Republic of the Philippines

City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

Prepared by: Ms. Johanna Feh A. Vaño, MBA-HRM

COURSE DETAILS
Program Title: Bachelor of Science in Tourism Management
Course Number: THC 111
Course Title: Macro Perspective of Tourism and Hospitality
Credit Units: 3
Term: First Semester AY 2020-2021
Instructor: Johanna Feh A. Vaño, MBA-HRM
09994235829 (Smart)
Contact Details:
msjohannafeh@gmail.com

This module is prepared for

Name of Student

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

MODULE OVERVIEW

Tourism and hospitality have been one of the largest and fastest-growing industries in the world. It contributes
greatly to global economic development, particularly in countries that are leading in tourism and hospitality revenues.
Governments of many nations are encouraging the growth of tourism and hospitality as a means of job creation, economic
diversification, and source of foreign exchange. Beyond its economic significance, tourism and hospitality promotes mutual
understanding among people of different cultures. Tourism and hospitality are fast becoming the world’s first peace industry.
An industry which recognizes, promotes, and supports the belief that every traveler and host can be an “ambassador for
peace” promoting understanding, goodwill, and respect among the people of the world.

This course is designed to give an explicit overview of tourism and hospitality industry. It begins with the study of
tourism by tracing back in time its activities and foundations. It also presents the important terms used throughout the
course. It discusses the vital concepts of different sectors of industry such as transportation, travel intermediaries,
accommodation, food and beverage operations, destinations and attraction and their responsibilities as global tourism
stakeholders. It explains the importance of intermediaries in the distribution of tourism services. It describes the roles of
travel agencies and tour operators in bringing tourists and tourism providers together. It also significantly covered the
economic and political impacts of tourism as well as the socio-cultural influences that affect the industry. It discusses the
shape of coming tourism markets and how technological changes affect the future of tourism industry.

This module is designed as an introductory guide for tourism and hospitality students. In addition, this is based on
the course description of the subject, Macro Perspective in Tourism and Hospitality found in CHED Memorandum Order No.
62 Series of 2017.

This module is divided into chapters and each chapter has specific lessons. Each lesson has the following features
so that you can have a better grasp of the concepts.

1. Learning Compass
This portion orients you with the learning outcomes for the learning unit.
2. Let’s Begin!
After the identification of learning outcomes and overview for every lesson, you will be given a task that
leads you to the key concepts to be discussed in that unit.
3. Let’s Learn
This serves as the discussion of the concepts of each lesson.
4. Take Note!
This provides the summary of the important concepts of the lesson.
5. How Far Have We Gone?
To check whether the given learning outcomes are met, you are given another task to assess the extent of
understanding. (This part will be accessed through our google classroom.)
6. Walk the Extra Mile!
Every unit is ended with suggested activities for the enrichment of learning and further application of what
has been learned. (This part will be accessed through our google classroom.)
7. Suggested Readings
This portion provides you a list of suggested supplementary readings (mostly online) should you want to
deepen your knowledge of the lessons.
8. Lesson Reflection
This portion requires you jot down your thoughts by answering self-introspective questions. (This part will
be accessed through our google classroom.)

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

This module also includes a Summative Test which will be accessed through our google classroom at the end
of every chapter. Lastly, a Course Feedback is provided at the end of this module for you to share your evaluative
feedback of this module. This part will be our basis for improvement for future revision.

Welcome to this learning adventure. Buckle up and enjoy the ride!

Additional information:

The How Far Have We Gone, Walk the Extra Mile, Lesson Reflection & Summative Test are stored in our
google classroom. The instructions and the content of the assessment will be given there too. Your answers must be turned
in on the deadline that shows in our google classroom. At the same time, you need to write the same answers on the
separate answer sheets provided at the end of the module. These will be collected at the end of the first quarter. Timeline of
activities that will include specific dates to accomplish every lesson and deadline of your assessments will be provided
during our first virtual meeting.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

Chapter 2

THE HISTORY OF TOURISM AND HOSPITALITY

“Knowledge is telling the past. Wisdom is predicting the future.”

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

LESSON 1
History of the Tourism Industry

Learning Compass
At the end of this module, you are expected to have:
✓ discussed the history of the tourism industry;
✓ determined the significant developments of tourism in every era; and
✓ differentiated of tourism before and now.

Let’s Begin!
Complete this test before proceeding to the rest of the lesson. Answers must be submitted in our google classroom
before the start of the lesson proper and written using the separate answer sheets at the end of the module. Late
submissions in google classroom will not be accepted. (Please see activity outline for the deadline.)

1. How important is it that you know the history of tourism?

2. Provide two significant developments of tourism from the earliest times until this modern day.

Let’s Discuss
History of the Tourism Industry

When did tourism really begin? We can’t pinpoint it and, for obvious reasons, we can only really guess about tourism
in ancient times. There are no selfies and no travel brochures to look back on, but we do know that people DID travel in
ancient times. Historians have found records that provide an insight into the reasons that people travelled, and how this
evolved into tourism. The history of tourism is a long one. Whilst we may not always have had high speed trains, aircraft and
luxurious cruise ships, people have long had the desire to be tourists. The history of tourism can largely be attributed to
technological developments in transport. The more roads that are built, the more places people can drive. The more airports
that open, the more places that people can fly to. The history of tourism is also closely related to the global economic, social
and political outlook. There are many ways that the tourism industry and grown and developed over the years. In this lesson
you will learn some of the elements of the history of tourism.

Early Tourism

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

Travel and exploration are basic to

human nature. 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.
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 the travels abroad made by
merchants.
Early tourism has two forms: travel for
business such as trading and religious travel.
Throughout history, merchants have traveled
extensively in order to trade with other nations
and tribes. The invention of money, writing,
and wheel by the Sumerian> facilitated travel
and exchange of goods. The early
Phoenicians toured the Mediterranean as
traders. Both the Greeks and the Romans
were well-known traders and as their
respective empires increased, travel became
necessary. At this time, there was also travel
for private purposes. Examples are the
Olympic Games held in 776 BC by the Greeks
as well as the travel by rich Romans for
enjoyment and to visit friends and relatives.
The Roman traveler was largely aided by
improvement in communications, 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
six miles were mutations or stables where
horses could be changed. They are the
equivalent of the present gasoline stations.
Travel for religious reasons took the
form of pilgrimages to places of worship such
as Chaucer's tale of pilgrimage to Canterbury.
Pilgrimages were made to fulfill a vow as in
case of illness or of great danger or as
penance for sins. Besides Rome and
Jerusalem, St. James of Galicia was the
foremost destination of English pilgrims in

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

the 14th century. Beginning in 1388, English pilgrims were required to obtain and carry permits, the forerunner for
the modern passport.

Tourism in the Medieval Period

During the medieval period, travel declined. 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. Thieves inflicted harm on those who dared to travel. No one during this time traveled for pleasure.
Crusaders and pilgrims were the only ones who traveled.
Throughout the Middle Ages (5-14th centuries AD) travel and by extension tourism was pretty much nonexistent. It
became dangerous after the fall of the Roman Empire. While there had been a commonality among nations, there were now
autonomous areas thanks to a feudal system. Transport was fragmented; so was language and currency. This made
travelling to somewhere different much more difficult than it had been. And when people did travel, it wasn’t for leisure. With
the Roman Catholic Church gaining power, there were nine crusades in attempt to retake the Holy Land between 1096 and
1291 AD. But they all failed, and left people with a desire to see the world outside of their own locality. People were keen to
experience different civilizations.

Tourism During the Renaissance and Elizabethan Eras

With the Renaissance, a few renowned universities developed so that travel for education was introduced largely
by the British. Travel for education became popular in the 16th century. Under Elizabeth l, 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.

The term was used as early as 1670. While apparently educational, the appeal became social. Pleasure-seeking
young men of leisure traveled predominantly through France and Italy to enjoy the cultures and social life in Europe, with
Venice, Florence, and Paris as the 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 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. 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, Bainesles-Basin in France, Lucca in Italy, and
Karslbad and Marienbad in Bohemia became fashionable in the 18th and 19th
centuries.

The Grand Tour

The era of the Grand Tour (1613-1785) was when tourism as we know it
really came into play. Starting with the wealthiest in society, people travelled to
learn. It was fashionable, and soon became a status symbol in its own
way. Those who were ‘coming of age’ would travel throughout Europe to see art,
architecture, science and more in countries other than their own. Generally, the
most visited places were France, Switzerland, Germany and Italy. Each ‘Grand
Tour’ would last a couple of years. People would travel by carriage, and be accompanied by someone older to take care of
them.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

This changed slightly with the introduction of the industrial revolution in around 1750. Economic and social structures
were changed forever. The revolution meant that lengthy journeys such as a Grand Tour trip were no longer particularly viable
for many people. Factory life and business management, and indeed modern industrialism as a whole, led to people
becoming more tied down.
Transport changed too – it became more efficient as economies grew and technology advanced. Markets stretched
across borders and individuals had higher incomes; travel was now for business and leisure, but with less free time trips were
shorted. The tourism industry had to develop rapidly to ensure they could meet the newfound needs of potential customers.

Tourism During the Industrial Revolution

The Industrial Revolution brought about major changes in the scale and type of tourism development. It brought about
not only technological changes, but also essential social changes that made travel desirable as a recreational activity. The
increase in productivity, regular employment, and growing urbanization gave more people the motivation and opportunity to
go on a holiday. The emerging middle class combined 'higher incomes and growing education into annual holidays. To
escape from their responsibilities and the crowded city environment, they traveled to the countryside or seashore for their
holidays. This led to the creation of working-class resorts near major industrial centers.

As time moved on, the economy (and personal wealth) continued to grow. Increased leisure time and more
accessible travel meant that tourism boomed. Because less people were tied down to all-consuming jobs such as farm work
and more had moved on to working in offices, jobs and factories, there was more free time available. The Mobility Era (1800-
1944) was defined by an increase in travel to new locations both near and far.

With new roads, passenger trains, stagecoaches and sailing ships becoming more common, tourism continued to
grow. France and Great Britain had fantastic road and railroad systems which made the idea of travel even more available to
people.

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.
These were the introduction of the railway and the development of steam power. The railroads created not only more
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 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 the major
rivers provided reliable and inexpensive
transportation that led to the 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, the organization of
travel became an established institution.
Travel organizers emerged. The first and
most famous of these was Thomas Cook.
He can definitely be credited with bringing travel
and tourism to the general public. He was the
first to introduce a tour package – travel and

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

accommodation, with food often included too. In 1841 he arranged for a tour of around 570 people to travel from Loughborough to
Leicester. For a shilling the journey included food and entertainment. There was instant demand for more of the same, and so the full-
time business of arranging and providing travel services was born! His first excursion train trip was between Leicester and Loughborough
in 1841 with 570 passengers at 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 which
appeared in Britain at this time were Dean and Dawson in 1871, the Polytechnic Touring Association in 1872, and Frames in
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 guide books became popular. A huge variety of guide books
which dealt with both local and overseas travel were sold to tourists. The most popular of these was Baedecker, 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 the increasing wealth,
curiosity, and outgoing attitudes of the people as well as the increasing ease of such movement.

World War I brought about many changes, which influenced the volume off 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, the cinema, radio, and television widened knowledge
and interest in travel. After World War l, forms of travel began to change radically. The 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 Il also led to increased interest in travel. The war had introduced combatants not only to new countries,
but also to new continents, generating new friendships and in interest in different cultures. Another outcome of war was the
progress in aircraft technology. Air travel had become more comfortable, safer, faster and cheaper in comparison with other
forms of transport. With the introduction of the Boeing 707 jets in 1958, the age of air travel for the masses arrived, hastening
the decline of sea travel. Improvements in air transport not only encouraged greater transcontinental travel, but were also
instrumental in the growth of international travel in the 1960s and 1970s. The earth literally shrank for the tourist, bringing
distant exotic islands closer and replacing week-long sea voyages with a few hours of air travel.

After the post-war recovery years, there was an increase in private car ownership. Travelers switched to the use of
private cars and this change affected both coach and rail services. The private car provided flexible transportation which freed
people from the schedules and fixed routes of public transport. It encouraged the growth of excursions and short-stay
holidays. Resorts near major centers of population benefited considerably. Road improvements brought more distant resorts
closer to the major cities. Resourceful tour operators devised flexible packages aimed at the private motorist at home and
abroad. Hotels also devised their own programs of short-stay holidays for the private motorist. The demand for hired cars on
holidays overseas also increased substantially.

The post-war economic recovery 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
holiday increased. Governments have created more vacation time by incorporating isolate public holidays into the familiar
"long weekends" throughout the year. By the 1970s, two vacations a year were a common occurrence. The annual overseas
holiday had become a necessity rather than a luxury.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

As business and trade prospered in the developed countries, business travel also flourished, leading to the demand
not only for individual travel, but also for conference and incentive travel on a worldwide scale. The 1970s have also seen the
emergence of new patterns in tourism. As economic power has shifted between countries, new tourism-generating countries
such as the oil-rich Arab countries and Japan arose. Europe, as well as the developing tourist-based economies of Asia, have
benefited from this influx. The Philippines, Thailand, Singapore, Malaysia, and Indonesia have strengthened their tourist
attractions to appeal to new markets.

Prospects for the continued growth of world tourism in the 20th century appear to be the most promising. Societal
trends are favorable to the continued growth of demand. Governments of many nations are encouraging the growth of both
domestic and international tourism as a means of job creation, economic diversification, and source of foreign exchange.
Beyond its economic significance, there is a growing realization of the role of international travel in promoting world peace and
prosperity.

Take Note!

Remember:
Thomas Cook. He can definitely be credited with bringing travel and tourism to the general public. He was the
first to introduce a tour package – travel and accommodation, with food often included too.

How Far Have We Gone?

This portion of the module will ONLY be accessed through our google classroom. Further instructions and the
deadline for this activity will appear in our google classroom too. NO LATE SUBMISSION.

Take note that you need to write your answers on the separate answer sheets provided at the end of the module
which will be collected at the end of the first quarter.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

Walk the Extra Mile!

This portion of the module will ONLY be accessed through our google classroom. Further instructions and the
deadline for this activity will appear in our google classroom too. NO LATE SUBMISSION.

Take note that you need to write your answers on the separate answer sheets provided at the end of the module
which will be collected at the end of the first quarter.

Suggested Readings

Read and watch the following articles and videos in the specified website.

See: https://youtu.be/WPqzezFrkwQ
The Grand Tour (In Our Time)
See: https://youtu.be/qSYAcbhF0-A
The Collapse of Thomas Cook
See: https://www.timetoast.com/timelines/history-of-hospitality-and-tourism-by-michael-wood
History of Hospitality and Tourism

References
Lansangan-Cruz, Z. Macro Perspective of Tourism and Hospitality. Rex
Bookstore Inc. (pp. 19-23)

Lesson Reflection

This portion of the module will ONLY be accessed through our google classroom. Further instructions and the
deadline for this activity will appear in our google classroom too. NO LATE SUBMISSION.

Take note that you need to write your answers on the separate answer sheets provided at the end of the module
which will be collected at the end of the first quarter.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

LESSON 2
History of the Hospitality Industry

Learning Compass
At the end of this module, you are expected to have:
✓ discussed the history of the hospitality industry;
✓ determined the significant developments of hospitality in every era; and
✓ differentiated of hospitality before and now.

Let’s Begin!
Complete this test before proceeding to the rest of the lesson. Answers must be submitted in our google classroom
before the start of the lesson proper and written using the separate answer sheets at the end of the module. Late
submissions in google classroom will not be accepted. (Please see activity outline for the deadline.)

1. How important is it that you know the history of hospitality industry?

2. Provide two significant developments of hospitality industry from the earliest times until this modern day.

Let’s Discuss
History of the Hospitality Industry

Away from home, surrounded by strangers and yet you feel welcome. The original idea of hospitality has remained
unchanged since the creation of the word itself. Derived from the Latin word “hospes”, meaning both visitor and stranger,
hospitality has its roots in ancient history. Hospitality is nearly as old as humanity. From the earliest caves to inns, staging
posts, motels, and resorts—today, the hospitality industry is thriving, with something like 187,000 hotels around the world. In
this lesson are the important milestones in the development of the hospitality industry.

Ancient Period

The Sumerians

The recorded history of the hospitality industry began with the Sumerians, a group of people who lived in
Mesopotamia near the Persian Gulf at about 4000 BC. Since much of this area was fertile, several Sumerians became
prosperous, as well as skilled farmers and cattle breeders. The Sumerian farmers were able to produce such abundant
harvests that they were able to sell their surplus grain to people in other parts of the region. The Sumerians invented money
and writing as a means to record and settle their business transactions. The Sumerians were the first to develop trade in the
modern sense of the word. In addition to growing and trading grain, the Sumerians converted it to alcoholic beverages or

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

beers which became the most common consumed beverages in Sumerian society. The Sumerian beverages were safer to
drink than their water.
Politically, the Sumerians organized themselves into city-states. Since the states covered a large geographic area,
Sumerian traders required the services of travelers, namely, food, drinks, and shelter. Hence, local Sumerian taverns were
established, making them the first hospitality business. It is most likely that the hospitality industry began with the Sumerians
5,000 years ago in 3000 BC.
These taverns served beers to the local residents. Some of these taverns attracted criminals and others who meet at the
taverns to plot crimes. They were commonly tolerated. Sometimes, local or national governments attempted to regulate
them. The first recorded effort was made by Hammurabi, the king of Babylon, who ascended the throne in 1792 BC. made a
set of laws, carved in stone; known as the code of Hammurabi. The code required tavern owners to report customers who
planned crimes in these taverns. The penalty for failure to do so was death. The death penalty was also imposed on those
who diluted drinks with water.

Early Traders
In 2000 BC, a considerable amount of trade had developed among the people of the Middle East. Many became
traders of exotic goods. They needed hospitality services for their long journeys. Some enterprising individuals set up the
caravanserai which provided food and shelter to travelers. These were the early examples of inns. Their reputation was
similar to that of the taverns of the same period. They were often dirty and infected with bugs that travelers tried to avoid
whenever possible.

Empires: 3200 BC to 476 AD

From 3200 BC to 476 AD, three significant empires flourished—the Egyptian, reek, and Roman. This period is
known to historians as the Empire Era. Each of these empires developed hospitality services for increasing numbers of
travelers.

Egyptian Empire
The Egyptian Empire developed slowly over several thousand years. By 3200 BC, various groups had been united
under one government ruled by a "pharaoh," the Egyptian term for King.

The famous pyramids or tombs for the pharaohs became tourist attractions that many people traveled long distances
to see. In addition to traveling to see the pyramids, people traveled to attend religious festivals. The ancient Egyptians were
the first to see that food service and lodging should be provided to travelers. Thus, the ancient Egyptians were the first to
begin the activity we now call tourism and hospitality.

Greek Empire

Ancient Greek civilization began to develop about 1100 BC. It evolved in the form of independent city-states. These
city-states were united by Philip of Macedonia in the middle of the third century BC. His son, Alexander the Great, built an
empire that surrounded the Mediterranean and extended as far east as India.

The Greeks were dedicated travelers. Their land and sea travels made them dominant in the Mediterranean region.
Because of increased travel, some form of Overnight accommodation became a necessity. Hence, inns and taverns became

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

common in ancient Greece. As in the Middle East, they had a bad reputation. The owners adulterated drinks with
water and engaged in criminal activities. They were looked down upon by rich and powerful citizens.

In contrast to inns and taverns, restaurants in ancient Greece were often respected and served fine food.

Roman Empire

In 146 BC, after many years of conflict, Greece became a Roman protectorate. Roman efforts at territorial expansion
continued. By the time Rome had conquered most of Western Europe and the Middle East, inns and taverns. were
established throughout the empire. The Romans constructed elaborate inns along the main road for Officials and couriers of
the Roman government. Marco polo described these inn as "fit for a king." Some rich landowners built their inns in their
estates and we managed by household slaves. Near the cities, inns and taverns were constructed for less wealthy citizens
and were run by freemen or by retired gladiators who wanted to invest their money in the restaurant business.

The Roman public restaurants served ordinary food to the people. In the ruins of Pompeii, there are many small
restaurants that are similar to the fast-food restaurants present. They have a single basic design, and prepare and sell the
same limited menu. They may have been operated by one person, or by a small group just like a modern small company. It is
believed that the Romans were the first to establish the first restaurant chain.

In ancient Persia, large caravans carried elaborate tents that were used along caravan routes. Frequently, these
caravans stopped at Khans, a combination of stables, sleeping accommodations, and fortresses which provided shelter from
sandstorms and enemies who attacked caravans.

Medieval Period
Dark Ages
After the fall of the Roman Empire in 476 AD, innkeeping almost disappeared, except local taverns and a few inns
which were scattered throughout Europe. Throughout this period, the Roman Catholic Church took over the job of feeding
and housing travelers—both religious and lay people. The monasteries of the Church were self-sufficient enterprises.
Members of the religious orders planted vegetables and herbs, raised animals for meat, and grew grapes for wine. The
most famous of these monastery-shelters was the Hospice of St. Bernard located in the Alps, 8,110 feet above sea level.
Travelers were not charged for lodging. Those who were able to pay were expected to pay donations.
In Europe, Charlemagne established rest houses for pilgrims. The main purpose was to protect pilgrims and provide
hospitality on their routes. A very good example of a rest house was the Abbey at Roncesvalles which provided services such
as a warm welcome at the door, free bread, cellars full of fruits and almonds, two hospices with beds for the sick, and even a
consecrated burial ground.

Medieval guilds held open houses to receive pilgrims. Accommodations in medieval guilds were similar to those of
the monasteries. A good example is The Steelyard, a residence in London operated by the Hanseatic League.
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 monasteries were "overbooked." The Church continued to provide
hospitality to the poor since Christian charity was an important element in the Church's mission. It continued to provide to the
rich nobles who made large financial contributions. The middle class who could not give large contributions or claim poverty
found it very difficult to find accommodations in the monasteries.
Gradually, some taverns, inns, and wine shops began to give accommodations to the middle-class travelers. Thus,
the number of inns increased although the standards of comfort and cleanliness differed greatly in different countries and
regions.
Renaissance: 1350 AD to 1600 AD

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

During the Renaissance, there were no restaurants or dining establishments. England, there were taverns, pubs, and
inns. None of these served food. They were generally avoided by the upper classes who dined and entertained in their homes.
Concern about table manners increased during this period and rules to be observed at the dinner table developed.
People were instructed not to put food on their plate using their fingers because such behavior is unpleasant and annoying.
Burping at the dinner table was considered unacceptable.

Early Modern Period: 1600 AD to 1800 AD

In the sixteenth century, a type of eating place for commoners called an ordinary appeared in England. These
places were taverns that served a fixed price, fixed menu meal.

During this era, coffee and tea began to influence the culinary habits of Western Europe. Tea developed slower than
coffee as a common beverage. It became widespread in England.

During the next century, coffee houses were built all over Europe. In Venice, the famous café Florian on the Piazza
San Marco was constructed. The first English coffee house was in St. Michael's Alley, London in 1652. In 1683, Kolschitski
opened the first coffee house in Central Europe. It was in this coffee house that the first cup of coffee Sweetened with honey
and milk was served. Coffee houses became social and library centers as well as the forerunners of cafés and coffee shops
at present. They also helped reduce drunkenness in the European continent.

The advent of stagecoach travels revolutionized hospitality on the road. With the introduction of the stagecoach,
regular stagecoach routes were established, followed by the building of the stagecoach or coaching inns. At the 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.

Other developments of the period included an increase in the quality of inns, the application of English common law to
the hospitality industry, and in France, the reintroduction of restaurants for public dining.

English common law forms the basis of US law. Many of the principles developed in England in the seventeenth
century are still enforced in the United States at present. Before the application of the common law to inns in the 1600s,
innkeepers ran their inns as they chose. Many would refuse to accommodate travelers, although rooms were available. Some
did this because they did not like the appearance of the traveler. Others did not like to be disturbed while sleeping at night.
Other innkeepers connived with guests who would harm or steal from other unsuspecting guests.

By the 1700s, the inns England were much safer and more comfortable. The mails were an important element in the
development of the hospitality industry. Until the late 1700s, the mail in England was carried horseback by messengers known
as post-boys who were able to ride six miles per hour. A letter usually took several days to reach 100 miles. Mail-carrying was
transferred to stagecoaches usually were supposed to deliver within specific amounts of time. They ran at full speed for ten
miles and stopped at a post-house to change horses.

Post-houses were similar coaching inns. They were equipped to feed drivers and passengers and accommodate
them overnight. They were located along the coach routes to ensure a steady supply of customers who arrived by
stagecoach.

Until the late eighteenth century, there were no public restaurants. In England, there were coffee houses where one
could get light snacks. There were taverns that 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.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

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." Soups and broths had the ability to restore energy to people who are tired and
weak. Boulanger was one of the many who sold soups and broths in Paris at that time. For unclear reasons, Boulanger
decided to add an item in his product—a dish made of sheep’s feet with a sauce. The traiteurs, members of a caterers' guild
who prepared roasts and meats for consumption in private homes objected on the grounds that Boulanger was preparing and
selling a ragout and that only traiteurs were allowed to sell ragouts and similar foods under existing French law. They filed a
case against Boulanger in court.

After a careful study of the traiteurs' position, the court decided that Boulanger's selling of the dish did not violate the
French law. The case created much publicity and led to a decree which authorized both traiteurs and restaurateurs to serve
guests within their establishments. This led to the establishment of public dining rooms where guests are seated and served
with the food and drinks of their choice.

Boulanger is recognized as the first to create the first restaurant, an establishment open to the public with a dining
room where a variety of foods could be bought and consumed.

In the late eighteenth century, the restaurant business flourished. During the French Revolution, the common people
Of France revolted against the monarchy who took control of the government and properties of the aristocrats, many of whom
were executed. Cooks and chefs who had been employed by the aristocrats suddenly lost their jobs. The unemployed cooks
and chefs opened food-service establishments to earn a living. After the French Revolution, the number of restaurants
increased in Paris and other parts of the world.

Another type of food-service establishment which developed in France was the café. Café is the French word for
“coffee." These cafés were the French equivalent of the English coffee houses. At first, they only served snacks just as the
English did. Later, the owners of these establishments used their highly developed culinary skills to prepare more elaborate
items which delighted their customers.

These developments in France in the late eighteenth century marked the beginning of the modern restaurant industry.

The Industrial Era: from 1800

The Industrial Revolution, which dates 'from the mid-1700s, started in England. The development of railroad networks,
first in England, then in other countries, had a greater effect on the hospitality industry than any other development since the
fall of the Roman Empire. 'The establishment of railroad stations became excellent locations for new hospitality businesses in
England and other countries that developed rail networks. Inns, taverns, restaurants, and hotels opened near railroad
stations. In England, examples include the Charing Cross Hotel, the St. Pancras Hotel in London, and the Queens Hotel in
Birmingham. In Scotland, there were St. Enoch's Hotel in Glasgow and the Station Hotel in Perth. In the United States,
Biltmore Hotel and the Commodore Hotel were built in New York City near the Grand Central Station.

Modern Period
Nineteenth Century

In the last quarter of the nineteenth century, public dining was not popular. Many hotels were constructed without
dining facilities. Hotel guests took their meals in their rooms. In 1875, a dining facility was opened in the Albemarle Hotel
in London. By this the term restaurant referred to the dining room of a hotel.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

In London, more luxurious hotels began to appear. Some were known for their excellent guest accommodation
and superior food. One of the best-known hotels was the Savoy which was opened by Richard d'Oyly Carte in 1889. In the
Savoy, d'Oyly Carte employed two men who became famous throughout the world—Cesar Ritz and Auguste Escoffier. The
General Manager was the renowned Cesar Ritz and the Chef des Cuisines was Auguste Escoffier. These two men
revolutionized the hotel restaurants. Auguste Escoffier was one of the greatest chefs of all time. He is known for his classic
book, Le Guide-Culinaire. He also installed the Kitchen Brigade System.
The Americans used their ingenuity to create something for everyone. Delmonico's was the only expensive and
aristocratic restaurant in the United States. It was famous for its fine food. Delmonico's served Swiss-French cuisine and
became the center of American gastronomy or the art of good eating. It is also known for its bilingual menus—Baked
Alaska, Chicken a la King, and Lobster Newberg. The Delmonico Steak is named after the restaurant. Other American
cities had their own hotel-palaces such as the Palmer House in Chicago, St. Clarke in New Orleans, and the Planters Hotel
in St. Louis. The Hotel del Coronado in San Diego became famous because of its unique architectural style.
Although the modern hotel was an American invention, the Europeans contributed the European plan which
meant that a guest need not pay for both room and meals in one lump sum, but could pay for only the room and order the
meals separately from an å la carte menu or eat elsewhere.
More innovations in hospitality occurred in the nineteenth century such as the custom of dining out, better methods
of preserving food through canning and vacuum packing, mass feeding for school children, and the establishment of ice
cream parlors.

Twentieth Century

In 1921, Walter Anderson and Billy Ingraham began the White Castle hamburger chains. The name White Castle was
chosen because white stood for purity and castle for strength.

Marriott's Hot Shoppe and root beer stands opened in 1927. At about this time, the drive-in and fast-food restaurants
also sprang up in America.

In 1925, Howard Johnson opened his original restaurant in Wollaston, Massachusetts. In 1934, the Rainbow Room
opened. This art deco restaurant supported the reemergence of New York as the center of power and glamour. In 1937,
Trader Vic’s restaurant opened. The social elite was attracted to the Polynesian-themed restaurant which served exotic drinks
including the Mai Tai that Vic invented.

In 1939, a restaurant called Le Pavilion de France opened in New York. By the end of 1930, every city had a deluxe
supper club or night club.

The Four Seasons also opened in 1939. It was the first restaurant to offer seasonal menus (summer, spring, fall,
winter) with its modern architecture and art as a theme.

After World War Il, there was a rapid development of hotels and coffee shops They sprang up in almost every
highway intersection. The 1950s saw the emergence of fast-food restaurants. In the 1960s, fine dining became popular
because businessmen liked to eat well. In the 1970s, new establishments were introduced such as the Taco Bell, TGI
Fridays, Houston's, and Red Lobster in the restaurant industry, and Days Inn,

Super 8 Motels, and Comfort Inns in the lodging industry. Corporations such as the Four Seasons, Canadian Pacific,
Marriott, Hyatt, Sheraton, Hilton, Radisson, Ramada, and other high-class chains increased in North America and in other
countries.
The 1990s started with a recession which began in 1989. The hospitality industry experienced a downturn due to the
Gulf War. Organizations strived for profitability, hence, they downsized and consolidated.

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

Since 1993, the economic recovery was very strong. Thus, several mergers and acquisitions have taken place. Many
corporations have expanded overseas. Eastern Europe and China have opened up.

Hospitality in the Digital Age

With the emergence of the Digital Age, customer expectations have fundamentally changed within the hotel industry.
Increasingly varied guest expectations have changed with the ease and convenience provided by technologies like cloud
services, social networking, and mobile telephony.

Software companies have worked to create new tools for the hotel industry including customer databases, reservation
and housekeeping management systems, as well as dedicated loyalty programs. With the availability of the internet, people
have started to take advantage of travel websites that allow them to compare, book, and review different hotels. Technology
has made the hotel industry both more multifaceted and easier to access.

The Digital Age has also given rise to a generation of DIY travelers who plan, manage, and book their travel
destinations all by themselves. This phenomenon has in many ways disrupted the industry for traditional travel agencies. But at
the same time, it has been beneficial for low-cost carriers and online travel agencies (OTAs), who have used the internet as an
effective medium to reach out to prospective travelers.

The change on the marketplace due to the digital revolution has also brought about companies like Airbnb and One
Fine Stay. The opportunities provided for small businesses in the travel sector has allowed consumers to stumble across exotic
locations in remote areas as well.

Going forward, travel companies need to keep up with the pace of innovation to defend or expand their existing
position on the market. With emerging new technologies such as artificial intelligence and the Internet of Things (IoT), providers
now face the challenge of moving their offers into the era of digitalization.

Take Note!

Remember:
Hospitality is derived from the Latin word “hospes”, meaning both visitor and stranger,

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

How Far Have We Gone?

This portion of the module will ONLY be accessed through our google classroom. Further instructions
and the deadline for this activity will appear in our google classroom too. NO LATE SUBMISSION.

Take note that you need to write your answers on the separate answer sheets provided at the end of the module
which will be collected at the end of the first quarter.

Walk the Extra Mile!

This portion of the module will ONLY be accessed through our google classroom. Further instructions and the
deadline for this activity will appear in our google classroom too. NO LATE SUBMISSION.

Take note that you need to write your answers on the separate answer sheets provided at the end of the module
which will be collected at the end of the first quarter.

Suggested Readings

Read and watch the following articles and videos in the specified website.

See: https://www.kendall.edu/blog/history-of-the-hospitality-industry/
History of the Hospitality Industry
See: https://www.youtube.com/watch?v=1o0I6sBpX1Q
History of the Hospitality Industry
See: https://study.com/academy/lesson/hospitality-industry-history-origin.html
Hospitality Industry: History and Origin

References
Lansangan-Cruz, Z. Macro Perspective of Tourism and Hospitality. Rex
Bookstore Inc. (pp. 24-31)

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 Republic of the Philippines
City of Lapu-Lapu
Lapu-Lapu City College
COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
Gun-ob, Lapu-Lapu City, Cebu, Philippines, 6015

Lesson Reflection

This portion of the module will ONLY be accessed through our google classroom. Further instructions and the
deadline for this activity will appear in our google classroom too. NO LATE SUBMISSION.

Take note that you need to write your answers on the separate answer sheets provided at the end of the module
which will be collected at the end of the first quarter.

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