SUPPLEMENTARY LEARNING

MATERIALS
IN
THM 205-MICRO-PERSPECTIVE OF TOURISM
AND HOSPITALITY (UNIT 1)
FOR BSHM 1-A & 1-B

Gail Louise G.Dondiego

Instructor
 LEARNING GUIDE for
BSHM 1A and 1B

THM 205 – MICRO PERSPECTIVE IN TOURISM AND HOSPITALITY

Unit I: Welcome to the Hospitality Industry

Lessons: History of Hospitality and Tourism

The Pineapple Tradition
Scope of the Hospitality and Tourism Industry
Characteristics of Hospitality Industry

INTRODUCTION

The hospitality industry consists of businesses focused on customer service, including

overnight accommodations, such as hotels and motels; travel and tourism, such as tours
and cruises; and food, drink, and entertainment provisions. By definition,hospitality is the
friendly receiving or treatment of guests, certainly an area where hotels, restaurants, and
other places you encounter on your travels aspire to excel.

Learning Outcomes
At the end of this Unit, the students must have:

1. Appreciated the significance of pineapple in the tourism and hospitality industry;

2. Enumerated and understood the scope of hospitality and tourism industry;
3. Explained the characteristics of hospitality management.
 History of Hospitality and Tourism

During Early Civilizations people traveled by foot due to the lack of transportation
methods. Instead of traveling for pleasure, most people traveled only for their own benefit,
such as to find food or to find shelter from stronger tribes and rough weather. However,
when the time came some tribes did travel for other reasons, either for business purposes
like trading or just for pleasure, such as traveling in order to perform religious celebrations
and socialize with others.

As civilization developed, hospitality began to change. The strongest tribes controlled

the resources of an area leaving little for other inhabitants. The populaces of many areas
were enslaved by the conquerors and were stripped of their possessions. Two groups of
people, known as the Sumerians and the Phoenicians, seek to increase their wealth instead
of fighting. They established early trade routes, introduced coinage and made maps, making
it easier for people to travel.

4800 B.C. - A.D. 300.

Once again, traveling became easier thanks to the advancements made by the major
empires of this time period; the Egyptians, the Greeks and the Romans. For the first time,
people were encouraged to travel and were attracted to the beautiful cities created by the
Egyptians. During this time, there were much more reasons to travel. Trading wasn't new,
but traveling now allowed people to complete government business and get an education.

Roman Era (Pt. I)

By 400 B.C., the Roman Empire had expanded into an entire nation, lasting for around
800 years. Even though the Roman Empire in no more, they still have influence in many
parts of the world. Since the Romans were spread all across Europe, they needed an
efficient way to get around. The Roman Empire built more than 80 000km of roads
throughout Europe. This allowed much easier access to the different areas throughout
Roman territory, making traveling much more convenient.
Period: 400 to Jan 1, 1200
Roman Era (Pt. II)
With the help of their roadways, the Romans brought their culture, language and way to
life to many different parts of the world. With a strong government, the Romans were
capable of establishing laws that provided peace and security to the people. For the first
time in history, travel was easy and safe. The Romans also took care of tourists by building
taverns, restaurants and entertainment facilities throughout their cities. Once Rome lay in
ruins, travel became less and less popular.
Period: 400 to Jan 1, 1400

Middle Ages
During the Middle Ages, kingdoms were spread across the land, where royal families
ruled under one law. Fearing these powers, merchants began to travel into the countryside,
including the famous Marco Polo. He travelled between Europe and the Far East, selling
goods and merchandise that was new and exciting as it came from foreign land. Interest in
these items gave people a new sense of curiosity and desire to learn of these foreign places,
helping humanity through these "dark ages."
Period: Jan 1, 1600 to Jan 1, 1800

17th - 19th Century

During this time period, an event arose that is still present in today's society. "Le Grand
Tour" occured when England's nobility decided to send their sons to the Continent due to
the lack of education at home. The event taught the sons imporatant skills that they would
need once they took hold of their fathers estates. They learned different languages, financial
skills and became knowledgable in religion and legal matters. Unlike today, the trip lasted
for several years instead of days.
Period: Jan 1, 1800 to Jan 1, 1939

1800-1939
Tourism underwent a dramatic change during the Industrial Revolution. By introducing
machines into the hands of workers, the focus of an agrarian lifestyle changed to an
industrial one, meaning the use of machines became much more frequent. With a new
industrial economy came an emerging middle class; a class that had regular opportunities to
travel due to the money they made and the time they acquired. Major changes during this
era include the steam engine and the automobile.
Period: Jan 1, 1903 to Jan 1, 1930

1903-1930s
Aside from the introduction of steamships, steam trains and the automobile, air travel
also made its first appearance. All of these inventions allowed people to travel on their own
time and to various destinations. For the first time, people could travel independently thanks
to the automobile. Focusing back on air travel, the air routes established over land and sea
were reduced from months of travel to mere days of travel. Tourism had once again began
to grow, and was now faster than ever.
Period: Jan 1, 1939 to Jan 1, 1945

World War II (Pt. I)

With the outbreak of the war around the 1940s, travel once again became dangerous. It
seemed that every time tourism became popular, a single event had the power to change
that. People rarely traveled for pleasure during the war. In fact, many families were pulled
from their homes to either escape war or fight in the war. Those who returned, came back
with the knowledge of other cultures to share with friends and family, sparking an interest in
these foreign places.
Period: Jan 1, 1939 to Jan 1, 1945

World War II (Pt. II)

Even though travel was limited during
the Second World War, many technological
advancements regarding travel and
transportation were made. Planes and
automobiles were being created faster,
bigger and even more comfortable, as
these traits were necessary in order for the
Allies to reign supreme.
Jan 1, 1945

After WWII
Even after the war had ended, the modernized machines that were built for the war
remained as transportation. This allowed tourism to once again, begin to grow into a bigger
and better industry. Nations that had already industrialized had a higher income rate as well
as more leisure time. Transportation systems were safer and more accessible than ever
before. Together, these new aspects of tourism pared with the use of all around common
currency helped make tourism what it is today.

Modern Day Tourism (Pt.I)

Today, tourism is at it's peak, with people traveling
from their homes to places of all corners of the earth.
The hospitality and tourism industry had made its way all
around the globe, with hotels and rest stops appearing
almost anywhere you go. Even though traveling is as
popular as ever, certain events regarding terrorism have
changed the way we travel. Several major attacks, such
as the attack on the World Trade Center, have made
travel a more tiring ordeal.
Jan 1, 2000

Modern Day Tourism (Pt. II)

Airlines have become very strict as to what you can and can't bring on-board. Some
may find this to be annoying, but safety is a number one priority in the hospitality and
tourism industry. Tourism itself as become a target for terrorists, and it's hard to say when it
will stop, if it ever does stop. However, even with all these negative events occurring
throughout the world, tourism has remained a popular, and will only continue to grow as an
industry and a hobby.
Period: Jan 1, 2012 to Jan 1, 2022
The Future
It is hard to say what will become of tourism as time goes on. However, one can
assume that it will only continue to get better. With new discoveries being made each day,
technology will only continue to improve, ultimately helping the hospitality and tourism
industry in it's quest to make money and provide enjoyment for the people. Perhaps one
day the tourism industry will achieve its goal of making travel as convenient and safe as it
can be. The least we can do is hope that it will.

The Pineapple Tradition

Shaped like a giant pinecone with a voluminous crown, the pineapple immediately
commands attention. While it once represented unreachable wealth, the fruit now represents
warm welcomes, celebration and hospitality, especially in the South. Here’s how it got there.

Coveted for centuries by kings for its scarcity and stately appearance, and lusted after
for its unadulterated meat, the pineapple became a worldwide obsession at the beginning of
the 16th century. Europe’s royal houses paid thousands in today’s money for just one fruit to
put on display as the centerpiece at their tables. It was the ultimate symbol of wealth and
was christened the “King of Fruit”.

Beyond its exalted status, mathematicians discovered the pineapple’s prickly skin is a
natural Fibonacci sequence, a series of numbers in which each consecutive number is found
by adding the two previous numbers together. This fact only seems to enhance the fruit’s
genuine allure.

But it also became a shameless emblem of the financial and social inequality between
the classes throughout Europe at the height of the tropical fruit’s obsession. A fledgling
nation would help bring the pineapple back down to earth and soften its image to that of
warm welcomes, celebration and hospitality.

The pineapple is thought to have originated in the heart of the Amazon rainforest. The
fruit was worshiped by the Tupinamba people, who had settled in the region approximately
3000 years ago. Pineapples were an integral part of daily life for the Tupi people. The Tupi
not only consumed the indigenous pineapple but also used its meat to make wine and
medicines, and they even crafted poison arrows from its leaves and skins. It was also
considered a powerful symbol of fertility and prosperity.

The first documented European encounter came in 1493 when Christopher Columbus is
said to have discovered pineapples growing in clusters in a deserted Caribbean village,
possibly on the island of Guadeloupe. Intrigued by this unusual, pod-like fruit, he cut a few
pineapples from their stalks to bring back to Spain to present to his sponsor, King Ferdinand.

The dogged pursuit of pineapples in Europe had begun.By the 1550s, pineapples were
being shipped regularly from the Caribbean to Europe. The fruit was costly cargo and often
rotted in the bowels of ships during the long journey north. This made the pineapple a rare
luxury few, other than heads of state, could afford to procure. One pineapple could cost as
much at $8000 in today’s dollars. Indeed, King Charles II of England commissioned a portrait
of himself receiving a pineapple as a gift. It was the ultimate display of royal superiority over
his subjects, many of whom now occupied the outer reaches of the 17th century British
empire in the West Indies.

Demand by Europe’s elite for pineapples greatly outweighed supplies, which meant that
finding methods to preserve the precious fruit during the long, hot journey across the ocean
were imperative. Eventually merchant sea captains discovered that the pineapples could be
either candied or packed in sugar, itself equally costly luxury, to preserve them.

With the preservation problem solved, pineapples became the must-have centerpieces
for extravagant banquets, as they showcased the immense wealth and power of the host.
Guests were to feel slightly intimidated by the ostentatious displays, yet honored that no
expense was spared for their enjoyment. Sugar did more than preserve the costly fruit, it
also helped to create a delicious delicacy. Pineapples were the main attraction during the
dessert course on a 17th century European menu. Some hosts chose to simply slice and
plate the pineapple in its natural state while others had the fruit candied or turned it into
sorbets and ice creams. Elaborate presentations were often created with a fresh pineapple
atop a tower of apples and other fruits, such as Chinese oranges, themselves made of
sugar.

For those who could not afford to purchase the fruit, shops and merchants would rent
pineapples for the day as a cost- and face-saving measure.

By the beginning of the 18th century, the image of the pineapple could be found painted
on fine China, carved into columns or sculpted and placed on pillars at the entrances to
palaces, churches and grand homes throughout England and France. Pineapple wallpaper
and stencil work covered the walls of the most fashionable manor houses.

There are theories as to why the pineapple became an architectural feature outside and
throughout the home. Some historians believe this custom was first introduced in Europe by
wealthy travelers returning from the New World who found pineapples hung outside the
entrances to Caribbean villages. They were greeted warmly by the native people and
believed the pineapple to be a sign of welcome. Others claim a pineapple was placed
outside the homes of sea captains to alert townsfolk of their safe return from the tropics. It
served as an invitation by the family to stop by for refreshments and hear tales of the
captain’s time at sea.

As people settled in America throughout the early 18th century, the pineapple again
found its way into the homes of wealthy landowners, many of whom settled in the Southern
colonies and embraced the culture and class system of the British aristocracy. Some
planters attempted to grow pineapples on their estates for personal pleasure; however, the
imported pineapple remained a coveted luxury item. A dinner party or lavish banquet was not
complete without the pineapple at its center — especially if it was, indeed, imported. Foreign
dignitaries visiting the American colonies would have instantly recognized the impressive
fruit as a generous token of hospitality by their hosts.

In the years just prior to the Revolutionary War, the pineapple would play another role:
peacemaker between Britian and the colonies. Virginia Governor Baron de Botetourt ordered
65 pineapples at great expense for several banquets he hosted throughout 1770 in order to
keep business relations strong between the colony’s planter class and the British Crown.
The pineapple was meant to bridge the growing gap between the motherland and her
subjects during a period of uneasy peace.

The pineapple’s image took on a more rebellious tone following the war. Southern
planters saw the pineapple as a cash crop and began growing small clusters in custom-built
hot houses. George Washington is reputed to have grown pineapples at Mount Vernon. It
could be seen almost as an act of defiance by the fledgling country that, like the pineapple, it
too could be self-sustaining. The post-war pineapple became a symbol of the newly-minted
United States of America, an attainable figure of welcome, individuality and fierce
independence.

Christmas in America during the 19th century would complete the pineapple’s
transformation to that of a jovial spirit of generosity at the center of the celebratory table.
Guests were greeted by a towering display of apples, pine cones and holly and fir leaves
with the pineapple crowning the centerpiece at the top. The punch bowl beyond it on the
table contained the juice of the pineapple as a sweetener to the rum and brandy-based
mixtures, and its fruit was still candied for treats or baked in cakes or tarts.The pineapple
was no longer a frivolous exhibit of wealth possessed by a small minority but an accessible
gesture of neighborliness and unconditional hospitality. And it still is today.

Due to its association with warmth and friendliness, pineapples in America were often
used as the “crowning” piece in large displays of food. The pineapple symbol was also used
frequently in the 18th and 19th centuries to decorate bed posts, tablecloths, napkins, and
anything associated with welcoming guests.

Today, the pineapple remains a fitting symbol for the hospitality industry, and pineapple-
themed products still abound. From lamps to candle holders to salt and pepper shakers and
beyond, the pineapple motif says...WELCOME!
 Scope of the Hospitality and Tourism Industry

Hospitality Industry includes four broad categories such as Lodging, Food & Beverages,
Travel & tourism and recreation. Based on these categories, the candidates can enter any of
the given subsets.

Under the head of Lodging and accommodation, the students get to know the tidbits of
managing hotels, room service, catering, etc. So, here the students can become hotel
managers, front office executives, housekeeping in charge, operations head, etc. Another
category, food, and beverages enable candidates to become chefs, commis, kitchen
managers, sommelier, line cook, manager, assistant manager, etc.

With skills and degrees pertinent to this sector, you will be able to work in any hotel,
restaurant, catering services, etc. The next category is Travel and Tourism. As more and
more people are diverting to traveling and it is popping up as a much desired refreshing
activity, this category is witnessing huge spur. So, by preparing for this career, the students
would be able to become travel agents, travel coordinators, or even start their own travel
company.

Entertainment and Recreation became important with time. With this life full of hustle,
one should stop and enjoy it once in a while. So, to help dispense some entertainment this
category came up. Within this section, the students can work in multiplexes, amusement
parks, cinemas, theatres, etc.
 Scope of Hospitality Industry

The most significant characteristics of the tourism products:

1. Intangibility

Tourism products are services and, as such, they are largely intangible though with
tangible, concrete elements. The importance of the abstract elements is such that we must
make them tangible in order to apply marketing techniques to the services we provide. A
direct consequence of intangibility is that the properties of tourism products cannot be
transmitted, displayed or tested in advance. It is their use what is transmitted. This implies
that the purchased product is unique and, in contrast to tangible products, tourism products
are fundamentally experiences. Besides, intangibility implies that buyers are not sure about
what they buy or about what they will get. This is why those who are planning to contract
the services of a tourism package will look for information about it in advance in order to
reduce uncertainty to the maximum.

2. 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.

3. 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.

4. Heterogeneity

As mentioned, aggregability implies a difficulty when it is about controlling all phases so

that they are at the same level of excellence. A single mistake in any aspect affects the final
product. Nevertheless, aggregability allows preparing custom-designed products, no matter
how standardized they are initially. In this sense, we can talk about “heterogeneous
standardization”. It is not only the product what is being customized but a given trip will be
different from any other even if they share the same characteristics.

5. 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.

REFERENCES:
1. https://www.southernkitchen.com/articles/entertain/how-the-pineapple-became-the-
ultimate-symbol-of-southern-hospitality
2. https://onlineessaypapers.com/introduction-to-hospitality-industry-essay/
3. https://www.iup.edu/hospitality-mgt/about/symbol-of-hospitality/
4. https://www.timetoast.com/timelines/history-of-hospitality-and-tourism-by-michael-wood
5. https://www.slideshare.net/shobadesai/what-are-the-scope-of-hospitality-industry/
6. http://www.winhotelsolution.com/en/blog/hotel-news/characteristics-hospitality-
industry/

ASSESSMENT

PART I
MULTIPLE CHOICE: Choose the one alternative that best completes the statement or
answers the questions.
1. By the middle of the 1700s, the idea of hotels was becoming popular in Europe,
while _____ were growing in popularity in America.
A. Hotels C. Motels
B. Monasteries D. Inns

2. In the 19th and early 20th centuries, the advancement of _____ began to open up
travel to more people.
A. Internet technology C. Modern transportation
B. The hospitality industry D. The tourism industry

3. The early days of travel were reserved primarily for whom?

A. The clergy C. Soldiers
B. The wealthy D. The poor

4. Which business is NOT a part of the entertainment sector?

A. Casinos C. Amusement parks
B. Nightclubs D. Resorts

5.The hospitality industry sells and markets _____ product.

A. a tangible C. a realistican
B. an intangible D. expensive

6. Which of the following is TRUE about the hospitality industry?

A. only provides hotel services. C. only provides services for air travel.
B. provides services that require extra income. D. only provides services during summer
 months.

7. What is tourism?
A. Visiting places for business C. Visiting places for school.
B. Visiting places for medical reasons D. Visiting places for pleasure

8. Which of the following is NOT a service in the hospitality industry?

A. Hotels C. Restaurants
B. Flights D. Grocery stores

9. Which of the following are scopes of the travel industry?

A. Airlines, rental cars, and trains C.Buses, theme parks, and rental cars
B. Cruise ships, airlines, and resorts D. Trains, cruise ships, and tour companies

10. What segment of the hospitality industry focuses on providing travelers with sleeping
accommodations?
A. Lodging C. Culinary
B. Entertainment D. Tourism

PART II

This is a test of your writing skills. Your answer will be evaluated on the evidence it
provides of your ability and support your ideas. Discuss comprehensively.

1. Why is pineapple a symbol of hospitality?

2. Among the scopes of hospitality industry, Which scope do you think is raging
nowadays? Why?