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 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY Zenaida Lansangan-Cruz PhD -Author- MACRO PERSPECTIVE OF TOURISM AND  Chapter 2: THE HISTORY OF TOURISM AND HOSPITALITY MACRO PERSPECTIVE OF TOURISM...

 MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY Zenaida Lansangan-Cruz PhD -Author- MACRO PERSPECTIVE OF TOURISM AND  Chapter 2: THE HISTORY OF TOURISM AND HOSPITALITY MACRO PERSPECTIVE OF TOURISM AND  Lesson Contents History of the Tourism Industry. History of the Hospitality Industry. Pioneers in the Tourism and Hospitality Industry. Origins of Tourism and Hospitality in the Philippines. International Travel Patterns. Factors That Favor the Growth of Tourism and Hospitality. MACRO PERSPECTIVE OF TOURISM AND LESSON OBJECTIVES 1. Describe the history of the tourism and hospitality industry; 2. Explain the origin of tourism and hospitality in the Philippines; 3. Identify the international travel patterns; and 4. Describe the factors that favor the growth of tourism and hospitality. MACRO PERSPECTIVE OF TOURISM AND DISCUSSION QUESTIONS 1. Discuss early tourism. 2. Describe the Grand Tour. 3. Explain the meaning of “spa.” 4. In what way did “spas” contribute to the growth of the tourism industry? 5. Describe tourism during the Medieval Period, the Renaissance, and Elizabethan Eras. 6. How did the Industrial Revolution bring about major changes in tourism development? MACRO PERSPECTIVE OF TOURISM AND DISCUSSION QUESTIONS 7. Discuss tourism in the 19th and 20th centuries. 8. Describe the origin of tourism and hospitality in the Philippines. 9. Explain the contributions of the Sumerians to the development of the hospitality industry. 10.Describe the contributions of ancient Greece to the development of the hospitality industry. 11.Why did the business of innkeeping disappear during the Dark Ages? 12.How did the invention of the railroad and the development of railroad networks affect the development of the hospitality industry? MACRO PERSPECTIVE OF TOURISM AND DISCUSSION QUESTIONS 13.Explain the importance of the French Revolution in the history of restaurants. 14.Describe the contributions of Cesar Ritz to the development of the hospitality industry. 15.Explain the international travel patterns. 16.Discuss the factors that hastened the growth of tourism and hospitality. MACRO PERSPECTIVE OF TOURISM AND  Early Tourism Man has traveled since the earliest times although the term tourism was used only in the 19th century. Tourism is derived from the Hebrew word torah which means ‘studying, learning, or searching’. Tourism can trace its ancestry in the Old Testament. Noah with his Ark must have been the first large-scale operator even though his passengers were mostly animals. Chapters 26 and 27 of the Book of Ezekiel describe trade and commerce in ancient MACRO PERSPECTIVE OF TOURISM AND  Two Forms of Early Tourism 1. Trading. The invention of money, writing, and wheel by the Sumerians facilitated travel and exchange of goods. 2. Travel for religious reasons. This took the form of pilgrimages to places of worship such as Chaucer’s tale of pilgrimage to Canterbury. Beginning in 1388, English pilgrims were required to obtain and carry permits, the forerunner for the modern passport. MACRO PERSPECTIVE OF TOURISM AND Tourism in the Medieval Period Travel, derived from the word travail, became burdensome, dangerous, and demanding during this time. After the decline of the Roman Empire in the 5th century, roads were not maintained and they became unsafe. Crusaders and pilgrims were the only ones who traveled. MACRO PERSPECTIVE OF TOURISM AND  Tourism During the Renaissance and Elizabethan Eras Under Elizabeth I, young men seeking positions in court were encouraged to travel to the continent to widen their education. This practice was gradually adopted by others in the lower social scale. In time, it became recognized that the education of a gentleman should be completed by a “Grand Tour” of the cultural centers of the continent which lasted for three years. MACRO PERSPECTIVE OF TOURISM AND  Tourism During the Renaissance and Elizabethan Eras By the end of the 18th century, the practice had become institutionalized for the upper class of society. As young men sought intellectual improvement in the continent, the sick sought a remedy for their illnesses in “spas” or medicinal baths. The term “spa” is derived from the Walloon word espa meaning “fountain.” Turnbridge Wells in Kent (near London) became famous as a spa in the 1660s. MACRO PERSPECTIVE OF TOURISM AND  Tourism During the Industrial Revolution The Industrial Revolution brought about major changes in the scale and type of tourism development. Social changes made travel desirable as a recreational activity. Increase in productivity, regular employment, and growing urbanization gave more people the motivation and opportunity to go on a holiday. The middle class combined higher incomes and growing education into annual holidays. MACRO PERSPECTIVE OF TOURISM AND  Modern Tourism Tourism in the 19th Century – The railway provided reliable and cheap transportation and competition since various private companies invested heavily in hotels, resorts, and entertainment facilities. – Steam power provided increased mobility and reliable and inexpensive transportation that led to the popular day-trip cruises and the growth of coastal resorts near large industrial towns. Tourism in the 20th Century – Early post-war prosperity, and large-scale migration, boosted the demand for international travel. – New forms of mass communication stimulated curiosity about other countries, with the influence of posters and the press, the cinema, radio, and television widened knowledge and interest in travel. MACRO PERSPECTIVE OF TOURISM AND  Origins of Tourism and Hospitality in the Philippines Tourism and hospitality in the Philippines began when the original inhabitants of the country roamed around in search of food. Steamships and airlines began to service the Philippines from other countries; thus, giving impetus to tourism and hospitality in 1947. The Philippines had undergone economic, social, and political crises starting in the 1960s up to the ‘70s, which hindered the development and promotion of tourism and hospitality. Tourism and hospitality in the Philippines at present is the result of the continuous development and promotion of tourism and hospitality from 1950 to the present. MACRO PERSPECTIVE OF TOURISM AND  History of the Hospitality Industry Ancient Period (The Sumerians) Produced such abundant harvests by selling surplus grain to people in other parts of the region; Invented money and writing as a means to record and settle their business transactions; Converted grains to alcoholic beverages or beers which became the most common consumed beverages in Sumerian society. The Greek Empire Their land and sea travels made them dominant in the Mediterranean region; forms of overnight accommodation became a necessity; Many inns and taverns, restaurants in ancient Greece were often respected and served foods; In 146 BC, after many years of conflict, Greece became a Roman protectorate and the Roman efforts at territorial expansion continued. Caravans stopped at Khans, a combination of stables, sleeping accommodations, and fortresses which provided shelter from sandstorms and enemies who attacked caravans. MACRO PERSPECTIVE OF TOURISM AND  History of the Hospitality Industry Medieval Period (Dark Ages) After the fall of the Roman Empire in 476 AD, innkeeping disappeared; Monasteries of the Church were self-sufficient enterprises; Providing hospitality services to travelers became a burden to the religious houses. The Church found it difficult to accommodate many travelers in a limited space. The Church continued to provide hospitality to the poor since Christian charity was an important element in the Church’s mission Gradually, some taverns, inns, and wine shops began to give accommodations to middle-class travelers. Thus, the number of inns increased although the standards of comfort and cleanliness differed greatly in different countries and regions. MACRO PERSPECTIVE OF TOURISM AND  Early Modern Period: 1600 AD to 1800 AD In the 16th century, taverns called an ordinary served a fixed price, fixed menu meal in England. The advent of stagecoach travel revolutionized hospitality on the road followed by stagecoach or coaching inns. At coaching inns, tired horses were exchanged with fresh horses and stagecoach passengers were fed and given the opportunity to rest overnight. Travel was difficult because the roads were full of potholes and normally soaked in mud. There was an increase in the quality of inns, the application of English common law to the hospitality industry; In France, the reintroduction of restaurants for public dining was seen. MACRO PERSPECTIVE OF TOURISM AND  In the late 18th century, there were no public restaurants. In England, coffee houses and taverns served a daily “ordinary” which is a main meal with a fixed price. Most people took their meals at home; the rich had their own cooks and entertained in their own homes. Inns were established for travelers and did not normally serve meals to local residents. The food service element of the hospitality industry changed dramatically in France in 1765. In that year, a man named Boulanger operated a small business which sold soups and broths in Paris. These were known as restaurants, a French word which means “restoratives”. MACRO PERSPECTIVE OF TOURISM AND Pioneers in the Tourism and Hospitality Industry There are several outstanding individuals who have made a significant contribution to the growth and development of the tourism and hospitality industry. Cesar Ritz Cesar Ritz became the general manager of the Savoy Hotel in London, one of the most famous and luxurious hotels in the world. He made the hotel a cultural center for high society. The Ritz name is synonymous with refined, elegant hotels and service. At present, the Ritz-Carlton hotels bear his name. MACRO PERSPECTIVE OF TOURISM AND  International Travel Patterns Major travel flows occur between the United States and Western Europe. Secondary regional patterns exist between South America, the Caribbean, Africa, the Near East, and the Far East. Travel to Africa is usually one way, originating in Europe. The heaviest flow of air traffic into Europe is between New York and London; Europe generates about one-half of overseas travelers to the US. Travel between European countries—intracontinental travel—has been very popular. This is one of the reasons for Europe’s large share of the worldwide travel market. MACRO PERSPECTIVE OF TOURISM AND  Factors That Favor the Growth of Tourism and Hospitality Rising disposable income for large sections of the population Growth in the number of retired persons with the desire and the energy to travel Increase in discretionary time – shorter workweeks and longer vacations Greater mobility of the population Growth in the number of “singles.” Greater credit availability through credit cards and bank loans Factors That Favor Higher educational levels the Growth of Tourism and The growth of cities Hospitality Simplification of travel through the package tour. Growth of multinational business Modern transportation technology Shift in values Advances in communication Smaller families and changing roles MACRO PERSPECTIVE OF TOURISM AND LESSON SUMMARY Tourism and hospitality dates back to the earliest of civilizations with early beginnings that date back in the Old Testament. Early tourism and hospitality is characterized by travel for business and religion. Hospitality industry began with the Sumerians who lived in Mesopotamia near the Persian Gulf. The Sumerians established taverns which provided food, drinks, and shelter to Sumerian traders and travelers. The ancient Egyptians provided food and lodging to travelers who wanted to see the pyramids and attend festivals. The ancient Greeks established inns and taverns to provide food and accommodation to weary travelers. MACRO PERSPECTIVE OF TOURISM AND LESSON SUMMARY After the collapse of the Roman Empire, no one traveled for pleasure due to: political instability, lack of extensive trade and commerce, poor roads, inefficient transportation, and the proliferation of highway robbers who preyed on travelers. The monasteries of the Roman Catholic Church provided food and shelter to travelers after the fall of the Roman Empire. During the Middle Ages, the hospitality industry became more organized with the establishment of restaurant guilds. French cuisine was brought to America and the first restaurant was established in the United States. MACRO PERSPECTIVE OF TOURISM AND LESSON SUMMARY Tourism and hospitality in the Renaissance period is characterized by the Grand Tour in which scholars from both the middle and upper classes went on a three- year exploration of the capitals, politics, culture, and society of Western Europe to enhance their education. There was also an increase in the popularity of “spas” in which the sick sought to be cured of their ailments by bathing in the mineral springs. The Industrial Revolution stimulated pleasure travel due to increase of wealth, the creation of a large and prosperous middle class, improvements in transportation, the need of the working class to find relief from their work routine, and the desire of the city dwellers for relaxation and adventure. MACRO PERSPECTIVE OF TOURISM AND  The nineteenth century established concepts such as à la carte dining, mass feeding, better preservation of food, ice cream parlors, and the custom of eating out. In the 19th and 20th century, pleasure travel continued to progress due to economic prosperity, the introduction of the jet aircraft and the private car, and social changes and changing values brought about by mass education. Other factors such as paid holidays, shorter workweek, and annual holidays increased the demand for travel. Cesar Ritz is one of several individuals who have made outstanding contributions to the growth and development of the tourism and hospitality industry. After the declaration of martial law in 1972, the tourism and hospitality industry in the Philippines grew. The Department of Tourism, which is the NTO of the Philippines has launched several programs for the development of the tourism and hospitality industry. A substantial proportion of international travel occurs within and between Europe and the United States. A large number of factors have consistently influenced the growth of tourism and hospitality including economic prosperity, availability of leisure time, higher levels of education, increase in the number of retirees, credit availability, growth of cities, and improvement in transportation. MACRO PERSPECTIVE OF TOURISM AND APPLICATION AND ASSESSMENT 1. Research on what travel will be like twenty years from now. 2. Research on why the Olympic Games survived since 776 BC. 3. Research on the origin of the hospitality industry in the Philippines. MACRO PERSPECTIVE OF TOURISM AND CHAPTER QUIZ. Identify the following: ______________ 1. The forerunners of the present gasoline stations ______________ 2. The inventors of money ______________ 3. The country where the first Olympic Games was held ______________ 4. Travel to the cultural centers of Europe ______________ 5. The first and the most famous travel organizer ______________ 6. The term given to medicinal baths ______________ 7. A combination of stables and sleeping accommodations which provided shelter from sandstorms ______________ 8. The illegal use of private vehicles for public use ______________ 9. A soup vendor in Paris who established the first restaurant ______________ 10. The Hebrew word from which the word “tourism” was derived MACRO PERSPECTIVE OF TOURISM AND CHAPTER QUIZ. Enumerate the following: 11–15. The top five countries that generate international travel 16–20. Factors that favor the growth of tourism and hospitality MACRO PERSPECTIVE OF TOURISM AND