chapter 1
DESCRIPTION
TRANSCRIPT
1EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
CHAPTER 1
The Problem and Its Background
Introduction
A tour guide is a person who leads groups of people
around a town, museum, or other tourist venue. The tour
guide provides a commentary on the features and history of
the location. The tours can be from as little as 10-15
minutes to extended periods over many days. Considerable
importance is placed on the guide's knowledge of local
stories, history and culture depending on the location of the
tour. This is a course for learning or validating the skills
and duties involved in tour guiding for a tourism
organization.
The tasks and responsibilities of a tour guide include
the following: describe tour points of interest to group
members, and respond to questions, escort individuals or
groups on cruises, sightseeing tours, or through places of
interest such as industrial establishments, public buildings,
2EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
and art galleries, conduct educational activities for school
children, monitor visitors' activities to ensure compliance
with establishment or tour regulations and safety practices,
provide directions and other pertinent information to
visitors, greet and register visitors, and issue any required
identification badges or safety devices, distribute brochures
and explain establishment processes and operations at tour
sites and research various topics, including site history,
environmental conditions, and clients' skills and abilities
to plan appropriate expeditions, instruction, and commentary.
Filipinos are fun-loving and friendly people. Throughout
the islands, there are festivals celebrated every day and
foreign guests are always welcome in their homes.
Theoretical Framework
Expectancy Theory proposes that a person will decide to
behave or act in a certain way because they are motivated to
select a specific behavior over other behaviors due to what
they expect the result of that selected behavior will be.
In essence, the motivation of the behavior selection is
3EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
determined by the desirability of the outcome. However, at
the core of the theory is the cognitive process of how an
individual processes the different motivational elements.
This is done before making the ultimate choice. The outcome
is not the sole determining factor in making the decision of
how to behave.
Expectancy theory is about the mental processes
regarding choice, or choosing. It explains the processes that
an individual undergoes to make choices. In the study
of organizational behavior, expectancy theory is
a motivation theory first proposed by Victor Vroom of
the Yale School of Management.
"This theory emphasizes the needs for organizations to
relate rewards directly to performance and to ensure that the
rewards provided are those rewards deserved and wanted by the
recipients."
Victor H. Vroom (2004) defines motivation as a process
governing choices among alternative forms of voluntary
activities, a process controlled by the individual. The
individual makes choices based on estimates of how well the
4EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
expected results of a given behavior are going to match up
with or eventually lead to the desired results. Motivation is
a product of the individual’s expectancy that a certain
effort will lead to the intended performance, the
instrumentality of this performance to achieving a certain
result, and the desirability of this result for the
individual, known as valence.
Dependency theory, also referred to as core-periphery
theory, is based upon the inter-relationship
between development and underdevelopment. The term
“dependency” can be used to signify economic, social or
political dependency, but in reality these different types of
dependency are all inter-related. Economic dependency often
leads to social and political dependency, with the latter two
may be more difficult to establish in an objective
manner. Tourism development may exhibit the symptoms of
dependency theory when it results in the enrichment of
developed metropolitan areas at the expense of poorer,
underdeveloped regions. International examples often cited
tend to be small island states in close proximity to large
5EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
industrialized economies (such as Caribbean tourism
destinations). However, dependency theory has also been cited
for the larger landmasses of Afro-Asia and Latin America. One
could argue in most of these cases that the weakness of the
internal political and economic structures made it likely
that they would become dependent upon other nations during
the late nineteenth and early twentieth centuries.
With the advent of mass tourism, even those countries
that were not sought out for their mineral deposits, slave
labor, strategic military locations or agricultural climates
were inevitably going to be brought into the dependency
chain. But dependency theory may also relate to domestic
tourism where sparsely populated peripheral regions find that
their economic structures have been distorted by the demands
derived by tourism activity. Many issues surrounding tourism
developments, such as second homes, often involve dependency.
For instance, the land and general price inflation that may
be associated with tourism development may make it impossible
for local residents to purchase their own homes or to survive
6EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
in the area while engaged in more traditional industries.
This then makes the local economy dependent upon tourism for
its survival. The underlying thesis of dependency theory is
that the so-called developed areas are subject to
sustained indigenous growth, whereas underdeveloped areas
exhibit reliance upon external factors and, as such, derive
their growth from the developed or 'metropolitan' areas:
hence the term dependency.
Conceptual Framework
INPUT OUTPUT
7EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
Fig. 1 Conceptual Paradigm of the Study
Conceptual Paradigm of the Study
PROCESS
The local tourist’s perception to the Filipino Tour Guides in terms of:
Personality; Communicatio
n Skills and Technical
Skills?
Will extent to the Qualities of a Tour Guide:
Good communication skills
Knowledge Personal
integrity Professiona
l appearance
Sense of humor
Punctuality Tactfulness
Survey Questionnaires.
Interview and Statistical and treatment of Data
Analysis.
Interpretation of Gathered Data.
FEEDBACK
8EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
Figure 1 illustrates the different variables that affect
the expectations of Local Tourist to Filipino Tour Guides.
These input variables greatly affect their job performances.
The variables are: The job performance along personality
effectiveness wherein Filipino tour guides are well groomed,
has a sense of anticipation, and good manners; along
communication skills wherein Filipino tour guides communicate
effectively with tourists, expresses ideas clearly and uses
refined language in dealing with others; along skill
efficiency and quality of work wherein Filipino tour guides
possesses knowledge in handling tourists’ day to day
activity, arranges itinerary, and schedules effectively and;
along public relations wherein tour guides shows genuine
respect for human personalities, maintain good rapport
between tourist – tour guide relationships.
All customers have different needs and want that need to
be fulfilled. These needs and wants build up their
expectations of the tourism product purchased. If these input
factors are valued, carefully examined and objectively
9EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
implemented more likely Filipino tour guides tend to display:
maintain personal effectiveness, proper communication
techniques, improved and upgraded performance and
competencies and good feedback to tourists.
Statement of the Problem
This study is intended to find out the expectations and
perceptions of tourists towards Filipino tour guides. More
specifically, the researchers sought to answer the following
questions:
1. How do the local tourists perceive the Filipino Tour
Guides in terms of:
1.1 Personality;
1.2 Communication Skills and
1.3 Technical Skills?
2. Is there a significant difference on perception of
the local tourist to the Filipino Tour Guides using the above
mentioned variables?
3. From the findings of the study, what do the
researchers recommend?
10EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
Hypothesis
There is no significant difference on the perception of
the local tourists to the Filipino Tour Guides when grouped
according to sex.
Scope and Limitations of the Study
The study is limited to the following scope: the
researchers will rely on information that will be gathering
from the Filipino Tourists and some person will be able to
help by giving information and ideas regarding the research
work. A questionnaire will be distributed during the personal
interview with the Filipino people, and tour guides.
Significance of the Study
The study will benefit the following: as guide for the
Filipino people especially the tourism students, tour guides,
the Department of the Tourism and the people concerned to
Tourism Industry. To be aware with the perception,
expectation, wants, needs and motives of the Filipino
tourist. The researchers will work hard together to encourage
11EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
and motivate the Filipino people to travel around the
country.
To the Filipino Tourists. Knowing the performance of
tour guides in a certain firm, may provide some strategies in
teaching and guidelines for the implementation of functional
guidance program and activities that will benefit for the
students taking up tourism course or to the future tour
guides.
To the Students/Future Tour Guides. It may provide some
insights as to how to impart good tour guide skills needed in
a certain firm.
To the Tour Guides. To understand the condition of
performance of tour guides’ task and its relationship to
personal effectiveness, communication, skill efficiency and
quality of work, and public relations that is necessary so as
to help them in facing their problems and be able to overcome
and eliminate them as they become fully successful; and to be
12EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
able to know their strength and weaknesses as tour guides who
yearns for more efficient employee.
To the Travel Agencies. To serve as the base for travel
agency with regards to hiring of their tour guides. Travel
agencies may be able to determine which is more employable,
if it is the single tour guides or married ones. The
improvement of better tour guiding that may result from this
study may lead to a better employer’s employee relationship;
good rapport between the company and their tour guides same
with the other employees in the company.
Definition of Terms
The researchers believe that some terms need
clarification in order to impart his ideas clearly. These
terms are defined as they are used in this research.
Communication Skills. This refers to the expression of
ideas clearly to clients, using refined language in dealing
with others; utilizes regular channel of communication.
13EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
Perceived. This refers to become aware of directly
through any of the senses, especially sight or hearing.
http://www.thefreedictionary.com/perceived
Perception. This refers to the act or faculty of
apprehending by means of the senses or of the mind;
cognition; understanding. Immediate or intuitive recognition
or appreciation, as of moral, psychological, or aesthetic
qualities; insight; intuition; discernment: an artist of rare
perception.
Personality. This refers to individual characteristics
of one person that reflects to himself.
Public relation. This refers to the methods and
activities employed by an individual, organization, or
government to promote a favorable relationship with the
public.
Technical Skill. This refers to the proficiency, ability
or dexterity; in typing, dictation and keeping records.
Tour Guide. This refers to a person who guides visitors
in the language of their choice and interprets the cultural
and natural heritage of an area.
14EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT
Tourists. This refers to the person who travels for
pleasure, usually sightseeing and staying in hotels.