Tourism and Hospitality Components

Lesson Objectives:
At the end of this module, I should be able to:

1. Identify the direct and indirect components of the tourism and

hospitality network.

2. Explain the tourism and hospitality supply components.

Materials:

SAS

References:

Lansangan-Cruz,Zenaida (2018)

MACRO PERSPECTIVE OF

TOURISM AND HOSPITALITY

Carino C.E., Beltran M.P.N. (2013)

The Hospitality Industry; An

Introduction Manila, Philippines:

Mindshapers Co. Inc.

Productivity Tip: Before you sleep tonight, recite three important terms you learned today.

A. LESSON PREVIEW/REVIEW

1) In the previous module, we have learned about the role of tourism and hospitality in economic

development. We learned that tourism and hospitality has both positive and negative effects in the

economy.

To review, can you identify at least 2 positive and 2 negative impacts of tourism and hospitality in the

economy?
Positive Impacts of Tourism and Hospitality

1.

2.

3.

Negative Impacts of Tourism and Hospitality

1.

2.

In this module, we will learn about the tourism and hospitality network and supply.

2) Activity 1: What I Know Chart, part 1 (3 mins)

Do you know of the importance of tourism? Are you able to differentiate the tourist product from a

regular consumer product? Try answering the questions below by writing your ideas under the first

column What I Know. It’s okay if you write key words or phrases that you think are related to the

questions.

What I Know Questions: What I Learned (Activity 4)

What are the different

components of tourism and

hospitality?

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________
This document is the property of PHINMA EDUCATION

What are the main categories of

the supply components of

tourism and hospitality?

B.MAIN LESSON

1) Activity 2: Content Notes

Tourism and Hospitality Components

The travel industry is a tourism and hospitality network, which includes both the public and private

sectors. Gee, Choy and Makens (1997) define the travel industry as “ the composite of

organizations, both private and public, that are involved in the development, production and

marketing of products and services to serve the needs of the travelers.”

The first category, direct providers, include businesses that

are associated with travel, such as airlines, hotels, restaurants,

ground transportation, travel agencies, and retail shops. These

businesses provide services, activities, and products that are

consumed and/or purchased directly by travelers. They

represent the sectors of the industry that are visible to the

travelers.

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

The second category, support services, lend support to direct providers. It includes specialized

services such as tour organizers, travel and trade publications, hotel

management firms, and travel research firms. It also includes basic

supplies and services such as contract laundry and contract food

services. Support services provide goods and services for both the

traveler and organizations that sell goods and services directly but not

exclusively to tourists. A good example are tour wholesalers who

prepare tours and instead of selling them directly to the public, they sell

the tours through a travel agency. Thus, the traveler receives the

service indirectly through these support services.

The third category, tourism developmental organizations, is different from the first two, since it

includes planners, government agencies, financial institutions,

real estate developers, and educational and vocational training

institutions. These organizations deal with tourism and

hospitality development, which tend to be more complex and

broader in scope than the production of daily travel services.

The decisions and results of tourism and hospitality

development are more long-term in nature than the first two

categories which deal more with operators.

Tourism and Hospitality Supply Components

Tourism and hospitality supply components are classified into five main categories.

1) Natural resources
Include elements in an area for the use and enjoyment of visitors

such as climate, landforms, terrain, flora, fauna, bodies of water,

beaches, natural beauty, and water supply for drinking, sanitation

and similar uses.

2) Infrastructure

Consists of all underground and surface developmental construction such as water supply

systems, sewage disposal systems, gas lines, electrical and communications systems, drainage

systems, and other constructed facilities such as highways, airports, railroads, roads, drives,

parking lots, parks, night lighting, marinas and dock facilities, bus and train station facilities, and

similar tourist service installations.

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

 Water – sufficient quantity of pure water is essential. A typical resort

requires 350 to 400 gallons of water per room per day.

 Power – the important things to consider are that adequate supply of

power is available to meet peak load requirements, that continuity of

service is assumed , and that the type of power supplied is compatible

with that used by the target markets of the destination.

 Communication – it is necessary that the telephone and internet service is available.

 Sewage/drainage – sewer demand is often placed at 90% of domestic, water demand.

Although water storage reservoir and sewage treatment plants can be designed on the

basis of maximum average demand, transmission lines must be designed on the basis of

maximum peak demand.

 Healthcare – the type of healthcare facilities provided will depend on the number of visitors

expected, their ages, the type of activities in which they will engage, and local geographical

factors.

 Streets/highways – the availability of first-class

roads adds greatly to the accessibility of a region. The

following are certain ways to make the use of highways

more interesting to tourists: provide close-up range views

of local scenes; change the elevation; develop

viewpoints and overlooks; independently align dual-lane

highways to fit into the land contour; and select thin trees

to reveal views.

 Transportation terminals – there are different problems in terminal facilities and ground

transportation. There is an almost complete lack of coordination among the three modes of

air, rail and bus. There is also noticeable lack of consistency in standards and procedures

within each mode. Directional and informational signs are not uniform throughout the

system and public address announcements are often unintelligible.

Air facilities often require long walks in many terminals. As for Rail facilities, parking is

inconvenient and inadequate near large rail terminals. The use of facilities by local

transients and inadequate cleaning procedures lead to crowded and unsanitary waiting

rooms and restrooms. There is a lack of security to prevent thefts and

information/directional maps are not provided in most rail terminals. Special transportation
to and from rail terminals are not also provided even though urban taxis and taxi service

are often inadequate. Bus terminals are also known to be dirty and crowded due to use by

unauthorized people and to inadequate cleaning procedures. Boarding gates lack a system

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

of orderly procedures resulting in crowding when passengers are boarding. Also,

inadequate protection is afforded to passengers against traffic.

There are some suggestions to improve the transportation terminals.

i. Full information about facilities, terminal location, and local transportation at

destination should be made available to all originating passengers.

ii. A security system should be provided to prevent theft and misleading of checked

baggage at terminals.

iii. The information system should provide data on connecting or alternative rail and

bus service, including information on fares and schedules.

iv. A system of standard signs and symbols should be developed and installed in all air

terminals.

v. Rapid updated arrival and departure information should be available on posted

information boards, through public address announcements and to telephone

callers.

vi. Personnel should always be available to assist passengers especially the aged,

handicapped, and non-English speakers.

vii. Complete information should be provided on the locations, fares, schedules, and

routes of local transportation services.

viii. City maps should be made available to tourists.

 Security – while on vacation, tourists are in an unfamiliar environment. Because of this, the

need for assurance regarding their safety is important. The image gained of the destination

may be distorted. In addition, the costs of medical care are so expensive that concern about

health in foreign countries may generate additional fears. Insecurities about food, water, or

police protection may prevent visitors from visiting. It is necessary that the basic need for

security and safety be considered and assumed to make the potential tourist feel secure

before and during the vacation.

3) Superstructure

Is the above ground facility services such as airport buildings, passenger traffic terminals, hotels,

motels, resorts, restaurants, shopping centers, places of

entertainment, museums, stores, and similar structures.

While away from home, the tourist needs to eat and sleep.

Sleeping accommodations range from hotels of international

standards and condominiums to campgrounds and the homes of

relatives and friends. For a tourist region to succeed, a sufficient

quantity of accommodations of the right quality should be

provided for the needs of the tourists.

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________
Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

4) Transportation and transportation equipment

Include items such as ships, airplanes, trains, buses, limousines, taxis, automobiles, cog

railways, aerial tramway, and similar passenger transportation facilities.

Tourists need easy access to various forms of

transportation, such as road, rail, air and water. Thus,

the amount of time from major population centers via

each mode of transportation is important. It is important

to have convenient access and quality service. The cost

of reaching the destination and staying there must also

be considered. This should include special needs, such

as road tolls, gasoline stations, repairs, parking, car rentals and charter and scheduled bus

services.

5) Hospitality resources

Include the cultural wealth of an area which makes possible the successful hosting of tourists.

Examples are the welcoming spirit of tourist business employees, attitudes of the residents

toward visitors, courtesy, friendliness, sincere interest, willingness to serve and to get better

acquainted with visitors, and other manifestations of warmth and friendliness. Also included are

the cultural resources of an area such as fine arts, literature, history, music, dramatic art, dancing

and shopping.

Hospitality Training

Hospitality training aims to motivate service providers to be hospitable in dealing with tourists. It
is assumed that providing more hospitable services will result to a more satisfied tourist who will

be inclined to return and advertise to other potential tourists through word of mouth.

To enable service providers to render hospitable services, it is necessary to change their

present behavior. This change of behavior is brought about by a change in attitude and an

increase in the level of knowledge. The three aspects of attitudes are toward self, toward others,

and toward the tourism and hospitality industry.

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

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. Hence, it is

necessary to change the individual’s perception of self in order to improve his behavior. If service

providers can be made to believe that they and their work

are important, their work and their actions toward tourists will

reflect this feeling. If service providers can be viewed as

hosts and hostesses rather that “just” employees, their self-

image may be raised. The fact that dealing with and serving
people is a very difficult task should be stressed. Although it

is relatively easy to deal with a satisfied guest, it is very

challenging to deal with visitors who are dissatisfied or are

very demanding. The ability to satisfy guests is a very demanding task. People who can do this

have skills that should be highly regarded by themselves and others.

Attitude Toward Others

The second aspect is the attitude toward others. Service providers should be assisted in

developing positive feelings toward fellow employees and tourists that will result in positive

behavior toward the tourists. This can be achieved by

training the individual regarding teamwork and

interdependencies in getting the job done.

The key to the development of positive attitudes toward

visitors is to be able to develop the ability to put oneself

in the visitor’s place. Role-playing can be used for this

purpose. If the service providers can empathize with the

tourists, accept tourists as they are, understand that for tourists, the vacation is something that

they have saved up for the whole year or for a lifetime, and appreciate how tired they may be

after a long trip, then, the attitude is likely to be more positive.

Attitude Toward the Tourism and Hospitality Industry

The third aspect is the attitude toward the tourism and hospitality industry. A positive attitude as

service providers toward tourists can be brought about only when employees are made aware

of how important tourism and hospitality is to their country, city, and community. By being aware

of the amount of revenue, jobs, taxes generated, and the dispersion of the tourist dollar

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________
Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

throughout the community, employees may become convinced of the economics and social

significance of the industry of which they are a part of.

To facilitate a change in attitude, it is necessary to raise the level of knowledge of the individual.

This may be done in group sessions or through a variety of

audiovisual means. To be able to give advice or directions to

tourists, employees can familiarize themselves with the

surrounding attractions and services through familiarization

tours. Employees should be instructed in group sessions with

regard to verbal and nonverbal behavior since many of them

are unaware of the negative messages their facial expressions

or posture give to tourists. With increasing the level of knowledge and teaching hospitable

behavior, it is hoped that the hospitality behavior level of service providers will be raised.

Community Awareness Programs

Although the tourists are most directly affected by the degree of hospitality shown by service

providers, the overall feeling of being welcomed within a community will also enhance or detract

from the vacation experience. Residents of a destination area cannot be trained to act in a

hospitable manner toward tourists, but a community awareness program can help develop a

more positive attitude toward the tourists. The aims of the program are to build acceptance of

tourism and to build an understanding of the tourists.

An acceptance of tourism and hospitality cannot be

built unless the benefits of tourism and hospitality

are made clear to the members of the community.

The benefits of tourism and hospitality are many,

yet many people do not realize that they are

positively affected by it. It is necessary to convince

the local citizens of the importance and relevance

of tourism and hospitality to them.

An understanding of who the tourist is can bring about a greater acceptance of the visitor.

Knowing why people visit may result in a stronger civic pride.

There are various ways to communicate with the local community. Public meetings can be held

to discuss particular problems. A speakers’ bureau composed of tourism community leaders

who can talk to community groups may be organized. Information sheets and newsletters can

be distributed throughout the destination area. Whatever method is used, the main objective is

to create a feeling of being welcomed for the tourists within the community.

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

2) Activity 3: Skill-building Activities

Let’s practice! After completing each exercise, you may refer to the Key to Corrections for feedback.

Try to complete each exercise before looking at the feedback.

Exercise 1: Given the following components of tourism and hospitality statements, identify if they

belong to category I, II or III.

1. Bank
2. Supermarket

3. Department of Tourism

4. University

5. Travel Agency

6. Resort

7. Municipal Tourism Office

8. Tour operator

9. Airline Catering

10. Travel magazine

11. Tourist Bus

12. Coffee Shop

13. Department Stores

14. Motel

15. Laundry shop

Exercise 2: Short answer questions

a. What are the five major tourism and hospitality supply components?

b. Give at least 2 examples for each major tourism and hospitality supply components

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________
This document is the property of PHINMA EDUCATION

3) Activity 4: What I Know Chart, part 2

It’s time to answer the questions in the What I Learned chart in Activity 1. Log in your answers in the

table.

4) Activity 5: Check for Understanding

Explain how hospitality training can help in the development of tourism and hospitality in your area.

C. LESSON WRAP-UP

1) Activity 6: Thinking about Learning

Congratulations for finishing this module! Shade the number of the module that you finished.

Did you have challenges learning the concepts in this module? If none, which parts of the module

helped you learn the concepts?

_______________________________________________________________________________

_______________________________________________________________________________

____________________

Some question/s I want to ask my teacher about this module is/are:

_______________________________________________________________________________

_______________________________________________________________________________

____________________

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

KEY TO CORRECTIONS

Answers to Skill-Building Exercises

Exercise 1: Identification

III 1. Bank

II 2. Supermarket

III 3. Department of Tourism

III 4. University

I 5. Travel Agency

I 6. Resort

III 7. Municipal Tourism Office

II 8. Tour operator

II 9. Airline Catering

II 10. Travel magazine

I 11. Tourist Bus

I 12. Coffee Shop

I 13. Department Stores

I 14. Motel

II 15. Laundry shop

Exercise 2: Short answer questions

a. What are the five major tourism and hospitality supply components?

Natural Resources

Infrastructure

Superstructure

Transportation and transportation equipment

Hospitality Resources
b. Give at least 2 examples for each major tourism and hospitality supply components

Natural Resources – beaches, mountains, waterfalls, other natural attractions

Infrastructure – water supply, sewage disposal, gas lines, electrical and communication

systems

Superstructure – airport, hotels, motels, museums, stores

Transportation and transportation equipment – ships, airplanes, taxis, trains, passenger

transportation facilities

Hospitality Resources – schools providing training, government agencies, private

companies

SDH ADHTM

TOU 040: Macro Perspective of Hospitality and Tourism

Student Activity Sheets Module #6

Name: ______________________________________________________________

Section: ____________ Schedule: _______________________________________

Class number: _______

Date: _______________

This document is the property of PHINMA EDUCATION

Answers to Checking for Understanding:

Answers may vary depending on the specific area but will include concepts under hospitality training for

Attitude toward self, Attitude toward others, Attitude toward the tourism and hospitality industry and

community awareness program.