Chapter-2.pptx

MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
THE HISTORY OF TOURISM AND
HOSPITALITY
Chapter 2:

History of Tourism
• People have always had a need to travel, be it to
explore and discover new lands or for our own
enjoyment. Tourism covers precisely the latter.
• We can trace the origin of the modern concept
of tourism back to the 17th century, when young
nobles from western and northern European countries
made what was called the Grand Tour: a trip around
Europe (usually covering France, Germany, Italy and
Greece) with the main purpose of soaking up history,
art and cultural heritage. It was considered a perfect
way to be educated.

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, learning, or searching’.
• Tourism can trace its ancestry in the Old Testament.
Noah with his Ark must have been the first large-
scale operator even though his passengers were
mostly animals.
• Chapters 26 and 27 of the Book of Ezekiel describe
trade and commerce in ancient Tyre and recount the
travels abroad made by merchants.

Two Forms of Early Tourism
1. Trading. The invention of money, writing, and
wheel by the Sumerians facilitated travel and
exchange of goods.
2. Travel for religious reasons. This took the form of
pilgrimages to places of worship such as Chaucer’s
tale of pilgrimage to Canterbury.
Beginning in 1388, English pilgrims were required to obtain and
carry permits, the forerunner for the modern passport.

Tourism in the Medieval Period
• Travel, derived from the word travail, became
burdensome, dangerous, and demanding during this
time.
• After the decline of the Roman Empire in the 5th
century, roads were not maintained and they
became unsafe.
• Crusaders and pilgrims were the only ones who
traveled.

Tourism During the Renaissance and
Elizabethan Eras
• Under Elizabeth I, young men seeking positions in
court were encouraged to travel to the continent to
widen their education.
• This practice was gradually adopted by others in the
lower social scale.
• In time, it became recognized that the education of a
gentleman should be completed by a “Grand Tour”
of the cultural centers of the continent which lasted
for three years.

Grand Tour
• The Grand Tour was the 17th- and 18th-century custom of a
traditional trip through Europe undertaken by upper-class
young European men of sufficient means and rank
(typically accompanied by a chaperone, such as a family
member) when they had come of age (about 21 years old).
• The custom — which flourished from about 1660 until the
advent of large-scale rail transport in the 1840s and was
associated with a standard itinerary — served as an
educational rite of passage. Though the Grand Tour was
primarily associated with the British nobility and wealthy
landed gentry, similar trips were made by wealthy young
men of other Protestant Northern European nations, and,
from the second half of the 18th century, by some South
and North Americans.

Tourism During the Renaissance and
Elizabethan Eras
• By the end of the 18th century, the practice had
become institutionalized for the upper class of
society.
• As young men sought intellectual improvement in
the continent, the sick sought a remedy for their
illnesses in “spas” or medicinal baths.
• The term “spa” is derived from the Walloon word
espa meaning “fountain.”
• Turnbridge Wells in Kent (near London) became
famous as a spa in the 1660s.

• A spa is a location where mineral-rich spring
water (and sometimes seawater) is used to
give medicinal baths. Spa towns or spa resorts
(including hot springs resorts) typically offer
various health treatments, which are also
known as balneotherapy.

In what way do 'spas' contribute to the
growth of the tourism
• Spas are now an integral component of market
expectations for resort areas. Having a robust, well
regulated, aptly trained and up to date labor force, builds
upon the offering of tourism destinations and thus,
contributes to its growth. To put it another way, a resort
destination with no spas, would most probably have a
lower capture than areas that do offer them.
• Spa tourism is part of wellness tourism in which the
experience is associated with activities that involve health
improvement through hydrotherapy or balneotherapy. The
International SPA Association defines spa as a place
devoted to overall well being through a variety of
professional services that encourage the renewal of mind,
body, and spirit.

Tourism During the Industrial Revolution
• The Industrial Revolution brought about major
changes in the scale and type of tourism
development.
• Social changes made travel desirable as a
recreational activity.
• Increase in productivity, regular employment, and
growing urbanization gave more people the
motivation and opportunity to go on a holiday.
• The middle class combined higher incomes and
growing education into annual holidays.

Modern Tourism
• Tourism in the 19th Century
– The railway provided reliable and cheap transportation and
competition since various private companies invested heavily in
hotels, resorts, and entertainment facilities.
– Steam power provided increased mobility and reliable and inexpensive
transportation that led to the popular day-trip cruises and the growth
of coastal resorts near large industrial towns.
• Tourism in the 20th Century
– Early post-war prosperity, and large-scale migration, boosted the
demand for international travel.
– New forms of mass communication stimulated curiosity about
other countries, with the influence of posters and the press, the
cinema, radio, and television widened knowledge and interest in
travel.

Origins of Tourism and Hospitality in the
Philippines
• Tourism and hospitality in the Philippines began when the
original inhabitants of the country roamed around in search
of food.
• Steamships and airlines began to service the Philippines
from other countries; thus, giving impetus to tourism and
hospitality in 1947.
• The Philippines had undergone economic, social, and
political crises starting in the 1960s up to the ‘70s, which
hindered the development and promotion of tourism and
hospitality.
• Tourism and hospitality in the Philippines at present is the
result of the continuous development and promotion of
tourism and hospitality from 1950 to the present.

History of the Hospitality Industry
• Ancient Period (The Sumerians)
• Produced such abundant harvests by selling surplus grain to people in
other parts of the region;
• Invented money and writing as a means to record and settle their
business transactions;
• Converted grains to alcoholic beverages or beers which became the most
common consumed beverages in Sumerian society.
• The Greek Empire
• Their land and sea travels made them dominant in the Mediterranean
region; forms of overnight accommodation became a necessity;
• Many inns and taverns, restaurants in ancient Greece were often
respected and served foods;
• In 146 BC, after many years of conflict, Greece became a Roman
protectorate and the Roman efforts at territorial expansion continued.
• Caravans stopped at Khans, a combination of stables, sleeping
accommodations, and fortresses which provided shelter from sandstorms
and enemies who attacked caravans.

History of the Hospitality Industry
• Medieval Period (Dark Ages)
• After the fall of the Roman Empire in 476 AD, innkeeping
disappeared;
• Monasteries of the Church were self-sufficient enterprises;
• Providing hospitality services to travelers became a burden to
the religious houses.
• The Church found it difficult to accommodate many travelers in
a limited space.
• The Church continued to provide hospitality to the poor since
Christian charity was an important element in the Church’s
mission
• Gradually, some taverns, inns, and wine shops began to give
accommodations to middle-class travelers.
• Thus, the number of inns increased although the standards of
comfort and cleanliness differed greatly in different countries
and regions.

Early Modern Period: 1600 AD to 1800 AD
• In the 16th century, taverns called an ordinary served a fixed
price, fixed menu meal in England.
• The advent of stagecoach travel revolutionized hospitality
on the road followed by stagecoach or coaching inns.
• At 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 normally soaked in
mud.
• There was an increase in the quality of inns, the application
of English common law to the hospitality industry;
• In France, the reintroduction of restaurants for public
dining was seen.

• In the late 18th century, there were no public restaurants.
• In England, coffee houses and taverns served a daily
“ordinary” which is a main meal with a fixed price.
• Most people took their meals at home; the rich had their
own cooks and entertained in their own homes.
• Inns were established for travelers and did not normally
serve meals to local residents.
• The food service element of the hospitality industry
changed dramatically in France in 1765.
• In that year, a man named Boulanger operated a small
business which sold soups and broths in Paris.
• These were known as restaurants, a French word which
means “restoratives”.

Pioneers in the Tourism and Hospitality Industry
• There are several outstanding individuals who have made a
significant contribution to the growth and development of the
tourism and hospitality industry.
Cesar Ritz
• Cesar Ritz became the general manager of the Savoy Hotel in
London, one of the most famous and luxurious hotels in the
world. He made the hotel a cultural center for high society.
The Ritz name is synonymous with refined, elegant hotels and
service. At present, the Ritz-Carlton hotels bear his name.

International Travel Patterns
• Major travel flows occur between the United States and
Western Europe. Secondary regional patterns exist between
South America, the Caribbean, Africa, the Near East, and the
Far East. Travel to Africa is usually one way, originating in
Europe.
• The heaviest flow of air traffic into Europe is between New
York and London;
• Europe generates about one-half of overseas travelers to the
US. Travel between European countries—intracontinental
travel—has been very popular. This is one of the reasons for
Europe’s large share of the worldwide travel market.

Factors That Favor the Growth of Tourism and Hospitality
• Rising disposable income for large sections of the population
• Growth in the number of retired persons with the desire and the energy to travel
• Increase in discretionary time – shorter workweeks and longer vacations
• Greater mobility of the population
• Growth in the number of “singles.”
• Greater credit availability through credit cards and bank loans
• Higher educational levels
Factors That Favor the Growth of Tourism and Hospitality
• The growth of cities
• Simplification of travel through the package tour.
• Growth of multinational business
• Modern transportation technology
• Shift in values
• Advances in communication
• Smaller families and changing roles

LESSON SUMMARY
• Tourism and hospitality dates back to the earliest of
civilizations with early beginnings that date back in the
Old Testament.
• Early tourism and hospitality is characterized by travel
for business and religion.
• Hospitality industry began with the Sumerians who lived
in Mesopotamia near the Persian Gulf. The Sumerians
established taverns which provided food, drinks, and
shelter to Sumerian traders and travelers.
• The ancient Egyptians provided food and lodging to
travelers who wanted to see the pyramids and attend
festivals. The ancient Greeks established inns and
taverns to provide food and accommodation to weary
travelers.

LESSON SUMMARY
• After the collapse of the Roman Empire, no one traveled
for pleasure due to: political instability, lack of extensive
trade and commerce, poor roads, inefficient
transportation, and the proliferation of highway robbers
who preyed on travelers.
• The monasteries of the Roman Catholic Church provided
food and shelter to travelers after the fall of the Roman
Empire.
• During the Middle Ages, the hospitality industry became
more organized with the establishment of restaurant
guilds.
• French cuisine was brought to America and the first
restaurant was established in the United States.

LESSON SUMMARY
• Tourism and hospitality in the Renaissance period is
characterized by the Grand Tour in which scholars from
both the middle and upper classes went on a three-year
exploration of the capitals, politics, culture, and society of
Western Europe to enhance their education.
• There was also an increase in the popularity of “spas” in
which the sick sought to be cured of their ailments by
bathing in the mineral springs.
• The Industrial Revolution stimulated pleasure travel due
to increase of wealth, the creation of a large and
prosperous middle class, improvements in
transportation, the need of the working class to find relief
from their work routine, and the desire of the city
dwellers for relaxation and adventure.

• The nineteenth century established concepts such as à la carte dining, mass feeding,
better preservation of food, ice cream parlors, and the custom of eating out.
• In the 19th and 20th century, pleasure travel continued to progress due to economic
prosperity, the introduction of the jet aircraft and the private car, and social changes
and changing values brought about by mass education. Other factors such as paid
holidays, shorter workweek, and annual holidays increased the demand for travel.
• Cesar Ritz is one of several individuals who have made outstanding contributions to the
growth and development of the tourism and hospitality industry.
• After the declaration of martial law in 1972, the tourism and hospitality industry in the
Philippines grew. The Department of Tourism, which is the NTO of the Philippines has
launched several programs for the development of the tourism and hospitality industry.
• A substantial proportion of international travel occurs within and between Europe and
the United States.
• A large number of factors have consistently influenced the growth of tourism and
hospitality including economic prosperity, availability of leisure time, higher levels of
education, increase in the number of retirees, credit availability, growth of cities, and
improvement in transportation.

Chapter-2.pptx

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Chapter-2.pptx