Last week, I left you hanging with a question, eagerly awaiting Mr. Passah’s response.
This article picks up where my previous conversation with Mr. Kwaku Passah Snr., left off.
Just delve in!
HOST: It’s just occurred to me that both of us are using different terminologies in making reference to the tourist; customer, client, visitor, guest. Each term looks at the tourist differently, right? Which is most appropriate and why?
GUEST: ‘Tourist’ should be the ideal. But because of the extra treatment we give them, they are our guests.
HOST: Since Ghana is observing ‘Customer Service Week’ this week, I would like to make this additional input:
In the hotel industry, customers are often referred to as “guests” to emphasize hospitality and create a welcoming atmosphere. This terminology shift from “customer” to “guest” reflects the industry’s focus on:
- Personalized service
- Warm hospitality
- Comfort and convenience
- Memorable experiences
Choosing the term ‘guest’ over ‘customer’ conveys warmth, personal connection, and a sense of temporary stay—a ‘home away from home.’ This aligns with the hospitality industry’s goal of creating memorable experiences. Similarly, other industries, like airlines (with ‘passengers’) and restaurants (with ‘diners’ or ‘patrons’), recognize the power of language in influencing staff behaviours and generally shaping perceptions. It is not surprising for tour operators to refer to tourists as guests!
Going back to my earlier question on different cultures, I have read about tourists’ behaviours sometimes clashing with local norms, leading to tension. Would you mind giving us some guidelines to use towards anticipating situations that might occur so that tour guides can prepare for any possible misunderstandings?
GUEST: Circumstances will determine this; the most important is to be on “good terms” with the tour/group leader, colleague tour guides and the tour driver. In all situations the tourist must not be left on their own. They must be engaged one way or the other so they don’t become bored or restless.
HOST: So, who is responsible for preparing the visitor or guest towards having realistic expectations for the tour?
GUEST: The TOUR OPERATOR who prepared the tour itinerary. She/he knows why specific hotels, visitor attractions, restaurants, etc. were chosen.
HOST: Do tour operators contract tour guides to conduct tours? And are they the ones who pay the tour guides? Perhaps you can clarify the relationship between tour operators and tour guides.
GUEST: The Tour Operator (TO) prepares the chicken; the Tour Guide (TG) serves it to the client. The TO prepares the tour package with information received from the prospective tourist. This will include, but not limited to, visitor attractions, accommodation and meals, transportation, entertainment, guide services, etc.
The TO makes all the ground arrangements and takes payment from the tourist. An itinerary is prepared showing the day-to-day movements and activities of the group. It is at this point that the guide is invited to handle the group. The invitation or engagement would depend on the TO operator. Some may engage the guide four weeks ahead of others, a few days to the tour.
It is the responsibility for the TG to make the itinerary works. When things go wrong, the TG is blamed. Most of the time the tourist does not meet the TO.
HOST: Waow! Your explanation is quite vivid. I won’t forget the analogy of the Tour Operator as the one responsible for ‘preparing the chicken’, and the ‘Tour Guide’ as the one who ‘serves it to the customer’! I like that.
Tour guides are expected to ‘read’ their guests so that they can be hyper-aware of small gestures and interactions that reveal how a guest is truly feeling. However, it’s not everyone who shows their emotions in the same way. What advice would you give tour guides?
GUEST: Keep a hawk’s eye on each member. As much as possible, interact with each member of the group on a regular basis. There is always time on a tour to talk to a member of the group and learn from her/him.
HOST: What unique challenges do female tour guides face?
GUEST: I “think” their monthly conditions.
HOST: Oh, really? I thought their challenges would be more on safety concerns, handling unwanted attention, long working hours, physical demands especially in outdoor settings and maintaining work-life balance. What are your views about these?
GUEST: They are introduced to these during training. The female intuition helps them to know which tours to accept. I know a female guide who took an all-male group of six on a tour and came back without any complaint. Most of our women like the challenge. There are female guides who are physically and mentally stronger than their male counter parts.
HOST: That’s interesting. It’s enlightening-an important information for me, thank you.
For the few of you in the system who have garnered a wealth of experience and knowledge, encountering the unexpected is not so unfamiliar. How well prepared must one be to build confidence in conducting tours?
GUEST: Every guide, whether coach/site/community/special, must prepare for the unexpected.
Just as the motto of the of the Boys Scouts movement says “BE PREPARED”
HOST: It’s fascinating that you’ve introduced various categories of tour guides. What truly sets them apart from each other?
We pause here to reflect on the above conversation. We will be concluding with this exciting discussion with Mr Passah in our next post. Don’t miss it!
Note: Good reads in recognition of Customer Service Week and perhaps an assessment of ourselves.
What is Customer Service? A Look at It’s History & Future
Driving the customer experience conversation at all levels.
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