THC 3: MACRO PERSPECTIVE OF TOURISM

AND HOSPITALITY

Name:_____________________________
Course and Year:____________________
 HOSPITALITY MANAGEMENT DEPARTMENT
THC 3: MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY

Module No: 5“THE TOURISM AND HOSPITALITY NETWORK AND SUPPLY COMPONENTS”

NAME: _______________________________ COURSE&YEAR: __________

Date submitted: ______________ Rating: _______

Intended Learning Outcomes:

At the end of this chapter, you should be able to:

1. discuss the direct and indirect components of the tourism and hospitality network
2. explain the tourism and hospitality supply components:
3. compare the different types of tourist accommodations
4. enumerate and describe the classifications of hotels; and
5. be acquainted with the basic standard requirements for restaurants.

LESSON PROPER

Tourism and Hospitality Components

The travel industry is a tourism and hospitality network, which includes both the public and private
sectors. Gee, Choy, and Makens (1997) define the travel industry as "the composite of organizations,
both private and public, that are involved in the development, production, and marketing of products
and services to serve the needs of the travelers." This definition is illustrated in Figure 3 which clearly
identifies both the direct and indirect components of the travel industry. Businesses and corporations
are regarded as components of the travel industry classified as direct providers, support services, and
developmental organizations.

The first category, direct providers, include businesses that are associated with travel, such as
airlines, hotels, restaurants, ground transportation, travel agencies, and retails shops. This business
provided services, activities and product that are consumed and/or purchased directly by travelers.
They represent the sectors of the industry that are visible to the travelers.

The second category, support services, lend support to direct providers. It includes specialized
services such as tour organizers, travel and trade publications, hotel management firms, and travel
research firms. It also includes basic supplies and services, such as contract laundry and contract
food services. Support services provide goods and services for both the traveler and for organizations
that sell goods and services directly but not exclusively to tourists. A good example are tour
wholesalers who prepare tours and instead of selling them directly to the public, they sell the tours
through a travel agency. Thus, the traveler receives the service indirectly through these support
services.

The third category, tourism developmental organizations, is different from the first two, since it
includes planners, government agencies, financial institutions, real estate developers, and
educational and vocational training institutions. These organizations. deal with tourism and hospitality
development, which tend to be more complex and broader in scope than the production of daily travel

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services. The decisions and results of tourism and hospitality development are more long-term in
nature than the first two categories which deal more with operators.

Tourism and Hospitality Supply Components

Tourism and hospitality supply components are classified into five main categories:

1. Natural resources- include elements in an area for the use and enjoyment of visitors such as
climate, landforms, terrain, flora, fauna, bodies of water, beaches, natural beauty, and water supply
for drinking, sanitation, and similar uses;

2. Infrastructure - consists of all underground and surface developmental construction such as water
supply systems, sewage disposal systems, gas lines, electrical and communications systems,
drainage systems, and other constructed facilities such as highways, airports, railroads, roads, drives,
parking lots, parks, night lighting, marinas and dock facilities, bus and train station facilities, and
similar tourist service installations;

3. Superstructure is the above ground facility services such as airport buildings, passenger traffic
terminals, hotels, motels, resorts, restaurants, shopping centers, places of entertainment, museums,
stores, and similar structures;

4. Transportation and transportation equipment-include items such as ships, airplanes, trains, buses,
limousines, taxis, automobiles, cog railways, aerial tramway, and similar passenger transportation
facilities; and

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 6. Hospitality resources - include the cultural wealth of an area which makes possible the
successful hosting of tourists. Examples are the welcoming spirit of tourist business
employees, attitudes of the residents toward visitors, courtesy, friendliness, sincere interest,
willingness to serve and to get better acquainted with visitors, and other manifestations of
warmth and friendliness. Also included are the cultural resources of an area such as fine arts,
literature, history, music, dramatic art, dancing, and shopping.

Natural Resources

The natural resources of a destination area provide an excellent asset to sell to tourists. The physical
characteristics of an area can be generalized as natural scenery, climate, and environment. The
natural scenery is a combination of the general topography, flora and fauna, proximity to lakes, rivers,
seas, islands and islets, hot and mineral water springs, caverns, waterfalls, and the like. The greater
the variety and uniqueness of the scenery, the more appealing it is. The appeal can be increased if
the area has a "comfortable" climate. A comfortable cold climate is determined by the wind-chill
factor-a term used to express how temperature feels to the exposed skin.

A comfortable warm climate is determined by the combination of humidity, temperature, and wind. A
notable example is the Caribbean because, although many of its islands are in the tropical zone, the
wind currents make it more comfortable than the temperature and humidity would show. Water plays
an important role in forming an attractive landscape. The sea, lakes, and rivers not only add to the
visual beauty of the region, but also offer the possibility of swimming, sailing, canoeing, and fishing.
Thus, large bodies of water have become popular such as Taal Lake in the Philippines and Lake
Geneva in Switzerland.

Specific natural phenomena such as volcanoes, waterfalls, caves, and canyons also attract tourists.
Examples are the Pagsanjan Falls in the Philippines, Grand Canyon in the US, Niagara Falls in the
US and Canada, and the Great Barrier Reef of Australia.

The particular fauna or flora of a region often, draws tourists. Kenya and other countries of Southern
Africa and their wildlife safaris are increasing in popularity, the camera being substituted for the gun.
The Amazon, with its exotic rainforest vegetation and its wildlife, is attracting several tourists. The
same is true with the tulip fields of Holland and the cherry blossoms of Japan.

Infrastructure

Infrastructure consists of all the underground and surface developmental construction of a region,
which is made up of water systems, communication networks, healthcare facilities, transportation
terminals, power sources, sewage/drainage areas, streets/highways, and security systems.

1. Water. Sufficient quantity of pure water is essential. A typical resort requires 350 1. to 400 gallons
of water per room per day. An 18-hole golf course will require 600,000 to 1 million gallons of water
per day, depending on the region on which it is located.

2. Power. The important things to consider are that adequate supply of power is available to meet
peak load requirements, that continuity of service is assumed, and that the type of power supplied is
compatible with that used by the target markets of the destination.

3. Communication. It is necessary that the telephone and/or telegraph service available.

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4. Sewage/drainage. Sewer demand is often placed at 90% of domestic water demand. Although
water storage reservoir and sewage treatment plants can be designed on the basis of maximum
average demand, transmission lines must be designed on the basis of maximum peak demand.

5. Healthcare. The type of healthcare facilities provided will depend on the number of visitors
expected, their ages, the type of activities in which they will engage, and local geographical factors.

6. Streets/highways. The availability of first-class roads adds greatly to the accessibility of a region.
The following are certain ways to make the use of highways more interesting to tourists:
A. provide close-up range views of local scenes;
B. change the elevation;
C. C. develop viewpoints and overlooks;
D. independently align dual-lane highways to fit into the land contour; and
E. select thin trees to reveal views. Design a dual system of higher speed lanes flanked by roads
for low-speed local traffic. Roads should be engineered for safety, taking appropriate
measures designed to safeguard the highway user.

7. Transportation terminals. The following are the problems in terminal facilities and ground
transportation:

A. General. There is an almost complete lack of coordination among the three modes of air, rail,
and bus. There is also a noticeable lack of consistency in standards and procedures within
each mode. Directional and informational signs are not uniform throughout the system; public
address announcements are often unintelligible.

B. Air. Long walks are required in many terminals.

C. C. Rail. Parking is inconvenient and inadequate near larger terminals; use of facilities by local
transients and inadequate cleaning procedures lead to crowded and unsanitary waiting rooms
and restrooms; security to prevent thefts is lacking; information and directional maps are not
provided in most rail terminals; special transportation to and from rail terminals is not provided,
and urban transit and taxi service are often inadequate.

D. Bus. Terminals are dirty and crowded due to use by unauthorized people and to inadequate
cleaning procedures; boarding gates lack a system of orderly procedures resulting in crowding
when passengers are boarding and inadequate protection is afforded to passengers against
traffic.

The following suggestions with regard to terminals and ground facilities may serve as a guide in
providing adequate services:

 Full information about facilities, terminal location, and local transportation at destination should
be made available to all originating passengers;

 A security system should be provided to prevent theft and misleading of checked baggage at
terminals;

 The information system should provide data on connecting or alternative rail and bus service,
including information on fares and schedules;

 A system of standard signs and symbols should be developed and installed in all air terminals;

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  Rapid updated arrival and departure information should be available on posted information
boards, through public address announcements and to telephone callers;

 Personnel should always be available to assist passengers especially the aged, handicapped,
and non-English speakers;

 Complete information should be provided on the locations, fares, schedules, and routes of
local transportation services; and

 City maps should be made available to tourists.

8. Security. While on vacation, tourists are in an unfamiliar environment. Because of this, the
need for assurance regarding their safety is important. The image gained of the destination
may be distorted. In addition, the costs of medical care are so expensive that concern about
health in foreign countries may generate additional fears. Insecurities about food, water, or
police protection may prevent visitors from visiting. It is necessary that the basic need for
security and safety be considered and assumed to make the potential tourist feel secure
before and during the vacation.

Hospitality Resources

Hospitality resources refer to the general feeling of being welcomed that the visitors receive while
visiting a destination area. It is the way that tourist services are delivered by service providers, as well
as the general feeling of warmth from the local population. Tourists will have a more enjoyable
vacation if they feel welcomed by the host population and will certainly feel awkward and unhappy if
they feel rejected.

Hospitality resources can be improved by training tourism and hospitality personnel to be hospitable
to encourage positive feelings toward tourism and hospitality and tourists by the general public.

Hospitality Training

Hospitality training aims to motivate service providers to be hospitable in dealing with tourists. It is
assumed that providing more hospitable services will result to a more satisfied tourist who will be
inclined to return and advertise to other potential tourists through word of mouth.

To enable service providers to render hospitable services, it is necessary to change their present
behavior. This change of behavior is brought about by a change in attitude and an increase in the
level of knowledge. The three aspects of attitudes are toward self, toward others, and toward the
tourism and hospitality industry.

Attitude Toward Self

If an individual's self-esteem or attitude toward self is low, that individual will tend to behave in such a
way that the feedback from others will confirm the low opinion of himself. Hence, it is necessary to
change the individual's perception of self in order to improve his behavior. If service providers can be
made to believe that they and their work are important, their work and their actions toward tourists will
reflect this feeling. If service providers can be viewed as hosts and hostesses rather that "just"
employees, their self-image may be raised. The fact that dealing with and serving people is a very
difficult task should be stressed. Although it is relatively easy to deal with a satisfied guest, it is very
challenging to deal with visitors who are dissatisfied or are very demanding. The ability to satisfy

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guests is a very demanding task. People who can do this have skills that should be highly regarded
by themselves and by others.

Attitude Toward Others The second aspect is the attitude toward others. Service providers should be
assisted in developing positive feelings toward fellow employees and tourists that will result in positive
behavior toward the tourists. This can be achieved by training the individual regarding teamwork and
interdependencies in getting the job done. The key to the development of positive attitudes toward
visitors is to be able to develop the ability to put oneself in the visitor's place. Role-playing can be
used for this purpose. If the service providers can empathize with the tourists, accept tourists as they
are, understand that for tourists, the vacation is something that they have saved up for the whole year
or for a lifetime, and appreciate how tired they may be after a long trip, then, the attitude is likely to be
more positive. Attitude Toward the Tourism and Hospitality Industry The third aspect is the attitude
toward the tourism and hospitality industry. A positive attitude as service providers toward tourists can
be brought about only when employees are made aware of how important tourism and hospitality is to

ACTIVITY
SHORT ESSAY
1. Name the five major tourism and hospitality supply components and explain each according to your
understanding.

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2. Define hospitality resources and how can they be improved?

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3. Describe the different types of tourist accommodations.

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4. Describe the different ways of classifying hotels.

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5. In your own understanding, discuss the basic standard requirements for restaurant.

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References:

Zenaida Lansangan-Cruz, PhD (2018) Macro Perspective of Tourism and Hospitality. CHAPTER: 4 Page: 57-74

Prepared by:

Pamela Jean M. Onting

College Instructor

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