Tour Guiding  Check the transport amenities; sound

system, trash bins, Wi-Fi, Air

Module 1: Tour Administration
conditioning, etc. Ensure that
accommodations and hospitality
elements are organized and ready.
 Prepare the needed scripts. Rehearse
spiels. Think of camaraderie-building
conversation.
Pre- tour activities and preparations you
should accomplish before the arrival of
the guests
 Review your tour assignments. If
you don’t know them by heart yet,
make sure that you have your
reference materials, such as
Objectives:
itineraries, contact numbers, and tour
At the end of this chapter, you should be scripts.
able to:  Don’t miss the last-minute briefings
with the tour operator. Ask questions
 Identify important components of the
if there are things about your
tour and how to manage each one;
assignment that are still unclear to
 Know how to creatively plan and source
you.
tour shopping needs and interests; and
 Make sure you have the cash
 Learn how to market other destinations
advances and tour vouchers you
by assessing their tourist value and
need. Prepare the essentials
profitability.
documents for the tour, such as tour
Things that you should do when kits waivers, letters of approval or
Conducting a Run- through for your tour. access, etc.
 Check if any special holiday or
 Review the materials you have about
festivities will occur during the tour
your group (i.e., names, special client
which may affect your group’s
information, or request). Be aware of the
mobility, comfort, and access to the
composition of your group (age,
tourist destinations, among others.
nationality, language, culture, etc.)
 Keep in touch with the coordinator/
 Review the itinerary, every single stop
driver to know where your guests are
and the activities designated to it. Make
and how they are faring.
sure the substitute plans are in place.
 Be aware of the transport services your Elements of Tour Guiding
group will use. (i.e., type of vehicle,
Here are the basic duties of a tour
plate number, and name of driver/
guide before the tour, during the tour, and
coordinator) as well as vouchers or
after the tour.
tickets that will be required.

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 Crisis Management- Solve problems and
make decisions

Before the Tour:

 Study your tour assignment
 Be aware of the composition of the
group
 Review tour itinerary
 Be reminded of a cash advances and
vouchers needed.
 Familiarize yourself with the vehicle
you will be using, get the plate
number, and the name of the driver
An important part of your job as a tour
or the coordinator.
guide or tour administrator is managing
During the Tour: different kind of crises, whether foreseen or
unforeseen, from the simplest to the most
 Be punctual
serious.
 Meet and greet the group
 Make sure that you have the Ways on how to approach and resolve a
complete name of your guests. problem:
 Discuss the itinerary and check
 Identify and understand the problem
concerns.
 Think of few possible solutions
 Announce inclusions of the tour and
 Evaluate the solutions by lining up
what to expect
what is good or bad each one.
 Take note of cash advances and keep
 Choose the best solution
tour vouchers.
 Implement the solution
 Check your transport amenities.
 Check if the solution work.
 Deliver commentaries.
 End your day by thanking the guests. Basic conflict resolution skills
 Announce the next day ‘s itinerary
and give instructions. Here are some of the skills that you can
apply when problems arise:
After the Tour:
1. Stay calm – staying calm helps
 Gather all collected vouchers. people to think clearly, see the bigger
 Prepare your tour guide report. picture, and promptly start problem
 Submit your report immediately after solving.
the tour. 2. Active listening – nodding or
 Accomplish financial report with responding at appropriate times
receipts, vouchers, and other assures the other person that his or
assignments. her point is getting across.
 Liquidate cash advances and
expenses, if necessary

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 3. Empathy – find or create a common 4. Be tactful – people may become
ground between you and the defensive when you’re trying to raise
customer. a point. To avoid this, own up to
your own mistakes.
5. Focus on the problem, not the
person – Avoid the blame game. he or she won’t be guessing what
Finding out who’s responsible for a you want.
setback only serves to divert from 7. Be creative – think outside the box,
goal of fixing the problems and often but make sure your customers can
times drives people out of the relate to your ideas.
discussion. 8. Be confident – do not shy away from
6. Ask smart questions – A more confrontations; take it as an
effective approach is to tell the opportunity to listen to your
person why you are asking, that way, customer land explain how you can
solve the problem

Handling Complaints 1. Pacify the customer – Apologize.

Customers want to hear not just a
Tourism as a part of the service industry
canned apology but a sincere and
must provide good service and value for
emphatic one so be careful with your
money. When the expectations of customers
tone and body language.
are not met, conflicts occur and naturally
2. Identify the problem – listen to the
customers will complain. Customers
complaint carefully. Allow the
generally complain because either
customer to say all that they have to
something happened or did not happened
say without interruptions until they
are finished.
3. Form a plan of action – line up all
Ways on how to handle customer possible solutions and choose the
complaints best one. explain to the customer
what you are going to do and why
this is the best.
4. Execute the plan – if the solution is
giving a refund, then set to
processing it. Don’t do shortcut
solutions that leave some concerns
hanging.
5. Learn from it – think about how you
can prevent a similar situation in the
future. Take note of solutions that

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 work and share it with your co- workers.

Customer Archetypes
The table shows the common types of complaining customers and how to deal with them.

ARCHETYPE DESCRIPTION APPROACH

The Meek customer Will keep the problem to Inquire deeper to know
himself or herself. Very shy exactly what is wrong
or timid in raising concerns,
either he or she doesn’t want
to be a burden or he or she
doesn’t think you care.

The Aggressive Customer Outspoken and Avoid mirroring his or her

confrontational confrontational behavior,
instead react with firm
politeness that is pleasant but
not submissive.

The VIP This customer likely pays Setting up a VIP folder with
well and demands deluxe workflow is a simple way to
services for it. Excuses are cater to the high roller’s
no-no to him or her needs.

The Chronic Complainer Has endless concerns and Patience is required in

will contact you a lot for his dealing with this customer.
or her qualms. However, once you solved
his or her complaints, this
customer will recommend
your services to others and
give you praise

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 The Rip-off Customer He or she is not looking for a Maintain composure and
satisfactory response from respond as objectively as
you. He or she just wants to possible.
get what he or she doesn’t
deserve. For this customer,
all that is good is a handout.

Toiletries
 Toothbrush
 Toothpaste
Shopping for supplies and Souvenirs
 Dental floss
In every kind of tour activity, a tour  Mouthwash
administrator must stock relevant supplies or  Hair brush or comb
point out places where these could be  Hair ties
conveniently procured. Wherever you’re  Deodorant
taking clients, keep in mind the needs that  Insect repellent
may arise in a particular environment or  Shampoo and Conditioner
situation.  Sunscreen
 Make-up
 Face wash and/or makeup remover
wipes
 Moisturizer
 Lotion
 Lip balm
 Personal hygiene items
 Feminine hygiene products
 Extra contacts, solution, and case
 Hair products
 Cologne/perfume
 Shaving kit and extra razors
 Sewing kit/clothing care kit
 Facial tissue
 Scissors, nail clippers, and tweezers
Image Source: https://www.myticklefeet.com/best-
souvenir-ideas-around-the-world/  Clothesline and detergent

Basic Supplies
Health
These are the things that people would
normally need, regardless of location or  First aid kit (bandages, gauze,
activity. Here’s a list of basic supplies every adhesives, etc.)
traveler might need at some point:  Personal prescription (copies of
scripts)
 Pain and fever relievers

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 Thermometer  Insect repellent/mosquito net/ Sting
 Cold medicines and throat lozenges reliever
 Diarrhea/laxative medicine  Motion sickness pills or bands
 Allergy medicines  Eye drops
 Hydrocortisone cream/Antibacterial  Moleskin
ointment  Medicines and vaccinations specific
 Multivitamins to the region/activity
 Sunburn relief
Shopping Souvenir items which may be 10 times cheaper than the
original but are less likely to last long.
A souvenir is mostly valued for the
memories it evokes. People gets
souvenir to remind them of the places
they’ve been or the beautiful experiences
they’ve made.
Souvenir shopping is an important
part of tourism because it allows people
to get mementos of the places they visit
and, at the same time, helps local
communities and business through sales
and advertising.

Go to Store
Most city or town centers have a
wide range of stores and shops. As most
business establishments are online these
days, it easy to look them up on the
internet for directions and other related
information. Convenience stores are also
available for basic purchases and quick
comfort meals.
In local interest spots, souvenirs and
local merchandise are sold in shops, flea
market stalls, or by roaming vendors. Be
wary of counterfeit and fake products

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References
Eulalio, F. D. (n.d.).
Faith Dulla Eulalio, J. G. (2000). Local Guiding Services. Vibal.
Faith Dulla Eulalio, j. L. (n.d.).

Module 2 in Tour Guiding

Module 2: Selling other destinations

Knowing your market

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 PRODUCT

RESEARCH STRATEGY

MARKETING

SERVICE BRANDING

ADVERTISING

The different ways tourism brands are communicated to potential customers and how customers
purchase tourism products have changed dramatically in the age of mobile internet. Before
deciding on how to market other destinations and the goods and services you will offer, be sure
to know the target market.
Ideal Customer Profiling Typical questions you need to ask to
get a clear picture of the ideal
You need to understand who your
customer persona and how or she
current customers are in order for you to
buys tourism products
understand who your most profitable
customers are. Generally, your ideal  Demographics: Exact age, sex,
customer is someone who: income, marital status, location, and
family status.
 Spends the most and never asks
 Interests: You should know the
questions about the price;
hobbies and pastimes of your ideal
 Doesn’t rant or make bad reviews
customer.
that you don’t deserve;
 Values and motivation: you need to
 Loves your product and everything
ask questions like “What keeps him
you offer;
or her awake at night?” “what excites
 Is proud to identify with you and
him or her?” “what are the things
your business and wants the world to
that he or she values in life?” and
know it. (loyal fans and brand
“why does he or she values those
advocates); and makes you want to
things?”
get out of the bed in the morning.

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 Travel habits and preferences: Who and experiences aligned with
is his or her travelling companions? community values.
Why does he or she travel? What are  Develop a strong and recognized
the questions he or she asks when he destination brand that is underpinned
or she plans to travel? by the values and uniqueness of the
 Travel questions: what are the destination and agreed upon by
questions he or she asks during the stakeholders.
different stages of travel (planning,  Engage stakeholders in
booking, pre – travel, in-destinations, implementing key marketing
and post travel)? activities such as; relevant
promotions and advertising to
Marketing destinations in the
promote awareness of the destination
Philippines
and influence visitor perception.
 Create effective sales and
distribution channels to convert
intentions to visit into actual tourist
visits.
Local destinations
It’s important for a community to
come together in promoting local
tourism. Not only does this contribute to
economic growth, but it also brings
together visitors, locals, the government,
and private sector in appreciating the
importance of ecological and cultural
Destination marketing is the process of heritage.
communicating with the visitors
(potential or existing) to influence their
destination preference, intention to
travel, and ultimately their final
destination and product choices.
Things that you should consider in
creating a successful destination
marketing plan:
 Know your ideal customers, his or
her motivations and preferences in
making travel plans and decision
making, and how these behaviors
change over time. ABC’s of promoting local destinations
 Identify the appropriate visitor  Acknowledgement and applause
market that fits the tourist attractions (celebrate anything and everything).
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 Special events, festivals and natural organizations and people in the
and cultural attractions bring in promotion of the place through social
people. The trick is to let people – media, word of mouth, and
locals and foreigners know that this community identity campaigns by
community with its attraction does making slogans, hashtags, or even
exist. wacky competitions and festival. To
1. Tell a story encourage people to come to your
2. Appreciate what the local locale, you must live local and be
destination has to offer proud of it.
3. Talk about it on social media
4. Explore different aspects of
the experience in this Examples of marketable local destinations
destination (food, people, the
rhythm of everyday life, The Philippines is a trove paradise of
music and arts, food natural and cultural tourist spots. Here are
delicacies and reception of some of the various lowkey but equally
visitors) wonderful and beautiful places in the
 Beautification and cleanliness. Philippines that every tourist should visit.
Efforts to keep the location clean and Hulugan and Aliw falls in Laguna
in its pristine natural state allow
visitors to see it for the destination of
choice that it is. It should start from
the individual and mobilize across
the different sectors of the
community.
Here’s the few of myriad measure
that can be taken to build and
beautify the image of a town or city:

1. Clean up drives
2. Reforestation campaigns
3. Infrastructure repair and
maintenance
4. Improving safety and
security
5. Supporting local culture Part of the adventure in Hulugan falls is a
preservation short trek where you can see rock
 Collaborate. Strong collaborative formations. A revitalizing dip in the fresh
relationships among inhabitants, waters is worth the trek. Nearby is the multi-
local businesses and local tiered Aliw falls, its water sliding down
governments could bring the local boulder steps, creating beautiful effect.
community into the limelight. Tourists can also climb to the top of the falls
Engage as many partner to get a view of the surrounding landscape.

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Calaguas island (Camarines Norte)
An off-track destination comparable to
caramoan island (where survivor Philippines
was filmed). It is known for its pristine
beaches. the most popular among these is the
Mahabang Buhangin beach, which is made
up of a long stretch of powdery white sand.

Cuyo (Palawan)

This place sports an enormous fortress

church and well- preserved old houses that
date back during the Spanish and American
era. The Cuyo Fort is built in 1683 by the
recollects to protect the colonizers and local
inhabitants from moro raids replete during
the 17th and 18th century.

Adams (Ilocos Norte) Tucked in the Sierra Madre Mountains is the

province of kalinga. Its civilization dates
back to centuries ago. Tinglayan is also
known because of Whang-od, the last
kalinga tattoo artist (mambabatok) who
employs the ancient method of tattooing
using charcoal from pinewoods mixed with
water made permanent with the help of
makeshift needle from thorn of calamansi
tree.
Minalungao Park in Nueva Ecija

Adams is known for it sweet, fruity and light

bugnay wine which is a source of livelihood
to the locals. The name “Adams Garden”
was given by the first settlers of the place
because they thought it was the “Garden of
Eden”. Later on, it became just “Adams”
Tinglayan (kalinga)

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Minalungao park showcases towering rock
formations that hug crystalline waters of a
river where tourists can swim or ride rafts
on. Tourist can also explore a small cave
within the park. The park has a flight of
stairs on a mountain that lead to a cross at
the top which reflects the color of the sky.
Quirino Province

Batangas is a famous diving and beach

destination. Its also home to many
mountains like Mt. Talamitan, Batulao,
and Maculot which give hikers a good
challenge. Mt. maculot provides an excellent
view of Batangas and a glimpse of the Taal
Volcano.
Quezon Province
Quirino Province is a landlocked province
who have a lot of plenty eco- adventures.
The tourists can tube down a river or climb
up a cliff and jump off. They can also
explore caves such as Aglipay Cave with its
multiple chambers boasting different rock
formations which resemble people, animals,
and things. Quirino offers a frontier-like
experience that attracts adventure seekers.

Batangas

Tourist can go to Borawan, Cagbalete, and

other nearby beaches, or visit old churches
and houses that date back to Spanish
Colonial Times. In Sariaya, you will see
ancestral houses made of stone. Natalio
marquez mansion is the most beautiful
house that made of stone with its castle-like
exterior and spires. The ancestral houses
serve as a testament to the prominence and

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affluence of the rich during the copra oil The Boracay of the South with beautiful
boom. Other architectural attractions include white sand and blue waters. Contrary to
the lucban church which dates back to the what is mostly said about Mindanao, one
1590’s and the tayabas basilica which is a can feel peace and serenity here.
remnant of the halcyon days of the
Cantilan (Surigao del Sur)
Spaniards in the country.
Biri Island, Northern Samar
In Biri Island, massive rock formations in
gray, black, green and yellow tell a story of
persistence and beauty against the
unforgiving elements. You can stand atop
these rocks and feel the wind.
Bucas Grande Island and Sohoton Caves

In Cantilan, you can take a pick of all sorts

of beach sands: gray, brown, black, and
white. You cab also enjoy the sun rising
from the pacific.
Sheik Makdum Mosques (Simunul,Tawi-
Bucas Grande Island is a hidden paradise tawi)
that boasts of mirror-like lakes, secret coves,
bewitching lagoons, fascinating rick and
coral formations, and amazing sea creatures
like stingless jellyfish. Meanwhile, the
Sohoton caves are only accessible during
lowtide. Sohoton means “to stoop or get
down”
Gumasa White Beach (Sarangani)

Declared as a National Cultural Treasure

in 1965 by the late President Ferdinand
Marcos. This important site is where the
first mosque in the Philippines was erected.
Built by the Arab trader Sheik Makdum
Karim in 1380, the original pillars of the old

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mosque can still be found inside the new friendliness and hospitality. Being an
building. English-speaking nation, it isn’t too hard to
strike up a conversation in English. Food
Philippine Nightlife
and beverages also give visitors a taste of
Filipino Cuisine, from Pulutan to locally
brewed beers and wines. There’s also a lot
of music- KTV, dance music, live
performances. The best nightlife season
would have to be during summer as people
on vacation flock to beaches or city clubs to
party. Some of the well-known Philippine
nightlife destinations are Metro Manila, the
capital city, Cebu city,and Boracay island,
the official party island of the country with
Touched by foreign influences, the
tourist bars and nightclubs standing along
Philippine nightlife has developed into a
white beaches.
thriving segment of the country’s tourism
industry. Apparently, there’s the Filipino References
Eulalio, F. D. (n.d.).

Faith Dulla Eulalio, J. G. (2000). Local Guiding Services. Vibal.

Faith Dulla Eulalio, j. L. (n.d.).

TOUR GUIDING

Name: ______________________________ Date: __________________

Section: _____________________________ Score: _________________

Quiz no. 1
MODIFIED TRUE or FALSE. Write the word TRUE if the statement is correct and if not,
underline the word or statement that sentence incorrect and write the correct answer on the space
provided. (2 points each)

_________________1. The Chronic Complainer likely pays well and demands deluxe services
for it. Excuses are no-no to him or her.
_________________2. Before the tour you should familiarize yourself with the vehicle you will
be using, get the plate number, and the name of the driver or the
coordinator

14 | P a g e
_________________3. Honesty is required in dealing a chronic customer.
_________________4. The Meek Customer always keep the problem to himself or herself.
_________________5. People gets souvenir to remind them of the places they’ve been or the
beautiful experiences they’ve made.
_________________6. Pacify the customer, Identify the problem, form a plan of action, learn
from it, and Ask smart questions are ways on handle customer complaints.
_________________7. Gather all collected vouchers and prepare your tour guide report during
the tour.
_________________8. The Rip-off Customer is very shy or timid in raising concerns, either he
or she doesn’t want to be a burden or he or she doesn’t think you care.
_________________9. Before the tour, you should meet and greet the group and make sure that
you have the complete name of your guests.
________________10. Stay calm is one of the skills that you can apply when problems arise.

TOUR GUIDING

Name: ______________________________ Date: __________________

Section: _____________________________ Score: _________________

Quiz no. 2
Identification. Write the correct answer in the space provided.

________________1. The process of communicating with the visitors to influence their

destination preference, intention to travel, and ultimately their final
destination and product choices.
________________2. Exact age, sex, income, marital status, location, and family status.
________________3. Have a multiple chamber boasting different rock formations which
resemble people, animals, and things.

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________________4. Declared as a National Cultural Treasure in 1965 by the late President
Ferdinand Marcos.
________________5. The Boracay of the South with beautiful white sand and blue waters.
________________6. The most beautiful house that made of stone with its castle-like exterior
and spires in Sariaya.
________________7. Special events, festivals and natural and cultural attractions bring in
people. The trick is to let people, locals and foreigners know that
this community with its attraction does exist.
________________8. Efforts to keep the location clean and in its pristine natural state allow
visitors to see it for the destination of choice that it is.
________________9. The last kalinga tattoo artist or mambabatok
________________10. To stoop or get down

TOUR GUIDING

Name: ______________________________ Date: __________________

Section: _____________________________ Score: _________________

Activity no. 1
Direction: Come up with a list of basic supplies that your customers might need at some point
during the tour. Group them together under the subheadings “Food”, “Toiletries”, and “Health”

16 | P a g e
 BASIC SUPPLIES
FOOD TOILETRIES HEALTH
II.

Describe your ideal customer in two paragraphs, describe the traits, motivations, and preferences
of your ideal tourist.

TOUR GUIDING

Name: ______________________________ Date: __________________

Section: _____________________________ Score: _________________

Activity no. 2
Directions:
I. Describe your ideal customer in one to two paragraphs, describe the traits, motivations, and
preferences of your ideal tourist.

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II. Pick a city that you would like to tour for 3 days. Using web applications, map out stores
where you can get food and other basic supplies accessibly.

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