Customer Care for Foreign Tourists (Grade 11 NSC Matric Tourism): Revision Notes

Customer Care for Foreign Tourists

Introduction to customer care for foreign tourists

When working in tourism, you'll meet people from all over the world. Each culture has its own expectations about what makes good customer care and communication. Understanding these differences is essential for providing excellent service to international visitors.

How to treat foreign tourists

Treating international visitors well is crucial for South Africa's tourism industry. Both the local community and tourism workers play important roles in making tourists feel welcome and comfortable.

The role of the host community

The host community refers to all the people who live in the areas that tourists visit. As South Africans, we have a responsibility to make foreign visitors feel welcome and safe. Here's how the host community can contribute to positive tourist experiences:

Making tourists feel welcome:

• Smile and greet visitors warmly when you see them
• Provide excellent service whenever you interact with tourists
• Help tourists stay safe by being aware of their surroundings
• Keep our natural environment clean and protected so tourists want to visit and return

Showcasing South Africa:

• Share information about our country's tourist attractions, diversity, and friendly people
• Learn about South Africa so you can provide accurate information to visitors
• Treat tourists fairly - give them the same value for money you'd expect yourself
• Do everything possible to ensure tourists have a memorable experience and want to return

The role of employees in the tourism industry

Tourism workers have specific responsibilities to meet tourists' needs and respect their cultural backgrounds. Understanding these cultural differences helps create positive experiences for international visitors.

Food and drink preferences

Different religions and cultures have specific dietary requirements that must be respected:

• Muslim tourists: Require halal food (food prepared according to Islamic law)
• Jewish tourists: Require kosher food (food prepared according to Jewish dietary laws)
• Hindu tourists: Do not eat beef products

Language considerations

Language is a powerful tool for making tourists feel welcome. Tourism employees should:

• Find out which languages their customers commonly speak
• Learn basic phrases in those languages (greetings, directions, thank you)
• Use simple, clear language when English is not the tourist's first language

Social customs when greeting people

Different cultures have unique greeting customs. For example:

• Indian greetings may involve different gestures
• Japanese greetings have specific protocols
• French greetings often include cheek kisses

Tourism employees should learn about these customs to greet tourists appropriately and respectfully.

Understanding gestures

Times and days of worship

Being aware of religious practices helps tourism employees provide better service:

• Learn about different religions' worship times and days
• Understand religious festivals and their importance
• Know about specific religious practices that might affect travel plans
• Make special arrangements when necessary (e.g., prayer rooms, meal times during Ramadan)

Dress and appearance

Clothing standards vary significantly across cultures:

For tourists:

• Different cultures have different views on appropriate dress
• Some cultures prefer modest clothing, whilst others are more relaxed

For tourism employees:

• Always wear clean, neat, and appropriate clothing
• Avoid clothing that's too tight or too revealing
• Dress in a way that won't offend foreign tourists or make them uncomfortable

Time consciousness

Cultural attitudes towards time vary greatly:

• Some cultures place little emphasis on punctuality
• Other cultures expect strict adherence to schedules and appointments

Practical application: When making bookings or appointments for tourists, consider their cultural background and communicate clearly about timing expectations.

Manners and etiquette

Etiquette refers to the customs and rules for polite behaviour in society. Tourism employees should:

• Learn about etiquette in different cultures
• Understand what's considered polite or rude in various cultural contexts
• Act appropriately when dealing with tourists from different backgrounds

Service requirements

Each culture has its own understanding of what constitutes good customer service. Tourism employees should:

• Treat each tourist as an individual
• Avoid making assumptions based on nationality or appearance
• Ask tourists about their preferences rather than assuming
• Be flexible and adapt service to meet individual needs

The need to respect traditions, customs, and behaviour of foreign tourists

Respecting the traditions, customs, and behaviour of international visitors brings many advantages to South Africa's tourism industry:

Benefits of cultural respect:

1. Prevents conflict: Reduces tension, hostility, and suspicion between tourists and locals
2. Develops positive attitudes: Builds pride, appreciation, understanding, and tolerance between cultures
3. Promotes cultural exchange: Allows people to learn about each other's cultures and customs
4. Reduces stereotyping: Decreases negative perceptions and prejudiced views
5. Creates welcoming environment: Makes tourists feel comfortable and valued, helping them make friends in South Africa
6. Builds self-esteem: Increases confidence and self-respect for both tourists and hosts

Ways to communicate effectively with visitors from diverse cultural backgrounds

Culture influences how people communicate. Understanding these differences helps tourism workers communicate more effectively with international visitors.

Cross-cultural communication differences to consider:

• Whether or not to make eye contact (direct eye contact is polite in some cultures but rude in others)
• Assertiveness levels (some cultures value direct communication, others prefer indirect approaches)
• Use of hands whilst talking (hand gestures vary widely across cultures)
• Physical distance between speakers (personal space expectations differ)
• Speaking speed (some cultures speak quickly, others more slowly)
• Use of first names and titles (formality levels vary)
• Volume of speech (what's considered a normal speaking volume differs)
• Facial expressions (meanings of expressions can vary across cultures)

Effective verbal communication

Verbal communication means communication using spoken words. Here are practical strategies for communicating effectively with foreign tourists:

Language simplification:

• Use simple words and sentences, especially when English isn't the tourist's first language
• Choose active language using specific words like who, how, where, and when
• Speak clearly and avoid speaking too fast
• Pause regularly to give tourists time to process what you're saying

Communication etiquette:

• Never shout at tourists, even if they don't understand you
• Use body language, miming, and familiar hand signals to help convey meaning
• Use visual aids like maps, pictures, and objects to illustrate your points
• Repeat important information to ensure understanding

Language support:

• Find someone who can speak the tourist's language to interpret when needed
• Avoid using jargon, slang, or South African expressions like "robot" (traffic light)
• Don't attempt jokes that might not translate well across cultures

Respectful interaction:

• Never interrupt tourists or finish their sentences for them
• Don't judge tourists based on their accents or how they speak
• Listen carefully to prevent misunderstandings
• Address tourists by their title and surname unless they ask you to use their first name

Effective written communication

When providing written information to tourists, follow these guidelines:

Before asking questions:

• Give tourists sufficient time to read and understand written material

Writing style:

• Use simple words and short sentences
• Include diagrams and pictures to explain concepts visually
• Write in lowercase (small letters) rather than capital letters, as capitals can appear like shouting and are harder to read

Effective non-verbal communication

Non-verbal communication means communicating without using words. It includes body language, facial expressions, and how you present yourself.

Understanding non-verbal communication:

• Non-verbal cues include dress, gestures, and body language
• These can create positive, friendly, and professional impressions with foreign tourists
• The same gesture can have different meanings in different cultures

Benefits of excellent customer care

Providing outstanding customer care to foreign tourists creates multiple benefits for South Africa's tourism industry:

Direct benefits:

1. Increased satisfaction: Tourists enjoy their experiences and feel valued
2. Repeat visits: Satisfied tourists want to return to South Africa in future
3. Word-of-mouth marketing: Tourists tell others about excellent service, encouraging more people to visit

Economic benefits: 4. Increased tourism revenue: More visitors mean more money flowing into South Africa's economy 5. Job creation: Growing tourism creates more employment opportunities for South Africans 6. Skills development: More tourism work helps employees improve their professional skills

Competitive advantages: 7. Positive national image: Good service maintains South Africa's reputation as a quality destination 8. Competitive edge: A strong reputation gives South Africa an advantage over other tourist destinations 9. Reduced marketing costs: Positive word-of-mouth reduces the need for expensive marketing campaigns

Customer complaints

Sometimes, despite best efforts, customers become unhappy with the service they receive or the quality of a product. When this happens, they can lodge a customer complaint with the business that provided the service or product.

Common reasons for complaints:

• Poor quality service
• Delays or late service
• Expectations not met
• Incorrect or misleading information
• Negligence or carelessness

Types of customer complaint

Customers can express their dissatisfaction in two main ways: verbally or in writing.

Verbal complaints

Verbal complaints are spoken complaints that customers can make:

• In person (face-to-face at the business)
• Over the telephone
• Via cell phone call

Handling verbal complaints requires:

• Active listening skills
• Patience and empathy
• Clear verbal communication
• Problem-solving abilities
• Professional demeanour even when customers are upset