HISTORY OF TOURISM AND HOSPITALITY

 THE HISTORY OF TOURISM AND HOSPITALITY

 

The word “tourism” (19th century) – derived from the Hebrew word “torah” which means studying, learning, searching

 

I. EARLY TOURISM. The books of the Old Testament will tell us a story on the start of tourism (Noah’s Ark is the noted as the first large scale operator. The book of Ezekiel Chapters 26 and 27 shares the concept of trade and commerce that took place during the early times)

 

➢ Has two forms:

 

1) Travel for business

- merchants traveled extensively in order to trade with other nations or tribes

- invention of money, writing and wheel by the Sumerians facilitated travel and exchange of goods

- Greeks and Romans were well-known traders

- Travel for private purposes. E.g. Olympic Games(776 BC) the Greeks and rich traveled for enjoyment and to visit friends and relatives

- Roman traveler was largely aided by improvement in communication, first-class roads, and inns.

-In between distances of 100 miles were mutations or stables where horses could be changed (equivalent of the present gasoline station)

 

2) Religious travel

- Pilgrimages to places of worship

- Beginning in 1388, English pilgrims were required to obtain and carrypermits, the forerunner for the modern passport.

 

TOURISM IN THE MEDIEVAL PERIOD

 

- Travel declined; it is from the word “travail” became burdensome, dangerous, and demanding

- After the decline of the Roman Empire (5th century), roads were not maintained and they

became unsafe; No one traveled for pleasure

- Crusaders and pilgrims were the only ones who traveled

- Thieves inflicted in harm on those who dared to travel.

 

TOURISM DURING THE RENAISSANCE AND ELIZABETHAN ERAS

 

- Travel for education was introduced largely by the British (16th century)

- It took place under Elizabeth I, “Grand Tour” for three years

- The tour was organized for social reasons – pleasureseeking young men traveled through France and Italy to enjoy the cultures and social life of Europe

- Health purpose – medicinal baths, “spas” (derived from the Walloon word “espa” meaning fountain) e.g. Turnbridge Wells in Kent (near London) became famous as a spa in the 1660’s

 

 

TOURISM DURING THE INDUSTRIAL REVOLUTION

 

- Travel as a recreational activity; Technological changes as well as social changes - Increase in productivity, regular employment, and growing urbanization gave more people the motivation and opportunity to go holiday

- Emerging middle class combined higher incomes and growing education into annual holidays

- Led to the creation of working class resorts near major industrial centers

 

 MODERN TOURISM

 

Tourism in the 19th century

- The term tourism was first used. It is derived from the Hebrew word “torah” which means studying, learning, searching

 

Two technological developments:

1. Introduction of railway

- Tourism was transformed from a small business catering to the elite into the start of a mass market

2. Development of steam power

- Provided increased mobility

- Steamers on the major rivers provided reliable and inexpensive transportation for day-trip cruises

* Travel organizers emerged

 

➢ Thomas Cook is the first and most famous travel organizer (1841)

- Encouraged excursions using chartered trains

- First excursion train trip was between Leicester and Loughborough in 1841 with 570 passengers at a roundtrip fare of one shilling

- Organized his first American tour in 1866

- He introduced “circular notes” (first travelers’ checks) which were accepted by banks, hotels, shops, and restaurants (1874)

- In United States, American Express was founded by Henry Wells and William Fargo.

- Photography and guide books became popular

- “Baedeker” is the most popular guide book; leading guide for European countries (1839)

 

Tourism in the 20th century. Pleasure travel continued to expand

¢ *WW1

- brought about increase in the volume of tourism

- large scale migration (international travel) - new forms of mass communications widened knowledge of travel

- railway declined, replaced by motor cars that led to the popularity of seaside tours

¢ *WW2

- Aircraft technology- Wright Brothers

- Introduction of Boeing 707 jets in 1958 resulted in hastening the decline of sea travel

¢ After war

- Increase in private car ownership thus provided flexibility and road improvements

- Increase in discretionary income and leisure time

- Length of official and paid holidays increased (long “week-ends”)

- Business travel flourished: conference and incentive travel

¢ Growth of tourism 

-Job creation, Economic diversification, Source of foreign exchange, World

peace and prosperity

 

 

HISTORY OF THE HOSPITALITY INDUSTRY

 

I. ANCIENT PERIOD

The Sumerians

- Sumerians- a group of people who lived in Mesopotamia near the Persian Gulf at about 4,000 BC.

- They became prosperous, as well as skilled farmers and cattle breeders.

- They invented money and writing (as a means to record and settle business transactions).

- They converted grains to alcoholic beverages or beers which became the most common consumed beverage in Sumerian society. Their beverages were safer to drink than their water.

- Since their states covered a large geographic area, their traders required the services of travelers, namely: food, drinks, and shelter.

- Local taverns were established-the first hospitality business (3000 BC).

 

Hammurabi-the king of Babylon who created the Code of Hammurabi. This code required tavern owners to report customers who planned crimes in these taverns.

 

                                  

 

 

 

 

 

 

 

 

 

 

Early Traders

 

- In 2000 BC, a considerable amount of trade had developed among the people of the Middle East. Many become traders of exotic goods.

- They needed hospitality services for their long journeys.

- Some enterprising individuals set up the “caravanserai” which provided food and shelter to travelers. These were the early examples of inns.

 

II. EMPIRES: 3200 BC to 476 AD

 

From 3200 BC to 476 AD, 3 significant empires flourished- the Egyptian, Greek, and Roman Egyptian Empire

- Developed slowly over several thousand years; Groups had been united under one government ruled by a “pharaoh”, an Egyptian king (3200 BC)

- The famous pyramids or tombs for the pharaohs became tourist attractions.

- People traveled to attend religious festivals.

- The ancient Egyptians were the first to see that food service and lodging should be provided to travelers. They were the first to begin the activity we now call tourism and hospitality

 

 

 

                                  

 

 

 

Greek Empire

 

- Ancient Greek civilization began to develop about 1100 BC.

- The city-states were united by Philip of Macedonia in the middle of the third century. His son, Alexander the Great, built an empire that surrounded the Mediterranean and extended as far east as India.

- They were dedicated travelers. Inns and taverns became common in ancient Greece.

- Restaurants in ancient Greece were often respected and served fine food. 

 

 

 

 

 

 

Roman Empire

 

- By the time Rome had conquered most of Western Europe and the Middle East, inns and taverns were established throughout the empire.

- They constructed elaborate inns along the main roads for officials and of the Roman government.

- In Pompeii, there are many small restaurants that are similar to the fast-food restaurants at present. Romans were the first to establish the first restaurant chain.

- In ancient Persia, large caravans carried elaborate tents. These caravans stopped at “Khans”-a combination of stables, sleeping accommodations, and fortresses which provided shelter from sandstorms and enemies who attacked caravans.

 

III. MEDIEVAL PERIOD

 

Dark Ages

- Inn keeping almost disappeared except local taverns. Roman Catholic Church took over the job of feeding and housing travelers.

- Most famous monastery-shelter- Hospice of St. Bernard located in the Alps (8,110 ft. above sea level).

- In Europe, they established rest houses for pilgrims to protect them and provide hospitality.

- Providing hospitality services to travelers became a burden to the religious houses. The monasteries were overbooked.

- The number of inns increased although the standards of comfort and cleanliness differed in different countries and regions.

 

Renaissance: 1350 AD to 1600 AD

 

- There were no restaurants or dining establishments.

- Concern about table manners increased. People were instructed not to put food on their plate using their fingers.

 

IV. EARLY MODERN PERIOD: 1600AD to 1800 AD

 

- In the 16th century, a type of eating place for commoners called an “ordinary” appeared in England. These were taverns that served a fixed price, fixed menu meal.

- Coffee and tea began to influence the culinary habits of Western Europe. Coffee houses were built.

- St. Michael’s Alley, London is the first English coffee house (1652).

- Kolschitski is the first coffee house in Central Europe that served the first cup of coffee sweetened with honey and milk.

- The advent of stagecoach travel revolutionized hospitality on the road.

- Early common law required innkeepers to receive all travelers as long as they had available space and that travelers were in fit condition.

- 1700’s- inns in England were much safer and more comfortable. Mails were an important element in the development of the hospitality industry. Post-boys were able to ride 6 miles per hour.

 

-1765- a man named Boulanger operated a small business in France which sold soups and broths. These were known as “restaurants”, a French word which means “restoratives” as soups and broths restore energy of people who are tired and weak.

- Boulanger was the first to create the first restaurant, an establishment open to the public with a dining room where variety of foods could be bought and consumed.

- Cafes were developed in France. Café is the French word for “coffee”.

 

The Industrial Era: from 1800

 

- Development of railroad networks had a great effect on the hospitality industry.

- Establishment of railroad stations became excellent locations for new hospitality businesses in England.

 

V. MODERN PERIOD

 

Nineteenth Century

 

- Public dining was not popular. The term “restaurant” referred to the dining room of a hotel during this time.

- More luxurious hotels began to appear.

- 1889- The Savoy, one of the best known hotels was opened by Richard d’Oyly Carte. He employed two men who became famous throughout the world-Cesar Ritz (General Manager) and Auguste Escoffier (Chef des Cuisines).

- Auguste Escoffier- one of the greatest chefs of all time, known for his classic book, Le Guide Culinaire and the Kitchen Brigade System.

- Although the modern hotel was an American invention, the Europeans contributed the European plan.

- More innovations occurred- custom of dining out, better methods of preserving food through canning and vacuum packing, mass feeding and ice cream parlors.

 

Twentieth Century

 

¢ *1921- Walter Anderson and Billy Ingraham began the White Castle hamburger chains.

¢ *1927- Marriot’s Hot Shoppe and root beer stands opened.

¢* End of 1930- every city had a deluxe supper club or night club.

¢* Corporations such as the Four Seasons, Canadian Pacific, Marriot, Hyatt, etc. increased in North America.

¢* 1990s- started with recession and the hospitality industry experienced a downturn due to the Gulf War.

 

 

 

 

PIONEERS IN THE TOURISM AND HOSPITALITY INDUSTRY

 

Cesar Ritz

 

- He became the general manager of the Savoy Hotel in London, one of the most famous and luxurious hotels in the world. The Ritz name is synonymous with refined, elegant hotels and service.

 

Ellsworth Milton Statler

 

- Considered to be the prime hotel-man of all time. He brought a high standard of comfort and convenience to the middle-class traveler at an affordable price. He was the first to put telephones and radios in every guest room with full-length mirrors, built-in closets and a special faucet for ice water.

 

Conrad Hilton

 

- The biggest hotel man in the world; NY Times described as “master of hotel finance”. He formed the first major chain of American hotels in 1954.

 

Thomas Cook

 

- The professional first travel agent; Founder of the first travel agency. “Cook’s tour”- a tour that goes to many places and stops briefly at each place.

 

Howard Dearing Johnson

 

- Pioneer of brand leveraging; the first to introduce franchising on 1930s

 

J. Willard Marriott

 

- He founded the Marriott Corporation which has continue to be an important asset to the hospitality industry. He began with a root beer stand and built it into a multibillion-dollar industry.

 

Ray Kroc

 

- The most financially successful of all hospitality entrepreneurs. He founded the McDonald’s Corporation. He developed several operational guidelines such as Quality Service Cleanliness and Value. His motto was “Never be idle a moment”.

 

Isadore Sharp

 

- A first generation Canadian and founder of Four Seasons Regent Hotels, the world’s largest hotel chain and a multimillion-dollar global hotel empire.

 

 

 

 

 

 

Ruth Fertel

 

- The founder of Chris Steak House, the largest upscale restaurant chain in the United States. It has 59 operations. It sells more than 11,000 steaks daily with a gross income of 200 million dollars a year. She is the most successful woman restaurateur at present.

 

ORIGINS OF TOURISM AND HOSPITALITY IN THE PHILIPPINES

 

- Tourism and hospitality in the Philippines began when the original inhabitants of the country roamed around in search for food.

- A more recognizable form of tourism appeared in the Philippines when the country was discovered by Ferdinand Magellan and when galleons or wooden boats sailed between Mexico and the Philippines during the galleon trade.

 

American Occupation:

- American were able to reach Manila after two weeks on board the Pan-American Airways airclippers

- In the 1920’s, the steamship and the airline pioneers, the “China Clipper” and the “Manila Clipper” brought passengers to Manila via Hong Kong

- Colorum was used

o It means illegal tour handling and the illegal use of private vehicles for public use

o Steamship offices endorsed tourists to private car and coach operators who rented their vehicles directly to tourists.

o Manila, Pagsanjan Falls, Laguna Lake Tour, Tagaytay, Mt. Mayon tour, Legaspi Tour, Baguio City, Banaue Tour were only the destination during that time.

 

1920’s. Other popular tourism destinations in the South were Cebu City and Zamboanga City

 

Before World War II. It was difficult to measure tourist activities since there were no statistical records and data available at this time.

 

1947. A more orderly tourism activity started. Steamships and airlines began orderly to service the Philippines from other countries, thus giving impetus to tourism.

 

1952. Philippine Tourist and Travel Association (PTTA)

 

- First tourism association in the Philippines; Organized to put together all existing travel establishments serving both domestic and international travelers.

- Funded by the government to promote the country’s tourism industry.

 

 

 

Board of Travel and Tourist Industry (BTTI)

 

- Organize to regulate, supervise, and control the tourism industry and subsidized PTTA

 

Late 1950’s. More hotels and restaurants and entertainment facilities were established

 

1960’s-70’s. The Philippines has undergone economic, social and political crisis, which hindered the development and promotion of tourism. Accommodations were inadequate and airline companies were

not given much incentive to promote the Philippines as a visitor destination.

 

1972. After the declaration of martial law when tourism in the country prospered

 

• Favorable conditions: safety of tourists, better services, sanitation facilities, more financial support from the government

 

- Philippines became a “bargain destination” to foreign visitors

- As several tour groups arrived in the Philippines, more accommodations, food and beverage facilities and more airline frequencies were established.

- A temporary “tourist boom” existed in the Philippines in the early 70’s

 

 Today, Philippines is now one of the primer destinations not only in Asia but all over the world. In October 2019, the Department of Tourism (DOT) proudly celebrated Philippines’ ranking as the 8thfavorite country in the world by Conde Nast Traveler (CNT) Readers’ Choice Award 2019. The Philippines scored 90.63 from the 600,000 readers of the New York–based luxury and travel magazine.