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Tour Guiding-Chap3 (htt257)

This chapter discusses understanding your tour audience. It identifies different types of audiences that may join a tour, such as international tourists, families, or special interest groups. It emphasizes the importance of learning about your audience's needs, expectations, cultural considerations, and why they are joining the tour. The chapter provides ways for tour guides to find this information, such as through travel agents or research. It also outlines principles for building relationships with audiences and conducting tours, including treating participants with respect, providing accurate information, and meeting expectations.

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356 views19 pages

Tour Guiding-Chap3 (htt257)

This chapter discusses understanding your tour audience. It identifies different types of audiences that may join a tour, such as international tourists, families, or special interest groups. It emphasizes the importance of learning about your audience's needs, expectations, cultural considerations, and why they are joining the tour. The chapter provides ways for tour guides to find this information, such as through travel agents or research. It also outlines principles for building relationships with audiences and conducting tours, including treating participants with respect, providing accurate information, and meeting expectations.

Uploaded by

nurul ain
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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TOUR GUIDING SKILLS

HTT 257
Your audience
CHAPTER 3
YOUR AUDIENCE

3.1 Getting to know your audience


3.2 How do you find out about your
audience?
3.3 Building your relationship with
your audience
3.4 Principles of conducting a tour
3.1 GETTING TO KNOW YOUR
AUDIENCE
Your audience might include:

 International tourist (package tour)


 International tourist (independent)
 Domestic tourist (package tour)
 Young family
 Budget travelers
 Honeymoon couples
 Single people
 Special interest groups (study groups)
 People visit own city / town
 Campers
 People on educational excursions – conference delegates
In getting to know your audience,
you begin by asking questions:

Why are they


What are their needs?
joining your tour?

Who are they? What are their expectations?


Who are they?
 Age – seniors, young people, young family etc

 Where do they come from?

international / domestic tourists

 Cultural considerations

 Ways of greeting & communicating


 Personal space
 Behaviors
 Language
 Dress
 Status
 Ways of eating & types of food
 Religious belief & practice
 Protocol & etiquette
 Sexual preferences
 Socioeconomic considerations
-level of income / options of activities & food selection

 Psychographics
-attitudes, personality traits, challenge of new
experience & physical activity

 What would they like to know?


-desired knowledge of your audience (commentaries)
eg special interest tours
-existing levels of knowledge (group tours)
 Howmany people are there & how
much time do they have?

 People traveling alone or in groups


-religious, political, family, business or
gender groups
Why are people joining the tour?

 Satisfy special interest


 Leisure activities, relaxation & social
outing
 Exercise
 Learn particular subject
 Fun & adventure
 Out of curiosity
What are their expectations?

 Brochures, word of mouth & other


promotional sources
 Specific & unique set of reasons
 Negative perceptions :
 too structured
 On coach for hours on end
 Uncomfortable social situation
 Limited freedom
 Positive perception:
 Cost-effective – particular area
 Opportunity – meet minded people

 Opportunity – learn, out of the way places

 Safety & security provided

 Organization – logistic

 Decision making – taken care

 Translation services
What are their needs?
 Need for safety
 Need level of service
 Disable people / facilities
 Culinary preferences – vegetarians, religious
restriction, pharmatheucial diets (medical
meals), kids meals
 People interact – quite chatty, enjoy talking,
quiet etc
 Special language & interpreter
3.2 How do you find about your
audience?
 The length & type of commentary to
deliver
 Anxiety levels of group members
 Types of activities include
 Cultural sensitivities
Some ways of finding out about your
audience
 Phone agent – find details
 Conduct research – tourism offices
 Record & capture information
 Create expectations
 Rely on – experience with similar
situations
3.3 Building a Relationship with
your audience
o Cooperation
o Understanding
o Respect
o Friendship & friendliness
o Goodwill
o Honesty
o Professionalism
o Responsibility
o Courtesy
o trustworthiness
3.4 Principles for Conducting a Tour

Universal principles
Specific principles
Universal Principles
Tour conducted – safe & secure for all
participants
Participants – treated with care & respect
Guides – skills & knowledge for lead the tour
Information – accurate & appropriate
Tour – fun, enjoyable, entertaining, exceptions
etc
Guides – ethical behavior, trust & honesty
Tour – meets what was promised
Specific Principles

 People – specific interest


 Language
 Age – differences
 Socioeconomic factors – income
 Mobility & health
 Time constraints
 Religious beliefs
 Expectations of individuals
 Special needs of individuals
 Interests of the group
 Cultural values
 Opportunity – learn &

knowledge
END OF CHAPTER

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