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ACT TOURISM1
Act TourismDi anjurkan oleh Kementerian Pelancongan Negeri Sarawak
22 October 2010
By Sim Ling Ling
Management Consultant, Ethos Academy of Skills DevelopmentEthos Connect International Consulting
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NORMS
2
Length of training
Time of breaks
Ask questions any time Manuals to take home
Location of washrooms
Certification Process
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The learning model 5 Modules3
Module 1 Learning Objectives
Module 2 You & Malaysia
Module 3 Malaysias Hospitality Values
Module 4 Malaysia Host Personality
Module 5 Effective Communication
Conclusion My Malaysias Host Pledge
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Learning Objectives
SHOWMALAYSIA IS
A WARM,SMILING AND
FRIENDLYCOUNTRY!
Meningkat
kesedaran tentang
kepentingan pelancongan di Malaysia
Membantu barisan hadapan memperolehikemahiran dan pengetahuan untukmeningkatkan servis anda
Memupuk rasa bangga dengan peranan
anda sebagai pemberi khidmat Menolong anda mempersembahkan tanah
air tercinta kita, Malaysia sebagai negarayang mempunyai rakyat yang sopan dan
mesra
4
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MALAYSIA TRULY ASIA5
Rich & diverse cultures
Multi races from Asia & rest of the world living
together under one roof
Peace, harmony and stable government
Beautiful land of sights and attractions
Festivals
International events
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MALAYSIA TOURISM VALUES
6
Tourists to Malaysia come from Singapore, Thailand,Indonesia, Middle East, China, Taiwan, Japan,Australia, UK and India
Tourism is the second largest foreign exchange earnerin Malaysia.
During VMY 2007, tourism earned RM46 billion and20.9 million visitors visited Malaysia.
During VMY 2007, our target of RM44.5 billion and20 million
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Tourism receipts is RM54 billion
Tourist arrivals is 23.6 million
Average length of stay is 5.9 days
7
Tourists Arrivals 2009
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Target in 2010 is 24.6 million
Tourism receipts of RM60 billion
Target in 2010 is 8 days
Target 20108
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2008
JAN-DIS
2009
JAN-DIS
2008/2009
% CHANGE
Singapore 11,003,492 12,733,082 15.7
Indonesia 2,428,605 2,405,360 -1.0
Thailand 1,493,789 1,449,262 -3.0
Brunei 1,085,115 1,061,357 -2.2
China 949,864 1,019,756 7.4
India 550,738 589,838 7.1
Japan 433,462 395,746 -8.7
Australia 427,076 533,382 24.9
Philippines 397,884 447,470 12.5
United
Kingdom
370,591 435,091 17.4
TOP TEN MARKETS
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MARKET
TOTAL TOURIST ARRIVALS JANUARY-DECEMBER
2008 SHARE (%) 2009 SHARE (%)
ASEAN 16,636,977 75.4 18,386,363 77.8
ASIA excl.ASEAN
2,890,801 13.2 2,972,203 12.5
AMERICA 345,217 1.6 345,768 1.5
OCEANIA 486,775 2.2 599,592 2.5
EUROPE 1,010,860 4.6 1,150,5944.9
AFRICA 143,356 0.7 98,742 0.4
Market CompositionMarket Composition
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2008 2009
Total Tourist Arrivals
*Growth 22,052,48823,646,191
Total Expenditure (RM millions)*Growth 49,561.20
3,7647.9
Expenditure Per Capita (RM)
*Growth 2,247.402,166.4
Expenditure Per Diem (RM)
*Growth 351.20367.2
Average Length of Stay (Nights)
*Variance 6.4
5.9
Tourist Expenditure (RM)Tourist Expenditure (RM)
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ASEAN MEMBER COUNTRIES
Brunei Darussalam
Cambodia
I
ndonesia Laos
Malaysia
Myanmar
Philippines
S
ingapore Thailand
Vietnam
12
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TOP 10 TOURISTS ARRIVALS 200713
1. Singapore
2. Indonesia
3. Thailand
4. Brunei5. China
6. India
7. Japan
8. Philippines9. Australia
10. UK
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Who is a tourist?
Travel at least 45 km from home
Stay for at least one night in place of visit
Use facilities such as hotel, restaurants, places ofinterest, etc
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SIBU
Borneo Cultural Festival June - July
Gawai Dayak Festival June
Pesta Kaul Sibu April
Tua Pek Kong Festival
Chinese New Year
Hari Raya Puasa
Christmas & New Year Eve
Mooncake Festival
International Tattoo Festival
BASE Jump from Wisma Sanyan
15
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Sharing Information on Malaysia
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Local AttractionsPasar Gong Xi Fa Chai 1-6 February
Borneo Jet Ski Challenge 5-6 April
May Fest May
Miri City Day 20 May
Miri International Jazz Festival 9-10 May
Bakam Challenge 17 May
Miri Deep Sea Fishing Tournament 30 May
Gawai Dayak Festival 1-2 JuneBorneo International Yachting Race August
Baram Regatta Aug 15-17
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Malaysia Tourism Products
MICE tourism: meetings, incentives,conferences, exhibitions,
Event tourism: Colors of Malaysia, Food
Festivals, Shopping tourism: MEGA sales Education tourism: Swinburne, Curtin University Theme Parks: Sunway, Genting
17
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Malaysia Tourism Products
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Marine tourism/berkenaan dengan laut:islands, beaches, diving
Eco-tourism/pelancongan eco: lakes, national
parks, Agro-tourism: home stay, farm, plantation, etc Adventure tourism/pengembaraan yang
mencabar: river rafting, jungle trekking,
mountain climbing Cultural tourism / Kebudayaan Sports tourism/sukan: FI
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NILAI HOSPITALITI MALAYSIA
1Memberi perhatian
2 Kesopanan
3 Mengambil berat
4 Kemesraan
5 Bertimbang rasa
6 Kemurahan hati
7 Suka menolong
8 Boleh diharap
9 Menghormati
10Ikhlas
20
NILAI HOSPITALITI
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Malaysias 10 Hospitality Values
1Attentiveness
2 Courtesy
3 Care
4 Consideration
5 Friendliness
6 Generosity
7 Helpfulness
8 Reliability
9 Respect
10 Sincerity
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Hospitality Values
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Roles & Responsibilities22
You are Malaysias ambassador
You are Malaysias Host
You are Malaysias friendly people
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Responsibilities
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Practice the 10 Hospitality Values
Take pride in your profession
Respectall visitors
Give good impression of yourself and Malaysia
Serve with highest professional standards
Give a wonderful and lasting experience
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Customer Service Excellence Love yourcustomers!
24
What is customer service excellence?
It is about the different ways a front-liner can do to furtherincrease the value of the product or services which the visitors
purchase.
Perkhidmatan pelanggan cemerlang ialah mengenai cara carabarisan hadapan dapat meningkatkan nilai produk atau
Perkhidmatan yang dibeli pengunjung.
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Benefits of Customer Service Excellence
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More visitor arrivals and more revenues for the
country / lebih banyak pendapatan
Wider visitor diversity / menarik pengunjung dari
jumlah negara yang lebih luas
Good image of Malaysia / imej baik
Satisfied visitors which mean more repeat business /
lebih banyak perniagaan ulangan untuk syarikat Stronger tourism industry to overcome competition
and economic downturns / lebih mampu
mengatasi pesaing dan kemerosotan ekonomi
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What do customers expect?
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1. Job Knowledge / Pengetahuan
2. Responsibility / Bertanggung jawab
3. Reliability / Boleh di harap
4. Personal Attention / Memberi perhatian5. Availability / Kesediaan
6. Courtesy / Kesopanan
7. Flexibility / Fleksibelmudah dilenturkan8. Integrity / Kejujuran
9. Speed / Cekap
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Importance of Remembering Names
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Give Recognition / Mengenali
Build Trust / Membina kepercayaan
Customers feel high self-esteem / merekamerasa bangga dan gembira
Establish bond or rapport with customers /
mengeratkan perhubungan
Build relationship / membina
perhubungan
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Behaviors of our tourists
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Singapore: multi-racial country. Speaks mostly English
and Mandarin. Similar taste for food like Malaysians.
Adventurous and accept uncertainty as a way of life.
Can be meticulous.
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Middle East: Eat halal food, loves shopping, sleep in
the day and active in the night. Travel with family
29
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Japan: Shinto or Buddhist. Respect older folks
and people in higher positions. Rank conscious.
Enjoy sightseeing. Punctual and disciplined.
Eat with chopsticks and speak mostly
Japanese.
30
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Tourist Behaviors
Thailand: Mostly Buddhists. Enjoy spicy food.
Tolerant of each other. Have a tight social
framework. Like shopping and easy going.
Speak Thai while many also speak English.
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Behaviors of our tourists
China/Taiwan: Speak Mandarin and Hokkien.
Enjoy sightseeing and the sea.
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Australia: Independent, adventurous and active.
Particular about quality of service. Humorous and
family oriented.
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Your Attitude34
Cara anda berfikir the way you look atthings or interpret the world around you;situation, event and actions of other people
Cara anda berasakan your emotional state
Cara anda melakukan your behavior is adirect result of the way you think
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Attitude/ Sikap
SSOPAN, SABAR
IINISIATIF, INTELLIGENT, INNOVATIF
K KEJUJURAN, KESOPANAN, KEIKHLASAN
A AMANAH, AMBIL BERAT
P PRIHATIN, POTENSI
35
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Attitude / Sikap
P Peramah
O Optimist
S Setia, Senyum
I Inisiatif
T Tekun
I Ikhlas
F Fasih, Faham
36
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Positive Attitudes
A Attentive
T Trustworthy
T Trust, Teamwork,I Interest in people,
T Tulus, Telus, Tegas, Tekun
U Unity, UnderstandingD Dedicated, Diligent,
E Efficient, Effective, Enterprising
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Creating good first impression
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Be well groomed Greet your guests Smile sincerely
Call people by their names Be friendly and helpful Be courteous Be genuinely interested in people. Be respectful of others opinions. Be considerate of others feelings Be alert and give service
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Smile
Place the palm of the right hand over the heart
Slight bow
Express warm greetings such as selamat datang, good morning, etc
Greeting the Malaysian Way39
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Grooming is about
Neat, clean and attractive
appearance
Poise and style
Good personal hygiene
Good dress sense
Healthy lifestyle
Confidence and a positiveself image
40
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Your Friendliness
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Friendliness is important to you:
Projects a good impression
Makes more friends
Makes the world a better place
Relieves stress and tension of living and working
Enables us to carry out tasks with ease
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Effective Communication
Communicationis about gettingyour messageacross and
beingunderstood bythe person youintend tocommunicatewith.
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The 3 Communication Components
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1. Verbal communication ___7__%
2. Vocal Communication ___38__%
3. Non-verbal communication ___55__%
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Benefits of Communication44
Build relationship
Understand others and be understood by
others as well Influence and persuade others
Get the results you want
Build harmony
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1. Verbal
Pilihan kata
Daftar kata
Bahasa Pasar
Jargon2. Vocal
Lafaz
Loghat
Nada
Kelantangan
Sebutan
Kelajuan
Tinggi rendah nada
3. Non Verbal
Ekspresi muka
Tautan mata
Gerakan tangan
KekemasanPostur Badan
Bahasa Tubuh
453 Communication Components
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Listening Actively46
Give full attention and respect to customers
Suspending our own thoughts and interests
Listening for what is spoken and not spoken
Separating the problem from the customersemotions
Acknowledge emotions
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Benefits of Active Listening47
Pemahaman lebih baik antara satu sama lain
Tiada atau mengurangkan kesilapan
Mengingkatkan kepercayaan Membina perhubungan yang baik
Mengingkatkan kuasa pengaruhan anda
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Poor Listeners48
Do not make eye contact
Interrupt conversation
Do not ask questions Talk a lot more than listening
Body posture, facial expressions do notseem interested
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Giving Directions49
Tunjukkan keyakinan
Dengar dengan teliti apa dan di mana destinasi diingini
Pastikan arahan mudah dan pendek
Berikan maklumat yang tepat, jika tidak, rujuk kepadaorang lain
Gunakan gerakan tangan, gambarajah, lukisan, danpenunjuk jalan
Pastikan mereka faham arahan anda dengan bertanyasoalan
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Giving Directions50
Display confidence
Listen carefully to what and where required destination is
Keep instructions simple and concise
Give correct information, if not refer to someone else
Use gestures, diagrams, pictures, drawings and landmarks
Check by asking questions
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My Malaysia Hosts PLEDGE
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I am a Malaysia Host
I will always live by and demonstrate the 10 Hospitality Values
I will ensure that whoever deals with me will always have fondexperiences and memories of my friendly and helpful ways
I take full pride in whatever I do; I will always adopt a positive attitude and positive behavior both in
good and not so good times
I am committed to Act Tourism by always applying what I havelearned here
I want Malaysia and my organisation to be proud of having me,because
I am a Malaysia Host
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Contact Us52
Photos: www.flickr.com/photos/simlingling
Email: [email protected]
Tel No: 085 422 977 082 230801REGISTER Forum:
www.authenticsuccess.com.my
Ethos Connect International Consulting Sdn Bhd
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END OF PROGRAM
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Thank You For Your Participation!
All the Best To You!
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1. Verbal
choice of words
Vocabulary
Slang
Jargon2. Vocal
Accent
Tone
Volume
Pronunciation
Speed
Pitch
Enunciation
3. Non Verbal
Facial expressions
Eye contact
Gestures
GroomingPosture
Body language
543 Communication Components