‘the historical changes which have ‘development. of thetounisppinducty, a SS amet MS athn Zs Bia ies lew of the origi of to oars factors that favor the growth ofTHE HISTORY OF TOURISM. . 17 Early Tourism Travel and exploration are basic to human nature. Man has traveled since the earliest times although the term tourism was used only in the early 19th century. Tourism is derived from the Hebrew word torah which means studying, learning, searching. Tourism can trace its ancestry in the Old Testament. Noah with his Ark must have been the first large-scale operator even though his passengers were mostly animals. There are numerous references to caravans and traders in the Old Testament. Chapters 26 and 27 of the Book of Ezekiel describe trade and commerce in ancient Tyre and recount the travels abroad made by merchants. Early tourism has two forms: travel for business such as trading and religious travel. Throughout history, merchants have traveled extensively in order to trade J with other nations or tribes. The invention of money, writing and wheel by the Sumerians facilitated travel and exchange of goods. The early Phoenicians toured the Olympic Games in Greece Mediterranean as traders. Both the Greeks and the Romans were well-known traders and as their respective empires increased, travel became necessary. At this time, there was also travel for private purposes. Examples are the Olympic Games held in 776 B.C. by the Greeks as well as the travel by rich Romans for enjoyment and to visit friends and relatives. The Roman traveler was largely aided by improvement in communications, first class roads and inns (forerunners of modern hotels). By employing relays of horses, distances of 100 miles or more could be covered in one day. In between distances of six miles were mutations or stables where horses could be changed. They are the equivalent of the present gasoline stations. Travel for religious reasons took the form of pilgrimages to places of worship such as Chaucer's tale of pilgrimage to Canterbury. Pilgrimages were made to fulfill a vow as in case of illness or of great danger or as penance for sins. Besides Rome and Jerusalem,18 PRINCIPLES OF TOURISM (Part |) St. James of Galicia was the foremost destination of English pilgrims in the 14th century, Beginning in 1388, English pilgrims were required to obtain and carry permits, the forerunner of the modern passport, Tourism in the Medieval Period During the medieval period, travel declined. Travel, derived from the word travail, became burdensome, dangerous and demanding during this time. After the decline of the Roman Empire in the 5th century, roads were not maintained and they became unsafe. Thieves inflicted harm on those who dared to travel. No one during this time traveled for pleasure. Crusaders and pilgrims were the only ones who traveled. Tourism During the Renaissance and Elizabethan Eras With the Renaissance, a few renowned universities developed so that travel for education was introduced largely by the British. Travel for education became popular in the 16th century. Under Elizabeth I, young men seeking positions in court were encouraged to travel to the continent to widen their education. This practice was gradually adopted by others in the lower social scale. In time, it became recognized that the education of a gentleman should be completed by a “Grand Tour” of the cultural centers of the continent which lasted for three years. The term was used as early as 1670. While apparently educational, the appeal became social. Pleasure-seeking young men of leisure traveled predominantly through France and Italy to enjoy the cultures and social life of Europe, with Venice, Florence and Paris as the key attractions. By the end of the 18th century, the practice. had become institutionalized for the upper class of society. : As young men sought intellectual improvement in the continent, the sick sought a remedy for their illnesses in “spas” or medicinal baths. The term “spa” is derived from the Walloon word “espa” meaning fountain. Turnbridge Wells in Kent (rear London) became famous as a spain the 1660's. Travelers immersed themselves in the healing waters. Soon, entertainement was added and dozens of watering places became resort hotels. Bath in England, Baden-Baden in Germany, Baden in Austria, Bainesles-Bains in France, Lucca in Italy, Karlsbad and Marienbad in Bohemia became fashionable in the 18th and 19th centuries. :THE HISTORY OF TOURISM 19 Tourism During the Industrial Revolution The Industrial Revolution brought about major changes in the scale and type of tourism development. It brought about not only technological changes but also essential social changes that made travel desirable as: a recreational activity. The increase in productivity, regular employment, and growing urbanization gave more people the motivation and opportunity to go on holiday. The emerging middle class combined higher incomes and growing education into annual holidays. To escape from their responsibilities and the crowded city environment, they traveled to the countryside or seashore for their holidays. This led to the creation of working class resorts near major industrial centers. Modern Tourism Tourism in the 19th century Two technological developments in the early part of the 19th century had a great effect on the growth of tourism. These were the introduction of the railway and the development of steam power. The railroads created not only more business by providing reliable and cheap transportation but also more competition as various private companies invested heavily in hotels, resorts, and entertainment facilities. Thus, taurism was transformed from a small business catering to the elite into the start of a mass market, that is, travel by a large number of individuals. The use of steam power provided the increased mobility needed by the tourism business. Steamers on the major rivers provided reliable and inexpensive transportation that led to the popular day- trip cruises and the growth of coastal resorts near large industrial towns. As tourism became organized in the later years of the 19th century, the organization of travel became an established institution. Travel organizers emerged. The first and most famous of these was Thomas Cook. His first excursion train trip was between Leicester and Loughborough in 1841 with 570 passengers at a round trip fare of one shilling. The success of this venture encouraged him to arrange similar excursions using chartered trains. In 1866, he organized his first American tour. In 1874, he introduced “circular notes” which were accepted by banks, hotels, shops and restaurants. These were in effect the first travelers’ checks.20 PRINCIPLES OF TOURISM (Part |) Other tour companies which appeared in Britain at this time wey Dean and Dawson in 1871, the Polytechnic Touring Association a 1872 and Frames in 1881. In the United States, American Express was founded by Henry Wells and William Fargo. As the 19th century drew to a close, photography and guide books became popular. A huge variety of guide books which dealt with both local and overseas travel were sold to tourists. The most popular of these was Baedecker, first published in 1839, which became the leading guide for European countries at the end of the century. Tourism in the 20th century At the beginning of the 20th century, pleasure travel continued to expand, encouraged by the increasing wealth, curiosity and outgoing attitudes of the people as well as the increasing ease of such movement. World War I brought about many changes which influenced the volume of tourism. Early post-war Prosperity, coupled with large- scale migration boosted the demand for international travel. Interest in foreign travel was further enhanced by the first-hand experience of foreign countries. New forms of mass communication stimulated curiosity about other countries. In addition to the influence of posters and the press, the cinema, radio and television widened knowledge and interest in travel. After World War I, forms of travel began to change radically. The railways as a means of travel declined with the introduction of the motor car. Motorized public road transport and improved road conditions led to the popularity of seaside tours. World War Il also led to increased interest in travel. The war had introduced combatants not only to new countries but to new continents, generating new friendships and an interest in different cultures. Another outcome of the war was the progress in aircraft technology. Air travel had become more comfortable, safer, faster and cheaper in comparison with other forms of transport. With the introduction of the Boeing 707 jets in 1958, the age of air travel for the masses arrived, hastening the decline of sea travel. Improvements in air transport not only encouraged greater transcontinental travel but were instrumental in the growth of intercontinental travel in theTHE HISTORY OF TOURISM 2 1960s and 1970s. The earth literally shrank for the tourist, bringing distant exotic islands closer and replacing week-long sea voyages with a few hours of air travel. After the post-war recovery years, there was an increase in private car ownership. Travelers switched to the use of private cars and this change affected both coach and rail services. The private car provided flexible transportation which freed people from the schedules and fixed routes of public transport. It encouraged the growth of excursions and short-stay holidays. Resorts near major centers of population benefited considerably. Road improvements brought more distant resorts closer to the major cities. The resourceful tour operators devised flexible packages aimed at the private motorist at home and abroad. Hotels, too, devised their own programs of short-stay holidays for the private motorist. The demand for hired cars on holidays overseas also increased substantially. The post-war economic recovery provided an increase in discretionary income and leisure time which many people converted into increased recreation and travel. Due to labor negotiations and social legislation, the length of official and paid holidays increased. Governments have created more vacation time by incorporating isolated public holidays into the familiar long “weekends” throughout the year. By the 1970s two vacations a year were a common occurrence. The annual overseas holiday had become a necessity rather than a luxury. As business and trade prospered in the developed countries, business travel also flourished, leading to the demand not only for individual travel but also for conference and incentive travel on a world-wide scale. The 1970s have also seen the emergence of new patterns of tourism. As economic power has shifted between countries, new tourism generating countries arose, notably the oil- tich Arab countries and Japan. Europe as well as the developing tourist-based economies of Asia have benefited from this influx. The Philippines, Thailand, Singapore, Malaysia, and Indonesia have strengthened their tourist attractions to appeal to new markets. Prospects for the continued growth of world tourism in the 20th century appear to be most promising. Societal trends are favorable to the continued growth of demand. Governments of many nations are encouraging the growth of both domestic and international22 PRINCIPLES OF TOURISM (Part !) tourism as a means of job creation, economic diversification and source of foreign exchange. Beyond its economic significance, there is a growing realization of the role of international travel in promoting world peace and prosperity. Origin of Tourism in the Philippines Tourism in the Philippines began when the original inhabitants of the country roamed around in search for food. Inter-tribe travel occurred although the mode of travel was crude. A more recognizable form of tourism appeared in the Philippines when the country was discovered by Ferdinand Magellan and when galleons or wooden boats sailed between Mexico and the Philippines during the galleon trade. During the American occupation of the Philippines, Americans were able to reach Manila after two weeks on board the Pan- American Airways air-clippers. In the 1920's the steamship and the airline pioneers, the “China Clipper” and the “Manila Clipper” brought some passengers to Manila via Hong Kong. The introduction of more comfortable and faster means of transportation gave the early impetus for tourism in the Philippines. Travelers from the U.S., China, Japan. and Europe were provided inland tours by entrepreneurs with their unregistered private cars and coaches called “colorum.” Colorum means illegal tour handling and the illegal use of private vehicles for public use. It was tolerated by the government authorities at that time since tourism at this time was not yet developed. : Although there were already visitor arrivals from other countries, there were no tour operators nor travel agencies which formally existed. There were some offices like the American Express International which informally arranged land tours for foreign travelers. Steamship offices endorsed tourists to Private car and coach operators (colorum) who rented their vehicles directly to tourists. The drivers of these vehicles served as tour 8uides even without any formal training in tour guiding. There were only a few tourist attractions and destinations in the Philippines. These were Manila, Pagsanjan Falls, Laguna Lake Tour, Tagaytay and Taal Volcano, Mt. Mayon tour, Legaspi tour, Baguio City, Banaue tour. Other popular tours in the South in the 1920's were Cebu City and Zamboanga City,THE HISTORY OF TOURISM 23 ie * Magellan Cross (Cebu City) Pagsanjan Falls (Laguna) It was difficult to measure tourist activities before World War II since there were no statistical records and data available at this time. In 1947, a more orderly tourism activity started. Steamships and airlines began to service the Philippines from other countries thus giving impetus to tourism. In 1952, the first tourism association in the Philippines was organized. This was the Philippine Tourist and Travel Association (PTTA) which was organized to put together all existing travel establishments serving both domestic and international travelers. The PTTA was funded by the government to promote the country’s tourism industry. Later, the government organized the Board of Travel and Tourist Industry (BTTI) to regulate, supervise and control the tourist industry and to subsidize the PTTA as its promotional arm. In the late 1950's, more hotels and restaurants and entertainment facilities were established.24 PRINCIPLES OF TOURISM (Part 1) The Philippines has undergone economic, social and Politica} crises starting in the 1960s up to the 70s which hindered the development and promotion of tourism. Accommodations were inadequate and airline companies were not given much incentive to promote the Philippines as a visitor destination. Due to the turbulent conditions in the country, the tourist industry was denied the peace and order, sanitation, financial support, and other important factors for tourism development. It was only in 1972, after the declaration of martial law when tourism in the Philippines prospered. This was due to favorable conditions such as safety of tourists, better services and sanitation facilities, more financial support from the government and the vigorous cooperation of the private sector. Thus, the Philippines became a “bargain destination” to foreign visitors. As several tour groups arrived in the Philippines, more accommodations, food and beverage facilities and more airline frequencies were established. A temporary “tourist boom” existed in the Philippines in the early 70s. Tourism in the Philippines today is the result of the continuous development and promotion of tourism from 1950 to the present. However, the growth in the tourism industry is not very spectacular compared to our neighboring countries in terms of tourist arrivals. Records show that the Philippines is still in the tail-end of arrivals compared to other Asian destinations such as Hong Kong, Singapore, Thailand, Korea, Taiwan, Japan. The National Tourism Organization (NTO) of the Philippines or Department of Tourism has embarked on several plans and programs to ensure the pleasant and hospitable entry, stay and departure of tourists as well as to assure a harmonious, positive and constructive development of the tourism industry. Among these are: 1. Increase visitor arrivals especially from nearby markets like Japan, Korea, Hong Kong and Taiwan and high spending mar- 2, Increase tourism receipts through longer stays (now set at 11 days) and higher spending per day (estimated at $110 per day) which can be accomplished by more attractive destinations and tours, more shopping and dining and getting not just the bud- get traveler but also the upscale markets,THE HISTORY OF TOURISM 25 3. Expand domestic tourism through more promotions, cheaper tour packages and new facilities especially for the lower in- come segments, 4. Expand the capacity for tourism by promoting more private sector investments. 5. Improve the standards of service through the expansion of train- ing programs for the professionalization of the tourism man- agement and labor force. 6. Program major tourism infrastructure projects. Engage in major tourism estate and resort development. 8. Classify facilities in tourist sites according to international stan- dards. 9. Enforce strictly the tour facility standards. 10. Promote self-regulation within the different sectors of the tour- ism industry. 11. Complete the national tourism plan and a destination tourism plan. “ 12, Encourage consumer advertising in selected markets. 13. Work closely with the private sector in product development. 14. Develop and strengthen linkages with the local governments, the private sector and the general public through tourism councils. International Travel Patterns Major travel flows occur between the United States and western Europe. Secondary regional patterns exist between South America, the Caribbean, Africa, the Near East and the Far East. Travel to Africa is usually one way, originating in Europe. The heaviest flow of air traffic into Europe is between New York and London. Within Europe, the major flows are between London and Paris, London and Frankfurt, Milan and Rome. The cities in Europe most frequently visited by tourists are London, Paris, Frankfurt, Amsterdam, Brussels, Zurich, Geneva, Madrid, Copenhagen, Vienna, Milan, Rome, and Munich. The top ten countries generating international travel in rank order are: the United States, West Germany, United Kingdom, Canada,26 PRINCIPLES OF TOURISM (Part 1) Japan, France, the Netherlands, Mexico, Switzerland, and Australia, Europe generates about one-half of overseas travelers to the U.S, Travel between European countries — intracontinental travel — has been very popular. This is one of the reasons for Europe’s large share of the worldwide travel market. Factors that Favor the Growth of Tourism Some of the positive factors that hastened the growth of tourism are: 1. Rising disposable income for large sections of the population. In gen- eral, more money means more travel. At present, the two-in- come family is widespread. Moreover, the world is experienc- ing a redistribution of income which encourages more people to travel. 2. Growth in the number of retired persons who have the desire and the energy to travel. Life expectancy is increasing. There are fewer deaths now than before which is the result of more concern for diet and exercise. 3. Increase in discretionary time — shorter work weeks and longer vaca- tions. The work week has decreased considerably from 50 to 60 hours to less than 40 hours. Flextime programs allow a three or four-day workweek. Some European countries grant paid holi- days to their workers. 4. Greater mobility of the population. People became more accus- tomed to travel because of the increase in travel opportunities and the desire to escape from the stress and pressures of mod- ern life. 5. Growth in the number of “singles.” People living alone have more fee time than couples; hence, they want to socialize through ‘avel, 6. Greater credit availability through credit cards and bank loans, “Travel now, pay later” stimulates travel. 7. Higher educational levels. Since millions of students attend col- leges and universities, they tend to become more interested in foreign cultures,THE HISTORY OF TOURISM 27 8. The growth of cities. The Industrial Revolution brought about the migration of people from the rural areas to the urban cen- ters resulting in the growth of urbanization. City residents travel more than people living in rural areas to escape from the con- gested urban environment. 9. Simplification of travel through the package tour. Tour packages— ~ everything planned, arranged and included in one piece are more important to the older traveler, the new traveler, and the less sophisticated traveler. 10. Growth of multinational business. Worldwide business interests increase both the need and habit of travel. 11. Modern transportation technology. Technological advances in transportation have made long-distance travel faster, less ex- pensive and more comfortable. 12. Shift in values. At present, several people place more value on experience rather than material possession. They prefer to travel rather than own expensive houses, cars, clothes, and jewelry. 13. Advances in communication. Television and movies enlarge the travel perspective. The world is brought into the living room through television. A documentary film can create interest in places not considered as travel destinations in the past. 14. Smaller families and changing roles. American and European birth- rates have declined giving the adults more free time to get away from family responsibilities. Sexual equality and shifts in house- hold roles encourage more travel. Tourism dates back to the earliest of civilizations. It can trace its beginnings in the Old Testament. Early tourism is characterized by travel for business and religion. Travel for business was mainly trading with other countries or tribes. Religious travel-took the form of pilgrimages to places of worship. Travel received great impetus during the Roman Empire due to the construction of good roads and accommodations.28 PRINCIPLES OF TOURISM (Part 1) Travel was limited during the Middle Ages. After the collapse of the Roman Empire, no one traveled for pleasure due to: Political instability, lack of extensive trade and commerce, poor roads, inefficient transportation and the proliferation of highway robbers who preyed on travelers. ; Tourism in the Renaissance period is characterized by the Grand Tour in which scholars from both the middle and upper classes went ona three-year exploration of the capitals, politics, culture, and society of western Europe to enhance their education. There was also an increase in the popularity of “spas” in which the sick sought to be cured of their ailments by bathing in the mineral springs. The Industrial Revolution stimulated pleasure travel due to increase of wealth, the creation of a large and prosperous middle class, class, improvements in transportation, the need of the working class to find relief from their work routine and the desire of the city dwellers for relaxation and adventure. In the 19th and 20th century, pleasure travel continued to progress due to economic prosperity, the introduction of jet aircraft and the private car, social changes and changing values brought about by mass education. Other factors such as paid holidays, shorter workweek, annual holidays increased the demand for travel. 1 The tourism industry in the Philippines is a very young industry. Before World War II, there were no statistical data available, hence, it was difficult to determine tourist activities. It was only after the declaration of martial law in 1972 that the tourism industry in the Philippines grew. The Department of Tourism which is the NTO of the Philippines has launched several programs for the development of tourism industry. Among these are: a more effective multi-sectoral partnership with the local governments, the private sector and the tourism councils, strict enforcement of tour facility standards, and expansion of training Programs to improve the standards of services.’ A substantial proportion of international travel occurs within and between Europe and the United States. Europe receives the lion’s share of tourists arrivals and receipts. Alarge number of factors have consistently influenced the growth of tourism including economic Prosperity, availability of leisure time, higher levels of education, increase in the number of retirees, credit availability, growth of cities and improvement in transportation, ‘cn776 BC 312 BC 1200 aD THE HISTORY OF TOURISM 29 Games are held in honor of Apollo at Olympia in Greece. People traveled from far and wide to attend. Building begins on the Appian Way, one of the earliest paved roads, stretching from Rome to Capua, 19 miles (30.5 km) north of Naples, Italy. The Roman Catholic Church constructs Gothic cathedrals in Europe that will attract pilgrims and sight seers for generations to come. 1275-1292 Marco Polo explores the routes from 1759 18508 Europe to China, stopping along the way at primitive caravansaries (inns). In England a ship captain receives a “pilgrim-shipper’s” license. The most popular destination is Santiago de Compostela, Spain, to see the alleged tomb of St. James. The British Museum opens to the public. Before then, collections were either private or owned by the church. The Industrial Revolution changes the work people do and the way they doit building the middle class, and allowing people free time for the pursuit of leisure interests and travel. In England, Thomas ‘Cook organizes a group tour for 570 people—a day’s excursion by train to a temperance meeting. Prince Grimaldi of Monaco develops his poor country as a winter health resort with a gambling casino. His success enables Monaco to abolish income taxes. Monaco may be the first country to solve its economic problems tourism. 1880-1939 The so-called Golden Age of Travel for the rich. 1883 +1920s 1929 1935 1936 1941 1947 1955 1970 1976 19908 The railroads’ need for precise timetables leads the United States to establish standard time zones. The suntan becomes the emblem of health and beauty and influences people’s choice of vacation destinations. The first American travel industry journal. Travel Trade, makes its debut. Duncan Hines, a traveling salesman, compiles a list of his 167 favorite places to eat and sends copies as greeting cards. The requests for his list result in “Adventures in Good Eating, one of the first restaurant guides. France passes the first paid-vacation law. InEngland, the jetaircraft, designed for military service, makesits debut. Bugsy Siegel builds a hotel and casino in Las Vegas, Nevada, ~ transforming the sleepy desert town into a destination specializing inentertainment. Arthur Frommer self-publishes his G's Guide to Europe, priced at 55 cents, the precursor to his $5 a Day travel guides. OnJanuary 22, a Pan American 747, builtby the Boeing Co,, taxieson the runway at JFK International Airport and takes off for London’s Heathrow Airport. The age of the jumbo jet and mass tourism begins. The Rouse Company opens its first festival marketplace—Boston’s Faneuil Hall/Quincy Market, dedicated to attracting tourists and locals to the city’s historic center. Preservation and ecotourism are the rallying cries of concerned destinations. Special travel interests become the focus of sales. World terrorism impacts the industry. World terrorism affects the industry.30 PRINCIPLES OF TOURISM (Part !) 1. Discuss early tourism. 2. Describe the Grand Tour. 3. Explain the meaning of “spa.” 4, In what way did “spas” contribute to the growth of the tourism industry? 5. Describe tourism in the Medieval Period; during the Renaissance and Elizabethan Eras. 6. How did the Industrial Revolution bring about major changes in tourism development? 7. Discuss tourism in the 19th and 20th centuries. 8. Describe the origin of tourism in the Philippines. 9. Explain the international travel patterns. 10. Discuss the factors that hastened the growth of tourism. Brown, F. Tourism: Blight or Blessing? Oxford: Butterworth - Heinemann, 1998. Burkart, A.J., and S. Medik. Historical Development of Tourism. Aix- en-Provence, France: Centre des Hautes Etudes. Tourristiques, 1995. | Davidson, Rob., and Robert Maitland. Tourism Destinations. London: Hodder and Stoughton, 1997. Theobald, William. ed. Global Tourism: The Next Decade. Oxford, England: Butterworth-Heinemann, 1996. Weissman, Arnie. Travel Around the World. Austin, Texas: Weissmann Travel Reports, 1997. Youell, R. Tourism: An Introduction. Essex, England: Longman,-1998.- World Tourism Organization. Tourism Compendium. Madrid: WTO, 1998.