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