark tourism industry. Communities that previously relied on shark finning to
make their livelihoods are able to make a larger profit from diving tours while protecting the local
environment. People can get close to the sharks by free- or scuba diving or by entering the
water in a protective cage for more aggressive species. Many of these dives are done by private
companies and are often baited to ensure shark sightings, a practice which is highly
controversial and under review in many areas.

Niche Tourism

Niche, which refers to an area or position that is suitable for a small group of people. As
an adjective, niche can refer to a number of things, including:

 products
 services
 interests

In the context of tourism, niche is referring to products, services or interests that are
shared by a small group of people.For example going on a safari, white-water-rafting or shark-
cage-diving) or an ongoing interest (for example, spiritual tourism).

Other example:
 Adventure tourism: Climbing major mountain peaks is difficult, and requires lots of training,
planning and equipment. Most tourists could not do this type of tourism. Examples include the
Nepalese Himalayan mountains with Mount Everest the top attraction.
 Movie location tourism: While many people would be happy to visit a place used as a location
for a movie set, few people make it the main focus of their holiday.
 Heritage tourism: Mostly focused on history and culture, this type of tourism is increasingly
popular but remains relatively small-scale compared to the mass tourism of beach holidays.

Advantages of niche tourism are:

 It is less damaging on the environment

 Tourists come in smaller numbers
 Tourists tend to be more courteous and respectful
 Niche tourists often pay more than mass tourists
 There is a genuine interest in the local area and people

Sustainable Wildlife Tourism

There are few things as captivating as witnessing wild animals in their natural
habitats. That’s one of the reasons why travel is so special – it allows us to have once-in-a-
lifetime encounters with the amazing creatures that roam our planet. From watching a cheetah
sprint across the savannah to diving next to giant manta rays, wildlife experiences are one of
the most incredible aspects of travel.

Tourism activities such as safaris, bird watching, snorkeling, and nature photography all
depend on healthy plants and animals. As wildlife tourism becomes increasingly popular, it’s
important to ensure it happens in a sustainable manner. We believe that tourism can and should
protect global biodiversity, safeguard habitats, and prioritize animal welfare. After all, there won’t
be much to see if the plants and animals that inspire us no longer exist.

III. Activity/Application
IV. Assessment

1. What are the advantages of niche tourism.

V. Other Reference

https://www.geographycasestudy.com/niche-tourism/
https://sustainabletravel.org/our-work/wildlife/

Prepared by:
Pamela Marie M. Mangsat
HM Faculty
Checked by:

Marjorie Honrado Gabat, MBA

Program Head, CHM