College of Hospitality Management

Second Semester A.Y 2020-2021

MODULAR LEARNING

I. COURSE TITLE Macro Perspective of Tourism Hospitality

A. No. of Units: 3
B. Schedule:

II. COURSE OVERVIEW

A. Course Description

This course introduces students to the important topic of tourism ethics and
illustrates how ethical principles and theory can be applied to address
contemporary tourism industry issues. This course provide framework for
understanding the complex and multifaceted nature of the factors that affect
destinations competitiveness

B. Course Learning Outcomes

 Implement relevant laws pertaining to hospitality management in the
workplace.
 Promote local tourism products and hospitality services in the national and
global environment.
 Execute administrative and managerial skills relevant to the industry.
 Perform specific financial transactions and reports in the hospitality industry.
 Apply various channels of communication in dealing/communicating with
guests and peers.
 Display and perform risk management during the operation

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 Apply information and communication technology skills to stimulate changes
in the field of hospitality industry.
 Adopt good moral and ethical behaviour in dealing with the organization,
society, government and other related businesses.
 Deal with colleagues, customers and other stakeholders in the context of
service excellence and satisfaction.

C. Module Topics
These are the topics to be covered for the whole course:

PRELIM

MODULE 1: The meaning and importance of Tourism and Hospitality

MODULE 2: The economics of tourism and hospitality

MIDTERM

MODULE 3: The tourism and hospitality network and supply components

MODULE 4: The impacts of tourism and hospitality

FINALS

MODULE 5: Future world tourism and hospitality Issues

MODULE 6: Sustainable Management of Tourism and Hospitality

III. STUDY GUIDELINES/LEARNING INSTRUCTIONS

 Welcome, and wish everyone is feeling good!

 You are reminded to prepare yourselves by observing the following:
 Manage your time well
 Focus your attention

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 Give your best
 Submit requirements on time
 Be patient
 Work independently and answer confidently
 Motivate yourself
 Contact me

•Be oriented on your category for the mode of delivery. We have classified
only two namely:

Category A – Online Distance Learning (students with gadgets and wifi

connectivity

Category B – Mobile Learning (students with gadget but weak wifi

connectivity)

Category C- Modular Remote Learning (for students with no smartphones and

no wifi connectivity)

IV. REFERENCES:

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 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 1

The meaning and importance of Tourism and Hospitality

Introduction

In this module it describes _______________

Date and Time allotment:

Week 1 & 2 (PRELIM) 3 Hours

I. Objectives

At the end of the course, the student should be able to:

 Discuss the factors that motivate people to travel.

 Explain the relationship of tourism and hospitality.
 Discuss the components of the tourism and hospitality industry.
 Define Tourism and Hospitality
 Describe the history of the tourism and hospitality industry.
 Explain the origin of tourism and hospitality in the Philippines.

II. Lecture

HISTORY OF THE TOURISM INDUSTRY

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. “Tourism” is derived from the Hebrew word torah which
means studying, learning, or searching.

Early tourism has two forms:

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a. Travel for business (trading) – merchants have travelled exclusively in order to
trade with other nations and tribes.
b. Religious Travel – Pilgrimages (journey to a special place) were made to fulfil a
vow as in case of illness or of a great danger or as penance of sins. (Rome and
Jerusalem)

HISTORY OF THE HOSPITALITY INDUSTRY

Sumerians – a group of people live in Mesopotamia near the persian Gulf at

about 4000 BC. They are cattle breeders and farmers. They invented money
and writing as means to record and settle their business transactions. The
Sumerian were the first to trade. In addition to growing and trading grain they
converted it to alcoholic beverages or beers which became the most common
consumed beverage in Sumerian Society.

PIONEERS IN THE TOURISM AND HOSPITALITY INDUSTRY

1. Cesar Ritz – became the general manager of the Savoy Hotel in London, one of
the most famous and Luxurious hotel in the world.
2. Ellsworth Milton Staler – he is considered to be the hotel man of all time. He
was the first to put develop telephones and radios in every guest rooms
together with full-length mirrors, built-inn closets, and a special faucet for ice
water.
3. Conrad Hilton- he is described by the New Yorks time as the “Master of hotel
finance”
4. Thomas Cook – the first professional travel agent. He was the founder of the
world’s first travel agency. The phrase “Cook Tour” is still used in present to
refer to a tour that goes many places and stops briefly at one place.
5. Howard Dearing Johnson – the pioneer of brand leveraging. He was the one of
the first to introduce franchising in the 1930’s.

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6. J. Willard Marriot- began with a rootbeer stand which was founded by
necessity and built into multibillion-dollar industry.
7. Ray Kroc – he founded the McDonald’s Corporation.
8. Isadore Sharp – he was the founder of Four Season Regent Hotels. The world’s
largest hotel chain and a multimillion dollar global hotel empire.
9. Ruth Fertel - was the founder of Chris Steak House, the largest upscale
restaurant chain in the United States.

The Relationship of Tourism and hospitality

- The hospitality industry is an industry that offers services that usually cost
extra income to enjoy and include things like hotels, restaurants,
transportation, and leisure activities.
- The tourism is the act of travelling to a destination for pleasure purposes.

The main difference refers to where those individuals work. With a tourism
degree, you can work at state or national park, in a museum or a private tour
companies. Those with a hospitality degree typically work in hotels, motels
and resorts.

The tourism and hospitality industry component:

1. The food and beverage component

The public looks for food and beverage services everywhere – in hotels,
motels, airlines, airports, cruise ships, trains, and shopping malls, aside from
restaurants, taverns, bars, kiosks, vending machines, supermarkets, food
stalls, food carts, and food trucks now offer food and beverage services.

2. The lodging component -Lodging involves providing overnight or even long-

term services to guests.

- Lodging is a place to sleep

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 -Lodging facilities not only provide beds but also entertainment and
recreational facilities (often done for entertainment). Lodging facilities such as
inns, motor hotels are hotels and motels that use different names, there are
lodging establishments that are use different terms such as bed and breakfast,
resort hotel, resort condominium, conference center, and time sharing.

In other countries, there are lodging establishments such as the parador

(an old Spanish monastery or castle that was converted to a hotel:

3. Recreation and Entertainment Components -Entertainment originated from

the traditional duties of a host to entertain his or her guests, wether they are
neighbors or travellers from other places.

Many centuries ago, innkeepers, tavern- keepers, and their descendants have
attended to their guests needs for entertainment by talking to their guests.
Other told stories. Some provided games such as darts, backgammon or chess.

Nowadays, the concept of entertaining guests

4. Travel and Tourism Component-Travel and tourism are used together as an

umbrella term to refer to those business that provide primary services to
travellers.

(3) Three basic components of tourism which is known as the 3 A’s of

tourism

1. Accessibility (reachability/transportation) Means reach ability to the place

of destination through various means of transportation. It should be regular,
comfortable, economical and safe.

Example: Airlines, railways, surface (road transportation) & water

transportation

The transportation should be there for all kinds of tourists and destination

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2. Accommodation – it is a place where tourists can find food and shelter
provided he/she is in a fit position to pay for it.

Example: Hotels, Motels. Youth Hostels, Apartments, Resorts, Beach Hotels

3. Attraction – it is considered as the most important basic component of

tourism. Local is another basic component of tourism. The locale may be used
the holiday destination and want it offers to the tourist. The holiday

Travel Agencies and Tour Operators – Travel agencies and tour operators are
modern additions to the travel and tourism world. Both have become
important in the survival of many businesses in the tour and hospitality
industry.

A travel agent is one who sells travel services in a travel agency. He or she
sells travel services that are assembled by others into “packages”

Tour operators are wholesalers who make the necessary contacts with
hotels, airlines, and other providers of travel services and devise packages
which will appeal to retail buyers. They are volume purchasers who are able
to negotiate lower prices because of their high volume purchases. They are
able to sell tour packages at a cheaper price than the individual consumer.

III. Activity/Application

Essay: In your own words and understanding describe the Tourism and
Industry Component

IV. Assessment: Describe and differentiate the Tourism and Hospitality

industry service before and nowadays.

V. Other Reference

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 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 1

The meaning and importance of Tourism and Hospitality

Introduction

In this module it describes ______________________

Date and Time allotment:

Week 3 (PRELIM) 3 Hours

I. Objectives

At the end of the course, the student should be able to:

 Describe the characteristics of a tourist product and a tourist destination.

 Compare tourism and hospitality with other industries.
 Appreciate the importance of tourism and hospitality.

II. Lecture

Definition of Tourism

Tourism society in Britain – Tourism is the temporary short term movement of

people to destinations outside the places where they normally live and work
and their activities during their stay at these destination.

Burkart and Medik (1997) cited main characteristics of tourism:

1. Tourism is a combination of phenomena and relationships

2. It has two essential elements
a. Dynamic elemet ( the journey)

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b. Static element (stay)
3. The journey and stay are to-and-fro destinations outside the place of
residence and work
4. The movement to destinations is temporary and short term.
5. Destinations are visited for purposes.

Tourism is essentially a pleasure activity. Therefore is distinguished from the

concepts of leisure and recreation on one hand, and from travel migration on
the other hand.

Definition of Hospitality – derived from the latin word hospitare, which

means “to receive a guest”. This implies that a host is prepared to meet a
guest basic requirements which is the food, beverages, lodging or shelter.

Several related words come the same latin root, including hospitals, hospice
and hostels, (a host who receive and welcomes and caters to the needs of
people who are temporarily away from their homes.

Meaning of Tourist

In 1937, “a tourist is a person who visits a country other than that in which
he or she usually resides for a period at least 24 hours.” This was held to
include persons travelling for pleasure, domestic country on a cruise vessel
even if for less than 24 hours.

The definition visitors covers two classes;

1. Tourists. Temporary visitors staying at least 24hours, whose purpose could be

classified as:
a. Leisure, such as recreation, holiday, health, study, religion, or sport.
b. Business
c. Family
d. Mission

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e. Meeting
2. Excursionist – temporary visitors staying less than 24 hours in the destination
visited and not making an overnight stay, including cruise travellers, but
excluding travellers in transit.

(4) Basic Elements of Travel

A. Distance – a measure that has been used to distinguish travel away from
home is the distanced travelled trip.

B. Length of Stay at the Destination

C. Residence of the Traveller

D. Purpose of Travel

The Nature of a Tour

1. Domestic Tourism – refers to travel exclusively within the national boundaries

of the traveller’s country. People find it easy to do so because there are no
language, currency, nor documentation barriers.
2. International Tourism – involves the movement of people across international
boundaries. It is more difficult to travel outside one’s country because the
country visited has a different language, documentation requirements, and
other conditions of entry to be met by the tourists.

Package tour/inclusive tour- is an arrangement in which transport and

accommodation is bought by the tourist. The tour operator who organizes the
package tour purchases transport and hotel accommodation in advance.

Independent tour- is an arrangement in which the tourist buys these facilities

separately, either making reservations in advance through a travel agent.

III. Activity

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IV. Assessment: Describe in your own words the difference of domestic
tourism and international tourism and provide an example.

V. Other Reference

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 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 2

Introduction

In this module it describes _______________________

Date and Time allotment:

Week 4 & 5 (PRELIM) 3 Hours

I. Objectives

At the end of the course, the student should be able to:

 Explain the nature of a tour

 Describe the characteristics of a tourist product and a tourist destination
 Compare tourism and hospitality with other industries
 Appreciate the importance of tourism and hospitality

II. Lecture

Characteristics of tourist product.

In a narrow sense, the tourist product consists of what the tourist buys. In
a wider sense, the tourist product is a combination of what the tourist does at
the destination and the services she/he uses during his/her stay.

1. Service – it is intangible item

2. Attraction (Largely psychological in its attraction) – the environment plus the
culture and heritage of the region and other intangible such as atmosphere
and hospitality.

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3. Tends to vary in standard and quality over time- a bumpy flight can change an
enjoyable experience into a nightmare, a holiday at the seaside can be
destroyed by a prolonged rainy spell.
4. The Supply of the product is fixed – the number of hotel rooms available at a
particular resort cannot be changed to meet the changing demands of tourists
during a particular season (peak season & lean season)

Three basic factor of tourist destination

1. Attraction – may be site and event attraction

2. Amenities/facilities – sometime the amenity itself the principal attraction.
3. Accessibility – means having regular and convenience of transport in terms of
time/distance to the destination from the originating country at a reasonable
price.

Characteristics of Tourism and Hospitality

1. The product is not brought to the consumer, rather the consumer has to
travel go to the product and purchase it
2. The product of tourism industry are not used up
3. Labor-intensive industry – it requires more manpower than other industries.
4. People oriented – one of the most important motivations of tourist is to meet
other people and see how other people live.
5. Multidimensional phenomenon – it is dependent on many varied activities
which are separate but interdependent.
6. Seasonal – lean & peak season
7. Dynamic – it is characterized by the changing ideas and attitudes of its
customers and therefore must be always prepared and willing to adjust to
these changes.

Importance of Tourism and Hospitality

1. Contribution to the balance of the payment

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2. Effect on economic development
3. Employment opportunities
4. Cultural enrichment
5. Educational Significance
6. A vital force for peace

Economic Impact

Many countries have utilized tourism and hospitality as a means to

increase foreign exchange earnings to produce investment necessary to
finance economic growth. (Employment, income)

Direct and Secondary Effects

Tourist Expenditure received as income by business such as hotels,

restaurants, car rentals, tour operators, and retail shops serving tourist has a
direct effect on the economy of the host area.

 Direct – means that the income is received directly

 In direct/Secondary – means that the money paid by tourist are in turn, used
to pay supplies, wages of workers and other items.

Tourism Multiplier/Multiplier effect – used to estimate the direct and

secondary effects of tourist expenditures on the economy of country.

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III. Activity/Application: What is the direct impact of tourism? Explain your
answer.

IV. Assessment: Choose a tourist destination here in the Philippines, give a

brief description about the place and the three-basic factor of a tourist
destination.

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 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 3

The tourism and hospitality network and supply components

Introduction

In this module it describes

Date and Time allotment:

Week 6 () 3 Hours

I. Objectives

At the end of the course, the student should be able to:

 Discuss the direct and indirect components of the Tourism and Hospitality
Network
 Explain the Tourism and Hospitality supply components.
 Compare the different types of tourist accommodations.
 Enumerate and describe the classifications of hotel.
 The basic standard requirements for restaurants.

II. Lecture

Direct Category, direct providers – include business that are associated with
travel, such as airlines, hotels, restaurants, ground transportation, travel
agencies, and retail shops. They represent the sectors of the industry that are
visible to the travellers.

Support services –lend support to direct providers. It include specialized

services such as tour organizers, travel and trade publications, hotel
management firms, and travel research firms.

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- Support services sell goods and services directly but not exclusively to tourist.

Example: Tour Wholesalers who prepare tours and instead of selling them
directly to the public, they sell the tours through a travel agency. Thus, the
traveller receives the service indirectly through these support services.

Tourism developmental organizations – it includes planners, government

agencies, financial institutions, real estate developers, and educational and
vocational training institutions.

Tourism and Hospitality Supply Components

1. Natural resources – are resources that exist without actions of humankind.

Such as climate, landforms, terrain, bodies of water etc.
2. Infrastructure – is the term for the basic physical systems of a business or
nation, ex. Transportation, communications system and constructed facilities
3. Superstructure – is the above ground facility services/a structure built on top
of something else.
Such as buildings, bridges, airport buildings, shopping centres etc.
4. Transportation and Transportation Equipment – means a locomotive or rail
car that is used to carry a person or property in interstate commerce, such as
ships, airplanes, trains and similar passenger’s transportation.
5. Hospitality resources – include the cultural wealth of an area which makes
possible the successful hosting of tourist. Examples are attitudes of the
residents toward visitors, courtesy, friendliness, and other manifestation of
warmth and friendliness.
- Also include the cultural resources of an area such as fine arts,
literature, history, and music, dancing and shopping.

Natural Resources – are resources that exist without actions of humankind.

This includes all valued characteristics such as magnetic, gravitational,
electrical properties and forces.

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 Infrastructure – consists of all the underground and surface developmental
construction of a region, which is made up of water systems, communication
networks, healthcare facilities, power sources, security systems.

1. Water
2. Power
3. Communication
4. Sewage/Drainage
5. Healthcare
6. Street ways/highways
7. Transportation Terminal
The following are the problems facilities and ground transportation:
a. General
b. Air
c. Rail
d. Bus
8. Security

Hospitality Resources – refers to the general feeling of being welcome that

the visitors receive while visiting a destination area. It is the way that tourist
services are delivered by service providers.

- Hospitality resources can be improved by training tourism and hospitality

personnel to be hospitable to encourage positive feeling toward tourism and
hospitality and tourists by the general public.

Hospitality Training – motivate service providers to be hospital in dealing with

tourists.

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 (3) Three aspects of attitudes

1. Attitude toward Self – if an individual’s self-esteem or attitude toward self is

low, that individual will tend to behave in such a way that the feedback from
others will confirm the low opinion of himself.

2. Attitudes towards others – the key to the development of positive attitudes

towards visitors is to be able to develop the ability to put oneself in the
visitors place.

3. Attitude toward the Tourism and Hospitality Industry – a positive attitude as

a service providers towards tourists can be brought about only when
employees are made aware of how important tourism and hospitality is to
their country, city and community.

Transportation – the main purpose of transportation is to make it possible for

people to go from one place to another. It is important to have convenient
access and quality service.

Land Travel

1. Taxi and Limousine Service – the taxi driver should always be courteous and
helpful. Taxi drivers should be trained in foreign language.
2. Bus Service – tour buses should large windows, comfortable seats, air-
conditioning unit, and restroom facilities.
3. Rail Service (train transport) – the majority of seasoned travellers prefer to
travel by train because of its safety record and the convenience and
satisfaction of viewing the scenery from a comfortable air-conditioned car.

Air Travel – is a form of travel in vehicles such as helicopter, hot air balloons,
blimps, gliders, hang glider, or anything else that can sustain flight.

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 Porter service – is important at air terminals. The porter’s helpful behaviour
and attitude are essential and their training and supervision should be
adequate.

Sea Travel – cruise ships have developed into “floating resorts” or “floatels.”
Because of this idea, the demand for sea travel has increased and cruises
became popular in recent years.

Types of Accommodations

Tourist accommodations may be classified into the following categories:

1. Hotels – an establishment providing accommodations, meals, and other

services for travellers and tourists.
2. Condominium (condo) – is an apartment or dwelling unit owned by an
individual but the management and services, such as maintenance and
security are handled by an independent company.
3. Motels or motor hotels – they are usually near the highways
4. Inns – are lodging establishment catering to transients which do not meet the
minimum requirements of an economy hotel.
5. Apartments- are hotels (apartelles) less long term basis and offering basic
services to its tenants similar to hotels
6. Paradores – are old convents, monasteries, castles, or fortress converted into
hotel by the government and operated by a national tourism office.
7. Pensions – are private or family-operated tourist accommodations similar to
boarding houses or guesthouses.
8. Bed-and-breakfast – they are known as B&Bs and are popular in Britain,
Ireland, and the United States.
9. Hostels – is a form of low-cost, short-term shared sociable lodging where
guests can rent a bed usually a bunk bed in a dormitory.

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10. Campgrounds – appeal mostly to families who travel in recreational vehicles
(RVs)
11. Health spas – are hotels and hostels and
12. Private homes – provide lodging to tourists when accommodations are not
available during peak periods.

Hotel Classifications

Star rating system- is often used to classify hotels in Europe and other parts of
the world outside the United States. Star are assigned according to the quality
of restaurants, rooms, amenities, and service. The highest is the five-star and
the lowest is the one-star hotel. Other classifications are deluxe, first-class,
standard, and economy.

Food and Beverage

The type of food service provided will related to the needs of the tourists.
Many destination areas have successfully developed menus which are
indigenous to the area to promote local economy food.

III. Activity/Application: We all know that in our chosen field, Tourism and
Hospitality Industry is demanding, guest/customer are demanding, they want
it fast and perfect may It be services or food. Now, as a soon to be
hotelier/restaurateur what would be your strategic style on how to survive
and be great in your chosen field? Explain your answer.

IV. Assessment: How will you promote tourism in your place?

V. Other Reference

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 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 4

Tourism and hospitality organizations

Introduction

In this module it describes

Date and Time allotment:

Week 7 () 3 Hours

I. Objectives

At the end of the course, the student should be able to:

 Explain the international tourism organizations

 Discuss the role of a national tourism office in the promotion of tourism and
Hospitality
 Explain the importance of national professional tourism organizations in the
development of tourism and hospitality
 Enumerate the different national professional tourism and hospitality
organizations in the Philippines and in the United States.

II. Lecture

Tourism Organization

Internal Organization

a. (UNTWO) United Nations World Tourism Organization

b. (ICAO) International Civil Aviation Organization
c. (IATA) International Air Transport Association
d. (WTTC) World Travel and Tourism Council
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e. (DO) Development Organization

Regional Organizations

a. (OECD) The Organization for economic Cooperation and Development

b. (PATA) Pacific Asia Travel Association
c. (CTA) Caribbean Tourism Association
d. (APEC) Asia-Pacific Economic Cooperation
e. (OAS) Organization of American States

National Organization in Tourism (NTO) is the body responsible for the

formulation and implementation of national tourist policy.

Department of Tourism – is primary government agency charged with the

responsibility to encourage, promote, and develop tourism as a major
socioeconomic activity; to regenerate foreign currency and employment.

Tourism Infrastructure and Enterprise Zone Authority (TIEZA) - formerly

known as PTA or Philippine Tourism Authority (Pangasiwaang Pilipino sa
Turismo) actively promotes the Philippine tourism industry. Republic Act of
2009’ declares a national policy for tourism as an engine of investment,
employment, growth and national development.

Tourism Promotion Board (TPB) formerly Philippine Convention and Visitors

Corporation (PCVC) – exist to market and promote the Philippine domestically
and internationally as a world-class tourism

Intramuros Administration (IA) – was established in 1979 by virtue of

Presidential Decree (PD) No. 1616 signed by the President Ferdinand Marcos
on April 10, 1979.

National Parks Development Committee (NPDC) – is a government agency

that is tasked to oversee national parks in the Philippines. It was established

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 primarily for the purpose of developing and maintaining national parks (Rizal
Park or Luneta, Paco Park, the Pook ni Maria Makiling, and Burnham Park)

Mission – to provide fully developed and well-maintained parks for the

Filipinos wholesome recreation and sociocultural education which will
contribute toward the enrichment of the national identity and heritage.

Areas of responsibility

1. Rizal Park
2. Paco Park
3. Pook Olivia De Salamanca
4. Mabini Shrine
5. Pook ni Maria Makiling Shrine
6. Burnham Park

Nayong Pilipino Foundation (NPF) – it is major administrative and operational

concern of the agency to keep its facilities and surroundings in the best
condition. Rehabilitation, restoration, and construction programs are
necessary to ensure a fine collection of miniature Philippine attractions which
reflect Filipino history and culture.

Duty Free Philippines Corporation (DFPC) – to operate the duty-and-tax free

merchandising system in the Philippines to augment the service facilities for
tourists and to generate foreign exchange and revenue for the government, as
established by the Department under Executive Order No. 46

Philippine Retirement Authority (PRA) – owned and controlled corporation

created by virtue of executive order no. 1037 signed by President Ferdinand
Marcos on July 4, 1985

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Mandate – to attract foreign nationals and former Filipino citizen to retire,
invest, and reside in the Philippines to make our country a leading and
significant destination for the world’s retirees, seniors, and elderly.

Philippine Commission on Sports-Scuba Diving (PCSSD) – was created by

Former President Ferdinand E. Marcos

Professional Tourism and Hospitality Organizations

United States Travel Data Center (USTDC)

Travel Industry Association of America (TIAA)

Travel and Tourism Research Association (TTRA)

American Society of Travel Agents (ASTA)

Universal Federation of Travel Agents Association (UFTAA)

World Association for Professional Training in Tourism (WAPTT)

Council on Hotel, Restaurant and Institutional Education (CHRIE)

Association of Travel Marketing Executives (ATME)

The Society of Travel and Tourism Educators (SOTTE)

Tourism and Hospitality Organizations in the Philippines

Philippine Travel Agencies Association

The Hotel and Restaurant Association of the Philippines (HRAP)

Union of Filipino Tourism Educators (UFTE)

Council of Hotel and Restaurant Educators of the Philippines (COHREP)

The Women in Travel, Philippine Chapter

Network of Independent Travel Agencies (NAITAS)

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Movement of Incentives Travel Executives (MITE)

The Philippine Tour Operators Associations (PHILTOA)

Tourism Educators and Movers Philippines, Inc. (TEAM PHILIPPINES)

III. Activity/Application: What is DOT? what it’s purpose?

IV. Assessment

V. Other Reference

27
 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 5

The impacts of tourism and hospitality

Introduction

In this module it describes

Date and Time allotment:

Week 8 & 9 () 3 Hours

I. Objectives

At the end of the course, the student should be able to:

 Determine the economic effects of tourism and hospitality.

 Discuss the social impacts of tourism and Hospitality.
 Explain the impacts of tourism and Hospitality on culture.
 Analyze the environmental impacts of tourism and hospitality.

II. Lecture:

The Impacts of Tourism and Hospitality

The tourism industry can be classified into the social and cultural
impact, economic impact and environmental impact.

1. Environmental Impact- refers to the impact on the nature and surrounding

areas. (area, air, bodies of water)

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2. Sociocultural Impact – are associated with the interactions between people
with differing cultural backgrounds, attitudes and behaviours and
relationships to material goods.
3. Economic Impact – are usually seen as positive, contributing to employment,
better services and social stability.

There are both Positive and Negative Impacts in Economic Aspects:

Positive Impact Economic Effects of Tourism and Hospitality

1. Foreign Exchange earnings

2. Contribution to government revenues
3. Employment

(3) Three types of Employment

a. Direct Employment – is a generated result of providing goods and services

directly to tourist directly to tourist in hotels, restaurants, night club.

b. Indirect Employment – consists of those positions that are associated with

other tourism-related activities but are used by both activities but are used by
both the local resident and the tourist.

c. Induced Employment – refers to people working in positions only

peripherally related to tourism and hospitality, but generated because of it.
Examples are construction workers and professionals such as doctors,
accountants who service the employees working directly in tourism-related
positions.

4. Investment and Development

Negative Impact Economic Aspects of Tourism and Hospitality

1. Inflation and land values

2. High Leakages

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a. Good and services
b. Remittance of profits and wages to outside sources
c. Expenditures for promotion and publicity
3. Seasonality
4. Seasonal Character job
5. Prostitution

Social Impacts of Tourism and Hospitality –refers to the changes in the

quality of life residents of tourist destinations. The objective of social tourism
is to ensure that tourism is accessible to all people.

Host Visitor Interactions

Tourism and hospitality cause more interaction between peoples

particularly between the tourists or visitors and the local residents or hosts.
Smith (1997), categorized tourists into several types and outlined her views on
the intensity of interaction between the tourists (visitors) and the local
residents (hosts). Her Classifications are as follows:

1. Explorer – a type of visitor is interested in being an active participant observer

among the population. The explorer easily adapts to local lifestyles and does
not need special tourist accommodations.
2. Elite – a type of tourist is a few in number. He can afford to pay well for
unusual vacations. He is well-travelled and usually known as “the jet-setter.”
He differs from the explorer in his attitude. His arrangements are either made
by a travel agent or may be pre-planned. Although he is willing to sample the
local lifestyle, he requires some degree of comfort.
3. Offbeat- this tourist adapts well to simple accommodations and services
provided for the occasional guest

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4. Unusual Tourist – this tourist loves sub-exotic sites, and the unusual or
primitive sites as long as he can quickly and safely return to more familiar
surroundings and group.
5. Incipient Mass Tourist – this is a visitor who looks for the amenities of western
societies in hotels and other travel-related facilities. He is mixture of both
pleasure seeker and business traveler.
6. Mass Tourist – he comes from the middle class. He arrives in a destination
with other tourists. There is a diversity of taste among them and their attitude
is “you get what you pay for.
7. Charter Tourist – the charter tourist comes “en masse” with others of his kind
creating an extremely high amount of business and receiving a high degree of
standardization in services and products. The interaction between the visitors
and the hosts is limited and impersonal.

Positive and Negative Social Effects of Tourism and Hospitality

Positive Effect

1. It creates a new medium for social change and multicultural understanding

2. It encourages adaptation to the realities of modern life works toward
improving the host country’s environment and lifestyle options;
3. It promotes knowledge and use foreign languages
4. It improves health conditions and disease control.

Social Change and Multicultural Understanding

One of the most important benefits of tourism and hospitality is the

bringing together of diverse people to help them understand one another.

Use of Foreign Language

Use of a foreign language brings people in contact with those of other

language groups. The need and the desire to communicate increase interest in

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both the host and visitors to learn another language. Visitors to other
destinations often want to learn a language to improve the quality of future
experiences.

Improved Health Conditions and Disease Control

Through tourism and hospitality, local residents can become aware of both
health problems and good hygiene. This awareness can lead to a change in the
health infrastructure of a destination. Improvement in one community the
paves the way for improvement of the whole region.

Negative Effect

Social Saturation

-The residents frequently resent having to share their facilities and

services with visitors. In destinations that attract many tourists, public
transportation is so crowded with tourist that there is hardly any room for
residents. Shops are full of travelers, forcing the locals to change their
shopping patterns. Streets are full of visitors resulting to traffic jams.

Changes in the Social Structure, Behavior, and Roles

-Tourism and Hospitality changes the traditional forms of employment

which result in the lowering of the status of agriculture workers, migration of
the population, and the breaking up of families. In some areas it leads to other
social problems in the family. Some wives who work in tourism and hospitality
establishments have higher salaries than their husbands. This often leads to
the loss of self confidence among their husband. In addition, their improved
way of dressing and grooming causes their husbands to be jealous and
suspicious. This has led to a higher divorce rate.

Community Problems

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 -Prostitution, often called the “oldest profession” certainly existed before
the growth of mass tourism. The use of erotic pictures and suggestive slogans
in an advertisement leads some tourists to anticipate sun, sea, sand, and sex
as part of their vacation experience.

Negative Demonstrative Effects

Consist of tourist behavior which can be considered socially and

economically inappropriate. One of the major results of negative
demonstrative effects is the polarization of the host from the tourists. Which
can happen in several ways.

1. Tourist often demand commodities and facilities beyond the economic

capacity of residents
2. Social norms of the tourist that are very different from the local customs give
arise to social problems
3. Importation of foreign workers from more developed countries.

Impact of Tourism and Hospitality on Culture

Acculturation – is defined as those changes that occur in a culture through

borrowing from other cultures. These changes may include technology,
language, and values.

Cultural convergence – is the tendency of world cultures to become more

alike. A very good example of this is the adoption of many European ways by
people of less-developed countries because of their exposure to European
culture and technology.

Positive Effects of Tourism and Hospitality on Culture

the two most important positive effects of tourism and hospitality on

culture are the promotion of intercultural communication and the renaissance
of native culture.

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 Positive Environmental Impacts of Tourism and Hospitality

1. Conservation
2. Development of Attractions

Negative Environmental Impacts of Tourism and Hospitality

1. Environmental Conflicts
a. Air pollution
b. Water pollution
c. Noise pollution
2. Geological Conflicts
3. Resident conflicts

Impact Control Measures

1. General protective measures – are designed to safeguard the various aspects

of the environment, endangered animals and plants, beaches, and forests
through the creation of national parks and wilderness areas
2. Regulation of Tourist Development – refers to zoning and land use, planning
specifications on the facilities being built as to height, appearance, open
space, and over all design, among other things.

Issues in Tourism and Hospitality

Marketing Issues

 Changing Demographics
 Changing Vacation Patterns
 Market Segmentation
 Frequent Guest Programs
 Maturation in Segments of the Fast-food Industry
 Consolidation in the Commercial Lodging Industry

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 Legal Issues

 Liquor Liability
 Ethics in the Tourism and Hospitality Industry

Human Resource Issues

 Sexual Harassment
 Employee Turnover
 Employee Assistance Plans
 Employee Empowerment

Operations Issues

 Automation
 Smoking/Non-Smoking areas
 Sanitation and Public Health
 Recycling Solid waste

Consumer Affairs Issues

 Fire Safety
 Truth in Menus
 Diet/Nutrition/Health

III. Activity/Application: As a Hospitality Management student, what can you

do, at least on how to prevent the negative Impact of Tourism in the
Environment?

IV. Assessment: In your own observation regarding the tourism here in

Pangasinan, what could be the negative and positive impact of tourism? Give
an example at least 5 each.

V. Other Reference

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 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 6

Future world tourism and hospitality Issues

Introduction

In this module it describes

Date and Time allotment:

Week 10 & 11 () 3 Hours

I. Objectives

At the end of the course, the student should be able to:

1. Describe the available jobs in the airline industry.

2. Discuss the employment opportunities in hotels and motels.
3. Clarify the career opportunities in the travel agency.

II. Lecture

Future World Tourism and Hospitality Issues

This chapter introduces the selected major tourism and hospitality issues that
are significant to the future of a vibrant tourism and hospitality industry.
Looking toward future requires imagination and foresight. According to Mark
Twain, the American writer and humorist, “Prophecy is very difficult especially
with regards to the future. The travel world of tomorrow will be different
from what we know today and experienced yesterday”

Major Tourism and Hospitality Issues

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1. Safety and Security in Tourism and Hospitality – safety and security in
tourism and hospitality will be the greatest challenge for tourism policy and
planning for many years to come (Edgell 2008). Much of the discussion on
safety and security pertains to terrorism. The terrorist attack on September
11, 2001 paved the way for the adoption of international and national policies
to counteract the impact of terrorism. The result of this tragic event
encouraged many countries to act together to combat the devastating effects
of terrorism.

Travelers now demand security measures. Safety and security must be

included in the destination development strategies especially in areas where
terror and danger exist. The following are important items to be included in a
destination’s security strategy. Dr. Peter Tarlow, an expert on tourism and
security issues, proposed these points:

 Destinations and attractions must compete on their readiness to keep visitors

safe and secure.
 Destinations that provide sound security coupled with customer service will
prosper.
 The lack of comprehensive approach will create a false sense of security. For
example, only having gas masks available for hotel guests may give false
hopes if the hotels water supply is poisoned.
 All members of the local tourism and hospitality system should be included
when developing a comprehensive tourism and hospitality strategy.
 Media coverage of a local incident can spread the negative public relations
effects to the entire continent.
 The safety development needs of the components of the visitors experience,
including transportation, infrastructure, accommodations, highway rest areas,
and food sources should be assess

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 Establish a place for visitors to turn to, if a terrorist attack were to occur, and
openly communicate the location and purpose of the center in advance in
case of any threats.
2. The Impact of the World’s Economy on Tourism and Hospitality – the
economy has a major impact on the future of International travel. With a
flourishing world economy, more people will travel. If there is a greater
distribution of a country’s wealth, more people will have the financial means
to travel. According to the US Census Bureau “World Pop Clock Projection”
the present world population is more than 6.5 billion. China, India, the United
States. Indonesia, and Brazil are the top five most populous country.
3. Managing Sustainable Tourism in a Respective manner – Sustainable tourism
is of outmost importance at present and in the future. Measure to advocate
tourism agencies, host communities and traveler’s about sustainable tourism
must be continued as the world population increases. Respect for our natural
and built environments will be the country’s legacy for future generations.
4. Tourism Policy and Strategic Planning – the sustainable benefits of tourism
and hospitality for local communities will continue to grow in importance.
There will be greater effort for towards partnership of private and public
sectors to alleviate poverty, develop policies to combat the negative impacts
on tourism and hospitality, support the economic, sociocultural, and
environmental contributions of tourism and hospitality the world.
5. Using E-commerce Tools in Tourism and Hospitality – Since tourism and
hospitality is a combination of products and services, the multimedia qualities
of electronic commerce can be applied effectively to tourism and hospitality in
order to increase the attractiveness of a destination.
6. Tourism and Hospitality Education and Training – Globalization and
innovation will be the outstanding feature of tourism and hospitality
education and training in the future. New trends include the collaboration

38
 between tourism agencies and educators in colleges and universities to
address the changing needs of the tourism and hospitality industry.
7. Emerging Tourism and Hospitality Markets
8. Quality Tourism and Hospitality Products and Experiences
9. Partnership and Strategic Alliances in Tourism and Hospitality – tourism and
hospitality partnership are a form of cooperation to facilitate competitive, and
at the same time, mutual interest. Two important words in partnerships are
responsibility and collaboration. It is through connectivity that successful
partnerships are formed.
10. The Impacts of Health Issues on Tourism and Hospitality – most travelers
avoid the areas that have high health risks. Diseases spread more rapidly due
to travel, particularly through international aviation. Fear of disease reduces
travel demand.
11. Effects of Natural Disasters on Tourism and Hospitality – Natural disasters
have devastating impacts on the tourism and hospitality industry. People
avoid travel to affected areas. Once this occur there are limited opportunity to
use tourism and hospitality to restart the economy or to obtain new revenues
to reinvest, in the tourism and hospitality industry and in the well-being of the
local residents (Edgell, 2008)
12. Climate Change in Tourism and Hospitality – Global warming is a growing
concern for travelers. Climate change will affect certain locations will tourist
visit and at what times of the year. This shift in travel patterns and travel
periods can have an impact on travel destinations which, in turn, affects the
environment, which in turn changes when visitors desire to come.

III. Activity/Application:

IV. Assessment

V. Other Reference

39
 College of Hospitality Management

Second Semester, A.Y. 2020-2021

MODULE 7

Sustainable Management of Tourism and Hospitality

Introduction

In this module it describes

Date and Time allotment:

Week 12 () 3 Hours

I. Objectives

At the end of the course, the student should be able to

1. Explain the job opportunities in the cruise line industry.

2. Be familiar with the available jobs in motor coaches.
3. Describe the career fields in the car rental industry.
4. Explain the employment opportunities in the gaming and entertainment
industry.

Sustainable Management of Tourism and Hospitality

One of the strongest motivations for travel at the present time is interest
in the natural environment as well as the heritage, arts, history, language
customs, and culture of people in other countries. Travelers like to experience
examples of the local arts, music, painting, sculpture, architecture,
celebrations and festivals, food, drinks, and other special forms of hospitality.
It is necessary to conserve and maintain those resources for future
generations to enjoy.

Meaning of Sustainable Management of Tourism and Hospitality

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 Sustainable management of tourism and hospitality means achieving
quality growth in a manner that does not deplete the natural and built
environments and preserve the culture, history and the heritage of the local
community.

The key to sustainable management of tourism and hospitality is to

balance the number of the visitors with the capacity of the given environment
in a manner that allows the greatest interaction and enjoyment with the least
destruction.

Managing Sustainable Tourism and Hospitality

Sustainable tourism and hospitality encourage economic and social

responsibilities for preserving and enhancing our cultural and environmental
heritage through tourism and hospitality. Throughout the world, many local
destinations managers and governments acknowledge the monetary value of
tourism and hospitality which results in demands for the new measures to
support sustainable tourism and hospitality practices.

The Benefit of Sustainable Tourism and Hospitality

The economic benefits of successful sustainable tourism and hospitality

management include developing new businesses, expanding job
opportunities, increasing income, marketing new products, improving
infrastructure, encouraging diversification, integrating the local economy and
special opportunities with other services and products, promoting community
pride, and higher quality of life to the local population.

III. Activity/Application

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IV. Assessment

V. Other Reference

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