Advanced Diploma in Tourism and Hospitality Management

8/17/2019 Advanced Diploma in Tourism and Hospitality Management

1/15

ADVANCED DIPLOMA IN TOURISM AND HOSPITALITY MANAGEMENT

SECTION 1: THE DEVELOPMENT OF TOURISM AS AN INDUSTRY

Module 1: History of Tourism

Module 2: Modern Tourism

Module 3: Tourism Industry - Career Development

Module 4: Tourism Industry - Sectors

Module : !dvanced Diploma in Tourism and Hospitality Mana"ement - #irst !ssessment

SECTION 2: TRAVEL PATTERNS AND TOURISM MARKETING AND PROMOTION

Module $: Travel %atterns

Module &: Tourism Destinations

Module ': T(e #undamentals of Tourism %romotion

Module ): Tourism - *eneratin" Sales

Module 1+: Tourism - ,etail Travel Sales

Module 11: !dvanced Diploma in Tourism and Hospitality Mana"ement - Second !ssessment

SECTION 3: INTRODUCTION TO HOSPITALITY MANAGEMENT AND HOTEL OPERATIONS

Diploma in Tourism and Hospitality Mana"ement - Course ,esource Documents

Module 12: C(aracteristics of t(e Hospitality Industry

Module 13: Introduction to t(e !ccommodation Sector

Module 14: Introduction to Hotel Mana"ement

Module 1: Hotel #ront ffice perations

Module 1$: Hotel House.eepin" Department

Module 1&: !dvanced Diploma in Tourism and Hospitality Mana"ement - T(ird !ssessment

SECTION 4: FOOD & BEVERAGE SERVICES, AND SAFETY & HYGIENE

Module 1': Introduction to t(e #ood and /evera"e Sector

https://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9494/module-1-history-of-tourismhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9495/module-2-modern-tourismhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9496/module-3-tourism-industry-career-developmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9497/module-4-tourism-industry-sectorshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9499/module-5-advanced-diploma-in-tourism-and-hospitality-management-first-assessmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9501/module-6-travel-patternshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9502/module-7-tourism-destinationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9503/module-8-the-fundamentals-of-tourism-promotionhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9504/module-9-tourism-generating-saleshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9505/module-10-tourism-retail-travel-saleshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9507/module-11-advanced-diploma-in-tourism-and-hospitality-management-second-assessmenthttps://alison.com/mod/resource/view.php?id=9509https://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9510/module-12-characteristics-of-the-hospitality-industryhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9511/module-13-introduction-to-the-accommodation-sectorhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9512/module-14-introduction-to-hotel-managementhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9513/module-15-hotel-front-office-operationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9514/module-16-hotel-housekeeping-departmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9515/module-17-advanced-diploma-in-tourism-and-hospitality-management-third-assessmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9517/module-18-introduction-to-the-food-and-beverage-sectorhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9495/module-2-modern-tourismhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9496/module-3-tourism-industry-career-developmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9497/module-4-tourism-industry-sectorshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9499/module-5-advanced-diploma-in-tourism-and-hospitality-management-first-assessmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9501/module-6-travel-patternshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9502/module-7-tourism-destinationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9503/module-8-the-fundamentals-of-tourism-promotionhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9504/module-9-tourism-generating-saleshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9505/module-10-tourism-retail-travel-saleshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9507/module-11-advanced-diploma-in-tourism-and-hospitality-management-second-assessmenthttps://alison.com/mod/resource/view.php?id=9509https://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9510/module-12-characteristics-of-the-hospitality-industryhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9511/module-13-introduction-to-the-accommodation-sectorhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9512/module-14-introduction-to-hotel-managementhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9513/module-15-hotel-front-office-operationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9514/module-16-hotel-housekeeping-departmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9515/module-17-advanced-diploma-in-tourism-and-hospitality-management-third-assessmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9517/module-18-introduction-to-the-food-and-beverage-sectorhttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9494/module-1-history-of-tourism


2/15

Module 1): #ood and /evera"e Services

Module 2+: ,estaurant perations %lannin"

Module 21: 0itc(en Desi"n and ayout

Module 22: Safe #ood Handlin" in #ood Service perations

Module 23: %reventin" and Treatin" !ccidents in #ood Service perations

Module 24: !dvanced Diploma in Tourism and Hospitality Mana"ement - #ourt( !ssessment

END OF COURSE ASSESSMENT

Module 2: !dvanced Diploma in Tourism and Hospitality Mana"ement - #inal !ssessment

Module 1: HISTORY OF TOURISM

https://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9518/module-19-food-and-beverage-serviceshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9519/module-20-restaurant-operations-planninghttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9520/module-21-kitchen-design-and-layouthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9521/module-22-safe-food-handling-in-food-service-operationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9522/module-23-preventing-and-treating-accidents-in-food-service-operationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9523/module-24-advanced-diploma-in-tourism-and-hospitality-management-fourth-assessmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9525/module-25-advanced-diploma-in-tourism-and-hospitality-management-final-assessmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9518/module-19-food-and-beverage-serviceshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9519/module-20-restaurant-operations-planninghttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9520/module-21-kitchen-design-and-layouthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9521/module-22-safe-food-handling-in-food-service-operationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9522/module-23-preventing-and-treating-accidents-in-food-service-operationshttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9523/module-24-advanced-diploma-in-tourism-and-hospitality-management-fourth-assessmenthttps://alison.com/courses/diploma-in-tourism-and-hospitality-management/content/scorm/9525/module-25-advanced-diploma-in-tourism-and-hospitality-management-final-assessment


3/15

In this module you will learn how travel developed in ancient and medieval times and aout

the evolution o! travel in "urope since the Renaissance# The module also covers development

o! travel in the United States since the 1$th century% how advancements in transportation led

to the popularisation o! various tourist activities throu&hout history% and how the modern

tourist industry is in!luenced y the tourist haits o! the past#

TO'I( )IST

• History o! tourism * )earnin& outcomes

• +ncient and Medieval travel

• Renaissance and Modern travel

• History o! +merican travel

• )esson Summary

History o! tourism * )earnin& outcomes

+!ter completin& this module you will e ale to:

• State how travel developed in ancient and medieval times

• ,escrie the evolution o! travel in "urope since the Renaissance

• ,etail the development o! travel in the United States since the 1$th century

• ,escrie how advancements in transportation led to the popularisation o! various

tourist activities throu&htout history

• "-plain how the modern tourist industry is in!luenced y the tourist haits o! the past

+ncient and Medieval travel

'eople have always needed to travel# This unit will e-plain how the ways in which ancient

and medieval people traveled in!luenced our modern ideas o! travel# It will also descrie the

earliest !orms o! tourism and how the ehaviour o! early tourists still in!luences us today#

Early travel

In ancient times peoples tended to stay in one place# Travel was essentially to see. !ood or to

escape dan&er# /radually% lar&er settlements e&an to appear in coastal areas and esides

rivers# This led to the development o! watercra!ts# These oats were used to travel to other

settlements in order to trade#

Egyptean Empire


4/15

The development o! towns% cities and commerce led to the creation o! empires# The !irst

empire nation with speci!ic needs !or travel was "&ypt# +t the pea. o! the "&yptean "mpire%

travel !or oth usiness and pleasure e&an to !lourish#

Travel satis!ied people0s curiosity# +s early as 233 4(% writers noted that people would come

to visit the toms constructed y the early pharaohs# It is notale that there are accounts o! people ta.in& stone chippin&s with them as they le!t the toms# This ehaviour mirrors

modern people0s !ondness !or returnin& !rom a trip with a souvenir#

Assyrian and Persian Empires

+ssyria comprised the area now .nown as Ira.# +s their empire e-panded !rom the

Mediterranean in the west to the 'ersian /ul! in the east% the means o! travel were improved

!or military use#

Roads were improved% mar.ers were estalished to indicate distances% and posts and wellswere developed !or sa!ety and nourishment# "ven today% we see the in!luence o! military

construction aidin& pleasure travel# The United States interstate hi&hway system was

developed initially to !acilitate military transportation in the event o! national emer&ency#

The +ssyrian military travelled y chariot% others y horse% while the don.ey was the

principal mode o! transportation o! common people# The 'ersians% who con5uered the

+ssyrians% continued improvements in travel in!rastructure# 6ew .inds o! wa&ons were

developed includin& a !our7wheeled carria&e !or the wealthy#

Greek Empire

8hile previous civilisations had created roads and modes o! transport% it was the /ree.s who

!irst developed a travel in!rastructure in earnest#

The ma9ority o! /ree. cities were situated on the coast# The /ree.s were traders and would

travel to other cities y oat to trade commercial &oods#

Travel !or o!!icial usiness was less important as /reece was divided into city7states that were

!iercely independent#

However% pleasure travel did e-ist in three areas: !or reli&ious !estivals% !or sportin& eventsmost notaly the Olympic /ames;% and to visit cities% especially +thens#

Travel in +ncient /reece was advanced y two important developments:

1# (urrency "-chan&e: 'rior to the development o! currency% /ree. travellers would pay

their way y carryin& various &oods and sellin& them at their destination#

"ventually % the coina&e o! /ree. city7states ecame international currency% eliminatin& the

need to travel with a retinue o! &oods#


5/15

# The /ree. )an&ua&e: +s the /ree. lan&ua&e spread throu&htout the Mediterranean

area% it ecame easier !or /ree.s to communicate as they travelled#

The Roman Empire

Travel !lourished in Roman times !or several reasons# The Roman empire stimulated trade and

led to the &rowth o! a lar&e middle class with the money to travel#

Roman coins were all the traveller had to carry to !inance the trip< the means o! transportation%

roads and waterways% were e-cellent< communicatio was relatively easy as /ree. and )atin

were the principal lan&ua&es< and the Roman le&al system provided protection !rom !orei&n

courts% there y ensurin& the sa!ety o! the traveller#

Si&htseein& ecame popular in the Roman era% particularly trips to /reece# /reece had

recently ecome a part o! &reater Rome and was now a popular destination#

The /ree. writer 'ausanias wrote a 13 volume &uide to /reece aimed at Roman tourists in123 +,# In his detailed &uide he descries the monuments and sculptures o! /reece as well as

the myths that inspired them#

+s well as /reece% "&ypt and +sia Minor were popular destinations !or roman tourists#

+nother notale development in tourism durin& Roman times was the rise in popularity o!

second homes amon&st the elite# =illas were uilt alon& the Italian coast and near mountains

spas as a re!u&e !or the wealthy#

Pilgrims

+s the Roman empire collapsed in the !i!ty century% the roads they constructed !ell into disuse

as ararians made it unsa!e to travel# + Roman courier could travel up to 1>3 .m a day%

whereas the avera&e daily rate o! travel durin& the Middle +&es was ? .m# It was not until

the twel!th century that the roads ecame secure a&ain# This was due to the lar&e numers o!

travellers &oin& on pil&rima&es#

'il&rims travelled to pay homa&e at a particular site or as atonement !or sin# 'riests who heard

con!essions would o!ten tell their parishioners to travel to a holy site are!oot as a penance# In

other cases pil&rims 9ourneyed to !ul!il a promise made when they were sic.# Sir @ohn

Mandeville is credited with writin& a !ourteenth7century manual !or pil&rims to the Holy

)and# In it we see an early e-ample o! the destructive e!!ect o! tourists#

Mandeville notes that e!ore pil&rims e&am visitin& the (hurch o! the Holy Sepulchre in

@erusalem it was a very open si&ht# However% pil&rims e&an rea.in& its o! stone !rom the

Sepulchre to ta.e as souvenirs# This led to the construction o! a wall around the tom#

In 1?$$% Ain& Richard II o! "n&land decreed that pil&rims must carry permits i! they wished

to visit reli&ious sites# These permits can e seen as the !orerunner o! the modern passport#


6/15

Renaissance and Modern Travel

The Renaissance e&an a new a&e o! enli&henment in "urope# This perioud saw peopletravellin& purely to e-perience hi&her culture !or the !irst time in centuries#

This unit will e-plain how upper7class0cultural tourists0 developed tourism !rom the

renaissance onwards# It will also e-plain how the military con!licts o! 8estern "urope

indirectly in!luenced modern tourist activities# Finally% it will detail how the industrial

revolution e&an an era in which middle and wor.in& class people could ta.e annual holidays#

The ne-t important !actor in the post7Roman development o! travel was the Renaissance# +s

society moved !rom a rural to an uran ase% wealth &rew and more people had the money to

travel# 'il&rima&es were still important althou&h 9ourneys to @erusalem declined ecause o!

the &rowth o! 'rotestantism in "urope#

The impetus to travel in order to learn was aided y the arrival o! Renaissance wor.s !rom

Italy# Furthermore% the relatively stale monarchical hierarchy o! "urope helped assure

travellers0sa!ety#

The Grand Tour

The e&innin& o! the si-teenrh century saw a new a&e o! curiosity and e-ploration that

culminated in the popularity o! the &rand tour# The tour was initially a si-teenth7centuryconcept rou&ht aout y the need to develop a class o! pro!essional statesmen and

amassadors# Youn& men accompanied amassadors throu&hout "urope in order to complete

their education#

The practice continued into the seventheenth and ei&hteenth centuries eventually ecomin& a

ri&ht o! passa&e !or youn& upper7class men# 6o &entleman0s education was complete until he

spent !rom one to three years travelin& around "urope with a tutor#

This practice was undoutedly in!luenced y the philosophy o! @ohn )oc.e% who elieved that

human .nowled&e came entirely !rom e-ternal e-perience# )oc.e elieved that once an

environment was Be-hausted0 it ecame necessary to travel on to another#

Thus% travel ecame a re5uirement !or those see.in& to develop the mind and accumulate

.nowled&e#

+ typical &rand tour !or an "n&lish &entleman e&an in France# Here French was studied

to&ether with dancin&% !encin&% ridin&% and drawin 6e-t% the student would head !or Italy to

study sculpture% music appreciation and art# The return was y way o! /ermany% SwitCerland

and the Blow countries0 Holland% 4el&ium and )u-emour&;#

Travel was y coach and could e rather uncom!ortale# It was also necessary to Bprove0 one0s

culture and sophistication y returnin& home with paintin&s and sculptures% many o! which

were !rauds reserved !or unsuspectin& travellers#


7/15

8hile the &rand tour was primarily an "n&lish practice% the aristocracy o! Scandinavia and

Russia also too. up the custom# Thou&h !ewer in numer% some nole /ermans also too. the

/rand Tour#

The /rand Tour reached its pea. o! popularity in the mid7ei&hteenth century% ut was rou&ht

to a sudden end y the French Revolution and the 6apoleonic 8ars#

The Victorian Era

The Industrial Revolution accelerated the movement !rom rural to uran areas# The cramped

livin& conditions o! the cities &ave industrial wor.ers a desire !or open space# +t the same

time% the advent o! the stream en&ine provided increasin&ly e!!ective modes o! transport in the

stream train and steamship#

These !actors led to the &rowth o! two popular types o! tourist destination in the =ictorian era:

• Spas

• Seaside Resorts

Spas: The popularisin& o! spas was lar&ely due to the medical pro!ession% which durin& theseventeenth century e&an to recommend the medicinal properties o! mineral waters#

Spas were initially popular in continental "urope% where they were used in much the same

way as the athhouses o! the +ncient /ree.s and Roman# However in the 12 th century%

medical pro!essionals in "n&land e&an to claim that athin& in mineral water had health

ene!its#

Followin& this% memers o! the 4ritish court e&an to !re5uent spas ma.in& them !ashionale

amon&st the upper7classes# 4y the end o! the seventeenth century% the alle&ed medical ene!its

o! spas were dismissed# However% spas retained their appeal and were now viewed as places

to rela-#

Seasides Resorts: The medical pro!ession% the 4ritish court% and 6apoleon all helped popularise the seaside resort# The ori&inal motive !or sea athin& was !or health reasons# ,r

Richard Russell ar&ued that athin& in sea water was e!!ective at comatin& multiple illnessesincludin& cirrhosis% &out% &onorrhoea% and scurvy# He insisted that people drin. a pint o! it

daily#

The &rowth o! the seaside resort was stimulated y the French Revolution and the 6apoleonic

8ars# It was no lon&er sa!e !or nolemen to travel to in mainland "urope# These wars

e!!ectively ended the practice o! the /rand Tour# The now !ashionale seaside resorts were the

alternative#

In 4ritain% di!!erent seaside resorts rose in popularity as they were visited y memers o! the

4ritish court# 4ri&hton0s !ame was assured a!ter it was visited y /eor&e I=# Similarly%

Southend and (owes ecame associated with 'rincess (harlotte and Dueen =ictoriarespectively#


8/15

Toward the end o! the nineteenth century the seaside resorts ecame popular with the

wor.in& classes# This was due to the introduction o! paid holidays and hi&her wa&es#

The term holiday comes !rom Eholy days# Holy days are days o! reli&ious oservances and

have e-isted in many di!!erent cultures !or centuries# +ncient Rome !eatured pulic holidays

!or &reat !eastin +s "urope ecame (hristian certain saints0days reli&ious !estivals ecameholy days when people !asted% prayed and re!rained !rom wor.#

+!ter the Industrial Revolution% reli&ious holidays &radually ecame secularised# +t the same

time% employers e&an o!!erin& vacation to their sta!!# The vacation was ne&otiated etween

the employer and the wor.ers and was &ranted as a result o! increasin& pressure !rom trade

unions#

It made sense to ta.e the holidays durin& the warmer summer months# For the employer it was

advanta&eous to close the entire !actory down !or one wee. rather than !ace the prolems o!

operatin& with small &roups o! people asent over a lon&er period o! time#

History of American Travel

ntroduction to the !evelopment of Tourism

Early Travel in America

+s with "urope% the United States o! +merica e&an developin& a uni5ue tourism culture in

the 1$th century# Indeed% +merica0s tourist culture was de!ined y the same !actors as in

"urope< the methods o! transport availale% the vacation haits o! the wealthy and the

advancement o! wor.ers0ri&hts#

It was the development o! the railway that opened up the US+ to travellers# The completion o!

the "rie Railroad spurred the development o! 6ia&ara Falls into a honeymoon resort y the

1$23s# The vast river networ. at the interior o! the nation allowed the development o!

steamoat e-cursions% particularly &amlin& and amusement trips etween 6ew Orleans%

)ouisiana and St )ouis% Missouri#

The !irst tourist resorts created in the United States were seaside resorts# +s in 4ritain%

physicians e&an encoura&in& people to athe in seawater to promote &ood health# 4y theearly 1$33s% resorts li.e Sarato&a in 6ew Yor. State ecame !ashionale amon&st the wealthy#

+s these destination increased in popularity% local entrepreneurs estalished attractions in

these resorts# This led to the popularisation o! the seaside !un !air or amusement par.#

+s +merican Industry developed in the 1$ th and 1Gth centuries% wealthy usiness owners

e&an tourin& throu&hout the country# The southern elite were especially !ond o! travellin&

and would underta.e an +merican e5uivalent o! the /rand Tour# Three types o! attraction

were paramount on these tours: northern cities% historical sites those associated with the

+merican Revolution and the US (ivil 8ar;% and seaside resorts#


9/15

4y the late 1$33s the west coast had also ecome a popular tourist destination# Travellers

!rom the east coast and the south would travel to the west to hunt u!!alo and en9oy the

landscape# "ventually% the west coast also ecame popular amon&st "uropean tourists#

,urin& the 1Gth century% laour ri&hts e&an to advance in +merica# The 1h wor.day was

reduced to 13h y the 1$?3s# Simultaneously% employers e&an o!!erin& wor.ers a wee.0svacation# These !actors% comined with a &radual increase in wa&es% meant the most wor.ers

could were ale to ta.e a holiday y the mid71Gth century#

Tourism today" Today% +mericans ta.e more than 33 million trips annually to places 1>3 .m

or more !rom home# Over two7thirds o! these trips are pleasure7oriented# Over hal! o! the

pleasure trips are to visit !riends and relatives# +ppro-imately two7thirds o! all trips are ta.en

y auto% truc. or recreational vehicle# 8ee.end trips% as distinct !rom the traditional vacation

trip% have een increasin& and now represent aout 3 per cent o! all trips ta.en#

For every J133 spent on trips over 3 .m !rom home% aout J?2 is spent on personal

transportation% J1 on purchases% J1 on !ood% J1? on pulic transportation% JG on lod&in&%and J> on the entertainment and recreation# The ma9or ene!iciaries o! tourism% in terms o!

US dollars spent there% are the states o! (ali!ornia% Florida% 6ew Yor.% Te-as and 6ew @ersey#

#esson Summary

• +ncient peoples used watercra!ts to travel#

• The !irst empire nation with speci!ic needs !or travel was "&ypt#

• 'eople would travel to visit the toms o! the 'haraohs !rom as early as 233 4(#

• The +ssirian military travelled y chariot and horseac. on primitive roads#• The 'ersian "mpire invented a !our wheeled carria&e#

• It was the /ree. empire that !irst developed an e-pansive travel in!rastructure#

• The /ree.s would travel to other cities y oat to trade commercial &oods#

• Travel in +ncient /reece was advanced y currency e-chan&e and the /ree.

lan&ua&e#

• The Roman "mpire stimulated trade and led to the &rowth o! a lar&e middle class with

the money to travel#

• Sei&htseein& ecame popular in the Roman era% particularly trips to /reece#

• In 1th century% lar&e numer o! people e&an ta.in& pil&rima&es

• ,urin& the Renaissance% people e&an travellin& purely to e-perience hi&her culture

!or the !irst time in centuries

• The /rand Tour was a 1>th century concept in which youn& men accompanied

amassadors throu&hout "urope in order to complete their education#

• The /rand Tour was desi&ned to develop a class o! pro!essional statesmen and

amassadors#

• The /rand Tour ended due to the French Revolution and the 6apoleonic 8ars#

• Spas and seaside resorts were popular durin& the =ictorian "ra#

• Spas ecame popular a!ter they were recommended y medical pro!essionals#

•

Memers o! the 4ritish court e&an to !re5uent spas ma.in& them !ashionaleamon&st upper7classes#


10/15

• Seasides resort ecame popular as the French Revolution and the 6apoleonic 8ars

prevented people !rom travellin& to "urope#

• The United States o! +merica e&an developin& a uni5ue tourism culture in the 1$ th

century#

• The development o! the railway enaled people to travel around the US+#

• The !irst tourist resorts created in the United States were seaside resorts#

• +s +merican industry developed in the 1$th and 1Gth centuries% wealthy usiness

owners e&an tourin& throu&hout the US+#

• The southern elite were !ond o! travellin& and would underta.e an +merican

e5uivalent o! the /rand Tour#

• 4y the late 1$33s the +merican west coast was a popular tourist destination#

• ,urin& the 1Gth century% laour ri&hts e&an to chan&e the tourist haits o! wor.in&

class +mericans#

• Today% +mericans ta.e more than 33 million trips annually to places 1>3 .m or more

!rom home#• Two7thirds o! trips ta.en in +merica today are pleasure oriented#

$odule %: $odern Tourism

In this module you will learn aout the modes o! transport used throu&hout history and how

they in!luenced peopleKs vacationin& haits# You will also learn how accommodation !or

travellers has developed since the middle a&es and how time has a!!ected peopleKs decision to

travel since the industrial revolution# The module also covers the two !inancial considerations

o! potential tourists and how MaslowKs Hierarchy o! 6eeds can e used to mar.et tourisme!!ectively#

TO'I( )IST:

• Modern Tourism * )earnin& Outcomes

• Modes o! Transport

• Types o! +ccomodation

• Travel (onsiderations

•

)esson Summary

Modern Tourism * )earnin& Outcomes

+!ter completin& this module you will e ale to:

• )ist the modes o! transport used throu&hout history and e-plain how they in!luenced

people0s vacationin& haits

• ,escrie how accommodation !or travellers has developed since the middle a&es

• )ist the three main in!luences on people0s decision to vacation


11/15

• "-plain how time has a!!ected people0s decision to travel since the industrial

revolution

• )ist and e-plain the two !inancial considerations o! potential tourists

• "-plain how Maslow Hierarchy o! 6eeds can e used to mar.et tourism e!!ectively

Modes o! Transport

Introduction

+s stated in the previous module% the modes o! transport availale to people have a hu&e

e!!ect on the places people choose to travel#

This unit will e-plain how speci!ic modes o! transport in!luenced people0s travel ehaviour as

well as their vacationin& haits#

Sta&ecoaches

Sta&ecoaches were invented in Hun&ary in the 1 th century# The word coach comes !rom the

Hun&arian town o! Aocs# The !irst coaches were closed carria&es suspended on leather straps

etween !our wheels# The straps acted as suspension to compensate !or the poor condition o!

the roads#

The need to rest horses every !ew .m led to the development o! postin& houses where the

animals could drin. and eat# 'ostin& houses also provided !ood and accommodation !or

travelers# The poor state o! most roads meant that travel was very uncom!ortale# 'ostin&houses o!!ered sta&ecoach travellers a place to rest# Over time postin& houses envolved into

taverns#

+ ma9or development in travel y road came in the early nineteenth century when @ohn

Mc+dam and Thomas Tel!ord invented a new type o! road sur!ace that &reatly improved the

common dirt roads !ound throu&hout "urope#

The techni5ue consisted o! layin& small ro.en stones on the &round and ensurin& that there

was suitale draina&e on each side o! the road# It is said that Mc+dam insisted that no stone

e used i! it could not !it into the mouth o! the laourer layin& it down# The roads created with

this method were much more com!ortale to travel y sta&ecoach#

Rail Travel

The !irst railway was opened in "n&land in 1$# Rail travel was oth !aster and cheaper than

travel y sta&ecoach# Train 9ourneys cost one penny a .ilometre and trains travelled at ?3

.mLh# Railways made coastal areas more accessile than ever# +s a result there was an

accelerated &rowth in the popularity o! "n&lish seaside resorts#

First7class cars were lit y oil lamps and had comportale accomodations# Second7class

coaches had roo!s ut no sides% while third7class passen&ers rode in open cars# "arly trains


12/15

had unreliale ra.es# The rails were also untrustworthy% spi.es o!ten came loose causin& the

rail to uc.le# Rail spi.es could pierce the car% in9urin& or .illin& passen&ers#

The !irst common carrier railway in +merica was opened in 1$># +merican rail travel was

di!!erent !rom that in "n&land ecause o! the lon& distances covered# +merican rail companies

had to e&in accommodatin& the needs o! lon& distance travellers#

From the 1$>3s !ood was served on +merican trains# + common salon car menu would

include u!!alo% el.% ee!stea. and mutton with each costin& J1# In 1$>% /eor&e 'ullman

invented the 'ullman sleepin& car# The overni&ht car was developed to e a sleepin& carria&e

that the middle classes could a!!ord# + stay in a 'ullman cars was J a ni&ht#

The +merican model o! lon& distance rail travel provided inspiration !or mainland "urope#

The (ompa&nie Internationale des 8a&ons7)its International Sleepin&7(ar (ompany; was

!ounded in 1$> and pioneered overni&ht travel in "urope# Their routes included the !amous

Orient "-press% which ran !rom 1$$? to 33G#

4y the early 3th century a private railroad car was a si&n o! presti&e in the US+# However%

these ecame very uncommon !ollowin& the stoc. mar.et crash o! 1GG# Today% some private

rail cars have een restored to their !ormer &lory and are now used !or special tours#

Rail was the most popular !orm o! transport !or appro-imately 133 years% !rom the 1$?3s to

the 1G?3s# Followin& this% competition !rom cars% uses and air travel ensured a steady decline

in travel y train# For the past !ew decades most rail lines in the United States have een used

primarily !or haulin& !rei&ht# Since !rei&ht trains are lon&% heavy% and slow there has een no

need to update the ma9or railways in the US+# Rather% these railways are simply maintained#

+lthou&h not as popular as it once was% a demand !or trail travel has remained in "urope and

+sia where modern railway systems are capale o! supportin& hi&h speed trains# This isespecially true in @apan where shin.ansen or Eullet trains reach a speed o! ?3 .mLh#

8ater Travel

8ater travel had e-isted !or thousands o! years e!ore the invention o! railways# However% the

advent o! the ocean liner in the early 1G th century was the !irst time that ships could e used to

travel lon& distances in a short amount o! time# The !irst re&ular and reliale ocean liner

service was the RMS 4ritannia# The ship had its maiden voya&e in 1$3 and travelled !rom

4ritain to the United States in 1 days# 4y the 1$G3s ocean liners could cross the +tlantic in >days#

+s with the rail travel% air travel led to a dramatic !all in the numer o! people usin& ocean

liners# In 1G2 over one million passen&ers crossed the +tlantic Ocean on liners# The

!ollowin& year more people crossed the +tlantic y plane than ship# 4etween 1G>3 and 1G2%

passen&er departures !rom 6ew Yor. !ell !rom 33%333 a year to 3%333# Since the mid73 th

century most ocean liners have een retired or re!itted to ecome cruise ships# +t present

there is only one transatlantic ocean liner operatin&% the RMS Dueen Mary #

Henry Ford0s Model T o! 1G3$ started a revolutionin +merican tourism# Until the point%

tourist destintions developed only in locations accessile y !orms o! mass transit# 'ostin&houses% railroad hotels and seasides resorts all developed alon& transport routes#


13/15

+s cars as ecame a!!ordale% tourist destinations ecame more dispersed% rather than ein&

concentrated in a !ew places# The economic ene!its o! tourism were now availale to much

more places than e!ore# +s well as openin& up new areas to tourists% automoiles also

allowed people to travel on their own schedule#

)i.e the !orms o! transport that proceded it% new !orms o! accommodation were created tocater to people travellin& y car# In the 1G3s and >3s motor hotels or Emotels were

e-tremely popular in the United States# Motels were overni&ht accommodation desi&ned with

motorists in mind# They were cheap% accessile and situated y ma9or road routes# In the

1G23s chain hotel &roups e&an to create ud&et roadside hotels !or motorists# Today% over

G3 o! all pleasure trips in the United States are ta.en y automoile#

+ir Travel

Followin& 8orld 8ar II% a revolution in passen&er air travel too. place# )ar&e omer aircra!ts e&an to e converted to commercial planes# In 1G>% the USSR0s +ero!lot ecame

the !irst airline to o!!er re&ular 9etliner services# The introduction o! transatlantic 9et travel in

1G$ reduced the travel time !rom 4ritain to the US+ to $ hours# +ir travel was initially

e-pensive and it ecame associated with the wealthy# The term E9et7set was created to

descrie people who would travel internationally !or social events#

Since the late 1G23s% air travel has ecome increasin&ly a!!ordale# In 1G2$ the US

&overnment de7re&ulated the airline industry< this reduced the arriers to estalishin& a new

airline# +s a result% a lar&e numer o! ud&et airlines were created% ma.in& air travel more

ine-pensive than ever# In "urope% the dere&ulation o! "uropean Union aerospace in 1GG? has

also led to the rise o! ud&et airlines#

Accomodation

"arly Inns: From the middle a&es until the 12 th century% travellers would e invited into people0s home as they made lon& 9ourneys# 'eople !elt an oli&ation to house travellers and

treated them well# +s the numers o! travellers increased with modes o! mass transport%

speci!ic uildin&s were erected to house travellers#

The !irst hostelries% called ordinaries% e&an appearin& in mid712

th

century colonial +merica#They later evolved into inns# +n ordinary usually consisted o! two small rooms# One room

had a ar and was used !or eatin& and drin.in&< the other room was reserved !or the landlord

and his !amily# Travellers slept on the !loor o! the ar and dinin& room#

+s the amount o! travellers &rew% so did the demand !or accommodation# Inns o!!ered

sleepin& 5uarters !or overni&ht &uests while taverns specialiCed in !ood% drin. and

conviviality# It was accepted practice !or travellers o! the same &ender to share oth rooms

and eds#

Grand Hotels


14/15

In the =ictorian era two remar.ale institutions were created: the railway station and the

&rand hotel# The /rand Hotel ensured the overni&ht accommodation was no lon&er a pain!ul

necessity# It was in the United States that the !irst &rand hotel was developed# The (ity Hotel

in 6ew Yor. (ity opened at the end o! the 1$th century% it consisted o! 2? rooms on !ive

!loors#

The Tremont House opened in 4oston in 1$G and is &enerally re&arded as the !irst modern

hotel in +merica# Then the lar&est hotel in the world% it had 123 rooms and a dinin& rooms

capale o! seatin& 33 people# The Tremont ro.e with the traditional inn in several ways: It

had oth sin&le and doule rooms% numerous pulic rooms and there was no si&noard outside

The Tremont also o!!ered several !eatures that were novel !or the times: ei&ht aths with cold

runnin& water in the asement% a row o! ei&ht water closets on the &round !loor% &as li&hts in

the pulic rooms and !ree soap then re&arded as an e-trava&ance;#

+s +merica &rew% each town sou&ht to have its own Tremont House to symolise how

succes!ull and prosperous it was# 4y the 3 th century% as more people travelled% the nature o!

the hotel industry chan&ed# In 1G32% the openin& o! the Hotel Statler in 4u!!olo% 6ew Yor.

si&nalled the e&innin& o! the commercial hotel concept# The hotel0s slo&an was E a room and

a ath !or a dollar and a hal! E# However% the /reat ,epression rou&ht the travel industry to a

virtual halt until a!ter 8orld 8ar II#

$otels

The post7war prosperity o! +merica saw a hu&e increase in the demand !or automoiles#

4usiness people e&an to travel y car rather than train and !amilies e&an ta.in& wee.end

road trips# +s the numer o! motorists &rew a new class o! motor hotel or motel% spran& up to

cater to their needs# However% motels were mostly !amily owned usinesses with hu&elyvaryin& de&rees o! 5uality#

In 1G Aemmons 8ilson opened the !irst Holiday Inn# 8ilson wanted his usiness to e an

antidote to the in!erior motels !ound across +merica# In his e-perience% motels had cramped%

uncom!ortale rooms% e-tra char&es !or children and less than ade5uate restaurants# The

Holiday Inn had a swimmin& pool% air conditionin&% a restaurant on the premises% a telephone

in every room% !ree ice% do& .ennels% !ree par.in& and ay sitters availale# 4y the end o! the

1G>3s Holiday Inn had ecome a chain o! motels with locations all over +merica# In the

1G3s and >3s hotel occupancy su!!ered in +merica due to the popularity o! motels#

Hotels Today

The 1G23s saw a decline in the popularity o! motels and resur&ence in the popularity o! hotels#

+s the Holiday Inn added !eatures to its properties it &radually ecame a chain o! hotels rather

than motels# Followin& the Holiday Inn model% a variety o! ud&et hotel chains ecame

openin& across +merica# These chains were aimed at travellers en route to a destination rather

than people ta.in& vacations# They o!!ered clean% com!ortale rooms without any !rills#

+s the worldwide economy improved in the 1G$3s% wealthy tourists e&an loo.in& !or

indul&ent vacation e-periences# This led to a rise in lu-ury hotels# )u-ury hotels included


15/15

suites% e-ceptional !ood and e-cellent service# They were destination in themselves and

o!!ered an e-perience that &reatly contrasted with ud&et hotels#

Today% chains dominate the hotel industry# Furthermore% the mar.etplace is se&mented more

than ever e!ore# 'roperties are ein& uilt !or speci!ic &roups o! people: the upscale% the

middle mar.et% and the value conscious# Most chains have separate divisions competin& ineach se&ment o! the mar.etplace#

Travel &onsiderations

There are many thin&s a person need to consider e!ore decidin& to ta.e a holiday# This unit

will e-plain the three most important !actors in people0s decision to ta.e a vacation# These

!actors are as !ollows:

1# Time# Money?# Motivation

Time

'eople spend their time in one o! three ways: at wor.% en&a&ed in necessary tas.s or at leisure#

'rior to the industrial revolution people lived in rural areas and wor.ed on the land# The way

in which they spent their !ree time was primarily in!luenced y the weather# ,urin& the

industrial revolution% more and more people moved to the cities !or wor.#

Factory owners insisted that employees wor. 1 hours a day% > days a wee.# Their only dayo!! was the Saath day# 'eople were so tired and paid so little that they had neither the

ener&y nor the money to do much with their leisure time# Furthermore% people at this time still

elieved that one should not e overly active on the Saath day#

Advanced Diploma in Tourism and Hospitality Management

Documents

Transcript of Advanced Diploma in Tourism and Hospitality Management