The_Need_for_Protocol_and_Etiquette_Know.pdf

5th International Conference on Business, Economics and Management, Yasar University, Izmir
Turkey
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THE NEED FOR PROTOCOL AND ETIQUETTE KNOWLEDGE IN MARKETING OF SERVICES: A
CLOSER LOOK AT INTERPERSONAL COMMUNICATION
Research Assistant Dr. Zafer ÖTER
Dokuz Eylül University, Business Faculty, Department of Tourism Management.
Kaynaklar Yerleskesi, 35160, Buca-Izmir, TURKEY.
Phone: +902324128231
E-mail: oter@hotmail.com
Research Assistant Onur İÇÖZ
Yasar Universitesi, Faculty of Ecomomics and Administrative Sciences
Department of Tourism and Hotel Management
Selcuk Yasar Kampus, Universite cd. No:35, Bornova, İzmir
Phone: +902324115000
E-mail: onur.icoz@yasar.edu.tr
─ ABSTRACT ─
Service industries operate in labor-intensive atmospheres most of the times. Close human relations require high
levels of communication quality especially among the contact personnel. Protocol and etiquette knowledge can
develop positively many business communications if understood and implemented properly by employees. In a
service enterprise; two basic groups contacted by an employee are the clients and other employees of the
enterprise. Interpersonal contacts are part of the sales process. Quality of the contact with client has direct impact
on the result. Therefore, employees of service enterprises should be firstly prepared for these contacts. Secondly,
the interaction between the clients and employees should be carefully planned and managed by the employees.
Thirdly, employees should know how to conclude their contacts with the clients. The inter-employee contact
quality is also important for the overall image of the enterprise.
In this qualitative study, the reasons protocol and etiquette knowledge can play critical role in the success of
marketing efforts are discussed. The data used in the study are received from secondary sources for an
interpretation based on the literature. The study is concentrated on tourism as a service industry. The main goal of
the study is to produce practical recommendations for real business situations. The basic principles of protocol
and etiquette regarding service industries have been outlined to conclude with suggestions for practitioners,
scholars, and employees of service industries.
Key words: Protocol, Business Etiquette, Service Industry, Interpersonal Communication
JEL Classification: J24

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1. INTRODUCTION
Etiquette and protocol rules have been important in business and commerce. This importance is even
greater for international, multicultural enterprises operating in service industries. Face-to-face contacts
are still important in business relations despite tremendous developments in technology. Traditions,
usages, good manners concerning business contacts are under threat of extensive technology use in
today’s life. International travels are more frequent than before and this results cross-cultural interaction
more intense than in the past. Sensitivity to international customs and cultures became critical in
business success. In business competition etiquette and protocol can help gain advantage by giving the
best impression to the external sides and by knowing how to make feel comfortable people in social
relations. Tourism enterprises need proper implementation of protocol and etiquette rules because the
nature of service is human focused and cross-cultural. As such Marriott International Hotel Chains
gives protocol and etiquette training to their personnel. Other industries and firms invest also in
protocol training as Procter and Gamble, Cap Gemini, Deloitte and Touche, Ernst and Young, BP
America do (Sabath, 2002: 11-17).
There is a growing interest to business etiquette in Turkey too. Sabanci University has organized a
seminar with this theme in 2008 assuming that business relations of 21st
century require protocol and
etiquette knowledge. Cross-cultural interaction, proper image development, need for a respectful work
atmosphere, good manners applied to business conditions were some of the motivations for organizers
(Uniaktivite, 2009). Official visits of Turkish statesmen are attracting more attention than before
(Barlas, 2007).
Civilities in business communication are as important as in social communications. A simple example
is the exchange of a few words before getting into hard debates which can positively impact the
business talk. Politeness, good manners, courtesy or etiquettes require exchanging views through
questions asked in a respectful way. Choosing the correct moment and place for an informal
conversation help ease the business negotiations. It is better to go in detail after warming up with light
topics. However, religion, politics and some very personal matters can endanger the communication.
Culture changes the content of good manners slightly. For example; Anglo-Saxons like to talk about
their experiences and feelings but if only they are questioned on the related topic (Dean, 2009: 100).
This paper aims to draw attention to the need of protocol and business etiquette knowledge in tourism
industry. Specifically, the importance of protocol and business etiquette rules is assessed for marketing
related human resources such as sales force. Interaction with other employees and clients is an
important process. Quality of interpersonal communication in tourism services can increase sales
volume and productivity. Another aim of the paper is to underline the need of integrating protocol and
etiquette rules in vocational education in tourism industry.
In this paper, firstly; the importance of professional communication will be discussed. In this section
communicational aspects of service marketing and employees in service industries will be underlined.
Secondly, protocol and etiquette rules will be discussed regarding tourism industry. Finally,
interpersonal communication and 3 phase sales process will be analyzed with the role of protocol and
etiquette rules.

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2. IMPORTANCE OF COMMUNICATION IN BUSINESS
2.1. General Characteristics and Typologies of Business Communication
Business relations are heavily based on communication and communication is one of the factors that
influence how well an organization performs (Harshman and Harshman, 1999). According to Donald
White (1982) communication is one of the vital processes that give an organization life. Jay Hall (1980)
indicates that communication is a significant factor in the operation of the enterprise. Professional
business communication, on the other hand, is becoming increasingly intercultural, virtual, and change
focused in the face of workforce diversity and the globalized business arena. These forces of change
have emphasized the need for successful exchange of professional and business communication across
cultural boundaries (Zaidman and Holmes, 2009).
In today’s globalizing business world, communication is especially important for whom who will look
for business opportunities at international firms. For example the Boeing Company has customers 145
countries, employees in 60 countries, operations in 26 states, while GE Aircraft Company with 34 000
employee in 86 countries (Musielak , 2009). Service industry, mostly tourism and hospitality services
today are accepted as international business area because of their multi national guests. Therefore,
members of services sector should know how to behave to international clients and customers.
On the other hand, there are many different traditions, rules, habits, customs and attitudes for the
following encounters and business situations in different countries and/or communities in today’s
business interaction environment (Musielak, 2009), therefore cultural awareness is getting more
important than ever before;
 Greetings and introductions
- Forms of address
- Use of Business Cards (In Japan business cards are extremely important)
 Meetings and appointments
- Business Lunch or Business Dinner
 Negotiating and getting job done
 Entertainment and gift giving
 E-mail, telephone, letters and memorandum styles of communication.
Service experiences are systematically different from those with products, partly because services are
more heterogeneous (Parasuraman, Zeithaml, and Berry, 1985). For many mass-produced goods,
consumers can infer from experience with one article of merchandise that others of the same make and
model will be similar because of the lack of heterogeneity (Volkes and Patrick, 2003). In service
industries generally a labor-intensive production style dominates in the enterprises. For instance
hospitality enterprises in tourism industry needs a high number of employees to increase the quality of
service provided. This labor-intensive production basically takes place in two spaces; front of the house
and back of the house (Ninemeier and Perdue, 2005: 153). Employees who work at the front of the
house are exposed to customer contacts. The communication qualities of these employees play a critical
role in the success of the business. A good communication means more sales, higher productivity, less
complaints, quick solutions of the problems, higher performances and growth in business (profit and
market share).
The communication has several aspects in business life. Written communication and oral
communication are two main axes of business life. But there are other dimensions to be taken into
consideration. For example; non-verbal aspects of the communication known as body language,

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management of the information, organization of documents, effective recording, filing, archiving,
database creation, data visualization, analysis of data for decision makers are some of the relevant
topics related with business communication (Amouroux and Paravy, 2006: 3-5).
Communication takes place in a relational atmosphere where several factors influence the quality.
These factors are (Amouroux and Paravy, 2006: 9);
Status of the people involved in communication
Roles of the people in the communication process
References on which the communication is developed
Environment: physical frame limiting the communication
Group or system belongingness where individuals feel themselves close to (values, beliefs,
social class…)
Language style used; correct, familiar, careful.
Communication is about transmission of messages between people and this bilateral process may
become difficult sometimes because of the communication barriers. Numerous barriers (noise,
intervention, broken links…) can worsen the process. In general problems arise from four sources;
communicating people, environment, quality of message, transmission channel. People who
communicate may have different characteristics. The education level, cultural background, belief
systems and values, personality, lifestyles, physical traits (hearing, voice level etc.), the ability to
formulate clear messages, watching the feedback carefully, and respecting the person ahead are some
examples related to the personal qualities of the communicators.
A good communication is possible if following principles are respected (Amouroux and Paravy, 2006:
10);
Using the correct vocabulary, correct words at correct time and place with correct people
Understand the atmosphere of the communication and the needs of the group or person with
whom communication is started, balance the perception level with listeners
Create a comfortable, good ambiance which eases listening and understanding
Empathy; to look at the scene from the eyes of the listener(s)
perfectly use visual elements as supporting elements for communication
ensure if you are correctly understood by asking and listening feedbacks
Not hesitating to ask for clarification, explanation when something is not understood,
reformulating the message to assure that it is understood truly.
2.2. The Role of Communication in Marketing of Services
Services are produced and sold in the same time and place as an interaction between employees and
clients. The perishable nature of services therefore requires effective management of communication
between employees and guests. The same service can not be repeated for the guests of a hotel for
example. In service businesses the basic elements related with service quality are; tangibility,
confidence, reaction, assurance, and empathy (Lapert, 2005: 85-86).
Communication quality is critical for complaint handling also. Complaints in service sector are
common and some of them occur because of cultural differences. Service sector clients are harder to

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satisfy. Service enterprises can receive information from different sources such as the following (Detrie,
2007: 4):
complaints of clients after leaving the enterprise
direct communication with clients
questionnaires
discussion groups
reports produced by consumer associations
reports published at different media types
industrial studies and analysis
The consumer has expectations on different factors and these expectations impact his satisfaction level.
One of the factors influencing consumer satisfaction is personnel of the firm. Researches are sometimes
conducted to learn the dissatisfying factors in service sectors. In a hospital the complaints are analyzed
and found that: women complain more than men (62%), mostly medical doctors are criticized (80%)
from the personnel. 75% of complaints are about the quality of communication from the personnel
(attitudes, explanations, attention), 25% of complaints are about the accommodation, physical features
and other human relations. Interestingly majority of complaints in the hospital were on the poor
communication skills of the hospital personnel. 51 % of complaints were about clear information from
the hospitality staff and need of correct explanations and advices (Detrie, 2007: 17).
In tourism enterprises customers from different cultural backgrounds have differentiated response styles
to problems they encounter. According to Yüksel (2004: 19) customers may produce three types of
complaints against the firm in three levels of magnitude.
Raising voice: high level – moderate level – low level
Quitting: high level – moderate level – low level
Damaging: high level – moderate level – low level
Asian cultures valorize indirect communication, less use of verbal communication. Western culture
stimulates open communication with verbal emphasis. The differences in communication styles can
create misunderstandings. Therefore, hospitality managers should be careful about the communication
styles of the guests. Inexistence of complaint in tourism enterprises do not mean that all guests are
satisfied from the service provided.
One of the four Ps of marketing mix in literature is promotion and this element of the marketing mix is
entirely dependent on communication. This is why the promotion element is also called
“communication” or “marketing communication” (Koehl, 2007: 8). Products may become obsolete
objects if not communicated to the consumers. For this reason, product information and brand image
that the firm want to tell to the market need to be communicated effectively. Communication is about
the exchange of information in various forms. Information management is a crucial element of
communication in marketing of services, and for this reason marketing information system and the
communicational aspects are interrelated.
Marketing of services and products may differ regarding pricing, distribution, production, and
promotion methods but there are common points as well. Promotional efforts which are mostly
communication based activities are about sending and receiving messages with or without use of media
coverage. Media use (TV, radio, newspaper, magazine, Internet, mobile gadgets…) are generally mixed
with activities without media (animation, public relations…). Communication efforts try to create and

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maintain relation with the desired consumer group (target) and change the behaviors of them. The
ultimate goal is to sell; but before sales informing (cognitive phase), appreciating (affective phase) and
moving (behavioral phase) are the elements to be provided regarding the products, firms, people, and
goals. According to the public chosen to communicate two basic ways of communication are; mass
communication and relational communication. Media are used extensively for mass communication to
tell about the ads, announcements, promotions, sponsorships, and patronages. Relational
communication targets a smaller and specific group of clients to tell them personalized or specialized
messages such as the direct marketing, Consumer Relationship Marketing (CRM) applications, and
public relations. Relational communication is gaining importance due its wide spread thanks to
advances in information and communication technology. Communication process of marketing services
occur in three principal stages; choice of the message receiver according to marketing strategy and rules
in the firm, developing (shaping, tailoring) the message in accordance with the qualities of the receiver
and principles of the firm, choosing one or several channels of communication where the message will
be sent through (Koehl, 2007: 65-66).
Mass communication and relational communication require intermediaries between the firm personnel
and the clientele, and thus they are not truly human contacts. Besides these two communication styles
there is a need for face-to-face (interpersonal) communication use in marketing efforts.
2.3. Need for Interpersonal Communication Skills in Service Industries
Communication, understanding the client and courtesy are considered as important generic dimensions
of service quality by consumers nearby other dimensions such as security, accessibility, tangibility,
confidence, competence, and reaction (Zeithaml, Parasuraman ve Berry’den aktaran Lapert, 2005: 86-
87). Courtesy dimension is about being polite, respectful and having friendly contact personnel.
Communication dimension concerns thorough listening of clients and informing them timely on service
procedures, understanding the client is a broader term about discovering needs of clients and efforts to
learn an in-depth profile of the client. These three dimensions are heavily related with interpersonal
communication skills and use of protocol/etiquette knowledge.
Professional communications take place in several situations. User/sector professional dimension
explains one of the situations. Here, the enterprise personnel and managers are on one side and clients
are on the other side as participants of the communication process. Number of participants to the
communication is another dimension that result various situations. When communication takes place
between two persons (reception, telephone conversation, personal service at restaurant and bars…) this
is an interpersonal communication. When communication is between one or more persons and a group
this is a group communication such as meetings, presentations, public speeches, lessons in the
classroom… If the number of people included in the communication increase, when communication
participants do not know in person the others, mass communication takes place such as anti-tobacco
propaganda, AIDS awareness campaign… We can classify communication forms according to some
criteria as follows (Barres, 2004: 38):
The mode of transmission: oral, written, visual (in service industry all types are used)
Language used: verbal (written/oral) and nonverbal (all are used in service industries)
Space: direct (in the same place) and distant (frequent use of direct communication in service
industries)
Time: instant (real-time, live) and temporally differentiated (at different time periods) (in
service industries the quality of instant communication is very critical element of success,
because communication is part of the production and service processes)

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Interpersonal communication quality is related with labor quality. Skill building is necessary about
protocol rules in service industry. If employees receive training (on the job or other forms) about
protocol and etiquette they will not only change their working style but also their habits.
Face-to-face contacts are frequent in marketing of tourism products. For instance; tour operators and
travel agencies recruit sales representatives which market the products before and during the service
experience. In hotels and restaurants many services are given in the setting of face-to-face
communication. Waiters, receptionists, bar attendants, pool and beach personnel, recreation and
animation teams and other personnel contact different client typologies. In all service marketing
circumstances verbal and nonverbal aspects of the communication deeply impacts the satisfaction of
clients. Nonverbal communication rules are generally neglected but they are critical. The following
elements of nonverbal communication are to be taken into consideration (Borgne, 2002: 48-49):
Look: creates sincerity and start the contact (eyes must be directed to the face but without
fixing)
Mimics: express visual/facial meanings (smiling, open, and relaxed face is needed)
Gesture: can reinforce verbal communication (calm, coordinated, harmonious movements
consistent with the verbal communication content are needed)
Posture: reflects the readiness, dynamism, availability (correct pose which does not disturb
others)
Appearance: global image of the self and the enterprise (fine clothing adapted to the
marketing area)
In brief; natural smiles, flexible postures, using complete but concise phrases, explain technical
vocabulary in daily languages, active and dynamic image, keeping the harmony between the speech and
body movements facilitate the face-to-face communication of marketing teams.
3. PROTOCOL RULES AND ETIQUETTE IN SERVICE MARKETING: ASSESSMENT FOR
TOURISM
3.1. Definition and classification
Tourism industry is labor intensive and labor carries several layers of meaning in international tourism.
For an international visitor labor is the confrontation with the local culture. Another aspect of labor is
its aesthetic representation. The tourism labor is differentiated from other sectors as “aesthetic labor”.
Therefore tourism labor’s physical appearance, sight, sound, touch, and smell are all important elements
of the interactive service process. This aesthetic value of labor in tourism results a different criteria of
selection; elegance and having good communication skills with a good outlook can be as important as
technical skills or professional training (Aykaç, 2005: 43-44).
Protocol and etiquette are very old concepts. A protocol is simply a set of rules which have to be
followed in the course of some activity (Sharp 2008, 1). Etiquette has connotations with terms such as
civility, politeness, know-how of life, good manners while protocol is basically divided into two areas;
official protocol and diplomatic protocol. Etiquette or good manners are unwritten laws of the society.
In earlier times protocol and etiquette rules were believed to be part of lives of rich people who did not
have to work. But developments in cultural level of societies and lifestyles have increased the number
of people paying attention to these rules. In reality these rules are not fixed as they change gradually
with social and cultural evolution. Customs, traditions, usages, rituals are all subject to change during
the time and some people follow new rules easily while others resist and conserve their habits. In

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modern times societies and cultures are getting closer and new concepts are also becoming part of
business life. For example; public relations (PR) has been originally an American invention regarding
human relations in business and the concept got universalized. Protocol and etiquette rules may be
different in different nations and geographies, but there are many common usages shared in all societies
which can ease human relations including business sphere (Serres, 1967: 5-9).
Civilization of a society and protocol/etiquette rules are closely related. A civilized atmosphere is
understood by (Öter, 2009: 9):
Hygiene, cleanliness and care: body, wearing, space use.
Silence: home, business, vehicles, street
Politeness, saluting, help
Respect to others
Adjusting yourself to the age, time, place, and atmosphere
Desire and effort to seek the good and the beautiful
Protocol - sets of unwritten guidelines or rules for the conduct of business and business dining and
entertaining - is the officially accepted rules about public and state affairs. Etiquette is the socially
desired and accepted rules which facilitate human relations.
Protocol, a dynamic concept, is the combination of good manners and common sense. It is an evolving
science and its improper use can create international conflicts. Etiquette is a mixture of manners and
forms prescribed by custom, usage, or authority. Etiquette is about the correct interpersonal behavior.
Etiquette preserves respect for the rights and dignities of other people. Etiquette represents in fact good
manners. In today’s life many old customs are blended with less restricted ways. Communicating with
others, entertaining, coping with everyday life problems which were once handled by staff are
becoming part of individual daily experiences. The entrance of women in daily activities, representation
of more cultures in international scenes has changed the way services are perceived. Service people
became knowledgeable, and there are certain rules based on old customs which are to be followed in
order to reach the goal of easier, gracious living. Proper etiquette is like that of traffic rules. It is not
artificial, because it produces practical set of rules. When learned these rules can ease life and save
time. Etiquette helps people proceed to important phases of social instruction. Topics related with
protocol are (Shinseki, 2001: i-iii):
visits and introductions
invitation (formal, informal)
official entertaining (formal dinners, seating arrangements, formal reception and receiving lines
…)
ceremonies
order of precedence
forms of address
proper dressing for professional and social functions
Types of protocol can vary. Most common protocol types are; international, diplomatic, state, palace,
political, military, administrative, civilian, jurisdictional, academic, religious, sportive, social. There are
protocol rules specific to offices, flags, vehicles, meetings, ceremonies and celebrations, public
speeches, correspondence, secretary services, visits, guest reception, clothing, invitation and dinners
(Ayturk, 2005: xi-xvi).

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Protocol is present in every culture. It is important that hoteliers know and practice the protocol for
several reasons: to show respect, to avoid embarrassment, to enhance understanding, and to avoid
dealing from a weakened position in negotiating. It is important for following actions (Gee, 1994, 262);
 Greetings
 Gift-Giving
 Business cards
 Names and titles
 Dining concerns
Etiquette plays a major role in the business world today. Like it or not, good manners in the workplace
are often equated with competence in business. To many, sloppy manners equal lack of ability. In the
current competitive global economy, new and seasoned professionals must seize every opportunity to
favorably distinguish themselves and their employer from the competition (Craig 2009).
A sales process has three basic stages of which are closely related with interpersonal communication.
Firstly, the salesperson makes preparations and get ready to meet the customer. Secondly, salesperson
meets with the customer and communicates in order to develop the sales process. Thirdly, salesperson
concludes the sales process by selling or not the product to the customer.
Customer can buy for different reasons. The behavioral aspects of the salesperson have impact on the
customer’s decision as they may be perceived part of the product itself with specialized information
(İçöz, 2005: 61). A salesperson careful about the protocol and etiquette rules can have advantages
because s/he will be perceived as honest, friendly, kind, serving person.
3.2. Protocol and Etiquette Knowledge for Travelers
“In Rome, we must do as Rome does”. This is an old English proverb telling the importance of etiquette
in travel. The traditions about eating, drinking, dressing, introducing, using titles differ in different
parties of the world. Even in close geographies peoples differ in protocol and etiquette. For example in
Europe there are several differences between countries (Gandouin, 2001: 365-366).
Some basic etiquette rules travelers should know (Yıldız, 2004; de Rothschild, 1991: 345-346):
Travelers should respect other people during the travel, and think for the comfort of them
The person sitting next to you does not have to talk as long as you wish
When opening windows in a train or bus first ask the permission of the person nearby
During long travels when you eat something in your seat ask the person nearby if s/he would
like to eat. If they reject do not insist.
Take care of your children during the travel, don’t let them bother people
Don’t forget to tip; many employees are dependent to tips as part of their income.
When you travel with a tour group, listen to the tourist guide during his explanations and be
careful about timing, don’t make other wait for you.
You should give priority to elderly people, disabled and women (especially pregnant or with
children)
During travel you may meet new people but no one has obligation to tell privacy to others.
While traveling with a cruise ship or passenger boat, captain’s invitation should be accepted
unless very serious problems, while dining with captain, guests should wait the captain to leave
the table.

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Dress codes are important during travel. Attention should be paid to the local customs, values,
traditions, in short cultural profile of the places visited.
In group; it is impolite to wear very different, to talk aloud, not complain all the time to others,
don’t miss the vehicle frequently, don’t forget purse etc, don’t create hostility in the group,
A refined person is known by; his voice ton, speaking style, clothing, discrete attitudes,
courtesy, self-control, respect to himself and others.
3.3. Protocol and Etiquette Knowledge for Travel Industry Employees
Protocol and etiquette rules are more important in service industries than other industries. But despite
this reality some enterprises seem to ignore these rules. People who say that these rules are not
necessarily needed are happy to be treated with them. Protocol and etiquette starts with a smile before
all. The first five seconds have critical importance in service contacts, because clients get their first
impressions at this phase and these impressions are long-lasting. For this reason uniforms worn by
service employees reflect the image of the enterprise either positively or negatively (Mısırlı, 2006: 191).
The ideal tourism employee should always keep positive attitude, get pleasure from serving to people.
A good mix of technical and professional knowledge with social skills can increase job satisfaction. In
tourism business, manners and behaviors of the personnel are as important as the function they realize
(Turkish Ministry of Tourism, 1995: 56).
Inter-Employee relations
If employee works in an office he has to receive his colleagues after standing up and with a genuine
enthusiasm. Space use is important. During a face to face conversation the distance with male should
not exceed 40 cm, and with females the distance should be at least 60 cm. Closer distances mean
personal private area and should not be violated. When a group of employees with different ranks walk
together higher ranked ones are in front and mid of the group, but when two employees walk together
ladies, seniors, and higher levels walk at the right side. If an employee receives a visitor in his office
equal or higher to his rank, he should quit the armchair and sit in front of the desk with the visitor.
During visits of higher ranks the subordinates should not receive other visitors, talk with phones or do
other things.
During working period colleagues should pay attention to: correctly using titles of personnel in
hierarchical order, being polite and helpful to female employees without discrimination, respect written
and unwritten codes of the enterprise, carrying elegantly designed card visits of the enterprise, learning
how to talk on telephone with colleagues and how to write them professionally, participating dinners
given for the personnel, exchanging wish cards and other messages during important days of the
calendar such as new year (De Janzé, 1997: 166-172)
Sometimes employees meet and work with international colleagues. During these international
interpersonal contacts some preliminary talks are needed. If the unseen glass is not broken the
communication becomes less fruitful. Topics to talk about may differ geographically or culturally.
Some common topics are weather, comparing places and cities, sports of interest, travel and flights,
tastes about food and beverage in different countries. Starting these conversations is an art and requires
questions with answers other than yes/no (Dean, 2009: 101-109).
Employee-Guest relations

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Proper communication is to be learned by travel industry employees like in other industries.
Entertaining and interacting become critical in new business environments. Personal needs become
more important in commercial contacts. Business socializing does not have to be very expensive, face-
to-face meetings are always important and even during crisis times these should be continued maybe
with a limited budget. Employees represent the manager, the owner and the firm in general so their
attitudes and styles of communication have profound impacts on business performance. Words, actions,
and appearance got more important in a changing business environment where professional
communication scenes are becoming internationalized more than before (Klein, 2009).
Service personnel should take into consideration the following rules of etiquette (Öter, 2009: 32):
never using imperative speaking style while talking to the client
being careful about bothering the clients
not be reflecting personal and private problems of the employees to the clients
staying alert to the client needs, not ignoring them, not staying indifferent to their needs
creating eye contact with the client with a friendly smile
not touching with hands to the food, drink, or medicines served
not staring, gazing long time at clients, not talking with satire and other verbal harassment
A crucial topic for tourism personnel is handling complaints and dealing with very angry or frustrated
clients. In these situations the following rules are recommended:
To cool down the service process carefully to gain time for solutions
Breathing deeply to get maximum amount of oxygen
Asking open ended questions to let them express their feelings freely (not yes/no questions)
Staying patient, silent but helpful and in action
Insisting is not advised against these types of clients
Collective intelligence is sought, not the solution of one side but a cooperative solution process
is required
Approving clients during their speeches helps a lot to decrease the tension
Win/win method is to be implemented by the employee
In the most of services businesses, the employee - customer contact view draws a distinction between
work done in the front office and work done in the back office. In the front office, the following three-
way interaction among the primary elements of a work system can be seen:
Customer Technology
Employee
In the back office, a two-way interaction system works:
Technology Employee/Worker
From a work design standpoint, task uncertainty in the front office is greater than in the back office
since in the former there is only one sentient component-the employee, while in the latter there are two-
the worker and the customer. Such task uncertainty, in turn, suggests that skills required on the part of

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the worker are substantially different in high-and low-contact work and that it makes sense therefore to
consider contact as a major contingency variable in the design of jobs (Chase and Tansik, 1983).
Good communication is the foundation of successful relationships, both personally and professionally.
But we communicate with much more than words. In fact, research shows that the majority of our
communication is nonverbal. Non-verbal communication, or body language, includes our facial
expressions, gestures, eye contact, posture, and even the tone of our voice.
The ability to understand and use non-verbal communication is a powerful tool that will help service
personnel to connect with others, express what they really mean, navigate challenging situations, and
build better relationships at work. Nonverbal communication, or body language, is a vital form of
communication. When we interact with others, we continuously give and receive countless wordless
signals. The gestures we make, they way we sit, how fast or how loud we talk, how close we stand, how
much eye contact we make–all of these non-verbal behaviors send a strong message.
Nonverbal communication cues can play five roles:
 Repetition: they can repeat the message the person is making verbally
 Contradiction: they can contradict a message the individual is trying to convey
 Substitution: they can substitute for a verbal message. For example, a person's eyes can often
convey a far more vivid message than words and often do
 Complementing: they may add to or complement a verbal message. A boss who pats a person
on the back in addition to giving praise can increase the impact of the message
 Accenting: they may accent or underline a verbal message. Pounding the table, for example, can
underline a message.
4. REFINING INTERPERSONAL COMMUNICATION AMONG TOURISM EMPLOYEES:
USE OF PROTOCOL RULES AND ETIQUETTE KNOWLEDGE DURING SALES
4.1. Getting Prepared for Sales Communication
Before contacting a client, employees should be informed about the profile of client(s). If employees
have no information about the clients (tastes, preferences, payment schemes, private and exclusive
advantages) there would be misunderstanding and loss of time during service. A sales process is not
simply signing of a contract by the client; rather it is a multifaceted process. Before contacting a client,
employees should be informed about the profile of client(s). If employees have no information about
the clients (tastes, preferences, payment schemes, private and exclusive advantages) there would be
misunderstanding and loss of time during service. Getting ready for sales require information, time,
space, and sales tools related efforts (Delmarquette, Hayat, and Mansillon, 2004: 102):
Information: firm (goods, services, and organization), client (actual, potential), competition
(goods, services),
Time: planning (activities), goals (personal, professional), analysis (activities), and census
(tasks), Space: geographical zoning (clients, products etc.), organization of visits (optimize
frequency of sales visits),
Tools: documents (commercial, administrative), sales support materials (visual etc.)

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What types of mistakes are made by the personnel?
Barman asks or serves alcohol to a client which does not drink alcohol.
Receptionist who is unaware of the preferences of a repeat visitor does sell the traditional room
of the guest prior to his arrival.
Tourist guide who is unaware of the profile of the tour group talk slang with the driver in his
own language but some members of the group understand what they talk.
The information that personnel has about the clients is outdated and when clients arrive quarrels
may arise.
Cultural clichés and stereotypes of the personnel may create misunderstanding or conflicts
about moral issues related with the clientele (gender discrimination, drug use, sex…).
Information about the clients can be conserved for use in the enterprise. Employees of the firm should
have access to information they need before they start to serve or sales process. During the preparation
phase employee should prepare a plan about how he can sell the services of the firm. To do so, he needs
to be aware of advantages of the product and the interest areas those can be created between the client
and the product. When the personnel of the firm gets ready before communicating the clients they can
better manage sales and service phases.
4.2. Management of Client-Personnel Interaction as a Communication Process
First knowing how to contact the client is critical. The contact should create a confident atmosphere
between clients and employee. During the first moments of the contact the physical appearance and
behavioural aspects demonstrated can affect the confidence level.
Secondly analyzing, discovering the client and his needs. Needs, motivations and other information
about the client are discovered at this phase. During this discovery stage employees should focus in the
purchase motivations of the clients. Employee should actively and carefully listen to the clients.
Additionally; observing the clients very closely and questioning them in detail but respectfully about
their needs are also important. Clients do not express all their needs. So there are visible and invisible
needs of clients. While security, good value, the physical product are visible needs aesthetics, pride,
imitation, innovation, sympathy, gratitude are invisible needs (Delmarquette, Hayat, and Mansillon,
2005: 104).
Thirdly, reformulating the communication and assuring that messages are truly understood.
Reformulation is neglected sometimes and this results misunderstanding between client and employee.
Reformulation is summarizing a message for the client, and as thus making choices clear for the client.
The employee should summarize the needs and environmental concerns about the purchase decision of
the client. As a result of reformulation process the salesperson or employee verifies if he understood
correctly the needs of the client and if needed to modify the actual sales offer. Thanks to the
reformulation process the salesperson or employee revise the discovery stage about communication.
When positive results are agreed mutually, communication continues in a progressive way.
At a hotel, receptionist sleeps behind the desk when client arrives and sudden contact with the
client create a negative image
After working hours some employees walk around with undesirable clothing in the firm
Sales personnel can not forget some clichés about client profiles and do not serve politely to all
guests because of their outlook or no-tipping habits
Employees serve in rush and do not write critical information and misunderstanding arises.

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Salesperson does not verify if he is understood well or not during the phone call; and believes
that the client arrival is at 03:00 o’clock in the morning while the customer told 03:00 thinking
15:00 of the afternoon.
The client is a popular person (movie actor etc…) and wants to keep anonymous but employee
does not pay attention to this need and tells the news to the other people.
4.3. Handling Objections and Ending the Communication Process
Objections occur during the service period and become part of the job for employees. Objections can be
part of sales process and a way of negotiating for better conditions of consumption. For example;
lowering prices, telling that competitors are cheaper are part of objections.
Complaints are told after the service. And they can be solved with delay and more cost. Therefore,
watching them closely is an important task of managers. Sales force or other personnel should also
know how to conclude a communication. Time is limited for employees and for clients.
An interpersonal communication ends eventually, but clients may oppose to the proposals of
employees. Objections are in fact natural reflexes of the client. A sales process or a service procedure is
in reality a bilateral negotiation. During the negotiation; using kind language and obeying etiquette
rules can greatly facilitate the communication. Both sides develop their own points of views and defend
their interests. In general a client may object in two basic ways (Koehl, 2007: 76):
The need to receive complementary information: every client may have different levels of
information before buying a product, and in order to arrive to a mature decision the client may
object and ask for more information. These objections in fact create a healthy consumption
environment as the consumer is well informed, and possible future problems are minimized.
This objection type is developed before the sale or consumption of the product.
Objection as a reflex of self-defense: this is generally the result of a negative attitude from the
client. Unsatisfied customers may object just to express their discontent. This objection type is
a post sale or post consumption behavior. After the sales process or consumption phase these
objections appear as negative feedbacks.
Ending the communication process is necessary after the negotiation process. Both sides try to
maximize their interests before concluding the communication. The end of communication process does
not always mean a definite sales agreement. Invitation for a product demonstration, agreement about a
future visit of the client is other possible alternatives. The client normally sends a purchase or
consumption signal either in a verbal or nonverbal manner. The salesperson or the employee serving
should be careful enough to detect these signals sent by the clients. At this fruitful moment the definite
sales offer should be proposed in a gentle way to the client. But it is never sure that the client will
accept the offer. For this reason, employees should not blame the client for taking their time and energy
if their offer is not accepted by the client. Leaving a positive impression is always necessary, whether
the client consumes or not. The clients may have different echelons of to be convinced, and some
clients which reject sales offers today may purchase greater amounts in future in case they are assured
and treated with good manners.
Some helpful techniques to handle objections are (Delmarquette, Hayat, and Mansillon, 2005: 106):
In-depth questions (to discover the real reason of the objection)
Conditional agreement (three-phase response; accept, develop counteract, assure the client)

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Weakening (accept an objection by adding a reverse view, E.g. “You’re right it is small, but
compact one.”
Reformulation of the question (change the wording of the objection by including counter view)
Postponing response to the objection (if sales person has time the topic is changed to answer
later)
Mirror questions (client’s phrase is repeated by salesperson, client responds to his own
question)
Boomerang (client’s question is repeated by the salesperson with new content and the
explanation is given)
Sometimes employees may have prejudices about clients believing that clients have to buy after product
explanations. When the customer objects to the employee some employees get frustrated.
5. CONCLUSION
Employees in tourism industry are often in an international and multicultural work atmosphere. When
there are cultural differences, sometimes there are cultural shocks as well. For this reason, adaptation to
other cultures and developing a flexible attitude is necessary. Tourism employees should pay attention
to some factors such as language, global time zones, working schedules or holiday plans of the guests;
global holiday calendars, food customs of different communities and nations. On the other hand, having
good relations with the managers is not sufficient because peers and subordinates should also be
properly communicated. Having a consistent demeanor is critical. Competitor firms become unified
after mergers and acquisitions and former competitors may become coworkers. Technology and modern
business structure can allow a young person to become an important client, businessperson or even boss
in short time. Therefore, keeping good relations regardless of position or company can help employees
to avoid discomfort (Ravenwerks, 2009).
Managers and owners of service businesses:
They should pay attention to communicational aspects while choosing employees. The recruitment
process should include items and criteria about protocol and etiquette rules. Educating employees about
protocol and etiquettes is necessary. Management should send them to courses, seminars; bring experts
to the enterprise for education and training purposes.
Scholars:
Business expects more than diplomas, social skills and personal elegance are important for service
industry, therefore inclusion of the protocol seminars is recommended at schools. Youth education for
labor markets such as tourism industry requires new approaches. In OECD countries for example;
unemployment has become a severe problem and many young graduates have to accept lower paid jobs
to enter work life. An important part of the young graduates now face risk of “over-education” as they
leave educational phases very lately to find entry-level jobs which are not compatible with their
education. In United Kingdom, Poland, and Slovak Republic more than 30% of young graduates are
employed in jobs inferior to their education level. In all OECD countries two principal industries
absorbing young graduates are retail/wholesale trade and hotel/restaurant (tourism) (Quintini and
Martin, 2006: 18-19). Therefore, in tourism industry it is quite probable to see people with education in
different disciplines but preferring to work in tourism as an entry level job to survive before passing to
other jobs. These people without proper tourism education threaten the service quality and the overall

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image of the tourism industry. Scholars and tourism industry managers and property owners should
prepare on-the-job or other certifiable training programs for them.
Professional education systems offered by universities are to be questioned regarding the need of given
industries. Programs focused on specific job markets like tourism, hospitality and so on need to be
developed by including personal development and other life long learning topics. The professional and
technical skills should be completed with general, cultural, and civility education.
Employees:
They need training at home from earlier childhood, then they should be provided with social skills
during their education, and when they are in business they should be aware of the rules of protocol and
obey these rules willingly. Clear and fair rules should be settled to reward employees interested in
protocol and etiquette rules.
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