If we analyze tourism as a cultural fact, it is undeniable that we are talking about communication attending to the exchange of experiences, habits, customs and values that tourism fosters, and more than that, it pursues.
If, on the other hand, we focus on tourism from a commercial point of view, we are in the presence, on the one hand, of a demand related to leisure and travel, with its motivations and needs in this field, and on the other hand, of an offer that requires know those motivations and needs to sell your products and services accordingly. And how can you achieve this behind the back of communication?
But Tourism is service and service is communication. Therefore, due to its transitive nature, tourism is communication.
Actions such as giving and receiving, paying attention and responding, offering and collecting information belong to the realm of service; in short, service is a type, a particular kind of interpersonal communication.
There are infinite definitions of service, however, there is one that highlights the communicative moment, one that affirms that service is the set of actions, technical and human, that the server performs to satisfy the needs to the liking of a person, the client, in exchange for remuneration.
Is service communication in the case of tourism?
For that person who is now a tourist, that the clerk of the bar in the small city of Europe where he is a parishioner, when he arrives calls him by name when greeting him, perhaps he goes unnoticed, but that here, in the Caribbean, with another accent and in another light, that on the second day of your stay when visiting the restaurant the employee who receives you greets you by calling him by his name or surname with a frank smile, it is very difficult not to notice it, not to like him, not this Let him be a sensitive and pleasant experience.
It is clear that, if you do not know how to prepare a cocktail, serve French or Spanish in compliance with the corresponding rules and procedures, that, if you do not know how to prove the proper functioning of the item that the client wants to buy, or make the reservation of their interest, all of which refers to technical actions, cannot provide a quality service.
But unfortunately it is not always equally clear, that if during the service, a correct communication with the client is not established, never, no matter the high technical level, the highest category can be reached.
In the aforementioned definition of service, it is said that it is about satisfying the needs to the taste of the customer, and that taste must be found out and often even help the customer to discover it, how? Observing his conduct, his behavior, listening to him, conversing with him, inquiring. The question, How can I help you? Pretend all of this.
However, in the daily activity of our hotel facilities, we still face problems in this regard that need to be eradicated once and for all.
The present work has as objectives:
- To diagnose the main existing weaknesses with respect to Interpersonal Communication in the provision of services in the Gastronomic Area. Execution of a Training program with a view to solving the detected weaknesses.
DEVELOPING.
In the service activity, communication is a basic element, for this reason those who work in this field must master all the codes that facilitate good customer relations, of which the authors consider as fundamental:
- Verbal code Includes oral and written language Non-verbal code (kinesic, Paralinguistic, proxemical, dress code)
- Kinésico Code. Kinesia has to do with movements, with gestures. We can communicate without having to say a single word, because a certain posture, look or gesture may be enough to make us feel uncomfortable, nervous or angry, or happy, jovial and optimistic. Paralegal Code: Study the non-verbal behavior expressed in the voice.
-Volume -Tone.
-Clarity -Ring
-Inflection -Time of Speech.
-Pause, silences -Vacillations.
-Mulettes -Diction.
-Fluency..
Proxemic Code: It is in charge of studying the structure of the immediate space to the person.
-Human territorial conduct (Personal space).
- Intimate (less than 5 cm) Distant personal zone (approx. 1 meter) Consultative social_ zone (+ 1 meter)
-Physical contact.
- Dress code: Regarding the way of dressing and personal ornaments, the basic rule is that you should never attract attention more than the service we provide. (The clothing always has some rules according to the type of service that must be performed. The company itself dictates its rules on what is expected of the employee's clothing or simply defines the uniform that the employee must wear (No modifications)
6 MINTUR hotels were selected to carry out this diagnosis: 2 belonging to the Islazul Chain, 2 to the Gran Caribe Chain and 2 of the Cubanacán Chain:
The research method used was Direct Observation: It consists of the observer, using a previously developed guide, making a direct observation of the phenomenon under study. In this case, it was done through the Undercover Client modality.
It was carried out in the following areas of gastronomic service provision:
- Buffet Restaurant Snack Bar Lobby Bar.
Regarding the use of the Verbal Code, the main deficiencies detected were:
- Use of vulgar or vulgar words, both in dealing with the internal client (Among the members of the Working Group or brigade). Use of nicknames among the members of the service brigade. Trend in service personnel to the use of words " affectionate ”, that far from constituting a compliment to the client can be seen and in fact constitute a lack of professionalism and respect for that client. The terms "my love", "my life" and other similar ones should be banished from the vocabulary of the provider and replaced by the words "sir" or "partner" as appropriate and even better, the client's name, provided that may be possible. The use of the name is a sample of the personalization of the service.
Kinésico Code.
- Assume incorrect postures when standing, providing the service. Incorrect way of walking, of some dependents, shuffling when rendering the service. Absence, in some cases, of the warm and friendly smile that the dependent must provide to the external client. provide the service (serious or worried or denoting faces)
Paraliguistic Code:
- Speaking with too high a volume among internal clients in the provision of the service, requesting for example more glasses, napkins, etc. The use of "We do not have", or "this is not available at home" to the client requesting a drink or food, without offering another offer in return and said in an uncivil tone.
Proxemic Code:
- Tendency of some dependents to effusively kiss or hug external clients in the presence of other clients. Touching clients (clapping on the shoulder, taking them by the arm, etc.) Carrying children without being requested by the parents.
Dress code:
- Of the 6 hotels in the sample, violations in the correct use of the uniform were observed in 3 of them, the most evident being the following:
- Sayas too short in the saleswomen Uniforms too tight, which limit the freedom of movement when providing the service Makeup not suitable for the provision of the service Use of hair ornaments (buckles, ribbons etc.
Although we cannot affirm that this is a general trend, yes, as this sample shows, there are difficulties in the proper use of the different codes of interpersonal communication, which of course affects the quality of the service provided.
The present training program that is presented below is aimed at contributing to some extent to the solution of this problem.
It was taught for validation, during the month of June of this year at the Barceló-Solymar-Arenas Blancas-Palma Real Complex to a group of 27 students made up of the Maitre, Submaitre and Captains of the complex's classroom, and in the month of August Gastronomic dependents of the Popular Camping Bases having great acceptance by the trainees.
Foundation.
The provision of services constitutes a system in which three fundamental elements interact: contact personnel, physical support and customer participation.
In the relationship established face-to-face between the client and the service provider, a communication is generated that becomes the central element that can guarantee the maximum objective: client satisfaction.
In many cases the people who provide the service are highly technically trained professionals in the activity they carry out, however in the communication process they do not always achieve the best results, as they do not have all the necessary skills to achieve correct communication, PURPOSE OF THE SUBJECT
Provide workers who provide customer service with knowledge, skills and attitudes that allow them to improve communication in the provision of customer service.
CONTENT :
Relationship between Tourism, Communication and Service Definitions and importance of communication in the tourist company. Components of the communication process. Functions of communication in the service. Codes that facilitate a good relationship with the client: Verbal Code (oral and written) Non-Verbal Code (Kinesic, proxemical, verbal and clothing Communication skills, their importance in the provision of services. Teamwork in customer service
Competency system :
Train the development of the distinctive skills of the service worker in customer service: Friendly smile, courteous and respectful treatment, proper manners, vocabulary and appropriate tone and provision of a personalized service that meets customer expectations.
Contribute to the formation of values such as honesty, sincerity and solidarity in the performance of the work they do.
THEMATIC PLAN
| Not. | Themes | Theoretical Time | Hours
Practices |
Total hours |
| 1. 11 | Relationship between Tourism, Communication and Service.
Definitions and importance of communication in the provision of services. Verbal Communication (Oral Language, Requirements for its proper use in the Service. Existing in this regard. Extraverbal Communication. Codes that facilitate the good relationship with the client: Kinésico, proxémico, verbal y vestimental |
8 Workshop Conf. | 8 | 16 |
| Communication skills, their importance in the provision of services. | 4 Workshop Conf. | 10 | 14 | |
| two. | Teamwork and its importance in customer service | 4 | 10 | 14 |
| 3. | Integrator Workshop | 4 | 4 | |
| Four. | Total hours | twenty | 28 | 48 |
ANALYTICAL PLAN.
Topic 1: The importance of communication in the relationship with the client.
- Relationship between Tourism, Communication and Service The importance of Interpersonal Communication for work in the Tourist Company. Definitions of Communication. Components of the communication process. Verbal Communication (Oral Language, Requirements for its proper use in the Service. Existing in this sense. Extra-verbal communication in the service. Codes that facilitate the good relationship with the client: Kinésico, proxémico, verbal and clothing Weaknesses that still persist in this regard.
Objectives.
That the trainees are able to:
- To base the existing relationship between Tourism, Communication and Service. To argue the importance of Interpersonal communication in the work of the services. To analyze the appropriate use of the different verbal and extra verbal language codes.
Topic 2: Communication skills and codes in customer service. Its effective use in the provision of services.
Themes: Communication skills, their importance in the provision of services.
Objective.
- Assess the significance of the development of communication skills in the gastronomic clerk for the provision of an excellent service.
Topic 3: Teamwork in service work.
The development of this theme should focus on highlighting that there can be no personalized and excellent customer service if the brigade or group does not work jointly in pursuit of this objective.
Topics: Definition of work group. Differences between group and team. Teamwork rules.
Significance of teamwork in customer service.
Goals:
1-Analyze the fundamental rules to take into account in teamwork.
2-Value the importance of teamwork to provide better customer service.
Course Evaluation System:
- The evaluation will take into account: Attendance, active participation in classes and the quality of delivery and discussion of the final work.
- Seminar Integrative workshop that demonstrates the mastery of knowledge and skills acquired to provide excellent customer service.
Methodological Orientations.
The course will take place in the company itself, so it will be based fundamentally on the exposition of the fundamental theoretical elements by the teacher and the group exchange on the enriching base of the students' experiences, making a critical analysis of the strengths and weaknesses that are manifested in their area in customer service.
It is intended to use group dynamics such as: Dramatizations, case studies that enable the active exchange of students and learning by doing.
Topic 1: The importance of communication in the relationship with the client
Start the meeting by explaining the general objectives of the course and the skills that service workers seek to train and which are vitally important to provide excellent customer service to external customers, but which are also very helpful in fostering an atmosphere of cordiality and camaraderie in the relationship with coworkers.
Ask for criteria about the importance of friendly and courteous treatment in the provision of services.
Explain the relationship between Tourism, Communication and Service.
Posing different Definitions of Communication highlighting that it is essential to take into account not only verbal language but also extraverbal.
Analyze the different codes that are used in Verbal and Extraverbal communication and the deficiencies that manifest in their use in the provision of the service in the area of Gastronomic Services.
Topic 2: Skills in customer service. Its effective use in the provision of services.
Guide the objectives and theme of the class.
Explain the communicative social skills that every tourism worker must possess, and especially the service worker, (Assertiveness, adequate self-esteem, empathy, emotional intelligence.).
Request that students exemplify from their experiences.
Posing to students certain situations to be dramatized by them and starting from them, explaining the different codes that facilitate a good relationship with the client.
Another way to illustrate this content can be the use of phrases related to the different codes such as smile, gaze, gestures, and facial expression. These phrases are distributed among the trainees and they are asked to comment on them according to how they should be manifested in the provision of the service.
Topic 3: Teamwork in service work
The development of this theme should focus on highlighting the differences between the group and the team, in that there can be no personalized and excellent customer service if the brigade does not work jointly in pursuit of this objective.
Explain through a group dynamic that can be: Brainstorming, Dramatization or case study what are the fundamental rules of teamwork to take into account in customer service.
Integrator Workshop
As a closing activity, the students will present a Case Study that reflects some of the problems analyzed in the course that are present in their work area and the possible solutions that they would give them.
BASIC BIBLIOGRAPHY
Study Material: Communication in the Tourist Company. Teacher: MSc Miriam Gómez Fernández
Dossier COMMUNICATION Training Program for Chiefs, Specialists and Technicians in Security and Protection Ministry of Tourism. Dr. Manuel Hernández Corujo. EAEHT, September 2011.
Borrego Díaz Orlando: The work of Management in Socialism. Social Sciences Publishing House. Havana 2009
Rubio, Angeles: Earn the position and successfully pass the trial period. Edit. Diaz de Santos. Madrid. Spain. 2008. ISBN 978-84-7978-852-0
Cardona Sergio and jJ.M. Cardona; Letters to a professional of the Company.) Edit. Diaz de Santos. Madrid. Spain. 2007.ISBN 978-84-7978-872-2
Data of the Author: Graduate in Psychology-Pedagogy, Master in community work, Diploma in management of Tourist companies and Educational Psychology of Tourism, 34 years of experience in teaching. She is a professor at the Training Center of the MINTUR Delegation, in Varadero, Cuba. She teaches the subjects of Business Management, Management Techniques and Interpersonal Communication in Services.
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