Module 2 - History of Tourism and Hospitality Industry PDF

Module 2: 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. Identif...

Module 2: 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. HISTORY OF TOURISM Travel and exploration are fundamental to human nature. Humans have traveled since the earliest times, although the term "tourism" was used only in the 19th century. The word "tourism" is derived from the Hebrew word "torah," which means studying, learning, or searching. Tourism can trace its roots back to the Old Testament. Noah and his ark might have been considered the first large-scale operator, even though his passengers were mostly animals. There are numerous references to caravans and traders in the Old Testament. Chapters 26 and 27 of the Book of Ezekiel describe trade and commerce in ancient Tyre and recount travels abroad made by merchants. Early tourism had two primary forms: travel for business, such as trading, and religious travel. Throughout history, merchants traveled to trade with other nations and tribes. The invention of money, writing, and the wheel by the Sumerians facilitated travel and the exchange of goods. The early Phoenicians toured the Mediterranean as traders. Both Greeks and Romans are well-known traders; as their respective empires expanded, travel became necessary. There was also travel for private purposes. Examples include the Olympic Games held in 776 BC by the Greeks, as well as the travel of wealthy Romans for enjoyment and to visit friends and relatives. Roman travelers were largely aided by the improvement of communication, first-class roads, and inns (forerunners of modern hotels). By employing relays of horses, distances of 100 miles or more could be covered in one day. In between distances of about 6 miles were "mutationes" or stables, where horses could be changed, similar to today's gasoline stations. Travel for religious reasons took the form of pilgrimages to places of worship, such as Chaucer’s tale of the pilgrimage to Canterbury. Pilgrimages were made to fulfill a vow, as in the case of illness or great danger, or as penance for sins. Besides Rome and Jerusalem, St. James of Galicia was a foremost destination for English pilgrims in the 14th century. Beginning in 1388, the English were required to obtain "carry permits," the forerunners of the modern passport. TOURISM IN THE MEDIEVAL PERIOD During the medieval period, travel declined significantly. The word "travel" is derived from "travail," reflecting the burdensome, dangerous, and demanding nature of travel during this time. After the decline of the Roman Empire in the 5th century, roads were not maintained and became unsafe. Thieves often inflicted harm on those who dared to travel. At this time, no one traveled for pleasure; only Crusaders and pilgrims journeyed. TOURISM DURING THE RENAISSANCE AND ELIZABETHAN ERAS With the Renaissance came the introduction of travel for education, largely by the British. Travel for education became popular in the 16th century. Under Elizabeth I, young men seeking positions in court were encouraged to travel to the continent to broaden their education. This practice was gradually adopted by others in lower social scales and became recognized as part of a gentleman's education. The "Grand Tour" of the cultural centers of the continent, which lasted for three years, became a customary practice by the end of the 18th century. The term "Grand Tour" was used as early as 1670. Although it was ostensibly educational, the appeal soon became social. Pleasure-seeking young men of leisure predominantly traveled through France and Italy to enjoy the cultures and social life in Europe, with Venice, Florence, and Paris as key attractions. By the end of the 18th century, the practice had become institutionalized for the upper class of society. As young men sought intellectual improvement on the continent, others sought remedies for their illnesses in "spas" or medical baths. The term "spa" is derived from the Walloon word "espa," meaning "fountain." Tunbridge Wells in Kent (near London) became a famous spa in the 1660s. Travelers immersed themselves in the healing waters. Soon, entertainment was added, and dozens of watering places became resort hotels. Bath in England, Baden-Baden in Germany, Baden in Austria, Baineles-Basin in France, Lucca in Italy, and Karlovy Vary (Karlsbad) and Mariánské Lázně (Marienbad) in Bohemia became fashionable in the 18th and 19th centuries. TOURISM DURING THE INDUSTRIAL REVOLUTION The Industrial Revolution brought significant changes in the scale and type of tourism development. It not only brought technological changes but also essential social changes that made travel desirable as a recreational activity. Increased productivity, regular employment, and growing urbanization gave more people the motivation and opportunity to go on holiday. The emerging middle class combined higher incomes and increased education into annual holidays. To escape from their responsibilities and the crowded city environment, they traveled to the countryside or seashore. This led to the creation of working-class resorts near industrial centers. MODERN TOURISM Tourism in the 19th Century Two technological developments in the early part of the 19th century had a great effect on the growth of tourism: the introduction of railways and the development of steam power. The railroad created not only business by providing reliable and cheap transportation but also more competition as various private companies invested heavily in hotels, resorts, and entertainment facilities. Thus, tourism was transformed from a small business catering to the elite into the start of a mass market, that is, travel by a large number of individuals. The use of steam power provided the increased mobility needed by the tourism business. Steamers on major rivers provided inexpensive transportation that led to popular day-trip cruises and the growth of coastal resorts near large industrial towns. As tourism became organized in the later years of the 19th century, travel became an established institution. Travel organizers emerged, the first and most famous being Thomas Cook. His first excursion train trip was between Leicester and Loughborough in 1841, with 500 passengers and a round trip fare of one shilling. The success of this venture encouraged him to arrange similar excursions using chartered trains. In 1866, he organized his first American tour. In 1874, he introduced “circular notes,” which were accepted by banks, hotels, shops, and restaurants. These were, in effect, the first travelers’ checks. Other tour companies that appeared in Britain at this time were Dean and Dawson (1871), the Polytechnic Touring Association (1872), and Frames (1881). In the United States, American Express was founded by Henry Wells and William Fargo. As the 19th century drew to a close, photography and guidebooks became popular. A huge variety of guidebooks, which dealt with both local and overseas travel, were sold to tourists. The most popular of these was Baedeker, first published in 1839, which became the leading guide for European countries at the end of the century. TOURISM IN THE 20TH CENTURY At the beginning of the 20th century, pleasure travel continued to expand, encouraged by increasing wealth, curiosity, and outgoing attitudes of people, as well as the increasing ease of movement. World War I brought about many changes, which influenced the volume of tourism. Early post-war prosperity, coupled with large-scale migration, boosted the demand for international travel. Interest in foreign travel was further enhanced by the first- hand experience of foreign countries. New forms of mass communication stimulated curiosity about other countries. In addition to the influence of posters and the press, cinema, radio, and television widened knowledge and interest in travel. After World War I, forms of travel began to change radically. Railways as a means of travel declined with the introduction of the motor car. Motorized public road transport and improved road conditions led to the popularity of seaside tours. World War II further increased interest in travel. The war introduced combatants not only to new countries but also to new continents, generating new friendships and interest in different cultures. Another outcome was the progress of aircraft technology. Air travel became more comfortable, safer, faster, and cheaper than other forms of transport. With the introduction of Boeing 707 jets in 1958, the age of air travel for the masses arrived, hastening the decline of sea travel. Improvements in air transportation encouraged greater transcontinental travel and were instrumental in the growth of international travel in the 1960s and 1970s. The world literally shrank for tourists, bringing exotic islands closer and reducing week- long sea voyages to a few hours of air travel. After the post-war recovery years, there was an increase in private car ownership. Travelers switched to using private cars, and this change affected both coach and rail services. The private car provided flexible transportation, freeing people from the schedules and fixed routes of public transport. It encouraged the growth of excursions and short-stay holidays. Resorts near major population centers benefited considerably. Road improvements brought distant resorts closer to major cities. Resourceful tour operators devised flexible packages aimed at the private motorist, both at home and abroad. Hotels also created their own short- stay holiday programs for private motorists. The demand for hired cars on holidays overseas also increased substantially. The post-war economy provided an increase in discretionary income and leisure time, which many people converted into increased recreation and travel. Due to labor negotiations and social legislation, the length of official and paid holidays increased. Governments created more vacation time by incorporating isolated public holidays into familiar "long weekends" throughout the year. By the 1970s, taking two vacations a year was common. The annual overseas holiday had become a necessity rather than a luxury. As business and trade prospered in developed countries, business travel also flourished, leading to a demand not only for individual travel but also for conference and incentive travel on a worldwide scale. HISTORY OF THE HOSPITALITY INDUSTRY Ancient Period Sumerian: A group of people who lived in Mesopotamia near the Persian Gulf around 4000 BC. Much of this area was fertile, and several Sumerians became prosperous as well as skilled farmers and cattle breeders. The Sumerians invented money and writing to record and settle their business transactions. They converted grain into alcoholic beverages, or beer, which became the most commonly consumed beverage in Sumerian society. These beverages were safer to drink than water. Hammurabi set laws carved in stone known as the Code of Hammurabi. Early Traders: Individuals set up caravanserais, which provided food and shelter to travelers. These places were often dirty and infested with bugs that travelers tried to avoid. Empires: 3200 BC to 476 AD Egyptian Empire: United under one government ruled by a "pharaoh," the Egyptian term for a king. Pyramids or tombs for the pharaohs became tourist attractions, and people traveled to attend religious festivals. This marked the beginning of what we now call tourism and hospitality. Greek Empire: Independent city-states united by Philip of Macedonia. His son, Alexander the Great, built an empire. Greeks were dedicated travelers. Inns and taverns became common in ancient Greece. Roman Empire: Elaborate inns were established along the road network for officials and couriers of the Roman government. Marco Polo described these inns as “fit for a king.” Medieval Period Dark Ages: Following the fall of the Roman Empire in 476 AD, the Roman Catholic Church took on the role of feeding and housing travelers, both religious and laypeople. Charlemagne established rest houses for pilgrims. Renaissance: 1350 AD to 1600 AD: There were no restaurants or dining establishments in this era. In England, there were taverns, pubs, and inns. There was an increasing concern with table manners, such as not using fingers to eat and not burping in public. Early Modern Period: 1600 AD to 1800 AD: Types of eating places for commoners, known as "ordinaries," appeared in England. Coffee and tea began to influence the culinary habits of Western Europe, with coffee becoming a common beverage. Coffee houses were built all over Europe, including the famous Café Florian on Piazza San Marco in Venice. Stagecoach travel revolutionized hospitality on the road. At coaching inns, tired horses were exchanged for fresh ones, and stagecoach passengers were fed and given the opportunity to rest overnight. Inns in England became much safer and more comfortable. Mails were an important element in the development of hospitality. Mail in England was carried on horseback by messengers known as post-boys. Boulanger operated a small business that sold soups and broths to restore energy and strength in Paris. The word "restaurant" comes from the French word "restaurer," meaning to restore. Boulanger is recognized as the first to create a restaurant. The French word for coffee is "café." Industrial Era: From 1800 The establishment of railroads. Modern Period 19th Century: Hotel guests typically took their meals in their rooms. In 1875, a dining facility was opened at the Albemarle in London. The term "restaurant" referred to the dining room of the hotel. Luxurious hotels began appearing in London, with one of the most famous being the Savoy, opened by Richard D'Oyly Carte in 1889. Delmonico’s was the only expensive and aristocratic restaurant in the United States. The European plan, which meant that a guest need not pay for both room and meals in one lump sum, allowed them to pay only for the room and order meals separately à la carte or eat elsewhere. 20th Century: In 1921, Walter Anderson and Billy Ingram began the White Castle hamburger chain. Marriott’s Hot Shoppe and root beer stands opened in 1927. Around this time, drive-in and fast-food restaurants sprang up across America. The Four Seasons also opened in 1939, becoming the first restaurant to offer seasonal menus (summer, spring, fall, winter). Origins of Tourism and Hospitality in the Philippines Tourism in the Philippines Tourism began with the original inhabitants traveling for food, followed by inter-tribe travel. The discovery of the Philippines by Ferdinand Magellan and the galleon trade between Mexico and the Philippines marked significant developments in tourism. During American occupation, tourists reached Manila after two weeks via Pan-American Airways. Steamships and pioneers like the China Clipper and Manila Clipper facilitated travel. The rise in tourism due to better transportation saw entrepreneurs using "colorum" vehicles for illegal tour operations, providing unregulated inland tours. American Express International informally arranged land tours due to the lack of official tour operators and travel agencies. Early tourist destinations included Manila, Pagsanjan Falls, Tagaytay, Mayon Volcano, Baguio City, Cebu City, and Zamboanga City. The Philippine Tourist and Travel Association (PTTA), the first tourism association, was founded in 1952 with government support to promote tourism.  The Board of Travel and Tourist Industry (BTTI) was established to regulate the industry. Tourism development faced setbacks in the 1970s due to political crises, peace and order issues, and inadequate accommodations. However, after Martial Law in 1972, the industry saw a revival with government and private sector support, making the Philippines a "bargain destination" for foreign visitors. The Department of Tourism initiated several programs to enhance visitor experiences and promote tourism growth. 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. The Ritz name is synonymous with refined, elegant hotels and service. Ellsworth Milton Statler: Premier hotelier of all time. The first to put telephones and radios in every guest room, along with full-length mirrors, built-in closets, and special faucets for ice water. Conrad Hilton: Described by the New York Times as "the biggest hotel man in the world" and "Master of Hotel Finance." Thomas Cook: The first professional travel agent and founder of the world’s first travel agency. Howard Dearing Johnson: Pioneer of brand leveraging and the first to introduce franchising in 1930. J. Willard Marriott: Founded Marriott Corporation, an important asset to the hospitality industry, beginning with a root beer stand that grew into a multibillion-dollar business. Ray Kroc: The most financially successful of all hospitality entrepreneurs, founder of the McDonald's Corporation. Isadore Sharp: First-generation Canadian founder of Four Seasons Hotels and Resorts, one of the world's largest hotel chains. Ruth Fertel: Founder of Chris Steak House, the largest upscale restaurant chain in the United States, and a successful woman restaurateur. Alejandra "Dading" Clemente: Founder of Rajah Tours Philippines, Alejandra Clemente is celebrated as a pioneer in the Philippine tourism sector. Alongside her husband, she started their business with just 10,000 pesos in 1972.  Jose D. Aspiras: Jose D. Aspiras was the inaugural chairman of the Philippine Tourism Authority. He also served as president of the Pacific Asia Travel Association and played a significant role in the World Tourism Organization, contributing to the Manila Declaration of World Tourism. During his tenure in 1980, the Philippines welcomed one million tourists, marking a pivotal moment when the tourism industry became the country's third-largest dollar earner. The National Tourism Organization (NTO) of the Philippines, or the Department of Tourism, has embarked on several plans and programs to ensure a pleasant and hospitable experience for tourists, from their entry and stay to their departure. These initiatives aim to foster harmonious, positive, and constructive development within the tourism and hospitality industry. Among these are: 1. Increase Visitor Arrivals: Focus on nearby markets like Japan, Korea, Hong Kong, Taiwan, and high-spending markets such as Germany. 2. Boost Tourism Receipts: Extend average stays (currently 11 days) and increase daily spending (aiming for $110/day) by enhancing destination appeal, tour offerings, shopping, dining experiences, targeting upscale travelers. 3. Expand Domestic Tourism: Promote with affordable tour packages, new facilities catering to lower-income segments. 4. Enhance Capacity: Encourage private sector investments in tourism and hospitality infrastructure. 5. Elevate Service Standards: Expand training programs to professionalize tourism and hospitality management and workforce. 6. Infrastructure Development: Prioritize key tourism infrastructure projects. 7. Estate and Resort Development: Facilitate major estate and resort projects to attract diverse visitor segments. 8. International Standards Compliance: Classify tourist facilities according to global standards to enhance credibility. 9. Regulatory Compliance: Ensure strict enforcement of tourism facility standards. Factors Favoring the Growth of Tourism Rising disposable income for a larger population segment. Increasing number of retirees eager to travel. More discretionary time available. Greater mobility and easier access to credit.  Higher educational levels and urbanization. Simplified travel with package tours and modern transportation technology. Growth of multinational businesses and shifts in values. Advances in communication, smaller families, and changing roles contribute to travel demand.