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This module intends to orient and introduce the students to the tourism and
hospitality industry. It aims to define terminologies in order to explain the relationship
between tourism and hospitality concepts, discuss the different components of the
industry as well as their respective characteristics and importance. Other topics
include the nature of a tour, the tourist product and tourist destination, and the tourist
services.
Pre-Test ……………………………………………………………………………….……..ii
Post-Test ………………………………………………………………………………......20
Key to Correction…………………………………………………………………………..22
References ………………………………………………………………………………...23
LEARNING OBJECTIVES
After the completion of this module, the student will be able to:
• Answer the pre-test questions before reading the learning topics covered in this
module.
• The pre-test will serve as a diagnostic exam which will gauge the level of your
knowledge regarding the topics.
• Make sure to read the lecture notes thoroughly and jot down unfamiliar terms and
take time to research its definitions by any means possible.
• Several learning activities and supplementary readings are required for some
topics which will further enhance your comprehension and understanding about the
subject matter so make sure to accomplish them.
• You may also be asked to watch video clips related to certain topics so please be
mindful of footnotes regarding the links to such learning materials.
• Do not forget to answer the post-test after completing this module since it is one of
the tools in assessing what you have learned from the included topics.
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PRE-TEST
______T________1. The Greeks and the Romans were well-known traders and as
______F________2. Tourism is derived from the Hebrew word “Toda” which means
popular.
______T________4. World War II also led to increased interest in travel. Air travel
had become more comfortable, safer, faster and cheaper in comparison with other
forms of transport.
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*** If you are done. Check your answer by referring to the answer key in the last
page of this module.
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HISTORY OF THE TOURISM INDUSTRY
Early Tourism
● Man has traveled since the earliest times although the term “tourism” was
used only in the 19th century.
● “Tourism” is derived from the Hebrew word torah which means studying,
● Tourism can trace its ancestry in the Old Testaments. Noah with his Ark must
have been the first large-scale operator even though his passengers were
o religious travel.
● Merchants traveled extensively in order to trade with other nations and tribes.
● The invention of money, writing, and wheel by the Sumerians facilitated travel
● The Greeks and the Romans were well-known traders and as their respective
● There was also travel for private purposes like, the Olympic Games held in
776 BC by the Greeks and the travel by rich Romans for enjoyment and to
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● The Roman traveler was largely aided by improvement in communications,
first-class roads and inns. Employing relays of horses, distances of 100 miles
● Travel for religious reasons took the form of pilgrimages to places of worship
● In the 14th century, Rome, Jerusalem and St. James of Galicia was the
● In 1388, English pilgrims were required to obtain and carry permits, the
● Travel derived from the word travail, became burdensome, dangerous and
demanding.
● During the medieval period, travel declined. After the decline of Roman
Empire in the 5th century, roads were not maintained and became unsafe.
● Thieves inflicted harm on those who travel. In this time, no one traveled for
pleasure.
According to Cosson, one of the historian said ‘A guide was paid a large fee because
he is not only led the way but also generated safe to the travelers” eventually Tour
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Tourism during the Renaissance and Elizabeth Eras
● In the 16th century, travel became popular and a few renowned universities
developed so that travel for education was introduced largely by the British.
● Excursions were taken by the first class youth also called ‘Grand Tourists’ for
● These tourists were expected to enrich their knowledge through long journeys
while being accompanied by a cicerone. The cicerone, named after Cicero the
most esteemed guide in European society. The guide was expected to be well
France and Italy to enjoy the cultures and social life in Europe, with Venice,
● Young men sought intellectual improvement, the sick sought a remedy for
their illness in “spas” or medicinal baths. The term spa is derived from the
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Tourism during the Industrial Revolution
● The Industrial Revolution brought about major changes, not only technological
changes, but also essential social changes that made travel desirable as a
recreational activity.
● The emerging middle class combined higher incomes and growing education
● To escape from their responsibilities and the crowded city environment, they
traveled to the countryside or seashore for their holidays. This led to the
Modern Tourism
Tourism in the 19th Century
● Introduction of the railway and the development of steam power. The railroads
created not only more business by providing reliable and cheap transportation
that led to the popular day-trip cruises and the growth of costal resorts near
● Tourism became organized in later years of the 19th century and the travel
organizers emerged. The first and most famous of these was Thomas Cook,
his first excursion train trip was between Leicester and Loughborough in 1841
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with 570 passengers at a round-trip fare of one shilling. In 1866, he organized
banks, hotels, shops and restaurants. These where in effect the first traveler’s
checks.
● With John Mason Cook, he formed a partnership and renamed the travel
● Other tour companies which appeared in Britain at this time were Dean and
1881. In United States, American Express was founded by Henry Wells and
William Fargo.
● In the 19th century, photography and guide books became popular. The most
popular of these was Baedecker, first published in 1839 which became the
Modern Tourism
● World War I brought about many changes. Early post-war prosperity, coupled
The influence of posters and the press, the cinema, radio, and television
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● After World War I, forms of travel began to change radically. The railway’s as
a means of travel declined with the introduction of the motor car. Motorized
public road transport improved road conditions led to the popularity of seaside
tours.
● World War II also led to increased interest in travel. Air travel had become
more comfortable, safer, faster and cheaper in comparison with other forms of
transport. The introduction of the Boeing 707 jets in 1958, the age of air travel
travel, but also instrumental in the growth of international travel in 1960, and
1970s.
● After the post-war recovery years, there was an increase in private car
ownership. Travelers switched to the use of cars and this change affected
both coach and rail services. Private car provided flexible transportation which
freed people from the schedules and fixed routes of public transport.
● Road improvements brought more distant resorts closer to the major cities.
motorist at home and abroad. Hotels also devised their own programs of
income and leisure time, which many people converted into increased
public holidays into the familiar “long weekends” throughout the year.
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● By the 1970s, two vacations a year were a common occurrence. The annual
also flourished, leading to the demand not only for individual travel, but also
countries such as the oil-rich Arab countries and Japan arose. Europe, as well
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HISTORY OF THE HOSPITALITY INDUSTRY
Ancient Period
The Sumerians
● The history of the hospitality industry began with the Sumerians, a group of
people who lived in Mesopotamia near the Persian Gulf at about 4000BC.
● Sumerians invented money and writing as a means to record and settle their
business transactions. They were the first to develop trade in the modern
sense of the word. In growing and trading grain, they converted it to alcoholic
required the services of travelers, namely: food, drinks and shelter. Local
business. Most likely that the hospitality industry began with the Sumerians
5,000 years ago in 3000BC. These taverns attracted criminals and others
effort was made by Hammurabi, the King of Babylon, who ascended the
throne in 1792 BC. He made a set of laws, carved in stone, known as the
Code of Hammurabi.
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Early Traders
caravanserai which provided food and shelter to travelers. These were the
early examples of inns. They were often dirty and infected with bugs that
Egyptian Empire
3200 BC, various groups had been united under one government ruled
festivals.
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● The ancient Egyptians were the first to see that food service and
were the first to begin the activity we now call tourism and hospitality.
Greek Empire
Philip of Macedonia in the middle of the third century BC. His son,
● Their land and sea travels made them dominant in the Mediterranean
Roman Empire
Europe and the Middle East, inns and taverns were established
the main roads for officials and couriers of the Roman government.
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● Macro Polo described these inns as “fit for a king”. Near the cities, inns
and taverns were constructed for less wealthy citizens and were run by
the ruins of Pompeii, there are many small restaurants that are similar
caravans.
Medieval Period
Dark Ages
● After the fall of the Roman Empire in 475 AD, inn keeping almost
disappeared, except local taverns and a few inns which were scattered
throughout Europe.
● The Roman Catholic Church took over the job of feeding and housing
planted vegetables and herbs, raised animals for meat, and grew
grapes for wine. The most famous of these monastery-shelters was the
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Hospice of St. Bernard located in the Alps, 8,110 feet above sea level.
for pilgrims. The main purpose was to protect pilgrims and provide
monasteries.
● Concern about table manners increased during this period and rules to
to put food on their plate using their fingers because such behavior is
unacceptable.
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Early Modern Period: 1600 AD to 1800 AD
ordinary appeared in England. These places were taverns that served a fixed
● During this era, coffee and tea began to influence the culinary habits of
During the next century, coffee houses were built all over Europe.
● The first English coffee house was in St. Michael’s Ally, London in 1652. In
1683, Kolschitski opened the first coffee house in Central Europe. Coffee
houses became social and library centers as well as the forerunners of cafés
stagecoach or coaching inns. Tired horses were exchanged with fresh horses
and stagecoach passengers were fed and given the opportunity to rest
overnight. Travel was difficult because the roads were full of potholes and
● English common law forms the basis of US law. Many of the principles
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● Before the application of the common law to inns in the 1600s, inn keepers
ran their inns as their chose. Many would refuse to accommodate travelers,
● Early common law required inn keepers to receive all travelers, provided that
the inn keeper had available space and that travelers were in fit condition.
Later, common law established two principles which are now considered basic
in the hospitality industry- the inn keeper should insure the guests’ property
● By 1700s, the inns in England were much safer and more comfortable. The
industry. Until the late 1700s, the mail in England was carried on horseback
by messengers known as post-boys who were able to ride six miles per hour.
● Post-houses were similar to the coaching inns. They were equipped to feed
● Until the late 18th century, there were no public restaurants. In England, there
were coffee houses, where one could get light snack. Most people took their
meals at home. Inns were established for travelers and did not normally serve
France in 1765. in that year, Boulanger operated a small business which sold
soups and broths in Paris. These were known as restaurants, a French word
which means “restoratives”. Boulanger was one of the many who sold soups
and broths in Paris at that time. Boulanger decided to add an item in his
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● The traiteurs, members of the caterers’ guild who prepared roasts and meats
was preparing and selling a ragout and that only traiteurs were allowed to sell
● This led to the establishment of public dining rooms where guests are seated
and serve with the food and drinks of their choice. Boulanger is recognized
as the first to create the first restaurant, an establishment open to the public
with a dining room where a variety of foods could be bought and consumed.
● During the French Revolution, the common people of France revolted against
the monarchy who took control of the government and properties of the
aristocrats, many of whom were executed. Cooks and chef who had been
employed by the aristocrats suddenly lost their jobs. After the French
the world.
the café. Café is the French word for “coffee”. At first, they only served
snacks just as the English did. Later, the owners of these establishments
used their highly develop culinary skills to prepare more elaborate items which
● These developments in France in the late 18th century marked the beginning
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countries, had a greater effect on the hospitality industry than any other
development since the fall of the Roman Empire. Inns, taverns, restaurants,
Modern Period
Nineteenth Century
● Many hotels were constructed without dining facilities. In 1875, a dining facility
was opened in the Albemarle Hotel in London. By this time, the term
● In London, more luxurious hotels began to appear. One of the best known
hotels was the Savoy which was opened by Richard d’Oyly Carte in 1889. In
the Savoy, d’Oyly Carte employed two men who became famous throughout
the world- Cesar Ritz and Auguste Escoffier. The General Manager was the
renowned Cesar Ritz and the Chef des Cuisines was Auguste Escoffier.
● These two men revolutionized the hotel restaurants. Auguste Escoffier was
one of the greatest chefs of all time. He is known for his classic book, Le
Guide Culinaire.
● Delmonico’s was the only expensive and aristocratic restaurant in the United
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● Although the modern hotel was an American invention, the Europeans
contributed the European plan which meant that a guest need to pay for both
room and meals in one lump sum, but could pay for only the room and order
custom of dining out, better methods of preserving food through canning and
vacuum packing, mass feeding for school children, and the establishment of
Twentieth Century
● In 1921, Walter Anderson and Billy Ingraham began the White Castle
hamburger chains. Marriott’s Hot Shoppe and root beer stands opened in
1927, at about this time, the drive-in and fast-food restaurants also sprang
up in America.
and glamour.
● In 1937, Trader Vic’s restaurant opened. The social elite was attracted to
● After World War II, there was a rapid development of hotels and coffee
eat well. In the 1970s, new establishments were introduced such as the
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Taco
INTERNATIONAL TRAVEL PATTERNS
Bell,
TGI Fridays, Houston’s, and Red Lobster in the restaurant industry, and
Days inn, Super 8 Motels, and Comfort Inns in the lodging industry.
● The 1990s started with a recession which began in 1989. the hospitality
industry experienced a downturn due to the Gulf War. Since 1993, the
● In 1993, the economic recovery was very strong. Thus, several mergers
● Major travel flows occur between the United States and Western Europe.
● The Heaviest flow of air traffic into Europe is between New York and London.
● Within Europe, the major flows are between London and Paris, London and
● The cities in Europe most frequently visited by tourist are London, Paris,
o United States
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FACTORS THAT FAVOR THE GROWTH OF TOURISM AND HOSPITALITY
o Germany
o United Kingdom
o Canada
o Japan
o France
o Netherlands
o Mexico
o Switzerland
o Australia
Some of the positive factors that hastened the growth of tourism and hospitality
are:
● Growth in the number of retired person who have the desire and energy to
travel.
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● Simplification of travel through package tour.
POST-TEST
● The growth of multinational business.
● Shift in values.
● Advances in communication.
20
_Code of Hammurabi_9. Set of laws that are carved in stone regulated by
Hammurabi, the King of Babylon.
_3200 BC – 476 AD_10. Three significant empires flourished - the Egyptian,
Greek, and Roman during this era.
_Marco Polo__11. Described inns as “fit for a king” in 146 BC.
_Pharaoh___12. Egyptian term for king.
_Hospice of St. Bernard__13. Most famous monastery-shelters in the Alps,
8,110 feet above sea level where travelers were not changed for lodging.
_London____14. More luxurious hotels began to appear here in 19 th Century.
_Boulanger__15. He operated a small business which sold soups and broths in
Paris.
_Cesar Ritz__16._Auguste Escoffier_17. Two men that revolutionized the hotel
restaurants.
_Walter Anderson__18._Billy Ingraham__19. They began the White Castle
hamburger chains in 1921.
II. Enumeration
● United States
● Germany
● United Kingdom
● Netherlands
● Mexico
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6-10- Give 5 factors that favor the growth of tourism
*** If you are done. Check your answer by referring to the answer key in the last
page of this module.
Pre-Test
1. T
2. F
3. F
4. T
5. T
6. F
7. T
8. F
9. T
10. F
Post-Test
I. Identification
1. Early Phoenicians
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2. 14th Century
3. Elizabeth I
4. Fountain
5. 19th Century
6. Thomas Cook
7. Dean and Dawson
8. Boeing 707 jets
9. Code of Hammurabi
10. 3200 BC – 476 AD
11. Marco Polo
12. Pharaoh
13. Hospice of St. Bernard
14. London
References
Walker, J., (2011). It’s tourism concepts and practices. USA: Pearson
Education Inc.
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Cooper C., Et. Al. (2008). Tourism principles and practices. 4th Edition
England: Pearson Education Limited.
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