Part B-Workplace Practice

MODULE 7: WORKPLACE PRACTICES Part B

CREDITS: 10

LEVEL: 5

GRADUATE PROFILE 1	LEARNING OUTCOMES	ASSESSMENT
Select and apply a range of effective technical communication skills to communicate with diverse audiences in the tourism industry to proactively strengthen the visitor experience.	LO 7.3 Evaluate experiences of tourism products and services to create visitor information and enhance the visitor experience. (5 Cr)	TTM5 07B Visitor Information Write a familiarisation report for industry colleagues based on a destination experience or site visit to support the visitor experience proactively. Prepare a destination web page, blog, vlog, virtual reality, or other digital presentation to communicate with diverse audiences in tourism.
	LO 7.4 Apply digital technology to communicate with diverse tourism industry audiences to support destination marketing. (5 Cr)

Part B of this module is about writing about your travel experiences, discussing your thoughts and opinions, and providing advice and unique tips about destinations or experiences fairly and objectively.

You will compose a professionally written familiarisation report based on your experiences for industry colleagues based on a destination experience or site visit to support the visitor experience proactively. You will also prepare a digital presentation that supports destination marketing and communicates with diverse audiences. Your digital presentation could include writing a blog, preparing a webpage, or creating a vlog.

What is a Famil?

A famil, familiarisation trip or FAM is an educational tool that involves travelling to and experiencing a destination you are unfamiliar with. They have always said that travel broadens the mind. How true this is! When we immerse ourselves into another culture as a tourist and experience a new way of life, culture and tradition, we are expanding our minds and tapping into a new perspective and new way of thinking.

Why not use the same approach when it comes to destination development? A FAM trip, or familiarisation trip, is a learning visit in which media, influencers, writers or travel trade are invited to a destination to gain a first-hand experience and familiarise themselves with the destination.

FAM trips are opportunities for travel businesses to familiarise agents and media personnel with their destination and immerse them in the local culture, introduce them to local operators, and highlight the benefits their company offers, essentially taking them backstage. For instance, they can have the opportunity to meet a celebrity chef that they have been referring their clients to.

Different types of famils can focus on a destination as a whole, or specific products only. For example:

• Conference and events venues only
• International famils – includes various products and services within an international destination
• Domestic/regional famils – includes various products and services within a region/s
• Specialised product famils – which involve inspecting only one type of product within a region, for example, conference and events venues in the Waikato.

A famil trip should educate you and build your product knowledge through first-hand experiences of a destination and its available products and services. You could also use your personal experiences and new/updated product knowledge and discuss famils in the workplace to:

• Recommend the destination, products, and services to clients you believe they would enjoy.
• Share your knowledge with your clients and suggest and advise clients to enhance their overall visitor experience.
• Share your knowledge with your colleagues who weren’t lucky enough to go on the famil, so they receive an up-to-date review on the destination, the products, and services so they can use that knowledge to assist their clients better.

Who Goes on a Famil?

The people who go on famils sell travel and tourism, but sometimes others who don’t sell travel may participate for various reasons. These include:

• Travel agents – it is understandable why travel agents go on famils because they deal directly with and sell travel to the public.
• Travel wholesalers – although travel wholesalers do not deal with the public at all, they must be very knowledgeable about the destinations they sell.  Travel agents rely on them to give expert advice about a destination and/or a particular product or service so that they can pass on that information to their clients.
• I-site consultants – i-site consultants would visit regional famils to inspect and experience local activities, attractions, and hotels to build their product knowledge of the region they are selling/promoting to visitors. They need to confidently discuss the products available to visitors and give them tips and advice to enhance their visitor experience.
• Tour operators – need to have experience with what they are selling so they can confidently discuss and advise the travel agents about the tours so that the agents can pass on the knowledge and advice to their clients. The staff member would join an actual tour that had genuine tour participants.
• Personal assistants (PA) and executive assistants (EA) of larger organisations – would not be going on international famils. They would most likely participate in small domestic or regional famils, focusing on inspecting conference and events venues to ascertain what venues would suit the company they work for in terms of their annual conference, for example, small management meetings.
• Media partners – such as journalists, editors and influencers.

Efficacy of FAMs

Why is it important to learn about other destinations and why are FAM trips one of the most effective ways to do so?

First-Hand Experience

On a FAM trip, you will meet stakeholders of the destination who have had a key input into how their place has been developed. You will gain first-hand information on location about important topics such as what went well for them and what ideas and practices weren’t as successful. Core themes that have arisen on the FAM trips that we have organised are the concepts of collaboration and community engagement and involvement.

Broadening Networks and Connection With Others

Not only are FAM trips a way of getting to know a destination and its developmental phases and practices, but it is also a networking opportunity. It is a chance to connect with others who you wouldn’t normally have the chance to connect with. This may be someone who owns a similar business to you or your peer in a different agency or organisation. It is an invaluable event to broaden your network. On top of that, it is an opportunity to strengthen relationships with the stakeholders of your group, network or organisation that join you on the trip.

Fresh and New Perspectives

Through meeting your peers in another destination, you gain insights into their way of thinking, and alternative methods and processes implemented on their journey. It can sometimes be a form of re-discovery, gaining fresh perspectives on destination development. This then can be inspiring for your recommendations and increase your confidence in your approach.

Peer Learning and Knowledge Sharing

Learning from stakeholders in other destinations more established than yours allows you to learn from those further down the line. Peer learning is by far one of the most practical ways to learn and through the FAM trip you will acquire information about the processes the host destination has used and the journey the stakeholders have gone on to get where they are.

Source: https://www.thetourismspace.com/blog/fam-trips-important-learn-other-destinations

Famil Report

A famil report is a document written to allow others to learn about a destination, giving the reader an accurate and fair portrayal of the destination and the products and services available. When composing your report, think about really descriptive words you could use that illustrate a vivid picture for the reader. Also, use pictures of the various products and services to help exemplify it.

The destination, including the products and services experienced, must be evaluated fairly and objectively during the famil. You must offer your thoughts and opinions to provide candid reviews, allowing your colleagues to understand the product/ service accurately.

In terms of offering your thoughts and opinions, you must keep in mind that you must evaluate a product or service fairly and not based on your feelings or standards. For example, you may prefer comfortable hotel accommodation – perfectly fine. But in terms of composing a famil report, if you inspected a backpacker hotel, you cannot let your personal feelings get involved and say that you’d never recommend this to anyone just because you would never stay there. It might ideally be suited to lots of other people and excellent value for money.

You must judge the product or service fairly, but this doesn’t mean you can’t be critical. For example, the property may be described as having ‘clean & tidy dormitories with a generous amount of storage space allocated per bed.’ But the reality may be quite different. 

If the property doesn’t live up to what is claimed, you can inform your colleagues of this. You do not want unhappy clients.

The sorts of things you need to consider are:

• Does the product/service meet expectations in terms of it being what it says it is?
• What type of visitors does it suit?
• Is it value for money?
• Recommendations

Here are a few examples:

The hotel rooms look tired and need an upgrade. However, they are clean and tidy and pretty good value for money at only $110 per night compared to other properties of a similar standard. The rooms are reasonably small and therefore recommended for no more than 2 guests (even though they can provide a rollaway for a third).

This property states that it is family-friendly; however, as it’s set on a hillside, there are many stairs to climb to get to the rooms, which can be challenging to manage for more minor children. I certainly would not recommend this to those with mobility issues. Otherwise, its location and position on the hillside offer a beautiful outlook of the natural landscape – an excellent option for active travellers and those with older children.

The standard rooms are much smaller than I had imagined. Due to the small windows and position of the rooms in the hotel (which look into the building next door), they are pretty dimly lit as not much natural light can enter the room, so you pretty much need to have the lights switched on when you are in the room. I recommend booking the ‘superior rooms’ in the next room category as this offers much better value for money. For only an extra $30 per night (or $180.00 per night), these rooms are much more appealing with about 50% more space and much bigger windows (which offer a much better view of the cityscape) and let in a lot more natural light into the room creating a much fresher and livelier atmosphere.

Explore this website for ideas on describing a tourist attraction or destination.

Tips and Advice

These tips and advice are typically not found in brochures or websites. These snippets of helpful information can make a difference to your clients as they will enhance their visitor experience. You would also have these things in your famil report so your colleagues would be aware and could advise their clients.

Let’s use a ‘Half Day Mountain Trek’ as an example of how you could offer tips and advice to clients.

Comfort

The enhancement may be simple tips that ensure your clients would be comfortable at all times during their trip – provided they listen, of course.

• Take warm clothing on the half-day mountain trek because it gets cold under the canopy, especially when you stop for a 30-minute afternoon tea.
• Take insect repellent because the mosquitoes start coming out towards the trek’s end.

Additional or Better Experiences

Other tips and advice can result in your client experiencing more things or enhancing a specific experience. 

• Take your togs and a towel as there is a fantastic water hole, which the guide sometimes stops at and lets the group have a dip. This does depend on whether there has been some decent rainfall in the days leading up to the trek. The water is brilliantly clear, and it’s just an amazing experience.

Awareness

Tips and advice also include information that would prepare the client for what they might encounter while travelling. The following examples are not based on any particular destination.

• Cultural awareness advice is to ensure the client doesn’t offend the locals, e.g. Bartering is not appropriate at all; this is likely to cause offence and embarrassment to the stall holder.
• Health & safety, e.g. don’t drink the water from the tap, always drink bottled water, even when brushing your teeth.
• General information, e.g. all shops are closed on Sundays.

The purpose of the following exercises is to ensure that you understand that a famil report is reviewing a product objectively and offering your thoughts and opinion in a balanced discussion, all the while offering advice and tips that enlighten the audience about the things that you won’t find in the brochure or a website.

Explore this website, and have a look at Greece before you go, with The House of Travel.

Your quick guide to a holiday packed with sunshine, salt air and endless shades of blue.

Now it is your turn to give it a go!

Source: https://www.fishrestaurant.co.nz/

Research the ‘know before you go’ factsheets the House of Travel agents produce for clients. It will give you a good idea about the language and structure used.

Click on the country to explore more.

IRELAND: All the things you need to know before travelling to Ireland.

MADRID: What you need to know before travelling to Madrid. A travel guide to eating, shopping, spending and sightseeing in Spain's capital. Best thing to see, do and experience in Madrid.

VIETNAM: 7 essential Vietnamese eats.

You can structure your famil report in various ways, as long as it’s logical and makes sense. There are two potential ways you might like to structure your famil report; these are:

• By sector–this means grouping and discussing the accommodation properties you inspected or stayed at, one after the other, which might be followed by the transportation options, for example.
• A day-by-day account of your experiences–this means that you would tell a story about your trip, which loosely follows the itinerary. If you compose your report based on a daily account of your experiences, focus on the tourism products and services. Don’t include details such as when you woke up or were late for the bus. It is not a journal entry. But do include a review of the hotel’s buffet breakfast if you had one, as this is information your colleagues and clients want to know. You may recognise the structure of a famil as being similar to an essay.

Introduction

You must include an introduction, that details the aims and objectives of your report.

Main Body

This is where you present and discuss your thoughts and opinions about the products and services you experienced during your famil trip.

The length of the main body depends on the number of products and services you discuss.

Keep the body of your presentation focused on the topic; don’t go on to unimportant ideas or concepts, as you may lose your audience’s attention.

Closing Conclusion

This summarises the destination, including the most important message you want the audience to take away.

Things to Remember When Writing Your Famil Report

• Give a fair and candid review of the products and services – your colleagues will not appreciate reading through pages and pages to find vital information. Give the main features/facilities/services offered, mainly if they differ from elsewhere.
• Include recommendations–you have been there/seen it/experienced it. Let your colleagues know what type of client this particular property/activity would suit so they do not send someone to a place they would not enjoy! Give tips and advice-you have been there/seen it/experienced it. Let your colleagues know about some special titbits of information that can’t be found in the travel brochures that can enhance a client’s experience.
• Include photos–this will allow your colleagues to see what you saw, and they can perhaps show them to their clients.

In terms of how you will be assessed on your written report, you will be evaluated on how much detail you include in your report and what type of information you provide. Don’t just discuss the facts of the products, which can be easily found in the brochure; make sure you offer your thoughts and opinions, recommendations, tips, and advice – things that cannot be found in a brochure (you can include facts as well).

Additional Information–Famil Report Assessment

Question One:

The following points are helpful when planning your famil report.

• Use clear headings for each section.
• Be descriptive and analytical.
• Identify the features and benefits and the impact these have on improving business performance.
• Describe the target audience and discuss how the hotel/attraction and activity would appeal to this type of audience.
• Identify any unique selling points and state why they are essential for the business.
• State any competitors from a local, national, or international perspective.
• Discuss the location and accessibility.
  • How easy is it to find the accommodation/activity and attraction?
  • How does the business deliver a dignified experience for customers who have a disability?
• Outline any health and safety processes that are in place to ensure visitors enjoy a quality visitor experience.
• Review any offline/online and digital promotional activities.
  • What marketing does the accommodation provider, activity and attraction offer to promote its product and services?
  • What marketing channels are they not using that may help increase business performance?
  • How is the price point competitive vs. the competitors?
  • Evaluate any social media coverage and reviews. Why do you think the business uses these channels and state why they aren’t using other social media platforms.
  • What third parties help sell their products and services, and why?

Watch this video

Explore our Space: Virtual fam trip. (1:00)

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You must use your time wisely to compose an engaging and informative report based on a previous holiday or tourism experience.

You must inform your prospective audience about your experiences in an engaging and informative famil report.

In your famil report, you need to include information on each of the five sectors of tourism. These are as follows:

• 2x Accommodation options
• 2x Transportation options
• 3x Activities and attractions
• 2x Ancillary services
• Sales.

Accommodation, transportation, activities, and attractions are straightforward, and you should know what to do here. The other two tourism sectors are also straightforward, but let’s look at what you’re expected to cover for these.

Ancillary Services  

Restaurants and cafes (NOT part of an accommodation property; if they were, they are considered an onsite facility). It also includes retail shopping, visitor information services, etc.

For example, ‘Fiji Boutique’ is an amazing retail outlet in the heart of Nadi that sells high-quality, authentic Fijian goods. The local taxi driver who took us to our resort told me about this shop, and all I can say is, “Wow, what an amazing little gem!” There is a range of arts and crafts, clothing, jewellery, and so much more. The shopkeepers were extremely helpful and knowledgeable about all the products in store. The prices are very reasonable. I would highly recommend a visit to this store while in Fiji. It’s open Monday to Saturday from 9 am to 4 pm.

Sales

To cover this part of the famil report, you need to discuss how someone can book with each operator you include in your famil report.

For example, ABC Car Rentals only take direct bookings over the phone or through their website. Hotel Excellence is affiliated with travel wholesaler Go Holidays, so you can book through a travel agent, but they also take direct bookings through their website and over the phone.

Diversity in the Workplace

The hospitality and hotel industry is a unique melting pot of cultural diversity where workers, customers, and clients from different backgrounds from all over the world come together. This can present challenges; for example, a lack of cultural awareness and not hearing diverse voices can create unhappy teams and a poor customer experience. But diversity also presents unique opportunities. Having a culturally diverse team can:

• Help you better understand and improve the service for different types of guests.
• Tap into different views, ideas, and perspectives to innovate and offer new and different services.
• Create better market segmentation because you understand your audience and can adapt services and products to meet their needs.

The importance of diversity in hospitality can’t be underestimated. It means not just recognising differences but valuing them and understanding how they may impact the individual experience. Both employees and customers come with a unique background, set of experiences and cultural history.

Diversity covers many things and people, from gender to skin colour. The areas of diversity for our studies include:

• Age
• Nationality
• Ethnicity
• Race
• Cultural identity
• Sex assigned at birth
• Gender identity
• Sexual orientation
• Physical ability
• Mental ability.

So, what does diversity mean for the tourism workplace, specifically in terms of communication?

• With diversity comes the probability of misunderstanding, for example, conflicting beliefs leading to differences of opinion.
• Slang, jargon, and colloquial expressions not understood.
• Communication barriers:
  • Language barriers
  • Age and hearing abilities
  • Potential for unconscious bias
  • Differences in pronunciation.

Marketing to families can mean:

• 1 parent families
• 2 parent families
• Blended families
• Same-sex couple families
• Gender-neutral families.

Tourism marketing to families is inclusive to all families.

Marketing to tourists with challenges can mean:

• Physical challenges
• Mental challenges
• Both physical and mental challenges

Tourism marketing to people with challenges is inclusive of all challenges.

What is Diversity?

Diversity is a keyword in many areas, from employment to family life. Ensuring we are mindful of ‘everyone’ should not be hard. The age-old saying, ‘Treat others as you expect to be treated yourself,’ can easily apply here.

So, why do we need to think about diverse audiences in tourism?

Not every destination is going to be attractive for all visitors. Some locations have challenging landscapes; this could affect physically impaired people; maybe they are in a wheelchair or have limited physical movement. What happens when a visitor does not speak English? What are the implications for writing a famil report in tourism? For example, to be of use, the famil report should consider the following.

Ask yourself, who is your target audience?

• Families
• Adults only
• Adventure/thrill seekers
• Artists
• Wellbeing/health visitors
• Domestic/International travellers.

How can you showcase features/benefits to them?

• Imagery
• Language: is the report available in more than one language?
• Descriptive wording
• Why would they want to visit?
• You have ‘sold’ the destination to them by appealing to their senses, thoughts, and expectations.

Unconscious Bias

Unconscious or ‘hidden’ bias refers to attitudes and patterns of perceptions that are held subconsciously and can be very ingrained. We all have them. Unlike stereotyping, these automatic associations can lead to assumptions that are not always accurate and can harm decision-making.

Unconscious bias influences thoughts and actions that can create unfair advantages or disadvantages without the decision-maker’s awareness. It can be about someone’s ethnicity, gender, age, accent, sexual orientation, or parental status, to name a few. It unwittingly permeates workplaces, affecting decision-making processes, including recruitment, promotion, development, and access to other opportunities.

Ultimately, when implicit biases influence judgements and decisions, they can result in unfair and negative consequences for those subjects of this bias, potentially resulting in discrimination.

Why is unconscious bias considered critical when working in a diverse workplace such as the tourism industry?

Our brains create misinformation and stereotypes that can hurt our attitudes, leading to discriminating behaviour and treating people unfairly, without customers or work colleagues realising it. 

In the workplace, if a person is affected by unconscious bias, it can mean that they will treat people differently. A manager could give some staff an unfair advantage over others who are perhaps unfairly treated–even though they are good at their job. This can hurt the team's functioning, lower workplace morale, and may mean poor staff retention.

What can be done to overcome unconscious bias?

By understanding and being aware that unconscious bias can happen, a manager can raise awareness within the team. They can also seek to create diversity in the workplace by hiring people from, for example, different cultures. Management can combat ageism by hiring a mix of younger and older employees and put them together in a group to have them interact and form positive relationships. This gives the older members of the team a chance to show the value of experience to younger members of the team.

Gender bias can also be a problem that often affects women more than men. Gender bias can be avoided by considering the best person for the position rather than male or female in the position.

How the Audience Engages

Not everyone prefers to learn the same way. Some prefer hands-on activities, while others might listen and absorb information.

Learning style theory refers to the differences in how individuals learn. According to many theories, people can be classified according to their preferred learning style. These learning styles differ based on which learning modalities best fit the individual when taking in new information.

Learning styles can be categorised into four types: visual, auditory, kinaesthetic, and reading/writing. The definitions are:

1. Visual learners prefer visual aids like pictures, videos, charts, visual cues, and infographics.
2. Auditory learners thrive through listening, which includes live or recorded information, podcasts, and videos with accompanying audio.
3. Kinaesthetic learners engage in hands-on activities when participating in participatory exercises.
4. Reading/writing learners prefer text-based learning. They do best when reading written materials, such as manuals, wikis, guides, and FAQs. These training participants will also engage well with slide presentations that use text and handouts.

Recognising and accommodating these styles enhances the effectiveness of communication. It is essential to understand these learning styles and to be able to adapt instruction and dialogue for each of the expected sensory modalities.

The second part of your assessment requires you to prepare a digital presentation that supports destination marketing and communicates to diverse audiences.

You can choose any form of digital presentation. For example:

• Web page
• Blog
• Vlog/Video
• Virtual reality

Your digital presentation must market a destination and appeal to a wide range of audiences.

Your Online tutor must be able to access the chosen digital format to provide feedback and mark the presentation. Your digital presentation must be eye-catching, informative and give the audience a great overview of the destination and communicate with a diverse audience

We live in an ‘instant’ world, meaning everything is available at our fingertips, from internet pages to TikTok. There is a great advantage to having these platforms. When considering holidays, visits, etc., people can browse destinations and imagine they are already there. It is up to the tourism people to market the destinations, appealing to a vastly diverse audience. How these platforms market a destination can make the difference between successfully or unsuccessfully attracting visitors.

So, let’s look at various digital presentation platforms.

Webpage

This is a great tool to market a destination. The page can be colourful, creative, and eye-catching to attract readers to explore the webpage further. Most people wanting to travel search the web for places, ideas, accommodation, etc.; your webpage can provide everything a potential tourist will need.

Check the websites below for examples of how to make a webpage.

How to design a good-looking website.

• Keep your design balanced.
• Compartmentalise your design by using grids.
• Pick two or three base colours at most for your design.
• Try to make the graphics go well together.
• Improve your website’s typography.
• Make elements stand out by adding white space around them. (Positive and negative space is vitally important).
• Have all of the elements connected.

Blog

A blog is where regular posts or updates are added or uploaded to a digital platform (e.g. Facebook, Instagram, websites).

They:

• Provide information, usually in small amounts, in various forms, e.g. Reviews, podcasts.
• Tell stories.
• Show photos or images.

Most blogs have one author or sometimes a small group of people who contribute to the blog. Companies have identified the advantage of using a blog to market their wares. In the tourist sector, it is a great way to advertise destinations, accommodation, activities, dining, etc. and meet the needs of a diverse audience. A blog can help to market a destination. It is a valuable and effective marketing tool and can direct people to an individual's or a company's website. It can inspire people to want to travel to a specific place. There are six (6) critical points on how to write a successful blog. These are:

1. What/who is your target? This can range from a small, select audience to everyone.
2. What are you going to write about? The blog MUST have purpose or meaning; otherwise, why would anyone want to follow and read it?
3. Which platform will you use and why? This can influence who has easy access to your blog.
4. Blogs are written in a journal or conversation style and include images.
5. Have a heading, introduction, and conclusion. Keep sentences short.
6. Keep a blog to a reasonable length, and always proofread the work.

Watch this video

It is a tutorial on how to create a blog. Take notes on the key points. (10:36)

Blog Platforms

The most popular blog platforms are detailed in the following resource. Click on the headings to explore.

What We Consider the Best New Zealand Bloggers!

It is hard to describe how much of an impact a trip to New Zealand will have on your life. From a life-changing gap year to an eye-opening road trip, you will leave New Zealand changed forever. Some keep those souvenirs locked in their brain, others write daily in their travel diary, but many log all their adventures and travel tips in their blog. We have compiled 10 awesome blogs from travellers who came to New Zealand for you to check out. Be inspired by their stories, learn from their tips, or copy their itinerary. There is a lot to learn from reading other traveller's stories.

Vlog

A vlog is like a blog, except instead of a written piece of information it is in the format of a video. Travel vlogs have become an extremely popular way to showcase a destination and its attractions, either in the form of an individual documenting their travels or a company video casing a destination they want to market. Vlogs appeal to a wide range of audiences.

Watch this video

It is about how to create a vlog. Take notes on the key points. (23:40)

The most popular vlog platforms are specified below. Click on the headings to explore more.

Video/Vlog

Many people prefer to watch a video rather than read it. This is reflected in social media today, favouring video content (think TikTok). Making video marketing in tourism an essential part of any tourism marketing mix and a means of communicating with a diverse audience.

Video is the perfect medium for marketing tourism, making for exciting and enticing viewing with high customer conversion rates. Video can help increase business visibility and to get more customers.

Watch these videos

National Parks Adventure (1:59)

Disney Marketing (1:28)

Ngai Tahu Tourism (11:51)

Click on the arrows at the bottom of the activity to scroll to the next video.

Virtual Reality

It is a growing and great concept of allowing someone to experience something without being there. In tourism terms, a person can ‘be’ in the destination without leaving home, e.g., a virtual hotel tour or activity. Essentially, VR can simulate the destination as if the person was there.

Remember our discussion on the four (4) key characteristics of service?

Intangibility was one of the critical characteristics. Video and virtual reality tours are ways of mitigating the effects of intangibility. Virtual reality tours are one of today’s prevalent emerging technology trends.

Watch this video

It is a VR tour of the Atlantis Hotel in Dubai, UAE. (4:32)