Module 1

• According to Cohen (1985), the origins of the modern tour guide were in the 17th and 18th centuries with the advent of the ‘Grand Tour’.
• •       Guiding is probably one of the world’s oldest professions, with early historical accounts referring to pathfinders and cicerones, who were antecedents of the contemporary guide (Pond, 1993).
• The 19th century saw the development of group pleasure travel through the initiatives of Thomas Cook, who was the tour guide/tour manager of many of these excursions.
• Thus was the birth of the modern tour guide, and as such Cook is sometimes referred to as the ‘patron saint of modern tour guides’ (Pond, 1993).
• The tour manager leads a group from one country or region to another.
• According to the International Association of Tour Managers (IATM), a tour manager can be defined as someone who:

  'Manages and supervises the itinerary on behalf of tour operator ensuring the program is carried out as described in tour operator's literature and sold to traveler consumer.'
• A tour manager can also be titled:

  •       Tour administrator

  •       Tour director

  •       Tour guide

  •       Tour leader

  •       Courier (coach tour guide)
• Courier (Coach tour guide)

  Working for coach companies or tour operators, couriers 'supervise and shepherd groups of tourists participating in tours, day excursions or extended tours.
• Tour Manager

  •       Administration of the tour

  •       Knowledge of geography, history, culture, food and economics of the tour country

  •       Knowledge of several languages

  •       After two or three years' experience the tour manager may apply to become a member of International Association of Tour Managers (IATM).
• Tour director

  In Europe, this is the same job as a senior tour manager. In America, this relates to a tour leader with students.
• Conference/Incentive tour manager

  •       Administrative duties

  •       Commentary 'en-route'

  •       Knowledge of language
• The Tour Experience

  1. The Guide
  2. The Environment
  3. The Audience
• Site-based

  This is a tour that takes place in one destination or place – a site.
• Special-interest

  These are tours for people who have a particular interest in a subject (Special Interest Tourism (SIT))
• Vehicle-based tours

  These are tours on-board a form of transport.
• Water-based

  These types of tours are on water.
• The Multiplier Effect

  Tourists produce secondary impacts beyond their original expenditures. When a tourist spends money to travel, to stay in a hotel, or to eat in a restaurant, that money is recycled by those businesses to purchase more goods, thereby generating further use of the money.
• Tourism slogans are used to represent what a country is all about – its energy, culture, and natural wonders.
• It's More Fun in the Philippines

  That was one of the country’s most popular and recognizable slogans as it branded the country as a perfect destination for tourists looking for the best beaches and adventures, according to DOT.

  The slogan’s directness enabled it to be used as the country’s primary slogan for over a decade, with multiple spin-offs through the years, such as “More Fun Awaits” in 2018, and “Experience the Philippines” in 2016 that highlights Filipino family values.
• The “Pilipinas Kay Ganda" campaign from 2010 was short-lived as the campaign’s logo, colors, and even the font design was widely criticized for being similar to the style of tourism campaign of Poland, according to news reports.
• Launched in 2002, the “WOW Philippines” campaign and its sub-tagline “More Than the Usual” was regarded as a highly successful attempt to rebrand the country as a haven of white-sand beaches and unique attractions contrary to conflicts and political instability the country was facing at the time. The slogan was used until 2010.