Factors that Affects

the Service Quality of

Accredited Tour
Guides in Metro
Manila

Passed by:
Group 3

Passed to:
Prof. David John Apigo
 Chapter One
INTRODUCTION

1.1 INTRODUCTION

Philippines is known for being a tropical country which consist of small islands and

provides a lot of beautiful natural attractions. It has beaches, tropical seas, mountainous areas

and other inland areas that offer splendid views and experiences for the tourist. Tourism industry

is a big factor for foreign exchange earnings, investments, revenue, and employment to the

growth of the country’s output.

The Department of Tourism is the primary government that is charged with responsibility

to encourage, promote, and develop tourism as a major socio-economic activity to generate

foreign currency and employment and to spread the benefits of tourism to both the private and

public sector (DOT main mission).

Many people say that tour guiding is just an easy job; they just have to say “look at your

right and look to your left”. But people should know that tour guides are also one of the reasons

why tourist came back to our country again and again.

Tourism industry is now one of the major industries in the Philippines; according to

President Aquino it employed 3.8 million Filipinos or 10.2 % of national employment in 2011

and contributing 8 % to 9 % of our national GDP. Now, let’s take a closer look to those behind

1|Page
this boosting industry. There are many aspects that tourism industry is progressing in our country

and one of that is tour guiding.

According to the news article of The Philippine Star, Tourism Secretary Ramon Jimenez

Jr. said in First Philippine Tourism Forum that foreign tourist arrivals in the first seven months of

the year 2013 reached 2.8 million, 11 percent higher than a year earlier. International tourists

who visited the country last July 2013 alone reached a record 418,000 from 377,000 a year ago.

The seven-month foreign arrival figure gives them greater optimism that they would meet or

even surpass their 5.5 million tourist arrival target 2013. If that will happen, it will be the first

time in history to meet the five million tourist arrival mark. It means that tourism industry in the

Philippines is getting better and attracting a lot of tourist and investors in the country.

Table 1: visitors arrival

2|Page
 Based on www.tourism.gov.ph the Korean market continued to be the top tourist

contributor for the country as it provided 585,282 arrivals for a share of 24.59% of the total. The

second biggest contributor of arrivals was U.S.A. which produced arrivals of 364,506 for the first

six months of 2013. There was likewise an increase of 7.32% recorded by the Japanese market,

which came in third by providing 209,812 visitors to the country. The fourth biggest group came

from China with arrivals of 199,157. This market recorded the highest increase in arrivals of

32.11% among the top ten visitor markets of the country. The fifth biggest visitor volume was

supplied by Australia with 103,286 arrivals. This market recorded a double-digit growth of

11.48% vis-à-vis its arrivals of 92,648 for the same period last year.

Completing the top ten visitor markets are Singapore with 86,290 arrivals, Taiwan with

86,076 arrivals, Canada with 68,430 arrivals, Hongkong with 65,696 arrivals and United

Kingdom with 60,234 arrivals.

On the recent news of www.sunstar.com.ph by JM Agreda, that BAGUIO City, the

Summer Capital and one of the top tourist destinations in the country, ironically, only has three

accredited tour guides. Ironic isn’t it? We have a large no. of tourist arrival yet there are only

three accredited tour guides even though it is now a mandatory according to Tourism Code of

2009. Maybe there are reasons behind that, and it could be possibly the service quality that a tour

guide is giving.

According to World Federation of Tourist Guide Associations (WFTGA), a tour guide

should provide a professional service to visitors, professional in care and commitment, and

3|Page
professional in providing an objective understanding of the place visited, free from prejudice or

propaganda. But as what happening now ( let’s face the reality ) tour guides are just now guiding

for the sake of money and the novelty of that job is left behind.

In this research, the researcher would like to know the factors that affect the

professionalism of tour guiding hence, to change it and make it as a novel job and take back the

essence of what tour guiding should mean to.

4|Page
1.2 BACKGROUND OF THE STUDY

A tour guide provides assistance, information and cultural, historical and contemporary

heritage interpretation to people on organized tours and individual clients at educational

establishments, religious and historical sites, museums, and at venues of other significant

interest,person who guides visitors in the language of their choice and interprets the cultural and

natural heritage of an area, which person normally possesses an area-specific qualification

usually issued and/or recognized by the appropriate authority.

even during the time of roman empire until the middle ages through the modern age the guiding

profession exist it means this profession is the oldest profession in the world

According to Zenaida’s book of Principle and Ethics of Tour guiding. Guiding is one of

the oldest professions of the world. There are specific references to guides in annals of history of

Roman Empire to the Middle Ages, throughout the Renaissance and into the modern era. From

3,00B.C to 500 A.D. Ancient Persians, Assyrians and Egyptians traveled in an organized manner

In the era of Greek Empire, tourism flourished. Festival shows, from Olympic Games increase.

There is an increase to pleasure to travel. Periegetai and exegetai are called for tour guides in

Greek language in this era. Early finest tour guides was from the History of Herodotus where

tour guides believe to be one of the useful and essential professions. In Middel Ages, tour guides

was paid with large amount of fee because he not only led the way but also generated self

conduct to the travelers. Tour guides had a great improved in Renaissance period as in this

period young men of upper classes traveled from Britain on the Grand tour, prescribes route to

some European countries. Bear leader, antiquarii or cicerone was called to tour guides in this

5|Page
period. But in spite of that there are many standardization and training and great efforts to

achieve a tour guiding as a respected profession.

Today, Guides have been called in our generation as orphans of the travel industry. Many

of them work for the several agencies or organizations on a part time basis. This part time basis

work in most of the regions puts a limit on the amount of income available through guides.

There are different types of tour guides. Those are differentiates according to thei specific

function and their skills. On site Guide are those who conduct tour of one or several hours at a

specific building attraction, or a limited area. The tour may be given on foot or in some sort of

vehicle. City Guide points out and comments on the highlights of a city, usually from a motor

coach, minibus, or van, but sometimes as part of a walking tour. Professional tour guide- well

experienced tour guide. Amateur tour guide are the new ones. Linguist who speaks two or more

languages. Driver Guide are also called as “city guide”. The tour guide drives while guiding.

Community tour guides that local guide. Staff guide are tour guide who works in a travel agency.

Freelance guide are tour guide who is not connected with travel agency and paid per trip. Private

or personal-common in developing countries, where these services may be available at a

reasonable price, they take small number of individuals on their own exclusive tour. Specialized

guide are someone whose expertise or skills are highly unique. Step on guide-freelance guides or

specialist who come abroad motor coaches of tour groups visiting from other regions, to give an

informed overview of the city to be toured

Generally, tour guides play an important role in promoting travel as an experience and

creates memorable interpretation.

6|Page
1.3 STATEMENT OF A PROBLEM

1) What are the profile of the DOT accredited guides in terms of:

1.1 Age

1.2 Gender

1.3 Educational background

1.4 Civil status

1.5 No. of years as an accredited tour guide

2) What are the services offered by the DOT accredited guides?

3) What are the factors that affect the level of service quality of an accredited guide to the

following:

3.1 Guiding skills

3.2 Assistance

3.3 Coordination

3.4 Destination knowledge/background

4) How can be the service quality of DOT accredited be enhanced?

7|Page
1.4 SIGNIFICANCE OF THE STUDY

The result of this research study categorically benefited many sectors of the tourism

industry by providing information on the result of the surveys in terms of the factors affecting the

service quality of the tour guide. This will enable areas of our guiding reconstruct their programs

among the person who will be directly or indirectly benefited the following.

 For accredited tour guides, they can develop the service that they will provide to

customers satisfaction or tourist.

 For future tour guides, they will have a standard s on how to provide a good quality

service to the tourist and would have ideas on a satisfied service

 For future researcher, they might improve the research more and this research could be a

means of a related literature to their future studies.

 For the government, this will be known for tourist guides with high service quality. this

would boost economic growth and fasten the tourism industry.

8|Page
1.5 SCOPE AND LIMITATION

The study seek to identify the variables which related to factors that can affect the service

quality of guiding in the Philippines, it concentrated on the accredited tour guides in Metro

Manila and respondent will be 50 people engaged in tours i.e. twenty (20) tour operators, ten

(10) DOT Accredited tour guides, ten (10) female tourist and ten (10) male tourist with age gap

of 20-30 yrs old within Metro Manila.

1.6 CONCEPTUAL FRAMEWORK

INPUT PROCESS OUTPUT

Tour guide
Survey
Tourist Causes that affect
Depth the service quality of
Tour Operator Interview DOT Accredited tour
Government guides

Figure 1: Conceptual Framework

As the figure shows, there will be surveys and depth interview to tour operators; tour

guides; tourist; government official to know the factors that can affect the service quality of

guiding.

In the said way, the researcher would like to get a definite answer to the problem so that

the researcher could have a well-founded solution to help regain the right service quality that the

tour guide should have.

9|Page
1.7 DEFINITION OF TERMS

For clearer understanding of the terms used in this study, below are their meanings:

Accredited tour guide- officially recognized or authorized tour guide. Has a certification issued

by the Department that the holder is recognized by the Department as having complied with its

minimum standards in the operation of the establishment concerned.

Conduit- a person or organization that acts as a channel for the transmission of something

Socio-economic activity- (also known as socio-economics or social economics) is the social

science that studies how economic activity affects social processes

Tour-guiding- is an activity wherein a tour guide leads groups of people around a town, museum,

or other tourist venue.

Mandatory- Required by law or rules; compulsory

Service quality- is a comparison of expectations with performance.

World Federation of Tourist Guide Associations (WFTGA)- is a not for profit, non political

organization which groups together, around the world, tourist guide associations; individual

tourist guides where no association exists; tourism partners of both the WFTGA and member

10 | P a g e
associations; educational institutes in tourism for tourist guides; convention and visitors bureaux

and affiliate members who have direct or indirect association with tourist guides.

Professional service- a high degree of service

Prejudice or propaganda- Preconceived opinion not based on reason or experience

-preconceived- (of an idea or opinion) Formed before having the evidence

for its truth or usefulness.

Novelty- The quality of being new, original, or unusual.

Professionalism- The competence or skill expected of a professional.

Heritage- Property that is or may be inherited; an inheritance. Valued objects and qualities such

as cultural traditions, unspoiled countryside, and historic buildings that have been passed down

Motor coach, minibus or van- a vehicle used by tourist to travel from one place to another

Walking tour- A sightseeing tour made on foot.

Tourist- A person who is traveling or visiting a place for pleasure.

Tour guide- a guide who leads tourists on a tour.

11 | P a g e
Conduit- a person or organization that acts as a channel for the transmission of something

Vicinity- The area near or surrounding a particular place.

Tour operator- A tour operator is a person or company that offers holidays or vacations,

primarily through reserving travel and accommodation arrangements for people.

Perception- The ability to see, hear, or become aware of something through the senses.

Insight- The capacity to gain an accurate and deep intuitive understanding of a person or thing.

Tourism industry- is travel for recreational, leisure, or business purposes. The World Tourism

Organization defines tourists as people "traveling to and staying in places outside their usual

environment for not more than one consecutive year for leisure, business and other purposes".

Innate- inborn; natural, originating in the mind

Household size- Number of individuals occupying a housing unit.

Social class- a status hierarchy in which individuals and groups are classified on the basis of

esteem and prestige acquired mainly through economic success and accumulation of wealth.

Religion- The belief in and worship of a superhuman controlling power, esp. a personal God or

gods.

12 | P a g e
Media habits- a settled or regular tendency or practice, esp. one that is hard to give up, of using

media

Attitude- A settled way of thinking or feeling, typically reflected in a person's behavior.

Life stage- the process of becoming mature

Marital status- the condition of being married or unmarried.

Educational level- the act or process of acquiring knowledge, esp. systematically during

childhood and adolescence

Country of residence- Country in which a visitor established his/her legal permanent residence. It

may be different from the visitor’s country of birth

Lifestyle- The way in which a person or group lives

Beliefs- An acceptance that a statement is true or that something exists.

Essence- The most important ingredient; the crucial element.

Distance travelled- An estimation of the number of kilometres (km) travelled per vehicle during

a given period. The term "distance travelled" is often interchanged with "number of kilometres

travelled."

13 | P a g e
 Chapter Two
REVIEW OF RELATED LITERATURE

2.1 INTRODUCTION

According to studies conducted by Viator Travel Blog, a travel blog related on travel

industry. There are 10 qualities of an effective tour guides. Must be Understandable. Ideally,

your tour guide should speak a range of languages, including your own, as well as the local

lingo. They should also speak clearly, audibly and with confidence. Being punctual, Your tour

guides should be waiting for you when you arrive, rather than the other way around. Ideally, they

should also ensure that other tour members arrive and depart on time, and don’t cause delays for

the group as a whole. Friendly, a relaxed and friendly manner is key to a great tour guide. Have a

certain level of authority, and be able to keep tour members together and focused without coming

across as intimidating, patronizing or arrogant – not a good look in a tour guide. Must be

knowledgeable, a good tour guide has an in-depth knowledge of the site, its history and

importance. A great tour guide has a passion for their subject and can convey their enthusiasm to

the group. Such passion can be contagious and inspiring, and make the

site really come alive. Being able to convey a sense of the overall cultural background is also

important, as it can greatly enhance each tour member’s overall understanding of the site as a

whole. Engaging, great tour guides share their knowledge in an engaging, illuminating and

entertaining way, rather than repeating a list of facts by rote. Should be interactive, effective tour

guides also invite questions and interaction from tour members, rather than treating the tour as a

one-person show or a ‘be quiet and listen’ school lesson. Must be funny. A certain level of

14 | P a g e
friendly humor is essential. Equally, a good tour guide also knows when to include a little quiet

time, and when to let the site speak for itself. Observant, the tour needs to be relevant to a broad

range of people, including different age groups. A good tour leader also needs to be aware of

tour members with special need. With Good Pacing. Whether the speed of the narrative or the

pace of a walking tour, it should be neither too fast nor too slow. Like Goldilocks, it should be

just right. Lastly, Flexible. When appropriate, a flexible approach can make the difference

between a good and a great tour guide. Being flexible means being open to serendipity, taking a

moment to enjoy spontaneous moments like a particularly perfect sunset.

According to Executive order 120 in relation with Rep. Act of 7160,

Tour Guides are shall mean an individual who guides tourists, both foreign and domestic, for a

fee, commission, or any other form of lawful remuneration.

A stated above, being a tour guide is a novel job which follows certain rules in our society. In

this research, the researcher would like to know the factors that affect the service quality of DOT

accredited tour guides in Manila.

This review will also note the principles and ethics of the tour guides should possess and

the behaviors of tourist that may affect the service quality of tour guides. In part of this research,

it will benefit the society of tour guides, the government, the tourist and guides in the future.

The keywords used in searching the related literature for this research were: tour guides;

tourist; service quality; behavior of tourist; principles and ethics of tour guiding.

15 | P a g e
2.2 ROLES OF TOUR GUIDES

One variable of this research are the tour guides, so the researcher seek for information of

a tour guides’ roles in the industry and in the book of Z. Cruz (1999), she stated that tour guides

have 5 primarily roles and there are:

1. The leadership role of the tour guide includes the instrumental and social component.

The instrumental component consists of directing, providing special access, leading,

and maintaining control. The social component includes tension management,

integrating the group, keeping good humor and morale and entertaining members of

the tour.

This could be one that affects the tour guide’s service quality, as stated above a tour

guide should be a leader but being a leader is not just leading a group, you should know the

approach that you will use in every people who is around you. For example, in a kindergarten

field trip, you cannot say that they should shut their mouth or if….because that could have an

impact to the children and be afraid of you.

2. Educators, they teach subjects within the cognitive, affective and psychomotor aspects of

learning. The cognitive aspects consist in acquiring information such as identifying trees, birds

and flowers of a particular region and interpreting the local ecology. The effective aspects

includes attitudes and value formation such as feeling of patriotism and national pride,

16 | P a g e
appreciation for nature and interest in conservation. The psychomotor aspects consist in learning

skills such as learning to dance regional dances and learning to cook regional dishes

Tour Guides should be educators, It is easy to be an educator of a group but you should

know the topic or the facts that you will say to your tourist. For example, your tourists are

teachers/professors, you cannot tell them what is our national bird; what is our national tree or

who is our national hero, because that are the things that they already know. A tourist, In this

kind of situation, should seek of facts that will fit to the tourist social status.

3. Public relation representative, considered the most important as well as the most difficult

aspects of a guide’s work. As a public relation representative, a guide is expected to project a

specific image or message to visitors and at the same time to answer the controversial questions.

Tour guide should be a Public relation representative, Z. Cruz said that it is the most

difficult role of being a tour guide, Yes, indeed because tour guide should left something in the

mind of their tourist so that the said tourist will go back to our country or refer our country to

other possible future tourist.

4. The guide’s role as a host consists of many special activities since travel is a social

phenomenon. These task include those of companion, mediator, advocate, entertainer,

concierge, storyteller and others

17 | P a g e
 Tour guide should be a host, a host that will keep the ambiance of the whole tour lively.

Like the other roles, the tour guide in this part should be sensitive of what kind of tourist he have

5. The roles of guide as conduit is the most difficult to understand and describe since it

demands that guides subordinate themselves to the tourist and the experience. It is very difficult

to illustrate or teach because it is innate understanding of when to be silent, when to encourage,

when to step back and when to move on.

Tour guides are conduit, it is a hard task for a tour guide because in this kindof role that

tour guide should know the timing of when he will sell himself: when he will sell the country or

when to put a joke on. in the time the Tour guide execute a certain “thing” and the timing is not

good the ambiance of the tour will be awkward and it will not be a good impression to the tour

guide.

2.3 TOURIST CHARACTERISTIC

The list given below has a great impact in the service quality of the tour guide should

give to our tourist. In the following table here, Godfrey, Clarke (2000) enumerate and show the

facts that affects the tour guides service quality based of what Z. Cruz stated as the roles of tour

guide.

18 | P a g e
 Table 2 : Tourist profile, illustration of person characteristics

The author set up the table to enumerate the facts that limit how a tour guide deals with a

certain type of tourist. This also helps determine how much information a tour guide must input

to the minds of their tourists, because it is said that they should left something in the mind of the

tourist, and at least learn from it but not so much that it overpowers the relaxation of the tourist

causing them not to enjoy the trip at all.

Religion, beliefs/values and country of residence are enumerated because in the tour guiding

industry these are crucial. Because when one is trying to give out information or a joke on a trip

of a certain place and not considering these facts may have cause the tourists to be offended.

Another is that, for example, the tour guide is not aware of the religion of his/her tourist that does

not allow them to eat meat and he decided to bring them in a restaurant where they only serve

meat.

19 | P a g e
 Table 3: Tourist Profile, illustration of trip characteristic

The author also enumerated the characteristics of a trip. For example the Distance

Travelled, this of course may affect not only the tour guide but also the tourist and how he/she

will respond or deal with the tour guide causing such situations or problems that may affect the

tour guide’s service quality. Another is that the Party Size, the tour guide may not be able to

handle such parties and may have cause to degrade the level of his or her service.

All of these are enumerated in the table to be able to determine and limit what kind of

tourist a tour guide is dealing with and for him to respond according to the situation

appropriately and give them the satisfaction they deserve and the tour guides ought to give as

part of their chosen career.

20 | P a g e
2.4 SERVICE QUALITY

2.4.1 SERVQUAL

SERVQUAL is a model of service quality, which was first proposed by Parasuraman in

1985. These models of service quality are the most popular and widely used as a reference in

research management and marketing services. SERVQUAL is multiple-item scale for measuring

consumer perceptions of service quality . The five dimensions of SERVQUAL are also known as

RATER, namely: reliability, assurance, tangible, empathy and responsiveness.

Dimension Definition

Reliability Ability to perform the promised service

dependably and accurately

Assurance Employees’ knowledge and courtesy and their

ability to inspire trust and confidence

Tangible Appearance of physical facilities, equipment,

personnel and communication

materials

Empathy Caring, individualized attention given to

customers

Responsiveness Willingness to help customers and provide

prompt service

Table4: The five dimensions of SERVQUAL

21 | P a g e
2.5 TOURIST SATISFACTION

Numerous studies have focused on tourist satisfaction in tourism destinations.

concentrates on customer satisfaction with the service performance of the tour operator, and

other service suppliers, on a guided package tour. Customer expectation and satisfaction, past

travel experiences (attitude and behavior), equity, and enjoyment and product and service

performances are discussed in the literature review and then evaluated in the findings. It is also

revealed that the attribution of inequity is a crucial issue when considering customer

satisfaction/dissatisfaction. (Bowie, Chang; 2005)

2.5.1 Tour guide

Many empirical studies have demonstrated that the tour leader is a crucial factor in

achieving customer satisfaction. Tour leader’s (tour guide) performance is a key factor in

differentiating a tour operator from its competitors. The tour leader’s performance within the

service encounter not only affects the company image, customer loyalty and word-of-mouth

communication but can also be seen as a competitive factor. But customers’ satisfaction with the

tour leader’s performance does not necessarily mean that customers will be satisfied with the tour

operator. Mossberg also proposed that an enhanced understanding of what is happening during

the service encounter between the tour leader and the customer is essential

22 | P a g e
 2.5.2 Expectation versus Satisfaction

Two levels of expectations – adequate and desired in service quality evaluations. The

adequate level is the minimum level considered acceptable, and is what customers believe it

could be. The desired level is the service the customers wish to receive: this is a mixture of what

customers believe the level of performance can be and should be

Between the adequate and desired is the ‘zone of tolerance’, which represents a range of

performance that the consumer considers acceptable. The ‘zone of tolerance’ is bounded by ‘the

best customers can expect to get’ versus ‘the worst customers will accept as barely fulfilling their

needs’. It appears that high expectations can frustrate satisfaction achievement.

A ‘zone of indifference’ regarding perceptions of performance. The concepts of ‘zone’

focus on customer uncertainty, which represents the position of satisfied (but not completely

satisfied) customers who do not remain loyal to a firm.

2.5.3 Performance

The measurement of customer satisfaction that compares expectation of performance and

perception of performance during the service encounter on a tour may not reflect the real

scenario. Swan and Trawick47 and Olshavsky and Miller suggested that performance only might

be the crucial determinant of satisfaction for some items. Whipple and Thach believed that

customers’ satisfaction should depend on the performance of suppliers, especially for those who

23 | P a g e
are first-time purchasers. Bowen,50 in a study of long-haul inclusive tours, suggested that six

antecedents independently or in combination affected consumer satisfaction and dissatisfaction

performance, expectation, disconfirmation, attribution, emotion and equity. In his participant

observation, he found that the performance element was considered to have the greatest influence

on tourist satisfaction and dissatisfaction. Furthermore, the tour leader and the participants all

have a significant influence on the tour performance. Geva and Goldman noted that the intense

contact and constant interaction with participants gives the tour leader a positive advantage

compared to a company (tour operator) that is not at the scene and is unable to defend itself.

2.5.4 Unforeseeable Events

Clearly, many unforeseeable factors can affect customer enjoyment and satisfaction,

especially the performance of the tour leader under pressure. The external factors included

delayed flights, hotels’ labour shortage, bad weather, lost luggage, illness, non-punctuality such

as group members arriving late for coach departures, overcrowding in restaurants, tour members’

attitudes such as breaking the rules and selfishness and language obstacles.

Among those variables, participants’ personality was found to be the key factor involved

with the unforeseeable events. All of these events occurred and influenced dis/satisfaction to a

certain degree, but they were out of the tour leader’s control. Internal factors primarily involved

the tour leader’s professional skills. The findings revealed that the tour leader’s character,

personal experience and knowledge were most important.

24 | P a g e
 Customers’ satisfaction is composed of hard tangible elements and soft intangible

service. It is the combination of, on the one hand, the service performance of the tour leader and

the tour operator and, on the other, the customers’ anticipation and perceptions of the vacation,

their expectations prior to the tour, their attitudes and behavior (past travel experience) and their

perceptions of equity and unforeseeable events during service encounters

Customer satisfaction is a pivotal concern for tour operators to generate future business.

This study identified the following important variables, which were related to customer

satisfaction during a mixed international guided package tour: expectation, customer on-tour

attitude and behavior, the perception of equity and the performance of the tour leader.

25 | P a g e
 Chapter Three
METHODOLOGY

3.1 METHODOLOGY
Our research methodology requires gathering relevant data from the specified documents

and compiling databases in order to analyze the material and arrive at a more complete

understanding.

This research must conduct a survey and interview to 50 respondent who are

connected/affected by the industry of guiding service like government agency, tour operator,

tourist and tourist guide with the age gap of 20-40 years of age.

Research instruments

3.2 SURVEY

For the research, researcher was made of self-administered questionnaires that were

going to survey to 50 random people who are connected/affected by the industry of guiding

service to know the profile of respondents and their perception to the research topic to gain

insight.

26 | P a g e
3.3 REVIEW OF RELATED LITERATURE

Collecting data from various source including travel and tourism literature, government

reports website for tour guides and news paper to gain insight to current situation regarding tour

guides professional.

3.4 INTERVIEWS

Determining the number of participants to be interview to seek and gain insight about the

issue to those people who are really involve and part of the industry affected.

3.5 QUESTIONNAIRE

Survey Question

Name: Gender:

Age: Civil status:

1. Highest educational attainment?

______ elementary graduate

______ high school graduate

______ vocational

______ college graduate (pls specify course)_____________________

27 | P a g e
2. From what school/university did you graduated?______________________________

3. Are you accredited tour guide by the DOT? (pls specify years when you accredited MM-DD-

YYYY) ___________________________

4. Are you aware of department of tourism programs/trainings for tour guides? Yes

____ No____

5. what programs/training of DOT did you attained to enhance your guiding skills?

____________________________________

5. did this programs/training really enhance your skills as tour guides?

______Strongly agree

______Agree

______Fairly agree

______Disagree

______Strongly disagree

6. Do you aware of issue about factors affecting service guiding? Yes___ no___

Self evaluation: Which of the following characteristic of a tour guide you need to develop? To

provide service quality guiding.

______Maturity

______Able to accept responsibility

______patience and tact

______Understanding and accept different culture

28 | P a g e
______Good organizational skills

______excellent general knowledge of touring areas

______Excellent communication skills

Which of these are the most important possible factor should comsider

______Meet the member of a tour on arrival and make introduction?

______Coordinate pre arrange accommodation and transport and make sure that your member

are comfortable?

______Lead tour group, coaches and advice tour member of local interest point?

______Prepare and present tour commentaries?

______Research and share information on Philippine culture?

______Attend to operational problem such as booking errors and amendments lost luggage

illness?

______Provide first aided if needed?

______Keep in touch with transport companies?

______Maintain written reports of daily activity?

Which of the following you may think that can affect providing service quality in guiding?

_____ sexual orientation of a tour guide

_____Age of a tourguide

_____tourist behaivior and nationality

_____tour operator in providing

29 | P a g e
_____government programs/ trainings for tour guides

30 | P a g e