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TVL – HE – Tourism
Promotion Services
Quarter 4 – Module 3:
Tourism Products and Services Promotions
Communication Skills
TVL – Grade 11/12
Alternative Delivery Mode
Quarter 4 – Module 3: Communication Skills
First Edition, 2020

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Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
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represent nor claim ownership over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Marlyn C. Vincoy
Editor: Joseph S. Mapili
Reviewers: Joseph S. Mapili & Jesusa D. Paladar
Typesetters: Joseph S. Mapili & Ivah Mae C. Estoconing
Management Team: Senen Priscillo P. Paulin, CESO V Rosela R. Abiera
Joelyza M. Arcilla EdD Maricel S. Rasid
Marcelo K. Palispis EdD Elmar L. Cabrera
Nilita R. Ragay EdD
Antonio B. Baguio Jr. EdD

Printed in the Philippines by ________________________

Department of Education –Region VII Schools Division of Negros Oriental

Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
E-mail Address: [email protected]
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TVL
Quarter 4 – Module 3:
Communication Skills
 What I Need to Know

The last quarter equips the students in specific selling and promotional
techniques. With the customers’ best intention at the heart of every
transaction, the student is presented with ways on how to communicate well,
establish rapport, provide effective customer service, and build relationships
with them.

After going through this module, you are expected to:

1. Identify communication problems and how to resolve it.

2. Discuss the different basic models of communication.
3. Give importance on the different types of communication.

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 What I Know

Direction: Determine whether the statement is true or false. Write T for true and F
for false on your paper.

1. Tourism promotions involve communicating benefits.

2. Misunderstandings occur when someone sends a message that the receiver
perceives differently.
3. Careful word choices can help improve communication.
4. Words, signs, and symbols vary from country to country.
5. One of the goals of communication is to achieve a common ground.
6. Telephone communication is the most effective way of presenting one’s
products and services.
7. Finding the right time to say something is as important as what is being said.
8. A sales person does not need to have good communication skills.
9. One must be culturally sensitive to avoid misunderstandings.
10. For communication to happen, there should be a sender and a receiver.

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 Lesson

3 Communication Skills

What’s In

Being able to communicate effectively is perhaps the most important of all life
skills. It is what enables us to pass information to other people, and to understand
what is said to us. You only have to watch a baby listening intently to its mother and
trying to repeat the sounds that she makes to understand how fundamental the urge
to communicate is.

The ability to communicate information accurately, clearly and as intended,

is a vital life skill and something that should not be overlooked. It’s never too late to
work on your communication skills and by doing so, you may well find that you
improve your quality of life.

In this lesson, we will focus on your communication skills to effectively reach

out to our customers/clients.

Notes to the Teacher

This contains helpful tips or strategies that will help you in guiding
the learners. The following are information that would lead to the
activities and assessment. Some activities may need your own
discretion upon checking, or you may use rubric if provided. Please
review the activities and answer keys and amend if necessary.

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 What’s New

What is It

LET’S BE INFORMED!

Models of Communication
Tourism promotion is basically a communication process. It involves
communicating the benefits of the tourism products and services to its target
customers. It also involves listening to the needs and wants of your target market.

Lasswell’s SMCRE Model of Communication

The communicator is the source of the message which is transmitted through

various channels and accepted by the receiver with certain effects. Encoding involves
putting thoughts, ideas, and information into a symbolic form in such a way that
could be understood by the target audience. SMCRE stands for Source, Message,
Channel, Receiver, and Effect.

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 The communication process begins when the source selects words, symbols,
pictures, and the like to represent the message that will be delivered to the receiver(s).
The message can be verbal or non-verbal, oral or written, and symbolic form.
Encoding is the process by which thoughts are expressed in the form of words,
symbols, pictures, and gestures.

A good communicator identifies who they are talking to before crafting the
message and deciding on the best way to transmit it. The type of receiver will
determine the following: “how you say it,” “when you say it,” and which medium you
will use.” Interpreting messages can become quite a challenge depending on who the
receivers are. Decoding is the process of transforming the sender’s message back into
the receiver’s thought. Heavy influence on how the message is received and
understood would come from the receiver’s field of experience.

Figure 1. Lasswell’s SMCRE Model of Communication

Berlo’s SMCR Model of Communication

David Berlo, another communication theorist, built on Harold Lasswell’s original

model, however, added characteristics of each stage which either assists or hinders
the communication process. The source or sender of the message has his own set of
communication skills, attitudes, knowledge, social system, and culture that he
brings into the communication process which may be the same or different from that
of the receiver. Miscommunication often happens when the source and the receiver
have different ways of looking at things due to their differences in skills, attitudes,
knowledge, social system, and culture. The source then encodes a message which
has its own set of attributes. Content, element, treatment, structure, and code of
the message are attributes to be considered as the source encodes the message. The
source then determines the channel by which the message will pass through.
Different channels will have different sensory experiences such as hearing, seeing,
touching, smelling, and tasting. The more senses involved in the message sending,
the higher the probability of it being understood correctly.

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 Figure 2. Berlo’s SMCR Model of Communication

How to Handle Communication Problems

Most of the communication models show how information can flow effectively
from sender or source to receiver or destination through various channels. However,
communication fails when a message is received differently from how the sender
intended it to be. In other words, the sent message is different from the received
message. Misunderstanding happens when communicators fail to realize that how
they sent the message may be different from how the receiver receives the messages.
This failure in communication may be due to several factors such as:
a. Language Barriers
Since the tourism industry is a global industry, communication may become
difficult due to differences in language. One of the reasons why tourists choose
to go to the Philippines is because English is widely spoken. It would be good
to be well versed in English since this is one of the universal languages.
Learning a foreign language is an advantage for people who would want to
work in the tourism industry.

b. Varying Connotation of Words, Signs, and Symbols

Words, signs, and symbols vary from country to country. The thumbs up sign,
for instance, will have a different meaning depending on culture or race. It
means the best to Americans, money to the Japanese, but vulgar in Latin
American countries.

Take the word comfort room as another example, Filipinos use the term CR
which may not be understood by foreigners. Australians use the term toilet,
the French refer to it as washroom, while other countries refer to it as the
powder room or the john.

It would be good to search information on nationalities you would be working

with to have a strong grasp of some of these varying connotations, be it words,
signs, or symbols.

c. Cultural Differences

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 Cultural practices vary from one country to the next. Cultural sensitivity is
important to avoid misunderstandings.

The popular beso-beso for Filipinos is expressed differently through a peck on

each cheek and not just on one as Filipinos are accustomed to. A pat on the
head for Filipinos is an act of endearment while it is rude to do the same to a
Thai.

d. Faulty Word Choices

A careful choice of words can help improve communication while faulty word
choices can cause miscommunication. Picture this: a man courting a lovely
woman wanted to compliment her while they were looking at the moon. The
man says, “Ang ganda ng buwan, kamukha mo.” (The moon is beautiful, it
looks like you.) So, do you want to look like the moon? However, he could have
said it better by saying, “Ang ganda ng buwan, parang ikaw.” (The moon is
beautiful, just like you.) Notice how a simple change in words can have a better
effect.

e. Mistranslations
Faulty translation from one language to another or one dialect to another may
cause misunderstanding. For instance, a Bahasa-speaking Indonesian may
request for a glass of milk from a Filipina waitress by saying “one glass of
suso” only to find out that “suso” in Filipino stands for breasts. One needs to
be careful in translating words, a handy dictionary for translation and/or
computer- or Internet- based programs would be helpful.

f. Timing
The sender should be sensitive on when to deliver a message, especially if the
message is something negative, the timing should be perfect so as not to get
a negative response. Most follow-ups on proposals sent is properly and
positively received when the follow-up is made at the appropriate time.

The goal of marketing communication is to achieve common ground between

the sender and the receiver. The bigger the intersection between the two
circles, the easier it is to encourage and influence a person.

Promoting products and services involve a lot of good communication skills. As a

sender of the message, one should take into consideration who he is talking to, how
to say it, and when to say it in order to communicate properly.

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Channels of Communication

In tourism promotions, there are different ways by which one may

communicate with one’s prospective customers. These are as follows:

1. Face to Face Meetings – Visiting your client

in his/her office is one of the most effective
ways to present your product proposals.
Lunch meetings or meetings over coffee in
coffee shops can also be made. However,
the one making the proposal is usually the
one who pays for the bill. Face to face
meetings are ideal because you have your
client’s undivided attention and you can
see the facial expressions and body
language of your client. It is also helpful in establishing rapport with your
clients. Follow-up efforts can be made through telephone and written
correspondence.
2. Telephone Communication – This is the
most convenient and fastest way to keep in
touch with your clients. The use of both the
landline and cellphone will help you keep in
constant touch with your clients. Cellphone
follow-up should be done during acceptable
hours (within office hours). Telephone
etiquette must be observed.
3. Written Correspondence – Letters, e-mails,
and instant messaging are also possible
ways of communicating with your clients.
Well-written letters sent to the client’s
office, e-mail messages to official email
addresses of clients, and instant messaging
(or texting) are convenient ways of
communicating with your clients, though
response rate may be less compared to face
to face meetings and telephone communication.
4. Computer-mediated Communication – Social media, Skype, FaceTime, and
other tools that allow for the exchange of communication through computer-
mediated means help you get in touch with your clients more often and faster.
This is commonly used when clients are from abroad or in another locality.
However, this type of communication should not take the place of the other
forms of communication if client is just within the vicinity.

Summary:

 Communication process is presented in various models, the most basic of

which include Lasswell’s SMCRE and Berlo’s SMCR Model of Communication.

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  The SMCRE model involves Source, Message, Channel, Receiver, and Effect.
 Communication problems occur when information does not flow smoothly
from sender to receiver.
 The causes of communication problems may include language barriers,
varying connotation of words, signs, and symbols; cultural differences; faulty
word choices mistranslations; and timing.
 Channels of communication include face to face meetings, telephone
communication, written correspondence, and computer-mediated
communication.

What’s More

Direction: Explain the following questions below. Write your answer on your activity
notebook.
1. What does the acronym SMCRE stand for?
2. How does the communication process happen?

Essay Rubrics
Areas of
Assessment 10 points 7 points 4 points 1 point
Presents ideas Presents ideas
in an original in a consistent Ideas are too Ideas are
Ideas manner manner general vague or
unclear

Organization Strong and Organized Some No

organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack
beg/mid/end beg/mid/end

Understanding Writing shows Writing shows Writing shows Writing shows

strong a clear adequate little
understanding understanding understanding understanding

Mechanics Few (if any) Few errors Several errors Numerous

errors errors

TOTAL POINTS: /10

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 What I Have Learned

I have learned that _____________________________________________.

I have realized that _____________________________________________.
I will apply _____________________________________________________.

Essay Rubrics

Areas of
Assessment 10 points 7 points 4 points 1 point
Presents ideas Presents ideas
in an original in a consistent Ideas are too Ideas are
Ideas manner manner general vague or
unclear

Organization Strong and Organized Some No

organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack
beg/mid/end beg/mid/end

Understanding Writing shows Writing shows Writing shows Writing shows

strong a clear adequate little
understanding understanding understanding understanding

Mechanics Few (if any) Few errors Several errors Numerous

errors errors

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 What I Can Do

Activity 1: Advertise me!

Think of an important new product for each group to design a message to be delivered
using one of the channels. Create a 1-minute video of the message.

Assessment

Matching Type: Match related terms from Column A and Column B. Write the letter
of the correct answer on your answer sheet.

A B
1. Source A. Decodes
2. Receiver B. Harold Lasswell
3. Computer Mediated C. Email
4. Hearing D. Encodes
5. Common ground E. Cultural differences
6. SMCRE F. Seeing
7. Written correspondence G. FaceTime
8. Language barriers H. Culture
9. Social system I. Goal of Marketing
10. Visiting client J. Face to face

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 Answer Key

What I Know – Pre Test What’s New

1. T Answers may vary. Assessment
2. T 1. D
3. T 2. A
4. T 3. G
What’s More
5. T 4. F
1. S-Sender
6. F 5. I
M-Message
7. T 6. B
C-Channel
8. F 7. C
R-Receiver
9. T 8. H
E-Effects
10. T 9. E
10. J
2. When a person sends and
What I have learned
Answers may vary. receives information, ideas
and feelings with others not
only using spoken or written
What I can Do
Answers may vary. communication but also
non-verbal communication.

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References

 Gatchalian-Badilla, M., and Oreta, M.L., Technical-Vocational-livelihood Home

Economics, TOURISM PROMOTION SERVICES, 2017, Rex Book Store, Inc.,
Sampaloc, Manila.
 https://www.skillsyouneed.com/ips/communication-skills.html
 https://eslflow.com/elementary-conversation-exercise.html
 https://anyexamanytime.blogspot.com/2016/09/lasswells-communication-
model.html
 https://anyexamanytime.blogspot.com/2016/09/lasswells-communication-
model.html
 https://blog.lucidmeetings.com/blog/coping-with-travel-restrictions-when-
meeting-face-to-face-matters-and-what-to-do-when-you-cant
 https://www.dreamstime.com/illustration/telephone-drawing.html
 http://getdrawings.com/telephone-line-drawing
 https://dailyevergreen.com/75188/opinion/opinion-write-your-own-notes-
to-learn-more/

For inquiries or feedback, please write or call:

Department of Education – Schools Division of Negros Oriental

Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental

Tel #: (035) 225 2376 / 541 1117

Email Address: [email protected]
Website: lrmds.depednodis.net