FM-AA-CIA-15 Rev.

0 10-July-2020

Study Guide in THC 7 – Professional Development and Applied Ethics Module No. 9

STUDY GUIDE FOR MODULE NO. 9

COMMUNICATION
MODULE OVERVIEW

This module will cover the following topics:

• Definition of Communication
• Importance of Listening
• Myths of Communication
• Communication Roadblocks
• 3 V’s of Communication

MODULE LEARNING OBJECTIVES

At the end of this module, the student should be able to:

1. Explain the importance of good communication within the wokplace.
2. Explain the three main elements of communication.
3. List and give examples of the five myths of communication.
4. Identify ways that you can send strong verbal and non-verbal messages that are clear and
understandable to your guests and co-workers.

LEARNING CONTENTS : DEFINITION OF COMMUNICATION

Communication defined

The word communication comes from the Latin root “commune” which means “held in common.” To effectively
communicate, it is important to make certain that the people you are talking to clearly understand both your
words and your actions.

Communication in Hospitality Industry

In your hospitality career you need to speak the same language with:
• Co-workers
• Guest
• Other person

Action speaks louder than words, and words don’t always send the same message. Non-verbal forms
of communication such as facial expressions and physical gestures can often be more powerful that what we
are saying.
To effectively communicate in today’s multi-cultural hospitality workplace, its important to understand
that each individual – and each culture – perceives the world in their own unique way, and to use this
understanding as a guide to communicating with co-workers and guests.

Did you know?

• Each of us gives and responds to literally thousands of nonverbal messages daily in our personal and
professional lives.
• Experts tell us that public speaking ranks highest on the list of situations people fear most followe by
death. Overcoming this fear requires, EDUCATION and PRACTICE!

Learn to communicate with confidence

Proper and successful communication skills take time and practice to develop.

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Study Guide in THC 7 – Professional Development and Applied Ethics Module No. 9

IMPORTANCE OF LISTENING

• Listening is an important communication skill to learn.

• Too many times we hear; but we’re not really listening. How many times do you walk by someone and
say “How are you?” and don’t wait for the answer?
• Effective listening is interpreting and evaluating information before we respond to what we hear, in other
words, THINK BEFORE YOU SPEAK!
• Think about it! We have two ears and only one tongue in order that we may hear more and speak less.

TECHNOLOGY AND COMMUNCATION

We have come a long way from messages in a bottle, to cell phones, Internet, and more. However, are
these innovations making us communicate better? The answer is actually no. technology is still going to grow,
but we can’t lose touch with basic person-to-person communication and the value of those face-to-face
encounters.

MYTHS OF COMMUNICATIONS
There are many myths of communication. The words we use often determine the success or failure of our
interactions.

Myth: Word mean the same thing to both the speaker and the listener.
Reality: Words have different meaning for different people based on experiences, cultures and perceptions.
For example, in America the “okay” symbol is considered a positive gesture. But in other parts of the world it
means the exact opposite.

Myth: We communicate mostly with words.

Reality: We communicate without words on a daily basis, even though we may not be aware of what we’re
doing. For example, if, while standing in front of a supervisor or guests, you yawn and check your watch, what
message might you be sending? You might simply be tired from lack of sleep, or you might be bored to tears.
What do you think your supervisor “will hear” in your actions? Your guests?

Myth: We believe what a person says, not how he or she says it.
Reality: Communication breakdowns most often occur when the speaker’s facial expression does not match
what they are actually saying. For example, your supervisor has just loudly criticized one of your teammates in
front of the rest of the team. When you ask your coworker if she is okay, she smiles and says she is fine, but
her voice is shaky, and her eyes are filled with tears. What is she really saying?

Myth: Communication is a one-way flow of information from the speaker to the listener.
Reality: Communication only works if two people are participating. Successful communication cannot occur
with one person doing the talking. For example, you are late for work one morning because your car broke
down, and when you arrive, your supervisor is angry. He asks you why you are late, and when you start to
explain what happened, he cuts you off and says there is not a good explanation for being late to work, and
then he storms off. Was he really trying to communicate successfully?

COMMUNICATION ROADBLOCKS

Unfair comparisons:
Unfair comparisons happen when we compare one co-worker or guest with another.

Thinking everyone is “just like me”:

We tend to like those individuals who behave or think as we do or who have similar backgrounds.

Acting upon Stereotypes:

Assigning generalized behavior characteristics to a person can be dangerous.

Acting out the Good day / Bad day effect:

Judging people based on the day you are having is unfair to them.

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Study Guide in THC 7 – Professional Development and Applied Ethics Module No. 9

3 V’S OF COMMUNICATION

• Verbal 7% – the speaker’s actual words

• Vocal 38%– the speaker’s tone of voice
• Visual 55%– what we “see” the speaker is saying

Nonverbal communication makes up 93% of the communication process. While we think the words we speak
(verbal) have power, the real power lies in our nonverbal communication. The tone we use and what we do
makes up the majority of the communication process.

NON VERBAL COMMUNICATION

38% Vocal Communication

Elements include:
• Variety – Enthusiasm vs. monotone. Add variety and enthusiasm to your voice to capture the listener’s
attention.
• Rate – Too fast vs. too slow. If you are talking about something technical or trying to cross a language
barrier then you might want to talk slower. Be sure not to talk too slowly, because your audience may
interpret is as you talking down to them.
• Volume – Soft vs loud. Give you voice believability and authority. Raise your voice to emphasize a
point, but make sure not to be so loud that you tone sends a negative message. Watch vocalized pauses
and using filler words like “ummm”, “ahh”, and “you know”. They take away from the meaning and
validity of your message.

55% Visual Communication

Elements include:
• Eye contact is perhaps the most powerful form of non-verbal; communication. When you use eye
contact you are telling the listener “I am interested in you. I am listening to you. I am paying attention to
you.” Looking into someone’s eyes is a sign of personal self-esteem and respect for others.
• Posture – Staning or walking with rounded shoulders or a slouch sends the message that you are tired,
unassertive, or bored. Carry tyourslef with confidence and stand upright, shoulders back and your chin
lifted!
• Gestures – add variety and information. As we watch others speak, we can learn so much from their
hand and facial gestures. Its important not to over gesture as it can be distracting to the listener. Some
examples of distracting gestures include folding arms, playing with hair, looking at watch, rolling eyes,
or tapping fingers on the desk. Each gesture sends a message of its own.

In addition, Facial expressions are also important in nonverbal communication. It is estimated that humans
are capable of twenty thousand different facial expressions. The expression on you face reveals a lot about
your attitude. It is important to make sure that your listener is “seeing” the same message you are trying to
convey.

7% Verbal Communication

Communication tips:
• Keep it simple: Convey your main idea simply.
• Provide examples to support or explain your point.
• Use clear, direct words in language that can be easily understood by the receiver.
• Respect your listeners by keeping their interest and culture in mind. Know your audience so your speech
is appropriate.
• Repeat your main idea because repetition reinforces the point you wish to make and helps the listener
remember what you are trying to communicate to them.
• Check for understanding by asking if the listener has any questions.

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Study Guide in THC 7 – Professional Development and Applied Ethics Module No. 9

Remember!
“Kind words can be short and easy to speak, but their echoes are truly endless.” – Mother Teresa

In the hospitality industry, COMMUNICATION IS KEY TO SERVICE EXCELLENCE!

LEARNING ACTIVITY

Carefully read the following situation and analyze

Case Analysis:
A hotel gift shop manager overheard one of his salespeople say to a customer, “No, we haven’t had
any for some weeks now, and it doesn’t look as though we will be getting any soon.” The manager was shocked
to hear these words and rushed to the customer as she was walking out. “That isn’t true,” the manager said,
but the customer just gave him an odd look walked out of the hotel gift shop. The manager confronted his
salesperson and said, “Never ever say we don’t have something, If we don’t have it, say we ordered it, and its
on its way. Now what did she want?” “Rain,” said the salesperson.

Questions:
1. What do you think is the problem in this situation?
2. If you were the sales person, how would you handle the situation?
3. What are the words that you are going to say?

Write your answer below.

SUMMARY

Professional Development is one of the most important aspect in human venture. It is linked with success
or failure of the human beings. Hospitality industry deals with taking care of the needs of the public and thus it
is important for all those people who work in this sector to focus on building the right personality that would
empower them succeed there. Without this, it would trigger to dissatisfaction of customers.

The hospitality industry provides various unique and interesting processes that individuals go through to
develop certain attitudes, attributes or behavior. Everyone has his or her own experiences in life that falls out
their views about the world and the way in which they discern things around them. The hospitality Industry
provides personality development to their staff which would help in contributing to the success or failure of the
business.

REFERENCES

https://atprs.org/atprs/keymaterials?fbclid=IwAR0ZSsu59NdXVZVBin_u8aDPYgLMjiYnR0e75hTKXeGFY-
Ac4LP3JF7eSNY

https://www.ahaworldcampus.com/b/what-is-professional-development

https://www.americanhospitalityacademy.com/certificate_programme_hospitality_professional_certificate_ove
rview.php

PANGASINAN STATE UNIVERSITY 4

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Study Guide in THC 7 – Professional Development and Applied Ethics Module No. 9

https://hospitalityinsights.ehl.edu/professional-development-career

https://study.com/academy/lesson/ethics-in-the-hospitality-industry.html

https://www.unwto.org/global-code-of-ethics-for-tourism

https://www.ethicaladvocate.com/hotel-ethics-issues/

Peter Lang GmbH,

Current Issues and Services Management Elbeyi Pelit Internationaler Verlag der 2020
Wissenschaften
Customer Service in Travel and Tourism 3G E-Learning 3G E-Learning 2019
Emotional Intelligence in Tourism and
Erdogan Koc CABI International 2019
Hospitality
Employability and Skills Handbook for
Miriam Firth Routledge 2020
Tourism, Hospitality
Guest Service on the Hospitality Industry Merly Fiscal Arjona Arcler Education Incorporated 2019

Illustrated Handbook of Hospitality Ethics 3G E-Learning 3G E-Learning 2020

Talent Management in Hospitality and
Susan Homer Goodfellow 2017
Tourism

PANGASINAN STATE UNIVERSITY 5