Chapter 1 :

Meaning and
importance of
Tourism and
Hospitality
At the end of this chapter, the students
should be able to:

1. Define Tourism and Hospitality

2. Define Tourist and Types of Tourist

3. Explain the relationship of tourism and hospitality and their components

4. Enumerate and explain the characteristic of tourism and hospitality

5. Explain the importance of tourism and Hospitality

 What is Tourism?

• Tourism is a social, cultural and

economic phenomenon which
entails the movement of people
to countries or places outside
their usual environment for
personal or business/professional
purposes. These people are
called visitors (which may be
either tourists or excursionists;
residents or non-residents) and
tourism has to do with their
activities, some of which involve
tourism expenditure.
What is Hospitality?

• Hospitality means
extending a welcome to
guests or offering a home
away from home, and the
word is derived from the
Latin word “hospes”
meaning host, visitor or
stranger.
RELATIONSHIP OF TOURISM AND
HOSPITALITY

• Tourism and hospitality industries go hand in hand

even though considered to be independent from
each other because both industries strongly affect
one another. The hospitality industry acts as the
main supplier of safe and satisfying products and
services for tourism (supply chain integration).
Tourism on the other hand is the activity of tourists
where most of the time avails products from the
hospitality industry.
 Food and
Beverage
services

Components of
Tourism and Accommodation
Hospitality which Hospitality
and
or Lodging
Tourism services
constitute the services
Tourism
tourism and
hospitality
interconnection
Leisure and
recreation
services

Figure 1: Networks of hospitality and tourism.

A. FOOD AND BEVERAGE COMPONENT
The food and beverage sector begun from simple origins: as people travelled from their
homes, going about their business, they often had a need or desire to eat or drink. People
always look for food, and drinks everywhere- hotel, restaurant, shopping malls, and as there
is increase in personal and social events such as birthday parties, business meetings and
increase in population.

• There are two distinct types of establishments that offer food and beverages:

1. COMMERCIAL FOOD SERVICES which comprises operations whose

primary business is food and beverage
2. NON-COMMERCIAL FOOD SERVICES where food and beverages are
served but they are not the primary business.
Services in the food and
beverage component:

A. Table service
B. Family service
C. Plate service
D. French service
E. Gueridon service
F. Silver service
B. LODGING COMPONENT

• Lodging means accommodation

for a period or a place to sleep
for overnight or long-term
services to people. Lodging may
also include accommodation of
customers looking for other
activities such as entertainment
(casino hotels) or for
recreational activities (resort
hotels). Because of this, the
lodging industry has greatly
increased its services to different
types and needs of the people.
C. RECREATION AND
ENTERTAINMENT COMPONENT
• Recreation is any activity that
people do for rest, relaxation, and
enjoyment to make them free from
the demands of work and duty.
These started many centuries ago
when people (the host) entertain
their guests at home. The host feel
obliged to attend to the needs of
his or her guests giving them food,
beverages, place to stay and some
entertainment such as games- golf,
tennis, and chess or outside
activities-hiking, swimming,
concerts.
 Sports and
Physical
Recreation

Arts and Play and

Five entertain
Leisure
activity-
based
ment
Components of
leisure
Industry

Leisure Industry

Home-
Countryside
recreation
based
leisure

Figure 2: Components of Leisure Industry

1. Sport and Physical
Recreation:
Sport is a form of physical
activity which involves some
element of competition between
two or more groups and usually
is governed by rules or
uncompetitive activities.
Physical activity are sometimes
not only for recreation but aimed
at improving health and witness
as well.
PHYSICAL RECREATION
CAN BE DIVIDED INTO
TWO TYPES:
A. Based on role of the person involved
• Active of participative, eg. playing volleyball
and basketball
• Passive or spectator, eg, watching a game

B. Based on location of physical activity:

• Land-based recreation and tourism
• Examples: hiking, golfing, biking, camping
and sports game
• Water-based recreation and tourism
• Examples: swimming, scuba diving, sport
fishing and canoeing
2. Arts and
Entertainment:
• Arts and entertainment are the
things that take place outdoor
which entertain you. These
include: theatre and musical
plays, opera, recitals,
fireworks, concerts, ballet
show, cinema, cabaret, stand-
up comedy in bars, art
galleries/viewing, exhibitions
and festivals
3. Countryside
recreation:
• Countryside recreation can take
place in National Parks, Areas of
Outstanding Natural Beauty or
in places that are considered
heritage in a country. Some
examples are mountains, h
valleys, lakes, fields and
beaches
4. Home-based
leisure:
• Home-based leisure is activities
that can be done without
leaving your home but in the
comforts of your home Home-
based leisure includes: playing
and listening to music, watching
television, arts and crafts,
gardening, online gaming:
reading and board games.
5. Play and activity-
based leisure.
This kind of leisure is mainly
associated to activities that
involve children young adult and
teens.
 D. TRAVEL AND TOURISM COMPONENT

• The travel services and tourism components of

hospitality and tourism is a complex web of
relationships between a variety of suppliers,
tourism products, and destination marketing
organization tour operators, travel agents, and
transportation.
• There may be two types of travel, the
business travel wherein a person travels to
another place for work and spends money on
hospitality, and tourism products (lodging and
food and beverages) and the leisure travel,
wherein a person travels for recreational and
entertainment. Therefore, we can consider that
the major function of the tourism is to
encourage people to travel to spend money on
hospitality food and beverage services, lodging
services and transportation
Transportation

• Transportation is the process of

making movement of people
from one place to another using
primitive and simple to modem
and complex means of
transportation. This may include
automobiles, buses, trans, ships
and airplanes
Components of travel services:
A. TRAVEL AGENCIES

A travel agency can be small and privately owned entity and is a business that
operates as the intermediary between the travel, tourism and hospitality industry
suppliers and the traveler (purchaser). Travel agency can assemble products and
services into prepackaged travel tours (bundles of related travel services offered
to potential travelers at a single price). The travel agency can also be the
intermediary between the traveler and the hotels and tour companies.

Travel agents are people, who are special and in certain types of travel which
may include travel agents that are knowledgeable in outdoor adventures chive,
and culinary tours or specialized to specific destinations. They are the one that
directly connect with a traveler who is looking for means to purchase prepackages
through travel agencies.
B. ONLINE TRAVEL AGENCIES

(OTA) One of the advantages of

technology can be found in
hospitality and tourism. Today,
travelers can now search and
book everything they need for
traveling online. Technology now
plays a big part to tourism as
people can now choose to book
tours that they can fully and
independently create their own
itineraries Examples of OTAs in
the Philippines include Asiatravel,
Agoda, Expedia and Wotif.
C. TOUR OPERATORS

• Tour operators are companies or

individuals who package all
components of offered trip or
tourism and hospitality services
and then sell them to the traveler
personally or through retail outlets
of travel agencies. Tour operators
have close work relationship to
hotels, transportation provides,
managers of attraction sites and
restaurants in order to purchase or
have a better deal in each
component of the tour. Tour
operators sell to the leisure market.
 Inbound tour operators: Tour
operators that bring travelers into a
country as a group or through
Individual tour packages
o Tour
operators
may be Outbound tour operators: Tour
inbound, operators that within a country to take
travelers to other countries
outbound,
or
receptive: Receptive tour operators (RTO): These are not
travel agents and they do not operate the tours
instead these are operators that work as a liaison
and booking agent of various products to sour
operators in other markets, such as Philippines to
US.A.
D. DESTINATION MARKETING ORGANISATIONS

• (DMOs) This includes national

tourism boards, government
agencies such as Department of
Tourism, city of provincial
tourism offices and community
tourism offices. DMCs promote
the long-term development and
marketing of a destination, and
the maintenance of such places.
E. OTHER ORGANIZATIONS

• This may include other organization that not only focuses in

leisure travel but also business trips and other functions.
 Definition
of Tourism
Defining tourism is not easy as its
definition varies source by source,
person by person and country by
country. Because of the complexity and
multidimensionality of tourism,
individualism of the travelers
themselves and the activities that they
demand, tourism therefore has no
universally accepted definition.
Attempts have been made to formulate
a standard definition throughout the
world.
 • "A phenomenon unique to modern time
which is dependent on the people's
The first increasing need for a change and
definition of relaxing, the wish of recognizing the
beauties of nature and art and the
tourism is belief that nature gives happiness to
made by Guyer- human beings and which helps nations
Feuler in 1905. and communities approaching to each
other thanks to the developments in
commerce and industry and the
communication and transportation tools
becoming excellent.“
• -Guyer & Feuler
In 1976, the Tourism Society of
England defined Tourism as:
• "Tourism is the temporary,
short-term movement of people
to destination outside the
places where they normally live
and work and their activities
during the stay at each
destination. It includes
movements for all purposes."
 The most widely utilized definition of tourism, proposed by the World
Trade Organization (WTO) and United Nations World Tourism
Organization (UNWTO) prescribes that in order to qualify as a tourist:

• "One must travel and remain in a place

outside of their usual residential
environment for not more than one
consecutive year for leisure, business
or other purposes. (UNWTO, 1994)

• "Tourism is a social, cultural and economic

phenomenon which entails the movement of
people to countries or places outside their usual
environment for personal or
business/professional purposes. These people
are called visitors (which may be either tourists
or excursionists; residents or non-
residents) and tourism has to do with their
activities, some of which imply tourism
expenditure" (United Nations World Tourism
Organization, 2008)
 Attraction

Accessibility
Component
of Tourism or
5A’s of Accommodation
Tourism
Amenities

Activities
 Definition of
Hospitality
The word hospitality is derived from the
Latin wont “hospes", which means
guest. Hospitality is the friendly and
generous reception and entertainment
of guests, visitors, or strangers and
providing them food, beverages, lodging
and abode.
 • The Guest Perspective: This is the perspective wherein as
people who serve and give products must have achieved the
expectations of their guests-receive good hospitality making
customers or the guest feel comfortable and well-served.

• The Operator Perspective in a hospitality setting, the guest

exists to be served, the operator exists to serve to be able to be
The Three considered as hospitable, the operator must be successful in
making guests feel comfortable and well-catered to
Perspective
of • The Tech Perspective. The increase in the needs of the people
Hospitality: results to increase in demand of tourism and hospitality services
such as restaurants, lodging and car rentals. This causes problem
such as long lines in walling to be accommodated, slow serving of
products, shortage of materials or of human resources and these
problems may lead to unsatisfactory reactions from guests and
customers. With technology, restaurants and hotels use
reservation, seating, and guest management tools to reduce such
problems
Meaning of Tourist

• The origin of the word 'tourist' dates back to the year 1292 A.D.
"Tourism' or Tourist word is related to the word 'tour' which is
derived from the latin word "tornus" it means a tool for describing a
circle or turner's wheel. It is from the word “tornus" the notion of a
"round tour" or a "package tour" has cone vogue.

• In 1643 the term was first used in the sense of going round or
travelling from places to places, around an excursion, a journey
including visits to many places in circuit or sequence, circuitous
journey, embracing the principal places of a country or region. A
more balanced description may be that a four represents attempt by
the traveler to discover something about a place he visits.
 At present, the most widely accepted definition of tourist is by the UN
Conference on International Travel and Tourism held in Rome in 1963.

"Visitors are any person visiting a country for reasons other than that of
earning money." The definition classifies two classes of visitors:

a. Tourists-are temporary visitors staying in a place at least or

more than 24 hours.

b. Excursionists-are temporary visitors staying in a place less

than 24 hours in the destination that they have visited. They do
not make overnight stay and may include cruise travelers.
Consumer Behavior in Tourism:

A. Factors C. Henley
B. Plog’s Model
affecting Centre Model
of Tourist
Tourists of Holiday
Behavior
Behavior Making
A. Factors affecting Tourists Behavior

The following factors immensely alter tourist behavior:

• Geographical Factors: Some physical factors like geographical and climatic

conditions, facilities and b amenities available at the destination, advertising
and marketing conducted by tourism business alter the decision making of the
tourists.
• Social Factors: A few social factors such as a person's social network, which
provide first had information that can alter a person's decision of visiting or not
visiting a particular place.
• Place of Origin: There can be a broad spectrum of tourist behavior depending
upon the place they belong to. North Americans like to follow their own cultural
framework, Japanese and Korean tourists like to visit places in groups.
• Tourism Destination: It is a major contributing factor altering tourist
behavior. If a destination has all basic provisions such as electricity, water,
clean surroundings, proper accessibility, amenities, and has its own
significance, it largely attracts tourists.
• Education of Tourist: The more educated the tourist is the wider range of
choices, curiosity, and the knowledge of places he would have. This drives the
decision making when it comes to choosing a destination.
B. Plog’s Model of Tourist Behavior
• Plog classifies tourists into three categories as described below:

1. Allocentric (The Wanderers): A tourist who seeks new experiences and adventure
in a wide range of activities. This person is outgoing and self-confident in behavior. An
allocentric person prefers to fly and to explore new and unusual areas before others do
so. Allocentrics enjoy meeting people from foreign or different cultures. They prefer good
hotels and food, but not necessarily modern or chain-type hotels. For a tour package, an
allocentric would like to have the basics such as transportation and hotels, but not be
committed to a structured itinerary. They would rather have the freedom to explore an
area, make their own arrangements and choose a variety of activities and tourist
attractions:

2. Psychocentric (The Repeater): A tourist falling in this category is usually non-

adventuresome. They prefer to return to familiar travel destinations where they can relax
and know what types of food and activity to expect. Such tourists prefer to drive to
destinations, stay in typical accommodations, and eat at family-type restaurants.

3. Midcentric (Combination): This category of tourists covers the ones who swing
between the above said two types.
 C. Henley Centre Model of Holiday Making

A British Consultancy of Futurology, Henley Center has divided the tourists into
four phases:
a. Phase I-Bubble Travelers: They do not have much money as well as knowledge.
They prefer packaged tours. They long to observe different cultures without being a
part of it. They travel mostly out of curiosity.
b. Phase II-Idealized Experience Seekers: They are confident tourists with the
experience of foreign tours. They are flexible and comfortable. They prefer tour offers
made for individuals.
c. Phase III-Seasoned Travelers: These tourists are more affluent than the
idealized-experience seekers. They are more confident to experiment and experience
different places and environments. They are more adventurous and prefer
individualistic tours.
d. Phase IV. Complete immersers: These tourists have an intention of immersing
completely into the foreign culture, heritage, culinary experience, and language. Their
holidaying is well-planned but not well-structured.
 Elements of Travel:
• Elements of travel are criteria for defining tourists.

1. Reason for journey. The first element of travel is the purpose

of why a tourist will travel in the first place. This is a crucial
element of travel as if there is no reason for a person to visit a
place then there would be no any travel or journey. Some of the
reasons for travel may be classed as:

a. Work or business
b. Outdoor recreation-boating, fishing
c. Visiting family and friends
d. Holiday celebration
e. Entertainment-sports and theater
f. Personal wedding, funeral, medical
Elements of Travel:

2. Distance to travel: The second element of travel is the distance of travel.

The distance of travel is another important element and can determine what
form of transport would be taken to complete the journey. Under this the
tourist must consider the difference between local and international
traveling. Preparing and planning may differ from local traveling-which may
include using local money (Philippine peso), using the right transport
mechanism and choice of clothes, international traveling-convert local money
to the currency of the place to travel, transport such as planes or ships

3. Length of stay at the destination: The third element of travel is the

length of stay at the destination The definition of tourists and excursionists by
UNWTO is directly associated to this element.
Elements of Travel:

4. Residence of the tourist: The fourth basic element of travel is the

residence of the tourist. This is an important element for the
destination's government for them to monitor which country or race
visits their country frequently. This will be analyzed statistically and may
help the destination's government to plan for better development of
tourism and hospitality sectors available in their country and to help
them attract more tourists.

5. Form of travel. The last element of travel is the forms of transport

which is also considered to be a crucial element to travel and as
mentioned before the other factors can contribute to what form of
transport is selected.
Nature of a Tour

1. Domestic tourism involves

traveling exclusively within the
residents' own country with the
benefit of having no problem in
language barrier, currency,
documentation barrier and socio-
cultural differences.

2. International tourism involved

traveling outside of the country and
may show possible problems in
language barrier, currency,
documentation barrier (visas, passport)
and socio-cultural differences.
• Depending on the type of tourism the package tour differs.
Package tour or sometimes referred to as inclusive tour is
product wherein the tourist can buy all-in one services of all the
components of tourism and hospitality that will be needed by the
tourist to be relaxed in his or her destination. Package tour may
include vice versa transportation, hotel and lodging, food and
beverages, choice of destination that the tourist would like to visit,
availing special products specific to the tour operator that the
tourist is having business with-such as tour guides and souvenirs.

• Tour operators are the people who organize the inclusive set of
tour products. The inclusive tour differs from domestic tourism and
international tourism. If a tourist buys separately all the
components of tourism and hospitality this is referred to as
"independent tour"
Package tour classification:

A. Independent inclusive tour (IIT); wherein the tourist travel

to the site of destination individually

B. Group inclusive tour (GIP): wherein the tourist travel to the

site if destination with the company of other tourists
TOURIST PRODUCT
• Tourist product in the simplest explanation is what the tourist buys.
There are four characteristics of tourist products which include:

Four characteristics of products:

a. Tourist product is a service.

b. Tourist product is largely psychological in its
attraction.
c. Tourist product tends to vary in standard and
quality.
d. Supply ofServices
the product is fixed.
may be characterized as:
Intangible can't be seen, tasted, felt, heard or smelled before being
purchased
Inseparable can't be separated from service providers
Variable quality depends on who provides them and
Perishable can’t be stored for later sale or use
Tourist Destination

• A tourist destination is a geographical location

which has the necessary components to attract
tourists and meet their needs- usually due to its
cultural and natural values. The success of a tourist

• Destination may be dependent on three basic

factors, attraction, amenities and access.
Factors of Tourist Destination:
 Tourist services

• The travel and stay tourists give

rise to a wide range of services in
the course of a holiday. The main
tourist services are usually
supplied by passenger transport
which provides the capacity of
travelers to reach their destination
as well as the movement at their
destination. Many types of
transport are available such as
planes, trains, and cruises.
Tourist services

• Accommodation, food and beverage and

entertainment constitute another part of
the tourist services. Hotels are
necessary for a large group of tourists
and travelers because these are the
places where they can stay and be
accommodated during the length of their
vacation. Restaurants to provide food
and beverages are also considered to be
as important as hotels for the provision
of pleasure eating. Entertainment,
amusement and recreation are the
primary reasons for people to travel.
Tourist services

• Travel agent and tour operators

are also vital tourist services. The
travel agent is the distributor of
the product while the tour
operators are the manufacturers of
these products. The travel agent
provides connections between the
tourist and the providers of the other
tourist services while the tour
operator combines individual
components of a holiday into a
product which is then sold by the
travel agents to tourists.
Characteristic of Tourism and Hospitality:

1. The tourism and hospitality is dynamic.

2. The tourism and hospitality industry is seasonal.
3. Tourism and hospitality is a labor-extensive industry.
4. Tourism and hospitality is people-oriented.
5. Tourism and hospitality is a multidimensional phenomenon.
6. Tourism and hospitality products are unlimited.
7. Tourism and hospitality products are purchased without
even insisting the people to buy them.
Importance of Tourism and Hospitality
Tourism and hospitality are undeniably two of the major socioeconomic industries in the world.
Both
industries are keeping up and adapting in the world's development to a better and highly
technological future. Some of the important contributions of tourism and hospitality are:

1. Economic progression- One of the major significances of tourism and

hospitality sectors is their contribution to the economy of country. According
to the Department of Tourism, 12.7% of the Philippines's GDP in 2019 was
from the sector of Tourism.

2. Generation of employment-Because of the increase in numbers of

tourists visiting countries, there will also be the number of employees needed
to provide human resource to these tourists. About 5.4 million people were
employed in the major sectors in tourism and hospitality accommodation, food
and beverages, hotels and restaurants- in 2019 (DOT, Philippines). transport,
Importance of Tourism and Hospitality

3. Promotion of culture and cultural heritage Tourism and hospitality industry

provide a stage to emphasize, share and explain the beauty of different cultures,
histories and arts of a specific country or place.

4. Societal progress - Tourism and hospitality are a good way for a successful
cultural exchange. In the same way the people in the area where the tourists visit
may also adapt some of the traditions and ways of the tourist. Good examples of
these exchanges in the Philippines include: the culture of serenading or "Harana",
was introduced by the Spaniards during the Spanish era in the Philippines.

5. Significance to education Tourism and hospitality services also affect

education- especially those related to movement from one place to another such as
educational tour, school seminars and international conferences.
Importance of Tourism and Hospitality

6. Dispersion of development- The demand of international

competition in tourism and hospitality provides means to spread
wealth among different countries (especially to the developing
countries) and not only limit it to some of the well-developed
countries. This will cause distribution of people and money and
may bridge the gap between the rich and the poor.

7. Environment and culture preservation-the tourism and

hospitality industry exposes different places and cultures with
unique characteristic and natural beauty. The knowledge of these
place and culture will help people to support the preservation of
such beauty and prevent them from losing their significance in the
world.
Importance of Tourism and Hospitality

8. Build strong relationship between countries - The well-

developed and designed tourism and hospitality can help create a
bridge for the psychological and cultural distances which separates
different people based on race, language, colors, socioeconomic
status and religion.

9. Better planning strategies for road development,

housing or industrial building - By the upholding of the tourism
and hospitality for the preservation of environment, people in
these industries may help to plan road and industrial development
with sensitivity to their environmental implications
Importance of Tourism and Hospitality

10. World's peace industry-People of different race, religion and culture

are distanced from each other by many factors. But because tourism and
hospitality can provide ways to these people to have strong relationship and
better understanding of each other, tourism and hospitality may overcome
prejudices and foster international brotherhood creating harmony and peace.

11. Foreign Exchange Earnings -One of the most important contributions

of the industry is to help the growth of the economy of the country. All
touring expenditure incurred by foreign tourists is a source of foreign
exchange earnings. Many countries of the world make it mandatory for
tourists from abroad to carry a certain amount of foreign currency for the
entire length of their stay.
Thank you 