HTT167

FUNDAMENTALS OF TOURISM
CHAPTER 1: INTRODUCTION TO TOURISM INDUSTRY
 HTT167 –
CHAPTER 1

Learning Outcomes

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

a. Describe tourism in different perspectives

b. Define tourism terminologies
c. Discuss tourism challenges and opportunities
d. Describe career in tourism
Can you describe ‘tourism’ using one of the above terms?
 1.1 Tourism in perspective
TOURISM
The business of HOSPITALITY and TRAVEL

Tourism becomes a unique grouping of industries as it include a

wide array of people, activities, and facilities that are tied
together by a common dominator – the travelling public.

SERVICES & TOURISM

Services and tourism go hand in hand.

Services are growing at a fast rate, and tourism related

businesses are the leading producers of new jobs worldwide.
1.1 Tourism in perspective (cont.)
AN INTEGRATED TOURISM MODEL

This model was developed to

highlight important
participants and forces that
shape the tourism industry.
 1.1 Tourism in perspective (cont.)
Travellers as the focal point for all tourism activities.

1st band of the model: Tourism promoters

Basically provide information and marketing
services.

2nd band of the model: Tourism service suppliers

Provide tourism goods and services independently.

3rd band of the model: External environment

The forces that ultimately influence the individuals or
organizations participated in the model. These forces
may range from subtle changes for years or even
immediate and visible.
 1.1 Tourism in perspective (cont.)
THE HISTORY
THE EMPIRE ERA Tourism as an industry stretched from the time of the Egyptians to the
Greeks until the fall of the Roman Empire.
People began travelling in large numbers for governmental,
commercial, educational, and religious purpose.

Basic necessities (food and lodging) provided, the use of common

language, the money become accepted as a common currency
exchange, good roads were built and common legal system had been
Travellersintroduced.
as the focal point for all tourism activities.

THE MIDDLE As the dominance of the Roman Empire crumbled, travel became
AGES & dangerous. It resulted in the fragmentation of transportations
RENAISSANCE systems, currencies, and languages; making travel difficult.
ERA
The rebirth in travel emerged slowly during the Renaissance (14 th-16th
centuries). Trade routes slowly began to reopen as commercial
activities grew.

Travelling for the sake of experiences and learning can probably be

attributed to the first recorded “tourist”, Cyriacus of Ancona
 1.1 Tourism in perspective (cont.)
THE GRAND Marked as the height of luxurious travel and tourism activities among
TOUR ERA wealthy English and spread among other individuals who had time
and money. They travelled throughout Europe, seeking cultural
experiences and to acquire knowledge through arts and sciences.

Industrial revolution began – travel become a business necessity as

well as a leisure activity with efficient forms of transportation, higher
personal income, etc.

THE MOBILITY Increased travel to new and familiar locations, both near and far.
ERA Tourism increase new roads, stagecoaches, passenger trains, and
sailing ships. This helps to reduce costs, attracting more people to
travel.

Tour package-introduced by Thomas Cook (1808-1892), organized the

first tour for a group of 570 people to attend a temperance rally, in
Leicester, England.

The introduction of automobiles (pioneered in Britain with Henry

Ford’s mass production) and air travel (the Wrights’ successful test of
airplane)
 1.1 Tourism in perspective (cont.)
THE MODERN The mass tourism began during the first half of the 20th century when
ERA industrialists created the paid vacation – the annual breaks for
employees to increase productivity.

Mass tourism received an additional boost after World War II, citizens
were exposed to many new, different and even exotic locations
through military experiences, and then be shared with family and
friends.
1.1 Tourism in perspective (cont.)

4 different perspectives of tourism by various

groups:

The tourist: The tourist seeks various psychic and

physical experiences and satisfactions. The nature of
these will largely determine the destinations chosen
and the activities enjoyed.

The business providing tourist goods and services:

Business people view tourism as an opportunity to
make a profit by supplying the goods and services.
1.1 Tourism in perspective (cont.)

The government: Politicians view tourism as a

wealth factor in the economy. Their perspective is
related to the incomes their citizens can earn from
this business, foreign exchange receipts, tax
receipts either directly or indirectly.

The host community: Local people usually see

tourism as a cultural and employment factor. Of
importance to this group, for example, it is the
effect of the interaction between large numbers of
international visitors and residents.
 1.1 Tourism in perspective (cont.)

Tourism can be studied from various disciplines:

Maps, landforms,
Concept,
vegetation,
marketing mix,
climate, human,
market
regional, etc.
segmentation, etc.

Geography
Marketing
Management
Finance

Planning, Profits, revenues,

organizing, expenses, return
directing and on investment
controlling. (ROI), taxes, etc.
 1.2 Tourism terminologies

Tourism
Tourism comprises the activities of persons travelling to and
staying in places outside their usual environment for not more
than one consecutive year for leisure, business and other
purposes. -UNWTO-
 1.2 Tourism terminologies (cont.)

Forms of tourism:

Inbound tourism

1 Visits to a country by non-residents

(i.e. Malaysia as a tourist destination receiving foreign tourists.
Thus inbound tourism for Malaysia).
Outbound tourism

2 Visits by residents of a country to another country

(i.e. Malaysian tourist taking holiday at a foreign destination.
Thus outbound tourism for Malaysia).
Domestic tourism

3 Involving residents of a given country travelling within its own

country only (i.e. Malaysian tourist travelling within Malaysia
only).
 1.2 Tourism terminologies (cont.)

Internal
Tourism
Domestic tourism
& Inbound tourism
National
Tourism
Domestic tourism
& Outbound tourism
International
Tourism
Inbound tourism & Outbound tourism
 1.2 Tourism terminologies (cont.)
Traveller terminologies:
Traveller
any person on a trip
between two or more
countries or between two
or more localities within
his/her country of usual
residence
*all types of travellers
engaged in tourism are
described as visitors
Visitors
Persons who travel to a
country other than the
one in which they
generally reside for a
period not exceeding 12
months, whose main
purpose is other than the
exercise of an activity
remunerated from within
the place visited.
1.2 Tourism terminologies (cont.)

Tourist

People travelling for both pleasure and business staying

away from home at least overnight

Excursionist

Visitors who do not spend the night in a collective or

private accommodation (or staying < 24 hours) in the
country visited
 1.3 Challenges and opportunities

Opportunities

 Creates jobs and bring money into a community or country.

 Creates greater cultural understanding and enhance economic
opportunities
 Encourage development and growth of tourism activities
 Generate needed funds to improve locals’ lives

Challenges

 Unplanned tourism growth can lead to problems

 Environmental degradation due to mass tourism
development and demand
 Overcrowded destinations
 High cost and rise of taxation fees.
 Change of culture and habits to adapt tourist demand
 1.3 Challenges and opportunities (cont.)

Triggered questions of tourism future

 Can tourism growth and development continue without creating environmental

problems?
 How will advances in technology change tourism experiences and how tourists
and service providers deal with each other?
 Will the expansion of the use of technology by tourism suppliers lead to a “low
touch” service to guest?
 Will an adequate workforce with the necessary skills be available?
 Will tourism change the social structure of countries and communities when
they experienced increased tourism activities?
 Will the threat of terrorism continue and spread around the globe?
 1.4 Career opportunities

By 2030, UNWTO forecasts international tourist arrivals to reach 1.8

billion (UNWTO Tourism Towards 2030)
 1.4 Career opportunities (cont.)
Career possibilities
Tourism Technical related manpower (web technologies, user interface,
technology database management, etc.)

Reservation agents, flight attendants, pilots, sales, baggage handlers,

Airlines
etc.

Ticket agents, sales representatives, tour representatives, hostesses,

Bus companies
bus drivers, etc.
Cruise Sales representatives, clerical workers, etc. (Cruise lines jobs have
companies many similar with lodging industry)

Railroads Passenger service representatives, traffic analysts, conductors, etc.

Rental car Rental sales agents, clerical workers, mechanics, district and
companies regional managers, etc.
 1.4 Career opportunities (cont.)
Hotels, Motels, The range of jobs is extremely broad: Management trainees,
Resorts resident manager, front-office manager, kitchen helpers,
housekeepers, bellhops, bartenders, chefs, plumbers, etc.

GDS system & IT strategists, software engineers, database developers, art director,
Online customer care assistant, etc.
Companies

Travel agencies Group sales consultants, branch manager, research directors,

advertising managers, tour guides, computer specialists, etc.

Tour companies Tour escort, tour planner, costing specialists, incentive tour
coordinators, etc.

Food service Waiters, chefs, cooks, restaurant managers, dieticians, menu

planners, etc.
Tourism Teachers, professors, researchers, support staffs, etc.
education
 1.4 Career opportunities (cont.)
Travel Editors, writers, travel photographers, etc.
communications

Recreation and Lifeguards, golf instructors, forester, camping director, etc.

leisure

Attractions From top management jobs to clerical and maintenance jobs.

Tourist offices & Economic development specialists, marketing coordinator, market

Information analysts, package tour coordinator, etc.
Centres

CVBs Event coordinator, marketing managers, professional and protocols

director, etc.

Many other tourism employers..

1.4 Career opportunities (cont.)

Job requirements

1. Are you suited to work in the

tourism field?
2. Do you like working with
people?
3. Can you provide leadership?
4. Are you concerned with
customers’ comfort, needs
and well-being even if the
customer might be rude or
obnoxious?
 1.4 Career opportunities (cont.)

Tourism requires physical stamina to carry out tasks or

assignments:

Work long hours

Hot or cold environment

During weekends and holidays

 1.4 Career opportunities (cont.)

10 Things Tourism Employees LIKE about their Jobs:

Variety. Dealing with people. Working with other
Everyday is Opportunity to meet tourism employees.
different as and deal with people Employees praised their
tourism offers from all over the world. fellow employees.
many different Felt good to help and Some 50% of
challenges. entertain diverse group employees in tourism
of customers. industry fall within 15-
24 year old

Opportunities. Advancement potential.

The industry is growing, Employees were enthusiastic about
many different type of jobs the opportunities for quick
available to experience. advancement in tourism.
 1.4 Career opportunities (cont.)

Developing global Easy to get Training opportunities.

skills. started. Many tourism training
Tourism skills are Ease of getting and educational programs
transferable all around an entry-level available to expand
the world. Once you job in tourism. knowledge about the
have experience, you industry.
can work in many
different parts of the
world.

Tips! Creativity.
Employees were The great variety of
happy to tourism jobs allow
supplement their employees to think on
income with tips. your feet and be
creative.
 1.4 Career opportunities (cont.)
Career paths in tourism

01 ENTRY LEVEL
03 MANAGER
A lot of intensive and hands-
on training to develop 02 SUPERVISOR
Greater responsibilities
Develop strategic
planning, decision-
experiences. making, project
to perform leadership
E.g.: Front desk, concierge, management skills, etc.
and a team player.
bartender, etc.

04 ENTREPRENEUR
Provide capital, networking,
investing for technology,
expanding business
 1.4 Career opportunities (cont.)
Internships
One of the best ways to get the job is to have
internships (cooperative education) experience.
Internships programs are designed to provide
students the opportunity to accomplish 5 things:

1Acquire valuable, hands-on experience

to supplement their academic learning

2 Learn potential practical 3Develop professionalism

4Interact with segments of the local business 5Develop a further
community and develop an appreciation for
the daily operation and long-term strategic understanding of their chosen
direction of a corporate or small business field
environment
 Summary and references

Chapter 1 provide an insight view on:

1. How tourism is viewed and studied from different perspectives.
2. The common terms used in tourism industry.
3. The challenges and opportunities in tourism industry
4. The career path in tourism field.

References:

1. Goeldner, C. R., & Ritchie, J. B. (2011). Tourism: Principles, practices,

philosophies (12th ed.). Wiley.
2. Cook, R. A., Hsu, C .H. C., & Taylor, L. L. (2018). Tourism: The
Business of Hospitality and Travel (6th ed.). Pearson
End of Lecture
NOOR IBTISAM ABDUL KARIM
HTT167/FPHP/UiTM CM/2018
noor_ibtisam@melaka.uitm.edu.my