CSTC COLLEGE OF SCIENCES TECHNOLOGY AND

COMMUNICATION, INC.
CSTC College Bldg. Gen. Luna St. Maharlika Hi-way, Pob. 3, Arellano Sub. Sariaya Province of
Quezon R4A
Registrar’s Office: 042 3290850 / 042 7192818
CSTC IT Center: 042 7192805
Atimonan Contact Number: 042 7171420

SCHOOL OF TOURISM AND HOSPITALITY MANAGEMENT

Instructional Module in
Micro Perspective of Tourism and Hospitality

Preliminaries
I. Lesson Number
II. Lesson Title
III. Brief Introduction
of the Lesson
2
The Sociology of Tourism
Man’s desire to travel is due to his social nature. He
feels more comfortable in a group tour. It enables him to develop
friendships that often last for years. Travel increases his sociability
and makes him more interesting to himself and to others.

IV. Lesson Objectives
At the end of the lesson, the students should be able to:
1. Explain the social nature of travel.
2. Describe the social effects of tourism
3. Discuss the socioeconomic variables and their effect on travel.
4. Describe the new travel patterns
5. Explain the preferences of the international tourist
6. Describe the types of tourist roles
7. Explain the meaning of social tourism

Lesson Proper
I. Getting Started
 Refer to LMS
II. Discussion
The Social Nature of Travel

Travel is brought about by the social nature of man. Human beings, as social animals, feel
comfortable in a tour group. They feel that their trip is more enjoyable and freer from anxiety if
they join a group tour. Camaraderie often develops friendships that lasts for years.

In some subcultures, travel is the accepted way of spending one’s vacation. Sabbatical leaves
and foreign assignments make it possible for university faculty members and employees to travel
and develop a passion for it.

Tourism evolves a mutual trust and respect for one another and the dignity of life on earth.
According to Pope John Paul II, “The world is becoming a global village in which people from
different continents are made to feel like next-door neighbors. In facilitating more authentic and
social relationships between individuals, tourism can help overcome many real prejudices and
foster new bonds of fraternity.”
 CSTC COLLEGE OF SCIENCES TECHNOLOGY AND
COMMUNICATION, INC.
CSTC College Bldg. Gen. Luna St. Maharlika Hi-way, Pob. 3, Arellano Sub. Sariaya Province of
Quezon R4A
Registrar’s Office: 042 3290850 / 042 7192818
CSTC IT Center: 042 7192805
Atimonan Contact Number: 042 7171420

The Social Effects of Tourism

Tourism is concerned with the movement and contact between people in different
geographical
locations. In sociological terms, this involves:

1. Social relations between people who would not normally meet

2. The confrontation of different cultures, ethnic groups, lifestyles, languages, levels of

prosperity, and the like

3. The behavior of people released from many of the social and economic constraints of
everyday life

4. The behavior of the host population which has to reconcile economic gain and benefits
with he costs of living with strangers.

The degree to which conflict will occur between host and guest depends upon the
similarity in their standards of living, the number of tourists at any time, and the extent to
which the tourists adapt to local norms.

Socioeconomic Variables and Their Effect on Travel

A. Age

There are several differences between patterns of travel based on age. Younger people tend
to
select more active recreational activities than older people. The elderly (those in late sixties and
upward) prefer more passive forms of recreation, such as visiting friends and relatives, fishing,
sightseeing, and playing golf. Older tourists tend to travel to farther destinations, prefer ship travel,
travel more in spring than younger tourists do, and spend less than middle-aged tourists but more
than younger tourists.

B. Income and Social Status

Income and social status have a great influence on travel. Rich persons, as well as persons
with
higher social status, travel more than those with lower income and social class status. Higher
income tourists stay longer and spend more per day than those with lower incomes.

C. Education

There is a strong correlation between education and travel. Generally speaking, the better
educated members of the population have a greater desire to travel. Researchers have found that
the more educated the travelers are, they tend to be more sophisticated in their tastes. They prefer
activities that require the development of interpretative and expressive skills, such as attending
plays, concerts, art museums, reading books, playing golf, and skiing.

D. Life Stages of the Family

The presence of children in the family limits the travel. More leisure time is spent at home.
As
the children grow up and leave home, the married couples renew interest in travel. Couples in this
life stage usually have more discretionary income and are more financially capable to travel.
 CSTC COLLEGE OF SCIENCES TECHNOLOGY AND
COMMUNICATION, INC.
CSTC College Bldg. Gen. Luna St. Maharlika Hi-way, Pob. 3, Arellano Sub. Sariaya Province of
Quezon R4A
Registrar’s Office: 042 3290850 / 042 7192818
CSTC IT Center: 042 7192805
Atimonan Contact Number: 042 7171420

The Rise of New Travel Patterns

A. Travel Clubs

The most significant development in group travel consists of travel clubs. A very good
example
of these is the Club Mediterranee which started in Western Europe and then spread to North
America and other areas of the world. In this group travel plan, a club member enjoys travel
opportunities and vacation destination facilities at a much cheaper price than that paid by a
nonmember. The accommodations offered by the club range from deluxe to very modest. There is
also a wide choice of locations, climate, and other vacation features.

B. Airline Group and Arrangements

Another development in group travel is the introduction of different types of tour fares
promoted by airlines. These are the following:

1. Groups of 15 or more are given reduced fares

2. Charter service is given by some airlines to affinity group tours which are intended for
those affiliated to a legitimate group for a period of six months and longer.

3. Public charter in which an entire airplane is made available to a group of persons who
travel to the same destinations

4. Incentive tours are given by firms to employees as a reward for a special achievement or
as a motivation for achievement

C. Special Interest Tours

Special interest group travel is becoming more popular at present. These are tours arranged
for
those who are interested in a particular activity such as bird watching, festivals, hunting, scuba
diving, photography, flower arrangements, golf, skiing, mountain climbing, and the like.

Preferences of the International Tourist

The preferences of the international tourists are divided into four categories, namely:

1. Complete relaxation and constant activity

2. Traveling near one’s home environment to a totally strange environment

3. Complete dependence on group travel to traveling alone

4. Order to disorder

A. Relaxation versus Activity

Before, the workweek for most people including the middle class was long and exhausting.
Thus,
they demanded holidays that offered relaxation and rest. At present, the workweek has been
shortened and the annual holiday leave has been lengthened. Work has become less tiresome and
people have become used to greater leisure. Relaxation has become possible throughout the year.
 CSTC COLLEGE OF SCIENCES TECHNOLOGY AND
COMMUNICATION, INC.
CSTC College Bldg. Gen. Luna St. Maharlika Hi-way, Pob. 3, Arellano Sub. Sariaya Province of
Quezon R4A
Registrar’s Office: 042 3290850 / 042 7192818
CSTC IT Center: 042 7192805
Atimonan Contact Number: 042 7171420

Accordingly, people have started to use their no-holiday time leisure to exercise new activity skills,
such as sailing, climbing, horse riding, and sports. The demand for activity-oriented travel has
greatly increased.

B. Familiarity versus Novelty

In general, most tourists on their trip abroad tend to seek familiarity rather than novelty.
They
search for something that will remind them of home, whether it be food, newspapers, living
quarters, or another person from their own country. As soon as they find the place where they feel
at home. These tourists will go back to the same place for a number of times. Not until they have
gained more experience in traveling will they want to go to a new environment. - to see customs
and cultures different from their own, and to mix with people who speak differently, eat differently,
and dress differently.

At present, there is increasing positive attitude from novelty and for change. People accept
innovations in industry, education, family life, the arts, and social relationships, among others.
Tourists move away from traditional resorts to new tourist destination.

C. Dependence versus Autonomy

In the past, tourists joined package tours in which transportation, lodging, food, sightseeing,
and entertainment were fixed in advance by the tour agency. At present, there is the emergence of a
group if tourists who would like to acquire a sense of personal autonomy regarding their leisure
time. They would like to travel on their own and not part of the group. They would like to feel
independent - in complete control of what they do and how they do it.

D. Order versus Disorder

In the past, tourists sought for holidays which enforce the traditional concept of conformity
–
set meals at fixed times, guidebooks which told them the right places to visit, and resorts where
their fellow tourists were tidy, well-behaved, and properly dressed. They avoided situations where
their adult-imposed sense of orderliness might be offended.

Now, the new generation of tourists is not very much concerned about what to wear and
how
to behave when on holiday. Informality in behavior, a greater tolerance toward the differences of
others, and freedom from institutionalized regulations are now the characteristics of the modern
traveler.

Because of social and economic changes in modern society, the demand for travel will be
based
on familiarity, relaxation, dependence, and order, but more on novelty, activity, autonomy, and
informality.

Types of Tourists Roles

The continuous combination of novelty and familiarity forms the basic variables for the
sociological analysis of the phenomenon of modern tourism. This combination leads to the four
types of tourist’s roles. Each type represents a characteristic form of tourist’s behavior. The first
two types, the organized mass tourist and the individual mass tourist, are called Institutionalized
tourists’ roles because they are dealt within a routine way by the tourist establishment, such as
travel agencies and hotel chains which cater to the tourist trade. The last two types, the explorer
and the drifter, are called non-institutionalized tourist roles because they are loosely attached to
the tourist establishments.
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COMMUNICATION, INC.
CSTC College Bldg. Gen. Luna St. Maharlika Hi-way, Pob. 3, Arellano Sub. Sariaya Province of
Quezon R4A
Registrar’s Office: 042 3290850 / 042 7192818
CSTC IT Center: 042 7192805
Atimonan Contact Number: 042 7171420

A. The Organized Mass Tourists

This type of tourists is the least adventurous. He buys a package tour in which the itinerary
of
his trip is fixed in advance and his stops are well-prepared and guided. He seldom makes decisions
for himself. He prefers a familiar environment rather than a new environment.

B. The Individual Mass Tourist

The individual mass tourist is similar to the organized mass tourist, except that the
individual
mass tourist has a certain degree of control over his time and itinerary and is not bound to a group.
However, all the major arrangements of his tour are still made through a travel agency. Like the
organized mass tourist, he also travels within his own country and goes out of it occasionally.
Familiarity is still dominant, but less than the organized mass tourist. The desire for novelty is
greater for the individual mass tourist.

C. The Explorer

This type of tourist arranges his trip by himself and looks for comfortable accommodations
and
reliable means of transportation. He tries to associate with the people he visits and to speak their
language. The explorer dares to leave his country much more than the previous two types, but goes
back to it when the experience becomes too rough. Although novelty dominates, the explorer does
not adopt completely the lifestyles of the host country. He still retains some of the basic practices
and comforts of his native way of life.

D. The Drifter

The drifter goes the farthest away from the accustomed ways of life of his own country. He
is
almost totally immersed in his host culture. He tries to live the way the people he visits live and to
share their shelter, food, and habits. He retains only the most basic of his native customs. He
arranges his own trip and does not seek the help of a tour agency. He does not have a fixed
itinerary. Novelty is at its highest; familiarity disappears almost completely.

Social Tourism

In general sense, social tourism is a subsidized system of travel through the intervention of
the
government, employer, or labor union to achieve social goals and purposes. In the late 1930s, when
many European countries passed laws on paid holidays, it was recognized that the right to legal
holiday could not only be meaningful if the ordinary worker will be able to afford travel fir
recreation and rest. Thus, a number of voluntary associations in the field of social tourism worked
to obtain reduced fares and to create a network of holiday centers for tourists of limited means.

In 1963, the International Bureau of Social Tourism (BITS) was founded in Brussels to
encourage the development of social tourism on an international scale. At present, it has a
membership of more than 100 associations all over the world. The BITS id promoting tourism to
achieve social objectives by studying such issues as youth and senior citizen travel, the staggering of
holidays, camping and caravanning, building and financing moderate cost tourist facilities, and
preservation of local culture and environment.

A number of European governments subsidized tourism in several ways. Belgium grants

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COMMUNICATION, INC.
CSTC College Bldg. Gen. Luna St. Maharlika Hi-way, Pob. 3, Arellano Sub. Sariaya Province of
Quezon R4A
Registrar’s Office: 042 3290850 / 042 7192818
CSTC IT Center: 042 7192805
Atimonan Contact Number: 042 7171420

subsidies for the modernization and construction of family hotels. Spain has provided money for
winter sports, camping sites, as well as rural and mountain recreational facilities. The state owns a
chain in 82 inns called paradores. France gives assistance to holiday villages and camping grounds.
It also gives loans and grants for rural lodgings rented to tourists for at least three months a year
for a minimum of 10 years. Ireland subsidized inland cursing. Norway and Sweden grant loans for
less expensive accommodations.

In the United States, more than 100 different major programs of the federal government
provide
for recreation, tourism, travel, and environmental conservation. Activities range from assigning
approximately one billion acres of public lands for recreation to the operation of historic sites,
national parks, and forests.

III. Application(Performance Task -40%)

Refer to LMS
IV. Assessment(Written Works-30%)
Refer to LMS
V. Reflection(Performance Task -40%)
Refer to LMS

VI. References
Yeung, M. (2021). Macro Perspective of Tourism and Hospitality. Manila, Philippines: EDRIC
Publishing House
Cruz, Z. (2019). Macro Perspective of Tourism and Hospitality. Manila, Philippines: REX Book
Store
Lim, R. (2017). Macro Perspective on Tourism and Hospitality. Mandaluyong City, Philippines:
Books Atbp. Publishing Corp.

Prepared by:
VENUS B. FINO
Instructor

Reviewed by: Approved by:

DIANA GRACIA T. EVANGELISTA, MM,CHP JESS JAY M. SAJISE, DBA

Program Head, School of Tourism and Hospitality Vice President of Academic Affairs External
Management