Module I 

2. Safety needs – safety and security, freedom from fear and anxiety
THE PSYCHOLOGY OF TOURISM (protection against physical or mental danger)

A. MOTIVATION FOR TRAVEL  3. Social needs – love, affection, giving and receiving (love,
belongingness, acceptance)
1. Escape  
2. Relaxation   4. Self esteem – self respect, and esteem from others (self
3. Relief of Tension   confidence, recognition)
4. Sunlust  
5. Physical  5. Self actualization – personal fulfillment (realizing ones potential)
6. Health  
7. Family togetherness   This hierarchy suggest that lower needs demands more immediate
8. Interpersonal relations   satisfaction that the satisfaction of higher needs. The first need is physical,
9. Roots or ethnic   the other fore is psychological. To this original list, two intellectual needs
10.Maintain Social contacts   were added these are
11.Convincing oneself of ones achievements  
1. To know and understand – acquiring knowledge
12.Show one’s importance to others  
13.Status and prestige   2. Aesthetics – appreciation of beauty
14.Self discovery  
15.Cultural  
16.Education   Tourist Motivations 
17.Professional/business  
18.Wanderlust   A. The Need for Escape or Change 
19.Interest in foreign areas; and  The greatest reason for travel can be summed up in one word, “escape”-
20.Interest in scenery escape from the  dull daily routine; escape from the familiar, the common
place, the ordinary escape from  the job, the boss, the customers, the house,
Basic travel motivators can be divided into four classes:  and the accelerated pace of modern life.  According to Russ Johnston, a
marketing research director, everyone is searching for  change. Travel can
1. Physical Motivators - include those related to physical rest, sports provide diversity 
participation, beach  recreation, relaxing entertainment, and other
motivations connected with health. B. Travel for Health  
2. Cultural Motivators - include the desire to know about other countries, their Development in the field of medicine has influenced travel for centuries,
music, art,  folklore, dances, paintings and religion;  giving rise to  the concept of health tourism. (Spas, seaside resorts, sun
resorts, mineral water of springs  and others)
3. Interpersonal Motivators - pertain to the desire to meet other people, visit
friends or  relatives, escape from routine, from family and neighbors. C. Sports 
  Interest in sports either as a participant or spectator, is attracting large
4. Status and Prestige Motivators - concern ego needs and personal segments of the  population. People indulge in activities such as hiking,
development. Included  in this group are trips related to business, and surfing, scuba diving,  mountaineering, and skiing. Millions attend a variety of
conventions, study, and pursuit of hobbies  education. Travel will games such as basketball,  baseball, tennis, soccer in the United States,
enhance one’s recognition and good reputation.   Europe, and Latin America. The Olympic  Games which is held every four
years attract millions of tourists. 
B. Travel as a Means to Satisfy a Need and Want 
D. Social Contact  
The key in understanding Tourist Motivation is to view vacation travel as a Much travel grows out of the social nature of people. Human beings are
vehicle to  satisfy ones need and wants. Tourists do not go on vacations just social animals.  They need contact and communication with others.
to relax and have fun, to  experience another culture, or to educate According to Charles Metelka, travel  increases the “sociability resources” of
themselves and their children; they take  vacations in the belief that these individuals. 
vacations will satisfy, either completely or partially  various needs and
wants.  E.Status and Prestige  
Travel provides the means for ego and self-enhancement. Travel to poor
C. Relationship of Needs, Wants, and Motives   country can  provide the traveler with a feeling of superiority. Much travel is
The difference between a need and a want is awareness. It is the duty of done to keep up with the  Joneses and to appear knowledgeable about
people involved  in marketing to convert needs into wants by making the foreign places. 
individual aware of his need  deficiencies. This awareness must be
accompanied by motivation. A motive enables a person to do  something.
Motivation occurs when an individual wants to satisfy a need. To enable a  F. Travel for Education  
person to be motivated to satisfy a need. To enable a person to be motivated The search for knowledge and truth is inherent in every individual. Travel
to satisfy a  need, an objective or goal must be present. An individual will be offers an  opportunity to satisfy the urge to learn. 
motivated to buy a  product or service if he perceives that the purchase of
that product or service will be  beneficial in satisfying the need which he is G. Personal Values 
aware. Thus, it is the role of marketing to  suggest objectives such as The notion of personal values is an important travel motivator. Many people
vacations, cruises, or flights to satisfy needs, an awareness of  which has are urged to  travel to satisfy personal values, such as the search for spiritual
already been created. experience, patriotism,  and wholesomeness 
Push/Pull Model 
H. Cultural Experience  
The push/pull model explains the push and pull forces in human Cross-cultural exchanges, experiencing how other people live, fostering
motivation. According to  the push/pull model, there are push and pull forces international  understanding are some of the reasons to satisfy curiosity
in human motivation. Internal factors or  personal needs “push” people to about other cultures, lifestyles,  and places. 
travel, while external forces or attractions “pull” them to certain  destinations.
Much travel is motivated by both push and pull factors. For example, a
I. Shopping and Bargain Hunting  
college  student has begun to feel the “push” to get away from college for
To many people, the joys derived from buying certain goods may be the
rest and relaxation and “pull to  travel a sunny beach from escape, self-
major reason for  travel. Millions of travelers go to Hongkong, Singapore, and
discovery, and scenic beauty. Push factors are the  intangible desires that
other tax-free ports to shop.  Almost everybody wants to buy and to bargain. 
generate within the person. Examples are: need to escape, self-discovery, 
rest and relaxation, prestige, challenge and adventure. Pull factors are
external travel motivators  such as: scenic beauty, historical areas, cultural J. Professional and Business Motives  
events, and sporting events. A great number of people travel for professional and business motives.
Conferences and  conventions about education, commerce, and industry
Maslow’s Theory of Motivation and Travel Motivations increase annually. However, a  great portion of business travel is mixed with
pleasure 
A study of travel motivations found in travel literature indicates that these
motivation fit into hierarchy of need model of Abraham Maslow, a famous
psychologist. Maslow proposed the following hierarchy of needs as K. Search for Natural Beauty
determinants of behavior. Travel can satisfy one’s search for beauty in the environment and in the
scenery. Natural  beauty such as sunset, trees, mountains, waterfalls,
1. Physiological needs – hunger, thirst, rest, activity (food, drink, flowers, beaches, valleys, bays, rivers,  and lakes is usually pleasurable to
rest, shelter) the viewer.
LEARNING PROCESS OF A TOURIST   Physical disability in the form of bad health or physical handicap may keep
people at  home. 
E. Family commitments  
• Individual will buy a vacation package if he has learned that the purchase
will satisfy an  important need.   Parents with young children find it inconvenient and expensive to go on
holiday. Indeed,  family commitments of any kind, whether it be young
• Tourist compares various alternatives with list of criteria to determine which
children, taking care of the sick, or  looking after older people really affects
alternative  will most likely satisfy a particular motive.  
travel.
• The resulting inclination will have an effect on the decision to buy.  • The
inclination may be positive or negative, depending how well a chosen F. Lack of interest in travel 
alternative  meet the motivator.   This is mainly due to a preference to simply stay at home. This condition may
• The number of alternatives may vary according to the characteristics of the be due to a  variety of factors, such as dislike of travel, shyness in meeting
traveler. people, dislike of changing  routine and many more. 
G. Fears of travel 
Fear of flying is quite common and accounts for many people who insist on
EFFECT OF CONSISTENCY AND COMPLEXITY ON LEISURE driving to a  vacation area instead of boarding a plane. Fear of the unknown
keeps may people from  leaving the country or even their own city. 
TRAVEL
MODULE 2 
THE SOCIOLOGY OF TOURISM
• Too much repetition or consistency results in boredom and a corresponding
amount of  psychological tension greater that he could handle. -To reduce
THE SOCIAL NATURE OF TRAVEL 
this tension he will attempt  to introduce some complexity in his life.  
• Similarly, too much complexity may result more tension than a person can Travel is brought about by the social nature of man. Human
endure. -To  reduce the complexity he will introduce a consistency in that beings, as social animals,  feel comfortable in a tour group. They feel that
experience.  their trips is more enjoyable and free from  anxiety if they join a group tour.
Camaraderie often develops friendships that last for a years. 
CLASSIFICATION OF TRAVELERS BASED ON PERSONALITY   Tourism evolves a mutual trust and respect for one another and
the dignity of life on  earth. According to Pope John Paul II, “The world is
• Psychocentrics – people centered on self, are inhibited and becoming a global village in which people  from different continents are
unadventuresome. When  traveling, they prefer to visit “safe” destinations. made to feel like next-door neighbors. 
They do not want to experiment on the  accommodation, food and
entertainment.   The Social Effects of Tourism 
• Allocentrics – people having interest on other person, are highly curious
Tourism is concerned with the movement and contact between people in
and thrive on  stimulation and change. They have a strong need for variety
different  geographical locations. In sociological terms, this involves: 
and new experience. 
• Midcentrics – people who resides in the middle. They prefer going to a safe 1. Social relations between people who would not normally meet 
place but  still won’t hesitate to experience new things. 2. The confrontation of different cultures, ethnic
groups, lifestyles, languages, levels of  prosperity,
CLASSIFICATIONS OF TRAVELERS BASED ON PURPOSE OF and the like 
TRAVEL   3. The behavior of people released from many of the social and
economic constraints of  everyday life; and 
A. Business Travelers -majority of travelers in most developed countries 4. The behavior of the host population which has to reconcile economic gain
such as the  United States, Canada, and the United Kingdom are the and benefits  with the costs of living with strangers. 
business travelers. They are  divided into three categories namely: 
The degree to which conflict will occur between host and guest depends
1.) Regular Business Travelers- among business travelers, the cost of the upon the  similarity in their standards of living, the number of tourist at a time,
trip is  shouldered by the company; hence, travel is not influenced by and the extent to  which the tourist adapt to local norms 
personal income. 
2.) Business Travelers Attending Meetings, Convention, Congresses- a
regular  formalized meeting of associations or body or a meeting sponsored
by an association  or body on a regular or ad hoc basis.   SOCIOECONOMIC VARIABLES AND THEIR EFFECT ON TRAVEL  
3.) Incentive Travelers- a special type of business travel. It is travel given by
firms  to employees as a reward for some accomplishment or to encourage A. Age 
employees to  achieve more than what is required.   There are several differences between patterns of travel based on age
Younger people – select more active recreational activities Elderly (late
B. Pleasure/Personal Travelers This group consists of people traveling for sixties and upward) – more passive forms of recreation 
vacation or  pleasure. They are also called nonbusiness travelers. This kind B. Income and Social Status  
of travelers are classified  into the following categories:  Rich persons, as well as with higher social status, travel more with lower
income and  social class status. Higher income tourists stay longer and
1.) Resort Travelers- surveys have shown that resort travelers are better spend more per day than those  with lower incomes. 
educated,  have higher house-hold incomes, and are more likely to have C. Education  
professional and  managerial positions.   The better educated members of the population have a greater desire to
 2.) Family Pleasure Travelers- divided into 3 groups.   travel. The more  educated the travelers are, they tend to be more
The junior families. Parents aged 20-34 and having a pre-school or grade sophisticated in their taste. They prefer  activities that require the
school  children only.  development of interpretative and expressive skills 
Mid-range families. Parents aged 35-44 with grade or high school children.  D. Life Stages of the Family 
Mature families. Parents aged 45 and over with children who are of high The presence of children in the family limits the travel. More leisure time
school age  and older. –   is spent at  home. As the children grows up and leave home, the
3.) The Elderly – these are the travelers age are “50 plus”   married couples renew interest in  travel. 

4.) Singles and Couples – They take their vacations to fulfill their THE RISE OF NEW TRAVEL PATTERNS  
psychological,  intellectual, and physical needs by giving them the
opportunity to rest, relax escape  the routine of pressures of daily living, A. Travel Clubs  
enjoy the naturalness of life, and to express  total freedom The most significant development in group travel consists of travel
clubs. A very good  example of these is the Club Mediterranee which
TRAVEL CONSTRAINTS 
started in Western Europe and then  spread to North America 
A. Lack of money   B. Airline Group and Arrangements  
Lack of money is the major travel constraint. Less Another development in group travel is the introduction of different
money means less travel types of tour fares  promoted by airlines. 
B. Lack of time   C. Special Interest Group 
The desire to travel and the financial ability to travel are insufficient if one These are tours arranged for those who are interested in a particular
does not have  time to travel  activity such as bird  watching, festivals, fishing, hunting, scuba diving,
C. Lack of safety and security   photography, flower arrangement,  golf, skiing, mountain climbing, and the
Lack of security in public places, hotels and travel centers cause people to like. 
prefer to  remain in the security of the neighborhood and home. 
PREFERENCES OF THE INTERNATIONAL TOURIST
D. Physical disability  
The preferences of the international tourist are divided into four A more operational definition, as suggested by professor Louis Jolin from
categories, namely:  the University of  Québec in Montreal, indicates that social tourism "refers
1. Complete relaxation to constant activity;  to programmes, events, and activities  that enable all population groups –
2. Traveling near one’s home to a totally strange environment;  and particularly youth, families, retirees, individuals with  modest
3. Complete dependence on a group travel to incomes, and individuals with restricted physical capacity – to enjoy
travelling alone; and tourism, while also  attending to the quality of relations between visitors
4. Order to disorder   and host communities". 

Concerning the main benefits of social

A. Relaxation versus Activity  tourism The ISTO presents the benefits of
Before, the workweek for most people including the middle class was social tourism within four main axes: 
long and  exhausting. Thus they demanded holidays that offered
relaxation and rest. At present, the workweek has been shortened and ∙ Social tourism is "a shaper of society" as"holidays and travel can provide
the annual holiday leave has been lengthened. Work  has become less particularly  apt occasions for personal enrichment, through the
tiresome and people have become used to greater leisure. discovery of new places, cultures and  civilizations, through physical,
B. Familiarity Versus Novelty  artistic, sport and leisure activities, by meeting people  across
educational or generation divides, and by other responsibilities taken
In general most tourists on their first trip abroad tend to seek familiarity on freely by  tourists". 
rather  novelty. They search for something that will remind them of
home, whether it be food,  newspaper, living quarters, or another ∙ Social tourism is a promoter of economic growth: "tourism for all is a key to
person from their own country.  economic  strength which generates a continuous flow of people and
investment, which contributes  to regional development".
At present, there is an increasing positive attitude for novelty and for
change. 

C. Dependence versus Autonomy 

In the past, joined package tours in which transportation, lodging, food,  ∙ Social tourism participates to the regional and local development by
sightseeing, and entertainment were fixed in advance by the tour agency. "reconciling  tourism development, environmental protection
At present,  there is an emergence of a group of tourist who would like to and a respect for the identity of local  communities". 
acquire a sense of personal  autonomy regarding their leisure time. They
would like to travel on their own and not  part of a group.   ∙ Social tourism is a partner in global development programs:
"tourism, when it is  controlled and when it respects the
D. Order Versus Disorder  natural and cultural environment and local  communities,
In the past, tourist sought holidays which enforce the traditional concept of  constitutes one of the economic, social and cultural hopes of
conformity- set meals at a fixed times, guidebooks told them the right many  developing countries". 
places to visit, and  resorts where their fellow tourists were tidy, well-
behaved, and properly dressed.   Furthermore studies show that social tourism has a tremendous
impact on families (Minneart,  Metland, Miller, 2009) 
Now, the new generation of tourists is not very much concerned about
what to wear  and how to behave on holiday. Informality in behavior, a Social tourism was found to increase family capital in the short term, and
greater tolerance toward the  differences of others, and freedom from social capital – in  terms of social networks, related pro-active behavior
institutionalized regulations are now the  characteristics of the modern and self-esteem - in the medium term.  These increases can be seen as
traveler.  beneficial for the participants and to wider society. Consequently  it is
suggested that social tourism may be a cost-effective addition to social
TYPES OF TOURIST ROLES  policy. 

The continuous combination of novelty and familiarity forms the basic The family capital is the relationships between the family members and
variable for the  sociological analysis of the phenomenon of modern their resilience when  faced with adversity. Both adults and children
tourism. This combination leads to the four  types of tourist roles.   benefited from an increase in family capital,  which could encourage the
adults to change parenting techniques and encourage a more active 
The first two types, the organized mass tourist and the individual mass lifestyle for the family (for example, going out more). For the children
tourist, are called  institutionalized tourist roles because they are dealt this could lead to better  behaviour both at home and at school. 
within a routine way by the tourist  establishment, such as travel agencies
and hotel chains which cater to the tourist trade. The last  two types, the The raise of the social capital of is the increase of the valuable relations
explorer and the drifter, are called non-institutionalized tourist roles between the individual  and the world surrounding him or her. Ways in
because they  are loosely attached to the tourist establishment.  which an increase in social capital can manifest  itself include
improvements in self-confidence, extension of support networks, new
A. The Organized Mass Tourist  ways of  prioritizing duties, changes in work circumstances, and better
budgeting skills.  
This type of tourist is the least adventurous. Spend most of their time in their
comfortable  “environmental bubble” throughout their trip. The itinerary is MODULE 3 TOURISM AND CULTURE
decided in advance. Attractions are  guided and well fixed. Tourists have no
decision on their trip  THE EFFECTS OF CULTURE ON TRAVEL

B. The Individual Mass Tourist Culture can be defined as a " set of beliefs, values, attitude, habits and
Similar to the organized mass tourist except that the individual mass tourist form of behavior that are shared by a society and are transmitted from
has a certain degree  of control of his time and itinerary. The tour is not generation to generation.
entirely fixed. All the major arrangements are  still made through travel
agencies   CULTURE SHOCK

- lack of understanding ang inability to communicate with the host culture

C. The Explorer 
Culture Patterns are changed by two forces:
Arrange their trips alone. Go somewhere unusual. Look for comfortable
accommodation and  reliable transportation. Retain some of the basic Internal Force
routines and comforts of their native way of life.  Try to mix with local people
and speak their language. Dare to leave their “environmental  bubble.   • These innovators are better educated, have high income and more
achievement oriented than others.
D. The Drifter 
MASS FOLLOW CLASS
Go further away from the “environmental bubble” .Keep away from the
accustomed ways of life  in home countries. No fixed itinerary. Plan trips • Suggests that a destination first attracts a small number of high-status
wholly on their own. Live with local people.  Often take odd-jobs to keep individuals whose actions are eventually copied by a large number of
themselves going.  persons with lower social status.

External Force

SOCIAL TOURISM  •Contact with other environment may change the behavior

According to the International Social Tourism Organisation (ISTO) social

IMPORTANCE OF CULTURAL TOURISM
tourism can be defined  as "the connections and phenomena related to the
participation of people in the countries of  destinations as well as of
holidaymakers, of disadvantaged layers of society or those unable to 
participate in tourism, holidays and their advantages for whatever reason". 
Cultural tourism includes all aspects of travel in which people learn about Mature-Railway System Era  
each other's way of life. Thus, tourism is an important means of promoting
cultural relations and international cooperation. This era was characterized by railway by which  
expanded their operations by running hotels and  
CULTURAL FACTORS WITH TOURIST APPEAL providing other travel-related services. Travel agencies   and tour companies
were formed. Thomas Cook, an   innovator in this field during this era, began
his   company’s activities in the UK in 1840.More people   traveled. 
A. Art
Express-Travel System Era 
- the arts include performing arts and fine arts. The former refers to the live
theater, music and dance and the latter includes painting, sculpture, graphic Express services increased. Trains and other forms of transportation
art and architecture. 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. 
B. Music and Dance
Automobile-Based Travel System Era  
- In several countries, music is a major source of enjoyment and Car ownership boomed in North America. Motorways, interstate
satisfaction to tourists. highways, and other trunk  highways were developed in the
C. Handicraft latter half of this era which was from 1920-1974. The 
- to satisfy tourists, gifts and souvenirs for sale should be manufactured automobile was predominant over other travel modes from
in the country where the purchase is made. 1920-1945. 
D. Industry and Business
- Industry tours are very effective way of developing an interest in the Modern-Tourism Travel System Era  
culture of a country, as well as providing potential market for the
product being made. The period from 1945-1974 is known as the modern tourism
system era. Car ownership  continued to grow at a fast rate,
- Business or industrial groups often conduct tours to become familiar
mainly at the expense of long distance rail travel. The 
with the market and processors in order to develop more interest in their
introduction of wide-bodied jets in 1970 greatly increased air
products and to increase sales in several market areas.
travel. The “mass tourism”  philosophy and marketing
E. Agriculture
approaches were prevalent during the 1950’s and 1960’s. 
- agriculture of a country may be interesting to a large segment of tourists.
- Local tour should include agricultural development and services so that
tourists can see the agricultural products in the country
F. Education Post-Mobility Adjustment Era  
- The inhabitants of one country are usually anxious to know the
educational system of another country. This era began in 1973-1974 as a result of the oil embargo generated by
OPEC and the resulting  increase in fuel prices. The events of the energy
G. Literature and Language
crisis basically changed the travel patterns  throughout the world. The
- the literacy achievement of a country form an important part of travel present era is one in which travelers continue to look to alternative,  group-
motivation. Libraries are favorite cultural institution for the tourist. oriented modes of transportation.
H. Science
- Tourists are interested to know the scientific activities of a country , HISTORICAL DEVELOPMENT OF TRANSPORT SYSTEMS 
especially those in technical industries, education or scientific research.
I. Government The desire to travel is stimulated with the improvement in transportation.
- Countries differ in their systems of government. Visit to centers of Before World  War I, it took seven days for travelers to go from coast to
government, such as capital, are very motivating to individuals coast by steam locomotive. By 1950,  travelers could compete the
interested in political science and government. journey in two and a half days by train. In 1938, an airplane with the 
J. Religion speed of 400 miles an hour made possible nonstop coast to coast flights
of less than eight hours.  In 1950, travel time from coast to coast was
- The religious pilgrimage is another motivation for travel. Many peoples
lessened to four hours. At present, the Concorde can  make a flight in
goes to the different headquarters of their church organization and to
two and a half hours. 
place that are well known in their religious literature.
K. Food and Drinks SELECTION OF TRANSPORTATION MODE  
- it is an important part of the culture of a country. Tourists usually enjoy
native food especially those which are local or ethnic in nature The most common reasons are: 
L. History
- The history resources of a country reveal its cultural heritage. The • Cost/price  
preservation of history and the quality and the management of museum
are very important for the success of tourism. • Traveling time  
- One of the weaknesses observed in historical museum is that the • Safety  
explanation of the exhibit are given in only one language.
- Tourists should be provided with literature that describes the point of • Convenience  
interest, admission fees, hours of operation and other information they
need. • Comfort  
Module IV 
TRANSPORTATION SECTOR  • Availability
 • Frequency of trips  
Transportation and Travel Evolution 
• Ground services  
Transportation and travel have undergone many changes. A review of
the history of  transportation and travel shows that their evolution took • Terminal facilities and locations  
seven eras. These are the Pre-Industrial  Travel System Era, the Early-
Industrial Travel System Era, the Mature-Railway System Era, the  • Status and prestige, and; 
Express-Travel System Era, the Automobile-Based Travel System Era,
the Modern-Tourism  Travel System Era, and the Post-Mobility • Departure and arrival times 
Adjustment Era. 
Jagdish Sheth developed a theory identifying transportation variables and
Pre-Industrial Travel System Era   the value of travelers.  He found out that travelers choose a travel mode
based on how they psychologically weigh the  five factors, namely:
This was the period before the widespread industrialization in Europe functional, aesthetic/emotional. Social/organizational, situational, and 
and North America. There  were almost no regularly-scheduled curiosity. The functional utility of a mode is its expected performance for a
transportation services. There was little travel. Only few  people had the specific purpose.  Examples are departure and arrival times, safety
money and the reason to travel. record, the directness of the trip, and the number  of stops or transfers.
Aesthetic/emotional is related to such aspects as fears, social concerns, 
style, luxury, comfort and other personal feelings that the form of
Early-Industrial Travel System Era   transportation might evoke.  Social/organizational shows that the frequent
users of certain kinds of transportation are  stereotyped according to sex,
Road improvements such as railways, canals, and steamship services racial origin, income, price/cost, and education. For example, those  who
were brought about due to  rapid industrialization and advances in take bus trips are usually perceived to be female, either young or old,
transportation technology. Common carriers came into  existence and while those who take  bus tours and cruises are generally retired people.
began to offer regularly-scheduled transportation services. Travel Situational refers to how conveniently located the particular mode of
increased  because more people who had money to travel. transportation and its terminal facilities are for the traveler. Curiosity 
utility refers to the traveler’s perceived need to do something new and • Long cruises – go around the world and take one to three months. 
different. Flying  transatlantic on Concorde may have a high curiosity
value for many business travelers Cruise Ship

Cruise ship may be divided into large vessels which can accommodate
180 or more  passengers and small vessels which can carry less than
Travel by Train   100 passengers. They are called mini cruises or ultra-yacht. At present,
the trend is toward large vessels. Recently, the typical ship was  built to
• First train inventor “George Stephenson”.  
carry 850 to 1,250 passengers but now, the average capacity of a new
• in 1851, three million of Englishmen boarded the train to see the ship is 2,000  passengers.  
Great Exhibition in London.  • became the primary means of
Mini Cruise 
movement within the United States.
• the popularity of the train lasted only for a brief period after World It is a short getaway break travelling on a ship or cruise to get relax and
War II when automobile  began to gain more popularity as unwind 
passenger transportation 
Ultra-Yacht  
In an effort to save the railroad industry, the Rail Passenger Service Act Large and luxurious pleasure vessel, cater to guest at a high standard of
became a law in  October 1970. The act created the National Railroad comfort 
Passenger Corporation, now commonly  known as Amtrak, which
began its operations in May 1971 and was intended to be a profit
making corporation. Canada’s equivalent of Amtrak is VIA Rail Canada, A cruise ship is both a floating hotel and resort because the guests
which was created in  1977.   are housed, fed and  entertained.  
A survey of Amtrak passenger showed that travelers favored the train Caribbean Cruise - world’s largest cruise destination. 
for the following  reasons: 
Another role of the ship travel and tourism is ferrying or the use of ferry
1. Safety   boats. These are  used in the English Channel, the Irish Sea, the
2. Ability to look out of the train and see its scenery along the route   Hebridean Islands of Scotland, the North Sea, the  Maritime provinces
3. Ability to get up and walk around   and British Colombian coast in Canada, and on the Great Lakes. 
4. Arriving at the destination rested and relaxed 
5. Personal Comfort   Travel by Automobile

The negative factors of Rail Travel are: Slowness in reaching  • Carl Benz of Manheim, Germany –the real inventor of the automobile.
the destination, Inflexible  departure times, and Lack of quality in
food services  In 1885-1886, he combined the bicycle and international combustion
engine first creating  the first engine consisting an engine chassis and
Train travel has continued in Europe and Asia more than in United transmission.  
States, particularly for  long-distance travel.  

Europeans believed that the train was more efficient form of • Henry Ford making his own Model T Car built with assembly
transportation from city center to  city center on trips up to 300 miles. technique for massive  production. Which we still use his car in the
The first sensational rail accomplishment after World War II  was modern day today “ford” The growth of car  ownership necessitated
Japan’s shinkansen or bullet trains which travel at speeds greater than road improvements. The US participated in the act of Road
140 miles per hour.  Japan has the best railroad system in the world with maintenance  in 1916.  
26,000fast and efficient trains scheduled a  day. Japan has plan for
trains which travel at speeds of 300 miles per hour. The Japanese rail  The automobile stimulated tourism by creating attractions along tourist
system is heavily subsidized by the government.  routes made  accessible by the automobile. Examples are home of
historical figures, scenic areas, and historic  shrines and monuments. 
France has its own super train, the TRES GRANDE VITESSE which
travels at a speed of 175  miles per hour between Paris and Lyons Two important aspects of automobile travel are recreational
and Paris and Marseilles. Russia has Trans-Siberian  Railroad, the vehicles and car rentals.
longest in the world. (5,787 miles) links outlying Siberian industrial
regions and  mining centers with European-Russia. Railroads are Important aspect of automobile travel: 
important to the Russian economy.
Recreational vehicle - it is a vehicle that combine transportation and
Reasons why travelers choose train as a transportation mode:   temporary living  quarter for travel, recreation or camping 
Car rental - also called car hire agency is a rents automobiles for
Cost/Price- cost effective way of travelling specially when you’re going to
short period of time 
a short  distance
Fly drive concept - it encourages traveler not to drive their personal car but to
Comfort- smooth and turbulence free
rent a car  on arrival
Safety- adequately taken care of regular serviced  
Ability to see the area where the train is passing
The growth of the industry in the late 1960s and early 1970s can be
attributed to the  introduction of the fly/drive concept. It encouraged travelers
Tres Grande Vitesse 
not to drive the personal car to their  destination but to travel by plane and
Also called high speed train it have a top speed of more than 235 mile/hour 
rent a car on arrival. 
Travel by Ship  
Travel by Bus/Motor coach  
Preceded travel by train but it was not until the middle of the 19th
century that travel by  ocean liners began to become prominent. Ocean Bus travel is the most flexible and economical form of transportation. In
liners were used to provide an important link to  passengers among the early 1900s,  in the United States, buses were first used to carry
continents. At present, water transport has two major roles in travel passengers intercity. 
and  tourism --- ferrying and cruising. 
• Used to carry passengers through the intercity in early 1900.  
The steamship era began in 1840 when Sir Samuel Cunard, pioneered
the first  transatlantic-scheduled liner trips. The era of travel by ships • Greyhound company – was established in 1928, the world’s largest
expired late 1990’s, cruise ship took  the place of regularly scheduled privately-owned bus  company in the world. By this time, buses traveled
passenger ships many passengers were converted into cruise  ships. from LA to New York in 5 days.  
Those that were too old or too large were junked or scrapped. Others that
had historical  value were converted into tourist attractions. For example, The terms “bus,” “coach” and “motor coach” are used interchangeably. In
the Queen Mary which is permanently  docked in Long Beach, California North America  and elsewhere, bus performs two major roles: (1.)
became a tourist attraction and a hotel.  Provides a regular schedule for intercity  passenger transportation
services (2.) Provide charter and tour services.
Cruises are more of a vacation experience than a transportation mode.
The romance of  cruising had been strongly promoted and was aided Continental Trailways and Greybound Lines Inc. are the two major
very much by the popular television  program, Love Boat. Cruises are intercity companies, with  Greybound accounting for 60% of the market.
divided into three types depending on the duration of the trips.  
Two Major Intercity Companies  
Cruises are divided into three types: 
 The main reasons for selecting bus travel over other modes
 • Short cruises – 1 week or less   of travel are convenience and  economy. 

• Intermediate cruises – last one to four weeks    Few people choose the bus for business travel. 
  Bus riders tend to be older and have less income. conditions of service, routes to be given to each airline. The agreements
are subject to the  approval of their respective governments.
Travel by Air  
Traditionally, an airline needs the approval of the governments of the
The airplane had a revolutionary impact on tourism from World War II various countries  involved before it can fly in or out of a country or even
and onward. The  history of air transportation can be divided into three fly over another country without landing.  Before World War II, this did
parts – 1. Pre-World War II 2. World War  II 3. Post-World War II  not present too many difficulties since the range of commercial  planes
was limited, and air transport networks were limited and nationally
On December 17, 1903, the Wright Brothers took a flight on a beach in oriented. In 1944, an  International Convention was held in Chicago to
North Carolina  which lasted 12 seconds with a distance of 120 feet. In establish the framework for all future bilateral  and multilateral
1927, the air industry developed regularly  scheduled passenger trips agreements to use international air spaces. Five freedom rights were
between Boston and New York. Other governments helped this growth  designed,  but a multilateral agreement went only as far as the first two
in the 1920s by subsidizing air companies.   freedoms (right to overfly and right  to make a technical stop). The first
five freedoms are regularly exchanged between pairs of  countries in Air
World War II influenced the development of the airline Service Agreements. The remaining freedoms are becoming more
industry. It helped further  improve airplanes by accelerating important,  however.  Freedoms are not automatically granted to an
technological research.  airline as a right; they are privileges that  have to be negotiated and can
The tremendous time-saving aspects of air travels and its cost be the object of political pressures. All freedoms beyond the First  and
effectiveness, when  compared to other modes of transportation such the Second have to be negotiated by bilateral agreements, such as the
as train, ship, and automobile aided the growth  of the airline industry 1946 agreement  between the United States and the UK, which
during the post- World War Years. In the late 1950s and early 1960s,  permitted limited “fifth freedom” rights. The 1944  Convention has been
commercial jet aircrafts were introduced, increasing the speed of travel extended since then, and there are currently nine different freedoms
and creating smoother  flights and greater seating capacity for (see  above figure): 
passengers. The commercial airline industry improved  further in the ∙ First Freedom. The freedom to overfly a foreign country (A) from a
1970s with the introduction of wide-bodied aircrafts such as the home country en route to another (B) without landing. Also called
Doughlas DC-10,  Boeing 747, the Lockheed Tristar 1011, and the transit freedom. With the end of the  Cold War, the first freedom is
European Aerobus.  widely available across the world, but countries such as  Russia
The 1980s had witnessed still further improvements in aircraft often limit the transit freedom to a few carriers. 
technology with the  introduction of the DC-9 80 and Boeing 757 and ∙ Second Freedom. The freedom to stop in a foreign country for a
767 designed for fuel-efficient operation than  the older models. Almost
technical/refueling  purpose only. A flight from a home country can land
all jetliners were built by Boeing, with headquarters in Seattle,  in another country for purposes  other than carrying passengers, such as
Washington; McDonnell Douglas in Long Beach, California; Lockheed
refueling, maintenance, or emergencies. The final  destination is a third
in Burbank, California;  and the A-300, the Airbus built by the country. For instance, in the earlier stages of transatlantic flights, a 
consortium of European countries and assembled in  Toulouse,
refueling stop was often required in Newfoundland (e.g Gander) and
France.  Ireland. With the  extension of the range of airplanes, this is becoming
The Boeing 747 jumbo jet is a long-haul plane. The tail stands 63 feet less relevant. 
and 5 inches tall,  about as high as a five-storey building. 
∙ Third Freedom. The freedom to carry traffic from a home country to
The introduction of charter services further pushed down the prices another country for  the purpose of commercial services. 
of airfares. Charter  services are an alternative to regularly
∙ Fourth Freedom. The freedom to pick up traffic from another country to
scheduled services. 
a home country  for the purpose of commercial services. 
 As the airline industry grew, the travel industry depended on it
The Third and Fourth Freedoms are the basis for direct commercial
more.  services, providing  the rights to load and unload passengers, mail, and
freight in another country. They are  commonly reciprocal agreements
 The impetus of air travel to people travelling on business is its
implying that the two involved countries will open commercial  services to
time-saving advantage; 
their respective carriers simultaneously. 
 For the pleasure travelers. It is the affordable price that has
∙ Fifth Freedom. The freedom to carry traffic between two foreign
the greatest impact.  
countries on a flight  that either originated in or is destined for the
Boeing was the dominant company in jetliner business with carrier’s home country. It enables airlines to  carry passengers from a
sales between $6 to $7  billion a year.  home country to another intermediate country and then fly on to  third-
country with the right to pick passengers in the intermediate country.
THE BOEING 07 Also referred  to as “beyond right”. This freedom is divided into two
categories: Intermediate Fifth  Freedom Type is the right to carry from
The factors associated with the recent boom in air include: 
the third country to the second country. Beyond  Fifth Freedom Type is
the right to carries from a second country to a third country. 
❖ World economy 
❖ Rising standards of living  ∙ Sixth Freedom. The “unofficial” freedom to carry traffic between two
❖ Quality of air service  foreign countries  via the carrier’s home country by combining third and
fourth freedoms. Not formally part  of the original 1944 convention, it
Since 1950, incomes have increased rapidly while airfares have declined.   refers to the right to carry passengers between two  countries through an
airport in the home country. With the hubbing function of most air 
This made air travel more attractive than ever. While the price of transport networks, this freedom has become more common, notably in
an airline ticket  decreased, the quality of service with regards to Europe (London,  Amsterdam) and the Middle East (Dubai). 
speed, size, and comport improved.   ∙ Seventh Freedom. The freedom to base aircraft in a foreign
country for use on  international services, establishing a de facto
Airline Regulation   foreign hub. Covers the right to operate  passenger services
between two countries outside the home country. 
International tourism requires a system of international air
transportation. This system  requires negotiation between ∙ Eighth Freedom. The freedom to carry traffic between two domestic
nations and carriers in the form of bilateral agreement. Airlines  points in a foreign  country on a flight that either originated in or is
may be assessed overflight charges for the privilege of flying destined for the carrier’s home country.  Also referred to as “cabotage”
over other nations including  countries which do not have formal privileges. It involves the right to move passengers on a  route from a
diplomatic relations with each other.Lending rights, fuel  home country to a destination country that uses more than one stop
purchase agreements, maintenance provisions and other along  which passengers may be loaded and unloaded. 
considerations require bilateral  negotiation.  
∙ Ninth Freedom. The freedom to carry traffic between two domestic
Bilateral air agreement – airline service could not be offered between a points in a foreign  country. Also referred to as “full cabotage” or
nation of origin  and one of destination unless there was a specific “open-skies” privileges. It involves the  right of a home country to
agreement between the two nations regarding  the details of service. move passengers within another country. 
The need for bilateral agreement was intensified because small nations
felt  that they should have their own national airline or flag carrier.  A salient issue remains that air freedoms are independent of trade
agreements. 
 INTERNATIONAL AIR TRANSPORT ASSOCIATION (IATA) Therefore, a free trade agreement could exist between two nations,
Democratic  organization whose membership is open to any member of implying a liberalization of  commercial transactions and the opportunity
the United Nations . The purpose is to  establish a system of international for respective corporations to invest. However, their  respective air
rates and fares. The airlines enter, into agreements concerning  rates,
carriers could still operate under the same commercial restrictions as
before the  trade agreement. 
TYPES OF ACCOMMODATIONS
Only the first two technical freedoms have been widely accepted. The
third, fourth, fifth  and sixth freedoms are still subject to bilateral HOTELS
bargaining. The seventh and eight freedoms are  usually allowed only Hotels can be a 10-room boarding house or a building that has a thousand or
in special circumstances. more rooms, convention and meeting facilities, recreation facilities such as
swimming pools and tennis courts, 24- hour room service with several
Chapter 5 restaurants and bars and various types of entertainment.
ACCOMMODATIONS MOTEL OR MOTOR HOTELS
Normally, motels only offer rooms only and parking to guests, these are often
HISTORY OF THE ACCOMMODATIONS OR LODGING INDUSTRY found along busy highways and cater primarily to transient and cost-
 The lodging industry developed because of the need to provide conscious travelers.
accommodations for travelers.
 In Old and New Testaments, early roadside inns were mentioned in several RESORT HOTELS
instances.  Resort hotels are intended for vacation travelers.
 The early reference to the inn is found in the Bible, when Joseph, Christ’s  These hotels range from budget to luxury and can accommodate these
foster father, was told, travelers and even convention delegates.
“There is no mom at the inn.”  These are usually located near beaches and offer more amenities, shops
 Excavations in Pompeii reveal that the Romans had developed the concept and recreation opportunities.
of inns into a trade.
 In the thirteenth and fourteenth centuries, German and English literature PENSIONS
made frequent reference to the inn.  Pensions are found principally in
 The development of the inn in the late medieval period was due to the Europe.
improvements in security in many European societies.  These are usually family-owned
accommodation facilities.
INDUSTRIALREVOLUTION ( 1700s and early 1500s)  In German speaking parts of Europe, a
 The Industrial Revolution and the development of spas helped the growth of pension is also called GASTHAUS.
the hotel industry.  Pensions are known for their informal family atmosphere.
 By 1750, Brighton, Blackpool, Southern, and other English seaside resorts
were attracting PARADORS
bathers. These are generally old castles, convents, or monasteries that have been
 America’s first hotels were seaport inns. An example of an early American converted into hotels by the government and are operated by the
inn is Manhattan’s government.
Fraunces Tavern.
 Pre-revolutionary boarding houses are preserved in Guildfored, CONDOMINIUM HOTELS
Connecticut, Colonial  These are often hotels with apartments instead of basic rooms.
Williamsburg, Virginia and elsewhere.  Sold by the hotel developers to individuals who
 By the middle of the seventeenth century, the public stagecoach had are given a title to the physical real state.
appeared.  Condominium hotels generally appeal to families
 In the next 200 years, the lodging industry was influenced by the because of the apartments.
development of road transport.
 The inn was used not only as a boarding house but also as a booking CAMPGROUNDS
office, waiting place, eating  Camping is a popular form of overnight
place, eating establishment, and as center of the town’s social activities. accommodation in both Europe and North America.
 In North America, there are more than
1820’s and 1830’s 20, 000 campgrounds, some of which are owned by hotels.
 With the rapid development of the railways in the 1820’s and 1830’s, a  Campgrounds usually appear to families
different kind of hotel who travel in recreational vehicles RVs.
developed.  Campgrounds and RVs stopping spots often found in government parks
 In Europe, large hotels were built next to or across the downtown railroad and forest.
station.
 In the United States, hotels were constructed along the railroad network. BED AND BREAKFAST
 The introduction and development of the automobile industry lead to the  Form of lodging that originated in Europe.
establishment of the  Provides a bed for the night and breakfast in the
roadside hotel. day.
 With the construction of highways and expressways, the lodging industry  It was only in 1970’s that the idea was brought
responded to the needs to the United States.
of the motorists. Thus, the motor hotel or motel emerged.  Retired and semiretired people with large
houses have contributed much in the growth of
After World War II these establishments.
 Advances in air transportation led to the increased number of travelers who
demanded more and more space. TOURIST INNS
 The widespread use of the car led hoteliers to build more roadside motels. Tourist Inns are lodging establishments that cater to transients. They do not
 Business travelers also demanded to build more roadside motels. normally meet the minimum requirements of an economic hotel.
 Recent major hotel growth was in the airports, downtown, and resort areas,
APARTMENT HOTELS
1960’s Apartels are buildings which contain several independent and furnished or
 The popularity of the sun vacation in the 1960’s brought about the semifurnished
development of the resort hotel. It catered to the vacation traveler who apartments. These are leased to tourists and travelers on a long-term basis
stayed for a number of days. and offer basic services to its tenant similar to hotels.
 Resort hotel differed from the traditional hotel because it provided a wide
range of special services and it targeted a special interest group such as HEALTH SPAS
enthusiasts, golfers, tennis players, scuba The idea of visiting spas originated in Europe. Health spas are hotels and
divers, and honeymooners. resorts which cater to people who go to spas or mineral springs.
 The change in the function of the hotel brought about a change in its PRIVATE HOMES
architecture. The private home is the earliest form of overnight lodging for travelers. It
 Owners renovated older downtown properties and adapted them to the provides lodging to tourists who cannot be accommodated in hotels and
needs of the modern-day motels during peak vacation periods
traveler.
 Hotel changed in appearance as extra features were added such as glass- TIME-SHARING
covered elevators, atrium  Time-sharing is a more recent unique type of
lobbies, a variety of restaurant and bars, functional meeting rooms, and a full accommodation.
array of recreational  It is the selling of vacation lodging, usually
opportunities. condominiums, for a specific week or weeks over a
 The atrium concept in hotels, introduced by architect John Portman, given number of years.
boosted the popularity of  Time-sharing began in the United States in the early 1970’s when oil prices
Hyatt. increased.
There are two basic types of time-sharing programs that have been
developed. HOTEL TERMINOLOGY
1. Fee-sample program  EP (EUROPEAN PLAN) there is no meals included this is most commonly
2. Right-to-use program used room rate
quoted by north American hotels
A later development which has increased the attractiveness of time-shares is  AP (AMERICAN PLAN) breakfast, lunch, and dinner are included in the
a system of exchange. quoted price
 In Europe AP is known as full pension it means meals are usually a fixed
HOSTELS menu with little or no
 Hostels provide basic amenities such as choice.
a bunk bed and a commonly shared bathroom.  MODIFIED AMERICAN PLAN (MAP) includes breakfast and dinner. In
 The idea of hostel was conceived in Europe this is
1909 by an elementary school teacher in Germany who wanted to provide known as a demi pension
low-cost overnight lodging to travelers throughout Europe.  CONTINENTAL BREAKFAST offered by most European hotels and is
 At present, hostels are run by individuals or nonprofit organization. A few include in the room
are run by the national rate. In Europe this type of plan is known as a hotel garni or pension garni
organization. which consist of rolls,
coffee, and sometime juice
CLASSIFICATION OF HOTEL  ROOM RATES
There different ways of classifying hotels  The maximum rates that hotels charge for a room normally depends on the
 such as location, number of people
 type of guest, Occupying
 price according to location,  RACK RATES these are posted on the inside of the entrance door of each
guest room
Hotel may be Hotels are offer discounted rates to special classes of people to encourage
 center city, them to stay in the hotel.
 suruban,
 airport HOTEL PROFITABILITY
 highway
ROOM OCCUPANCY
RATING SYSTEM A simple measure of a hotel’s profitability is its room occupancy. It is
Most rating based on the quality of the physical structure, furnishing, obtained by dividing the number of rooms occupied by guest on any night by
maintenance, housekeeping and over all service experienced individuals the number of rooms in the hotel and by multiplying the result by 100 to
inspect the hotel and restaurant every year determine the occupancy on a percentage basis. For instance, if a 125 room
hotel has 75 rooms occupied on a particular night, its occupancy will be;
The following are the used to rate hotels, motels, inns, resort, and guest
ranches 75/100 x 100 = 60%
 1 star = good, better than average
 2 star= very good Occupancy can also be determined for a week, a month, a year, or any other
 3 star= excellent period of time. For example: If we want to know the occupancy for a week in
 4 star= outstanding and a 125-room hotel in which 463 rooms were occupied during that week, the
occupancy percentage would be:
 5 star = one of the best in the country
463/(125x7) x 100 = (463/875) x 100 = 52.9
ORGANIZATION OF THE LODGING INDUSTRY
DOUBLE OCCUPANCY ROOMS
 Double occupancy is determined by dividing the number of guests
A type of hotel has 7 major divisions. Each division is run by the own division
accommodates during a certain period by the total number of guest rooms
head
during that same period.
 Personnel division recruit new employees and administers policies
 Engineering and Maintenance division makes necessary repairs and
For example: If 463 rooms were occupied by 713 guests during a week, the
implements the hotels energy
double occupancy is:
management program
713/462 = 1.54
 Accounting handles the financial activities of operation
 Security provides protection
The 1.54 double occupancy ratio means that 54% of the rooms were double
 Food and beverage responsible for the food and beverage that are served
occupied.
 Marketing sales selling rooms and food service
 Room division responsible for the front desk, telephone, reservation and AVERAGE RATE PER ROOM OCCUPIED
housekeeping
Department The average rate will increase if more expensive rooms are sold or if more
rooms are double or triple
MANAGEMENT METHODS occupied. The average room rate is obtained by divided revenue for a period
Traditionally hotels are operated by the people who own the property. in by the number rooms
some cases, the operator may occupied during that period.
lease the hotel from the owner and then manage it.
For example: If a hotel had 463 rooms occupied during a week and a room
FRANCHISING revenue of $37, 640 that week, the average room rate is;
The hotel operator or franchisee sign a contract with the franchisor to
maintain certain operating standard and to use the franchise name on the $37,640/ 463 = 81.30
hotel or motel.
AVERAGE DAILY RATE PER GUEST
MANAGEMENT CONTRACT This is obtained by dividing total room revenue for a period by the total
Hotel management contracts are a recieot phenomenon. Although the first number of guest’s accommodations during that period. For instance, if the
management contract was signed in 1946 by the international hotels, it was total revenue for the week was $65 529 for a hotel occupied by 1,050 guests,
only in the 1970 that management contract become whispered. then the average daily rate per guest for week are:

Under management contract, hotel management does not have financial $65 529 /1,050 =$62.40
interest in hotels land and
building. AVERAGE LENGTH OF STAY
To maximize revenue and increase room occupancy, hotels try to increase
CHAIN ACCOMODATION OPERATION the length of stay of customers through advertising and other marketing
The individual units in the chain may all be owned by one large company, be methods. If customers can be motivated to stay an extra day or two, this will
partly franchised or may all be franchised. In any cases the owning company mean more revenue for the hotel.
or franchisor establishes the standard and operating policies to which each
individual unit must conform. BREAKEVEN POINT
It is that point at which a business will make neither a profit nor a loss. The
REFFERAL GROUP equation for determining it
Referral groups have become popular because the individual owner or is:
operation can remain independent while achieving many of the chain group.
This is through voluntary membership in the referral organization. Fixed costs /Contribution Margin
Fixed costs - are those that stay the same regardless of the volume of
business. Royal families of Europe
Examples are: management salaries, interest, depreciation, insurance,
property taxes, mortgage payments, amortization, and physical plant  Introduced cutlery, table linen, crystal glasses, new foods such as turkey
maintenance. and potato, and the roadside tavern.

Contribution margin - is defined as the average room less the variable costs 16th century
of having a room occupied.
 British inns and taverns began to serve one meal a day at a fixed time and
Variable costs - are those that change according to the number of guests in price and at a common table. The meal was known as ordinary and the
a hotel dining rooms were called ordinaries. The most famous ordinary in London
The variable costs for a hotel room are primarily the costs of housekeeping was the Castle’s and Lloyd’s which was meeting place for merchants and
such as maid wages, linen, ship owners.
laundry, and supplies.
17th century
ACCOMMODATION RESERVATION
Hotel use different methods to avoid overbooking and reduce the no-show  The ordinaries became fashionable clubs and gambling places as well as
factor. centers for political activities.
- One method is for a hotel to advise the customer that it will honor
reservations only if the customer 18th century
arrives at a certain stipulated time.
- Another method is for the hotel to ask for a deposit when a room is booked.  The word “restaurant” was used in Paris dining room serving light
dishes.  In the United States, taverns and inns were very similar to
REGISTRATION CARD those in England. A famous tavern in New York was Fraunces Tavern.
A guest registration card provides information about the guests such as his
or her name, address, 1834
geographical origin, and other facts.
 The famous Delmonico’s was opened in New York.
HOTEL AND AIRLINES Early 1900
One of the first links was Pan Am which tied in with the international Hotels in
1940’s.  Several events that were significant to the food industry occurred.
According to Lane (1994) there are three major reasons why airline
companies link with hotels. There are; 1904

1. Their desire to protect insisting business and develop future business,thus  First Hamburger was served at the St. Louis World’s Fair. The first
increasing their profits. root beer stand was founded by Roy Allen and Frank Wright.

2. The expectation that the hotel ownership will boost tourism development Second world war
in their home countries; and
 Brought many changes to the American public. People became richer,
3. The desire to expand national culture. the automobile made them more mobile, and they shifted to the
suburban areas of cities.
FREQUENT FLYER LINK
1960
Many of the frequent flyer programs of airlines are also linked to hotel usage.
This means that airlines  Fast-food establishments emerged.
grant airline passengers extra mileage points for staying in participating
hotels. At present

ACCOMMODATION PROMOTION  Modern popular cuisine including French, Chinese, Mexican, and
Large hotel chains install promotion booths at travel trade advertisements Japanese have become common in most cities. The role food plays in
emphasizes the benefits that will be derived by the tour wholesaler or travel tourism may not be a direct but an indirect attraction.
agency in recommending the hotel. These benefits are commission the
wholesaler or agency will receive from the hotel and the repeat business that TYPES OF RESTAURANTS
will be generated for the wholesaler agency.
The following are the different types of restaurants:
Hotels use the direct mail approach to groups who would like to hold
meetings, conventions, or conferences in the hotel. Family or commercial restaurants

- Family style restaurants offer a wide menu of “meat and potato”

Accommodation establishments also use the newspapers for promotion.
selections with a price range that appeals to an average family income.
- They use the business sections of newspaper to reach the business
They serve beer and wine if they have a liquor license. The décor is
traveler and travel sector to reach the vacation traveler.
bright. A combination of counters tables, and booths is common.
- They also advertise in radios and televisions, on highways and airport
Parking is necessary since customers usually arrive by car. Family
billboards, on city magazines or directories, and on telephone directories.
restaurants are normally located near a residential area and a highway.
The operating hours are usually from early evening to midnight. The
Large hotels use direct mail operations for advertising. Majority of hotels
staff are friendly and efficient. The initial investment is medium to high.
advertise in travel journals, travel and recreation magazines, and airline in-
flight magazines. Coffee shops
CHAPTER 6 FOOD AND BEVERAGES SECTOR - Coffee shops are characterized by a fast- food service. The décor is
simple and prices are relatively low. It is usually located in an office
Early history building or shopping small. The rent is high. The staff are often
minimally trained. The peak periods of a coffee shop are lunch and
 There was much evidence that certain groups of people cooked together in coffee breaks. Operating hours are from early morning to early evening.
big groups and that the early inns provided a crude menu. A takeout service may be offered.

ROMAN ERA CAFETERIAS

 In the Roman era, there were some establishments that offered sausage or - Cafeterias are usually located shopping centers and office buildings.
roast meat, bread, and a cup of wine. The forerunner of the modern Self- service is typical with limited menus of soups, entrees, desserts,
restaurant that provides hot food and drink developed in Rome. Many of the and beverages.
early restaurants were in the cities, near temples and government buildings.
After the fall of the Roman Empire Cafeterias often require a large preparation area. Their staff are
minimally trained. Beer and wine may be offered. Fast service is
 The manors and castles provided food to large numbers of people. The necessary to handle the traffic volume. The operating hours will depend
early inns provided bread and wine to travelers. on the location as school, office building, airport, or highway.

1200s Gourmet RESTAURANTS

- Gourmet restaurants generally require a higher initial investment than

 Public cook shops were opened in London which offered precooked takeout
the other types of restaurants because they require an expensive
food.
ambience and décor. They cater to those who want a higher standard carry out establishment like Orange Julius. The fast food franchise is the
and willing to pay the price. Cafeterias often require a large preparation most common. Table service restaurants such as Denny’s Steak and Ale
area. Their staff are minimally trained. Beer and wine may be offered. and Victoria Station, and buffet- style restaurant such as Bonanza are also
Fast service is necessary to handle the traffic volume. The operating franchised. These table service and fast food restaurant have spread from
hours will depend on the location as school, office building, airport, or the United States to other countries throughout the world.
highway. The prices are higher at gourmet restaurants because of the
high investment required. The menu and wines are carefully planned RESTAURANT PROFITABILITY
and the staff are highly trained. The evening period is the main
emphasis. The location is important but may not be critical since FOOD COST PERCENTAGE
discriminating diners look for quality gourmet restaurants. Word of
- Food cost percentage is often used to measure a restaurant’s marketing
mouth advertising and repeat business are keys to success.
success. It is determined by dividing the food cost for a period ( a day, a
Ethnic restaurants week, a month) by the sales for that same period and the multiplying it by
100. For example, if the cost of the food for one month is $ 40,000 and sales
- Ethnic restaurants feature the food of a specific region or country. is $ 100,000 the food cost would be:
They can be Chinese or classical French cuisine. The décor usually has
Many restaurant operations strive for a 40% food cost to make the restaurant
an ethnic motif. In order to be successful, ethnic restaurants must serve
more profitable.
authentic cuisine of the region or country they are featuring and those
who prepare the food must be well- trained and knowledgeable. Prices Gross profit
range from budget to high. Beer, wine, and liquor may or may not
served. The initial investment is high because of the décor and staff - Gross Profit is the selling price of an items less its food cost.
training. The location is variable. Operating hours are in the evening.
Labor costs
FAST FOOD RESTAURANTS
- Labor costs are controlled by expressing them as a percentage of sales on
- Fast food restaurants have increased in the past 20 years as people have a daily, weekly, or monthly basis and comparing the actual costs with the
become more mobile. Franchising is common in this type of restaurant. The standard desired. Instead of treating labor costs as separate from food costs,
menu is limited with low prices. Because of low prices, many customers many successful restaurants look at these two as a combined cost. For
patronize fast food restaurants. Fast food restaurant operate for long hours instance, they set a standard of 75% above in which food costs plus labor
and generally for seven days a week. Alcoholic beverages are not offered. A costs must not increase. As long as the operation maintains the combined
well- trained staff is required for a franchise fast food operation in which the cost below this level, the restaurant will be profitable. In a large restaurant,
franchisor sets standards of service and food quality the must be maintained the organization of the labor force is important to labor cost control.
at all times. Fast food chains have been successful in the past two decades
because they have offered a limited menu. This has given them greater AVERAGE GUEST CHECK
purchasing power, less waste, and lower labor costs by using disposable
paper, plastic, and Styrofoam containers which save dishwashing costs. - Another profitability measure used in restaurants is the average guest
These restaurants are pioneers in establishing more efficient food- operating spending or average check. Average guest spending is calculated by
systems. dividing the total revenue received for a particular period ( a day, a week, a
month or a year) by the total number of guest served during that period.
DELI SHOPS
BREAKEVEN POINT
- Deli shops provide delicatessen food service, combining traditional
delicatessen cold meats and cheese with takeout sandwiches, salads, and - Breakeven is that point at which business will make neither a profit nor a
similar items. Some deli shops have limited seating capacity. They are loss. The operation for determining the breakeven point is:
usually located in shopping areas or office buildings and are open from 9:00
AM to 5:00 PM or 9:00 PM. Capital investment is low. Deli shops have low - Fixed cost are those costs that remain the same regardless of the volume
labor costs because only one or two owners and employees are involved. of a business. Example are salaries, interest, depreciation, insurance rent,
and the like. The contribution margin is average check less variable costs.
BUFFET RESTAURANTS For example, if a restaurant has a annual fixed cost of $125,000 and an
average guest spending of $10.00 and its variable cost such as food, labor
- Buffet restaurants are established on a completely self-serve basis. and others is 75% of revenue or $7.50% guest served its breakeven point is:
However, if liquor, beer, and wine are offered, table and service for these - The contribution margin is average check less variable costs or $2.50 less
beverages are provided. The food buffet is usually an “all you can eat” hot $7.50. The breakeven number of customers is $50,000.
and cold food for one price. Food preparation and service staff are kept to a
minimum. Buffet restaurants cater to the family and therefore offer Menus
reasonable prices. They are open from 5:00 PM to 11:00 PM.
- The menu is the basic planning document for a successful restaurant.
Transportation restaurants Several aspects of the restaurant’s operation depend on the menu. The
menu contains what the restaurant offers, the range of offerings, as well as
- There is a natural link between transportation and food service. Several the selling prices. The menu must portray the style and theme of the
restaurants are generally found along auto and bus transportation routes. restaurant. Thus, the menu’s design, printing, size and colors are important.
They are also found at bus, rail, and air transportation buildings, as well as Lastly, the menu estimates the cost for uniforms, purchases, storage and
on transportation vehicles as trains and ships. Some transportation space, and actual food costs. The menu also helps emphasize, by means of
restaurants cater to tour groups, particularly bus tour groups. These bolder prints, which menu items the restaurant would prefer customers to
restaurants can be quite profitable if the market can be maintained. They order.
require special cafeteria or buffet- type facilities so that arriving groups can
be served quickly and continue on their journey. Airline catering

Franchising - Airline companies spend billions of dollars every year for food purchases.
The average cost per airline passenger is between $1 and $7 depending on
 Franchised restaurants are a major component of the food service industry the length of the journey. The amount is less for shorter trips, since
particularly in the fast food sector. The reasons for the popularity of passengers may be offered only a no- alcoholic beverage and a light snack.
franchising in the restaurant industry are very similar to those in the hotel For longer trips in which two or three meals may be offered including free
industry. Franchises are beneficial to the franchisees because they provide alcoholic beverages, the amount is higher. Around 3 to 4% of an airline’s
operational, training, layout and design assistance, managerial expertise, total costs is spent on food.
group purchasing power, and most importantly, the identification of a well
known brand supported by regional, national advertising and promotion. Food quality
Franchised restaurants can easily get financing from leading institutions than
independents. - The main problem of airline companies is to cook the meal on the ground
and serve it several hours later in an extraordinary dry cabin atmosphere,
 In the early days of franchising, the common practice was to sell individual seven miles high, to different groups of people
franchise rights for a single restaurants. At present, a regional franchise has
become popular with franchisees and franchisors. A regional franchise with their own food preferences, and whose main motivation is to travel
allows a franchisee to develop multiple outlets within a specific geographical rather than to eat. In 1992, airline passengers were served a sandwich and
area. The area could be a city, a state, a province, a major part of the coffee from a vacuum flask on a flight from London to Paris. At present,
country, or the whole country. For example Wendy’s in the United States particularly on long flights, passengers expect hot meals.
gave private Canadian Country the territorial rights to all of Canada for
LONGISTICS
Wendy’s restaurant operations.
- To produce hot meals, the airline companies have to prepare specifications
 Franchised restaurants include fast-food chains such as McDonald’s
for recipes, ingredients, cooking methods and temperatures, and labor for
Kentucky Fried Chicken, Pizza Hut, A&W Root Beer, and Burger King. They
each flight. These require a forecast using the actual passenger reservations
also include dine-in types of restaurants such as Wendy’s and Pizza Inn and
for each flight including an allowance for standbys and last- minute
reservations in order to have the correct raw materials, equipment, and food Valentine’s Day. Or create a Caribbean Cruise on a winter's night. Or build a
production staff for each shift. Preliminary meal counts are usually prepared themed menu around the local fare in season.
from 24 to 72 hours ahead so that food supplies can be bought. Menus must Chapter 7 
be carefully selected be carefully selected for each flight to avoid serving the
same meal to a passenger on two succeeding segments of a trip or on a Recreational and Leisure 
round trip. In addition, trays and serving utensils and supplies must be in the
kitchen when the meal is prepared. Meaning of Recreation and Leisure 

Airplane galleys The dictionary defines “recreation” as the process of

giving new life to something, of  restoring something. “Leisure” is
- The first airplane galley was designed in 1936 by Douglas for its DC-3. defined as the productive, creative, or contemplative use of  free
Meals prepared on the ground were kept hot or cold in insulated containers time. 
on the aircraft. After World War II, the introduction of larger airplanes
enabled them to have ovens and refrigerators onboard in their galleys. The Recreational Activities 
removable ovens are filled with hot food in the ground flight kitchen, moved
Recreational Activities include all kinds of sports, both team
to the aircraft, and then plugged into electrical outlets.
and individual, such as  basketball, softball, football, basketball,
Flight kitchens volleyball, tennis, badminton, swimming, skiing, hiking,  jogging, aerobics,
and rock climbing, which are active forms of recreation. Passive
- The first flight kitchen was opened in the late 1930s near Washington D.C. recreational  activities include reading, fishing, playing and listening to
Hoover Field airport by a gentleman named Marriott. He had a restaurant music, gardening, playing computer  games, and watching television
near the airport. He noticed that passengers would go to his restaurant to eat shows or movies. 
before boarding their flight because no meals were served in the airplane.
He approached Eastern Air Transport, now known as Eastern Airlines, and Varied Views of Recreation and Leisure 
offered to prepare lunch boxes in his restaurant for Eastern’s passengers,
For some, recreation means the network of public agencies
Eastern agreed, so the first flight kitchen was established. At present, Marriot
that provide parks,  playgrounds, swimming pools, sports field, and
In- Flite Services has approximately 100 flight kitchen around the world
community centers in several cities, towns,  countries, or park districts.
which cater to 150 different airlines and serve 100 million meals a year. -
They may view these facilities as an outlet for the young people or a 
There is an ongoing trend at present in which Flight Kitchen operators lease
means of achieving family togetherness or pursuing interesting hobbies,
their dining equipment from other firms. Some airline companies have their
sports, or social  activities. 
own flight kitchens while others contract with other airline companies that are
equipped with their own kitchens. Most of the Flight kitchens For others, recreation may be found in a senior
center, a sheltered workshop for  mentally challenged
- There is an ongoing trend at present in which Flight Kitchen operators
individuals, or a treatment center for physical rehabilitation. 
lease their dining equipment from other firms. Some airline companies have
their own flight kitchens while others contract with other airline companies Environmentalists may be principally concerned about the
that are equipped with their own kitchens. Most of the airline companies turn impact of outdoor forms of  recreation on our natural surroundings such
over their catering services to outside caterers because airline kitchen are as forests, mountains, rivers, and lakes which are  the national heritage
not large and efficient. of a nation. 
DIFFERENCE BETWEEN AIRLINE CATERING AND RESTAURANT Recreation and Leisure are all these things. They present
CATERING a rewarding form of human  experience and constitute an important
aspect of economic development and government  responsibility. 
- Airline catering is different from restaurant catering because in the latter,
the cook can make last- minute adjustments. For example, a steak might be At present, the value of recreation and
preparation in the flight kitchen to be accompanied by a sauce and leisure is universally accepted, As a  consequence, the
vegetables to be served time hours later. During this time, it must be kept government in both developed and developing
hot. If there flight delay of one hour, the steak will be stringy, the sauce will countries has accepted the  responsibility of providing
be congealed and the vegetables will be mushy. In an ordinary restaurant, a and assisting leisure opportunities through extensive
meal like this will not be served but on an airline, the serving crew usually recreation and  park systems. 
has no other choice but to serve it. In airline catering, the logistics are very
complex but airlines exert great efforts to serve good meals to the Recreational Participation 
passengers. They even respond to the needs of passengers on special diets
if given enough notice. The most common notion of recreation is that it is primarily a
participation in sports and  games. Recreation actually includes an
Restaurant promotion extremely broad range of leisure activities including  travel and tourism,
cultural entertainment, participation in the arts, hobbies, membership in 
- Many restaurants advertise their menu on newspaper. Local newspaper social clubs, or interest groups, nature- related activities such as hunting
advertisements are used by most restaurants as a major form of external and fishing, and  attendance at parties, special events, and fitness
promotion. Several restaurants advertise in the yellow pages of the local activities. Recreation may be enjoyed with  thousands of participants or
telephone directory; some use local radio or television stations. Most popular spectators or may be a solitary experience. It may act as a lifetime  of
restaurants and national restaurants chains advertise in airline in flight interest and involvement or may consist of a single isolated experience. 
magazines, consumer travel m magazines, and travel trade publications.
Many restaurants try to foster good relations with nearby hotel employees Motivations for Recreation for Recreational Participation 
such as front office staff, bell desk personnel, and doormen because they
are often asked by guest to recommend good nearby restaurants. Good Many participants take part in recreation as a form of relaxation and
public relations and word of mouth advertising generate a lot of business. released from the  pressures of work and other tensions. Another
recreational motivation is the need to express  creativity, expose hidden
Example of restaurant promotion talents, or pursue excellence in various forms of personal expression. 
1. Happy Hour For some participants, active recreation offers a channel for releasing
hospitality and  aggression. It is also a way of struggling against the
- The classic restaurant promotion. Offer discount drinks and free appetizers environment in adventurous and high- risk  pursuits. Others enjoy
to draw in the after-work crowd on Fridays. recreation because it provides them the opportunity to make new friends 
2. Two-for-One or cooperate with others in group activities. 

- Everybody loves a bargain, and two dinners for the price of one price is a Many individuals take part in recreational activities which involve
good one. Obviously, you'll lose your shirt if you serve your most expensive community service,  provide leadership in fraternal or religious
dishes this way, but lower cost entrees using pasta, chicken, inexpensive organizations, and promote health and physical  fitness. A growing number
cuts of beef and certain kinds of fish are good options. They might be so of individuals enjoy participation in computer based entertainment  and
pleased they'll go for dessert or a couple of drinks. communication including CD- ROMs, interactive video games and the
internet; others are  deeply involved in various forms of elite culture such
3. Holidays as music, drama, dance, literature, and the  fine arts. Additional important
motivations are exploring new environments through travel and  tourism or
- Holidays can be very lucrative for restaurants. A prix fixe menu for seeking self- discovery or personality enrichment through continuing
Valentine’s Day, Mother’s Day and other special occasions is a great education or  religious activity. 
promotional event. And, if you take reservations, you can get a full house
throughout the evening but avoid an unexpected rush.

4. Theme Dinner- A themed dinner can be hosted on a monthly or annual Factors Promoting the Growth of Recreation 
basis, creating a festive occasion for your customers. You can dovetail a
themed dinner with a holiday, such as chocolate-themed dinner for
The following factors are the factors that help to bring about the growth of this  category are the recreation sponsor connected to
recreation:  residence such a swimming pools,  sports of fitness complexes
or clubs attached to leisure villages and apartments or 
1. Increase in discretionary time- A key factor underlying the growth of condominium units or retirement communities. 
recreation has  been the growth of free or discretionary time in the 4. Commercial recreation enterprises – These are privately
2oth century. Due to advanced  mechanical equipment and automated owned businesses which  operate to make a profit such as ski
processes in factories, agriculture, and the   service fields, productive centers, bowling alleys, nightclubs, movies,  houses, theaters,
capacity increased the 20th century. In addition, more holidays  and health spars of fitness centers, dancing school l, and theme
longer vacations are now enjoyed by most employees. Because of parks  
improve social  security benefits and pension plans, as well as 5. Employee recreation enterprise - They serve those who work
medical advances which lead to a longer  life retirement. Another for companies or  employers by providing recreation as a
reason is that labor- saving devices such as automatic washing  part of a total personnel benefits package  linked to other
machines, lawnmowers, microwave ovens, and vacuum cleaner have services concerned with employee health and fitness  
greatly simplified  the demands of life.  6. Armed forced recreation programs – Although it is obviously a form
2. Influence of technology- Sophisticated technology has provided new of government  sponsored activity, it is unique in its setting and
form of recreation  for people. Outdoor recreation uses complex and purpose. Each of the major branches  of the armed forced
expensive devices in activities such as  skydiving, hang gliding, scuba operates an extensive network of recreation facilities and 
diving, boating, roller blading, skiing, and snowboarding.  Computer programs. 
dating provides a new form of social contact for single adults. Video 7. Campus recreation – It includes intramural athletics or sport
games  after interactive competition or exposure to new varieties of clubs, social activities,  travel programs l, performing arts
play settings and “virtual  realities”. The internet has become an groups entertainment, loungers, film series, and  other forms of
important part of travel and tourism by providing  information and recreation on college and university campuses. 
facilitating reservations and vacation choices. Home-based 8. Therapeutic recreation services – These include any type of program
recreation  has become dependent on varied forms of electronic designed  and meet the needs of person with physical or mental
entertainment.  disabilities, individuals with  poor health, dependent aging person,
social deviant person in correctional facilities,  and similar groups.
3. Public Interest in health and fitness
- A key trend in the 20th century is the growth of  public interest in exercise
and physical fitness programs. Many people are now  concerned about
improving their health, vitality, and appearance through diet and  exercise. Two Major Recreation Service Components  
Those who exercise regularly look and feel better. Research showed the
most  successful fitness programs were those that provided recreational  In addition to the eight types of organized recreation, sports and
interest and  satisfaction.  tourism represent major  areas or recreational programming and
constitute powerful economic forces through their  attraction for people
4. Commodification of Leisure- Various forms of recreation are of every age background. Uniquely, they have strong links to each
being developed by  profit- seeking business. Giant corporations other  through the growing field of sports tourism and also overlap
have taken control of music, television,  movie businesses, heavily with outdoor recreation  attractions  
sports stadiums, cruise ships, theme parks, and other leisure 
operations. Many elaborate new facilities which offer varied
forms of recreation arebeing  developed as part of the trend
toward commodification. In big cities, huge public fitness  centers Sports as Popular Recreation 
which include pools, aerobics, dance rooms, and facilities for
family play are  being built and often charge membership fees  Sports are major areas recreational involvement. Of all the types
that cost several hundred dollars a year.  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 
5. Therapeutic recreation service- An important aspect of the
number of fans of school, college, and professionals teams. 
growth of recreation has  been the increased awareness of the
recreation needs of persons with physical, mental,  or social  Sports are generally defined as a physical activities demanding exertion
disabilities. In recent years, there has been an increased and skill,  involving competition, carried on with both formal rules and
recognition of the  need to provide recreational programs for general standards of etiquette and  fair play. Sport activities, in terms of
special populations such as the mentally  challenged, mentally both participation and spectator involvement, represent key  recreation
ill, and physically challenged. These programs use therapeutic  interests for most youth and adults. Aside form amateur, school, and
recreation as a form of treatment. One of the sports programs college sports,  these are professional sport which have become big
for people with disabilities  that has received much attention in business.
recent years is the Special Olympics, an  international program
of physical fitness, sports training, and athletic competition for  Tourism – A major Recreation Service Component 
children and adults with mental retardation. 
 Tourism is a second major area of diversified recreational involvement.
6. New leisure roles for women- At present, there is a strong drive Several Major  elements in the tourism enterprise which are closely linked
by women to play a  more equal role in recreational to the growth of tourism as a form or  recreation are the theme park, water
opportunities. In the past, women were barred from a  variety of parks, fun centers, and sports tourism. 
athletic, outdoor recreation, cultural, and social involvements.
Women were  treated as second- class citizens in leisure Theme Parks 
opportunities. With the emergence of a strong  feminist
movement, this inequality was corrected. There is now a growing  Theme parks usually concreate on one dominant theme which may be
interest in  women’s tennis, golf, gymnastics, track and field, and historical, cultural, or  geographical. An example of a theme park with a
similar events in every level of  competition. Outstanding women single theme is the marine zoological sea  world park. Other park focus on
athletes have helped create a new image of feminine  strength, multiple themes like the Great America in California, a hundred acre family
determination, and self- confidence.  entertainment center divided into five themes: Home town Square, Yukon
Territory,  Yankee harbor, Country fair, And Orleans Place. The most
popular theme park is Disneyland in  Anaheim, California which was built
Types of Organized Recreation  by the late Walt Disney around the theme of Disney  characters. 

1. Government recreation agencies- These are the federal, state, Theme parks create an atmosphere in which the visitor is likely to
provincial agencies  and local departments that provide experience fantasy, glamour,  escapism, prestige, and excitement. Once
recreation and leisure services as a primary  function. Also inside the gate, the visitor is completely shut off the  outside world and
included are other agencies that offer recreation programs as a  immersed in an enjoyable recreational experience. 
secondary responsibility such as those concerned with social
service, education,  special populations, and the armed forces.  Water Parks 
2. Voluntary nonprofit organization – These are non
A specialized type of theme park are the water parks. They feature wave
governmental, nonprofit  agencies, both sectarian and
pools, slides, chutes,  and other forms of water based play and
non sectarian, which serve the public at large with 
entertainment. For example, Universal’s Island of  Adventure, the
multiservice programs that often include a substantial
Jurassic Park River Adventure, Bilge Rat Barges, and Poseidon’s Furry.
element of recreational  opportunity. The most popular
Each  year, dozens of new water parks have been opened with the latest
voluntary organization include the Boy Scout, Girl 
technology. 
Scout, YMCA, YWCA, YM-YWHA. 
3. Private membership organization – They provide recreational and Fun Centers 
social activities  for their own members and, in some cases,
assist community recreational needs.  Examples are golf,
tennis, yacht, athletic, and country clubs. Also included under
Entrepreneurs have developed a variety indoor fun centers, ranging from want to be immersed in a rich natural,  cultural, or historical
children’s play,  gymnastics, video game arcades, and big restaurants with experience. 
game area. New children’s and  family okay centers have been
established in many shopping malls. They offer a combination of 
computer and video games, billiards, miniature golf, entertainment by TOURIST ATTRACTIONS 
clowns and magicians,  music and popular fast- food refreshments. They A. Cultural Attractions 
also offer packaged birthday parties and  attractive family play activities. 
1. Historical Sites- is an official location  
The need for Professional Leadership 
where pieces of political, military,   cultural, or social history have been  
At present there is a growing need for qualified professional leadership in preserved due to their cultural   heritage value. Historic sites are   usually
the recreation field.  Very often, people assume that the tasks of protected by law, and many   have been recognized with the official   national
organizing and conducting recreation programs are  relatively simple and historic site status. A historic   site may be any building, landscape,   site or
that anyone can do it without specialized training. However, the  structure that is of local,   regional, or national significance. 
professional’s assignment in the organized recreation field tends to be Usually this also means the site must be at least 50 years or
more complex and  difficult than that of the volunteer leader or coach. It older. 
must involve carefully studied goals and  objectives and sophisticated
planning techniques. 2. Architectural Sites- reflects the historical and cultural traditions in the  
country. Most prominent historic   structures in the archipelago are  
Emerging Professional Identity   influenced by Austronesian, Chinese,  Spanish, and American architectures. 

As employment in recreation agencies grew over the past decades,

recreation gained public  recognition as a flourishing career field. Millions of 3. Cuisine- is a style of cooking   characterized by distinctive   ingredients,
men and women become employed in  various specialized sectors of techniques and dishes,  and usually associated with a specific  culture or
recreation and leisure services. Many hold professional- level jobs  as geographic region. Regional  food preparation traditions, customs  and
recreation leaders, supervisors, planners, managers, and resource ingredients often combine to  create dishes unique to a particular  region. 
specialists. Through the  efforts of national, state, and provincial societies,
higher standards for practice were developed  and the first steps of 4. A monument is a type of structure that  was explicitly created to
certification and accreditation were undertaken.  commemorate a person or event, or  which has become relevant to a social
group as a part of their remembrance  of historic times or cultural heritage,
Challenges Facing the Recreation and Leisure Service Field in the Twenty- due to its artistic, historical, political,  technical or architectural importance.
First CenturyRecreational professionals must be able to deal creatively with Some of the first monuments were  dolmens or menhirs, megalithic
the following challenges: constructions built for religious or  funerary purposes.Examples of
1. Serve diverse society (race, age, gender);  monuments include statues, (war)   memorials, historical buildings,  
archaeological sites, and cultural  
assets. 
2. Emphasizes key social purposes of recreation in working with at-
risk youth, serving  persons with disabilities, and promoting
community development;  5. Industrial Sites- An industrial park is   an area of land developed as a site
for   factories and other industrial   businesses. When choosing where to  
3. Achieve fuller public understanding of the value of recreation place these parks or individual   industrial sites, the factors of land, labor,
and parks, and of the  leisure- service profession;  and capital are usually taken into account.

4. Upgrade recreation park programs and facilities, particularly in

6. Museums- A museum is a non-profit,  permanent institution in the service
inner cities and for  minority populations; 
of  society and its development, open to the  public, which acquires,
5. Adopt a benefits- based management approach; researching, conserves,  researches, communicates and exhibits  the tangible and
proving and publicizing  positive outcomes of recreation;  intangible heritage of humanity and its environment for the purposes of
education study and enjoyment
6. Promote recreation’s identity as health- related field;  7. Ethnic-relating to large groups of people classed according to common
racial, national, tribal, religious, linguistic, or cultural origin or background
7. Develop partnerships with environmental organizations to ethnic minorities ethnic enclaves.
protect and restore wild  lands, waterways;  8. Concerts- is a live music performance in front of an audience The
performance may be by a single musician, sometimes then called a recital,
8. Employ marketing approach to achieve fiscal sufficiency and gain
or by a musical ensemble, such as an orchestra, choir, or band. Concerts
public respect and  support; 
are held in a wide variety and size of settings, from private houses and small
9. Expand and improve family-centered programs and facilities;  nightclubs, dedicated concert halls, amphitheaters and parks, to large
multipurpose buildings, such as arenas and stadiums.
10. Promote higher values and ethical practices in youth sports 9. Theater- is a collaborative form of performing art that uses live performers,
competition;   usually actors or actresses, to present the experience of a real or imagined
event before a live audience in a specific place, often a stage.
11. Strive for fuller mainstreaming of persons with disabilities in B. Natural attractions
community recreation  programs; 
1. Landscape- A landscape is the visible features of an area of land, its
12. Plan for long- term role of recreation and leisure in potentially job- landforms, and how they integrate with natural or man-made features.The
scare economy;  character of a landscape helps define the self-image of the people who
inhabit it and a sense of place that differentiates one region from other
13. Develop higher levels of professionalism through accreditation, regions.
certification, continuing  education, or program standards; and  2. Seascape- a view of an expanse of sea.
3. Parks- an area of land, usually in a largely natural state, for the enjoyment
14. Unify separate branches of recreation and leisure service
of the public, having facilities for rest and recreation, often owned, set apart,
fields (public, nonprofit,  commercial, and therapeutic) in
and managed by a city, state, or nation
common program and projects.
4. Mountains- landform that rises prominently above its surroundings,
CHAPTER 8- TOURIST ATTRACTIONS AND THEME PARKS generally exhibiting steep slopes, a relatively confined summit area, and
considerable local relief. Mountains generally are understood to be larger
than hills, but the term has no standardized geological meaning. 5. Flora- is
THE NATURE AND SCOPE OF TOURIST ATTRACTIONS   all the plant life present in a particular region or time, generally the naturally
Tourist attractions are major components of the tourism occurring (indigenous) native plants
industry that function as  the main motivator for travel.  6. Fauna- all of the animal life present in a particular region or time.
Attractions are a core component of tourism. They are 7. Coasts- also known as the coastline or seashore, is defined as the area
often called “tourist  attractions'' because they tend to attract tourists. where land meets the sea or ocean, or as a line that forms the boundary
Attractions are the places, people,  events, and things that make up between the land and the ocean or a lake.
the objects of the tourist gaze and attract tourists to  destinations.   8. Island- is any piece of subcontinental land that is surrounded by water.
Common examples include natural and cultural sites, Very small islands such as emergent land features on atolls can be called
historical places,  monuments, zoos and game reserves, aquaria, islets, skerries, cays or keys.
museums and art galleries, gardens,  architectural structures, theme
C. Events
parks, sports facilities, festivals and events, wildlife,  birdwatching,
photography, stargazing, camping, hiking, hunting, fishing, and 1. Mega Events- events that attract a large number of visitors, have a large
visiting  parks. These experiential tourists are interested in a diversity mediated reach, come with high costs and have a large impact on the built
of natural and cultural  resources. They want what is real, and they environment and the host population
2. Community events- is any planned gathering on public property consisting ● Visitor Centers - A visitor center or centre, visitor information center, tourist
of 50 or more people or any sized event which blocks/reserves access to information center, is a physical location that provides tourist information to
public property / right of way. visitors.
3. Festivals- an event ordinarily celebrated by a community and centering on ● Museum and Galleries - an institution that cares for a collection of artifacts
some characteristic aspect of that community and its religion or cultures. and other objects of artistic, cultural, historical, or scientific importance. (ex.
4. Religious events- is a time of special importance marked by adherents to National museum of the Philippines)
that religion. Religious festivals are commonly celebrated on recurring cycles ● Botanical Gardens - is a garden dedicated to the collection, cultivation,
in a calendar year or lunar calendar. preservation and display of a wide range of plants labelled with their
5. Sport events- means an athletic activity requiring skill or physical prowess, botanical names. (ex. Herbanext Botanical Garden)
usually competitive in nature and governed by a set of rules provided by a ● Country Parks - is an area designated for people to visit and enjoy
nationally recognized sanctioning body or by a local organization engaged in recreation in a countryside environment. (ex. Puerto Princesa Underground
the development and active promotion of the athletic activity. River)
6. Trade events- an event held to bring together members of a particular ● Wildlife Attractions - refers to the observation and interaction with local
industry to display, demonstrate, and discuss their latest products and animal and plant life in their natural habitats. (ex. Manila zoo and Safaris)
services. Major trade shows usually take place in convention centers in ● Steam Railways - a type of railway locomotive that produces its pulling
larger cities and last several days. power through a steam engine. (ex. Manila Railroad 45 class)
7. Corporate events- is any form of event, hospitality or social activity which ● Leisure Parks - An amusement park or theme park is a group of
is organised or funded by a business entity. With such a broad definition, the entertainment attractions, rides, and other events in a location for the
target audience for corporate events can be equally as broad, including but enjoyment of large numbers of people. (ex. Enchanted Kingdom, Star City)
not limited to: Employees. Board members. Stakeholders. PHYSICAL ENVIRONMENT
D. Recreation ● Natural Environments - natural environment encompasses all living and
1. Sight seeing- the activity of visiting the famous or interesting places of an non- living things occurring naturally, meaning in this case not artificial. The
area : the act or pastime of seeing sights term is most often applied to the Earth or some parts of Earth.
2. Golf- a game in which a player using special clubs attempts to sink a ball ● As long as it is not man made it is a natural environment (ex. Mayon
with as few strokes as possible into each of the 9 or 18 successive holes on Volcano, Chocolate Hills and Palawan Islands)
a cours ● Built environment which is not designed for visitors but adapted as
3. Swimming-is an individual or team immersed in one's entire body to move attractions due to its increasing popularity.
through water. ● Old houses that were meant to be home of families but as times passed
4. Tennis-is a racket sport that can be played individually against -------a these became a part of history and people became interested in visiting. (ex,
single opponent (singles) or between two teams of two players each Historical Houses)
(doubles). Each player uses a tennis racket that is strung with cord to strike a ● Built environment and designed for visitor purposes
hollow rubber ball covered with felt over or around a net and into the
● Attractions that have the purpose of amusing or giving people
opponent's court.
entertainment (ex. Leisure Parks or Amusement Parks)
5. Hiking- a long, vigorous walk, usually on trails or footpaths in the
OWNERSHIP
countryside.
Attractions are owned and managed by the organizations, trust and
6. Biking-the use of bicycles for transport, recreation, exercise or sport.
individuals working in the public, private non-for-profit sectors.
7. Snow sports-are competitive sports or non-competitive recreational
● Attractions like museums and galleries are great examples, these
activities which are played on snow or ice. Most are variations of skiing, ice
attractions are run and owned by the government.
skating and sledding.
ADMISSION POLICY
E. Entertainment
● Some attractions are have charge admission fees while others are free to
1. Theme Parks-is a large outdoor area where people pay to go to enjoy
the public
themselves. All the different activities in a theme park are usually based on a
particular idea or theme. ● Some attractions have charge admission fees to keep their business
functioning or continue working.
2. Amusement Parks-features various attractions, such as rides and games,
as well as other events for entertainment purposes. They are more elaborate APPEAL
than city parks and playgrounds, usually providing attractions that cater to a Attractions may appeal to local market, regionally, nationally or
variety of age groups. internationally
3. Casinos-is a facility for certain types of gambling. Casinos are often built ● There are attractions in places that people may be interested in, the good
near or combined with hotels, resorts, restaurants, retail shopping, cruise things about these attractions is they never disappoint visitors and attractions
ships, and other tourist attractions. Some casinos are also known for hosting are for the people, meaning for everyone.
live entertainment, such as stand-up comedy, concerts, and sports. SIZE AND CAPACITY
4. Cinemas-a theater where movies are shown for public entertainment. Attractions differ in land coverage
5. Shopping Facilities- a group of retail stores and service establishments ● Some attractions, compared to each other, have very different land
usually with ample parking facilities and usually designed to serve a coverage. Some have bigger areas and some attractions don’t and these
community or neighborhood. can cause in who brings in more visitors when comparing each other.
6. Performing Art Centers-A multi- use performance space that is intended COMPOSITION
for use by various types of the performing arts, including dance, music and Many attractions are located in or around a specific point such as a capital
theatre. city
7. Sport Complexes- offering a variety of different sports facilities, especially ● Main reason is there are more people who visit or go to the city part of a
under one roof. state
THE EVOLUTION OF TOURIST ATTRACTIONS DEGREE OF PERFORMANCE
● Tourist attractions considered as modern creation. As far back as roman Built tourist attractions are designed with a high degree of performance
empire, travelers went to Egypt to see pyramids. Later on, Grand Tour were ● (ex. Leisure Parks or Amusement Parks) These attractions are designed
about the major attractions in europe. to have high degree of performance; the main purpose of these attractions is
● The Grand Tour was a period of foreign travel commonly undertaken by to provide people entertainment and visitors commonly has high
rich gentlemen to search for arts, culture and finish education. Typically they expectations to these place
came back with a lot of souvenirs like paintings, sculpture and fine clothes. NUMBER OF VISITORS
● In the post war were tourist attractions really developed and it included Tourist attractions receive varying number of visitors
theme parks.
● Attractions don’t always have the same number of visitors every day, the
● The USA is considered to be the pioneer development of theme parks. number of visitors is not fixed, there are times that many visitors go and visit
The first theme park is DisneyLand by Walt Disney in Anaheim California in and there are times where there are lesser visitors.
1355. The objective of its structure is to give a magical experience where
both parents and children can enjoy. AMUSEMENT PARKS AND THEME PARKS
DEFINITION OF ATTRACTIONS ● Amusement park and theme park are terms for a group of entertainments
attractions and rides and other events in a specific location for the enjoyment
According to Pearce 2001, a tourist attraction is a named site with a specific of large number of peoples
human or natural feature which is the focus of visitors and management
attention. Swarbooke 2001, defines attractions as a single unit; individual ● An amusement park is a park that features various attractions, such as
sites or very small, delimited geographical units based on single feature rides and games, as well as other events for entertainment purposes.
CLASSIFICATION OF ATTRACTIONS ● A theme park is a type of amusement park that bases its structures and
attraction around a central theme, often featuring multiple areas with different
● Historic Houses- considered to be a building or structure that has some themes.
kind of 'historic value. (ex. Agoncillo – Mariño Mansion in Taal, Batangas)
MAIN ISSUES IN THE MANAGEMENT OF TOURISM ATTRACTIONS
● Castles - Fantasy World, abandoned amusement park with a medieval
theme featuring castle structures, a rope bridge & snack. Attractions face several threats from the external and internal environment
which affect the product quality, operational, capability , and visitor
experience. Thus it is important for managers of attractions to develop a
strategy that recognizes threat and focuses on managing potential impacts to motivation to visit all attractions to become more receptive to changes in the
attain long term capabilities. marketplace, and helps in theformation of strong regional identities through
1. Internal Factors destination marketing rather than specific attractions. Investment in popular
Internal factors arouse, direct, and integrate a person’s behavior and attractions can be a tool for regeneration. The development of attractions in
influence his decisions for travelling. urban areas is undertaken not only to attract more visitors but also to
stimulate urban renewal.
● Intrinsic Motivation − For many people, tourism is a way of satisfying their
psychological needs such as travelling, performing leisure activities, DIVERSIFICATION
exploring novelty and capabilities, self- expression and self- assurance, Many attractions have developed from an existing business such as farm
creativity, competition, need for relaxation, and belongingness. The intrinsic attractions to a diversified agricultural business. Industry attractions have
motivations pertain to assuring one’s capabilities on different emotional developed through a similar process where a company identifies an
fronts. Intrinsic motivation drives the tourists to opt for tourism for intangible opportunity to promote its products and create brand awareness through the
rewards such as fun, assurance, and other emotional needs. The other visitor centers that are linked to a product offering such as nuclear energy
intrinsic factors of motivation are production and chocolate. In Alaska , even oil installations are considered
● Attitudes of Tourist − Knowledge of a person, place, or object + Positive or tourist attractions.
negative feelings about the same. RENEWAL AND INNOVATION
● Tourist’s Perception − By observing, listening, or getting knowledge, a Innovation is a principal concept in the tourism business. Many attractions
tourist forms the perception about a place, person, or an object. managers find it necessary to incorporate technology and innovation to their
● Values or Beliefs − A tourist believes or values a specific mode of conduct featured attractions to retain and stimulate the interest of the visitors. An
which is acceptable personally or socially. example is the virtual reality ride through New York called New York Skyride
at the Empire State building.
● Personality of the Tourist − The nature and physique of a tourist plays an
important role towards motivation in tourism.
2. External Factors THE FUTURE OF TOURIST ATTRACTIONS
There are external motives in tourism that can influence tourists and pull Pearce, Benckendoff and Johnstone (2000) identified four areas that will
them to a certain motivation and subsequent decision. affect the future of tourist attractions. These are;
● Extrinsic Motivation − Here, a tourist gets motivated by external factors 1. Management
such as money and the need to feel competent on the scale of expenditure 2. Marketing
and performance. 3. Product development ; and
● Place of Origin − The grooming of the tourist depends upon the place of its 4. Interpretation and Communication
origin. For example, for the Indian married women, tourism might come last MANAGEMENT: REVENUE GENERATION
in the list of preferential things they wish to do whereas for American ladies, Other than ticket sales, attractions can generate revenue through several
tourism would acquire a much higher rank. means efficient management is necessary for the success of attractions.
● Family and Age − The family matters when it comes to the structure and 1. Encouraging educated visits
the income. Today, the families with nuclear structure and double income
2. Providing a venue for corporate hospitality, meetings and products
tend to opt for long distance, extravagant tourism more than joint families or
launches
families with single earning members who are interested in visiting domestic
places. The tourists also have different preferences of places according to 3. Hosting weddings and birthday parties
their age. For example, tourists in the age group of 5 to 45 years might enjoy 4. Generating rental income from alternative usage of infrastructure, such as
visiting destinations in the USA such as Disneyland more than the senior retail outlets, clubs and offices which utilize redundant building or space on
citizens. site.
● Culture or Social Class − Tourists of different cultures prefer different 5. Introducing car parking charges or leasing of the car park to a
places, events, and different types of tourism. In addition, if friends and management company.
families who have visited a place earlier spread the first hand information 6. Improving retail and catering initiatives that offer unique and distinctive
that motivates the others to visit the place too. productsand experiences that reflect the ethos of the attraction.
● Market − Ever-changing market variables alter tourism. Changes in value 7. Attracting more visitors and more frequent repeat visits.
of currency, political situations, and economic well-being of the country 8. Increasing length to stay by offering more activities.
influence the decisions of a tourist. 9. Extending opening hours to expand experiences on offer.
MANAGEMENT PLANNING 10.Introducing members or friends schemes giving privileges and discounts.
In a study of Australian tourist attractions, Benckendoff and Pearce (2003) 11.Hosting high profile events.
found that attractions with the highest level of management planning perform
best and are more profitable. The following are the effects of higher levels of 12.Attracting corporate sponsorship.
planning. MARKETING
1. Higher visitor number It is communicating your products may it be a good or a service to your
2. Increased Revenue target market. Through marketing, you introduce and promote your products
to your target customers, what's in your business and why they need to enjoy
3. Longer asset Value it. The attraction managements promote the attractions in a region through
4. Greater Local Profit brochures, photographs, posters and maps that are displayed in tourist
5. Lengthened Visitor Stay information centered and distributed in tourist spots.
6. Better Growth and; They also have something called the Word- of - Mouth. The customers are
7. Greater confidence the ones who recommend your products or services because they are
● Managers of attractions must plan ahead, decide what actions will be satisfied. Apart from being the most effective, it's also free in the part of the
taken, and identify objectives, time scales, funding, and implementation of business because you don't have to spend any money unless you have ads
projects. Planning is necessary for the long term survival of attractions based or you produce leaflets, posters, etc. If the customers care about your
on renewal and innovation. products, you don't have to spend money unless you bribe the person.
ENVIRONMENTAL IMPACTS PRODUCT DEVELOPMENT
It is caused by visitors raising a number of issues for managers of natural, This is the improvement of the product since everything changes. Just like
built and event attractions. While natural attractions and those that charge phones, before it was just a keypad, then there was the keypad with a
admission fees are highly susceptible to seasonality, places of worship, and camera, then there was also android and ios, there was also a folded
country parks are less susceptible . In addition, attractions in cities suffer android, then if you notice the number of cameras is now increasing.
less from seasonality than those located in the external areas. INTERPRETATION AND COMMUNICATION
VISITOR NUMBER ● High tech is the most advanced technology available. High tech services
There are several factors that affect visitor number. These are promotions, allow customers to get what they want on-demand.
global issues and the weather. Mechanisms for recording visitor numbers ● High touch is the involvement of personal attention and services. In
include admission tickets, car parking receipts and manual or mechanical business, the term often refers to situations where trust between the
tools. However, recording visitor numbers at some sites is a problem customers and employed individuals is necessary.
particularly when the entry is free, when the site has multiple entry points, ● There are several reasons why operators of attractions invest and develop
and when the installation of mechanical counting is not feasible. technology-based elements. These include to create a unique product,
DESTINATION PLANNING enhance visitor experience and be competitive, manage visitors by means of
Gunn (1988) found out in his study that attractions function more effectively technology- driven transport and improve systems management. Helpful and
when they are clustered together. Several areas have adopted the strategy friendly staff is also an important element in tourist attractions.
of clustering attractions and events which provide more activities to tourists. INTERNATIONAL ASSOCIATION OF AMUSEMENT PARKS AND
The rationale for clustering attractions is greater tourist mobility, competition ATTRACTIONS
among tourist areas, stronger marketing mechanisms and higher investment The International Association of Amusement Parks and Attractions, based in
in development. Alexandria, Virginia, was established in 1918 and is the world's largest
Managers of attractions are able to collaborate with one another to attract amusement park and attraction association.
visitors to an area rather than to a simple attraction together with the