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 and
1points 2points 3points 4points 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 spelling

1points 2points 3points 4points 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
 MODULE 1
MACRO PERSPECTIVE OF TOURISM & HOSPITALITY

LESSON 1: THE MEANING AND

IMPORTANCE OF TOURISM

Module Learning Outcomes

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

1. Define tourism;
2. Differentiate tourists from excursionists;
3. Understand the various elements of travel used as criteria for defining travelers and/or
tourists;
4. Explain the nature of tour;
5. Elucidate the characteristics of a tourist product and a tourist destination;
6. Compare tourism with other industries; and
7. Appreciate the importance of tourism.

Time Frame

Week 1-2

Introduction

Good day students! Welcome to LESSON 1! This lesson will introduce you everything
basic about the tourism and hospitality. The task of defining tourism is not easy as it may
appear. Since tourism is a multidimensional phenomenon, it is difficult to describe. Attempts
have been made in the past to formulate a standard definition of tourism and tourist among
countries throughout the world. Tourism in the pure sense is essentially a pleasure activity in
which money earned in one’s abode is spent in places visited. In this sense, tourism represents
a particular form of leisure and a particular form of recreation.

Activity

Conduct a survey among adults in your household on the items that they must bring if they
are going on a two-night/three-day beach vacation. For each respondent, list down items under
the Must Buy Before Departure column and try to peg an estimated price for each item under the
Estimated Price Value column. Copy this column format on a separated sheet of papers
(depending on the number of household members you have surveyed) and staple it in the module
for checking and points recording. (No right or wrong answer)

Must Buy Before Departure Estimated Price

Value
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Name:
Date:

Analysis

Add up the figures and see how much each household member will spend personally in
preparation for the trip. Given the idea of how much money is actually needed or spent by an
individual even before leaving for the destination. Give your reflection on the activity by answering
the following question:
 1. By observing the total amount each household member would spent for a trip/travel, in
what way do you think a traveler or tourist contribute to the local area’s economic business
cycle?
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DEFINITION OF TOURISM

“sum of the phenomena and relationships arising from the travel and stay of non-
residents, in so far as they do not lead to permanent residence and are not connected to
any earning activity.”
- Professors Hunziker and Krapf of Berne University, Switzerland
This definition distinguishes from migration, which involves taking up permanent residence.
Since it necessarily includes both travel and stay, it excluded day tours.
“Tourism is the temporary short-term movement of people to destinations outside the
places where they normally live and work and their activities during their stay at these
destinations.”
- Tourism Society in Britain

“Tourism may be defined in terms of particular activities selected by choice and

undertaken outside the home environment.”
- Reformulated from the previous definition by the Tourism Society in Cardiff

Burkart and Medlik cited 5 main characteristics of tourism:

1. Because of its complexity, tourism is a combination of phenomena and relationships;
2. It has two essential elements: the dynamic element or the journey and the static element
or the stay;
3. The journey and stay are to-and-fro destinations outside the place of residence and
work;
4. The movement to destinations is temporary and short-term, with the intention to return
within few days, weeks, or months; and
5. Destinations are visited for purposes not connected with paid work, that is, not to be
employed and not for business or vocational reasons.
 MEANING OF TOURIST

“Tourist”

A tourist is a person who, visits a country other than that in

which he usually resides for a period of at least 24 hours.
- The League Nations (1937)

“Visitor”

Any person visiting a country other than that of earning money.

- United Nations Conference on International Travel and Tourism (1963)

2 Classes of Visitors
1. Tourists – temporary visitors staying at least
24 hours, whose purpose could be classified as:
a. leisure, such as recreation, holiday, health,
study, religion, or sport;
b. business;
c. family;
d. mission; and
e. meeting
2. Excursionists – temporary visitors staying
less than 24 hours in the destination visited and not
making an overnight stay, including cruise travelers,
but excluding travelers in transit.
 ELEMENTS OF TRAVEL
A. Distance
What must be considered under distance is the difference between local travel or
travelling within a person’s home community and non-local travel or travelling away from
home. It excludes commuting to and from work and change in residence.
A measure that has been used to distinguish travel away from home is the distance
traveled on a trip.
Trip – is defined as each time a person goes to a place at least 100 miles away from
home and returns.

B. Length of Stay
The second basic element of travel used as a criterion for defining travelers is the length
of stay at a destination. The definition of tourists and excursionists as proposed by WTO
(World Tourism Organization) is largely teased on length of stay. Tourists are temporary
visitors who make at least one overnight stay, while excursionists are temporary visitors do
not stay overnight in the country that they visit.

C. Residence of the Traveler

The residence or origin of the traveler is the third basic element of travel. For business
and research purposes, it is important to know where the people live.

D. Purpose of Travel
The fourth basic element is the purpose of travel. It can be divided into seven:
1. visiting friends and relatives (VFR);
2. conventions, seminars, and meetings;
3. business;
4. outdoor recreation – hunting, fishing, boating, and camping;
5. entertainment – sightseeing, theater, sports;
6. personal – family, medical, funeral, wedding; and
7. others
 THE NATURE OF TOUR
Domestic tourism – refers to travel taken exclusively within the national boundaries of the
traveler’s country.
International tourism – involves movement of people across international boundaries.
Inclusive tour – is an arrangement in which transport and accommodation is bought by the
tourist at an all-inclusive price and the price of the individual elements cannot be determined by
the purchaser himself.
Independent tour – is an arrangement in which the tourist buys these facilities separately, either
making reservations in advance through a travel agent or en route during his tour.
Independent inclusive tours – is one in which the tourist travels to his destination individually
Group inclusive tours – he travels in the company of other tourists

THE TOURIST DESTINATION

Tourist destination – is a geographical unit where the tourist visits and stays. It may be a
village, a town, a city, a district, a region, an island, a country or, a continent.
The success of a tourist destination depends upon the interrelationship of three basic factors:
1. Attractions – may be site or event attractions; natural or man-made

Site attractions – is one in which the destination itself has appeal; may be a country, a
geographical region such as the Alps, a city, or a resort such as Boracay
 Event attractions – is one in which tourists are drawn to the destinations solely because
of what is taking place there; include congresses, exhibitions, festivals such as the Ati-
atihan Festival, and sports events such as the Olympic Games.

Natural attractions – include mountains, beaches, and climatic features such as

sunshine and pure air

Man-made attractions – include buildings of historical or architectural interest such as

For Santiago, holiday camps, or “theme parks” such as Disneyland in Los Angeles, USA.

2. Amenities or facilities – include accommodation, food, local transport, communications,

and entertainment at the site
3. Accessibility – means having regular and convenience of transport in terms of
time/distance to the destination from the originating country at a reasonable price.
 IMPORTANCE OF TOURISM
Importance of Tourism
1. Contribution to the balance of payments – tourism can help correct the balance of
payments deficit of many countries by earning the much-needed foreign currency in
international trade.
2. Dispersion of development – international tourism is the best means to spread wealth
among countries; thus, bringing the economic gap between the rich and poor nations
3. Effect on general economic development – expenditures by tourists can have beneficial
effects on all economic sectors and can lead to the development of different industries
and other economic activities
4. Employment opportunities – tourism is a source of employment. It is a service industry,
which could have a significant effect on those countries with surplus labor such as the
Philippines
5. Social benefits – social exchange takes place when tourists come in contact with the
inhabitants of the places they visit.
6. Cultural enrichment – tourism emphasizes a sharing and appreciation of cultures rather
than the lack of trust brought by isolation
7. Educational significance – tourism enhances one’s education. International conferences,
seminars, and study trips held each year enable people of all nations to exchange ideas,
propose solutions to problems, and share their concerns.
8. A vital force for peace – properly designed and developed tourism can help bridge the
psychological and cultural distances that separate people of different races, colors,
religions, and stages of social and economic development.
 Application

Choose 1 industry aside from tourism and research or think about the basic qualities of that
industry and how does it become helpful to our economy. Now, make a comparison and answer
the question: How is tourism different from the industry you have chosen?
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Assessment

Portfolio: Your Tourist Destination

Your ambition is to be an owner or manager of a place of tourist attraction. Answer

the following questions:
1. What type of tourist destination facility do you want to own?
2. What type of guest do you want to attract?
3. In what price range is your tourist destination?
4. What plan do you offer to the tourists/traveler? Describe the plan.
5. Where is your tourist destination business located? Why is this a good location?
6. Describe any features your tourist destination offers to your tourists/travelers
that will make them want to choose your place over your competition.
(Write your portfolio here)
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"Optimism is the faith that leads to achievement. Nothing can be done

without hope and confidence."
Congratulations my dear student for completing Lesson 1! I hope you crave for more
learnings on the following lessons.

Love,

Ma’am Mecah
 MODULE 1
MACRO PERSPECTIVE OF TOURISM & HOSPITALITY

LESSON 2: THE HISTORY OF TOURISM

Module Learning Outcomes

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

1. Explain the historical changes, which have affected the growth and development of the
tourism industry;
2. Gain an overview of the origin of tourism in the Philippines;
3. Describe the international travel patterns;
4. Identify the factors that favor the growth of tourism

Time Frame

Week 3-4

Introduction

Hi again students! You just arrived in Lesson 2! Travel and exploration are basic to human nature.
Man has traveled since the earliest times although the term tourism was used only in the early
19th century. Tourism is derived from the Hebrew word torah which means studying, learning,
searching.

Activity

Go to your parents and politely ask about your life history. From the day you were born, up to this
age. Ask them, how much change you have had and what are the factors that affected your growth
and development as a son/daughter. Tell me about their answers on the space provided.
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Analysis

From your short interview with your parents, why do you think it is very important to know or
even look back on the history of something?
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On this lesson we will looking back briefly to where tourism industry began! Feel free to use
your imagination as we take a flight back to the history of tourism.
 EARLY TOURISM
• Tourism dates back to the earliest of civilizations
• It can trace its beginnings in the Old Testaments
• Early tourism is characterized by travel for business and religion
• Travel for business was mainly trading with other countries or tribes
• Religious travel took the form of pilgrimages to places or worship
• Travel received great impetus during the Roman Empire due to the construction of good
roads and accommodations.

TOURISM IN THE MEDIEVAL

PERIOD
• Travel was limited during the Middle Ages
• After the collapse of the Roman Empire, no one traveled for pleasure due to: political
instability, lack of extensive trade and commerce, poor roads, inefficient transportation,
and the proliferation of highway robbers who preyed on travelers
 TOURISM DURING THE
RENAISSANCE AND ELIZABETHAN
ERAS
• Tourism in the Renaissance period is characterized by the Grand Tour in which
scholars from both the middle and upper classes went on a three-year exploration of the
capitals, politics, culture, and society of western Europe to enhance their education
• There was also an increase in the popularity of “spas” in which sick sought to be cured
of their ailments by bathing in the mineral springs.

TOURISM DURING THE

INDUSTRIAL REVOLUTION
• The Industrial Revolution stimulated pleasure travel due to increase of wealth, the
creation of a large and prosperous middle class, improvements in transportation, the
need of the working class to find relief from their work routine, and the desire of the city
dwellers for relaxation and adventure.
 MODERN TOURISM
• In the 19th and 20th century, pleasure travel continued to progress due to economic
prosperity, the introduction of jet aircraft and the private car, and social changes and
changing values brought about by mass education.
• Other factors such as paid holidays, shorter work week, and annual holidays increased
the demand for travel

ORIGIN OF TOURISM IN THE

PHILIPPINES
• The tourism industry in the Philippines is a very young industry.
• Before World War II, there were no statistical data available; hence, it was difficult to
determine tourist activities
• It was only after the declaration of martial law in 1972 that the tourism industry in the
Philippines grew
• The Department of Tourism, which is the NTO of the Philippines has launched several
programs for the development of tourism industry
• Among these are: a more effective multi-sectoral partnership with the local governments,
the private sector and the tourism councils, strict enforcement of tour facility standards,
and expansion of training programs to improve the standards of services
 INTERNATIONAL TRAVEL
PATTERNS
• A substantial proportion of international travel occurs within and between Europe and the
United States
• Europe receives the lion’s share of tourists’ arrivals and receipts

FACTORS THAT FAVOR THE

GROWTH OF TOURISM
A large number of factors have consistently influenced the growth of tourism including:
- Economic prosperity;
- Availability of leisure time;
- Higher levels of education;
- Increase in the number of retirees;
- Credit availability;
- Growth of cities; and
- Improvement in transportation
 Application

Do an online research and discuss the factors that hastened the growth of tourism.
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Assessment

Draw a poster that illustrates the history of tourism from Early Tourism to Modern Tourism with
the Origin of Tourism in the Philippines.

“Empty pockets never held anyone back. Only empty heads and empty hearts can do that."
Congratulations my dear student for completing Lesson 2! I hope you crave for more learnings on the following lessons.

Love,

Ma’am Mecah