Work As A Guide TSEDI

TOUR GUIDING LEVEL III
Tour guiding
Level-III
Learning Guide-1
Unit of Competence: Work as a Guide
Module Title: Working as a Guide
LG Code: CST TOG3 M07LO1-LG-01

TTLMCode: CST TOG3 M07 TTLM 0320v1
LO 1: Apply knowledge of the guiding sector
Prepared by Yenenesh Yekade Page 1

Instruction Sheet Learning Guide #1
This learning guide is developed to provide you the necessary information regarding the
following content coverage and topics:
 Conducting day-to-day guiding activities to in harmony with fellow guides
 Identifying key guide information sources and contacts
 Using industry knowledge and guide networks
This guide will also assist you to attain the learning outcome stated in the cover page.
Specifically, upon completion of this Learning Guide, you will be able to:
 Conduct day-to-day guiding activities in a manner that takes account of the roles and
responsibilities of different types of guides and work in harmony with their fellow
guides.
 Identify key guide information sources and contacts.
 Use industry knowledge and guide networks to enhance the quality of guiding
services provided to customers
Learning Instructions:
1. Read the specific objectives of this Learning Guide.
2. Follow the instructions described below 3 to 6.
3. Read the information written in the information “Sheet 1, Sheet 2, Sheet 3 and Sheet 4”.
4. Accomplish the “Self-check 1,Self-check t 2, Self-check 3 and Self-check 4” in page -6, 9,
12 and 14respectively.
5. If you earned a satisfactory evaluation from the “Self-check” proceedto “Operation Sheet
1, Operation Sheet 2 and Operation Sheet 3” in page -15.
6. Do the “LAP test” in page – 16 (if you are ready).
Information Sheet-1 Conducting day-to-day guiding activities to work in

harmony with fellow guides.

1.1. INTRODUCTION
A tour guide/a tourist guide/ provides assistance, information, historical and contemporary heritage
interpretation to people on organized tours, individual clients, educational establishments, at religious
and historical sites and at venues of other significant interestThey (normally) have a recognized
national or regional tourist guide qualifications. An individual, who, either as an employee or affiliate
of a duly licensed travel & tour agency, GUIDE tourist, both foreign and domestic, for a fee,
commission or any lawful form of remuneration.
A tour guide is a person who guides groups or individual visitors from abroad or from the home
country around the monuments, sites and museums of a city or region” to interpret in inspiring and
entertaining manner, in the language of the visitor’s choice, the cultural and natural heritage and
environment
A Tour Guide is an individual in a front-line position who leads participants (individuals or groups) on
tours, ensures that itineraries are followed, provides commentary in an informative and entertaining
manner, and creates positive experiences for tour participants
1.2. Types of Tour Guides
 Free Lance – not permanently connected with any travel agency and paid per trip.
 Staff Guide – permanently connected with a travel agency, receives monthly salary
 Local guide – a person competent enough to guide in a certain locality or area.
 Escort – person who accompanies a group of tourists from the point of origin to the
destination, and back to the origin. Usually handles group’s check in and check out
 Step-on guide: joins groups (sometimes already with a guide) for portions of a tour. They are
the local expert and the term refers to the guides who get on motor coaches to narrate tours of
local sights and attractions
 On-site Guides: This guide conducts the tour of a specific building or a limited area. sights
and attractions. another type of on-site guide working free of charge or volunteering may be
called a docent. A docent specifically works at a museum
 Specialist – person who specializes in a certain field such as botany, architecture, etc.
 Linguist – person who speaks fluently two or more foreign languages
 A trip or trek leader: has all the responsibilities of a tour guide but may work with a smaller
group, often in the adventure travel segment of tourism. They may be required to teach certain
skills to the group and prepare meals
 Hop-On Guide :Accompany self-drive tourists in a reserve or heritage site, in a city or region.
 Meet-and-greet Guide :Meets individuals or groups arriving at the airport. Help visitors get
their luggage and may even accompany or drive them to their hotel
 Driver-Guide :Personal or private guide acting as the driver as well.
 Educational Guides : Acting for Student-Study educational tours
 City Guides: For pleasure and discovery a traveller can take a tour of the city by motor coach,
van, taxi or hop-on, hop-off bus, or as part of a walking tour. The person who points out and
comments on the highlights of the city is called a city guide
1.3. Relationships with Fellow Guides
 Treat others as you would wish to be treated

 When taking visitors to crowded places, guides should be considerate with other guides
and groups who are waiting to see a site.
 Always share information that could be helpful to colleagues
1.4. Continue relationship building and interactions with tour group members
Good rapport-building costs nothing but does require some effort. It is necessary to enhance the visitor
experience. Techniques to build rapport with participants may include:
• Extending/building on conversations when people were initially greeted– such as: ! Remembering
and using the person’s name
 Mentioning something talked about as part of the previous contact

 Checking to ensure something they queries earlier has been resolved to their satisfaction
• Asking participants questions – about topics such as:
 Their country of origin

 Personal interests and specific interests for this tour
 Their reasons for being on tour
 Their previous experiences and tours ------------------
• Using icebreakers – these are quick exercises which can be used to ‘break the ice’ and introduce tour
group members to each other.
 They are really only suitable where:

 The participants do not already know each other – if the group members already know each
other than ice-breakers are often not appreciated and many resent having to participate in them
 There is sufficient time to conduct them – they can be quite time consuming
 A suitable, comfortable location exists to do them – standing in the heat is not a good location
 Using anecdotes when interacting with participants – these are short stories relevant to the site,
location or up-coming tour and are used as they add interest and provide insight into the
experience
 Using humor when talking with people – most tours contain an element of fun and the use of
appropriate humor at appropriate times can set the scene for fun and actually impart fun and
enjoyment before the tour starts
 Checking on people’s welfare – by asking if they need anything, verifying they are OK and
prepared, and helping them solve their problems
 Applying suitable interpersonal and communication skills at every opportunity/exchange –
such as:
 Smiling
 Eye contact
 Demonstrating interest
 Responding to questions
 Clarifying information
• Involving them in what is happening – this can include:
 Telling them what is about to happen

 Giving them something to do – this may even extend to giving them a simple task to assist
(depending on nature of tour and organizational policies)
 Giving them something to look at/read.

Self-Check -1 Written Test
Directions: Answer all the questions listed below. Use the Answer sheet provided in the
next page:

1. _____________ is a person who guides groups or individual visitors from abroad or from the
home country around the monuments, sites and museums of a city or region.
A. A tour guide B. A tourist C. Local community D. A manager
2. How to build a good relationship with fellow guides ?
Note: Satisfactory rating - 3 and 5 points Unsatisfactory - below 3 and 5 points
You can ask you teacher for the copy of the correct answers.
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

Short Answer Questions
Information Sheet-2 Identifying key guide information sources and contacts
1.1. Introduction

An essential starting point in developing guiding skills and knowledge is to identify guide information
sources and contacts. This section lists a range of these sources and contacts. Sources and contacts
Tour Operators and wholesalers These are excellent sources of:
• Sample tour and travel packages
• Available tour options and inclusions
• Schedules
• Prices
• Terms and conditions
• Policies and procedures
• Insight into:
 Customers, visitors and tour groups

 Tourist needs, wants and preferences
 Experiences with groups.
A. Venue operators
These provide excellent information in relation to:
• Promotional and advertising brochures and flyers
• Opening days and times
• Entry fees
• Attractions, displays and events
• Facilities provided
• Meals/refreshments available
• Location and access
• Booking provisions and ticketing.
B. Internet
The internet is an excellent information source but the following advice may be of use:
• Never use the internet only for references/information – it is important to make direct contact with
‘real people’
• Travel and tourism blogs can be worthwhile sources for gauging general client thoughts about
aspects of the industry – all manner of issues are discussed including agencies and their prices and
service; reliability and credibility of providers; satisfaction with carriers, destinations and attractions
plus a wide range of other topics
• Create a ‘Travel’ folder under ‘Favorites’ and ‘Bookmark’ any site of interest – so useful sites can
easily be re-visited
• Be prepared to:
 Print relevant pages/information

 Follow links on pages to other sites
 Take notes from the pages visited
• Follow-up – take the time to (as appropriate):
 Register for free updates, e-magazines, reports

 Make personal contact with the organization – to grow personal network of industry contacts.
C. Literature
Good sources of information are:
• Guide books – such as Lonely Planet, Access, Fodor’s, National Geographic, Former’s
• Newspaper and magazine articles
• Local telephone books
• History books
• Reports
• Travel and tour/promotional brochures. Network of personal contacts It is vital to develop an

extensive network of personal contacts. Those in the network could include:
• A selection of Tour Guides – from different employers and who conduct a variety of different tour
types
• Local Tour Operators and travel agents
• Carriers
• Venue operators
• Government officials
• People at local Tourist Information centers.
It is important there is two-way communication with people in the network. Formal industry
organizations
These can include:
• Professional Tour Guide bodies and peak industry associations
• Government and semi-government authorities
• Licensing agencies.
D. Local identities
These can comprise: • Community leaders and elders • People who have a long time in the area •
Individuals with detailed/in-depth knowledge of certain local aspects • Local celebrities and sports
stars.

E. Industry Codes
These provide details and insight into ethics and practices deemed necessary/acceptable for the
industry.
next page:
1. List out key guide information sources and contacts?

2. ______________ is an excellent information source

A. Literature C. Local identities

B. Internet D. Industry codes
Note: Satisfactory rating - 3 points Unsatisfactory - below 3 points
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

Information Sheet- 3 Using industry knowledge and guide networks
1.1. Introduction
Once relevant guide information sources and contacts have been identified they need to be used. This
section identifies activities involved in using these sources and contacts to acquire and up-date guiding
skills as well as industry skills and knowledge. Context of activities associated with acquiring and up-
dating skills and knowledge are:
• Readily available – there are many of them, easily accessible

• Relatively inexpensive to use/access – most require an investment of time rather than large amounts
of money. Examples of activities may include: Attending industry seminars These are advertised in
the media, industry magazines and actively promoted through industry associations, websites,
newsletters and direct mail.
They may be held locally or elsewhere and often feature a wide array of
• Exhibitors
• Speakers
• Products and services.
There may be a need to pay to attend or they may be free of charge – there is often a need to register
interest or intention to attend to facilitate catering and other arrangements. They are an excellent
opportunity for:
• Expanding personal networks
• Learning about new products, services, packages, initiatives, deals, providers and industry issues.
A. Participating in industry and related training course
This training may be provided by:
• Industry stakeholders such as carriers, providers, suppliers, key industry organizations,

representative bodies and/or government organizations/authorities
• Training institutions – both private and public.
These courses may:
• Be free or fee-for-service
• Result in formal or informal outcomes – formal outcomes provide recognized/accredited

qualification/s and will be formally assessed
• Conducted on-site in organizations – or at some other remote location such as a training facility,
supplier warehouse or government building
• Feature a mix of theory and practical training.
Inherent in this option is also the potential to arrange for objective evaluation and assessment of
personal skill and knowledge levels to gain recognition/certification. Undertaking FAM tours These
are commonplace within the industry.
They are operated by:
• Industry attractions
• Venues
• Sites.
• They are provided:

• Free of charge
• To industry personnel
• In order to make industry personnel aware of (‘familiar with’) the destination so they will promote
it/recommend it to visitors and tourists.
• They need to be arranged in advance for a mutually convenient time, usually by contacting the
destination and making a request. Joining a professional guiding association It is strongly
recommended all Tour Guide join at least one recognized professional guiding association. The
association may be:
• A local Chapter/Branch of a larger organization
• A stand-alone local body.
• Many Tour Guides belong to more than one such organization.
• In some cases, being a member of a guiding association may be a legislated requirement where the
body oversees/administers Tourist Guides licenses/permits
• Reasons to join these associations include:
• Meeting other people with similar professional interests
• An opportunity to learn from, and share experiences with, like-minded people
• Access to information directly impacting the role of Tour Guide – including data revealed as a result
of primary market research activities
• Advice on a host of Tour Guiding issues – such as:
 Employment opportunities
 Employment terms and conditions
 Career potential
 Legislated obligations imposed on Tour Guides and operators
• A range of associated benefits – such as:
 Regular meetings and newsletters

 Discounts when attending industry events and/or when purchasing goods and services from
nominated suppliers.
B. Undertaking formal and informal research
Formal research relates to:

• Reading relevant text books
• Undertaking formal courses of study
• Reading industry reports

• Attending industry-based events.
Informal research relates to:
• Talking to network of contacts
• Reading general media articles
• Speaking with tourists/visitors
• Visiting destinations, sites and attractions.
C. Practicing required skills
this means implementing newly learned competencies so they become familiar and easy to perform.
It relates to the concepts of:
• Drill
• Repetition
• Role plays
• Practical exercises
• Demonstrations.
The practice may:
• Occur in an actual industry setting
• Take place in a simulated environment
next page:
1. In order to make industry personnel aware of the destination so they will promote
it/recommend it to
A. visitors and tourists B. Communities
C. Managers D. Tour guides

Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

List of Reference Materials
1. Lovrentjev, S. (2015). Education of Tourist Guides: Case of Croatia. Procedia economics and
finance, 23, 555-562. DOI:10.1016/S2212 5671(15)00538-9.
2. Kalyoncu, M.&Yuksel, G. (2017). The Effect of Impression Management Techniques which
Tourist Guides Use in Package Tours on Personal Interaction Quality. Journal of Tourism and
Hospitality Management, 5 (1), 15-25. DOI: 10.15640/jthm.v5n1a2.

3. Huang, S., Hsu, C. H.& Chan, A. (2010). Tour guide performance and tourist satisfaction: A
study of the package tours in Shanghai. Journal of Hospitality & Tourism Research, 3 4(1), 3-
33.DOI:10.1177/1096348009349815.

Tour guiding
Level-III
Learning Guide-2
Unit of Competence: Work as a Guide

Module Title: Working as a Guide

TTLM Code: CST TOG3 M07 TTLM 0320v1
LO2: Guide tours according to safety, ethical and

legal requirements

Instruction Sheet#2 Learning Guide # 2
 Conducting day-to-day guiding activities to govern the industry
 Participating in risk assessments actively and regularly
 General ethics of guiding and specific ethical considerations
 Guiding tours that minimizes risk to customers and colleague
 Guiding tours that minimize any negative impact on the social-cultural or natural
environment.
 Conduct day-to-day guiding activities according to the legal requirements governing

the industry.
 Participate in risk assessments actively and regularly according to established
organizational policies and procedures and identify situations where a risk
assessment may be required.
 Guide Tours according to general ethics of guiding and specific ethical considerations
for particular contexts.
 Guide Tours according to safety requirements and in a manner that minimizes risk to
customers and colleague
 Guide Tours in a manner that minimizes any negative impact on the social-cultural or natural
environment

3. Read the information written in the information “Sheet 1, Sheet 2, Sheet 3, Sheet 4 and
Sheet 5”.
4. Accomplish the “Self-check 1,Self-check t 2, Self-check 3, Self-check 4 and Self-check5”
in page -22, 25, 27, 29 and 32 respectively.
5. If you earned a satisfactory evaluation from the “Self-check” proceed to “Operation Sheet
1 and Operation Sheet 2”in page -33.
Information Sheet-1 Conducting day-to-day guiding activities to govern the industry

1.1 Roles, functions and responsibilities of tour guides
Being a Tour Guide/Tourist Guide requires attention to a wide range of roles, functions and
responsibilities. Tour Guides are often referred to as ‘the mortar that binds the tour together’. In
addition to any duties/requirements prescribed by individual employers, the following are accepted as
being standard industry requirements.
A. Manager and leader
This is vital and central role because tourists/visitors and the employer expect the Tour Guide to take
charge/control of the tour and tour group members. This can involve:
• Managing the tour group members and leading the tour so:
 The schedule of the tour is adhered to

 No-one gets lost
 Behavior is acceptable
 All participants get maximum value from the tour
• Issuing items as required for the tour – such as tickets, badges, equipment, handouts and other group-
specific or tour-specific items
• Briefing people – on practical tour-related issues, and giving necessary operational and/or safety-
related instructions
• Taking responsibility for the tour group – highlighting the need to:
 Ensure comfort of the group
 Guarantee their safety and security
 Respond to their individual needs/preferences
 Make sure visitors/tour group members enjoy their experience and ensure the tour lives up to
advertisements/promises made about it and enhances the reputation and image of the Tour
Operator and the destinations and host country
 Comply with all legal, moral and ethical requirements – including commonly accepted social
standards/norms ! Monitor and supervise actions, language and interactions of the tour group
 Escorting tour group members to protect them and ensure their safety – this can mean taking
charge and taking appropriate action when an emergency arises or when there is a need to take
decisive action to accommodate unforeseen/unexpected circumstances
 Demonstrating confidence and credibility – by dressing appropriately, by acting and speaking

professionally, by proving things are organized, by providing relevant and interesting
information and insight into what is said
 Acting as a role model – about how tour group members should act/behave, about where they
can go and cannot go, how to talk to others.

 Directing, navigating and moving people in relation to where they go, what they do, how long
they spend in an area/on an activity
 Showing people what to do – such as demonstrating skills, demonstrating safety

equipment/requirements, demonstrating local activities
 Path-finding – to show the way so people know where to go.
B. Mediator
This is needed in order to:
• Mediate problems and/or conflict within the group – or between individuals in the group
• Mediate issues between the tour and the place where the tour is being conducted – which may relate
to issues such as:
 Timing of activities
 Access to exhibits/areas
 Duration of demonstrations
 Movement of groups
 Actions of individuals with in the tour group.
Tourist Guides are often required to be the ‘social lubricant’ (regarded as a ‘social facilitator’)
between members of a group to handle disputes and facilitate individual engagement with the tour
(that is, to draw out those who appear alone, reluctant to participate or unhappy): high levels of social
and interpersonal skills are essential for those who deliver tours. All Tourist Guides must be a ‘people
person’.
A. Communicator
This involves:
• Welcoming people to the tour – genuinely, warmly, personally and sincerely
• Delivering a commentary to tour group members – to explain, inform, illustrate and interpret the tour
and to promote cultural awareness
• Responding to questions – asked by tour group members
• Providing information – about tour sites, locations, destinations, surrounding areas, products and
services, events and festivals, history and culture, business, and (generally speaking) anything to do
with the local area/country. Being a good communicator also requires interpretation of aspects of the
tour (such as culture and customs, history, the environment, social factors and the economy)
B. Cultural host
This relates to promoting and respecting local culture.

This means the tour guide must have:
• Extensive knowledge of the topic/area which is the focus of the tour – so they can show, tell and
explain as required as well as respond to questions
• Extensive knowledge of the wider area/country/region – in order to be an ambassador for the

country/location

• Skills and techniques to enable them to impart the knowledge they have – to groups and individuals.
A. Environmentalist
All Tourist Guides are expected to:
• Advise tour group members about actions to help preserve and protect all environments they visit –
to demonstrate responsibility and support the principle us sustainable tourism
• Take action to minimize tourist impact – on the environment
• Subscribe to the principles of sustainable tourism
• Inform tourists of relevant local environmental issues and concerns – in relation to environmental
issues, problems and initiatives
B. Entertainer
All tours have some degree of entertainment and the Tour Guide needs to be able to:
• Optimize enjoyment of the group
• Enhance interest in the tour and activities
• Make people smile and laugh at appropriate times and for appropriate reasons
• Captivate and amuse people on tours, especially younger ones/children.
C. Safety and security officer
Delivering a tour can require:
• Explanation of safety requirements – telling people what they should and should not do to remain
safe
• Distribution of safety equipment – and demonstration of how to wear/use it, as well as assisting
people to get into safety/protective clothing
• Observing and monitoring tour group members – to ensure they do not get lost, injured or place
themselves (or others) in danger
• Monitoring of the environment – to predict potential threats/warning signs
• Taking appropriate action when danger threatens or an emergency situation occurs – or when a
person is injured.
D. Sales person
A Tour Guide can be required to:
• Promote retail opportunities – available within the tour to optimize sales

• Encourage referral business – that is, encouraging people on the tour to suggest/recommend the tour
and/or the country to their families and friends
• Generate repeat business – where participants come back for another tour
• Advertise any aspect of the business/site – as determined or required by management.
E. Administrator
This can involve:
• Liaising with other operators and businesses – to organize or otherwise facilitate tours and visits
• Planning and organizing tour activities – to suit identified need
• Arranging supporting inclusions for the tour – such as food/meals, drinks, transport, accommodation
and other items appropriate to the type of tour and identified need of tour group members
• Completing necessary reports – as required by employer
• Maintaining records – of each tour as necessary.

next page:
1. This is vital and central role because tourists/visitors and the employer expect the Tour
Guide to take charge/control of the tour and tour group members)
A. Manager C. Entertainer
B. Safety or security officer D. Sales man
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


Information Sheet-2 Participating in risk assessments
1.1. Introduction
The tour guide is an important part of tourism activities. In the process of travel, tour guide masters
the overall situation and holds a core position, which is one of the key factors for the success of travel
agency. In the international tourism industry, tour guide service is called “the soul of tourism” . They
are a key factor in a tour to succeed and can affect customer loyalty .It can be said that the tour guide
has traveler company managers, salesperson and representative, entertainer and other leaders’
boundary-spanning roles.
1.2. Risk management theory
The risk management theory refers to the organization confirms information security threats and
vulnerabilities through risk analysis and risk evaluation, estimates the possibility of occurrence, and
then conduct risk assessment to plan and organize information security requirement, and formulate
risk reduction management measures in order to keep the information security risks controlled at an
acceptable level . Clarke and Varma point out that risk refers to the uncertainty of time and state and
the possibility of loss or gain . Risk refers to the experience and feelings of individuals on dangers as
well as the situations or events featured with uncertainty and likely to cause negative influence .Deng
believes that the risks are uncertain about the outcome of the attempt, and may result in unanticipated
profit or loss in person or property . Wu points out that risk refers to the possibility of loss caused by
adverse events
The risk in the Ministry of Education Mandarin Dictionary explains that risk is equal to danger, crisis,
its similar word is also dangerous. The definition of risk in Merriam Webster Collegiate Dictionary is
the probability of loss or injury. Song defines risk management as a management process in which
economic individuals integrate and use limited resources to minimize the adverse impact of the
existence of risk on individuals. Risk assessment must go through a series of implementation
processes, including risk identification, risk measurement, risk strategy analysis and
recommendations, to achieve risk management objectives. Mikulić, Sprčić, Holiček and Prebežac
using integrated risk management steps: Define tourism destination target, analyze internal and
external environment, risk identification, risk assessment, risk map, risk management selection and
continuous monitoring and evaluation. Tourism is a very sensitive industry, and it is vulnerable to
internal and external events. Compared with other industries, tourism is very comprehensive,
involving a wide range, and supply chain are very complex. Therefore, tourism enterprises, tourism
workers and tourists not only have the risk characteristics of objectivity, uncertainty and contingency,
but also have their own characteristics
1.3. Tour guide risk management indicators
Indicators are consistent grades and principles of measurement . An indicator is a statistical measure
that is representative enough to describe a true situation. Roehl and Fesenmaier took a research on the
concept of risk perception in tourism. Utilizing factor analysis, they identified three basic dimensions
of perceived risk: physical-equipment risk, destination risk and vacation risk. Fuchs and Reichel
investigated the foreign tourists’ destination risk perception of Israel.

They identified six risk perception factors: human-induced risk; financial risk; service quality risk;
social–psychological risk; food safety problems and weather risk; natural disasters and car accident
risk. Boksberger et al. examined risk perception in commercial air travel. They identified six specific
perceived risk dimensions in air travel. Financial risk, Functional risk, Physical risk, Psychological
risk, Social risk and Temporal risk. Jiang thinks that tourism risks include six main aspects, namely:
Transportation and communication risk, public order risk, accommodation risk, health risk, medical rescue
risk and tourist attraction risk

next page:
1. Explain risk management theory.
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


Information Sheet-3 General ethics of guiding and specific ethical

considerations
1.1. Introduction
All identified legal, ethical and safety considerations must be applied when conducting tours.
Background to this requirement It is important to understand/acknowledge: Consumers are becoming
increasingly aware of their legal rights – so Tour Operators/tour leaders/guides need to be aware of
their obligations to the client Legal terms and definitions are not always easy to interpret/understand –
but there is an obligation to learn and interpret what they mean: importance is never an excuse
Tour leaders/guides should know their legal rights/obligations. There is a need to seek legal advice –
from a legal professional, a recognized industry body/association or a relevant government agency
1.2. A Professional Guide’s Code of Ethics

A professional guide is expected to follow the rules and regulations, and act accordingly, at all sites
and facilities where he/she takes visitors
A professional guide knows and follows the policies of the company for whom the guide is working at
the time. A guide does not accept or solicit a job from a client of the company that has hired him/her
without the consent of the company, nor should a guide attempt to divert to another person or
company business from the company that has hired him/her. All business related communication with
the client should be made through the company. It is the guide’s responsibility to inquire of the tour
company regarding continued service with a repeat client. Loyalty for and to the tour company should
be practiced during the entire tour.
A professional guide accepts each tour as a serious commitment and cancels only when absolutely
necessary and provides as much advance notice as possible.
A professional guide does not solicit gratuities.
A professional guide does not initiate or encourage patronage of souvenir shops and other places that
give commissions to the guide and/or drivers. A professional guide does not abuse complimentary
meal privileges offered by food establishments
A professional guide cooperates with other tour groups and maintains ethical and professional conduct
at all times, cultivating a positive relationship with all colleagues.
A professional guide respects the research and intellectual property (copyrighted material) of other
guides by not recording or quoting it without permission; does not plagiarize, or take as one’s own,
another guide’s commentary or individual presentation technique.
A professional guide provides skilled presentation of knowledge, interprets and highlights

surroundings, informs and maintains objectivity and enthusiasm in an engaging manner.

A professional guide is prepared for each tour when the itinerary is furnished in advance. A
professional guide assumes responsibility for reporting on time and for meeting appointments and all
schedules within the guide’s control. A professional guide is sensitive to the interests and values of the
tour group and does not share his/her personal views on controversial subjects such as sex, religion,
and politics
A professional guide is knowledgeable about the best routes for all tours. A professional guide informs
the driver of the route in a calm, polite, and timely fashion.
A professional guide maintains good personal hygiene and uses proper judgment in dressing
appropriately for all tours

next page:
1. A professional guide is expected to follow the rules and regulations, and act accordingly, at all
sites and facilities where he/she takes visitors
A. True B. False
2._______________________is prepared for each tour when the itinerary is furnished in advance
A. A manager B. A professional guide C. Tour operator D. A Tourist
Note: Satisfactory rating –9 points Unsatisfactory - below 9 points
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

Information Sheet-4 Guiding tours that minimizes risk to customers and

colleague
1.1. Relationships with Employers
 Always appear neat and clean with proper uniform and badge.
 Maintain a business like and socially acceptable demeanor. Avoid foul language and excessive
drinking.
 Never share a company’s trade secrets or internal problems with clients or with employees of
another company.
 Follow and complete the tour itinerary. When this becomes difficult because of inclement
weather, queues, accidents during the tour, contact the employer immediately.
 Never solicit work for oneself or another company through a company’s client
1.2. Relationships with Other Colleagues
 Attempt to learn more about other aspects of the industry.

 Always acknowledge a colleague’s excellent service by telling it to the individual concerned,
the individual’s supervisor or the travelers who have benefited from it.
 If a problem arises, discuss it privately, without being heard by clients.
 Avoid gossip about colleagues
1.3. Relationships to Travelers
 Guides must treat all tour members with equal time, attention and dignity.
 Guides should give accurate and interesting information and strive to learn more.
 Guides should try to be very objective and diplomatic.
 Guides should keep their guests comfortable and safe.
 Guides should never look down on a region’s customs or consider them strange or weird just
because they are different from their own.
 Guides should never solicit tips
1.4. What should I be aware of?
To help ensure your communication is polite, professional and friendly, the following tips will assist:
 Follow all establishment policies regarding communication with customers and colleagues.
These may exist for greeting customers, interacting with staff and answering the phone
 Use a person‟s name where it is known. If you don‟t know a customers‟ name use „Sir‟ or
„Madam‟
 Be honest –but be sensitive, tactful, caring and respectful
 Use „please‟ and „thank you‟ a lot

 Don‟t interrupt
 Speak at an appropriate pace and volume –don‟t‟ yell, don‟t whisper
 Make sure your non-verbal language matches the verbal communication you are sending. \
This commonly means smiling when it is appropriate to do so, and displaying a serious demeanor
when something serious is being discussed
1.5. Ten Commandments of Tour Guiding
1st : SMILE
 As the saying goes “smile and the world smiles with you”. There is nothing in the
world that refreshes more than a cheerful smile.
 Philippines is being recognized the world over for its FRIENDLINESS & HOSPITALITY
2nd : BE PATIENT
 Open-minded, flexible & ready for suggestion

 More often than not, the people you are handling are on vacation, while the persons they get in
contact with are working.
3rd : BE READY
 What can go wrong will go wrong. Think and Plan ahead. Tourists safety is the priority
 Tourism time is always advance time
 Check needs, flashlight, etc. before embarking. Ask tourist preference & modify
program/I.T./activity if necessary.
4th : DRESS PROPERLY
 Good grooming and a dress code should not only be applied in tour guiding, but in the daily
life as well. In tourism, being properly attired is of outmost importance.
 Appearance suitability to the group or the trip and avoid crude action
5th : BE COURTEOUS
 No matter how up-set or tired you may be, be courteous. It is very difficult to be angry with
someone who is courteous
 Don`t take side. Never enforce your belief. Be tactful

 Action speaks louder than words

 Remember you are taking passengers on a holiday
NOT a school field trip
6th : BE UNDERSTANDING, BUT FIRM
 Many guides fail because they cannot be firm, without being bossy.
 No tantrums, deal problems with pleasant mood
 Deliver the tourists to the right destination
 The only constant in this world is change
 Factor of safety-provide allowance for the unforeseen event
7th : BE POSITIVE
 Make an effort to look for the positive side of things.

 Present the best and good side of the attractions and do not discuss the bad side of it.
8th : PROTECT YOUR SUPPLIERS
 Do not take sides. Always stay neutral. Find the root cause of the problem and solve it- that is
what separates the good guides from the excellent guides.
 Never put down other tour operator/outfitter
9th: BE PREPARED ALWAYS
 Know your tour, itinerary and your commentaries’ data and information. If you are not sure,
research.
 Advance thinker. The more experience you have in the industry the better you can perceive
danger.
 Expect the best & prepare for the worse
10th : STUDY YOUR PEOPLE
 Seek common ground and common interests.

 Establish healthy lines of communications.
 Tourists generally do not like to meet other tourists
 Do not by all means ask about their family unless they open up first freely to you
 Know and respect their culture

next page:
1. Be honest –but be sensitive, tactful, caring and respectful
A. False C. True
2. write the Ten Commandments of Tour Guiding
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________
Information Sheet-5 Guiding tours thatminimize any negative impact on the social-cultural

or natural environment
1.1. Negative socio-cultural impacts of tourism
Tourism creates negative economic, environmental, and sociocultural impacts upon all the involved
stakeholders, including the tourism industry, the environment, the visitors, and the host communities.
The impacts of tourism upon sociocultural values and local community have been identified by some
researchers (Mowforth and Munt,2009; Mustafa and Abu Tayeh,2011). Someliterature has proved that
tourism has led to social changes in many perspectives and dimensions, including norms and
traditions, social values, woman's life and children status (Kim et al.,2013). Swarbrooke (1999) stated
that radical change could happen in the behaviour of hosts and guests, new habits such as marriages
between locals and tourists. However, Mustafa and Abu Tayeh (2011) identified other drastic changes
such as sexual harassment and sex tourism, illegal sexual relationships between hosts and tourists, and
alcoholism.
The commercialisation of culture is described as selling the local and traditional folklore, dance,
songs, and creation of specific traditional events and performing a religious ceremony for tourists to
earn income (Wall and Mathieson,2005; Ivanovic,2008; Kim et al.,2013). Accordingly, such practices
distortthe image of society. Also the local culture starts losing its identity and authenticity. Another
critical negative influence identified is child labour. There were about 218 million children around the
world working in poor conditions within tourism destinations(Plüss, 1999; International Centre for
Responsible Tourism, 2013). However, the negative impactof tourism on indigenous people is
relatively unexplored, and its impact differs between individuals and destinations. This difference is
explained by many factors; the number of tourist arrivals to the destination, the type of relationship
that is formed between the indigenous people and tourists in that more tourists means more negative
impacts (Smith and Alhasanat,2010).
1.2. Sociocultural impacts of tourism
An inherent aspect of tourism is the seeking of authenticity, the desire to experience a different
cultural setting in its natural environment. [28][29] Although cultural tourism provides opportunities for
understanding and education, there are serious impacts that arise as a result. It is not only the volume
of tourism at work, but the types of social interactions that occur between tourist and host. There are
three broad effects at the local level: the commodification of culture, the demonstration effect, and the
acculturation of another culture
1.3. Environmental impacts
Ecotourism, nature tourism, wildlife tourism, and adventure tourism take place in environments such
as rain forests, high alpine, wilderness, lakes and rivers, coastlines and marine environments, as well
as rural villages and coastline resorts. Peoples' desire for more authentic and challenging experiences
results in their destinations becoming more remote, to the few remaining pristine and natural

environments left on the planet. The positive impact of this can be an increased awareness of
environmental stewardship.[6] The negative impact can be a destruction of the very experience that
people are seeking. There are direct and indirect impacts, immediate and long-term impacts, and there
are impacts that are both proximal and distal to the tourist destination. These impacts can be separated
into three categories: facility impacts, tourist activities, and the transit effect.

next page:
1. List out the socio-cultural impacts of tourism
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

1. Deng JG (1998) Risk management. Taipei, hwatai.

2. Wu SH (2000) The nature of the strategy. Taipei: Facesread..
3. Ministry of Education Mandarin Dictionary (2017) Risk management.
4. Song MZ (2000) Risk management. Taipei, Wunan

5. Smith, M. and Krannich, R., (1998)Tourism dependence and residents’ attitude. Annals of
Tourism Research,25(4),783-802.
6. Alhasanat, S.,(2010). Sociocultural impacts of tourism on the local community at Petra,
Jordan. European Journal of Scientific Research,44(3), 374-386.

Tour guiding
Level-III
Learning Guide-3
Unit of Competence: work as a Guide

Module Title: working as a Guide

TTLM Code: CST TOG3 M07 TTLM 0320v1
LO3:Develop guiding skills and knowledge

Instruction Sheet Learning Guide # 3
 Identifying and using Opportunities to update the knowledge and skills required by
guides
 Identifying and accessing sources of assistance and support for guides.
 Sharing knowledge with colleagues and local community
 Identify and use Opportunities to update the knowledgeand skills required by

guides
 Identify and access sources of assistance and support for guides when required.
 Share knowledge with colleagues and local community to enhance the quality of
service provided to customers

Sheet 5”.
4. Accomplish the “Self-check 1,Self-check t 2, Self-check 3 and Self-check 4” in page -39,
42, 44 and 47respectively.
1, Operation Sheet 2 and Operation Sheet 3 ” in page -48.

Information Sheet-1 Identifying and using Opportunities to update the

knowledge and skillsrequired by guides
1. Demonstrate the skills and knowledge necessary to TOUR guide
1.1. Introduction
Leading tours requires demonstration of a wide set of skills and application of a diverse body of
knowledge. This section identifies activities necessary in this regard. Basic classification of skills and
knowledge Tour Guide requirements can be classified into the following sections to assist with
identifying and applying what is necessary
• Pre-arrival activities – concentrating on tasks to be completed before tour groups arrive for their
tours
• Pre-departure checks –featuring activities necessary to ensure safe and compliant operation of the
tour in accordance with legal requirements and promotions
• During tour activities – relating to all the duties required to lead the tour and conduct activities
• On-departure/post-tour activities – focusing on administrative work required by the employer to

finalize the departure of tours.
1.2. What a tour GUIDE should know?
A tour Guide is supposed to be well conversant and knowledgeable of the tourist products of his/her
country. He/she should have all the facts, figures and anecdotes as required of an internationally
sensitive Tour professional. They should harbor the knowledge on regional, national and International
level apart from the core knowledge on the attractions of which he is working
In Tourism facts means knowledge of a particular area, which has a basis to talk about, based on
different aspects. Figures are facts that are expressed in numbers. Anecdotes are stories that come out
of your land as legends or tales
The tour professional should have significant knowledge related at least to the following areas. These
are just some of the areas but a successful tour professional should know more than this.
 World Countries National Parks and sanctuaries

 Lakes and rivers Monuments
 Tribes Ancient and modern Achitecture
 Government regulationsEarth Facts
 History and CultureArchaeology
 Wildlife (Fauna) and Plants (Flora)
 Rituals
 Religions Birds (Ornithology)
 Fairs and Markets
 Tourist Attractions and products Handicrafts and antiqeties
 EconomyTraditional Dress
 Accommodation Holidays
 Climate and geography Foreign and local Calendars
 Tour Operators and travel agents

 Aircraft schedulesSpecial Interest areas
 Food and CuisineFestivals and Celebrations
 GeomorphologyLegends
 Travel formalities
 Folk Dance
 Types of Tourism
 Transportation
 Time Differences & Zones
 Medical Service
 Restaurants and catering establisments
 Things which were discovered in the tour profesional Country e.g. Coffee in Ethiopia
1.3. ROLES OF A TOUR GUIDE

 The tour guide is a Leader/ responsible for control of the group/.
 The tour guide is a watchdog for the Tour Operator
 The tour guide acts as a Public Relations Representative.
 The tour guide is also a go-between.
 A tour guide is also an Educator/Lecturer for the clients. (information provider)
 Timekeeper
 Shepherd
 ambassador for his/her country
 Social Facilitator
 Cultural Host

 Motivator of appropriate conservation values
 Interpreter of the natural and cultural environment
 Entertainer
 People mover
 Record keeper
 Problem solver
 Confidential
 Information provider
 Administrator
1.4. A Guide’s Responsibilities

A tour guide is responsible for the logistics of a tour, and the clients they are travelling with.
The lodging, meals, transportation and activities have usually been prearranged, but in some
cases a guide may be responsible for any or all of these detailsIt may be a one day or multi-
day tour. Guides usually-
 Meet their clients at the airport
 Accompany them to hotels & activities scheduled during the tour
 Manage meals & transportation throughout the tour
 Deal with luggage
 Explain the itinerary and schedule
 Provide information about the areas visited
 Lead activities specific to the tour
 Handle health emergencies

 Manage last minute changes, conflicts and mix-ups
 Are responsible for keeping everyone in the group happy and ready to sign up for
another tour
 Manage a budget
 Generate reports for the tour company
 Guides may be hired as employees of a company or as sub-contractors
1.4.1. Tour guides may perform the following tasks
 Meet members of a tour on arrival and make introductions
 Coordinate pre-arranged accommodation and transport, and make sure that tour
members are comfortable
 Lead tour groups, drive coaches or limousines, advise tour members of local interest
points and prepare and present tour commentaries
 Coordinate pre-arranged tour activities such as visits to local attractions, restaurants

or shops, train rides, cruises, extended tours, white water rafting, bushwalking and
mountaineering
 Research and share general information on Indigenous cultures
 Attend to operational problems such as booking errors and amendments, lost luggage
or illness, and provide first aid if needed
 Keep in touch with transportation companies
 Maintain written reports of daily activities and carry out other administrative work.
It is therefore…
 One of the most attractive jobs in the travel industry
 Requires a lot of values and ethics

 Represents the country and the people
 Good paying job
 Flexible time – but no time limit
 Service – oriented
 Physically demanding
 Gives a better understanding of the different cultures
 Helps develop a well-rounded personality

next page:
1. _________ is supposed to be well conversant and knowledgeable of the tourist products of
his/her country
A. A tour guide B. A Tourist C. Local community D. a leader
2. List out the guides responsibilities
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

Information Sheet-2
Identifying and accessing sources of assistance and support
for guides.
1.1. Types of Tour Guides who need a support

It is common for the following types of Tour Guides to be available for employers and visitors/tour
groups to choose from:
A. On-site attractions guides
These Tour Guides:
• Are specific to one (or a limited number) of venues, attractions, parks, gardens or destinations
• Meet and greet tourists on arrival
• Have an extremely detailed knowledge of the site they are working in
• Will be expected to promote sales within the site/attraction
• Manage tourists and visitors while they are on-site
• Will frequently:
 Lead on-site tours

 Conduct demonstrations relevant to the site/type of attraction
 Supervise activities – such as experiential learning
 Provide commentaries
 Drive site-specific transport/vehicles
 Organize and monitor on-site inclusions – such as meals, photo opportunities, displays, events,
distribution of materials, rides, games
• Farewell visitors and encourage repeat and referral business.
B. City guides
These Tour Guides:
• Specialize in leading tours of one or more cities
• May conduct:
 ‘City walks’
 ‘Bicycle tours’
 ‘Hop on, hop off’ tours – using public transport
 Tours of a specific area of a city
 Tours of specific business/property types within the city – such as fashion and clothing
houses, restaurants, electronic wholesalers/retailers
 Tours of certain lifestyle/life choices – such as medicine, nightlife, arts and culture,
museums, history, activity-based options

• Often work closely with:
 Councils
 Tourism bodies including semi=government authorities
 Local businesses.
C. Government guides
Government guides are employed by the government or government-funded bodies or agencies.
These Tour Guides:
• Are employed by the government – but may not be obviously designated (to visitors/tourists) as
government employees
• Need to comply with pre-requisite compliance requirements – which often relates to minimum
requirements for experience as well as holding designated qualifications and/or a local tour
license/permit
• Are often to communicate prescribed information to visitors – as part of the government effort to
impart knowledge and/or promote a certain point of view or initiative
• May:
 Lead tours of government buildings and other government-owned and managed destinations
 Conduct tours of general areas, cities and other attractions.
D. Specialized guides
These Tour Guides:
• Specialize on one or more type of tours – such as, for example:
 Action and adventure tours

 Historic tours
 Culture tours
 The Arts
 Eco-tourism and nature
• But they Must have:
 Extensive knowledge of the areas they are specializing in

 Sound skills relating to the activities which are the focus of their tours
• Often operate as other guide types – in addition to their chosen specialization
• May be classified as such by local regulations –

E. Independent guide
An independent guide:
• Is self-employed
• May also work for Tour Operators, Government agencies or attractions or destinations on a
contractual basis – in any Tour Guide capacity as listed in this section
• May need to be registered by local authorities – in order to function in this capacity
• May need to ensure they meet local compliance obligations imposed by law/the authorities – which
may relate to:
 Advertising and promotion

 Conduct and ethical practices – including complaint resolution
 Insurance coverage.
F. Business and industry guides
These Tourist Guides:
• Are ‘Specialized guides’ who focus on leading tours to:
 Nominated business houses

 Specific industry types or sectors
• May be self-employed or employed by the businesses/industries they serve
• Can operate (wholly or partially) on a ‘commission basis – based on the sales made to visitors/tour
groups while they are at individual establishments.
G. Duration-based guides
These Tour Guides may be:
• One-day Tour guides – leading tours of (generally) six to twelve hours duration
• Extended Tour Guides – conducting multiple day tours.
They:
• May be required to drive a vehicle – or may work in conjunction with a dedicated driver
• May be required to cook/prepare meals – or may work with a dedicated cook
• Can be a generalist Tour Guide – with general knowledge about an area and/or a range of topics, or a
Specialized Tourist Guide
• May be required to arrange and supervise accommodation of tour group members

• Will need exceptional levels of interpersonal and communication skills – given the length and nature
of the contact they have with visitors
• Must monitor group dynamics more than other types of Tour Guides given the longer duration of
tours and the greater potential for problems to arise.
H. Driver guide
These Tour Guides:
• May be any classification of Tour Guide as identified above – who combine their other Tour Guide
duties with driving a vehicle
• Often need to hold a nominated type of driving license as appropriate to the type of vehicle being
driven – which may be:
 A car or van with limited passenger capacity

 A four-wheel drive vehicle – especially on adventure/remote area tours
 A bus or coach
• May drive:
 Vehicles on public roads

 Conveyances within the boundaries of attractions – such as tractor-trains
• Will often need to have:
 Specialist driving training

 Nominated experience/ability with vehicle maintenance and repairs

next page:
1. ------------------Have an extremely detailed knowledge of the site they are working in
A. Business and industry guides

B. Specialized guides
C. Independent guide
D. On-site attractions guides
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


Information Sheet-3 Sharing knowledge with colleagues and local community
1. Optimize respect for local culture

1.1. Introduction
All tours must be conducted to optimize respect for local culture. This section introduces and defines
‘cultural host’, explains the need to respect local culture and presents ways this may be achieved.
Cultural host Being a cultural host is a major role of Tour Guide and is important because it:
• Helps visitors make a connection with the locals and the local culture and local
people/communities
• Guards against and explains things which may cause ‘culture shock’ to some tourists
• Assists visitors assimilate into local surroundings and the local experience. This is important so
visitors are prevented from giving unintended offence to any place they visit, or person they meet.
This role is also emphasized in situations where the tour group members cannot speak the local
language and the guide is needed to interpret or help with communication. Need to respect local
culture It is important for Tour Guides to demonstrate respect for local culture for the following
reasons:
• Meet expectations of tour group members
• Comply with promotional promises made about the tour
• Help minimize negative impacts of tour on local communities
• Maximize education of tourists regarding the country, area and/or communities
• Demonstrate the reverence in which aspects of the local area held by local people
• Generate enhanced local acceptance of tours by demonstrating appropriate respect for beliefs,
customs and other important aspects of the people/community. Ways to demonstrate respect for local
culture The following practices have proved effective in demonstrating respect for local culture:
• Abide by Tour Operator arrangements which have been made between them and local communities
– in relation to the conduct of individual tours which may impact them
• Ask permission from locals – before taking certain actions:
! Never assume permission will be given
! Always consult before taking action
• Always use common sense – but err on the side of being deferential towards local communities •
Avoid mentioning certain aspects of the local culture – if asked to do so

• Be prepared to explain aspects of the culture – which are known to be generally misunderstood by
others/tourists
• Provide anecdotes which explain and illustrate the local culture – as opposed to providing lectures
about it
• Ensuring integrity of all guiding and interpretation activities – so accuracy and honesty is provided
about local culture
• Leading by example – the actions of the Tour Guide are a critical model for those on the tour as they
will follow/copy what the leader does
• Being sensitive to issues which may have significance for certain cultures – such as matters which
may relate to:
 Gender
 Age ! Dress
 Modes of address
• Maintaining secrecy – about certain aspects which locals do not want disclosed or discussed with
‘outsiders’
• Support the local community – which may involve:
 Paying entry fees or other charges imposed by local communities

 Buying goods and services from locals
 Encouraging visitors to buy from the locals
 Using a guide from the local community to help conduct local tours of certain areas.

next page:
1. Write the reason Tour Guides to demonstrate respect for local culture
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


1. Ap, J. &Wong, K, (2001). Case study on tour guiding: Professionalism issues and problems.
Tourism Management,Vol.22 .pp.551-563
2. Black, R. &Ham, S. (2005).Improving the quality of tour guiding: Towards a model for tour
guide certification. Journal of Ecotourism,Vol. 4(3), pp. 178-195
3. Christie, M. & Mason, P. (2003).Transformative tour guiding: Training tour guides to be
critically reflective practitioners, Journal of Ecotourism, Vol. 2 (1), pp.1-16.
4. Collins, V.(2000).Becoming a tour guide, the principals of guiding and site interpretation,
London, New York.
5. Huang, S, Hsu, C. & Chan, A. (2010).The tour guide performance and tourist satisfaction: A
study of the package tours in Shanghai. Journal of Hospitality &Tourism Research. Vol.34 (1),
pp 3-33.

Tour guiding
Level-III
Learning Guide-4
Unit of Competence: work as a guide
Module Title: working as a Guide

TTLM Code: CST TOG3 M06 TTLM 0320v
LO4:Communicate with tourism industry operator
Instruction Sheet Learning Guide # 4

 Articulating information clearly using acceptable languages
 Achieving and agreeing mutual understanding relevant to guiding activities.
 Providing accurate information and explanations about customer requirements and
any special requests
 Doing communication according to social, cultural and business requirements
 Identifying and providing the nature and key facts of operational problems by openly
communicating with the tourism operators
 Updating and reporting information regarding change in the scenario of the

destination.
 Articulate information clearly using acceptablelanguages in the industry.

 Achieveand agree mutual understanding on details relevant to guiding activities.
 Provide accurate information and explanations about customer requirements and any
special requests.
 Do communication according to social, cultural and business requirements.
 Identify and provide the nature and key facts of operational problems are an
appropriate solution by consulting and openly communicating with the tourism
operators.
 Update and report information regarding change in the scenario of the destination

Sheet 5”.
4. Accomplish the “Self-check 1,Self-check t 2, Self-check 3 and Self-check 4” in page -55,
57, 60 and 62respectively.
1” in page -63.
6. Do the “LAP test” in page – 64 (if you are ready

Information Sheet-1
Articulating information clearly using acceptable languages
1.1. Providing commentary using acceptable languages
Basic communication strategies which can/should be used to deliver commentaries may include:
• Ensuring visibility to all tour group members – it is preferable if all people on the tour can also
read/see lips but at a minimum they should at least be able to see the person speaking to some extent
• Facing the group – to the greatest extent possible
• Speaking loudly enough for everyone to hear – or using technology to help project the voice
• Remaining enthusiastic and appropriate for the tour content – and as appropriate to the nature/profile
of the tour group members: some tours/topics require a somber approach and others a lively and
engaging demeanor
• Beginning the verbal commentary sufficiently in advance of a scheduled tour stop so participants
have time to focus on whatever is the focus of the commentary • Alternatively a decision may be taken
to arrive at the stop, and then deliver all the commentary at this point
• Focusing attention on entire group – the commentary must be directed at, and embrace, all the tour
group members
• Never fall for the common traps of:
 Talking only to those who are closest

 Directing commentary at those in the immediate line-of-sight
 Commentating only to one or two ‘special’ group members
 Focusing on a certain person, age group, nationality or gender
• Communicating at level that will be understood by the audience considering their age, education,
language, culture and special needs – this frequently means:
 Keeping things simple

 Using hand gestures to accompany verbal communication
 Using appropriate words, terms and phrases
 Highlighting points identified as being of interest to the group
• Seeking feedback from the group throughout the commentary:
 Can they hear/see?

 Anything else they want to know?
 Do they want a break/rest?

• Encouraging questions – and responding to them in a way which demonstrates questions really are
encouraged and appreciated
• Making the commentary a ‘unique’ event – avoid allowing commentaries to:
 Become boring and lifeless

 Sounding rote and mechanized/robotic
 Adding comments which include new information and target the interests of the group
• Knowing when to be quiet – many people who deliver tours seem to think their job is to talk ‘all the
time’ and this is definitely not the case/requirement
• It is important to keep quiet to allow participants to:
 Have a break from being talked at/to

 Experience the tour in relative peace and quiet
 Enjoy the experience on their own
• Adjusting the commentary as required – to accommodate:
 Identified interest of the group

 Emerging events.
 Using correct protocols when using communication equipment on tour It is common for the
following to be standard procedures regarding the use of radios and communication when leading
a tour group:
 Keeping communication lines clear unless addressing urgent issues

 Using designated channels for communication
 Using established protocols
 Responding to a transmission
 Sending a transmission
 Spelling out a name – using the phonetic alphabet (see immediately below)
 Knowing emergency transmission words that will give the message priority – ‘Urgent’, or ‘No
duff’
 Checking-in as required - at designated times, after completion of designated activities/events,
when arriving at a designated location
 Ensuring transmissions do not talk over other transmissions
 Using ‘over’ at the end of each sent transmission
 Using ‘go ahead’ to indicate readiness to receive
 Identifying self clearly at the start of any transmission sequence – ‘Control, this is Lily, over’
 Refraining from swearing or bad language when communicating
 Not mentioning matters ‘over the air’ which are sensitive in nature or which could cause panic
if heard by a third party.
 Using the phonetic alphabet

 The phonetic alphabet most commonly used was developed by NATO and is used to help
prevent the confusion that can occur with radio transmissions where letters that sound similar
over the air (such as ‘D’ and ‘B’, ‘P’ and ‘B’, ‘A’ and ‘I’) can be quickly differentiated. A =
Alpha B = Bravo C = Charlie D = Delta E = Echo F = Foxtrot G = Golf H = Hotel I = India J =
Juliet K = Kilo L = Lima M = Mike N = November O = Oscar P = Papa Q = Quebec R =
Romeo S = Sierra T = Tango U = Uniform V = Victor W = Whisky X = X-ray Y = Yankee Z
= Zulu
0 = Zero 1 = Wun 2 = Two 3 = Three 4 = Fower 5 = Fife 6 = Six 7 = Seven 8 = Ait 9 = Niner
 Using appropriate communication techniques In relation to delivering a commentary the following

are useful communication techniques:
 Repeating parts of the commentary – to give those who did not hear the opportunity to listen to
what was said
 Paraphrasing when there is a lack of understanding – this means repeating what was originally
said but using different terms/words
 Speaking at a different pace – to match the requirements of the participants and/or their stated
needs
 Using plenty of pointing and hand gestures – to indicate what is being commented on and to
provide guidance and direction
 Involving the group – ask them questions; seek their feedback; talk about their feelings and
what they are experiencing
 Being constantly alert to barriers to communications – and proactively seek to avoid or address
them: common barriers are noise and line- of-sight obstacles
• Checking for understanding of what was said – options include:
 Asking “Did everyone/you understand?”

 Being alert to quizzical expressions and looks of bewilderment
 Listing for comments from participants “What did he say?”
• Increasing the volume of public address and communication technologies – where there is extra
noise, the group is larger than normal or they say they are having trouble hearing
• Using extra staff – to assist with delivering the commentary to a bigger than normal group

next page:
1. A tour guide should Speak loudly enough for everyone to hear
A. True B. False
2. Write the most commonly used phonetic alphabet from A- Z
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

Information Sheet-2 Achieving and agreeing mutual understanding relevant to

guiding activities
1.1. Tourism's contribution to mutual understanding and respect between

peoples and societies
1. The understanding and promotion of the ethical values common to humanity, with an attitude of
tolerance and respect for the diversity of religious, philosophical and moral beliefs, are both the
foundation and the consequence of responsible tourism; stakeholders in tourism development and
tourists themselves should observe the social and cultural traditions and practices of all peoples,
including those of minorities and indigenous peoples and to recognize their worth;
2. Tourism activities should be conducted in harmony with the attributes and traditions of the host
regions and countries and in respect for their laws, practices and customs;
3. The host communities, on the one hand, and local professionals, on the other, should acquaint
themselves with and respect the tourists who visit them and find out about their lifestyles, tastes and
expectations; the education and training imparted to professionals contribute to a hospitable welcome;
4. It is the task of the public authorities to provide protection for tourists and visitors and their
belongings; they must pay particular attention to the safety of foreign tourists owing to the particular
vulnerability they may have; they should facilitate the introduction of specific means of information,
prevention, security, insurance and assistance consistent with their needs; any attacks, assaults,
kidnappings or threats against tourists or workers in the tourism industry, as well as the wilful
destruction of tourism facilities or of elements of cultural or natural heritage should be severely
condemned and punished in accordance with their respective national laws;
5. When travelling, tourists and visitors should not commit any criminal act or any act considered
criminal by the laws of the country visited and abstain from any conduct felt to be offensive or
injurious by the local populations, or likely to damage the local environment; they should refrain from
all trafficking in illicit drugs, arms, antiques, protected species and products and substances that are
dangerous or prohibited by national regulations;
6. Tourists and visitors have the responsibility to acquaint themselves, even before their departure,
with the characteristics of the countries they are preparing to visit; they must be aware of the health
and security risks inherent in any travel outside their usual environment and behave in such a way as
to minimize those risks.

next page:
1. Tourism activities should be conducted in harmony with the attributes and traditions of the
host regions and countries and in respect for their laws, practices and customs;
A. True B. False
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


Information Sheet-3 Providing information and explanations about customer

requirements and any special requests
1.1. Special requests which need to provide Information and explanation

• Activities for children and/or activities for children and parents together
• A 'tester' activity – where group members can test/try different activities, sports, games, rides or
experiences
• A 'treasure hunt' as part of the overall program
• Edutainment activities – any activity combining aspects of education/learning with entertainment.

Conducting the activity For a hands-on activity for the group, points to note are:
• Understand all there is to know about the activity – and have some degree of mastery so a useful
demonstration can be conducted
• All activities should have been trialed before tour group members are exposed to them
• Double-check to ensure management have approved the activity for use – sight the signed approval
documentation
• Ensure a check is made before the group arrives that any staff involved in the activity are present
and ready to help/participate
• Deliver the preceding parts of the tour so group arrives at the activity site at the time agreed/arranged
with support staff
• Conduct a briefing for the activity
• Tell people how long the activity lasts for and when the group has to depart the activity location
• Ensure all safety aspects are covered – explain any rules which may apply
• Hand out safety gear, clothing and equipment – of required: demonstrate how to use it and assist
participants to wear/become familiar with it
• Distribute and explain the use of equipment, props, tools, equipment as appropriate
• Provide a demonstration – show people how to undertake the activity – give them tips and ‘inside
knowledge’
• People should leave all activities feeling good about themselves, not feeling they are a ‘loser’ or
incompetent
• Only allow the activity to occur in accordance with pre-prepared guidelines and within established
parameters – this highlights the need to monitor and supervise all visitor action/attempts and provide
assistance or corrective advice where needed

• Always be ready to stop the activity – or intervene – if it is believed someone is in danger or a

dangerous situation has arisen
• Check the suitability of people to participate – it is a fact of life some tour group members will not
be able to undertake some activities due to health or age reasons
• Be tactful when needing to exclude someone from an activity and try to have a substitute available
• Limit participation to established ‘maximum numbers’ only – where necessary restrict/control the
number of tour group members who can participate at any one time
• Help people as necessary – be proactive but realize many people like to find their own way thorough
new challenges and work things out for themselves: never impose help or force people to accept it
• Encourage people as they participate – and recognize competency and effort
• Keep track of time – notify people of the up-coming end of the activity so the conclusion of the
activity does not come unannounced: finish the activity on time so the tour can resume on time
according to the itinerary/schedule
• Congratulate participants – and share their excitement and experiences. Monitoring group and
assessing their needs The ways to monitor/assess the tour group and their possible needs while on tour
are:
• Visual observation – watching the group and individuals within it to determine their needs and
identify if any problems are emerging
• The key is to observe and interpret their body language with special attention paid to facial
expression
• Do they look tired or distressed? They will exhibit drooped shoulders, pained expressions, and slow
movement and may be holding onto others. They may be straggling and have dropped off the main
tour group
• Or do they look comfortable and happy? They will have shoulders back, be alert and smiling, and be
talking (perhaps, joking) with others)
• Listening to comments made – these are comments made by people to other tour group members, or
their partners or sub-group
• Comments which could give rise to concern are the obvious ones such as “I’m tired”, “I need a rest”
or “I am not feeling well”
• Similarly an outburst from one tour group member directed at another tour group member would
likewise give cause for concern
• Being informed directly by someone – this may take the form of a tour group member:
 Advising they are tired and asking for a rest break

 Saying they are feeling unwell and want assistance
 Stating they are being annoyed or upset by someone else in the group

• Asking regular questions of the group or individuals within the group – to determine if they are OK
or not
• Creating an environment which encourages them to say if they have any issues, concerns or personal
requests. Issues to monitor and/or address Tour Guides should pay attention to the following:
• Pointing out nearby washroom and rest room facilities – so people can use the toilet or freshen up •
Selecting suitable sites for delivering information, commentary or responding to questions or requests
– such as a shady or dry spot, or one protected from the wind
• Verbally informing people how long (in terms of distance and/or time) until the next stop, site,
refreshment stop
• Keeping the group together, physically – and not allowing stragglers
• Addressing problems between members of the group – there can be situations where friction exists
between members of a tour group and this manifests itself in ways which threaten the harmony and
cohesiveness of the group
Maintaining tour group member interest Options for maintaining interest of people on a tour include:
• Demonstrating personal passion – see below
• Tailoring information to the identified needs of the group – while the prepared commentary
will/should have done this, it is also essential to do this with ‘issues arising’ throughout the tour such
as:
 In response to questions
 When unexpected events and sights arise
• Using a prop kit – for activities and points of interest to add action, excitement, interest and flavor
• Always consider including props which can be given to, and used by, tour group participants as a
way of involving and including them • Using variety of approaches – this means ‘mixing it up when
providing the commentary through the use of:
 Humor
 Statistics
 Questions
 Personal anecdotes and experiences
• Highlighting unexpected occurrences and including them in the commentary – and integrating them
into the prepared commentary
• Interacting with tour group members – through personal exchanges and questions, sharing
experiences and feelings: many complaints about a tour guide relate to their failure to mix with people,
talk to/with them, and/or to demonstrate engagement with them
• Improvising the commentary – by incorporating topics of current interest to the group as identified
through interaction with them
• This highlights the need to develop the ability to ‘think on your feet’ and adjust commentaries ‘on
the fly’ to accommodate issues and preferences arising during the tour

• Striving to deliver excellent service at all times regardless of the problems or situations which
present themselves – this involves:
 Turning negative circumstances into positive demonstrations of good service, wherever

possible
 Asking people to do things, rather than telling them
 Smiling
 Treating tour group members as individuals and not as a ‘herd’
 Responding to requests where possible – and explaining why not when requests cannot be
met ! Being polite and courteous
 Keeping promises made about the tour – such as the route, activities, inclusions and duration
 Providing relevant, accurate, timely and informative commentary and comments
 Keeping tour group members informed about the need to change planned/schedules activities –
explaining the reasons why and (where possible) substituting a suitable alternative
• Demonstrating interest in tour group members – and their past, current and future experiences:
where they have been, what they are doing now and where they are going and what they will be doing
tomorrow/next week. Accommodating needs and wishes of the group Considering the needs and
wishes of participants may include allowing for:
• Quiet time – to allow people time to relax and savor a view or experience
• Free time – for tour group members to do their own thing: most tour group members will want some
time to do what they want as opposed to doing what has been organized for them
• A time for people to chat – this may involve chatting amongst themselves, chatting with other people
they meet on the tour (locals, shop keepers, other venue staff) or chatting with their Tour Guide
• Personal enjoyment of site – this is time enabling tour group members to enjoy the tour as best suits
them, rather than as imposed by the tour schedule/itinerary
• Some people will prefer a passive orientation where they simply watch and listen while other will
want a more active approach where they want to interact with people and activities
• Tour group members to have a rest – it is important to monitor the group regarding rest breaks and
vital to understand the Tour Guide’s level of fitness does not dictate the requirements participants have
to rest and recuperate
• Photo opportunities – always be alert to the need for people to take photographs to record their
experience
• Many of these ‘photo opportunities’ are predictable and will remain the same for every tour but there
are always unique moments which can arise where people wish to capture the moment
• Not being able to take photographs to suit individual need is a major source of
complaint/dissatisfaction so be aware of the need to facilitate this.
Be prepared, for example to:
 Allow extra time where everyone is taking photographs – if there is a need to save time to keep
the tour on schedule try to save it somewhere else and not at the expense of restricting photos
taken by the group

 Offer to take photographs for individuals – so they can be ‘in the photo’
 Be part of the photo – many people will want their Tour Guide to be part of their photograph
 Assist with the photo – by holding bags and other items
• ‘Up close and personal’ opportunities – tour group members expect many things of those who
deliver tours and one of their main expectations is the presence of a Tour Guide will gain them access
to things which are not available to people who are not on a tour
• This means they may request:
 A meeting with other staff/people at the site or venue

 Access to areas which are ‘off limits’ to other people/those who are not part of a tour
 Introductions to and/or more contact (effectively, more time) with people/other staff who are
available – so they can talk more with the, ask them questions and/or watch them at work
 Special photo opportunities with (for example) animals, characters or unique sights
• Preferential treatment – this often relates to ‘small things’ but things which are important to the tour
group members, such as:
 Being served first when meals are taken – as opposed to having to queue in line with the
general public
 Being able to sit together for meals/refreshments – as opposed to having to take whatever seats
are available
 Being given the ‘best’ seats’ when dining – seats with the best
 view, least disruption by pedestrian traffic
 Going to the front of lines/queues for rides, activities, displays, events etc
 Being loaded first onto transport so they can ‘sit with each other’ and get the ‘best seats’.
Counting participants Counting participants throughout a tour is necessary to confirm all
participants are still with the tour, or identify if someone is missing.
Counting of tour group participants should occur:
• Regularly – on an on-going basis: a time-based check may be used, say, every 10 – 15 minutes •
Before the tour leaves a point where participants have had to leave a vehicle – to verify all those who
got off have got back on
• At certain points along a walking tour which are not ‘too far’ apart. Techniques to assist with
counting tour group members include
• Being certain of the starting number when the tour departed – as this is the reference point for the
checks
• Updating records (manifests, passenger list) if a person notifies they are electing to quit the tour –
tour group members usually have the right to leave a tour whenever they want to. The fact they have
started the tour does not compel or obligate them to finish it
• Doing a physical head count of participants when the group arrives at a pre-determined head count
point – this can involve:
Physically counting people as they stand or sit
 Asking people to respond to a roll call using the manifest or passenger list as the basis
 Standing by the entry door of a vehicle and checking people as they re-board after a
visiting/viewing experience – and ticking them off against the manifest

 Counting the number of seats filled on the bus when people have re-boarded – 45 participants
should equate to 45 seats filled
 Asking tour group members a question “Is everyone here? Can you please check to see we are
all here.” – this:
 Is an extremely effective approach
 Should be accompanied by a supplementary check. Always record the count to demonstrate
‘due diligence’ – recording: • fax • Time • Location. Implementing company policies when
tour group members are unaccounted for Company policies will commonly require action
covering several of the following points:
• Halt the tour
• Conduct a re-count
• Identify number of people missing and names of same
• Notify management, head office, site supervisor, the control room or security staff – and advise of
the situation identifying:
• Number/s missing
• Names of those missing
• Location
• Time missing person was identified
• Checks to-date to confirm absence of person/s
• Request other tour group members not to move/move away – this is to:
 Ensure a bad situation does not get worse by having more people wander off/go missing
 Allow access to them so they may be questioned
• Where necessary distribute drinks/refreshments – always try to make the sure people as comfortable
as possible
• Conduct a brief search of the immediate area – call out to the missing person/use megaphone: do not
involve other tour group members in the search
• Take charge of the situation – show confidence and demonstrate action to retrieve/resolve the
situation
• Ask other participants if they know where missing person is – ask the group using PA and/or move
among group asking people face-to-face
 A general question to the group can be effective “Does anyone know where David is?”, or
“When was the last time anyone saw Cindy?”
 Confirm tour group numbers with group leader – this is really a double-check to make sure the
initial count of the group was not incorrect
• It is always wise to verify a belief someone is missing is supported by others
 Confirm tour receipts with participants – to clarify those who are still with the tour – this, too,
is a double-check to identify who is missing
 Do not allow other tour group members to go looking for the missing person/s
• This risks losing more members and may place them at risk. It is the job of the Tour Operator or
leader to conduct and/or arrange search and recovery activities
 Prepare details of the missing person/s for hand-over to other staff and/or the authorities – this
may include: – Details from the manifest – Photo ID – CCTV footage of group arriving at
main departure point – where applicable – Details about the person obtained from the group
leader and/or other tour group members (such as those who were sitting next to them; those
who shared activities with them; people who were in the same boat/car when they went on a
ride) – for example, medical needs/conditions.

next page:
1. List out the special requests of a tourists
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________

Information Sheet-4
Communicating according to social, cultural and business

requirements
1.1. Concepts of communication
Let us now look at some key concepts related to communication in tour guiding operations:
Effective communication: Is a reciprocal sharing of information andideas of written, oral and non-
verbal information according to a common set of rules (e.g. language, non-verbal communication,
symbols). It includes the use of active listening skills and displaying openness to other people's ideas
and thoughts. When the process of exchanging information between sender and receiver is successful,
it means they use a common set of symbols to which they both attach the same meaning throughout
the process of encoding, transmitting, and decoding intended messages.
Tourist: Someone who travels for pleasure and recreation, to a place other than where they normally
live. The purpose of the travel and stay elsewhere could be for health, sport, holiday, study, religion,
business, family, mission or conference reasons.
Tour guide: A professional whose job is to lead or direct visitors in a country, while pointing out and
explaining to the travelers and tourists different places of interest.
Tour commentaries: are the narrations a tour guide prepares and uses in order to explain and describe
tourist attractions to a tour group, which includes giving facts and answering questions from tourists,
as well as explaining local rules and taboos about the sight.
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}
1.2. Reasons for communicating
As a tour guide, communication will be your main tool in informing and guiding guests around sights
and keeping their interest. Below, we have some suggested reasons why communication is so
important in a tour guiding context. After reading through them, why don't you tackle the activities
which follow, which are based on some of the main reasons for communicating in tour guiding.

1.2.1. 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 totourists. Among these types of
information will be:
 Giving directions and commentaries;

 Explaining procedures and itineraries;
 Providing advice on safety and security; and
 Describing tourist attractions.
This information to guests can be: helpful suggestions to prepare themselves for a tour, advice about
personal belongings to take, medical advice on preventative medicines, and information about
available services at tourist destinations.
1.2.2. 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.
1.2.3. 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. Remember, tourists visit
your country in order to see what attractions the country has to offer and to perceive and experience
the country from your perspective. As a tour guide, therefore, it will be your responsibility to motivate
and reinforce the tourist’s interest in your country. Your commentaries are the « eye » through which
tourists will see the country and you are the representative of the people of your country.
1.2.4. To build relationships
How well you communicate with your tour group will determine the success of the tour and how
successful you are in your career as a tour guide. Conversations help to develop rapport which will
build interpersonal relationships. This is important for sustaining the tourism activities .

1.2.5. To evaluate your services
Communication will enable you to collect relevant feedback from the tourists with a view to gauging
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

next page:
1. ------------- Is a reciprocal sharing of information and ideas of written, oral and non-verbal
information
A. Barriers of communication C. Effective communication
B. Verbal communication D. non- verbal communication
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


Information Sheet-5 Identifying and providing the nature and key facts of
operational problems
1.1. Introduction
Part of running a successful tour company has nothing to do with business at all, but the people
involved. A hugely important aspect of running a business in the tourism sector is having people on
your team who will inspire travelers and locals to come back and tell their friends.When you’re hiring
tour guides (or if you’re a tour guide yourself) what are the qualities that stand out to you the most? If
you miss any from the list you will face a big problem
 10 Qualities Every Tour Guide Should Have
1. Strong Communication Skills
Being a guide is all about having strong communication skills. It’s ok to be a quiet person, but if you
have to communicate with new people on a daily basis, you just have to be able to do it well. On a
basic level guides should be great at projecting their voices across a group, and be able to do so in a
clear and easy to understand way. On an interpersonal level, being great at knowing how to
communicate well with people is a huge asset. This leads us to skill #2…
2. Personable & Outgoing
This skill takes communication to the next level. Guides shouldn’t just be able to communicate well,
they have to be great conversationalists with outgoing personalities; what we call the “Star of the
Show” quality, which isn’t something you can teach. There can be a bit of social awkwardness when a
new group of strangers show up, and a guide should be able to break that immediately to help people
feel comfortable talking to each other and their guide. This ensures later on they feel open to add
comments or add questions along the way.
3. A Memory Like a Steal Trap
Tour guides need to retain a lot of stats and facts when walking people around a city- but they also
need to be a great story-teller. Guides simply can’t get the information wrong, spend extra time trying
to remember it or spend the whole tour reading from a piece of paper. Their memory should be so
good, that it seems as if they’ve just always known these facts when they recite them. But most of all,
the story needs to sound like it’s their ow

4. Improvisational Skills
We’re not demanding your guides put on an improv show, but the ability to change things up on the
fly and play off the energy of the group is important. Attendees will likely have additional questions or
comments along the way. These things shouldn’t throw your guide for a loop, they should be able to
adjust their script as needed. Sticking too closely to it, could end up making your guests feel like
there’s no room for them to say anything at all.
5. Just Enough Enthusiasm
Just as guides will often play off the energy of the group, your attendees will likely feed off the energy
of their guide. Your guide has be enthusiastic about the thing they’re talking about, but not so
enthusiastic that they fail to sound genuine.
6. Humor
Just like being outgoing and enthusiastic, humor can be the perfect tool to cut any tensions and as
always add an extra layer of entertainment for guests.
7. Punctuality
Punctuality is a can’t do without quality for tour guides. If your guide isn’t on time to meet arriving
attendees at the meet up location there will be confusion, frustration and unhappy tour goers.
8. A Keen Sense of Direction
Outside of the fact that your tour guides should know where they’re going, they should also be able to
help direct guests. At least on our tours for Chicago Food Planet Food Tours, we start and end in
different locations. Often guides have to be prepared to give some general directions to help people get
to where they need to be when the tour is complete
9. The Knowledge Of A Local
Anyone can memorize and recite facts. Though it’s not a requirement, some of the best guides are
locals themselves. What’s great about this quality is that in addition to the planned facts and statistics,
they can bring their own knowledge, experience and personal anecdotes to the tour. This can make a
tour feel particularly special for guests who are looking for a genuine experience outside the typical
tourist attractions.

10. Passion for Their City
Last but certainly not least, true passion and interest can take a tour from typical to outstanding.
Anyone can point and recite facts, but those who really love what they do can pass that passion onto
tourists and locals to make them feel it too. Plus those with passion for their city, bring their own
experience to the tours they give.

next page:
1. Write the 10 Qualities Every Tour Guide Should have
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


Information Sheet-6 Updating and reporting information regarding change in the

scenario of the destination
1.1. Ethical considerations

1.1.1. Confidentiality
Confidentiality is allied to privacy. We are under obligation to keep customer information

confidential. However we are also under an obligation to keep information about the business
confidential. If you become aware of information about the business you are expected to keep this
information to yourself and not disclose it to anyone including family, friends and even other staff
members.
Thematters about which you are expected to maintain confidentiality include:
Details about security –including alarm codes, combinations to safes
Details about trade –amount of revenue generated by bookings
Details about purchases made –including commercial arrangements that the business has been able to
negotiate with suppliers/wholesalers/airlines, method of payment usedOccurrences within the
premises –incidents where authorities have been involved such as attendance by police, ambulance,
doctors;and staff dismissals.
1.1.2. Commission levels
Not all businesses will be involved with commission but where they are certain ethical issues apply.
Issues include:
 All commissions should be paid promptly to businesses that direct business to your company
and vice versa
 Only approved commissions should be levied
 Appropriate documentation should support both the receipt and payment of commissions
 Negotiated commission levels should not be disclosed to third parties.
1.1.3. Overbooking
Overbooking is a common industry practice but the way it applies (or even if it applies) will vary
between wholesalers, airlines, properties etc. Overbooking is a situation where the airline/property etc
accepts bookings for more seats/rooms etc than are available, based on the history of„No Shows‟ that
they have experienced.
For example, an airline with 100 economy seats on their plane may have an overbooking policy that
allows them to take bookings on any one plane for 110 economy seats because traditionally they
experience 10% rate ofpeople who don‟t show up even though they have made the booking.

Where all passengers arrive as booked, the airline then has to make arrangements for them. This can
cause embarrassment and a loss of reputation for the airline and frustration and anger forthose who
cannot be accommodated. When an airline experiences an overbooking situation where all passengers
arrive they usually upgrade those passengers they can to business class, bump passengers to other
flights or offer compensation as a good will gesture.
1.1.4. Pricing
This is a potentially complex issue and one that will vary between agencies and even within the same
company agencies depending on location.Pricing can also vary between times of the year or even time
of the day. Properties, tour companies and airlines generally charge premium (high) rates during peak
seasons such as holiday times and traditional periods when there is a high level of bookings. Some
airlines now are featuring a „Happy Hour‟ at set times.
Ethical matters that relate to pricing include
 Charging customers for all products and services that they can be legitimately charged for.
However making sure they are not charged for items that are provided free-of-charge such as
inclusions involved in package deals
 Ensuring that prices quoted to customers are correct and not deliberately and misleadingly
lower in order to encourage people to book with you, only to find, that process are actually
higher than quote Keep promises that are made in relation to prices. This needs to be discussed
with management but many businesses will honour a quote given to a customer even where
business will suffer a loss as a result of doing so.
1.1.5. Familiarisations
Familiarisations are marketing or promotional activities that many companies engage in to make
targeted people or businesses more aware of their presence, what they have to offer etc. They involve
inviting a nominated person to fly, stay, tour etc free of charge to experience what they have to offer
and become familiar with the product. Airlines, tour companies, properties etc commonly offer trade
familiarisations seeking to make people in the trade such as travel agents and wholesalers,more aware
of the features and services their product has to offer.The intention is that if they positively impacton
these people they will refer more paying customers to them. Journalists are also offered
familiarisations who will in turn write a positive article about the property, airline, or other service,
thereby influencing readers to visit that property, use that airline, or other service
.

next page:
1. --------------is a common industry practice but the way it applies will vary between wholesalers,
airlines, properties
A. Overbooking B. No show C. Familiarization D. Acculturation
Answer Sheet
Score = ___________
Rating: ____________
Name: _________________________ Date: _______________


1. Holloway, C. &Taylor, N. (2006).The business of tourism, 7thedition. Harlow: Financial

Times Prentice Hall.
2. Jennings, G. R. &Junek,O. (2007). Grounded theory:Innovative methodology or a critical
turning from hegemomic methodological praxis in tourism studies? In I. Ateljevic, N.Morgan
and A. Pritchard (Eds).The critical turn in tourism studies: Innovative research
methodologies(pp.197210).Amsterdam:Elsevier.
3. Macdonald, S. (2006). Mediating heritage: Tour guides at the former Nazi party rally grounds,
Nuremberg, Tourist Studies, Vol. 6, (2), pp. 119-138.
4. Goeldner, C. R. & J. R. Ritchie (2002). Tourism: Principles, Practices, Philosophies. 9th

edition. New Jersey: John Wiley and Sons.


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TOUR GUIDING LEVEL III

LG Code: CST TOG3 M07LO1-LG-01

LO 1: Apply knowledge of the guiding sector

Prepared by Yenenesh Yekade Page 1

Instruction Sheet Learning Guide #1

Information Sheet-1 Conducting day-to-day guiding activities to work in

Prepared by Yenenesh Yekade Page 2

1.2. Types of Tour Guides

1.3. Relationships with Fellow Guides

 Treat others as you would wish to be treated

 Mentioning something talked about as part of the previous contact

 Their country of origin

 They are really only suitable where:

• Involving them in what is happening – this can include:

 Telling them what is about to happen

Prepared by Yenenesh Yekade Page 4

Self-Check -1 Written Test

Prepared by Yenenesh Yekade Page 5

A. A tour guide B. A tourist C. Local community D. A manager

2. How to build a good relationship with fellow guides ?

Note: Satisfactory rating - 3 and 5 points Unsatisfactory - below 3 and 5 points

Name: _________________________ Date: _______________

Information Sheet-2 Identifying key guide information sources and contacts

Prepared by Yenenesh Yekade Page 6

• Sample tour and travel packages

• Available tour options and inclusions

• Terms and conditions

• Policies and procedures

 Customers, visitors and tour groups

These provide excellent information in relation to:

• Promotional and advertising brochures and flyers

• Opening days and times

• Attractions, displays and events

• Location and access

• Booking provisions and ticketing.

 Print relevant pages/information

 Register for free updates, e-magazines, reports

Good sources of information are:

• Newspaper and magazine articles

• Local telephone books

• Travel and tour/promotional brochures. Network of personal contacts It is vital to develop an

• Local Tour Operators and travel agents

• People at local Tourist Information centers.

These can include:

• Professional Tour Guide bodies and peak industry associations

• Government and semi-government authorities

Prepared by Yenenesh Yekade Page 8

Self-Check -2 Written Test

1. List out key guide information sources and contacts?

Prepared by Yenenesh Yekade Page 9

A. Literature C. Local identities

Note: Satisfactory rating - 3 points Unsatisfactory - below 3 points

Name: _________________________ Date: _______________

Information Sheet- 3 Using industry knowledge and guide networks

• Readily available – there are many of them, easily accessible

Prepared by Yenenesh Yekade Page 10

• Products and services.

• Expanding personal networks

A. Participating in industry and related training course

Name: ___________ Date: _

Name: ___________ Date: _

Name: ___________ Date: _