TOURISM PROMOTION

SERVICES I

Prepared By:

SHAIREENA LEE M. TIANA

SHS INSTRUCTOR

Reviewed By:

LIZEL S. SOSMEÑA
OIC, SHS PRINCIPAL

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 MODULAR INSTRUCTIONS FOR TOURISM
PROMOTION SERVICES I

COURSE CODE: TPS I

COURSE TITLE: TOURISM PROMOTION SERVICES I

COURSE OUTLINE

FIRST QUARTER
Week 1: Lesson 1: Principles of Tourism
Week 2: Lesson 2: Industry Visitors
Week 3: Lesson 3: The Philippine Tourism Industry - The Government Sector
Week 4: Lesson 4: Information from Tourism-related businesses
Week 5: Lesson 5: Tourism Planning, Management, and Marketing
Week 6: Lesson 6: Tourism Sectors
Week 7: Lesson 7: Information systems in the Tourism Industry
Week 8: : Quarterly Assessment

ASSESSMENT:
● 80% Performance Task : Quiz, Assignments, Outputs
● 20% Quarterly Assessment

How do you use this module?

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 This module has seven (7) lessons. It can be noted that after each lesson,
various activities are provided to reinforce the learner’s competence in Tourism
Promotion Services (TPS I).

To make learning more meaningful, you, learners are enjoined to follow

these following:

 Read and understand the learning objectives of each lesson. These tell
you what you should know and be able to do at the end of each lesson.

 Take time in reading each lesson. Understand what you are reading.

 At the end of each lesson, sets of activities are provided. Answer the
activities or do what you’re told to do. Be sure to answer all the
questions.

 After each lesson, a specific task is provided. Make sure to put your
details (eg. NAME, SECTION, DATE).

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 Week 1: Lesson 1: Principles of Tourism

Specific Objectives:

 Define tourism and describe the factors that comprise the industry

 Understand the supply and demand of tourism industry

 Recognize what make people travel

Overview:

Traveling is inevitable part in the life of a human being. People have traveled to places for
various reasons and duration. Traveling can be seen in the simplest form of going to school,
place of work, visiting friends and relatives, and even when one would like to explore new
places or experience new things. In this lesson you will learn some terms in the tourism
industry, what motivate people to travel, and the supply and demand of the industry.

Discussion proper:

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CORE CONCEPTS AND DEFINITIONS OF TERMS

Vacation, rest, and relaxation are often used to describe a pleasurable travel

experience. Traveling becomes more special and is lifted out of the mundane context

when the purpose of travel goes beyond being transported from one place to

another. This is where the concept of tourism comes in.

The United Nations World Tourism Organization (UNWTO) is an international

and an arm of the United Nations (UN) that works on travel-and tourism-related

international policies, research and intelligence, management, development,

and a collaboration in relation to the attainment of the millennium

development goals of the U.N.

As a matter of definition, UNWTO describes tourism as:

“A social, cultural and economic phenomenon which entails the movement of

people to countries or places outside their usual environment for personal

or business and/or professional purposes.” (UNWTO,2014)

In tourism, the people’s movement is voluntary or out of their personal desire by

which pleasure, leisure, or attainment of personal objectives are the main motivating

factors. There is no payment or remuneration to perform the mere act of travelling.

Common examples of these are families on a summer holiday, friends going on a

shopping trip, or foreign students in a student-exchange program. Doctors, lawyers,

business people, and other professionals who travel to attend a conference or

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convention, for example, are also included because they are performing a function of

their profession during the act of traveling. An example of a travel activity that does

not entail pleasure or leisure would be courier and cargo service providers because

they are paid to transport goods from one place to another.

WHAT MAKES PEOPLE TRAVEL?

One theory that could explain why people travel is Abraham Maslow’s Hierarchy of

Needs. To understand this, Maslow explains that a person’s needs has different

levels that can be illustrated in the shape of a pyramid. The biggest portion of the

pyramid is comprised of the basic needs, such as food, shelter, clothing, and other

physical needs. This also indicates that the bottom level is the biggest need of a

person in order to live. As the size occupied in the pyramid decreases, the level of

need also decreases. Only when the basic needs are met do the needs rise beyond

physical necessities. Traveling for leisure is not an essential need as important as

food or shelter. In this context, tourism can be placed at the higher level or top

portion of the pyramid wherein it is not a priority. Some people engage in tourism

for their enjoyment while some see it as a source of living. Therefore, Maslow’s

Hierarchy of Needs cannot fully support the travel motivation and behavior of

people. It is only a guide to understand and put into perspective where tourism

comes in the minds and needs of people.

Different factors motivate people to travel. A theory that explains why people go to
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different places is the Push-Pull Compendium Theory (Sign-Gestalt Paradigm) of

Tolman (1959) followed by Dann (1977) as discussed by Uysal, Li, and Sirakaya-Turk

(2008). This theory asserts that different situations from the home and tourism

destination after one person’s decision to travel. These factors are considered by the

person intending to travel. Should a decision to travel be made, it is usually a

response to a psychological or physical objective.

DEFINING THE INDUSTRIES OF TRAVEL

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TOURISM, AND HOSPITALITY

Tourism is the movement of people from one place to another outside of the usual

places that a person goes to. The differentiating factor of tourism from an ordinary

level is the motivation or purpose of conducting the travel. Tourism greatly involves

the component of leisure, pleasure, and attainment of personal objectives as part of

the travel activities. In tourism, there will always be a return to the home or origin

after the trip to one or more destinations.

Destination A

Home of Origin
Destination B

Destination C

Tourist Destination

It is a specific place that is accessible for people to visit for a duration or

given period of time. Tourism destinations can vary in size and location.

They can be as big as a continent, such as North America; a region, such as

Southeast Asia; a city, such as Manila; or even as small as an island destination,

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 such as Boracay. Tourism can either be part of the major economic activity in

a destination. It can also be the catalyst to spark development in certain places.

Hospitality Sector

It is often related to tourism because of its service characteristics that provide

for the necessary services and amenities that a visitor or tourist may need while

at a certain destination. This requires a different set of study and expertise.

However, it should be noted that hospitality industry does not necessarily

equate to tourism because the complexity of the tourism system entails more

than hospitality services. Hotels, resorts, spas, beauty salons, restaurants,

cafes, bars, and pubs are examples of organizations that involve the hospitable

interaction of the staff or service provider to the customer.

Hospitable

It is wherein the service providers show clients that they are welcome. This

service has to meet the expectations of the clients and must be performed at

a friendly but professional mode using warm, welcoming, and courteous

language, actions, and interactions with the customers.

Travel and Tourism

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 The terms “travel” and “tourism” are interchangeably used by industry

practitioners and other experts. This is widely understood along with the

concept of travel trade, which can be simply described as the business side of

tourism. This includes the exchange of payment with products and services that

are needed by the people traveling.

SUPPLY AND DEMAND IN THE TOURISM INDUSTRY

In tourism, it is important to identify the difference of the supply and demand sides

in the tourism system. This can also be understood with the concepts of tourist-

generating areas or regions and tourist-receiving destinations. The places that

generate tourists can be related to the demand side while the tourist-receiving can

be understood as the supply side. The supply and demand in tourism exists because

there are economic activities in tourism. It provides avenues for livelihood, trade,

employment, business, and income. At the same time, tourism is a platform wherein

people can purchase products in the form of hospitality services. The supply side is

composed of suppliers who are people, groups of people, or organization that

provide the needs of clients who are currently traveling or will be travelling to a

certain tourism destination. Several examples of suppliers and business units in the

tourism industry are:

 Accommodation Sector

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 Hotels, Resorts, Inns, Guesthouse, Bed and Breakfast

 Transportation

Cars, buses, railways, ferries, ships, airlines

 Food and Beverage

Restaurants, cafes, pubs, and bars

 Attractions

Destination, man-made structures, festivals, events, natural

scenery

 Entertainment and Recreation

Staged performances, Musical concerts, cinema, theme parks

 Ancillary Facilities and Services

Travel insurance, money charger, guide services

The demand side, on the other hand, is composed of the people’s visiting a certain

destination who avail of the suppliers’ services. The demand side can also be simply

understood as visitors or tourists. They are the important elements that enable the

tourism industry to exist and their needs and wants should be given enough

consideration in creating tourism-related plans, marketing, and promotions.

PERFORMANCE TASK #1.1:

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 Name: Grade/Section:

Name of Teacher: Date:

TASK: Answer the following questions:

1. If given the opportunity to travel to a local destination for free, what motivates you to

travel there? Why?

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

2. What are the similarities and differences of the tourism and hospitality industry?

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

3. Who are the suppliers in tourism?

_________________________________________________________________

_________________________________________________________________

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 _________________________________________________________________

_________________________________________________________________

4. Describe the demand side of tourism.

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

Week 2: Lesson 2: Industry Visitors

Specific Objectives:
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  Identify the different types of visitors in the tourism industry

 Know the different tourist personalities according to Cohen’s and PLog’s

classification

Overview:

Just like in your home or even at school, visitors are welcomed and entertained

because their presents represents a purpose. This purpose should be achieved as

much as possible because it will benefit the gusts as well as the hosts. This lesson

discusses the different classifications of visitors in the tourism industry.

Discussion Proper:

GETTING TO KNOW OUR VISITORS

Filipinos are known for a unique hospitality trait, wherein we treat visitors with

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utmost respect and good service. This explains why as hosts, we would like our

guests to feel at home and relaxed. In order to know and understand our guests or

visitors, definitions should be put in place to assist you in differentiating the various

characters in the tourism industry and respond to their needs and wants.

A visitor is someone who travels or takes a trip to a certain place, which is not the

usual environment that person normally goes to. During the travel or trip, said visitor

will stay in the destination for a limited period. This period can range from an hour to

a day, week, month, or even a year. After the vacation or travel period, visitors are

bound to go back to their place of origin or home location. The duration and purpose

of visit gives further distinction to the types of visitor.

CLASSIFICATIONS OF VISITOR

 Business Visitor

In this classification are people whose

main purpose of travel is to perform a

specific job, business function, or roles

related to their profession. The terms

business traveler and business tourists are interchangeably used because it

connotes that the main objectives of performing official business duties are

certain and the leisure component may or may not be part of the travel agenda.

An example of this would be when a person visits a destination to attend a

conference, but later on have the option to join tours around the destination’s
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 tourist attractions. It can also be the person’s personal decision to explore the

destination at leisure when the official duties are not called for.

 Leisure Visitor

The main purpose of travel is for pleasure, which can either be aimed to

maximize and enjoy one’s holiday, take a vacation, rest, or relax. A

leisurely visit can last for a day to even months. With this, the term

day-trippers or excursionists are also used giving emphasis on the short-

period stay the visitors. Examples of leisure visitors are families on a summer

vacation, friends on a group tour, and couple travelers or honeymooners.

 Visitors for other Personal Purpose

In this classification, the visitors have reasons other than leisure and

business as their main purpose of travel. These seasons may include but are

not limited to medical reasons, health and wellness, education, religious

practices, volunteer works, and immersions.

Tourists are people of people who visit places within and outside their countries of

citizenship and residences for recreation or leisure reasons. For statistics purposes, a

visitor will only be considered a tourist if there is at least an overnight stay or the

duration of visit is at least 24 hours. A tourist should not be remunerated for the

travel performed.

Domestic Tourists are Filipinos who visit tourism destinations with the Philippines,

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implying domestic travel. The term foreign tourists is also interchanged with

international tourists because both refer to non-Filipinos, citizens of other countries

traveling internationally outside of their country.

COHEN’S CLASSIFICATION

Tourism combines curiosity to seek out new experiences with the need for security

of familiar reminders of home.

CURIOSITY
SECURITY

Seek out new experience Familiar reminder of home

Explorer Individual Organized

Drifter
Mass Mass
Tourist Tourist

Non-institutionalized Institutionalized Tourists

Tourists
are dealt with in a routine
are loosely attached to way by the tourist
the tourist establishment establishment

expose to host community E.g travel agencies, hotel

chains

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 Explore Individual Organized
r Drifter Mass Mass
Tourist Tourist

Organized Mass Tourists

 Least adventurous

 Spend most of their time in their comfortable “environmental bubble”

throughout their trip

 The itinerary is decided in advance

 Attractions are guided and well fixed

 Tourists have no decision on their trip

Individual Mass Tourists

 The tour is not entirely fixed

 Have certain control of their time and itinerary

 All the major arrangements are still made through travel agencies

Explorers

 Arrange their trips along

 Go somewhere unusual

 Look for comfortable accommodation and reliable transportation

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  Retain some of the basic routines and comforts of their native way of life

 Try to mix with local people and speak their language

 Dare to leave their “environmental bubble”

Drifters

 Go further away from the “environmental bubble”

 Keep away from the accustomed ways of life in home countries

 No fixed itinerary

 Plan trips wholly on their own

 Live with local people

PLOG’S CLASSIFICATION

Destination popularity VS traveler’s personality

 Authentic = Psychocentric

 Mid Authentic = Near Psychocentric

 Centric Authentic = Mid-centric

 Centric Venturer = Mid-centric

 Mid-venturer = Near Allocentric

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 Venturer = Allocentric

Allocentric Type

 Seeks new experiences and adventures

 Outgoing and self-confident

 Enjoy meeting people from different cultures

 Explore an area

 Make own travel arrangements

 Choose tourist attractions and activities

Pyschocentric Type

 Conservative, inhibited, and unadventurous

 Returns to familiar destinations

 Wants to relax

 Expects the type of food and activities

 Safety and security are important

Mid-centric Type

 Between allocentric and Psychocentric

 Not particularly adventurous

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  Receptive to new experience

PERFORMANCE TASK #2.1:

Name: Grade/Section:
Name of Teacher: Date:

Task: Answer the following questions:

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1. Between the three types of tourists given in the log’s classification, what are you
and why?

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

2. How will you differentiate a visitor from a tourist?

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

Week 3: Lesson 3: The Philippine Tourism Industry

-The Government Sector

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 Specific Objectives:

 Determine the different government sectors that are related to the tourism

industry

 Learn the different roles of these sectors to tourism.

Overview:

This lesson discusses the government agencies that directly related to the tourism

industry. This lesson includes the roles and responsibilities of each agency that

contribute to the existence of tourism.

Discussion Proper:

THE GOVERNMENT SECTOR

 The government sector is responsible for the formulation of tourism

policies. It provides guidelines for the development of destinations and

regulates the industry in collaboration of other government agencies.

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Government Agencies that are directly involved in Tourism Industry:

 DOT- Department of Tourism

 PCVC- Philippine Convention and Visitors Corporation

 PTA- Philippine Tourism Authority

 LGU- Local Government Units (Municipal, City and Provincial)

Department of Tourism (DOT)

 Established by P.D No. 189 in 1973

- Reorganized into its present set-up by E.O No. 120 WITH Article II and III

of the Freedom Constitution of 1986.

- DOT is the national government’s organization overseeing the country’s

tourism industry.

PRIMARY OBLIGATIONS OF DOT

 To assist in coordinating the plans and actions of various government

instrumentalities in tourism matters;

- To discharge the government's responsibilities arising from treaties,

agreements and other commitments on tourism and travel;

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 - To provide such other public sector services to the tourism industry as well as

the formulation of standards and compilation of statistics in tourism

matters.

DOT Organizational Chart

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 The department is headed by undersecretaries and 2 assistant secretaries with a

specific function.

Security and Political Affairs.

 Assistant Secretaries: Assistant Secretary for Sports and Wellness and

Assistant Secretary for Internal Services.

Undersecretary for Tourism Promotions

 Responsible for the Bureau of Domestic Tourism Promotions, Bureau of

International Promotions and Bureau of Tourism Information.

Undersecretary for Tourism Services and Regional Offices

 Responsible for the Office of Tourism Standards and all Regional Offices.

Undersecretary for Planning, Product Development and Coordination

 Responsible for the Office of Tourism Development Planning, Office of

Product Development and the Office of Tourism Coordination.

Assistant secretary of DOT

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  Responsible for internal services which is also responsible for the Financial

Management Service, Administrative Service and Legal service.

Philippine Convention and Visitors Corporation(PCVC)

 Promulgated AS A GOVERNMENT AGENCY in 1976 through P.D No.867

- This bureau was transformed into a non-profit corporation by virtue of

OD. No. 1448 in June 1978.

- The marketing arm of the DOT.

- Its main task is to promote the Philippines as a tourist and a convention

and incentive travel destination.

- Coordinates with and provides assistance to tourism associations. LGUs,

local tourism councils and non-government organizations with respect to

tourism marketing and promotions.

5 Distinct Units of PCVC:

 The Travel Trade Unit

 Conventions and Incentive Travel Unit

 Corporate Affairs Unit

 Foreign Offices Unit

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  Advertising and Publications Department

The Philippine Tourism Authority (PTA)

 Created on May 11, 1973 pursuant to P.D No.189 as amended by P.D

No.564 as the implementing arm of the DOT, it implements policies and

programs of the department pertaining to the developments, promotion

and supervisions of tourism projects in the Philippines.

Local Government Unit (LGU)

 Regulates the establishment, operation and maintenance of cafes,

restaurants, beerhouses, hotels, motels, inns, pension houses, lodging

houses, and other similar establishments, including tourist guides and

transports;” Source: Aquilino Pimentel Jr., The Local Government Code of

1991.

Powers of LGU in Tourism: MUNICIPALITY

 Establishment of tourism facilities

 Development of Tourism attractions

 Acquisition of tourism equipment and facilities

 Regulation of tourism business concessions and security services.

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Powers of LGU in Tourism: PROVINCE

 Tourism development and promotion programs

Powers of LGU in Tourism: CITY

 All Municipality and province powers.

Other National Government Units:

DOTC - Department of Transportation and Communications

PPA - Philippine Ports Authority

DPWH - Department of Public Works and Highways

DENR - Department of Environment and Natural Resources

CAB - Civil Aeronautics Board

DFA - Department of Foreign Affairs

DILG - Department of Interior and Local Government

ATO - Air Transportation Office

DOJ - Department of Justice

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DOF - Department of Finance

MARINA - Maritime Industry Authority

PERFORMANCE TASK #3.1:

Name: Grade/Section:

Name of Teacher: Date:

Task:

1. Watch a news about the current situation of tourism in the country with
this pandemic. Compare the tourism industry we had before the

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 pandemic hit the Philippines to the current situation of tourism with this
outbreak.

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

_________________________________________________________________

Week 4: Lesson 4: Information from Tourism-related businesses

Specific Objectives:

 Identify the different types of materials where information on travel and

tourism can be gathered and used for tourism services and promotions

 Determine the basic information needed in order to proceed with client

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 transactions; and

Overview:

Companies engaged in tourism businesses often have their own means of collecting

information and organizing the data into a usable information system. The

information that these companies have and own are related to their respective

business operations.

Discussion Proper:

Corporate Websites

 These are reputable sources for additional information on a certain

establishment and its business operations. This would be a good

starting point to know the products and services being offered by a

certain company. Most corporate websites also have a selling tool

wherein the potential customers can make actual purchases through

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 the website. This is common for airlines wherein one can look up the

destinations being served by the airline accompanied by the ticket

price. Users can immediately book their tickets after getting the details

that they need. There are also websites that invite the intended users

and public visitors of the site to share their contact information so that

further details can be given to them on product offers, new services,

and the like.

Brochures

 These are like information booklets that contain most of the important

information about a destination, product, or service. Brochures can

withstand constant usage, are easy to carry, and are ideally easy read

and distribute.

Travel or exhibition guides

 These are like mini magazines that people can carry with them. This

type of material provides information on featured events, galleries,

museums, exhibits, and destinations. They provide more travel tips,

recommendations, and information on transportation or access.

Billboards and Posters

 It can be considered as larger forms of brochures that contain essential

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 information, announcements, and a general invitation the place or

company being presented. The extent of information that billboards

and posters provide are based on its purpose, how it was designed, and

where it is placed.

Maps, timetables, and schedules

 These are usually provided by transportation companies, travel agents,

and tour operators to guide users in going about their commute or

usage of the transportation facilities. Electronic copies of these

materials have become important especially those that can be viewed

om smartphones and tablets.

Official social media accounts

 These are used by companies as channels to distribute official

information materials, statements, and announcements. It should be

noted that many accounts are alike and exist over the Internet. The

most reliable accounts would be the verified official pages being

managed by the company themselves. There can be difficulties in

verifying or tracing official accounts, but with proper observation and

further research, you will be led to the right information sources.

Mobile Applications or Apps

 These are simplified, convenient to use, and are easily updated travel

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 guides. This is why more and more companies are investing in the

development of mobile applications that their users can access through

their mobile phones or tablets. Apps are like websites that contain

various information and functions but are built to be user-friendly.

Airlines are now developing their own apps to keep track of the mileage

membership of their clients, book flights, and check flight status.

Online booking channels

 These are commonly used by hotels and airlines. These channels can be

sub-categorized into the following: the company’s website, online travel

agencies, and metasearch sites-all of which can be accessed through

personal computers, laptops, tablets, smartphones, and other Internet

browsing-enabled gadgets.

Government Offices

National Government agencies provide official information about tourism

products and services. The Department of Tourism (DOT) is the lead government

agency tasked to administer tourism policies, aid in the development and

management, and promotion of tourism in the Philippines along with its

attached agencies. The DOT, together with the Tourism Promotions Board (TPB)

are primary government agencies that work on marketing and promotion of

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 Philippine tourism at the national level. Local Government agencies and units

also provide official information about their local provinces, municipalities, or

cities. More detailed information can be expected from them because of the

nature of their function.

Official Websites

The website of DOT contains a lot of information about various Philippine

destinations, travel requirements, industry performance, national tourism

statistics like foreign and domestic visitor arrivals, average length of stay,

tourism expenditure, and other tourism-related details and facts worth knowing.

PERFORMANCE TASK #4.1:

Name: Grade/Section:
Name of Teacher: Date:

Task: Try to find out more of different destination in the Philippines. Do the
following steps and try to get as much information as you can.

 Read the most current newspaper, travel magazine available to you. See if you
will be able to find any information on the different attractions, hotels, and
restaurants of a certain destination.

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 Does that destination have an official website? What sort of information can
you get from it?

 What would be your top three hotels or resort recommendation in the

destination?

Paste the attractions, hotels, and restaurant as many as you can find on the
spaces provided below. Answer the questions below the pictures you have
pasted.

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 Week 5: Lesson 5:Tourism Planning, Management, and Marketing

Week 5: Lesson 5: Tourism Planning, Management, and Marketing

Specific Objectives:

 Relay the importance of value in sales and marketing

 Determine the important variables in marketing tourism products and

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 service.

Overview:

The marketplace is a common example wherein you will find buyers and sellers

engage in the day to day business of exchanging of products for money. In this

lesson, you will learn of value in sales and marketing and the important variables

in marketing tourism and service.

Discussion Proper:

Tourism needs to be understood from the wider perspective of the industry movers,

such as the National Tourism Organization (NTO) or the government agency in

charge of managing a country’s tourism activities and the Destination Management

Organization (DMO), which is composed of the local organizations in charge in the

overall development and management of tourism in a certain locality. Whether you

are operating at the bigger context or at the micro level, proper tourism planning

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and management is vital for any organization. Tourism planning is not as simple as

planning for a trip wherein one prepares the itinerary and other related information.

According to Gunn and Var (2002), a tourism planning is important for the

development of a destination or tourism area because it is a means of assessing the

needs of a tourism destination and it ensures that income and employment are

generated, resources are conserved, and satisfaction of travelers maintained.

Tourism planning is a process that considers the direction that a tourism destination

would like to achieve based on the vision of the NTO or DMO. The objectives of the

organization need to be set and mechanisms to achieve these have to be clear and

doable. This is where the aspect of managing the destination comes in.

 Tourism Management

Deals with putting the functions and powers of different departments in

an organization or tourism players into proper perspective, proactive,

and usable procedures and programs. This also involves constant

monitoring and improvement of the products and services being

offered to the clients. Part of tourism management is research and

marketing. Again, research goes beyond what should be done prior to

a trip or travel.

 Tourism Research

Talks about the scientific and systematic way of collecting data or

information about the tourist-generating areas, tourist-receiving

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 destinations, and the tourist themselves. With reliable research,

tourism professionals can address the gap between what the tourists

currently have and those that they would like to have. When used

properly, these information can help determine the appropriate

management decisions and actions especially when it comes to fulfilling

the needs and wants of the tourists or clients, which is the main goal

of tourism marketing.

 Marketing

It is often confused with the process of selling or simply referred to as

Sales. It should be understood at a different perspective because

generating sales is a transactional process wherein there is a direct

meeting of the need and a medium of exchange or payment, such as

money. Once the sale has been made, the person buying and the seller

no longer have to go through the process of ensuring that both parties

were equitably compensated from the transaction. The act of marketing,

however, gives importance to these aspects along many other aspects

before a sales is actually made.

Marketing is defined by Kotler (2015)as the art and science of

`exploring, creating, and delivering value to satisfy the needs of

`individuals or groups-or what is often called as the target market. This

act of delivering value often comes at a profit level for the

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 marketers or the people and/or organizations involved in marketing.

Furthermore, Kotler discusses that the process of marketing involves

the identification of the desires, needs, and wants of the clients or

target market by making measurable and quantifiable factors or

standards in order to create the appropriate products and services.

PROMOTIONS AS A FUNCTION OF MARKETING

Promotions is often associated with marketing. Most of the time, promotions is also

called marketing communications because it serves the literal purpose of being the

“voice” of marketing. “Promo fares” are very enticing words that sales and

marketing people use in order to attract buyers. You may have visualized promotions

as a means of inviting more customers through lower prices, discounted items, or a

value-added bundle of products and services.

Morrison (2013) describes marketing communications as “the way we would like to

tell our story” and the culmination of all the research, analysis, and decisions of an

organization in order to attain the main objective of generating sales or actual

purchase from the market or people. In this sense, promotion enables the desired

effects of marketing by connecting to the market or consumer’s senses in order to

gain recognition.

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THE VALUE OF PRODUCTS AND SERVICES

 According to Allard, value is the benefit that one person gets out of a

transaction.

 Value is one of the main drivers why a person would like to buy something

in the same way that it is also drives a person to sell something.

 The concept of value is discussed in many ways, ranging from simple

theories to complicated processes. However, if you will recall your daily

experiences, value can be easily understood.

For most people, sales and marketing are bid ideas that might appear to have the

same meaning. However, there are differences between the two.

Sale

 It can be defined as the transaction wherein a commodity, product, or

service is successfully exchanged with a certain medium, which is

usually money.

 Selling is transactional. This means that when the process of exchange is

completed, there is no guarantee that another sale will be made with

exact same person, products, and services.

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  Sales generate income. This income can be used to maintain and

operate the company, create more products to be sold, pay wages,

labor costs, and other related expenses and will hopefully become

profit or net earnings after all costs of production have been paid off.

PERFORMANCE TASK #5.1:

Name: Grade/Section:
Name of Teacher: Date:

Task: Imagine yourself in the situation below, Which product will you
choose and why? Write your answer on the spaces provided below.

1. You were asked to organize a family dinner for five people with a total
budget of five thousand pesos. Your choices are:
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 a. A barbeque and grill restaurant that offers a set meal consisting of
chicken and pork barbeque, rice, and vegetables on the side with one
glass of iced tea for five hundred fifty per person.

b. A buffet restaurant that specializes on seafood and vegetables along with

other international cuisine dishes for six hundred pesos per person.

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2. Your family, consisting of four members, has two destinations to choose from
for a vacation. Which one would you recommend taking?

a. A heritage tour to see the Banaue Rice Terraces in the province of Ifugao
and a visit to the lovely town of Sagada, Mountain Province. Two nights will
be spent in a local hotel in Banaue while the remaining two nights will be
spent in a local inn at Sagada. The total trip is 7,000 pesos per person, which
already includes all transportation requirements , plated breakfast for four
people, services of a tour guide, and entrance = to two museums.

b. A shopping and and food trip in Hong Kong. The package is three days and
two nights, which includes accommodation in two standard rooms in a

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 standard hotel in Kowloon, return airport transfers, and foodcourt breakfast
coupons for four people. The total package is 25,000 pesos.

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Week 6: Lesson 6: Tourism Sectors

Specific Objectives:

 Identify the different tourism sectors

 Determine the different components that belong to each of the sector

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Overview:

This lesson discusses the different sectors that are connected to tourism. This lesson

includes the different types of accommodation, modes of transport, and travel

agency and tour operations.

Discussion Proper:

Accommodation Sector

Establishments under the accommodation sector can either be a hotel, resort,

tourist inn, pension house, bed and breakfast, mountain or seaside lodge, hostel,

dormitory, or even camp site. The different types of accommodation facilities come

in different scales and sizes, themes, price ranges, and guest amenities and services.

Accommodation establishments in the tourism industry are not to be confused with

long-term accommodation service providers, wherein the stay period exceeds one

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year.

The Department of Tourism has six general categories of accommodation

establishments based on the type and size of accommodation being provided.

Hotel

 A building or similar facility that contains individually appointed rooms with

provisions for bed/s, toilet and bath, and other guest amenities-toiletries,

towels, pillows, drinks, and welcome gifts. Hotel types include economy,

mid-range or standard, first-class, and deluxe or five-star.

Resort

 Usually located outside of the city or urban centers. Depending on the type

of resort, the accommodation provided comes in the form of private rooms,

cottages, huts, villas, or suites. Resorts should have a relaxing and

entertaining vibe, provide recreation activities and facilities, and a

substantial amount of food and beverage services.

Tourist Inn

 Operates similar to a hotel but in a smaller scale. There are less facilities and

guest amenities. Tourist inns contain basic rooms and a toilet and bathroom

that can be private or shared with other travelers.

Apartel

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  From the words apartment and hotel, apartels are also called serviced

apartments. These are single-detached units or rooms furnished with

essential home appliances and equipment for cooking, laundry, ironing, and

even basic cleaning. Apartels are leased pr rented out on a daily, weekly,

and monthly basis. There are also provisions for cleaning, and linen

replacement, usually done once or twice a week.

Pension House

 These are usually family-run accommodation facilities that provide for the

basic accommodation and hot meals of needed or requested. The rates are

also cheaper and use of the room can also be on a monthly basis.

Motel

 Motorist-hotel or simply motels are accommodation establishments that

also operate similar to a hotel. Motels should be accessible in major

highways and thorough fares of motorists or travelers. Hence, motels

should have adequate space for the parking of light to heavy vehicles.

Ecolodge

 These are facilities designed to provide the comfort and basic need for

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 accommodation while maintaining low negative impact to the environment.

Also called eco-hotel or ecotel, these types of accommodation can be found

in the city but can most likely be located outside urban centers.

Homestay

 These are spare rooms or portions of a local’s home that can be used by a

visitor while visiting a destination. Solo accommodation may pertain to a

private room and toilet and bath. For some homestay providers, rooms and

other home facilities can be shared. Homestay accommodation provides a

good opportunity for cultural interaction, allowing tourists to learn the local

way of life.

Apart from the categories of the DOT, there are still other types of accommodation

establishments, such as hostel, guesthouse, bed and breakfast, and mountain cabin.

They are usually small-scale, family-run, and provides minimal guest amenities; if

meals are provided, they are usually limited to breakfast. In other countries, there

are also boat hotels, camping parks, trailer parks, treehouses, and even nomadic

structures like yurts and tents.

No matter what the physical differences are, these establishments have one thing in

common: they provide the core product of accommodation service or the need of a

person for physical shelter while they are away from their usual place of residence.

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FOOD AND BEVERAGE SECTOR

People need to eat and drink. To fulfill the physical need for nourishment, we look

into establishments that can provide us with this need. This probably explains why

most successful businesses involve food and drinks. Food is a basic requirement to

live our everyday lives and it is also a basic requirement even when you are traveling.

. The most common type of service provider in the food and beverage industry are

restaurants. Similar to hotels, restaurants also have different types and classic of

service. Fine dining restaurants offer a specialized cuisine and dining experiences.

Casual dining or family-style restaurants have a wider selection of food to

accommodate a wide-range of clients while offering a relaxing and cool vibe while

dining. Fastfood restaurants, on the other hand, offer fast service and limited types

of food because their objective is more on the speed of providing the service.

There are also establishments that focus only on drinks or beverage. Coffee and tea

shops are common examples of establishments that offer non-alcoholic drinks.

Meanwhile, bars and pubs provide a selection of alcoholic drinks. Food can also be

served in these establishments. However, choices are probably limited to finger

foods or meals that are easy to eat to match with the drinks.

TRANSPORTATION SECTOR

Transportation is essential to our everyday lives because it helps is get to our

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destinations. Transportation can either be powered by human energy or fueled by

other sources of power, such as solar, petroleum, or electricity.

Forms of Transportation:

Land Travel

 Includes trains and other trail transport system, buses, tourist coaches, cars,

and light trucks. Other countries also make use of trams or a single rail line

on the main road, subway systems, ground trains, and cable cars. In the

Philippines, we can also include jeepneys, pedicabs, and tricycles because

they are common modes of transportation especially in small cities or

towns.

Air Travel

 Travel by air makes use of aircrafts, such as airplanes and helicopter. Hot air

balloons are also used for air travel but they are limited to short distances

only.

Sea/Water

 Water navigation is commonly done through rivers and oceans. However, it

is also possible to travel through canals, brackish water, and lakes.

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 Ships

 They make use of powerful engines that can withstand travel to open

sea or major oceans. They are the biggest type of sea transportation

and they could be used to carry passenger and freight.

Cruise Ships

 These are luxury line ships that transport people to different

places while offering hotel and resort type of accommodation,

food and beverage, and entertainment services.

RORO Ships

 Stands for Roll-on-Roll-off concept. Buses, cars, and trucks can

roll on or be loaded in RORO Ships.

Boats

 These can further be classified by size and function. Small

boats, canoes, and kayaks are capable of conveying up to three

passengers and they are powered by paddling through short

distances or from end to end in a river or lake.

TRAVEL AGENCY AND TOUR OPERATIONS

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Travel Agency

 It is a company or organization that provides assistance to customers

requiring documentation services, such as passport application and renewal,

visa application and other travel permitting documents.

Tour Operators

 They provide the arrangement for the actual trip, encounter, and activities

in the specific destinations. Tour operators work by preparing an itinerary

that includes the time schedule, activities, facilities, and services that will be

used by the client.

 Other tour operators have partnerships with local business owners in the

specific destination. In essence, the tour operators put together these

services into a tour package. These packages can be sold either direct to the

consumer or through the travel agencies.

ANCILLARY SERVICES

 Often related to travel and tour products, ancillary services are those that

the tourist or visitors add or make use to enhance their travel experience.

 Several examples of this would be the service of a tour guide, travel

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 insurance, clinics, hospitals, hygiene and beauty services, and equipment or

clothes rentals, among others. These services normally complement the

main products being provided already by the accommodations, food and

beverage, and transportation services.

M. I.C.E SECTOR

 MICE is an acronym that stands for Meetings, Incentives, Conferences, and

Exhibitions.

 It is one of the biggest sector in the tourism industry that involves and

makes use of the different tourism-oriented services such as

accommodation, food and beverage, transportation and travel-related

services.

Meetings

 It is an assembly of people who come together to talk about a certain

topic and accomplish a certain objective or goal.

Incentives

 Incentive travel or trip is the more formal term for incentives. These are

travel opportunities, tours, and activities to different places participated

by employees/members of a company or organization. All expenses are

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 paid for by the company or host organization.

 The travel is usually a form of reward or encouragement to the

employees for having attained a certain company goal.

Conferences

 These are also referred to as conventions, summits, or forums. There

are usually new information, people, processes, or organizational

changes being introduced or talked about in these events.

Exhibitions

 The “E” generally stands for exhibitions or exhibits. These usually

showcase developments, new findings, technology, arts, skills, and the

like using displays, demonstrations, or simulations.

PERFORMANCE TASK #6.1:

Name: Grade/Section:

Name of Teacher: Date:

Task: Answer the following questions:

1. Give your views on how important these sectors are to tourism industry.

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 _________________________________________________________________

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2. If there is something you can add as a tourism sector, what is it and why?

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 _________________________________________________________________

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Week 7: Lesson 7: Information systems in the Tourism Industry

Specific Objectives:

 Identify the different sources of information in the tourism industry

 Understand the information system in the industry

Overview:

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This chapter will discuss the importance of information in the tourism industry and

the different references that can be used as sources. You will also have an

introduction on the different computer-based systems used by travel and tour

companies. The importance of reliable information will be elaborated. At the end of

the chapter, you will have more knowledge on the different types of materials where

tourism information can be sourced, which will then be useful for you as a future

industry practitioner. To aid you in studying this chapter, you can consult

newspapers and magazines; to further experience information sourcing, you can use

the Internet on your computer or tablet.

Discussion Proper:

DEFINITION OF AN INFORMATION SYSTEM AND CLASSIFICATION OF INFORMATION

A tourism information system is a collection data, relevant statistics and travel- and

tourism-related information that should respond to the information needs of

tourists, visitors, and service providers. With the word system in place, it is necessary

to expect and assume that there is certain order or logic on how the data are stored

and accessed. Traditionally, tourism information systems are based on the

organization of paper-based documents and materials, such as pictures, maps,

transportation timetables, brochures, price lists, and posters.

A tourism information system that is based on a destination’s features, geographic

data, local resources, and tourism-related rules and regulations will be able to

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provide an appropriate response to inquiries or questions, including an overview of

what to expect in an actual travel. Before a tourism information system can be

developed, a database should first be established as the data source of the

information and all these depend on the function of the system, whether it will for

transportation, attraction, guide maps, or even a combination of all functions

(Chungchang and Nan, 2012).

SOURCES OF INFORMATION IN THE TOURISM INDUSTRY

Long before travel guide books and online applications were made, information

about the destinations could be sourced from references, such as encyclopedia,

periodicals, newspapers, and magazines. Considered informal sources were the

opinion, stories, and spiels of other people who have already visited the destination.

A little more accurate information but still informally shared are the spiels and

stories of local tour guides and tourism service providers with a local area. The

development of transportation, communication, and eventually tourism changed the

way information was sourced, delivered, and even shared. To date, the most

convenient method of sourcing travel related information is through the Internet.

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According the study of No and Kim (2015), online tourism information sources can

be classified into four types:

1. Personal or travel blogs containing reviews of items of interest, such as

travel itineraries, accommodations, and restaurants.

2. Tourism-related websites of government agencies, national and local.

3. Tourism-related business company websites , such as travel agencies,

airlines, and hotels.

4. Social networking sites or social media.

Published Sources

 Newspapers, especially broad sheets or dailies, are printed materials easily

accessible to the public and any individual. Most of the tourism information

that can be seen in newspapers are advertisements or announcements;

updates and other important matters can also be seen in newspapers. Large

corporation like airline, hotel and resort chains, usually post on the

newspaper notices, such as changes in schedule, new destinations or

acquired properties, change of ownership, openings, and even permanent

closure.

 Magazines are more specialized and creatively presented because it uses

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 colored prints and artistic layouts.

 Advertorials are another common source of tourism information that can be

seen in both newspapers and magazines. These are unpaid write-ups of a

specific product or service written in an editorial format, hence referred to

as “free advertisement”.

 Travel Guide books are particularly helpful for travelers because almost all

information needed for their travel are condensed in the guide books.

 Academically published books, journals, and magazines are also good

sources of information that can guarantee credibility and accuracy. These

may include research and studies, statistical data, theses, and dissertations.

The authors and ownership of these type of materials vary and may be

dated depending on the topic and form of research.

Promotional Materials

 Private enterprises, specifically tourism businesses, and government

agencies both make use of promotional materials that come in different

forms. The most common platforms to see promotional materials are

through television, radio, and print media-often referred to as tri-media.

 In this digital age, the Internet is added to the typical three media. Often,

the Internet has a wider coverage than the three media combined.

Nevertheless, the target market’s characteristics should still be considered

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 because not all age groups make use of the Internet.

 A good share of the industry still prefer the traditional television, radio, and

newspaper. Especially for tourism information that are included as news

items, the credibility of the information is increased because of the

perceived knowledge that the information was verified before it is published

or aired. The amount of information that can be sourced depends on the

type of material, the medium being used, and the exposure that the

promotional material has.

Advertisements or Ads

 These are made to provide information within a specific period

of time that the ads are out for the public to see. Commonly,

tourism ads do not give all the information needed at once.

Only the essential information is provided so that the

consumer is somehow invited to learn more about the

advertisement, either by searching through the organization’s

website, checking their social media, or contacting the

organization directly.

Press releases

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  These are official organization statements that can be accessed

through the tri-media platform as well as through the Internet.

They provide more detailed information about a specific

situation, occurrence, sales promotion, or event that an

organization has. Press releases can also be used by media

writers in writing their columns and articles; meanwhile, online

writers and contributors can use it for their blogs.

Week 8: CHAPTER ASSESSMENT

I. Identification

____________________1. It is an international and an arm of the United Nations

(UN) that works on travel-and tourism-related

international policies, research and intelligence,

management, development, and a collaboration in

relation to the attainment of the millennium development

goals of the U.N.

____________________2.A person who has one theory that could explain why

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 people travel.

____________________3. It is a specific place that is accessible for people to visit for

a duration or given period of time.

____________________4.It is responsible for the formulation of tourism policies.

____________________5. is the national government’s organization overseeing

the country’s tourism industry.

____________________6. It is a company or organization that provides assistance to

customers requiring documentation services, such as

passport application and renewal, visa application and

other travel permitting documents

____________________7. This is also called marketing communications.

____________________8. These are official organization statements that can be

accessed through the tri-media platform as well as

through the Internet.

____________________9. These are more specialized and creatively presented

because it uses colored prints and artistic layouts.

____________________10. A tourism information system is a collection data,

relevant statistics and travel- and tourism-related

information that should respond to the information needs

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 of tourists, visitors, and service providers.

____________________11. It is a form of reward or encouragement to the

employees for having attained a certain company goal.

____________________12. It is an assembly of people who come together to talk

about a certain topic and accomplish a certain objective or

goal.

____________________13. This also involves constant monitoring and

improvement of the products and services being offered

to the clients.

____________________14. These are those that the tourist or visitors add or make

use to enhance their travel experience.

____________________15. It is one of the main drivers why a person would like to

buy something in the same way that it is also drives a

person to sell something.

II. Analysis

Suppose you are working as a Sales and Marketing Association in an

international travel and tours company and you were asked to recommend

must-see destinations and activities in the Philippines.

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 You know that this assignment is not an ordinary question that can be easily

answered; thus you carefully prepare for the actions needed from you.

1. What will be your first step in order to accomplish your task?

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2. Among all the cities and municipalities in Negros Oriental, what will be your

top1, and why?

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 _________________________________________________________________

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3. As a Sales and Marketing Associate, what would you recommend your

company do to market and promote the place that you answered in number 2?

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REFERENCES:

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