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CHAPTER 2 THE HISTORY OF TOURISM AND HOSPITALITY Objectives 1. To describe the history of the tourism and hospitality industry. 2. Explain the origin of tourism and hospitality in the Philippines. 3. Describe the factors that favor the growth of tourism and hospitality.  History...

CHAPTER 2 THE HISTORY OF TOURISM AND HOSPITALITY Objectives 1. To describe the history of the tourism and hospitality industry. 2. Explain the origin of tourism and hospitality in the Philippines. 3. Describe the factors that favor the growth of tourism and hospitality.  History of the Tourism Industry Early Tourism Man has traveled since the earliest times, but the term tourism was used only in the 19th century. The word tourism was derived from Hebrew word ‘torah’ which means studying, learning, or searching. Tourism can trace its ancestry in Old Testament. Noah with his Ark must have been the first large-scale operator even though his passengers were mostly animals. Two Forms of Early Tourism 1. Travel for business. Merchants traveled on order to trade with other nations and tribe. The invention of money, writing, and wheel by Sumerians facilitated travel and exchange of goods. 2. Travel for religious reasons. Took the form of pilgrimages to places of worship. So, pilgrimages were made to fulfill a vow as in case of illness or of great danger or as penance for sins. Beginning in 1388, English pilgrims were required to obtain and carry permits, the forerunner for the modern passport.  Medieval Period Travel declined during medieval period. Travel derived from the word “travail “Old French word which means "to work" or "to toil." Roads were not maintained and become unsafe. No one during this time traveled for pleasure. Journeys were often arduous and dangerous, but they were seen as an important act of devotion and a way to earn spiritual rewards. One of the primary reasons for travel during the medieval period was pilgrimage.  Tourism during the Renaissance and Elizabethan Eras The Renaissance era, which spanned from the 14th to the 17th century, was a time of great artistic, cultural, and intellectual growth in Europe. During this time, the tourism industry began to take shape, with the emergence of new forms of travel and tourism. One of the primary drivers of travel during the Renaissance era was the Grand Tour. The Grand Tour was seen as an important part of a gentleman's education, and it often lasted several years.  Tourism during the Renaissance and Elizabethan Eras Travel for education was introduced largely by the British. While apparently educational, the appeal became social. Young men travelled through France and Italy to enjoy the cultures and social life in Europe.  Tourism during the Renaissance and Elizabethan Eras As young men sought intellectual improvement, the sick sought remedy for their illnesses in spas or medical baths. The term spa is derived from the Walloon word espa meaning fountain” Travelers immersed themselves in the healing waters. Spas or medicinal baths became a popular destination for travelers seeking health and relaxation.  Industrial Revolution The Industrial Revolution, which began in the mid-18th century in Britain and later spread to other parts of Europe and North America, had a profound impact on the tourism industry. The rapid industrialization and urbanization that occurred during this period created new forms of leisure and travel, and led to the development of new modes of transportation and accommodations. During the Industrial Revolution, there was also a rise in working-class resorts, which were a new form of leisure and travel for the working- class population. Modern Tourism Two technological developments in the early part of the 19th century had a great affect on the growth of tourism. 1. Introduction of railway. The railway provided reliable and cheap transportation and competition since various private companies invested heavily in hotels, resorts, and entertainment facilities. 2. Development of steam power. Steam power provided increased mobility in inexpensive transportation that led to the popular day-trip cruises and the growth of coastal resorts near large industrial towns. Modern Tourism The introduction of railways and steam power during the 19th century played a crucial role in the development of modern tourism. The railway system made it possible for people to travel long distances quickly and efficiently, opening up new destinations and markets for tourism. Steam power also played a key role in the growth of the tourism industry during this period. Steam-powered ships and steam locomotives allowed people to travel longer distances, faster and in greater comfort than before. This made it possible for tourists to visit distant destinations and experience new cultures and environments.  Tourism in the 20th Century The 20th century saw significant growth and transformation in the tourism industry, driven by technological advances, changing social trends, and global events. The 20th century was also marked by global events that had a significant impact on the tourism industry. World Wars, political conflicts, and natural disasters led to changes in travel patterns and destinations, while major events such as the Olympics and World Expos helped to promote tourism and attract visitors to host cities.  History of the Hospitality Industry  ANCIENT PERIOD THE SUMERIAN The recorded history of the hospitality industry began with the Sumerians who lived in the Mesopotamia near the Persian Gulf. The Sumerian were the first to establish taverns which provided food, drinks and shelter to Sumerian traders and travelers. EARLY TRADERS The caravanserai -provide food and shelter to traders and travelers. Early example of inns. They were the forerunners of the inns.  EMPIRE ERA (3200 BC-476 AD) EGYPTIAN, GREEK & ROMAN EMPIRE Ancient Egyptians provided food and lodging to travelers who wanted to see the pyramids and attend festivals. Ancient Greeks established inns and taverns to provide food and accommodation to weary travelers. The Romans built elaborated inns for officials and couriers of the Roman government. Khans- a combination of stable and sleeping accommodations which served traveling caravans. Medieval Period (Dark Ages) Churches 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. Number of inns increased although the standards of comfort and cleanliness differed greatly in different countries and regions Medieval Period (Dark Ages) Travel was limited during the Middle Ages. After the collapse of Roman Empire, no one traveled for pleasure due to:  Political instability  Lack of extensive trade and commerce  Poor roads  Inefficient transportation  Proliferation of highway robbers who preyed on travelers Medieval Period (Dark Ages) The monasteries of the Roman Catholic Church provided food and shelter to travelers. The hospitality industry became more organized with the establishment of restaurant guilds. In England, the stagecoach became the favorite means of transportation. Coaching inns were established to provide food and overnight accommodation to travelers. What is stagecoach? Stagecoach was a closed four-wheeled vehicle drawn by horses or hard-going mules. It was regularly used as a public conveyance on an established route usually to a regular schedule. Spent horses were replaced with fresh horses at stage stations, posts, or relays. RENAISSANCE (1350 AD-1600 AD) In England, there were taverns, pubs and inns but do not served food No restaurant and dining establishment Concern about table manners increased and rules to be observed at the dinner table were developed. Some of the rules that were developed during the Renaissance period included: Using utensils properly, such as holding a knife and fork correctly and using them to cut and eat food in the appropriate manner. Using a napkin to wipe one's mouth and hands during the meal. Not talking with one's mouth full or chewing with one's mouth open. Waiting until everyone is seated and served before beginning to eat. Using proper table settings and dishes, such as using the correct size and shape of plates, bowls, and glasses. Not reaching across the table or taking food from someone else's plate. Early Modern Period: 1600AD to 1800AD 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 opportunity to rest overnight. Travel was difficult because the roads were full of potholes and normally soaked in mud.  In the sixteenth century, a tavern called ordinary which served a fixed menu for a fixed price to the common people appeared in England. It introduced two exotic imports– coffee and tea to Europe. Coffee houses became social gathering places and helped to sober up the entire European continent.  Pioneers in the Tourism and Hospitality Industry  Cesar Ritz General Manager of the Savoy Hotel in London, one of the most famous and luxurious hotels in the world. He pioneered in many practices such as 24-hour room service, private bathrooms, and personalized concierge services. In 1898, Ritz opened his own hotel, the Hôtel Ritz Paris. At present, the Ritz-Carlton hotels bears his name. Ellsworth Milton Statler Considered to be the premier hotel-man of all time. In 1908, he opened his first hotel, the Buffalo Statler Hotel in Buffalo, New York. He was the first to put telephones and radios in every guestroom together with full-length mirrors, built-in closets, and a special faucet for ice water. Air conditioning and sound proofing  Conrad Hilton An American hotelier who founded the Hilton Hotels chain, which is now one of the largest hotel chains in the world. Once recognized as “the biggest hotel man in the world.” In 1954, he formed the first major chain of American hotels – a group of hotels which followed standard operating procedures. The Hilton Hotels chain now has more than 6,500 properties in 119 countries and territories, and it continues to be one of the most recognized and respected hotel brands in the world.  J. Willard Marriott An American entrepreneur and hotelier who founded the Marriott Corporation, which is now one of the largest hotel and hospitality companies in the world. Marriott began his career in the hospitality industry by opening a root beer stand in Washington, D.C. in 1927. He was one of the first hoteliers to introduce a central reservation system, and he also introduced the concept of the hotel franchise, which allowed individual owners to use the Marriott name and branding. Marriott Corporation now has more than 7,000 properties in 131 countries and territories, Ray Kroc The most successful of all hospitality entrepreneurs. He founded the McDonalds’s Corporation, a multibillion-dollar industry. “Never be idle a moment” was his motto; and it was also incorporated into his business. Howard Dearing Johnson He was first to introduce franchising in 1930. Pioneer of brand leveraging- strategic use of well-known brand name to introduce new products. An American entrepreneur, businessman, and the founder of an American chain of restaurants and motels under one company of the same name.  Thomas Cook He is an English innovator of the conducted tour and founder of Thomas Cook and Son, a worldwide travel agency. First professional travel agent. Phrase ”Cooks Tour”-a tour that goes to many places and stops briefly at each place. Cook have invented modern tourism.  Ruth Fertel She was the founder of Chris Steak House- largest upscale restaurant chain in US. It has 59 establishments operations in US and Puerto Rico and five international.  Origins of Tourism and Hospitality in the Philippines 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 for food. A more recognizable form of tourism and hospitality appeared in the Philippines when the country was discovered by Ferdinand Magellan. Steamships and airlines began to service the Philippines from other countries; thus, giving impetus to tourism and hospitality in 1974 China Clipper and Manila Clipper- Manila via Hong Kong Origins of Tourism and Hospitality in the Philippines Travelers from US, China, Japan and Europe- provided inland tours by unregisterd private cars and coaches. Colorum- illegal tour handling and illegal use of private vehicles for public use. Tolerated by government authorities since tourism was not yet developed. No tour operators and travel agencies formally existed although there were visitor arrivals from other countries. American Express International- informally arrange land tours for foreign travelers. Steamship offices- endorsed tourist to private car and coach operators to rent vehicles directly to tourist. Drivers serve as tour guides. Origins of Tourism and Hospitality in the Philippines In 1952, the Philippine Tourist and Travel Association(PTTA) was organized. The first T&H association in the Philippines. PPTA- put together all existing travel establishments serving both domestic and international travelers. To promote the country’s tourism and hospitality industry. Board of Travel and Tourist Industry(BTTI)- to regulate , supervise, control and to subsidize the PPTA as its promotional arm. More hotels, restaurants and entertainment facilities were established 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. Factors that Favor the Growth of Tourism and Hospitality Factors that Favor the Growth of Tourism and Hospitality 1. Rising disposable income for large sections of the population 2. Growth in the number of retired persons who have desire and the energy to travel. 3. Increase in discretionary time – shorter work weeks and longer vacations 4. Greater mobility of the population 5. Growth in the number of “singles”. 6. Greater credit availability through credit cards and bank loans 7. Higher educational levels Factors that Favor the Growth of Tourism and Hospitality 8. The growth of cities 9. Simplification of travel through the package tour 10.Growth of multinational business 11.Modern transportation technology 12.Shift in Values 13.Advances in communication 14.Smaller families and changing roles END OF CHAPTER 2