Chapter 1

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EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
COLLEGE OF HOSPITALITY MANAGEMENT

CHAPTER 1

The Problem and Its Background

Introduction

A tour guide is a person who leads groups of people

around a town, museum, or other tourist venue. The tour

guide provides a commentary on the features and history of

the location. The tours can be from as little as 10-15

minutes to extended periods over many days. Considerable

importance is placed on the guide's knowledge of local

stories, history and culture depending on the location of

the tour. This is a course for learning or validating the

skills and duties involved in tour guiding for a tourism

organization.

The tasks and responsibilities of a tour guide include

the following: describe tour points of interest to group

members, and respond to questions, escort individuals or

groups on cruises, sightseeing tours, or through places of

interest such as industrial establishments, public

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buildings, and art galleries, conduct educational activities

for school children, monitor visitors' activities to ensure

compliance with establishment or tour regulations and safety

practices, provide directions and other pertinent

information to visitors, greet and register visitors, and

issue any required identification badges or safety devices,

distribute brochures and explain establishment processes and

operations at tour sites and research various topics,

including site history, environmental conditions, and

clients' skills and abilities to plan appropriate

expeditions, instruction, and commentary.

Filipinos are fun-loving and friendly people.

Throughout the islands, there are festivals celebrated every

day and foreign guests are always welcome in their homes.

Theoretical Framework

Expectancy Theory proposes that a person will decide to

behave or act in a certain way because they are motivated to

select a specific behavior over other behaviors due to what

they expect the result of that selected behavior will be.

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In essence, the motivation of the behavior selection is

determined by the desirability of the outcome. However, at

the core of the theory is the cognitive process of how an

individual processes the different motivational elements.

This is done before making the ultimate choice. The outcome

is not the sole determining factor in making the decision of

how to behave.

Expectancy theory is about the mental processes

regarding choice, or choosing. It explains the processes

that an individual undergoes to make choices. In the study

of organizational behavior, expectancy theory is

a motivation theory first proposed by Victor Vroom of

the Yale School of Management.

"This theory emphasizes the needs for organizations to

relate rewards directly to performance and to ensure that

the rewards provided are those rewards deserved and wanted

by the recipients."

Victor H. Vroom (2004) defines motivation as a process

governing choices among alternative forms of voluntary

activities, a process controlled by the individual. The

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individual makes choices based on estimates of how well the

expected results of a given behavior are going to match up

with or eventually lead to the desired results. Motivation

is a product of the individual’s expectancy that a certain

effort will lead to the intended performance, the

instrumentality of this performance to achieving a certain

result, and the desirability of this result for the

individual, known as valence.

Dependency theory, also referred to as core-periphery

theory, is based upon the inter-relationship

between development and underdevelopment. The term

“dependency” can be used to signify economic, social or

political dependency, but in reality these different types

of dependency are all inter-related. Economic dependency

often leads to social and political dependency, with the

latter two may be more difficult to establish in an

objective manner. Tourism development may exhibit the

symptoms of dependency theory when it results in the

enrichment of developed metropolitan areas at the expense of

poorer, underdeveloped regions. International examples often

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cited tend to be small island states in close proximity to

large industrialized economies (such as Caribbean tourism

destinations). However, dependency theory has also been

cited for the larger landmasses of Afro-Asia and Latin

America. One could argue in most of these cases that the

weakness of the internal political and economic structures

made it likely that they would become dependent

upon other nations during the late nineteenth and early

twentieth centuries.

With the advent of mass tourism, even those countries

that were not sought out for their mineral deposits, slave

labor, strategic military locations or agricultural climates

were inevitably going to be brought into the dependency

chain. But dependency theory may also relate to domestic

tourism where sparsely populated peripheral regions find

that their economic structures have been distorted by the

demands derived by tourism activity. Many issues surrounding

tourism developments, such as second homes, often involve

dependency. For instance, the land and general price

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inflation that may be associated with tourism development

may make it impossible for local residents to purchase their

own homes or to survive in the area while engaged in more

traditional industries. This then makes the local economy

dependent upon tourism for its survival. The underlying

thesis of dependency theory is that the so-called developed

areas are subject to sustained indigenous growth, whereas

underdeveloped areas exhibit reliance upon external factors

and, as such, derive their growth from the developed or

'metropolitan' areas: hence the term dependency.

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Conceptual Framework

INPUT PROCESS OUTPUT

The local Will
tourist’s extent to the
perception to Qualities of
the Filipino Survey a Tour Guide:
Tour Guides Questionnaires.
in terms of: Good
Interview and communic
Personal Statistical and ation
ity; treatment of skills
Communic Data Analysis. Knowledg
ation e
Skills Interpretation
and of Gathered Personal
Technica Data. integrit
l y
Skills? Professi
onal
appearan
ce
Sense of
humor
Punctual
ity
Tactfuln
FEEDBACK ess

Fig. 1 Conceptual Paradigm of the Study

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Conceptual Paradigm of the Study

Figure 1 illustrates the different variables that

affect the expectations of Local Tourist to Filipino Tour

Guides. These input variables greatly affect their job

performances. The variables are: The job performance along

personality effectiveness wherein Filipino tour guides are

well groomed, has a sense of anticipation, and good manners;

along communication skills wherein Filipino tour guides

communicate effectively with tourists, expresses ideas

clearly and uses refined language in dealing with others;

along skill efficiency and quality of work wherein Filipino

tour guides possesses knowledge in handling tourists’ day to

day activity, arranges itinerary, and schedules effectively

and; along public relations wherein tour guides shows

genuine respect for human personalities, maintain good

rapport between tourist – tour guide relationships.

All customers have different needs and want that need

to be fulfilled. These needs and wants build up their

expectations of the tourism product purchased. If these

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input factors are valued, carefully examined and objectively

implemented more likely Filipino tour guides tend to

display: maintain personal effectiveness, proper

communication techniques, improved and upgraded performance

and competencies and good feedback to tourists.

Statement of the Problem

This study is intended to find out the expectations and

perceptions of tourists towards Filipino tour guides. More

specifically, the researchers sought to answer the following

questions:

1. How do the local tourists perceive the Filipino Tour

Guides in terms of:

1.1 Personality;

1.2 Communication Skills and

1.3 Technical Skills?

2. Is there a significant difference on perception of

the local tourist to the Filipino Tour Guides using the

above mentioned variables?

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3. From the findings of the study, what do the

researchers recommend?

Hypothesis

There is no significant difference on the perception of

the local tourists to the Filipino Tour Guides when grouped

according to sex.

Scope and Limitations of the Study

The study is limited to the following scope: the

researchers will rely on information that will be gathering

from the Filipino Tourists and some person will be able to

help by giving information and ideas regarding the research

work. A questionnaire will be distributed during the

personal interview with the Filipino people, and tour

guides.

Significance of the Study

The study will benefit the following: as guide for the

Filipino people especially the tourism students, tour

guides, the Department of the Tourism and the people

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concerned to Tourism Industry. To be aware with the

perception, expectation, wants, needs and motives of the

Filipino tourist. The researchers will work hard together to

encourage and motivate the Filipino people to travel around

the country.

To the Filipino Tourists. Knowing the performance of

tour guides in a certain firm, may provide some strategies

in teaching and guidelines for the implementation of

functional guidance program and activities that will benefit

for the students taking up tourism course or to the future

tour guides.

To the Students/Future Tour Guides. It may provide some

insights as to how to impart good tour guide skills needed

in a certain firm.

To the Tour Guides. To understand the condition of

performance of tour guides’ task and its relationship to

personal effectiveness, communication, skill efficiency and

quality of work, and public relations that is necessary so

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as to help them in facing their problems and be able to

overcome and eliminate them as they become fully successful;

and to be able to know their strength and weaknesses as tour

guides who yearns for more efficient employee.

To the Travel Agencies. To serve as the base for

travel agency with regards to hiring of their tour guides.

Travel agencies may be able to determine which is more

employable, if it is the single tour guides or married ones.

The improvement of better tour guiding that may result from

this study may lead to a better employer’s employee

relationship; good rapport between the company and their

tour guides same with the other employees in the company.

Definition of Terms

The researchers believe that some terms need

clarification in order to impart his ideas clearly. These

terms are defined as they are used in this research.

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Communication Skills. This refers to the expression of

ideas clearly to clients, using refined language in dealing

with others; utilizes regular channel of communication.

Perceived. This refers to become aware of directly

through any of the senses, especially sight or hearing.

http://www.thefreedictionary.com/perceived

Perception. This refers to the act or faculty of

apprehending by means of the senses or of the mind;

cognition; understanding. Immediate or intuitive

recognition or appreciation, as of moral, psychological, or

aesthetic qualities; insight; intuition; discernment: an

artist of rare perception.

Personality. This refers to individual characteristics

of one person that reflects to himself.

Public relation. This refers to the methods and

activities employed by an individual, organization, or

government to promote a favorable relationship with the

public.

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Technical Skill. This refers to the proficiency,

ability or dexterity; in typing, dictation and keeping

records.

Tour Guide. This refers to a person who guides visitors

in the language of their choice and interprets the cultural

and natural heritage of an area.

Tourists. This refers to the person who travels for

pleasure, usually sightseeing and staying in hotels.

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