Macro Perspective of Tourism and Hospitality PDF

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY Yago. Asstel Jolle A. BSTM - TOU248 The Meaning and Importance of Tourism and Hospitality Macro Perspective of Tourism and Hospitality - Considered as one of the fastest and largest growing industries in the world. TOURISM...

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY Yago. Asstel Jolle A. BSTM - TOU248 The Meaning and Importance of Tourism and Hospitality Macro Perspective of Tourism and Hospitality - Considered as one of the fastest and largest growing industries in the world. TOURISM - Traveling to and staying in places and doing activities outside their usual environment for not more than one consecutive year for leisure, business, and other purposes. The Relationship of Tourism and Hospitality Combined one large industry – the Tourism and Hospitality industry. Components: Food and beverage services Lodging services Recreation services Travel-related (tourism) services Tourism is the all-encompassing umbrella term for the activities and industries that create the tourist Experience. TOURISM INDUSTRY - Like an umbrella - Macro industry (pinaka malaki) TOURISM AND HOSPITALITY - They cannot stand without one another  - For example when you travel, you need something to eat, a place to stay on, tours that cater to tourists and travelers. The Food and Beverage Component Ryokan - A Japanese inn in which - Food and beverage services are traditional customs are observed. everywhere - hotels, motels, airlines, Hostel - A lodging facility in which airports, cruise ships, and shopping inexpensive accommodations are provided malls. to students and guests on a nonprofit The Lodging Component business.’ This involves providing overnight or even long term services to guests. Recreation and Entertainment Inns Component Motor hotels - The concept of entertaining guests Lodges is broader. Bed and breakfast - Guests are offered different Resort hotels entertainment and recreational Resort condominium activities such as golf, Conference center tennis, hiking, boating, swimming, Time sharing casino gambling, and concerts. Hotels and casino Travel and Tourism Component - These are used together as an Parador – an old Spanish monastery or umbrella term to refer to those castle that was converted to a hotel. businesses that provide primary Pension - A French or Italian home in services to travelers which guests are provided with a room and Transportation board. - The main purpose of this is to make Chateau - A French castle or elegant it possible for people to go from one country home used as a hotel. place to another.  - automobiles, recreational vehicles - The Tourism Society in Britain (RVs), buses, trains, ships, and defined it as “the temporary airplanes. short-term movement of people to - Whether land, air, or water - destinations outside the places where they normally live and work TRAVEL AGENCIES and their activities selected by - Distributer of the products choice and undertaken outside the TOUR OPERATORS home environment.” - Manufacturer of the products COMPONENTS OF TRAVEL SERVICES Travel Agencies and Tour Operators Travel Agent - The one who sells travel services assembled by others into “packages.” - Ph adapted the UNWTO definition of Online Travel Agencies/ Aggregators tourism (OTAs) - travelers can book everything they A’s OF TOURISM need for travel online 1.ACCOMMODATION Aggregators (OTAs) 2.ACCESSIBILITY - AGODA 3.ACTIVITIES - ACCOMODATION 4.AMENITIES - KLOOK - Spa, room service, hot tub Tour Operators 5.ATTRACTIONS - They are known as wholesalers who - environment make the necessary contacts with hotels, airlines, and other providers HOSPITALITY of travel services and devise - from the Latin word hospitare, packages that will appeal to retail which means “to receive as a buyers. guest” - Bumubuo ng products - Airfare TOURIST Destination Marketing - A person who visits a country other Organizations(DMOs) than in which he or she usually resides for a period of at least 24 TOURISM hours. (The League of Nations, - “Tourism” is derived from the 1937) Hebrew word Torah, which means studying, learning, or searching. VISITOR - Any person visiting a country other than that of earning money.  - International travel Two classes of visitors: 2. Length of stay at the destination 3. Residence of the traveler Tourist 4. Purpose of travel - A person who visits a country other than in which he or she usually FORMS OF TOURISM ACCORDING TO resides for a period of at least 24 UNWTO hours. Domestic Tourism - comprises the activities of a resident Excursionists visitor within the country of reference - They are known as temporary Inbound Tourism visitors staying less than 24 hours in - comprises the activities of a the destination visited and not nonresident visitor within the country making an overnight stay, including of reference on an inbound tourism cruise travelers, but excluding trip travelers in transit. - Papunta sa bansa Outbound Tourism ELEMENTS OF TRAVEL - comprises the activities of a resident visitor outside the country of 1. Distance reference, either as part of an - Domestic travel outbound tourism trip or as part of a - Local travel domestic tourism trip - Regional travel - Palabas ng bansa visiting friends and relatives; conventions, seminars, and meetings; business; outdoor recreation; entertainment; personal- family, medical, funeral, wedding; others. The Tourist Product restaurants, car rentals, and many - combines what a tourist does at the indoor and outdoor recreational destination and the services he activities. uses. The Tourist Destination Characteristics of a Tourist Product - A geographical unit where the tourist visits and stays 1. The tourist product is a SERVICE 2. INTANGIBILITY 3 Basic Factors: - cannot be seen or touched. 1. ATTRACTIONS 3. VARIABILITY - Vigan - The tourist product tends to vary in - Taal Batangas standard and quality over time. EVENT ATTRACTIONS 4. INSEPARABILITY - Festivals - Another feature of tourism products - Olympics is that they cannot be separated - Maskara Festivals from the provider; that is, it is - Fiba inseparable MAN MADE ATTRACTION 5. The supply of the tourist product is - Taj FIXED. - Eiffel tower 6. Tourism products are perishable. A - Great wall of China tourism product is PERISHABLE when not - Rizal Park consumed at the time and point provided. NATURAL ATTRACTIONS 7. HETEROGENEOUS - Aurora Borealis - Tourists use several services, - Falls including transport, hotels, 2. AMENITIES 3. FACILITIES ACCESSIBILITY 2. ACCOMODATIONS According to the European Network for Accessible Tourism (ENAT, n.d.), accessible tourism includes: Barrier-free destinations: - infrastructure and facilities. Transport: - by air, land, and sea, suitable for all users. High-quality services: - delivered by trained staff. Activities, exhibitions, attractions: allowing everyone to participate in tourism. Marketing, reservation systems, websites, and services: - information accessible to all. 3. ACCESSIBILITY CHARACTERISTICS OF TOURISM - Multi-dimensional phenomenon PACKAGE TOUR - Labor Intensive - “inclusive tour” - an arrangement in - Not used up which transportation and - Seasonal accommodation are brought by the tourist at an all inclusive price, and TOURIST BEHAVIOR the price of the individual elements - Dynamic cannot be determined by the tourist. INDEPENDENT TOUR IMPORTANCE OF TOURISM - is an arrangement in which the - Contribution to the balance of tourist buys these facilities payments separately, either making - Effect on general economic reservations in advance through a development travel agent or en route during his or - Dispersion of development her tour. - Employment opportunities - Educational significance PSYCHOLOGY OF TOURISM - Social benefits - Cultural enrichment THE PSYCHOLOGY OF TOURISM - A vital force for peace OUTLINE: Push/Pull Model THE NATURE OF A TOUR Maslow’s Theory of Motivation 1. Domestic Tourism Tourist Motivations - travel taken exclusively within the Classification of Travelers Based on national boundaries of the traveler’s Purpose of Travel country. Travel Constraints 2. International - Involves the movement of people A. MOTIVATION FOR TRAVEL across international boundaries. - Need to escape or change  - Travel for health - Include those related to physical - Sports rest and other motivations directly - Social contact connected with health. - Status and prestige CULTURAL MOTIVATORS - Travel for education - Include the desire to know about - Personal values other countries’ music, art, folklore, - Cultural experience dances, paintings, and religion - Shopping and bargain INTERPERSONAL MOTIVATORS - Professional and business - The desire to meet other people, - Search for natural beauty and many visit friends or relatives, escape from more. routine, from family and neighbors STATUS AND PRESTIGE MOTIVATORS (4) Basic Travel Motivators: - This concerns ego needs and PHYSICAL MOTIVATORS personal development. - The key to understanding tourist motivation is to view vacation travel as a vehicle to satisfy one’s needs and wants. PUSH/PULL MODEL Internal factors - personal needs that “push” people to travel. External forces - attractions that “pull” people to certain destinations. PUSH/PULL MODEL - i.e., A college student has begun to feel the “push” to get away from college for rest and relaxation and the “pull” to travel to a sunny beach for escape, self-discovery, and scenic beauty. MASLOW’S HIERARCHY OF NEEDS - According to Abraham MASLOW, human beings are primarily motivated by their needs, which follow a particular order or hierarchy. TOURIST MOTIVATIONS - Personal Values - The need for escape or change - Cultural Experiences - Travel for Health - Shopping and Bargain Hunting - Sports - Professional and Business Motives - Social Contact - Search for Natural Beauty - Status and Prestige - Travel for Education Consumers - with parents aged 35- 44 with grade - people who travel. school and/or high school children Customers only - Decisionmakers. c. Mature Families - with parents aged 45 or over with TRAVELERS children who are of high school age or older CLASSIFICATION OF TRAVELERS 3. The Elderly BASED ON THE PURPOSE OF TRAVEL - persons in the “50 plus” age bracket are called people with money and BUSINESS TRAVELERS the desire to travel extensively - Regular Business Travelers 4. Singles and Couples - Business Travelers attending - take vacations to fulfill their meetings, conventions, and psychological, intellectual, and congress physical needs. - Incentive Travelers CLASSIFICATION OF TRAVELERS CLASSIFICATION OF TRAVELERS BASED ON THE PURPOSE OF TRAVEL BASED ON THE PURPOSE OF TRAVEL BUSINESS TRAVELERS BUSINESS TRAVELERS Regular Business Travelers - Regular Business Travelers - The cost of the trip is shouldered by - Business Travelers attending a company meetings, conventions, and - Business Travelers attending congress meetings, conventions, and - Incentive Travelers congress PLEASURE/PERSONAL TRAVELERS - Resort Travelers Incentive Travelers - Family pleasure travelers - Travel given by firms to employees - The Elderly as a reward. - Singles and Couples PLEASURE/PERSONAL TRAVELERS TRAVEL CONSTRAINTS 1. Resort Travelers - Lack of Money a. Educated - Lack of Time b. higher household incomes - Lack of Safety and Security c. professional and managerial - Physical disability position. - Family Commitments 2. Family pleasure travelers - Lack of Interest in Travel a. Junior Families - Fears of Travel - with parents aged 20-34 having preschool and/or grade school children b. Midrange Families THE HISTORY OF TOURISM AND by a “Grand Tour” of the cultural HOSPITALITY centers of the continent, which lasted for three years. - Sick sought a remedy for their EARLY TOURISM illnesses in “spas” or medicinal - The term Tourism was used only in baths. the 19th century. - Spa / espa means “fountain”. - “Tourism” is derived from the Hebrew word Torah, which means TOURISM DURING INDUSTRIAL studying, learning, or searching. REVOLUTION Two forms: - A period that brought technological 1. Travel for business such as trading and essential social changes. - The increase in productivity, regular WELL KNOWN TRADERS employment, and growing ROMAN AND GREEK urbanization gave more people the - Private travel motivation and opportunity to go on 2. Religious travel holiday. - The invention of money, writing, and wheels by the Sumerians facilitated MODERN TOURISM Tourism in the 19th travel and exchange of goods. century - Travel for religious reasons took the - Introduction of the railway and the form of pilgrimages to places of development of steam power. worship. - Travel organizations were - In 1388, English pilgrims were established. required to obtain and carry - Introduction of the railway and the permits. development of steam power. - Churches before sa sobrang daming - Travel organizations were naga-attend ng pilgrimages established. nako-convert siya into hotel sa - Thomas Cook organized a train trip sobrang dami. in 1841 from Leiscester and Loughborough with 570 passengers. TOURISM IN THE MEDIEVAL PERIOD In 1866, he organized his first - Travel declined. American tour. - Travel derived from travail. In 1874, he introduced - In the 5th century, during the Roman “circular notes”. Empire, roads were not maintained, - Photography and guide books and they became unsafe. became popular - After World War I, railways as a TOURISM DURING THE RENAISSANCE means of travel declined with the AND ELIZABETH ERAS introduction of the motor car. - In the 16th century, travel for - World War II increased interest in education was introduced. travel. - Education of a gentleman was Progress in aircraft technology. recognized and should be completed  The Boeing 707 jets were introduced in 1958. 5. Howard Deering Johnson Growth in international - Pioneer of brand leveraging. travel in the 1960s and 1970s - First, franchising was introduced in the 1930s. PIONEERS IN THE TOURISM AND HOSPITALITY INDUSTRY 6. J. Willard Marriott - Cesar Ritz - Founded Marriott - Ellsworth Milton Statler Corporation - Conrad Hilton - an asset to the hospitality - Thomas Cook industry. - Howard Deering Johnson - J. Willard Marriot 7. Ray Kroc - Ray Kroc - Founded the McDonald’s - Isadore Sharp Corporation. - Ruth Fertel 8. Isadore Sharp 1. Cesar Ritz - Founder of Four Seasons - He made the hotel a cultural center Regent Hotels. World’s for high society. largest hotel chain and multimillion-dollar global 2. Ellsworth Milton Statler hotel empire. - “The premier hotel-man of 9. Ruth Fertel all time”. - Founder of Chris Steak - The first to put telephone and House ( the largest upscale radios in every guest room. restaurant chain in the USA.) - “the most successful woman 3. Conrad Hilton restauranteur”. - “The biggest hotel man in the world”. FACTORS THAT FAVOR THE GROWTH - “Master of hotel finance” by OF TOURISM AND HOSPITALITY the New York Times. - In 1954, he formed the first 1. Rising disposable income for large major chain of American sections of the population; hotels. 2. Growth in the number of retired persons who have the desire and 4. Thomas Cook the energy to travel; - The first professional travel 3. Increase in discretionary time; agent. 4. Greater mobility of the population; - Founder of the world’s first 5. Growth in the number of “singles”; travel agency 6. Greater credit availability through - “Cook’s tour” – a tour that credit cards and bank loans; goes to many places and 7. Higher educational levels; stops briefly at each place. 8. The growth of cities;  9. Simplification of travel through the TOURISM AND HOSPITALITY package tour; COMPONENTS 10. Growth of multinational business; 11. Modern transportation technology; TRAVEL INDUSTRY 12. Shift in values; - “The composite of organizations, 13. Advances in communication; both private and public, that are 14. Smaller families and changing roles. involved in the development, production, and marketing of The Tourism and Hospitality Network products and services to serve the and Supply Components needs of the travelers.” ( Gee, Choy, and Markens (1997) TOURISM AND HOSPITALITY SUPPLY 1. Natural Resources COMPONENTS - Elements in an area for the use and 1. Natural Resources enjoyment of visitors, such as 2. Infrastructure climate, landforms, terrain, flora, 3. Superstructure fauna, bodies of water, beaches, 4. Transportation and Transportation natural beauty, and water supply for Equipment drinking, sanitation, and similar 5. Hospitality Resources uses. \ - Natural Phenomena, e.g., volcanoes.  - Flora or fauna of the region. 2. NLEX (North Luzon Expressway) - Gusto pumunta sa Africa 3. SLEX (South Luzon Expressway) cause of wild animals 4. TPLEX (Tarlac - Pangasinan - La - CAPYBARA - plants and Union Expressway) animals 5. SCTEX (Subic - Clark - Tarlac “Comfortable” climate Expressway) - Comfortable cold climate - determined by the wind-chill ROADS factor. - Ilocos windmill 1. EDSA (Epifanio Delos Santos - Comfortable, warm climate Avenue) - determined by the combination - Highway 54 of humidity, temperature, and wind. 3. Superstructure 3 HIGHLANDS - The above-ground facility services - ANTIPOLO (e.g., airport buildings, hotels, - TAGAYTAY shopping centers, and similar - BAGUIO structures). - Above the ground SHOPPING CAPITAL - BACLARAN In planning accommodations, the nature of - DIVISORIA the environment, the destination, the expected markets, the mode of 2. Infrastructure transportation, the types of activities at the - All underground and surface destinations, and other related factors developmental construction (e.g., determine the type of accommodations that water supply systems, gas lines, shall be made available. etc.) and other constructed facilities (e.g., highways, roads, night lighting, TOURISM AND HOSPITALITY SUPPLY etc.) COMPONENTS: Superstructure - Security while on vacation. Unauthorized Reproduction & TYPES OF ACCOMMODATION: Dissemination is prohibited - Hostels - Under the ground Classification of hotels HIGHWAYS By location Type of guest 1. McArthur Highway Based on price 2. Kennon Road (Baguio) STAR RATING SYSTEM 3. Maguilan Road (Steep) - used to classify hotels outside the United States in Europe and other EXPRESSWAYS parts of the world - 5 STAR HOTELS (HIGHEST) 1. House and Mamango Highway  - Condominiums a. taxis should have removable - Motels or motor hotels and washable seat covers; - Inns b. Taxi drivers should always be - Apartments courteous; - Paradores c. Taxi drivers should be trained - Pensions in foreign languages. - Bed and breakfast 2. Bus Service accommodations a. Tour buses must have large - Hostels windows, comfortable seats, - Campgrounds air-conditioning units, and - Health spas restroom facilities. - Private homes b. Multilingual services or multilingual tape-recording FOOD AND BEVERAGE facilities for each passenger - The type of food service provided are desirable; will be related to the needs of the c. Tour guides and interpreters tourist. should be properly trained and educated. Basic Requirements for Restaurants: 3. Rail Services 1. The facades and architectural a. It is known for its safety features of the building shall be record and the convenience appropriately designed. and satisfaction of viewing 2. The dining room shall be adequate the scenery from a in size, with sufficient and comfortable air-conditioned well-maintained furniture; car. 3. There shall be cuisine of good quality and presentation and served Air Travel with distinction; - Porter service is important at air 4. Adequate number of well-trained, terminals; experienced, efficient, and courteous - Comfortable and attractive waiting staff shall be employed. areas, as well as information regarding flights must be available. 4. Transportation and Transportation Equipment Sea Travel - Items include ships, airplanes, - “floating resorts” or “floatels”; trains, buses, limousines, taxis, - The luxurious way of life will have a automobiles, and similar large market as soon as wealth and transportation facilities. leisure time increase. - Land Travel - Air Travel 5. Hospitality Resources - Sea Travel - Include the cultural wealth of an area, which makes the successful Land Travel hosting of tourists possible (i.e., 1. Taxi and Limousine Service courtesy, friendliness, etc.).  - refers to the general feeling of being TOURISM AND HOSPITALITY SUPPLY welcomed that the visitors receive COMPONENTS while visiting a destination area. - Hospitality resources can be 1. Natural Resources Elements improved by training tourism and - in an area for the use and enjoyment hospitality personnel to be of visitors such as climate, hospitable. landforms, terrain, flora, fauna, - Include the cultural wealth of an area bodies of water, beaches, natural which makes possible the successful beauty, and water supply for hosting of tourists (i.e. courtesy, drinking, sanitation, and similar friendliness, etc.). uses. 2. Infrastructure HOSPITALITY RESOURCES: Hospitality - All underground and surface Training developmental construction (e.g. - Hospitality training aims to motivate water supply systems, gas lines, service providers to be hospitable in etc.) and other constructed facilities dealing with tourists. (e.g. highways, roads, night lighting, etc.) Three Aspects of Attitudes: 3. Superstructure - Attitude Toward Self - The above ground facility services - Attitude Toward Others (e.g. airport buildings, hotels, - Attitude Toward the Tourism and shopping centers, and similar Hospitality Industry structures) Attitude Toward Self TOURISM AND HOSPITALITY SUPPLY - To change an individual’s perception COMPONENTS of self to improve his behavior. 1. Natural Resources Attitude Toward Others 2. Infrastructure - The service provider should be 3. Superstructure assisted in developing positive 4. Transportation and Transportation feelings toward fellow employees Equipment and tourists that will result in positive 5. Hospitality Resources behavior toward the tourists. COMMUNITY AWARENESS Attitude Toward the Tourism and - An understanding of who the tourist Hospitality Industry is can bring about a greater - A positive attitude as service acceptance of the visitor. providers towards tourists can be brought about only when employees know how important tourism and hospitality are to their country, city, and community.