UNIT FIVE

DEVELOPING EFFECTIVE
COMMUNICATION SKILLS FOR TOUR
GUIDE

WHAT IS COMMUNICATION?
It is the act of sending and receiving intended
messages.
Effective communication implies verifying
that the receiver has understood the message
as intended and that a subsequent response is
observed.
It is something that tour guides do every day,
so how a tour guide communicates is very
important.
 REASONS FOR COMMUNICATING

 why communication is so important in a tour

guiding context???

• As a tour guide, communication will be your

main tool in informing and guiding guests
around sights and keeping their interest.

• some of the main reasons for communicating

in tour guiding is…..
  To inform, remind and advise
 You will use communication to present your
country to tourists.
 As a tour guide you will have to answer many
questions, handle queries and present
information to tourists.
 To clarify, and to avoid confusion and
misunderstandings
 Communication helps to clarify facts so that
there is no confusion or misunderstandings.
 Also, sometimes there are unexpected events
during a tour which can force the tour guide to
change plans, and these changed plans have to
be communicated to the tour group as soon as
possible, to get consensus on alternative
itineraries.
 To promote and persuade
 Communication is also the tool you’ll use to
promote the tourism products and services of
your country, such as the destinations and
events they will visit and enquire about.
 To build relationships
 Conversations help to develop rapport which will
build interpersonal relationships.
 This is important for sustaining the tourism
activities.
 To evaluate your services
Communication will enable you to collect relevant
feedback from the tourists with a view to measuring
the interests and expectations of the tourists.
This feedback obtained can be communicated to all
concerned. From this you will be able to explore
ways of improving subsequent tour activities.
 THE PROCESS OF COMMUNICATION

• The communication process is not very

complex.
• The major players in the communications
process namely, the sender and receiver.
• The major communications tools are the
message and channel/media.
Sender:
Sender is a person sending a message to
another person.
The sender in tour guiding operations can be
both the tour guide who presents tour
commentaries and explain attractions, and the
tourists who ask questions or make comments.
Receiver:
• The receiver is the person (for example the
colleague or tourist) to whom the message (or
communication) is directed.
• In tour guiding it can both be the tourists who
are being addressed by the tour guide, or the
tour guide receiving questions from the tour
group.
Message:
• The message is the reason for the
communication process.
• It is the idea or information that the sender
wants to pass on to the receiver.
Channel:
• The channel is the medium through which the
message is sent
In tour guiding operations the channel can be :-
verbal (for example tour commentaries or
tourist questions),
 non-verbal (the tour guide or tourist’s body
language supporting the messages) and
print and electronic media (newspapers,
television, internet, magazines, maps and
brochures used to develop the tour guide’s
commentaries).
 There are four communication techniques and
these are:

• Encoding,
• Decoding,
• Response, and
• Feedback
Encoding:
• This technique is when the sender puts the message
into language, symbols or signals, which may be
understood by the receiver.
• The process of formulating the ideas of the message
into meaningful symbols, words or signs, is known
as encoding.
Decoding:
• Decoding is when the receiver interprets the
message and its meaning.
• Decoding is the process by which the receivers
translate the symbols or words of the message into
information that is meaningful to them.
Responding:
• This is when the receiver or even the sender of
the message performs an action and responds to
the message received.
Feedback:
• The message has an effect on the receiver in
terms of how they think it was intended, and
they give a response (reaction) back to the
sender based on the meaning they attach to the
message.
• This response is called feedback. The feedback
can be verbal, written or non-verbal
IS silence feedback???
silence is non-verbal feedback,
although it is often hard to interpret
and can be misunderstood because it
can either mean indifference,
acknowledgement or a lack of
understanding of the message.
 FEATURES OF EFFECTIVE COMMUNICATION IN
TOUR GUIDING OPERATIONS

 Interpersonal relationships improve.

 The professional relationships between the tour
guide and the tour group as a whole, between
the tour guide and individuals in the group, and
individual tourists among each other.
 It also encourages a good relationship between
the tour guide and other members of his/her
work team, including the tour operator, bus
driver, other support staff and service providers.
 The Tour is a success!
 This means that the tourists’ expectations are
fulfilled, they leave happy and contend, and
you can be sure that they will encourage others
to take tours offered by your company.
 Your successful communication has ensured
return business for the company, and this
means more profit for the company and
promotion in your career as a tour guide.
Feedback received from tour members is
positive and enthusiastic. Again, this will help
your company a lot when marketing and
advertising the tourism products you offer.
 An important feature of successful
communication is a better understanding
among those participating in the
communication.
 Effective communication also improves
knowledge, so make sure that your
commentary actually leads to improved
knowledge.
 In tour guiding operations the tourists learn a
lot about a country and its features, while the
tour guide also learns about the different types
of tourists.
Effective communication is clear.
 There is no ambiguity (vagueness or
confusion) about what it is the person is trying
to convey.
 The tour guide can try to make his/her
communication clear by using short sentences
in simple language, but still providing enough
information to ensure a clear understanding of
what is being said.
 BARRIERS THAT MAY HINDER EFFECTIVE
COMMUNICATION

• Barriers of communication are a range of

physical, mental or emotional hindrances that
can prevent messages from being passed on
successfully between sender and receiver
during the process of communication.
• The major barriers to effective communication
which has been categorized into four (4) main
groups:
 1. Physical barriers

There can often be physical obstructions that block the

message on its way from the sender to the receiver.
These barriers may include:
• physical objects;
• interfering background noises such as from machinery at
a nearby construction site;
• disruptions or even distractions for example from a child
demanding your attention during your presentation;
• The distance between the receiver and the sender of the
message.
• Health problems such as if you are feeling unwell or are
experiencing pain.
 2. Mental and emotional barriers
Your mental or emotional state as well as those
of your visitors may also affect the way in
which a message is conveyed or interpreted.
Consider the following examples:
 Emotional stress, anger, depression or sadness
during the communication process.
 Too much or too little information or
information that is inaccurate.
 Insecurity or a lack of confidence may also be
a major barrier to effective communication.
 Difficult personalities you may encounter. Some
tourists may be aggressive and may have exaggerated
demands while others may be passive. Such situations
may create barriers to effective communication.
3. Cultural differences
As a tour guide, you interact with people from different
cultures and social sub-groups while completing your
tour commentaries.
It is important to be aware of your clients’ customs,
values and beliefs otherwise these may compromise
the success of your communication with them.
 Do not assume that the tourists share your
values, beliefs and goals.
 Their understanding may be different from
yours because their perspectives are likely to
be different.
 4. Language barriers
• As a tour guide, it is your responsibility to
accommodate language differences and find a
common ground within which the group can
operate.
• Certain words may have multiple meanings
given specific contexts. People may interpret
the same word differently
• Most tourists who visit your country will
speak a different first language from your own.
You may be faced with speech variations such
as varying accents and different ways of
pronouncing words which may complicate
understanding.
• Using incorrect terminology or conveying
inaccurate information is also a major barrier
to successful communication.
 Types of Communication
• There are many forms of communication which can generally
be classified into two (2) major groups.
1. Verbal
• By Telephone (cell-phones)
• Face-to-Face talk(discussion)
2. Non-Verbal
• By facial expression
• By eye contact
• By movement, gesture and mannerism)
• cloths
• grooming
What is the differences between verbal non
verbal communication??
Verbal communication (talking) is
communication using words and speaking.
Non-verbal communication includes our actions,
attitudes, appearance and body language. It
involves more than what we say with our
words.
 Elements of the Voice

The medium for verbal communication is the

voice.
The voice can be adjusted according to:
• Tone
• Articulation
• Speed
• Volume
All this refers to the manner in which someone
speaks. It can be high, medium or low.
Each level of tone reflects a certain level of
emotion.
High Tone:
• This is used to express anger, authority
Medium Tone:
• This is used in a normal conversation.
Low Tone:
• This is used when reflecting sadness.
Articulation:
• Refers to the accent of the person; reflected in
the way words are pronounced.
Speed:
• This is the pace at which the words are
spoken. It is advised to speak slowly.
Volume:
• Refers to the level at which words are
projected.
Brainstorming
• How do we communicate without using
words?
 Types of Non-verbal Communication

1. Facial Expressions
Our Face is one of the most expressive parts of
the body. It has been estimated that there are over
7000 facial gestures.
Possible facial expressions maybe:
• Surprise, conveyed by raised eye brows; wide
eyes or a “wow” expression of the mouth.
• Happiness/joy, conveyed by corners of the mouth
raised and turned up; soft eyes and face.
 2. Eye Contact

Eye contact is one the most engaging aspect of

non-verbal communication.
 Eye contact should be relaxed, friendly, soft
and non-threatening – never use eye contacts to
stare down someone.
 Guides need to also remember that some
cultures do not engage in the eye contact; the
example, indigenous Australians and some
Asian cultures (e.g. Japan) keep their eyes
lowered to show respect but this doesn’t mean
that they are not listening.
 3. Movement, Gestures and Mannerisms

Your gestures and mannerisms are the non-

verbal expressions of your body.
They can enhance your messages or become
painful distractions for the audience.
 You need to be aware of what gestures and
mannerisms you are expressing and then
assess whether or not they are appropriate to
your situation.
Avoid distracting movements or, at the other
extreme, becoming a statue.
Rather your movements should be natural and
relaxed, and consistent with the meaning of
your presentation.
 Positive Non-Verbal Expressions include:

• Facing the individual and group squarely;

• Adopting a relaxed, attentive and open stance;
• Having friendly mannerisms with a relaxed
smile and expressive facial features;
• Avoiding distractive and annoying habits.
 Negative Non-Verbal Expressions:

• Tightly crossing arms

• Chewing gum or smoking
• Continually rubbing face, eyes, hair and other areas
of the body
• Looking repeatedly at your watch when talking with
a group and/or individuals
• Shaking hands in a cold and weak manner
• Pacing back and forth
• Having hands on hips with legs placed spread-eagled
• Crossing lower legs at the ankles;
• Pointing with fingers
 4. Clothes you wear
• Clothes are one of the main ways in which
people form their first impressions of you,
even before you speak your first words.
• Do a head-to-toe assessment:
• Are you wearing appropriate clothing?
• Does your clothing present a professional and proud
image?
• What message are you conveying through your clothes?
E.g. safety
• Do jewelry accessories such as necklaces, rings and
bracelets complement your clothing and appearance?
• Some companies provide their Guides with
uniforms which can vary from a full uniform to
part of a uniform, such as a shirt, skirt, blouse,
scarf or just a hat.
• Often name badges are also provided, if not
make up your own.
• Ensure your uniform is neat, tidy and well-
presented. Any part uniform should be
complemented by appropriate personal clothing.
 5. Good Grooming
Good grooming includes:
Cleanliness and attention to personal hygiene
Well-shaven or well-trimmed facial hair
Clean and well-presented hair
Neat and tidy clothing
Frequent washing
Appropriate use of deodorants or perfumes
Fresh breath and either neutral or pleasant body
odor
Clean and trimmed fingernails.
 Effective Communication Strategy

• Communication strategies deal with "how" we

get individuals to understand the intended
message.
• It focuses on the ways in which a tour guide
will go about achieving the overall goals of the
operator and in effect, the tourist.
• During a tour, you must use strategies to overcome
communication barriers. Here are a few essential
effective strategies you should try.
A. Be an attentive listener
 An important principle for effective
communication is effective listening.
 When your visitors are speaking to you, give them
your undivided attention.
 You must stop whatever you are doing, face them
and keep eye contact with them.
 Not to show that you are listening, and verbally
confirm that you have heard.
 B. Ask for clarification
If a visitor is speaking to you and the message is
not clear, ask for clarification and again,
confirm your interpretation of what has been
said, to make sure you have understood
correctly.
Also encourage your visitors to ask questions.
 Repetition is a necessary element of tour
guiding.
 C. Be clear and concise

 A clear message promotes understanding. Use

correct language structures, simple sentences and
unambiguous words, and try to avoid unnecessary
jargon or local slang.
 Apply standard grammatical rules in tour
commentaries and ensure that your commentaries
follow a logical sequence.
 Work on your pronunciation of words and voice
projection to make sure the message carries across
the group and reaches everyone.
 D. Be motivated and show pride in your
country
• You are the link between the tourist and your
country.
• You represent your country and its people in
the eyes of the tourist. Your attitude should
therefore by positive when you interact with
your visitors.
• Be accessible to them and be willing to share
information and advice about your homeland.
• Explain the local rules and procedures so that
your clients would understand them and abide
by the laws of your country.
• Maintain a pleasant atmosphere in the group
by giving visitors a warm welcome and being
friendly, respectful, helpful and polite
throughout.
• Be attentive to the needs of the tourists
throughout the tour.
 E. Be a leader

• Remember that you are the leader of the tour

group, so you must display effective leadership
skills.
• This does not mean that you should be bossy,
but that the group relies on you to take them
safely to and from where they wish to go.
F. Pay attention to non-verbal cues
• Body posture, gestures or facial expressions
convey particular messages at all times.
 G. Appropriateness

• The message should also be appropriate.

• Both the message and the language used should
fit the audience and the purpose of the
communication.
• Keep information relevant to the sight or
subject we are describing, and make sure the
tourist is satisfied with the information – it
should satisfy their expectations and interests.
• Use the correct English terminology.
 H. Conversational Skills

• A conversation is a talk or discussion between two

or more persons.
• It is one of the means to verbally give or share
information.
• Speech is important when communicating.
• It is not only what you say, but also how you say it.
Therefore, it is important to recognize the type of
words chosen and “voice” used.
• It is often looked at as dialect or native speech, but
“voice’ as seen earlier is much more.
 CONVERSATION DO’S

• Look at the person or people you are talking

to. Make eye contact.
• Be confident when speaking, acknowledging
the uses of tone, articulation, speed and
volume speak in terms of positives not
negatives.
• Think of your audience and use the correct
words and speech. When speaking to someone
from a different culture, speak clearly and
distinctly.
• When an interpreter is present, speak to the tourist
not the interpreter.
• Introduce yourself and ask the person their name.
Use the person’s name when speaking to them
• Ask questions when you don’t understand
something. Encourage your clients to question
what they do not understand.
• Stick to the subject
• Say nice things about people and praise those
who deserve it.
• Disagree politely
 CONVERSATION DON’TS
• Don’t listen in, or respond to conversations
you are not a part of
• Don’t interrupt when someone else is
speaking. Be patient.
• Don’t whisper( a very soft & quite way of
speaking) in front of another person
• Don’t whine, tattletale, brag, or say mean
things about others
• Don’t ask personal questions such as how
much things cost or why someone looks or
dresses the way they do
• Don’t point or stare
• Don’t argue about things that are not important
• Don’t shout. Use a loud voice so everyone can
hear you easily.
THANK YOU…..