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TOURISM
TERM 2

GRADE 12
Topic: Tourism Sectors

Content: Professional image in the tourism industry

Factors contribute to a professional image in the tourism industry:
COMPANY IMAGE
Company
image
Examples
of aspects
to consider
include:

Name of • People get to know a company’s name and they learn to trust it
the OR associate it with poor service.
company

Logo • A company’s identity is expressed by its logo and the colour

thereof. The logo (or symbol or trademark) is the recognisable
feature of the brand or company.
• The logo is used on most visible features of the company, such as
uniforms, stationery, marketing material and signage.
• All of this together is called a company’s branding and is what
establishes its corporate identity.

Compiled by E Ferreira (SES: Services Subjects NMB District)

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Slogan • A slogan is a short phrase that communicates a brand’s core

values.
• Slogans should be printed on all the company’s promotional items,
including its website, stationery, marketing material and
merchandise.
• A slogan must be memorable and reflect the company philosophy.

Website • A company’s website is an important marketing tool when it

comes to establishing its image.
• The website must be up to date, user-friendly and well designed.

Stationary • Stationery refers to office supplies such as letterheads,

envelopes, registration forms, invoices, notepads, business cards.
• Examples of items that should be included in the company
stationary: logo, name and address, registration number,
telephone and fax numbers and its website and e-mail address

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Marketing • Marketing material is all printed material with information about

material a company’s products, such as flyers, brochures, maps,
business cards, leaflets, fact sheets, postcards, and posters as
well as videos.
• Marketing material also includes online marketing through
websites, newsletters, and social media.

Product • Product packaging refers

packaging to the way in which product
features and benefits are
combined to appeal to
consumers.
• A tourism package is a
bundle of tourism goods
and services that is sold as
a single product for an
inclusive price.
• Example: A package
holiday is made up of
elements such as flights,
coach transfers,
accommodation,
excursions, and the
attractions that have been
selected by the tour
operator. It is important
that all components reflect
the tour operator’s image.
Physical • The physical appearance – exterior and interior elements of a
appearance company – also portrays an image.
of the • Exterior elements include signage, the parking area and
business landscaping, and interior elements include the design, layout
and equipment.
• For example, windows must be clean, signage must be visible,
and the décor must reflect the image of the company.

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Environmental • An environmental policy is a written statement that outlines a

policies company’s aims and principles with regards to managing
(limiting) the effect it has on the environment.
• A commitment to responsible tourism and conserving the
environment projects a positive and responsible image.
• Consumers are increasingly choosing to do business with
companies that are committed to protecting the environment.

Customer • Contains a statement to the customer about the levels of

service service they can expect
policies • Standards that can be expected
• Loyalty schemes offered
• Formal complaints procedures to be followed by the
organisation or the customer

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Factors contribute to a professional image in the tourism industry:

IMAGE OF STAFF
Image of
staff
Examples of
aspects to
consider
include:

Professional • A professional appearance is key to making a good impression

appearance and creating a professional image of yourself and your
company. All staff who interact with customers must maintain a
professional appearance.

Uniforms • Uniforms are designed to project the company’s image.

• From a customer service perspective, uniforms are important as
they: help create a professional image (uniforms usually have
the company logo on them), help make a good first impression,
make it easy to identify staff, can indicate which department an
employee belongs to.
• Uniforms must be clean, neat, and well maintained.

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Dress code • If employees are not required to wear a uniform, they will still
have to adhere to a dress code that specifies what they may or
may not wear.
• Having a dress code ensures that staff still looks neat, tidy and
professional even though they aren’t in uniform.

Personal
hygiene

Brush teeth
Shower or Wash hair Wash hands Use
at least Shave daily
bath daily regularly regularly deodorant
twice a day

Personal
grooming

Face:
Hair: Nails: Feet: Clothes:
Appropriate make-
up Clean and dry Trim nails regularly No cracked heels Well-fitting clothes
No dirty toenails worn over well-
Remove unwanted Keep a tidy hairstyle Cut nails in a shape No smelly socks fitting underwear
facial hair

Interaction • Staff must be always polite and courteous to guests. Excellent

with service can enhance a company’s image; poor service will
customers damage a company’s image and business.

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Communication • Whenever staff deals with customers, they are

skills communicating, whether it is face to face, over the
telephone, in writing or non-verbally (through body
language).
• The way in which an employee speaks, presents
information in person or in writing and/or their body
language determines the impression that employee makes
personally and of the company.

Content: Conditions of employment

The Basic • The Basic Conditions of Employment Act 75 of 1997 (as
Conditions of amended) is a constitutional document
Employment • The Act applies to all employees and employers
Act 75 of 1997 • The Act protects employees and employers by outlining the
minimum basic working conditions
• The Act gives effect to the right to fair labour practices
• The basic conditions of employment contained in the Act form
part of the employment contract between the employer and
employee
The contract • A contract of employment is a signed agreement between an
of employer and an employee
employment • It sets out the conditions of employment particular to the
employee and his specific position
• An employment contract should outline all the main terms and
conditions of employment and signifies the mutual agreement by
the employer and employee to these terms and conditions
Employer and •Employer’s full name and address
employee details •Employee’s full name and address

•Place of work
•Date on which employment starts
Employment
•Job title
details
•A brief description of the job including core duties
•Working hours

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The contract •Agreed minimum salary or wage

of Renumeration and
•Rate for overtime
employment deductions •Frequency of payment (daily, weekly, monthly)
•Any deductions (UIF, medical aid, pension fund, trade union
membership fees, home loan and tax e.g. PAYE)

•Period of contract
Notice and contract
period •Notice period required from the employee as well as the
employer, should either wish to terminate the contract

•Any leave to which the worker is entitled

Leave details •This includes, but it is not limited to sick leave, annual leave,
study leave, maternity leave, family responsibility leave

•Depending on the company policy, the employer could

provide one uniform, more than one uniform, seasonal
Uniform allowances
uniforms or the policy may stipulate that employees are
entitled to a uniform allowance

•This is a decision of the employer

•Some airlines provide discounted flight travel benefits to
employees
Travel benefits
•Some hotels may agree to a travel allowance for employees
•National Parks grant travel benefits to employees for the
performance of official duties

•Fringe benefits are benefits in addition to an employee's

wages.
•Any benefit offered to employees in exchange for their
Fringe benefits services (not including salary) is a fringe benefit
•Examples include: pension fund, medical scheme,
unemployment insurance, disability insurance, vehicle
allowance, study loans and bursaries

Professional •The obligation/requirement to fulfill duties and accept

accountability and responsibility for the consequences of actions and
responsibility decisions, be they positive or negative.

•The moral principles that govern a company's conduct

with its customers, potential customers and ex-
Service ethics customers.
•They are based on a set of values relating to the
question of what is “right” or “wrong.”

•A disciplinary procedure is used by an employer to address an

employee's conduct or performance
•The aim of a disciplinary procedure is to encourage and
Disciplinary and
maintain standards of conduct and ensure consistent and fair
grievance
treatment for all e.g. verbal warning, written warning, firing
procedures
an employee
•A grievance procedure is used to deal with a problem or
complaint that an employee raises.

•Signature of the employer

Signatures
•Signature of the employee

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Content: Purpose and value of a code of conduct

Code of • A code of conduct is a set of rules that provides guidance to all

conduct staff on what is acceptable behaviour.
• The code of conduct forms part of an organisation’s contract of
employment and is applicable to all employees
The • Spells out the conduct expected of staff in the performance of
purpose of their duties
a code of • Provides guidance for employees faced with ethical challenges
conduct • Outlines how to handle any conflict and what is expected if
conflict of interests occurs
• Outlines the level of professionalism employees should adopt in
keeping with the reputation and standards of the business
• Acts as a public statement providing the customers of a
business with an understanding of the ethics of the company

The value • Creates a cooperative, collaborative atmosphere

of a code • Promotes integrity in the workplace.
of conduct • A code of conduct is useful as it sets out what is important to a
business (its ethics and principles) and prescribes how staff
should behave while at work. It helps to identify and state clearly
which behaviour is welcome and which is not.
• A code of conduct or statement of business ethics not only
guides staff but also supports a brand statement and projects
the image a company would like to portray.

Compiled by E Ferreira (SES: Services Subjects NMB District)