Republic of the Philippines

EASTERN SAMAR STATE UNIVERSITY

College of Business Management and Accountancy
Borongan City

MICRO PERSPECTIVE

Second Semester, SY 2021-2022

WINSTON REYES ABLETES

Course Instructor
 COURSE GUIDE

Course Description

This course will cover the workings, operations, and the integrative activities of major stakeholders in
the Tourism and Hospitality industry. The student will also gain knowledge on managing and marketing
a service-oriented business organization. Apart from the scope and structure of travel organizations, it
provides an in-depth study of the nature and distinctive characteristics of each sector of the entire
tourism industry, focusing on the management, organization, and planning of specific business
strategies for the various entities in the local setting. This will also involve the analysis of the possible
impacts of external factors and trends on the different tourism industry sectors and specific types of
businesses. It will also look into client profiling such as travel motivations and influences as it relates to
aligning strategic and tactical solutions to the business. The course also identifies the employment
opportunities available in each sector and the corresponding qualifications for the jobs.

Course Learning Outcomes

 Apply basic principles and fundamentals of Tourism and Hospitality based on its history, meaning,
and definition.

 Explain the role of Tourism and Hospitality in terms of economic development, at the same time get
acquainted with various Tourism and Hospitality sectors and organizations.

 Determine the impacts of economic, environmental, social, cultural effects on Tourism and Hospitality.
Familiarize with the current and future Tourism and Hospitality trends and issues.

Required Output & Grading System

 Chapter Exercises 50%

o Case Studies (2)
o Chapter Quizzes (8)
o Discussion Questions (3)
o Practical Applications (5)
 Major Examinations (Midterms and Finals) 50%
100%
 LEARNING MATERIAL REMINDERS

Your success to finish this learning material lies in your hand. This medium is prepared
for you to learn new concepts and invaluable skills diligently, intelligently, and independently.
The following steps will serve as guide to further help you be on track until the end of this
module.

1. Schedule and manage your time wisely for you to accomplish the given tasks in this
module.

2. If there are things that you do not understand, go over and focus on the lesson. Read
further on readings suggested by the instructor by the end of each chapter or on other
texts, articles and readings online as supplement to the concepts in this module. If this
will not work, seek the help of your family members or leave the instructor a message
for assistance.

3. You are expected to answer all the printed-based activities and exercises in order to
evaluate your learning and understanding of each chapter in this learning material.

4. In answering any assessment and evaluation activity, read and understand the tasks
required carefully. Write all answers legibly and follow the instructions specified.

5. Do not hesitate to keep an open communication with the instructor through any
available platforms. Your instructor is more than willing to help you accomplish all
learning outcomes. You may reach her through her contact details provided below:
Mobile Phone: 09123085982/09270495165
E-mail: [email protected]
Viber: +639123085982
Facebook Messenger: Winston Reyes Abletes

“There are no secrets to success. It is the result of preparation,

hard work and learning from failure”
- Colin Powell
 TABLE OF CONTENTS

CHAPTER I: THE PSYCHOLOGY OF TOURISM

 Tourist Motivations
 Learning Process of a Tourist
 Classification of Travelers
 Suggested Readings
 Case Study: Travel Motivations and Behavior of Tourists to a South African Resort
 Chapter Exercises
o Chapter Quiz
o Practical Application

CHAPTER II: THE SOCIOLOGY OF TOURISM

 Social Nature of Travel and the Effect of Tourism
 Socioeconomic Variables and their Effect on Travel
 The Rise of New Travel Patterns
 Preferences of the International Tourist
 Types of Tourist Roles
 Suggested Readings
 Chapter Exercises
o Discussion Questions
o Chapter Quiz

CHAPTER III: TOURISM AND CULTURE

 The Effect of Culture in Tourism
 The Importance of Cultural Tourism
 Cultural Factors with Tourist Appeals
 Suggested Readings
 Chapter Exercises
o Discussion Questions
o Chapter Quiz

CHAPTER IV: TRANSPORTATION SECTOR

 Transportation and Travel Evolution
 Historical Development of the Transport System
 Selection of Transportation Mode
 Suggested Readings
 Chapter Exercises
o Discussion Questions
o Chapter Quiz
CHAPTER V: ACCOMMODATION SECTOR
 Types of Accommodations
 Organization of the Lodging Industry
 Management Methods
 Suggested Readings
 Chapter Exercises
o Chapter Quiz
o Practical Application

CHAPTER VI: FOOD AND BEVERAGE SECTOR

 Types of Restaurants
 Franchising
 Restaurant Promotion
 Suggested Readings
 Chapter Exercises
o Chapter Quiz
o Practical Application

CHAPTER VII: RECREATION AND LEISURE

 Factors Promoting the Growth of Recreation
 Types of Organized Recreation
 Two Major Recreation Service Components
 Suggested Readings
 Chapter Exercises
o Chapter Quiz
o Practical Application

CHAPTER VIII: TOURIST ATTRACTIONS AND THEME PARKS

 Definition and Classification of Attractions
 Amusement Parks and Theme Parks
 The Future of Tourist Attractions
 Suggested Readings
 Case Study: Theme Park Visitor Experience and Satisfaction: A Case of TripAdvisor
Reviews of Three Theme Parks in Orlando
 Chapter Exercises
o Chapter Quiz
o Practical Application

APPENDICES
 Rubrics for Subjective Assessments
 References

Micro Perspective of Tourism and Hospitality 1

 CHAPTER I

THE PSYCHOLOGY OF TOURISM

TOURIST MOTIVATIONS

A. Motivation for Travel

Basic travel motivators can be divided into four classes:
1. Physical Motivators – include those related to physical rest, sports participation, beach
recreation, relaxing entertainment, and other motivations directly connected with health;
2. Cultural Motivators – include the desire to know about other countries – their music, art,
folklore, dances, paintings, and religion;
3. Interpersonal Motivators – pertain to the desire to meet other people, visit friends or relatives,
escape from routine, from family, and neighbors;
4. Status and Prestige Motivators – concern ego needs and personal development. Included in this
group are trips related to business, conventions, study, and pursuit of hobbies and education.

B. Travel as a Means to Satisfy a Need and Want

Tourists do not go on vacations just to relax and have fun, to experience another culture, or to
educate themselves and their children; they take vacations in the belief that these vacations will satisfy
either completely or partially, various needs and wants.

C. Relationship of Needs, Wants, and Motives

The difference between a need and a want is awareness. It is the duty of people involved in
marketing to convert needs into wants by making the individual aware of his need deficiencies. This
awareness must be accompanied by motivation. A motive enables a person to do something. To enable
a person to be motivated to satisfy a need, an objective or goal must be present. Thus, it is the role of
marketing to suggest objectives such as vacations, cruises, or flights to satisfy needs, an awareness of
which has already been created.

Push/Pull Model
According to the push/pull model, there are push and pull forces in human motivation. Internal
factors or personal needs “push” people to travel, while external forces or attractions “pull” them to
certain destinations.
Push factors are the intangible desires that generate within the person. Examples are: need to
escape, self-discovery, rest and relaxation, prestige, challenge, and adventure. Pull factors are external
travel stimulators such as: scenic beauty, historical areas, cultural events, and sporting events.

Maslow’s Theory of Motivation and Travel Motivation

A study of travel motivations found in travel literature indicates that these motivations fit into the
hierarchy of needs model of Abraham Maslow, a famous psychologist. Maslow proposed the following
hierarchy of needs as determinants of behavior:
1. Physiological Needs – hunger, thirst, rest, activity;
2. Safety Needs – safety and security, freedom from fear and anxiety;
3. Social Needs – love, affection, giving and receiving;

Micro Perspective of Tourism and Hospitality 2

 4. Self-esteem – self-respect and esteem from others; and
5. Self-actualization – personal self-fulfillment

Table 1. Maslow’s Needs and Motivators Listed in Travel Literature

Need Motive Tourism Literature References

Physiological Relaxation Escape, relaxation, relief of tension, sunlust,
physical, mental relaxation of tension
Safety Security Health, recreation, keep oneself active and
healthy for the future
Social Love and Affection Family togetherness, enhancement of
kinship relationships, companionship,
facilitation of social interaction, maintenance
of personalities, interpersonal relations,
ethnic roots, show one’s affection for family
members, maintain social contacts
Self-esteem Achievement Status Convince oneself of one’s achievement,
show one’s importance to others, prestige,
social recognition, ego enhancement,
professional/business
Self-Actualization Personal fulfillment
Source: Mill, R.C. and Alastair Morrison, The Tourism System Dubuque, IA: Kendal/Hunt, 1998

Other Tourist Motivations

A. The Need for Escape or Change G. Personal Values
B. Travel for Health H. Cultural Experience
C. Sports I. Shopping and Bargain Hunting
D. Social Contact J. Professional and Business Motives
E. Status and Prestige K. Search for Natural Beauty
F. Travel for Education

LEARNING PROCESS OF A TOURIST

An individual will buy a vacation package if he or she has learned that the purchase will satisfy an
important need. The tourist compares various alternatives with a list of criteria to determine which
alternatives will most likely satisfy a particular motive. The resulting inclination will have an effect on the
decision to buy. This inclination may be positive or negative depending on how well a chosen alternative
will meet the motivation. The number of alternatives will vary according to the characteristics of
travelers. Travelers who have previously visited many foreign destinations have a larger number of
alternatives to choose from than those who have not. A destination will be included as an alternative if
the destination has previously satisfied the traveler. The level of satisfaction depends on one’s
expectation of a situation, as well as one’s perception of an actual situation. If the level of expectations
is higher than the actual experience, the tourist will be dissatisfied. For the traveler to be satisfied with a
product, service, or situation, the level of actual experience must be equal to or greater than the level of
expectation. Hence, the level of service given to the vacationer must be given great importance to
assure a quality experience and a high level of satisfaction that will bring the traveler back.

Micro Perspective of Tourism and Hospitality 3

 Serving as bridge between the motives of an individual and the perceived alternatives are the
criteria used for making a decision among these alternatives. The criteria used are learned. They are the
result of past experiences, as well as information received from either the commercial or the social
environment.
An individual’s learning input based on past experience is derived from having experienced the
same thing that is being considered or having experienced something similar. For example, if a person
stayed in a particular destination, the factors that accounted for his satisfaction such as good weather
and friendly service will be the criteria by which he determines where to take his next vacation. Thus,
decision criteria are developed or modified from actual experiences.

CLASSIFICATION OF TRAVELERS BASED ON PURPOSE OF TRAVEL

The two major classifications of travelers based on travel purpose are the business travelers and
the pleasure/personal travelers.

A. Business Travelers
Majority of travelers in most developed countries such as United States, Canada, and the United
Kingdom, States, Canada, and the United States are business travelers. They are divided into three
categories, namely: regular business travelers; business travelers attending meetings, conventions, and
congresses; and, incentive travelers.

Regular Business Travelers

Among business travelers, the cost of the trip is shouldered by a company; hence, travel is not
influenced by personal income. The volume and rate of growth of business travel is not greatly affected
by the cost of travel. This means that business travelers will continue even if the price of travel services
increases.
Surveys reveal that business travelers are well-educated, rich, have high-level jobs, and tend to fly
often. More recent surveys have shown that ratio of women business travelers to men business
travelers have grown rapidly.
Many airlines and hotels are exerting efforts to cater to the business executive travelers. Airlines
have been offering first-class seat service and first-class passenger lounges in airport terminals to these
travelers for many years. More recent innovations include special check-in arrangements, bigger seats,
and sleeper seats. Many hotel chains have begun to allocate whole floors or wings of their buildings for
business travelers seeking greater luxury in their accommodations. The rooms or suites are more
spacious, contain more personal “giveaways,” and they provide their guests with complimentary drinks
and express check-in and checkout service.

Business Travelers Attending Meetings, Conventions, Congress

Travel Pulse surveys indicate that 20% of all business travel trips are for the purpose of attending
meetings, conventions, and congress. Conventions are classified into four kinds, namely: international,
continental, national, and regional conventions. International conventions involve members and
nonmembers from more than two foreign countries, and they take place in different countries every
year. Continental conventions have delegates coming from a continent such as North America, Europe,
or Asia. National conventions are meetings organized by associations at the state, provincial, or regional
level and normally hold conventions in their own regions.

Incentive Travelers

Micro Perspective of Tourism and Hospitality 4

 Incentive travel is a special type of business travel given by firms to employees as a reward for
some accomplishment or to encourage employees to achieve more than what is required. Experts say
that these trips last for five days and usually include spouses.
The increasing popularity of incentive travel has led to the establishment of incentive travel
organizations. They negotiate with suppliers such as hotels and airlines to determine the cost of
incentive travel trips. Thus, they act as specialized types of tour wholesalers. To their prices, they add a
markup of 15% to 20% for their services and costs in packaging the incentive travel trip.

B. Pleasure/Personal Travelers
This group consists of people travelling for vacation or pleasure which are called nonbusiness
travelers. Experiences and research have shown that nonbusiness travelers have different spending
patterns from business travelers. The demand for travel services by nonbusiness travelers is elastic with
respect to prices. This means that they are very much concerned with the increase in the price of travel
services since the cost of travel is usually shouldered by the traveler himself.
Travelling for pleasure is the largest segment of the international market and the fastest growing.
The reasons for the growth are the rising income levels in developed countries, urbanization, higher
educational levels, increase in leisure time, and the length of paid holidays.
Pleasure/personal travelers are classified into the following categories: resort travelers; family
pleasure travelers; the elderly; and, singles and couples.

Resort Travelers
Surveys show that resort travelers are better educated, have higher household incomes, and are
more likely to have professional and managerial positions. It is also notable that majority of resort
travelers have families with children.

Family Pleasure Travelers

The family pleasure travelers can be divided into three groups, namely: junior families, midrange
families, and mature families. These are defined according to the ages of the husband and wife and the
educational stages of their children as follows:
1. Junior families – with parents aged 20-34 having preschool and/or grade school children only;
2. Midrange families – with parents aged 35-44 with grade school and/or high school children
only; and
3. Mature families – with parents aged 45 or over with children who are of high school age and
older.

The Elderly
At present, there are many people who are fifty years of age and over, including greater number of
people in the retirement age category. These population shifts have made the elderly persons a lucrative
target for tourism destination areas. Persons in the “50 plus” age bracket are called active affluent or
people with the money and the desire to travel extensively. They search for learning experiences,
cultural enrichment, socialization, and activities which lead to self-fulfillment.

Singles and Couples

Singles and couples take their vacations to fulfill their psychological, intellectual, and physical needs
by giving them the opportunity to rest, relax, escape the routine of pressures of daily living, enjoy the
naturalness of life, and to express total freedom.

Micro Perspective of Tourism and Hospitality 5

 SUGGESTED READINGS

Expound your knowledge and comprehension on the lesson by reading below suggested articles.
Each can be accessed online thru the link provided below.

 TOURISTS’ MOTIVATION TO TRAVEL: A THEORETICAL PERSPECTIVE ON THE EXISTING LITERATURE

Authors: A. Yousaf, I. Amin, and J. Santos
Link: https://hrcak.srce.hr/file/294196
Abstract:
Purpose – Current study is an attempt to look into the various theoretical concepts/ theories that
help to understand what motivates individuals, especially young people, to travel and which are the
practical implications of the analyzed theories. In particular, we chose Maslow’s Theory of Needs to
analyze youth travel motivations.
Research Design – The study draws its base from two streams of literature, one being associated
with motivations and the other dealing with the question of how motivations can influence
travelling patterns of an individual. The literature review was done extensively and articles published
in the domain of tourist motivations and related areas were traced and reviewed.
Findings – Our analysis of youth tourism centered on Maslow’s hierarchy of needs and confirmed its
validity as an explanation of the most important youth travellers’ motivations. The results also
indicate that, due to recent technological developments affecting societies and young tourists’
behaviors – especially those of Millennials – new needs have emerged, which are discussed in detail.
Research Limitations – The research has been carried out in light of the available literature and it
fails to address empirical evidence. Also, the analysis of youth tourism needs to be extended to
other motivation theories as those which are presented in this work.

 CONSUMER BEHAVIOR IN TOURISM: CONCEPTS, INFLUENCES AND OPPORTUNITIES

Authors: S. Cohen, G. Prayag, and M. Moital
Link: https://www.tandfonline.com/doi/full/10.1080/13683500.2013.850064
Abstract:
Although consumer behavior (CB) is one of the most researched areas in the field of tourism, few
extensive reviews of the body of knowledge in this area exist. This review article examines what we
argue are the key concepts, external influences and opportune research contexts in contemporary
tourism CB research. Using a narrative review, we examine the CB literature published in three
major tourism journals from 2000 to 2012. Of 519 articles identified and reviewed, 191 are included
in this article. We examine the development of and scope for future research on nine key concepts,
including decision-making, values, motivations, self-concept and personality, expectations, attitudes,
perceptions, satisfaction, trust and loyalty. We then examine three important external influences on
tourism behavior, technology, Generation Y and the rise in concern over ethical consumption.
Finally, we identify and discuss five research contexts that represent major areas for future
scholarship: group and joint decision-making, under-researched segments, cross-cultural issues in
emerging markets, emotions and consumer misbehavior. Our examination of key research gaps is
concluded by arguing that the hedonic and affective aspects of CB research in tourism must be
brought to bear on the wider CB and marketing literature.

Micro Perspective of Tourism and Hospitality 6

 CHAPTER II

THE SOCIOLOGY OF TOURISM

THE SOCIAL NATURE OF TRAVEL

Micro Perspective of Tourism and Hospitality 7

 Travel is brought about by the social nature of man. Human beings, as a social animal, feel
comfortable in a tour group. They feel that their trip is more enjoyable and free from anxiety if they join
a group tour. In some subcultures, travel is the accepted way of spending one’s vacation. Sabbatical
leaves and foreign assignments make it possible for university faculty members and employees to travel
and develop a passion for it.

The Social Effects of Tourism

Tourism is concerned with the movement and contact between people in different geographical
locations. In sociological terms, this involves:
1. Social relations between people who would not normally meet;
2. The confrontation of different cultures, ethnic groups, lifestyles, languages, and levels of
prosperity, and the like;
3. The behavior of people released from many of the social and economic constraints of everyday
life; and
4. The behavior of the host population which has to reconcile economic gain and benefits with the
costs of living with strangers.
The degree to which conflict will occur between host and guest depends upon the similarity in their
standards of living, the number of tourists at any time and the extent to which the tourists adapt to local
norms.

SOCIOECONOMIC VARIABLES AND THEIR EFFECT ON TRAVEL

A. Age
Younger people tend to select more active recreational activities than older people. The
elderly (those in the late sixties and upward) prefer more passive forms of recreation such as
visiting friends and relatives and sightseeing. Older tourists tend to travel to farther
destinations, prefer ship travel, travel more in spring, and spend less than middle-aged tourists
but more than younger tourists.
B. Income and Social Status
Rich persons, as well as persons with her social status, travel more than those with
lower income and social class status. Higher income tourists stay longer and spend more per
day than those with lower incomes.
C. Education
The better educated members of the population have a greater desire to travel.
Researchers have found that the more educated the travelers are, they tend to be more
sophisticated in their tastes.
D. Life Stages of the Family
The presence of children in the family limits travel. More leisure time is spent at home.
As the children grow up and leave home, the married couples renew interest in travel.

THE RISE OF NEW TRAVEL PATTERNS

A. Travel Clubs
The most significant development in group travel consists of travel clubs. A very good
example of these is the Club Mediterrannee which started in Western Europe and spread to
North America and other areas in the world. In this group travel plan, a club member enjoys

Micro Perspective of Tourism and Hospitality 8

 travel opportunities and vacation facilities at a much cheaper price than that paid by a
nonmember. The accommodations offered by the club range from deluxe to very modest.

B. Airline Group and Arrangements

Another development in group travel is the introduction of different types of tour fares
promoted by airlines. These are the following:
1. Groups of 15 or more are given reduced fares;
2. Charter service is given by some airline to affinity tours which are intended for those
affiliated to a legitimate group for a period of six months or longer;
3. Public charter in which an entire airplane is made available to a group of persons who travel
to the same destination; and
4. Incentive tours which are given by firms to employees as a reward for a special achievement
or as a motivation for achievement.

C. Special Interest Tours

Special interest group travel is becoming more popular at present. These are tours
arranged for those who are interested in a particular activity such as bird watching, festivals,
fishing, hunting, scuba diving, photography, flower arrangement, golf, skiing, mountain climbing,
and the like.

PREFERENCES OF THE INTERNATIONAL TOURIST

The preferences of the international tourist are divided into four categories, namely:
1. Complete relaxation to constant activity;
2. Travelling near one’s home environment to a totally strange environment;
3. Complete dependence on group travel to travelling alone; and
4. Order to disorder.

A. Relaxation Versus Activity

At present, the workweek has been shortened and the annual holiday leave has been lengthened.
Relaxation has become possible throughout the year. Accordingly, people have started to use their no-
holiday time leisure to exercise new activity skills. The demand for activity-oriented travel has greatly
increased.

B. Familiarity Versus Novelty

Most tourists on their first trip abroad tend to seek familiarity rather than novelty. They search
something that will remind them of home. As soon as they find a place where they feel at home, these
tourists will go back to the same place for a number of times. Not until they have gained more
experience in traveling will they want to go to a new environment.
There is an increasing positive attitude for novelty and for change. Tourists move away from
traditional resorts to new tourist destinations.

C. Dependence Versus Autonomy

In the past, tourists joined package tours in which transportation, lodging, food, sightseeing, and
entertainment were fixed in advanced by the tour agency. At present, there is the emergence of a group

Micro Perspective of Tourism and Hospitality 9

of tourist who would like to acquire a sense of personal autonomy regarding their leisure time. They
would like to travel independently -- in complete control of what they do and how they do it.

D. Order Versus Disorder

In the past, tourists sought holidays which enforce the traditional concept of conformity. They
avoided situations where there adult-imposed sense of orderliness might be offended. Now, the new
generation of tourists is not very much concerned about what to wear and how to behave when on
holiday.
Because of social and economic changes in modern society, the demand for travel will be based less
on familiarity, relaxation, dependence, and order, but more on novelty, activity, autonomy, and
informality.

TYPES OF TOURIST ROLES

The continuous combination of novelty and familiarity forms the basic variable for the sociological
analysis of the phenomenon of modern tourism. This combination leads to the four types of tourist roles
wherein each represents a characteristic form of tourist behavior.

A. The Organized Mass Tourist

This type of tourist is the least adventurous. He buys a package tour in which the itinerary of his
trip is fixed in advanced and his stops are well-prepared and guided. He seldom makes decisions for
himself. He prefers a familiar environment rather than a new one.

B. The Individual Mass Tourist

The individual mass tourist is similar to the organized mass tourist, except that the individual
mass tourist has a certain degree of control over his time and itinerary and is not bound to a group.
However, all the major arrangements of his tour are still made through a travel agency. Familiarity is
still dominant, but less than the organized mass tourist. The desire for novelty is greater for the
individual mass tourist.

C. The Explorer
This type of tourist arranges his trip by himself and looks for comfortable accommodations and
reliable means of transportation. The explorer dares to leave his country much more than the
previous two types, but goes back to it when the experience becomes too rough. Although novelty
dominates, the explorer does not adopt completely the lifestyle of the host country.

D. The Drifter
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 the way people he visits live and to share
their shelter, food, and habits. He retains only the most basic of his native customs. He arranges his
own trip and does not have a fixed itinerary. Novelty is as its highest; familiarity disappears almost
completely.

SUGGESTED READINGS

Micro Perspective of Tourism and Hospitality 10

 Expound your knowledge and comprehension on the lesson by reading below suggested articles.
Each can be accessed online thru the link provided below.

 TOURIST ROLES, GENDER, AND AGE IN GREECE: A STUDY OF TOURISTS IN GREECE

Authors: G. Yfantidou
Link: https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1049.6684&rep=rep1&type=pdf
Abstract:
This research is set in the context of tourism marketing and refers specifically to tourist roles. A
representative sample of 1675 tourists brings to light the tourist role preference in Greece, and
allows us to examine the possible differences between men and women of varying ages. The Tourist
Role Preference Scale (TRPS) was used for this research. The findings of this study support the
existence of Yiannakis and Gibson’s 15 leisure tourist roles in Greece. Sun lover, anthropologist,
archaeologist, independent mass tourist and escapist were found to be the most prevalent tourist
roles in Greece. A comparison between gender and age revealed more similarities than differences.
TRPS was proven reliable and valid for the sample used in this study and the questions of the scale
represented significantly the tourist roles measured.

 THE SOCIO-ECONOMIC IMPORTANCE OF TOURISM AND ITS IMPACT ON THE LIVEHOOD

IN SOUTH ASIA
Authors: M.R. Rhaman
Link: https://www.theseus.fi/bitstream/handle/10024/116404/Rezaur_Rhaman.pdf?
sequence=1&isAllowed=y
Abstract:
South Asia offers the world’s best places for vacations and chilling out. From beautiful beaches to
incredible hill stations, fabulous backwaters, intricately carved temples and gorgeous heritage and
culture but the situation of practicing tourism is not fully satisfied. The aim of this thesis was to
identify the social and economic impacts of tourism on the livelihood and describe the ways to the
development of tourism in Bangladesh and south Asian countries. This thesis also evaluated the
present situation of south Asian tourism and its possibility.

This research also exposed that the tourism sector needs creative people and developed quality of
infrastructure related to the tourism. The research made suggestions for the government and
private sector related to the improvement of tourism to increase the remunerations of this industry
for the host community. Political stability should be established to improve the tourism image to the
world. By confirming these actions Bangladesh tourism industry can arise as one of the main funders
to the domestic economy of Bangladesh. The theoretical part of this research consisted of literature.
In the empirical part, semi-structured interviews with local people and tourism employees were
implemented as qualitative research methods. In addition, observation methods will be applied in
the fieldwork in Bangladesh. The outcomes of this study exposed that proper practice of tourism
creates economic and social welfare to local community. Tourism also brings job opportunities,
develops lifestyle, creates of small businesses, develops of infrastructure and much more was
identified.

Micro Perspective of Tourism and Hospitality 11

 CHAPTER III

TOURISM AND CULTURE

THE EFFECTS OF CULTURE ON TRAVEL

Culture can be defined as a “set of beliefs, values, attitudes, habits, and form of behavior that are
shared by a society and are transmitted from generation to generation.” A knowledge of the culture of a
country is important in order to understand how individuals within the country will behave. Lack of
understanding and inability to communicate with the host culture might result in a culture shock for the
tourist. Culture patterns are changed by internal forces. Within a group, there are people who are more
willing than others to try new things. Since these innovators are better educated, have high income, and
more achievement-oriented than others, they tend to be opinion leaders and to be highly sought-after
by marketing people. “Mass follow class” suggests that a destination first attracts a small number of

Micro Perspective of Tourism and Hospitality 12

high-status individuals whose actions are eventually copied by a large number of persons with lower
social status.
Culture patterns are also changed by external forces. Contact with other environments may change
previous attitudes and behavior. A visit to a foreign country may result in a change in attitude toward
the people of that country. Travel may also stimulate the sale of products in the destination visited.
It can readily be seen that in order to understand a traveler, it is necessary to understand why
visitors act the way they do and in a better position to anticipate and satisfy their needs and wants.

THE IMPORTANCE OF CULTURAL TOURISM

Cultural tourism includes all aspects of travel in which people learn about each other’s way of life.
Thus, tourism is an important means of promoting cultural relations and international cooperation. Louis
D’ Amore, the past president of the Canadian Travel Research Association, once said, “These millions of
daily person-to-person encounters are potentially a powerful force for improved relations among the
people and nations of the world, relations which emphasize as sharing and appreciation of cultures
rather than the lack of trust bred by isolation.

CULTURAL FACTORS WITH TOURIST APPEAL

In tourism, there are cultural factors that appeal greatly to tourists. These are art, music and dance,
handicraft, industry and business, agriculture, education, literature and language, science, government,
religion, food and drink, and history.

A. Art
Generally, the arts include performing arts and fine arts. The former refers to live theater,
music, and dance, and latter includes painting, sculpture, graphic arts, and architecture. Examples of
performing arts are the Pangkat Kawayan (bamboo orchestra) and the rondalla group. Amorsolo’s
and Francisco’s paintings and the sculptural works of Michelangelo are examples of fine arts.

B. Music and Dance

In several countries, music is a major source of enjoyment and satisfaction to tourists. Resort
hotels, in particular, can give visitors many opportunities to enjoy the best local music. Evening
entertainment programs, concerts, recordings, and sound reproduction systems are greatly
appreciated by tourists. Records and tape recordings which the guest can buy to use in his home
provide another effective means of keeping in touch with the culture of a particular country and a
reminder of the country’s music.
Dancing, in its native or ethnic forms, is one of the most appealing aspects of a country’s culture
and can be presented as a tourist attraction. The color, costumes, music, setting, and skill of form and
execution add to the attraction. Almost all countries have native dancing or ethnic dancing. Ethnic
music and dancing are a part of the culture and should be used to entertain tourists. The best place
for such entertainment are resort hotels. Local shows, nightclubs, and community programs present
added opportunities.

C. Handicraft

Micro Perspective of Tourism and Hospitality 13

 To satisfy tourists, gifts and souvenirs for sale should be manufactured in the country where the
purchase is made. Usually, a tourist is dissatisfied when he buys a particular souvenir and then
discovers later that the article he bought was made in another country. The locally produced article is
useful and attractive; it should be made available in conveniently located shops. A visit to shops
where handicrafts are actually being made by the craftsman is an effective form of tourist
entertainment.

D. Industry and Business

Industry tours are a very effective way of developing an interest in the culture of a country, as
well as providing a potential market for the product being made. Lists of these industrial
establishments can be prepared by tourist promotional organizations, chambers of commerce, resort
hotels, and restaurants. Group tours can be organized for manufacturers who visit another country
to see how the manufacture of a similar product is accomplished.
Business or industrial groups often conduct tours to become familiar with the markets and
processors in other countries in order to develop more interest in their products and to increase
sales in several market areas. Business establishments, specifically retail stores, are important to
visitors. The best examples are shopping centers near destination areas where tourists can easily find
the product or service they want.

E. Agriculture
The agriculture of a country may be interesting to a large segment of tourists. An important
aspect of tourist services in rural areas is the farmers’ market in which local agricultural products are
sold to the travelers. Examples of this are the roadside stands selling fresh fruits, vegetables, and
products from nearby farms which are enjoyed by travelers. Local tours should include agricultural
developments and services so that tourists can see the agricultural products in the country and
perhaps try some.

F. Education
The inhabitants of one country are usually anxious to know the educational system of another
country. The campuses of the colleges and universities of a country are particularly appealing to
tourists. Famous universities such as Oxford or Cambridge in England, Harvard in the US, and the
University of Sto. Tomas in the Philippines are tourist attractions.

G. Literature and Language

The literary achievements of a country form an important part of travel motivation. Books,
magazines, newspapers, booklets, pamphlets, and other printed literary works are significant
expressions of the culture of a country. Libraries are favorite cultural institutions for the tourists.
A highly educated person is likely to speak or at least have studied more than one language.
Interest in the language of another country is an incentive for travel. Most travelers like to learn the
language of the country they visit. Language classes can be included in the activities program of a
tourist area.

H. Science
Tourists are interested to know the scientific activities of a country, especially those in technical
industries, education, or scientific research. Tourist promotion organizations would be rendering a
great service to the scientific community by providing facilities for the exchange of scientific
information, organization of scientific installations, and other activities which provide scientific

Micro Perspective of Tourism and Hospitality 14

 information to visitors. The most popular scientific attractions are museums of science and industry,
planetariums, and visits to unusual scientific installations.

I. Government
Visits to centers of government, such as capitals, are very motivating to individuals interested in
political science and government. When a person visits another country, he or she becomes aware of
the type of government in operation and compares it with the government in his or her own country.

J. Religion
The religious pilgrimage is another motivation for travel. Many people go to the different
headquarters of their church organizations and to places that are well-known in their religious
literature. These people usually travel in groups. Examples are the religious pilgrimages to the
Vatican in Rome, Lourdes in France, Fatima in Portugal, Jerusalem in Israel. Visit to famous churches
are also an incentive for travel.

K. Food and Drink

Food and drink is an important part of the culture of a country. Tourists usually enjoy native
food especially those which are local or ethnic in nature. Restaurants and hotels can make a good
impression to the tourists if they serve local dishes and explain the menu.

L. History
The preservation of history and the quality and management of museums are very important for
the success of tourism. To be familiar with the history and archeology of an area is a very important
travel motivation. Tourists should be provided with literature that describes the points of interest,
admission fees, hours of operation, special events, and other information they need to visit historical
attractions.

SUGGESTED READINGS

 CULTURAL TOURISM, THE BEST WAY TO TRAVEL AND GET TO KNOW THE WORLD
Authors: Iberdola
Link: https://www.iberdrola.com/culture/what-is-cultural-tourism-and-importance
Abstract:
Nothing defines a country and makes it unique like its culture. Seeing its art, experiencing its
traditions, trying its cuisine and strolling through its history are without doubt the best guides to
discovering a country. And that, precisely, is what cultural tourism is all about. Fancy a trip to cities
like Amsterdam, London, Paris or Barcelona? Unlike sun and beach tourism, where the main
attraction is rest, cultural tourism basically pursues one objective: understanding, in the broadest
sense of the word. Getting to know the history, art and people of a place, tasting its food,
discovering its customs and enjoying at first hand a different way of seeing the world.

 THE ROLE AND IMPORTANCE OF CULTURAL TOURISM IN MODERN TOURISM INDUSTRY

Authors: J. Csapo

Micro Perspective of Tourism and Hospitality 15

 Link: https://www.intechopen.com/books/strategies-for-tourism-industry-micro-and-macro-
perspectives/the-role-and-importance-of-cultural-tourism-in-modern-tourism-industry
Abstract:
We can state that cultural tourism is a very complex segment of the ‘tourism industry,’ its supply is
diverse and versatile. The future positions of the discipline will probably be strengthened both
directly and indirectly as with the change of the recreational needs the aim to get acquainted with
the cultural values is strongly increasing. Mass tourism though will of course never lose its positions,
but tourists taking part in the supply of the 4S will become visitors with more diversified needs
concerning cultural interest. So apart from the theoretical discussion, the chapter aims to provide an
insight into the tourism segments and attraction structure of cultural tourism as well.

CHAPTER IV

TRANSPORTATION SECTOR

TRANSPORTATION AND TRAVEL EVOLUTION

Transportation and travel have undergone many changes. A review of the history of transportation
and travel shows that their evolution took seven eras. These are the pre-industrial travel system era, the
early-industrial travel system era, the mature railway system era, the express-travel system era, the
automobile-based travel system era, the modern-tourism travel system era, and the post-mobility
adjustment era.

Pre-Industrial Travel System Era

This was the period before the widespread industrialization in Europe and North America. There
were almost no regularly scheduled transportation services. There was little travel. Travelers made their
own arrangements with several suppliers. Only few people had the money and reason to travel.

Early-Industrial Travel System Era

Micro Perspective of Tourism and Hospitality 16

 During the era, road improvements such as railways, canals, and steamship services were brought
about due to rapid industrialization and advances in transportation technology. Common carriers came
into existence and began to offer regularly scheduled transportation services. Travel increased because
more people had money traveled.

Mature-Railway System Era

This era was characterized by railways which expanded their operations by running hotels and
providing other travel-related services. Travel agencies and tour companies were formed. More people
traveled in this era than in the previous one.

Express-Travel System Era

During this era, express service increased. Trains and other forms of transportation did not stop at
every station or terminal but only at the major ones. This increased the speed of travel and encouraged
more travel than before.

Automobile-Based Travel System Era

Car ownership boomed in North America. Motorways, interstate highways, and other trunk
highways were developed in the latter half of this era which was 1920 to 1974. The automobile was
predominant over other travel modes from 1920 to 1945.

Modern-Tourism Travel System Era

The period from 1945-1974, car ownership continued to grow at a fast rate, mainly at the expense
of long-distance rail travel. Mass air travel was another post-World War II occurrence. The “mass
tourism” philosophy and marketing approaches were prevalent during the 1950s and 1960s.

Post-Mobility Adjustment Era

This era began in 1973 to 1974 as a result of the oil embargo generated by the Organization of
Petroleum Exporting Countries (OPEC) and the resulting increase in fuel prices. The events of the energy
crisis basically changed the travel patterns throughout the world. The present era is in which travelers
continue to look to alternative, group-oriented modes of transportation.

HISTORICAL DEVELOPMENT OF THE TRANSPORT SYSTEM

The desire to travel is stimulated with the improvement in transportation. The development in
transportation has made the world a smaller place. It is now possible to take one to two weeks vacation
in distant places. Now, travelers can go to any place in the world due to fast and efficient means of
transportation. Table 2 shows the historical development of the transport system.

Table 2. Historical Development of the Transport System

Year Mode of Transport Speed (miles per hour)

6000 BC Caramel caravan 8
1600 BC Chariot 20
AD 1784 First English mail coach 10
1825 First steam locomotive 13
1890 Improved steam locomotive 100
1931 Land speed record 350

Micro Perspective of Tourism and Hospitality 17

 (Bluebird: Sir Malcolm Campbell)
1938 Land speed record 350
(Napier-Railton car: John Cobb)
1938 Piston aircraft 400
1952 United States Liner from New York 41
to Le Harve
1958 Jet fighter aircraft 1,300
1958 Boeing 707 and DC-8 aircraft 600
1961 Spaceship (Vostok 1 orbiting) 17,560
1967 Rocket plane 4,534
1970 Fighter bomber (Mirage IV) 1,450
1970 Commercial aircraft: Concorde 1,320
1970 Boeing 747 626
Source: Reason, James. Man in Motion: The Psychology of Travel. London: George Weindenfeld and
Nicolson Limited, 1996.
SELECTION OF TRANSPORTATION MODE

There are many reasons why people select one transportation mode over another for their business
and pleasure trips. The most common reasons are cost, travelling time, safety, convenience, comfort,
availability, frequency of trips, ground services, terminal facilities and locations, status and prestige, and
departure and arrival times. People belonging to different travel segments have different value
perceptions.
Jagdisg Sheth developed a theory identifying transportation variables and the value of travelers. He
found out that travelers choose a travel mode based on how they psychologically weigh the five factors,
namely: functional, aesthetic/emotional, social/organizational, situational, and curiosity. The functional
utility of a mode is its expected performance for a specific purpose. Examples are departures and arrival
times, safety record, the directness of the trip, and the number of stops or transfers.
Aesthetic/emotional is related to such aspects such as fear, social concerns, style, luxury, comfort, and
other personal feelings that the form of transportation might evoke. Social/organizational shows that
the frequent users of certain kind of transportation are stereotyped according to sex, racial origin,
income, price/cost, and education. Situational refers to how conveniently located the particular mode of
transportation and its terminal facilities are for the traveler. Curiosity utility refers to the traveler’s
perceived need to do something new and different.

SUGGESTED READINGS

Expound your knowledge and comprehension on the lesson by reading below suggested articles.
Each can be accessed online thru the link provided below.

 THE IMPACT OF TRANSPORTATION IN THE TOURISM INDUSTRY

Author: Eduproject.com.ng

Micro Perspective of Tourism and Hospitality 18

 Link: https://eduproject.com.ng/tourism-and-hospitality-management/the-impact-of-
transportation-in-the-tourism-industry-a-case-study-of-petex-motors/index.html
Introduction:
In world of change, one constant in the last quarter of the twentieth century has been the sustained
growth of tourism both as an activity and an industry (occupation). Leiper (2000:3) defined tourism
as a whole range of individuals, businesses, organizations and placed which combine in some way to
deliver a travel experience. Tourism is a multi-dimensional multi-faceted activity which touches
many lives and many different economic activities that is, it can be used for the development of the
concerned areas if properly utilized by both the government and private sectors. Tourism can be
viewed as a situation in which the visitors interact with the hosts. This clearly means that tourism is
the movement of people from their usual place of residence to another (destination) for either
pleasure, recreation or other purpose.

 THE IMPACT OF TRANSPORT INFRASTRUCTURE ON TOURISM DESTINATION ATTRACTIVENESS

Author: O. Ouariti and E. Jebrane
Link: https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_36_vol_9_2__2020_morocco.pdf
Abstract:
Tourism activity is fundamentally based on two parameters known as the intention to move and the
physical ability to do so. The first parameter is based on setting a desire for places, which inspires an
aspiration to travel, and time availability and money will make it possible. The second parameter
implies the ability to access places visited through the use of transport and information. Hence the
importance of developing the transport infrastructure in order to promote tourism destination
attractiveness and competitiveness. The aim of this article addresses this idea by examining
bibliographically the evidence of a connection between transport and tourism and empirically
through a case study that tries to identify the impact of transport development on tourism
destination attractiveness in the Moroccan city of Marrakesh during the last 18 years using the
linear regression and the Pearson correlation methods. Based on the findings, we concluded that
transport and tourism are connected in a way that, through developing transport infrastructures
such as highways, airports, and railway station, a positive impact on overnights stays in all types of
accommodation can be noticed.

Micro Perspective of Tourism and Hospitality 19

 CHAPTER V

ACCOMMODATION SECTOR

TYPES OF ACCOMMODATION

Accommodation can be classified into various types; the most popular of which are the following:
1. Hotels
Hotels can be a 10-room boarding house or a building that has a thousand or more rooms,
convention and meeting facilities, recreation facilities, 24-hour room service, with several
restaurants and bars and various types of entertainment.

2. Motels or Motor Hotels

Normally, motels only offer rooms and free parking to guests. These are often found along busy
highways and cater primarily to transient and cost-conscious travelers.

3. Resort Hotels
Resort hotels range from budget to luxury and can accommodate travelers and even
convention delegates. These are usually located near beaches and offer more amenities, sops, and
recreation opportunities.

4. Pensions
Pensions are usually family-owned accommodation facilities. These usually offer continental
breakfast but do not have facilities for other meals. Pensions are known for their informal family
atmosphere.

Micro Perspective of Tourism and Hospitality 20

5. Paradors
Paradors are unique in Spain and are generally old castles, convents, or monasteries that have
been converted into hotels by the government and are operated by the government.

6. Condominium Hotels
These are often hotels with apartments (condominiums) instead of basic rooms and are usually
sold by the hotel developers to individuals who are given a title to the physical real estate.
Condominium hotels generally appeal to families because of the apartments.

7. Campgrounds
Campgrounds usually appeal to families who travel in recreational vehicle RVs. Campgrounds
and RVs stopping are often found in government parks and forests.
8. Bed and Breakfast
A form of accommodation that provides a for the night and breakfast the next day. Retired and
semiretired people with large houses have contributed much to the growth of these
establishments.

9. Tourist Inns
Tourist inns are lodging establishments that cater to transients. These do not normally meet
the minimum requirements of an economy hotel.

10. Apartment-Hotels (Apartels)

Apartment-hotels are buildings which contain several independent and furnished or semi-
furnished apartments. These are leased to tourists and travelers on a long-term basis and offer
basic services similar to hotels.

11. Health Spas

These are hotels and resorts which cater to people who go to spas or mineral springs for
medical treatment or weight reduction. At present, these offer modern techniques such as
medically supervised rejuvenation programs which include supervised diets and rigorous exercises
to shed fat and reduce weight.

12. Private Homes

The private home is the earliest form of overnight lodging for travelers. It provides lodging to
tourists who cannot be accommodated in hotels and motels during peak vacation periods.

13. Time-sharing
Time-sharing is the selling of vacation lodging, usually condominiums, for a specific week or
weeks over a given number of years. There are two basic types of time-sharing programs that have
been developed. (1) Fee-simple program provides the buyer with both an occupancy and ownership
right to a specific resort unit for a fixed period annually. (2) Right-to-use program guarantees an
annual occupancy right for a specific period but does not convey ownership interest in the proper.

14. Hostels
Hostels provide basic amenities such as bunk bed and a commonly shared toilet and bathroom.
The traveler provides his or her own bedding. Hostels appeal primary to young travelers.

Micro Perspective of Tourism and Hospitality 21

ORGANIZATION OF THE LODGING INDUSTRY

A hotel organization can be large and complex. A typical hotel has seven major divisions, namely:
personnel, engineering and maintenance, accounting, security, food and beverage, marketing and sales,
and room division. Each division is run by its own division head.

1. The personnel division recruits new employees and administers policies and employee benefits
for the company.
2. The engineering and maintenance division makes the necessary repairs and implements the
hotel’s energy management program.
3. The accounting division handles the financial activities of the operation which include payment
of bills, sending out statements, payroll, and compiling monthly income statements.
4. The security division provides protection for both employees and guests.
5. The food and beverage division is responsible for the food and beverages that are served.
6. The marketing and sales division is responsible for selling the rooms and food service. It is also
involved in advertising, development of promotional materials, and making direct contacts with
prospective clients.
7. The room division is responsible for the frontdesk, telephone, reservations, and housekeeping
department.

Figure 1. Typical Hotel Organization Chart

Source: Researchgate

MANAGEMENT METHODS

Micro Perspective of Tourism and Hospitality 22

 Traditionally, hotels are operated by the people who own the property. In some cases. The
operator may lease the hotel from the owner and then manage it. In other cases, special arrangements
are made such as franchising and management contracts.

Franchising
Hotels that are franchised are usually owned and operated by the same person or company. The
hotel operator or franchisee signs a contract with the franchisor to maintain certain operating standard
and use the franchise name on the hotel or motel.
The franchisee receives benefits such as extra business as a result of the franchisor’s national or
international advertisements, the use of the franchisor’s operating and accounting system, and a line
into the franchise chain’s reservation system. In return for these benefits, the franchisee will pay a
royalty and an advertising fee plus a percentage of annual room sales or a specified number of dollars
for each room sold.

Management Contracts
Under a management contract, the hotel management company does not have a financial interest
in the hotel’s land and building. The landlord owns the property but does not have any interest in
managing it. In return for operating the property for the landlord, the management company receives a
basic annual management fee, plus an incentive.
Likewise, under a management contract, the investment rent is transferred from the operator to
the property owner. The management contract also allows hotel-operating companies to widen their
investment by increasing the number of rooms managed, thereby increasing their profits.

SUGGESTED READINGS

Expound your knowledge and comprehension on the lesson by reading below suggested articles.
Each can be accessed online thru the link provided below.

 THE ORGANIZATION OF A LODGING ESTABLISHMENT

Author: Catalogimages.wiley
Link: https://catalogimages.wiley.com/images/db/pdf/0471474479.excerpt.pdf
Overview:
Organizing, the process of structuring human and physical resources in order to accomplish
organizational objectives, involves dividing tasks into jobs, specifying the appropriate
department for each job, determining the optimum number of jobs in each department,
and delegating authority within and among departments. One of the most critical
challenges facing lodging managers today is the development of a responsive organizational
structure that is committed to quality. The framework of jobs and departments that make
up any organization must be directed toward achieving the organization’s objectives. In
other words, the structure of a lodging business must be consistent with its strategy.
Managers give structure to a hotel and lodging through job specialization, organization, and
establishment of patterns of authority and span of control.

Micro Perspective of Tourism and Hospitality 23

 UNDERSTANDING THE DIFFERENT TYPES OF ACCOMMODATION IN TOURISM
Author: Veesko.com
Link: https://veesko.com/post/114961446726/different-types-accommodation-tourism
Overview:
How many accommodation types really are? We don’t know exactly, but there’s certainly one to fit
every budget and taste out there. They fall into many categories and vary widely in size, style,
services, and characteristics, sometimes from one country to another, and sometimes from city to
countryside.

CHAPTER VI

FOOD & BEVERAGE SECTOR

TYPES OF RESTAURANTS

The following are the different types of restaurants:

1. Family or Commercial Restaurants

Family-style restaurants offer a wide a menu of “meat and potato” selections with a price range
that appeals to an average family income. They serve beer and wine if they have license. Family
restaurants are usually located near a residential area and a highway. Operating hours are usually
from early evening to midnight.

2. Coffee Shops
Coffee shops are characterized by a fast-food service. It is usually located in an office building or
shopping mall. The rent is high. The peak periods are lunch and coffee breaks. Operating hours are
from early morning to early evening. A takeout service may be offered.

3. Cafeterias
Cafeterias are usually located in shopping centers and office buildings. Self-service is typical
with limited menus of soups, entrees, desserts, and beverages. These often require a large
preparation area. The operating hours will depend on the location as school, office buildings,
airport or highway.

4. Gourmet Restaurants
Gouret restaurants usually require a higher investment than other types of restaurants because
they require expensive ambience and décor. They cater to those who want a higher standard and
are willing to pay the price. The menu and wines are carefully planned and the staff are highly
trained. The evening period is the main emphasis. The location is important but may not be critical
since discriminating diners look for quality gourmet restaurants.

5. Ethnic Restaurants

Micro Perspective of Tourism and Hospitality 24

 Ethnic restaurants feature the food of a specific region or country. They can be Chinese or
classical French cuisine. In order to be successful, ethnic restaurants must serve authentic cuisine of
the region or country they are featuring and those who prepare the food must be well-trained and
knowledgeable. The location is variable and operating hours are in the evening.

6. Fast-food Restaurants
Franchising is common in this type of restaurant. The menu is limited with low prices, thus,
many customers patronize fast-food restaurants. These operate for long hour and generally for
seven days a week. Alcoholic beverages are not offered.

7. Deli Shops
Deli shops provide delicatessen food service, combining traditional delicatessen cold meats and
cheese with takeout sandwiches, salads, and similar items. Some deli shops have limited seating
capacity. They are usually located in shopping areas or office buildings and are open from 9:00AM
to 5:00PM or 9:00PM.

8. Buffet Restaurants
Buffet restaurants are established on a completely self-serve basis. However, if liquor, beer and
wine are offered, table and service for these beverages are provided. The food buffet is usually “all
you can eat” hot and cold food for one price. Buffet restaurants cater to the family and therefore
offer reasonable prices. They are open from 5:00PM to 11:00PM.

9. Transportation Restaurants
There is a natural link between transportation and food service. Several restaurants are found
along auto and bus transportation routes. They are also found at bus, rail, and air transportation
buildings, as well as on air transportation vehicles as trains and ships. Some transportation
restaurants cater to tour groups. They require special cafeteria or buffet-type facilities so that
arriving groups can be served quickly and continue on their journey.

FRANCHISING

Franchised restaurants are a major component of the food service industry, particularly in the fast-
food sector. The reasons for the popularity of franchising in the restaurant industry are very similar to
those in the hotel industry. Franchises are beneficial to the franchisees because they provide
operational, training, layout and design assistance, location assistance, managerial expertise, group
purchasing power, and most importantly, the identification of a well-known brand supported by
regional, national, and international advertising and promotion. Franchised restaurants can easily get
financing from lending institutions than independents.
In the early days of franchising, the common practice was to sell individual franchise rights for a
single restaurant. At present, regional franchise has become popular to franchisees and franchisors. A
regional franchise allows a franchisee to develop multiple outlets within a specific geographical area.
The area could be a city, state, a province, a major part of the country, or the whole country. For
example, Wendy’s in the United States gave private Canadian country the territorial rights to all of
Canada for Wendy’s restaurant operations.

RESTAURANT PROMOTION

Micro Perspective of Tourism and Hospitality 25

 Many restaurants advertise their menu on newspapers. Local newspaper advertisements are used
by most restaurants as a major form of external promotion. Several restaurants advertise in the yellow
pages of the local telephone directory; some use local radio or television stations. Most popular
restaurants and national restaurant chains advertise in airline in-flight magazines, consumer travel
magazines, and travel trade publications. Many restaurants try to foster good relations with nearby
hotel employees such as front office staff, bell desk personnel, and doormen because they are often
asked by hotel guests to recommend good nearby restaurants. Good public relations and word-of-
mouth advertising generate a lot of business.

SUGGESTED READINGS

Expound your knowledge and comprehension on the lesson by reading below suggested articles.
Each can be accessed online thru the link provided below.

 FOOD AND BEVERAGE TOURISM: MANAGEMENT AND MARKETING PERSPECTIVES

Author: S. Dixit, R. Garibaldi, and V. Gupta
Link: https://think.taylorandfrancis.com/special_issues/food-beverage-tourism/#:~:text=Food
%20and%20beverage%20tourism%20enables,place%20(Dixit%2C%202019).
Overview:
Food and beverage tourism enables appreciation of the culinary resources of a region offering the
tourists an opportunity to become familiar with new and exciting flavors, textures, aromas, as well
as perceiving the cultural and historical heritage of a place (Dixit, 2019). Hall and Mitchell (2001)
indicate that food tourism can include visits to food producers, gastronomic festivals, food fairs and
events, restaurants, farmers’ markets, cooking shows and demonstrations and specific food-related
places, as well as tasting tours – activities that specifically offer culinary experiences. Food tourism
due to its broad nature has a very diverse and multidisciplinary orientation in the academic
resources. The emergence of large number of tourism destinations globally, local foods and
beverages remain the key resources to market destinations successfully.

 FOOD AND BEVERAGE SERVICES

Author: P. Briscoe and G. Tripp
Link: https://opentextbc.ca/introtourism/chapter/chapter-4-food-and-beverage-services/
Overview:
According to Statistics Canada, the food and beverage sector comprises “establishments
primarily engaged in preparing meals, snacks and beverages, to customer order, for
immediate consumption on and off the premises” (Government of Canada, 2012). This
sector is commonly known to tourism professionals by its initials as F&B. The food and
beverage sector grew out of simple origins: as people travelled from their homes, going
about their business, they often had a need or desire to eat or drink. Others were
encouraged to meet this demand by supplying food and drink. As the interests of the public
became more diverse, so too did the offerings of the food and beverage sector.

Micro Perspective of Tourism and Hospitality 26

 CHAPTER VII

RECREATION AND LEISURE

FACTORS PROMOTING THE GROWTH OF RECREATION

The following are the factors that help bring about the growth of recreation:

1. Increase in discretionary time

Due to advanced mechanical equipment and automated process in factories, agriculture, and
service field, productive capacity has increased remarkably. Thus, more holidays and longer vacations
are enjoyed by most employees. Because of improved social security benefits and pension plans, as
well as medical advances which lead to longer life, many employees can now avail of 15 or more
years of full-time leisure after retirement.

2. Influence of technology
Sophisticated technology has provided new forms of recreation for people. Outdoor recreation
uses complex and expensive devices such as skydiving, hang gliding, scuba diving, boating, roller
blading, skiing, and snowboarding. Computer dating provides a new form for social contact among
single adults. The internet has become an important part of travel and tourism by providing
information and facilitating reservations and vacation choices.

3. Public interest in health and fitness

Many people are now concerned about improving their health, vitality, and appearance through
diet and exercise. Those who exercise regularly look and feel better. Research showed that the most
successful fitness programs were those that provided recreational fitness and satisfaction.

4. Commodification of leisure
Various forms of recreation are being developed by profit-seeking businesses. Giant
corporations have taken control of music, movie businesses, sports stadiums, cruise ships, theme
parks and leisure operations. Many elaborate new facilities which offer varied forms of recreation are
being developed as part of the trend toward commodification.

5. Therapeutic recreation service

An important aspect of the growth of recreation has been the increased awareness of the
recreation needs of persons with mental, physical, or social disabilities. There has been an increased
recognition of the need to provide recreational programs for special populations such as the mentally

Micro Perspective of Tourism and Hospitality 27

 challenged, mentally ill, and physically challenged. These programs use therapeutic recreation as
form of treatment.

6. New leisure roles for women

There is a strong drive for women to play a more equal role in recreational opportunities.
Women were barred from a variety of athletic, outdoor recreation, cultural and social involvements.
At present, there is now a growing interest in women’s tennis, golf, gymnastics, track and field, and
similar events in every level of competition.

TYPES OF ORGANIZED RECREATION

1. Government recreation agencies

These are the federal, state, provincial agencies and local departments that provide recreation and
leisure services as primary function. Also included are other agencies that offer programs as
secondary responsibility such as those concerned with social service, education, special populations,
and the armed forces.

2. Voluntary nonprofit organizations

These are nongovernmental, nonprofit agencies, both sectarian and nonsectarian, which serve
the public at large with multiservice programs that often include substantial element of recreational
opportunity. Most common examples include Boy Scouts, Girl Scouts, YMCA, YWCA, and YM-YWHA.

3. Private membership organizations

They provide recreational and social activities for their own members, in some cases, assist
community recreational needs. Also included under this category are the recreation sponsors
connected to residence such as swimming pools, sports or fitness complex or clubs attached to
leisure villages, and apartments or condominium units or retirement communities.

4. Commercial recreation enterprises

These are privately owned businesses which operate to make a profit such as ski centers,
bowling alleys, nightclubs, movie houses, theaters, health spas or fitness centers, dancing schools,
and theme parks.

5. Employee recreation programs

They serve those who work for companies or employers by providing recreation as a part of a
total personnel benefits package, linked to other services concerned with employee health and
fitness.

6. Armed forces recreation

Although it is obviously a form of government-sponsored activity, it is unique in its setting and
purpose. Each of the major branches of the armed forces operates an extensive network of
recreational facilities and programs.

7. Campus recreation
It includes athletics or sports clubs, social activities, travel programs, performing arts groups,
entertainment, lounges, film series, and other forms of recreation on college and university
campuses.

Micro Perspective of Tourism and Hospitality 28

 8. Therapeutic recreation services
These include any type of program designed to meet the needs of persons with physical or
mental disabilities, individuals with poor health, dependent aging persons, social deviant persons in
correctional facilities and similar special groups.
TWO MAJOR RECREATION SERVICES

Sports as Popular Recreation

Sports are major areas of recreational involvement. Of all the types of recreational involvement,
sports command the highest degree of personal interest and emotional involvement both for those who
participate actively in them and those who are part of a big number of fans of school, college, and
professional teams.
Sports are generally defined as physical activities demanding exertion and skill, involving
competition, carried on with both formal rules and general standards of etiquette and fair play. Sports
activities, in terms of both participation and spectator involvement, represent key recreation interests
for most youth and adults. Aside from amateur, school, and college sports, there are professional sports
which have become big businesses.

Tourism – A Major Recreation Service Component

Tourism is a second major area of a diversified recreational involvement. Several major elements in
the tourism enterprise which are closely linked to the growth of tourism as a form of recreation are
theme parks, water parks, fun centers, and sports tourism.

1. Theme parks
Theme parks usually concentrate on one dominant theme which may be historical, cultural, or
geographical. These create an atmosphere in which the visitor is likely to experience fantasy,
glamour, escapism, prestige, and excitement. Once inside the gate, the visitor is completely shut off
from the outside world and immersed in an enjoyable recreational experience.

2. Water parks
A specialized type of theme park are the water parks. They feature wave pools, slides, chutes,
shows, and other forms of water-based play and entertainment. Water parks are usually part of
larger theme park operations. Each year, dozens of new water parks have been opened with the
latest technology.

3. Fun Centers
In heavily populated metropolitan areas, entrepreneurs have developed a variety of indoor fun
centers, ranging from child’s play, gymnastics, to family party centers, video game arcades, and big
restaurants with game area.

4. Sports Tourism
The purpose of sports tourism is to participate directly in a form of sport or attend sports events
as spectator. Both the team and spectators travel to the game especially where championship games
are involved. Major college and professional tournaments and championships attract huge audiences
along with major boxing matches, golf, and tennis events, and even sports like softball, soccer, rugby,
volleyball, and roller skating.

Micro Perspective of Tourism and Hospitality 29

 SUGGESTED READINGS

Expound your knowledge and comprehension on the lesson by reading below suggested articles.
Each can be accessed online thru the link provided below.

 RECREATION
Author: D. Webster
Link: https://opentextbc.ca/introtourism/chapter/chapter-5-recreation/
Overview:
We discuss the concept of recreation in tourism and hospitality. Recreation can be defined
as the pursuit of leisure activities during one’s spare time (Tribe, 2011) and can
include vastly different activities such as golfing, sport fishing, and rock climbing. Defining
recreation as it pertains to tourism, however, is more challenging.

 CHANGES IN LEISURE AND RECREATIONAL PREFERENCES

Author: D. Oguz and I. Cakci
Link: https://academicjournals.org/article/article1380538568_Oguz%20and%20Cakci.pdf
Overview:
Our physical environment is changing continuously under the effect of natural, cultural and
economic systems which influence people’s lifestyles. As lifestyles change, people’s way of spending
their leisure time and leisure activity preferences also change. Urban open public spaces such as
parks seem to lose their popularity as shopping malls have become the new leisure centers due to
the increasing need “to consume” of today’s societies. Changing leisure and recreational
preferences of middleclass citizens of Ankara are the focus of this study. Leisure and recreational
preferences, and the factors affecting these preferences, are investigated and analyzed through
questionnaires. The findings suggest that people tend to spend their leisure time indoors as their
first choice, and if they prefer going out, shopping malls are the favorite places to spend their leisure
time rather than open and green spaces.

Micro Perspective of Tourism and Hospitality 30

 CHAPTER VIII

TOURIST ATTARCTIONS AND

THEME PARKS

DEFINITION AND CLASSIFICATION OF ATTRACTIONS

According to Pearce (2011), a tourist attraction is a named site with a specific human or natural
feature which is the focus of visitor and management attention. On the other hand, Swarbrooke (2001)
defines attractions as single units; individual sites or very small, delimited geographical units based on a
single feature. Destinations are very different from attractions because destinations are large areas that
include several individual attractions together with the support services required by tourists.
Attractions may be classified according to its features such as its core product. Attractions can be
grouped as:
1. Historic houses;
2. Museums and galleries;
3. Wildlife attractions;
4. Castles;
5. Botanical gardens;
6. Steam railways;
7. Visitor centers;
8. Country parks; and
9. Leisure parks.

AMUSEMENT PARKS AND THEME PARKS

“Amusement park” and “theme park” are terms for a group of entertainment attractions and rides
and other events in a specific location for the enjoyment of large numbers of people. An amusement
park is more elaborate than a simple city park or playground because it provides attractions to people of
all ages.
Amusement parks evolved in Europe from fairs and pleasure gardens which were established for
the people’s recreations. The oldest amusement park in the world is the Bakken which was opened in
1583 at Klapenborg, north of Copenhagen, Denmark.
“Theme park” is often used as a synonym of an “amusement park.” A theme park is a distinct type
of amusement park which promotes a specific theme or exclusive set of themes. Disneyland in Anaheim,
California is considered as the first theme park.
Theme parks are ideal for family vacations, including children below 19 years of age. Theme parks
travelers usually fly to their destinations and rent a car once they arrive. They engage in various
activities such as shopping and visiting historical places, museums, and beaches. Theme park owners
have found out that adding new attractions on a regular basis increases the number of visitors and thus,
the revenue.

Micro Perspective of Tourism and Hospitality 31

THE FUTURE OF TOURIST ATTRACTIONS

Peace, Beckenhoff, and Johnstone (2000) identified four areas that will affect the future of tourist
attractions. These are:
1. Management;
2. Marketing;
3. Product development; and
4. Interpretation and communication.

Management: Revenue Generation

Other than ticket sales, attractions can generate revenue through several means. Efficient
management is necessary for the success of attractions. Table below show the alternative mechanisms
for revenue generation in attractions.

Table 3. Alternative Mechanisms for Revenue Generation in Attractions

1. Encouraging educated visits.

2. Providing a venue for corporate hospitality, meetings, and product launches.
3. Hosting weddings and birthday parties.
4. Generating income from alternative usage of infrastructure, such as retail outlets, clubs, and
offices which utilizes redundant building or space on-site
5. Introducing car parking charges or leasing of the car park to management companies.
6. Improving retail and catering initiatives that offer unique and distinctive products and
experiences that reflect the ethos of the attraction.
7. Attracting more visitors and more frequent repeat visit.
8. Increasing length of stay by offering more activities such as children’s sleepovers at the
Boston’s Children’s Museum.
9. Extending opening hours to experiences on offer.
10. Introducing members or friends schemes giving privileges and discounts.
11. Hosting high-profile events.
12. Attracting corporate sponsorship.

Source: Page, Stephen and Joanne Connell. Tourism: A Modern Synthesis, 2006.

Marketing
Marketing is not only concerned with promotion and advertising but also with pricing, products,
and distribution channels. Several attraction managements produce a promotional leaflet which
contains either a single attraction or a collection of attractions in a region. Some attraction
managements have websites that show important information to lure visitors. Other means of
promotion are tourist brochures, magazines, newspaper, and television. Among the channels of
advertisement, word-of-mouth (WOM) remains as the most powerful and cheapest tool for many
attractions.
The most successful attractions have produced professional media kits which are used in public
relations work such as photographs, maps, and posters for different markets. Managers of attractions
should prepare effective marketing strategies that appeal to the customers, such as offering the right
product to the right person at the right time in the right place.

Micro Perspective of Tourism and Hospitality 32

Product Development: Creating World-Class Destinations
Product development is a process in which managers of attractions engage in innovations that tend
to develop a new concept and use new technology such as virtual reality and animations which enliven
the product offering through tours, re-enactment, and personal forms of interpretation.
The main factor in creating a world-class destination is the establishment of a superior product. The
product must be centered on a clear understanding of the visitor experience, the principles of human
resource management, and a commitment to product development. Other important factors are
understanding and anticipating consumer needs and expectations, understanding the wider market and
the supply of competitive products, and the ability to innovate.

Interpretation and Communication

There are two brand themes that are significant in interpretation and communication. These are:

1. The role of technology known as “high tech”; and

2. The role of personal interaction known as “high touch.”
There are several reasons why operators of attractions invest and develop technology-based
elements. These are:
1. To create a unique product;
2. To enhance visitor experience through entertainment, education, and interaction;
3. To be competitive;
4. To manage visitors by means of technology-driven transport such as the one found in York
Museum New York; and
5. To improve systems management with the use of computerized ticketing, online booking,
customer feedback, and client databases.
In general, helpful and friendly staff is also an important element in tourist attractions even if
technology plays a big role in the attraction experience.

SUGGESTED READINGS

Expound your knowledge and comprehension on the lesson by reading below suggested articles.
Each can be accessed online thru the link provided below.

 AMUSEMENT PARKS AS FLAGSHIP TOURIST ATTRACTIONS. DEVELOPMENT AND GLOBALIZATION.

Author: Z. Kruczek
Link:
https://www.researchgate.net/publication/233996653_Amusement_Parks_As_Flagship_Tourist_Att
ractions_Development_and_Globalization

Abstract:
In the article, the author defines the term tourist attractions, including the so called flagship ones,
among which he ranks theme/amusement parks. The latter ones attract over 200 million visitors
worldwide. The author presents their development and rankings, according to the number of

Micro Perspective of Tourism and Hospitality 33

 visitors in the year 2010 (Top 25) in the world, and (Top 20) in Europe. The analysis focuses on the
developmental trends and the ongoing process of globalization. The process of creation and
operation of amusements parks has been illustrated on the example of the Euro Disney Resort,
whereas the process of globalization has been shown on the example of the operation of the world
leader in the sphere of amusement parks – the Walt Disney corporation.

 THEME PARK TOURISM

Author: B. Richard, K. Kaak, and M. Orlowski
Link:
https://www.researchgate.net/publication/266146281_Theme_Park_Tourism_Encyclopedia_Entry
Abstract:
Theme parks are a part of the greater attractions industry. Theme parks are large, mostly outdoor,
entertainment enterprises that trace their origins back to 19th century pleasure gardens that, over
time, converted to amusement parks with a mix of entertainment including rides, shows, games,
and food and beverage offerings. Beginning in the 1950s with the opening of Walt Disney’s
Disneyland, the theme park sector has expanded throughout the global economy. Today, the annual
attendance at the world’s largest and most attended theme parks is 323.4 million; it is likely that a
comparable level of attendance is achieved by the second tier of theme parks throughout the world.

REFERENCES

Micro Perspective of Tourism and Hospitality 34

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Inc.
6. Lumsdon, L. (1997). Tourism Marketing First Edition. Boston USA: International Thomson
Business Press
7. www.academicjournals.org/article/article1380538568_Oguz%20and%20Cakci.pdf
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9. www.catalogimages.wiley.com/images/db/pdf/0471474479.excerpt.pdf
10. www.citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.1049.6684&rep=rep1&type=pdf
11. www.eduproject.com.ng/tourism-and-hospitality-management/the-impact-of-
transportation-in-the-tourism-industry-a-case-study-of-petex-motors/index.html
12. www.hrcak.srce.hr/file/294196
13. www.iberdrola.com/culture/what-is-cultural-tourism-and-importance
14. www.intechopen.com/books/strategies-for-tourism-industry-micro-and-macro-
perspectives/the-role-and-importance-of-cultural-tourism-in-modern-tourism-industry
15. www.opentextbc.ca/introtourism/chapter/chapter-4-food-and-beverage-services/
16. www.opentextbc.ca/introtourism/chapter/chapter-5-recreation/
17. www.researchgate.net/publication/
233996653_Amusement_Parks_As_Flagship_Tourist_Attractions_Development_and_Gl
obalization
18. www.researchgate.net/publication/
266146281_Theme_Park_Tourism_Encyclopedia_Entry
19. www.tandfonline.com/doi/full/10.1080/13683500.2013.850064
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sequence=1&isAllowed=y
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Micro Perspective of Tourism and Hospitality 35