ACT TOURISM

Act Tourism
Di anjurkan oleh Kementerian Pelancongan Negeri Sarawak
22 October 2010

By Sim Ling Ling

Management Consultant, Ethos Academy of Skills Development
Ethos Connect International Consulting
 NORMS
2

 Length of training
 Time of breaks
 Ask questions any time
 Manuals to take home
 Location of washrooms
 Certification Process
 The learning model – 5 Modules
3

Module 1 – Learning Objectives

Module 2 – You & Malaysia
Module 3 – Malaysia’s Hospitality Values
Module 4 – Malaysia Host Personality
Module 5 – Effective Communication
Conclusion – My Malaysia’s Host Pledge
 Learning Objectives
4

SHOW  Meningkat
MALAYSIA
IS A WARM, kesedaran tentang
SMILING kepentingan pelancongan di Malaysia
AND
FRIENDLY  Membantu barisan hadapan memperolehi
COUNTRY!
kemahiran dan pengetahuan untuk
meningkatkan servis anda
 Memupuk rasa bangga dengan peranan anda
sebagai pemberi khidmat
 Menolong anda mempersembahkan tanah
air tercinta kita, Malaysia sebagai negara
yang mempunyai rakyat yang sopan dan
mesra
 MALAYSIA TRULY ASIA
5

 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
 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
earner in Malaysia.
 During VMY 2007, tourism earned RM46 billion
and 20.9 million visitors visited Malaysia.
 During VMY 2007, our target of RM44.5 billion and
20 million
 Tourists Arrivals 2009
7

 Tourism receipts is RM54 billion

 Tourist arrivals is 23.6 million
 Average length of stay is 5.9 days
 Target 2010
8

 Target in 2010 is 24.6 million

 Tourism receipts of RM60 billion
 Target in 2010 is 8 days
 TOP TEN MARKETS
2008 2009 2008/2009
JAN-DIS JAN-DIS % 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
 Market Composition
TOTAL TOURIST ARRIVALS JANUARY-DECEMBER

MARKET
2008 SHARE (%) 2009 SHARE (%)

ASEAN 16,636,977 75.4 18,386,363 77.8

ASIA excl. 2,890,801 13.2 2,972,203 12.5

ASEAN

AMERICA 345,217 1.6 345,768 1.5

OCEANIA 486,775 2.2 599,592 2.5

EUROPE 1,010,860 4.6 1,150,594

4.9

AFRICA 143,356 0.7 98,742 0.4

 Tourist Expenditure (RM)
2008 2009

Total Tourist Arrivals

23,646,191
*Growth 22,052,488
Total Expenditure (RM millions)
3,7647.9
*Growth 49,561.20
Expenditure Per Capita (RM)
2,166.4
*Growth 2,247.40
Expenditure Per Diem (RM)
367.2
*Growth 351.20
Average Length of Stay (Nights)
5.9
*Variance 6.4
 ASEAN MEMBER COUNTRIES
12

 Brunei Darussalam  Myanmar

 Cambodia  Philippines
 Indonesia  Singapore
 Laos  Thailand
 Malaysia  Vietnam
13
TOP 10 TOURISTS ARRIVALS 2007
1. Singapore
2. Indonesia
3. Thailand
4. Brunei
5. China
6. India
7. Japan
8. Philippines
9. Australia
10. UK
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 of
interest, etc
 SIBU
15

 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
 Sharing Information on Malaysia
16

Local Attractions
Pasar 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 June
Borneo International Yachting Race August
Baram Regatta Aug 15-17
 Malaysia Tourism Products
17

 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
 Malaysia Tourism Products
18

 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
 What is Hospitality?
19

Hospitality is defined as

‘Treating others with warmth and generosity’

 NILAI HOSPITALITI MALAYSIA
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NILAI HOSPITALITI
1 Memberi perhatian 6 Kemurahan hati
2 Kesopanan 7 Suka menolong
3 Mengambil berat 8 Boleh diharap
4 Kemesraan 9 Menghormati
5 Bertimbang rasa 10 Ikhlas
 Malaysia’s 10 Hospitality Values
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Hospitality Values
1 Attentiveness 6 Generosity
2 Courtesy 7 Helpfulness
3 Care 8 Reliability
4 Consideration 9 Respect
5 Friendliness 10 Sincerity
 Roles & Responsibilities
22

You are Malaysia’s ambassador

 You are Malaysia’s Host

 You are Malaysia’s friendly people

 Responsibilities
23

 Practice the 10 Hospitality Values

 Take pride in your profession
 Respect all visitors
 Give good impression of yourself and Malaysia
 Serve with highest professional standards
 Give a wonderful and lasting experience
 Customer Service Excellence – Love your
customers!
24

What is customer service excellence?

It is about the different ways a front-liner can do to further

increase the value of the product or services which the visitors
purchase.

Perkhidmatan pelanggan cemerlang ialah mengenai cara cara

barisan hadapan dapat meningkatkan nilai produk atau
Perkhidmatan yang dibeli pengunjung.
 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
 What do customers expect?
26

1. Job Knowledge / Pengetahuan

2. Responsibility / Bertanggung jawab
3. Reliability / Boleh di harap
4. Personal Attention / Memberi perhatian
5. Availability / Kesediaan
6. Courtesy / Kesopanan
7. Flexibility / Fleksibel–mudah dilenturkan
8. Integrity / Kejujuran
9. Speed / Cekap
 Importance of Remembering Names
27

 Give Recognition / Mengenali

 Build Trust / Membina kepercayaan

 Customers feel high self-esteem / mereka

merasa bangga dan gembira

 Establish ‘bond’ or rapport with customers /

mengeratkan perhubungan
 Build relationship / membina

perhubungan
 Behaviors of our tourists
28

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.
29

 Middle East: Eat halal food, loves shopping, sleep

in the day and active in the night. Travel with family
30

 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.
 Tourist Behaviors
31

 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.
 Behaviors of our tourists
32

China/Taiwan: Speak Mandarin and Hokkien.

Enjoy sightseeing and the sea.
33

 Australia: Independent, adventurous and active.

Particular about quality of service. Humorous and
family oriented.
 Your Attitude
34

 Cara anda berfikir – the way you look at

things 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 a
direct result of the way you think
 Attitude/ Sikap
35

 S SOPAN, SABAR
 I INISIATIF, INTELLIGENT, INNOVATIF
 K KEJUJURAN, KESOPANAN, KEIKHLASAN
 A AMANAH, AMBIL BERAT
 P PRIHATIN, POTENSI
 Attitude / Sikap
36

 P – Peramah
 O – Optimist
 S – Setia, Senyum
 I – Inisiatif
 T – Tekun
 I – Ikhlas
 F – Fasih, Faham
 Positive Attitudes
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A Attentive
T Trustworthy
T Trust, Teamwork,
I Interest in people,
T Tulus, Telus, Tegas, Tekun
U Unity, Understanding
D Dedicated, Diligent,
E Efficient, Effective, Enterprising
 Creating good first impression
38
 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
39 Greeting the Malaysian Way
Smile
Place the palm of the right hand over the heart
Slight bow
Express warm greetings such as selamat datang, good morning, etc
 Grooming is about
40

Neat, clean and attractive

appearance

Poise and style

Good personal hygiene

Good dress sense

Healthy lifestyle

Confidence and a positive

self image
 Your Friendliness
41

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
 Effective Communication
42

Communication
is about getting
your message
across and
being
understood by
the person you
intend to
communicate
with.
 The 3 Communication Components
43

1. Verbal communication ___7__%

2. Vocal Communication ___38__%
3. Non-verbal communication ___55__%
 Benefits of Communication
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 Build relationship
 Understand others and be understood by
others as well
 Influence and persuade others
 Get the results you want
 Build harmony
 3 Communication Components
45

1. Verbal 3. Non Verbal

Pilihan kata Ekspresi muka
Daftar kata Tautan mata
Bahasa Pasar Gerakan tangan
Jargon Kekemasan
2. Vocal Postur Badan
Lafaz Bahasa Tubuh
Loghat
Nada
Kelantangan
Sebutan
Kelajuan
Tinggi rendah nada
 Listening Actively
46

 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 customer’s
emotions
 Acknowledge emotions
 Benefits of Active Listening
47

 Pemahaman lebih baik antara satu sama lain

 Tiada atau mengurangkan kesilapan
 Mengingkatkan kepercayaan
 Membina perhubungan yang baik
 Mengingkatkan kuasa pengaruhan anda
 Poor Listeners
48

 Do not make eye contact

 Interrupt conversation
 Do not ask questions
 Talk a lot more than listening
 Body posture, facial expressions do not
seem interested
 Giving Directions
49

 Tunjukkan keyakinan
 Dengar dengan teliti apa dan di mana destinasi diingini
 Pastikan arahan mudah dan pendek
 Berikan maklumat yang tepat, jika tidak, rujuk kepada
orang lain
 Gunakan gerakan tangan, gambarajah, lukisan, dan
penunjuk jalan
 Pastikan mereka faham arahan anda dengan bertanya
soalan
 Giving Directions
50

 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
 My Malaysia Host’s PLEDGE
51

 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 fond
experiences 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 have
learned here
 I want Malaysia and my organisation to be proud of having me,
because
 I am a Malaysia Host
 Contact Us
52

Photos: www.flickr.com/photos/simlingling
Email: consultus@ethosconnect.com
Tel No: 085 422 977 082 230801
REGISTER Forum:
www.authenticsuccess.com.my

Ethos Connect International Consulting Sdn Bhd

 END OF PROGRAM
53

 Thank You For Your Participation!

 All the Best To You!
 3 Communication Components
54

1. Verbal 3. Non Verbal

choice of words Facial expressions
Vocabulary Eye contact
Slang Gestures
Jargon Grooming
2. Vocal Posture
Accent Body language
Tone
Volume
Pronunciation
Speed
Pitch
Enunciation