Estrada, Mishaela Christan G.

August 30, 2019

Assignment #1
Historical Development of Tourism
Tourism industry is one of the largest industries worldwide. It has become a growing industry
in recent years. Many countries in the world are blessed with natural beauty while many have
developed infrastructure on their own. In fact many countries are getting major portion of their
revenues from the tourism industry, so it is considerable as a main source of income for those
and it creates income through the consumption of products and services by tourists. It wields
economic importance, with hundreds of millions of travelers around the world each year,
although it has a responsible in environment, it may lead to habitat destruction, waste and
pollution. Global tourism industry came through the stages of time and it has improved for
decades, and it has a massive impact on economy, environment and society.
According to (Holloway, J, C. Humphreys, C and Davidson, R. 2009), tourism is a shape of
pastime performed over a period for enjoyment, and it can define when people move from
place to another place. The World Tourism Organization (1999) defined that tourism is also
collection of activities, services in terms of leisure, including transportation, accommodation,
and others up to a year.
The development history of tourism
In the nineteenth century
Global tourism industry has a large been improving since the nineteen century, when the
earliest travellers were walking or riding domesticated animals. The invention of technology
has provided new modes of transportation and increased individuals’ opportunities to travel.
Because of roads are improved and governments stabilised, interest in travelling rose for
studying, sightseeing and religion purposes. More than 100 years ago the introduction of
turnpike roads, roads on which a tolls were charged, allowed to buses hold up to 14 travellers
for 40 miles distance over 24 hours. For example, a trip from London to Bath was account for
about 72 hours, whereas the 400 miles to Edinburgh took completely 10 days (Holloway, J, C.
Humphreys, C and Davidson, R. 2009).
Between the middle of twentieth and twenty first century
Since the World War II, travellers have grown up and let them to move abroad, despite the
fact that the ability to do that was restricted by political conditions and insufficient funds.
Furthermore, travel business changed due to the advance in airplane technology which led to
grow commercial flight industry (Holloway, J, C. Humphreys, C and Davidson, R.
2009).Modern technology played an important role on transforming people for living, working
and tourism. As a consequence, it gave more spare time, intensified communications and
originated many effective approaches of conveying (WTO. 1999). The influence of computers
and the internet has shown on tourism as customers can now search about holiday
destinations, travel companies comparison and booking online (Holloway, J, C. Humphreys, C
and Davidson, R. 2009).
The economic impact of tourism
According to (Holloway, J, C. Humphreys, C and Davidson, R. 2009), while tourism industry
may cause many economic pros, there are also some advantages for those nations. “Global
tourism is an $8 trillion industry”. This means one of largest important industries in the world is
tourism industry, it therefore has great importance for several countries attempt to obtain a
share of this $8 trillion. 9.9 per cent of global GDP (gross domestic product) was global
tourism industry. Moreover, it was predicted that it would bring about 240 million jobs
worldwide, representing almost 8.5% of total occupations. The world organisation tourism
reported that in January 2007, international tourist arrivals reached to 842 million in 2006,
compared to 553 million in 1994, and they are expected to reach 1.6 billion by 2020, while
receipts was $354 billion in 1994 and it almost doubled by 2006, that means there a
considerable rise just over a period of 10 years for both arrivals and receipts, (WOT.2007).

Early Travel and Tourism During American

By 1915, city touring had marked significant shifts in the way Americans perceived, organized
and moved around in urban environments. Urban tourism became a profitable industry in
1915 as the number of tour agencies, railroad passenger departments, guidebook publishers
and travel writers grew at a fast pace.The expense of pleasure tours meant that only the
minority of Americans between 1850 and 1915 could experience the luxury of tourism. Many
Americans traveled to find work, but few found time for enjoyment of the urban environment.
As transportation networks improved, the length of commuting decreased, and income rose. A
growing number of Americans were able to afford short vacations by 1915. Still, mass tourism
was not possible until after World War II.
During the nineteenth century, tourism of any form had been available only to the upper and
middle classes. This changed during the early twentieth century through the democratization
of travel. In 1895, popular publications printed articles showing the car was cheaper to
operate than the horse.The development of automobiles in the early 1900s included the
introduction of the Ford Model in 1908. In 1900, 8,000 cars were registered in the US, which
increased to 619,000 by 1911.By the time of the Model T's introduction in 1908, there were 44
US households per car. Early cars were a luxury for the wealthy, but after Ford began to
dramatically drop prices after 1913, more were able to afford one.
The development of hotels with leisure complexes had become a popular development during
the 1930s in the United States. The range of "club" type holidays available appealed to a
broad segment of the holiday market. As more families traveled independently by car, hotels
failed to cater to their needs. Kemmons Wilson opened the first motel as a new form of
accommodation in Memphis, Tennessee in 1952 .
Although thousands of tourists visited Florida during the early 1900s, it was not until after
World War II that the tourist industry quickly became Florida's largest source of income.
Florida's white sandy beaches, warm winter temperatures and wide range of activities such as
swimming, fishing, boating and hiking all attracted tourists to the state. During the 1930s,
architects designed Art Deco style buildings in Miami Beach. Visitors are still attracted to the
Art Deco district of Miami. Theme parks were soon built across Florida. One of the largest
resorts in the world, Walt Disney World Resort, was opened near Orlando, Florida in 1971. In
its first year, the 28,000-acre (110 km2) park added $14 billion to Orlando's economy.
“Roman”
Roman roads were extensive, largely to facilitate the transportation of the military. They
suffered from lack of maintenance, at least during the Roman Republic due to the fact that
more visible projects (new city-centric construction, such as aqueducts, and arena games)
took precedence. The roads were built with few resources, and had to be built to function in a
variety of geographical and seasonal conditions. As Roman roads radiated away from towns,
they became less elaborate, and were sometimes paved with gravel, or markers were used to
illustrate the proper path. This lack of attention to detail is contrasted with the uniform stone
highways that generally existed near major urban centers, typically built by soldiers overseen
by army engineers. Romans tended to build their roads without curves as often as possible.
The danger of violence was much less pronounced on Roman roads, due to the strong
central military that did not attend the limited Greek highway network.
Due to the difficulty and stress of travel by land, few civilians chose to conduct long-distance
travel or trade over Rome's roads. Instead, tax collectors, couriers, soldiers and other
government officials would have been the primary users of the highway network

Roman Maps

Like the Greeks, the Romans did not possess the materials or technology to produce useful
maps. Several examples of what may have been Roman maps have been introduced through
archaeology, although both their validity as maps and even their authenticity have been
debated. Romans used itineraria in warfare, to guide government postal workers, and for
civilian travel. Those that contained illustrations to underscore the text would not have been to
scale, and would have born more similarity to transit maps than contemporary to-scale maps.
Although not used for travel, there is evidence of maps created after surveys by the Roman
government, in a process known as centuriation in which the land was reduced to grids for
cultivation.

Roman hospitality and lodgings

Roman hospitality mores were less formalized than in Greek civilization, although it was
informed by both xenia and the concept of, essentially a Romanized version of the earlier
term. Rome and Roman cities had systems of inns within their walls, individually known as
hospitium or deversorium. These were available to all, and offered services ranging from
simple access to a place to sleep to restaurants and stables. Cheaper alternatives, known as
caupona, catered to sailors and soldiers, and offered alcohol in a less formal restaurant
setting, as well as prostitution. Generally, lining the roads outside major cities were other inns,
known as stabulum, which appealed to travelers.

“Middle Age”
Travel during the middle ages. During the Middle Ages how on earth did people travel. Just
what were there conveyances, how did they travel what did they see and visit, was it safe and
where did they stay? How did the people of the middle ages travel if at all?
During the middle ages, pilgrimages were undertaken for a variety of purposes. Some
individuals traveled to religious sites for the forgiveness of their sins, others to receive a
“divine” cure for their health problems. While religion was the primary purpose for pilgrimage
travel, adventure, learning and merriment were also on the trip venue and agenda.

Several shines or churches shaped a common itinerary. The most popular sites included
Santiago de Compostela in Spain , the famous churches of Paris France, the seat of the
Roman Catholic Church in Rome, and the Holy Land – especially of course Jerusalem. Since
the pilgrim was in search of forgiveness or indulgence (years of forgiveness), proof had to
obtain. This was often provided in the form of a pendant or pin – in essence a kind of “holy
souvenir”.

Travel was by foot or horseback; when possible pilgrims traveled by boat or horse-drawn
coach or coaches. The mass pilgrimages required communities nearby the shrines or along
popular routes to provide accommodations for these spiritual or “medical tourism “, (of its day)
travelers and wayfarers. Some inns catered only to particular nationalities and clienteles;
others varied by location and in terms of resources of the travelers and the traveler’s groups
and groupings. Very popular sites had an array of inns and hostels to accommodate weary
travelers in search of salvation or specialized medical care for those in desperation of medical
and health care – not available in their local areas and locales. No doubt in addition earthly
pleasures and curiosities were provided by the “service and hospitality “industries.

Lastly people traveled in groups to guard against robbers and muggers on the roads, and as
for and in addition for comfort and merriment. For example in the “Canterbury Tales” Chaucer
captures the atmosphere of a merry, unique band of travelers on their way and enroute to
Canterbury in the British Isles – specifically England. It can be said that although all types of
people made pilgrimages, that this specific journey and most trips of this time period – that is
the “Middle Ages” were by the far the most pleasant for those of means.

“Rennissance WWR2”
Following the end of Worl War II former battlefields created new war tourist destinations.
Saipan, as well as other battlefields of the Pacific, became a place of pilgrimage for Japanese
veterans who reburied and erected monuments to their fallen comrades.

Recent Developmnt of Tourism

Tourism is becoming of increasing importance for economic growth and has led to wide
research advances in several areas of the industry. The economic importance of tourism has
caused governments and industry to engage in aggressive and intense promotional activities
in order to develop and increase the dynamics and quality of the sector. It is also important
that tourism be compatible with sustainable regional development and considers issues that
involve information society. The purpose of this conference is to provide a forum for the
discussion and dissemination of research findings in tourism research for researchers, PhD
candidates, policy makers and practitioners from all areas of the field. The conference looks
to provide both scholars and practitioners with an opportunity to engage in a series of
sessions that reflect the breadth of new developments and current issues in tourism research
and to foster inter-disciplinary discussion and networking.
Importance of Tourism Planning
– the importance is to dertermine the future plans of the business,destination and any
tourism establishment as well as to conserve the resoureces that are valuable in tourism.
Its always important to plan for tourism so that things are in order and everything will be
organized. This will ensure that you can do everything in order for the tourism to be
successful and fruitful.
– Tourism development refers to the growth and maintenance of the tourism industry in a
given locality. And, of course, tourism planning is a very important part of this.
On a basic level, tourism development can be defined as creating strategies and plans to
increase/develop/encourage tourism for a destination. The fundamental reason behind
planning and implementing strategies for developing the tourism sector is primarily to make
money and to subsequently increase the GDP of a country.

5 Dimensions of service quality based on servqual principle

No. of Items in
Dimension Definition
Questionnaire
The ability to perform the promised service
Reliability 5
dependably and accurately
The knowledge and courtesy of employees and their
Assurance 4
ability to convey trust and confidence
The appearance of physical facilities, equipment,
Tangibles 4
personnel and communication materials
The provision of caring, individualized attention to
Empathy 5
customer
Responsivene The willingness to help customers and to provide
4
ss prompt service
The instrument which was developed over a five-year period; was tested, pre-tested and
refined before appearing in its final form. The instrument's developers, Parasuman, Ziethaml
and Berry, claim that it is a highly reliable and valid instrument. Certainly, it has been widely
used and adapted in service quality research for numerous industries and various geographic
regions. In application, many researchers are forced to make minor modifications to the
instrument as necessary for context-specific applications. Some researchers label their
revised instruments with innovative titles such as EDUQUAL (educational context),
HEALTHQUAL (hospital context) and ARTSQUAL (art museum).

Examples of matched pairs of items in the SERVQUAL questionnaire

Dimension Sample expectations item Sample perceptions item
Reliability When excellent telephone companies XYZ company provides its
 promise to do something by a certain
services at the promised time
time, they do so
The behaviour of employees in
The behaviour of employees in excellent
Assurance the XYZ bank instils confidence in
banks will instill confidence in customers
you.
Excellent telephone companies will have XYZ company has modern
Tangibles
modern looking equipment looking equipment
Excellent banks will have operating hours XYZ bank has convenient
Empathy
convenient to customers operating hours
Employees of excellent telephone
Responsivene XYZ employees are never too
companies will never be too busy to help
ss busy to help you
a customer
The SERVQUAL questionnaire has been described as "the most popular standardized
questionnaire to measure service quality." It is widely used by service firms, most often in
conjunction with other measures of service quality and customer satisfaction. The
SERVQUAL instrument was developed as part of a broader conceptualisation of how
customers understand service quality. This conceptualisation is known as the model of
service quality or more popularly as the gaps model.

The model of service quality

The model of service quality, popularly known as the gaps model was developed by a group
of American authors, A. Parasuraman, Valarie A. Zeithaml and Len Berry, in a systematic
research program carried out between 1983 and 1988. The model identifies the principal
dimensions (or components) of service quality; proposes a scale for measuring service quality
(SERVQUAL) and suggests possible causes of service quality problems. The model's
developers originally identified ten dimensions of service quality, but after testing and
retesting, some of the dimensions were found to be autocorrelated and the total number of
dimensions was reduced to five, namely - reliability, assurance, tangibles, empathy and
responsiveness. These five dimensions are thought to represent the dimensions of service
quality across a range of industries and settings. Among students of marketing, the
mnemonic, RATER, an acronym formed from the first letter of each of the five dimensions is
often used as an aid to recall.

A simplified model of service quality

Businesses use the SERVQUAL instrument (i.e. questionnaire) to measure potential service
quality problems and the model of service quality to help diagnose possible causes of the
problem. The model of service quality is built on the expectancy-confirmation paradigm which
suggests that consumers perceive quality in terms of their perceptions of how well a given
service delivery meets their expectations of that delivery. Thus, service quality can be
conceptualised as a simple equation:
SQ = P- E
where;

SQ is service quality
Pis the individual's perceptions of given service delivery
E is the individual's expectations of a given service delivery

When customer expectations are greater than their perceptions of received delivery, service
quality is deemed low. When perceptions exceed expectations then service quality is high.
The model of service quality identifies five gaps that may cause customers to experience poor
service quality. In this model, gap 5 is the service quality gap and is the only gap that can be
directly measured. In other words, the SERVQUAL instrument was specifically designed to
capture gap 5. In contrast, Gaps 1-4 cannot be measured, but have diagnostic value.