UNIVERSITY OF MINDANAO

College of Hospitality Education

Program Hospitality Management

Physically Distanced but Academically Engaged

Self-Instructional Manual (SIM) for Self-Directed Learning (SDL)

Course/Subject: THC 1- Macro Perspective of Tourism and Hospitality

Name of Teacher: Dec Vincent M. Lafuente, MBA

THIS SIM/SDL MANUAL IS A DRAFT VERSION ONLY; NOT FOR

REPRODUCTION AND DISTRIBUTION OUTSIDE OF ITS INTENDED
USE. THIS IS INTENDED ONLY FOR THE USE OF THE STUDENTS
WHO ARE OFFICIALLY ENROLLED IN THE COURSE/SUBJECT.
EXPECT REVISIONS OF THE MANUAL.
 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Course Outline: THC 1- Macro Perspective of Tourism and Hospitality

Course Coordinator: Liwliwa B. Lagman

Email: [email protected]
Student Consultation: By online(LMS) blackboard or thru text,emails or calls
Mobile: 0907-575-1006
Phone: (082) 2977024
Effectivity Date: June 2020
Mode of Delivery: Blended Learning (Online)
Time Frame: 54 Hours
Student Workload: Expected Self-Directed Learning
Requisites: None
Credit: 3

Course Outline Policy

Areas of Concern Details

This 3-unit course self-instructional manual is
Contact and Non-contact designed for blended learning mode of instructional
Hours delivery with scheduled face to face or virtual
sessions. The expected number of hours will be 54
including the face to face or virtual sessions. The
face to face sessions shall include the summative
assessment tasks (exams).
Submission of assessment tasks shall be on 3rd,
Assessment Task Submission 5th, 7th and 9th week of the term.

Assessment tasks for this course will be done in real

time through the features in the Blackboard Learning
Management System, thus, the schedule shall be
arranged ahead of time by the course coordinator.
For specific types of assessment tasks like essays,
Turnitin Submission(if write-ups or literature review, students’ outputs are
necessary) required to be submitted through Turnitin with a
maximum similarity index of 30% allowed to ensure
honesty and authenticity. This means that if the
student’s paper goes beyond 30%, the student will
either opt to redo his/her paper or explain in writing
addressed to the course coordinator the reasons for

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

the similarity. In addition, if the paper has reached

more than 30% similarity index, the student may be
called for a disciplinary action in accordance with the
University’s OPM on Intellectual and Academic
Honesty.

Please note that academic dishonesty such as

cheating and commissioning other students or
people to complete the task for you have severe
punishments (reprimand, warning, expulsion)
Penalties for Late The score for an assessment item submitted after
the designated time on the due date, without an
Assignments/Assessments approved extension of time, will be reduced by 5%
of the possible maximum score for that assessment

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2nd Floor, HRM Building
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Telefax: (082)297-7024

item for each day or part day that the assessment

item is late.

However, if the late submission of assessment paper

has a valid reason, a letter of explanation should be
submitted and approved by the course coordinator. If
necessary, the student will also be required to
present/attach evidences.
Students will be automatically notified whether they
Return of Assignments/ passed or failed an exam after submission via
Assessments Blackboard.

Other assessment tasks (e.g. essays, case analysis,

problem solving, research papers) will be returned to
the students two (2) weeks after the submission. This
will be returned by email or via Blackboard portal.
You should request in writing addressed to the
Assignment Resubmission course coordinator his/her intention to resubmit an
assessment task. The resubmission is premised on
the student’s failure to comply with the similarity
index and other reasonable grounds such as
academic literacy standards or other reasonable
circumstances e.g. illness, accidents financial
constraints.

Re-marking of Assessment You should request in writing addressed to the

Papers and Appeal program coordinator your intention to appeal or
contest the score given to an assessment task. The
letter should explicitly explain the reasons/points to
contest the grade. The program coordinator shall
communicate with the students on the approval and
disapproval of the request.

If disapproved by the course coordinator, you can

elevate your case to the program head or the dean
with the original letter of request. The final decision
will come from the dean of the college.

All culled from BlackBoard sessions and traditional

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Grading System contact

Course discussions/exercises – 40%

1st formative assessment – 10%
2nd formative assessment – 10%
3rd formative assessment – 10%

Final exam – 30%

Submission of the final grades shall follow the usual

University system and procedures
Preferred Referencing Style APA 6th Edition
You are required to create an umindanao email
Student Communication account which is a requirement to access the
BlackBoard portal. Then, the course coordinator
shall enroll the students to have access to the
materials and resources of the course. All
communication formats: chat, submission of
assessment tasks, requests etc. shall be through the
portal and other university recognized platforms.

You can also meet the course coordinator in person

through the scheduled face to face sessions to raise
your issues and concerns.

For students who have not created their student

email, please contact the course coordinator or
program head.
Contact Details of the Dean Florence Kristina M. Jimenez
0922 432 5186
[email protected]
Contact Details of the Program Jacqueline M. Cenizal
Head 0917 770 5532
[email protected]
Students with Special Needs Students with special needs shall communicate with
the course coordinator about the nature of his or her
special needs. Depending on the nature of the need,
the course coordinator with the approval of the
program coordinator may provide alternative
assessment tasks or extension of the deadline of
submission of assessment tasks. However, the
alternative assessment tasks should still be in the

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

service of achieving the desired course learning

outcomes.

Instructional Help Desk [email protected]

Contact Details
Library Contact Details Ms. Christina Perocho
Phone Number: 0951-376-6681
[email protected]
Well-being Welfare Support Ms. Danica Baja
Help Desk Contact Details 0975 560 4961
Welcome to this Macro Perspective of Tourism and Hospitality Module!
For the background, this module is anchored on the University’s vision of becoming a
world class institutions providing quality, affordable and open education for all. Likewise,
this module is an alternative learning modality as the foregoing world-wide spread of
COVID 19 is yet to be solved. Hence, here we are- the new normal.

Our physical classes are constrained to be scheduled and/or thru via online as pursuant
to the policy guidelines as provided for by the World Health Organization, the state, the
local government unit, and of the University Consequently, most of your time will be
devoted to this module for self-instruction and in the Blackboard Learning Management
System.

This course is designed to give a clear and whole overview of Tourism and Hospitality
as an ecosystem and goes beyond the usual closed concept of tourism. It shows the
structure and scope of tourism as well as the impact of Tourism as an industry in
relation to the world economy and society. It also illustrates the effects of convergence
of tourism with the other local industries and let the students appreciate its multiplier
effect in various fronts. The students will also learn to appreciate the key global
organization and the roles they play in influencing and monitoring tourism trends.

This module has specific topics/information as complied by the coordinators of the

course, However, as a student, you are also encouraged to explore other textbooks,
online references or through multimedia (e.g. Youtube) and/or any means to further
augment your learning and understanding. Limit NOT yourself in learning!

Course Information – see/download course syllabus in the Black Board LMS

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2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Big Picture

Week 4-6: Unit Learning Outcomes (ULO): At the end of the unit, you are expected to

a. Explain the awareness of the factors motivating people to travel,

b. Analyze the economic impact of tourism on a destination area
c. Discuss the social nature of travel
d. Describe the effect of cultures in travel.
e. Differentiate the direct and indirect component of tourism network.

Big Picture in Focus: ULOa:

Explain the awareness of the motivating people to travel

Metalanguage
Below are the essential terms that you are going to encounter in the pursuit of
week 4-6 ULOa: To show awareness of the motivating people to travel. Again, you are
advised to frequently refer to these definitions to help you understand the succeeding
topics. I would like to highly recommend that you refresh your knowledge from week 1-3
ULOa, ULOb, to understand further week 4-6 ULOa.

1. Early tourism. In the early 19th century the term used, and derived from the Hebrew
word torah means learning, studying, and searching.
2. Motivation. Is stimulates interests or causes a person to act in a certain way.
3. Motivation for Tourism. The wants and needs of tourist are often regarding as travel
motivations.
4. Tourism. Refers to the activity of the tourist in a destinations travelling,
touring, business attracting, tourist entertainment, and the tourist
accommodation.
5. Tourist. Are temporary visitors who make at-least one overnight stay in a place.
l Tourist a traveler who is leaving his/her hometown to visit another destination or
area for the purpose of leaving an experience of shopping, entertaining, visiting,
cultural & historical attractive having fun and so on the condition that she/he should
return to his/her own place, stay no longer than 12 months, make use of a tourist
activity and spend his/her on money.
6. Tourist destination. A geographical unit that is market itself as a place to visit for
tourists.
l The tourist destination depends on the success of the interrelationship of three
basic factors: attractions, amenities or facilities, and accessibility.
7. Travel. Is the certain movement of tourist between one places to another.
8. Travel motivation. The most psychological influence of the tourist behavior that a
person needs and wants consider.

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2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Essential Knowledge
Another important aspect of tourism is travel psychology. Improved
understanding of the travel industry, travel services, the importance of travel, and
discuss the relation of Maslow’s hierarchy of needs. The hierarchy of needs
subsequently extended the idea that includes his observations of humans' innate
curiosity. This theory's parallel of human developmental psychology focuses on
describing the stages of growth in humans. Now, let’s try to explore how important travel
psychology.

Travel Psychology. Provide insights into to the internal workings of all tourism
stakeholders, and improves understanding of their relationships such as services,
products, holidaymakers’ motivations or attitudes, and providers; or marketers’
influences or sociocultural aspects of the relations between guests and host
communities.

Tourism Marketing and Management. It is a process of connecting human needs,

wants, and demands, to control and create travel decisions or purchases.

Model of Human Motivation. Abraham Maslow’s hierarchy of needs applicable in the

travel and tourism context. Referring the model, travel psychology and tourism
marketing and collaborate by producing catalogs.

Travel Motivator

Physical motivator
Ø Those related to physical rest, sports participation, entertainment,
beach recreation, relaxing, and other motivations directly connected to
health activity.

Cultural motivation
Ø Include the study to know the culture of other countries.

Status and prestige motivation

Ø Concerning ego needs and personal development, Travels also help to
enhance one’s recognition and good reputation.

Interpersonal motivator
Ø The desire to meet other people, through visit relatives and friends, to
escape from daily routine, neighbors, and family.

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Telefax: (082)297-7024

MOTIVATION PSYCHOLOGY OF TRAVEL

Escape Convince oneself of one’s Interpersonal relations

achievement
Relaxation Show one’s importance to others Roots or ethics

Relief of tension Status and prestige Maintain social contacts

Sun-lust Self-discovery Wanderlust
Physical Cultural Interest in foreign areas

Health Education Scenery

Family togetherness Professional/business

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Travel Motives

1. Needs for Escape or Change

l The reason for travel is “escape ,”

l Escape from boring daily routines; escape from the familiar, common and ordinary

places.
l Travel can provide diversity for people wanting to change.

2. Travel for Health

l This is development and influence in the field of medicine to travel a century.

l Majority of people think as a means of regaining one’s energies, interest, and

enthusiasm.
3. Sports
l During leisure time people demand sports and other excitement activities to relive

them from the boredom of their work.

4. Social Contact
l Human beings are considered as social animals, we need contact and

communication with other people.

l Group activity is more comfortable than individual activity.

5. Status and Prestige

l Travel provides the means for ego self-enhancement.

6. Travel for Education

l Travel offers different opportunities to satisfy the urge to learn.

7. Personal Values
l Many people are urged to travel to satisfy personal values. Such as the search for

spiritual experience, patriotism, and wholesomeness.

8. Cultural Experience
l Experiencing how other people live and fostering international understanding are

some of the reasons to satisfy about other cultures, lifestyle, and places.
l Studies reveal that seeking a new culture experience is a primary reason for

international travel.
9. Shopping and Bargain Hunting
l The joys derived from buying certain goods

l Bargain hunting or being able to get special merchandise at low cost.

10. Professional and Business Motives

l A increase number of people travel for business and professional motives.

l More than 50%of populations of all airline travel are made by business travelers.

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11. Search for Natural Beauty

l People satisfy when they see natural beauty in the environment and the scenery.

The Learning Process of a Tourist

l An individual will buy a vacation package if he has learned the purchase will satisfy
an important need.
l The tourist compares various alternative with a list of criteria to determine which
alternatives will most likely satisfy a particular motives.
l A destination will be included as an alternative if the destination has previously
satisfied the travel.
l An individual’s learning input on past experience is derived from having experience
the same thing that is being considered or having experience something similar.
l Thus, decision criteria are developed or modified from actual experiences.
l Serving as a bridge between the motives of an individual and the perceived
alternatives are the criteria used for making a decision among these alternatives.
l The criteria used learned .
l They are the result of past experience, as well as information received from either
the commercial or the social environment.

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Telefax: (082)297-7024

Effect of consistency and Complexity of Leisure Travel

l Individual is differ in the amount of psychological tension they can handle. ( Edward
J. Mayo & lance Jervis, The Psychology of Leisure Travel, 1981)
l Too Much repetition or consistency results in boredom and a corresponding amount
of psychological tension greater than he could handle.
l To reduce tension, he will attempt to introduce some complexities in his life.
l Too much complexity may result in more tension than a person endure.Similarly,
too much consistency may result in more tension than a mature person can endure.
l To reduce the level of tension, he will introduce consistency into that experience.
l The traveler who experiences a great deal of consistency in everyday life may
compensate by seeking vacations which offer variety.
l The opposite is also true.

Classification of Travelers Based on Personality

1. Psychocentrics

l Self centered are inhibited and unadvanturesome

l Having desire for strong consistency and the familiar
l Preferred to visit “safe” in a destinations
l Do not like to experience with food, entertainment, and
accommodations,
l Look for experiences that will not result in personal stress or involve
unusual situations
l Prefer to drive to a destination rather than fly.

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Telefax: (082)297-7024

2. Allocentrics
l Having an interest in other persons are highly curious and
thrive on stimulation and changes.
l Having a strong demand for variety and new experiences.
l Seeks destinations that offers an opportunity to experience a
different cultures and environment.
l Accept challenges, meet the residents, tryout local food and drinks,
stay in native lodgings.
l Explore and discover and go on their rather than buy packing tours.
l Prefer to drive to a destination rather than fly.

3. Midcentrics
l Are not particular adventurous, yet they are not afraid to try new
experiences, as long as these are neither too odd nor too challenging.
l Constitute the mass market or the bulk of the population.

Classification of Travelers Based on Purpose of Travel

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Business Travelers

Regular Business Travelers

l Company shouldered the cost of the travel

l Volume and rate of growth of business travel are not greatly affected by the cost of

travel.
l Business travelers are professional and well-educate, have a high-level of jobs and

tend to fly often.

l Ratio of women business travelers to men business travelers has grown rapidly.

Major Differences between Male and Female Business Travelers

l Women business travelers are slightly younger

l They tend to stay longer at their destinations

l They are more apt to be unmarried than males

l They are more likely to attend a meeting or convention

l They are more likely to book through a travel agent

l They have a greater preference for downtown accommodation facilities closer to

work
l They are more concerned with security aspects of accommodation facilities

Business Travelers Attending Meetings, Conventions, Congresses

l The purpose of 20 percent of all business travel trips

l A congress, convention, or conference is a regular formalized meeting of

associations or body or a meeting sponsored by an association or body on a regular

basic.

Incentive Travel
l A special type of business travel.

l Travel given by firms to employees as a reward for some accomplishments or to

encourage employees to achieve more than what is required.

l Often combined with business and sales meetings, especially foreign destination in

order to be eligible for tax deduction.

Objectives in Buying Incentives Travel Trips

l Increase overall sales volumes

l Sell new accounts

l Improve morale and good will

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l Introduce new products

l Offset competitive promotions
l Bolster slow seasons
l Help in sales training
l Sell slow items
l Obtain more store displays and support consumer promotions

Pleasure/ Personal
Travelers
Resort Travelers
l Have higher households income and are more likely to be professional and

managerial positions
l Majority have families with children

Family Pleasure Travelers

l Divided into three groups:

l Junior families

l Mid-range families

l Mature families

l Motivated by three objectives:

l To use travel as an educational experience for their children

l To do something different

l To use to bring the family closer together

l Major hindrances:
l Cost of travel particularly the cost of transportation

l Accommodation

l Food

l Ability of the parents to have privacy from children

l Problems of organizing and coordinating family pleasure plans

l The Elderly
l Trends in developed countries, particularly in North America clearly indicate that

the population is aging.

l At present, there are many people who are fifty years of age and over, including

greater numbers of people in the retirement age category.

l These population shifts have made the “elderly” persons a lucrative target for

tourism destination areas.

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l Persons in the “50 plus: age bracket are called “ active affluent” or people with
the money and the desire to travel extensively.

Single and Couples

l Take their vacations to:

l Fulfill their psychological, intellectual, and physical needs.

l Have the opportunity to rest, relax, and escape the routine of pressures of daily

living.
l Enjoy the naturalness of life and to express total freedom.

Travel Constraints
1. Lack of money
2. Lack of time
3. Lack of safety and security
4. Physical disability
5. Family commitments
6. Lack of interests in travel
7. Fears of travel

1. Lack of Money
l Less money means less travel.
l Wealthy members of society are the ones who travel most.

2. Lack of time
l The desire to travel and the financial ability to travel are insufficient if
one does not have the time to travel.
l A combination of time and money during travel must be present to
take place.

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3. Lack of Safety and Security

l Areas may acquire the reputation of being dangerous and thus
become less desirable travel destinations.
l Tourism will not go to destinations which they consider unsafe.

4. Physical Disability
l Bad health or physical handicap may keep people at home
l The elderly who are more susceptible to illnesses travel less.

5. Family Commitment
l Parents with young children find it inconvenient and expensive to go
holiday.
l During the child rearing period, family obligations increase
significantly for women and a similar but lesser degree.
l For men, travel is curtailed and more time is spend at home.

6. Lack of Interest in Travel

l Mainly due to preference to simply stay at home
l May be due to a variety people
l Dislike to travel
l Shyness in meeting people
l Dislike of changing routine and many more

7. Fears
l Fear of flying
l Fear of the unknown
l Some potential travelers are afraid of the unfamiliar decisions they will
have to make in a stranger place and how to get around strange city.

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Self-Help: You can also refer to the sources below to help you further
understand the lesson:
1. Christou, E., & Gretzel, U. (2016). Social media in travel, tourism and hospitality:
Theory, practice and cases. Retrieved from https://search.proquest.com. “Traveller’s
Behavior. Pp 169-251
2. Kozak, N., & Kozak, M. (Eds.). (2015). Tourism economic: A practical perspective.
Retrieved from https://ebookcentral.proquest.com
3. Kozak, M., & Kozak, N. (Eds.). (2015). Tourism development. Retrieved from
https://ebookcentral.proquest.com “ Perceptions of Local Residents in Abu Dhabi
towards the Development of Tourism” Pp. 6-19; “Economic Aspects of Preserving
Traditional Cultural Landscapes for Sustainable Tourism Development” Pp. 20-30; “
Sustainable Tourism: Community-Based Tourism in Vietnam’s Central Highlands”
Pp. 31- 44
4. https://sk.sagepub.com/reference/the-sage-international-encyclopedia-of-travel-and-
tourism/i9271.xml

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2nd Floor, HRM Building
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Telefax: (082)297-7024

Let’s Analyze

Activity 1. Getting acquainted with the key concepts of travel psychology are not
enough, what also matters is you should also be able to explain its inter-relationships.
This time, you are required to enumerate and explain thoroughly your answers.

a. Maslow Hierarchy of Needs

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b. Classification of Travel Based on Personality

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c. Kind of Business Travelers

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Activity 2:

1. Design a tour that would appeal to young singles.

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2. Decide whether you are a Psychocentric or Allocentric tourist. Choose a destination

with an image that matches your personality type and explain how this image pulls you
to go to the destination.

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3. “Pleasure travel motivation is often added to a business trip such as attending a

convention”. How would you sell this idea to the convention planning committee?

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In a Nutshell

Activity 1: Travel Psychology provides insights into the internal workings of all
tourism stakeholders. Travel is the movement of people between distant
geographical locations. Since the main goal is to provide information to all tourism
stakeholders. Give the direct direction of the locations.

Based on the definition of the most essential terms in the study of travel psychology
and the learning exercises that you have done, please feel free to write your arguments
or lessons learned below. I have indicated my arguments or lessons learned.

1. The role of Maslow Hierarchy of Needs is important and applicable in a journey

and tourism by choosing the right destinations to travel.
2. The role of travel motivation is an important psychological influence of the tourist
behavior of a person, or in their certain needs and wants.

You’re Turn!

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Telefax: (082)297-7024

Q&A LIST. This section allows you to list down all questions and issues relative to the
lesson you would like to raise. You may also raise these questions thru the LMS. You
are also the one to write the answers after questions have been clarified.

Do you have any question for clarification?

Questions/Issues Answers

1.

2.

4.

5.

KEYWORDS INDEX. The following terms and concepts discussed in this unit
of lesson are important for you to remember. To help you review, please review
the terms below.

Travel Psychology Midcentrics Cultural Motivation

Travel motivation Incentives Travel Physical Motivator
Leisure Travel Family Pleasure Travel Travel for Health
Psychocentrics Maslow’s Hierarchy of Status and Prestige
Needs Motivation
Allocentrics Interpersonal Motivator Tourist Destination

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Big Picture in Focus: ULOb.

Analyze the economic impact of tourism on a destination area

Metalanguage

The most essential terms below are operationally defined for you to have a better
understanding of this section in the course.

1. Economics. It is a social science concern in the distribution, production, and

consumption of goods and services.
2. Economic Development. Refers to the social and political welfare of people related
to the output of improvement within country.
3. Social Development. Refers to the process by which a child learn to interact with
others around them
4. Socio-Economic. Concern with the interaction of social and economic factors.
5. Tourism. Refers to the activity of the tourist in a destinations travelling,
touring, business attracting, tourist entertainment, and the tourist
accommodation.
6. Tourism Impacts of Tourism. The effects of tourism in the environment, destination
communities, and its economic contributions.
l Tourism is also often seasonal, and impacts only become apparent over time, with
varying effects, and at different stages of development
7. World Tourism Organization. Defines tourism generally as "beyond the common
perception of tourism as being limited to holiday activity only, as people traveling to and
staying in places outside their usual environment for not more than one consecutive
year for leisure and not less than 24 hours, business and other purposes".

Essential Knowledge

The Economic of Tourism

Socio-Economic System. The increase in the importance of tourism in the

contemporary world. It strongly underlines its influence on the economy, the quality, and
style of living as well as the environment. The complexness of tourism and its
interdisciplinary character are the reasons for the constant growth of interest in research
regarding tourism of various scientific disciplines, especially the economic sciences. It is
caused by the rising influence of the tourism sector on economic development, not only
on the local and regional but also on a global scale.

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l Economic and Social Development. “The proceeding of the economic well-being

and quality of life of a nation, region or local community are improved according to
targeted goals and objectives”.

The Role of Tourism in Economic Development

Tourism is differs from international trade in many ways.
l In tourism, the consumers collects the products from the exporting country.

l The demand or pleasure travel is largely depending on non-economic factors.

l By using specific fiscal measures, the exporting or tourist receiving country can

manipulate exchange rates.

l Tourism is a multifaceted industry that directly affects several sectors in the

economy and indirectly affects many others.

l Tourism brings many more non-monetary benefits and cost than other export
industries.

Economic Impact

l Travelers outside the destination area spend on goods and services within
the destination; tourism acts as an export industry by bringing in revenues
from outside sources.
l Tourist expenditures also directly increase the level of economic activity in
the host area.
l Many countries have utilized tourism as a means to increase foreign
exchange earnings to produce investment necessary to influence economic
growth.

Direct and Secondary Effects

l Tourist expenditures received as income by business to the host area to

have a direct effect on the economy.
l Secondary or indirect effects are mean that tourists paid the money for the
business and it is used to pay for the supplies, wages of workers, and other
items used in producing the products or direct services by tourists.

Tourist Multiplier

l Tourism multiplier effect is used to estimate the direct and secondary effects
of tourist expenditures on the economy of a country.
l The term multiplier is used to describe the total effect, both direct and
secondary, of an external source of income introduced into the economy.

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Cost-Benefits Ratio

Benefits divided by cost equal the cost-benefits ratio. To arrive at these ratios;

l Determine where the tourist dollar is spend.

l Determine what percentage of each expenditure leaves the local economy.
l Derive a “multiplier effect,” a ratio applied to income that reflects multiple
spending within an economy.

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l Apply the multiplier effect to the tourist expenditures to arrive at the total benefits
to tourism expenditures in dollar.
l Derive a cost benefits ratio expressed as dollars received/dollars spend.
l Apply the cost benefits ratios to tourism expenditures to provide estimate of
income and costs of tourist business to a community, for both the private and
public sectors.

Undesirable Economic Aspects of Tourism

l Additional demand and /or increased imports, tourist purchased may result in
higher prices in a destination area affecting local residents who would have to
pay more for products and services.
l Travel is a discretionary item which is subject to changes in prices and income or
fluctuations that may result in economic instability.

How to Maximize the Economic Effect of Tourism

Growth Theories
v Theory of Balanced Growth
v Theory of Unbalanced Growth

Economic Strategies
v Incentives
v Import Substitution
v Foreign Exchange

Growth Theories
l The theory of balanced growth suggests that tourism should be viewed as an
important part of a broad-based economy. This stresses that tourism needs the
support of other industries.
l The theory of unbalanced growth see tourism as the sparks to economic growth.

Economic Strategies

Importance Substitution
l Imposes quotas or tariffs on the importation of goods which can be developed
locally.
l Grants subsides, grants, or loans to local industries to encourage the use of local
materials.
l Its objective is to minimize the leakage of money.

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Incentives

The most common forms of incentives are:

1. Tax exemptions/ reductions on imported machinery, materials, etc.
2. Reduction in company taxation by means of favorable depreciation allowances on
investment, or special treatment in relation to excise taxes, sales taxes, income taxes,
turnover taxes, profit taxes, or property taxes.
3. Tax holidays (limited period)
4. Guarantee of stabilization of tax conditions (for up to 20 years)
5. Grants (for up to 30 percent of total capital costs)
6. Subsidies (guaranteeing minimum level of period profit occupancy, etc.)
7. Loans at low rates interest.
8. Provision of land freehold at nominal or little cost or at low rents
9. Free and unrestricted repatriation of all or part of invested capital profits, divided and
interest subject to tax provisions.
10. Guarantee against nationalization or appropriation

Foreign Exchange

l Many countries have placed restrictions on spending in order to maximize foreign

exchange earnings.
l They have limited the amount of their own currency that tourist can bring in and take
out of the destination to ensure that foreign currency is used to pay bills in the host
region.

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Self-Help: You can also refer to the sources below to help you
further understand the lesson:

1. Christou, E., & Gretzel, U. (2016). Social media in travel, tourism and hospitality :
Theory, practice and cases. Retrieved from https://search.proquest.com. “Traveller’s
Behavior. Pp 169-251
2. Kozak, M., & Kozak, N. (Eds.). (2015). Tourism development. Retrieved from
https://ebookcentral.proquest.com “ Perceptions of Local Residents in Abu Dhabi
towards the Development of Tourism” Pp. 6-19; “Economic Aspects of Preserving
Traditional Cultural Landscapes for Sustainable Tourism Development” Pp. 20-30; “
Sustainable Tourism: Community-Based Tourism in Vietnam’s Central Highlands”
Pp. 31- 44.
3. Kozak, N., & Kozak, M. (Eds.). (2015). Tourism economic: A practical perspective.
Retrieved from https://ebookcentral.proquest.com
4. https://blog.atlas-integrated.com/5-strategies-to-leverage-tourism-marketing-for-
economic-development
5. https://destinationsinternational.org/tourism-economic-development
6. https://www.geo41.com/tourism-as-adevelopment-strategy
7. https://www.healthaffairs.org/doi/full/10.1377/hlthaff.21.2.60
8. https://www.investment.com/terms/f/foreign-exchange.asp
9. https://www.researchgate.net/publication/271725617_Tourism_Development_Tools_
of_Analysis
10. https://www.sciencedirect.com/topics/agricultural-and-biological-
sciences/socioeconomics
11. https://www.sciencedirect.com/topics/economics-ecomnometrics-
andfinance/foreign-exchange

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Let’s Analyze

Activity1. Based from your understanding of the lesson, you are required to answer the
following questions.

1. Enumerate and explain the growth theories

a.__________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

b.__________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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In a Nutshell

Activity 1. Economics is a social science concerned with the production,

distribution, and consumption of goods and services. While socio-economic system the
increase in the importance of tourism in the contemporary world. Both terms are
important in the tourism industry.

This time, present your perspective, arguments, and ideas on what you have learned
from the unit lesson:

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

Q&A LIST. This section allows you to list down all questions and issues relative to the
lesson you would like to raise. You may also raise these questions thru the LMS. You are also
the one to write the answers after questions have been clarified.

Do you have any question for clarification?

Questions/Issues Answers

1.

2.

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3.

4.

5.

KEYWORDS INDEX. The following terms and concepts discussed in this unit
of lesson are important for you to remember. To help you review, please review
the terms below.

Incentives Tourism Multiplier Economic

Economic Strategies Economic Impact Tourism
Foreign Exchange Economic Development World Tourism
Organization
Growth Theories Social Development Economic of Tourism
Cost-benefits Ratio Socio-economic System Complexness

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Big Picture in Focus: ULOc:

Discuss the social nature of travel

Metalanguage

In this section, the most essential terms relevant to the study of the sociology of
tourism and to demonstrate the fourth to fifth weeks in ULOc will be operationally
defined to establish a common frame of reference as to how the texts work in your
chosen field or career. You will encounter these terms as we go through learning and
understanding of the lessons to be taken further.

1. Sociology. Is the study of human social relationships and institutions.

l Sociology is diverse ranging from crime to religion, from the family to the state, from
the divisions of race and social class to the shared beliefs of a common culture, and
from social stability to radical change in whole societies.
2. Social tourism. Is travelling to places where social welfare activities taking place.
3. Socioeconomic status. Is the social standing or class of an individual or group.
4. Tourist. Is anyone who travels to places other than the one in which is his habitual
residence, outside of their everyday environment, for a period of at least one night.
5. Tourism. The act and process of spending time away from home in pursuit of
recreation, relaxation, and pleasure, while making use of the commercial provision of
services.
6. Travel agency. Is a private retailer or public service that provides travel and tourism-
related services to the general public on behalf of accommodation or travel suppliers.
l Travel agencies offer outdoor recreation activities, airlines, car rentals, cruise
lines, hotels, railways, travel insurance, package tours, insurance, guide
books, public transport timetables, car rentals, and bureau de change services.
l Travel agencies serve as general sales agents for airlines that do not have offices
in a specific region.
l A travel agency is to act as an agent, selling travel products and services on behalf
of a supplier.
7. Travel insurance. Is an insurance product for covering unforeseen losses incurred
while travelling, either internationally or domestically.

Essential Knowledge
To perform the aforesaid big picture (unit learning outcomes) for the forth to fifth
(4-5) weeks of the course, you need to fully understand the following knowledge that will
be laid down in the succeeding pages. Please note that you are not limited to

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exclusively refer to these resources. Thus, you are expected to utilize other books,
research, articles, and other resources that are available in the university’s library e.g.
ebrary, search.proquest.com etc.

The Sociology of Tourism

The Social Nature of Travel

Ø Human beings, as social animals, feels comfortable in a tour group. They

feel that trip is more enjoyable and free from anxiety if they join group tour.

The Social Effects of Tourism

1. Social relations between people who would not normally meet.

2. The confrontation of different cultures, ethics groups, lifestyle languages,
levels of property.
3. The behavior of people released from many of the social and economic
constraint of everyday life.
4. The behavior of the host population which has to reconcile economic gain
benefits with cost of living with strangers.

SOCIOECONOMIC VARIABLES AND THEIR EFFECT ON TRAVEL

1. Age
2. Income and Social Status
3. Education
4. Life Stages of the Family
5. The behavior of the host population which has to reconcile economic gain
benefits with cost of living with strangers.

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The Rise of New Travel Pattern

l Travel clubs
l Airlines group and arrangement
l Special interest tours

Preferences of the International Tourist

l Complete relaxation to constant activity

l Traveling near one’s home environment to a totally strange environment
l Complete dependence on group travel to traveling alone
l Order to disorder

Relaxation versus Activity. People have started to use their no holiday time leisure to exercise
new activity skills, such as sailing, climbing, horse riding, and sports. The demand for activity-
oriented travel has greatly increased.

Familiarity versus Novelty. People accept innovations in industry, education, family life, the
arts, and social relationship, among others. Tourist move away from traditional resorts to new
tourist destinations.

Dependence versus Autonomy. There is the emergency of a group to tourist who would like to
acquire a sense of personal autonomy regarding their leisure time. They would like to travel on
their own and not part of a group.

Order versus Disorder. Informality in behavior, a greater tolerance toward the differences of
others, and freedom from institutionalized regulations are now the characteristics of the modern
traveler.

Types of Tourist Roles

1. Institutional Tourist Roles are dealt within a routine way by the tourist
establishment, such as travel agencies and hotel chains which cater to the tourist
trade.

2. Non-institutionalized Tourist Roles the explorer and the drifter, because they
are loosely attached to the tourist establishment.

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The Organized Mass Tourist. This is the least adventurous. Buys a package tour with
the trip itinerary that is fixed in advance and his stops are well-prepared and guided.
Prefers a familiar environment rather than a new environment.

The Individual Mass Tourist. This tourist has a certain degree of control over his times
and itinerary and is not bound to group. All the major tour arrangements are made
through a travel agency. Familiarity is still dominant, but less than the organized mass
tourist.

The Explorer. This tourist arranges his trip all by himself while associating with the
people and speaking their language. The explorer dares to leaves his country much
more than the previous two types, but goes back to it when the experience becomes too
rough and does not adopt completely the lifestyle of the host country. Still retains some
of the basic practices and comforts of his native way of life.

The Drifter. The drifter goes the farthest away from the accustomed ways of life his
own country. He tries to live the way the people he visits live and to share their shelter,
food, and habits. Novelty is at highest; familiarity disappears almost completely.

Social Tourism

l It is subsidized system of travel through the intervention of the government,

employer, or labor union to achieve social goals and purposes.
l Voluntary associations in the field of social tourism worked to obtain reduced fares
and create a network of holiday centers for tourists of limited means.
l The International Bureau of Social Tourism (BITS) was founded in Brussels in 1963
to encourage the development of social tourism on an international scale. It
promotes tourism
by studying issues such as youth and senior citizen travel, the staggering of
holiday,
camping and caravanning, building and financing moderate-cost tourist facilities,
and the preservation of local culture and environment.
l In the United States, more than 100 different major program of the federal
government provide for recreation, tourism, travel, and environment conservation.

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Self-Help: You can also refer to the sources below to help you
further understand the lesson:

1. Christou, E., & Gretzel, U. (2016). Social media in travel, tourism and hospitality :
Theory, practice and cases. Retrieved from https://search.proquest.com.
“Traveller’s Behavior. Pp 169-25.
2. Kozak, M., & Kozak, N. (Eds.). (2015). Tourism development. Retrieved from
https://ebookcentral.proquest.com “ Perceptions of Local Residents in Abu Dhabi
towards the Development of Tourism” Pp. 6-19; “Economic Aspects of Preserving
Traditional Cultural Landscapes for Sustainable Tourism Development” Pp. 20-30;
3. Kozak, N., & Kozak, M. (Eds.). (2015). Tourism economic: A practical perspective.
Retrieved from https://ebookcentral.proquest.com 31- 44.
4. https://www.acrowebsite.org/volume/11850/volumes/ap05/AP-05
5. https://www.coursehero.com/file/18642127/panizalez1/
6. https://www.google.com/amp/s/amp.rappler.com/brandrap/whatsnext/200189-
social-tourism-millennial-wanderlust
7. https://www.healthaffairs.org/doi/full/10/1377/hlthaff.21.2.60
8. http://www.shtourism.eu/social-tourism.html
9. www.slideshare.net/mobile/ALTINBAKU/classification-of-tourists
10. www.slideshare.net/mobile/angielynlaquian/sociology-of-tourism-23619173
11. “Sustainable Tourism: Community-Based Tourism in Vietnam’s Central Highlands”
Pp.

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Let’s Analyze

Activity1. Based from your understanding of the lesson, you are required to answer the
following questions.

1. Enumerate and discuss the Socioeconomic Variables.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

2. Enumerate and explain the Preferences of the International Tourism.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

3. Enumerate and explain the type of Institutionalized Tourist Roles.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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Activity 2. In this activity, you are required to elaborate on your answer to each of the
questions below.

1. Write a one-page report on how your travel interested differ from your parents and
from Grandparents.
____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

_____________________________________________________________________________________________

____________________________________________________________________________

2. Conduct a study on the kind of travel products that travel counselor would
recommend to retirees who have the money and time take to extensive trips.
____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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3. Make a research on how government can encourage and support social tourism.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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Telefax: (082)297-7024

In a Nutshell
Activity 1. To sum it up, the sociology of tourism is important, discuss the social
effects of tourism, socioeconomic variables, and their effect on travel. Moreover,
there are many factors to consider when studying the sociology of tourism. These
factors are important when we go further on the terms.

Now, to show that you have learned well from this lesson, present your
perspective, arguments, and ideas on what you have learned from the unit
lesson:

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Q&A LIST. This section allows you to list down all questions and issues relative to the
lesson you would like to raise. You may also raise these questions thru the LMS. You
are also the one to write the answers after questions have been clarified.

Do you have any question for clarification?

Questions/Issues Answers

1.

2.

3.

4.

5.

KEYWORDS INDEX. The following terms and concepts discussed in this unit
of lesson are important for you to remember. To help you review, please review
the terms below.

Tax Economic Dependence versus

Holiday autonomy
Guarantee Relaxation versus Order versus disorder
activity
Revenue Socio-economic TheoriesTourism Multiplier

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Big Picture in Focus: ULOd:

Describe the effect of culture in travel

Metalanguage

In this section, the most essential terms relevant to the study of tourism and to
demonstrate four to six (4-6) weeks ULOd will be operationally defined to establish a
common frame of reference as to how the texts work in your chosen field or career. You
will encounter these terms as we go through learning and understanding of the lessons
to be taken further.

1. Business. The people activity of making money through producing or buying and
selling products (such as goods and services).
2. Cultural. Relating to the ideas, customs, and social behavior of a society.
3. Cultural diversity. The existence of a variety of cultural or ethnic groups within a
society.
4. Cultural tourism. Is the subset of tourism concerned with a traveler’s engagement
with a country or region culture.
5. Culture. A set of beliefs, values, attitudes, habits, an form of behavior that are
shared by a society and are transmitted from generation to generation.
6. Ethics. Is it a moral principle of a person’s behaviour or the conducting of an activity.
7. Tourist. Are temporary visitors who make at-least one overnight stay in a place.
8. Tourism. The tourists travel for pleasure, touring, tourist entertainment, business
attracting, food, and accommodations.
9. Travel. The movement of tourist in one place to another.
l Travel can be in one way or round trip, and it can be a form of foot, boat, ship,
bicycle, automobile, bus, train, and airplane with or without luggage.
10. Traveler. A person who moves around from place to place instead of living in one
place for a long time.

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Essential Knowledge
To perform the aforesaid big picture (unit learning outcomes) for the four to six
(4-6) weeks of the course, you need to fully understand the following essential
knowledge that will be laid down in the succeeding pages. Please note that you are not
limited to exclusively refer to these resources. Thus, you are expected to utilize other
books, research articles, and other resources that are in the university’s library, ebrary,
search.proquest.com etc.

Tourism and Culture

The Effect of Culture on Travel

l Culture define as a “set of beliefs, values, attitudes, habits, and form of behavior
that are shared by a society and are transmitted from generation to generation.”
l Culture patterns are changed by internal forces.
l “Mass follow class” suggests that a destination first attracts a small number of
high-status individuals whose actions are eventually copied by a number of
persons with lower social status.
l Culture patterns are also changed by external forces. Contact with other
environments may change previous attitudes and behavior. A visit to a foreign
country may result in a change in attitude toward the people of the country.

The Importance of Cultural Tourism

l Cultural tourism includes all aspects of travel in which people learn about each
other’s way of life. Thus, tourism is an important means of promoting cultural
relations and international cooperation.
l Promoting relation and international cooperation.

Cultural factors with Tourism Appeal

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

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Art
l The performing Arts refers to live theater, music, and dance such as the Pangkat
Kawayan (Bamboo orchestra) and the rondalla group. The Fine Arts include
painting, sculpture, graphic arts, and architecture. Amorsolo’s and Francisco
paintings and the sculptural works of Michel Angelo are examples of fine arts.

Music and Dance

l Music is a source of satisfaction and enjoyment to tourists. Resort hotel give

enjoyable treats of the best local music. Others offer evening entertainment
programs, also show the culture of a country.

l Dancing, native or ethics, can be presented as a tourism attraction because of

the most appealing aspect aspect of a country’s culture.

Kabuki is a classical Japanese dance drama.

Kabuki theatre is known for the stylization of its
drama and forthe elaborate make-up worn by
some of its performers.

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The Bayanihan Philippine National

FolkDance Company is a group of
Filipino dancers and musicians
conceived in the ancient spirit of
bayanihan, a Filipino word which refers
to a spirit of communal unity or effort to
achieve a particular objects.

l Ethics music and dancing are a part of the cultural of most countries and are
used to entertain tourists. The best place for such entertainment are resort hotels
with added local shows, nightclubs, and community program.

Handicraft

l Gifts and souvenirs for sale are manufactured in the country where the purchase
is made. The locally produced articles are useful and attractive which are then sold
in conveniently located shops. A visit to handcraft shop to avail of the goods made
by these craftsmen is an effective form of tourist entertainment.
l Blessed with natural resources, from different culture communities discovered
how to fashion useful and beautiful things out of rattan, coconut shells, bamboo,
capiz, sea shells, bamboo, and object abundant in nature.

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Industry and Business

l Industry tours are an effective way of developing an interest in one’s culture and in
providing a potential market for the products.
l Businesses/ industrial groups conduct educational tours to becomes more familiar
with the demands and processors in other countries. They want to develop more
interest in their products and processors and learn the increase of sales in their
areas.
l Shopping is one of the essential elements of tourism. The success shopping area
depends on cleanliness, attractiveness, variety of products, courtesy efficiency
personnel.

SM Mall of Asia one of the latest mall in the Philippines, SM North EDSA the 3rd largest
shopping mall in Asia.

Agriculture

l Dairy undertaking, fresh fruits and vegetables, crops, and poultry and live-stocks
are types of forming important to culture. This includes local tours of agriculture
development and services.

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Education

l School campuses are appealing to tourists. Some will conduct adult education
programs within the university’s continuing education service. These opportunities
attract students all over world.

University of Santo Tomas is the oldest

University in Asia, and the largest
Catholic university in the world.

Literature and Language

l Books magazines, newspapers, booklet, pamphlets, and other printed literary

works are significant expressions of the culture of a country. Libraries are favorite
culture instructions for the tourist.

Science

l Tourist organizations provide facilities for the exchange of scientific installations,

scientific information, and other activities which provide scientific information to visit.

Government

l Visiting a particular government, like capitals, motivates the individuals interested

in political science and governments.

Religion

l Many people go to the different headquarter of their church organizations and to

places that are well-known religious literature.

The world's most extensive and the oldest

continuously functioning institutions
Christian church, population that has
approximately 1.3 billion baptized Catholic
worldwide as of 2018.

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Food and Drink

l Tourists enjoy native food especially, those local or ethics in nature. These type
of restaurants with conducive atmosphere is particularly appealing to visitors.

History

l The resources of a country reveal its cultural heritage. The preservation of history,
the quality, and the management of museums are essential. Tourists should provide
the points of interest, admission fees, hours of operation, special events, and other
information they need to visit historical attractions.

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Telefax: (082)297-7024

Self-Help: You can also refer to the sources below to help you
further understand the lesson:

1. Christou, E., & Gretzel, U. (2016). Social media in travel, tourism and hospitality:
Theory, practice and cases. Retrieved from https://search.proquest.com.
“Traveller’s Behavior. Pp 169-251.
2. Kozak, N., & Kozak, M. (Eds.). (2015). Tourism economic: A practical
perspective. Retrieved from https://ebookcentral.proquest.com
3. Kozak, M., & Kozak, N. (Eds.). (2015). Tourism development. Retrieved from
https://ebookcentral.proquest.com “ Perceptions of Local Residents in Abu Dhabi
towards the Development of Tourism” Pp. 6-19; “Economic Aspects of Preserving
Traditional Cultural Landscapes for Sustainable Tourism Development” Pp. 20-30;
“ Sustainable Tourism: Community-Based Tourism in Vietnam’s Central
Highlands” Pp. 31- 44.
4. Walmsley, A. (2015). Youth employment in tourism and hospitality. Retrieved
from https://ebookcentral.proquest.com. “Determining Levels of Youth
Employment “ Pp. 15-30; “Education, Employability and Youth Employment” Pp.
111-138.
5. https://www.britannica.com/topic/tourism
6. https://www.e-unwto.org/doi/pdf/10.18111/9789284418978
7. https://www.iberdrola.com/culture/what-is-cultural-tourism-and-importance
8. https://www.sciencedirect.com/science/article/abs/pii/S0261517715300224
9. https://www.slideshare.net/mobile/unicahazel/tourism-and-culture-in-the-
philippines
10. https://www.quora.com/What-is-the-importance-of-cultural-tourism
11. https://www.unwto.org/tourism-and-culture
12. https://tourismteacher.com/cultural-tourism/
13. https://en.wikipedia.org/wiki/Cultural_tourism

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 College of Hospitality Education
2nd Floor, HRM Building
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Telefax: (082)297-7024

Let’s Analyze

Activity1. In this activity, you are required to elaborate on your answer to each of the
questions below.

1. Using your own words, Briefly explain the cultural factors with tourist appeal of a
Philippine province or region of choice.

1.___________________________________________________________________________

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2.___________________________________________________________________________

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3.___________________________________________________________________________

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4.___________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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5.___________________________________________________________________________

____________________________________________________________________________

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Telefax: (082)297-7024

6.___________________________________________________________________________

____________________________________________________________________________

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7.___________________________________________________________________________

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8.___________________________________________________________________________

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9.___________________________________________________________________________

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10__________________________________________________________________________

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11.__________________________________________________________________________

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12

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2nd Floor, HRM Building
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Telefax: (082)297-7024

In a Nutshell
Activity 1. As emphasized in the first lesson, Tourism is not traveling, and it’s
also about engagements with a country or region of culture. In this part, you are
to provide your ideas, opinions, perspectives, and arguments about tourism and
culture.

Your turn!

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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____________________________________________________________________________

____________________________________________________________________________

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Q&A LIST. This section allows you to list down all questions and issues relative
to the lesson you would like to raise. You may also raise these questions thru the
LMS. You are also the one to write the answers after questions have been
clarified.

Do you have any question for clarification?

Questions/Issues Answers

1.

2.

3.

4.

5.

KEYWORDS INDEX. The following terms and concepts discussed in this unit
of lesson are important for you to remember. To help you review, please review
the terms below.

Cultural Tourism Literature and Religion

Language
Cultural Appeal Government Ethics
Cultural Factor Art Agriculture

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Telefax: (082)297-7024

Big Picture in Focus: ULOe; Differentiate the direct and indirect

components of the tourism network

Metalanguage

For you to demonstrate ULOe, you will need to have an operational

understanding of the terms below. Please note that you will also be required to refer to
the previous topic in ULOa, ULOb, ULOc, ULOd section.

1. Evolution. The change in the hereditary characteristics of consanguineous

populations over successive generations.
2. Hospitality. The way we treat people is the service of welcoming receiving guests,
for example, in hotels.
l Hospitality plays a fundamental role in augmenting or decreasing the sales volume
of an organization; hence, every business should master it.
3. Marketing Supply Chain. Made up of partners inside and outside of the organization
such as agencies, brand managers, direct sales teams, marketing services, printers,
fulfillments hpuses, buyers, and others.
4. Organization. It is a social unit of structured and managed people to meet a need or
to pursue collective goals.
l Organizations have a management structure that determines relationships between
the different activities and the members and subdivides and assigns roles,
responsibilities, and authority to carry out various tasks.
l Organizations are open systems- they affect and are affected by their environment.
5. Services. It is a transaction in which no physical goods transferred from the seller to
the buyer.
6. Tourism Network. A partnership involves different interacting elements includes
institutions, tourists, enterprises, and the host community.
7. Tourism Network and Supply Component. It specialized in services such as
organizers, hotel management firms, travel and trade publications, and tour and travel
research firms.

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Essential Knowledge

Before we proceed further with the tourism network supply component, it is

important to familiarize the types of tourism component. As a hotelier, you should have
a furthered knowledge in our hospitality industry. Now, let’s check your knowledge
about the tourism network and supply component.

The Tourism Network and Supplies Component

Directs Provider

l Include business that are associated with travel

l Business that provide services, activities, and products that are consumed and, or
purchased directly by travelers
l Represent the sector of the industry that are visible to the traveler

Support Service

l Include specialized service

l Also include basic service and supplies
l Provide traveler and organizations both services and goods that sell directly in the
market.

Four Components of Tourism

1. Attraction. It is the most important elements and object that attract people to travel.
2. Accessibility. It is important key factor for the development of tourism.
3. Accommodation. It include food and lodging facilities to guest
4. Amenities. Extra facilities and services required to the guest while traveling.

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Telefax: (082)297-7024

Developmental Organization

l Organizations deals with tourism development.

l The first two categories deal more with the operation, and the decisions and results
of tourism development are more long-term in nature.

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Telefax: (082)297-7024

Natural Resources

l Natural resources area destination offers a good assets to trade in tourism.

l The natural scenery is a combination of the topography, proximity to lakes, rivers,
flora and fauna, seas, islands, and islets, hot and mineral water springs, waterfalls,
caverns, and the like.
l Water plays a vital role in forming an attractive landscape
l The sea, lakes, and rivers not only add to the visual beauty of the region, but also
offer the possibility of swimming, sailing, canoeing, and fishing.

Infrastructure

l Consists of all developmental underground and surface construction of regions

made of communication network, water system, health care facilities,
sewage/drainage areas, transportation terminals, power sources, street/highways,
and security system.

Hospitality Resources

l A general feeling of welcoming the guest receive while visiting an area destination
l Tourist services delivered by the service providers, as well as the general sense of
warmth from the local population.

Hospitality Training

l Aims to motivate service providers by dealing with the tourist in a friendly way.
l To ensure service providers to render a friendly way, and it is necessary to change
their present behavior.

Historical Development of the Transport System

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l Desire to travel is stimulated with the improvement in transportation.

l Before World War I- took 7 days for travelers to go from coast by steam locomotive.
l 1950- Travellers took 2 and a half days by train
l 1938- (An airplane with the speed of 400 miles an hour nonstop) coast-to-coast
flights of less than eight hours
l 1950- Travel time lessened to 4 hours
l At present- Concorde flies in 2 and half hours

Reasons why people select a transportation

1. The functional utility of a model is its expected performance for a specific purpose.
2. Aesthetic and emotional is related to such aspects as fear, social concerns, style,
luxury, comfort, and other personal feelings that the form of transportation.
3. Social and organizational shows the frequent users of a certain kind of traffic are
stereotyped according to sex, racial origin, income, price/cost, and education.
4. Situational utility refers to particular mode of transportation and the convenience of
the terminal facilities for the travelers.
5. This refers to the traveler’s curiosity that perceives needs to do something new and
different.

Travel by Train

l Trains stimulated travel within the US, Canada, and Europe in the 19th and early
2oth centuries.
l The popularity of the train lasted only for a brief period after World War II when the
automobile began to gain more popularity as a transportation mode.
l Four evident factors why travelers select train are cost/price, comfort, safety, and
ability to see the area where the train is passing.
l The negative factors of rail travelers are slowness is reaching the destination,
inflexible department times, and lack of quality in foodservice.

Travel by Ship

l Ocean were used to provide an important link to passenger among continent. At

present, water transportation has two major rides in travel and tourism ferrying and
cruising.
l Jet aircraft led to the rapid decline in the schedule of the ship passenger
transportation. During the late 1990s, the era of travel by ship expired.
l Many passenger ship were converted into cruise ship.
l Cruises are divided into three types depending on the duration pf the trip. Short
cruises are one weeks, and long cruises go around the world and take one to three
months.

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Telefax: (082)297-7024

Travel by Automobile

l Car Benz of Mannheim (Germany) from 1885 to 1886, combined the bicycle and the
international combustion engine and designed the complete vehicle engine
consisting of the engine, chassis and transportation.

Car Rental Industry

l The rental industry began in 1918 when a Chicago ford dealer started to rent
secondhand model Ts, In 192, the company was bought by John D. hertz, the
founder of the Yellow cab company. Avis was founded in 1946by a retire US Air
Force, Warren E. Avis.
l Four companies dominate the US market with 85% market share: Hertz, Avis,
Budget, and National.
l The car rental industry over the past 20 years is highly competitive.
l Individual companies claim to be the first in various innovation such as rent-it-here,
leave-it-here service.

Travel by Air

l The history of air transportation can be divided into three parts- Pre World War II,
World War II, and Post World War II
l The Wright Brother took a flight on a beach in North Carolina which lasted 12
seconds with a distance of 120 feet. In 1927, the air industry developed regularly
scheduled passenger trips between Boston and New York.
l World War II influence the development of the airline industry.
l 1950-early 1960s, commercial jet aircraft were introduced, increasing the speed of
travel and creating smoother flights and greater seating capacity for passenger.
l The 1980s further improved the aircraft technology Boeing 757 DC-9-80 develop.

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2nd Floor, HRM Building
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Telefax: (082)297-7024

Classification of Hotels

l There are different ways of classifying hotels, such as location, type of guest, and
price. According to location, hotels may be center city, suburban, airport, or
highways.
l Based on guest type, hotel are classified as commercial, conventions, or resort.
According to price, hotel are categorized as economy, standard, first class, deluxe.
l A number of independent rating guides have been published by individual,
automobile associations, and travel organizations using various combination of
stars, dots, and alphabetical indicators.

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Food and Beverage

l The type of food service provided will related to the needs of the tourist
l Many destination areas have successfully develop menus which are indigenous to
the area to promote local economy food.

Restaurant

l Establishment offering refreshment and/or meals to the public.

l Basic standards requirements for restaurant:
l The facade and architectural features of the building.
l Adequate, secured parking space provided free to customers.
l Receptionist available to usher in the guest.
l Waiting lounge with a telephone shall also be provided.
l Dining room, adequate in size, with sufficient and well-maintained furniture.
l Cuisine of good quality and presentation, served with distinction.
l A menu book or card that are presentable, clean, and easy to read with the items
listed in logical sequence.
l All tables have clean table cloth and napkins of good quality.

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Self-Help: You can also refer to the sources below to help you
further understand the lesson:

1. Walmsley, A. (2015). Youth employment in tourism and hospitality. Retrieved from

https://ebookcentral.proquest.com. “Determining Levels of Youth Employment “ Pp.
15-30; “Education, Employability and Youth Employment” Pp. 111-138.
2. https://bizfluent.com/info-8013303-role-marketing-supply-chain-management.html
3. https://www.britannica.com/topic/tourism
4. https://www.emerald.com/insight/content/doi/10.1108/09600030010351462/full/html
5. https://www.e-unwt.org/doi/pdf/10.18111/9789284416646
6. https://www.google.com/amp/s/mc360.co/3-key-relationship-of-marketing-and-
supply-chain-management/amp/
7. https://www.slideshare.net/mobile/nicolehaywalters/chapter-1-the-lodging-industry
8. https://www.slideshare.net/mobile/Shantimani/classification-of-hotels
9. https://www.tradepresservices.com/supply-chain-management
10. https://en.wikipedia.org/wiki/Evolution
11. https://smallbusiness.chron.com/organizational-structure-hotel-3809.html
12. https://study.com/academy/lesson/hotel-types-classifications.html
13. https://study.com/academy/lesson/organizational-structure-in-the-hotel-lodging-
industry.html

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Let’s Analyze

Activity1. In this activity, you are required to think and elaborate more idea in your
answer/s to each of the questions below.

1. Enumerate and discuss the types of cruise.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

2. Enumerate and discuss the types of accommodation

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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 College of Hospitality Education
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Telefax: (082)297-7024

3. Reasons why airline companies link with hotels

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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____________________________________________________________________________

4. Enumerate and discuss the two important aspects of automobile travel.

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

In a Nutshell
Activity 1. Tourism network a form the partnership involves different interacting
elements includes institutions, tourists, enterprises, and the host community.
Thus, careful consideration and planning is deemed essential. In this part, you
are to provide your own idea, opinions, perspectives and arguments about how
tourism supply components affect the tourism sector.

Now. Cite your own understanding about the lesson:

1.___________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

2.__________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

3.___________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

Page 65 of
69
 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Q&A LIST. This section allows you to list down all questions and issues relative to the
lesson you would like to raise. You may also raise these questions thru the LMS. You
are also the one to write the answers after questions have been clarified.

Do you have any question for clarification?

Questions/Issues Answers

1.

2.

3.

4.

5.

KEYWORDS INDEX. The following terms and concepts discussed in this unit
of lesson are important for you to remember. To help you review, please review
the terms below.

Hospitality Training Superstructure Directs Provider

Travel Evolution Travel Publication Support Service
Hospitality Tour Organizer Traveler
Resources

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 College of Hospitality Education
2nd Floor, HRM Building
Matina Campus, Davao City
Telefax: (082)297-7024

Online Code of Conduct

(1) All teachers/Course Facilitators and students are expected to abide by an honor code of
conduct, and thus everyone and all are exhorted to exercise self-management and self-
regulation.

(2) Faculty members are guided by utmost professional conduct as learning facilitators in
holding OBD and DED conduct. Any breach and violation shall be dealt with properly under
existing guidelines, specifically on social media conduct (OPM 21.15) and personnel
discipline (OPM 21.11).

(3) All students are likewise guided by professional conduct as learners in attending OBD or
DED courses. Any breach and violation shall be dealt with properly under existing
guidelines, specifically in Section 7 (Student Discipline) in the Student Handbook.

(4) Professional conduct refers to the embodiment and exercise of the University’s Core
Values, specifically in the adherence to intellectual honesty and integrity; academic
excellence by giving due diligence in virtual class participation in all lectures and activities,
as well as fidelity in doing and submitting performance tasks and assignments; personal
discipline in complying with all deadlines; and observance of data privacy.

(5) Plagiarism is a serious intellectual crime and shall be dealt with accordingly. The University
shall institute monitoring mechanisms online to detect and penalize plagiarism.

(6) All borrowed materials uploaded by the teachers/Course Facilitators shall be properly
acknowledged and cited; the teachers/Course Facilitators shall be professionally and
personally responsible for all the materials uploaded in the online classes or published in
SIM/SDL manuals.

(7) Teachers/Course Facilitators shall devote time to handle OBD or DED courses and shall
honestly exercise due assessment of student performance.

(8) Teachers/Course Facilitators shall never engage in quarrels with students online. While
contentions intellectual discussions are allowed, the teachers/Course Facilitators shall take
the higher ground in facilitating and moderating these discussions. Foul, lewd, vulgar and
discriminatory languages are absolutely prohibited.

(9) Students shall independently and honestly take examinations and do assignments, unless
collaboration is clearly required or permitted. Students shall not resort to dishonesty to
improve the result of their assessments (e.g. examinations, assignments).

(10) Students shall not allow anyone else to access their personal LMS account. Students shall
not post or share their answers, assignment or examinations to others to further academic
fraudulence online.

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(11) By handling OBD or DED courses, teachers/Course Facilitators agree and abide by all the
provisions of the Online Code of Conduct, as well as all the requirements and protocols in
handling online courses.

(12) By enrolling in OBD or DED courses, students agree and abide by all the provisions of the
Online Code of Conduct, as well as all the requirements and protocols in handling online
courses.

Course prepared by:

DEC VINCENT M. LAFUENTE

Course Facilitator/Faculty

Course reviewed by:

JACQUELINE M. CENIZAL
Program Head, BSHM

Approved by:

FLORENCE KRISTINA M. JIMENEZ

Dean, CHE

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