2. ⦁ Refers to the activities within
and around the organization
that relates to its competitive
position (Porter 1985).
⦁ It is the story of a product
from creation to consumption.
3. ⦁ Entails the examination of each sub-system
or organization represented by each box as
shown to understand how the business can
improve its operations, competitive
advantage and profitability.
Tourists/suppliers intermediary Tourists/consumers
4. ⦁ This can be done by
establishing a credit line and
priority in booking, which
hotels usually provide to
good clients
5. ⦁ Also called tourism “principals”
⦁ Include hotels, restaurants,
museums, shops and transport
companies.
6. ⦁ Promote the tourist destinations and link
the consumers to the suppliers by
providing means to convert inquiries to
actual bookings, such as tour operators (
usually sells wholesale or in bulk and
based in the destination) and travel
agencies (usually sells retail, or where
you can buy a tour arrangements for one
person).
8. ⦁ The tour operator puts together a
package that includes hotel
accommodation, transportation and city
tour
⦁ Sells it directly to a group of tourists or
through a travel agency
⦁ The tourists get the experience it
through the services provided by the
driver, the hotel staff and the tour guide
9. ⦁ The linkages in tourism go not only
forward but backwards as well.
⦁ Backward linkage refer to the supply
chain in tourism.
⦁ Tourism is not just a single industry
but a mix of interrelated sectors
that range from hotels and airlines
down the line of food production
and other allied services (Edgell et
al. 2008)
10. ⦁ For instance, with tourism,
vegetable farmers and
fishermen will have more
buyers.
⦁ Other products and services will
have to be sourced too, either
through local or foreign
suppliers.
11. ⦁ Tourists need transportation
⦁ Can be land, water or air
⦁ Follows a route: rail tracks, road system, air
tracks or sea routes.
⦁ Some are charted and tailored to fit the tour
schedule, while some follow a fixed schedule of
arrivals and departures.
⦁ Schedule trips converge at some points called
terminals, stations, interchanges or hubs, where
tourist takes a connecting flight or another
mode of transportation.
12.
13. ⦁ Important for regulatory agencies like
the DOT to maintain certain
standards, such as through
accreditation
⦁ Accreditation is certification issued by
an authority to recognize tourism
workers and establishments that meet
minimum requirements for guest
safety and convenience.
16. •MULTILATERAL AGENCY WITH IVER 150 MEMBER COUNTRIES
ADVANCING “RESPONSIBLE, SUSTAINABLE AND UNIVERSALLY
ACCESSIBLE TOURISM”
•UNITEED NATIONAS WORLD TOURISM ORGANIZATION
UNWTO
•INTERNATIONAL AIR TRANSPORT ASSOCIATION
•TRADE ASSOCIATION THAT HELPS CRAFT AVIATION POLICIES
CONCERNING CRITICAL INDUSTRY ISSUES SUCH AS AIPORT SLOTS,
FUEL, ENVIROMENTAL POLICIES, TAXATION, LIBERALLIZATION,
INFRASTRUCTURE, UNRULY PASSENGERS, ETC.
IATA
•WORLD FEDERATION OF TOURIST GUIDE ASSOCIATIONS
•Professional organization that seeks to uplift the training standards,
ethics, equality and reputation of the tour guiding profession and
encourages exchange among the various tourist guide associations
in the world.
WFTGA
17. ⦁As the progress of a
person throughout
his/her life, mostly
work related. (
Merriam-webster)
18. ⦁It also involves learning
and other experiences
that contribute to
molding that person
into who he/she is.
19. Types of Company Frontline Back of the house
Bus company Driver; bus conductors Mechanics
Airline Flight attendants;
ground attendants
Pilots; mechanics
Hotel/Cruise line Front desk staff;
concierge staff
Housekeeping staff;
engineering staff
Restaurant Waiters; receptionists Chefs; kitchen helpers
Travel agency Reservation agents; tour
guides
Auditors
Government Tourism information
officer
Tourism planner
20. ⦁ Front line staff interacts directly
with the tourists
◦ Example: waiters, flight attendants and
front desk staff
Support staff work at the “Back of the
House”, tourists do not interact with
them directly but they also contribute a
lot in the delivery of the tourism
product
21. ⦁ There are also management position
available at each company in various
departments.
⦁ Example: dining supervisor and head
chef for restaurant; general manager,
front desk manager, and
housekeeping supervisor for hotels.
⦁ Training and considerable work
experiences are needed to join the
management team, as it is in other
industries
22. ⦁ Entry-level staff can aspire
to become part of the
management team as well
through hard work and
perseverance
23. ⦁ One can also become a tourism
entrepreneur, by putting up a
hotel, restaurant, souvenir
shops, art gallery, bus/taxi
company, travel agency, etc.
⦁ Likewise, one can become a
famous freelance tour guide
and be his/her own boss.
25. ⦁ Process of communication
involves a source that uses a
channel to deliver a message to
the receiver and this message
produces an effect and
feedback (Black&Bryant 1992 &
Ongkiko 2006)
27. ⦁ The elements of communication:
◦ Sources
◦ Message
◦ Channel
◦ Receiver
◦ Effect
Other elements include noise and
barrier, that affects the reception of the
message.
29. ⦁ Typical tourism scenario, the source is
tour guide, the message is the
commentary, the channel can be
microphone, receiver is tourist and
effect is the tourist’s reaction and
appreciation. Feedback is also relayed by
the tourist to the tour guide in the form
of formal evaluation of the tour guide’s
performance through feedback forms,
suggestions on how to improve the tour
guide’s performance, tips or gratuities
and repeat visits.
30. ⦁ Prevent message from
reaching the receiver and
creating desired effect.
⦁ Classified as : physical
barriers and socio-
psychological barriers
31. ⦁ Include channel and
environmental factors.
⦁ Channels ex: microphones,
telephones and radios
⦁ Environmental factors ex:
potential disruptions around the
source and receiver such as noise,
brightness and temperature.
32. ⦁For instance, if the
place is too hot or
bright or if the vendors
around are too noisy,
tourists may not be
able to understand the
tour guide well.
33. ⦁ Include differences in
pronunciation, meanings,
emotional blocks like
stress and communicators
role and stature within a
group.
34. ⦁ Tour guides should not perceive
communication barriers as
problems but as “CHALLENGES”
that can be surmounted.
⦁ In facing these challenges, tour
guides will learn about other
cultures and improve their
service in the process.
35. ⦁ Tour guides relate with the
people around them to
inform, to clarify, to promote,
to build relationships and to
evaluate the service they
provide.
36. ⦁ Tour guide’s duty is to inform
the guests of the tour schedule:
where the tour group is going
and at what time, what to wear
or bring and what to expect.
⦁ Informs the guest about the
tourist spots and places of
interest, their history and
significance.
37. ⦁ Tourists come from different
cultural backgrounds and as
such meanings, symbols and
pronunciations may differ and
affect communication
⦁ As tour guide, part of his/her
role is to break those barriers
and promote understanding
through clarification
38. ⦁ Paraphrasing and repetition
are some of the means to
ensure that the message is
understood.
⦁ A bridge remark can also be
used to encourage
response. Questions on
preference are examples of
a bridge remark, such as
“Do you like ?”
39. ⦁ Tour guide does not only
represent oneself but the
company and the country as well.
⦁ Promotion is necessary to
improve the guests perspective
and help them plan their next
visit and in the process help
spread the benefits of tourism as
well.
40. ⦁ As T.G. you will not only
interact with your guests.
⦁ It is also your duty to liaise
with tourism suppliers,
including your colleagues
in the travel trade.
41. ⦁ Effective communication
helps build lasting
interpersonal
relationships with
customers, colleagues
and suppliers; this is
important to sustain
tourism activities.
43. ⦁ There are several ways to
get feedback.
⦁ Aside from filling out
feedback for, responses
may also be gathered
simply by asking questions
about guests interests and
whether their expectations
are met during and after
the tour.
44.
45. ⦁ Ariel, the little
mermaid, wanted
to talk to the
human prince.
Ursula is giving her
the chance to do so
by giving Ariel a
pair of feet but
Ursula is going to
take Ariel’s voice in
exchange! How can
Ariel communicate
then?
⦁ Ariel: But
without my
voice, how
can I..
46. ⦁ Ursula: You’ll
have your
looks, your
pretty face.
And Don’t
underestimate
the
importance of
body
language, ha!
47. ⦁ Two forms of communication:
Verbal and non-verbal
communication.
⦁ Words are used in verbal
communication
⦁ Body language and attitude are
used in non-verbal
communication
48. ⦁ Using voice, face to face,
to deliver a tour guide’s
service can be a mixture
of verbal and non-verbal
communication.
49. ⦁ 1. Volume – loudness or
softness of the sound
⦁ 2. Speed – pace or tempo of
delivery
⦁ 3. Articulation – Accent or
pronunciation
⦁ 4.Tone – quality of voice
50. ⦁ When tour guide speak, they
apply these two forms of
communication.
⦁ They use voice to provide
information and convey meanings
through spoken words
⦁ They use their appearance and
attitude to lead the group, serve
as model and exude
appropriateness.
51. ⦁ Smile
⦁ Facial expressions that
shows a person’s mood
like surprise, puzzlement
or impatience
⦁ Hand gestures.
53. 53
How do you conduct yourself on the pho
TODAY ??????
Polite Professional Efficient
Knowledgeable Confident
Do you offer the BEST CUSTOMER
SE
C
R
aV
nIy
C
o
E
u
answer YES to all of the above
for EVERY CALL?
54. 54
Communication : The Flow
Sender Receiver
Message
Feedback
Channel
Perception
Delivery
Formulating
Response
Understanding
57. 57
Golden Rules
Not on 1st ring, not after 3rd ring.
When you answer on 1st ring, the guest won't
be ready to listen you.
When you answer after 4th rings, it's too long.
(more than 10 seconds)
•Rule #1: Answer the phone
within 3 rings.
58. ⦁ Rule #2: Your body posture should
be straightly standing or if sitting,
sit on your hip and chest up.
58
Leaning the counter or
something, makes you feel
bore. It will definitely effect
your voice.
Use gestures if it helps you.
No-one can see you.
59. ⦁ Rule #3: Always identify
yourself
5
9
The caller must know
whether his call reaches
to correct destination or
not.
60. 6
0
⦁Rule #4: Explain and get
permission from the caller
when you have to put on hold.
Explain him the reason and check
whether he wishes to be on hold.
And keep informing him on every 30
seconds so that he doesn't think that
his call has been forgotten.
61. ⦁Rule #5: Get permission
before you transfer and
make sure that call is
answered.
61
Operator - After transferred the
call and if nobody answer, make
sure to pick it up and offer
assistance. Others - Do not release
until the other side answer it.
62. ⦁Rule #6: Let the caller feel your
sweet smiling voice.
62
Telephoning is the communication without seeing the
faces, so your sweet and courteous voice could create your
good image.
You really can ‘hear’ a smile over the phone. A smile
actually relaxes the throat muscles and your voice sounds
warmer.
63. ⦁Rule #7: Whenever you are
engaged and have to answer a
call, please excuse first to the
person you are dealing.
63
It's rude to pick up a call when you are engaged with a
guest at counter or on the line without getting permission
from him.
64. ⦁Rule #8: Always use the
caller's name
64
It's nicer for the caller if you remember his name and use
it. (Recognizing)
65. ⦁Rule #9: Always hang up only
after the caller did.
The caller might have any more to say.
Listen until to the end.
A few second will not make you delay,
but it will destroy all your effort with
the call if you do not want to wait for it.
65
66. ⦁ Rule #10: Final rule. Always use the
magic words.
Magic words such as Thank you for calling, Please, May I, etc are
really worthy for you if you use it.
Never ever use slang, yap, yeah, nop, OK, Sure!
Do Not Use Industry Words
With Customers
66
67. 67
There are some words that
do not sound good
►CAN’T / CANNOT - negative word, don’t tell the guest
what you can’t do, tell them what you CAN do
►CHEAP - indicates poor quality. Try to use “good value”
►NO PROBLEM – “Did I say there was a problem”??? Not
professional, try “You’re Welcome” , “My Pleasure” or “Your
►
Welcome”
JUST - JUST for one night, JUST for one person
►Yep / Yeh / Yup / Arhha / Uhmm / – Unprofessional. You
are in fact replacing the word “YES” with slang.
68. Professional Telephone Etiquette:
A: During Call:
•People easily become friendly and feel happy if you call him
by his name. So, first ensure how should you address him and
then call him by his name.
•While talking for quite a long time shows your caller that you
are eagerly listening to him. So sometimes making noises like
“hmm”, “yes”, “ok”, “I understand” can make the conversation
spontaneous. Otherwise in middle of a long discussing if you
keep silent for the whole time your caller may be confused
whether you are listing or whether you are still on line or not.
So, don’t make your caller confused.
69. •Receiving call demands deep attention. If you talking over telephone
and at the same time doing other business then you cannot concentrate
on anything.
So, if you really have to finish another job then it is better to hold the
caller or tell him that you will call him after a certain period of time.
• Make your tone as friendly as possible. Try to smile while talking,
the way you talk reflects in your tone.
•Don’t neglect any call. Take it as a business opportunity for your
organization.
• If you or the caller cannot listen to other then offer him to call back.
Professional Telephone Etiquette:
70. BP:r
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•Don’t say, you don’t, whether the person is whom the
caller’s looking for. Tell him that you will call him back
after locating him.
•If you can’t find that person then offer the caller to
receive any message on behalf of that person.
•If you know when the person will be available then
suggest the caller to call him.
•Don’t share any personal contact address as long
you are not sure enough about the caller.
71. Widely Used Phrases:
Now we will learn some most common widely used phrases and
expressions used while handling calls:
1.Sometimes by hearing the tone you may not identify whether
you caller is male or female. It is better to ask “How should I
address you?” or “May I have your name please?”
2.If you need to transfer any call then say “Please allow me to
transfer your call to Mr. X. Could you please hold down for a
minute?” After that if the caller allows you and says Yes or Ok then
transfer the call.
3.If you found the extension is not reachable or dead then say
“Thanks for holding. But I am afraid Mr. Y is not available. Would
you like to leave a message for him or call back later?”
72. Widely Used Phrases:
4. If you found the extension is busy then say
“Thanks for holding. Mr. Y is busy and still on line.
Would you like to leave a message for him or call
back later?”
5.While finishing a conversation say “Thank you
Mr. X for calling. Have a nice day.”
6.Some common phrases are: “May I have your
name please”, “May I have your contact number
please”, “Mr. X please let me repeat the
message…..Is that all right?”, “Mr. X could you
please hold down for a minute?”
73. Bad Practices
Just start a conversation with only “Hello” or
“Department Name” or “Hotel’s Name”
Avoid taking responsibility in the way like “I am not
working in HR department”.
Requesting to hold down as because you don’t find you
pen or pad
Being silent while talking for a long time.
Use plain language .
Taking wrong or incomplete message
Don’t take follow up
Give personal information about guest
Good Practices
Start with greeting and then follow the procedure we
discussed at the beginning.
If you are not the person whom caller need then
transfer to the appropriate person.
You should always keep your Pen, pad or
pencil.
Must make some noises like “Hmm”, “Ok”, “Yes”, “I
Understand” etc.
Use some Magic words like “Certainly”, “You are right”,
“I do understand”, “Thank you” etc
Pay deep attention while talking message
and then repeat and be sure you have taken
proper message.
While transferring any call or message be
careful to take follow ups.
You can’t share guest information or room
number to any unknown person. You
should only transfer a call or take message
on behalf of him
Good & Bad Practices:
