REPUBLIC OF THE PHILIPPINES

UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

THE TOURISM AND HOSPITALITY NETWORK AND SUPPLY COMPONENTS

Tourism and Hospitality Components

The travel industry is tourism and hospitality network, which includes both the public and
private sectors. Gee, Choy, and Makens (1997), defines the travel industry as the “the composite of
organizations, both private and public, that are involved in the development, production, and marketing
of product and service to serve the needs of the travelers.” Businesses and corporations are regarded as
components of the travel industry classified as direct providers, support services, and development
organizations.

CATEGORY I
TRAVEL AGENCY
HOTEL DIRECT
RETAIL SHOPS TO THE TRAVELERS
++++++++++++++++++++++++++ PROVIDER
RESTAURANTS
AIRLINES
GROUND TRANSPORTATION

CATEGORY II
Direct DIRECT PROVIDER
CONTRACT FOOD SERVICES
CONTRACT LAUNDRY SUPPORT
FOOD SUPPLIERS SERVICES
TOUR ORGANIZER Indirect THE TRAVELERS
TRAVEL PUBLICATIONS

CATEGORY III Affects directly DIRECT PROVIDERS

PLANNERS
GOVERNEMENT AGENCIES TOURISM
FINACIAL INSTITUTIONS DEVELOPMENT SUPPORT SERVICES
REAL ESTATE DEVELOPERS ORGANIZATION
EDUCATIONAL AND
VOCATIONAL INSTITUTIONS
Indirectly THE TRAVELERS

The first category, direct providers, include businesses that are associated with travel, such as
airlines, hotels, restaurants, ground transportation, travel agencies and retail shops. These businesses
provided services, activities, and products that are consumed and\or purchased directly by travelers.
They represent the sectors of the industry that are visible to the travelers. The second category, support
service, lend support to direct providers, it includes specialized services such as tour organizer, travel
 REPUBLIC OF THE PHILIPPINES
UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

and trade publications, hotel management firms, and travel research firms, it also includes basic
suppliers and services such as contract laundry and food services. Support services provide goods and
services for both travelers and for organizations that sell goods and services directly but not exclusively
to tourists. The third category, tourism developmental organizations, it is different from the two, since it
includes planners, government agencies, financial institutions, real estate developers, and education
and vocational training institutions. These organizations deal with tourism and hospitality development,
which tends to be more complex and broader scope than the production of daily travel services. The
decision of tourism and hospitality development is long term in nature than the first two which deal
more with operators.

TOURISM AND HOSPITALITY SUPPLY COMPONENTS

1. NATURAL RESOURCES- area for use and enjoyment of the visitors (landforms, bodies of water,
flowers, terrain, etc.)
2. INFRASTRACTURE- underground and surface developmental constructions (water supply
systems, electrical and communication systems, etc.)
3. SUPERSTRUCTURE- above ground facility services (airports, hotels, motels, resorts, restaurants,
etc.)
4. TRANSPORTATION AND TRANSPORTATION EQUIPMENT- (ships, automobile, train, buses, etc.)
5. HOSPITALITY RESOURCES- cultural wealth of an area which makes possible the successful
hosting of tourists (welcoming the spirit of tourist business employees, courtesy, friendliness,
etc.)

Natural Resources

Destination areas provide an excellent asset to sell to tourists. Physical characteristics of an area
can be generalized as natural scenery, climate and environment. Natural scenery is a combination of the
general topography, flora and fauna, rivers, lakes and many more. The greater the variety and
uniqueness of natural scenery, the more appealing it was. The appeal can be increased if the area has a
“comfortable” climate. Comfortable cold climate is determined by the wind-chill factor (term used to
express how temperature feels to exposed skin. A comfortable warm climate is determined by
humidity, temperature and wind. Water plays an important role in forming an attractive landscape. The
sea, lake, rivers not only add to the visual beauty of the region, but also offers recreational activities,
Specific natural phenomenon like volcanoes, waterfalls, caves and canyons also attract tourists. The
particular fauna and fauna of a region often draw tourists.

Infrastructure

Infrastructure is underground and surface developmental constructions. These are the

following:
 REPUBLIC OF THE PHILIPPINES
UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

1. Water. Sufficient quantity of pure water is essential. Typical resorts require 350-400 gallons of
water per room per day.
2. Power. Important things to consider are the adequate supply of power is available to meet the
peak load requirement. Continuity of service assumed, and the type of power supplied is
compatible with that used by the target markets of destinations.
3. Communications. It is necessary that the telephone or telegraph service is available.
4. Sewage\drainage. Sewer demand is often placed 90% of domestic water demand. Water storage
reservoir and sewage treatment plants can be designed on the basis of maximum average
demand, transmission lines must b deigned on the basis of maximum peak demand.
5. Healthcare. Facilities provided will depend on the number of visitors expected, their ages, the
type of activities in which they will engage, and local geographic factor.
6. Streets\highways. First-class roads add greatly to the accessibility of a region. The following are
certain ways to make the use of highways more interesting to tourist;
a. provide close-up range views of local scenes
b. change of elevations
c. develop viewpoints and overlooks
d. independently align dual-lane highways to fit into the land contour
e. select thin trees to reveal views. Design a dual system of higher speed lanes flanked by road
for low speed local traffic. Roads should be engineered for safety taking appropriate measures
designed to safeguard the highway users,
7. Transportation terminal. The following are the problems of terminal facilities and ground
transportation:
a) General. Almost complete lack of coordination among the three modes of air, rail, and
bus. Also, noticeable lack of consistency in standard and procedures within each mode.
Directional and informational signs are not throughout the systems; public address
announcements are often unintelligible.
b) Air. Long walks are required in many terminals.
c) Rail. Parking is inconvenient and inadequate near larger terminal.; use of facilities by
local transient and inadequate cleaning procedures lead to crowded and unsanitary
waiting rooms and restrooms; lack in security for prevention of thefts; information and
directional maps are not provided in most all rail terminals; special transportation to
and from rail terminals is not provided; and urban transit and taxi service are often
inadequate.
d) Bus. Dirty and crowded due to use by unauthorized people and to inadequate cleaning
procedures; boarding gates lack a system of orderly procedures resulting in crowding
when passengers are boarding; and inadequate protections is affordable to passengers
against traffic.

The following suggestions will regard to terminals and ground facilities may serve as a guide in providing
adequate services;
 REPUBLIC OF THE PHILIPPINES
UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

 Full information about facilities, terminal locations, and local transportations at destinations
should be made available to all originating passengers.
 A security system should provide to prevent theft and misleading of checked baggage at
terminals.
 The information system should provide data on connecting or alternative rail and bus service,
including information on fares and schedules.
 Systems of standard signs and symbols should be developed and installed in all air terminals.
 Rapid updated arrivals and departures information should be available on posted information
boars, through public address announcements and to telephone callers.
 Personnel should always be available to assist passengers especially the aged, handicapped, and
non-English speakers.
 Complete information should be provided on the locations, fares, schedules, and routes of local
transportation services
 City maps should be made available to tourists.
8. Security. Tourists are in an unfamiliar environment because of this, the need for assurance
regarding their safety is important. The image gained of the destinations may be distorted. The
medical care are so expensive that concerns to the health of foreign countries, insecurities on
foods, water, or police protections may prevent visitors from visiting. The basic need of security
and safety be considered and assumed to make the potential tourists feel secure before and
during the vacations.

Hospitality Resources

General feeling of being welcomed that the visitors receive while visiting the destination area. It
is way that tourist services are delivered by service providers, as well as the general feeling of warmth
from the local population. Tourist will have a more enjoyable vacation if they feel welcomed by the host
population and will certainly feel awkward and unhappy if they feel rejected. Hospitality resources can
be improved by training tourism and hospitality personnel to be hospitable to encourage positive
feelings toward tourism and hospitality and tourists by the general public.

Hospitality Training- aims to motivate service providers to be hospitable in dealing with tourist.
Providing more hospitable service result to more satisfied tourist who will be inclined to return and
advertise to other tourist through the word of mouth. Enable service providers to render hospitable
services. The change of behavior is brought about by a change in attitude and increase in the level of
knowledge. The three aspects of attitude are toward self, toward others, and hospitality industry.

Attitude toward Self

The ability to satisfy guest is very demanding task. If an individual’s self-esteem or attitude
toward self is low, the individual will tend to behave in such a way the feedback from others will confirm
the low opinion of himself. It is necessary to change the individual’s perception of self in order to
 REPUBLIC OF THE PHILIPPINES
UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

improve the behavior. Service providers believe that they and their works are important, their work and
their actions toward tourists will reflect this feeling. Service providers can be viewed as hosts and
hostesses rather than “just” employees, their self-image may be viewed.

Attitude toward Others

Service providers should be assisted in developing positive feelings toward fellow employees
and tourists that will result in positive behavior toward the tourists. This can achieve by training the
individual regarding teamwork and interdependencies in getting the job done. The key to development
of positive attitudes toward visitors is to be able to develop the ability to put oneself in the visitor’s
place. Role-playing can be used for this purpose.

Attitude toward the Tourism and Hospitality Industry

Positive attitude as service providers toward tourists can be brought about only when
employees are made aware of how important tourism and hospitality is to their country, city and
community. To facilitate a change in attitude, it is necessary to raise the level of knowledge of the
individual. This may be done by the means of audiovisual together with a group session. To be able to
give advice or directions to tourists, employees can be familiarizing themselves with the surrounding
attractions, and services through familiarization tour. With increasing the level of knowledge and
teaching hospitable behavior, it is hoped that the hospitality behavior level of service providers will be
raised.

COMMUNITY AWARENESS PROGRAMS

Tourist are most directly affected by the degree of hospitality shown by service providers, the
overall feeling of being welcomed within a community will also enhance or detract from the vacation
experience. Residents of a destination area cannot be trained to act in hospitable manner toward
tourists, but a community awareness program can help develop a more positive attitude toward the
tourists. The aims of the program are to build acceptance of tourism and to build an understanding of
the tourists. There are various ways to communicate with the local community. Public meetings can be
held to discuss particular problems. Speakers’ bureau composed of tourism community leaders who can
talk to community groups may be organized. Information sheets and newsletters can be distributed
throughout the destination area. Whatever the method is used, the main objectives are to create a
feeling of being welcomed for the tourists within the community.

Transportation

Transportation is of paramount importance in developing tourism and hospitality. Tourists need

easy access to various forms of transportation such as road, rail, air, and water. Thus, the amount of
time from major population centers via each mode of transportation is important. The important of
transportation is to have convenient access and quality service.
 REPUBLIC OF THE PHILIPPINES
UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

LAND TRAVEL

1. Taxi and limousine service

It is important in tourist area. This service has a removable and washable seat covers so
that they will present a clean appearance to the passenger. The driver should be courteous and
helpful. Also, drivers know how to speak foreign language.
2. Bus service

It should be large windows, comfortable seats, air-conditioning and have restroom

facilities. Multilingual services or multilingual tape recording facilities with earphones for each passenger
are desirable for touring areas where an interpretation of the points of interests is necessary. Adequate
knowledge of difficult languages is also an important qualification.

3. Rail service
Travelers prefer to travel by train because of its safety records and the convenience and
satisfaction of viewing the scenery from a comfortable air-conditioned car. The appeal of rail
travel has been further enhanced by the recent introduction of high speed trains. These services
must be frequent enough to avoid fear on the part of the traveler that he will not reach his hotel
at once.

AIR TRAVEL

Porter service is important at air terminals. Porters’ helpful behavior and attitude are essential
and their training and supervision should be adequate. The facilities of airports are differ from place to
place because they put in their mind the comfort of the travelers. Large airports provide comfortable
and attractive waiting areas, as well as information regarding flight details.

SEA TRAVEL

Sea travel is a major factor tourism and hospitality. Cruise ships have developed into “floating
resorts” or “floatels”. Because of this idea, the demand for sea travel has increased and cruises became
popular. Luxurious way of life will have a large market soon as wealth and leisure time increases.

Superstructure

Accommodation

The demand for accommodation varies according to price the guests are willing to pay,
services required, and similar considerations. The type of accommodations provided is also partly
determined by what competitors are providing. An important thing to remember in marketing is that
the facilities should at least equal those provided by the competition for the same market. Appropriate
accommodation should be available for all segments of the market. Expensive accommodations are for
those who want the best and willing to pay accordingly. For those who are lack of money they can
 REPUBLIC OF THE PHILIPPINES
UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

accommodate by a cheaper facilities. In planning the accommodation, remember the nature of the
environment, destination, expected market, mode of transportation, type of activities engaged in the
destination and other related factors.

Type of Accommodation

 Hotels- provide accommodation, meals, and refreshments for those who may reserve their
accommodation in advance. They portray an image of efficiency and service.
 Condominium- apartment or individual dwelling unit owned by an individual. Management and
services is hold by an independent company. In contract, condominium can be rent by other if
and only if the owner never used it. Also, the owner can sell his property to others.
 Motels or Motor Hotels- provide rooms, bath and parking to the guest. Usually near the
highway.
 Inns- lodging establishment catering to transients which do not meet the minimum
requirements of the economy hotel.
 Apartments- hotels (appartelles), buildings, or edifices containing several furnished and semi-
furnished independent apartments. More or less long-term basis and offering basic services to
its tenant similar to hotels.
 Paradores- old convent, monasteries, castles, or fortresses converted into hotels by the
government and operated by national tourism office. Priced reasonably with full-meal plans.
 Pensions- private or family-operated tourist accommodations similar to boarding houses or
guesthouses. Offer food and lodging to tourists and well known to the informal atmosphere.
 Bed-and-breakfast accommodations- provide rooms, bath and a hearty to tourists.
 Hostels- provide minimal amenities such as bunk bed and commonly shared bathrooms.
Traveler s provides his or her beddings. Commonly well known to young travelers.
 Campgrounds- mostly to families who travels in recreational vehicles.
 Health spas- hostels and resorts which cater to individuals who go to spa or mineral springs for
weight reductions or medical treatment.
 Private homes- lodging tourist when accommodations are not available during peak hours.

Hotel Classifications

There is different way to classify hotel. One way is by locations, such as city center, suburban,
airport, highway, and resorts. The other way type of guests, such as commercial, conventions and
resorts. More meaningful classification is one based on price such as economy or budget, standards,
first-class or deluxe. Star rating systems according to the quality of facilities or whatsoever. The highest
is five star hotels and the lowest is one-star hotel.

Food and beverage

Most tourists spend their moneys in food and beverages than the services offered. Countries
which are highest in per capital eating place and sales are also top countries. Many destinations areas
 REPUBLIC OF THE PHILIPPINES
UNIVERSITY OF ANTIQUE
SIBALOM, ANTIQUE
COLLEGE OF BUSINESS AND ACCOUNTANCY

have successfully developed menus which are indigenous to the area to promte the local economy
foods,

Restaurants

Restaurants are establishments offering refreshments and meals to the public.

 The facades and architectural features of the building shall be appropriately designed.
Provided proper entrance and exits. Adequate and secured parking space provided free
to customers. A receptionist shall be available to usher in the guests.
 Dining room shall be adequate in size, with sufficient and well-maintained furniture.
 The cuisine shall be in good, presentation and served with distinction. Menu book or
card will be presentable, clean, and easy to read with menu items listed in logical
sequence. All tables shall have clean table cloth and cloth napkins of good quality. No
piece of crockery, cutlery, and tableware in use shall be chipped, cracked, or gazed. The
silverware shall be kept polished and clean at all times.
 Adequate number of well-trained, experienced, efficient, and courteous staff shall be
employed. The bar shall be well-stocked at all times. The kitchen, pantry and cold
storage shall be in good operating condition at all times and shall be of good quality
fixtures and fitting and provided with running water. Tissue paper, soap, paper towels,
or hand drier shall be provided. All main dining or function rooms shall be fully air
conditioned or well-ventilated.