DAVAO DEL NORTE STATE COLLEGE

INSTITUTE OF LEADERSHIP, ENTREPRENEURSHIP AND GOOD GOVERNANCE

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

MACRO
PERSPECTIVE
OF TOURISM AND
HOSPITALITY
PREPARED BY: MECAH ELLAH M. LARGO
 COURSE: TMC111 – MACRO PERSPECTIVE OF
TOURISM AND HOSPITALITY

Instructor MECAH ELLAH L. MONREAL

Email mecahellah.monreal@dnsc.edu.ph
Time Frame 54 hours
Mode of Delivery BLENDED LEARNING
Program BACHELOR OF SCIENCE IN TOURISM
MANAGEMENT
Course This course is designed to give an explicit
Description overview of tourism and hospitality industry. It
begins with the study of tourism by tracing back
in time its activities and foundations. It also
presents the important terms used throughout
the course. It discusses the vital concepts of
different sectors of the industry such as
transportation, travel intermediaries,
accommodation, food, and beverage
operations, destinations and attraction and
their responsibilities as global tourism
stakeholders to implement protective actions
which prevent the sexual exploitation of
children in tourism. It explains the importance of
intermediaries in the distribution of tourism
services. It describes the roles of travel agencies
and tour operators in bringing tourists and
tourism providers together. It is also significantly
covered the economic and political impacts of
tourism as well as the socio-cultural influences
that affect the industry. It discusses the shape of
coming tourism market sand how technological
changes affect the future of tourism industry.
Course At the end of the course, the students will be
Outcomes able to:
1. Discuss the latest product and service
developments and technology used
in the tourism and hospitality;
2. Demonstrate knowledge of the
basic theories and techniques in
tourism destination management
and marketing hospitality and
tourism
services;
3. Demonstrate knowledge of current
events and future trends and
sustainability in the tourism and
hospitality industry; and
4. Analyze and solve problems critically
and creatively using appropriate
decision-making tools and technology.
Credits 3 UNITS
Equivalent
Requisite NONE
 Assessments Rubrics
Summative Assessment Tasks:

Case Analysis (Analytical and Problem-Solving Assessment) - This assessment task

will allow the students to engage in an active learning activity in which they are expected to read
and comprehend actual cases here in the Philippines specifically on tourism and hospitality
industry.
Case studies will be accompanied by a list of questions that asks students to reflect on the
information and formulate a response to it.
If the cases provided do not have an obvious answer, it will require the students to gather
additional information or ask critical questions in order to understand the needs and
perspectives of the participants involved in the case.
The students’ outputs will then be assessed accordingly through the following rubric:
Identification of Symptoms – 10%
Problems Statements – 20%
Problem Analysis – 15%
Identification of Alternatives – 15%
Evaluation of Alternatives – 15%
Recommended Course of Action – 20%
Implementation Plan – 5%

Scoring Key:
90 – 100 Exceeds Standards
75 – 89 Meets Standards
74 ≥ Fails to Meet Standards

Debate - This assessment task will provide the students the opportunity to work in a
collaborative and cooperative group setting.
By having the students to discuss and organize their points of view for one side of an argument
they are able to discover new information and put knowledge into action.
Debate can also help students learn through friendly competition, examine controversial topics
in the Tourism and Hospitality industry and “strengthen skills in the areas of leadership,
interpersonal influence, teambuilding, group problem-solving, and oral presentation”.
This task will be graded accordingly through the following rubric:
Organization & Clarity – 10
Use of Argument – 10
Use of cross-examination and rebuttal – 10
Presentation Style – 10
Total Score: 40 points

Research Project and Presentation - This summative assessment task will help the
students to explore and evaluate a certain scenario in Tourism and Hospitality industry and
conduct a thorough research.
The project output will be assessed through the following rubric:
Integration of Knowledge – 20%
Topic Focus – 15%
Depth of Discussion – 15%
Cohesiveness – 15%
Spelling and Grammar – 15%
Sources – 10%
Citations – 10%

And the Research Presentation will be graded as follows:

Subject Knowledge – 30%
Graphics – 15%
Mechanics – 20%
Eye Contact – 15%
Elocution – 20%

Oral Tests - This task will allow the students to speak and provide evidences of their learning
after every Module.
It will also provide a meaningful procedure in terms of testing the students’ extended problem-
solving ability.
 The students’ performance in an oral test will be graded accordingly through the following rubric:
Overall Understanding – 20%
Argument – 20%
Evidence – 20%
Implications – 20%
Structure – 10%
Prompting – 10%

Literature
Review
This task will require students to develop a literature review in the context of tourism and hospitality citing at least three relevant sources to be

submitted in the LMS. This is a by group task. Student’s work will be graded according to the attached rubric.

Literature Review Grading Rubric

Sources & Source quality Marginal Needs Improvement Satisfactory Good Outstanding. Eight or more peer-
1points 2points 3points 4points reviewed articles. Source
selection criteria clear and
defensible.
5points

Inquiry question Marginal Satisfactory Satisfactory Good Outstanding. Inquiry question

1points 2points 3points 4points and area of study clearly
described; significance of the
problem addressed.
5points

Organization
Marginal Satisfactory Satisfactory Good Outstanding. Transitions tie
1points 2points 3points 4points sections together, as well as
adjacent paragraphs. Multiple
levels of headings used to
organize studies. Multiple
perspectives presented logically
and clearly. Promoting ease in
reading.
5points

Synthesis/ Summary
Marginal Satisfactory Satisfactory Good Outstanding. Summarizes and
1points 2points 3points 4points shows insightful synthesis of the
literature information, including
analysis of gaps in and/or
limitations of the research.
5points

Style
Marginal Satisfactory Satisfactory Good Outstanding. Contains no
1points 2points 3points 4points spelling or grammatical errors,
scholarly tones used, full
citations for all sources
mentioned, all listed references
used in the review, references,
title page, and main body follows
APA 6th style, smooth
transitions.
5points
 LESSON 1: The Economics of Tourism and
Hospitality

Module Learning Outcomes:

At the end of this lesson, the students should be able to:

1. explain the role of tourism and hospitality in economic development;

2. analyze the economic impact of tourism and hospitality on a destination area;
3. differentiate the direct effects from secondary effects of tourist expenditures on
the economy of the host area;
4. elucidate the meaning of tourism multiplier and its effect on the economy of the
host country;
5. describe the undesirable effects of the economic aspects of tourism and hospitality; and
6. identify the strategies which can maximize the economic effects of tourism
and hospitality.

Time Frame: Week 5-6

Introduction

Great day students of BSTM! Welcome to this module on the Economics

of tourism and hospitality. In this chapter you will be able to know the The Role of
Tourism in Economic Development, Cost-Benefit Ratio, and the Undesirable
Economic Aspects of Tourism. This module is self-instructional and allows you to
 learn in your own space and pace so what are you waiting for? Start now and
enjoy while learning students!

Activity

Describe our economy right now using a Tiktok video. Submit it in our
group chat,

Analysis

Based on your own knowledge right now, what do you think is the
significance of tourism in our economic growth?

Abstraction

The Role of Tourism and Hospitality in Economic Development

Several developing countries have used

tourism and hospitality development as an
alternative to help economic growth. The
reasons for this are: first, there is a continuous
demand for international travel in developed
countries; second, as income in developed
countries increases, the demand for tourism
and hospitality also increases at a faster rate;
and
third, developing countries need foreign exchange to aid their economic development.
The Organization for Economic Cooperation and Development (OECD) has
concluded that tourism and hospitality provide a major opportunity for growth to
countries that are at the intermediate stage of economic development and require
more foreign exchange earnings.

Tourism and hospitality are an invisible export which differs from international trade
in many ways.

1. In tourism and hospitality, the consumer collects the product from the
exporting country, thereby eliminating the freight costs for the exporter, except in
cases in which the airline used are those of the tourist-receiving country.

2. The demand for pleasure travel is largely dependent on non-economic

factors, such as local disturbances, political unrest, and changes in the
fashionability of resorts/countries created mostly by media coverage. At the
same time, international tourism and hospitality is both price elastic and income
elastic. This means that changes in price and income will also change the
demand for pleasure travel.

3. By using specific fiscal measures, the exporting or tourist-receiving

country can manipulate exchange rates so that those for tourists are higher or
lower (normally the latter is implemented in order to attract large numbers of
tourists) than those in other foreign trade markets. Also, tourists are allowed to
buy in domestic markets at the same prices as the local residents (the
exceptions are the duty-free tourist shops operated in many Caribbean islands
and elsewhere).

4. Tourism and hospitality is a multifaceted industry that directly affects

several sectors in the economy, such as hotels, shops, restaurants, local transport
firms, entertainment establishments, handicraft producers, and indirectly affects
many others, such as equipment manufacturers and utilities.
 5. Tourism and hospitality brings many more non-monetary benefits and
costs than other export industries, such as social, cultural, and environmental
benefits and costs.

Economic Impact

When travelers outside the destination area spend on

goods and services within the destination, tourism, and
hospitality acts as an export industry by bringing in
revenues from outside sources. Tourist expenditures also
increase the level of economic activity in the host area
directly. Many countries have utilized tourism and
hospitality as a means to increase foreign exchange
earnings to produce investment necessary to finance
economic growth.

The tourism and hospitality industry's economic impact on a destination area can be
immense since it provides a source of income, employment, and foreign exchange.

Direct and Secondary Effects

In order to
measure the
economic
impact of tourism
and hospitality on
the destination
area, it is important
to know the direct
and secondary effects of visitor expenditures on the economy of the area. Tourist
expenditures received as income by businesses such as hotels, restaurants, car
rentals, tour operators, and retail shops serving tourists have a direct effect on the
economy of the host area. The term "direct" means that the income is received
directly. Indirect or secondary effects mean that the money paid by tourists to
businesses are, in turn, used to pay for supplies, wages of workers, and other items
used in producing the products or direct services bought by tourists.

Tourism Multiplier

The term "multiplier" is used to describe the total effect? both direct and secondary,
of an external source of income introduced into the economy. The tourism multiplier
or multiplier effect is used to estimate the direct and secondary effects of tourist
expenditures on the economy of a country.

Tourism Multiplier Effect Illustration

Cost-Benefit Ratio

Those concerned with developing the tourism and hospitality industry, whether a
government or a private individual, would like to know the extent of potential benefits
and their costs. Benefits divided by costs equal the cost-benefit ratio. To arrive at
these ratios, the following procedures are used:

1. determine where the tourist dollar is spent;

2. determine what percentage of each expenditure leaves the local

economy;

3. derive a "multiplier effect," a ratio applied to income that reflects

multiple spending within an economy;

4. apply the multiplier effect to the tourist expenditures to arrive at the

total benefits of tourist expenditures in dollars;

5. derive a cost-benefit ratio expressed as dollars received/dollars spent;

and

6. apply the cost-benefit ratios to tourist expenditures to provide estimates

of income and costs of tourist business to a community, for both the private
and public sectors.

Undesirable Economic Aspects of Tourism

Some undesirable economic aspects of tourism and hospitality are higher prices and
economic instability. Because of additional demand and/or increased imports, tourist
purchases may result in higher prices in a destination area. This would mean that
local residents would also have to pay more for products and services.

Since pleasure travel is a discretionary item, it is subject to changes in prices and

income. These fluctuations may result in economic instability.
How to Maximize the Economic Effect of Tourism and Hospitality

Growth Theories

Some economic growth theories have been proposed to maximize the

economic effect of tourism and hospitality within a destination area. These are the
theory of balanced growth and the theory of unbalanced growth.

Proponents of the theory of balanced growth suggest that tourism and

hospitality should be viewed as an important part of a broad-based economy. This
theory states that tourism and hospitality needs the support of other industries. Its
objective is to integrate tourism and hospitality with other economic activities. To
obtain maximum economic benefit, tourism and hospitality goods and services
should be locally produced.

Supporters of the theory of unbalanced growth see tourism and hospitality as

the spark to economic growth. While the proponents of the theory of balanced
growth stress the development of supply, supporters of the theory of unbalanced
growth emphasize the need to expand demand. As demand is increased through
the vigorous development of tourism and hospitality, other industries will move to
provide products and services locally.

Economic Strategies

The key to maximizing the economic effects of tourism and hospitality is to maximize
the amount of revenue and jobs developed within the region. TO attain this objective,
some economic strategies have been adapted, such as import substitution,
incentives, and foreign exchange.

Import Substitution

It imposes quotas or tariffs on the importation of goods which can be developed

locally. It also grants subsidies, grants, or loans to local industries to encourage the
use of local materials. Its objective is to minimize the leakage of money.

Incentives

The wise use of incentives can encourage the influx of capital, both local and
foreign, necessary to develop tourism and hospitality supply. The most common
forms of incentives are:

1. tax exemptions/reductions on imported machinery, materials, and the

like;

2. reduction in company taxation by means of favorable depreciation

allowances on investment, or special treatment in relation to excise taxes,
sales taxes, income taxes, turnover taxes, profit taxes, or property taxes;

3. tax holidays (limited period);

4. guarantee of stabilization of tax conditions (for up to 20

years);

5. grants (for up to 30% of total capital costs);

6. subsidies (guaranteeing minimum level of profit, occupancy, etc.);

7. loans at low rates of interest; 8. provision of land freehold at nominal or

little cost or at low rents;
 9. free and unrestricted repatriation of all or part of invested capital
profits, dividends, and interest subject to tax provisions; and

10. guarantees against nationalization or appropriation.

Before implementing an incentive strategy, a destination should:

1. examine the performance of the schemes of other countries in light of

their resources and development of objectives;

2. research the actual needs of investors;

3. design codes of investment concessions related to specific

development objectives with precise requirements of investors; and

4. establish targets of achievements and periodically monitor and assess

the level of realization of such targets.

Foreign Exchange

Many countries have placed restrictions on spending to maximize foreign

exchange earnings. They have limited the amount of their own currency that
tourists can bring in and take out of the destination to ensure that foreign
currency is used to pay bills in the host region. Tourists may be required to pay
hotel bills in foreign currency. Visitors may be required to show that they have
enough money for their stay before they are permitted to enter the country, or
they may even be required to enter with a specified amount of foreign currency
for the duration of their visit.
 Application

Identify the following:

1. It imposes taxes on imported goods which can be produced locally.

2. An economic theory which emphasizes the development of supply.
3. Financial given by the government to industry.
4. Goods bought from foreign countries.
5. This is earned from the foreign currency spent by foreign tourists.

Assessment

Essay:

Less developed countries often rely heavily on import duties rather than on
income taxes for revenue. Take a position for or against import duties as they
affect tourism and hospitality development.
 LESSON 2: The Tourism and Hospitality Network
and Supply Components

Module Learning Outcomes:

At the end of this lesson, the students should be able to:

1. discuss the direct and indirect components of the tourism network;

2. explain the tourism supply components;
3. compare the different types of tourist accommodation;
4. enumerate and describe the classification of hotels; and
5. be acquainted with the basic standard requirements of restaurants.

Time Frame: Week 7-8

Introduction

Good day! How are things so far? Let’s get down to our next chapter which
is the tourism and hospitality network and supply components. Keep your focus
for there’s a lot to learn about this topic.
 Activity

Taking each mode of transportation, what specifically can be done to minimize

damage to the environment?

Analysis

What do you think are the importance of having networks?

Abstraction

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." This definition is illustrated in Figure 3 which clearly
identifies both the direct and indirect components of the travel industry. Businesses
and
 corporations are regarded as components of the travel industry classified as direct
providers, support services, and developmental organizations.

Category I Travel Agency Hotel

Retail Shops Restaurants Airline
Ground Transportation

THE TRAVELER
Direct Providers

to

Category II Contract Food Services Contract Laundry DIRECT PROVIDERS

Food Suppliers Tour Organizers Travel Publications

Support

Services

THE TRAVELER
Category III DIRECT PROVIDERS
Planners
Government Agencies Financial Institutions Real Estate Developers
Educational and Vocational Training Institutions Tourism

Developmental
SUPPORT SERVICES
Organizations

THE TRAVELER

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.

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 for 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;

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;

5. Transportation and
transportation equipment - include
items such as ships, airplanes, trains,
buses, limousines, taxis, automobiles,
cog railways, aerial tramway, and
similar passenger transportation
facilities; and

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. arts, literature, also history, included
music, are the dramatic cultural art, resources dancing, and shopping.

Natural Resources

The natural resources of a destination

area provide an excellent asset to sell
to tourist. physical environment. The
physical characteristics of an area can
be generalized as natural scenery,
climate, and environment. The natural
scenery is a combination of the general
topography, flora and fauna, proximity
to lakes, rivers seas, islands and islets
hot and mineral water springs, caverns waterfalls and the like. The greater
variety and uniqueness of the scenery, the more appealing it is. The appeal can
be increased if the area has a "comfortable" climate. A comfortable cold climate
is determined by the wind-chill factor-a term used to express how temperature
feels to the exposed skin. A comfortable warm climate is determined by the
combination of humidity, temperature, and wind. A notable example is the
Caribbean because, although many of its islands are in the tropical zone, the
wind currents make it more comfortable than the temperature and humidity
would show. Water plays an important role in forming an attractive landscape.
The sea, lakes, and rivers not only add to the visual beauty of the region, but
also offer the possibility of swimming, sailing, canoeing, and fishing. Thus, large
bodies of water have become popular such as Taal Lake in the Philippines and
Lake Geneva in Switzerland.

Specific natural phenomena such as volcanoes, waterfalls, caves, and

canyons also attract tourists. Examples are the Pagsanjan Falls in the
Philippines, Grand
Canyon in the US, Niagara Falls in the US and Canada, and the Great Barrier Reef
of Australia.

The particular fauna or flora of a region often draws tourists. Kenya and other
countries of Southern Africa and their wildlife safaris are increasing in popularity, the
camera being substituted for the gun. The Amazon, with its exotic rainforest
vegetation and its wildlife, is attracting several tourists. The same is true with the
tulip fields of Holland and the cherry blossoms of Japan.

Infrastructure

Infrastructure consists of all the

underground and surface developmental
construction of a region, which is made up
of water systems, communication
networks, healthcare facilities,
transportation terminals, power sources,
sewage/drainage areas, streets/highways,
and security systems.

1. Water. Sufficient quantity of pure water is essential. A typical resort requires

350 to 400 gallons of water per room per day. An 18-hole golf course will require
600,000 it is located.to 1 million gallons of water per day, depending on the region
on which it is located.

2. 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.
3. Communication. It is necessary that the telephone and/or telegraph service
is available.

4. 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.

5. 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.

6. 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:

a. provide close-up range views of local scenes;

b. change the elevation;

c. develop viewpoints and overlooks;

d. independently align dual-lane highways to fit into the land contour; and

e. select thin trees to reveal views. Design a dual system of higher speed
lanes flanked by roads for low-speed local traffic. Roads should be engineered for
safety, taking appropriate measures designed to safeguard the highway user.

7. Transportation terminals. The following are the problems in terminal

facilities and ground transportation:

a. General. There is an almost complete lack of coordination among the

three modes of air, rail, and bus. There is also a noticeable lack of consistency in
standards and procedures within each mode. Directional and informational signs are
not uniform throughout the system; public address announcements are often
unintelligible.

b.Air. Long walks are required in many terminals.

c.Rail. Parking is inconvenient and inadequate near larger terminals; use of

facilities by local transients and inadequate cleaning procedures lead to crowded
and unsanitary waiting rooms and restrooms; security to prevent thefts is
lacking; information and directional maps are not provided in most rail terminals;
special transportation to and from rail terminals is not provided; and urban transit
and taxi service are often inadequate.

d.Bus. Terminals are dirty and crowded due to use by unauthorized people and to
inadequate cleaning procedures; boarding gates lack a system of orderly
procedures resulting in crowding when passengers are boarding; and inadequate
protection is afforded to passengers against traffic.

The following suggestions with regard to terminals and ground facilities may serve
as a guide in providing adequate services:

• Full information about facilities, terminal location, and local

transportation at destination should be made available to all originating passengers;

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

baggage at terminals;

• The information system should provide data on connecting or

alternative rail and bus service, including information on fares and schedules;

• A system of standard signs and symbols should be developed and

installed in all air terminals;
 • Rapid updated arrival and departure information should be available on
posted information boards, through public address announcements and to telephone
callers;

• Personnel should always be available to assist passengers especially the

aged, handicapped, and non-English speakers;

• Complete information should be provided on the locations, fares,

schedules, and routes of local transportation services; and

City maps should be made available to tourists.

8. 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.

Hospitality Resources

Hospitality resources refer to the general feeling of being welcomed that

the visitors receive while visiting a destination area. It is the way that tourist
services are delivered by service providers, as well as the general feeling of
warmth from the local population. Tourists will have a more enjoyable vacation if
they feel welcomed by the host population and will certainly feel awkward and
unhappy if they feel rejected.
Hospitality resources can be improved by training tourism and hospitality personnel
to be hospitable to encourage positive feelings toward tourism and hospitality and
tourists by the general public.

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 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.

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 by 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 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.
Transportation

Transportation is of paramount importance in developing tourism and hospitality.

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.

Land Travel

1. Taxi and Limousine

Service

Adequate taxi and limousine service

is important in a tourist area. Taxis
should have removable and washable
seat covers so that they will present a
clean appearance to the passenger.
The taxi driver should always be
courteous and helpful. He should open the door for the passenger and assist
him in getting the baggage from the trunk. Taxi drivers should be trained in
foreign language. If the drivers are generally weak in foreign language ability,
hotels can cooperate by providing written directions for the tourists to give to the
taxi driver regarding his destination and another written direction for the tourists
to give to the taxi driver to return to the hotel at the end of the trip.

2. Bus Service

Tour buses should have large windows, comfortable seats, air-conditioning unit, and
restroom facilities. Springs and other suspension systems in the tour buses should be
carefully designed to prevent joggling of passengers. Multilingual services or
multilingual tape recording facilities with earphones for each passenger are
desirable for touring areas where an interpretation of the points of interest is
necessary.

Persons assigned to the buses should be selected for their appropriate

temperament, courtesy, and hospitality. Tour guides and interpreters should be
properly trained and educated for their job to avoid the faulty interpretations of
the tourist attractions. A program of certification for tour guides should be
conducted by a special school or provided in the curriculum of an institution of
higher learning. In such a program, competent instructors should be hired to
educate future guides in the history, culture, and the political and economic
systems of the tourist areas. Adequate knowledge of difficult languages is also
an important qualification.

3. Rail Services

The majority of seasoned travelers 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. The appeal of rail travel has been further
enhanced by the recent introduction of high-speed trains.

Adequate taxi, limousine, or bus services from the railroad station to the
hotels are very important. These services must be frequent enough to avoid fear on
the part of the traveler that he will not reach his hotel at once. Such services should
also be available to transport him from the hotel to the railroad station to allow him to
board his train.
Air Travel

Porter service is important at air terminals. The

porters' helpful behavior and attitude are essential,
and their training and supervision should be
adequate.

Although airport facilities differ from place to

place, the comfort of travelers should always be kept in mind. In a hot climate, the
airport must be completely airconditioned and in a cold climate, adequate heat
should be provided.

Large airports provide comfortable and attractive waiting areas, as well as

information regarding flight details.

Sea Travel

Sea travel is a major factor

in tourism and hospitality.
Examples of these are the Manila
Bay Sunset Cruise in the
Philippines, the Miami Cruise in
Florida, the Rhine River Cruise in
Germany, and the Canal Cruise in
Holland.

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. The luxurious way of life will have a large market as soon as wealth and
leisure time increases.

Superstructure

Accommodation

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.

The demand for accommodations varies according to the price the guests are
willing to pay, services required, and similar considerations. The type of
accommodations provided is also partly determined by what competitors are
providing. An important thing to remember in marketing is that the facilities should at
least equal those provided by the competition for the same market.

Appropriate accommodations should be available for all segments of the

market. Expensive hotel accommodations may be demanded by those who want the
best and are willing and able to pay accordingly. On the other hand, tourists who are
unable or unwilling to pay for expensive accommodations should have cheap
facilities available.

In planning accommodations, the nature of the environment, the destination,

the expected markets, the mode of transportation, the type of activities engaged in
at the destinations, and other related factors determine the type of accommodations
which shall be made available.

Types of Accommodations
Tourist accommodations may be classified into the following categories:

1. Hotels - provide
accommodation, meals, and
refreshments for those who may
reserve their accommodations in
advance but need not do so. In
broad terms, they provide facilities
that meet the needs of the modern
travelers. They portray an image of
efficiency and service;

2. Condominium - is an apartment or
individual dwelling unit owned by an individual
but the management and services, such as
maintenance and security, are handled by an
independent company. The company often
contracts to rent the condominium when it is not
being used by the owner. Each owner can sell
his or her unit independently of the other owners;

3. Motels or motor hotels - provide

bedrooms, bath, and parking to motorists; rooms are
usually accessible from the parking lot. They are
usually near the highways;
 4. Inns - are lodging establishments
catering to transients which do not meet the
minimum requirement of an economy hotel;

5. Apartments - are hotels (apartelles),

buildings, or edifices containing several
independent and furnished or semi-furnished
apartments that are regularly leased to tourists and
travelers for dwelling, on a more or less long-term
basis and offering basic services to its tenants
similar to hotels;

6. Paradores - are old

convents, monasteries, castles, or
fortresses converted into hotels by
the government and operated by a
national tourism office. First- class
paradores are found in Spain and
Ireland. They are generally priced
reasonably with full-meal plans. They
appeal to tourists who would like to experience the romances and ambiances of the
past in a fifteenth-century Augustinian monastery or a nineteenth-century mansion;
 6. Pensions - are private
or family-operated tourist
accommodations similar to
boarding houses or
guesthouses. They offer food
and lodging to tourists and are
well-known for their informal
family atmosphere;

8. Bed-and-breakfast accommodations
- provide a room, bath, and a hearty breakfast to
tourists and/or travelers. They are known as B&Bs
and are popular in Britain, Ireland, and the United
States;

9. Hostels - provide minimal

amenities such as a bunk bed and a
commonly shared toilet and
bathroom. The traveler provides his
or her own bedding. They appeal
mostly to young travelers;

10. Campgrounds - appeal mostly to families

who travel in recreational vehicles.
 12. Health spas - are
hostels and resorts which
cater to individuals who go to
spas or mineral springs for
weight reduction or medical
treatment; and

13. Private homes - provide lodging to

tourists when accommodations are not available
during peak periods.

Hotel Classifications

There are different ways of classifying hotels. One way is by location, such as
city center, suburban, airport, highway, and resorts. Another way is by type of guest,
such as commercial, convention, and resort. A more meaningful classification is one
based on price such as economy or budget, standard or midscale, first-class, or
deluxe.

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

More of the tourist dollar is spent on food and beverage than on any other
service. Countries which are highest in per capita eating place and sales are also
top tourist countries.

The type of food service provided will be 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.

Restaurants

Besides hotels, motels, and other types of accommodations, restaurants are also
classified as superstructure. Restaurants are establishments offering refreshments
and/or meals to the public.

Some of the basic standard requirements for restaurants are the following:

1. The facades and architectural features of the building shall be

appropriately designed. It shall be provided with a proper entrance and exit. There
shall be an adequate and secured parking space provided free to customers. A
receptionist shall be available to usher in the guests. A waiting lounge with a
telephone shall also be provided;

2 . The dining room shall be adequate in size, with sufficient and well-
maintained furniture;

3. There shall be cuisine of good quality and presentation and served with
distinction. There shall be a menu book or card which shall be presentable, clean,
and easy to read with the menu items listed in logical sequence. All tables shall
have clean table cloth and cloth napkins of good quality. No piece of crockery,
cutlery, and
tableware in use shall be chipped, cracked, or gazed. The silverware shall be kept
polished and clean at all times; and

4. Adequate number of well-trained, experienced, efficient, and courteous

staff shall be employed. The bar shall be well-stocked at all times. The kitchen,
pantry, and cold storage shall be in good operating condition at all times and
shall be of good quality fixtures and fitting and provided with running water.
Tissue paper, soap, paper towels, and/or hand drier shall be provided. All main
dining or function rooms shall be fully air-conditioned and/or well-ventilated.

Application
Identify the following:

1. It refers to the underground and surface construction of a region.

2. What monasteries, convents, and castles converted into hotels are called.
3. What establishments that serve refreshments and meals to the public
are called.
4. It is an apartment owned by an individual but managed by independent
company.
5. Another name for “tourist”.

Assessment

Conduct research on how to alleviate flight arrival and departure congestions.

 “Empty pockets never held anyone back. Only empty heads and
empty hearts can do that."

Congratulations my dear student for completing Module 2! I hope you crave for more learnings on the
following Modules.

Love,

Ma’am Mecah