MODULE 1

Hospitality and Tourism Business Communication

I. Learning Outcomes
At the end of the lesson, you will be able to:

1. define communication;
2. explain the importance of communication;
3. explain the process of communication;
4. identify the components and types of communication.

II. Content

Introduction

Tourism is a multi-billion dollar business with hundreds of millions of travelers

arriving in destinations across the world every year, but there’s a lot a more to
tourism than just the tourists.
Before you even leave home you probably use a number of services. You book
your trip through tour operator, if it’s a package holiday, or a travel agent, if you want
to buy products and services like flights separately. These days, many people book
directly online with companies that offer both organized and independent travel. You
usually need to purchase airline, train, ferry and coach tickets to your holiday resort in
advance to reserve a seat and get a good price. If you’re hiring a car it’s also a good
idea to book in advance, but you can arrange local transport like taxis and buses
when you’re there. You also need to book accommodation to be sure to stay where
you’re there. You also need to book accommodation to be sure to stay where you
want, when you want. There is a wide range of options for different people and
pockets: from luxury hotels to roadside motels, family-run guesthouse or B&Bs (Bed
and Breakfast), to self- catering apartments to youth hostels. You can decide about
hospitality (catering and entertainment) during your holiday, unless you book it with
your accommodation. B&Bs means you get breakfast included in the price of your
stay. Half board, usually only available a hotels means breakfast and dinner are
included. Full boards means breakfast, lunch and dinner are included. This option is
common on package or cruise ship holidays to keep the cost down, as are all
inclusive leisure activities such as sport, shopping and live shows. Most places have
a Tourist Information Point where they give you free information about what to see
and do and how hand to help you, but you can also pay a local tour guide to take you
sightseeing or show you tourist attractions.

What is COMMUNICATION?
∙ Derived from the Latin word “communis”, meaning to share
∙ Communication is the exchange thoughts, messages, or information by speech,
visuals, signals, writing or behavior.
∙ It is an transmission of idea or feeling so that sender and receiver share the
same understanding.

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Business
Communication to
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:[email protected]
DEFINITION
Communication is a process involving the selection, production and
 transmission of signs in such a way as to help a receiver perceive a meaning similar
to that in the mind of communication.

IMPORTANCE
In the professional world, communication and related skills decide a person’s
career curve-better the communication skills, higher are the chances of touching the
zenith of success. The new global and diverse workplace requires excellent spoken
and written communication skills.

PROCESS OF COMMUNICATION
Communication is a process whereby information is encoded, channeled and
sent by a sender to receiver via some medium. All forms of communication require a
sender, a channel, a message, a receiver, and the feedback. A hindrance in a
communication process is called noise.

ELEMENTS OF COMMUNICATION

∙ Sender- initiates the communication process by developing an idea into messages

known as encoding.

∙ Message – the idea that the sender passes on to the receiver.

∙ Channel- the sender transmits the messages through a channel, or a method of

delivery; e.g. email, phone conversations, instant messages, face to face
discussion or even text messages.

∙ Receiver- this messages then moves through the channel to receiver who
completes the communication process by interpreting and assigning meaning to
the messages known as decoding

∙ Feedback- this is a critical component in the communication process it ensures a

messages was properly received and interpreted.

∙ Barriers – things that cause misunderstanding or mistakes in communication ∙

Situation- refers to the communication setting or the time and place as to when a
where such communication takes place.

TYPES OF COMMUNICATION

One-Way Communication- involves the transfer of information in one

direction only, from the sender to the receiver. There is no opportunity for the receiver
to give feedback to the sender eg. Weather television report in television, newspaper,
recorded music on the CD, billboard messages.

Two- Way Communication - A form of transmission in which both parties

involved, transmit information. It has also been referred to as interpersonal
communication e.g. chat rooms and instant messaging, telephone conversations,
classroom lectures etc.

Verbal Communication - In this type of communication the professional uses

language as a vehicle of communication and uses spoken words. Talk about two
examples of verbal communication:

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Business
Communication to
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:[email protected]
(1) Talking face to face
(2) Talking on the telephone
 When we communicate we should use:
- the right words for the situation or person
- an open, friendly manner
- the right – pitch, tone, speed
- no slang or other words that might be misunderstood or might cause
offense.

Oral Communication- a face to face interaction between the sender and

receiver.
♣ e.g. making presentations and appearing interviews.

Written Communication- the sender uses the written mode to transmit

his/her messages
♣ e.g. writing reports and emails.
♣
Non-verbal Communication - when a message is communicated without using a
word, the process requires non-verbal cues to be transmitted and received. ♣ e.g
facial expressions, posture, eye contact, walk, person’s voice, sign language, body
language volume, pitch, voice
modulation etc.

COMMUNICATION INCLUDES BOTH VERBAL AND NON-VERBAL FORMS

Formal
Communications takes place through the formal channels of the organization
structure along the lines of authority established by the management. Such
communications are generally in writing and may take any of the form, policy,
manual; procedures and rule books, memoranda, official meeting, reports etc.

Informal
Communication arising out of all those channels of communication that fall
outside the formal channels is known as informal communication. Informal
communication does not follow lines of authority as is the case of formal
communication. Such communication is usually oral and may be covered even by
simple glance, gesture, or smile or silence. e.g. talking with friends.

Grapevine
It is an informal type of communication and is called because it stretches
throughout the organization in all directions irrespective of the authority levels. It
exists more at lower levels of organization. Thus, grapevine spreads like fire at it is
not easy to trace the cause of such communication at times.

Downward
Communication in the first place, flows downwards. All information in this
medium is usually in form of instructions, directions and orders. The direction of
communication strengthens the authoritarian structure of the organization.

Upward
The process of information flowing in from the lower levels of a hierarchy to
the upper levels. The function of upward communication is to send information’s,
suggestions, complaints and grievance of the lower level workers to the managers
above.

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Business
Communication to
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:[email protected]
Lateral/horizontal
This type of communication takes place between persons at the same level of
working under the same executive. The main use of this is to maintain coordination
 and review activities assigned in various subordinates.

Interpersonal
an exchange of information between two or more people. It is the process by
which people exchange information, feelings, and meaning through verbal and non
verbal messages.

Intrapersonal
It is the communication which takes place within one’s own self. This implies
individual reflection, contemplation and meditation.

Organizational
a process by which activities of a society are collected and coordinated to
reach the goals of both individuals and the collective group. It is subfield of general
communications studies and is often a component to effective management in a
workplace environment.

Mass Communication
It is a means of conveying to an entire populace. This is generally identified
with tools of modern mass media, which includes books, the press, cinema,
television, radio, internet, etc. it also includes speeches delivered by leader to a large
audience.

BUSINESS COMMUNICATION
You can have all the great ideas in the world and if you can’t communicate
nobody will hear them. Business communication is the giving and receiving of
feedback between individuals and/or groups for the purpose of exchanging
information and altering performance in the workplace. It is the process of sharing
information between people within and outside a company. Effective business
communication is how employees and management interact to reach organizational
goals. Its purpose is to improve organizational practices and reduce errors.

FACTOID:

-The average employee receives about 190 communications a day by paper,

voicemail, email, phone, etc.
- 2 hours and 10 minutes…. amount of time people waste each day at work
…of which 1 hour and 38 minutes was due to ineffective communication
practices.

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Business
Communication to
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:[email protected]
PROCESS MODEL OF COMMUNICATION
 Noise

MESSAGE
Encode

Decode
Medium:
Sender r Receiver Sender
-Phone
-E-mail
-In person
-Instant message
Decode Encode
-P

FEEDBACK

COMMUNICATION FLOW IN AN ORGANIZATION

Upward to
a
supervisor
Diagonally
to a
different
department
End of module 1..

COMMUNICATION
Laterally to a co
worker

Downward to
a subordinate

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT
Course: Business
Communication to
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:[email protected]

COLLEGE OF BUSINESS AND MANAGEMENT

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

Course: Business
Communication to
Tourism and Hospitality Faculty: LIEZEL M MACALALAD Email:[email protected]