THC 122

THC 122
MICRO PERSPECTIVE IN TOURISM

AND HOSPITALITY MANAGEMENT
MARCEL S. GAWAYEN, MBA, LPT

TABLE OF CONTENTS
Week
Module Topic
No.
Lesson 1: Introduction on Scope and Sectors of Tourism and
Hospitality
Lesson 2: Stakeholders in the Tourism and Hospitality
1
Development
Lesson 3: Characteristics of Different Sectors in the Tourism
and Hospitality Industry
Lesson 4: Transportation
2 Lesson 5: Accommodations
Lesson 6: Food and Beverages
Lesson 7: Recreation and Leisure
Lesson 8: Tourist Attractions and Theme Parks

3
Lesson 9: MICE Industry
Lesson 10: Tourism and Hospitality Organizations
Lesson 11: Significance of Tourism and Hospitality Services

4
Lesson 12: Planning Specific Business Strategies
UNIVERSITY OF THE VISAYAS
College of Business Administration
Department: Tourism and Hospitality
FLEXIBLE COURSE SYLLABUS ON THC 123
Faculty Information:
Name of Faculty Krysley Cionrina Dico
Email Address kryzvd@gmail.com Mobile No.
Consultation Schedule
Module Code THC 122
Module Name Micro Perspective in Tourism and Hospitality
Units/Hours 3 units/ 54 hours
Duration 4 weeks
The student will gain knowledge on managing and

marketing a service-oriented business organization, the
Course Description scope and structure of travel organizations, and acquire an
in-depth study of the nature and distinctive characteristics
of each sector of the entire tourism and hospitality
industry.
Propose a marketing campaign, citing motivations for
travelling, specific for chosen sector in the tourism and
Course Goal
hospitality industry.
LO1. Determine the roles of the different tourism sectors
and its sub-sectors.
LO2 and LO3.
Conduct a Strength, Weaknesses, Opportunities, and
Threats (SWOT) and Political, Economic, Social,
Course Learning Objectives/
Technological, Legal, and Environmental (PESTLE) Analysis
Outcomes
on a specific sector of the tourism industry.
LO4. Apply ethical and social responsibility in managing
tourism, hospitality business, and employment.
This module is divided into four (4) modules with a two (2)
to a maximum of three (3) topics per module.
Course Content
Module 1- Roles of the different Sectors in the Tourism and
Hospitality Industry
Module 2- Tourism and Hospitality Sectors I
Module 3- Tourism and Hospitality Sectors II
Module 4- Tourism and Hospitality Organizations and
Businesses
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Category of Learners Description
Category 1 No gadget; no internet connection : Asynchronous offline
Category 2 With gadget; unstable internet connection: Asynchronous /Synchronous
Category 3 With gadget; stable internet connection : Synchronous
Synchronous :
 Real time/virtual class
Teaching & Learning Methods  L2L audio chat/texting
Asynchronous online :
 group forum discussion using Open LMS
Asynchronous offline :
 Modular approach
Synchronous: 16 contact hours
Asynchronous online and offline: 38 hours
Contact Hours and Indicative Independent Study. Preparation for the course, reading of
Student Workload modules and completion of the end of topic self-check
activities, output to be compiled in e-portfolio. reviewing of
lecture and other instructional materials accessed through
the Open LMS and websites.
Preparation and completion of periodical assessments.
Provision of feedback and assistance through one-on-one

consultation with the learner via audio chat, messenger,
text, email and other available social media platform.
Assessment LO Week
Major Assessments Points
Component addressed Due
Completion of Module
End of
1 coverage LO1
Week
Problem Analysis 40
Answer Case Analysis 1
(2 hrs)
End of
2 coverage
LO2 Week
40
Problem Solving 2
Answer Problem
(2 hrs)
Solving
Assessment
3 coverage
Decision Making
Answer question LO3 40 3
Task
(2 hrs) ―decision making
task‖
Create a marketing 4 coverage
campaign LO4 40 4
(2 hrs) Create a marketing
campaign
End of
LO1
week 4
Completion of end of LO2
E-Portfolio or
the topic/module LO3 60
By the
activities LO4
end of the
Semester
TOTAL POINTS 220
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Points Earned Grade Points Earned Grade
211-220 1.0 141-150 2.1
201-210 1.1 131-140 2.2
196-200 1.2 121-130 2.3
191-195 1.3 111-120 2.4
Grading System 186-190 1.4 101-110 2.5
181-185 1.5 96-100 2.6
171-180 1.6 91-95 2.7
166-170 1.7 86-90 2.8
161-165 1.8 81-85 2.9
156-160 1.9 75-80 3.0
151-155 2.0 74 and below INC
An INC is given if the final grade is 2.5 or better but missing any two of the course requirements
listed above. INC should be complied within 365 days immediately after the close of the Semester.
To pass this module, the learner must obtain at least 75

points. Students who would fail to submit any of the periodical
assessment and the required e-portfolio will have until the
end of the Semester within which to comply. Those who
cannot fully comply with the requirements will be given an
Reassessment Requirements INC grade. The INC grade has to be complied within one year
from the close of the semester. The INC grade will
automatically become 5.0 or failed immediately if not
complied.
THC 122 Module: Micro Perspective in Tourism and
Prescribed Learning Hospitality
Resources
Print
THC 122 Module

Supplemental Readings
Digital
None
Prepared by : Date Approved: Approved by:
Sept. 4, 2020 (Sgd.)

Marcel S. Gawayen, MBA, LPT Dr. Rosemarie Cruz-Español, CPA
Faculty Dean
Reviewed by :
Maricar D. Morqueda, MBA Merla Y. Quiñones, CTP Marcel S. Gawayen, MBA, LPT
Program Coordinator Language Expert Media Specialist
rce/3rdrevision/7-27-20
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MODULE 1
Roles of the Different Sectors in the Tourism and Hospitality Industry
Module Learning Objective/Outcome:
At the end of the module, the learners should be able to:
LO1. Determine the roles of the different tourism sectors and its sub-sectors
Topic Intended Learning Outcomes
1. Introduction on Scope and Sectors of ILO1. Explain the scope and structure of travel
Tourism and Hospitality organizations
2. Stakeholders in the Tourism and ILO2. Identify different stakeholders in the tourism
Hospitality Development and hospitality
3. Characteristics of Different Sectors in the ILO3. Illustrate the characteristics of the different
Tourism and Hospitality Industry sectors in the Tourism and Hospitality
Learning Activities/ Resources

ILO Category 1 Category 2 Category 3
ILO1 Read module 1, topic 1, Access digital module 1, Access digital module 1,
4.5 hours pages 8 to 16 of the topic 1. Read pages 8 to topic 1. Read pages 8 to
printed module 16 of the module. 16 of the module.
(4.5 hours
asynchronous for
category 1) Answer self-check written Answer self-check written Answer self-check written
assignment on page 16. assignment on page 16 or assignment on page 16 or
2 hours Rate output using the log-in to the open LMS log-in to the open LMS
(synchronous/ rubric provided. Compile and access the quiz. and access the quiz.
2.5 hours to ePortfolio
asynchronous for
category 2&3)
ILO2 Read module 1, topic 2, Read the digital module Read the digital module
pages 18 to 22 of the 1, topic 2. pages 18 to 1, topic 2. pages 18 to
(4.5 hours printed module 22. 22.
asynchronous for
category 1)
Answer self-check activity Answer the self-check Log in to the open LMS
2 hours on page 23. Rate output activity on page 23 or and answer the quiz 2.
(synchronous/ using the rubric provided. log-in to the open LMS
2.5 hours Compile to ePortfolio and access quiz 2.
asynchronous for
category 2&3)
asynchronous for
category 1) Answer self-check activity
page 28. Rate output Answer the self-check Log in to the open LMS
2 hours using the rubric provided. activity on page 28 or and answer the quiz 3.
(synchronous/ Compile to ePortfolio log-in to the open LMS
2.5 hours and access quiz 3.
asynchronous for
category 2&3)
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Introduction:
Hospitality industry is the industry that is engaged in the process of satisfying the needs of
the customer and generating profit for the stakeholders. It is one of the fastest growing
industries, but a slump in the world economy can adversely affect it due to over-dependence
on tourism. And if the world economy goes through a recession the disposable income of
the people will recede and they are going to travel less and thus affecting the hospitality
industry.
While sometimes both terms are used interchangeably, they are not quite synonymous. The
tourism industry serves people away from home. Hospitality also includes businesses that
serve people in their local town.
Discussions:
The Scope of Tourism and Hospitality Industry:
1. Travel Agencies
Travel agencies provide assistance and convenience to people travelling to different parts
of the country and the world. Choosing the right travel agency can make the difference
between a smooth vacation and one filled with hardship and unnecessary risk. A person
must be careful while choosing the travel agency; these days there are hundreds of
thousand travel agencies around the world and a reliable travel agency must be chosen.
2. Tourist Offices and Tourism Ministry

The scope of hospitality industry and hospitality management extends to the tourist offices
and tourism ministry. A tourist office is an area that provides information to the tourists
about the attractions of the area, lodge, etc. A tourism ministry is an official government
body that handles the issues pertaining to tourism. Promotion of the various attractions and
resolving the grievance of the tourist is among the functions of tourism ministry
3. Airlines and Railway Travel

These two industries can also be included in the hospitality industry. Although the airlines
are a completely different industry on its own it can be included in the hospitality industry
because its basic function is to provide service and satisfying the needs of the people which
matches the nature of hospitality industry. The same goes with the railways.
4. Spas
It is a bath in which mineral or sea water is used for medicinal treatment. This is a growing
field with several destinations around that world that are specifically famous for their spas;
like Maldives, Sri Lanka, the southern part of India and many European countries. It is a
major tourist attraction that these countries offer. It is one of the divisions of the hospitality
industry that is sought by the high-income group.
5. Wellness Centers
These are institutions that provide health care for both the mind and the body. These
institutions can be run privately with the help of healthcare specialist for the purpose of
profit or they can be non-government organizations.
6. Event Management
It is the use of project management skill to organize and manage large-scale events like
conferences, marriage ceremonies, receptions, parties, conventions, concerts, etc. There is
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more to event management than what looks from outside; it is very methodical and involves
a large number of people that work in the background.
7. Cruise Companies
A cruise company is a company that operates cruise voyages across the sea travelling to
different destinations around the world. A cruise voyage is a pleasure voyage that takes
you to exotic and interesting places; the journey usually includes several activities like
music, food, concerts, etc.
Sectors in Tourism
The tourism industry has been divided into eight different sectors or areas
1. Accommodation
Accommodation is one of the largest and fastest growing sectors in the tourism industry. It
is also a concern of every traveler, whether looking for a place to pitch a tent or a luxury
suite in a fancy resort. Booking accommodation, dealing with the vast array of
accommodation options, and considering alternative lodging options are all issues that
travelers face.
The travel and tourism industries also both contain the accommodation sector, with people
requiring overnight accommodation for varying lengths of time. The accommodation
industry offers a variety of different options for customers, catering to different tastes,
budgets and requirements. In addition to providing shelter and a place to sleep, many
companies in the accommodation sector also provide a range of other services.
A. Hotels
The most popular form of accommodation for tourists, hotels are establishments that
offer overnight stays on a short-term basis. They provide guests with private rooms,
which will typically include an en suite bathroom and other facilities. Additionally, most
hotels provide services like housekeeping, room service and laundry.
B. Shared Accommodation
The rise of platforms like Airbnb has increased the popularity of shared accommodation,
which typically consists of a space in a house, which may be shared with the owners.
The accommodation itself may consist of a private room, or may be a room that is
shared with other guests using the facility at the same time.
C. Hostels
Hostels are a form of shared-room lodging, where guests pay for a bed in a dormitory-
style set up. Rooms will each provide multiple beds, with guests sharing kitchen and
bathroom facilities. They are typically classed as a budget option, and are usually
provided on a self-catering basis.
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D. Camping
A form of outdoor accommodation, which makes use of temporary shelter, usually in
the form of a tent. Tourists and travellers who camp may opt to stay at a commercial
campsite, which will provide additional facilities or amenities, or they might prefer to
make their own campsite in a publicly accessible area, like a national park.
E. Bed and Breakfast

Most bed and breakfast accommodation is situated in a converted private house or pub,
and will provide guests with a private room for the night and breakfast in the morning.
In many cases, the owner of the B&B will live in the building too. Guests may be offered
en suite bathroom facilities, or they may need to share them.
F. Cruises
Cruises are classed as both a form of transportation and a form of accommodation. The
reason for this is because those on the cruise are allocated their own cabin, where they
can rest, relax and sleep, and passengers spend the vast majority of the cruise actually
on the cruise ship, benefiting from classic accommodation services.
G. Farmhouse Accommodation and Agri-Tourism

Agri-tourism remains a fairly niche concept, but one which is gaining increased traction,
with tourists spending time on a farm, seeing the day-to-day work that goes on first-
hand and even joining in. Farmhouse accommodation is simply accommodation that
facilitates this kind of experience and it often resembles a B&B.
H. Timeshare Accommodation
Timeshare accommodation refers to accommodation where ownership is shared
between multiple different people, with usage rights being allocated to each owner at
a different time of the year. This kind of accommodation tends to include condos and
lodges, and owners are usually allocated usage rights for a week or two weeks.
2. Adventure Tourism and Recreation

Clients request active, recreational experiences or travel adventures where they can learn
about nature and/or culture are driving the growth.
Two Categories:
Hard adventure - Involves some risk and involves some risk and requires strenuous
physical exertion on part of the participant.
Soft adventure - Is less risky, less strenuous, and requires little or no participation.
3. Attractions
Is a place of interest where tourists visit, typically for its inherent or exhibited natural or
cultural value, historical significance, natural or built beauty, offering leisure, adventure,
amusement and medical services for the travelers.
4. MICE/ Events and Conferences

Events and conferences contribute dollars to communities. Not only do travelers spend
money on the event or conference itself, but 'spinoff dollars' are also spent on everything
from accommodation to souvenirs. EXAMPLES: Special Events Conferences, Meetings,
Trade Shows and Conventions
5. Food and Beverage

Food and drinks are basic human needs and the food and beverage industry caters these
needs among tourists and travelers. Again, there are a wide range of different company
types that fall within this sector, providing customers with an array of different options. It
is also worth noting that the food and beverage industry also provides opportunities for
tourists and travelers to socialize with friends, or meet new people.
The food and beverage industry is a $32 billion a year industry. Encompasses all types of
establishments that supply food and beverages for consumption
A. Restaurants
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Restaurants are establishments which provide food and drink, which is primarily eaten
on the premises. The restaurant sub-category of the Travel and tourism industries also
includes fast food restaurants and takeaways, in addition to family restaurants, diners,
luxury restaurants and other eateries.
B. Catering
In relation to travel and tourism, the term catering is usually used to refer to food and
drink services that are situated in locations where eating and drinking are not the
primary attraction. Therefore, it would not include restaurants, but it would include
food and drinks sold on public transport, in parks and at tourist sites.
C. Bars & Cafés

Bars and cafés provide a relaxed environment for travelers to eat and drink. In the case
of bars, the focus tends to be on sales of alcoholic drinks and soft drinks, while in the
case of cafés, the focus tends to be on hot drinks and light snacks. Both environments
also provide a place for people to socialize.
D. Nightclubs
Some locations in the world attract a large number of tourists off the back of the night
life on offer, with nightclubs being the main example. These clubs are establishments
which stay open until late at night and combine music with alcohol sales. Most
nightclubs also feature a stage for performers, and a dance floor for guests.
6.Tourism Services
- Made up of the organizations, associations, government agencies and companies that
specialize in serving the needs of the tourism industry
- Several areas that make up this sector:
A. Government
B. Industry Associations
C. Retail
D. Research
Types of Tourism:
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7.Transportation
Defined as an industry that provides for the movement, comfort and enjoyment of people.
Categories:
A. Air Transport
Air travel is one of the main ways that tourists and travelers reach their chosen
destination, and the airline industry provides various services, including scheduled and
chartered flights. Companies within this sub-category may offer flights to domestic and
international destinations, as well as both long haul and short haul flights.
Spacecraft
A more recent form of transportation, which is going to become increasingly influential
in the years ahead, is the spacecraft. The most famous example of a company operating
within this area is Virgin Galactic, which is hoping to be able to provide commercial
space tourism via passenger trips into space in the near future.
B. Ground Transport
- Car rental services
provide customers with temporary access to a car. These services can enable tourists
or travelers to actually get to their chosen destination in the first place, but many
customers use them after they have arrived, as they provide a greater amount of
freedom for exploration than relying on public transport.
- Coach Services
In many cases, coach services are one of the most cost-effective ways for tourists
or travelers to reach their chosen destination, and they are especially popular for
day trips, although coach travel does cater for international travel too. Moreover,
local bus services also fall underneath this umbrella.
C. Rail Transport
Railways are another popular transportation method, helping passengers to easily get
from one location to another. Rail services are especially popular with domestic
travelers, due to their convenience and regularity. Moreover, many major cities make
use of subway-style rail services, facilitating quick and easy movement.
D. Water Transport
As the name suggests, the water transport sub-category includes all forms of transport
that carry passengers across water. This includes ocean liners and ferries, which tend
to voyage from point A to point B, as well as cruise ships, where transportation is not
the only purpose and the voyage itself is a huge part of the travel experience.
8.TravelTrade
Supports the bookings and sales in the other sectors. People that work in the travel trade
make reservations for accommodations, tours, transportation, food and beverage and/or
for attractions. 2 Subcategories:
a. Retail Travel Agencies
An online travel agency will typically perform a very similar role to a more traditional
travel agency, albeit using the power of the internet. While the purpose is still to
connect tourists with travel products on behalf of suppliers, there is more of an
emphasis on self-service methods.
b. Wholesale Tour Operators

The role of a tour operator is to combine tour products and travel products together, in
order to sell package holidays. Most commonly, a package holiday will consist of a
combination of air travel, accommodation, hotel transfers and the services of holiday
reps, who are able to provide organized activities.
9. Entertainment
Once tourists or travelers arrive at their chosen destination, they will often need
entertainment, even if that was not the primary purpose of their journey. However, in many
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cases, companies or establishments providing entertainment are one of the major
attractions drawing people to a location in the first place. Some of the sub-categories within
the entertainment sector of the travel and tourism industry are outlined below.
a. Casino
A casino is an entertainment establishment, which provides people with opportunities
to gamble – primarily through luck-based card, dice and slots games. In addition to
these games, many casinos are connected to hotels or resorts, and many also host
other entertainment, such as musical or comedy performances.
b. Tourist Information
The tourist information sub-category is focused on providing travelers with important
information about things to do in the local area. This includes offline methods, such as
tourist information offices and leaflets, as well as online methods, such as informational
websites and social media accounts.
c. Shopping
Shops play a varied role in the travel and tourism industries, catering to people‘s basic
needs, while also providing a form of entertainment. Indeed, many people travel to
specific parts of the world to experience the shopping in that location, with examples
including 5th Avenue in New York, Bond Street in London and Rodeo Drive in LA.
d. Tourist Guides & Tours

Tourist guides offer organized tours of a location, which will typically consist of them
taking a group of people to some of the important attractions or tourist sites nearby.
The role of the tourist guide is to factual information and context, helping to make the
tour more interesting and educational.
Connected Industries:
There are a number of other industries that are more broadly linked to either the tourism
industry, the travel industry, or both. These include companies that promote the interests
of the travel industry itself; businesses that help to actually connect customers with travel
and tourism products; and organizations that provide either practical support or logistical
assistance for tourists and travelers.
Financial Services
A number of financial services are relevant to both the tourism industry and the travel
industry. The most obvious of these include travel insurance and medical insurance
products, while other examples include services linked to currency conversion and the
acquisition of traveler‘s cheques.
Travel Agents
Travel agents sell travel products on behalf of suppliers and generally receive a
commission for doing so. They also provide customers with advice on what the best
travel products are, based on the customer‘s preferences and budget. In this sense,
they act as an intermediary between tourists and suppliers of travel products.
Tourism Organizations
Tourism organizations tend to be organizations that act in the interests of the tourism
industry itself, lobbying on its behalf or promoting its interests. Examples would include
national tourism information companies, local tourist boards, tourism agencies, tourism
charities and inspection agencies.
Educational
Lastly, the educational sub-category includes business that deliver the kinds of
education services that attract tourists and travelers. This is a growing aspect of the
tourism industry and includes organizations that are linked to conferences, exhibitions
and training activities, as well as certain academic institutions.
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Sectors in Hospitality
1. Lodging- Accommodation
Accommodation is an absolutely broad sector of the hospitality industry, ranging from bed
& breakfast enterprises and hotels to other facilities that offer lodging services.
Three main types of hotel and accommodation services:

 Lodging: When people travel from one place to the other, they need a place to sleep. A
shelter which will keep them safe from the atrocities of nature. This results in people
booking lodges and rooms for their stay.
 Suites: Apart from general lodges to stay, hotel sector offers luxury suites for the stay
as well. Generally, suites are suitable for formal sorts of staying and are much expensive
compared to regular room services.
 Resorts: The third type of accommodation which is popular among travelers are resorts.
These bring you close to nature and give you a necessary break from your normal
routines.
2. Food and Beverage

It‘s another wide sector of the hospitality industry. Food and beverage sector reign supreme
in the industry. There can be a humongous list when we categorize the food service industry
as a crucial sector of the hospitality industry below are key categories.
 Quick-service Establishments – These are commercial foodservice restaurants that
compete for customers who look to garner quick snacks, drinks, and meals.
Typically, they have fewer employees. In fact, self-service is the norm here. Think
of McDonald‘s, KFC, Subway, Pizza Hut etc.
 Catering Businesses – This category provides food and beverage catering services
for any special occasion – from weddings to birthday parties and everything in
between.
 Full-Service Restaurants: These are your typical restaurants or eateries which
feature course meals, drinks, and a plethora of other food services. These
establishments usually seat you at a table and use waiters to take food orders. From
fine dining to casual dining to themed restaurants; there is a range of these full-
service restaurants.
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Processes and stages involved in the foodservice industry of hospitality:
 Food Management: It starts with the production of food. Many hotels and restaurants
serve naturally organic food. Apart from production, food transportation and storage
also make part of this division.
 Food Presentation: People like to eat food which is well represented. So, a lot of
focus should be made on food representation to improve hospitality experience.
 Beverages: Apart from general food items, beverage storage, and representation
also make it into the list of food and catering services.
 Restaurant Management: Restaurant management is a science which is being taught

in colleges these days. With proper skills to manage a restaurant, you can manage
food, beverages, and maintain a quality representation of food, so that customers
will come again to eat at your place.
3. Travel and Tourism

Travel and tourism industry is a vast sector of the hospitality industry with several key
players across the globe. Most of them include trains, airlines, cruise ships, and several
crew members in their service.
4. Entertainment Industry
key category of the hospitality industry as it involves the most important thing of hospitality.
Us, the buyers and recipients of all hospitality services. This sector of hospitality thrives for
us and to entertain us.
Entertainment is a significant part of our travel these days. If your, travelling experience
lacks fun and entertainment then you might not be able to enjoy your time up to the fullest.
Some of the activities which can elevate your experience when it comes to entertainment
are:
 Marinas:
Marinas are one of the most popular places to go when it comes to partying. You
can get along with your friends on a private yacht where you can dance, play games,
and enjoy the best of your life.
 Sports and Gaming:

Sports and gaming is a basic thing which people are looking for on their travel. As a
result, Casinos, swimming pools, and other similar activities are becoming an
indispensable part of the hospitality sector.
 Cruise:
Apart from marinas, cruise services are also becoming an essential component of
the hospitality industry. Now, people like to spend their days on luxury ships which
sail across the blue oceans under the clear sky.
 Nightclubs:
Who doesn‘t love to dance to their favorite song when on a break? We all do. This is
why hotels have nightclubs services in them.
 Bars:
Sitting around a table and having a couple of drinks with your friends is always a
refreshing experience. This is why bars make an important part of the entertainment
sector of the hospitality industry.
5. Timeshare
- An emerging yet vastly important sector of the hospitality industry is vacation ownership
of a place. In this scheme, people, either individuals or parties, own the rights to a place
for a specific time period during the year.
- Timeshare gives us an option to own our choices and to enjoy facilities by either buying a
part of a facility or getting into a membership plan.
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There are many places which people can own for the time being, under the timeshare rule.
A couple of them are discussed below:
 Convention Centers
Convention centers make the base of the hospitality industry as they offer a place
where people can gather in bulks for seminars, conventions, expos, and other similar
things.
 Villas and Resorts
You can own villas and resorts under the timeshare rule, for some time of the year
and can go and enjoy with your friends or family.
With developing technologies and improved management skills, the hospitality industry is
poised to grow in future as well. The need of the hour demands businesses operating in this
field to embrace and adopt these technological changes and strategize accordingly, so it
can keep pace with the rest of the world.
Introduction:
It is essential to involve all stakeholders, and
particularly the local community, in the planning
process for sustainable tourism. A sustainable tourism
enterprise cannot succeed without them support.
Stakeholders are those with an interest or stake in the

decisions being made - should be involved at all
stages of planning for any management endeavor in
protected areas, including sustainable tourism.
Stakeholders include local community members,
government, NGOs, as well as the tourism industry
and the tourists, and many other groups. A first step
in planning for sustainable tourism is to identify the
stakeholders and open communications with them.
Discussions:
―Stakeholders‖ are any people or groups who have an
interest (or stake) in decisions being made by a
management agency. Stakeholders include local
residents and members of other groups such as:
• Members of the local municipality
• The tourism industry (tour operators, hotels,
restaurants, etc.)
• The fishing industry (local and non-local)
• Local biodiversity conservation organizations
• Community development organizations
• Indigenous people‘s organizations
• Coastal farming communities
• Transportation authorities
• The scientific community
It is imperative that stakeholders be involved in all

stages of planning. With stakeholder support,
sustainable tourism plans are more likely to succeed.
Stakeholders can only be involved once you know who
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they are. They must be identified, and then
approached and queried as to their interests and
opinions. Working group will often consist of the same
team that was assembled for the assessment process,
but augmented with other stakeholders as well.
Not all stakeholders have the same ―stake‖ or level of interest in coastal and marine
resources and may be less active or not active at all. Understanding the stakeholders can
also help to predict changes in social behavior, local culture, traditions, and quality of life
issues that might result from tourism development. A critical aspect of sustainable tourism
planning, therefore, is to identify and understand the major stakeholders, and to
understand their point of view, goals, and motivations. We will start with the most important
stakeholder, the local community. Some other major stakeholders such as local government
and NGOs. The information here is only a starting point; to really begin to understand
stakeholders in your area, it will be essential to actually meet and talk with them.
Major Stakeholders in Tourism Development:

 National Governments- Planning at national levels require appropriate policies being
designed and implemented. National governments‘ roles include but not limited to
developing and maintaining infrastructures such as roads, railways, and ports;
promoting destinations to local and international tourists; and ensuring safety and
security of tourists.
 Local Governments- with specific competence in tourism matters also play in

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important role in tourism development. Councils promote local tourist attractions,
provide infrastructure and services to support tourism and manage the impacts of
tourism. They are also in a better position to understand unique characteristics of a
destination and can create an authentic experience for the people who want to visit
it.
 Tourism Establishments and Enterprises-play a variety of roles in tourism

development. For example, airlines, trains, and buses transport tourists from one
place to another, restaurants provide them with food and drinks, and hotels provide
accommodation. Tour operators, travel agencies, and tourist information centers
also fall in to this category. In fact, travelling abroad is almost impossible without
tourism organizations.
 Tourists-travelers, including business travelers, and visitors to tourism destinations,

sites and attractions are perhaps the most important stakeholders. Tourists visit
attractions; spend money; and may promote the attractions through word of mouth
and social media if their experience is positive. If the experience is not positive,
tourists may not return to the attractions again, and may even spread negative word
of mouth.
 Local People- are also very important in tourism development. They may have
legitimate concerns and may resist any tourism development. Therefore, they need
to be involved in the decision-making process where appropriate. Local people with
their distinct values and cultures can add value to any tourist destinations. Tourists
may also benefit from local people in many different ways.
 Employees and Professionals- tourism employees, professionals and consultants also

play a very important role in tourism development. According to Visit Britain (2017)
tourism has been the fastest growing sector in the UK in employment terms since
2010. Tourism is expected to support almost 3.8 million jobs, which is around 11%
of the total UK number by 2025. These figures demonstrate how important tourism
employees and professionals are. Restaurants, hotels, airlines, buses, trains, and
others will certainly struggle should they employ an inadequate number of
employees, or there are shortages of skilled people in the market.
 Other stakeholders- there are some other stakeholders tourism planners should
consider. For example, institutions engaged in financing tourism projects, trade
unions of employees and professionals working in tourism, tourism educational
centers, and other tourism specialist organizations play a variety of roles in tourism
development.
Local Community:
The local community is not an undifferentiated mass, but comprises people of different
economic classes, clans or family groups, ethnic groups, both genders, and various special
interest groups. Every community is different and includes many groups involved directly
or indirectly with coastal resources, such as subsistence-level fisher people, commercial
fisher people, farmers, and those involved in transportation and tourism. Efforts to involve
the community should recognize and respect these different groups and the diversity of
groupings within the community
• Geographical community — a group of people who live in the same area.

• Functional community — a group of people who may not live in the same area but who
share significant aspects of common life, such as customs, manners, traditions, language,
or profession. Examples are: fisher people, farmers, members of religious groups, members
of a tribe.
Generally, involvement of the community often follows these four steps:

1. Identifying stakeholders and forming partnerships. The first step in community-based or
co-management approaches is to identify key stakeholders and potential participants.
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2. Community organization. An NGO or local government unit can assist the community in
identifying an appropriately trained community organizer. Stakeholders are more accessible
and have more opportunities to be involved if they are organized, such as with a small pool
of representatives who can attend meetings and relay information to and from the rest of
the community. The community organizers can also help local community members
increase their level of participation.
3. Involve the community in the planning process. Community participation in the early
stages of planning of any activity (sustainable tourism or any other management activity)
will keep the activity focused on community-defined goals and benefits, and will make the
community feel engaged from the beginning. Monitoring/evaluation ensures that the plan
continues to meet community-defined goals.
Ongoing information, education and communication. To keep a community involved and

aware of what is going needs to have ongoing information, education and communication
outreach projects to members of the local community. It is also necessary to remember
that stakeholders may change, and new stakeholders will eventually arrive who were not
involved in the initial planning process. For example, a new hotel may open, a new tour
operator may begin business the area, or the local or national government may reorganize.
These stakeholders, too, need to be brought on board.
The local community is an essential stakeholder, but it is not the only one. We will briefly
consider here several other major stakeholders. You may think of more types of
stakeholders that apply to your own area.
The role of government although tourism may be driven by the private sector,
government policy instruments, such as requirements for environmental impact
assessments (EIAs) and management plans, can be extraordinarily effective in ensuring
that development takes place in an appropriate manner. In many biodiversity hotspot
countries, tourism destinations are under the influence of various governmental agencies,
whose mandates include culture, historical heritage, parks, coastal protection, economic
development, fisheries management, and forestry. Smooth coordination among these
departments and coherence between tourism policy and other government policies,
including biodiversity conservation, are not always the rule, and therefore different policies
may undermine rather than support each other.
National governments usually set the framework for tourism development and
biodiversity
conservation through policy and legislation. Some examples of these include
• Laws and regulations defining standards for tourism facilities, access to biodiversity
resources, and land-use regulation and zoning. This may include requirements for
environmental impact statements (EIS‘s) before development.
• Infrastructure design, development, and regulation (water, energy, roads, airports, etc.).
• Economic instruments defined in policy, such as incentives for sustainable tourism
investment and the creation of private reserves.
• Standards for health and safety, including quality controls and regulation of business
activities; these are aimed at protecting consumers and at meeting the needs of
residents—including traditional communities and indigenous people—and protecting their
lifestyles.
• Establishment and maintenance of protected areas and conservation corridors of
interest to tourism. Managers of public protected areas often are the most effective
players for conservation benefits from tourism development.
• Allocation of tax revenues for the protection of biodiversity-based tourism attractions,
such as national parks and reserves.
The role of the tourism industry

As we have seen, the tourism industry is a massive industry. It is considered to be the
biggest industry in the world. It consists of an enormous number of small and medium-
sized enterprises, and also includes large multinational corporations that control an
increasing percentage of the overall market. In Europe, for example, five companies control
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over 60% of organized outbound travel (i.e. tourists who travel on pre-planned tours).
Who is the tourism industry? The mechanics of international tourism require a complex set
of arrangements to enable tourists to choose a destination and then to actually get there.
Travelers may interact with a chain of businesses including: travel agents, who contract
with outbound operators (in the tourist‘s country), who contract with inbound operators (in
the destination country), who in turn may contract with local service providers.
Traditionally, local service providers only enter this chain at the end, when the trip is already
underway. However, adventurous travelers often now connect with local service providers
directly via the internet, particularly if the local providers are featured in travel guides (such
as Rough Guide, Lonely Planet, etc.).
Outbound operators play a critical role - they can ensure a steady flow of tourists and
can influence consumer choices, often even determining how much tourists will pay.
However, outbound operators do not live or work locally, and do not have a stake in
sustainability in any particular area. This is particularly true of the multinational
corporations - if poorly planned tourism causes environmental conditions to worsen in a
particular area, they can simply shift to another area. Many also remain unaware of the
environmental and cultural impacts of their activities. However, some major travel
companies have recognized that promoting conservation and sustainable development can
maintain the cultural and biological integrity of the places they visit, enhancing the quality
of the product they are selling and improve their reputation and their repeat business.
Including tour operators and tour developers in your planning Implementing sustainable
tourism is a very costly and challenging venture. Success is more likely if the tourism
industry is part of this process from the beginning. Therefore, tour operators should be
considered as key stakeholders who can be essential to the success of the whole project.
The experience of a private tour operator or tour developer is invaluable and can provide
essential information such as:
• Information about the potential market
• Advice on visitor preferences for attractions, lodging, food and transport
• Marketing
• Providing services to facilitate visitor access to & appreciation of the site
• Training of local guides and entrepreneurs
• Investing in a local sustainable tourism operation
• Operating a sustainable tourism operation
A tourism industry traditionally develops a tourism destination

1. Local team formation. A group of local investors, often owning biodiversity-rich land,
team up with potential resort builders and hire professional intermediaries called
developers, whose role it is to bring together all resources and players that will determine
the feasibility of the resort.
2. Seeking outside investors. The developers look for outside private investors and examine
the interest of partners such as tour operators and air and cruise carriers, based on
perceived market potentials.
3. Seeking support of local & national government. The group contacts local and national
government, looking for support such as:
• infrastructure (free land, airports, roads, water supply, sewage/waste management, etc.);
• flexible land-use regulations (appropriate for clusters of resorts);
• tax breaks and incentives; such as soft and subsidized loans; and
• attractive public land or parks that could be the base for tour products.
4. Constructing facilities. Once funding is in place, the resort is built. This can occur with or
without an environmental impact assessment, depending on local regulations.
The role of the tourist: the tourist is the ultimate actor in making sustainable tourism a
reality.
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Introduction:
The nature of the Hospitality is the act of kindness in welcoming and looking after the basic
needs of customers or strangers, mainly in relation to food, drink, and accommodation. A
contemporary explanation of Hospitality refers to the relationship process between a
customer and a host. Hospitality industry refers to the companies or organizations which
provide food and drink or accommodation to people who are "away from home". However,
this definition of the ―Hospitality Industry" only satisfies most situations.
The first thing to do when designing a business strategy for any industry is to have deep
knowledge of its most important product. There are certain important characteristics about
that industry which make it necessary and exciting for companies when planning a
marketing/social media strategy.
Discussions:
Characteristics of Tourism Industry
1. Perishability
Perishability is one of the most important characteristics of the tourism industry. The
products/services in the tourism and travel industry are consumed as they are produced.
Hotel rooms and cable car seats cannot be warehoused for futures sales. When a hotel room
is not booked tonight, you cannot take ‗tonight‘ and sell it tomorrow. Once the train left the
station, unused capacity cannot be sold afterwards – provided that it was no time-traveling
train.
As an uncertainty in customer demand leverages this issue, hotels and travel agencies tend
to overbook available rooms and seats. Finding an alternative product for the customer and
living with the consequences of overbooking is statistically more economical.
2. Inconsistency
Products of the tourism industry always differ. Even the same hotel room in the same week
with the same weather can be perceived differently due to the mood of the chef. It is always
about the experience that the customer makes. Rational product attributes like price, nights
of stay, and additional services can only be compared to a minor degree. It is challenging
to deal with the customer perception of the product (the perceived quality) as it is highly
affected by numerous uninfluenceable aspects such as weather, construction sites, other
customers etc. Hence, the product is very inconsistent and cannot be standardized.
3. Investment and immobility

Talking about hotels and other accommodations there is usually a big capital lockup in the
assets. Hotels have furniture, restaurants, TV-sets, laundry-service, pools, saunas etc. –
invested capital that has to pay off. And that‘s not all – all those investments are attached
to one locality which means that those tourism companies are to a huge extent dependent
on the attractiveness of the region, the country, its surroundings and so forth.
4. People-oriented
The tourism industry builds entirely upon people. The interaction between the staff and the
customer determines the perceived product quality. Unlike tangible products where the
customer buys certain features, production quality, durability etc. the holiday quality results
from personal interactions starting with the information and booking process over the stay
up to the journey home.
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5. Inseparability
Most travel products are first sold and the produced and consumed at the same time. This
is an aspect which clearly sets tourism apart from tangible products. When you buy a new
computer it is produced and shipped before you see it on the website or at the retailer‘s
premise. The consumption of that computer – using it – takes place after purchase at your
home. You cannot take the hotel room home – only the small bottles of shampoo and
toothpaste. And you cannot enjoy the alpine sleigh ride in your living room. Tourism
products can only be consumed at the supplier‘s premise.
6. Intangibility
Tourism products are intangible. A night in a hotel, a day in a ski-resort, the calm flight
with the nice attendant, and the smiling tour-guide taking you to the peak of an alpine
mountain – all this cannot be touched. Tourism is all about the time spent and the
experience made. The products sold by tourism companies both can‘t be reproduced or
reused. Nor can the feeling of consumption be captured to its full extent.
7. Inflexibility
Travel products are fairly inflexible in terms of fluctuation. Hotels cannot change their
capacities quickly enough to react on spontaneous fluctuations in demand. Hence, such
companies try to balance between high and low demands, so that it‘s not too much of a
pain for the company when restaurant tables remain empty and for customers when there
are no more tables available.
8. Imitability
Offers and products by tourism companies are generally easy to copy. When the neighbor
hotel adds a masseur to its SPA offer you more or less only need somebody with a firm grip
and here you go. So how can hotels build a unique selling proposition? Originality,
consistency, location etc. – but not by hoping that their services are not imitable.
9. Aggregability
A tourism product can be formed by aggregating various products, and this makes its
commercialization and quality control more difficult. Prices can vary by eliminating or adding
services to the existing pack, creating new, customized, products.
10. Limited life-span

Tourism products cannot be stored so, unless consumed when planned, they are waste.
This affects hotel industry in such a way that we must choose between selling at the
market‘s pace and selling in advance (through agents). In fact, overbooking is a
consequence of this limited life-span, an inherent feature of tourism services that we must
try to counterbalance.
Characteristics of Hospitality Industry

1. Intangibility
Service cannot be seen, tasted, heard or smelled and measured before they are received.
So, hospitality service staffs should give special attention to personalize service etiquette,
hospitality conversation. quality of service equipment. friendly environment as well as the
quality of products. Here. the customers just feel and have experience of services provided
by Service stalls. Intangibility refers to functional services that count more than tangible or
technical service. the tangible refers to hat we serve and intangible refers to how we serve.
If the guests are satisfied with the products and services they come back again and again.
2. Heterogeneity
In hospitality. the system of products and services may vary from one to another
establishment. This is the essence of hospitality. So, the gusts have various options to
choose from. The same soup offered by the hotel A may be different from hotel B. the same
type of guest room offered by hotel A may have different amenities that hotel B. The
facilities, the methods of preparation. the brand, the service staff, the complementary
offered to play a vital role in the guest's reaction.
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3. Simultaneity of production and consumption
While other products are created, stored, purchased and then used, tourism products are
purchased first and then produced and consumed simultaneously, at the same place and
time. This implies that services cannot be separated from their providers and, therefore,
consumers have to travel to the location of the product, not vice versa. For this reason, the
human component in the provision of services is extremely important.
4. Inseparability
During the guest's service in the hospitality industry, the service staffs perform as an actor
on the stage. They possess high skills by handling the equipment to provide tangible
services. Therefore. service cannot be separated from the service providers. sometimes
guests also are involved in the preparation of products and services. They entertain when
they involve in the preparation of products and services.
5. Variability
Services have highly variability the same room or food gives a different level of satisfaction
with the different customers at different times so the guests can have different experiences.
The same guest receives different feelings at different times. The quality of service does
not only depend upon what we serve also depends on how we serve. And also depends
upon how the customer receives it.
6. Perishability
In the hospitality industry. service cannot be stored because they are highly perishable.
Unused 'service of today cannot be sold the next day; the guest's rooms of hotels are highly
perishable. They cannot be stored to sale the next day. Hospitality services have a time
frame for utilization.
7. Labor Intensive
Since the hospitality industry is service-oriented in its' nature, it requires a huge supply of
labors to create a memorable experience for the customers. This characteristic is especially
true for those enterprises which target high-ended customers. For example, staff-to-guest
ratios are high in fine dining restaurants and 5-star hotels which aimed at providing one-
on-one services to their customers. Although the advancement in technology does
contribute to the replacement of some simple tasks in the whole service process, customers
who concern the element of 'care' generally expect a high degree of human contacts and
personalized services in their consumption experiences. It explains why the industry is
always in high demand for labor and is willing to spend time and resources in training and
recruiting potential candidates to join the workforce of the hospitality industry.
8. Relationship Building: The hospitality industry highly depends on repeated customers for
survival. Building long term relationships with customers can benefit the organizations for
generating stable revenues regardless of the instability of seasons and at the same time,
developing brand reputations through positive word-of-mouth of the repeated customers.
In order to develop brand loyalty, different methods are currently applied by the lodging
and foodservice sectors, such as membership programs that give privileges and incentives
to frequent customers. However, top management of organizations does believe that the
informal ways of building "friendship" between front-line staff and customers through a high
degree of personal attention and customization can win the loyalty of customers in the long
run.
9. Diversity in Culture
Closely related to the tourism industry, it is not surprising that people involved in this
hospitality sector, no matter customers or staff are experiencing diversity in culture through
interacting with others. Staffs who work in a hospitality organization always have
interactions with customers from different regions or to work and corporate with other
colleagues who may have different backgrounds cultures. Due to their differences in
religious beliefs and values, some conflicts and misunderstandings can easily occur.
Therefore, staff should be open-minded and come up with solutions together in resolving
problems in their duties. For example: From the customers' perspective, some of them
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abstain from meat due to their religious beliefs or habit. Therefore, restaurants should
provide vegetarian food as an option in order to satisfy their needs.
These are all relevant characteristics, which have to be taken into consideration for
marketing activities.
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Analysis and Discussions:
Question: How do you see travel and tourism in the next 20 years? (300 words)
Rubric:
Criteria Exemplary Proficient Developing Beginning (1) Score

(8-10) (5-7) (2-4)
CONTENT
Substantial,
Sufficiently
The presence of ideas specific, and/or
developed Limited content with
developed through illustrative content
content with inadequate Superficial/minimal
facts, examples, demonstrating
adequate elaboration or content
anecdotes, details, strong development
elaboration or explanation
opinions, statistics, and sophisticated
explanation
reasons, and/or ideas.
explanations
ORGANIZATION
Functional
Confused or
The order developed Sophisticated arrangement of
inconsistent
and sustained within arrangement of content that Minimal control of
arrangement of
and across paragraphs content with sustains a logical content
content with or
using transitional evident and or order with some arrangement
without attempts of
devices and including subtle transitions evidence of
transition
introduction and transitions
conclusion
Evident control of Sufficient control
CONVENTIONS Limited control of Minimal control of
grammar, of grammar,
grammar, grammar,
mechanics, mechanics,
Grammar, mechanics, mechanics, spelling, mechanics,
spelling, usage and spelling, usage
spelling, usage and usage and sentence spelling, usage and
sentence formation and sentence
sentence formation formation sentence formation
formation
FOCUS Sharp, distinct Apparent point

NO apparent point
controlling point made about a
made about a single Minimal evidence of
The single controlling made about a single topic with
topic with sufficient a topic
point made with an single topic with sufficient
awareness of the
awareness of task evident awareness awareness of the
task
about a specific topic of task task
TOTAL
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MODULE 2
Tourism and Hospitality Sectors- I
LO2 and LO3: Conduct a Strength, Weaknesses, Opportunities, and Threats (SWOT) and Political,
Economic, Social, Technological, Legal and Environmental (PESTLE) Analysis on a specific sector of the
tourism industry.

ILO1. Discuss the role of the transportation sector in
4. Transportation
the development of tourism and hospitality
ILO2. Interrelate management operation to
5. Accommodations
accommodation operation
ILO3. Describe the different types of establishment
6. Food and Beverages
pertaining food and beverages
ILO Learning Activities/ Resources

Category 1 Category 2 Category 3
(4.5 hours
asynchronous for
category 1) Answer self-check activity Answer the self-check Answer the self-check
on page 36. Rate output activity on page 37 or activity on page 37 or
2 hours using the rubric provided. log-in to the open LMS log-in to the open LMS
(synchronous/ 2.5 Compile to ePortfolio and access the quiz. and access the quiz.
hours asynchronous
for category 2&3)
asynchronous for
category 1) Answer self-check activity
on page 46. Rate output Answer the self-check Log in to the open LMS
2 hours using the rubric provided. activity on page 46 or and answer the quiz 5.
(synchronous/ 2.5 Compile to ePortfolio log-in to the open LMS
hours asynchronous and access quiz 8.
for category 2&3)
pages 47 to 50 of the 2, topic 6. Read pages 47 2, topic 6. Read pages 47
(4.5 hours printed module to 50. to 50.
asynchronous for
category 1)
(synchronous/ 2.5 using the rubric provided. log-in to the open LMS
hours asynchronous Compile to ePortfolio and access quiz 6.
for category 2&3)
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Introductions:
Transport or Transportation is the movement of people and goods from one place to the
other. The term is derived from the Latin words: /trans/ - ACROSS, /portare/ - TO CARRY.
Transportation is further subdivided into: Air, Road, Rail, Water and Others.
Discussions:
THE PHILIPPINES
The Philippine Airlines (PAL) was founded on February 28, 1941, making it Asia‘s oldest
carrier still operating under its current name.
The airline was founded by a group of businessmen led by Andres Soriano Sr., hailed as
one of the Philippines‘ leading industrialists at the time.
The airlines‘ first flight was made on March 15, 1941 with a single Beech Model 18 NPC 54
aircraft, which started its daily services between Manila (Nielsen Field) and Baguio.
Notably Philippine Airlines leased Japan airlines their first aircraft, A DC-3 named ―Kinsei‖
On July 31, 1946 a chartered Philippine Airline DC-4 ferried 40 American servicemen to
Oakland, California from Nielsen Airport in Makati city with stops in, Guam, Wake Island,
Johnston Atoll, and Honolulu Hawaii making PAL the first Asian airline to cross the Pacific
Ocean.
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The Aviation System
Aviation is the term used to describe the industry that builds and flies aircraft.
Aircraft Manufacturing:
 Civil Aviation
- Major Carriers – domestic and international
- Regional Carriers (commuters)
- Supplemental Carriers (Charters)
- Cargo
 General Aviation
- Private Planes
- Pleasure flying, land surveying
- Flying Instruction
- Agricultural use
- Cargo
- Corporate Jets
- Air Taxi Services
 Military Aviation
Airport Operations
Aviation Support Industries It is further divided into two:
1. Civil Aviation
the industry that flies the public from place to place.
 Domestic service
a flight must start and end within the borders of the same country.
 International service
the flight starts in one country and ends in another.
2. Military Aviation
aircraft flown by a nation‘s air force and other branches in the military.
Air Service and Routes

 Scheduled service
is an air transportation that operates regularly at set, advertised times no matter
how many people are booked on the flight.
 Chartered service
flown by charter airlines, usually sell seats to tour operators. The occasional nature
of their flights, they are not usually advertised and sold the way scheduled flights
are.
 Privately – owned jets

In some cases, business travelers usually senior executives fly on a corporate jet
that their company owns.
 Fractional ownership
the plane has multiple owners who have set an amount of flight hours they can use.
Flight Types and Routes:

 NON – STOP FLIGHT
traveler goes from Point A to Point B on the same aircraft with no stop in between.
 DIRECT FLIGHT
traveler goes from Point A to Point B on the same aircraft but that aircraft stops at
an airport in between. The flight will still have one flight number.
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 CONNECTING FLIGHT
traveler, to get to his destination, must change plane once, twice or even more
times. Each flight will have different flight numbers.
Another way to look at flights – from the traveler‘s ticketing point of view:
 ONE-WAY FLIGHT ITINERARY

the traveler goes to point A to Point B.
 ROUND TRIP FLIGHT ITINERARY

the traveler flies from Point A to Point B, stays a while and then returns from B to A
 OPEN-JAW FLIGHT ITINERARY

traveler flies from Point A to Point B then travels by ground transportation from B to
C, then returns by air from C to A.
 CIRCLE FLIGHT ITINERARY

traveler has two or more extended stopovers and returns to the originating city.
CLASSIFICATIONS OF AIRLINES
1. MAJOR/FULL – SERVICE CARRIERS
Servicing both domestic and international (including long haul) flights
Usually offers several classes of service
2. REGIONAL – CARRIERS
Also known as feeder airlines because their flights feed passengers from small cities into
big city-airports and help fill the large planes of the major airlines.
3. LOW COST CARRIERS (LCCs)

Emerged after the liberalization of Civil Aviation in North America and Europe in 1970‘s
Cheap, point-to-point services without any ―frills‖
They offer basic services
Passengers have the option to pay for extras such as food on board, in-flight entertainment
and checked (in) baggage
AIRLINE HUBS AND SPOKES
HUBS
are airline‘s centralized operation units, usually near major population centers, both
domestic and international to serve as convergence airports for their route systems.
FORTRESS HUBS are airline dominated airports where airline administrative centers are
usually located.
SPOKES
Airlines flying smaller planes feed passengers from outlying towns into hub cities forming
the spoke of the hub.
PURPOSE/MISSION
SHORT HAUL – 750 miles and up to 3 hours flying time
MEDIUM HAUL – 751 – 2,500 miles and 3 – 6 hours flying time
LONG HAUL – over 2,500 miles and 6 – 13 hours flying time
ULTRA-LONG HAUL – 14 hours and above
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CLASSES of SERVICE:
1. FIRST CLASS is in the compartment at the front of the plane.
 It usually features, among other things:
 wider seats;
 greater pitch;
 more recline;
 more elaborate meals;
 complimentary alcoholic beverages;
 and free movies.
2. BUSINESS CLASS- usually sandwiched between the first and the coach class.
business class represents a kind of service that‘s almost as good as that found in the first
class.
3. ECONOMY CLASS the more standard level of service also known as the coach class
It features:
 narrower seats;
 less pitch and recline;
 simple meals or snacks or even no food service at all, except perhaps a bag of pretzels
and soft drink.
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Foreign Rail Service
In many countries, railways are still a major form of transportation. Most of these railways
are owned and operated by the government. Other Factors besides government subsidies
account for the survival of passenger trains:
 Private Car Ownership – lower compared to US and Canada
 Price of Gasoline – gasoline is much more expensive in Europe
 Proximity of major cities in Europe – European capitals are far apart from major
population centers
 Reliability of rail service
 Price of Air Travel – rail travel is almost always less expensive
Motor coach
Commonly known as the ―bus‖ has played a major role in the surface travel industry
throughout the world. It is the most widespread and the least expensive form of public
transportation.
Car Rentals
The evolution of the car rental industry is essentially the story of the Hertz Company, started
in 1918 when the 22-year old entrepreneur Walter Jacobs opened the first operation in
Chicago with Model T Fords.
TAXI, LIMOUSINE AND TRANSPORT NETWORK VEHICLE SERVICES

Taxi, Limousine and TNVS play an important role in public transportation. They are called:
ON-DEMAND PUBLIC TRANSPORTATION. They don‘t operate on a regular schedule, rather,
passengers arrange them individually for service.
The Economic Importance of Transportation

Development can be defined as improving the welfare of a society through appropriate
social, political and economic conditions. The expected outcomes are quantitative and
qualitative improvements in human capital (e.g. income and education levels) as well as
physical capital such as infrastructures (utilities, transport, telecommunications).
1. Mobility and Society

Mobility is one of the most fundamental and important characteristics of human activities
as it satisfies the basic need of going from one location to the other, a need shared by
passengers and freight for different purposes.
2. Mobility Gaps
Since mobility is one of the fundamental components of the economic benefits of
transportation, its variations are likely to have substantial impacts on the employment,
educational and social opportunities of individuals. There are three forms of gaps:
• Unequal mobility between social groups and their respective transport resources, such
as car ownership and access to public transit.
• Differences in travel behavior between groups, including average distance, frequency
and travel time.
• Inequalities in accessibility to services such as retail and opportunities such as
employment.
3. The Social Externalities of Transportation

With increased mobility, it has become common for parts of transportation networks to be
used above design capacity, particularly in urban areas. Congestion is the outcome of such
a situation with its associated costs, delays, and waste of energy (congestion is addressed
in more detail in the Urban Transport Challenges section). Distribution systems that rely
upon on-time deliveries are particularly susceptible to congestion as well as commuters
seeking to arrive at work on time. In addition, to involve additional costs, congestion
involves additional time which is perceived to be increasingly valuable in advanced
economies.
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4. The Environment as a Social Transportation Challenge
The mobility provided by transport activities has a wide range of environmental
consequences, which have a cost that must be assumed by the users and society. While
many environmental issues can have negative health impacts, societal tolerance to
environmental externalities has significantly evolved. As income and levels of education
increase, society becomes more aware of environmental concerns and has less tolerance
for its negative impacts.
The most salient environmental challenges having social consequences include:
• Air quality.
• Noise.
• Water quality
• Footprint.
• Direct impacts.
• Indirect impacts.
• Cumulative impacts.
The most common way for a society to mitigate the environmental externalities of
transportation is to impose regulations related to standards, levels of emissions and
operating conditions. This comes from various regulatory agencies having jurisdiction and
advocacy groups are also playing a significant role at promoting and defending
environmental concerns. Many transportation infrastructures projects, such as roads,
terminals, and pipelines, have become embattled into public debates over environmental
and at times aesthetic concerns. This is indicative of a societal change requiring careful
consideration of not only technical and commercial aspects of transportation infrastructure,
but their level of social acceptance, or at least tolerance. The situation can go as far as a
widespread NIMBY (Not In My Backyard) attitude that prevents, stall and increase the cost
of transport infrastructure development. Under such circumstances, society becomes an
active force preventing transport development, which may lead to future development
challenges due to the lack of infrastructure.
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Introduction:
People who travel and stay away from home for more than a day need lodging mainly for
sleeping: Other purposes include for safety, shelter, for cold and rain, having a place to
store luggage, being able to take a shower
The history of lodging can be traced back to the civilizations of Summeria and Egypt
One of the reasons: Early traders need a temporary place to stay while they are away from
home. Stopping points were established where different trading routes intersected. These
stopping points became trading centers in itself. Because of the journey segments, lodging
facilities became a need. They were called: Relay houses in China, Khans in Persia, Tabernas
in Rome
At some point, Innkeepers began to incorporate food and beverage service. This led to a
change in the way people traveled. The development of the Roman network of roads that
crisscrossed Europe, Asia and Africa also contributed to the robust development of lodging
and accommodation.
As the evolution of lodging continued, the wealthy and landed aristocracy in the world began
to view the many spare rooms in their castles and estates as sources of revenue.
Discussions:
Hotel Types
A hotel's primary mission is to offer a comfortable room in which to sleep and usually to
offer other services such as meals or recreation. Some establishments may indeed have
sleeping rooms but their primary product is something else (e.g., casinos for gambling,
spas for health and rejuvenation, etc.). In the following list, you will see a number of hotel
accommodation products available to your customers:
• Airport Hotels
Situated close to airports, these hotels cater to the business traveler or leisure traveler with
a long layover in an airport en route to another destination. Many companies use airport
hotels to hold meetings, seminars, and conferences especially when participants are flying
in from different locations.
• All-suites Hotels
Like small apartments, all-suites include a bedroom and living room with limited kitchen
facilities. Some all-suite hotels may include microwaves, coffee makers and a small
refrigerator and bar. The living rooms will include a pullout sofa and desk. This type of hotel
tends to fall into the luxury and mid-range market and is usually full service. They cater to
the corporate traveler whose stay is a week or more.
• Boutique Hotels
Located in both urban and rural settings, boutique hotels are smaller and offer unique,
personalized, luxury services. They are sometimes referred to as ―design hotels‖ or ―lifestyle
hotels.
• Conference Centers
Generally, conference centers are upscale (first-class) properties catering to corporate
customers' meetings. Usually, pricing is inclusive of food, beverage, and conference
services. The meeting rooms have been designed to accommodate the special needs of 10–
50 attendees. They often provide office facilities and a range of leisure activities. Most
conference centers are located in major cities and in suburban areas near corporate
business complexes (office buildings, industrial areas).
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• Convention Centers
Part of, or adjacent to, large hotels, these centers have extensive meeting facilities and
large exhibition halls. They cater to large meetings and trade shows, and are generally mid-
range to upscale.
• Destination and Resort Hotel

A destination or resort hotel is more than just a convenient place to stay while traveling or
visiting an area for other reasons. Its location and features make the property itself a
destination for tourists. They will have food and beverage outlets, fitness facilities, parking,
recreation, and entertainment so the guest does not have to leave the property for any
need.
• Extended-Stay Hotels
This type of hotel has gained popularity in recent years. They are designed for corporate
travelers who are on a long-term assignment, who need to schedule private meetings with
customers, and desire accommodations that are more home-like.
• Limited Service Hotels

Hotels that provide only basic sleeping rooms and minimal food service outlets such as a
breakfast buffet and coffee and non-alcoholic drink vending machines are referred to limited
service. Services such as laundry, business centers, and exercise facilities are not provided
on-site.
• Motels
These properties are generally smaller and cater to people travelling by car (Motor Hotel =
Motel). They may or may not have a food and beverage outlet but will often have a cafe
that accommodates breakfast, lunch, and dinner. The front desk covers check-in, checkout,
guest services and luggage assistance. Motels are generally located outside of urban centers
in suburban or rural areas and are usually lower in price than a hotel.
• Spas
These are hotels offering health, physical fitness, nutritional advice, or just plain pampering.
There are tennis courts, swimming pools, hiking trails, beauty salons, and specially
prepared meals.
Hotel Products
The product a hotel offers is based on its targeted market segment and customer
expectations. As customer expectations and demands change over time, so must the hotel
products have offered. Many hotels now promote themselves as being ―green‖ or
environmentally friendly. Green hotels apply various methods to reduce energy and waste
consumption while continuing to provide a positive experience for their guests.
• Reusing towels to reduce the hotel's laundry, saving electricity and water
• Reducing energy consumption by utilizing room temperature control systems
• Recycling and composting
• Using green cleaning (biodegradable detergents)
• Offering eco-friendly/organic food options on restaurant and in-room dining menus
• Clean/fresh air ventilation control in guest rooms
Other examples of service changes are:

o Food and beverage (F&B) outlets, and guest services.
o Electronic devices, and multi-line phones.
o Wireless (Wi-Fi) Internet access in guest rooms, meeting rooms, and public areas.
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The following hotel descriptions will give you an idea of some of the accommodation options
available to your customers.
1. Hotel Rating Systems

Rating systems are the various grading systems used throughout the world to assess
hotels. Rating is assessed according to the quality and number of facilities, amenities, and
services provided and the dependability of basic utilities such as telephone, water, and
electricity usually determine ratings. However, standards may differ from system to
system and usually do not include customer reviews. Individual countries may also have
their own government rating systems. Malaysia's tourism rating system may differ from
Belgium's. To compare the ratings between hotel properties or chains, it is best to use
only one rating system. It is not possible to compare hotels using more than one rating
system.
Some examples include:
• Michelin Guide
• Forbes Travel Guide
• AAA Approved and AAA Diamond Rating
• Green Key Global Program
• Tourism Grading Council of South Africa
• HORESTA
• European Hotel stars Union
• Accessibility Standards Rating System
Rating systems usually are not global. While some of them attempt to apply the same
standard of judgment to all hotels regardless of location, many offer comparisons based
only on local conditions and most do not incorporate customer reviews. Use one rating
system to compare hotels within a country or region only.
2. Hotel Classifications
A hotel classification system used in travel publications and found on accommodation-related
websites, commonly rates hotels from one to five stars. Although the star rating system is the
one most popular throughout the world, other symbols are also used (diamonds, crowns, etc.),
sometimes even in combination. A one-star rating would indicate a modest hotel classification
with very basic facilities. A five-star rating would classify a luxurious, full-service hotel with
excellent service and facilities. These ratings used to classify a hotel are quite subjective and
should be used as a comparative guideline only, not as a quality guarantee of any specific
facilities or services.
Luxury Hotels
Are generally located in urban centers and resorts. As more luxury hotels have been built
to cater to a more affluent and demanding traveler, the services and amenities have
increased. They offer full service and staff members are often multi-lingual, well educated,
and have been trained in customer service excellence.
Upscale Hotels
In corporate markets, upscale hotels generally cater to the business traveler. They are
sometimes called Superior or First Class. Many of the same services found in the luxury
market have become common to this segment as well, depending on the hotel's location.
Local competition will have an impact on the type of product this segment delivers. Business
amenities are standard in the upscale market, with many hotels offering full business
services in guestrooms. These services may differ depending on hotel size, location, and
urban/suburban or airport location. Staff members are usually highly trained and
competent.
Mid-Range Hotel
This product can be found in any geographic area, although there may be more services in
major urban centers than suburban. They are sometimes referred to as tourist hotels.
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Budget/Economy Hotels
This product has been a fast-growing segment in hotel development in the past few years
due to international economic conditions. The goal of these hotels is to offer a clean,
comfortable place to sleep, with limited service. There are usually no hotel-managed
restaurants although there may be a chain restaurant next door.
Branding
Major hotel companies prefer to use branding as a means to market their products and
typically place the customer's needs and desires at the center of their marketing strategies.
The brand name indicates the quality of the entire hotel experience offered to customers.
Several large hotel companies have developed various brands under their respective
corporate umbrella. Some examples of these companies are Marriott International, Inc.®,
Starwood Hotels & Resorts Worldwide®, and InterContinental Hotels Group®
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Hotels are classified based on the ratings of the features, services, and
amenities offered. Each classification caters to the needs and preferences of
travelers within different market segments. Higher hotel ratings indicate more
luxury and number of available services. Some hotel companies use a specific
name (brand) to indicate the type of quality and services they offer to
customers.
Hotel Terminologies and Jargons

Every industry uses its own special terminology. The people who work within those industries
should know the terms and words that are important for transacting business.
Category: Facilities and Services
Accessible facilities:
- Special equipment, room configurations, or amenities that assist persons with disabilities.
Some examples include wheelchair accessible elevators and door frames, unobstructed
public access areas, adjustable shower heads and grab bars, text telephones (TTY), Braille
signage, visual and audio alarm systems, as well as website design considerations.
Amenities:
- Small complimentary items given to guests in the room. They can be tangible or
intangible. They benefit the property by increasing its attractiveness, value, and often
contribute to guests' comfort and convenience. They can include everything from toiletries
such as soap and shaving items to the temporary use of bathrobes or a weighing scale and
sweets on the night table at turndown.
Back of the house:

- The area of the hotel not accessible to the public. This includes Accounting, Kitchens,
Personnel, Housekeeping, and Engineering.
Business center:
- A facility or area of the hotel that provides business services such as Internet access,
photocopying, and meeting rooms for guests.
Check-in:
- System of registration upon arrival at a hotel. Also, ―check-in time‖: the designated hour in
which hotels receive guests into a room.
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Checkout:
- System of payment upon departure from the hotel. Also, ―checkout time‖: the designated
hour at which hotels expect guests to vacate their rooms.
Concierge:
- A staff member who provides assistance to guests such as help in obtaining theatre tickets,
renting a car, arranging sightseeing, sending flowers, etc. In some countries, the Hall
Porter performs this role.
Food and beverage (F&B) outlets:

- Another word for eating and drinking establishments. They can include fine dining as well
as a small café.
Front desk:
- Reception area where guests check in and out.
Front of the house:

- The area of the hotel accessible to the public. This includes the front desk, F&B Outlets,
and sleeping rooms.
Front office:
- The part of the hotel that includes the Reception Desk, Concierge or Hall Porter or Guest
Services Desk, Property Reservations, and Porter (Bell) services.
Gift shop:
- Sometimes called a ―boutique‖, is a store located in the hotel that usually sells convenience
items such as snacks and magazines, as well as items suitable as gifts.
Hall porter:
- A staff member who usually supervises luggage handling but may also perform the services
of a Concierge.
Hall porter's desk or bell stand (USA):

- A portion of the lobby set aside for receiving luggage before distributing it to the rooms.
Typically, porters or bell staff (USA) will congregate in this area.
Health club:
- This may include fitness rooms, swimming pool, sauna, and Jacuzzi.
Housekeeping:
- The department that cleans, tidies, and maintains the sleeping rooms in the hotel.
Mini-bar:
- Small refrigerator containing sweets, savories, and beverages. They are priced per item
and tallied daily by the staff.
Property:
- Another word for hotel or accommodation facility.
Room service:
- Food and beverage served in the sleeping rooms— also known as In-Room Dining.
Shuttle service:
- Transport provided free of charge—often to and from the airport.
Turndown:
- Provided free of charge at some hotels, this service includes removing the bedspread,
turning down the bed linens, fluffing the pillows, drawing the curtains and often
supplying a chocolate or other sweet dessert item.
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Valet:
- An employee of the hotel who performs special services for guests. The service a valet
provides varies among countries. In the USA, a valet parks car at the hotel. In the
UK, a valet cleans the clothes of guests staying at the hotel.
Valet parking (USA):

- A service in which guests at a hotel can have their cars parked by an employee (also
called valet service).
Wireless Internet: Networking technology that uses radio waves to provide wireless high-
speed Internet and networking connections.
Category: Room Types

Standard: Regular size sleeping rooms. The bedding might consist of one or two double
beds. This category usually refers to the most basic room type offered by the hotel. It has
basic, standard amenities and furnishings. Standard rooms often have no view or a poor
view.
Superior: Often defined by the location of the room. It may be located on lower floors, have
a view, and may include a double, queen-size, or king-size bed.
Deluxe: A regular size sleeping room. This type of room would offer the best location, the
best view, and the highest level of comfort, furnishings, amenities, and décor. Bedding
usually includes a queen- size or king-size bed. In some countries, however, a deluxe room
is a lower category than a superior, so it's important to question your choice before booking.
Suite: Consists of two or more rooms, typically a living room and a sleeping room. A suite
may have more than one bedroom or extra rooms such as a kitchenette or conference
room. Some hotels use the word ―suite‖ to define any room with a sofa in it. Be sure to
seek clarification if your preference is two or more separate rooms.
Minimum: Room usually reserved for overflow or emergency situation and often has distinct
drawbacks. It may have undersize or twin bedding, be exceptionally small, or be in an
undesirable location.
Adjoining: Two or more bedrooms next to one another but not connected by a common
door.
Apartments: Separate living area and kitchen facilities.
Connecting: Two or more sleeping rooms with a common door between them.
Double: Room with a double bed that can be used for either one or two people.
Double/double: A room with two double beds. Also, an excellent choice for two friends or
colleagues sharing a room.
Hospitality suite: A sitting room used to entertain customers or guests. Usually has a
sleeping room connected by a common door and includes bathroom facilities in both rooms.
Typically includes a wet bar (a counter with a sink for rinsing glasses, some shelves or a
cabinet to hold glasses, bottles and other equipment), refrigerator, and couches.
Junior suite: A large room with two sections for sleeping and sitting. It usually includes a
couch, coffee table, and side chairs. Though a single room, at times it may have a small
divider separating the seating area from the area that has the bed.
Penthouse suite: Located on the top floor of the hotel. It often contains two or more guest
rooms and a spacious living room and dining area for entertaining or hosting small
gatherings.
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Sample: Sometimes called a model room, it is used by the hotel sales staff to display to
agents.
Single: A room designed for one person. Some rooms will have only one single bed while
most will have two.
Smoking: Rooms where tobacco can be smoked. Non-smoking rooms prohibit tobacco use.
Twin room: A room designed for two people with two single or ‗twin‘ beds. This is an
excellent choice when two people want to share a room but not a bed.
Category: Bedding Types

Single: A bed designed for one person (also called a Twin bed).
Double: A bed designed for two people.
Queen: An extra-large double bed (smaller than the King).
King: largest size double bed (larger than the Queen). It is also referred to as a standard
king or eastern king.
California King: Available mostly in western countries. It is longer yet slightly narrower
that the standard king mattress, and is sometimes referred to as the western king.
Murphy: A bed that folds into the wall when not in use. These are especially good when
using the room to entertain or conduct business.
Japanese style: Bedding is stored out of sight during daytime and rolled out on the floor
for sleeping.
Western style: Beds are off the floor and visible all the time.
Category: Meal Plans

European plan (EP): No meals included.
American plan (AP): Includes three meals a day. American plans are rarely used anymore
but may be offered in certain resorts or packages. Also referred to as ‗FullBoard‘.
Modified American plan (MAP): Includes two full meals per day. Also referred to as ‗Half
Board‘.
Bed and breakfast (B&B): Breakfast only included.
Continental breakfast (CB): Includes coffee, tea, juices, toast, rolls and pastries, and
perhaps fruit.
English breakfast: Full breakfast of cereal, bacon, sausages, eggs, toast, juice, tea, and
coffee.
American breakfast: Full breakfast that includes most or all of the following: two eggs,
sliced bacon or sausages, pancakes with syrup, cereal, coffee or tea, fruit juice.
À la Carte: A menu in which each item is priced and charged separately.
Table d'hôte: A fixed price meal offered daily.
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Introduction:
The food and beverage sector comprises ―establishments primarily engaged in preparing
meals, snacks and beverages, to customer order, for immediate consumption on and off
the premises‖. This sector is commonly known to tourism professionals by its initials as
F&B.
The food and beverage sector grew out of simple origins: as people travelled from their
homes, going about their business, they often had a need or desire to eat or drink. Others
were encouraged to meet this demand by supplying food and drink. As the interests of the
public became more diverse, so too did the offerings of the food and beverage sector.
Discussions:
Types of Food and Beverage Providers:
There are two key distinctions:
 Commercial foodservice, which comprises operations whose primary business is food
and beverage
 Non-commercial foodservice establishments where food and beverages are served,

but are not the primary business.
COMMERCIAL Sector:
1. Commercial Operators
It is made up of quick-service restaurants, full-service restaurants, catering, and drinking
establishments.
2. Quick-Service Restaurants or QSR

This prominent portion of the food sector generally caters to both residents and visitors,
and is represented in areas that are conveniently accessed by both. Brands, chains, and
franchises.
While the sector has made steps to move away from the traditional fast-food image and
style of service, it is still dominated by both fast food and food fast; in other words, food
that is prepared and purchased quickly, and generally consumed quickly.
Convenience and familiarity is key in this sector. Examples of QSRs include:

 Drive-through locations
 Stand-alone locations
 Locations within retail stores
 Kiosk locations
 High-traffic areas, such as major highways or commuter routes
3. Full-Service Restaurants
The most fluid of the F&B operation types, adjusting and changing to the demands of
the marketplace. Consumer expectations are higher here than with QSRs. The menus
offered are varied, but in general reflect the image of the restaurant or consumer‘s
desired experience. Major segments include fine dining, family/casual, ethnic, and
upscale casual.
 Fine dining restaurants

Characterized by highly trained chefs preparing complex food items, exquisitely
presented. Meals are brought to the table by experienced servers with sound food
and beverage knowledge in an upscale atmosphere with table linens, fine china,
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crystal stemware, and silver-plate cutlery. The table is often embellished with
fresh flowers and candles. In these businesses, the average cheque, which is the
total sales divided by number of guests served, is quite high.
 Family/casual restaurants
Characterized by being open for all three meal periods. These operations offer
affordable menu items that span a variety of customer tastes. They also have the
operational flexibility in menu and restaurant layout to welcome large groups of
diners. An analysis of menus in family/casual restaurants reveals a high degree
of operational techniques such as menu item cross-utilization, where a few key
ingredients are repurposed in several ways.
 Ethnic restaurants
Typically reflect the owner‘s cultural identity. While these restaurants are popular
with many markets, they are often particularly of interest to visitors and new
immigrants looking for a specific environment and other people with whom they
have a shared culture. Food is often the medium for this sense of belonging (Koc
& Welsh, 2001; Laroche, Kim, Tomiuk, & Belisle, 2005).
Ethnic restaurants generally evolve along two routes: toward remaining authentic
to the cuisine of the country of origin, or toward larger market acceptance through
modifying menu items (Mak, Lumbers, Eves, & Chang, 2012).
 Upscale casual restaurant

Emerged in the 1970s, evolving out of a change in social norms. Consumers
began to want the experience of a fun social evening at a restaurant with good
value (but not cheap), in contrast to the perceived stuffiness of fine dining at that
time. These restaurants are typically dinner houses, but they may open for lunch
or brunch depending on location.
4. Catering and Banqueting

Banqueting pertains to catered food served on premise, while catering typically refers to
off-premise service. At a catered event, customers typically eat at the same time, as
opposed to restaurant customers who are served individually or in small groups.
Catering businesses (whether on-site or at special locations) are challenged by the

episodic nature of events, and the issues of food handling and food safety with large
groups. Catering businesses include:
 Catering companies
 Conference centres
 Conference hotels
 Wedding venues
 Festival food coordinators
6. Beverages/ Drinking
The drinking establishment sector comprises bars, wine bars, cabarets, nightclubs, and
pubs.
Liquor licenses are divided into liquor primary and food primary. As the name suggests,
a liquor primary license is needed to operate a business that is in the primary business
of selling alcohol. Most pubs, nightclubs, and cabarets fall into this category. A food
primary license is required for an operation whose primary business is serving food.
Some operations, such as pubs, will hold a liquor primary license even though they serve
a significant volume of food. In this case, the license allows for diverse patronage.
One noteworthy change to the licensing of pubs is that children are permitted in them if
they are accompanied and attended by responsible adults. While not universally adopted
by pubs to date, this change in legislation is an example of the fluctuating social norms
to which the sector must respond.
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Non-Commercial Sector:
Non-commercial operations cater predominantly to consumers with limited selection or
choice given their occupation or location. This type of consumer is often referred to as a
captured patron. In a tourism capacity such as in airports or on cruise ships, the accepted
price point for these patrons is often higher for a given product, increasing profit margins.
1. Institutional
Often run under a predetermined contract, this sector includes:
 Hospitals
 Universities, colleges, and other educational institutions
 Prisons and other detention facilities
 Corporate staff cafeterias
 Cruise ships
 Airports and other transportation terminals and operations
2. Accommodation Foodservice
These include hotel restaurants and bars, room service, and self-serve dining operations
(such as a breakfast room). Hotel restaurants are usually open to the public and reliant
on this public patronage in addition to business from hotel guests. Collaborations
between hotel chains and restaurant chains have seen reliable pairing of hotels and
restaurants.
3. Vending and Automated Foodservices

While not generally viewed as part of the food and beverage sector, automated and
vending services do account for significant sales for both small and large foodservice and
accommodation providers. Vending machines are located in motels, hotels,
transportation terminals, sporting venues, or just about any location that will allow for
the opportunity for an impulse or convenient purchase.
Types of Food and Beverage Customers:

The first way to classify customers is to divide them into two key markets:
1. Residents- can be further divided based on their purpose for visiting an F&B operator.
For one group, food or drink is the primary purpose for the visit. For example, think of a
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group of friends getting together at a local restaurant to experience their signature
sandwich.
For another group, food and drink is the secondary purpose, added spontaneously or as an
ancillary activity. For example, think of time-crunched parents whisking their kids through
a drive-through on their way from one after-school activity to the next. Here the food and
beverage providers offer an expedient way to access a meal.
2. Visitors- Foodservice providers also service the visitor market, which presents unique
challenges as guests will bring with them the tastes and eating habits of their home country
or region. Most establishments generally follow one of two directions. One is to cater
completely to visitors from the day the doors open, with an operational and market focus
on tourists. The other is to cater primarily to residents.
Consumer consciousness regarding the source and distribution of food has created a
movement that champions sustainable and locally grown foods. While this trend does have
its extremes, it is founded on the premise that eating food that has been produced nearby
leads to better food quality, sustainable food production processes, and increased
enjoyment. This has led to a number of restaurants that incorporate these concepts in their
menu planning and marketing.
In addition to having to focus on the changing needs of guests and the specific challenges
of their own businesses, food and beverage operators must deal with trends and issues that
affect the entire industry.
 Government influence
 Health and Safety
 Technology Trends
 Changing Venues
All of these influences are continuously shaping the food and beverage sector
The food and beverage sector is a vibrant and multifaceted part of our society. Michael
Hurst, famous restaurateur and former chair of the US National Restaurant Association,
championed the idea that all guests should be received with the statement ―Glad you are
here‖ (Tripp, 1992; Marshall 2001). That statement is the perfect embodiment of what F&B
is to the hospitality industry — a mix of service providers who welcome guests with open
arms and take care of their most basic needs, as well as their emotional well-being.
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Required Output: Company Profiling
Direction: Choose the best company to be feature for Transportation, Accommodation and Food and
Beverage Service. Prepare a Company profile in each company. You should feature the following
information.
 Company Profile (Name, Logo, History, contact number)
 Vision and Mission
 Location
 Classification/Type/Category
 Product and Services
 Why do you think this is the best company in their category?
Rubric:

(8-10) (5-7) (2-4)
CONTENT
Substantial,
Sufficiently
explanation
explanations
ORGANIZATION
Functional
Confused or
inconsistent
arrangement of
content with or
without attempts of
transition
conclusion
grammar, grammar,
formation

NO apparent point
awareness of the
task
TOTAL
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MODULE 3
Tourism and Hospitality Sectors- II
LO2 and LO3. Conduct a Strength, Weaknesses, Opportunities, and Threats (SWOT) and Political,
Economic, Social, Technological, Legal and Environmental (PESTLE) Analysis on a specific sector of the
tourism industry.

ILO1. Identify external factors and its impacts to the
7. Recreation and Leisure
industry
ILO2. Point out the trends in the tourism and
8. Tourist Attraction and Theme Parks
hospitality
ILO3. Categorize the needs of customers and the
9. Mice Industry customers themselves based on their travel
motivations and influences

(4.5 hours
asynchronous for
(synchronous/ 2.5 Compile to ePortfolio and access the quiz. and access the quiz.
hours asynchronous
for category 2&3)
asynchronous for
category 1)
(synchronous/ 2.5 using the rubric provided. log-in to the open LMS
hours asynchronous Compile to ePortfolio and access quiz 8.
for category 2&3)
pages 63 to 65 of the 3, topic 9. Read pages 63 3, topic 9. Read pages 63
(4.5 hours printed module to 65. to 65.
asynchronous for
category 1) Answer self-check activity Answer the self-check
on page 65. Rate output activity on page 65 or Log in to the open LMS
2 hours using the rubric provided. log-in to the open LMS and answer the quiz 9.
(synchronous/ 2.5 Compile to ePortfolio and access quiz 9.
hours asynchronous
for category 2&3)
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Introduction:
Recreation can be defined as the pursuit of leisure activities during one‘s spare time (Tribe,
2011) and can include vastly different activities such as golfing, sport fishing, and rock
climbing. Defining recreation as it pertains to tourism, however, is more challenging.
Recreation and leisure have multiple meanings based on individual experiences and
perceptions. Recreation is defined from an individual perspective. It could include watching
television, attending an opera, base jumping, mowing the lawn, taking your children to the
zoo, playing checkers, downloading music, writing a book, an evening on the town, or
whatever one chooses to make it.
The leisure industry is the segment of business focused on recreation, entertainment,

sports, and tourism (REST)-related products and services. Leisure theorists struggle to
agree on what to call these types of experiences. Is it recreation, leisure, free time, available
time, creativity, selfishness, or hedonism? One‘s own perceptions are so important in the
defining of leisure and recreation that researchers continue to debate their meaning to
society, individuals, and culture.
Recreation, parks, and leisure services have become an important part of government
operations and a vital program element of nonprofit t, commercial, private-membership,
therapeutic, and other types of agencies. Today, recreation and leisure constitute major
forces in our national and local economies and are responsible for millions of jobs in such
varied fields as government, travel and tourism, popular entertainment and the arts, health
and fitness programs, hobbies, participatory and spectator sports, and travel and tourism.
Beyond its value as a form of sociability, recreation also provides major personal benefits
in terms of meeting physical, emotional, philosophical, and other important health- related
needs of participants. In a broad sense, the leisure life of a nation reflects its fundamental
values and character. The very games and sports, entertainment media, and group
affiliations that people enjoy in their leisure help to shape the character and well-being of
families, communities, and society at large.
However, recreation includes an extremely broad range of leisure pursuits, including travel
and tourism, cultural entertainment or participation in the arts, hobbies, membership in
social clubs or interest groups, nature-related activities such as camping or hunting and
fishing, attendance at parties or others.
Discussions:
Recreation-based terms that are common in the tourism industry:
1. Outdoor recreation:
can be defined as ―outdoor activities that take place in a natural setting, as opposed to a
highly cultivated or managed landscape such as a playing field or golf course‖ (Tourism BC,
2013, p. 47). This term is typically applied to outdoor activities that individuals engage in
and that are located close to their community. When these activities are further away, and
people must travel some distance to participate in them, they are often described as
adventure tourism.
2. Adventure tourism:
―a trip that includes at least two of the following three elements: physical activity, natural
environment, and cultural immersion‖ (UNWTO, 2014, p.12).
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Adventure tourism can be ―soft‖ or ―hard.‖ Differentiating between the two is somewhat
subjective, but is loosely based on the level of experience required, the level of fitness
required, and the degree to which the participant is exposed to risk
Types of Recreation and Tourism:

1. Land-based recreation and tourism
 Golf Courses and Resorts
 Mountain Resorts
 Off-Road Recreational Vehicles
 Hunting Outfitters
 Cycling
 Camping and Hiking
 Wildlife Viewing
2. Water-based recreation and tourism

 Scuba Diving
 Sport Fishing and Lodges
 Paddle Sports
Recreation, outdoor recreation, and adventure tourism play predominant roles in the
tourism and hospitality industry. However, there are challenges that impact the viability of
this sector, as well as barriers that limit the growth because of the following:
a. Land Use- Access to wilderness areas for tourism operators is an ongoing challenge.
Some zones across the province are set aside for recreation, such as provincial and national
parks. However, when it comes to conducting commercial operations in these same places,
gaining access often involves an extensive permitting process that may impose restrictions
on the type of activity and the number of visitors allowed.
b. Environmental Impacts- from climate change, deforestation, and resource extraction all
have significant potential to affect this sector of the tourism economy. On a local scale,
competition with resource extraction for wilderness areas is a vital issue; without reliable
access to pristine wilderness, many operators are facing threats to their sustainability.
c. Risk Management- Concerns over risk management and litigation are ongoing for any
operator that offers activities with an element of risk. When lawsuits in adventure tourism
occur, they are often extensively publicized by the media, creating a perception of risky,
dangerous, and irresponsible adventure operators. This can negatively affect the sector
through rising insurance rates, increasing governmental regulation, challenging certification
requirements, and permitting difficulties when interfacing with land management agencies.
Despite some of the challenges faced by recreation, outdoor recreation, and adventure
tourism, the industry as a whole remains an exciting, dynamic, and growing sector of the
BC tourism economy. Employment opportunities abound, and the potential for economic
contribution to the province, protection of wilderness areas, and diversification of rural
economies away from resource extraction are exciting prospects.
Motivations for Recreational Participation:

Many participants take part in recreation as a form of relaxation and release from work
pressures or other tensions. They may be passive spectators of entertainment provided by
television, movies, or other forms of electronic amusement.
Other significant leisure motivations are based on the need to express creativity, develop
hidden talents, enhance physical skills, or pursue excellence in varied forms of personal
expression. For some participants, active, competitive recreation may offer a channel for
releasing frustration and aggression or for struggling against others or the environment in
adventurous, high-risk pursuits.
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Others enjoy recreation that is highly social and provides opportunities for making new
friends or cooperating with others in group settings.
Other individuals take part in leisure activities that involve community service or that permit
them to provide leadership in fraternal or religious organizations. Still others take part in
activities that promote health and physical fitness as a primary goal.
A steadily growing number of participants enjoy participation in the expanding world of

computer-based entertainment and communication, including CD-ROMs, Internet games,
video games, smart phones with applications, iPods, the Internet, and much more.
Others are deeply involved in forms of culture such as music, drama, dance, literature, and
other forms of fine arts.
Exploring new environments through travel and tourism or seeking self-discovery or

personality enrichment through continuing education or various educational activities
represents other important leisure drives.
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Introduction:
Theme parks are star players in the tourism industry, and play a special and important role
in generating tourism demand. Theme parks are the main motivators for tourism trips to
many destinations and core elements of the tourism product.
Competition in the theme park market is growing also in terms of an increasing number of
parks, but also relative to other uses of leisure. But in different areas, the theme park
market in seems to be reaching its saturation point and the parks have to cater for visitors
who are getting more and more experienced and demanding.
Given these trends of growing theme park supply, environmental constraints and
increasingly discriminating consumer demand, it can be concluded that theme parks, to
survive in this competitive market, must optimize is, given an ever-increasing number of
parks and future trend of consumer behavior.
Discussions:
In general, theme parks can be defined as a subset of visitor attractions. Visitor attractions
are described as permanent resources which are designed, controlled and managed for the
enjoyment, amusement, entertainment, and education of the visiting public.
There are the main types of managed attractions for visitors:
 ancient monuments;
 historic buildings;
 parks and gardens;
 theme parks;
 wildlife attractions;
 museums;
 art galleries;
 industrial archeology sites;
 themed retail sites;
 amusement and leisure parks.
The main features that distinguish theme parks from other kinds of visitor attractions are:
• a single pay-one-price admission;
• charge;
• the fact that they are mostly artificially created;
• the requirement of high capital investments.
Theme parks attempt to create an atmosphere of another place and time, and usually
emphasize one dominant theme around which architecture, landscape, rides, shows, food
services, costumed personnel, retailing are orchestrated.
Attractions Classifications
 Cultural Attractions
 Natural Attractions
 Events
 Recreation
 Entertainment Attractions
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1. Cultural Attractions
Historical Sites, Archeological Sites, Architecture
 Cuisine
 Monuments
 Industrial sites
 Museums
 Ethnic
 Concerts and Theatre
2. Natural Attractions
Landscape, Seascape, Parks, Mountains, Flora, Fauna
 Coasts
 Islands
3. Events
Mega-events, Community events, Festivals, Religious events
 Sports events
 Trade shows
 Corporate
4. Recreation
 Sightseeing
 Golf
 Swimming
 Tennis
 Hiking
 Biking
 Snow Sports
5. Entertainment Attractions
 Theme Parks
 Amusement Parks
 Casinos
 Cinemas
 Shopping Facilities
 Performing Arts Centers
 Sport Complexes
Impacts of Entertainment:
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Categories of Attractions:
Five major categories were established:
1. Heritage attractions: focus on preserving and exhibiting objects, sites, and natural
wonders of historical, cultural, and educational value (e.g., museums, art galleries,
historic sites, botanical gardens, zoos, nature parks, conservation areas)
2. Amusement/entertainment attractions: maintain and provide access to amusement or
entertainment facilities (e.g., arcades; amusement, theme, and water parks)
3. Recreational attractions: maintain and provide access to outdoor or indoor facilities
where people can participate in sports and recreational activities (e.g., golf courses,
skiing facilities, marinas, bowling centers)
4. Commercial attractions: retail operations dealing in gifts, handcrafted goods, and
souvenirs that actively market to tourists (e.g., craft stores listed in a tourist guide)
5. Industrial attractions: deal mainly in agriculture, forestry, and manufacturing products
that actively market to tourists (e.g., wineries, fish hatcheries, factories)
Heritage Attractions:
Museums and historical sites
Societies display collections of goods to pass important information to future generations
Number of museums increasing and come in all shapes and sizes, displaying a vast array of
history from art to science
Zoos and Aquariums

Major attraction during ancient times and still popular today
Many zoos are nonprofit preservation societies, but many US operations are for-profit tourist
attractions
Aquariums have been increasing in number, size and attendance
Parks and Preserves

Dedicated to protecting natural beauty and flora and fauna
National parks are most important parks and preserves in the world
Funded with government funds and revenues generated through fees and the sale of services and
concessions
Botanical gardens are a park dedicated to live displays of plants
Fairs and Festivals

Contain some heritage attractions, commercial attractions and live entertainment
Feature food, shows and musical entertainment
Fairs & Festivals

Food, shows, and musical entertainment can be found at both fairs and festivals
Large fairs led to the creation of ―World Fair‖ in 1928
Festivals celebrate a variety of occasions and holidays
Commercial Attractions:
Amusement Parks
Evolved from pleasure garden parks
Invention of Ferris wheel heightened interest in amusement parks
Traveling carnivals an extension of amusement park idea
Disneyland‘s opening in 1955 ushered in the theme park
Theme Parks
Theme parks are more planned, simulated environments than amusement parks
New rides, food and entertainment are crucial ingredients to park success
Gaming: is regulated at local, state/provincial and federal level

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Five Reasons for the increase
Voters have viewed gaming as a voluntary tax
More people view gaming as an acceptable gaming activity
Retirees are single largest gaming segment
Casinos are appealing to segments other than ―high rollers‖
Casinos located near population centers
Emerging Gaming Segments

High Rollers
Day Trippers
Low-stakes/New Adopters
Family Vacationers
Shopping
Shopping can be part of traveling or the reason for the trip. Many malls are transforming
themselves into tourist attractions by adding rides and entertainment attractions.
Live Entertainment
Sporting Activities
Long history of the attraction of sports
Professional and intercollegiate sporting events draw millions of visitors each year
Special sporting events are fought for by host communities to gain the vast revenues generated
by attendees
Non-Team sporting activities are also important tourist draws
Performing Arts- Performing arts also has a long history of popularity

Classical Performing Arts
 Live theater
 Ballet
 Opera
 Concerts
 Symphony
Contemporary Performing Arts

 Contemporary versions of above
 Comedy shows
 Musical concerts, band appearances
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Introductions:
MICE Industry is one of the major segments of tourism industry. Tourism is a travel for
leisure or business purposes with the duration not less than 24 hours and not more than
one consecutive year. MICE is one of the fastest growing industry within the tourism
industry. It helps to generate millions of revenues for the countries. MICE stand for
Meetings, Incentives, Conventions and Exhibitions. ‗E‘ sometimes refers as Events and ‗C‘
as Conferences.
MICE travel involves a number of components, and agents working in this field must provide
a full range of travel and conference services for large and small groups and events of
shorter and longer duration.
Personnel and businesses involved in the MICE market include corporate meeting planners,
meetings and convention departments of hotels, conference centers or cruise ships, food
and beverage managers, logistics firms, private tour operators and transfer companies,
incentive houses, professional trade organizations, tourism boards, tourism trade
associations, and travel-selling professionals. Because of the organization and planning
involved, typically, years in advance, MICE travel agencies are usually affiliated with large
corporations.
Destinations often market themselves as MICE locations and bid for events through their
convention and visitor bureaus. They might be able to offer subsidies to attract large events
because of the increased revenue the visitors provide through their economic impact on the
host location.
Discussions:
Meetings:
A meeting is a gathering of people in one place for the common purpose of sharing the
information, discussing the problems and solving them. More often meetings refer to the
corporate gatherings which are held by the companies such as board meetings,
shareholders meetings, training seminars.
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Incentive Travels:
Incentive travel may be one of the harder components of MICE travel to understand since
it doesn't necessarily deal with group events. Instead, incentive travel is typically given to
employees as a reward. Incentive travel doesn't usually have a business or explicit
educational component but instead is more of a non-business vacation with the aim of
continued motivation for performance.
Incentive is a kind of reward or a motivating tool provided by the organization to its sales
representatives, production workers, staffs or sometimes for the costumers. Such travel
does not have any business-related activities or very little in some case.
Conventions/ Conferences:
Conventions are similar to the meetings where people gathered for a common objective,
but in a large number and often last for several days. Conventions are organized by
associations and usually conducted once a year.
On the other hand, a conference is similar to a meeting in that it is a gathering of people

coming together in one place, but conferences usually have specific objectives and
exchanges of information. Therefore, conference travel involves organizing itineraries,
meetings, and events for people from the same profession or field.
Exhibitions/ Events:
At an exhibition, products or services are displayed, and they might be the primary focus
of the event, which means that exhibition travel agents are those who organize such
showcases. Exhibitions are often included in other conferences and meetings, though,
meaning that there is often overlap between agents in these industries. Businesses court
new clients and debut their latest offerings at these events.
Generally, exhibitions are organized for the presentation or for the promotion the new
products and services to the people who have an interest in them. Sometimes it is referred
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as Events as well. The purposes of such events are to introduce new products get leads on
sales.
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Required Output: Activity Output
Direction: Provide the following information needed in each activity.
A. Look for an Article or News about 1 of the successful events in the Philippines from 2015-
current. Crop Article or News and Provide the following information in MS Word:
 Name of Event
 Venue
 Date and Time
 Event Sponsor
 Organizer
 Media Attended
 Special Guest
 Participants
 Program
 Review of the Event
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Rubric:

(8-10) (5-7) (2-4)
CONTENT
Substantial,
Sufficiently
explanation
explanations
ORGANIZATION
Functional
Confused or
inconsistent
arrangement of
content with or
without attempts of
transition
conclusion
grammar, grammar,
formation

NO apparent point
awareness of the
task
TOTAL
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MODULE 4
Tourism and Hospitality Organizations and Businesses
LO4. Apply ethical and social responsibility in managing tourism, hospitality business and employment

ILO1. Discuss the different organizations in the
10. Tourism and Hospitality Organizations
Tourism and Hospitality Industry
11. Significance of Tourism and Hospitality ILO2. Interrelate the importance of managing
Services different services in tourism and hospitality
ILO3: Apply basic concepts in tourism planning and
12. Planning Specific Business Strategies development

4.5 hours pages 69 to 72 of the topic 10. Read pages 69 topic 7. Read pages 69 to
printed module to 72 of the module. 72 of the module.
(4.5 hours
asynchronous for
(synchronous/ 2.5 Compile to ePortfolio and access the quiz. and access the quiz 10
hours asynchronous
for category 2&3)
pages 74 to 76 of the 4, topic 11. Read pages 4, topic 11. Read pages
(4.5 hours printed module 74 to 76. 74 to 76.
asynchronous for
category 1)
Answer self-check activity Answer self-check activity
2 hours on page 77. Rate output on page 77 or log-in to Log in to the open LMS
(synchronous/ 2.5 using the rubric provided. the open LMS and access and answer the quiz 11.
hours asynchronous Compile to ePortfolio quiz 11.
for category 2&3)
ILO3 Read module 4, topic 12, Read the digital 4, topic Read the digital 4, topic
pages 78 to 81 of the 12. Read pages 78 to 81. 12. Read pages 78 to 81
(4.5 hours printed module
asynchronous for
category 1) Answer self-check activity Answer self-check activity Log in to the open LMS
on page 82. Rate output on page 82 or log-in to and answer the quiz 12.
2 hours using the rubric provided. the open LMS and access
(synchronous/ 2.5 Compile to ePortfolio quiz 12
hours asynchronous
for category 2&3)
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Introduction:
Some of the major segments of this industry are business related to tourism, hotels,
restaurants, event planning, private clubs, travel planning, managed food services, etc.
This industry is a major contributor to the GDP of any nation and more for countries that
depend on tourism as a major source of income.
Tourism is a diverse industry made up of many different
segments, there is a need to interrelate and share
information. This has led to the establishment of several
public and private organizations at the international,
regional national and even local levels Aside from the
suppliers of services and facilities to tourists, there are
also several tourism organizations that play significant
roles in the tourism industry. The organizations influence
and contribute to the smooth running of the tourism
industry.
Discussions:
CLASSIFICATION OF TOURISM ORGANIZATION:
 National
 DOT- Department of Tourism
-Primary government agency charged with the responsibility to formulate
tourism policies, plans and projects for the development of tourism as an
engine of socioeconomic and cultural growth
- Spread the benefits of tourism to a wider segment of the population.
- Ensure the safe, convenient and enjoyable stay and travel of the foreign
and local tourists in the country.
-Tourism Slogans:
 Visit Philippines
 WOW Philippines
 Pilipinas Kay Ganda
 It's more fun in the Philippines
- (2012-): Ramon R. Jimenez Jr.
- CURRENT SECRETARY OF DOT: Bernadette Romulo-Puyat
 PCVC - TPB TOURISM PROMOTIONS BOARD

- Formerly known as PCVC or Philippine Convention and Visitor's
Corporation
- -It is an attached agency of DOT which is primarily responsible for
implementing an integrated domestic and international promotions and
marketing program for the Philippines as a tourism destination as well as
for tourism investments.
 IA- INTRAMUROS ADMINISTRATION

- Sponsors, conducts and supports festivals and cultural activities in
Intramuros
- Give grants, contributions and donations for the restoration, repair and
maintenance of historic structures of Intramuros.
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 NPDC- National Parks Development Committee
- Undertake development of new parks
- Upgrade and maintain park facilities
- Facilitate private sector participation in appropriate aspect of parks
development and maintenance
 PTA – TIEZA- TOURISM INFRASTRUCTURE AND ENTERPRISE ZONE

AUTHORITY
- Formerly known as PTA or Philippine Tourism Authority.
- Develop, manage and supervise tourism infrastructure projects in the
country; the primary objective of encouraging investments in TEZ's
(Tourism Enterprise Zones).
- Principal agency responsible for the timely collection of travel taxes.
(50%) of the proceeds from travel tax collections shall accrue to the
TIEZA.
(40%) goes to CHED provided that they shall give priority to tourism -
related educational programs and courses.
(10%) share for the National Commission for Culture and the Arts
 Regional
 OECD- ORGANIZATION of ECONOMIC COOPERATION and DEVELOPMENT
-Designed to achieve the highest sustainable economic growth and
employment and raise standards of living of member countries.
-Country Assistance Program Evaluation 26194 June 2008 Philippines
-Country Assistance Program Evaluation: Increasing Strategic Focus for
Better Results.
 PATA- PACIFIC ASIA TRAVEL ASSOCIATION

-Develops, promotes and facilitates travel in the Pacific Areas
-Early leader in recognizing the need for environmental ethics
-Initiated the PATA Code for Environmental Tourism
 CTA- Caribbean Tourism Association/Organization

-Encourages and Assists in the development of tourism throughout the -
Caribbean Area
 APEC or ASIA – PACIFIC ECONOMIC COOPERATION

-Aims to establish coordination of national economies for the benefit of
countries in the Asia-Pacific region
-Permanent Secretariat is located in Singapore., which serves as the -
coordinating body and central repository for all APEC documents
 OAS- ORGANIZATION OF AMERICAN STATES

-Strengthen relations between American States by providing advisory
services and training programs in many fields including tourism
-Philippines also is an observer to the Organization of American States.
Asia Pacific CHRIE or better known as APacCHRIE is a Federation of the

I-CHRIE. Members of APacCHRIE constitute all countries at the Pacific Rim
who must also be a registered member of I-CHRIE.
The Geographical boundary of APacCHRIE can be segmentized to 4 areas as

following:
Area I: East Asia (PRC, Taiwan, Korea & Japan),
Area II: Southeast Asia (ASEAN member countries & Indo-China),
Area III: Oceania (Australia, New Zealand & the Pacific Islands),
Area IV: Indian Sub-continent (India, Pakistan, Bangladesh & Sri Lanka)
APacCHRIE chapter was formed in 2002 to promote academic and research

exchanges among hospitality, foodservice and tourism educators and
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industry practitioners in Asia Pacific. Asia-Pacific CHRIE (Council on Hotel,
Restaurant, and Institutional Education)
 International
 UNWTO-UNITED NATIONS WORLD TOURISM ORGANIZATION,
Has 156 member countries and headquarters is located in Madrid, Spain
 ICAO- INTERNATIONAL CIVIL AVIATION ORGANIZATION

Adapts international standards and to recommend practices for regulating air
navigations. Encourage the improvement of the art of aircraft design and
operation for peaceful purposes.
 IATA-INTERNATIONAL AIR TRANSPORT ASSOCIATION

Aims to promote safe, regular and economical air transport, faster air
commerce and study problems connected with the industry. Involves
standardizing of tickets, prices, airline air way bills, baggage checks and other
documents
 WTTC-WORLD TRAVEL & TOURISM COUNCIL

The only global forum whose members are the top decision makers in the
travel and tourism industry. The 150 members are the CEO, President or
Chairman of - airlines, airports, hotels, cruise lines, travel agencies, tour
operators and travel technology suppliers. The only body representing the
private sector in all parts of the industry worldwide.
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campaigns on three strategic priorities which it has identified as impeding the
successful development of Travel & Tourism now and in the future – Freedom
to Travel; Policies for Growth; and Tourism for Tomorrow.
The WTTC retains a professional staff in its London office, under the
leadership of President & CEO, David Scowsill. This organisation is headed by
a board of executive directors, who have responsibility for guiding the work
of the Council in the fulfillment of its mission. The World Travel & Tourism
Council is a not-for-profit organisation, registered as a UK company limited
by guarantee.
 DO-Development Organizations
• The World Bank (US)
• OPEC Fund for International Development (Austria)
• Asian Development Bank (Philippines)
• Islamic Development Bank (Saudi Arabia)
OTHER PHIL TOURISM ORGANIZATION:

1. PTAA PHILIPPINE TRAVEL AGENCIES ASSOCIATION
- Aims to foster unity in the travel industry and to promote the welfare of its
members and the travelling public
- Uphold dignity and the ethics of the travel and tour business.
- To cultivate friendly relations between the Philippines and other countries
2. HRAP - Hotel and Restaurant Association of the Philippines
3. TESCU- Teacher Education Council of State Colleges and Universities
4. COHREP- Council of Hotel and Restaurant Educators of the Philippines
5. AAHRMEI- Association of Administrators in Hospitality, Hotel and Restaurant
Management Educational Institutions
6. TIBFI- Tourism Industry Board Foundation
7. PHILTOA- Philippine Tour Operators Association Inc
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Introduction:
Tourism and hospitality include attractions management, convention planning, customer
service, event planning, food service, gaming, lodging, marketing, sales and travel. Working
in tourism and hospitality management could land you a job almost anywhere in the world.
In the tourism and hospitality industry, the success or failure of our businesses and
destinations depends on service. Some, however, deliver consistently higher levels of
customer service. Everyone in the industry had a vested interest in improving their
customer service skills.
Customer service remains an integral part of delivering on different tourism marketing

promises to our guests. Quality customer service is an experience of feeling valued or heard.
Sometimes it‘s an intangible component of why a guest may prefer one tourism or
hospitality provider over another. There is something about quality customer service that
you often can‘t put your finger on — but you know it‘s there. And it‘s a critical factor for
tourism success, both as a means of satisfying ever-increasing customer expectations, and
as a way to achieve business profitability (Erdly & Kesterson-Townes, 2002).
Discussions:
In 2012, Cornell Hospitality presented a report from PKF Hospitality Research that showed
guest satisfaction is heavily influenced by service factors such as employee attitude and the
pacing and order of services provided. It found that the greater the client satisfaction, the
higher the revenues for a given hospitality business, and that service plays a far greater
role than price and location in the guest-purchase decision (Cornell Hospitality Research,
2012).
Training is critical to ensuring quality service and meeting these objectives (Brown et al.,
2009). On a global scale, Canada ranks high in human resources capabilities. Unfortunately,
due to the seasonal nature of many tourism and hospitality positions, and limited access to
affordable and accessible training, the industry isn‘t always able to take advantage of this
position (Blanke & Chiesa, 2009), as it can be difficult to attract, train, and retain reliable
and qualified staff year-round.
The concept of total quality (TQ) refers to an approach by businesses to integrate all
employees, from management to front-level, in a process of continuous learning, with a
goal of increasing customer satisfaction. It involves examining all encounters and points of
interaction with guests to identify points of improvement. Total quality management (TQM)
in tourism and hospitality is a process where service expectations are created by the entire
team, with a collaborative approach between management and employees (Kapiki, 2012).
Key Challenges and Benefits to Employers

Many employers struggle to justify the time and expense associated with training,
particularly in a seasonal workplace or environment with high staff turnover (Saunders,
2009). In fact, many of the benefits of training are intangible and therefore difficult to
measure, although there is evidence that the return-on-investment of training is quite high.
For example, employee competence and job satisfaction are not always easily assessed,
but can improve productivity and organizational profitability.
Employers do need to understand the positive impacts of training on their bottom line. Key
benefits may include improved employee attraction/recruitment, retention, engagement,
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and innovation. Saunders (2009) suggests that to be most effective, training should be
oriented to develop employee potential versus addressing deficiencies.
Benefits to Employees
Customer service training provides employees with a foundation for effective service
delivery. Potential benefits of this training may include improved skills and attitudes; better
communication skills; better understanding of workplace practices; increased morale,
confidence, self-satisfaction, and work satisfaction; increased participation; greater
job/career advancement potential; greater interest in and willingness to participate in
further training; and more independence (Grey, 2006).
As employees acquire certifications and credentials, and these are recognized by employers,
both groups benefit. Employees have a tangible way of demonstrating mastery of service
knowledge and skills, and employers have tools to assist with the recruitment and screening
of potential staff.
According to Kim (2008), customer-oriented interactions between consumers and tourism

employees influence the quality of the tourism experience.
Customer Orientation: Kim defines customer orientation ―as the set of activities,
behaviours, and beliefs that place high priority on customers‘ interests and continuously
create superior customer value‖ (2008, p. 195). Even when employees have positive
attributes, it may not be enough to ensure positive customer engagements unless they are
specifically trained toward customer orientation (Kim, 2008).
According to Masberg and colleagues, ―to the customer, only service may distinguish a
business from its competition‖ (Masberg, Chase, & Madlem, 2003, p. 19). While specific
customer service jobs require different skills, building an overall customer-oriented
organization may better meet customer expectations. One way to ensure quality service
may be to encourage tourism and hospitality professionals to acquire industry certifications.
Businesses can also choose to implement tools to determine customer satisfactions levels,
such as the SERVQUAL technique that compares customer perceptions of quality against
customer expectations (Morrison, 2010). Under the SERVQUAL model, the five dimensions
of service are:
Reliability: where the quality and level of service is consistent
Assurance: knowledge and courtesy of staff and their ability to convey trust and
confidence
Tangibles: the organization‘s physical facilities, equipment, and appearance of staff
Empathy: the degree of caring, individualized attention that the organization‘s staff
provide to its customers
Responsiveness: the willingness of staff to help customers and provide prompt service
You can remember these five dimensions by using the acronym RATER. When these
dimensions are consistently met, a company is well on its way to becoming customer
oriented.
(CRM) strategy for tourism and hospitality businesses. CRMs are tools used by businesses
to select customers and maintain relationships with them to increase their lifetime value to
the business. There are a number of points in time where this relationship is maintained.
For example:
 The first-time potential guests visit a website and leave their email address to receive
more information
 The moment a reservation is made and the company captures their personal details
 The in-person service encounters from the front desk to the parking lot
 Welcome notes, personalized menus, friendly hellos, and other touches throughout
the interaction
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 Background messages including clean facilities and equipment in good repair, pleasant
decor and ambiance (flowers, etc.)
 Follow-up communications like a newsletter
 Further interactions on social media
 All of these touch points are opportunities to maintain strong relationships with
customers and to increase the likelihood of positive word of mouth sharing.
With competition between tourism destinations and businesses continuing to grow,

organizations are increasingly focusing on retaining existing customers, which is often less
expensive than attracting new ones. This focus forces tourism businesses to look at the
customer relationship over the long term, or the customer lifetime value (CLV) cycle, rather
than at single transactions only.
It has been proven that it is much less expensive for a company to retain an existing
customer than acquire a new one (Beaujean, Davidson & Madge, 2006). Ultimately,
successful organizations will strive to build a base of loyal customers who will provide repeat
business and may influence other potential customers. Building positive relationships with
loyal customers requires planning and diligence for all customer touch points. This may
include (Lovelock & Wirtz, 2007):
1. Managing service encounters: training staff to provide personal service to customers
2. Providing customer incentives: inducing customers to frequent the business
3. Providing special service options: offering enhanced services or extra offerings to loyal
customers
4. Developing pricing strategies to encourage long-term use: offering repeat customers
special prices or rates
5. Maintaining a customer database: keeping an up-to-date set of records on customer
purchase history, preferences, demographics, and so on.
6. Communicating with customers: reaching individual customers through direct or
specialized media, using non-mass media approaches
Loyalty programs pull together several of these elements to help a business identify,
maintain contact with, and reward frequent customers.
If a business fails to meet customer expectations, there‘s a risk the customer will tell others
about it, often through social media networks. An on-location problem that turns into an
online complaint, going from private to public, can become far more damaging to business
than the original issue. To avoid any problem from escalating, organizations and staff must
work hard to resolve issues before the customer walks out the door — or pulls out a
smartphone to make an online posting.
Of course, it‘s not always possible to resolve issues on the spot. A customer‘s expectations
may go beyond the service the business is able to provide, or staff might not be authorized
by management to provide the means necessary to resolve the complaint. In these cases,
staff must still step up as service professionals, realizing that the actions they take when
faced with a complaint can have a significant impact.
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Introduction:
Tourism represents one of the most important factors influencing economic growth and
development of contemporary societies. Tourism is primary or secondary activity for a large
portion of the population living in for tourism attractive regions around the world, but also
a large number of people living in other locations around the world. Tourism is perceived
as a very important mean of economic development both in developing and developed
countries worldwide.
In common thought tourism is usually perceived as an activity of leisure of fun, but the
facts speak of billions of dollars in tourism business around the world. Having this in mind,
without doubt tourism should and is seriously analyzed both by scientists, researchers,
policy makers, national and local governments etc.
Although, geographical position and natural resources play an important role in the
development of tourism, numerous examples around the world prove that this is not
enough. Obviously, the ability to use the gifts of nature in order to attract tourists. Building
proper touristic capacities and using proper business strategies in order to gain competitive
advantage, the competitive edge in the harsh and competitive world of tourism is of crucial
importance for all businesses that are engaged in tourism. The situation gets even more
complicated having in mind that the success of touristic companies, besides all other factors
is in many cases influenced by the overall hospitality of the population with a given region.
The number of tourists returning to a given region is deeply determined by the level of their
satisfaction during the first visit to the region. Besides this word of mouth can be very
influential on the decision to visit a certain touristic location.
Discussions:
CLASSIFICATION OF BUSINESS STRATEGIES:

When talking about types of strategies, it is almost impossible not mentioning Porter‘s and
Ansoff‘s approach.
Michael Porter (1985) determines three major types of generic business strategies: cost
leadership, differentiation and focus. The focus strategy on the other hand can be
differentiation focus and cost focus. The generic strategies as they are presented by Porter
are shown in figure 1
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TOURISM MARKETING STRATEGIES:
Integrated in the marketing strategy of the travel agency, the product strategy establishes
a series of objectives specific to this area as:
- the superior valuation of the of the tourist potential, attracting a larger number
of local and foreign tourists, preventing season effects, consolidation of the
position held on certain intern and extern markets, launching new tourist
products, obtaining an increased competitivity of the tourist product through an
optimum balance between quality and price.
- Tourism product renewal strategy can consist of:
- The increase of the activity of some travel arrangement for the present travel
consumers without operating deep changes (for instance, offering supplementary
services, installing pools or fitness centers within the accommodation unit);
- Making some important modifications in the product structure though without
its nature (for instance, the increase of the classification of a hotel product)
One notices the fact that in tourism the structure of a product can be changed much
easier than in other domains. The modular character of the tourist product allows some
modifications of the transport, accommodation, public supply or divertissement services
offered to the consumer or of the tourist tour configuration.
The diversification strategy implies the simultaneous development of new or improved

tourist products and of the new markets (for instance, a tour operator specialized in the
soft tourism can vary his mix of products offering also tourist tours with cultural character
or treatment vacations in balnear resorts). This type of strategy allows the realization of a
medium- and long-term flexibility of the derived tourist offer.
The strategies of the low season travel product are specific to the hotel industry.
Therefore, marketers will have to counterbalance the decrease of the activity of the travel
destinations in low seasons by diversifying the services and products on the market. In this
respect, we notice the making of some tourist arrangements (of the type ―trip + trip‖ or
―trip + tour‖) in which there are combined attractivity elements with different degrees of
seasonality (seaside, mountain, delta, monasteries, balnear resorts).
The accessibility degree of a tourist product in low season can be increased by including
in the proposed arrangement a minimum set of exercises (for instance, in case of a
trip, the tourist can choose for accommodation with half board or only for
accommodation) and by establishing a minimum period for the trip (tourists having the
possibility to prolonged it according to their incomes and their satisfaction degree for that
particular tourist destination).
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According to the price level and accessibility the following price strategies can be seen:
high price strategy (practiced in case of exclusivity of the offer or in case of limitation
of the competition‘s offer), contractual price strategy (contractual, inclusive, ―all
inclusive‖), differentiated rates strategy (characteristic to the tourism industry), discount
and bonus strategy (adopted by tourism companies who adjust basic prices of products
in order to stimulate a certain type of clients, that is: clients who ask for a high volume of
services, clients who accept vacations during low seasons).
The distribution strategies adopted by tourism operators take into consideration: the
sale of a tourist service by going to more agents, to the same consumers‘ segment, the
sale of the same product through different channels of distribution to various segments of
public consumers, the sale of more products through different distribution channels to one
or more consumers‘ segments on the market. As one can easily notice, in this attempt
to classify the component objects of strategies, the quantitative criterion is very important,
the three aimed elements – tourist service, distribution channels, consumer segments –
being involved (combined) in different numerical proportions.
Almost no activity in the world needs such an active, clever, and aggressive promotion as
the tourism. The promotional activities in tourism need important investments due to the
large geographic areas of the tourist markets, of the manifestation of a bitter international
competition and the intangible character of the tourist product.
Emerging Four tourism marketing strategies: can help you figure out the best way to
enhance your business and stay present in the industry:
#1 Apply storytelling on your social media posts
According to HubSpot, consumers today (among them, tourists) process more than
100,500 digital words a day. Every time they want to know something, they ask Google
and they can compare prices instantly in three clicks. It‘s not that everyone wants to
ignore your marketing messages, but given a large amount of information they are
exposed to, it‘s inevitable that your efforts can get lost in the shuffle. Therefore, it‘s
necessary to find new ways to communicate to get their attention and get them to
interact with your brand.
#2 Use augmented reality to offer memorable experiences

Within the tourism sector, offering an incredible experience is essential to get
customers to remember you, recommend your brand or use your service again. Using
new technologies such as augmented reality in your marketing strategy can help you
create innovative and memorable experiences for your visitors and, at the same time,
differentiate yourself from your competitors.
#3 Create valuable content and optimize your website for SEO

According to a study by Aberdeen, conversion rates are six times higher for those who
adopt content marketing than for those who don‘t.
Since content marketing is incredibly important, to ensure you get the best results,
consider hiring an SEO (search engine optimization) specialist to help you design a
tailored strategy for your business is recommended. That being said, there are things
you can do on your own. Here are a few basic tips to help you create a content and
SEO strategy for your tourism marketing plan.
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#4 Manage your reviews on TripAdvisor
TripAdvisor is the largest travel review platform in the world and has more than 450
million users and more than 570 million reviews. If you are the owner of a hotel, a
restaurant, a theme park or a provider of tourist activities you should know that reviews
play an important role in the tourist‘s decision. A survey carried out by PhoCusWright
reported that 70 percent of travelers read TripAdvisor reviews before choosing a hotel
and that 53 percent do not decide to make any reservations before having read reviews.
A successful marketing plan is an essential and powerful business tool. Not only does it
focus on the why, how, when, where, who and what of your marketing, but also outlines
the specific, measurable steps you need to take to achieve your goals. AND, it will give your
tourism business the power to:
- Plan for business growth
- Meet and exceed industry benchmarks
- Uncover gaps, opportunities and trends
- Keep your mission at the core of all activities
- Focus your resources and inspire your staff
- Create content and track, test, and tweak the ROI (return on
investment)
- Measure the effectiveness of each marketing campaign
- Reach more of your target audience
- Boost your customer base
- And ultimately, increase sales
Undertake a SWOT Analysis

A SWOT analysis refers to strengths, weaknesses, opportunities and threats and is a simple
yet powerful planning tool. It is one of the easiest ways to learn more about your business and
where it sits in the external and internal environment.
SWOT divides an overall environmental analysis into two components: internal issues
(strengths and weaknesses) and external issues (opportunities and threats).
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Required Output: Video Presentation
Direction: Create a Video Presentation with a minimum of 10 mins. and maximum of 20 mins. Be creative
and resourceful.
Choose 1 Cebu Tourist Attraction or Theme park to promote. The following information should be
provided:
 All basic information about the Tourist Attraction or Theme Park.
 Classification/Category
 Products and Services
 SWOT Analysis
 Gap Analysis
 Reviews about it.
Rubric:

(8-10) (5-7) (2-4)
CONTENT
Substantial,
Sufficiently
explanation
explanations
ORGANIZATION
Functional
Confused or
inconsistent
arrangement of
content with or
without attempts of
transition
conclusion
grammar, grammar,
formation

NO apparent point
awareness of the
task
TOTAL
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Introduction:
Career Planning: Shepard and Mani define career planning ―as an ongoing process through
which an individual sets career goals and identifies the means to achieve them‖ (2013, p.
14).
It is through career planning that a person evaluates abilities and interests, assesses values
and personality, considers alternative career opportunities, establishes career goals, and
plans practical developmental activities. Career planning requires individuals to understand
themselves and their values, interests, and skills. It is also an ongoing process, one that
must be repeated with changes in employment and life circumstances. As you gain more
experience and knowledge, the process will begin anew.
This section reviews the five essential steps of career planning, which are based on our
research and input from industry experts:
 Conduct a self-assessment
 Research the labor market
 Create your career search toolkit
 Put your career campaign into action
 Engage in networking
Individuals who want mobility have a variety of careers to choose from. Not only is there
great mobility within a given field such as travel agency, but also among several career
fields. A well-trained professional can provide the same kinds of competencies for airlines,
cruise lines, bus companies, gaming and entertainment state or local tourist agencies, as
well as a variety of hospitality- related fields.
Jobs in the Airline Industry:

1. Flight Attendant Jobs- The main responsibility of a flight attendant is to make sure
passengers are safe. Next, the must provide great customer service. Flight attendants
make up almost 20 percent of the 515,000 employees that comprise the aviation
workforce. Do you love to travel? The job might be for you!
2. Airline Administrative Support- Every airline, big and small, needs administrative support
staff to keep the office running smoothly. These positions include secretaries, data
entry workers, receptionists, communications and PR specialists, and those who work
in the human resources department who handle or oversee the hiring, labor relations
issues, training, and termination of employees.
3. Operations Agent- Also known as an Airline Operations Agent, the cargo agent needs
great communication skills for receiving and transmitting information from and to
pilots, ground crew, and other personnel. The Ops Agent must be able to prioritize a
large number of projects and tasks. When flights are overbooked (it happens often!),
agents must make decisions to rectify the situation in a way that will not negatively
impact the schedule.
4. Regional Sales Manager- The airline district sales manager oversees all of a district‘s
reservations and ticket sales offices, and the sales representatives in that district.
Sales representatives promote their airline in an effort to sell cargo space and plane
tickets.
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5. Flight Dispatcher- Flight dispatchers are responsible for ensuring the safety of an
aircraft‘s flight. This includes preparing a flight plan, which is a detailed schedule of
destinations, layovers, distance, expected fuel consumption, winds aloft, weather,
altitude, compass bearing, and alternate destinations in case of problems.
6. Ground / Airport Station Attendant- This position has many names: airline informational
representative, ground attendant, station attendant, special assistant coordinator, or
airport informational representative. Regardless of title, the main responsibility is to
assist passengers in the terminal with general questions regarding directions, terminal
services, or arranging wheelchair access.
7. Aviation Meteorologist- Aviation meteorologists provide weather information to airline

flight dispatchers and pilots. They must determine current and forecasted weather
conditions for all altitudes, including the direction and speed of wind, cloud cover, and
precipitation.
8. Passenger Service Agent- Passenger service agents some of the same responsibilities as
those in station agent jobs, but they are focused on working passengers – not aircraft.
Their duties include issuing refunds to passengers, computing fares, preparing and
selling tickets, collecting charges for excess baggage, checking baggage, and
providing travel information.
9. Ramp Planner- An airline ramp planner is responsible for knowing the arrival and
departure times for each of the airline‘s aircraft at that airport. He or she coordinates
a variety of departments or contracted companies that must perform various tasks on
the aircraft before it can depart for the next flight.
10. Reservation Sales Agent- Reservation sales agents provide travel information over the
telephone to customers of the airline. Typically, this information includes trip planning,
car rentals, seat availability, fare information, schedules, tours, meals, and other
information relevant to the customer‘s flight plans. Although internet reservations
have skyrocketed, airlines still utilize reservation sales agents.
11. Sales Representative- Airline sales representatives help generate business for the
airlines. They promote their airline to businesses.
12. Crew Schedule Coordinator- Airline crew schedule coordinator are responsible for
staffing of aircrew and ground support to keep flights on schedule. If weather or
mechanical difficulties delay a flight, it is the crew scheduler‘s responsibility to make
sure schedule adjustments are made so that travelers arrive at their destination on
time.
13. Airline Station Agent- The most important duty of the station agent or district operations
manager, is ensuring the overall operations of a given airline at an airport. This
encompasses both flight and ground support operations and involves coordinating
flight crew, cargo crew, baggage crew, ground crew, and the information that must
be communicated among all these teams.
14. Airline Ticket Agent- Ticket agents work at an airline‘s ticket or baggage counter. They
greet customers when they arrive at the airport. They check in luggage and make
seat assignments. They also handle airline ticket sales, reservation changes, and
provide information on aircraft boarding.
15. Airline Flight Instructor- An airline flight instructor provides recurrent training for the
airline‘s pilots. Airline flight instructors may be senior pilots who fly for the airline.
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Employment Opportunities in Hotels and Motels
Guest Services Entry Level
1. Front Desk Clerks: As the name implies, these employees‘ man the reception area, which
is the first-place guests go when they arrive at a hotel. As a front desk clerk, you'll
need to verify a guest's reservation. If the guest doesn't have a reservation, you'll
need to check room availability.
2. Porters: These employees also used to be called bellhops, and in some hotels they still
are. They usually dress in uniform, so that guests recognize that they are employees
of the hotel. As soon as a guest checks in at the front desk, the porter helps the guest
take his or her luggage to the room and makes sure the room is acceptable to the
guest. Often the porter is asked questions about other services at the hotel, so he or
she should be knowledgeable of all the hotel has to offer. Porters are usually hired at
full-service hotels, not motels.
3. Concierges: At full service and high end or luxury hotels, concierges are available to act
as liaisons with guests. If a guest needs a specific service, such as a babysitter, the
guest can contact the concierge, who will coordinate the execution of this service.
Other services the concierges assist with include making arrangements for dry
cleaning and laundry, purchasing show tickets, and making reservations at local
restaurants. At some hotels this is an entry level job. At other hotels, you must have
a degree or years of experience before you are eligible for this position.
4. Housekeeping: Nothing reflects worse on a hotel than dirty rooms or an unclean lobby
area. Hotels rely on repeat business, and guests usually won't return to a hotel they
think is dirty. Having a quality housekeeping staff on the premises ensures that the
hotel is clean, rooms are clean, and guests will return. As a member of housekeeping
you may have to clean guest rooms, wash bedding and towels, replace toiletries that
have been used, and clean other areas of the hotel.
5. Room Service: If the hotel is equipped with a kitchen, it often offers room service. Guests
who want to eat but don't want to leave the hotel or go to the hotel restaurant (if
there is one) can order from a menu in their room. As a room service employee, you
may be taking room service orders, and then delivering them.
6. Waiter/Waitress: If the hotel has a restaurant, it also needs waiters and waitresses. In a
hotel, the most requested meal is usually breakfast, so be prepared to work early
hours. The next most frequently served meal is dinner. You will need to take guests'
orders, and serve the meals, making sure they have everything they need. Some
hotels allow guests to bill to their rooms, while others take payment. You will need to
make sure the bill for the meal gets to the right place so it can be paid.
7. Kitchen Staff: As the name implies, as a kitchen staff member you may be cooking,
washing dishes, preparing salads, ordering supplies, planning menus, or similar
duties, depending on your job. As an entry level kitchen staff member, you are most
likely preparing foods for senior cooks or chefs to cook for the guests.
8. Supervisor of Guest Services: As the supervisor of guest services, you may be responsible
for hiring staff members that provide housekeeping services, front desk personnel,
reservations coordinators, or concierges. All of these duties depend on what kind of
hotel you are working for and the structure it has in place. Some large hotels have
separate guest services departments that primarily answer the phone and make sure
guests have what they need. At this kind of hotel, you would be supervising that
department, making sure it was staffed and running smoothly.
Guest Services Advance Positions

9. Front Desk Supervisor: The front desk supervisor manages the front desk workers. You
may need to hire, fire, or discipline these workers. You will need to ensure that
customers are greeted warmly and checked in efficiently. You may have to provide
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training, and you may also need to schedule workers so that the front desk is always
manned with the right number of workers at each shift.
10. Housekeeping Supervisor: If you've worked for several years as a housekeeper, you
may be able to be promoted to supervisor. In this position you may be in charge of
hiring housekeepers and training them. You may also need to schedule workers so
that there is always the right number of workers at each shift.
11. Kitchen Manager: There are usually many kitchen workers, and the manager needs to
be in charge to make sure that kitchen operations are going smoothly. You may be
responsible for hiring new kitchen employees, as well as making sure they get the
training they need. Scheduling may also fall under your area of responsibility, which
means you need to make sure there are enough people scheduled to cover each shift.
12. Restaurant Manager: While the kitchen manager takes care of kitchen operations, the
restaurant manager focuses on the guest services in the restaurant. He or she makes
sure that guests are greeted promptly, seated as quickly as possible, and receive the
best possible service and food. The manager may be responsible for hiring servers,
hosts, and training them. He or she will also handle guest complaints.
13. Executive Chef: The executive chef plans the menus for all meals, according to hotel
policies and guidelines. He or she is in charge of supervising all other line cooks, sous
chefs, and similar kitchen employees. He or she may also be in charge of ordering all
of the food and maintaining a budget.
Administrative:
14. Marketing and Advertising: The marketing and advertising coordinator is in charge of
promoting the hotel to the community through various advertising channels,
depending on the marketing and advertising budget. Some hotels do a lot of
advertising, while others do very little. Most hotels that hire a full-time advertising
person or staff do a lot of advertising and marketing.
15. Accounting: Accounting staff members are in charge of making sure that the hotel is
properly recording all of its income and expenses, paying its bills, taxes, and
employees.
16. Purchasing: Purchasing employees look at the usage of items used for running the hotel
and make sure there are plenty of those items in stock to meet guests' needs. They
key to successful purchasing is to have enough stock that you won't run out, but not
so much that it is costly to the organization.
17. Event Planner: Many hotels have conference rooms, ballrooms, dining halls, or other
spaces that they rent out to businesses and individuals for events such as weddings,
seminars, and similar occasions. The planner works with a representative from the
company or the individual to make sure that everything is in place for the event. Some
hotels charge extra for the use of the event planner.
18. Assistant Hotel Manager: The assistant manager performs administrative work for the
manager, overseeing a lot of the operations and also compiling and preparing a lot of
the reports and budgets the hotel uses. This gives the assistant manager a solid
foundation so that he or she can become a manager.
19. Hotel Manager: The hotel manager is usually where the "buck stops." He or she is
ultimately in charge of all aspects of the running of the hotel. If the hotel is getting
fewer guest visits, the manager will need to explain what caused this drop and have
a plan in place to recover the income. He or she will also have other supervisors or
managers reporting to him or her and should be very familiar with the hotel's
operations.
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Career Opportunities in the Travel Agency:
1. Travel Counsellor- Travel counsellors advise clients on travel options and tour packages,
make bookings and reservations, prepare tickets and receive payment. They are
enthusiastic about travel, and have good research and organizational skills. In
addition to salaries, travel counsellors also may be offered commissions and travel
benefits. They are employed in retail travel agencies, wholesale tour companies and
in corporate offices that have enough business travel to warrant their own booking
divisions.
2. Travel Agency Manager- Travel agency managers plan, organize, direct and control the
operations of travel-related organizations. They also co-ordinate and direct the
activities of staff, overseeing not only the day-to-day tasks, but the hiring, training
and evaluating of staff members as well. Agency managers may also research new
products and destinations, often by travelling to them and experiencing firsthand the
services available.
3. Small Business Owner/Operator- Tourism small business owner/operators are
accountable for planning, decision-making and management of all aspects of the
tourism business. An owner/ operator must continuously review and update business
plans, check budget figures, monitor accounting and cash control procedures and
ensure the overall operation of the establishment is in line with predictions. Although
this position is related to the travel trade sector, every sector has small business
owner/operators, for each sector has entrepreneurs who run their own small
operations. The duties and requirements are similar for all.
3. Tour Operator- Tour operators are involved in planning, development, promotion,
administration and implementation of tourism products. They oversee all the day-to-
day tasks and also supervise, motivate and train staff. They are employed by tour or
transportation companies, resorts or attractions. They may travel to proposed tour
sites, check them out and experience the services first hand before assessing their
tourism potential.
4. Tour Director- Tour directors lead and accompany passengers on multi-day tours. They
manage arrangements and services, and provide relevant information and
commentary. Tour directors work for tour companies, resort chains and transportation
companies.
5. Reservations Sales Agent- Reservations sales agents are front line professionals who
facilitate the promotion, sales and booking of a company‘s products and services.
They are employed by travel agencies, tour and transportation companies, hotel
chains and vehicle rental agencies.
6. Local Tour Guide- Local tour guides accompany passengers, individuals or groups on
short trips, sightseeing tours or visits to attractions. They provide information, deliver
commentary, answer questions and ensure the itinerary is met. They may develop
tours or may be hired to deliver ready-made tours.
Jobs in the Cruise Line Industry:
With most cruise liners being like mini cities (some ships can hold 2,000 guests or more),
with staff reaching over 3,000, you can just imagine the multitude of jobs that await. There
are certain sections on board a cruise ship where you can find the job that is most
appropriate to you and your relevant skills or qualifications:
 Restaurants (chef jobs, kitchen staff, waiters, barman, manager, etc.)
 Hotel Facilities (cabin crew, housekeeping, reception, manager, butlers etc.)
 Leisure Center (instructors, lifeguards, activity leaders, etc.)
 Gym (personal trainers, workers, etc.)
 Salon and Spa Jobs (massage therapist, hair stylist, etc.)
 Land Excursion Team (tour guide, seaman, recreation staff, etc.)
 Merchant Marine Jobs (captain, mates, able seaman, deckhands, etc.)
 Engine Department (chief, DDE, assistant engineer, oiler, wiper, etc.)
 Shops (cashiers, managers, bookkeepers, etc.)
 Casinos (dealers, security, hospitality, etc.)
 Entertainment (production manager, director, actors, comedians, dancers, lighting,
sound engineer, backstage crew, etc.)
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THC 122 - MICRO PERSPECTIVE IN TOURISM AND HOSPITALITY MANAGEMENT (Sept. 4, 2020)

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THC 122 - MICRO PERSPECTIVE IN TOURISM AND HOSPITALITY MANAGEMENT (Sept. 4, 2020)

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MICRO PERSPECTIVE IN TOURISM

MARCEL S. GAWAYEN, MBA, LPT

Lesson 6: Food and Beverages

Lesson 7: Recreation and Leisure

Lesson 8: Tourist Attractions and Theme Parks

Lesson 10: Tourism and Hospitality Organizations

Lesson 11: Significance of Tourism and Hospitality Services

FLEXIBLE COURSE SYLLABUS ON THC 123

Module Code THC 122

Module Name Micro Perspective in Tourism and Hospitality

Units/Hours 3 units/ 54 hours

The student will gain knowledge on managing and

Category 1 No gadget; no internet connection : Asynchronous offline

Category 2 With gadget; unstable internet connection: Asynchronous /Synchronous

Category 3 With gadget; stable internet connection : Synchronous

Synchronous: 16 contact hours

Asynchronous online and offline: 38 hours

Preparation and completion of periodical assessments.

Provision of feedback and assistance through one-on-one

To pass this module, the learner must obtain at least 75

THC 122 Module

Prepared by : Date Approved: Approved by:

Sept. 4, 2020 (Sgd.)

Module Learning Objective/Outcome:

At the end of the module, the learners should be able to:

Topic Intended Learning Outcomes

Learning Activities/ Resources

2. Tourist Offices and Tourism Ministry

3. Airlines and Railway Travel

E. Bed and Breakfast

G. Farmhouse Accommodation and Agri-Tourism

2. Adventure Tourism and Recreation

4. MICE/ Events and Conferences

5. Food and Beverage

C. Bars & Cafés

b. Wholesale Tour Operators

d. Tourist Guides & Tours

Three main types of hotel and accommodation services:

2. Food and Beverage

 Restaurant Management: Restaurant management is a science which is being taught

3. Travel and Tourism

 Sports and Gaming:

Stakeholders are those with an interest or stake in the

It is imperative that stakeholders be involved in all

Major Stakeholders in Tourism Development:

 Local Governments- with specific competence in tourism matters also play in

 Tourism Establishments and Enterprises-play a variety of roles in tourism

 Tourists-travelers, including business travelers, and visitors to tourism destinations,

 Employees and Professionals- tourism employees, professionals and consultants also

• Geographical community — a group of people who live in the same area.

Generally, involvement of the community often follows these four steps:

Ongoing information, education and communication. To keep a community involved and

The role of the tourism industry

A tourism industry traditionally develops a tourism destination

3. Investment and immobility

10. Limited life-span

Characteristics of Hospitality Industry

Criteria Exemplary Proficient Developing Beginning (1) Score

FOCUS Sharp, distinct Apparent point

Module Learning Objective/Outcome:

At the end of the module, the learners should be able to:

Topic Intended Learning Outcomes