MODULES
Unit 1: The Meaning and Importance of Tourism & Hospitality
Learning outcomes (at end of unit):
Define tourism and hospitality.
Explain the relationship between tourism and hospitality.
Understand components of the tourism and hospitality industry.
Differentiate tourists from excursionists.
Understand travel elements used to define travelers and/or tourists.
Explain the nature of a tour.
Explicate characteristics of a tourist product and a tourist destination.
Compare tourism and hospitality with other industries.
Appreciate the importance of tourism and hospitality.
Core definitions of tourism (from multiple sources):
Hunziker & Krapf: Tourism is the sum of phenomena and relationships arising from the travel and stay of non-residents, in so far as they do not lead to permanent residence and are not connected to any earning activity.
The Tourism Society (Britain): Tourism is the temporary short-term movement of people to destinations outside the places where they normally live and work and their activities during their stay at these destinations.
The Tourism Society (Cardiff): Tourism can be defined in terms of activities selected by choice and undertaken outside the home environment.
WTO: Tourism is the activities of persons traveling to, and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes except paid work.
Five main characteristics of tourism (as introduced):
Visitor is the basic unit for tourism statistics; includes all travelers who engage in tourism.
Travel outside usual environment for a period, generally not exceeding 12 months; main purpose not remunerated work in the place visited.
Tourist vs. Excursionist (oversight from Unit):
Tourist: OVERNIGHT VISITOR; an individual who visits a country other than where they reside for at least 24 hours.
Excursionist: SAMEDAY VISITOR; stays less than 24 hours and does not have an overnight stay (includes cruise passengers; excludes transit travelers).
Elements of Travel (criteria for defining travelers/tourists):
Distance: local travel vs non-local travel.
Length of stay.
Residence of the traveler (origin).
Purpose of travel: Visiting Friends and Relatives (VFR), Meetings/Incentives/Conventions/Exhibitions (MICE), outdoor recreation, entertainment, personal, others.
The nature of a tour (types):
Package Tour / Inclusive Tour: transport and accommodation bought at an all-inclusive price; individual element prices not determined by the purchaser.
Independent Tour: tourist buys facilities separately; reservations via travel agent or en route.
Independent Inclusive Tour: travel destination chosen independently but with inclusives arranged.
Group Inclusive Tour: travel in a group with others.
The Tourist Product: what the tourist buys; a combination of destination activities and services used during the stay.
Characteristics of the Tourist Product:
Service-oriented and intangible; cannot be inspected before purchase.
Largely psychological attraction: atmosphere, hospitality, culture, heritage.
Tends to vary in standard and quality over time; fixed-tour packages cannot guarantee identical standards.
Fixed in some aspects; changes may be limited to meet seasonal demand.
The Tourist Destination: a geographical unit visited and stayed in by tourists (village, town, city, district, region, island, country, continent).
The success of a destination depends on the interrelationship of 3 basic factors:
Attractions (site, event, natural, man-made):
Site Attraction: appeal of the destination itself.
Event Attraction: draw due to what is happening there.
Natural Attraction: mountains, beaches, climate features.
Man-made Attraction: buildings of historical/architectural interest, theme parks.
Amenities (facilities): accommodation, food, local transport, communications, entertainment; ancillary services like banking, shops, etc.
Accessibility: regular/convenient transport, reasonable price from origin to destination.
Tourist Services components:
Passenger Transport: land, sea, air, rail; public or private; domestic or international.
Accommodation, food & beverage, entertainment.
Travel Agent and Tour Operator roles:
Travel Agent: distributor of the product; intermediary between tourist and providers.
Tour Operator: manufacturer of the product; assembles components into a package; sells directly or via agents.
Importance of tourism (potential benefits):
Balance of payments contribution.
Dispersion of development.
Impact on general economic development.
Employment opportunities.
Social benefits, cultural enrichment, educational significance.
Study task prompts (Formative Tasks) emphasize: defining tourism; distinguishing visitors vs excursionists with examples; identifying tourist products; explaining two key importance of tourism with scholarly support.
Quick connections to hospitality:
Hospitality etymology: from Latin hospitare, meaning to receive as a guest; host duties include meeting guest needs (food, beverage, lodging).
The relationship between tourism and hospitality is core to the ecosystem; hospitality extends beyond lodging to guest reception, entertainment, and services that accompany travel.
The Tourism and Hospitality Network (Core idea):
Components include: Food & Beverage services; Lodging services; Recreation services; Travel-related services.
Travel-related components include the role of tour operators and travel agents in packaging and distributing services.
Practical application notes:
Emphasizes the multiplier effect of tourism: tourism activity stimulates growth across multiple local industries (multiplier concept).
Recognizes the presence of governing and standard-setting bodies (e.g., UNWTO/WTO) that influence trends and monitor tourism across borders.
Unit 2: The History of Tourism & Hospitality
Learning outcomes:
Describe the history of the tourism and hospitality industry.
Explain the origin of tourism and hospitality in the Philippines.
Identify international travel patterns.
Describe factors that favor growth of tourism and hospitality.
Historical arc:
Early tourism:
Travel for business and trade; invention of money, writing, and wheel facilitated travel (Sumerians).
Religious travel: pilgrimages; 1388 English pilgrims required permits (early passport-like practice).
Tourism in the Medieval period: decline after the fall of the Roman Empire; pilgrims and Crusaders as travelers; safety concerns.
Renaissance and Elizabethan eras: the Grand Tour; health/spas (e.g., Turnbridge Wells) for medicinal baths; cultural exposure.
Industrial Revolution: tourism becomes a mass activity due to railways and steam power; middle class growth; Thomas Cook as pioneer travel organizer; first excursion train (1841); circular notes (traveler’s checks, 1874); Baedeker guidebooks.
Modern tourism (late 19th to 20th centuries): WWI and WWII shaped mobility; rise of mass communications; shift from sea to air travel; growth of private car ownership; airline jets (post-WWII) accelerated air travel.
Pioneers and notable figures:
Cesar Ritz (Savoy Hotel): luxury hotel standard-setter.
Ellsworth Milton Statler: introduced modern hotel conveniences for middle-class travelers.
Conrad Hilton: built major hotel chain; hotel finance mastery.
Thomas Cook: founder of the first travel agency; Cook’s tours; early traveler’s checks.
J. Willard Marriott: started with a root beer stand; built Marriott into a global brand.
Ray Kroc: McDonald’s founder; modern hospitality operations guidelines (Quality, Service, Cleanliness, Value).
Isadore Sharp: founder of Four Seasons; global hotel empire.
Ruth Fertel: founder of Ruth’s Chris Steak House; upscale restaurant chain.
History of hospitality in the Philippines:
Origins linked to pre-colonial inhabitants and later galleon trade; early destinations during American occupation era (1920s-1930s) including Manila, Pagsanjan Falls, Baguio, etc.; 1920s steamship and airline routes; PTTA (Philippine Tourist and Travel Association) formed in 1952; Board of Travel and Tourist Industry (BTTI) established to regulate and subsidize PTTA; economic challenges in 1960s-70s; modernization and growth post-1970s; CNT 2019 CNT rankings for the Philippines (Boracay, Cebu, Palawan contributions).
International travel patterns and growth context (1980s-2018):
Growth driven by rising disposable income, aging populations, urbanization, and technology; inflation of travel costs and relaxation of visa regimes; real growth in global tourist arrivals (e.g., 1.4 billion in 2018, 5% increase).
Thomas Cook and other early travel agents spurred mass-market travel; railways and later aviation transformed geography of travel.
Assignments (Unit 2):
Assignment 1: Origin of Philippine tourism timeline (creative one-page timeline with icons).
Assignment 2: Case study and analysis of international travel highlights (UNWTO 2019) including consumer travel trends, purposes of visits, and factors for France’s high arrivals; citations encouraged.
Unit 3: The Economics of Tourism & Hospitality
Core questions: role of tourism in economic development; direct/indirect effects; multiplier and leakage concepts.
Key economic concepts:
Economic impact: tourism/hospitality generates income, employment, foreign exchange, and broader economic development.
Direct effects: income received directly by tourism-related businesses (hotels, restaurants, tour operators) from tourist spending.
Indirect/secondary effects: income circulates through the economy as businesses purchase supplies, pay wages, and invest in capital.
Leakage: value of goods/services imported to service tourism; must be subtracted to estimate net local impact.
Multiplier: describes the total effect of an external income source on the economy; often decomposed as Direct + Indirect impacts, minus Leakage:
Total Economic Impact = Direct Effect + Indirect Effect − Leakage
Economic growth models in tourism:
Theory of Balanced Growth: tourism should be integrated with other industries; tourism development supports broader economic activity.
Theory of Unbalanced Growth: tourism acts as a spark to stimulate broader growth in other sectors; demand creation cascades to other industries.
Factors favoring tourism growth (sample of 14 factors listed):
Rising disposable income; aging/retired populations; more discretionary time; increased mobility; growing singles population; access to credit; higher education; urbanization and city growth; packaged tours; multinational business; modern transportation; value shifts; smaller family sizes; changing roles.
International travel growth context (2018 data):
1.4 billion international tourist arrivals; 2018 growth rate ~5%; growth outpaced UNWTO forecasts; strong global economy and middle-class expansion cited as drivers.
The multiplier task (Unit 3 formative task):
Students asked to create a multiplier scenario for tourism and hospitality; include direct/indirect effects and discuss how to maximize economic benefits; concept of leaky expenditures and mitigating leakage.
Unit 3 assignments:
Assignment 1: Case study on Tourism Development in Least Developed Countries (LDCs); identify LDCs and opportunities/potentials of tourism.
Case study: use resources such as UNWTO data; questions address economic effects, leakage, and strategies to maximize benefits.
Unit 4: The Tourism and Hospitality Network and Supply Components
The network concept:
Tourism and hospitality network comprises three major component types: direct providers, support services, and developmental organizations.
Direct providers: primary service delivery (e.g., hotels, restaurants, transport operators).
Support services: ancillary services that enable the core products (e.g., food supplies, laundry, publications, tour publications).
Developmental organizations: government bodies, industry associations, and development agencies (e.g., DOT, PTA/TIEZA, TPB, PTTA; international bodies like UNWTO, ICAO, IATA, WTTC, OECD, PATA, CTA, APEC).
Five main categories of tourism/hospitality components (and examples):
Natural Resources: climate, landforms, flora, fauna, water bodies, beaches, water supply.
Infrastructure: water, power, communications, sewage, health care facilities, transportation terminals, security.
Hospitality Resources: local culture, hospitality training, service attitude toward guests; includes attitudes toward self, others, and industry; community awareness programs.
Transportation and Transportation Equipment: ships, airplanes, trains, buses, taxis, etc.; land, air, sea options; equipment and services (porter services, etc.).
Superstructure: physical facilities above ground (hotels, airports, restaurants, shopping centers, museums, entertainment venues).
Accommodation classifications and types (overview):
Hotels, condominiums, motels, inns, apartments, paradores/pousadas, pensions, bed-and-breakfasts, hostels, campsites, health spas, private homes.
Hotel classifications by location (city center, freeway, airport, resort) and by service type (economy, full service, luxury, casino).
Food & Beverage (F&B) component:
Restaurants and dining operations; quality standards and staffing; general requirements for dining facilities.
Recreation and entertainment component:
Activities offered (golf, tennis, hiking, boating, concerts, etc.); host responsibilities for guest entertainment.
Travel agencies and tour operators (definitions and roles):
Travel Agent: distributor; intermediary role between tourists and service providers.
Tour Operator: creator of packaged products; aggregates components and sells them to retailers or directly to consumers; leverages volume purchasing.
Practical note on network interdependence and economic impacts: effective management of supply components improves destination competitiveness and visitor satisfaction.
Unit 5: Tourism & Hospitality Organizations
Pre-assessment prompts students to reflect on involvement in organizations and the rationale for engagement.
International organizations (highlights):
United Nations World Tourism Organization (UNWTO): global intergovernmental body; promotes tourism, supports development; 3 classes of members (full, associate, affiliate); regional commissions (Europe, Americas, Africa) and technical commissions; aims to promote tourism and development and collaborate with UN system.
International Civil Aviation Organization (ICAO): standard-setting for air navigation; safety and growth of international civil aviation; governance provisions from Chicago Convention (1944).
International Air Transport Association (IATA): airline industry coordination; standardization and problem-solving for air transport; over 112 member airlines.
World Travel & Tourism Council (WTTC): private sector global forum; 150+ members including airlines, hotels, airports, travel agencies; focuses on policy and growth barriers; identifies major strategic priorities (freedom to travel, growth policies, tourism for tomorrow).
Development organizations (DO): World Bank, Asian Development Bank, Islamic Development Bank, etc.
Regional organizations (examples): OECD, Pacific Asia Travel Association (PATA), Caribbean Tourism Association (CTA), Asia-Pacific Economic Cooperation (APEC), Organization of American States (OAS).
National tourism offices and government agencies:
National Tourism Office (NTO): promotes tourism in a country; e.g., US Travel Data Center; Department of Tourism (DOT) in the Philippines; Tourism Act of 2009.
DOT responsibilities: promote and develop tourism as a major socio-economic activity; generate foreign exchange and employment; extend benefits widely; ensure safe, convenient travel experiences.
DOT attached agencies (highlights):
Philippine Tourism Promotions Board (TPB): marketing and promotion; positions Philippines as a MICE destination.
Tourism Infrastructure and Enterprise Zone Authority (TIEZA): TEZ designation, infrastructure development, regulation and support; ensure compliance.
Other agencies: Duty Free Philippines Corporation; Intramuros Administration; National Parks Development Committee; Nayong Pilipino Foundation; Philippine Retirement Authority; PCSSD; etc.
Professional organizations (examples):
PTAA (Philippine Travel Agencies Association);
HRAP (Hotel and Restaurant Association of the Philippines);
UFTE (Union of Filipino Tourism Educators);
COHREP (Council of Hotel and Restaurant Educators of the Philippines);
AAHRMEI (Association of Administrators in Hospitality, Hotel and Restaurant Management Educational Institutions);
PAATGLI (Philippine Association of Accredited Tourist Guide Lecturers);
PHILTOA (Philippine Tour Operators Association);
TEAM Philippines (Tourism Educators and Movers Philippines);
Other associations such as PACEOS, NAITAS, MITE, etc.
Unit 5 tasks:
Case analyses and bubble-map style exploration of how international, regional, and national organizations work together.
Discuss the role of national tourism offices in promotion.
Reflect on personal affiliation with school organizations and advantages for industry readiness.
Unit 6: Impacts of Tourism & Hospitality
Pre-assessment: complete a table of positive/negative impacts across three dimensions: Economic, Social, Environmental.
Economic impacts (positive):
Income growth for nations; job creation; infrastructure development; increased investment; direct/indirect tax revenues.
Multiplier effect: tourism expenditures trigger additional rounds of spending across the economy.
Foreign exchange earnings and potential reductions in unemployment.
Economic impacts (negative):
Inflation and rising land values; leakage via imports; volatility from seasonality; overdependence on tourism; economic concentration in specific sectors.
Economic concepts emphasized:
Direct effects, indirect/secondary effects, leakage, multiplier, imports/leakage calculations.
Foreign exchange considerations and how governments can manipulate exchange rates via fiscal measures to influence tourism demand.
Social impacts (positive):
Intercultural contact and understanding; adaptation to modern life; improvements in local lifestyle; increased language learning; empowerment of women through employment opportunities.
Social impacts (negative):
Social saturation and congestion; changes in social structure and family dynamics; crime, prostitution, and social disruption; negative demonstrations or cultural commodification.
Cultural impacts (positive):
Intercultural exchange; renaissance/retention of native culture; preservation of traditional arts, crafts, and festivals; living museums and cultural villages.
Cultural impacts (negative):
Loss or deterioration of traditional arts; Western architectural influences; potential cultural commodification; conflicts between host communities and tourism development.
Environmental impacts (positive):
Conservation and preservation of environments; development of attractions and protected areas; integration of ecosystems with tourism needs.
Environmental impacts (negative):
Carrying capacity issues; habitat and vegetation damage; air and water pollution from growth; wildlife disturbance; noise impacts; resource depletion.
Impact control measures (highlights):
Gradual development to allow local adaptation; appropriate scale; resident involvement in planning; tourism development zones; local ownership incentives; linkages to other sectors; training; managed carrying capacity; urban planning; environmental protection policies.
Quick context: attitudes toward culture and environment are central to sustainable outcomes.
True/False formative task and reflections emphasize comprehension of the breadth of impacts and mitigation strategies.
Unit 7: Current Trends of Tourism & Hospitality
Focus: social and economic changes shaping a bright future; issues that owners/managers face in Marketing, Legal, HR operations, and Consumer affairs; steps to address major industry issues.
Major trends and issues (highlights from the unit):
Marketing/demographics: aging population; single-person households; shift from long vacations to shorter, more frequent trips; market segmentation; frequent-guest programs; brand loyalty vs. personalized experiences.
Changes in vacation patterns: mini-breaks; shifting preferences toward experiential and differentiated products.
Experience economy and personalization: demand for highly customized experiences; potential decline of traditional travel agents as consolidation and OTAs shape consumer behavior.
Digital transformation: online reviews, TripAdvisor, OTAs, and the rise of the sharing economy (e.g., Airbnb) altering distribution channels and competition; asset-light strategies.
Technology and operations: digital guest experiences, mobile apps, data analytics, automated processes; more agile and flexible operations.
Changing workforce: HR challenges including recruitment, retention, skills development, and managing a diverse workforce; need for professional training and new skill sets; ethics and governance concerns.
Market convergence and partnerships: coopetition models, strategic alliances between airlines, hotels, and other tourism entities; loyalty programs and cross-brand partnerships.
Health and safety, policy pressure, and regulatory environments in response to global events (e.g., pandemics).
Formative tasks and assignments emphasize identifying two key industry issues and reflecting on future trends.
Unit 7 assignments address HR issues mitigation strategies and evaluation of future waves that shape guest experiences (three examples with explanations).
Unit 8: Future World Tourism & Hospitality Issues
Focus: forward-looking issues and imagined futures; safety and security; the role of global economy; sustainable management and policy planning; e-commerce; education and training; SDGs integration; partnerships; and disruptive product innovations.
Key future issues and ideas:
Safety and security: lessons from 9/11; crisis readiness; destination readiness for security, risk management, and traveler confidence.
Economic context: how the world economy influences tourism demand; distribution of wealth; impact on travel affordability and access for poorer populations.
Sustainable management: maintaining a balance between growth and resource preservation; GCET and the SDGs as guiding frameworks.
Tourism policy and strategic planning: public-private partnerships; destination management planning; coordinating multiple sectors.
E-commerce and digital tools: planning, marketing, and distribution through digital platforms; importance of robust online presence for destinations.
Education and training: globalization of education; collaboration between academia and industry; BEST + EN networks; the role of a skilled workforce in a global context.
Quality products and experiences: demand for diverse, high-quality experiences; adventure travel; native culture preservation; space/undersea/volunteer tourism as emerging niches.
Partnerships and alliances: coopetition and cross-industry collaboration; loyalty point systems across hotels, airlines, and car rentals.
Health issues and disaster risk: disease threats, climate-related risks; travel advisories and health protocols.
Climate change: impacts on destination viability, seasonality, and travel patterns; adaptive planning required.
Assignments and rubrics guide students to discuss safety, policy, and three takeaways; future waves and examples such as space/undersea/volunteer travel are noted as potential growth areas.
Unit 9: Sustainable Management of Tourism & Hospitality
Core concept: sustainable tourism meets present needs without compromising future opportunities; UNWTO framing emphasizes balance between tourist needs and host-region preservation.
GCET (Global Code of Ethics for Tourism): a framework for responsible stakeholders in tourism development, encouraging sustainable behavior by governments, industry, communities, and travelers.
UNWTO SDGs: 17 Sustainable Development Goals; tourism has targets linked to Goals 8 (economic growth and employment), 12 (sustainable consumption/production), and 14 (life below water) among others; industry alignment with SDGs is highlighted.
SDG roles and UNDP: SDGs came into effect in 2016; UNDP tasked with driving progress in 170+ countries; UNWTO aligns with UNDP and other agencies to promote sustainable practices.
Current trends and best practices in sustainable tourism: World Legacy Award and National Geographic criteria for sustainability; Six criteria used to assess destinations for sustainability (environmental quality, social/cultural integrity, condition of built heritage, aesthetic appeal, management quality, future outlook).
Benefits of sustainable tourism: economic viability, employment, community pride, preserved natural and cultural heritage, and improved infrastructure; emphasizes the maxim that we should leave resources better for future generations (quote: “We have not inherited earth from our ancestors, we have borrowed it from our children.”).
Sustainable tourism framework and SDGs integration in practice: planning to preserve culture and environment while enabling economic opportunities; stakeholder education and community involvement as essential elements.
Application prompts (Unit 9 tasks):
Define sustainable tourism and discuss three benefits with supporting examples.
Research and explain the connection of UNWTO SDGs to tourism and identify Philippine initiatives aligned with SDG targets via DOT programs; produce outputs in a concise format with references.
Additional notes:
The unit emphasizes ethical and environmental considerations, including responsible travel, conservation, and the need to balance development with community well-being.
End-of-unit prompts include reflection on personal sustainability goals (SustainaGoals) and demonstration of understanding through SmartArt or diagrams.
Cross-cutting themes and course-wide notes
The macro-perspective approach emphasizes: tourism as an ecosystem that intersects with other local industries, the global economy, and societal impacts.
Multiplier effects, leakage, and the balance between growth and sustainability are recurring analytical tools across units.
Organizations and governance: international (UNWTO, ICAO, IATA, WTTC), regional (OECD, PATA, CTA, APEC), national (DOT, NTOs), and professional associations shape policy, standards, and education.
Ethical and practical implications:
Balancing economic development with cultural preservation and environmental protection.
Addressing social impacts such as community changes, inequality, and potential cultural homogenization.
Ensuring safety, security, and responsible marketing while promoting access and inclusivity in travel.
Practical exam-oriented notes:
Be able to discuss the economic impacts, identify direct/indirect effects, and explain leakage.
Understand the components of the tourism/hospitality network and supply chain.
Recognize key historical milestones and their influence on modern tourism.
Be prepared to analyze current trends, future issues, and sustainability practices for policy or business planning.
Notes on formulas and quantitative references
Economic impact formula (conceptual):
Total Economic Impact = Direct Effect + Indirect Effect − Leakage
This represents the combined effect of tourist spending on the local economy after accounting for imports and other leakages.
UNWTO data points to consider: international tourist arrivals figures (e.g., 1.4 billion in 2018) and growth rates (e.g., ~5% in 2018).
SDG references emphasize a framework of 17 goals; key tourism-relevant goals include those tied to economic growth (Goal 8), sustainable consumption/production (Goal 12), and life below water (Goal 14).
If you’d like, I can tailor these notes to a specific unit or condense them further into a study-friendly cheat-sheet. I can also export a clean, unit-by-unit PDF-ready outline if you specify which sections you want emphasized for your exam prep.