LEARNING OBJECTIVES

• Describe the history of the tourism and hospitality industry.

• Explain the origin of tourism and hospitality in the Philippines.
• Describe the factors that favor the growth of tourism and
hospitality.
 EARLY
HISTORY OF THE TOURISM
TOURISM Tourism is derived from the Hebrew word torah
which means studying, learning, searching.
INDUSTRY Tourism can trace its ancestry in the Old Testament.

ARK OF NOAH
Pilgrimage Trade
 Invention of wheel Invention of money

Invention of writing

SUMERIANS
Facilitated travel and exchange of goods
 Both the Greeks and the Romans were well-
known traders and as their respective empires
increased, travel became necessary.

Romans: Travel 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)
Greeks: Travel for private purposes
 TOURISM IN THE MEDIEVAL
PERIOD

• Travel declined
• Travel became burdensome,
dangerous, and demanding
• 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 traveled for pleasure
• Crusaders and pilgrims were
the
only ones who traveled
FALL OF ROMAN EMPIRE
 TOURISM DURING THE
RENAISSANCE AND
ELIZABETHAN ERAS
• A few renowned universities developed
• Travel for education became popular

GRAND TOUR – the practice of sending young

men seeking positions in court to travel to the
continent and visit the cultural centers for a
period of three years
 • Where the sick sought remedies for their
“SPAS” or MEDICINAL BATHS illnesses
• The term “spa” is derived from the
Walloon
word espa meaning “fountain”
 TOURISM DURING INDUSTRIAL
REVOLUTION
TECHNOLOGICAL
CHANGE

• The Industrial Revolution brought major

changes in the scale and type of tourism
development.
• The technological and social changes made
travel desirable as a recreational activity.
• The increase in productivity, regular SOCIAL CHANGE
employment, and growing urbanization gave
more people the motivation and opportunity
to go on a holiday that led to the creation of
working-class resorts near major industrial
centers.
 MODERN TOURISM
Tourism in the 19th Century Introduction of railway

The railroads created not only more business

by providing reliable and cheap T
D
transportation, but also more competition as E
E
various private companies invested heavily in C
hotels, resorts, and entertainment facilities V
H
E
Tourism was transformed from a small N
L
business catering to the elite into the start of O
O
a mass market, that is, travel by a large L
number of individuals P
O
M
The use of steam power provided the G
E
increased mobility needed by the tourism I
business. Steamers on the major rivers N
C
provided reliable and inexpensive T
A
transportation that led to the popular day- S
trip cruises and the growth of coastal resorts L
near large industrial towns.
Development of steam power
 Tourism in the 19th Century

As tourism became organized in the later years of the 19th century, the organization of
travel became an established institution. Travel organizers emerged.

THOMAS COOK
• The first and most famous travel organizer.
• Organized first excursion train trip between
Leicester and Loughborough in 1841.
• Organized first American tour in 1866.
• Introduced “circular notes” in 1874.

Other tour companies which appeared in Britain at this time were Dean and Dawson
in 1871, the Polytechnic Touring Association in 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.
 MODERN TOURISM
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.

• 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.
• Different forms of mass communication widened knowledge and interest
in travel.
 Tourism in the 20th Century
• After World War 1, 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 II also led to increased interest in travel.

• The war had introduced combatants generating new friendships and in interest in
different cultures.
• Another outcome of war was the progress in aircraft technology.
• 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 encouraged greater transcontinental travel and
instrumental in the growth of international travel in the 1960s and 1970s.
 Tourism in the 20th Century

• After the post war recovery years, there was an increase in private car ownership
that encouraged the growth of excursions and short-stay holidays.
• Road improvements brought more distant resorts closer to the major cities.
• Resourceful tour operators devised flexible packages aimed at the private motorist at
home and abroad.
• Hotels devised their own programs of short-stay holidays for the private motorist.
• The demand for hired cars on holidays overseas also increased substantially.
 Tourism in the 20th Century

• 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.
 Tourism in the 20th Century

• 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 worldwide scale.
• The 1970s have also seen the emergence of new travel patterns in tourism.
• As economic power has shifted between countries, new tourism-generating
countries
such as the oil rich Arab countries and Japan arose.
• 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.
 Tourism in the 20th Century

• Prospects for the continued growth of world tourism in the 20th century appear to be
the 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 tourism as a means of job creation, economic diversification, and
source of foreign exchange.
• There is a growing realization of he role of international travel in promoting world
peace and prosperity.
 HISTORY OF
THE ANCIENT PERIOD
HOSPITALITY
INDUSTRY
THE SUMERIANS & THE EARLY TRADERS
• The recorded history of the hospitality industry began with the Sumerians, a group of
people who lived in Mesopotamia near the Persian Gulf at about 4000 BC.
• The Sumerian farmers were able to produce abundant harvests that they were able to
sell to other parts of the region.
• The Sumerians invented money and writing as a means to record and settle business
transactions.
• The Sumerians were the first to develop trade in the modern sense of the word.
• The Sumerians converted the grains to alcoholic beverages or beers which became the
most common consumed beverages in Sumerian society.
 THE SUMERIANS & THE EARLY TRADERS

• Sumerian traders required the services of travelers, namely food, drinks, and shelter.
• Local Sumerian taverns were established making them the first hospitality business.
• In 2000 BC, a considerable amount of trade had developed among the people of the
Middle East.
• Many became traders of exotic goods, who needed hospitality services for their long
journeys.
• Some enterprising individuals set up the caravanserai which provided food and shelter
to travelers. These were the early examples of inns.
 EMPIRE ERA
EGYPTIAN EMPIRE

• The Egyptian Empire developed slowly over several thousand years.

• By 3200 BC, various groups had been united under one government ruled by a
“pharaoh,” the Egyptian term for king.
• The famous pyramids or tombs for the pharaohs became tourist attractions that
many people traveled long distances to see.
• People also traveled to attend religious festivals.
• The ancient Egyptians were the first to see that food service and lodging should be
provided to travelers.
• The first to begin the activity we now call tourism and hospitality.
 GREEK EMPIRE

• Ancient Greek civilization began to develop about 1100 BC.

• It evolved in the form of independent city-states that were united by Philip of
Macedonia in the middle of the third century BC.
• Alexander the Great, son of Philip, built an empire that surrounded the
Mediterranean and extended as far as East India.
• The Greeks were dedicated travelers.
• Their land and sea travels made them dominant in the Mediterranean region.
• Some form of overnight accommodation became a necessity because of increased
travel.
• In ancient Greece, inns and taverns had bad reputation because of criminal
activities, while restaurants were often respected and served fine food.
 ROMAN EMPIRE

• In 146 BC, after many years of conflict, Greece became a Roman protectorate.
• By the time Rome had conquered most of Western Europe and the Middle East,
inns & taverns were established throughout the empire.
• The Roman public restaurants served ordinary food to the people.
• In the ruins of Pompeii, there are small restaurants that are similar to the fast-food
restaurants at present.
• It is believed that the Romans were the first to establish the first restaurant chain
• In ancient Persia, large caravans carried elaborate tents that were used along
caravan routes.
• The caravans stopped at Khans, a combination of stables, sleeping
accommodations, and fortresses which provided shelter from sandstorms and
enemies who attacked caravans.
 MEDIEVAL PERIOD
DARK AGES

• After the fall of the Roman Empire in 476 AD, innkeeping almost disappeared, except
local taverns and a few inns which were scattered throughout Europe.
• Throughout this period, the Roman Catholic Church took over the job of feeding and
housing travelers – both religious and lay people.
• In Europe, Charlemagne established rest houses for pilgrims.
• Medieval guilds held open houses to receive pilgrims.
• Providing hospitality services to travelers became a burden to the religious houses
because of limited space.
• The middle class found it very difficult to find accommodations in the monasteries.
• Gradually, some taverns, inns, and wine shops began to give accommodations to
middle-class travelers.
• The number of inns increased although the standards of comfort and cleanliness
differed greatly in different countries and regions.
 RENAISSANCE PERIOD

• During the Renaissance, there were no restaurants or dining establishments.

• In England, there were taverns, pubs, and inns but none of these served food.
• Concern about table manners increased during this period and rules to be observed
at the dinner table were developed.
• People were instructed not to put food on their plate using their fingers because such
behavior is unpleasant and annoying.
• Burping at the dinner table was considered unacceptable.
 EARLY MODERN PERIOD
1600 AD to 1800 AD
• In the 16th century, a type of eating place for commoners called an ordinary
appeared in England. These places were taverns that served a fixed price, fixed menu
meal.
• Introduced two exotic imports – coffee and tea to Europe.
• During the next century, coffee houses were built all over Europe.
• Coffee houses became social gathering places and helped to sober up the entire
European continent.
• With the introduction of the stagecoach, regular stagecoach routes were established,
followed by the building of the stagecoach or coaching inns.
• Other developments of the period included an increase in the quality of inns, the
application of English common law to the hospitality industry, and in France, the
reintroduction of restaurants for public dining.
• By the 1700s, the inns in England were much safer and more comfortable.
• Until the late 18th century, there were no public restaurants.
• In England, there were coffee houses were one could get light snacks.
• There were taverns that served a daily “ordinary” which is a main meal with a fixed
price.
 1600 AD to 1800 AD cont.
• The food service element of the hospitality industry changed dramatically in France in
1765.
• In that year, Boulanger is recognized as the first to create the first restaurant, an
establishment open to the public with a dining room where a variety of foods could
be bought and consumed.
• In the late 18th century, the restaurant business flourished.
• After the French Revolution, the number of restaurants increased in Paris and other
parts of the world.
• Another type of food-service establishment which developed in France was café, a
French word which means coffee.

The Industrial Era: from 1800

• The Industrial Revolution, which dates from the mid-1700s started in England.
• The development of railroad networks, first in England, then in other countries, had a
greater effect on the hospitality industry than any other development since the fall of
the Roman Empire.
• Inns, taverns, restaurants, and hotels opened near railroad stations.
 MODERN PERIOD
19th Century
• In 1875, a dining facility was opened in the Albemarle Hotel in London. By this time,
the term restaurant referred to the dining room of a hotel.
• In London, more luxurious hotels began to appear. Some were known for their
excellent guest accommodation and superior food.
• One of the best known hotels was the Savoy which was opened by Richard d’Oyly
Carte in 1889.
• Delmonico’s was the only expensive and aristocratic restaurant in the United States. It
served Swiss-French cuisine and became the center of American gastronomy or the
art of good eating.
• More innovations in hospitality occurred in the 19th century such as the custom of
dining out, better methods of preserving food through canning and vacuum packing,
mass feeding for school children, and the establishment of ice cream parlors.
 20th Century
• In 1921, Walter Anderson and Billy Ingraham began the White Castle hamburger
chains.
• Marriott’s Hot Shoppe and root beer stands opened in 1927. At about this time, the
drive-in and fast-food restaurants also sprang up in America.
• After World War II, there was a rapid development of hotels and coffee shops.
• The 1950s saw the emergence of fast-food restaurants.
• In the 1960s, fine dining became popular.
• In the 1970s, new establishments were introduced in the restaurant industry and the
lodging industry.
• The 1990s started with a recession which began in 1989. The hospitality industry
experienced a downturn due to the Gulf War.
• Since 1993, the economic recovery was very strong. Several mergers and acquisitions
have taken place.
PIONEERS IN THE TOURISM AND HOSPITALITY
INDUSTRY

Cesar Ritz
Became the General Manager of Savoy Hotel in London, one of the
most famous and luxurious hotels in the world. He made the hotel a
cultural center for high society.

Elsworth Milton Statler

Considered to be the premier hotel-man of all time. He brought a
high standard of comfort and convenience to the middle-class
traveler at an affordable price.

Conrad Hilton
Once recognized as “the biggest hotel man in the world.” He was
described by the New York Times as the “master of hotel finance.”
In 1954, he formed the first major chain of American hotels – a
group of hotels which followed standard operating procedures
PIONEERS IN THE TOURISM AND HOSPITALITY
INDUSTRY
Thomas Cook
Recognized as the first professional travel agent. He was the
founder of the world’s first travel agency. The phrase “Cook’s tour”
is still used at present to refer to a tour that goes to many places
and stops briefly at each place.

Howard Deering Johnson

Pioneer of brand leveraging. He was one of the first to introduce
franchising in the 1930s. One of the famous names in the restaurant
and hotel business.

J. Willard Marriott
Founded the Marriott Corporation which has continued to be an
important asset to the hospitality industry. He began with a
rootbeer stand which was founded by necessity and built it into a
multibillion-dollar industry.
PIONEERS IN THE TOURISM AND HOSPITALITY
INDUSTRY

Ray Croc
The most financially successful of all hospitality
entrepreneurs. He founded the McDonald’s
Corporation. He developed several operational
guidelines such as Quality Service Cleanliness and Value
or QSC&V.

Isadore Sharp
Founder of Four Seasons Regent Hotels, the world’s
Ruthlargest
Fertel hotel chain and a multimillion-dollar global
Founder
hotelofempire.
Chris Steak
His House,
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determination, restaurant
and personalchain
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 ORIGIN OF TOURISM IN
THE PHILIPPINES

Ferdinand Magellan

Search for food

Inter-tribe travel
ORIGIN OF TOURISM IN
THE PHILIPPINES
• 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 1920s, the
steamship and airline
pioneers, the “China
Clipper” and the “Manila
Clipper,” brought some
passengers to Manila via
Hongkong.
 ORIGIN OF TOURISM IN
THE PHILIPPINES
• The introduction of more comfortable and
faster means of transportation gave the
early impetus for tourism and hospitality in
the Philippines.
• Travelers form the US, China, Japan, and
Europe were provided inland tours by
entrepreneurs with their unregistered
private cars and coaches called “colorum.”
• Colorum – illegal tour handling and the
illegal use of private vehicles for public use
• There wer few tourist attractions and
destinations: Manila, Pagsanjan Falls,
Laguna Lake Tour, Tagaytay and Taal
Volcano, Mt. Mayon tour, Legaspi tour,
Baguio City, and Banaue tour; (South) Cebu
City & Zamboanga City
 ORIGIN OF TOURISM IN
THE PHILIPPINES
Philippine Tourist and Travel Association (PTTA)
• The first tourism association in the Philippines which was
organized in 1952 to put together all existing travel
establishments serving both domestic and international
travelers.

Board of Travel and Tourist Industry (BTTI)

• Organized by the government to regulate, supervise &
control the tourist industry.

In the late 1950s, more hotels & restaurants and entertainment

facilities were established.
ORIGIN OF TOURISM IN
THE PHILIPPINES
The Philippines has undergone economic, social, and political
crises starting in the 1960s up to the 70s.

It was only in 1972, after the declaration of martial law when

tourism in the Philippines prospered. The Philippines became a
“bargain destination” to foreign visitors. 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.
 ORIGIN OF TOURISM IN
THE PHILIPPINES
The National Tourism Organization (NTO) of the Philippines has embarked on several plans and
programs to ensure the pleasant and hospitable entry, stay, and departure of tourists.

The Department of
Tourism (Filipino:
Kagawaran ng Turismo)
is the lead agency for
tourism development
and promotion.
 FACTORS THAT FAVOR THE
GROWTH OF TOURISM

Rising disposable income

 FACTORS THAT FAVOR THE
GROWTH OF TOURISM

Growth in the number of retired persons

RETIREES
 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Increase in discretionary time

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Greater mobility of the population

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Growth in the number of “singles” / solo travel

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Greater credit availability through credit cards and bank loans

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Higher educational levels

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Growth of cities
 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Simplification of travel through the package tour

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Growth of multinational business

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Modern transportation technology

 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Shift in values
 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Advances in communication
 FACTORS THAT FAVOR
THE GROWTH OF
TOURISM

Smaller families and changing roles