P E R S P E C T I V E OF TOURISM AND HOSPITALITY
TA B LB OF CO N TEN TS ChopHer l : Meaning and Importance of Tourism and Hospitality
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F e at onship of Tourism and Hospitality Cor-aonents of Travel Services De^-ition of Tourism
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Conponent of Tourism
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r-=*1nition of Hospitality Veaning of Tourist
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Consumer Behavior in Tourism
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Eiements of Travel Nature of a Tour
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Tourist Product Characteristics of Tourism and Hospitality
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Importance of Tourism & Hospitality Summary of Chapter 1
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Questions for Discussion/Chapter Activities/Key concepts Case Study.... Restaurant Behavior
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Chapter Quiz
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t • P&
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~napter 2: History of Tourism and Hospitality
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Early Tourism Medieval Period: Tourism
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Renaissance: Tourism Industrial revolution: Tourism
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Modern Tourism History of the Hospitality Industry
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Ancient period: Hospitality
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Medieval period: Hospitality
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Renaissance: Hospitality Early Modern Period: Hospitality
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The Industrial Era: Hospitality Modern Period
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Origins of Tourism and Hospitality in the Philippines Organizations in Tourism and Hospitality Industry Pioneers in Tourism and Hospitality Industry
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Factors that favor the Growth of Tourism and Hospitality Summary of Chapter 2
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Questions for discussions/Chapter Activities/Key concepts Chapter Quiz
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Chapter 3: Economics of Tourism and Hospitality • • •
The Role of Tourism and Hospitality in Economic Development Economic impact Tourism multiplier
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Benefit cost ratio Undesirable aspects of tourism How to maximize the Economic Effect of Tourism and Hospitality Economic Strategies Summary of Chapter 3 Questions for discussions/Chapter Activities/Key concepts Chapter Quiz
Chapter 4: Tourism and Hospitality Network and Supply Components • • • • • • • • • • •
Tourism and Hospitality Supply Components Accommodation Types of Accommodation Hotel Classification , Food Beverage Summary of Chapter 4 Questions for discussions/Chapter Activities/Key concepts Case Study.... The Wind Within Case Study.... Accent Inn and WorldHost Training Service Case Study.... Coffee shop with Cats Chapter Quiz
Chapter 5: Tourism and Hospitality Organizations • • • • • • • • • • •
Tourism Organizations International Organizations Regional Organizations Roles of Organizations in Tourism Department of Tourism in the Philippines Professional Tourism and Hospitality Organizations Tourism and Hospitality Organizations in the Philippines Government agencies involved in Philippines Tourism Investment Summary of Chapter 5 Questions for discussions/Chapter Activities/Key concepts Chapter Quiz
Chapter 6: Impacts of Tourism and Hospitality • • • • •
Negative Economic Aspect of Tourism and Hospitality Positive Economic Aspect of Tourism and Hospitality Social Impact of Tourism and Hospitality Positive Social Impact of Tourism and Hospitality Negative Social Effects of Tourism and Hospitality
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T J a c t of Tourism and Hospitality on Culture Positive Effects of Tourism and Hospitality on Culture Negative Cultural Impact of Tourism and Hospitality E " . "onmental Impact of Tourism and Hospitality Positive Environmental Impact of Tourism and Hospitality Negative Environmental Impact of Tourism and Hospitality Summary of Chapter 6 Questions for discussions/Chapter Activities/Key concepts Case Study.... Jumbo Mountain Resort Chapter Quiz
Chapter 7: Trends and Issues in the Tourism and Hospitality Industry • • • • • • • • •
The Bright Future of Tourism and Hospitality Issues in Tourism and Hospitality Trends in Hospitality Industry The Future of Tourism and Hospitality Globalization Summary of Chapter 7 Questions for discussions/Chapter Activities/Key concepts Case Study.... The Wickaninnish Inn Chapter Quiz
Chapter 8: Future World Tourism and Hospitality Issues
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115 115 120 121 122 123 124 125 127
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Summary of Chapter 8 Questions for discussions/Chapter Activities/Key concepts
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Chapter Quiz
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Chapter 9: Sustainable Management of Tourism and Hospitality
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Meaning of Sustainable Management of Tourism and Hospitality Managing Sustainable Tourism and Hospitality The concept of sustainability in the Hotel Industry Sustainable Development Goals Current trends in Sustainable Tourism and Hospitality Global Impact of Sustainable Tourism and Hospitality
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The Benefits of Sustainable Tourism and Hospitality Current Environmental Laws in the Philippines Eco Responsible Approaches in Hospitality Business The Green Practices in some Hotels Summary of Chapter 9 Discussion of questions/Chapter Activities/Key concepts Case Study.... The Rise of Dark Tourist Chapter Quiz
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MEANING AND IMPORTANCE OF TOURISM AND HOSPITALITY At the end of this chapter, the students should be able to: 1. Define Tourism and Hospitality 2. Define Tourist and Types of Tourist 3. Explain the relationship of tourism and hospitality and their components 4. Enumerate and explain the characteristic of tourism and hospitality 5. Explain the importance of tourism and Hospitality This chapter will focus in defining tourism and hospitality industry and will discuss the relationship of the two as they are both becoming one of the largest and fastest-growing industries in the world. This chapter will also include differentiating the different components of tourism and hospitality industry and will discuss the industry's importance and relevance in the community.
Relationship of Tourism and Hospitality Tourism and hospitality industries go hand in hand even though considered to be independent from each other this is because both industries strongly affect one another. The hospitality industry acts as the main supplier of safe and satisfying products and services for tourism (supply chain integration). Examples of these products and services offered are accommodation, transportation, food and beverages, leisure and recreational activities. Tourism on the other hand is the activity of tourists where they engage in travelling to other places where they can experience different activities where most of the time avails products from the hospitality industry. Components of Tourism and Hospitality which constitute the tourism and hospitality interconnection include: a. Food and Beverage services b. Accommodation or Lodging services c. Leisure and recreation services d. Tourism services
Figure
1:
Networks
of
hospitality and tourism. A. Food and Beverage component The food and beverage sector begun from simple origins: as people travelled from their homes, going about their business, they often had a need or desire to eat or drink. People always look for foods and drinks everywhere- hotel, restaurant, shopping malls, and as there is increase in personal and social events such as birthday parties, business meetings and increase in population, large number of people visit establishments who caters food services often. There are two distinct types of establishments that offer food and beverages; first are commercial food services, which comprises operations whose primary business is food and beverage, and second are non-commercial foodservices where food and beverages are served but they are not the primary business. One important factor in food and beverage is catering which is the process of preparing, presenting and serving food to customers. And it may happen on premise, or most commonly known in the Philippines as "dine in"- where the people themselves go to the location where the products is being offered to eat or off-premise/outdoor catering (take-out).
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- te ttiv e n e s s in the hospitality and tourism industry and as people demand i M i r ~rszc are* r e . e'ages helped evolve and create more diverse way of delivery of this service. ■■ B S C
ic-r-nercial restaurants (fine-dining restaurants, full-service restaurants) that
I lL ir t fb ccs *r* t'e a o a s t, lunch, dinner and snacks. There is the establishment of cultural fc d # 'c * z
' : : o resending on the country of likeness such as Samgyupsal for Korean foods,
Igix fc r .aca-ese -‘ aods and Songkran for Thailand foods and the formation of quick-service ■ ■ rehat - D -os 0*ten call as fast-food chains like Jollibee, KFC, McDonalds and Chowking. Aside m n rz s . tfSere are also vending machines, food stalls and food carts that may be located in theme p f e z r c ur .e 'i ties, shopping malls and hospitals among the others. in the food and beverage component:
& W v service c. Base service r service * ton service f 5 ’««" service L.nagr.g component _r :g -g means accommodation for a period or a place to sleep for overnight or long-term services to ■cm*. - :r g - g may also include accommodation of customers looking for other activities such as ■ r a r - e - t (casino hotels) or for recreational activities (resort hotels). Because of this, the lodging - S5 g'eatly increased its services to different types and needs of the people. uooging in the Philippines started because of the influx of many tourists from around the world. hmse the Philippines is home to 7,641 islands that are naturally blessed with volcanoes, sandy beaches, p -re s-c d churches and global marine biodiversity, customers favor Philippines as a remarkably exciting ir t r * to visit. And these tourists need a place to stay- forming the business of hotel and accommodation. *ancy hotels and motels emerged to house not only tourists but business travelers, leisure travelers, ■e----ent travelers as well. ■ecreation and Entertainment Component Recreation is any activity that people do for rest, relaxation, and enjoyment to make them free from e
oe^ands of work and duty. These started many centuries ago when people (the host) entertain there
e s c at home. The host feel obliged to attend to the needs of his or her guests giving them food, beverages, »ce to stay and some entertainment such as games- golf, tennis, and chess or outside activities-hiking, fawning, concerts. As seen in figure 2, the leisure industry is divided into five key components.
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Figure 2: Five components of Leisure Industry 1. Sport and Physical Recreation: Sport is a form of physical activity which involves some element of competition between two or more groups and usually is governed by rules or uncompetitive activities. Physical activity are sometimes not only for recreation but aimed at improving health and witness as well. « Physical recreation can be divided into two types: A. Based on role of the person involved: a. Active or participative, e.g. playing volleyball and basketball b. Passive or spectator, e.g. watching a game B. Based on location of physical activity: a. Land-based recreation and tourism Examples include: hiking, golfing, biking, camping and sports game b. Water-based recreation and tourism Examples include: swimming, scuba diving, sport fishing and canoeing 2. Arts and Entertainment: Arts and entertainment are the things that take place outdoor which 'entertain you'. These include: theatre and musical plays, opera, recitals, fireworks, concerts, ballet show, cinema, cabaret, stand-up comedy in bars, art galleries/viewing, exhibitions and festivals. 3. Countryside recreation: Countryside recreation can take place in National Parks, Areas of Outstanding Natural Beauty or in places that are considered heritage in a country. Some examples are mountains, hills, valleys, lakes, fields and beaches. 4. Home-based leisure: Home-based leisure is activities that can be done without leaving your home but in the comforts of your home. Home-based leisure includes: playing and listening to music, watching television, arts and crafts, gardening, online gaming, reading and board games. 5. Play- and activity-based leisure: This kind of leisure is mainly associated to activities that involve children, young adult and teens.
r.
and tourism components of hospitality and tourism is a complex web of
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.3 ' ety of suppliers, tourism products, and destination marketing organizations, tour
w rs a~d transportation. There may be two types of travel; the business travel wherein a i r incc~ef : ace for work and spends money on hospitality and tourism products (lodging and and leisure travel wherein a person travel for recreational and entertainment. -
::
-3
cer that the major function of the tourism is to encourage people to travel to spend
: *.3 t . - *ood and beverage services, lodging services and transportation.
■-^-3 : : 'ration is the process of making movement of people from one place to another using «
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- c e to modem and complex means of transportation. This may include automobiles, buses,
s i -- i _ c airplanes.
Figure 3: Kalesa ("Calesa") an example of simple transportation in the early days. Tents of travel services: r . "r^vel
agencies
A travel agency can be small and privately owned entity and is a business that operates as the ir - ? — ediary between the travel, tourism and hospitality industry (supplier) and the traveler (purchaser), p a v e agency can assemble products and services into prepackaged travel tours (bundles of related travel s p -.
:es offered to potential travelers at a single price). The travel agency can also be the intermediary
t^-^een the traveler and the hotels and tour companies. Travel agents are people, who are specialized in terta n types of travel which may include travel agents that are knowledgeable in outdoor adventures, cruise, ■nc culinary tours or specialized to specific destinations. They are the one that directly connect with a —r.e le r who is looking for means to purchase prepackages through travel agencies.
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b. Online travel agencies (OTAs) One of the advantages of technology can be found in hospitality and tourism. Today, travelers now search and book everything they need for traveling online. Technology now plays a big part to toui as people can now choose to book tours that they can fully and independently create their own itinerai Examples of OTAs in the Philippines include Asiatravel, Agoda, Expedia and Wotif. c. Tour operators Tour operators are companies or individuals who package all components of offered trip or tour and hospitality services and then sell them to the traveler personally or through retail outlets or tr; agencies. Tour operators have close work relationship to hotels, transportation providers, manager: attraction sites and restaurants in order to purchase or have a better deal in each component of the t( Tour operators sell to the leisure market. Tour operators may be inbound, outbound, or receptive: i. Inbound tour operators: Tour operators that bring travelers into a country as a group or through individt tour packages ii. Outbound tour operators: Tour operators that work within a country to take travelers to other countrie: iii. Receptive tour operators (RTOs): These are not travel agents and they do not operate the tours. Insteac these are operators that work as a liaison and booking agent of various products to tour operators in othe markets such as Philippines to U.S.A. d. Destination marketing organizations (DMOs)
This includes national tourism boards, government agencies such as Department of Tourism, cit^
provincial tourism offices and community tourism offices. DMOs promote "the long-term developm ent; marketing of a destination, and the maintenance of such places. e. Other organizations
This may include other organization that not only focuses in leisure travel but also business trips ; other functions. Definition of Tourism Defining tourism is not easy as its definition varies source by source, person by person and cour by country. Because of the complexity and multidimensionality of tourism, individualism of the travel themselves and the activities that they demand, tourism therefore has no universally accepted definiti Attempts have been made to formulate a standard definition throughout the world. The first definition of tourism is made by Guyer -Feuler in 1905. Guyer and Feuler defined Tourism as:
"A phenomenon unique to modern time which is dependent on the people's increasing need fc change and relaxing, the wish of recognizing the beauties of nature and art and the belief that nature gi 6
£! and which helps nations and communities' approaching to each other thanks to ~e'ce and industry and the communication and transportation tools' becoming
So: ety of England defined Tourism as: s —? :e~ porary, short-term movement of people to destination outside the places where f and Aork and their activities during the stay at each destination. It includes movements for
• r t s r a - : Medlik cited five main characteristics of tourism: s a corns -ation of phenomena and relationship; - is t a o essential elements: Dynamic element (the journey) and the Static element (the stay) A r c esse--: a elements must be to and from destinations outside the place of residence iu rac : - of stay is temporary and short-term, with intention of returning to the place of residence bon are v sited for purposes of recreation and leisure E t « :e , jtilized definition of tourism, proposed by the World Trade Organization (WTO) and United . * ) Nations Statistics Division or UNWTO prescribes that in order to qualify as a tourist: ' I ' e -riust travel and remain in a place outside of their usual residential environment for not more : - secutive year for leisure, business or other purposes" (UNWTO, 1994) *Tour sm is a social, cultural and economic phenomenon which entails the movement of people to places outside their usual environment for personal or business/professional purposes. These a-e called visitors (which may be either tourists or excursionists; residents or non-residents) and -as to do with their activities, some of whifch imply tourism expenditure" (United Nations World Organization, 2008). Classification of tourism classified by UN
Ic - ie s tic tourism: this involves individuals ng only within the country
Categories of tourism
a. Internal tourism inbound tourism
domestic tourism and
b. National tourism outbound tourism
domestic tourism and
nple: ^ ::« e living in Baguio City and going to Vigan, d c o s Sur to visit some cultural heritage. : . nbound tourism: this involve non-resident nd .iduals traveling in the given country Example: 7
Chinese people visiting the white sand of Boracay Island. c. Outbound tourism: this traveling to another country
involve
residents
c. International tourism ->inbound tourism and outbound tourism
Example: Filipinos visiting the Eiffel Tower in Paris, France.
Overall we can define tourism then as an activity which involves the movement of a person or a group of person from one place (place of residence) to another place with the purpose of indulging one's self to social and cultural interactions- leisure, entertainment and recreational activities. The activity involves expenditure for planning of the tour, booking of the transportation, buying food, buying beverages and renting temporary accommodation. Therefore we can also argue that to be able to avail this type of activity, people must have the three prerequisites of tourism: a. disposable income; b. leisure time and; and c tourism infrastructure. Component of Tourism As discussed, tourism and hospitality is a coordinated summation of many components. It involves accommodation, recreation, sight-seeing and different services. Tourism also has its own components am highly depends on all of these factors which are known as the 5'As. 1. Attraction: Attraction is considered to be the most important basic component of tourism. Attraction means any things or any places that a person desires. Attraction determines the choice of the tourists to visit a destination or choose a particular thing to buy rather than others.
5 A's of Tourism: 1. Accommodation 2. Accessibility 3. Activities 4. Amenities 5. Attractions
2. Accessibility: This component means the reachability of the place of destination the tourists wants to visi via various means of transportation. It is the primary service that the tourist needs to make travel possible. 3. Accommodation: Another important component of tourism is accommodation which is the primary servio that the tourist needs at the destination. Accommodation is a place where the tourists can find food am shelter. It is a comfortable place where the tourist after a long exhaustible day of touring can relax. 4. Amenities: Amenities are extra facilities that can add attractiveness, accessibility and accommodation fcr the tourists. This may include room service, hot tub, and spa and so on. 5. Activities
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. -e sc := rty s derived from the Latin word "hospes", which means guest. Hospitality is the eceotion and entertainment of guests, visitors, or strangers and providing them food, n ja r y j abode. of Hospitality .e : This is the perspective wherein as people who serve and give products must e» :e rtstio n s of their guests- receive good hospitality making customers or the guest feel ana *eii-served. a *e rs c c ' Perspective: In a hospitality setting, the guest exists to be served; the operator exists to ne a ; e to be considered as hospitable, the operator must be successful in making guests feel and well-catered to. e c Perspective: The increase in the needs of the people results to increase in demand of tourism and serw zes such as restaurants, lodging and car rentals. This causes problem such as long lines in —
accommodated, slow serving of products, shortage of materials or of human resources and
aroo e~s may lead to unsatisfactory reactions from guests and customers.
With technology,
a rts and hotels use reservation, seating, and guest management tools to reduce such problems. [ of Tourist ~~e c'igin of the word 'tourist' dates back to the year 1292 A.D. 'Tourism' or 'Tourist' word is related fe
'tour' which is derived from the latin word "tornus" It means a tool for describing a circle-or a 's Aneel. It is from the word "tornus" the notion of a "round tour" or a "package tour" has come in - 1543 the term was first used in the sense of going round or travelling from places to places, around
ar a : . - on, a journey including visits to many places in circuit or sequence, circuitous journey, embracing ir e =r~dpal places of a country or region. A more balanced description may be that a tour represents an ay the traveler to discover something about a place he visits. At present, the most widely accepted definition of tourist is by the UN Conference on International and Tourism held in Rime in 1963: "Visitors are any person visiting a country for reasons other than that of earning money." The definition classifies two classes of visitors: a. Tourists- are temporary visitors staying in a place at least or more than 24 hours. The following persons were to be considered as tourists within this definition: i. Persons travelling for pleasure or leisure and for domestic reasons, for health etc.
ii. Persons travelling to any meeting/conference/convention or in a representative capacitt of any kind (scientific, administrative, diplomatic, religious, sports etc.) iii. Persons travelling for business purposes b. Excursionists- are temporary visitors staying in a place less than 24 hours in the destination tha they have visited. They do not make overnight stay and may include cruise travelers. The United Nations World Tourism Organization (UNWTO) states that tourists can be: a. domestic tourist, b. inbound tourist and c. outbound tourist. Consumer Behavior in Tourism \
«
A. Factors Affecting Tourist Behavior The following factors immensely alter tourist behavior:
• Geographical Factors: Some physical factors like geographical and climatic conditions, facilities anc
amenities available at the destination, advertising and marketing conducted by tourism business alter the decision making of the tourists. • Social Factors: A few social factors such as a person's social network, which provide first had informatior that can alter a person's decision of visiting or not visiting a particular place.
• Place of Origin: There can be a broad spectrum of tourist behavior depending upon the place they belon§ to. North Americans like to follow their own cultural framework. Japanese and Korean tourists like to visi: places in groups. • Tourism Destination: It is a major contributing factor altering tourist behavior. If a destination has all basi: provisions such as electricity, water, clean surroundings, proper accessibility, amenities, and has its owi significance, it largely attracts tourists.
• Education of Tourist: The more educated the tourist is the wider range of choices, curiosity, and the knowledge of places he would have. This drives the decision making when it comes to choosing a destination B. Plog's Model of Tourist Behavior Plog classifies tourists into three categories as described below: 1. Allocentric (The Wanderers): A tourist who seeks new experiences and adventure in a wide range a
activities. This person is outgoing and self-confident in behavior. An allocentric person prefers to fly and a explore new and unusual areas before others do so. Allocentrics enjoy meeting people from foreign a 10
prefer good hotels and food, but not necessarily modern or chain-type hotels. For a i : centric would like to have the basics such as transportation and hotels, but not be .r^ re d itinerary. They would rather have the freedom to explore an area, make their own v d :*oose a variety of activities and tourist attractions. = Repeater): A tourist falling in this category is usually non-adventuresome. They prefer a - travel destinations where they can relax and know what types of food and activity to prefer to drive to destinations, stay in typical accommodations, and eat at family-type
H p fc s rtrc
Zcnbination): This category of tourists covers the ones who swing between the above said
■■toy Centre Model of Holiday Making
■ IB t tr I : - $- tancy of Futurology, Henley Center has divided the tourists into four phases:
BJfflase I- Bjbble Travelers: They do not have much money as well as knowledge. They prefer packaged
M as. - “'ey eng to observe different cultures without being a part of it. They travel mostly out of curiosity.
It |h a se I- dealized Experience Seekers: They are confident tourists with the experience of foreign tours.
9m
t
m
"s - exible and comfortable. They prefer tour offers made for individuals. - Seasoned Travelers: These tourists are more affluent than the idealized-experience seekers. They —e 'e confident to experiment and experience different places and environments. They are more
■ *.~ -:.'ous and prefer individualistic tours.
L ► ase IV- Complete Immersers: These tourists have an intention of immersing completely into the foreign
a it_ re Heritage, culinary experience, and language. Their holidaying is well-planned but not well-structured.
Eerients of Travel
Bements of travel are criteria for defining tourists. These may include reason for journey, distance to travel, e* gth of stay at the destination, residence of the tourist and form of travel.
L : eason for journey: The first element of travel is the purpose of why a tourist will travel in the first place. i is a crucial element of travel as if there is no reason for a person to visit a place then there would be no
; ny travel or journey. Some of the reasons for travel may be classed as: a. Work or business b. Outdoor recreation- boating, fishing c. Visiting family and friends d. Holiday celebration e. Entertainment- sports and theater 11
f. Personal- wedding, funeral, medical g. Conventions and meetings 2. Distance to travel: The second element of travel is the distance of travel. The distance of travel is another important element and can determine what form of transport would be taken to complete the journey. Under this the tourist must consider the difference between local and international traveling. Preparing and planning may differ from local traveling- which may include using local money (Philippine peso), using the right transport mechanism and choice of clothes; international traveling- convert local money to the currency of the place to travel, transport such as planes or ships. 3. Length of stay at the destination: The third element of travel is the length of stay at the destination. The definition of tourists and excursionists by UNWTO is directly associated to this element. 4. Residence of the tourist: The fourth basic element of travel is the residence of the tourist. This is an important element for the destination's government for them to monitor which country or race visits their country frequently. This will be analyze statistically and may help the destination's government to plan for better development of tourism and hospitality sectors available in their country and to help them attract more tourists. 5. Form of travel: The last element of travel is the forms of transport which is also considered to be a crucial element to travel and as mentioned before the other factors can contribute to what form of transport is selected. Nature of a Tour To understand fully the nature of tour we must first revisit the meaning of domestic and international tourism. Domestic tourism involves traveling exclusively within the residents' own country with the benefit of having no problem in language barrier, currency, documentation barrier and socio-cultural differences. International tourism involved traveling outside of the country and may show possible problems in language barrier, currency, documentation barrier (visas, passport) and socio-cultural differences. Depending on the type of tourism the package tour differs. Package tour or sometimes referred to as inclusive tour is product wherein the tourist can buy all-in one services of all the components of tourism ant hospitality that will be needed by the tourist to be relaxed in his or her destination. Package tour may include vice-versa transportation, hotel and lodging, food and beverages, choice of destination that the tourist woulc like to visit, availing special products specific to the tour operator that the tourist is having business withsuch as tour guides and souvenirs. Tour operators are the people who organize the inclusive set of tour products. The inclusive tour differs from domestic tourism and international tourism. If a tourist buys separately all the components of tourism and hospitality this is referred to as "independent tour." Package tour classification: a. independent inclusive tour (IIT): wherein the tourist travel to the site of destination individually 12
rao-s .e t o jr (GIP): wherein the tourist travel to the site if destination with the company of
- the simplest explanation is what the tourist buys. There are four characteristics of • ~ c r 'd u d e : Services may be characterized as: ■fcTfflirs: srocuct is a service. product 3
is
largely
Intangible can't be seen, tasted, felt, heard or smelled before being purchased
- ~ atfactio n.
z. ~ n _'st product tends to vary in
Inseparable providers
can't be separated from service
jn d quaSty. i S_cc . ;• t~e product is fixed. O e sc ra tio n j-
Variable -> quality depends on who provides them and when, where and how Perishable -> can't be stored for later sale or use
" . ' s t destination is a geographical location which has the necessary components to attract - e e t their needs- usually due to its cultural and natural values. The success of a tourist - a . oe dependent on three basic factors: attraction, amenities and access. a. Attractions are the motivation of a tourist to want to visit a site or destination. Attraction may consist of artificial
(purpose-built
attractions),
natural
sites,
heritage attractions or events. b. Amenities which include a range of supporting facilities
and
services
like accommodation, food,
entertainment and recreation which are required by tourists at the destination. The attractiveness of the destination may be affected by the different amenities U s e r - the surroundings. Presence of more entertaining and enjoyable amenities may increase the l a c r . e'-'ess of the tourist site. Access in terms of development and maintenance of transport which provides the link to the m r. :estination as well as the tourist attractions at the destination. Regular and convenient transports b
to the attractiveness of the site.
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Tourist services The travel and stay tourists give rise to a wide range of services in the course of a holiday. The main tourist services are usually supplied by passenger transport which provides the capacity of travelers to reach their destination as well as the movement at their destination. Many types of transport are available such as planes, trains, and cruises. Accommodation, food and beverage and entertainment constitute another part of the tourist services. Hotels are necessary for a large group of tourists and travelers because these are the places where
they can stay and be accommodated during the length of their vacation. Restaurants to provide food and beverages are also considered to be as important as hotels for the provision of pleasure eating. Entertainment, amusement and recreation are the primary reasons for people to travel.
Travel agent and tour operators are also vital tourist services. The travel agent is the distributor of the product while the tour operators are the manufacturers of these products. The travel agent provides connections between the tourist and the providers of the other tourist services while the tour operator
combines individual components of a holiday into a product which is then sold by the travel agents to tourists. Characteristic of Tourism and Hospitality 1. The tourism and hospitality is dynamic. The industry is undergoing evolution. The discovery of new recipes for foods, new ways of mixing drinking and discovery of new tourist destination creates new possible services that can be offered to the public. Technological advancements also create new ways for customers to reach services more effectively using mobile applications, hotlines and TV advertisements and so on. 2. The tourism and hospitality industry is seasonal. Although people always look for destinations and service they can avail. These tourist products are seasonal and number of buyers may differ depending on the tirr* of the year- such as beach resorts during summer, date of festivals- Panagbenga during February. 3. Tourism and hospitality is a labor-extensive industry. The human resource is very important in this indust^ as most of the services can be supplied using man-power. 4. Tourism and hospitality is people-oriented. Tourism and hospitality almost always involve people. Servia providers are people. Tourist destinations can be places where tourist meet other people and create ne« connections as friends. 5. Tourism and hospitality is a multidimensional phenomenon. As describe, tourism and hospitality hav many definitions because of their wide range components which may include not only places and people bu also different kinds of services.
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"k s o t .: Tf c-courts are unlimited. Most of the raw products in tourism and hospitality are i
L T t
destination itself, the people themselves and the natural resources that can
a r . c'oducts are purchased without even insisting the people to buy them. People do — s -c nospitality products but people want them. Therefore, products in this industry : - s , need accommodation, food and beverages and traveling services. and Hospitality i - c s s :ality are undeniably two of the major socioeconomic industries in the world. Both ec>-g up and adapting in the world's development to a better and highly technological :* " e - ccnant contributions of tourism and hospitality are: srag-ession- One of the major significances of tourism and hospitality sectors is their ~ :- e economy of country. According to the Department of Tourism, 12.7% of the Philippines's fJ K L i mss ~ c~ the sector of Tourism. lo r c* e~oloyment - Because of the increase in numbers of tourists visiting countries, there will r - _ - ic e r of employees needed to provide human resource to these tourists. About 5.4 million -f emo o,ed in the major sectors in tourism and hospitality - transport, accommodation, food and * c:e s a"d restaurants- in 2019 (DOT, Philippines). :o - c f culture and cultural heritage - Tourism and hospitality industry provide a stage to ;*a re and explain the beauty of different cultures, histories and arts of a specific country or
c-cg'ess - Tourism and hospitality are a good ways for a successful cultural exchange. In the same reco e in the area where the tourists visit may also adapt some of the traditions and ways of the I-cco examples of these exchanges in the Philippines include: the culture of serenading or "Harana", . ced by the Spaniards during the Spanish era in the Philippines. - ce to education - Tourism and hospitality services also affect education- especially those related nt from one place to another such as educational tour, school seminars and international
>n of development- The demand of international competition in tourism and hospitality provides : r spread wealth among different countries (especially to the developing countries) and not only limit scrr«e of the well-developed countries. This will cause distribution of people and money and may bridge 99 cetween the rich and the poor. -eminent and culture preservation - the tourism and hospitality industry exposes different places and ■®s with unique characteristic and natural beauty. The knowledge of these place and culture will help 15
people to support the preservation of such beauty and prevent them from losing their significance in world. 8. Build strong relationship between countries - The well-developed and designed tourism and hospit can help create a bridge for the psychological and cultural distances which separates different people b; on race, language, colors, socioeconomic status and religion. 9. Better planning strategies for road development, housing or industrial building - By the upholding ol tourism and hospitality for the preservation of environment, people in these industries may help government to plan road and industrial development with sensitivity to their environmental implications. 10. World's peace industry -People of different race, religion and culture are distanced from each othe many factors. But because tourism and hospitality can provide ways to these people to have str relationship and better understanding of each other, tourism and hospitality may overcome prejudices foster international brotherhood creating harmony and peace. 11. Foreign Exchange Earnings- One of the most important contributions of the industry is to help the gro of the economy of the country. All touring expenditure incurred by foreign tourists is a source of fort exchange earnings. Many countries of the world make it mandatory for tourists from abroad to can certain amount of foreign currency for the entire length of their stay.
16
11. The tourism and hospitality gives rise to various and wide range of services available for tourist and th may include: a. Transportation, b. Accommodation, c. Food and Beverages, d. Recreation and Entertainmen e. Travel services. 12. Characteristics of tourism and hospitality which make it different from other industries include: a. Tourism and hospitality is dynamic. b. Tourism and hospitality is seasonal. c. Tourism and hospitality is labor-extensive. d. Tourism and hospitality is multidimensional. e. Tourism and hospitality products are unlimited. f. Tourism and hospitality products are always bought by consumers. 13. Importance of tourism and hospitality include: a. Economic progression. b. Generation of employment. c. Promotion of culture and heritage. d. Societal progress. e. Significant to education. f. Dispersion of development. g. Environment and culture preservation. h. Foreign exchange earnings.
18
QUESTIONS FOR DISCUSSION L Z&* ~e tourism. ■ Bs^ne -ospitality. K -E c a ‘ the relationship of tourism and hospitality. L& C ; n the difference between tourists and excursionists. IJB sc_ss the importance of tourism and hospitality.
CHAPTER ACTIVITIES L M n e . ou worked in a restaurant or foodservice operation? What are the three important lessons you p r - « c aoout work while there? If you have not, interview a classmate who has experience in the field and me out what three lessons he or she would suggest. L W * at s your favorite restaurant? What does it do so well to have become your favorite? What would you ■='— tend it do to improve your dining experience even more? was your all-time best restaurant dining experience? Compare and contrast this with one of your * c - r : ning experiences. For each of these, include a description of: a. The food b. The behavior of restaurant staff c. Ambiance (music, decor, temperature, comfort of chairs, lighting) d. The reason for your visit e. Your mood upon entering the establishment IjS e ect a local tourist destination. Make a research on the following: a. What type of visitor does the destination draw? b. What does the destination's management do to bring in visitors?
•crassibility krr-nm odation H-e-ities ■fractions r'tr^tainment Eacjrsionists Rood and beverages
KEY TERMS AND CONCEPTS Hospitality Tourism Lodging Man-made attractions Natural resources Network Recreation
19
Tour Operator Tourist Tourist destination Tourist products Tourist services Travel agent Visitor
Case Study- Restaurant Behavior The following story made the rounds via social media in late 2014. While the claim has not been verified, the story is as follows: A busy New York City restaurant kept getting bad reviews for slow service, so they hired a firm to investigate. When they compared footage from 2004 to footage from 2014, they made some pretty startling discoveries. So shocking, in fact, that they ranted about it in an anonymous post on Craigslist: We are a popular restaurant for both locals and tourists alike. Having been in business for many years, we
noticed that although the number of customers we serve on a daily basis is almost the same as ten years ago the service seems very slow. One of the most common complaints on review sites against us and many restaurants in the area is that the service was slow and/or they needed to wait too long for a table. We've added more staff and cut back on the menu items but we just haven't been able to figure it out. « We hired a firm to help us solve this mystery, and naturally the first thing they blamed it on was the employees needing more training and the kitchen staff not being up to the task of serving that many customers. Like most restaurants in NYC we have a surveillance system, and unlike today where it's digital, 10 years ago we still used special high capacity tapes to record all activity. At any given time we had 4 special Sony system; recording multiple cameras. We would store the footage for 90 days just in case we needed it for something. The investigators suggested we locate some of the older tapes and analyze how the staff behaved ten years ago versus how they behave now. We went down to our storage room but we couldn't find any tapes at all. We did find the recording devices, and luckily for us, each device has 1 tape in it that we simply never removed when we upgraded to the new digital system! The date stamp on the old footage was Thursday July 1, 2004. The restaurant was very busy that day. We loaded up the footage on a large monitor, and next to it on a separate monitor loaded up the footage of Thursday July 3 2014, with roughly the same amount of customers as ten years before. We carefully looked at over 45 transactions in order to determine what has been happening: Here's a typical transaction from 2004: Customers walk in. They are seated and are given menus. Out of 45 customers 3 requested to be seated elsewhere. Customers spend 8 minutes on average before closing the menu to show they are ready to order. The waiters show up almost instantly and take the order. 20
* -®c
:nin 6 minutes; obviously the more complex items take longer.
mers 2 sent their items back. c ar a , 5 on their tables so they can respond quickly if the customer needs something. a-e zone, the check is delivered, and within 5 minutes they leave. »rm e from start to finish: 1 hour, 5 minutes. ; B ra t "accened in 2014: ralk in. Customers get seated and are given menus, and out of 45 customers 18 request to be ?seA"sere. p« ever oDening the menu most customers take their phones out, some are taking photos while others rc -g or browsing. r :~e 45 customers had waiters come over right away; they showed them something on their phone o rr --
average of five minutes of the waiter's time. Given this is recent footage, we asked the waiters 5
and they explained those customers had a problem connecting to the WIFI and demanded the
~ra try tc help them. a -e# minutes of letting the customers review the menu, waiters return to their tables. The majorities 1siso-mers have not even opened their menus and ask the waiter to wait a bit. customers do open their menus, many place their phones on top and continue using their activities. 'eturn to see if they are ready to order or have any questions. Most customers ask for more time. a table is ready to order. Total average time from when a customer is seated until they place their is 21 minutes. starts getting delivered within 6 minutes; obviously the more complex items take way longer. If :
£
of 45 customers spend an average of 3 minutes taking photos of the food.
c -t of 45 customers take pictures of each other with the food in front of them or as they are eating the
IC O -
. This takes on average another 4 minutes as they must review and sometimes retake the photo.
5 c ,t of 45 customers sent their food back to reheat. Obviously if they didn't pause to do whatever on their p r : ne the food wouldn't have gotten cold. 2” cut of 45 customers asked their waiter to take a group photo. 14 of those requested the waiter retake the :ro to as they were not pleased with the first photo. On average this entire process between the chit chatting 21
and reviewing the photo taken added another 5 minutes and obviously caused the w aiter not to be abl take care of other tables he/she was serving. Given in most cases the customers are constantly busy on their phones it took an average of 20 more minutes from when they were done eating until they requested a check.
Furthermore once the check was delivered it took 15 minutes longer than 10 years ago for them to pav leave.
8 out of 45 customers bumped into other customers or in one case a waiter (texting while walking) as t were either walking in or out of the restaurant. Average time from start to finish: 1:55 We are grateful for everyone who comes into our restaurant; after all there are so many choicesout th But can you please be a bit more considerate? '
Now it's your turn. Imagine you are the restaurant operator in question,and answer the questions belt
a.
What could you, as the owner, try to do to improve the turnover time? Come up with
three ideas.
b. Now put yourself in the position of a server. Do your ideas still work from this perspective?
c. Lastly, look at your typical customer. How will he or she respond to your proposals?
22
CHAPTER QUIZ T e ':$cwing: 1. A place where visitors could stay for a period of time when they travel. 2. Type of physical recreation wherein the person involved is active or participative. 3. Kind of leisure that is mainly associated with activities that involve children, young adult and teens. 5. These are individuals that package all components of tourism and hospitality services which are sold to tourists through agencies. 6. A geographical unit with cultural and natural values where the tourist visits and stays. 7. Another term for package tour. 8. Manufacturer of tourist products. 9. Services that can't be separated from service providers. 10. Give one significance of tourism and hospitality industry.
k
Enumeration
1 _ -1- Components of Tourism and Hospitality Industry, l i - : - Classifications of tourism by UN. L i -22. Components of Tourism. 13 -25. Three characteristics of tourism and hospitality.
23
HISTORY OF TOURISM AND HOSPITALITY At the end of this chapter, the students should be able to: 1. Describe the history of tourism. 2. Describe the history of hospitality. 3. Explain the origin, events and history of tourism and hospitality in the Philippines. 4. Identify important pioneers of tourism and hospitality. This chapter will focus in describing the history of tourism and hospitality in the different ancient period such as the medieval period and renaissance era. It will also include the practices of the early civilizations that could explain the different origins of the tourism and hospitality industry.
AMD HOSPITALITY
: do are inherent to human. Man has traveled since the earliest times- making the b: I kt
/ears old. The word tourism is derived from the Hebrew word torah which -£ or iaw." In some other literature, tourism is derived from the Old Saxon term
: a - .' e with the intention of returning." ‘fcu” tre a : 'o travail") for leisure has evolved from only being done by very few people (the -£ mat can be done by anyone. Historically, the ability to travel was reserved for : asses : ' .'.ea thy people in Rome. These royalties prepare for summer away from their place ■ raom e nefreshments and entertainment. I x r c -re ear . tc jris m the people often travel because of two reasons: a to travel for business such as trading and : to ra v e l for religious purposes such as pilgrimage. J f - f -r-t -echanism s to travel have been studied extensively in order for the early people to trade - a t : - 5 and tribes such example is by the Sumerians who have invented money and wheels. They r e«:nange for goods and the wheels to create transportation to facilitate travel. The early tra /eled throughout the Mediterranean to trade their products to nearby cities. •otn t~e Greeks and the Romans were well-known traders. As their empires increase, travel had a - eressity. Sometime in the 17th century, young men from the royalties of the ancient Romans were ro to travel to Europe and this was called as the "grand tour." During the 776 B.C, the Olympic "eated by the Greeks, caused an ihcrease in the travel of both rich Greeks and Romans for r t and to visit friends and relative during the games. The Romans improved travel by the aid of good ■tation by employing relays of horses through distances of 100 miles or more along first-class roads k
_ "ey created stables of horses in every 6 miles distance and these particular areas can be a location ■£z exhausted horses or new horse to travel faster. They are the equivalent of the present gasoline
In the early times, many societies also encouraged the practice of religious pilgrimage, the act of going to places of worship. During the 14th century, one of the foremost destinations of pilgrimage is |t-a~ 5s of Galicia located in Spain. In the different literatures where pilgrimage has been cited, it was very :that many pilgrims while visiting holy shrine were also keen to relax and enjoy themselves. In fact it's the Old English word haligdaeg (holy day) that "holiday" derives. Beginning in 1388, for English pilgrims 5 owed to travel were required to obtain and carry permits, the forerunner for the modern passport.
25
Medieval Period The early tourism was a time of great development in leisure travel. People traveled in differei places with different reasons and safe travel was out of the question.
But
when
the
ancient
Rome
ancient ended in the 5th century, the travel declined. Travel became burdensome, dangerous and demandir
during this time as roads and inns and horse stables were not maintained and became unsafe because < thieves who inflicted harm to travelers. Religious travels were the only ones who traveled during this period
Figure 1: Pilgrims traveling to a holy place. Photo by National Catholic Register Renaissance The Renaissance period opened a new kind of travel, the educational travel. Few renowne
universities during this period developed traveling for education which mostly was introduced by Britain an
became popular in the 16th century. Elizabeth I of England encouraged young men who want to be part of th
court to travel to different continents to widen their education and gain knowledge of the places aroun their country. After a while, the travel for education of the young men was called a "Grand Tour." The ten
was used as early 1670. While apparently educational, the appeal became social. The practice was adopta
by other people of the lower socioeconomic status and so travel was not only for the royalties anymore M of the ordinary people as well. But by the end of the 18th century, the practice had become institutionalize for the upper class of society. But it was two more hundreds of years later that encouraged the start of more widespread ai regular tourism: health and culture. While the young men sought for knowledge and improvement education, the sick search for remedies and other people for culture. Those who could afford to do so begi to visit the spas or medicinal baths in the 18th century Europe to benefit from the spring waters and fresh a The term spa is derived from the word espa which means fountain. Soon, entertainment was added a dozens of watering places became resort hotels.
26
e sare tourism took hold when industrialization across Europe gave rise to an r an increasing amount of free time. This period brought about major changes in “
tt D'ought about technological advances and social changes that made travel not only : '3 or cultural but also as a recreational activity. The increase in the productivity of -g urbanization gave the people opportunity and money to go on a holiday. Tourism
as a- international industry.
s^czezs of tourism and hospitality steadily continued throughout the early 19th century even ,4b r —e most part it was only limited to a small number of locations because of its expensiveness. In everytrt ng changed because of the increase of employment making people have disposable i anc extra ~oney to desire a different lifestyle. Together with the increase rate of employment is the :* T»vo technological advances that opened new paths for the development of transportation tne creation of railway system and the creation of steam power. Because of the creation of - :a :s transportation became cheaper and became more reliable. At the same time, reasonablynr-='c ai aircraft were able to carry passengers to and from any airport in the world. Thus the ndustry transformed to become a mass market not only for elite people but for everyone else. Tne creation of the steam power provided ways to increased mobility that is reliable and inexpensive to ra v e l throughout major rivers which in turn led to the popular day-trip cruises and the growth of ~ - r e coastal areas of large towns around different countries. The creation of these two technologies a sc a way that helps tourism businesses to be more organized in the late 19th century. Travel organizers a zed. Thomas Cook was one of the first travel organizers or firm that managed a train trip in 1841 en -eicester and Loughborough in United Kingdom. The first organized trip was successful and this ged Thomas Cook to arrange similar ventures using chartered trains. In 1866, he organized an n tour. The success of this venture encouraged him to arrange similar excursions using chartered trains. In ne organized his first American tour. In 1874, he introduced "cook's circular notes" which were the r for traveler's check. The late 19th century was also the time where photography and guide books . arized. The Baedeker, first published in 1839 by Karl Ludwig Johannes Baedeker, was the most popular e guide books that it became the leading guide book for Europeans in the century. M * century The increased in wealth, curiosity and adventure attitudes of the people at the beginning of the 20th s ' T j r y and the development of more accessible, safer and easier transportations continued the industry of 27
leisure travel. The World W ar I brought about many changes in tourism one of which is stagnation i as a result of wars. But together with these wars was the formation of large-scaled migration- whic opportunities to increase volume of travelers- caused a balance in the number of travelers. Other important information in the 20th Century:
a. The development of motor cars in the post-World W ar I changed travel radically- motorizf road transport boosted popularity of seaside tours. b. Interest in international also was popularized by the close encounter of military men of th countries. c. The World W ar II also increased travel as the war introduced more combatants to new coi and new continents (i.e., American soldiers to the Philippines during the Japanese Era) generating ne of friendships. d. The development of commercial aircraft in the 19th century also led to the development o aircraft technology in the 20th century. The importance of aircraft technology were seen as air travel more comfortable, safer, cheaper and faster (can travel for a day or hours) compared to other forms transport such as sea travel which could travel in days or weeks. e. The 1970s seen the emergence of new patterns in tourism. As business and trade prosper business travel, conferences and incentive travel also flourished.
The major developments that emerged in the 20th century is considered to be the most i and most promising for the continued growth of world tourism. Tourism and hospitality remains to
the major contributors to economic diversification and source of foreign exchange. Thus tou hospitality is still one of the significant businesses in the whole world. But beyond its economic sig tourism and hospitality is also one of the businesses that have a role in promoting cultures and different countries- their arts, people and natural attractions. History of the Hospitality Industry
The word hospitality predates the use of the word tourism, and first appeared in the 14th c is derived from the Latin hospes, which encompasses the words guest, host, and foreigner.
The early travelers were warriors or traders or people in search of knowledge (Grand ' during the early times there were no hotels or lodging accommodations they can avail. War
conquerors used tents for their temporary accommodation while traders and persons traveling for < used their merchandises in exchange for lodging in the houses of the people they meet thro
journey. Lodging can be considered the first ever commercial business and hospitality as the first s which money was exchanged. Ancient period The Sumerians: A group of people living in Mesopotamia near the Persian Gulf at around 4,00( Sumerians, are the earliest recorded hospitality industry in the history. The location of the Sume considered to be a very fertile area- where many natural resources could live and grow. Because of 28
r
--3
Sumerians became prosperous, skilled farmers and animal breeders also emerged,
moments, the Sumerians were considered to be one of the great civilizations in their h ec3.se of their contributions to agriculture and construction. The abundant harvests of the —e r i -a d e them able to produce surplus grain and these surpluses were sold to people in -=■£ on. The Sumerians also invented money and writing and used these as means to record - - s a c tio n s . These transactions are the first trade and are the precursor for the modern ^ ^■ KSlfenfe ~
e .vorld. The creativity and intelligence of the Sumerians also resulted to the discovery or :- :o u c ts to produce other products such as alcoholic beverages which were considered to
^ H p r r 3t -« r a i their water. '1*ne Surierians also organized themselves into city-states, one of the first developments of politics, t r " e Sumerians covered a large geographic area and therefore the need for food, drinks and H p f e r f a r t r t S .-ie n a n traders and the buyers in different regions were needed to be supplied. Hence, local H p a i a r *S 2 C sied and built taverns which can be the areas where services can be availed, and this . ery first hospitality business. Services in the taverns include beers to local Sumerians, foods PH M lr--1:
traders and buyers. But the taverns also attracted criminals and because of this, Hammurabi, Babylon, made sets of laws and carved them into stones- known as the Code of Hammurabi.
*:• oefying the laws include death penalty. Using water to dilute beers was also considered to be HMb m *.
=-c people who did these were penalized with death. With the different discoveries of the
■■■pia'5 :o many aspects of the modern hospitality made the Sumerians as the start of the hospitality
'"^ cers: During the early development of hospitality industry, many people in the Mesopotamia region ?=od exotic traders. In 2000 B.C, a considerable amount of trade had developed among the people I f f t e M odle East. The increase in the number of traders also increased the need for hospitality services for J ■her :-g journeys which led to the formation of caravanserai along the Silk Road. Caravanserais were (fc s - re o as “guest houses," "roadside inns," and "hostels," which were designed to provide overnight fenu • j to travelers and traders. 3200 B.C to 476 A.D 'he period of Empire Era from 3,200 B.C to 476 A.D is one of the eras that contributed greatly to the ;velopment of hospitality industry. Two possible explanations of why ancient time people felt to be hospitable: they felt that hospitality to strangers was necessary to their religious well-being :hers; they were hospitable only because of their own superstitious fears. Therefore we find either or the supernatural as the principal motivating force in the concept of hospitality. The Egyptian the Greek empire and Roman Empire are the three significant empires that developed hospitality :orthe increase in the numbers of travelers.
29
Egyptian Empire Egyptians were considered to t welcoming and warm hearted people ensure the guests always feel welcon wanted.
Since
ancient
times
E|
hospitality has been widely known ar highlighted by the great feasts that organized in the honor of their visiting and dignitaries. The ancient Egyptians were the begin the activity of tourism and hos Because during their years of develc they have seenthat food service andlodging should famous pyramids,tombs
of their pharaohs
be provided to travelers who visited their coui
andtourist attractions and to the visitors who attends
religious festivals. Greek Empire The kind welcoming and care of a stranger in one's home, was an institutional matter for Greeks. Greeks considered their guests and travelers as god-sent and were treated with honor and i Furthermore, the ancient Greeks were constantly traveling to foreign lands due to their way of livingtraveling, trading, and wars. Because of increased travel the need for accommodation, assistance and protection created the development of inns and taverns in ancient Greece. Inns and taverns in ancient Greece were often respected and served fine food to travelers. This is one of the many reasons why they were considered to be one of the most hospitable empires in their era. Roman Empire Factors that may have contributed to the development of travel and tourism during the Roman Empire include: trades, exchange of goods, wars, road networks,
religious
activities, sports, and tourist
attraction.
30
Egyptian Empire
Egyptians were considered to I welcoming and warm hearted peopl ensure the guests always feel welcor wanted.
Since
ancient
times
E
hospitality has been widely known a highlighted by the great feasts tha organized in the honor of their visiting and dignitaries. The ancient Egyptians were the begin the activity of tourism and hos Because during their years of devel they have seen that food service andlodging1should famous pyramids,tombs
of their pharaohs
be provided to travelers who visited their cou
andtourist attractions and to the visitors who attend'
religious festivals. Greek Empire The kind welcoming and care of a stranger in one's home, was an institutional matter for Greeks. Greeks considered their guests and travelers as god-sent and were treated with honor and Furthermore, the ancient Greeks were constantly traveling to foreign lands due to their way of livingtraveling, trading, and wars. Because of increased travel the need for accommodation, assistance and protection created the development of inns and taverns in ancient Greece. Inns and taverns in ancient Greece were often respected and served fine food to travelers. This is one of the many reasons why they were considered to be one of the most hospitable empires in their era. Roman Empire Factors that may have contributed to the development of travel and tourism during the Roman Empire include: trades, exchange of goods, wars, road networks,
religious
activities, sports,
and tourist
attraction.
30
:- s of the Romans such as Roman law, cement, concretes, and army, wild cuisine such as *t■:;- 3 ie s , roman numerals, etc. may have directly or indirectly fostered travel and tourism, pears of conflict between Romans and other ancient civilization led to territorial expansion of anc
. e^ns were established throughout the empire for travelers, army members and royalties
flhe r tong journeys. m a n o e r: =ersia, travelling was done in large caravans, which carried elaborate tents for use along ~<-tes. However, at certain points on these routes, accommodations known as Khans, stages, sleeping accommodations and fortresses, were constructed. These were simple —r
. ded protection not only against natural elements but also against enemies and thieves.
Period
A—.e ' :n e fall of the Roman Empire in 476 A.D, inn keeping almost disappeared, except local taverns
a
*=*
" i s which were scattered throughout Europe. Travel patterns maintained a great deal of
t . z~er the fall of the Roman Empire. The roads were durable and remained the primary means of
e we I into the middle Ages. During the middle Ages, we find once again the intermingling of religion and hospitality. It was e o as the duty of the Christians to offer hospitality to travelers and pilgrims. Monasteries functioned rrs
■
3roviding accommodations and food for the weary traveler. These building were known as teions, a Greek word meaning inns or resting places. Members of the religious orders planted
■ ® r3 : es and herbs, raised animals for meat and grew grapes for wine. The most famous of these
■ T ire '* - s h e lte r s was the Hospice of St. Bernard. Travelers were not charged for lodging. Those who were
■ fc -- :a y were expected to give donations. In Britain, many of the terms used for transportation and communication systems were eventually ■paced by English equivalents. The Roman roads became known as post roads. The relay stations became
■ c m - as "post houses" or "posting houses." These often served couriers, but the suffix 'house' emerged to
fc r
a lodging facility, while the term 'office' later identified the distinct function of a courier station. In Europe, Charlemagne established rest houses for pilgrims as well. The main purpose
was
to
■ccsct pilgrims and provide hospitality on their routes. Providing hospitality services to travelers became a to the religious houses. The Church found it difficult to accommodate many travelers in a limited
m scs. The monasteries were "overbooked." But the Church still continued to provide hospitality especially
■ —e poor because charity is important in the fulfillment of the Church's mission.
■teraissance: 1350 A.D to 1600 A.D Concern regarding table manners and right conduct during a meal increased during this period such as -at to put food on their plate using their fingers because such behavior is unpleasant and annoying. 31
Burping at the dinner table was considered unacceptable. During this period, there was a decline in 1
number of available restaurants or dining establishments. In England, taverns, pubs and inns did not sei any foods and drinks and so these places were avoided by the upper class. Early Modern Period: 1600 A.D to 1800 A.D During this period, there was a considerable improvement in the quality or accommodations of tra and inns, particularly in England. The most common mode of transportation used back then was stagecoai
as shown in the photo below. The advent of stagecoach travel revolutionized hospitality on the ro< Stagecoaches were forced to make overnight stops on long journeys. These called for the need
accommodation places for horses and passengers to have opportunity for rest overnight and placesto di for foods and drinks. As a result there were the increase of construction atsuitable locations
ale
stagecoach routes of inns and taverns.
In the 1600s, some of the local lord or kni{
Whose territory the inn laid, made a law requiring busim people who owned inns must have licenses to opera The
application
of the
common
law
also
requii
innkeepers to receive all travelers. The need for t
application of this law arose because some inns choc
their guests based on their appearances. The common I
established two principles that are still followed in c
hospitality industry law at present- the innkeeper shoi
insure (insurance policy) the guests' property and provi for the guests' safety. Other important information: a. In the 16th century, a type of eating place for commoners called an ordinary appeared in England These places were taverns that served a fixed prices, fixed menu meal. b. During this era, coffee and tea began to influence the culinary habits of Western Europe. During the next century, coffee houses were built all over Europe.
The food service element of the hospitality industry changed dramatically in France in 1765. A m named Boulanger operated a small business which sold soups and broths in Paris. These were known,
restaurants, a French word which means "restoratives." One of the products in his menu included a di
made of sheep's feet with a sauce. The traiteurs, members of the caterer's group in France during that t * objected on the grounds that Boulanger was preparing and selling a dish that only traiteurs were allowed
sell under existing French law. They filed a case against Boulanger in court. After a careful study of ti
traiteurs' position, the court decided that Boulanger's selling of the dish did not violate the French law with
decree allowing both traiteurs and restaurateurs to serve guests within their establishments. This led to tl serving of foods and drinks to guests seated in a public dining room in any establishment. Boulanger 32
e " 5 ''rst to create the first restaurant, an establishment open to the public with a dining room -=?. of foods could be bought and consumed. In the late 18th century, the restaurant business
type of food-service establishment which developed in France was the cafe. Cafe is the itzrz *'or "coffee." These cafes were the French equivalent of the English coffee houses. This raert n France in the late 18th century marked the beginning of the modern restaurant industry. Era: 1800s
"•■= idustrial Revolution, which dates from the mid-1700s, was a period of fundamental historical • _ : svitality industry. It is the period of industrialization of societies and economies, invention and :a : on of many modes or transport such as railways. This development had greater impact to ndustry than any other development since the fall of the Roman Empire. Period
Century ~-!e 19tn century is considered to be the period of indulgence of luxury into the evolution of ndustry. In the early 1800s, "Inns" were the only lodging facility available for the tourists. A lot of established prior 19th century. But, lodging was not just about bedding and resting facility = They started providing food and drinks to the travelers. And soon the element of luxury started to -
which gave birth to the emergence of hotels- more sophisticated facilities that provided better
■s and dining areas to the public. ~he adapting and evolving hotel facilities led to the formation of different selling facilities of hotels * cars inside the hotel, pools inside the hotel, architectural improvement of the hotels- focusing on the -
and interior designs, the multistory level of hotels and the well-decorated ceiling and chandeliers. The 19th century also led the different hotels to provide a dining area for their guests. By this time, restaurant referred to the dining room in a hotel. More innovation in hospitality occurred in the 19th century such as the custom of dining out, better
■m?~:as of preserving food though canning and vacuum packing, mass feeding for school children and the
m rz c snment of ice cream parlors. ■"wrtieth Century The growth of hostel business in the 19th century and the development of the culture of hospitality
bi3- n people emerged as a huge business opportunity. A lot of people started building hotels and they
Ir e '- o r a te d more and more facilities. Innovations in transportation systems enabled more and more people
■: ~3vel. Some people saw the opportunity and jumped into the hotel business. That is why in the early to 33
mid-20th Century, a lot of giant hotel chains started doing their business. The industry had become me competitive than ever. Cars became extremely popular in the mid-20th century. Intercity traveling became more convenii
because of the well-connected network of roads. These factors favored the growth of Motels. These mot were built alongside the main highways to host more and more people who might want to take rest for a f hours or stay overnight during their journey. In the year 1980, the United Nations World Tourism Organization announced the day of Septeml 27 as "World Tourism Day." The idea of this celebration is to bring sustainability to the tourism sector around the world. Twenty first century While the hospitality industry started only as a way of properly receiving guests and providing them place for sleeping, the traditional hospitality industry has evolved to become one of the most prestigious sectors globally. Despite all the changes the industry saw, the travelers and guests have always been the center for improving and developing ways to satisfy their needs. Hospitality industry is consistently evolving to become more advanced. The 21st century
marks
the
integration
of
technological
advancements to hospitality industry making hotels and restaurants reached new heights. The development of taller
and
more
technological
hotels
through
advancements in engineering were built such as the Hotel Fairmont Makkah, Burj al Arab and Aria Hotel Vegas (see photo). Im portant M ilestones in H ospitality and Tourism
4000 B.C
Adapted from Starr, Nona. Viewpoint: An Introduction to Travel, Tourism and Hospitality. Upper Saddle River, NJ: Prentice Hall, 2003
Invention of money by Sumerians
776 B.C
Olympic Games held in Greece.
312 B.C
Building begins on the Appian Way, one of the earliest paved roads, stretching from Rome to Capua, 19 miles (30.5 km) north of Naples, Italy. Dark Era of Tourism
5th to 15th cen tu ry AD 1200 A.D 1275 to 1292 1394
The Roman Catholic Church constructs cathedrals in Europe that will attract pilgrims and sightseers. Marco Polo explores the routes from Europe to China, stopping along the way at primitive caravansaries (inn) In England, a ship captain receives a "pilgrim-shipper's" license. The most 34
term for indigenous people of dark complexions, reached the Philippines around 25,000 years ago follows by Indonesians in 3,000 B.C and Malays in 200 B.C.
The various numbers of people settling in the ancient Philippines heavily influenced the cuisine
language arts, literature, system and the culture of Filipinos. Ancestors of the Filipinos were already tradirn with China, Japan, Siam, India, Cambodia, Borneo and the Moluccas.
I
Artifacts from India, Taiwan and Japan that have been found in many Island of the Philippines alsj
confirms that the trade was a network of connections between many countries during those period. Becausi
vessels from nearby countries (the Indochina) such as Vietnam, India, and Malaysia pass through the Sour! China Sea, it became the main trade route in Asia. A more recognizable form of tourism and hospitality appeared in the Philippines when the countr
was colonized by Ferdinand Magellan. The Spanish government continued trade relations with neighboring
countries, and the Manila became the center of commerce in Southeast Asia. In the year 1565 to 1815, thj Spaniards closed the ports of Manila to all countries except Mexico, the beginning of the Manila-Acapulq Trade, better known as the "Galleon Trade." Manila became the most important city for trading in tho: periods and as the profits increased the Spaniard become more engrossed to make money causi exploitation to the Philippines' natural resources.
Americans were able to reach Manila in just two weeks' time using air-craft technologies, the Pan
American air-clippers (Photo in left). In the 1920s, Chiri clipper and Manila Clipper, the steamship and the airlirj pioneers, brought passengers from Hong Kong to Mania The development of more comfortable, safer and fasta means of transportation gave the early motivation fa
tourism and hospitality in the Philippines. The use a colorum, or private cars used for public used, provida inland tours by business men and women for American* Chinese,
Japanese
and
European
visitors.
Althoua
considered to be illegal, the use of colorum, was tolerata by government authorities at the time since tourism is sti it its developing stage in fact, there were neither toJ operators nor travel agencies which existed formally. In 1947, a more orderly tourism activity started in the Philippines. Steamships and airlines from otl
countries began to service the Philippines, marking the beginning of tourism and hospitality in the country,/ I was not until the 1960s that the arrivals of tourists to the Philippines were recorded.
36
b. Philippine Convention Bureau (PCB)- served as the marketing arm for conventions. The early 1970s provided an opportunity for the Philippines to have a "temporary boom" tourism and hospitality industry. Unfortunately, the assassination of Senator Benigno Aquino Jr., a political figure that time, led to instability of the peace and order situation of the country. The Philippines had undergone economic, social and political crises as a result and these hin development and promotion of tourism and hospitality. Massive protests occurred and this resulte noticeable decrease of foreign tourist arrivals from 1980 until the early part of 1986. Post-martial Law Era The political instability from the late martial law era led to the reorganization of DOT as the p government agency which focuses on the responsibility to encourage, promote and develop tourisr major socio-economic activity in the country with the Philippine Convention and Visitors Corporation ( as its marketing arm. Fortunately, sustainable tourism was adopted in the 1987 Philippine Constitution, which mar the protection and advancement of the right of the people to a balanced and healthful ecology
initiatives during 1992-1998 encouraged the development of ecotourism as an integral part c sustainable tourism framework in the country. These led to the issuance of Executive Order 111 in establishing the guidelines for ecotourism development in the Philippines. Twenty-first century era (2001-present) The decrease in foreign tourist arrivals in the later part of the post-martial law era went on un period especially when another political instability was experienced in the early part of the 21st centur government through National Ecotourism Strategy (NES) identified the goals of ecotourism as follows: i) To develop globally competitive ecotourism products, ii) To develop responsible ecotourism market, and iii) To optimize community benefits and enhance the quality of visitor experience from ecotour
In 2009, the tourism industry was further revitalized by the passage of RA 9593 also known e
Tourism Act of 2009 which is a declaration of the Philippine government that tourism is an imp* element on the national economy and it is an industry of national interest and importance to harness tc and hospitality as engine of socio-economic growth and cultural affirmation to generate income employment and to continue to mold national pride for Filipinos. Until now, the tourism and hosa sectors are still considered to be priority sectors for development as it is a possible way for reducing pa promoting gender equality, preserving natural and natural heritage, promoting culture of indigenous and increasing environmental awareness.
38
Tourism and Hospitality Industry re Enterprise Zone Authority (T1EZA) Eca^d (TPB) on (IA) ■e :~-nent Committee (NPDC) Fo«-rdation (NPFI) -e~ : A jthority (PRA) wi on Sports Scuba Diving (PCSSD) re s Corporation (DFPC) I z-'ato rs Association (PhilTOA) I-ganization (UNWTO) and Mover (TEAM) Philippines Pfbooerat .e of the Philippines (TCP) : er.5 -'an t Association of the Philippines -cte Owners Association F>avel Agencies Association (PTAA)
*
I
e
30E m e m n
■03
Time table: Origin of Tourism and Hospitality Industry Philippine Tourist and Travel Association was organized. It started as a private initiative to promote the Philippines as a major travel destination. The Board of Travel and Tourist Industry was created by the Philippine Congress. President Ferdinand Marcos created a new cabinet-level Department of Tourism (DOT) by splitting the Department of Trade and Tourism into two separate departments. Included in the new Department of Tourism, the agency Philippine Tourism Authority (PTA) and the Philippine Convention Bureau (PCB) were created. The Department of Tourism was renamed Ministry of Tourism. Under Executive Order Number 120 and 120-A signed by President Corazon Aquino, the Department of tourism was reorganized and correspondingly, the Philippine Convention Bureau was renamed the Philippine Convention and Visitors Corporation. The Department of Tourism assumed a prominent role in culmination of centennial celebrations of the Philippine's Independence from Spain. The Department of Tourism initiated one of its most successful tourism promotion project, Visit Philippines 2003, undersecretary Richard J. Gordon. Improvements in the tourism industry in the country came about with the passage of Republic Act No. 9593 or the Tourism Act of 2009. The Korea became the biggest contributor to the number of tourists in the Philippines. There was a big increase in the growth of tourism in the Philippines after the marketing campaign titled: "It is more fun in the Philippines." A total of 1.17 million South Koreans visited the country. Followed by the U.S, Japan, China, Australia and Taiwan.
39
Pioneers in the Tourism and Hospitality Industry There are several outstanding individuals who have made a significant contribution to the f and development of the tourism and hospitality industry. Cesar Ritz. Cesar Ritz is the general manager of the Savoy Hotel in London, one of the most famo luxurious hotels in the world. At present, the Ritz-Carlton hotels bear his name. Ritz popularized the "le client n'a jam ais tort," translated as the customer is never wrong. It is known today as the "the cu« is always right." Ellsworth Milton Statler. Ellsworth Milton Statler is considered to be the premier hotel-man of all tir
provided middle-class traveler high standard of comfort and convenience at an affordable price. He w, first pioneers of tourism and hospitality who place telephones and radios in guest room and other app such as mirrors, closets and faucet for ice water.
Mamerth Banatin. Banatin was a Filipino travel pioneer who founded and acts as the president and <
Adam's express in the Philippines. Adam's express is the one of the Philippines major travel agencies ar of the top producers of Filipino tourists to Europe. Banatin had pioneered pilgrimage tours to destir ranging from the Holy Land and Lourdes to Fatima and Eastern Europe. He also introduced a wide ra exotic destinations to Philippine travelers, including Bhutan, Kazakstan and Uzbekistan. In 2018, MIKI one of the biggest travel operators in the world, presented Banatin a Lifetime Achievement Award contributions to the travel industry. Conrad Hilton. Conrad Hilton was once recognized as the "biggest hotel man in the world." He was des by the New York Times as the "master of hotel finance." He also pioneered the 1 to 5 rating system of and combined hotels with resorts and casinos. In 1954, he formed a group of American hotels which fo standard operating procedures (SOP) to standardized operations. Thomas Cook. Thomas Cook is recognized as the first professional travel agent. He was the founder
world's first travel agency. He is credited for making world travel possible for the middle class. The | "Cook's tour" arose from his name which means touring to many places and briefly stops at each plao period of time.
Howard Dearing Johnson. Howard Johnson was the pioneer of brand leveraging and he was one of tlto introduce franchising in the tourism and hospitality industry in the 1930s. J. Willard Marriott. J. Willard Marriott founded the Marriott Corporation which has continued to important asset to the hospitality industry. He quoted, "take care of your people and they will take your business." Ray Kroc. Ray Kroc was an entrepreneur best known for expanding the McDonald's. In 1955, he fo
McDonald's system incorporation and opened its new restaurant in Des Plaines, Illinois. Kroc dev< 40
W pKE
~r: s„ch as Quality Service Cleanliness and Value. Kroc's motto, "Never be idle a
— p ci'ated °to the business. :-
s :ne founder and chairman of Four Seasons Hotels that was built in downtown
e>-i *:'oduced complimentary shampoo, 24-hour room service, and same-day clothes
» is :ne founder of Chris Steak House, the largest upscale restaurant chain in the 5r ::e '3 tio n s - 54 in the US and Puerto Rico and five internationally. It sells more than i g'css income of two hundred million dollars a year. Because of this volume, Ruth ^ ttta a cse ss^ j woman restaurateur at present. -
3 i _ ora "Dading" Clemente, founder of Rajah Tours Philippines and a pioneer in the
r s t a n d s out among the successful women of her generation. She and her husband • o r : : OOO pesos only in 1972. The Rajah Tours became one of the major tourism service P i po ~es and one of the pillars of the Philippine Tourism and Hospitality industry. Jase :
Aspiras was the very first chairman of the Philippine Tourism Authority. He also
:•
-acific Asia Travel Association and World Tourism Organization which promulgated
■k r r ■ne r e
r f world tourism. Under his stewardship in 1980, one million tourists arrived to the ::- - s m
industry in the Philippines became the third largest dollar earner in the
r .c - the Growth of Tourism and Hospitality i t_-£s capacity of large sections of the population, sme imjirotoer of retired people who want to leisure travel, ir r-e i--n o er of holidays- special holidays, non-working holidays, etc. r z f oecc e. 3T~ — ig more focused in careers development- increasing business travels. SJ.3 SS ty. r j e a x r : cnal attainment. n z oe.e opment of cities. r f o f -6A and virgin islands. M y s to book for package tour. of cheap package tour (promos) and inexpensive transportation. r-3-sDortation due to technological and engineer advancements. h e»c* - communication. BSM- are :e ng more family-oriented, f t r i : je s.
41
SUMMARY
1. Travel and exploration has been a part of human since the early days. The word tourism came fr<
Hebrew word "torah" which means instruction, teaching or law. And in some other literature the tourism originated from the word "torn" which means leaving with the intention of living. The wore came from the word "travail."
2. During the early development of tourism and travel, only the royalties of different kingdoms ha capacity to travel for leisure and people who are traveling for religious purposes such as in pilgrimage the 14th century it was also observed that pilgrims visit religious places and was keen to relax and enjo
while fulfilling their vows of penance and prayers. Because of this the word holiday was conceived ai derived from an old English word "hatigdaeg” , which means holy day. 3. During the medieval period there was a great development in leisure travel. But it was also duri time specifically in the 5th century, where there was a decline in travel, as a result of the ruined Empire. 4. The Renaissance period opened a new kind of travel, the education travel. Mostly this was done by men who want to be a part of their country's court for the sole purpose of gaining and widenin, knowledge, this was called as the "grand tour." At the 18th century new kinds of leisure were observe as spas and resort hotels. 5. The industrial revolution period and the 19th century were the times of steady increase in the sue it
tourism and hospitality industry due to the facts that there was major development in technc advances and social changes that made travel not for education only but also as a recreational activity.
6. The hospitality industry first appeared in the 14th century. The word hospitality came from the Latii “hospes" which means guest, host and foreigner. 7. The earliest recorded hospitality industry in the history was by the Mesopotamians or the Sum
Because of their skilled farmers and diligences they have produced surplus of grains and farm pr
because of this, they were able to sold surplus to some parts of their region. It was the first trade transacted. 8. There are several individuals who have made outstanding contributions to the development, grow
success of tourism and hospitality industry which include: Cesar Ritz, Ellsworth Milton Statler, M; Banatin, Conrad Hilton amongst others.
9. A large number of factors have consistently influenced the growth of tourism and hospitality im rising expenditures capacity of large sections of the population, increasing number of retired peop
want to travel for leisure, migration of people, loan availability, higher education attainment and grow development of cities. 42
QUESTIONS FOR DISCUSSION zx tourism, r -cspitality. : —oects of the history of tourism and hospitality in the Philippines, t —c ~es z ' -g about major changes in the tourism development? C~ . s t its website, and name one recent project or study the organization has *■ s *jm ;ou a video about tourism and hospitality industry. After watching the video, think ■nursm and hospitality in your community. How might this be communicated to local m z .i .o u w ill contribute to communicating the value of tourism and hospitality this ta c o rs tnat favor growth of tourism and hospitality then discuss each.
CHAPTER ACTIVITIES ; i i i -:o three groups then make a short video about the history of tourism and hospitality —e
nes. First group will be about the pre-martial law and the second group will be about
M | n e n the third group for the post-martial law. (If time does not permit, you may create a x rsiscjss each era. ap ~ e n^story of tourism and hospitality of your local community. Interview your parents or so c-t what life is like during their times in relation to tourism and hospitality. How do they : - : w do they treat guests? zmr ooinion what is/are the contribution/s of the 21st century to the history of tourism and * ft * be studied 100 years from now.
KEY TERMS AND CONCEPTS
of Tourism Sa-nes
Guild Hospes Industrial Revolution Khans Mutations NTO Torah
43
Organization Pan American Airways Pilgrimage Renaissance Spa Sumerians Thomas Cook
CHAPTER QUIZ I.
Identify
____________________________
1. The Hebrew word from which the word tourism was derived.
____________________________
2. Travel for young men to Europe for education.
____________________________3. The precursor for traveler's check. ____________________________
4. The first ever travel organizer.
____________________________
5. The inventors of money and writing of transaction records.
____________________________
6. The World's Tourism Day Date is
____________________________
7. The illegal use of private vehicles for public use. «
____________________________
8. The year of temporary boom in tourism and hospitality industry in Philippines.
____________________________
9. First chairman of the Philippine Tourism Authority.
____________________________
10. The country were the first Olympic Games was held.
II.
Enumerate
11-13. Three important Empires in 3,200 B.C to 476 A.D. 14-16. Three goals of ecotourism according to the National Ecotourism Strategy (NES) 17-20. Four Organizations of Tourism and Hospitality Industry 21-25. Give at least five factors that favor growth and development of tourism and hospitality industry.
44
SilPSfliifKtlp
■
■ * '*0
............*•;
:ONOMICS OF TOURISM AND HOSPITALITY end of this chapter, the students should be able to: 1. Explain the significance of tourism and hospitality in the economic development 2. Describe and analyze the economic impact of tourism and hospitality in a country 3. Enumerate and describe undesirable effects of the economic jpter will focus in explaining the role of tourism and hospitality in the growth of a country (the destination area) and its impacts. This chapter discuss some basic concepts of economics that is applicable in tourism spitality such as economic theories, multiplier effect, cost-benefit ratio reign exchanges.
The Economics of Tourism and Hospitality The Role of Tourism and Hospitality in Economic Development The tourism and hospitality sector is one of the largest components of the global econorr Consumption of tourism and hospitality products and services even supersede that of most other goods ai services. It is projected to create 328 million jobs and support 10 percent of the work force of the world, 2022. The tourism and hospitality is one of driving force in expanding economic opportunity especially developing countries which enables people to manage their assets in ways that generate incomes a options- such as investing in tourism and hospitality businesses. The development of tourism and hospitality industry greatly affected economic activities around t world compared to other industries. The role of tourism and hospitality is very dynamic that it made gre impact to social-economic evolution generating huge revenues from money-making concepts of the indust The contributions of tourism and hospitality in social and financial growth are so significant that economi called it "invisible export." Tourism is invisible in the sense that as an export product, it is not produced, packaged, shippea received like the "hard" goods instead as intangible goods (see Chapter 1). Another aspect of tourism wh is uncharacteristic to the export of goods is the way it is marketed. Products and services can be displayed export trade show and can be bought there physically while tourism and hospitality are not sold b y ' products and services being there. It is sold by agents who represent the product- such as tourist s'n sophisticated hotels, beautiful resorts, etc. through visual aids such as brochures, posters, slides, films video tapes. Other reasons include: 1. The travelers or tourists buys product in the country they are visiting thereby exporting the product from the specific country to their country of origin without paying freight cost for exportation or other taxes. 2. Tourism and hospitality bring not only monetary value but also non-monetary benefits which a ra vitally important part of the economy; social education, culture preservation and exposure and environmental awareness and benefits. 3. The tourism and hospitality industry is a multidimensional industry that affects many other j industries such as industrial businesses, engineering, architecture, government and even the health s e c t o J 4. The demand for tourism and hospitality is highly seasonal. This means that in some of the m ontil activity is great while in other months it is not. 5. The demand for tourism and hospitality are also influenced by outside and unpredictable f a c t o J such as currency exchange rates, political unrest and changes in weather. Economic Impact When travelers go to destination sites and expends money in that place for goods, services J products, the tourism and hospitality industry acts as an export industry by bringing revenues from o u J sources. The activity of tourist in the destination sites also creates and mobilizes economic growth a 46
t r i»-
of their own country. The tourism and hospitality industry's economic impact
■■t * —« i'o ss domestic product of the country by increasing tourist arrivals the tourism £
*e
generation of employment, foreign exchange and creation of economic
poverty reduction. Deve opment Institute (ODI) World Bank identified three main pathways of how the -oustry impacts the economy of a country: fle e ts - - ne wages and earnings of those who participate directly in the sector as workers ■r ~ o -ectly receives the actual payment or income from tourist expenditures. e: reacts- Occur through the tourism value chain. The money received from the tourist :«e _sed in turn to buy supplies such as raw materials, food, beverages, and materials for .T r - w : - a : on, and furniture and so on. This is also known as secondary effect.
ejects- Tourism and hospitality can affect the livelihood strategies of local households, r for small enterprise development, patterns of growth of the local or national economy re or natural resource base of the destination.
■ p te S e r
or
Effect on Local Economic Opportunity local economic Business practice that will affect scale and distribution of impact
^ w p e . - e - t and enterprise ■ M e n o se working in Maifsn sector
- local recruiting, training and promotion of staff - Access of minorities to employment - Joint ventures, profit shares for local people
e^oloyment and PNkK r c c c - jn it ie s for those r a t supply tourism
- linkages with local and/or small businesses supplying food and other goods and services - mentoring local businesses to meet procurement standards
| p c s re c t on the economy p a K > ~ c 'e generally
- Development of new infrastructure - Support to small entrepreneurs
rxitiplier ■fee total direct and indirect effects of an infusion of an external source of income into an area are c H e ’ multiplier." Multipliers can be generated in terms of sales, income, employment or payroll. The k t : -g of money by a tourist will generate more income in the community. The money generate can zi'.ed or spent. The extent to which businesspeople spend part of their income is termed as the :-cDensity to consume (MPC) while the extent to which businesspeople will save part of their s trT ie d as the marginal propensity to save (MPS). The more self-sufficient the community, the less
nil m r e
mports and the more the MPC. These conditions will lead to a circular flow of income and
f . E.erything is connected. Money that is earned flows from one person to another, and most of it 47
gets spent again - not just once, but many times by the local tour operators, store owners, hoteliers and operators.
This
process
The multiplier effect
continues until the additional income generated by a new round of spending essentially
Foreign tourist arrival
becomes zero. "Leakage," is the
value
services
of
goods
and
that
must
be
Tourists spend money for products and services
Extra services are needed
imported to service the needs
Economic growth and opportunity
of tourism and hospitality. What this means is that
small
spending
increases
from
investment government
in
Jobs created: waiters. drivers, managers
Local businesses encouraged to supply demands
consumers, or
lead
Local people with higher wages to spend
the to
much
larger increases in economic
Industry grows to meet demand of people
output.
More wealth are generated from taxes and expenditures
For example, when a tourists makes an initial expenditure into the destination: David Galiste- a tourist from Japan Arcel Ibarra- hotel owner Jomar Solomon- furniture supplier Aliza Aquino- woods and raw material suppliers If David went to the Philippines and spends 7,500 pesos for a room in a hotel owned by Arcel, tl Arcel earns an additional 7,500 pesos. Arcel also has needs and wants. She wants to invest in her hotel an< she buys furniture to Jomar at the price of 3,000 pesos. The money is an additional income for Jomar, anc he has the money to spend to buy more raw materials for him to be able to create more furniture. So spends 2,000 pesos to buy nails, woods and other raw material from Aliza. As seen, the initial expenditurj David led to two more rounds of spending with smaller amounts each tim e. In this case, 3,000 pe spending of Arcel led to an increase in economic output of 3,000 + 2,000 = 5,000 pesos. The formula for tourism multiplier is:
y k =e Where: K is the multiplier, y is the change in income generated by E and E is the chang expenditure which is also the initial sum of money spent by tourist. 48
: %abo -cost ratio (BCR) is a ratio used in a cost-benefit analysis in tourism and hospitality industry = n e overall relationship between the relative costs and extent of potential benefits of the Ifcese oenefits are reduced or modified by a series of associated costs, with the final economic resulting from the interplay and balance of both sets of factors. Benefits divided by costs -zenefit ratio. To arrive at these ratios, the following procedures are used: 1. Inert *y where the tourists spend their money; 2. i: z - - y the percentage of the expenditure that leaves the local economy; 1 '•= ' •3 a "multiplier effect," to show the circular flow of multiple spending within the economy; b l | lllse the multiplier effect with the tourist expenditures to determine total benefits of tourist s o e -d itu re ; ;
-ipute the cost-benefit ratio using the formula below;
Benefits
BCR =
Costs
* A positive BCR must be greater than 1.0. 5 _se the derived BCR to provide estimations of the income and costs of tourist business to local : : - munity for both private and public sectors. ! Aspects of Tourism E.en considered to be one of the world's -rustries in the world and gives many and »:>
advantages.
The
tourism
and
industry still have some potential e effects and aspects such as:
•e?3tive Environmental Effects of Tourism srtality " today's society we can see some Me impacts
of tourism
and
hospitality
n the environment.
49
Tourism can often cause environmental damage with risks like erosion, pollution, the loss of natui habitats, and forest fires. Even if tourists behave responsibly, the sheer number of them can cause damag Ancient buildings, monuments, and temples often struggle to cope with increased traffic and suffer inevitat wear-and-tear. Reefs and other natural tourist attractions can suffer permanent damage. Other negati impacts include: invasive organism, depletion of natural resources and negative effects of human interacti with wildlife. 2. Negative Economic Effects of Tourism and Hospitality (Economic Instability)
a. Foreign Poaching- just like in the Philippines most of the tourism and hospitality companies < owned by big foreign companies. They are the one receiving and benefiting and taking major profits inste of the local businesses. b. Tourism Dependence- Local owners of businesses depend only in tourism and hospitality indus as the main source of income neglecting other ways. But during vulnerable times such as in cases unexpected and unforeseeable events such as political problems, terrorism and natural disasters the tou arrivals may decrease and so local owners and small businesses will have temporary loss of source of incoi The more dependent a destination is on tourism’ and hospitality the more the impact will be felt and longer it will take the country to recover. 3. Negative Social Effects of Tourism and Hospitality While tourism can help preserve cultures, it can also be the cause of its trailing down dui commercialization and the effect of what we call "Crab-mentality." Local traditions that have a rich cull heritage are reduced to wearing costumes and putting on acts for the tourists in return for money. How to Maximize the Economic Effect of Tourism and Hospitality Growth Theories Early theories focused on understanding economic growth, and attempted to find ge determinants of growth that could be applied to any instance under consideration. By looking at patter growth the hope was to discover some of the laws or principles which govern growth at all times and countries. Some economic growth theories have been proposed to maximize the economic effect of toi and hospitality within a destination area. These are the theory of balanced growth and the thee unbalanced growth. According to the proponents of the theory balanced growth, supply creates its own demand. If, under-developed countries, investment is made simultaneously in a large number of industries, income large number of workers engaged in these industries will increase. This will create demand for produced by one another and production will increase. The objective of the balanced growth theor integrate tourism and hospitality with other economic activities. To obtain maximum economic b tourism and hospitality goods and services should be locally produced. 50
of the unbalanced growth theory have criticized the theory of balanced growth. They * * a r * - a t is needed is not balanced growth, but a strategy of judiciously-planned unbalanced :-e y stressed that investment in strategic sectors of the economy is more appropriate m ost underdeveloped countries instead of all the sectors simultaneously. According to this ic-rors will form automatic link to other sectors to what is termed as "linkages effect."
-i ze the economic contribution of tourism and hospitality, economic strategies have been ■ cr
mport substitution, incentives and foreign exchange. The main objectives of these D'and and campaign development of tourism and hospitality businesses, marketing of local
j — n? collaborations to maximize economic impact. ja c to n g e "ta - T i- and hospitality is not only the world's leading service sector but also considered to be an fere § i exchange earner around the world and the largest export industry. Global tourism and s one of the major elements of the foreign trade globally and for several states it is now become facial export business and recipient of foreign exchange. W k *- one country buys something from another country it is an import; when one country sells to s-iother country it is an export. Substitution m c c 't substitution is usually used by developing countries or emerging-market nations that seek to r e ' dependence on developed countries. It imposes the protection, development and production . rompetitive and high quality local products. This process makes local economies, and their se-'-sjfficient. Development Incentives At
“ centive is an object, item of value, or desired action or event that encourages the influx of
taoch ocal and foreign, necessary to develop tourism and hospital supply. Some forms of incentives
1 ~ax holidays. 1 Government subsidies.
51
SUMMARY 1. Many developing countries have used tourism and hospitality development as an aid to economic gr The reasons for these are: there is a continuous demand for international travel, developing cou creates job that increases income of their people, consumers are more likely to treat tourism purcha very much the same way as they do any other item of consumption and developing countries participa foreign exchange as a way of helping their economic growth. 2. The tourism and hospitality industry's economic impact provides; increase in the gross domestic prod the country by increasing tourist arrivals therefore increasing revenues as well, generation of employ foreign exchange and creation of economic opportunity and even poverty reduction. 3. The ODI identified three effects of tourism and hospitality industry: the direct effects, the indirect e and the dynamic effects. 4. The tourism multiplier is affected by leakages or the value of services that must be imported to low multiplier effect; the less leakages, the greater the multiplier effect. The formula for the multiplier cha income generated divided by the change in expenditure. 5. The cost-benefit ratio determines which economic sector will produce the most benefit in terms of ir generated relative to the cost of development. It is obtained by dividing the benefits by the costs. 6. There are some undesirable effects of Tourism in the environment, sociocultural and in the economy of which include: higher prices and economic instability. 7. The economic effect of tourism and hospitality can be maximized through the following: strategies from the growth theories, foreign exchanges, import substitution and economic development incentive
52
QUESTIONS FOR DISCUSSION €5 of tourism and hospitality in economic development and growth. . - rresirable effects of tourism and hospitality: »jfcan o m ic
*. 5ococ_ rural - rrvrr^m ent f ::-ategies listed in the chapter that can maximize economic effect of tourism and hospitality. : : "-benefit ratio is. How is it important in tourism and hospitality industry? :c_rism multiplier is. How is it important in tourism and hospitality industry? a r c d “ erentiate direct effects, secondary effects and dynamic effects of tourist expenditures. 1 k ^::"iom ic impacts of tourism and hospitality in a destination area.
CHAPTER ACTIVITIES s see in your country and research about its economic development throughout the years. i - ; =:ts of tourism and hospitality in their growth and development and subsequently discuss the (ttc acts of tourism and hospitality in their area. countries often rely heavily on import duties rather than on income taxes for revenue. • :' or against import duties as they affect tourism and hospitality development. country has decreased tourist arrival, how can they solve this situation?
KEY TERMS AND CONCEPTS
exes
Foreign Exchange Growth theories Import substitution Incentives Income Investment Revenues Secondary effects
53
Subsidies Tax exemption Tax holidays Theory of balanced growth Theory of unbalanced growth Tourism multiplier
CHAPTER QUIZ I.
Identify
____________________________
1. Goods or products bought from foreign countries.
____________________________
2. Type of effect wherein the entrepreneurs directly receives actual payment.
____________________________
3. An economic theory which emphasized the need to expand demand
____________________________
4. Financial aid given by the government to industry.
____________________________
5. A ratio obtained by dividing the benefits with the costs.
____________________________
6. The value of goods and services that must be imported to service th needs of tourism and hospitality.
____________________________
7. Negative economic effect when people depend on tourism and hosi industry as the main source of income.
____________________________
8. Economic theory that highlights the development of supply.
____________________________
9. It imposes taxes of imported goods which can be produced locally.
____________________________
10. Earned from foreign currency spent by foreign tourists.
II.
Enumerate
11-13. Undesirable effects or aspects of tourism and hospitality. 14-16. Three pathways of how tourism and hospitality impacts a country. 17-20. Four ways to maximized the economic effects of tourism and hospitality industry. 21-25. Examples of economic development incentives.
54
1
AND HOSPITALITY NETWORK AND SUPPLY COMPONENTS of this chapter,
the students should be able to:
and differentiate the direct-and indirect components of tourism and industry. tourism and hospitality industry network and supply components. m
erate and describe characteristics and classifications of hotel and modations. iarized with the requirements of restaurants. ter will discuss the direct and indirect components of tourism and lity industry and their classifications. The different products and supplied by the tourism and hospitality will be discussed more in
4
The Tourism and Hospitality Network and Supply Components Travel industry is a network which includes both public and private tourism and hospitality sect Travel industry is the composite of private and public organizations which are involved in the ove development, production and marketing of different products and services that serve the needs of tourists and travelers, as defined by Gee, Choy and Makens (1997). This definition is illustrated below: Category 1 Travel Agency Hotel Retail Shops Restaurants Airlines Ground Transportation
Category II Contract Food Services Contract Laundry Food Suppliers Tour Organizations Travel Publications
Category III Planners Government Agencies Financial Institutions Real Estate Developers Educational and Vocational Training Institutions
Direct Providers
Support services
Tourism Developmental Organizations Affects Directly or Indirectly
The Traveler
Directly To
Indirectly To
Direct Providers
The Traveler
Direct Providers
Support Services
The Travelers
Hospitality Network Businesses and corporations are regarded as components of the travel industry classified as d ii providers, support services and developmental organizations. The first category is direct providers include businesses that are related to travel such as airlines, ground transportation, travel agencies a businesses which are involve in providing direct products to tourists such as hotels, restaurants and rd shops. These businesses provide services, activities and products that are consumed and/or purchaa directly by travelers. The first category is visible to the travelers. 56
3 E £ r y is support services which lend support to direct providers. The second category such as tour organizers, travel and trade publications, hotel management firms, ' r*s ft may also include basic supplies and services such as laundry and food and ■•«* i.r ^ c r t services provide goods and services for the travelers and the direct suppliers, ir e
:*avel agency which is an organization used by tour wholesalers as the means of
r e -ectly to the public. is tourism development organizations which primarily deal with tourism and *
'-erefo re , the third category is a more complex and broader category than the fir manners, government agencies, financial institutions, real estate developers, and
■pcst c - a
training institutions. The decisions and results of tourism and hospitality
r :-g-term in nature than the first two categories which deal more with operators. r supply components are classified into five main categories: -vciude elements in an area for the use and enjoyment of visitors such as climate, fauna, bodies of water, beaches, natural beauty and water supply drinking, ^ m ia ' uses. - :s : excellent assets to sell to tourists is the natural resources that
are present in the
. ariety and uniqueness of the scenery make the area more appealing and more sa-ne goes if the destination area has a comfortable climate. phenomena such as volcanoes, waterfalls, caves and canyons also attract tourists. ; : - sists of all underground and surface developmental construction such as water supply ; 5'csal systems, gas lines, electrical and communications systems, drainage systems and -=c lities such as highways, airports, railroads, roads, drives, parking lots, parks, night a r : ~ock facilities, bus and train station facilities and similar tourist service installations. •esources- include the cultural wealth of an area which makes possible the successful hosting s—= es are the welcoming spirit of tourist business employees, attitudes of the residents : : - rtesy, friendliness, sincere interest, willingness to serve and to get better acquainted with w s - z 'i and other manifestations of warmth and friendliness. Also get included are the cultural ar i-ea such as fine arts, literature, history, music, dramatic art, dancing and shopping. -2
t. resources are a way that tourist services are delivered by service providers to make these
-Scorned. It is very important that tourists will receive the general feeling of warmth and : ~i the local population of the destination area. Tourists will have a more pleasant vacation if me ::-ned by the host population and will certainly feel uncomfortable and unhappy if they feel e-able service providers to be more hospitable, they must be trained their behavior through de and an increase in the level of knowledge. 57
The three aspects of attitudes are toward self, toward others and toward the tourism and hospitai industry.
Attitude towards self and others is an important determinant of social adjustment. A pos'd attitude towards self in terms of self-acceptance and recognition forms a favorable attitude towards otu also (objects, situation and person). It leads to the development of adequate social skills also. People *
have favorable attitude towards others have good social relationship. A favorable attitude towards ofM can be interpreted in terms of acceptance of others with their strengths and vices. They appreciate otti whenever it is required. Attitude toward Self: If the self-esteem or attitude toward yourself is low, you behave in such a way : other people will perceive you low as a whole. Hence, to improve your behavior and your attitude tow self is a necessity to change the perception of others to you. Attitude toward Others: The second part of hospitality training is to increase and make better your attin toward others. Service providers must train their hosts and hostesses to develop their feelings toward fel personnel for the tourists to feel positive behavior toward them and vice versa, the personnel to the tou': Attitude toward the Tourism and Hospitality Industry: The third aspect of hospitality training is development of the personnel's attitude toward the tourism and hospitality industry. A positive attitua service providers toward tourists can be carried about only when workforces are made aware of < significant tourism and hospitality is to their country, city and community. 4. Transportation and transportation equipment- include items such as ships, airplanes, trains, bu limousines, taxis, automobiles, cog railways, aerial tramway and similar passenger transportation facilities Transportation is of utmost important in developing tourism and hospitality. Tourists need i access to several forms of transportation, such as road, rail, air, and water. Thus, the amount of time f major population centers via each mode of transportation is important. It is important to have conveaccess and quality service. The cost of reaching the destination and staying there must also be consios This should include special needs, such as road tools, gasoline stations, repairs, parking, car renta s charter and schedules bus services. Land Travel a. Taxi and limousine: Adequate taxi and limousine service is important in a tourist area. The taxi a should always be polite, well-mannered and accommodating or helpful to the tourists or to their passen Taxi drivers should be trained in foreign language. b. Bus Service: Tours buses must be equipped with comfortable seats, air-conditioning units and re sr facilities to make travel of tourists more comfortable. Buses must have large windows for them to be aa enjoy views. Springs and other suspension systems in the tour buses should be cautiously planned to p's 58
r* oassenger, multilingual services or multilingual tape recording facilities with earphones for each are desirable for touring areas where an interpretation of the points of interest is necessary. Se^.ices: The majority of seasoned tourists desire to travel by train because of its safety record and a* ence and satisfaction of viewing the scenery from a comfortable air-conditioned car. The appeal has been further enhanced by the recent introduction of high-speed trains.
- - transport is an integral part of the tourism industry. The tourism industry in many countries of the -a; neen profoundly shaped by the development of air services. The advances in aircraft technology, »nts in communications and information technology, and marketing strategies have improved the :* air travel and reduced the price of air tickets so that the volume of traffic, particularly on longer - as doubled in each of the past three decades. The relationship between air transport and tourism is f complex subject involving an intriguing mixture of tourism accessibility, economic factors, and •: of low cost carriers. i "ravel "ravel by water is as old as civilization itself. However, the industry as we know it began when : - a; Newcomen invented the steam engine in 1712. - boom in passenger ship travel toward the end of the 1800s was aided by a growing influx of mg'ants from Europe to America, while more affluent passengers travelled by steamship for pleasure or iess. The industry grew over time but, like rail travel, began to decline after the arrival of airlines, -g companies were forced to change their business model from pure transportation to "an -ence," and the modem cruise industry was born. Sea travel is a major factor in tourism and hospitality. Examples of these are the Manila Bay Sunset p i .s e n the Philippines, the Miami Cruise in Florida, the Rhine River Cruise in Germany and the Canal Cruise and. Cruise ships have developed into "floating resorts" or "floatels." 5. >-aerstructure- is the above ground facility services such as airport buildings, passenger traffic terminals, motels, resorts, restaurants, shopping centers, places of entertainment, museums, stores and similar jprjcrures; f Hcrsmmodation
In essence, hospitality is made up of two services: the provision of overnight accommodation for h e c c e travelling away from home, and options for people dining outside their home. We refer to the nmodation and food and beverage services sectors together as the hospitality industry.
The tourist needs a place to sleep and eat while they are away from home and is traveling to anothei
place. Accommodations range from hotels of international standard, to condominiums, to tents and homej of relatives and friends. For a tourist region to succeed, an adequate capacity of accommodation of the rigt quality should be delivered for the needs of the tourists. Table below shows hotel characteristics based on market type:
Market Segment
Traveler Type
Characteristics
Business
High-volume corporate accounts in city properties Stronger demand Monday through Thursday Most recession-proof of the market segments Lower average daily rate (ADR) than other segments «
Leisure
Leisure
Purpose for travel includes sightseeing, recreation, or visiting friends and relatives Stronger demand Friday and Saturday nights and all week during holidays and the summer Includes tour groups in major cities and tourist attractions
Meetings and groups
Corporate groups, associations,
Includes meetings, seminars, trade shows, conventions, and gatherings of over 10 people Peak convention demand is spring or fall Proximity to a conference center and meeting and banquet space increase this market
Business and leisure
Often offers kitchen facilities and living room spaces Bookings are more than five nights Often business related (e.g., natural resource extraction, construction projects, corporate projects) Leisure demand driven by a variety of circumstances including family visiting relatives or completing home renovations, snowbirds escaping the winter
Commercial
Extended stay
Types of Accommodations 1. Hotels- provide lodgings, mealtimes and refreshments for those who may reserve their accommodations advance but need not to do so. In broad terms, they provide conveniences that meet the needs of 1 modern travelers. They portray an image of efficiency and service.
60
n jm - is an apartment-type or individual dwelling unit owned by an individual but the . a-d services, such as maintenance and security are handled by an independent company. The r r e - contracts to rent the condominium when it is not being used by the owner. Each owner can zr *e r unit independently of the other owners. _ or ~otor hotels- provide bedrooms, bath and parking to motorists; rooms and usually accessible -g lot. They are usually near the highways. re odging establishments catering to transients which do not meet the minimum condition of a lowr m i^ e t hotel. w m erts- are hotels (apartelles), buildings containing several independent and furnished or semiasartments that are regularly rented to tourists and travelers for lodging on a more or less long: s and offering rudimentary services to its occupants similar to hotels. -
are old convents, monasteries, castles or fortresses converted into hotel by the governme
me-ated by a national tourism office. They appeal to tourists who would like to experience the and ambiances of the past in 15th century Augustinian monastery or 19th century mansion. are private or family-oriented tourist accommodations similar to boarding houses or They offer food and lodging to tourists and are well-known for their informal family iere. - > breakfast accommodations- These are houses with rooms converted into overnight facilities, this a .3 to 1 to 10 guest rooms. They are also known as 'Home Stay's'. The owner of the B&B usually stays : -eTiises and is responsible for serving breakfast to the guest. * - provide minimal amenities such as bunk bed and a commonly shared toilet and bathroom. The "o vid e s his or her own bedding. They appeal mostly to young travelers. Cam::grounds- appeal mostly to families who travel in recreational vehicles. Naa th spas- are hostels and resorts which cater to individuals who go to spas or mineral springs for -eduction or medical treatment. . ate homes- provide lodging to tourists when accommodations are not available during peak periods. Gassification There are a number of hotel types to date and they can be classified in different ways. Hotels are referred to by hotel type or category. The type of hotel is determined primarily by the size, location, target market, service level, other amenities, and industry standards. A more meaningful tion is one based on price such as economy or budget, standard or midscale, first class or deluxe. 61
A star rating system is often used to classify hotels in Europe and other parts of the world outside:
US. Stars are assigned according to the quality of restaurants, rooms, amenities and service. The highest the five-star hotel and the lowest is the one-star hotel. Type of Classifications Size (number of rooms)
Location
Level of Service
Market and Function
Amenities
Examples - under 50 rooms - 50 to 150 rooms -150 to 299 rooms - 300 to 600 rooms - More than 600 rooms - City Hotel - Resort Hotel - Casino Hotel - Luxury service - Economy service - Mid-level service - Casino - Spa - Suite Hotel - Resort - Business Hotel - Condominium -G o lf - Pool - Casino -Spa -Weddings -Airports
Levels Of service a. World class service: These are also called luxury / Five Start hotels; they target top business execute entertainment celebrities, and high- ranking political figures, and wealthy clientele as their primary mart? They provide upscale restaurants and lounges, Valet, concierge services and also private dining facilities. b. Mid-Range Service: Hotels offering mid-range or otherwise 3 to 4-star hotels service appeal the lar segment of the travelling public. This kind of hotels does not provide elaborate service and have adec. staffing. They also provide uniformed service, food and beverage room service, in-room entertainments i also Wi-Fi etc. c. Budget / Limited Service: These hotels provide clean, comfortable, safe, inexpensive rooms and meet basic need of guests. Budget hotels appeal primarily to budget-minded travelers who want a room i
62
services and amenities required for the comfortable stay, without unnecessary paying additional —■r: y services. t and Function 'gets many markets and can be classified according to the markets they attempt to attract their common type of markets includes business, airport, suites, residential, resort, timeshare, casino, and conference hotels. Hotels: These hotels are the largest group of hotel types and they primarily cater to business 3id usually located in downtown or business districts. Although Business hotels primarily serve ravelers, many tour groups, individual tourists and small conference groups find these hotels mi Guest amenities at business hotels may include complimentary newspapers, morning coffee; free ^ ea^ one calls, Breakfast etc. Hotels: These type of hotels typically target business clientele, airline passengers with overnight i . avers or cancelled flights and airline crews or staff. Some hotels might give free transport between 3-
: airport. Some Airport hotels also charge the guest by the hour instead of normal daily night
S ilts motels: These kind of hotels are the latest trend and the fastest growing segments of the hotel Such hotels have a living room and a separate bedroom. Professionals such as accountants, lawyers, - e n and executives find suite hotels particularly attractive as they can work and also entertain in an s aes de the bedroom. ist^-ded Stay Hotels: Extended stay hotels are somewhat similar to the suite hotels, but usually offers are- amenities in the room. These kinds of hotels are for long-stayers who want to stay more than a week e ac •'ot want to spend on hotel facilities. ic -. ced Apartments: Serviced Apartment / Residential hotels provide long-term or permanent lodation for Guest. Usually guest makes a lease agreement with the hotel for the minimum of one up to a year. Rooms generally include living room, bedroom, kitchen, private balcony, washing -es, kitchen utensils etc. Unlike normal hotels Serviced apartment only provide weekly one eeping service. leso rt Hotels: Resort hotels are usually located in the mountains, on an island, or in some other exotic rcn s away from cities. These hotels have recreational facilities, scenery, and golf, tennis, and sailing, and swimming. Resort hotels provide enjoyable and memorable guest experiences that encourage : to repeat to the resort. "-neshare / Vacation Rentals: Another new type or segment of the hospitality industry is the timeshare e s. These are sometimes referred to as "Vacation-interval" hotels. Timeshare hotels are where the guests 63
moz-. = r; amenities required for the comfortable stay, without unnecessary paying additional
■c. - a - . markets and can be classified according to the markets they attempt to attract their — m r.p e of markets includes business, airport, suites, residential, resort, timeshare, casino, : rrr-'e'ence hotels. -e ; ~-ese hotels are the largest group of hotel types and they primarily cater to business •
iocated in downtown or business districts. Although Business hotels primarily serve
T an y tour groups, individual tourists and small conference groups find these hotels r a-en ities at business hotels may include complimentary newspapers, morning coffee; free :a 5
5
Breakfast etc.
"nese type of hotels typically target business clientele, airline passengers with overnight
or cancelled flights and airline crews or staff. Some hotels might give free transport between m
Some Airport hotels also charge the guest by the hour instead of normal daily night
fees
3
- "ese kind of hotels are the latest trend and the fastest growing segments of the hotel
iist ■ ’ctels have a living room and a separate bedroom. Professionals such as accountants, lawyers, m r and executives find suite hotels particularly attractive as they can work and also entertain in an ae r-<5 oedroom. 5cay Hotels: Extended stay hotels are somewhat similar to the suite hotels, but usually offers es in the room. These kinds of hotels are for long-stayers who want to stay more than a week • ant to spend on hotel facilities. -partments: Serviced Apartment / Residential hotels provide long-term or permanent :c n for Guest. Usually guest makes a lease agreement with the hotel for the minimum of one to a year. Rooms generally include living room, bedroom, kitchen, private balcony, washing * tchen utensils etc. Unlike normal hotels Serviced apartment only provide weekly one ■g service. [■rt -otels: Resort hotels are usually located in the mountains, on an island, or in some other exotic 5 sway from cities. These hotels have recreational facilities, scenery, and golf, tennis, and sailing, a - : swimming. Resort hotels provide enjoyable and memorable guest experiences that encourage ■■■"T 'eoeat to the resort. e - a r e / Vacation Rentals: Another new type or segment of the hospitality industry is the timeshare ” -ese are sometimes referred to as "Vacation-interval" hotels. Timeshare hotels are where the guests 63
who purchase the ownership of accommodations for a specific period. These owners may also have the rented out by the management company that operates the hotel.
i. Casino Hotels: Hotels with gambling facilities are called Casino Hotels. Although the food and beve operations in the casino are luxurious their functions are secondary to and supportive of casino operatioi j. Conference and Convention Centers: this type of hotels focus on meeting and conferences and over accommodation for meeting attendees. They also provide video conferencing facility, audiovisual equipr business services, flexible seating arrangements, flipchart etc. These hotels mostly located outside metropolitan areas and have facilities like golf, swimming pools, tennis courts, fitness centers, spas etc. Food and beverage More of the tourists' moneys are spent on food and beverage than on any other service. Cour
which are highest in per capita eating place and sales are also top tourist countries. The type of food se provided will be related to the needs of the tourists. Many destination areas have successfully devel menus which are indigenous to the area to promote local economy food. Restaurants Besides hotels, motels and other types of accommodations, restaurants are also classifie superstructure. Restaurants are establishments offering refreshments and/or meal to the public. Requirements of a restaurant:
1. The facades and architectural features of the building shall be appropriately designed. It shall be pro’ with a proper entrance and exit. There shall be an adequate and secured parking space provided fr customers. A receptionist shall be available to usher in the guests. A waiting lounge with a telephone also be provided; 2. The dining room shall be adequate in size, with sufficient and well-maintained furniture;
3. There shall be cuisine of good quality and presentation and served with distinction. There shall be a i
book or card which shall be presentable, clean and easy to read with the menu items listed in It sequence. All tables shall have clean table cloth and cloth napkins of good quality. No piece of croc cutlery and tableware in use shall be chipped, cracked or gazed. The silverware shall be kept polishei clean at all times; and 4. Adequate number of well-trained, experienced, efficient, and courteous staff shall be employed. Th shall be well-stocked at all times. The kitchen, pantry and cold storage shall be in good operating conditi all times and shall be of good quality fixtures and fitting and provided with running water. Tissue paper, paper towels and/or hand drier shall be provided. All main dining or function rooms shall be full conditioned and/or well-ventilated. 64
SUMMARY taBLsr> aes
3
a tourism and hospitality network encompassing both the public and private sectors,
the tourism and hospitality network are affected by the government agencies and
mr z :-g3iizations are components of the travel industry and categorized into direct providers, i - r tourism development organizations. ='e businesses and organizations that are related to travel such as airlines, transportation, i- z businesses and organizations that provide products that can be directly bought by a - ctels, restaurants and shops. r^egory provides goods and services for both the travelers and for organizations that send serv :es directly but not exclusively to tourists. i^egory is tourism development organizations which primarily deal with tourism and hospitality ~e third category affects the other two categories both directly and indirectly as well as the
3 -3
Hospitality supply components are classified into five main categories: natural resources,
transportation, superstructure and hospitality resources.
65
QUESTIONS FOR DISCUSSION 1. Differentiate and discuss the different components of the tourism and hospitality industry network. 2. Name the five classifications of tourism and hospitality supply components and discuss each and give examples. 3. Explain hospitality resources and how do you as a student improve it? 4. Identify classifications of hotel and differentiate each. 5. Enumerate different types of accommodations and differentiate each. 6. What are the basic requirements for restaurants? Why do you think that restaurants should have the standard requirements?
CHAPTER ACTIVITIES 1. Choose a partner in your class and look for two popular (or unpopular) accommodation or restaura
businesses in your area. Visit the place and ask for a brochure of their business. If you choose i
accommodation, classify the hotel and describe it. If you choose a restaurant, describe whether they comp with the basic standard requirements for a restaurant. * 2. Divide the class into groups of 6 and conduct a research on how to minimize flight arrival and departu congestion in your area. 3. Describe each mode of transportation and give ways on how to reduce the environmental damage of ea transport.
KEY TERMS AND CONCEPTS Accommodations Apartments Bed and Breakfast Condominium Developmental organization Direct network Hospitality resources Hospitality
Hostels Hotels Infrastructure Inns Motels Natural resources Paradores Pensions Private homes
66
Restaurants Superstructure Support services Tourism Supply components Transportation Travel industry
Case Study: The Wind Within - : = has long been romanticized as a destination that is intrinsically linked to recreation ::. ' i s m product has traditionally relied on outdoor assets and the promotion of
lestination British Columbia launched a video and set of corresponding marketing ^
to expand on the "Super, Natural" brand promise for the province. ere
~he Wild Within: British Columbia, Canada": com/watch?v=dNFrZNjs2ng
as za'Z of a team, consider the following: •ac-ral elements are being promoted?
-ea: onal activities are featured in the video?
* : .s try groups or associations are needed to support these activities? Name at least five.
are :~e advantages of promoting BC's natural elements as a pillar of marketing campaigns? r
i-e :~e disadvantages? How might these be mitigated?
~ ese questions, come up with a quick design for a marketing piece that profiles one *c r . tv - your local community. This could be a webpage, a brochure, an app, a poster, or ng : ece. Be sure to visit the website of Department of Tourism to be sure that your designs f c s n r e - :- 're n t slogan and projects.
67
Case Study: Accent Inn and WorldHost Training Service
Accent Inns is an award-winning, family-owned and operated company based in Victoria with hote located in Victoria, Richmond, Burnaby, Kelowna, and Kamloops. All Accent Inns have developed a reputatic
for their quality, reasonable rates, and excellent service. Guest and staff satisfaction are key components < their service culture to treat every guest like family. The team at Accent Inns put great effort into makir every customer interaction memorable.
In 2013, Accent Inns committed to incorporating customer service training at each property to fa
delivered by Accent Inn's assistant general managers (AGMs). Core outcomes were to raise the level i service, empower front-line staff with the tools to exceed guest expectations, and strengthen the facilitati j and coaching skills of the AGM team. Building on the business's existing training culture and strong corporal
values, WorldHost Training Services created a customized half-day program for the AGMs to use in tha hotels.
«
To prepare, the AGMs completed an experiential 1.5-day train-the-trainer session. An emphasis a coaching support and a team facilitation approach led many to gain confidence in this new role. One traini excelled and was selected as the full-time trainer for Accent Inns. Working with the human resources tea from Accent Inns, WorldHost also completed a need analysis at each property to ensure staff had input irf future training. Training continues to be developed and delivered internally. According to Kathy Gaudry, human resources manager for Accent Inns, "The WorldHost team
m
fantastic; they worked hard to ensure the training was completely relevant to our employees and our cultu The results were phenomenal — our junior leaders have acquired the skills they need to deliver trahi locally to their own teams — we couldn't be happier." Visit the Accent Inns website (www.accentinns.com ) and review the information to answer the follow! questions about their customer service culture: a. What kind of experience do you expect by reading the website's information and looking at1 pictures? What kind of service do you feel the inns provide? b. Visit TripAdvisor (TripAdvisor.com) and look up any of the Accent Inn locations. c. Select a review for families. What does the reviewer say about the property? How does A cj Inns respond? d. Select a review for solo travelers. What does the reviewer say about the property? How a Accent Inns respond? e. Are there any negative reviews? If so, how does Accent Inns respond?
68
Cc"ee shop with Cats - Philanthropy and Media Coverage A t -sc a
as taken by storm with a story about the coffee shop of Jennylyn Mercado and
t t a i i ~ a : combined philanthropy with their business model. Their property expanded on a— as n businesses. Guests appreciated the warm interactions with the cats. Not only p r v c e a .aluable service and enhance the guest experience, but the story was repeated a ocz a:s, creating publicity for the hotel. a s ~ z e of a current trend: allowing pets in hotels. Now choose from one of the following _
t r c answer the questions that follow:
ar^aer: orograms
T i n ned seeo ■ f c s v e *ood choices fc s - n r :~a experiences ■■ten- a traveler S ts m g economy firee- certified b t ~ - e experiences
- think this trend has emerged? What market is it helping to serve?
ar example of another coffee shop (or accommodations) that has responded to your chosen trend - - now the trend has informed or changed their business strategy or practice.
tre-e any trends that are not listed above that you think should be added? Try to name at least two. ara :nese important accommodation trends today? 69
CHAPTER QUIZ I.
Identify
____________________________
1. Another name for tourists.
____________________________
2. Consists all underground and surface developmental construction c destination area.
____________________________
3. The general feeling of being welcomed that visitors receive while visits destination area.
____________________________
4. Ground facilities that include buildings, hotels and restaurants.
____________________________
5. Private or family-oriented tourist accommodations similar to boan houses which offer informal family atmosphere.
____________________________
6. Accommodations that provide room, bath and breakfasts to traveleT tourists.
____________________________
7. Establishments that serve refreshments and meals to the public.
____________________________
8. An apartment owned by an individual but managed by an indeper: company.
____________________________ ____________________________
9. Monasteries, convents and castles that were converted to hotels. 10. First part of hospitality training that increases the personnel's ! esteem and confidence.
II.
Enumerate
11-13. Supply components of the tourism and hospitality network. 14-18. Five main categories of tourism and hospitality supply components. 19-21. Three aspects of hospitality resources. 22-25. Type of accommodations
70
* i s r
I
i
■ 'F* f
P si KiiK " : S' *
-T?,
",V
b' *. *‘ jr.. s* - S. . £ 'f
TOURISM AND HOSPITALITY ORGANIZATIONS of this chapter, the students should be able to: 1 Discuss the international organizations in tourism and hospitality industry. Familiarize with the regional and country's organizations. 3- Discuss roles of the different organizations. i Enumerate international and local tourism and hospitality industry tions. Dter will discuss the different organizations both internationally and locally related to tourism and hospitality industry. This chapter will also show the nt government agencies that are connected to tourism and hospitality industry
Tourism Organizations Since tourism and hospitality is a diverse industry made up of many different segments, there
need to interrelate and share information. This has led to the establishment of several public and priv organizations at the international, national, regional, state, and local levels. International Organizations The UNWTO is the chief international organization in the field of travel and tourism. It is intergovernmental technical body which deals with all aspects of tourism. It began its legal existence January 2, 1975. It was born of the International Union of Official Travel Organization (IUOTO) nongovernmental technical body first set up at The Hague, Netherlands in 1925 to promote tourism for economic, social, and cultural advancement of all nations. The value of work of the IUOTO was recognized in 1963 when the United Nations Conference International Travel and Tourism recommended that the United Nations should consider the IUOTO as
main instrument for the promotion of tourism. The rapid expansion of travel had created the need fc world body able to deal with tourism problems at the government level and this led to the transformatior
IUOTO into WTO and the intergovernmental organizations of universal vocation providing an adequ
framework for the government-level consultations, effective cooperation between member states, ; formulation of decisions on all questions relating to their policies in the field of tourism.
In October 2003, the WTO became an established agency of the United Nations and thus, the na was changed to UNWTO. It is the only organization whose activities cover all sectors of tourism a worldwide basis. It provides an international forum where tourism officials, whether in the governmern not, can discuss problems and exchange ideas. Membership is open to representatives of the private secta The UNWTO works in cooperation with all organizations, particularly the United Nations, as wel with commercial and noncommercial bodies involved in tourism.
The primary aim of the UNWTO is to promote and develop tourism; and to contribute to 1 economic development, international understanding, peace, prosperity, and universal respect for hin rights; and fundamental freedoms for all without distinction as to race, sex, language, or religion. To p ti this aim, the UNWTO pays particular attention to the interests of developing countries. In order to establish its central role in the field of tourism, the UNWTO establishes and m aira effective collaboration with the United Nations and its specialized agencies. It participates in the activitia the United Nations Development Program. To accomplish these, the UNWTO: 1.
Monitors and identifies trends in world tourism;
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~c_: es travel demands, marketing trends, tourism motivation, and alternative approaches to •nsarxeting; i _ - .e ,s the environmental effects of travel growth and makes recommendations for the ;rT :e r:;o n of natural and cultural resources; Pro* 3es services for developing and organizing tourism for countries; 5er.es as a clearing house for tourist information; *.
r * ; —is members about tourism and hospitality development;
Cord-sets vocational training programs; *L V. t'-.s for the elimination or reduction of governmental measures for international travel and *■« standardization of requirements. This includes passports, visas, police registration, and ~ " t er formalities; S i i s sts and develops technical cooperation projects; and K l V . r ' x s to standardized equipment, terms, phraseology, and signs as an aid to easier travel and ." e rs ta n d in g for foreign visitors. Civil Aviation Organization (ICAO) -*•; LAO is an organization of around 134 governments established for the purpose of promoting 3- a worldwide scale. It was established at the Chicago conference of 194. *£< Air Transport Association (IATA) ~-e -ternational Air Transport Association was established in 1945 in Havana. It was composed of rc*e-ators attached to the national delegations of the ICAO conference in Chicago. At present, art r ncludes more than 112 scheduled airlines. Their objectives are to promote safe, regular, and a r transport, fast air commerce, and study problems connected with the industry. IATA serves as through which airlines seek jointly to solve problems that cannot be solved individually. It is _ - standardizing tickets, prices, weight bills, baggage checks, and other documents. This helps travel —'oughoutthe world. Atnough setting rates is the most significant aspect of the work of IATA, the financial responsibility "dividual governments. In IATA, every airline holds a single vote and also holds veto power. With in, the status and function of the organization is changing and only time will tell its final role which . «.
be less influential that in the past.
"'avel and Tourism Council (WTTC) T ie World Travel and Tourism Council is the only global forum whose members are the top decision t
the travel and tourism industry. It is the only body representing the private sector in all parts of the
worldwide. The over 150 members' compromise of CEOs, presidents or chairmen of airlines, Cs hotels, cruise lines, travel agencies, tour operators, and travel technology suppliers. WTTC drives on strategic priorities which it has identified as hindering the successful development of travel and i now and in the future - freedom to travel; policies for growth; and tourism for tomorrow. The WTTC
maintains a professional staff in its London office, under the leadership of its president and CEC organization is headed by a board of executive directors who guide the work of the council in the fulfi of its mission. The World Travel and Tourism Council is a nonprofit organization, registered as a comp the United Kingdom limited guarantee. Regional Organizations Some countries and regions feel that it is important to bond together to strengthen their respi tourism programs. These regional organizations have become excellent sources of information. The Organization for the Economic Cooperation and Development (OECD) The Organization for Economic Cooperation and Development was set up in a convention sign Paris on December 14,1960. It provides that the OECD shall promote policies designed to achieve the hig sustainable economic growth and employment and a rising standard of living in member countries, v maintaining financial stability and contributing to the development of the world economy; to contribul sound economic expansion in economically developing member countries; and to contribute to expansion of the world trade on a multilateral, nondiscriminatory basis In accordance with internati obligations. Tourism is an integral part of its objectives. Recognizing this, the OECD established a tour committee responsible for coordinating studies, organizing meeting of member countries to impr statistical methods of monetary exchange and accounting, and assessing the policies of member count and their impact to tourism. Pacific Asia Travel Association (PATA) The Pacific Asia Travel Association (PATA) was organized in Hawaii in 1951. It is composed of m than 1,000 organizations, including governments, air and steamship lines, wholesale and retail tra agencies, ground carriers, hotels, publishers, advertisers, public relations firms, and travel associations \ major interests in the Pacific area. Its purpose is to develop, promote, and facilitate travel in the Pacific a (including Pakistan, the United States, and Canada). Caribbean Tourism Association (CTA) The Caribbean Tourism Association was founded in 1951 to encourage and assist in the developm of tourism throughout the Caribbean area. Asia-Pacific Economic Cooperation (APEC) Another organization which focuses on tourism and which recently achieved official status as international governmental organization is the Asia-Pacific Economic Cooperation (APEC). It represents
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-i~ iely, Australia, Brunei, Canada, Hong Kong, Indonesia, Japan, Korea, Malaysia, New Zealand, :
Republic of China, Philippines, Singapore, Taiwan, Thailand, and United States.
O K c-rpose of APEC is to establish coordination of national economies for the benefit of countries in ic region as a whole. The specific goals are to sustain the growth and development of capital jgy in keeping with the principles of the General Agreement on Tariffs and Trade (GATT), and to i - z strengthen the open multilateral trading system in the interest of Asia-Pacific and all other
of American States (OAS) "-•e main objective of the Organization of American States is to strengthen relations between states by providing advisory services and training programs in many fields including tourism. Like - :- - s m is an important component although its principal motive is to promote economic growth. DAS conducts a number of travel studies and tourism development programs.
Itn e r regional travel associations include the South American Tourism Organization (SATO), the i r "ravel Commission (ETC), and the Common Market Travel Association (CMTA), all of which have •escao ished to coordinate tourist activities among and within members' countries. r* National Organizations in Tourism ~^e government plays an important role in formulating policies to guide tourism development and : on in line with other national economic and social objectives. The WTO Manila Declaration provides _______ c foundations and guideline that help governments in defining their tourism role. Governments can P m i recisive role in the following areas: 1. Planning-attracts foreign investment and funds infrastructure development 2. Employment and Training - determines manpower needs, develops tourism training programs 3. Coordinating Public and Private Sectors - determines roles in mixed economics In order to achieve national development, the government should clearly delineate its policy with to tourism and other development options. al Tourism Office (NTO) Countries that are visited by tourists have an official organization that regulates and encourages to *rst activities. Its importance varies from one country to another. In some countries, tourism organizations a-? at the full ministry or cabinet level while in others, it may be on a sub-cabinet level or a council or
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information post. In some countries, the tourist office is not officially a part of the regular govemme structure. The national tourism office is responsible for the promotion of tourism in a particular country and f the overall development of the tourist industry.
Examples: United States Travel and Tourism Administration and the Department of Tourism in tl Philippines The Department of Tourism in the Philippines The Department of Tourism (DOT) is the primary government agency charged with the responsibili to encourage, promote and develop tourism as a major socioeconomic activity; to generate foreign currerx
and employment; to spread the benefits of tourism to a wider segment of the population and to assure til safe, convenient, enjoyable stay and travel of foreign and local tourists in the country.
The 15 regional offices of DOT are responsible for domestic tourism promotion, tourism market^ accreditation, tourism assistance, public relations and coordination with local government units and to urs stockholders in the region. The regional offices are also tasked to undertake planning and p ro cj development projects in support of the government's policy of decentralized under the Local Governma Code. The DOT regional offices are also actively involved in the formulation of Regional Tourism Master Pla (RTMP) that will serve as the framework in the development of travel and tourism in the Philippines. The regional offices are located in the following areas: Cordillera Administrative Region- Baguio □ San Fernando, La Union with a sub-office in Laoag City, North Luzon Region; Tuguegarao, Cagayan Va Region; Angeles City, Pampanga, Central Luzon Region; Calamba City, Laguna, CALABARZON Region; Lega City, Bicol Region; Iloilo City with satellite office in Bohol, Central Visayas Region; Tacloban City, Lef Eastern Visayas Region; Zamboanga City with a satellite office in Dapitan City, Zamboanga Peninsula Regi Cagayan de Oro City, Misamis Oriental, Northern Mindanao Region; Davao City, Southern Mindanao Reg Koronadal City, South Cotabato, South Central Mindanao Region and Butuan City, CARAGA Region. 1 offices of MIMAROPA Region and the National Capital Region (NCR) are housed in the DOT Buildi-| Senator Gil Puyat Avenue, Makati City. There are five attached agencies that help the DOT in the performance of its functions. These are following: a. Tourism Infrastructure and Enterprise Zone Authority (TIEZA) b. Tourism Promotions Board (TPB) c. Intramuros Administration (IA) d. National Parks Development Committee (NPDC) e. Nayong Pilipino Foundation (NPF)
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and Enterprise Zone Authority (TIEZA) pfc—e r . <nown as PTA or Philippine Tourism Authority is a corporate body tasked to supervise the Tourism Enterprises Zones (TEZs) as well as develop, manage and
e
-
"'-astructure projects in the country with the primary objective of encouragin
Us ~EZ is an area specifically defined or organized as a tourism area, zone or spot under any oecree or presidential issuance. The TIEZA is the principal agency responsible for the zf ' i /el taxes, 50% of which shall accrue to it while 40% goes to the Commission on Higher M E!
:- :. d e d that priority is given to tourism-related educational programs and courses and
IT S s-are is for the National Commission for Culture and the Arts. Board (TPB) To l t s t i Promotions Board (TPB), formerly Philippine Convention and Visitors Corporation ate body created under R.A No. 9593, which shall have an authorized capital of 250 million ■zed by the National Government. It functions to formulate and implement an integrated - :e —ational promotions and marketing program for the DOT. pine ~=S shall be responsible for marketing and promoting the Philippines domestically and I* a; a major global tourism destination, highlighting the uniqueness and assisting the its tourism products and services, with then end in view of increasing tourist arrivals and jent. Administration (IA) -ram u ro s Administration was established in 1979 by virtue of Presidential Decree (PD) No. President Ferdinand Marcos on April 10, 1979. It is vested with the following powers and v tu e of P.D. No. 1616 as amended by P.D. No. 1748: 1 ^rmnulate, coordinate and execute policies on the implementation of all programs, projects and r the government relating to Intramuros; 1 Enter into contracts with any private person or entity or any government agency, either domestic •or the effective discharge of its functions and responsibilities; 5 Acquire through sale, expropriation, or other means and hold real and personal property as it may ■eressary or convenient in the successful prosecution of its work; lease, mortgage, sell or dispose of jpericnal and real property; Receive, take and hold by request, donation, gift, purchase or lease from foreign or domestic any asset, grant or property, real or personal, subject to such limitations as are provided in existing regulations;
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and Enterprise Zone Authority (TIEZA) fe r n e r y known as PTA or Philippine Tourism Authority is a corporate body tasked to and supervise the Tourism Enterprises Zones (TEZs) as well as develop, manage and
5
"•rastructure projects in the country with the primary objective of encouraging ~EZ is an area specifically defined or organized as a tourism area, zone or spot under any a.-. decree or presidential issuance. The TIEZA is the principal agency responsible for the :* travel taxes, 50% of which shall accrue to it while 40% goes to the Commission on Higher flB € I
:- c v ded that priority is given to tourism-related educational programs and courses and
laOS sia re is for the National Commission for Culture and the Arts. Board (TPB) roursm Promotions Board (TPB), formerly Philippine Convention and Visitors Corporation jte body created under R.A No. 9593, which shall have an authorized capital of 250 million oed by the National Government. It functions to formulate and implement an integrated -:e "ia tio n a l promotions and marketing program for the DOT. rP8 shall be responsible for marketing and promoting the Philippines domestically and By as a major global tourism destination, highlighting the uniqueness and assisting the c f ts tourism products and services, with then end in view of increasing tourist arrivals and ent. Administration (IA) “ tramuros Administration was established in 1979 by virtue of Presidential Decree (PD) No. b.
President Ferdinand Marcos on April 10, 1979. It is vested with the following powers and
r» v rtue of P.D. No. 1616 as amended by P.D. No. 1748: _ z:nmulate, coordinate and execute policies on the implementation of all programs, projects and of :ne government relating to Intramuros; 1 E-ter into contracts with any private person or entity or any government agency, either domestic •or the effective discharge of its functions and responsibilities; : Acquire through sale, expropriation, or other means and hold real and personal property as it may •ecessary or convenient in the successful prosecution of its work; lease, mortgage, sell or dispose of nal and real property; Receive, take and hold by request, donation, gift, purchase or lease from foreign or domestic any asset, grant or property, real or personal, subject to such limitations as are provided in existing c regulations;
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5. Initiate, plan, undertake and supervise the restoration, upkeep and maintenance of the Intram Walls including the ravelins, moat, Sunken Garden and public places, plazas, streets and other governn property situated within Intramuros; 6. Prepare, adopt, revise and enforce such rules and regulations, implementing guidelines standards necessary for the effective regulation of the land use and development activities in Intramuros; 7. Expropriate property within bounds of Intramuros;
8. Sponsor, conduct or support festivals and cultural activities in Intramuros, charge and co admission fees to the restored gates and other attractions operated by the Administration;
9. Give grants, contributions and donations for the restoration, repair and maintenance of hisi structures outside of Intramuros and 10. Collect reasonable amounts to be charged as filing fees, inspection fees, permit fees, service necessary for the effective enforcement of its laws and regulatory measures. National Parks Development Committee (NPDC)
The National Parks Development Committee is a government agency that is tasked to ove national parks in the Philippines. It was established primarily for the purpose of developing and maintai
national parks specifically the Rizal Park or Luneta, Paco Park, the Pook ni Maria Makiling and Burnham *
The NPDC was established on January 14, 1963 by Executive Order 30 for the development of Qu« Memorial Circle, Luneta and other National Parks. In 1964, the committee was then designated as
"National Parks Development Committee." It was attached to the Department of Tourism in 1987, provi fully developed and well-maintained parks for the Filipinos wholesome recreation and socio-cu education which will contribute towards the enrichment of the national identity heritage. The 1 functions to undertake development of new parks, upgrade and maintain park facilities, develop and op<
cultural and educational programs and lastly to facilitate private sector participation in appropriate asd of parks development and maintenance. Nayong Pilipino Foundation (NPF) Nayong Pilipino or the "Philippines Village" was conceived by former first Lady Imelda R. Marca her committees of Filipino planners and architects to propagate Filipino traditions and to promote d c i tourism. The site of the original Nayong Pilipino was located in MIA Road, Pasay City, adjacent to the ai complex. The purposes and objectives of the Nayong Pilipino are as follows: 1. To promote, encourage, espouse and/or initiate research and development projects on j sciences and humanities and related fields; 78
5. Initiate, plan, undertake and supervise the restoration, upkeep and maintenance of the Intrami Walls including the ravelins, moat, Sunken Garden and public places, plazas, streets and other governm property situated within Intramuros; 6. Prepare, adopt, revise and enforce such rules and regulations, implementing guidelines standards necessary for the effective regulation of the land use and development activities in Intramuros; 7. Expropriate property within bounds of Intramuros; 8. Sponsor, conduct or support festivals and cultural activities in Intramuros, charge and co admission fees to the restored gates and other attractions operated by the Administration;
9. Give grants, contributions and donations for the restoration, repair and maintenance of hist structures outside of Intramuros and 10. Collect reasonable amounts to be charged as filing fees, inspection fees, permit fees, service necessary for the effective enforcement of its laws and regulatory measures. National Parks Development Committee (NPDC)
The National Parks Development Committee is a government agency that is tasked to ovef national parks in the Philippines. It was established primarily for the purpose of developing and maintair
national parks specifically the Rizal Park or Luneta, Paco Park, the Pook ni Maria Makiling and Burnham R
The NPDC was established on January 14, 1963 by Executive Order 30 for the development of Que Memorial Circle, Luneta and other National Parks. In 1964, the committee was then designated as "National Parks Development Committee." It was attached to the Department of Tourism in 1987, provi fully developed and well-maintained parks for the Filipinos wholesome recreation and socio-cult
education which will contribute towards the enrichment of the national identity heritage. The N|
functions to undertake development of new parks, upgrade and maintain park facilities, develop and opei
cultural and educational programs and lastly to facilitate private sector participation in appropriate asp< of parks development and maintenance. Nayong Pilipino Foundation (NPF) Nayong Pilipino or the "Philippines Village" was conceived by former first Lady Imelda R. Marcos
her committees of Filipino planners and architects to propagate Filipino traditions and to promote dome tourism. The site of the original Nayong Pilipino was located in MIA Road, Pasay City, adjacent to the air| complex. The purposes and objectives of the Nayong Pilipino are as follows:
1. To promote, encourage, espouse and/or initiate research and development projects on s« sciences and humanities and related fields; 78
3 a ::m prehensive social welfare program to uplift, improve, and ameliorate the social :c r s of the unfortunate destitute members of our society with then end in view of oc :a : cn of their potentialities in the solution of the country's problems; iza and facilitate the active participation of the domestic and foreignsectors
in
tech - cal and other forms of assistance for the Foundation's social welfare programs; and encourage the dissemination of the results of its researches and studies insocial : es and to encourage their practical application to problems of the masses; I i - set up and/or maintain scholarships or professional chairs in order to foster, promote he study and improvement of fundamental or pure research, applied research, a~d/or economic evaluation in the fields of social sciences or humanities; s - parks and recreation centers for the promotion of tourism in this country; and —r i t ' j c t , improve, enlarge or equip or to cause the building, improvement, enlarging, or n_; : -gs, libraries, laboratories, workshops, or other educational accessories required for rcn and to establish, maintain or aid others to establish or maintain institutions doing b ffk i- c s in the fields of social sciences and humanities.
■■Met 29. 2011 ■ It e r 2012
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2014
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A special project was established at the Clark Expo Site with the NPF as manager and operator of the Colonial Plaza and the Chosen Island segments E.O No. 615 mandates transfer of NPF Cultural park to Philippine Reclamation Authority (PRA) E.O No. 58 mandates transfer of NPF to Manila International Airport Authority (MIAA) National Parks Development Committee (NPDC) entered into an agreement with NPF that would develop and manage the Orchidarium in Rizal Park and for NPDC to provide the use of Orchidarium for NPF's administrative offices. NPF entered into a 25-year lease contract to develop and operate an integrated hotel and casino project at the property of NPF at the Manila Bay Reclamation Area in Paranaque City. NPF has managed to have more than 150 plus personnel.
Philippines Corporation (DFPC) -.3 Republic Act No. 9593 and IRR "Tourism Act of 2009:" --e DFPC shall be a body corporate to operate the duty - and tax - free merchandising system in the to augment the service facilities for tourists and to generate foreign exchange and revenue for im ent, as established by the Department under Executive Order No. 46. 79
The program shall likewise showcase competitive and outstanding Filipino-made products. Philippine Retirement Authority (PRA)
The Philippine Retirement Authority (PRA) is a government owned and controlled corporatii created by virtue of Executive Order No. 1037. On 31 August 2001, through Executive Order No. 26, :
control and supervision of PRA was transferred to the Board of Investments (BOI) - Department of Trade a Industry from the Office of the President.
On 12 May 2009, Republic Act No. 9593, otherwise known as Tourism Act of 2009, PRA became < attached agency of the Department of Tourism and placed under the supervision of the Secretary. PRA is mandated to develop and promote the Philippines as retirement haven as a means
accelerating the social and economic development of the country, strengthening its foreign exchaq position at the same time providing further best quality of life to the targeted retirees in a most attract package.
*
Special Resident Retiree's Visa (SRRV) The SRRV allows all its foreign retiree-members to retire and live in the Philippines for as long as ti want. An SRRV holder may come in and out of the country as often as he desires, and enjoy privileges sud exemption from securing the ACR 1-Card (Alien Certificate of Registration Immigration Card) from the B n of Immigration; exemption from paying the travel tax at Philippine airports and exemption from gett i study permit or student's visa for their dependent-children who intend to pursue education in I Philippines. PRA retiree-members may also use health cards issued abroad in Philippine hospitals and cS accredited by selected health card companies. They may also avail of one time tax-free importatic* household goods/personal effects and many more. Philippine Commission on Sports Scuba Diving (PCSSD) Republic Act No. 7160, also known as the Local Government Code of 1991, endeavored that i government units be self-reliant and that in addition to the powers they currently discharge, these un 3 mandated to discharge the functions and responsibilities of national agencies and offices devolved to 4 particularly those relating to tourism facilities and other tourist attractions, acquisition of equip-* regulation and supervision of business concessions, and security services for facilities; WHEREAS, functions and responsibilities devolved do not include regulation, promotion and developme-t recreational diving; it is the Philippine Commission on the Promotion and Development of Sports Diving (PCSSD) which is empowered and authorized to regulate, promote and develop recreational divi
TOURISM AND HOSPITALITY ORGANIZATIONS .
professional tourism organizations have been established to bridge the gap between
arc industry. By working together, they promote a very favorable tourism climate. Some of ir a : ons are described below: States Travel Data Center (USTDC)
lie
_STDC is an independent, nonprofit research and educational organization which aims to
m e quality and range of statistical data describing travel and tourism. It is financed by grants and : *ees. The members come from institutions, corporations, the private sector, as well as : agencies. The Data Center is located in Washington, D.C. It has published several studies which iwbrmation pertaining to the travel industry in the United States. Association of America (TIA) ” -<= "ravel Industry Association of America (TIA) is a Washington DC based non-profit association that aid speaks for the common interests and concerns of all components of the U.S. travel industry, i-rraolished in 1941 to increases public awareness of the economic importance of travel and to : : -nestle and international travel. ' i
; a leader in promoting and facilitating increased travel to and within the United States in order the US as the world's number one tourism destination. TIA is an authoritative and recognized
r -esearch, analysis, and forecasting for the travel industry and is a primary spokesperson to the a"d international media. its main objective is to develop and implement programs that benefit the travel supplier and it concentrates its activities on those programs that represent a national industry need but which component in the tourism industry could be expected to carry out. **-d Tourism Research Association (TTRA) The TTRA is concerned with travel research, specifically in improving the quality and effectiveness of ■J in the travel industry. Through a series of conferences, reports and a journal, the association aims to - current communications in travel research developments and methodology occurring in the field. It ed with the teaching of tourism and has established communication procedures to support
ety of Travel and Tourism Educators (SOTTE) The International Society of Travel and Tourism Educators is an international organization of industry onals in travel, tourism and related fields representing all levels of educational institutions, ranging professional schools and high schools to four-year colleges and graduate-degree granting institutions. It
is a nonprofit international organization dedicated to improving the quality of education and research in tl travel, tourism and hospitality industries by promoting the exchange of information, ideas, and outstandi service to their members. American Society of Travel Agents (ASTA)
The American Society of Travel Agent (ASTA) is the leading and largest professional association of tl
travel trade in the travel and tourism industry. It was established in 1931 as the American Steamship ai
Tourist Agent Association but in 1945 the association changed its name to 'The American Society of Trav
Agent Inc.' ASTA's present name was adopted to foster programmers for the advancement of the trav industry, promote the ethical practices and provide a public forum for travel agents. It has more than 250
active members which include 1800 active and remaining are allied and associate members. Active membe
are the travel agencies and tour operators whereas allied and associate members are airlines, hote railways, government tourist offices and government organization. Universal Federation of Travel Agents Associations (UFTAA) Universal Federation of Travel Agent Association is an association of travel agents and ta
operators. It is one of the largest organizations in the field of travel and tourism industry. In 191
International Federation of Travel Agencies (IFTAA) was established in Brussels. However in 1996 IFTI merged with the Universal Organization of Travel Agents (UOTA) with the objective to ensure bea
coordination, co-operation among travel agents and to spread the professionalism at the globe. The rd
organization established was known as the Universal Federation of Travel Agent Association (UFTAA). ~i main objective of the association is the promotion, development, and expansion of the travel and tours industry worldwide. World Association for Professional Training in Tourism (WAPTT) WAPTT is concerned with vocational training
which acts as a platform for meetings, exchar
concertation between the 3 categories that can shape the future of hospitality and tourism education training, namely international organizations, industry and academia. Association of Travel Marketing Executives (ATME) The Association of Travel Marketing Executives (ATME) established in 1980, is a non-profit professional association of senior-level executives with vital responsibilities in the marketing of trave tourism worldwide. ATME's members represent airlines, hotels, resorts, cruise lines, car rental comp advertising and public relations firms, travel marketing professionals, research groups and tourist offi domestic and foreign destinations. ATME is a global network of industry marketing professionals com to enhancing skills, recognizing excellence, and providing innovative, effective and provocative ma ideas and solutions while enhancing the highest standards of travel leadership.
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«CSVITALITY ORGANIZATIONS IN THE PHILIPPINES Agencies Association (PTAA) ■hi
ne Travel Agencies Association (PTAA) is an organization born out of a union of the ons of outbound travel agencies and inbound tour operators in 1979, It was founded to
t « Travel industry and to promote the welfare of its members and the traveling public. PTAA
That plays a vital role both in the national and international scenes.
fctre Ph opine representative to: Tourism Association (ASEANTA) on of ASEAN Travel Association (FATA) Hr .e'sai Federation of ASEAN Travel Association (UFTAA) -*c-esents the travel/tour agency sector in: l ~ : _ ' s m Council of the Philippines (TCP) 2 ^ - Safety Foundation (ASF) 1 f t i opine Chamber of Commerce and Industry (PCCI) x Here and Tourism Institute of the Philippines (HTIP) & Tourism Industry Board Federation, Inc. (TIBFI) 2nd Restaurant Association of the Philippines (HRAP) i -o'l-stock, non-profit organization, the Hotel and Restaurant Association of the Philippines (HRAP) ■■brella organization that speaks for the hospitality industry. Created in 1951, HRAP membership _» jry , deluxe, and standard hotels, leading restaurants and food groups, schools and universities - otel and restaurant management courses, as well as allied industry partners. These are represented -anagers, restaurant owners, university deans and CEO. Within and outside HRAP are various tnat relate to focus or departmental concerns, such as: a Association of Four & Five-Star Hotel Airport Representatives (AFSHARP) : Association of Hotel Security Officers of the Philippines (AHSOP) : Association of Human Resource Managers (AHRM) d. Council of Hotel & Restaurants Educators of the Philippines (COHREP) e. Executive Housekeepers Association of the Philippines (EHAP) f. Hotel Airport Representatives Association of the Philippines ( 3 Stars & Below) (HARAP) g. Hotel & Restaurant Cost Controllers Association of the Phils. (HRCCAP) n. Hotel & Restaurant Finance Officers Association (HARFOPHIL) . Hotel & Restaurant Purchasing Managers Association of the Phils. (HRPMAP) j. Hotel Sales & Marketing Association (HSMA) k. Philippine Bartenders League (PBL) 83
I. Telephone Managers Association of the Phils. (TMAP) As a national body, HRAP works closely with the Hotel Owners Association of the Philippines and the varioi regional associations of hotels and restaurants such as: a. Cagayan de Oro Hotel, Resort & Restaurant Association (COHARA) b. Davao Tourism Association (DATA) c. Hotel & Restaurant Association of Cagayan Valley (HRACV) d. Hotel & Resort, Restaurant, Association of Dumaguete (HRRAD) e. Hotel & Restaurant Association of Negros Occidental (HRANO) f. Iloilo Hotel & Restaurant, Resort Association (IHRRA) g. Regional Hotel & Restaurant Association Inc.- Reg. 8 (RHRA) h. Tourism Industry Board Foundation, Inc. Reg. - l(TIBFI) HRAP has joined AAHRA and International Hotel Association in order to broaden its base fra national to international scope. Likewise, representatives went on government-sponsored tourism missia *
abroad to tap the tourism potentials in other countries. To advertise the presence of suitable accommodations and restaurants in the Philippines, HRAP, wf the assistance of the DOT, came out with the Hospitality and Travel Directory. The directory was successfJ disseminated to travel agencies, airlines and embassies abroad. Council of Hotel and Restaurant Educators of the Philippines (COHREP) The Council of Hotel and Restaurant Educators of the Philippines was established in 1989 by a gra of Hotel and Restaurant Administration faculty members with Dr. Ignacio Pablo elected as found president. The other members were Olga Santos, Milagros Lim, Gloria Siy, Austin Dy, Wilhelmina Bayl Noemi Cancio, Adela Jamorabo, Sylvia Ama, Norma Compuesto, Evangeline Timbang and Antonia Vialu. 1 group felt that with the growing needs of the HRA program, there was need to form a profess a organization that would ensure the quality of program offerings by addressing needs of educators 3 helping each other meet quality standards. In 1991, the COHREP filed its SEC registration and was form recognized in 1992. The Association of Administrators in Hospitality, Hotel and Restaurant Management Educatia Institutions Incorporated (AAHRMEI) AAHRMEI supports CHED, TESDA, DOT and other agencies to complement other organization order to pursue quality and excellence in the hospitality education through the International Practc Training Program. It has extended its effort by establishing linkages abroad to gain recognition for hospitality and tourism education in the Philippines. The organization aims to achieve the following objectives: 1. Establish linkages among different schools nationwide for the advancement of quality and relevant education; 84
and activities that are necessary for the total development of administrators, faculty .ners and students; -em b ers and prospective practitioners for leadership skills and competencies; ent agencies, particularly the Commission on Higher Education (CHED), DOT and the on and Skills Development Authority (TESDA) in the implementation of programs and r f ir c : ng the hospitality education and industry; and - a-aderie among administrators, faculty members, and industry practitioners fo ra healthy rg relationship. Tourism Educators (UFTE) 1388 a group of educators from Metro Manila schools offering tourism courses formed what was as :~ie "Association of Tourism Schools of the Philippines" (ATSP). The founding member-schools =r c University of the Philippines, San Sebastian College, De Ocampo College, La Consolacion B bpcto Escolar University, and the University of Santo Thomas. Its founding president is Dr. Zenaida
*a/e an increasing pool of trained academicians and professionals in Travel and Tourism who :~e close interrelationship among all segments of the tourism industry.
::e closer working relationship between educators and industry; a schools, colleges and universities with tourism programs with the end in view of training and •£ students for a productive and meaningful career in tourism; )r lectures, seminars, workshops and conferences in various fields of tourism; Jtac-ease professional knowledge through interaction with all levels of travel and tourism educators; .vith colleagues to advance the image and understanding of travel and tourism educators within and the academic world. Association of Conventions/Exhibitions, Organizations and Suppliers, Inc. (PACEOS) Established in 1 9 8 1 , the Philippine Association of Convention/Exhibition Organizers and Suppliers, ; ’ ACEOS ) is a non - profit association composed of professional event/exhibition/convention organizers partners in business - venue owners, booth contractors, freight forwarders, and hotels as well as ns offering allied services, such as travel and tour agencies, airlines, printing, and other agencies. Women in Travel, Philippines Chapter The Women in Travel, Philippines Chapter was organized in 1980. It is an affiliate member of the onal Federation of Women in Travel Organization (IFTWO) which has a worldwide membership of
85
5,000. Members of the Women in Travel are considered to be the top female executives of airlines, hote travel agencies, tour operators and other companies involved in the travel business. Network of Independent Travel Agencies (NAITAS)
The National Association of Independent Travel Agencies-Philippines, Inc. or NAITAS is the biggi and the largest travel association in the Philippines with more than 1,000 members and 17 chapti scattered nationwide. NAITAS members are all strong marketing agents and produces 65% of outbound tickets and 70% of domestic air tickets being issued from all over the country. It also features top inbou players specializing in different markets. It is a very business oriented organization which started the "Tra Market Exchange" in all its general membership meetings that provided actual buying and selling opportur between the agents and the suppliers. It is also very active in national issues that affect the tourism indus especially the issue on open sky policy. It provides intelligent seminars and educational programs to all
members. It created the very first travel cooperative in the whole world, the Travel Cooperative of 1 Philippines. It is also the organizer of the only tourism trade fair in the Philippines which is the "Philipp International Tourism Fair" and the very successful tourism consumer fair, the "North Philippi International Tourism Fair." As an indispensable and influential group in our travel and tourism industry, NAITAS has a crucia l to play in the improvement of the state of our Philippine air transportation and the tourism industry. Sa and convenience of the customers is always their number one priority. In turn, their satisfaction can crea positive feedback loop that will augur well for the tourism industry and also stem the tide of any fea deterioration that may be triggered by the unsavory and embarrassing incidents that continue to bese: threaten tourism and hospitality industry. Movement of Incentive Travel Executives (MITE) The Movement of Incentive Travel Executives Philippines, Inc. (MITE Philippines), formerly! Movement of Incentive Travel Executives (MITE), was born as an immediate consequence of the PI sponsored "Go for I.T." seminar held in Manila on 29-30 August 1991 in cooperation with the New 1 based Society of Incentive Travel Executives (SITE). Starting out as an association dedicated to Incentive Travel, MITE's mission has evolved oven years to encompass the entire Meetings, Incentives, Conventions and Exhibitions / Events (M .I.C.E.) Insj MITE's collective resources in developing educational programs and other business activities that offe' i to its members so as to aggressively sell the Philippines as a quality M .I.C.E. destination. MITE Philippines represents the forerunners of the Philippine M .I.C.E. Industry: hotels, t o ji transport operators, resorts, airlines, event's organizers, meetings / events venues, convention ma'«| and creative specialists, selected members of the academe and media personalities. The MITE represents the seal of quality and commitment of its members to deliver M .I.C.E. programs with cresj imagination and professionalism. 86
s s -c o e m management tool used to accomplish uncommon business goals by odraord nary travel experience upon their attainment of their shared of uncommon >:■: e? j of Incentive Travel Executives (SITE). Incentive can be used to accomplish s, s-cn as increased sales, increased production, higher quality level, improved :
-re a se d safety. Practically any business objective that can be measure can be tne - ;e of incentives. The choice of reward will vary based on the objectives. a r : \ M g recognition in recent years of the advantages of using incentive travel '5A='ds such as cash, merchandise, plaques, certificates and the like. The reasons
h c e rt .e t'avel awards are permanent symbols of success, travel incentives are highly ? ncent .es overcome the comfort level of psychology- an incentive program breaks rre r, ncentive travel has memory value (cash is quickly spent and forgotten thus it has ' centives have the lowest ratio of cost to incremental sales. a
- an incentive trip are the most motivated and the most successful people their
Jte such, they deserve to have their efforts rewarded with the most memorable events
e .e 't s -^eed not be grand extravaganzas with abundant budgets. They should be events that «s th the experience that they could not obtain in another way. and Movers Philippines, Inc. {TEAM PHILIPPINES) s~ Educators and Movers Philippines (Team Philippines) was formally organized by leaders 3-rrtor and academe and supported by the Department of Tourism on Oct. 29, 2008 upon the Consul General Robert Lim Joseph. The formation of Team Philippines was a natural offshoot of 3
genuine advocacy to advance the growth of and protect the industry. His advocacy started re sid e n t of the Network of Independent Travel Agencies in 2000. The group eventually grew
a- : s now called the National Association of Independent Travel Agencies, the country's largest zation, NAITAS carried the fight of the small travel operators, who were being marginalized by r e la t o r s . “ earn Philippines' objectives would be: " gher education institution members in providing seminars pertaining to value-oriented =nd work ethics. mend students of Tourism and Hospitality Management to industry partners for job trainings and c c placement n e prime mover in the promotion of tourism, positive traits and culture of the Filipinos. as professional consultant in career management and development of students and graduates.
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The Philippine Tour Operators Association (PHILTOA)
The Philippine Tour Operators Association (PHILTOA), Inc. is an organization of 1
operators and allied members actively involved in the advocacy of responsible tourism. Founded on 12 .
1986, non-stock and non-profit organization. The membership includes travel agencies, hotel, rest transportation companies, handicraft stores, and other tourism-oriented establishments and association. Philippine Association of Accredited Tourist Guide Lectures Inc. (PAATGLI) The PAATGLI, formerly Guides, Inc. (Philippines), was organized on May 21, 1986 as a nonst nonprofit entity. Its members are tourist guides duly accredited by Department of Tourism and/or lice" by Local Government Units. The Association is duly registered with Securities and Exchange Commission, non-profit organization on April 2008.
The primary aim is to promote, uplift and maintain excellence in competency in the practice of 1 guiding profession and to protect the interest of its tourist guide members. The name has a 'motiva factor' for all professional tourist guides to be encouraged, be inspired and eventually be able to contr: *
to the academe as resource speakers or lecturers in the field of "tour guiding services" deeply acquired i their vast experience in tour guiding and contribute to the society this humble legacy. GOVERNMENT AGENCIES INVOLVED IN PHILIPPINE TOURISM INVESTMENT Securities and Exchange Commission (SEC) The SEC is the government agency responsible for the registration, licensing, regulatior supervision of all corporations and partnerships organized in the Philippines, including foreign corpora:! licensed to engage in business or to establish branch offices in the Philippines. Board of Investments (BOI) The Philippine Board of Investments (BOI), an attached agency of Department of Trade and Ira* (DTI), is the lead government agency responsible for the promotion of investments in the Philippines. T; the lead in the promotion of investments, BOI assists Filipino and foreign investors to venture and prosa desirable areas of economic activities. Investors are welcome to experience the potentials of the boa Philippine Industry sectors. Profitable business opportunities abound in the food processing, constr_c metal products, telecommunications, and power and infrastructure projects among others. It is divided into four (4) operating groups: Investments Promotion Group, Technical Services 3 Industry Development Group and Project Assessment Group. Philippine Economic Zone Authority (PEZA) The Philippine Economic Zone Authority (PEZA) is a government corporation established by vfT a legislative enactment known as "The Special Economic Zone Act of 1995." 88
PEZA is an invera
and a government owned corporation, attached to the Department of Trade & Industry. It r s . ' "g that foreign investors who wish to put up their operations in the country will have ■stab e locations in world-class, environment-friendly economic zones. PEZA grants fiscal It
-es to developers of economic zones which include Industrial Estates, Export Processing 5^ dings, and Tourism Oriented Economic Zones; Exporters of manufactured products
—q
cs enterprises; and Facilities enterprises.
i -wg Pilipinas (BSP)
in r £<: Sentral ng Pilipinas (BSP) is the central bank of the Republic of the Philippines. The BSP • —e Central Bank of Philippines, which was established on 3 January 1949, as the country's authority. The BSP enjoys fiscal and administrative autonomy from the National - ~ e c-rsu it of its mandated responsibilities. =5^; primary objective is to maintain price stability conducive to a balanced and sustainable -r» — The BSP also aims to promote and preserve monetary stability and the convertibility of the
of Environment and Natural Resources (DENR) I-scartment is mandated to be the primary agency responsible for the conservation, development, and proper use of the country's environment and natural resources. of Labor and Employment (DOLE) :
2-epartment of Labor and Employment is the primary government agency mandated to promote
fcemc r/m ent opportunities, develop human resources, protect workers and promote their welfare, -
ndustrial peace. This government agency is responsible for issuing Alien Employment Permit
»ft'e gn nationals who intend to work in the Philippines. : of Agrarian Reform (DAR) _-e Department of Agrarian Reform is the lead implementing agency of the Comprehensive Agrarian i -'Dgram (CARP). It undertakes land tenure improvement, development of program beneficiaries, and »ry of agrarian justice. DAR conducts land survey in resettlement areas. It undertakes land and distribution and land management studies. The DAR also orchestrates the delivery of support :o farmer beneficiaries and promotes the development of viable agrarian reform communities. It is : -=s:ionsible for issuing out Land Use Conversion Clearance Certificate or its equivalent to investors for estate registration and PEZA-registration of proposed tourism eco-zones and locator enterprises.
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Department of Agriculture (DA) The Department of Agriculture (DA) is the principal agency of the Philippine government res| for the promotion of agricultural development growth. Housing and Land Use Regulatory Board (HLURB) The Housing and Land Use Regulatory Board (HLURB) is a national government agency taske planning, regulatory and quasi-judicial body for land use development and real estate and regulation. National Water Resources Board (NWRB) The National Water Resources Board (NWRB) is the lead government agency in the Philippii sector, conferred with policy-making, regulatory and quasi-judicial functions. The NWRB is respon ensuring the optimum exploitation, utilization, development, conservation and protection of the c water resource, consistent with the principles of Integrated W ater Resource Management. It is NWRB Certification stating that identified water source shall not cause water supply problem adjacent communities. This certification is required for the registration of tourism estates and p tourism economic zones. Bureau of Immigration (Bl) Executive Order No. 292, Book IV, Title III, Chapter X, Section 31 specifically delineates the of the Bureau of Immigration as "the administration and enforcement of immigration, citizenship, admission and registration laws in accordance with the provisions of the Philippine Immigration Ac (as amended), the Alien Registration Act of 1950, including other pertinent laws related ther mandated to undertake the administration and enforcement of immigration and citizenship law; admission of foreigners to the Philippines including the enforcement of alien registration laws, exclusion, deportation and repatriation of aliens. Department of Tourism (DOT) The Department of Tourism (DOT) shall be the primary government agency charged responsibility to encourage, promote, and develop tourism as a major socio-economic activity to foreign currency and employment and to spread the benefits of tourism to both the private a sector. Starting as an initiative, in the 1950s, the Philippine Tourist & Travel Association was orgai Board of Travel & Tourist was created by law in 1956. By 1973, the Department of Tourism (DOT), Tourism Authority (PTA) and Philippine Convention Bureau (PCB) were created by the Philippine go Under the Executive Order no. 120 and 120-A, DOT and PCB were reorganized structurally and fu PCB was renamed Philippine Convention & Visitors Corporation (PCVC). 90
SUMMARY at character of modern tourism and the growing influence of international agencies in ^ s^own in the growth of international cooperation and organization in tourism which
Nations World Tourism Organization (UNWTO) ational Civil Aviation Organization (ICAO) : onal Air Transport Association r* some countries and regions include: Zrzz- zation for Economic Cooperation and Development (OECD) *ac~c Asia Travel Association (PATA) c. Cartibean Tourism Association (CTA) t i i a Pacific Economic Cooperation (APEC) * r-ganization of American States (OAS) I t South American Tourism Organization (SATO) : rganizations in the Philippines include: a =- lippine Travel Agencies Association (PTAA) : -otel and Restaurant Association of the Philippines (HRAP) : Union of Filipino Tourism Educators (UFTE) : Women in Travel Philippines (WTP) e. Network of Independent Travel Agencies (NAITAS) f. Philippine Association of Accredited Tourist Guide Lectures Inc. (PAATGLI) g. Movement of Incentive Travel Executives (MITE)
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QUESTIONS FOR DISCUSSION 1. Explain the importance and the reasons why countries need tourism and hospitality industry. 2. Search and discuss the effectivity of the Philippine Tourism and Hospitality organizations in the countrv promoting tourism and travel. 3. Search and discuss the effectivity of the government agencies involve in tourism and hospitality organizations. 4. How do regional tourist organizations promote tourism? 5. Discuss the organizational setting of the Department of Tourism in the Philippines.
CHAPTER ACTIVITIES
1. Divide the class in six groups and each group will choose a Philippine Tourism and Hospitality organiza and research about the new trends and goals of the chosen organization. Discuss in class. 2. Should tourism and hospitality organizations focus mainly on education? Why or why not? «
3. In your opinion, what should be the primary focus or goals of tourism and hospitality organizations in tl Philippines to elevate standards in the industry?
4. If you are part of the Department of Tourism, what types of assistance will you request from the UNWT 5. Should the government take full control in the decision-making in the Philippines' tourism and hospital organizations? Why or why not? What could be the possible advantages and disadvantages?
KEY TERMS AND CONCEPTS American Society of Travel Agents Asia-Pacific Economic Cooperation Council of Hotel and Restaurant Educators of the Philippines Department of Tourism Hotel and Restaurant Association of the Philippines International Air Transport Association Organization for Economic Cooperation and Development Organization of American States Pacific Asia Travel Association Philippine Association of Accredited Tourist Guide Lecturers Inc.
Philippine Tour Operators Association Philippine Travel Agencies Association The Association of Administrators in Hospitality, Hotel and Restaurant Management Educational Institutions Incorporated Tourism Educators and Movers Philippines Incorporated Travel and Tourism Research Association Union of Filipino Tourism Educators United Nations World Tourism Organization Universal Federation of Travel Agents Association
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CHAPTER QUIZ tion ________
1. An organization of travel agencies in the Philippines.
________
2. Government agency responsible for the registration, licensing, regulation and supervision of all corporations and partnerships organized in the Philippines.
________
3. National Tourism office of the Philippines.
________
4. The bank in the Philippines that primarily aims to maintain price stability conducive to a balanced and sustainable economic growth.
________
5. Chief international organization in the field of travel and tourism.
________
6. Responsible for the orderly restoration and development of Intramuros as a monument.
________
7. A national organization whose main objective is to unify the non-IATA travel agents in the Philippines.
________
8. Meaning of PTAA
________
9. An international organization that regulates air navigation.
________
10. A regional organization that promotes and facilitates travel in Pacific area. *
Enumeration - ve examples of government agencies related to tourism and hospitality industry. Organization of tourism and hospitality industry in the Philippines. List down five international tourism and hospitality organizations.
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IMPACTS OF TOURISM AND HOSPITAL At the end of this chapter, the students should be able to: 1. Discuss the economic impacts of tourism and hospitality. 2. Explain the social impacts of tourism and hospitality. 3. Discuss the tourism and hospitality impacts on culture. 4. Discuss the environmental effects of tourism and hospitality. This chapter will discuss both advantages and disadvantages of tourism and hospitality in the aspects of economic, social, culture and of the environment
r*' Tourism and Hospitality tr-'is m has evolved from ancient times until today but the rapid growth of tourism and -
—e twentieth century has produced both problems and benefits for destination countries. It
■ sbe impacts on the sociocultural and socioeconomic environment. Although tourism and a r oring economic advantages to a destination country, it also brings with it serious long-term ■*-
, without careful control and planning, can threaten the community. ic Aspects of Tourism and Hospitality
W t e ~iost countries encourage tourism and hospitality for its economic benefits, the presence of economic aspects of tourism and hospitality cannot be totally prevented in a community but ear oe identified and discussed to reduce their economic burden. a rd Land Values changes in land-use patterns from an agricultural society to the tourism industry introduces a - --use patterns as tourism increases land prices as a result of competition and thus encourages -e a n s that small units of land are sold at high prices thus contributing to inflation. This affects ■'■s ;e - ts when they try to buy land. Simultaneously self-sufficiency is decreased and dependency on =~z nternational economic conditions is increased. The consequences of inflation might arise in t P V e n t ways. Rich tourists buy products at higher prices and when the suppliers realize that this :~eir profits, they raise the prices further. This means that companies servicing tourists easily can a :h those servicing the local population. As a consequence however, the locals are forced to pay and maybe even have to go further away in order to get what they need, as the local enterprises _:e on a more limited range of products. --lation within destination areas is also caused by increasing land values. Growth in the tourist trade * additional demand for land, and competition from potential buyers increases the price of land. The for more hotels, vacation homes, and tourist facilities may bring more income to builders, real igents, and landowners, but local residents are forced to pay more for their homes because of the value of land. .± :kages Ratz and Puczko (2002, 82) define leakage as "financial processes through which less money gets -to the economy." Leakage occurs mainly in two different ways; as import or export leakage. When demand standards that the host country cannot supply, import leakage occurs and this especially in reveloped countries. As import is necessary, most of the income from tourist expenditure leaks out of —jn try in order to pay for the imports. Export leakage occurs when foreign investors, financing resorts and hotels, collect their profits back eir country of origin. This is a substantial part of the leakage that occurs in less developed countries as 95
multinational corporations are the only ones there with enough capital to invest in tourism infrastruC and facility construction. A third source of leakage is the expenditure fo r promotion and publicity to encourage tourists to a certain destination. The cost of advertisement is a large expense that reduces the earnings of a destina area. Seasonality As the tourism product cannot be stored and is highly seasonal (seasonal fluctuations), it need earn enough during high season in order to fight and survive the decline during the rest of the year. This
has obvious implications for employment and investment. The seasonality of tourism leads to a d iv : between high- and low season. Take the hotel sector as an example. Some of the hotels are closed during season, whereas others suffer great losses in income. As fixed costs cover a big part of the total costs,
hotels try to ensure as good as possible incomes. The accommodation sector is however not the only sei
suffering from seasonality. Tour operators face reluctance from outside investors to get financially invol
in marketing seasonal enterprises. This has led to the fact that local investors are carrying a much b j financial responsibility Overdependence on Tourism and Hospitality When destinations become over dependent on tourism, they make themselves vulnerac* tourists' changes in demand. Tourism is a sensitive industry and influenced by change, both dom est: international. The change can comprehend changes in price and trends, political events and political
ji
as well as accessibility of electricity. Areas with political unrest have lost out on tourists, who choose tc n to other, more stable destinations. In order to avoid economic disturbance due to changes in demand, :a destinations should promote a diversified tourist industry and base economy. Opportunity Costs It is commonly known that tourism involves opportunity costs, although they are not easily deft When destination areas invest in the development of tourism, they rarely consider what the same reso could provide when invested in another industry. Thus what needs to be researched is "the relative e:on benefits of investing in tourism as opposed to investing in another industry"; these are the o p p o rtu n e In order to measure the opportunity costs, the possibilities that have been relinquished when d l tourism should be carefully examined, outlined and valued. Because of the difficulty in measuring ar ; i these costs, they are often forgotten, thus leaving the economic impacts of tourism look more benef ra they perhaps are. The Positive Economic Effects of Tourism and Hospitality Like any other industry, tourism and hospitality affects the economy of those areas in whir* I place. The area affected may be a resort, a region, or the entire nation. Notwithstanding the sizel 96
r e economic effects of tourism and hospitality may be classified into four groups, namely; on employment; on the area's balance o f payments with the outside world; and on re . elopment.
X - 's m
and hospitality industry obviously generates income within a destination country,
to increase their income have used tourism and hospitality as a means for reasonably quick E ’ cerience has shown us that it takes less time to increase income from tourism and "om manufactured goods or other available options. ncome, in general comes from wages and salaries, interest, rent, and profits. Since tourism . s a labor-intensive industry the greatest proportion of its income is derived from wages and ~e s also generated from interest, rent, and profits on tourism and hospitality businesses such ea a on loans to an airline in order to buy aircraft, or rent paid to a landowner for a car park, i
obtained from direct taxation or indirect taxation. Imposing value-added tax (VAT) on hotel —ipie of indirect taxation. m and hospitality is both an income generator and an income redistributor. Most of the tourist :o the developing nations of the world such as in East Africa and the Pacific. Because of the flow
from one country to another, many countries limit the account of currency the nationals may take *'oreign travel. kftjch of the income at the international and national level is business income which is generated by :- s buying and selling goods and services to tourist. One advantage that tourism and hospitality doping countries is the range of businesses needed to provide to tourists. It includes local food, land flowers for the resort areas; local crafts for the tourist to buy; local cafes and restaurants; tour . jsnd interpreters; local travel services; local cultural events; shops for tourists' needs; and specialized ng such as pensions and small inns. ~~a sum of all income in a country is called the national income. The importance of tourism and to a country's economy can be measured through the national income created by tourism and . The most common method for estimating the income generated from tourism and hospitality is e-mining the multiplier for a destination. Multipliers are means of estimating how much extra income -ced in an economy as a result of the initial spending or injection of cash. w en t Tourism employs more and more people in the less developed countries. However, they are mostly ed at the lower performance level, in order to keep the salaries low. The managerial staff is on the - and brought with the multinational corporations.
There are three different types of employment offered by tourism. Direct employmer employment at tourism facilities, resulting from tourist consumption. Indirect employment is also a resu employment in the tourism supply sector, however not directly resulting from tourist expenditure. Indi employment occurs as additional employment resulting from tourism multiplier effects. The employment effects of tourism are often invisible or covered as tourism might employ pe from other sectors or people that would not otherwise be considered to belong to the available workfc thus it is difficult to measure and see the real impacts tourism has on employment. The seasi employment may also attract people away from full-time employment whereby non-tourist industries m be discouraged from stationing in the area. Generally, it can be said that the fact that tourism ere; employment is beneficial to the economy. Balance o f Payments "The balance of payments account is a record of economic transactions during a period of (usually a year) between residents of the country in question and the rest of the world." The income a country gains from tourism can help to balance the national balance of payments, is considered important as the country then gains foreign, or hard, currency. Effects on the balarc payments are considered the most known economic impacts of tourism. The balance of payments acc includes the value of all goods, gifts, loans, foreign aid and gold that comes in or leaves the country as vnJ the connections between these. Tourism affects the balance of payments in two ways; effects within the country and e ffe a l international tourism. This is useful to know in order to calculate foreign earnings in the balance of pavnJ and compare them with the costs. In other words it is useful in the sense of knowing if more money is e d the country than what is earned from international tourism. Investment and Development
j
Once an area has become economically successful, businessmen and government agencies -J influenced to invest in tourism and hospitality and other industries in that area. This is known by e c c i J as an accelerator concept.
I
Impact Control Measures
I
There are a number of ways to maximize the benefits of tourism and hospitality to the destinatoaM Edward Inskeep (1991), a consultant for the United Nations World Tourism Organization (UNW T^H suggested the following:
I
1. Develop tourism and hospitality gradually so that local residents can have sufficient time to adap: understand it. It would also allow the government to properly plan, organize, and monitor to u rii^ | hospitality;
1 98
1
5C3e of tourism and hospitality development that is appropriate for the local as well as national f possible, develop other economic sectors so that there is a balanced economy and
SBructure. In some areas, small-scale and dispersed forms of tourism are more suitable than 'mass tourism development; :s and their spokesmen in planning and decision-making so that they can participate in r e ^vture of this sector; fee concepts of tourism development zones; rs-a in that residents have easy access to tourist attractions, facilities, and services including ion fee if necessary, and that important amenity features have public access and are not tourism; ncentives to local ownership, management, and operations of hotels and other tourist sa'vices so that residents can receive direct economic benefits; rro n g linkages between tourism and hospitality and other economic activities such as agriculture, te'-d'crafts, and manufacturing to help develop these sectors reduce leakage of foreign exchange substitution and spread the economic benefits of tourism and hospitality; ae.e op, and organize tourism and hospitality so that no area becomes too congested with tourists, can easily use community facilities and services; :ca people to work effectively in all levels of tourism and hospitality including managerial and positions, in order to reduce the number of imported employees and to lessen possible sanding between tourists and local employees. •n is not exclusively an economic phenomenon; it also involves social, cultural, political and ental aspects. It is therefore, important to realize that any assessment of tourism impacts should mr 'i be concerned with the tangible economic effects such as revenue and foreign exchange earnings, a e c with non-economic and intangible effects, such as social and cultural ones. 5o: a and cultural impacts of tourism are the ways in which tourism is contributing to changes in value individual behavior, family relationships, collective life styles, moral conduct, creative e expressions, Hal ceremonies and community organization. In other words they are the effects on the people of rcmmunities of their direct and indirect associations with tourists. V ie socio-cultural effects of tourism are difficult to measure, and to a large extent are indirect, or even wn. The majority of the studies undertaken until now in this area were mainly concerned with tanding the social impacts on the host societies rather than the impacts on the tourists themselves. In ral, attitudes and perceptions of the host population vary on a continuous scale between negative,
99
through no impact at all to positive. The following will discuss the social and cultural impact of tourism an hospitality industry. Social impacts of Tourism and Hospitality The social impacts of tourism and hospitality should not be confused with the popular term "sod;
tourism." The social impacts tourism and hospitality refer to the changes in the quality of life of residents c
tourist destinations. The objective of refer to social tourism is to ensure that tourism is accessible to a people. Tourist-Host Relationship Tourism and hospitality causes more interaction between peoples particularly between the touris; or visitors and the local residents or hosts. To understand the social impact tourists have on an area, ti
characteristics of various types of visitors and the level of interaction with the hosts should be clarified. Sm^ (1997) categorized tourists into several types and outlined her views on the intensity of interaction betwe* the tourists (visitors) and the local residents (hosts). Her classifications are as follows:
1. Explorer — This type of visitor is interested in being an active participant-observer among the populat ta The explorer easily adapts to local lifestyles and does not need special tourist accommodations; 2. Elite — This type of tourist is few in number. He can afford to pay well for unusual vacations. He is w a traveled and usually known as "the jet-setter." He differs from the explorer in his attitude. His arrangem eJ are either made by a travel agent or may be pre-planned. Although he is willing to sample the local life s rJ he requires some degree of comfort; 3. Offbeat — This tourist adapts well to simple accommodations and services provided for the occas o J guest; 4. Unusual Tourist — This tourist loves sub-exotic cultural sites, and the unusual or primitive sites as Icn g i he can quickly and safely return to more familiar surroundings and group; 5. Incipient M ass Tourist — This is a visitor who looks for the amenities of Western societies in hotels anc I other travel-related facilities. He is a mixture of both pleasure seeker and business traveler; a. Mass Tourist — He comes from the middle class. He arrives in a destination with other tourists. is a diversity of tastes among them and their attitude is "you get what you pay for"; and
j
b. Charter Tourist — The charter tourist comes in "en masse" with others of his kind cre a tn |® extremely high amount of business and receiving a high degree of standardization in services and p r o a f l The interaction between the visitors and the hosts is limited and impersonal.
1
ITtf'SF LIBRARY U 003>_C/-3
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I ■
1
| p * r toe 5 of Tourists and Their Adaptation to Local Norms
.......
Number of Tourists
Adaptation to Local Norms
Very limited
Adapts fully
Rarely seen
Adapts fully
Uncommon but seen
Adapts well
Occasional
Adapts slightly
Steady flow
Seeks Western amenities
Continuous influx
Expects Western amenities
Massive arrivals
Demands Western amenities
Source: Smith, Velene L. "Hosts and Guests." The Anthropology o f Tourism, 1997. fm fene of interaction between the hosts and guests is illustrated in the table above, for each type IRke -o a c t increases each level of tourist. The explorers and elite tourists usually have little impact o itu re because of their limited number. The offbeat and unusual tourists generally use the same :es as the local travelers. With the increase in number, and grater expectations and demand -3 :
: es and services, a corresponding change in the local area occurs. Against this background, it
: : c scuss the positive and negative social impacts of tourism and hospitality on a tourist
he ^rritude of local residents towards tourism development may also be unfold through the stages a where visitors are very welcome, through apathy, irritation and potentially antagonism when attitudes begin to grow among local people. This is represented in Doxey's Irritation Index, as r e ow.
Positive Social Effects of Tourism and Hospitality Some of the positive effects of tourism and hospitality are the following: 1. It creates a new medium for social change and multiculturalunderstanding; 2.
It encourages adaptation to the realities of modern life and works toward improving the host count environment and lifestyle options;
3.
It promotes knowledge and use of foreign languages; and
4.
It improves health conditions and disease control.
Social Change and Multicultural Understanding One of the most vital benefits of tourism and hospitality is the bringing together o f diverse peopl help them understand one another. 4
The United Nations World Tourism Organization (UNWTO) considers tourism as an encoti
between a person and a destination in its natural setting. Above all, the UNWTO believes it is an exchangl
encounter between individual groups of people as well as between social groups. Thus, it becomel encounter between nations and an exchange of values. The impact of this exchange is significantly diffa between industrialized nations and developing agricultural nations. The more isolated the country via the more significant the social changes are likely to be. Adaptation to the Realities o f Modern Lifestyle and Improvement o f the Host Country's Lifestyle This positive social benefit is the result of the following: 1. The quality of life improves in places where tourism and hospitality is being d e ve lo p J bringing both the urban infrastructure (water, housing, sewerage) and population b d l (medical care, social assistance, schools) together; 2. The changes that occur in occupation and income patterns create a middle class with its d i f * attitudes, values, and social concerns;
I
3. Increased social mobility results in new employment opportunities in tourism and hosoM 4. Changes in family relations occur through the employment of women outside the ho""> J increases the family income and gives the worker's children more opportunity for i f l education.
I
Thus, tourism and hospitality promotes progress and modernization through exposure t o f l attitudes and values. It brings about improvements in facilities and services as well as improvements ■ lifestyles and quality of life of the residents of the host country. 102
1
tore gn language brings people in contact with those of other language groups. The need = — jnicate increase interest in both the host and visitors to learn another language. : ::- e r destinations often want to learn a language to improve the quality of future -
2
, rent tapes or buy books to assist them in learning a language. Many popular tourist
:e . eioped short-term language courses to assist visitors. i Conditions and Disease Control tourists for high quality public health facilities can contribute to the maintenance and t r f — :s e facilities in destination areas and provide additional sources of revenue which, in turn, * -^grading water and sewerage disposal facilities. taurism and hospitality, local residents can become aware of both health problems and This awareness can lead to a change in the health infrastructure of a destination. :-te community then paves the way for improvement of the whole region. Effects of Tourism and Hospitality ::- ris m and hospitality has enabled different people to strengthen the social structure, mass hro -ght with it expenses and problems. Among these are: social saturation; changes in the social -a . or, and roles; community problems; and negative demonstrative effects.
: -esence of large numbers of tourists in particular places at specific time results in saturation or facilities and services and competition for limited resources. The local residents frequently ~z :o share their facilities and services with visitors. destinations that attract a large number of tourists, public transportation is so crowded with Met there is hardly any room for local residents. Shops are full of travelers, forcing the locals to —-er shopping patterns. Streets are full of visitors resulting to traffic jams. Thus, saturation or crought about by tourism and hospitality is often cited as a social cost. an the Social Structure, Behavior, and Roles 'r jrism and hospitality changes the traditional forms of employment which results in the lowering o f agricultural workers, migration o f the population, and the breaking up o f fam ilies. Many young bemand freedom from their families. They also disregard social norms such as respect for elders and fe n iy ties. Young women who enter the workforce have changed their traditional dress to tourist
103
Tourism and hospitality in some areas leads to other social problems in the family. Some wives
m
work in tourism and hospitality establishments have higher salaries than their husbands. This often le a s
the toss of self confidence among their husbands. In addition, their improved way of dressing and groc~i causes their husbands to be jealous and suspicious. This has led to a higher divorce rate.
This disruption in the kinship system reduces cohesiveness in the whole community, thus cha-^ the population characteristics. Community Problems Prostitution, often called the "oldest profession," certainly existed before the growth of tourism. It is difficult to say how responsible tourism and hospitality has been for the rise of prostitu tourist destinations. Negative Demonstrative Effects 4
Negative demonstrative effects consist of tourist behaviors which can be considered socie economically inappropriate. One of the major results of negative demonstrative effects is the separc the hosts from the tourists, which happens in a number of ways. First, tourists often demand comr and facilities beyond the economic capacity of local residents. Rich tourists frequently eat in fine rest and live in luxurious hotels in areas characterized by hunger, unemployment and limited opportunity. This disparity has led, in some cases, to militant revolutionary action by the local resident Second, the social norms o f the tourists that are very different from the local customs give social problems. Also, the values and materialism of young travelers are copied by the young loca Examples are nude bathing, inappropriate manner of dressing, and irresponsible behavior. A third factor which initiates divergence is the importation o f foreign workers from more tie countries. These workers who are more skilled than the local people generally get better-paying job; i usually supervisors of the less-skilled local people. These foreign workers also compete more favc~ goods and services than the local people. Thus, the locals begin to resent the foreigners. The oppose in the case of some of the developed countries where less-skilled immigrants take lower-paying jc forming a lower social and economic group. This association sometimes creates social problems immigrants are not aware of the norms and standards of the host country. Impact Control Measures A number of control measures can be adapted to decrease the negative change in an area these are: 1.
Reducing the contact between hosts and guests by limiting the carrying capact. i destination and by regulating the tourist flow;
2.
Separating the hosts and the tourists within tourist enclaves; 104
X
I-isgning community education and citizen involvement programs centered on tourism and - zspitality development, policy, and regulatory issues; and E<sanding human resource development and training programs in all components of the tourism and hospitality system to include social skills (interpersonal relations and networking referral tactics).
Tourism and Hospitality on Culture fc u ls m and hospitality increases the acculturation process as well as the in a cultural convergence of -ter, duration is defined as those changes that occur in a culture through borrowing from other T'lese changes may include technology, language, and values. Cultural convergence is the tendency _ t-'e s to become more alike. A very good example of this is the adoption of many European ways ;• ess-developed countries because of their exposure to European culture and technology. "•■e jrban areas of the world are becoming more and more alike. Modernization and change from an society to an industrialized one bring about changes in people's attitudes, beliefs, and way of life, f s change occurs through contact with tourists. Tourism and hospitality is a vital force in since it causes more interaction between peoples. People who change the least are the isolated who live in regions of extreme environmental conditions such as deserts, jungles, and Polar
E-ects of Tourism and Hospitality on Culture "-e two most important positive effects of tourism and hospitality on culture are the promotion of communication and the renaissance of native. I Communication Vcbility, which is a prerequisite of tourism and hospitality, is necessary for different social groups, es, and cultures to meet and interact. Such interaction may contribute to the removal of social or t'ejudices and the promotion of better understanding and positive social change. Cross-cultural ■cations between tourists and their hosts may promote changes in local culture while preserving or -g local ethnic and cultural identity. The quality of cross-cultural communication is of prime e if it contributes to the promotion of understanding between tourists and their hosts. e o f Native Culture "ourism and hospitality may be important to the host country to remind its people of its history and n Eastern and Western Europe many traditional folk customs and costumes are preserved for the of tourists. Traditional art forms have been revived in several countries. Tourism and hospitality has ed the preservation of traditional art including traditional songs and dances.
Negative Cultural Impact of Tourism and Hospitality
While tourism and hospitality has enabled different people to restore and maintain interest in tP own cultures, it has also led to the destruction of a country's work of art. The local residents resent tour who think they have the right to the country's art whether bought or stolen. Several tourists persuade natives to sell traditional objects which have been used for generations. The greed for money which indu people to part with family heirlooms explains the destruction of the archeological sites or the desecratior monuments in Egypt, Bali, India, or Central America. Moreover, the increasing demand for artifacts has led to changes in its form and functions as art objects. The artifacts may no longer be represented as traditional arts due to the following reasons: 1.
Mass production due to increase in demand result to losing the careful and precise prod workmanship;
2.
The impersonal nature of the tourist market has decreased the spiritual relevance of the art* 4
work; 3.
Art is produced according to the taste of tourists which, in Africa, means carving anirre grotesqueness, and gigantism; and
4.
The increased demand has led to the misrepresentation of the age or authenticity of ot 5 resulting in a large number of imitations.
Impact Control Measures I The following control measures may be adapted to reduce the negative impact of tourism i hospitality on culture: 1.
Develop programs which enhance tourism and hospitality's contribution to intercuu communication and interaction such as matching tourist types with destination characters and designing programs for the interaction of local residents and guests promoting gco3 "ambassador" tourist education; and
2.
Incorporate local indigenous features within Western-style structures such as decorating i interiors with local paintings, murals, and sculpture, and encouraging porters, maids, and wal to dress in native costumes.
Environmental Impact of Tourism and Hospitality The history of tourism and hospitality closely shows that the environment has contributec a birth and progress of tourism and hospitality. The term "environment" connotes both human and characteristics.
106
rrs.;s of the positive and negative aspects of tourism and hospitality indicates a need to -esources management, particularly of water and energy, and the problems of noise and ■d as the problem of garbage and fire hazards which may arise from tourist activities. The z-r-^efits and negative impacts of tourism and hospitality need to be recognized. lental Impact of Tourism and Hospitality - :s o ;tality has created environmental awareness in two ways: C :'t a c t with scenic areas has raised man's awareness of the earth's beauty and made it easier
[p.
-iim to see and enjoy it with minimum damage; and ZL E n . ronmental awareness has been heightened by mass tourism which caused direct and indirect aestruction. r reveloped countries, several national parks and monuments have been created to preserve the Du tural, and recreational resources of the land for the enjoyment, appreciation, and education of la - c ;uture generations. The development of parks was intended to open up areas for viewing as well the flow of traffic within the park. ':- r is m and hospitality has provided reasons for the preservation of historical buildings and the of museums. At present, many developing nations are realizing that their monuments mean tourists le. At the same time, tourism and hospitality has created appreciation of the environment by scenic attractions to the attention of the public.
tervation Conservation and preservation of the environment not only benefit the local area but they also
r — ne the future of tourism and hospitality. First, the local residents benefit from the preservation,
r d tourism and hospitality, for as long as it draws tourists, will continue to be a socioeconomic and
ra l asset. Mathieson and Wall (cited by Landberg, 1995) identified four ways on how tourism and hospitality * outes to conservation. These are: 1.
Stimulating the rehabilitation of existing historic sites, buildings and monuments;
2.
Stimulating the transformation of old buildings and locations into new tourist facilities;
3.
Creating the impetus for the conservation of natural resources; and
4.
Bringing about the introduction of administrative and planning controls necessary to maintain the quality of the environment to ensure a satisfying and rewarding experience for the tourists.
107
It can be concluded that tourism and hospitality provides incentives and the economic means
incentives for the conservation and preservation of natural and historic sites. Many monuments, hist houses, villages, and old churches cannot be maintained without the tourist income. Development o f Attractions Several countries around the world are identifying areas which have the potential to attract tour In the Caribbean island of St. Croix, the US National Park Service has established and developed
underwater national park. This unique site attracts snorkelers and those interested in corals. It t* preserve the area and creates an awareness of the character of the coral reefs and the sea floor.
High mountain areas have been developed. A very good example is Jungfran in Switzerland wt
boasts of having the highest railway in Europe. Other examples are the Banaue Rice Terraces and Baguio i in the Philippines. Negative Environmental Impact of Tourism and Hospitality
Exceeding the carrying capacity and saturation levels of an area will negatively affect that area '
term "carrying capacity" is the degree of development a certain area can take without having detrim’31 effects on the environment. If the tourist development becomes saturated, the very attractions which d visitors to a place may be destroyed, causing the decline in quality and popularity of a certain : dj destination. Environmental Conflicts Some of the problems affecting the quality of the environment are destruction o f the vegezs pollution (air, water and noise), and the destruction o f wildlife. The destruction of the vegetation za because of the large number of tourists who trample on the vegetation. In many parks, campers haJ branches of trees and completely cut down small trees. In areas such as ocean fronts and islancs 1 visitors going to and from the area destroy the vegetation cover, thus changing the natural habitats for and animals and, in some cases, even changing the temperature of the area. Sometimes, the q vegetation leads to soil erosion and the further debasement of the environment. Air pollution results from the gas fumes emitted by automobiles, taxis, buses, aircrafts, and fa n Areas with large numbers of vehicles usually suffer from air pollution. Water pollution is the result of discharge of untreated waste from resorts or boats into seas ■ lakes, and springs. The lack of an effective sewerage system in some areas has led to the \a zeq pollution of the inshore waters making fish assumption inadvisable and swimming unhealthy. M o re :.* J diseases as cholera, typhoid, viral hepatitis, and dysentery are caused by seafood from polluted w a te - J Noise pollution is associated with traffic congestion on land and on air. Many re c re a tio n a iJ such as motorcycles, motorboats, and aircrafts cause a lot of noise. 108
It can be concluded that tourism and hospitality provides incentives and the economic means
incentives for the conservation and preservation of natural and historic sites. Many monuments, hist houses, villages, and old churches cannot be maintained without the tourist income. Development o f Attractions Several countries around the world are identifying areas which have the potential to attract tour In the Caribbean island of St. Croix, the US National Park Service has established and developed underwater national park. This unique site attracts snorkelers and those interested in corals. It h preserve the area and creates an awareness of the character of the coral reefs and the sea floor. High mountain areas have been developed. A very good example is Jungfran in Switzerland boasts of having the highest railway in Europe. Other examples are the Banaue Rice Terraces and Bagu : in the Philippines. Negative Environmental Impact of Tourism and Hospitality Exceeding the carrying capacity and saturation levels of an area will negatively affect that ares, term "carrying capacity" is the degree of development a certain area can take without having detr effects on the environment. If the tourist development becomes saturated, the very attractions whic* I visitors to a place may be destroyed, causing the decline in quality and popularity of a certain destination. Environmental Conflicts Some of the problems affecting the quality of the environment are destruction o f the vegei pollution (air, water and noise), and the destruction o f wildlife. The destruction of the vegetation because of the large number of tourists who trample on the vegetation. In many parks, campers ha branches of trees and completely cut down small trees. In areas such as ocean fronts and island visitors going to and from the area destroy the vegetation cover, thus changing the natural habitats and animals and, in some cases, even changing the temperature of the area. Sometimes, the vegetation leads to soil erosion and the further debasement of the environment. Air pollution results from the gas fumes emitted by automobiles, taxis, buses, aircrafts, anc Areas with large numbers of vehicles usually suffer from air pollution. Water pollution is the result of discharge of untreated waste from resorts or boats into lakes, and springs. The lack of an effective sewerage system in some areas has led to the pollution of the inshore waters making fish assumption inadvisable and swimming unhealthy. More diseases as cholera, typhoid, viral hepatitis, and dysentery are caused by seafood from polluted wa Noise pollution is associated with traffic congestion on land and on air. Many recreation a such as motorcycles, motorboats, and aircrafts cause a lot of noise. 108
associated with wildlife results from killing of animals such as birds and the disruption of :j ~
of feeding and breeding. A very good example is the killing of elephants for tusks, zebras for their heads, lion claws for necklaces monkeys for skin throw-rugs, gazelles for hoof
—a ike. The prevalence of many tourists in an area changes the breeding habits and living :* the wildlife. The animals are forced to move to a less traditional habitat.
s- t
and hospitality affects geological formations. Some tourists collect minerals, rocks, fossils,
tourist attractions; others destroy natural formations by vandalizing
~:ser of conflicts frequently occur between residents and tourists or tourism developers. In a-e built at the expense of residential accommodations. The increasing value of land often pKE c e it s to move away from the area. Hotel development also brings traffic congestion and air - ~shing and hunting areas, the increasing demand creates problems for local fisherman and now compete with the tourists as well as with each other. Conf ct between tourists and local residents may also arise because of damage to the area brought ttering, vandalism, and traffic congestion. In rural areas, the damage to crops, farm buildings, and a-e uncommon complaints of farm ers, together with the increasing value of lands, competition for and erosion. t Control Measures ~.vo measures which will reduce the negative impact of tourism and hospitality have been identified, -eating a quality environment for both residents and tourists. First are the general protective and second is the regulation and control of tourist development. The protective measures are to safeguard the various aspects of the environment—endangered animals and plants, beaches, sts through the creation of national parks and wilderness areas. The man-made environment is included in the conservation and restoration of historical or : logical monuments, valuable buildings, and neighborhoods. These measures have two objectives—to tthe environment and to maintain its attractiveness as a tourist destination. Regulation and control refers to zoning and land use, and planning specifications on the facilities
fcre built as to height, appearance, open space, and overall design, among other things.
109
SUMMARY 1. The development and growth of tourism and hospitality industry made both positive and negat in the economy, social, cultural and environment of a country or of the destination area. 2. Negative impacts of tourism and hospitality in the economy include: inflation and land v leakages, seasonality, opportunity costs and overdependence on tourism and hospitality as t source of income while the positive impacts of tourism and hospitality in the economy incluc employment, balance of payments and investment and development. 3. The positive social effects of tourism and hospitality are classified into four groups, namely: so
and multicultural understanding, adaptation to the realities of modern life and improvement < country's lifestyle, use of foreign language and improved health conditions and disease control. Tl social effects include: social saturation, changes in the social structure, behavior and roles, problems and negative demonstrative effeqts.
4. The two most important positive effects of tourism and hospitality on culture are the pr< intercultural communication and the renaissance of native culture while the negative effects inclu and destruction of a country's traditional art and native culture. 5. The negative environmental impact of tourism and hospitality include environmental conflicts conflicts and resident conflicts while the positive environmental impact include conservation of er development of attractions, historic preservation and resident benefits. 6. The proper planning, controlling of development growths and implementation of the guidelines and prevent negative impacts of tourism and hospitality can greatly reduce the effects.
110
QUESTIONS FOR DISCUSSION both disadvantages both disadvantages both disadvantages both disadvantages t control measures can jnity?
and and and and you
advantages of tourism and hospitality industry in the environment, advantages of tourism and hospitality industry in the culture, advantages of tourism and hospitality industry in the economy, advantages of tourism and hospitality industry in the society, suggest to reduce negative impacts of tourism and industry to the
CHAPTER ACTIVITIES «arch about whether tourism and hospitality and the crime rates in a community are connected. |p
■tecs a table differentiating advantages and disadvantages of tourism and hospitality industry in a pB^-nity as a whole. p -c :se one tourist destination in your country that underwent a closure to tourist for redevelopment. Irt# y what factors led to this plan and what were the effects of this redevelopment to the tourist ptfnation. ■st f ve impacts that climate change will create and five corresponding implications for the tourism ■istry.
KEY TERMS AND CONCEPTS erator concept L. duration ■srce of payments ■rservation it .'a l convergence it-'a l impact ra t net employment c r omic impact
Elite Environmental impact Host-visitor relationships Impact control measures Income generator Income redistributor Indirect employment Induced employment Intercultural communication
111
Land values Multicultural understanding National income Negative effects Renaissance of native culture Seasonality Social change Social impact Social saturation
Case Study: Jumbo Mountain Resort
Jumbo Mountain Resort near Invermere has long been one of the most controversial tour s developments in British Columbia. Proponents claim that it will add a world-class skiing resort product to r economy. Opponents argue that the environmental impacts are not worth the limited economic returr offers, including threatening grizzly bears and other sensitive species (Lavoie, 2014).
The planning process for the resort has taken over 20 years with initial permits issued in 2004. Sir*
then the project faced several delays in order to clear conditions of its environmental assessment. I December 2014, the project was delayed again as the government asked for more time to evaluate whet'* the newly poured foundations for lodge buildings were located in avalanche zones (Shaw, 2014).
Conduct your own research about Jumbo Mountain Resort using a minimum of three sources, ai answer the questions below: a. What are some of the environmental impacts listed by those opposed to the resort?
b. How might these impacts be mitigated? What steps is the company taking to do this?
c.
In addition to environmental impacts and avalanche risk, have there been there a
challenges to the resort?
d.
Given documented record warm temperatures and low snowfall in other resort are
province, and the currently relatively stable snow conditions at Jumbo, do you think it's a good long-:ei investment? Why or why not?
e.
What is the progress of the project today? Do a scan of social media and news sites a
determine where public opinion lies.
f.
How is the company responding to critics regarding its environmental stewardship s
What platforms is it using to communicate?
112
CHAPTER QUIZ
__________
1. Financial processes through which less money gets back into the economy.
___________
2. The sum of all income in a country.
I__________
3. Generally comes from wages and salaries, interests, rent and profits.
___________
4. A record of economic transactions during a period of time.
___________
5. Type of tourist that is also called as "jet-setter."
___________
6. Considered as the oldest profession.
___________
7. A tourist who adapts easily to local lifestyles.
__________
8. Changes that occur in a culture through borrowing from other cultures.
___________
9. Tendency of world cultures to become more alike.
__________
10. A tourist who arrives in a destination with other tourists.
ration ::
n positive impacts of tourism and hospitality in the society.
. . e effects of tourism and hospitality in culture, ve impacts of tourism and hospitality in the society, ss the importance of protecting and conserving the environment and attraction sit
113
TRENDS AND ISSUES IN THE TOURISM AND HOSPITALITY INDUSTRY At the end of this chapter, the students should be able to:
1. Explain the social and economic changes that suggest a bright future for the tourism and hospitality industry. j
2. Identify challenges of business owners of the tourism and hospitality 1 industry in the areas of marketing, legal, human resources, operations and consumer affairs. 3. List steps of confronting these challenges. This chapter will discuss the different significant social and economic changes that could suggest a positive future for the tourism and hospitality industry. chapter will also include the identification and discussion of the different issues in the tourism and hospitality.
of Tourism and Hospitality ■*. .ears, a number of significant social and economic changes have occurred that suggest a •ttie tourism and hospitality industry. These are: 'etirement. At present, many workers retire at an earlier age than the case in previous years, security system provides benefits to workers as young as 62 years and many employee r'-Dg'ams are based on years of service rather than on age. In some retirement programs, rn m e n t programs, it is possible to work 25 or 30 years and receive benefits at the age of 55 ~-e increasing number of people who retire early is beneficial for the tourism and hospitality reason that these people use their time to travel and see the world; _r-ger life span. The average individual can now expect to live beyond the age of 70 and many will r '- is is in contrast to earlier generations when the average life span was much less. The increasing of older, retired citizens who are richer due to pension programs and are healthier provides a of potential customers for tourism and hospitality operations; Snorter workweek. In the past, the six-day workweek was the standard for most working people. :he fiver-day workweek is standard and the four-day workweek is becoming common- leaving Idays for other activities. The resulting increase in leisure time, combined with faster and easier iaon, makes possible for many individuals to take weekend vacations and travel to a degree they it -^ave made a few years ago. The tourism and hospitality industry will surely benefit from this ~ travel; Greater disposable income. The average family has more money to spend than before. This is due wages and two-earner households. A large portion of the additional disposable income is spent on ner goods and services. The tourism and hospitality operations receive an important share of it; * 5. Greater mobility. Improved roads and better transportation make it easier to travel every year. Jern highway system has reduced the time required for automobile travel between any two points. : anes use new technologies which enable them to carry more passengers while using less fuel. These ;s in travel have a positive impact on tourism and hospitality industry sales; 6. Smaller families. The average family size has decreased. Thus, it is easier for the family to travel ra ve l costs less if few family members travel. es in Tourism and Hospitality The people pursuing careers in tourism and hospitality must have the knowledge about the plenges confronting the industry. Some have been issues for many years, but no final solutions have been B out. The various kinds of challenges confronted by the tourism and hospitality industry revolve around tnomic Issues, Operating Issues, Marketing Issues, Technological Issues, Consumer Affairs Issues and Legal tes. 115
A. Operating Issues 1. Human Resources: Shortages of human resources and their impact on the industry in almost eve geographic location are consistently among the most difficult challenges noted by hoteliers. In mar communities, hospitality expansion is limited not by capital, but rather by human resources. A shrinking lab force is the number one challenge facing the global hospitality industry, according to the Internation Society of Hospitality Consultants. The problem of attracting and retaining qualified workers, once an issue only in an isolated numb of markets, is increasingly becoming a global challenge.
Demography, wage levels, failure to adequately address worker satisfaction and a reputation for leu hours and low pay are all cited as contributing factors. Sexual harassment. Sexual may be defined as unwelcome sexual advances, requests for sexual favd and any other verbal or physical conduct of sexual nature. « I Employee Empowerment. In some tourism and hospitality institutions, supervisors have establ snJ guidelines and regulations that personnel must follow. These include directives such as strict rules 4 checkout time of guests, rules prohibiting guests for free refills on coffee, strict limits on the number of - J | towels per guest, or directives prohibiting substitutions when ordering foods on special dinner menus. may affect the overall impression of a guest regarding a specific food service or lodging enterprise. Employee Assistance Plans. Employee Assistance Plans or EAPs are included in some business®* part of their guidelines in taking care of their employees. This is actually a benefit for the employee w h J the managements can help their personnel and staffs in problems such as psychological, family i s s j financial problems, legal issues, health and education. The development of EAP can nurture loyal w c t - t ! and can reduce employee turnover. Employee turnover. Employee is one of the major issues confronting managers of tourism ® hospitality industries. With turnover rates, managers are always faced with the problem o*
J
experienced employees and hiring less-experienced employees as replacements.
I
2. Cost Containment: Hospitalities are increasingly challenged to find ways to reduce costs w l H sacrificing the quality standards imposed to consistently meet guest expectations.
I
3. Increased Competition: Hotels everywhere indicate that their community is overbuilt; there a 'M many available hospitality rooms relative to the guests desiring to rent them. The resulting cc
■
which often involves price cutting in efforts to provide greater value to guests, educes still further the » generated.
I
4. Smoking/Nonsmoking Areas: As more and more customers of tourism and hospitality demand smoke-free areas for dining and smoke-free sleeping accommodations, the industry will c o n ^ ^ |
116
If c 'T :o meet these demands. This is specifically true in places in which legislation orders that *acilities be made available. Hence, restaurants apportion sections of their dining facilities to In c rte the requests of nonsmokers. ■ levitation and Public Health: A very important issue in food service sanitation. Everybody agrees IIh cs should be taken to prevent illnesses that are caused by the manner in which food is handled or p x :self. Proper food handling has always been an issue in the industry. x Recycling Solid Waste: Recycling and proper waste disposal must be observed by tourism and Sr.
ndustry. One of the major contributors in the garbage and waste are the hospital industry
I s *'om the guests and food waste. Follow laws for proper waste disposal. ing Issues L M arket Segmentation and Overlapping Brands: Market segmentation is increasing as lodging ^ f c r t e j s on a specific niche of travelers. Additionally, brands overlap. Some industry observers are that franchisers may expand their number of brands to the point that investors who purchase same franchiser will be in direct competition with themselves. \ 2. Increased Guest Sophistication: Consumers have become more sophisticated and, as a result, so
H i r e types of products and services that they desire. Amenities, including business centers, exercise and
^ ■ crn a l facilities, and guest-room innovations, increase costs but, if not carefully selected, may not to many guests being served by a specific property. 3. Changing vacation patterns: Citizens of industrialized countries are changing their vacation
fc r~ s The traditional once-a-year vacation of two weeks is declining in popularity. For a growing number
Beccle, vacations are becoming shorter and more frequent.
V
» 4. Frequent Guest Programs: Because of the proliferation of properties and the increasing
p e titio n among them, some lodging operators have begun to develop programs to gain repeat business.
m e plans give credits to regular guests giving the, reduced rates, free upgrade, free or discounted
pr-!modations, free meals and other amenities. 5. Consolidation in the Commercial Lodging Industry: Some experts are predicting that in the future re of the largest lodging companies will decrease in number and that small number of firms will dominate lodging industry by acquiring smaller chains of regional or national properties. This will enable successful rcanies to obtain the funds required to expand their operations internationally.
6. Changing demographics: Population of developed countries are aging, older people have different
^'erences from younger generations. Service providers have to adjust their service products to be able to
pve with the changing preferences. There is increase in the number of single-parent households thereby
jucing their disposable money for leisure travel. Other demographic changes include the continuing
117
growth in the number of people traveling for personal rather than for business travel and the growth in number of international travelers. C. Technological Issues The challenges of keeping up with the fast pace of technology is difficult and expensive. 1. Interactive Reservation System s: Guests can now use the Internet's interactive reservat systems, and hospitality companies are sometimes criticized for the (alleged) large number of keyboard cl
required to make a reservation. The number of reservations made via the Internet continues to increa Surveys show that good number reservations are made through the Internet, and this percentage increasing every year. With such high percentage of reservations done through the Internet, hospita
cannot afford not being connected. If the potential guest cannot book online, a reservation will be mace the competitor's web site.
2. Guest-room Innovations: With Wi-Fi connectivity, mood based lighting, choice of music, mu tj telephone lines, interactive opportunities for ordering room service, modern amenities and guest-'a
check-out are examples of amenities that guests increasingly desire, but that are very expensive to insta i implement.
Data mining. This technology allows marketing and sales personnel to find new ways t : j guest-related data. (Data mining: using technology to analyze guest and other related data to r4 better marketing decisions) Yield Management. This computerized process allows managers to match guest dem ardd room rates (high demand means higher rates because of lessened discounts; low demand re;-i) higher discounts). (Yield management: demand forecasting systems designed to maximize re^a by holding rates high during times of high guest-room demand and by decreasing room rates da times of lower guest-room demand). 3. Communications: Business travelers frequently change their itineraries to suit their c rs - J requirements. Much time at present is lost in making alternative arrangements through v e rc tr; distributors from payphones, hotel rooms or secretaries' phones. Portable communication data jJ (PCDUs), a portable telephone or computer, allows a business traveler to communicate with any tra\ e a from any place.
4. Elimination o f tickets: There is no longer a need for the traveler to carry an actual docume— -m airplane seat or hotel reservation. D. Economic Issues 1.
Dependence upon the Nation's Economy: When the nation's economy is good, b u s
generally increases. Hospitality occupancy rates and rack rates increase, which results in higher p r c ^ '|B 118
I .
true: business travel slows when the economy slow. Then occupancy and rack rates
f c c : -~ts to increase occupancy are offered, which yield lower revenues and profit decreases.
B o o a ization: Globalization impacts the lodging industry dramatically because it influences the wr cn people travel both within the country and around the world. Therefore, it is not only the f r r e nation, but also the economies of individual countries, that play an increasingly larger role in a ;jc c e ss of lodging properties. To compete, they must pay closer attention to the trends of The industry must reflect the requirements of the global village in many aspects of its -auding food, services, amenities, staffing policies and training. er Affairs Issues i :cnsum er affairs issues are fire safety, truth in menus and diet. r re safety: Fire safety has always been an important issue in the tourism and hospitality industry. 20tn century made improvements in their lodging's design and construction such as installing of systems in their building and sprinkler systems. Truth in menus: For food services operators, preparing truthful menus is an ethical practice that ■aever be violated. However, some still produces menu that are not accurate indicators of the food ■ - their establishments. That's why some countries have passed consumer production laws that m wo ation of the said law could result to risk fines and loss of licenses. It is important ethically to have l r -ienus to maintain trust and loyalty of the customers to the establishment. 3.
Diet, Nutrition and Health: Today, the people are becoming more health conscious and so they are
I : icky in the foods that they are taking in, and so they changes their food choice with lesser fat and r :3iories. The tourism and hospitality industry must evolve with the change and must adjust their Ls :o the changing public tastes and demands. The trend to healthier dining will surely continue and to ^::essful food service operators the managers must give great importance and attention to nutritional p - : of food in their menus.
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materials, instructional practices and education stakeholders. This includes restructuring the learning to reflect the use of information in the real world, changing the role of the educator from presenter
packaged facts to facilitator of active learning and transforming the library specialist to an active colla in curriculum planning for effective use and availability of information resources.
3. Labor Cost Issues: Labor expenses continue to remain amongst the large expense it<
hospitality managers, accounting nearly about 40- 45 percent of total operating costs. Thus, any 1 issue that could potentially impact labor costs needs to be taken seriously by hospitality own managers alike. 4. Multicultural Issues: The newest trends and topics surrounding hospitality resear development is the management of multicultural talent in the hospitality industry. With the develop globalization, multicultural issues are facing and disturbing the industry operators. Bringing the far co the world together is part and parcel of what the hospitality sector does. Blending amenities to cater needs of the world's different cultures is central to success for large, international hospitality chains. Trends in Hospitality Industry Rapid Growth in Vacation Ownership Vacation ownership is the fastest growing segment of the lodging industry and is likely to c
growing as the baby boomers enter their fifties and sixties in the U.S.A. The World Tourism Organizai called timeshares one of the fastest growing sectors of the travel and tourism industry. Integration & Globalization Vertical integration is a trend that began a few years ago. Lodging companies realized that accommodation
needs were
not just at one level; rather, they seemed to vary by pri
facilities/amenities. Almost all major lodging companies now have properties in each segment of the The future of the lodging industry involves globalization. New Management The complex forces of capacity control, safety and security, capital movement, and technolog will require a future management crew that is able to adapt to rapid-paced change across all the tra functions of management. The growing complexity of the customer/employee interaction, dr technology and the information age, will shape human resources needs in the future. Expanded role of Travel Intermediaries & Portals The entry of Google has added a new dimension to hotel room distribution, since users a directly from the search results page, instead of clicking through to another site. Going forward, ho:
find themselves being distributed much like package goods. Many guests will go to a travel purveyo' *:
120
[
it as they go to a food market for groceries. Further, there have been facilities extended to the ntries including India for developing free websites by google enabling small or even unorganized sssible on web.
PS cial media, which have grown exponentially in the past few years, will continue to be a force, ration globalization )t long ago, globalization meant that hotel brands from developed nations expanded into I nations, whether through master franchises or by acquiring local firms. Globalization is now the reverse direction, as brands from developing nations are expanding to developed nations, as other developing nations. To name just a few brands, Taj Hotels from India has now operations in A, thus, globalization will mean that hotel brands crisscross the globe. i of Tourism and Hospitality e World Travel and Tourism Council forecasted that travel and tourism will grow at 40 to 50% in 0
years. This tremendous increase presents great challenges and career opportunities for tour
:ality graduates nowadays. According to John Naisbitt, the global economy of the 21st century will iprcpelled by three super-service industries namely telecommunications, information technology and pt and tourism. The following tourism and hospitality items are some the examples of the future of psm and hospitality:
1. Development of new hotels. The hotel industry is in the midst of a transformation that affects ly all aspects of the industry and its stakeholders. Essences the transformation of the hotel industry is prking its approach to concentrate more focused on the customer and brand incentive. Examples of 121 Ice hotel, Pop-up hotel and Turbaza. Wz oping hotels are Bunkhouse, Capsule Hotel, Condotel,
15. 16. 17. 18. 19. 20.
Electronic travel agents. Blended hybrid accommodations. Global anti-terrorist microchip security systems. Nutritional foods in fast-food chains. Emphasis on ecotourism. Improved customer relationship.
Globalization Depending on the focus of the discussion, globalization can be defined in several ways. One broa: definition is: "A complex web of social processes that intensify and expand worldwide economic, cultural, p olitia and technological exchanges and connections (Campbell, MacKinnon, & Stevens, 2011, p.4)." Globalization can also be simply described as the movement of goods, ideas, values, and peot* « around the world. The term was first used in the early 1950s to recognize the increasing interdependence cf economies and societies around the world. Globalization, however, has existed for centuries by way evolving trade routes, including the slave trade, colonization, and immigration. Today, we are divided into separate countries, each looking out for their own national self-inte At the same time, other entities such as multinational corporations cross borders, which leads to g economic and political integration. Many benefits can result from global integration and interdepend but we also need to heed its negative effects. We can look at the relationship between globalization and tourism in several ways, for example impact of tourism and travel on globalization, and the impact of globalization on tourism. We can assess impact of globalization on tourism from a number of perspectives such as: a. global mobility and ease of travel; b. population and demographic trends; c. terrorism, safety, and security; d. increased awareness of new destinations; and e. poverty.
SUMMARY social and economic changes that could affect the future of tourism and hospitality industry 'etirement, longer life span, shorten workweek, greater disposable income, greater mobility ^imilies. • r - rism and hospitality industry may be divided into: : rerating issues which include human resources, cost containment, increased competition, ja rc nonsmoking areas, sanitation and public health and recycling solid waste :
-arketing issue which include market segmentation and overlapping brands, increased guest ions, changing vacation patterns, frequent guest programs , consolidation in the commercial
fr-c-stry and changing demographics. technological issues which include interactive reservation systems, guest-room innovations, tions and elimination of tickets.
d Economic issues which include dependence upon notion's economy and globalization. e Consumer affairs issues which include fire safety, truth in menus and diet. •ssues include green hospitality, higher education, labor cost issues and multicultural issues. s in hospitality industry include rapid growth in vacation ownership, integration and globalization, ^ n a g e m e n t, expanded role of travel intermediaries and portals, mobile apps and next generation tion. , tourism and hospitality will grow tremendously in the global economy of the twenty-first century.
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QUESTIONS FOR DISCUSSION 1. Explain the specific issues in the following areas: a. operation b. marketing c. technological d. economic e. consumer affairs issues 2. Choose one other issue in tourism and hospitality and explain. 3. Explain the future of tourism and hospitality in the next 10 years.
CHAPTER ACTIVITIES 1. Research how ethics and social awareness have influenced tourism and hospitality industry. 2. Name at least three reasons for tourism marketers to do marketing research. 3. How do the different significant social and economic changes affect the tourism and hospitality? 4. Why is segmentation so important to effective marketing? 5. Why is delivering great experiences an important part of services marketing? Give five reasons. 6. What are three benefits of globalization in terms of tourism? What are three negative impacts due to global tourism? 7. Why is it important for a local tour operator, general manager, or tourism business ow nerto think a globalization? Where should we be looking to understand globalization and future trends? Name three sources. 8. How can you tell the difference between a fad and a trend? 9. Identify two current political trends by reading this week's headlines or scanning social media news f What impacts do you see those trends having on tourism and hospitality?
KEY TERMS AND CONCEPTS Automation Changing demographics Consolidation Current issues Current trends Diet Disposable income Globalization
Employee assistance plans Employee empowerment Employee turnover Ethics Fire safety Human resource issues Liquor liability
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Market segmentation Nutrition Public health Recycling solid waste Sanitation Sexual harassment Truth in menus
Case Study: The Wickaninnish Inn red in Tofino, the Wickaninnish Inn (or "the Wick," as it's affectionately known) is a world- gh-end property famous for offering four seasons of luxury experiences on BC's "wild coast." the Wick stay top-of-mind with tourism consumers? A quick look at their marketing mix offers
nn has long been a leader in offering experiences that go above and beyond a room in a luxury with their storm-watching packages in the late fall, a time that was once their off-season. ■/ations can be made online on the inn's website, via a toll-free number, through OTA sites ''-A d v iso r (where reviews are constantly monitored in order to engage with customers), and tion services. The staff constantly engages with, and monitors their customers, tracking trends ■; -rchasing behavior to ensure it is front and center with the inn's target markets. 'h e inn has a well-maintained, visually rich website and social media presence on Instagram, -r:ebook, YouTube, Pinterest, Google+, and Flickr (a presence that shifts constantly depending on .mers can be found online). Its site features a media page with blogs, press releases, and highr'o to s and videos to ensure journalists can easily post a story at any time. !*•= inn has a comprehensive revenue management and pricing plan that includes packaging and for all seasons. The pricing reflects offering value to guests, while confidently staying at the pc of the scale. only does the inn attract and train staff who deliver on its promise of exceptional experiences, i - so has a multi-person team responsible for sales, marketing, and media (blogging, press releases, aphy, hosting familiarization tours). "g: Programs include packaging under themes such as elopement, natural, seasonal, romantic,
me. aculinary. Many packages include the involvement of hotel personnel such as an elopement or concierge to help guests plan specific value-added and memorable components of their i, such as a last-minute wedding (Wickaninnish Inn, 2015). n o: The Wick partners with other experience providers and events such as the Tofino Saltwater a fishing tournament hosted by Brendan Morrison of the Vancouver Canucks. By supporting the i platinum sponsor (Tofino Saltwater Classic, 2014), the representatives from the inn meet new ma guests and solidifies its place in the community. t3 evidence: In addition to familiarization tours (see Chapter 7 for definition), the media team ensures r s considered for a number of high-profile awards, and celebrates wins by broadcasting these as they r ~ g., Travel and Leisure Awards World's Best Winner 2014). Prize logos are placed on the inn's home
125
page online, in print ads, and in physical locations on the property. The inn also has a regular consumer newsletter that celebrates achievements and shares promotions with past and future guests. Thinking about this example, answer the following questions:
a.
Imagine the inn received a review on TripAdvisor that showed a customer was not satisfi
might it deal with this?
b.
Visit the company's website at www.wickinn.com . Who are the target customers? How
conveyed on the site?
c.
What are the prices for packages and accommodations? What does the price signal to yo
the experience you might have at this hotel?
d.
»
Do an online search for "Wick Inn" using your favorite search engine. What are the first f
that come up? How do these present the property? What hand does the inn's staff have in these results?
e. Look at the community of Tofino as it is presented online and name five potential partners for Wick.
CHAPTER QUIZ Identify 1. Act or process of nourishing. 2. Food and drinks that a person normally consumes. 3. Assistance that are given by employers to their employees. 4. Travelers who travel outside their home country. 5. Study of the codes of moral conduct practiced by individuals or groups. 6. Unwelcome sexual advances, requests for sexual favors and other verbal or physical conduct of sexual nature. 7. Problems of employers in dealing with their employees. 8. Merging of several independent businesses within the same company which is the result of buyouts and takeovers. 9. Basic of sustainable hospitality operation by going green. 10. Fusions of foods from different ethnics such as nouvelle cuisine.
Enumeration
•
11-15. List down the significant social and economic changes that affects future of tourism and hospitality industry. 15-20. Issues in tourism and hospitality industry. 11-23. Basic of hospitality operation in the green hospitality. 24-25. Give at least two trends in hospitality industry.
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FUTURE WORLD TOURISM AND HOSPITALITY ISSUES At the end of this chapter, the students should be able to: 1. Discuss the important safety and security in tourism and hospitality. 2. Explain responsible management of sustainable tourism. 3. Discuss tourism policy and strategic planning 4. Analyze impact of climate changes, natural diseases and health issues in tourism and hospitality. This chapter will discuss major tourism and hospitality issues that are important to the success of tourism and hospitality in the future which includes safety and security in tourism and hospitality, health issues, climate changes, e-commerce and hospitality education and training.
Id Tourism and Hospitality Issues and Security in Tourism and Hospitality
Safety and security plays a big role in this century. Everyone is concerned about their safety and when they are staying in the hotel during vacation. In the worldwide hotel industry, the »nt too concern about safety and security issues pertaining on their guests and employees. -'ter the disasters such as terrorist attack at Luxor Egypt in 1992 and 1993, 852 passengers died on reck of Estonia in Baltic Sea on 28th September 1994, Iraq war terror attack of September 11, 2001 r Y :rk, United States, the SARS epidemic in 2003, Tsunami disaster on 26th December 2004 in Thailand zombings and the 2019 Pandemic, the need for safety and security around the world is growing and : of safety and security has become a popular discussion among the people in the world. 'errorism is one of the biggest threats to the Philippine economy and also documented to have the :-'e a t on tourism industry demand worldwide. Terrorist attacks have been causing a major strain to opine's travel and tourism sector. Whenever there are threats of or actual terrorist attacks, local players
suffer
=te decline in business Number of terrorist attacks in 2018, by country
cancel trips and hotel
According
to
of Edgell
the
in2008,
and security in tourism •cspitality is the greatest ge for tourism policy and Much on
on
of
safety
the and
pertains to terrorism,
resample, the September 11
■Hist Attach attack in the
P»K States on paved way for
I adoption of international
K
national
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the impact
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r r 's m . The result of this tragic even encouraged many countries to act together to combat the
instating effects of terrorism.
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In the World Economic Forum's (WEF) Travel and Tourism Competitiveness Index 2017, Philippines slid five places to 79th spot out of 136 countries. The country got an overall score of 3.6 and rl the 14 pillars considered, it was on safety and security that the Philippines got its lowest rank. The Philippines landed at the 126th place, the bottom end of the spectrum. And in the figure above, the Philippines is one rl the top 10 places of terrorist attack. Safety and security, predominantly from crime and terrorism, have been very important issues in t*J tourism and hospitality industry for many decades. Since the September 11, 2001 terrorist attack in r a
United States, there has been an increased awareness regarding the susceptibility of the tourism a-r|
hospitality industry to the different problems in safety and security from world events. At present, there is ~'i increase of terrorism that specifically targets tourism destinations. Crimes against tourists such as robbery, murder and kidnapping are also important concerns destination planners. In several places, statistics regarding a victim's status as resident visitor is not regu art reported or collected by local police agencies. However, when crimes against tourists are feature: international media reports, the result is often harmful to the overall image of the destination in spite of low level of risk and number of actual offenses. In order to manage visitor's safety and security and preserve the image of the destination cou^ involved must compose travel-related organizations which will be the ones who will take actions during events. They must form a strategy to minimize probable effects of terrorism and other immoral occu and advice tourists about safety tips to be secured and protected. The organizations must also handle communications and management when incidents occur. The following are important items to be included in a destination's security strategy. Dr. Peter T arlo *. expert
on tourism and security issues, proposed these points: a. Destinations and attractions must ready when security is compromised to keep visitors sa*e ; secure, b. Destinations that provide sound security coupled with customer service will prosper, c. The lack of a comprehensive approach will create a false sense of security. For examp e a having gas masks available for hotel guests may give false hopes if the hotel's water
sl3
poisoned, d. All members of the local tourism and hospitality system should be included when devei: comprehensive tourism and hospitality strategy, e. Media coverage of a local incident can spread the negative public relations effects to t^e continent,
f. The safety development needs of the components of the visitor experience, including transportation, infrastructure, accommodations, highway rest areas, and food sources should be assessed, and g. Establish a place for visitors to turn to, if a terrorist attack were to occur, and openly communicate :he location and purpose of the center in advance in case of any threats. nternational travel has increased in spite of the efforts of terrorists and criminals to disrupt the experience. Although terrorist attacks have dangers to the sustainability of any destination, safety and . issues can also create opportunities for destination planners. These opportunities are the enting strategies which increase the safety of the area. Destinations that can counter-balance the of terrorism are those destinations where tourism and hospitality will continue to prosper. mpact of the World's Economy on Tourism and Hospitality
The world economy has a major impact on the future of international travel. With a flourishing world y, more people will travel. If there is a greater distribution of a country's wealth, more people will r e financial means to travel. Research shows that tourism and hospitality is a useful tool for economic development that can be : : alleviate poverty. Developing countries recognize the important contributions of the tourism and lity industry particularly in the establishments of small local industries; many of which employ
aging Sustainable Tourism in a Responsible Manner
Tourism is an ancient phenomenon and the people during the times of the tamian
society
traveled.
However,
only started to expand significantly ar. After this development of tourism Hospitality; ainable
rapid,
tourism
uncontrolled destination
and were
ed. Chaotic mass tourism has led not to
irreversible
environmental,
socio-
I and economical damages, but also has ■iade those
Therefore,
destinations
undesirable to
sustainable
tourism
lopment seems to be one of the fad words dern tourism management, and is thus on
all the tourist companies' agendas. The term sustainability focuses on the long-term and future-oriented requirements, which must be fulfilled by taking considerable actions and decisions. The primary objective of sustainable tourism development is to focus on different areas of sustainable development in tourism.
Sustainable tourism is of utmost importance at present and in the future. Measures to advocate I tourism agencies, host communities, and travelers about sustainable tourism must be continued as the w o r:
population increases. Respect for our natural and built environments will be the country's legacy for future j generations. 4. Tourism Policy and Strategic Planning
Tourism policy and strategic planning is the fourth major world tourism and hospitality issue. TheI sustainable benefits of tourism and hospitality for local communities will continue to grow in importance ] There will be greater efforts toward partnership of private and public sectors to alleviate poverty develc: policies to combat the negative impacts on tourism and hospitality, and support the economic, socioculturi and
environmental
contributions
of
tourism
and
hospitality
to
the
worid.1
Developing new tourism and hospitality projects, maintaining present destinations and imprc* travel-related facilities and services require comprehensive policies and detailed plans that combine : needs, market competitiveness and tourism and hospitality sustainability. Destinations, sites and co u rr that formulate policies and implement detailed strategic plans will be able to sustain their tourisrr = hospitality products in the future. When the policies and plans include all aspects of tourism and hospi:a and promote the concept of cooperation and competition, the opportunities for future success are g rs intensified. 5. Using E-commerce Tools in Tourism and Hospitality
The fifth world tourism and hospitality issue is the use of e-commerce tools in tourism
2
hospitality. More than 50% of the travelers in the US use the internet in planning their travel and vacat : This occurrence is growing globally. If a destination does not have a good website, it will miss tourism i hospitality traffic.
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It is evident that the use of e-commerce tools for tourism and hospitality will continue to grow in the Several e-commerce tools equip tourism and hospitality for a high-tech future. Since tourism and ry is a combination of products and services, the multimedia qualities of electronic commerce can be effectively to tourism and hospitality in order to increase the attractiveness of a destination. k rsm
and Hospitality Education and Training
Tourism and hospitality education supply has faced a rapid growth over the past three decades. It is a p B
r-^enomenon and the reason behind is to guarantee qualified and well trained employees on the its-
employment market as demands keep on growing. Both the government and the private sector play
H p o rta n t role in the provision of tourism education; at secondary and tertiary level. Globalization and innovation will be the outstanding feature of tourism and hospitality education and P ' r s in the future. Many initiatives and changes are already taking place in tourism and hospitality education and pr ng. New trends include the collaboration between tourism agencies and educators of tourism colleges ■ .niversities to address the changing needs of the tourism hospitality industry. A good example is the fecoration between the Business Enterprises for Sustainable Travel (BEST) with the Education Network ■ .The group holds annual international tourism and hospitality research conferences in various locations b-rwide. In these conferences, sustainable tourism topics are discussed; and curriculum modules are m oped to be used in tourism courses and programs around the world. These conferences enable the emotion and sharing of the latest best thinking and best practices in tourism and hospitality education in Her to produce effective and efficient tourism and hospitality managers in the future. Emerging Tourism and Hospitality Markets
The seventh major tourism and hospitality issue refers to emerging tourism and hospitality markets, ic countries continuously emerge as successful marketers of tourism and hospitality in the near future, ese are China and India, both of which account to one-third of the total world's population. The two untries' economy is developing and greater segment of their people are anxious to travel and not only for s jre but for other reasons such as business and education. A good example is the increase of the Indian jdents in Filipino medicine schools such as in University of Northern Philippines in Vigan City, Lyceum irthwestern University in Pangasinan and Lorma Medical Colleges in San Fernando City. The number of Filipinos traveling abroad for leisure is also increasing. According to the World Bank's Drld Development Indicators, there were 5.7 million Filipino outbound tourists leaving the Philippines in 16. This figure is higher compared to 3.4 million in 2014 and 2.7 million in 2006. Quality Tourism and Hospitality Products and Experiences
The eight major tourism and hospitality issue is quality tourism and hospitality products and Deriences. Tourists request for greater variety, flexibility and quality in their tourism and hospitality
products. Quality in tourism and hospitality experiences is usually high on the tourist's list. In the future, th< number and variety of tourism and hospitality products will change such as the availability of more adventurf travel such as jungle tours, safaris, trekking, underwater exploration and even space travel. Tourists look for a clean environment, more nature-based tourism, and cultural tourism. Tomorrow'; travelers will be better informed than today's travelers with regard to tourism destinations because e
commerce tools are used more effectively in the planning of travel. Thus, the future of tourism ant
hospitality will greatly depend on the introduction of new quality tourism and hospitality products an: experiences. Destinations that offer high quality tourism and hospitality products will receive the benefits. 9. Partnership and Strategic Alliances in Tourism and Hospitality
The ninth major issue is partnerships and strategic alliances in tourism and hospitality. Ne* partnerships are occurring such as the partnership between the UNWTO and the Meeting Industry c
November 28, 2006 in which the United Nations Tourism Satellite Account will measure the global econom :
contribution of the meeting industry. Other partnerships are introducing coopetition, the use of cooperat :>* and competition in which the available opportunities are unlimited.
A recognized form of coopetition is the rewarding of frequent travelers with points which can ot used with car rental companies, hotels, airlines and other components of the tourism and hospita.o industry. Hotels that have strategic alliances with certain airlines will give the visitors points for room nig~ spent at hotel which accumulate and are redeemable for free airline tickets or upgrades of for use in book future hotel rooms. Tourism strategic alliances are formed when the different sectors of the tourism and hospit industry are connected by a common bond such as a market opportunity or threat to market stability like or a terrorism event, and when they recognize the need for joining the alliance for their mutual be-: Strategic alliances, just like tourism and hospitality partnerships, can occur on many levels. Through strategic alliances in tourism and hospitality, the tourism and hospitality industry maximize its use of outsourcing particularly in the areas of cost effectiveness, cost reduction and loyalty. 10. The Impacts of Health Issues on Tourism and Hospitality
The tenth major tourism and hospitality issue is the impact of health issues
on to u ris-
hospitality. Most travelers avoid the areas that have high health risks. Diseases spread more rapidly dt travel, particularly through international aviation. Reports released by Harvard Researchers showed the flu virus spread more rapidly due to the international tourism and hospitality, especially air travel. Fear of disease reduces travel demand. Other diseases that affect tourism and h o sp itafrfi Acquired Immuno-deficiency Syndrome (AIDS), Severe Acute Respiratory Syndrome (SARS) foot anc disease and in 2019, Coronavirus Disease (CoVid-2019). AIDS was originally brought to the United Stat 134
p . i flight attendant who contracted the disease in Africa. SARS spread rapidly throughout Asia and ” -•= foot and mouth disease spread from the United Kingdom to Continental Europe. Due to the lr= :ne hotel occupancy rate in Hong Kong went down from 82% to 5%. Wc cy markers now need to react to health crises in their own countries. They should formulated fc to provide support to individual countries and recommend restricted travel to affected countries, i i - d hospitality organizations must take leading roles in the development and support of tourism and l~. -tealth measures and safeguards. rrrs of Natural Disasters on Tourism and Hospitality
--ie eleventh major tourism and hospitality issue is the effects of natural disasters on tourism and
» ty. Natural disasters have devastating impacts on the tourism and hospitality industry. People avoid
t : affected areas. Once this occurs, there is limited opportunity to use tourism and hospitality to
: :- e economy or to obtain new revenues to reinvest in the tourism and hospitality industry and in the
t ~g of the local residents. Airline disruptions caused by storms result in delays and cancellations in weather-affected locations,
hlon, delays and groundings cause airplanes to be misallocated for the start of the next round of
Because of the negative impacts of natural disasters, new public policy tools and best practices need
developed that respond to natural disasters. Travelers need transportation systems and alternative
modations, access to telephones and other communications devices, and places to stay in case their t lodging is destroyed or damaged. Safety concerns include clean drinking water and the physical
of tourists.
nate Change and Tourism and Hospitality
The twelfth major tourism and hospitality issue is climate change and its impact on tourism and
3lity. Global warming is a growing concern for travelers. The recently published research by the World
e Fund documents the ecological footprint of human activities around the world, many of which are
lied in international travel and tourism. Results show that the world's ecosystem is being degraded by
is at an unsustainable rate that cause irreversible damage to the planet as well as triggering population
;d at about 31% in land animals since 1970, freshwater creatures by 38% and marine animals by 27%. Climate change can cause a ripple effect in tourism and hospitality. Climate change will affect which locations will tourists visit and at what times of the year. This shift in travel patterns and travel
s can have an impact on travel destinations which, in turn, affects the environment, which in turn
;s when visitors desire to come. Environmental impacts will emerge- from fossil fuel power and oil tion that support various forms of transportation- from accompanying greenhouse gas production.
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SUMMARY 1. There are several major tourism and hospitality issues that are important to the future of tourism and hospitality industry which include: a. Safety and security in tourism and hospitality. b. Impact of the world's economy in tourism and hospitality. c. Managing sustainable tourism in a responsible manner. d. Tourism policy and strategic planning. e. Using e-commerce tools in tourism and planning. f. Tourism and hospitality education and training. g. Emerging tourism and hospitality markets.
«
h. Quality tourism and hospitality products and experiences. i. Partnership and strategic alliances in tourism and hospitality, j. Impacts of health issues in tourism and hospitality. k. Effects of natural disasters in tourism and hospitality. I. Climate changes and tourism and hospitality. 2. Currently, travelers demand high-quality tourism and hospitality experience, a variety of tourism ana hospitality products, as well as a clean and healthy environment. These trends will certainly continue ir future does tourism policy will be important to guide and help the planning functions and political goals response to the new trends in tourism and hospitality.
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QUESTIONS FOR DISCUSSION I scuss the reasons why safety and security is important in tourism and hospitality industry, describe the impact of the world's economy to tourism and hospitality. 3 ve significance or reasons why tourism policy and strategic management are important. * nat are the advantages and disadvantages of using e-commerce tools in tourism and hospitality? Explain the importance of tourism and hospitality education and training. Explain the quality tourism and hospitality products and experiences. Ziscuss impact of health issues in tourism and hospitality. 'iscuss impact of climate changes in tourism and hospitality.
CHAPTER ACTIVITIES 1 Make a research about future possible attractions for tourism and hospitality. 1 A/hat are three key benefits of hospitality training and education? What are three benefits to employees :rt o tourism and hospitality students? *. Identify and discuss three ways that tourism and hospitality businesses can maintain a long-term re ationship with their guests. 4 . What kinds of training and credentials are available to tourism and hospitality professionals? What are some of the benefits to both employees and employers of these credentials? 5. Explain why carrying capacity is an important concept but a problematic one. 5. Divide your class in six groups and each group will create safety and security guidelines to protect tourists from unwanted accidents.
KEY TERMS AND CONCEPTS Adventure travel AIDS Climate change Coopetition Demographics E-commerce
Foot and mouth disease Global warning Hurricane Natural disasters Partnerships Safety SARS
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Security Space tourism Strategic alliances Terrorism Tsunami Undersea tourism World economy
CHAPTER QUIZ I.
Identification
____________________________
1. Refers to what exists in nature such as climate, weather and flora a fauna.
____________________________
2. Change in meteorological conditions within a tourism region.
____________________________
3. The first tourist to reach outer space.
____________________________
4. A natural disaster that caused huge losses in tourism and hospitality Thailand.
____________________________
5. All aspects of the surroundings of human beings including cultural, nat and man-made.
____________________________
« 6. Business transactions that use electronic means instead of traditi channels.
____________________________
7. The systematic use of violence and intimidation to achieve a goal.
____________________________
8. An association that promotes the common interest of the involved pa
____________________________
9. A contract between two or more people to carry on a joint venture.
____________________________
10. The increase in the average temperature of Earth's near-surface air oceans.
II.
Enumeration
11-15. List down five components of tourism planning. 16-20. Five examples of natural disasters and write beside them how they affect tourism and hospita r»
9
SUSTAINABLE MANAGEMENT OF TOURISM AND HOSPITALITY At the end of this chapter, the students should be able to: 1. Explain the meaning of sustainable tourism. 2. Explain the ethical aspects of tourism and hospitality. 3. Discuss the sustainable goals. 4. Explain ecotourism and the laws related with it in the Philippines. This chapter will discuss the different managements that are being done by establishments to maintain and sustain tourism and hospitality resources such as natural environment, heritages, arts, history, language, customs and culture of the people. It is necessary to conserve and maintain those resources for further generations to enjoy.
Sustainable Management of Tourism and Hospitality Over the years, sustainability and environmental issues have gained significant attention
i
hospitality, tourism and management projects. Across the world, discussions on sustainable developmen including that of hospitality industry are ongoing; in fact the hospitality industry is taking a serious note of it Meaning Of Sustainable Management of Tourism and Hospitality
The concept of sustainable development was initially taken in the context of the social indicators an thereafter expanded to address the environmental indicators. The World Commission on Environment Development (The Brundtland Commission) popularized the concept of sustainable development in 1 We may define sustainable development as: 'Development that meets the needs of the present wi compromising the ability of future generations to meet their own needs.' Sustainable management of tourism and hospitality means achieving quality growth in a manne - 1 does not deplete the natural and built environments and preserve the culture, history, and the herkagi local community. Sustainable tourism and hospitality consists of the natural surroundings plus the structures such as lodging museums, art galleries, and attractions. The word "environment" induces natural habitats, built structures, culture, heritage, history, and social interactions. The key to sustainable management of tourism and hospitality is to balance the numbe' df\ visitors with the capacity of the given environment in a manner that allows the greatest in te ra r : * enjoyment with the least destruction. Carrying capacity is a major concern when discussing s. management of tourism and hospitality. Carrying capacity is the largest number of people a d e s t i'a :: efficiently manage within its given environ and management capabilities. When too many people an area which cannot be handled by the facility, the destination, the local residents, and the harmed. To avoid this situation, effective planning steps must be taken in accordance with e ~ e r guidelines. The dimensions of sustainability encompasses of following elements:
a. competence management; b. eco-efficiency; c. financial management; d. innovations; e. operational performance; f. product performance. g. stakeholder management; and h. sustainable management; Sustainability
practices
are
becoming
increasingly common
and the
ss.e-i
sustainability have become an essential part of the social and political discussions :n most r f l These days many of the small businesses have to struggle for survival in a world of
140
mergers and mega corporations. There is a strong urge for sustainable development and thus need : vement of all stakeholders including local communities. Further there is a strong requirement for : ng the young people on the environmental issues and instilling the values in their minds so as to make Id a better place in which to live. ing Sustainable Tourism and Hospitality
The importance of managing the cultural, natural, and social impacts of tourism and hospitality be overemphasized. Enhancing understanding among nations and promoting a culture of peace will people see that sustainable tourism and hospitality development can take place. Likewise, the aspects environment and local culture will benefit as government revenues from tourism and hospitalitygoods and services help restore monuments, museums, art galleries, and increase local crafts end <sh national parks. There is a need for tourism and hospitality policy and planning to guide the development of ructure. The building of new airports, roads, ports, and sewage and water treatment plants improves [ /es of the local residents through well-planned policies and urban planning. ! concept of sustainability in the Hotel Industry:
The hospitality industry is gradually becoming one of the great examples of why running a nable business will be crucial for long-term success. Sustainability is increasingly becoming one of the relevant issues to hoteliers in the 21st century as costs continue to rise, demand becomes increasingly j tive and the pressure on being economically, socially and environmentally responsible grows. Due to the growing environmental degradation, society is forced to become increasingly aware of the of adopting and enforcing more effective measures of environmental protection. Sustainable opment, including the development of a more sustainable built environment, has thus become a ity and a challenge of our time. Hotel industry has an important responsibility in this process. The global industry, comprising of various facilities, constitutes one of the most important sectors of the tourism cjstry. Hotels provide accommodation and offer high level of resources for utilization (including energy, er, consumables) in hotel facilities, the environmental footprint of hotels is typically larger than those of re r types of buildings of same size. In order to achieve greater environmental responsibility, proper implementation tools and strategies necessary. The instruments of action include the enforcement of relevant laws and regulations (health r : safety requirements, planning and building regulations, water utilization, waste generation and the eease of emissions), as well as voluntary standards. here are many benefits for a hotel with sustainable business practices: a. Additional revenue through lower costs. b. Cost saving through cost-reduction measures. 141
c. Easier financing because of lower long-term risk. d. Greater attractiveness to lenders. e. Greater long-term financial stability. f. Increased asset value because of long-term business capability. g. Long-term ability to stay in business and be profitable. W hat are the Sustainable Development Goals?
The Sustainable Development Goals (SDGs), also known as the Global Goal's, is a universal call t: action to end poverty, protect the planet, and assures that all people enjoy peace and prosperity. These I interconnected and interdependent goals constitute the Millennium Development Goals, and include ne* areas such as climate change, economic inequality, innovation, sustainable consumption, and peace a -: justice, among other priorities. The SDGs give clear guidelines and targets for all countries to follow based on their own priori: es and the current world environmental challenges. The SDGs are an inclusive program formed to look into tnel root causes of poverty and bind all individuals to help alleviate it.
«
THE 17 Sustainable Developments Global Goals: (Source; United Nations 2015) 1.
End poverty in all its forms everywhere;
2.
End hunger, achieve food security and improved nutrition, and promote sustainable agriculture;
3.
Ensure healthy lives and promote wellbeing for all at all ages;
4.
Ensure inclusive and equitable quality education and promote lifelong learning opportunities for ifc j
5.
Achieve gender equality and empower all women and girls;
6.
Ensure availability and sustainable management of water and sanitation for all;
7.
Ensure access to affordable, reliable, sustainable, and modern energy for all;
8.
Promote sustained, inclusive, and sustainable economic growth, full and productive e m p lo y - te * and decent work for all;
9.
Build resilient infrastructure, promote inclusive] and sustainable industrialization, and innovations;
10. Reduce inequality within and among countries; 11. Make cities and human settlements inclusive, safe, resilient, and sustainable; 12. Ensure sustainable consumption and productions patterns; 13. Take urgent action to combat climate change and its impacts (taking note of agreements the United Nations Framework Convention on Climate Change (UNFCCC forum); 14. Conserve and sustainably use the oceans, seas, and marine resources for sustainable develop~?TC * 15. Protect, restore, and promote sustainable use if terrestrial ecosystems sustainable manage combat desertification and halt and reverse land degradation, and halt biodiversity loss; 16. Promote peaceful and inclusive societies for sustainable development, provide access to all and build effective, accountable, and inclusive institutions at all levels;
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Strengthen the means of implementation and revitalize the global partnership for sustainable development. The United Nations General Assembly declared 2017 as the International Year of Sustainable Tourism Development honing on the potential of tourism to promote the universal 2030 Agenda for Sustainable e- Dpment and the 17 Sustainable Development Goals
(SDGs).The international Year aims to provide a
rce in policies, business practices, and consumer behavior toward a moresustainable tourism sector that contribute greatly to the SDGs. The international Year enhances tourism's role in the following five key ::
Inclusive and sustainable economic growth;
I
Social inclusiveness, employment, and poverty reductions;
3
Resource efficiency, environmental protection, and climate change;
-
Cultural values, diversity, and heritage; and
5
Mutual understanding, peace and security.
r e n t Trends in Sustainable Tourism and Hospitality
Conservation International and National Geographic Traveler magazine created in 2002 the World p cy Awards to recognize outstanding businesses, organizations, and places that have contributed very ter in promoting the principles of sustainable tourism. The National Geographic Traveler, in its March 2004 L-e, published criteria to measure the extent to which worldwide tourism destinations follow the best vr.ices in a sustainable tourism and hospitality development. These criteria are the following: 1.
Environment and ecological quality;
2.
Social and cultural integrity;
3.
Condition of any historic building and archeological site;
4.
Aesthetic appeal;
5.
Quality of tourism and hospitality management; and
6 . Overall outlook for the future. ese criteria were first used evaluate 115 world destinations regarding their sustainability. sbal Impact of Sustainable Tourism and Hospitality
Globally, the interest to tourism in sustainable tourism and hospitality has grown tremendously since t beginning of the 21st century. This interest will surely continue in the next several years as long as the ernational community recognizes, endorses, and promotes the concept. Sustainable tourism and hospitality policy in the world nowadays is a positive approach which aims maintain quality tourism and hospitality products in order to satisfy the growing domestic and ernational market for environmentally sound tourism and hospitality experiences. Human beings have the ility to manipulate and change certain aspects of the environment. Hence, when useless ineffective
143
management tools are used, tourism and hospitality can lead to a degradation of the environment. It is important that visitors have an obligation to ethically support sustainable tourism and hospitality, and destination managers must educate their visitors toward attaining this goal. The following are the principles contained in the Code of Ethics for Tourists published in the Parks Canada Vacation Planner: 1.
Enjoy our diverse natural and cultural heritage and help us protect and preserve it;
2.
Assist us in our conservation efforts through the efficient use of resources including energy and water;
3.
Experience the friendliness of our people and the welcoming spirit of our communities. Help us
4.
Avoid activities which may threaten wildlife or plant population or which may be potentially
preserve these attributes by respecting our traditions, customs, and local regulations; damaging to our natural environment; and 5.
Select tourism and hospitality products and services which demonstrate social, cultural, and environmental sensitivity
The Benefits of Sustainable Tourism and Hospitality
Tourist attraction in both the natural and built environments is important factors for economic growth. Unspoiled natural ecosystems, well-maintained historic sites, and cultural heritage events car produce economic and quality of life benefits. Satisfied visitors are likely to be repeat visitors and can sure y contribute to the economic growth of tourism and hospitality of a local community. The economic benefits of successful sustainable tourism and hospitality management include developing new businesses, expanding job opportunities, increasing income, marketing new products, improving infrastructure, encouraging diversification, integrating the local economy and special opportunities with other services and products, promoting community pride, and higher quality of life to the loca population. The key to sustainable tourism and hospitality is to manage the destination effectively to prov del benefit to the local population, to enrich the visit of the tourist, and to preserve the tourism and hospita products for future generations to enjoy. A good maxim to remember is "We have not inherited earth frorr our ancestors; we have only borrowed it from our children." Current Environmental Laws in the Philippines
Environmental laws are very important because it protects the natural environment. By :*»sl implementation of these environmental laws, people- tourists and locals gain information and k n o w le ;? * | about the proper protection of their environment. Environmental laws and policies are mainly compose: rf the proper unitization and management of all the aspects of a country's natural environment. Belov, zw k some of the most important environmental laws of our country.
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Eco Responsible Approaches in Hospitality Business In the tourism industry, hotels account for a significant amount of the overall pollution generated by this sector. The potential of implementing more sustainable practices in the hotel sector requires the availability of reliable tools for assessment and benchmarking of hotel environmental performance. Green Hotels: In view of the shortage of resources on Earth, rising awareness of environmental protection,
and ecological conservation, eco-friendly hotels shall be the answer for the above issues, so that natura resources can be recycled, re-used, and energy can be conserved. These are the future goals of the hote accommodation industry. The term green hotel (eco-friendly hotel) was first introduced following the emergence of the above concepts. The basic concept of a green hotel is a place of accommodation that can provide eco-friend . services, but its main goal shall be focused on ways to maintain its sustainable operation. Under the premise of minimizing the environmental impact, a green hotel shall be managed in such a way to provide patron with a comfortable, healthy, natural accommodation while its service quality is maintained. i
Development of Green Hotels: Eco-friendly or green hotels are developed under the concept of sustainab e
operation of the tourism industry. It shall be based on the capacity to sustain the ecological environme-: and shall be in line with local economic development and local ethics. In addition, it can meet the needs d contemporary people, but without endangering the future generations. Furthermore, it shall be able : : promote the local economy, resource conservation, and protect the ecofriendly environment, thus creatirg £ harmonious relationship with the nature. The Green Practices in some Hotels include:
1. Commitment to Environmental Practices: (By formulating Environmental Committees, Developing Strategies, Plan of Action, Manuals, formulating green teams, monitoring environmental performance, communicating visibility of environmental practices to guests, stake holders, staff, vendors & public) 2. Energy Efficiency & Conservation: (Installing occupancy sensors, use of energy efficiency equipment, applications of alternate energy sources, proper HVAC maintenance, energy efficient designs, buildings & construction patterns) 3. Lighting: (Installing programmable sensors, use of reminder cards, provisions for natural lights, appl ca: am \ of dimmer controls, use of CFL and other such energy efficient lamps) 4. Landscape: (Sprinkler irrigation systems, recycled water, drip irrigation methods, use of drought resis3 *r plants, grouping of tolerant plants, usage of organic fertilizers) 5. Managing Hazardous & Toxic Substances: (Proper provisions and instructions for storing, use of leas: re cc , products, little or no phosphates laundry products, use of re chargeable batteries) 6 . Pest Management: (Implementation of green integrated pest management program, application of c -p r ig insecticides, usage of traps & barriers and discretion of strong and harmful chemicals)
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SUMMARY s ta b ility and environmental issues have been significant to the maintenance of growth and m e n t of tourism and hospitality industry. It is achieving quality growth through the preservation, Bon and enhancement of the natural, built and cultural environments of the local community. The ion of sustainability encompasses the following: a. competence management b. eco-efficiency c. financial management d. innovations e. operational performance f. product performance g. stakeholder management h. sustainable management ■ managing of the sustainable tourism and hospitality depends on the different policies, laws and im ent ordinances of the nationwide or local communities. Both the private sectors and public sectors the responsibility of practicing to protect the environment which provides viable means to the unity or the economic growth to improve their quality of life. (re is a growing worldwide awareness for sustainable tourism and hospitality. The current trends in nable tourism and hospitality include: environment and ecological quality, social and cultural integrity, ion of any historic building and archeological site, aesthetic appeal, quality of tourism and hospitality ’ ement and overall outlook for the future. ts are essential to the maintenance of sustainable activities for tourism and hospitality industry. In the sines there are lots of environmental laws that regulate and maintain the natural resources. These e: Philippine environmental policy, the forestry reform code, w ater code of the Philippines, pollution )l law, sanitation code and laws for proper waste disposal. -responsible approaches in hospitality business: green hotels and development of green hotels.
DISCUSSION OF QUESTIONS 1. How Hospitality and Tourism Management (HTM) businesses can help improve the current environmental Saws? 2. W hat does carrying capacity mean? Provide an example from your local tourism industry. 3. List five impacts that climate change will create and five corresponding implications for the tourism industry. 4. Define sustainable tourism. 5. Explain the current trends in sustainable tourism and hospitality. 6 . Explain the global impact of sustainable tourism and hospitality. 7. Discuss the benefits of sustainable tourism and hospitality.
CHAPTER ACTIVITIES 1. Use the carbon footprint calculator (http://w w w .livesm artbc.ca/hom es/h_calc.htm l) to determine your household carbon footprint. How many tons of greenhouse gas (GHG) do you emit per year? Name three actions you could take to reduce your footprint. 2. Conduct a research about the possible major components of sustainable tourism in the near future. 3. Divide the class into six groups. As a group create or construct questions about plans or activities that ycxm local community has to develop more sustainable tourism and hospitality. Collect these questions as a and choose the best questions. Visit your local tourism and hospitality industry and ask the questions to chief tourism planner or any available officials. Discuss the answers in your class.
KEY TERMS AND CONCEPTS Benefits of sustainable tourism Built Environment Business Enterprises for Sustainable Travel Education Carrying capacity Center for sustainable destinations Code of ethics for tourist Cultural environment
Current Trends in sustainable tourism Environment Global impact Natural environment Sustainable tourism Sustainable policy Philippine policy and laws
Case Study: The Rise of Dark Tourism A 2014 article in the The Atlantic, "The Rise o f Dark Tourism ," profiled the increase in travel to destinations and cities related to w ar, fam ine, disease, or other dark cultural phenomena, often in real time. The article primarily used examples of travel to war-torn areas of the Middle East. For instance, a tour that culminates at the Quneitra Viewpoint allows visitors to watch battles of the Syrian civil war in real time. Tour leaders include a retired Israel Defense Forces colonel who shared that tourists to the area "feel that they are a part of it. They can go home and tell their friends, 'I was on the border and I saw a battle1" (Kamin, 2014, 2). Other tours travel to the Israeli border town of Sderot, an area on the Gaza Strip under heavy rocket fire. According to Philip Stone, director of the Institute for Dark Tourism Research at the U.K.'s University of Central Lancashire, while war tourism is not a new phenomenon, the increased commercialization has marked a new trend. Dark tourism now has a more sophisticated infrastructure than the days when Thomas Cook took visitors to see hangings, and the increase in technology and interpersonal communications has caused this area of tourism to grow at a faster rate (Kamin, 2014). The article cites media phenomena such as VICE videos (online documentaries) and celebrity chef Anthony Bourdain's show Parts Unknown, as well as the growth of the adventure tourism industry as contributing factors. They list hyper-extreme tour operators such as W ar Zone Tours and Wild Frontiers i botr. in operation since the 1990s) as pioneers of the sector. More recent examples include form er joum ai st Nicholas Wood, who formed Political Tours, a company that takes around a year to plan sma -gro^c excursions to political hot spots such as Libya, to the tune of $7,000 per guest (Kamin, 2014). In addition to group tours* FIT (fully independent travelers) are creating their own extreme experiences, such as joining protestors in Kiev's Independence Square and visiting Tahrir Square in Egypt to witness the election of Mohammed Morsi (Kamin, 2014). Travel to North Korea is also a growing market, doubling in size each year with between 6,000 and 7,000 people making the trip in 2013. Some travelers cite their visits to countries and areas such as these with motivating them toward becoming journalists and activists. Others state their experiences are therapeutic, helping them to understand their own difficult experiences or those of others, such as the m ilitary service of fam ily members (Kamin, 2014). According to one of these tourists, "You go to the most extreme place in order to not be alone with your feelings. You really can't be anywhere else but there" (Kamin, 2014, 25).
Refer to the institute fo r Dark Tourism Research (h ttp ://d ark-tou rism .org.uk) and answ er the following questions: a. W ould you classify this type of travel as a tre n d , or a fad?
b. The article seem s to im ply th at dark tourism is an extension of adventure tourism . Do you agree? W hy or w hy not?
c. How does the concept of authenticity of experience facto r into dark to urism ?
d. Imagine you are a citizen in a part of the world that is experiencing hardship and this type tourism is increasing in your com m unity. How might you feel about it?
e. im agine you go to a fam ous battlefield w here Canadians had fought and died, such as Vim y R the W orld W ar I battlefield in France. W hat are the visito r m otivations and w h at is the outcom e of the vis: experience?
f. W ould you classify visits to Ground Zero in New York as dark tourism ? W hy or w h y not?
g. W hat are the im plications for tourism operators in these areas in term s of risk m anagement legal liability?
a
CHAPTER QUIZ I.
Identify
____________________________
1. First formulation of sustainable tourism was between the agreements of what two organizations.
____________________________
2. An international organization that established effective strategies for sustainable tourism education and development.
____________________________
3. Universal call to end poverty, protect the planet and assure peace and prosperity among people.
____________________________ ____________________________
4. Law that emphasizes sustainable utilization of forest resources. 5. Law that adopts adequate measures to conserve and regulate the use of w ater in commercial, industrial and residential areas.
____________________________
6. The number of visitors an area can accommodate.
____________________________
7. Environment which consists of built structures such as historic buildings, museums, lodging and attractions.
____________________________
8. The effect of sustainable tourism to the world.
____________________________
9. Eco-friendly hotels.
____________________________
10. Green practice of a hotel which include use of energy efficiency equipment and applications of alternate energy sources. *
II.
Enumeration
11-18. Dimensions of sustainability. 19-20. Two principles in the Code of Ethics for tourism. 21-23. Three example of Sustainable Developments Global Goals. 24-25. Examples of environmental laws in the Philippines.
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B IB L IO G R A P H Y 1. Acott, T.G., H.L. La Trobe, and S.H. Howard. (1998). An evaluation of deep ecotourism and shallow ecotourism. Journal of Sustainable Tourism 6(3): 238-253. 2. Andereck, K. L., & Vogt, C. A. (2000). The relationship between residents' attitudes toward tourism and tourism development options. Journal of Travel Research, 39, 27-36. 3. Antigua and Barbuda Tourism Development Programme. (2003). Tourism's Economic Impacts Increasing the Contribution to Prosperity, Prepared by: KPMG Consulting LP, February, 2003: [Online) Available:http://www.tourismantiguabarbuda.gov.ag/tourism_programs/pdf/planning_eis_study.pdf 4. Barrows, C., Powers, T. & Reynolds, D., (2012) Introduction to the Hospitality Industry, Eight edition. John Wiley & Sons, Inc., Hoboken, New Jersey. ISBN: 978-0-470-39916-3 « 5. Becken, S.; Frampton, C.; Simmons, D. Energy consumption patterns in the accommodation sector—The New Zealand case. Ecol. Econ. 2001, 39, 371-386.
6 . Beeton, Sue., (2006) Community Development through Tourism. Published by Landlinks Press., 150 Oxford Street, Collingwood, Australia. ISBN 0 643 06962 3. 7. Cripps, Karla (September 2019). Thomas Cook: A history o f one o f the world's oldest travel firm s. CNN Travel. Retrieved: https://edition.cnn.com/travel/article/thomas-cook-historv-timeline/index.htm]
8 . Cruz, Zenaida (2013). Principles of Tourism. Rex Publishing; Manila Philippines. ISBN 978-971-23-6490-7 9. Cruz, Zenaida (2019). Macro Perspective of Tourism and Hospitality, First edition. Rex Publishing; Mani a Philippines. 10. Department of Tourism website. URL: http://www.tourism.gov.ph/ 11. Dragan, Dejan & Kramberger, Tomaz & Topolsek, Darja. (2015). Supply chain integration and firm performance in the tourism sector. 12. Gossling, S. Global environmental consequences o f tourism. Glob. Environ. Chang. 2002,12, 283-302 Gupta, Ram (February 2018). The Current Hospitality Scenario. Retrieved: https://www.4hoteliers.com/features/article/11027 13. Henry Tsai, Haiyan Song & Kevin K. F. Wong (2009) TOURISM AND HOTEL COMPETITIVENESS RESEARCH, Journal o f Travel & Tourism Marketing, DOI: 10.1080/10548400903163079