MICRO PERSPECTIVE OF TOURISM AND HOSPITALITY MANAGEMENT

TOURISM – Is travel for recreational, leisure or business purposes.

HOSPITALITY – Is welcomed by the host/hostess where basic necessities are provided such as food,
beverages and lodging.

LEISURE

• The condition of having ones time free from the demands of work or duty.

• Freedom or spare time provided by the cessation of activities.

• Free time as a result of temporary exemption from work or duties.

RECREATION

• Refreshment by means of some pastime, agreeable exercise or the like.

• Re-create to renew or enliven through influence of pleasurable surroundings.

• Refreshment of wearying toil or anxiety usually by change or diversion.

• The act of recreating or the state of being recreated.

• Refreshment of the strength and spirits after toil.

BUSINESS PURPOSES

Hospitality is derived from the Latin word ‘hospitaire’ which means ‘ to receive a guest’

LODGING

• When a person is temporary away from home, the establishment that he/she is staying at may defined
as a lodging property.

•Normally regarded as a temporary or permanent home where food and beverages, cleaning services
and a whole range of other services are normally provided.

• It will pay a certain amount of fees for the services offered.

HOTEL PERSPECTIVE

• In other words, lodging properties may be defined as establishments that charge fees for providing
furnished sleeping accommodations to person who are temporary away from home.

• Package plan offered by an hotel, the manager should determine the number of feature price and the
time period.
•The optimum price for a hotel room would be one that maximizes profits.

FOOD AND BEVERAGE PERSPECTIVES

• As providing fully prepared foods for immediate consumption on off premises.

• The word restaurant originated from a French word which meant ‘restorer of energy’.

• The term was used as early as the mid-1700s to describe public places that offer soup and bread.

CHARACTERISTIC OF A FOODSERVICE OPERATION

The catering market can be divided into 2 main areas:

(a) Commercial Catering

The provision of food and beverage to the public with the intention of maximizing profit.

(b) Mass Institutional Catering

The provision of food and beverage with the intention of breaking even, as part of another business.

TRANSPORT

• Restaurants provision of food and beverage to people on the move, such as in trains, flights and
cruises.

• It may be in the form of self-service, a tray –meal, a snack bar or a selling trolley.

TOURISM AND HOSPITALITY IS A GROWING INDUSTRY

TOURISM INDUSTRY – Can be defined as a service industry. It includes transportation, accommodation

and services.

HOSPITALTIY INDUSTRY – Comprises business entity of food, beverage , lodging or a combination of

these business to travelers during their stay in a destination.

CHARACTERISTICS OF TOURISM AND HOSPITALITY INDUSTRY

1. INFLEXIBILITY

• The tourism industry is highly inflexible in term of capacity.

• The number of beds in a hotel or seats on a flight is fixed so it is not possible to meet sudden upsurges
in demand similarity restaurants tables, hotels beds and flights seats remain empty and unused in
periods of low demand.
 2. PERISHABILITY

• It is related to the fact that travel products are intended to be consumed as they are produced.

• For example, an airline has seats to sell on each flight; a hotel has room to sell for each night.

• If the airline is not able to sell all its seats on its flight, or a hotel is not able to sell its rooms for the
night then the opportunity to sell the product is lost forever.

3. INCONSISTENCY

• A general norm is that in Travel and Tourism industry the product or the package of the tourism can be
standardized i.e for example of 2 days 3 nights in so and so hotel, but actual experience of consuming
this package is highly inconsistent.

• We hear a lot of travel stories which becomes a portrayal of a lot of bad experiences fro example the
tourist guide may not be good, the hotel lodging and boarding was bad etc. Therefore there is high level
of inconsistency.

4. INTANGIBILITY

• Travel products cannot be touched as they include flight experience on an airplane, cruise on an ocean
liner, a night’s rest in a hotel, view of the mountains, a visit to a museum, a good time in a night club and
much more.

• These products are experiences. Once they have taken place they can only be recalled and relished.

IMPACT OF TOURISM INDUSTRY ON THE ECONOMY

The tourism industry contributed to economy in at least three areas:

a. Foreign exchange earning

b. Employment and creation of jobs
c. And infrastructure investment stimulation

• The tourism industry is acknowledged as one of the leading sectors in generating income via foreign
exchange earning of the country.

• Employment opportunities have grown in tandem with the industry.

• Tourism induces better infrastructure development. Among these are the improvement of the quality
of water systems, electricity, telephony networks, and public transportation networks.
MICRO PERSPECTIVE

• With a micro perspective, you are taking a deep dive into every detail that underlines your daily
activities and processes.

•The goal is to find out how things are working on a level that can be measured as opposed to stepping
back and looking at the big picture.

•For example, let’s say that you want to learn more about your sale’s operations. On a macro level, you
know that your sales number have gone down over the past six months, but you’re not sure why. You
can delve deeper into the problem by listening on 50 calls that your salespeople make and you can find
out what they’re saying to prospective customers, and how many of those calls convert prospects into
customers.

•A micro view is always going to be focused on the small details that can give you answers about the big
picture.

•In a micro perspective, details are essential, and the ability to measure performance through the use of
metrics is the hallmark of this perspective.

•Put simply, micro perspective tells you where your business is at any given time, and also tells you why
your business is in that position.

•For true success, you should try to adopt a balance that utilizes both perspectives.

MICROECONOMICS

•Microeconomics refers to more individual or company specific studies in economics.

•How business establish prices, how taxes will impact individual decision making, the concept of supply
and demand.

•So Microeconomics looks at all the small economic decisions and interactions that all add up to the big
picture concepts that Macroeconomics looks at.

6 MICROECONOMIC BUSINESS FACTORS

•In Economics, Microeconomics involves factors of resources availability and usage that impact
individuals and businesses.

•As a company operator, understanding the core microeconomic factors affecting your business helps in
planning and preparation, as well as long-term business strategy development.

•Six microeconomics business factors that affect almost any business are customers, employees,
competitors, media, shareholders and suppliers.

CUSTOMERS
•Have the most direct microeconomic impact on a business .

•The simple fact is that you can’t successfully operate a for-profit company without attracting targeted
customers.

•Knowing your ideal customer types and developing and presenting effective marketing campaigns are
integral to building a customer base and generating revenue streams.

WHO ARE CUSTOMERS?

•In hospitality, we call our customers “guest”

•Coming from different places. Those who travel for reasons like travel for recreational, leisure or
business purposes.

EMPLOYEES

•The very important microeconomic factors affecting the performance of any business.

•Is the one of the primary drives of a business productivity.

•Your workers produce, sell or service the goods and service that drive your business. The availability of
qualified , motivated employees for your business type is vital to economic success.

WHO ARE EMPLOYEES?

•If you operate a highly technical business, for instance, you might have to pay more in salary to attract
a limited number of available specialized workers.

•In hospitality, employees are expected to be highly trained in/as:

-Accommodation -Maids and Housekeeping -Catering - Chef - Hotel Clerk -Bellhop

-Event management -Fast food -Hotel manager -Restaurant manager

DISTRIBUTION CHANNELS AND SUPPLIERS

•Sourcing goods used in production or resale and distributing your inventory to customers are
important as well.

•Manufactures rely on materials suppliers and resale companies rely on manufactures or wholesalers to
transport goods.

•To operate profitably, you need to get good value on products and supplies and, in turn offer good
value to your customers with accessible solutions.

SUPPLIERS IN HOSPLITALITY MANAGEMENT

•Beverage •Bakery supplies •Food equipment •Bar supplies •Cleaning materials •Furniture •Food
supplies •Photography •Decorations •Airlines •Car rentals

•Suppliers can decide whether to raise prices which can obviously affect a firm’s profits.

•A supplier’s reliability could also affect your business that’s why you need find a good and trustworthy
suppliers.

•Since the business is service-based, the business that sustain the necessities of the business have
power over the business.

COMPETITORS

•Levels of competitions aso impacts your economic livelihood.

•In theory, more cometitors means your share of peso, customers spend diminishes.

However, a large number of competitors in an industry usually signifies lots of demand for the products
or services provided.

•If an industry lacks of competition, you might not find enough demand to succeed in the long run.

WHO ARE OUR COMPETITORS?

•Shops •Restaurants •Hotels (stars 1,2,3,4,5) •Resorts •Caravan sites and Camps

INVESTORS

•Shareholders and investors may help fund your company at start-up or as you look to grow. Without
funds to build and expand, you likely can’t operate a business.

•You could look to creditors, but you have to repay loans with interest.

•By taking on investors, you share the risks of operating and often gain support and expertise. You do
give up some control, though.

•Help raise capital to those who wanted to put up a business.

•Contribute to economic growth through initiative of combining resources of land, capital and labor to
produce good or service.

•They are risk bearer by providing capital that has no guarantee of profit.

•They risk time, effort, and reputation together with his/her invested funds to associates or
stockholders.

•Fuel the economy through financing aid to other entrepreneurs in the economy.

MEDIA AND THE GENERAL PUBLIC

•Your local community and media also affect your ongoing business image.

•Communities often support companies that provide jobs, pay taxes and operate with social and
environmental responsibility.

•Local media often help your story proliferate, for better or worse.

•The existence of any tourist attraction is of no value if it is not known to the potential users. Their
existence need to be promoted through well planned promotions.

NATIONAL SERVICE TRAINING MANAGEMENT

CHAPTER 4 DIMENSIONS OF DEVELOPMENT

Following values of modern Filipino.

•Pananalig (Faith) •Katapatan (Loyalty) •Pag-aaruga (Caring and Affection)

•Kasipagan (Industry) • Tibay ng loob (Endurance)

GOOD CITIZANSHIP VALUES

•FAITH IN GOD- Be God-fearing and live according to His will.

•UNITY- Work together and share with one another.

•PATRIOTISM- Place the good of the country above one’s own.

•WORK- Be diligent and earn an honest living. Do not engage in crime and corruption.

•RESPECT FOR LIFE- Recognize the absolute value of human life and human dignity of every person. Do
not inflict harm on others.

•TRUTH- Stand up for the truth and avoid intrigue and mudslingsing.

•JUSTICE- Give everyone their due. Do not oppress or take advantage of anyone.

•FREEDOM- Assert your right to be able to do the right things.

•LOVE- Look after the good and welfare of one another.

•EQUALITY- Treat one another as brothers and sisters being children of one God and one nation.

•PEACE- Live and work together in harmony. Avoid violence as a way of setting disputes.

•PROMOTION OF THE COMMON GOOD – Put the welfare of the greater number of people over one’s
own. Do not be greedy and selfish.
•CONCERN FOR FAMILY AND FUTURE GENERATIONS – Look after the welfare of your family and future
generations.

•CONCERN FOR THE ENVIRONMENT – Keep your surroundings clean and conserve our natural
resources.

•ORDER- Respect the human rights of one another and comply with your duties and responsibilities.

MORALS OF GOOD CITIZENRY

Article II, Section 13 of the Philippines Constitution recognizes the vital role of the youth on nation-
building, and promotes and protects their physical, moral, spiritual, intellectual and social well-being. It
shall inculcate in the youth patriotism and nationalism and courage their involvement in public and civic
affairs.

Dr. Jose Rizal’s expectation that the .. “ youth are the fair hope of the Fatherland.”

THE GOOD CITIZENSHIP VALUE CLUSTERS

The Good Citizenship Movement EPPC in partnership with CHED (2006) releases the following Good
Citizenship Values Clusters;

A. Pagkamaka- Diyos
• Faith in Almighty
• Respect for Life
• Order
• Work
• Concern for the family and future generation
B. Pagkamaka- Tao
• Love
• Freedom
•Peace
•Truth
• Justice
C. Pagkamaka- Bayan
• Unity
• Equality
• Respect for law and government
• Patriotism
• Promote the common good
D. Pagkamaka-Kalikasan
• Concern for the environment
•Environmental Sanitation
“Patriotism” is love of and/or devotion to one’s country. The word comes from the Greek patris,
meaning fatherland. Patriotism is strengthened by adherence to a native religion, particularly
because such a community usually has its holy places inside its motherland. This also implies a
value preference for a specific civic or political community.

Nationalism is characterized by an attachment of superiority to one’s country, an aspiration for

its continuity, prosperity and maintaining a high regard and respect for the laws, principles and
policies of that country.

Unsung Heroes were so-called “ Forgotten People”in Philippine History- people who,
unfortunately, were not given much attention in traditional studies and mainstream histories,
but are equally heroic in their own simple yet significant ways.
Macario Sakay – born in Tondo, Manila in September 13, 1907; he relentlessly fought against
the American rule during the American colonization.
Jose Palma – born also in Tondo, Manila, was a poet aside from being a soldier. He wrote a
Spanish poem titled “Filipinas” later became the lyrics to the Philippine National Anthem.
Galicano Apacible- first president of La Solidaridad, a society of Filipino Intellectuals in Spain
who tried representing the Philippines to bring forth its issues and concerns in the Spanish
parliament.

HISTORY OF THE PHILIPPINE FLAG

The flag is horizontally divided into two fundamental colors, royal blue and scarlet red, with a
white equilateral triangle based at the hoist side. The blue field stands for peace, truth and
justice. The red field stands for bravery, and the white field stands for equality and fraternity. At
the center of the triangle is a golden yellow sun with eight primary rays represent the first
provinces that sought independence from Spain such as Batangas, Bulacan, Cavite, Laguna,
Manila, Nueva Ecija, Pampanga and Tarlac, each containing three individual rays, and each
corner of the triangle is a five-pointed golden yellow star. According the stars of the Philippines
flag represent the three major geographical subdivisions of the country, Luzon, Visayas and
Mindanao or so called LUZVIMINDA.
The national flag shall be displayed in private buildings and residents or raised in the open flag-
staffs in front of said buildings every:
April 9 (Araw ng Kagitingan), May 1 (Labor day), (National Flags Day) from May 28 to June 12
(Independence Day),last Sunday of August (National Heroes Day), Nov 30 (Bonifacio Day),
And Dec 30 (Rizal Day) and on such other days as may be declared or approved by the President
and/or local chief executives.
VOTER’S EDUCATIONS
At the age of 18 years old are allow to vote. 2 nd Monday of May, every six years for national and
local elections and every last Monday of October, every 3 years for barangay and SK officials.
The term of office President, Vice- President and Senators is 6 years while for governors, board
members, congressman, mayor and councilors is 3 years. The ARMM election is held every 3
years beginning from March 1993.