ISSN 1656-8788

INSIDE: Child Labor in the Tourism Industry Global Code of Ethics for Tourism
PAASCU and PACUCOA Accredited

November 2010 January 2011

Delivering Hospitality to the Guest

Enrique I. Sareno The tourism industry is one of the major contributors in the development of the Philippine economy. As such, it gives more attention and focus to developing the products and services of tourism that need to be marketed internationally. As cited by Roldan (2003), one of the main sources of income of the tourism industry is the hotels. In the hotel establishments, the primary source of revenue is room accommodations. This service comes under the rooms division, which looks after all matters pertaining to room bookings and hotel accommodation. It consists of three sections, namely: (1) room sales; (2) front office; and (3) housekeeping. Room Sales handles room reservations and sales. The Front Office attends to the bookings and registration of hotel guests, while the Housekeeping Section looks after the cleanliness and orderliness of guestroom and public areas as well as the provision for laundry/linen service. In small hotel and lodging houses, room sales are made part of the functions of the front office. According to Roldan (2003), the Front Office is a very critical service unit because the first contact of guests and prospective patrons in the hotel are the front office personnel. From this first contact, the guest makes his first, and oftentimes lasting, impression about the hotel. The way patrons are initially received and treated will condition their disposition to other hotel services. If they begin their stay with a pleasant frame of mind because of the front office hospitality, they will certainly feel more at home and be inclined to repeat the patronage. LCCM Research Digest Roldan (2003) identified eight (8) sub-units of front office and its duties and function, namely: 1. Front Desk - looks after the registration of hotel guests and serves as communication and information center of the hotel. 2. Reservation Section - handles reservations for room bookings, either through the telephone or direct personal contact. 3. Bell Service - is responsible for escorting guests during check in and check-out, attending to their luggage, and doing errands for the front desk. 4. Telephone Exchange - handles the Telephone Communication System including answering incoming calls, receiving and disseminating messages, and giving information to callers through the telephone; placing and receiving long distance and overseas calls; screening calls; and other related matters. 5. Front Office Cashiering - responsible for the settlement of guest bills. 6. Concierge / Guest Relation Assistance - the section that guests can turn to for any kind of assistance, like tour and travel assistance, directions to points of interest, confirmation of tickets, and other services of this kind.

7. Airport / Transport Guest Assistance - handles the transport of guests to and from the airport or other transport terminals. 8. Business Center - handles all kinds of service that guest/s may require in the conduct of his/her/their business, including computer services, fax, email, photocopy, souvenir items etc. Perhaps no function of the rooms division is more vital than that of guest service. Guest satisfaction is crucial in maintaining loyalty. Guest loyalty ensures repeat business. With the myriad (numerous) hotel choices in the market today, repeat business ensures a steady revenue stream. All rooms division employees, and others considered part of the front of the house, must be cognizant (aware) of their impact on guest satisfaction. Service Standards Hotels wishing to foster an atmosphere of quality guest service must establish parameters. Employees in any industry need to have what is expected of them made clear to each of them. A hotel that clearly defines its guest guidelines will be able to hold employees accountable. That accountability helps management guide and evaluate employees. An environment like this translates into superior levels of guest services. Many hotel chains have developed and implemented their own guest room service standards. The name of these programs differ, but the overriding theme is consistent amongst all of them: Guest service is paramount to hotel success. Established guest service guidelines begin with a breakdown of guest interaction. Guest interaction can be verbal or it can be visual. Rooms division employees use both methods of conveying a message to guests. Guest service is accomplished when the employee conveys the message using both verbal and visual means. Verbal means. Speaking, as method of communication, can reveal much about a person. Verbal communication allows for gaining insight into guests. Granted, these conversations may not be lengthy, but the aware employees can glean (collect) much about a guests personality in the course of the conversation (Ismail, 2005). LCCM Research Digest

Perhaps the most important verbal tools in insuring guest satisfaction are the simplest (Ismail, 2005). Often overlooked by rooms division employees deeply involved in other tasks, are the following basic rules for effective verbal communications: (1) Use an appropriate greeting; (2) Personalize the conversation (use the customers name); (3) Thank the guest; (4) Listen; and (5) Avoid jargon. Identifying the time of the day by saying good morning or good evening is very important in using an appropriate greeting to the guest. The employee who greets the guest over the phone should also include his or her name and department and offer assistance in the greeting. For example: Good morning, front desk, this is Ike, may I help you? Phone departmental communication is important, as guests who call need to be reassured that they have reached the appropriate department. Personalizing the conversation sets a relaxed tone in the conversation. Using the appropriate title (i.e., Mr. or Ms.) is important. During check-in and check-out of the guest, the guest account will let the front desk employee know the guests name. In many hotels, the phone system is equipped with a caller I.D display that will identify the guest room number and guest name when a guest calls. In outlets, many POS system identify the guest account as well. These tools enable employees to use the appropriate personalized greeting often. When the guests name is not known, sir or maam would suffice. Personalizing the greeting also invokes a feeling of appreciation for a guest. Guests greeted by name are subtly reminded that the hotel values their business (Ismail, 2005). Thanking guests in a sincere manner is also very important. Employees may render a variety of guest services in a day. Each of these transactions should be concluded with a thank you. Thanking a guest for staying in the hotel also implies that the hotel appreciates their business. Listening is the only way a receiver can hear the message the transmitter is sending. Employees can listen for subtle hints and signals a guest gives out during communication. The employee creates a comfort level when they listen. Letting the guest initiate the tone of the conversation also puts him/her at ease. Failure to listen correctly can cause problems. Ismail (2005) enumerated the seven common listening errors, as follows: (1) Failure to concentrate; (2) Listening too hard; (3) Jumping the gun; (4) Lagging behind the conversation; (5) Focusing too much on delivery or appearance; (6) Omitting; and (7) Adding. 2

Let the guest know that you are giving him/her your undivided attention. Keeping ones mind clear of other duties or concerns helps focus ones attention. Employees who think they know what the guest is going to say are often embarrassed to find out they were wrong. Employees should always keep an open mind while listening. They should be prepared to hear things they may not want to hear. Asking questions help the guest feel that the employees is actually listening. Hotel employees should avoid using industry jargon when they communicate with guests. Using hotels terms in conversation may not convey the intended message. For example, Dont worry, Mr. Smith, I blocked you into a double/double. Although the employee in this example is trying to tell Mr. Smith that he is indeed reserved for a room the guest had chosen, Mr. Smith might not understand exactly what was said. A better way of saying the same thing would be, Dont worry, Mr. Smith, I reserved your preferred room type, a room with two beds. Visual means. As stated by Ismail (2005), communicating visually is as important as communicating verbally. Visual communication can reinforce what is being said verbally. The delivery of guest service can be accomplished by incorporating both means. The rules for effective visual communication are: (1) Communicate with a smile; (2) Be cognizant (aware) of body language; and (3) Observe appropriate grooming standards. A smile is an underappreciated method of conveying hospitality. A genuine smile that accompanies a greeting or thank you reinforces the message. Smiling at guests helps create an atmosphere of comfort. At the front desk for example, a smile incorporated into the 10x10 rule will greatly increase guest satisfaction. The 10x10 rule, has two parts. The first part states that a guests perception of the entire stay is, in large measure, instilled in the first 10 minutes upon arrival. The other part states that the front desk must greet a guest 10 feet before they reach the front desk. An employee who begins a conversation with a guest at least 10 feet away from the front desk creates a favorable impression (Ismail, 2005). Body language can be an important visual marker for rooms division employees. Observing guest body language is like listening with the eyes. Observation of guest body language can give an employee clues on how to communicate with the

guest. Ismail (2005) included the following as common body language signals: (1) Crossed arms may indicate a defensive posture; (2) A guest who leans across the front desk during conversation may be aggressive; (3) Strong and consistent eye contact may indicate confidence; (4) Strong/firm handshakes may also indicate confidence; and (5) Red eyes may indicate fatigue. Proper grooming is one of the vital factors to consider for frontline employees. The standard uniform for the frontline employee should be clean and properly pressed. No buttons or trim should be missing. Footwear should match the uniform and be appropriate for the job duty. Management personnel and other employees not in issued uniforms should also observe these rules (Ismail, 2005). Front office personnel are also considered as marketing personnel capturing the internal market of the hotel. The standard operating procedure performed by the front office personnel requires that 5 minutes upon check-in of the guest, the front desk clerk/agent/telephone operator needs to call the newly checked-in guest to confirm the impact of the room on the newly checked-in guest. This standard is just for an internal objective of imparting to the guest the hotel personnels desire to ensure the safety and security, as well as make the guests stay comfortable and memorable (Ismail, 2005). And after confirming the condition of the room and if the guests feel they will enjoy their stay in the room or if they need something, the front office stay may then start to sell other hotel products, such as product for wellness, food and beverages, or special events. By this approach, asserted by Ismail (2005), guests dont feel that the front office staff is not really only selling products to them, but just informing the client what other products the hotel has. The hotel staff should not stop to create innovation in delivering hospitality to the client. References Ismail, A. (2005). Front office operations and management. Australia: Thomson Delmar. Roldan, A. S. (2003): Front office procedures and guest relations. Paraaque City: AR Skills Development and Manaagement Services. Enrique I. Sareno
Faculty, School of Hotel and Restaurant Management and Tourism

LCCM Research Digest

Child Labor in the Tourism Industry *

Divina M. Edralin

Around the world, very young children work in all kinds of hotels, catering and tourism occupations, particularly in family-based enterprises. Child work is particularly prevalent in semi-organized and informal occupations. Because of the extraordinary degree of irregularity of the industry, the low pay and status of most employees, and the lack of controls operating in its unofficial fringes, young people are found everywhere within it, especially in the developing world. In fact, the International Labour Office (ILO) estimates that at least 100 million children worldwide perform tasks classifiable as labor to earn money for themselves or their families. A simple reason for the employment of children in work related to travel and entertainment as opposed to other types of earning activity is opportunity. Those seeking work - or parents seeking jobs for their children naturally gravitate towards establishments with a demand for unskilled labor. Work that has to be performed at odd times-such as in the evenings and at weekends and during the holidays when school-goer are released from the classroommay be perceived as an advantage. For citydwellers or those living around a resort, proximity of the workplace is an attraction. And although pay is low and volatile, tips may considerably enhance it. Alternative economic opportunities for young people may be non-existent. Or they may be confined to even worse-paid domestic service, or to helping parents on their farm or in their fishing-boat, for which they receive no financial reward. Parents may encourage their children in the money-making alternative (including sex-forsale) because it produces extra household cash. In the Philippines, the tourism industry has proven to be a lucrative one for child workers because of the great demand for their services as waiters/waitresses, cooks, dancers, bar hostesses, receptionists, janitors, and prostitutes
LCCM Research Digest

among others. While many of them do not earn regular wages, they earn from commissions (usually from drinks) or earn retainers per performance (usually as dancers). The lowest paid among the children in hotels and restaurants are those who have no direct contact with customers, notably the kitchen crew (i.e. cooks, dishwashers and other kitchen helpers). The highest paid are the dancers, bar hostesses and receptionists, occupations requiring constant customer contact and where the primary qualifications are physical appearance and youthful charm. Child workers in the tourism industry are often viewed as victims of sexual exploitation. These children are thought to be engaged in commercial sexual activity because they are being employed in a bar or in a nightclub; however, this view fails to notice the primary occupation, motivation and self-image of the worker. There are also working children who are associated with their street, children working in the informal, open-air economy-in markets, at tourist sites, on beaches, in amusement arcades, transport terminals and shopping malls - are described as street children. This term, consciously or otherwise, implies that they are vagrants, not that they work or earn. Similar to other working children, those in the tourism industry come from families where adults occupy irregular and low paying jobs, or are mostly unemployed. Many of these children are between the ages of 13 and 15, although some (especially among the prostitutes) can be as young as seven years. Both boys and girls work in the tourism industry, although the comparative proportion is unknown. A special category of working children employed in urban centers is that of child entertainers, who are also involved in the sex trade. Because of the peculiarities of the industry, no comprehensive study on the incidence of child prostitution has yet been
4

prostitution (Simbulan, 1992; Cruz, 1987; Mango, 1984). Their parents sell them to recruiters supposedly to be employed as domestic helpers in the cities. Instead, they find themselves working as sex slaves in what is called white slavery (Jocano, 1975; Simbulan, 1992). Some children, however, go into the entertainment trade willingly, as bar hostesses, waitresses or receptionists. They graduate to prostitution in their desire to earn more than commissions from drinks or food. In addition to cash payments, child entertainers cum prostitutes receive tips, gifts, and enjoy other luxuries with their customers, as well. To children whose home situations consist of single rooms in slum areas, to be able to sleep in cleaner hotel rooms with adequate food, and possesses money are sufficient incentives to prostitute themselves. Categories of child prostitutes are similar to those observed for older workers (Miralao, et. al., 1990). One group includes those kept virtually as prisoners in brothels or casas. Among these children are those who work in bars, clubs, and beer houses. Officially designated as waitresses, hostesses, or receptionists, they render extra services to their customers for a fee. The third category would be streetwalkers. They are not attached to any establishment but hang around places where they are most likely to be picked up, with or without their pimps. This category has been estimated to number as many as 20,000 (Simbulan, 1992). Reference * This article is an excerpt from the project headed by the author which was published in the book: National Union of Workers in the Hotel, Restaurant and Allied Industries (NUWHRAIN-APL-IUF), and International Labour Office-International Programme on the Elimination of Child Labour (ILOIPEC). (2001). In the Heat of the Night: Combating Child Labor in the Tourism Industry. International Labour Organization: Manila, Philippines, pp. 1415.

Cartoon of child labor. Source: http://filipspagnoli.files. wordpress.com/2008/05/child_labor.jpg

accomplished. Available researches tend to be case studies limited to areas known to harbor child entertainers and prostitutes. Specifically, the presence of child prostitutes has been noted in the Ermita area of Manila, Rizal Park, Robinsons Complex, Harrison Plaza, Pasig, Caloocan, Plaza Moriones and Araneta Center. They are also in Puerto Galera Mindoro, Poro Point, San Fernando, La Union, Mactan Airport, Boracay, aklan, Bacolod City, Buhi, Camarines Sur, Bulusan, Sorsogon, and in Angeles City and Olongapo City, when the U.S. bases were still there. Many of the child prostitutes are prostituted are runaways from families who dissociate themselves to escape parental abuse, extreme poverty and neglect. In many cases, these children form their own child-headed household (Torres, 1991). In some reported instances, children are prostituted because of trickery. There are also cases wherein children are pushed into the business by their parents, or else follow in their footsteps (usually of the mothers) into

LCCM Research Digest

Global Code of Ethics for Tourism

World Tourism Organization The Code includes nine articles outlining the "rules of the game" for destinations, governments, tour operators, developers, travel agents, workers and travellers themselves. The tenth article involves the redress of grievances and marks the first time that a code of this type will have a mechanism for enforcement. The following are the first five articles of the Global Code of Ethics for Tourism.

ARTICLE 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; 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;

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 6. Tourists and visitors have the responsibility to acquaint themselves, even before their welcome; departure, with the characteristics of the countries they are preparing to visit; they 4. It is the task of the public authorities to must be aware of the health and security provide protection for tourists and visitors risks inherent in any travel outside their and their belongings; they must pay usual environment and behave in such a particular attention to the safety of foreign way as to minimize those risks; tourists owing to the particular vulnerability

LCCM Research Digest

ARTICLE 2 Tourism as a vehicle for individual and collective fulfilment

1. Tourism, the activity most frequently associated with rest and relaxation, sport and access to culture and nature, should be planned and practised as a privileged means of individual and collective fulfilment; when practised with a sufficiently open mind, it is an irreplaceable factor of self-education, mutual tolerance and for learning about the legitimate differences between peoples and cultures and their diversity; 2. Tourism activities should respect the equality of men and women; they should promote human rights and, more particularly, the individual rights of the most vulnerable groups, notably children, the elderly, the handicapped, ethnic minorities and indigenous peoples;
3. The exploitation of human beings in any form,

children, conflicts with the fundamental aims of tourism and is the negation of tourism; as such, in accordance with international law, it should be energetically combatted with the cooperation of all the States concerned and penalized without concession by the national legislation of both the countries visited and the countries of the perpetrators of these acts, even when they are carried out abroad; 4. Travel for purposes of religion, health, education and cultural or linguistic exchanges are particularly beneficial forms of tourism, which deserve encouragement; 5. The introduction into curricula of education about the value of tourist exchanges, their economic, social and cultural benefits, and also their risks, should be encouraged;

particularly sexual, especially when applied to

ARTICLE 3 Tourism, a factor of sustainable development

1. All the stakeholders in tourism development should safeguard the natural environment with a view to achieving sound, continuous and sustainable economic growth geared to satisfying equitably the needs and aspirations of present and future generations; 2. All forms of tourism development that are conducive to saving rare and precious resources, in particular water and energy, as well as avoiding so far as possible waste production, should be given priority and encouraged by national, regional and local public authorities; 3. The staggering in time and space of tourist and visitor flows, particularly those resulting from paid leave and school holidays, and a more even distribution of holidays should be sought so as to reduce the pressure of tourism activity on the environment and enhance its beneficial impact on the tourism industry and the local economy; 4. Tourism infrastructure should be designed and tourism activities programmed in such a way as to protect the natural heritage composed of ecosystems and biodiversity and to preserve endangered species of wildlife; the stakeholders in tourism development, and especially professionals, should agree to the imposition of limitations or constraints on their activities when these are exercised in particularly sensitive areas: desert, polar or high mountain regions, coastal areas, tropical forests or wetlands, propitious to the creation of nature reserves or protected areas; 5. Nature tourism and ecotourism are recognized as being particularly conducive to enriching and enhancing the standing of tourism, provided they respect the natural heritage and local populations and are in keeping with the carrying capacity of the sites;

LCCM Research Digest

ARTICLE 4 Tourism, a user of the cultural heritage of mankind and contributor to its enhancement
1. Tourism resources belong to the common heritage of mankind; the communities in whose territories they are situated have particular rights and obligations to them; respect for the rights of their owners, as well as to religious buildings, without prejudice to normal needs of worship; 3. Financial resources derived from visits to cultural sites and monuments should, at least in part, be used for the upkeep, safeguard, development and embellishment of this heritage; 4. Tourism activity should be planned in such a way as to allow traditional cultural products, crafts and folklore to survive and flourish, rather than causing them to degenerate and become standardized;

2. Tourism policies and activities should be conducted with respect for the artistic, archaeological and cultural heritage, which they should protect and pass on to future generations; particular care should be devoted to preserving and upgrading monuments, shrines and museums as well as archaeological and historic sites which must be

ARTICLE 5 Tourism, a beneficial activity for host countries and communities 3. Special attention should be paid to the specific 1. Local populations should be associated with problems of coastal areas and island territories tourism activities and share equitably in the and to vulnerable rural or mountain regions, for economic, social and cultural benefits they which tourism often represents a rare generate, and particularly in the creation of opportunity for development in the face of the direct and indirect jobs resulting from them; decline of traditional economic activities;
2. Tourism policies should be applied in such a way as to help to raise the standard of living of the populations of the regions visited and meet their needs; the planning and architectural approach to and operation of tourism resorts and accommodation should aim to integrate them, to the extent possible, in the local economic and social fabric; where skills are equal, priority should be given to local manpower; 4. Tourism professionals, particularly investors, governed by the regulations laid down by the public authorities, should carry out studies of the impact of their development projects on the environment and natural surroundings; they should also deliver, with the greatest transparency and objectivity, information on their future programmes and their foreseeable repercussions and foster dialogue on their contents with the populations concerned;

References International Council of Tourism Partners. (2005). The World Tourism Organisation's global code of ethics for tourism. Retrieved January 21, 2011 from http://www.gdrc.org/uem/eco-tour/principles.html World Tourism Organization. (1999) Global code of ethics for tourism. Retrieved January 10, 2011 from http://www.gdrc.org/uem/eco-tour/principles.html
LCCM Research Digest is published by the Research and Publications Center (RES) to serve as a sounding board of up-to-date ideas and actions related to research, classroom management, and delivery of the faculty in the different schools of the College. It encourages and welcomes condensed versions or a short summary of research or review essays, conference papers, lecture notes, teaching guides, and other classroom materials for its quarterly publication. Editorial Board: Sr. Imelda A. Mora, OSA, President; Dr. Divina M. Edralin, Consultant; Dr. Jennifer S. Florida, Director Lay-out: Venancio N. Santos, Jr.

LCCM Research Digest