MACRO PERSPECTIVE PRELIM MODULE collective or private accommodation in the

place   visited
A. INTRODUCTION TO TOURISM (Evolution)
International Visitor- Refers to a person who travel to a
1.MEANING AND IMPORTANCE OF TOURISM
country outside their usual environment and residence,
Tourism: for less than 12 consecutive months and the main
purpose is other than the exercise of an activity
  “The sum of  phenomena and relationships remunerated from within the place visited
arising from the travel and stay of non-
residents, in so far they do not lead to Domestic Visitor- Refers to any person who travels
permanent residence and are not connected in within their country of residence but outside their usual
earning activity”- Prof.Hunziker and Krapf of Berne University, environment for less than 12 consecutive months,
Switzerland whose main purpose is other than the exercise of an
 “Tourism is a temporary short- term movement activity remunerated from within place visited
of people to destination outside the places
Elements of Travel
where normally live and work and their
activities during their stay at these 1. Distance
destinations”  –  Tourism Society in Britain
  “ Tourism may be defined in terms of particular • not commuting for work and changing of residence
activities selected by choice and undertaken • a measure that has been used to distinguish travel
outside the home environment”  -Tourism Society in away from home is the distance traveled on a trip
Cardiff
• a trip is when a person goes to a place at least 100
  “Tourism is  comprised of activities of persons miles away from home and return to his/her place of
traveling to and staying in places outside their residence
usual environment for not more than one
consecutive year for leisure, business and other 2. Length of Stay at the Destination
purposes”  –World Tourism Organization,1993
•The definition of a tourists and excursionists as
Tourism Terminologies: proposed by WTO is largely based on the length of stay.
•Tourists are temporary visitors who make at least one
Travelers- are people on a trip between two or more
overnight stay, while excursionists are temporary
places
visitors who do not stay overnight in the place they visit.
 Visitors- Are people who engage in tourism. Visitors are
different from other travelers because of the following 3. Residence of the Traveler
criteria:
•For business and research purposes, it is important to
•          The trip should be to a place other than that of know where people live.
their usual environment
4. Purpose of Travel
•          The stay in the place visited should not last more
than 12 consecutive months •Visiting friends and relatives
•Conventions, seminars, and meetings
•          The main purpose of the trip should be other
•Business
than the exercise of activity remunerated from within
•Outdoor recreation- hunting, fishing, boating, and
places visitor camping
 Types of Visitors •Entertainment- sightseeing, theater, sports
•Personal – family, medical, funeral, wedding
 Overnight Visitor (tourist) – refers to a visitor
who spends his/her night away from home Nature of Tour

 Same-day visitor (excursionist) –refers to any 1.Domestic Tourism

visitor who does not spend the night in a
•Refers to travel taken exclusively within the national •       A package tour cannot be consistently of equal
boundaries of traveler’s country. standard.

•People find it easy to do so because there are no •       A bumpy flight can change an enjoyable
language, currency, nor documentation barriers. experience into nightmare;

2.International Tourism •       A good room in hotel maybe spoiled by poor food;

•Involves the movement of people across international •       A holiday can be destroyed by prolonged rainy
boundaries of traveler’s country. spell.
•It is more difficult to travel outside one’s country
because the country visited has a different language, 4.Fixed
currency, and documentation requirements, such as
passports, visas, and other conditions of entry to be met ·         The number of hotel rooms available at a
by the tourists. particular resort cannot be varied to meet changing
demands of tourists during a particular season.
3.Package Tour
·         The unsold hotel room or aircraft seat cannot be
•Sometimes called inclusive tour stored for rarer sale as is the case of tangible products.
•It is an arrangement in which transport and
accommodation is bought by the tourist at an all- ·         Thus, the great efforts are made to fill hotel rooms
inclusive price. and aircraft by discounting the prices of these products
•The price of an individual element cannot be at the last minute.
determined by the purchaser himself.
Characteristics of Tourism
4.Independent Tour
In tourism the product is not brought to the consumer;
•Is an arrangement in which the tourist buys the rather, the consumer has to travel  to the product to
facilities separately, either making reservations in purchase it.
advance through a travel agent.
·The products of tourism are not used up; thus, they do
Tourist Products not exhaust the country’s natural resources.

1.Service ·Tourism is a labor-intensive industry.

- an intangible item. · Tourism is people oriented

-It cannot be inspected by prospective purchasers
before they buy as they can with · Tourism is a multi-dimensional phenomenon.
washing machine, gadgets, and other consumer goods.
·     The purchase of package tour involves a high degree ·The tourist industry is seasonal.
of trust on the part of the buyer
·The industry is dynamic
2.Largely Psychological in its Attraction
2. THE EVOLUTION OF TOURISM
·         It is more than collection of services such as an
aircraft seat and a hotel room. History of Tourism Video:

·         It is temporary use of a strange environment plus -Herodotus was the first tourist in 484-420 BC
the culture and heritage of the region  and other
intangible benefits such as atmosphere and hospitality. -Modern Age from 1453- 1789 emerged the first
accommodations
3.Standard and Quality overtime
-King Louis XIII built the first vacation home in 1624 • As young men sought intellectual improvement in the
continent, the sick sought a remedy for their illness in
before it became the palace of Versailles. “spas” or medicinal bath. The term “spa” is derived
from Waloon word espa meaning “fountain”
1841- Thomas Cook organized the first organized trip in
history (1851) • Soon, entertainment was added and dozens of
watering places became resort hotels.
1950-1973 was the beginning of tourism boom
Tourism during Industrial Revolution
In the 80s tourism became the economic driver of many
countries. •This period brought about major changes in
the scale and type of tourism development.
Today, supply and demand are diversified, new
destinations are created and there are now types of • It brought about not only technological
travelers. changes that made travel desirable as
a recreational activity.
Early Tourism
•The increase in productivity, regular
Has two forms: religion and business employment, and growing urbanization gave
more people the opportunity to go on holiday.
• Travel Exploration are basic to human nature
The Modern Tourism 19th and 20th Century
• The term tourism derived from the hebrew word
‘torah’ w/c means studying, learning, and searching 19th  century

• The term tourism was used only in the 19th Century. •Two technological developments in early part
in this century had a great effect in tourism.
•Tourism can trace its ancestry in the old testament.
Noah with his Ark must have been the first large-scale • These were the introduction of railway and
operator development of steam power.

•Early tourism has two forms of travel:  business and • In latter part of this century, travel organizers
religious travel. emerged. Thomas Cook is the first
and famous organizer.
Tourism in Medieval Period
20th  Century
• In this period, the travel has declined
• Travel derived from the word travail, became • At the beginning of this century, pleasure
burdensome, dangerous, and demanding during this travel continued to expand.
time
• No one travel this time for pleasure •After world war 1, forms of travel began to
• Crusaders and Pilgrims were the only one who travel. change radically. The railways as means
of travel declined with the introduction of
Tourism During Renaissance and Elizabeth Eras motor car.

• In this period, a few renowned universities developed •Another progress of after war was the aircraft
so that travel for education was introduced. technology.

• Under Elizabeth I, young men seeking position in court •After post war recovery years, there was an
were encourage to travel to continent to widen their increase of private car ownership.
education.
Origin of Tourism in the Philippines
• Tourism in the Philippines began when the -the reception and entertainment of guests, visitors, or
original inhabitants search for food. strangers with liberality and goodwill (Oxford English
Dictionary)
• A more recognizable tourism appeared when
the country was discovered by -derived from the Latin word “hospitare” meaning to
Ferdinand Magellan. “receive as a guest”

•  During American occupation in the Pineapple and Hospitality (Pineapple Tradition)

Philippines, Americans were able to reach
Manila after two weeks on board of Pan  • Pineapple enjoyed the rich and romantic heritage as a
American Airways. symbol of welcome, friendship and hospitality
• In 17th century, it was brought back from the West
• Although there were already visitor arrivals Indies by the early European explorers and was
from other countries, there were no cultivated in Europe and became the favored fruit to
tour operators. serve royalty and elite
• Later, it was introduced to North America and became
• There were only few tourist attractions and part of the North American Hospitality
destinations in the Philippines. • Pineapples were displayed at doors or on gatepost
announcing to friends and acquaintances: “The ship is
• It was difficult to measure tourist activities in! Come and join us". Food and drink for all
before WWII since there were no •Since its introduction, the pineapple has been
statistical records. internationally recognized as the symbol
of hospitality and a sign of friendliness, warmth,
• In 1952, the first tourism association in the cheer, graciousness, and conviviality.
Philippines was organized.
Concepts of Hospitality

 Hospitality was coined from the term “hospice”,

B. INTRODUCTION TO HOSPITALITY an old French word, meaning "to provide care/
shelter for travelers”.
Hospitality Video:
 The hospitality industry, a service industry,
Like from a friend, they provide you a place to stay, comprises a wide range of businesses, each of
good meal and good companion which, dedicated to the service of people away
from home.
From latin “hospes” means meeting the needs of guest  It includes companies or organizations providing
with kindness and goodwill food and/or drink and/or accommodation to
people away from home.
Provides service to people away from home  It is an industry segment that includes among
A “people-serving-people business” others, the hotels, restaurants, private clubs,
managed food service, event planning, and
Service is the heart of hospitality business other tourism-related businesses, and travel
providers.
The goal of the business is to make sure people feel safe  Further, it is an industry, wherein, the product
and happy. purchased is either intangible or the perceived
Hospitality is: quality of the product purchased is impacted to
its guest
-the act of kindness in welcoming and looking after the
basic needs of guests or strangers,  Characteristics of Hospitality Industry

-mainly concerning food, drink, and accommodation                             1.

       Open
          365
       days
         a  year and 24 hours a day
2. Depends heavily on shift work (am shift, mid-
shift, pm shift, night shift)
-the relationship process between a guest and a host
3. Products are intangible
 4. Products are perishable their success depends also on how much they know and
understand their tourists.

Sectors of Hospitality Industry Basic Travel Motivators

1.Food and Beverage Industry 1.Physical

-also known as the foodservice industry. It 2.Cultural

consists of businesses that prepare food for 3. Interpersonal
customers.
4.Status and Prestige
2. Lodging
Tourist Motivations
The lodging industry, also known
• THE NEED FOR CHANGE OR ESCAPE- The greatest
as accommodation, is a place to sleep for one
reason for travel can be summed up in one word
or more nights.  It can be one of many sleeping
“escape”
places such as a fancy hotel, a youth hostel, an
elder hostel, a campground, or highway side
motel. • TRAVEL FOR HEALTH- Development in the field of
medicine have influenced travel for centuries, giving
rise to the concept of health tourism.
3. Travel
• SPORTS- Interest in sports, either as participant or
The travel industry is in the business of moving people a spectator is attracting a large segment of the
from place to place. Buses, planes, cabs, boats, and population.
passenger trains are all part of the travel industry.
• SOCIAL CONTACT- According to Charles Metelka,
While the tourism industry provides those people with travel increases the “sociability resources” of
services that promote travel and vacations. Travel individuals. It makes them more interesting to
agencies, tour operators, cruise companies, convention themselves and to others.
planners, and visitors bureaus are all part of the tourism
industry. • STATUS AND PRESTIGE- Travel provides the
means for ego or self-enhancement.
4. Recreation
• TRAVEL FOR EDUCATION- The search for
Any activity that people do for rest, relaxation, and knowledge and truth is inherent in every individual.
enjoyment. The goal of recreation is to refresh a Travel offers an opportunity to satisfy the urge to
person’s body and mind. It is any business that provides learn.
an activity for rest, relaxation, and enjoyment, to
refresh a person’s body and mind, is in the recreation • PERSONAL VALUES- Many people are urged to
business. There are four general types of recreation travel to satisfy personal values such as the search
businesses:  for spiritual experience.
a. entertainment, 
b. attractions,  • CULTURAL EXPERIENCE- Cross cultural exchanges,
c. spectator sports, and d. participatory sports. experiencing how other people live and fostering
international understanding.

C. UNDERSTANDING THE TOURISTS • SHOPPING AND BARGAIN HUNTING- To many

people, the joys derived from buying certain goods
Tourists are the main characters in the tourism industry
may be the major reason for travel.
and the tourism industry exists to cater to their
needs. Tourism businesses acknowledge the fact that
 • PROFESSIONAL AND BUSINESS MOTIVES- A great B. Pleasure/Personal Travelers
number of people travel for professional and buss.
motives. More than one-half of all airline travel is                 - Resort Travelers
done by buss. Travelers.
  - Family Pleasure Travelers
 • SEARCH FOR NATURAL BEAUTY- Travel can
satisfy one’s search for beauty in the environment *The junior family- parents age 20-34 with pre-
and scenery. school/grade school children.

Maslow’s Theory of motivation and Travel    *Mid-Range Family-  parents age 35-44 with
motivations grade school/HS children

•  Physiological needs- hunger, thirst, rest,   * Mature Family-  parents 45 or over with
activity children who are HS or older.

•  Safety Needs- Safety and security, freedom   - The Elderly

from fear and anxiety.
- Singles and Couples
•  Social Needs- love, affection, giving, and
receiving. Travel Constraints

• Self-esteem- Self-respect, and esteem from  Lack of money

others  Lack of time
 Lack of security and safety
• Self-actualization- Personal self-fulfillment  Family commitments
 Physical Disability
Classifications of Travelers  Lack of interest in travel
 Fears of travel
Classification of Travelers Based on Personality
Tourist Market Segmentation
Stanley C. Plog, a biological researcher,
classified travelers based on their different Market Segmentation
personalities as:
· Identifying tourism customers and deciding on
•       Psychocentrics- People centered on self, how to meet their wants and needs.
are inhibited unadventuresome.
· Learn more about the customers
•       Allocentrics- People having interest and
attention on other persons, are highly · Making the heterogeneous market into
curious and thrive on stimulation and change. a homogenous market

Classification of Travelers Based on Purpose of ·  The process through which potential

Travel customers with similar needs and
characteristics are grouped together so that a
A. Business Travelers tourism organization can apply marketing
strategies for the selected market segment
-Regular Business Traveler efficiently”

-Business Travelers attending meetings, Why Market Is Segmented?

conventions, and congresses.
· Travel market is too large to reach efficiently
- Incentive travelers
·   Travel market is to diverse to communicate – grouping on how they live, their priorities,
their opinions, their attitudes and their interests
·   Breaking up the market will make it easier to
manage   Personality – psychocentrics, midcentrics,
allocentrics
 
   Lifestyle dimension- activities, interest,
Identifying Market Segmentation opinions

· WHO  – who are in the market segment that •  Demographic Segmentation

we would like to have?
 – gender, age, ethnicity, occupation,
· WHAT  –  what are their requirements? educational level, income, household size and
family situation
· WHEN  –when do we promote to our market
segment?   - Classified according to gender, age, ethnicity,
occupation, educational level, income, and   
· WHERE  –where do we promote the product? household size
Through which distribution channel?
•  Product-Related Segmentation (Behavioral)
· HOW  – how do we develop marketing
strategies to reach the market? – benefits people seek in the good or
service, the amount of good or service used and
Benefits of Market Segmentation degree of company loyalty

·   Understand the needs and wants of –  The benefits of people seek in the good or
customers service

·   Allocate marketing expenses efficiently –  The amount of good or service used

· Further develop products or services – The degree of company loyalty shown by the
consumer in relation to the specific good or
· Develop marketing strategies more precisely service

Types of Tourists Market Segmentation Segmentation Process

•   Geographic Segmentation Segment- Target- Position- Value Proposition

 – grouping potential customers based on their Market Segmentation Decision Process

location
1. Select segmentation approach
-oldest and simplest basis for market 2. Create detailed profile of segment
segmentation 3. Forecast market potential of each segment
4. Estimate likely market share of each segment
- commonly used geographic segmentation 5. Decide which segment to target and design
variables  include nations, regions, appropriate marketing mix
states/provinces, countries, cities, and even
neighborhood. Specialized Tourist Segments

•       Psychographic Segmentation  Business and Professional Travelers

-backbone/ bread and butter

Incentive Travelers

SMERF Groups (Social, Military, Education, Religion,

Fraternal)

Mature Travelers

Special-Interest Travelers

Measures for Tourist Satisfaction

Types of Tourism