Module 1 - Introduction to Hospitality and Tourism PDF

Module: Introduction to Tourism Learning Objectives By the end of this module, students will be able to: 1. Differentiate between travel and tourism. 2. Analyze the four perspectives of tourism. 3. Define tourism using definitions from the UNWTO and other authors. 4. Classify t...

Module: Introduction to Tourism Learning Objectives By the end of this module, students will be able to: 1. Differentiate between travel and tourism. 2. Analyze the four perspectives of tourism. 3. Define tourism using definitions from the UNWTO and other authors. 4. Classify the four major types of tourism. 5. Examine the characteristics of tourism and their impact on the tourism industry. Travel vs. Tourism Difference Between Travel and Tourism About 100 years ago, travel was confined to the elite class. When there was the development of mass transportation means like rails, roads, airplanes, and cruise ships, travel became possible for the general public. While travel is a transition, tourism is possible when one reaches the ultimate destination. We all love going on trips with our families, friends and close ones. In this context, we use the words travel and tourism quite commonly. Tourism is an industry where businesses provide accommodation, transport and other facilities. In the fundamental sense, a tourist is a person who sees places, but a traveler is someone who goes to places. The main objective of traveling is movement, whereas the objective of tourism is leisure. Travel refers to moving or going on a journey from one place to another, typically for various purposes such as business, education, or personal reasons. Tourism, on the other hand, is specifically focused on travel for leisure, pleasure, or recreation. Key Differences: o Purpose: Travel may be for work, family visits, etc., while tourism is for leisure or exploration. o Planning: Travel may be spontaneous, while tourism usually involves planned activities and destinations. o Duration: Tourists usually stay for shorter periods, while travelers may stay for extended periods, depending on their purpose Tourism Defined The word Tourism is derived from the Hebrew word "TORAH" which means studying, learning and searching. UNWTO Definition (1994): Tourism is a social, cultural, and economic phenomenon involving the movement of people to countries or places outside their usual environment for personal or business purposes. It includes activities related to their stay at the destination. Other Definitions: In 1976, the Tourism Society of England defined tourism as "the temporary short-term movement of people to destinations outside the places where they normally live and work." Guyer and Feuler defined tourism as "a phenomenon unique to modern time which is dependent on the people's increasing need for a change and relaxing, the wish of recognizing the beauties of nature and art and the belief that nature gives happiness to human beings and which helps nations and communities' approaching to each other thanks to the developments in commerce and industry and the communication and transportation tools' becoming excellent." Burkart and Medik's Characteristics of Tourism (1997): 1. A combination of various phenomena and relationships. 2. It has two elements: Dynamic (the journey) and Static (the stay). 3. The stay is temporary and short-term. 4. Destinations are visited for recreation and leisure. Components of Tourism 1. Attraction is considered to be the most important basic component of tourism. Attraction means anything or any place 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. 2. Accessibility - This component means the reachability of the place of destination the tourists want to visit via various means of transportation. It is the primary service that the tourist needs to make travel possible. 3. Accommodation - Another important tourism component is accommodation, which is the primary service the tourist needs at the destination. Accommodation is a place where tourists can find food and shelter. It is a comfortable place where the tourist can relax after a long, exhaustible day of touring. 4. Amenities are extra facilities that can add attractiveness, accessibility and accommodation for the tourists. This may include room service, hot tub, and spa and so on. 5. Activities Four Perspectives of Tourism Tourism is a multifaceted industry that can be viewed from four distinct perspectives: 1. The Tourist: Individuals traveling for leisure, business, or other reasons. 2. The Business Providers: Companies and organizations that offer services such as accommodations, transport, and entertainment. 3. The Government: Local and national authorities responsible for promoting and regulating tourism. 4. The Host Community: The local people and organizations that interact with and are affected by tourism in their area. Hospitality Defined The word hospitality is derived from the Latin word "hospes', which means guest. Hospitality is the friendly and generous reception and entertainment of guests, visitors, or strangers and providing them with food, beverages, lodging, and abode. Three Perspectives of Hospitality A. The Guest Perspective This is the perspective wherein people who serve and give products must achieve the expectations of their guests - receive good hospitality, making customers or the guests feel comfortable and well-served. B. The Operator Perspective The guest exists to be served; the operator exists to serve. To be considered hospitable, the operator must successfully make guests feel comfortable and well-catered. C. The Tech Perspective The increase in the needs of the people results in an increase in demand for tourism and hospitality services such as restaurants, lodging, and car rentals. This causes problems such as long lines waiting to be accommodated, slow serving of products, and shortage of materials or human resources, and these problems may lead to unsatisfactory reactions from guests and customers. With technology, restaurants and hotels use reservation, seating, and guest management tools to reduce such problems. Relationship of Tourism and Hospitality Figure 1. Relationship between Hospitality and Tourism  Figure 2. Networks of Hospitality and Tourism Tourism and hospitality are often considered separate entities, but they are strongly interdependent. The hospitality industry serves as the main supplier of goods and services for tourists, creating an integrated supply chain. Examples of hospitality services that cater to tourism include: Accommodation (hotels, resorts) Transportation (airlines, car rentals) Food and beverage (restaurants, cafes) Leisure and recreational activities (theme parks, museums) Components of Tourism and Hospitality: 1. Food and Beverage Services 2. Accommodation or Lodging Services 3. Leisure and Recreation Services 4. Tourism Services A. Food and Beverage Component The food and beverage sector plays a crucial role in supporting tourism by offering various options for travelers. It began as a necessity for travelers needing sustenance and has evolved into a complex industry catering to diverse needs and preferences. Types of Food and Beverage Establishments:  1. Commercial Food Services: These establishments primarily focus on serving food and beverages, including restaurants, cafes, and fast-food chains. 2. Non-Commercial Food Services: In these establishments, food and beverages are secondary to the primary business, such as in hospitals and schools. Catering Services: Catering involves the preparation, presentation, and serving of food to guests at various events like weddings, conferences, and social gatherings. Popular Food Types in the Philippines: Samgyupsal (Korean) Tokyo Tokyo (Japanese) Songkran (Thai) Fast Food Chains: Jollibee, McDonald's, KFC, Mang Inasal Types of Food Services: 1. Table Service 2. Family Service 3. Plate Service 4. French Service 5. Gueridon Service 6. Silver Service B. Lodging Component Lodging refers to places where travelers can stay overnight or for extended periods. These establishments also offer additional services like entertainment and recreation. Types of Lodging Establishments: Hotels: Offer overnight accommodations and amenities. Resorts: Provide recreational activities along with lodging. Casino Hotels: Focus on entertainment through gaming activities. Target Markets for Lodging: Business travelers Leisure tourists Government travelers C. Recreation and Entertainment Component Recreation involves activities people engage in for relaxation, enjoyment, or physical activity. It is a key part of the tourism experience and includes a wide variety of activities and services. Categories of Recreation: 1. Sport and Physical Recreation: Activities that involve physical exertion, such as sports, hiking, and swimming. 2. Arts and Entertainment: Cultural activities like theater, concerts, and festivals. 3. Countryside Recreation: Activities in natural settings like mountains, beaches, and parks.  4. Home-based Leisure: Activities done at home, such as watching TV, gardening, and online gaming. 5. Play and Activity-based Leisure: Primarily associated with children and young adults. D. Travel and Tourism Component Travel services connect tourists with destinations, offering them transportation and guided experiences. Tourism services are crucial in creating a seamless travel experience. Types of Travel: 1. Business Travel: Trips undertaken for work purposes. 2. Leisure Travel: Travel for recreational and entertainment purposes. Components of Travel Services: 1. Travel Agencies: Act as intermediaries between tourists and service providers. 2. Online Travel Agencies (OTAs): Websites where tourists can book services independently (e.g., Agoda, Expedia). 3. Tour Operators: Package and sell tourism products and services, often at a discount. 4. Destination Marketing Organizations (DMOs): Promote tourism destinations and services to potential travelers. Tourist Defined The origin of the word "tourist" dates back to the year 1292 A.D. "Tourism" or "Tourist" word is related to the word "tour," which is derived from the Latin word "tornus." It means a tool for describing a circle. or a turner's wheel. It is from the word "tornus" that the notion of a "round tour" or a "package tour" has come into vogue. In 1643, the term was first used in the sense of going round or traveling from place to place, around an excursion, a journey including visits to many places in a circuit or sequence, a circuitous journey, embracing the principal areas of a country or region. A more balanced description may be that a tour represents an attempt by the traveler to discover something about a place he visits. At present, the most widely accepted definition of tourist by the UN Conference on International Travel and Tourism held in Rime 1963: "Visitors are any person visiting a country for reasons other than that of earning money." a. Tourists are temporary visitors staying in a place for at least 24 hours. Persons traveling for pleasure or leisure and for domestic reasons, for health, etc. Persons traveling to any meeting/conference/convention or in a representative capacity of any kind (scientific, administrative, diplomatic, religious, sports, etc.) Persons traveling for business purposes b. Excursionists are temporary visitors staying in a place less than 24 hours in the destination that they visited. They do not make overnight stay and may include cruise traveler. UNWTO Types of Tourists Domestic Tourist: Definition: A domestic tourist is someone who travels within their own country for leisure, business, or other purposes but stays away from their usual place of residence. Example: A person living in Manila travels to Boracay for a vacation. Since both the origin and destination are within the Philippines, they are considered a domestic tourist. Inbound Tourist:  Definition: An inbound tourist is a visitor from another country who travels to a different country for leisure, business, or other purposes. Example: A traveler from Japan visits the Philippines to explore its beaches and historical sites. Since the person is entering the Philippines from another country, they are considered an inbound tourist. Outbound Tourist: Definition: An outbound tourist is a resident of a country who travels to another country for leisure, business, or other purposes. Example: A resident of the Philippines goes to South Korea to experience the culture and cuisine. Since the person is leaving the Philippines to visit another country, they are considered an outbound tourist. Consumer Behavior in Tourism A. Factors Affecting Tourist Behavior The following factors immensely alter tourist behavior: o Geographical Factors: Some physical factors like geographical and climatic conditions, facilities and amenities available at the destination, advertising and marketing conducted by tourism business alter the decision making of the tourists. o Social Factors: A few social factors such as a person's social network, which provide first had information that can alter a person's decision of visiting or not visiting a particular place. o Place of Origin: There can be a broad spectrum of tourist behavior depending upon the place they belong to. North Americans like to follow their own cultural framework. Japanese and Korean tourists like to visit places in groups. o Tourism Destination: It is a major contributing factor altering tourist behavior. If a destination has all basic provisions such as electricity, water, clean surroundings, proper accessibility, amenities, and has its own significance, it largely attracts tourists. o 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: Allocentric (The Wanderers): A tourist who seeks new experiences and adventure in a wide range of activities. This person is outgoing and self-confident in behavior. An allocentric person prefers to fly and to explore new and unusual areas before others do so. Allocentrics enjoy meeting people from foreign or different cultures. They prefer good hotels and food, but not necessarily modern or chain-type hotels. For a tour package, an allocentric would like to have the basics such as transportation and hotels, but not be  committed to a structured itinerary. They would rather have the freedom to explore an area, make their own arrangements and choose a variety of activities and tourist attractions. Psychocentric (The Repeater): A tourist falling in this category is usually non- adventuresome. They prefer to return to familiar travel destinations where they can relax and know what types of food and activity to expect. Such tourists prefer to drive to destinations, stay in typical accommodations, and eat at family-type restaurants. Midcentric (Combination): This category of tourists covers the ones who swing between the above said two types. HENLEY CENTRE MODEL OF HOLIDAYMAKING A British Consultancy of Futurology, Henley Center has divided the tourists into four phases: a. Phase I- Bubble Travelers: They do not have much money as well as knowledge. They prefer packaged tours. They long to observe different cultures without being a part of it. They travel mostly out of curiosity. Phase II- Idealized Experience Seekers: They are confident tourists with the experience of foreign tours. They are flexible and comfortable. They prefer tour offers made for individuals. Phase III- Seasoned Travelers: These tourists are more affluent than the idealized- experience seekers. They are more confident to experiment and experience different places and environments. They are more adventurous and prefer individualistic tours. Phase IV- Complete Immersers: These tourists have an intention of immersing completely into the foreign culture, heritage, culinary experience, and language. Their holidaying is well-planned but not well-structured. ELEMENTS OF TRAVEL Elements of travel are criteria for defining tourists. These may include reason for journey, distance to travel, length of stay at the destination, tourist residence and form of travel. 1. Reason for journey: The first element of travel is the reason why a tourist will travel in the first place. This is a crucial element of travel, as if there is no reason for a person to visit a place, then there would be no travel or journey. Some of the reasons for travel may be classed as: Entertainment- sports and theater Work or business Personal- wedding, funeral, medical Outdoor recreation- boating, fishing Conventions and meetings Visiting family and friends Holiday Celebration 2. Distance to travel: The second element of travel is the distance of travel. Travel distance is another important element, and it 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 UNWTO's definition of tourists and excursionists is directly associated with this element. 4. Residence of the tourist: The fourth fundamental element of travel is the residence of the tourist. This is an important element for the destination's government to monitor which country or race visits their country frequently. This will be analyzed statistically and may help the destination's government plan for better development of the tourism and hospitality sectors available in their country and 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 critical element to travel. As mentioned before, 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 sociocultural 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 and 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 would like to visit, availing special products specific to the tour operator that the tourist is having business with- such 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: independent inclusive tour (IIT): wherein the tourist travel to the site of destination individually. TOURIST PRODUCT a. Tourist product is service. b. Tourist products are largely psychological in their attraction. c. Tourist product tends to vary in standard and quality. d. Supply of the product is fixed. TOURIST SERVICES ❑ Transport ❑ Accommodation, food and beverages, and entertainment ❑ Travel Agent ❑ Tour Operator Other tourist services: ❑ Currency ❑ Documentation ❑ Information ❑ Sightseeing ❑ Shopping TOURIST DESTINATION The tourist destination is a geographical unit that the tourist visits and where he stays. It may be a village, a town, a city, a district, a region, an island, a country or a continent. The success of a destination depends upon the interrelationship of three basic factors: 1. attractions 2. amenities or facilities, and 3. Accessibility CHARACTERISTICS OF TOURISM AND HOSPITALITY 1. The product is not brought to the consumers 2. The products of tourism and hospitality are not used up 3. It is labor intensive industry 4. It is a multi-dimensional phenomenon. 5. It is people-oriented 6. It is seasonal 7. The industry is dynamic IMPORTANCE OF TOURISM AND HOSPITALITY Tourism and hospitality are undeniably two of the major socioeconomic industries in the world. Both industries are keeping up and adapting in the world's development to a better and highly technological future. Some of the important contributions of tourism and hospitality are: 1. Economic progression- One of the significant significances of tourism and hospitality sectors is their contribution to the economy of country. According to the Department of Tourism, 12.7% of the Philippines's GDP in 2019 was from the sector of Tourism. 2. Generation of employment - Because of the increase in numbers of tourists visiting countries, there will also be the number of employees needed to provide human resource to these tourists. About 5.4 million people were employed in the major sectors in tourism and hospitality - transport, accommodation, food and beverages, hotels and restaurants- in 2019 (DOT, Philippines). 3. Promotion of culture and cultural heritage - Tourism and hospitality industry provide a stage to emphasize, share and explain the beauty of different cultures, histories and arts of a specific country or place. 4. Societal progress - Tourism and hospitality are a good way for a successful cultural exchange. In the same way the people in the area where the tourists visit may also adapt some of the traditions and ways of the tourist. Good examples of these exchanges in the Philippines include the culture of serenading, or "Harana", which was introduced by the Spaniards during the Spanish era in the Philippines. 5. Significance to education - Tourism and hospitality services also affect education- especially those related to movement from one place to another such as educational tour, school seminars and international conferences. 6. Dispersion of development- The demand of international competition in tourism and hospitality provides means to spread wealth among different countries (especially to the developing countries) and not only limit it to some of the well-developed countries. This will cause distribution of people and money and may bridge the gap between the rich and the poor. 7. Environment and culture preservation - the tourism and hospitality industry exposes different places and cultures with unique characteristic and natural beauty. The knowledge of these place and culture will help people to support the preservation of such beauty and prevent them from losing their significance in the world. 8. Build strong relationship between countries - The well-developed and designed tourism and hospitality can help create a bridge for the psychological and cultural distances which separates different people based on race, language, colors, socioeconomic status and religion. 9. Better planning strategies for road development, housing or industrial building - By the upholding of the tourism and hospitality for the preservation of environment, people in these industries may help 2.s the 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 other by many factors. But because tourism and hospitality can provide ways to these people to have strong relationship and better understanding of each other, tourism and hospitality may overcome prejudices and foster international brotherhood creating harmony and peace. 11. Foreign Exchange Earnings- One of the industry's most important contributions is to help the economy of the country. All touring expenditure incurred by foreign tourists is a source of foreign exchange earnings. Many countries of the world make it mandatory for tourists from abroad to carry a certain amount of foreign currency for the entire length of their stay.