1. Basic Tourist Reception
and Effective Communication
Week 2

2. Objectives
• Review of the Tourism Industry
Structure
• Importance of Tourism
• Nature of basic tour guiding and
reception
• Importance of first impression
• Effective Communication Skills

3. Tourists
• People who leave their homes to temporarily
visit a place
• They should be spending and not earning
money from the place they visit
• Reasons can be pleasure, meetings or
seminars
• With the intention of learning something
about the place like its history, people,
culture and traditions

4. Types of Tourist
• Foreign Tourist – a non Filipino
nationals visiting any of our tourist
destinations or regions
• Local Tourist – a Filipino National
visiting any places of our country
and stays more than 24 hours. If
less than a 24 hours we define as
“excursionist”

5. Characteristics of
Tourism
• Product is not brought to the consumer;
• The tourism product is not used up, it
doesn’t exhaust the country’s natural
resources;
• People-oriented;
• Labor-intensive;
• Multi-dimensional;
• Seasonal;
• Dynamic;
• Characterized by the changing ideas of its
customers.

6. Nature of Tour Reception &
Guiding
• First impression of tourists play a very
important role
• Receiving tourists is just like receiving
guests in your home
• Show the best without boasting or
overdoing
• Guiding is not simply telling them “to
your left, to your left”, there’s a lot
more into it.

7. Tour Guide
• A tour guide is a person who
leads groups of people around a
town, museum, or other tourist
venue.

8. Tour Guide
• The tour guide provides a
commentary on the features and
history of the location, the tours
can be from as little as 10-15
minutes to extended periods
over many days.

9. Tour Guide
• Considerable importance is
placed on the guide's knowledge
of local stories, history and
culture depending on the
location of the tour.

10. Points to Ponder
Our attitude toward our visitors -
whether they are from around the
world, across the province or
across the street - is a key
element of service which forms a
lasting memory of their visit.

11.
Points to Ponder
Courtesy, friendliness and
professionalism are essential
ingredients of successful tourism
industry operations.
We should be encouraged to take
pride in ourselves, in what we do
and in where we live.

12.
COMMUNICATION

13. THE COMMUNICATION PROCESS
• Communication starts with an idea in the sender's mind.
• The sender translates the idea into words and this
becomes the message.
• The receiver translates the message back into an idea.
• When the receiver's idea is the same as the sender's
idea, effective communication has taken place.

14. TIPS FOR IMPROVING COMMUNICATION
1. Ask questions to determine knowledge
level.
2. Listen to vocal clues.
3. Watch for non-verbal clues.
4. Use simple words.

15. TIPS FOR IMPROVING COMMUNICATION
5. Ask questions if you don't understand
something, or feel you may have
missed the point.
6. Use pictures or diagrams whenever
appropriate.
7. Use gestures to assist you.

16. TIPS FOR IMPROVING COMMUNICATION
Telephone Conversation Sample
Jay : So let me repeat it, ma'am. You will be an
hour late. Mr. Klein can go ahead to the
convention and you'll just meet him there.
Did I get it right?
Mrs. Klein : Yes, That's right. And please' inform
him that we're sitting in front.
Jay : I will, ma'am. Is there anything else?
Mrs. Klein : That's all. Thank you.
Jay : You're welcome.

17. Communication Skills
• Language proficiency
• Avoid using highfalutin words, use
simple, easy to understand words
• Try to get rid of regional accent
• Use synonyms to explain, to
describe something

18. Communication Skills
• Use non-verbal communication in a
difficult thing or situation
• Speak audibly, not too soft and not too
loud
• Conduct your commentary in a relaxed,
entertaining manner (they came here to
enjoy, remember)

19. COMMUNICATION
GAME

20. Verbal Communication
1. Communicate clearly.
- Clear communication:
message sent = message received
- Being a successful sender or receiver:
NOT EASY
- Necessary: repetition and feedback

21. Verbal Communication
2. Communicate effectively.
-Maintenance of customer’s self-esteem
-Repetition and feedback
-Use of easy and clear words
-Listen and observe people’s verbals (words) and
non-verbals (body language)
-Focus on another person’s personality not his
performance
-Tone of voice: communicates as much, or more,
of actual message as to words themselves
-Use of body language

22. Verbal Communication
3. Say the right thing at the right time.
-TO BE AVOIDED: language that
can turn off customers
-TO BE OBSERVED ALWAYS:
tact in speaking and moving about

23. Verbal Communication
4. Communicate your best image.
-ESSENTIAL: a good first impression
-IMPORTANT: well-groomed personality
with a positive attitude

24. Verbal Communication
5. Sell yourself through your body
language.
-High and steady head
-Natural, unaffected arm movement
-Relaxed facial muscles
-Smiling face
-Controlled body movement
-Maintained eye contact

25. Verbal Communication
6. Sell yourself through your tone of voice.
-Knowing how to say something
-Sophisticated and formal bur relaxed and
warm manner of talking
- Avoiding the following types of
voicing: • Loud • Agitated/angry •
Nervous • Fast – paced • Tired/
sickly/ weak • Upbeat/high on drugs •
Authoritative/demanding • Meek/shy •
Too serious/too scholarly

26. MAKING PEOPLE
FEEL WELCOME

27. Getting to Know You!
• First and last name
• Occupation
• clue to associate
Remember : when we meet new people, one of the
most effective ways of making them feel
welcome and acknowledge is to use and
remember their names.

28. Using and Remembering Names
• Why do we like to use someone’s
name? Or, why is it nice when someone
remembers and uses our name?
• Why then don’t we remember and use
names more often?

29. TIPS FOR USING AND
REMEMBERING NAMES
TECHNIQUES:
1. Clear your mind so that you can listen to the
name and hear it properly.
2. Ask for the spelling and check the
pronunciation.
3. Repeat the name in conversation.
4. Use the name when saying good-bye.
5. Write the name down for future reference.

30. Additional points/tips for using and
remembering Names
1) Spelling
To help you grasp an unfamiliar name, SPELL
the name.
Example: Jon Tomson (no ‘h’ and no ‘p’)

31. 2) Clue or Association is a personal
matter
ASSOCIATE the name with something
connected to the person.
Example: Tommy Lee Ling, an owner of
canned meat company (malingco) who reminds
you of the actor, Tommy Lee Jones.

32. 3. Some names will have no meaning for you
and form no pictures, therefore, you may have
to BREAK the name apart.
YOUR SUCCESS IN REMEMBERING NAMES
DEPENDS UPON THE EFFORT YOU PUT
INTO IT.

33. Making Conversation
Who do you find it easy to converse with?
• Friends
• Family
• Co-workers
Why are conversation important to people?
• They help us feel comfortable
• feel recognize
• ease tension
• gather information

34. Knowing how to start a conversation is
vital in the tourism industry.
A conversation can help a visitor feel
welcome and more comfortable in an
unfamiliar environment.
Also, it may help YOU, as a service
professional, gain the information you
need to make a sale, solve a problem,
or serve the visitor's needs.

35. SOME SUGGESTIONS FOR
INITIATING A CONVERSATION
1. Use a quesAon or statement to spark interest.
2. Ask an open quesAon about something
perAnent to the surroundings or the situaAon.
Ask quesAons to which the other person will
know the answer.

36. 3. Find out about the person's work or interests.
4. Find out if the person is not from your area.
NEVER
UNDERESTIMATE THE VALUE
OF PERSONAL ATTENTION.

37. Using and remembering names and
making conversation are very
important skills in the tourism industry.
• Must be used appropriately and with
sincerity.
• Must be practiced in order for you to feel
comfortable using them.
• Apart of the responsibility we carry for going
more than half way to create the feeling of
‘hospitality’.
• Leave a dynamic impression on the visitor.

38. YOUR ATTITUDE IS KEY!

39. WHY DO FIRMS LOSE CUSTOMERS?
Surveys of many kinds of businesses
indicate that firms lose customers for
various reasons.
Choose which one you feel is the main
reason why firms lose customers.

40. WHY DO FIRMS LOSE CUSTOMERS?
 % of customers die.
 % of customers move away.
 % of customers float from one firm to another.
 % of customers change firms because the people giving service
are indifferent and show little interest in them or their needs.
 % of customers change firms on recommendation of their
friends.
 % of customers change firms because they believe they can
buy more cheaply elsewhere.
 % of customers buy according to their whims.

41. There are four virtues of leading importance to
people wishing to work successfully in the
tourism industry. They are:
• COURTESY
• SINCERITY
• CONSISTENCY
• FRIENDLINESS

42. FIRST IMPRESSIONS

43. Exercise
What are the factors of FIRST IMPRESSION?

44. ‘Positive First Impression’
• The Philippines is being known, the world
over for it’s friendliness and hospitality
• You may be the first and lasting impression
in a visitor’s memory.
• Research indicates that it takes up (1.5) one
year and 5 months of continual contact to
change a first impression

45. TIPS TO MAKE YOUR FIRST
IMPRESSION A POSITIVE ONE
When you work in the service industry, you
are constantly in the public eye. The visitor’s
perception of you and your business is
based upon the impression you create.

46. TIPS TO MAKE YOUR FIRST
IMPRESSION A POSITIVE ONE
To the visitor, YOU are the business you
work for, and perhaps the only contact the
visitor may have with your community.

47. TIPS TO MAKE YOUR FIRST
IMPRESSION A POSITIVE ONE
From the first impressions made through
personal and telephone contact, visitors will
come to a conclusion about what kind of
person is serving them, what they may
expect in the way of service and whether or
not you intend to pay attention to their
needs.

48. TIPS TO MAKE YOUR FIRST
IMPRESSION A POSITIVE ONE
1. Make sure that you are appropriately
groomed everyday, and check your
appearance frequently.
2. Always greet guests as soon as they enter. If
you are busy or on the telephone, give a
smile and a nod to indicate that you know
they are there.

49. TIPS TO MAKE YOUR FIRST
IMPRESSION A POSITIVE ONE
3. Keep your work space, front entrance and
public areas clean and tidy
4. Carry yourself with pride and confidence.
5. Never make assumptions. Greet ALL your
guests courteously

50. TIPS TO MAKE YOUR FIRST
IMPRESSION A POSITIVE ONE
4. Treat your co-workers politely.
5. Smile, but smile sincerely.
6. Be aware of your posture, poise and facial
expressions.

51. IMPORTANT Things for
Positive Impressions
• Personal Hygiene • Body movements
• Facial expressions • Friendly
• Clothing • Sincere
• Posture • Honest
• Body language • Provide accurate
• Accessories and clear
information

52. Points to Ponder
It is very important not to make assump:ons
about our visitors by forming first
impressions based on our own values, biases
and past experiences.
All visitors and customers should be treated
with courtesy and respect.

53. Cultural Awareness
Today, customers come from diverse
backgrounds – backgrounds composed of
many different languages and cultures.
English is even spoken as a second or even
third language.
Communicating effectively with these
customers requires skills and understanding
of individual differences.

54. When talking with a customer from another
culture who speaks English as a second
language, it is important to stay with basic
language to reduce the risk of poor
communications. To help you accomplish
this, follow these guidelines:

55. Guidelines
1. Avoid slang, acronyms, plays on words or
expressions that are uniquely American.
A few examples:
“I’ll need your John Hancock on this.”
“It’s a piece of cake.”
“Don’t sweat it.”
“Garbage in, garbage out.”
“Let me run it up the flag pole for you.”

56. Guidelines
2. Avoid jokes, because they may not be
understood.
In fact, unless you laugh hard at your own
punch line, the customer of different (non-
American influenced) cultures will probably
not know it was a joke.
Even then, there is still no guarantee.

57. Guidelines
3. Be patient.
Keep in mind the language conversion
mentioned earlier – it takes time.
Allow time for the customer to convert your
English to her native language, convert it
back to English and deliver a response.

58. Guidelines
4. Be prepared to repeat yourself.
Repeat what you said the first time exactly.
Do not paraphrase.
Why? More than likely the customer has
missed only some of what you said or
perhaps just a word or two, not at all of it.
Paraphrasing may sound to the customer like
something new being said.

59. Guidelines
5. When the cust6omer is having difficulty
understanding, speak more slowly.
Often you hear people raise their voices as
if speaking louder will make understanding
easier.
Speaking slower, not louder, will often solve
the problem.

60. Guidelines
6. Monitor for understanding.
In fact-to-face situations observe the
customer’s body language for obvious signs
of discomfort.
Note to what degree the customer is
participating in the conversation.
If you feel the customer has not understood
everything, stop and politely offer to go over
it again.

61. Guidelines
7. Do not allow the customer to lose face just because
he doesn’t understand everything you have said.
Politely offer to repeat yourself by blaming the
problem on some other factor.
Here’s an example. “This paperwork can be so
confusing. Let’s go over it again.” Or “The
Company (your organization) didn’t make this easy
for us to understand.
Let me go over it again.”
The idea is not to embarrass or blame the customer. Keep in
mind that saving face is very important in many cultures.

62. Guidelines
8. Throughout the conversation, show
sensitivity and understanding toward the
customer.
Remind yourself that you are talking with
someone from another culture who speaks
English as a second language.
Follow his or her lead.
For example, if he or she is serious and
formal, match this behavior.