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CHAPTER 1
Introduction to Hospitality and Tourism
Introduction- Tourism and Its Concept
The word hospitality comes from the Latin word “hospes”, which means host or guest. Hospitality has come to mean meeting the needs of guests with kindness and goodwill. The hospitality and tourism industry (H &T industry) meets the needs of people with kindness and goodwill while they are away from their homes. The H & T industry is broken into four service sectors: food and beverage, lodging, recreation, and travel and tourism.
Types of Tourism
- Recreational Tourism – it is done for enjoyment, amusement or pleasure, and considered to be “fun”.
- Environmental Tourism – travel to destinations where the flora and fauna are the main attractions. - Historical Tourism – travel that focuses on the history of some place, thing or events. - Ethnic Tourism – travelling to distance places looking to their routes and ending to the family obligations. - Cultural Tourism – travel that is concerned with the country or region’s culture and lifestyle, history, art, architecture, religions and other elements that helped shape the way of life of people in geographical areas. - Adventure Tourism – it involves exploration or travel to remote, exotic and possibly hostile areas. - Medical or Health Tourism – where people travel for medical needs - Religious Tourism – it involves followers of faith visiting locations that some people regard as holy sites - Music Tourism – a part of pleasure tourism which tourists travel to a new area in order to attend a music show or concert, or a larger festival. - Village Tourism – travelling and arranging tours in order to popularize various village destinations. - Wildlife Tourism – travel that includes interacting with wild animals in their natural habitat actively or passively.
- Water Tourism – travelling by boat with the objective of watching and enjoying things meant for water tourists. - Space Tourism – travel into space for personal leisure. Dennis Tito: the first space tourist This is no longer the reserve of science fiction films. Some people have been able to pay to be ‘space tourists’ already. In 2001 the American businessman Dennis Tito paid a reported $20 million to be flown to the International Space Station and back. This was part of an agreement with space tourism company Space Adventures Ltd. and the Russian Space Programme. Six more people have been flown into space with Space Adventures, but none since 2009. - Sports Tourism – travel that includes participating in sports or events. It also refers to travelling to a place with the purpose of watching events
- Archeological Tourism – process whereby people travel to historical and archeological places of interest. - Culinary Tourism – an experience to learn about the food and drinks of a place or country - Educational Tourism – to obtain an educational certificate or graduation degree subject from speci0c institution or to acquire necessary expertise and skills in a specific field.
(Nature and components of tourism and characteristics)
Types of Tourism Products
1. Tourism Oriented Products (TOP) These are the products and services created primarily for the tourists and for the locals. ✓ Accommodations ✓ Transportations (Ex. Owning taxis, luxury buses and boats) ✓ Retail Travel Agents ✓ Tour Operators ✓ Shopping centers such as malls ✓ Cinema Theaters ✓ Restaurants for food and beverages ✓ Tourist Information Centers ✓ Souvenir Outlets ✓ Museums, Temples, Gardens and theme parks 2. Residents Oriented Products (ROP)
✓Surface Transport – it includes of transport by road or water. ✓Air Transport – support of transfer by air, generally given for long distance travel. ✓ The tours include a halt of a couple of hours at transit destinations.
8. Dining Facilities The tour operators can book accommodation that provides dining facilities or it can be up with local restaurants which are ready to entertain groups
The H & T industry is about service.
The industry provides service to people when they are away from their home, and sometimes even when they are home. For example, home delivery of food would be part of the hospitality industry as would a masseuse that does home visits or a cook that does at- home cooking lessons or catering. The hospitality industry is complex. It covers a wide range of jobs, locations, activities, and economic brackets. There are 4 sectors of the hospitality industry: food and beverage, lodging, recreation, and travel and tourism. 4 SECTORS OF THE HOSPITALITY INDUSTRY
- The food and beverage industry, also known as the foodservice industry, consists of businesses that prepare food for customers. It is the largest segment of the hospitality industry in the US
- Lodging , also known as accommodation, is a place to sleep for one or more nights. A business in the lodging industry is a business that provides a place for people to sleep overnight. It can be one of many sleeping places such as a fancy hotel, a youth hostel, an elder hostel, a campground, or highway side motel.
- Recreation is any activity that people do for rest, relaxation, and enjoyment. The goal of recreation is to refresh a person’s body and mind. Any business that provides an activity for rest, relaxation, and enjoyment in order to refresh a person’s body and mind is in the recreation business.
- The travel industry is in the business of moving people from place to place while the tourism industry provides those people with services that promote travel and vacations.
- Busses, planes, cabs, boats, and passenger trains are all part of the travel industry while travel agencies, tour operators, cruise companies, convention planners, and visitors bureaus are all part of the tourism industry
Service Characteristics of Hospitality and Tourism
Intangibility
- Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are purchased. One implication of experiential products is that we take away only the memories of our experiences. Service marketers should provide tangible evidence or takeaways. However, physical evidence that is not managed properly can hurt a business Inseparability
- Hospitality products are first sold and then produced and consumed at the same time. Customers and employees must understand the service delivery system because they are coproducing the service. Variability
- Services are highly variable. Their quality depends on who provides them and when and where they are provided. Variability or lack of consistency in the product is a major cause of customer disappointment in the hospitality industry Perishability Services cannot be stored
Impacts of Tourism
Tourism brings both positive and negative impacts on destinations. The traditionally- described domains of tourism impacts are economic, socio-cultural, and environmental dimensions. At the same time, health is described as more important value in human life than income or welfare. The recent situation with the COVID-19 pandemic demonstrates the potentially harmful impacts of tourism on residents’ health. The disease can be spread by infected travelers who move to destinations that are not yet infected. In addition, residents can experience anxiety and depression related to their risk perceptions about mortality rates, food insecurity, contact with infected tourists, etc., which can result in negative mental health outcomes. There are also several potential pathways of the impacts of tourism on residents’ health and well-being outcomes through positive emotions, novelty, and social interactions.
Economic impacts
- Global tourism in 2014 contributed 3.7 percent (US$2.5 trillion) to the world's GDP, with its total contribution rising to almost 10 percent of world GDP. The GDP increase comes from the over one billion international tourists worldwide, a number that has been
Motivation of Travel
1. Escape
2. Relaxation
3. Relief of Tension
4. Sun lust
5. Physical
6. Health
7. Family togetherness
8. Interpersonal relations
9. Roots or ethnic
10. Maintain Social contacts
11. Convince oneself of ones achievements
12. Show one’s importance to others
13. Status and
14. Self-discovery 1
15. Cultural
16. Education
17. Professional/business
18. Wanderlust
19. Interest in forest areas
20. Interest in scenery
4 BASIC TRAVEL MOTIVATORS
1. Physical Motivators include those related to physical rest, sports participation,
beach recreation, relaxing entertainment, and other motivations connected with health.
2. Cultural Motivators include the desire to know about other countries.
3. Interpersonal Motivators Pertain to the desire to meet other people, visit friends
or relatives, escapes from routine, from family and neighbors.
4. Status and Prestige Motivators Ego needs and personal development. Included in
this group are trips related to business, and conventions, study, and pursuit of hobbies education. Travel will enhance one’s recognition and group reputation.
Travel as Means to Satisfy a Need and a Want
Key in understanding Tourist Motivation is to view vacation travel as a vehicle to
satisfy ones need and wants.
Relationship of needs, wants, and motives
Maslow’s Hierarchy of Needs
Maslow’s Needs and Motivations
Tourist
Motivations
Individual will buy a vacation package if he has learned that the purchase will satisfy
an important need
Tourist compares various alternatives with list of criteria to determine which
alternative will most likely satisfy a particular motive.
The resulting inclination will have an effect on the decision to buy.
The inclination may be positive or negative, depending how well a chosen alternative meet the motivator.
EFFECT OF CONSISTENCY AND COMPLEXITY ON LEISURE TRAVEL
Too much repetition or consistency results in boredom and a corresponding amount
of psychological tension greater than they can handle. -To reduce this tension he will attempt to introduce some complexity in his life.
Similarly, too much complexity may result more tension than a person can endure.
-To reduce the complexity he will introduce a consistency in that experience.
CLASSIFICATION OF TRAVELERS BASED ON PERSONALITY
1. Psychocentrics People centered on self, are inhibited and un-adventuresome. o When traveling, they prefer to visit “safe” destinations. They do not want to experiment on the accommodation, food and entertainment. 2. Allocentrics People having interest on other person, are highly curious and thrive on stimulation and change. They have a strong need for variety and new experience. 3. Midcentrics People who resides in the middle. o They prefer going to a safe place but still won’t hesitate to experience new things.
CLASSIFICATION OF TRAVELERS BASED ON THE PURPOSE OF TRAVEL
Classification of travelers based on the purpose of travel Business Travelers :
Regular Business Travelers
Business Travelers attending meetings, conventions, and congresses
Incentive Travelers
Classification of travelers based on the purpose of travel Pleasure/Personal
Travelers :
Resort Travelers
Family pleasure travelers
The elderly; and
Singles and couples
TRAVEL CONSTRAINTS
1. Lack of money 2. Lack of time 3. Lack of safety and security 4. Physical disability 5. Family commitments 6. Lack of interest in travel; and 7. Fears of travel
CHAPTER 3
Income and social status
Education
Life stages of the family
The Rise of New Travel Patterns
Airline Group Arrangement
Types of tour fares
Group of 15 are given reduced fares.
Charter service is given by some airlines.
Public charter in which entire airplane is made available to a group of
persons who travel to the same destination.
Incentive tours
Special Interest Tours
Special interest tour is becoming more popular at present.
Bird watching, fishing, scuba diving.
Preferences of the International Tourist
1. Complete relaxation to constant activity.
2. Traveling near one’s home environment to a totally strange environment.
3. Complete dependence on a group travel to traveling alone.
4. Order to disorder.
Relaxation versus Activity Before the workweek for most people was long and exhausting Workweek has been shortened and the annual holiday leave has been lengthened. Work has become less tiresome and people have become used to great leisure. Relaxation has become possible throughout the year. The demand for activity-oriented travel has greatly increased. Familiarity versus Novelty Most tourists tend to seek familiarity rather than novelty They search for something that will remind them of home. At present, there is increasing positive attitude for novelty People accept innovations in industry, education, family life. Dependence versus Autonomy Tourists joined package tours in which transportation, lodging, food, sightseeing and entertainment were fixed in advance by the tour agency.
At present there is an emergence of a group of tourists who would like to acquire a sense of personal autonomy regarding their leisure time. Order versus Disorder Tourist sought holidays which enforced the traditional concept of conformity – set meals at fixed times, guide books. Now, the new generation of tourists are not very much concerned about what to wear and how to behave.
Types of Tourist Roles
- Institutionalized Tourist Roles
Organized Mass Tourist
Individual Mass Tourist
- Non-institutionalized Tourist Roles
Explorer
Drifter
ORGANIZED MASS TOURIST
- 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 decision for himself - Prefers a familiar environment rather than a new environment
THE EXPLORER
- 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 speak their language. - Dares to leave the country but goes back to it when the experience becomes too rough.
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 with people he visits. - Novelty is at its highest.
