Directorate: Curriculum FET

Tourism
TUTOR GUIDE
2024 TERM 3

Grade 12
 2
Tourism Tutor Guide 2024 Grade 12 Term 3

PREAMBLE:

This document aims to serve as a guide to support tutors in their presentation of the
various topics that form part of the Grade 12 support programme.

Tutors must draw on their teaching experiences in order to adapt, select from,
emphasise and expand on sections of the material so that they can facilitate the
learning process.

INSTRUCTIONAL DESIGN:

The suggested tutoring design should focus on:

1. Clear, detailed “teaching moments” which cover the content and skills.
2. The use of different teaching methodologies to mediate the material
effectively
3. Explaining concepts, processes and terminology.
4. Providing opportunities for learners to practise questions.
5. Explaining the meaning of instructional verbs of questions
6. Explaining the types of questions (multiple choice questions, short questions
and essays) asked in question papers and the way in which learners should
present their answers.
7. Giving feedback to learners.
8. Consolidation of what has been covered
9. Administration of revision test

RESOURCES:
▪ Textbooks
▪ Power Point slides
▪ Answer Series
▪ Tourism Revision booklet 2020 Term 3 – learner resource
▪ 2015 NSC Tourism Exam paper and Memo

1 Marketing

2 Sustainable and Responsible Tourism

Start with a quick informal
3 Culture and Heritage
pre-test to determine
4 Communication and Customer Care learners basic understanding

5 Tourism Sectors
 3
Tourism Tutor Guide 2024 Grade 12 Term 3

INSTRUCTIONAL WORDS AND MEANS

These are the most common action verbs used in the NSC tourism exam papers.

It is crucial that learners understand the meaning of these action verbs.

Make sure all learners understand the concept of practice and are able to identify
examples of its use in previous papers. It is also a good idea to ask learners to set
their own questions and guidelines for marking these action verbs.

Give your opinion - express your opinion on the matter. Example: Give your opinion
on the decrease in tourist arrivals during 2017.

Explain - Use your own words to make concepts or processes clear. Example: Explain
ONE reason why the Wimbledon Championships are considered a global event

Discuss - Use your own words to compare opinions on a topic. Be sure to include a
conclusion at the end. Example: In a paragraph, discuss THREE ways in which a drop
in the exchange rate affects tourist arrivals.

Distinguish - Highlight the differences between two or more problems: Example:

Distinguish between the bank rate and the bank rate.

Name - list the basic facts without discussion. Example: Name the TWO foreign
currencies referred to in the extract.

Analyze - Divide into parts or elements and explain the relationship. Example:
Analyze the tourism arrival statistics, then suggest reasons why SATour should
concentrate their marketing efforts.

Predict - anticipate the outcome Example: Predict what would happen if

management relaxed the existing security measures at the tower.

Calculate - Show how you use mathematical rules to get an answer. Example:
Calculate the amount in USD that Mrs. Biggs received when she exchanged the
R600.

Describe - To write down the characteristics of something in a logical and well-

structured way. Example: In a paragraph, describe how tourism charges are
collected in South Africa
 4
Tourism Tutor Guide 2024 Grade 12 Term 3

TOPIC 1: MARKETING
KEY CONCEPTS / DEFINITIONS THAT YOU NEED TO KNOW:

A. THE IMPORTANCE OF MARKETING SOUTH AFRICA INTERNATIONALLY: 1INCREASE IN ANNUAL VOLUME OF

FOREIGN ARRIVALS TO SA ; 2INCREASE IN INTERNATIONAL AWARENESS OF SOUTH AFRICA AS A TRAVEL
DESTINATION
B. THE CORE BUSINESS OF SATOURISM: 1MARKETING SOUTH AFRICA INTERNATIONALLY AS A TOURISM DESTINATION
OF CHOICE; 2MAINTAINING AND ENHANCING THE STANDARD OF FACILITIES AND SERVICES FOR TOURISTS ;
3COORDINATING THE MARKETING ACTIVITIES OF ROLE PLAYERS IN THE INDUSTRY

C. OPPORTUNITIES FOR MARKETING SA INTERNATIONALLY: 1ITB (BERLIN); 2WORLD TRAVEL MARKET (LONDON);
INTRODUCTION TO THE 3TOURISM INDABA TRAVEL TRADE SHOW, AND THE 4GETAWAY SHOW AS OPPORTUNITIES
TO PROMOTE SOUTH AFRICA AND THE SOUTHERN AFRICAN REGION TO THE WORLD
D. FUNDING FOR SA TOURISM’S INTERNATIONAL MARKETING INITIATIVES: THE ROLE OF TOURISM MARKETING LEVY
SOUTH AFRICA (TOMSA)

THE CONCEPT: BRANDING – SOUTH AFRICA’S BRAND LOGO. WHAT IS A LOGO?

HOW THIS CONTENT IS ASSESSED

Candidates were given case study with relevant questions to test your
understanding on How SA Tourism markets South Africa as a destination.

Candidates were given a flowchart describing how TOMSA collects the 1% tourism
levy and were required to answer relevant questions to demonstrate understanding
of the process

Example: Nov 2015 Q6 - WORK THROUGH THIS QUESTION

AND ITS MEMO ANSWER WITH THE LEARNERS.
 5
Tourism Tutor Guide 2024 Grade 12 Term 3

TOPIC 2: SUSTAINABLE & RESPONSIBLE TOURISM

KEY CONCEPTS / DEFINITIONS THAT YOU NEED TO KNOW:

The three pillars of sustainable and responsible tourism is

1 THE SOCIAL PILLAR also referred to as “The People Pillar”

2 THE ENVIRONMENTAL PILLAR also referred to as “The Planet Pillar”

3 THE ECONOMICAL PILLAR also referred to as “The Profit Pillar”

The triple bottom line approach to business, embraces the economic,

environmental and social aspects of a company's activities. You should be
able to extract the following examples from a case study.
1: examples of good management practices in the social ( people ) pillar
The question the business asks here is: "How can we as a tourism business be
beneficial to the community and our staff?"

2: examples of good management practices in the environmental ( planet )

pillar
The question the business asks here is: "How can we as a tourism business be
beneficial to the environment?"

3: examples of good management practices in the economical ( profit ) pillar

The question the business asks here is: "How can we as a tourism business
improve our business practice and be beneficial to our shareholders?"

4: examples of csi- corporate social investment / csr- corporate social

responsibility
Includes donations by a business to external organisations for social and
community development.

The contribution of FTTSA towards encouraging responsible and sustainable

practices

FTTSA: encouraging responsible and sustainable practices

Fair Trade in Tourism is about ensuring that the people whose land, natural
resources, labour, knowledge and culture are used for tourism activities,
actually benefit from tourism
 6
Tourism Tutor Guide 2024 Grade 12 Term 3

What is Fair Trade Tourism?

Ensures good wages and working conditions for staff
Ensures a fair share of the tourism revenue to local communities
Ensures respect for human rights, culture and the environment

How it works?
FTTSA certifies tourism businesses (like hotels, activities and attractions) against
a set of standards linked to global Fair Trade criteria.
Those that qualify get to carry the FTTSA logo.

Six Principles of FTTSA

Fair share
Democracy
Respect
Reliability
Transparency
Sustainability

HOW THIS CONTENT IS ASSESSED : Explain by means of examples how this

content is normally assessed in exam papers.

Candidates are often given a case study and are then required to
demonstrate their understanding by answering questions about the triple
bottom line, Corporate Social Investment and FTTSA. They are also required to
identify examples of the triple bottom line approach from the given case
study.

See Example: Nov 2015 Q8 - WORK THROUGH THIS

QUESTION AND ITS MEMO ANSWER WITH THE LEARNERS.
 7
Tourism Tutor Guide 2024 Grade 12 Term 3

TOPIC 3: CULTURE & HERITAGE

KEY CONCEPTS / DEFINITIONS THAT YOU NEED TO KNOW:

World Heritage Sites

World Heritage Sites are places of outstanding universal value and have been
awarded international recognition by the United Nations Educational
Scientific and Cultural Organisation (UNESCO)

ENSURE THAT YOU KNOW: The Role of UNESCO & The value of World Heritage
Sites to South African Tourism

HOW THIS CONTENT IS ASSESSED

Culture and Heritage are assessed in section C of the NSC paper

Candidates are often presented with Images, references or even case studies
about World Heritage Sites.

Names, location and features of world heritage sites are important.

Also know the role and criteria of UNESCO.

When answering this section make sure you use the correct names of world
heritage sites.

See Example: Nov 2015 Q5 - WORK THROUGH THIS

QUESTION AND ITS MEMO ANSWER WITH THE LEARNERS.
 8
Tourism Tutor Guide 2024 Grade 12 Term 3

TOPIC 4: COMMUNICATION AND CUSTOMER CARE

KEY CONCEPTS / DEFINITIONS THAT YOU NEED TO KNOW:

CUSTOMER FEEDBACK

It is information provided by customers about their experience with a product

or service

THE PURPOSE OF OBTAINING CUSTOMER FEEDBACK

To reveal the customer’s level of satisfaction with a product or service and

helps the organisation understand where there is room for improvement.

METHODS TO OBTAIN CUSTOMER FEEDBACK,

Surveys, questionnaires, feedback cards, follow-up calls, sms messages on

cellphones, web-based responses

HOW TO ANALYSE FEEDBACK:

Study and perform data capturing to determine the extent of customer

satisfaction.

Identify the most common complaints.

Decide on an action plan.

Start the intervention process.

Determine the impact of the service delivered by an organisation on its

business profitability.

HOW THIS CONTENT IS ASSESSED

Communication and Customer Care are assessed in Section E

Make sure you know the methods to obtain customer feedback and measure
customer satisfaction.

Example: Nov 2015 Q10 - WORK THROUGH THIS QUESTION

AND ITS MEMO ANSWER WITH THE LEARNERS.
 9
Tourism Tutor Guide 2024 Grade 12 Term 3

TOPIC 5: TOURISM SECTORS

KEY CONCEPTS / DEFINITIONS THAT YOU NEED TO KNOW:

Professional image in the tourism industry:

How the following factors contribute to a professional image in the tourism

industry

• The image of the company such as the name, logo, slogan, website,
stationery, marketing material, product packaging, physical appearance of
the business, environmental policies, customer service policies

• The image of the staff such as professional appearance, uniforms, dress

code (if no uniforms are worn), personal hygiene, grooming, interaction with
customers, communication skills

1. The slogan

A slogan creates awareness and helps customers to remember what your

products or business is about.

Example: McDonald's - I'm lovin it!

Can you think of more examples of logos and slogans of companies that are
doing business with tourists?

2. The company’s stationary

Business stationary includes business cards, the company letterhead, invoices,

business forms, brochures and pamphlets. Business stationary will generally
contain the name, logo, slogan and contact details of the business. Good
quality stationary gives the impression of a professional business.

3. The physical appearance of the business

The company’s potential customers will not only see the employees but the
buildings, offices, vehicles, the equipment, and the surroundings and will form
an immediate impression of the business. By keeping the premises, vehicles,
the equipment and the surroundings neat and the buildings clean projects a
successful business image that will inspire trust and confidence in your
customers and clients. Window displays are essentially advertisements for
 10
Tourism Tutor Guide 2024 Grade 12 Term 3

people passing by. By keeping window displays interesting and attractive,

also contributes to a positive company image.
Tourism businesses can make its customers feel special by decorating the
business for major holidays such as Christmas and Easter or even Tourism
month.

4. Promotions and communication with customers, the website & social media
sites.
It is important to make a tourism business visible. Beautiful and informative
displays in e.g. a travel agency or the entrance hall of a hotel will create a
sense that the business cares about its clients and customers. Another way to
become visible, is to participate in promotions and sponsorships. A restaurant
might sponsor the local opera or theater (or advertise in event programs)
because people frequently enjoy a meal before or after these events. Tourism
businesses can publish an in-house or client newsletter monthly or quarterly
and distribute it to customers to keep in touch with customers and to make
them feel valued. An electronic message from a hotel to frequent guests on
special days such as birthdays, mother’s day or Christmas can contribute to
the image that the hotel cares about its customers.

Web sites and social media like Facebook and Twitter:

The company’s website or social media profile is often the first point of
contact that existing or potential customers and partners have with the
business. The first few seconds on a website or on the social media profile will
determine whether customers use the business or not. Colourful, interesting
and informative website or social media profiles attract customers.

5. Marketing material and product packaging

Have you noticed how a well-known fast food restaurant that sells delicious
chicken, present all their food in red and white containers and plastic bags?
Their staff also wear red uniforms because these businesses creates an image
for their products that customers recognise and associate with the business.
The way in which marketing material is presented to customers and the way
the products are packaged when given to customers, also contribute to the
image that is created by the company.

6. Credentials and awards

Make use of every possible opportunity to impress customers. It is a good idea
to display degrees, diplomas, awards or certificates where customers can see
it. This is an important part of the professional image of a business as it may
impress customers and create confidence in a business.
 11
Tourism Tutor Guide 2024 Grade 12 Term 3

7. Employee appearance and conduct

Encourage employees to look and act their best. Neat workers who are polite
and knowledgeable can make a positive impact on customers. A simple
dress code for uniforms or office wear will make a good impression. A golden
rule in the tourism industry would be to dress appropriately for the work
situation – especially when employees work directly with customers.

An image of the company is formed through the way in which employees

speak to customers on the telephone and in face to face situations. It is
important to train employees in telephone and message taking skills as well as
all forms of direct communication with customers.

8. Environmental awareness
Customers are impressed when a company shows responsibility towards the
community and the environment. It creates a positive image of generosity if a
company has a policy against littering, sponsors a community project or
organise a recycling program.

9. Customer service policies

A company's policies does not only include how it promotes itself, but also
how it acts toward customers and the public. All employees who are
responsible for customer service should be friendly, courteous and
professional in person, on the phone and via email.

By implementing these 9 points, a company will create and maintain a

positive first impression and the kind of business image that will get good
word-of-mouth advertising and builds credibility amongst customers.

Conditions of employment:

Basic conditions of employment in one chosen field of the tourism industry,

such as airlines or hotels or national parks
The contract of employment describing basic conditions of employment,
such as working hours, uniform allowances, travel benefits, leave, core duties,
fringe benefits, remuneration and deductions, termination of service,
professional accountability and responsibility, service ethics
 12
Tourism Tutor Guide 2024 Grade 12 Term 3

The purpose and value of a code of conduct:

Purpose: spells out expected conduct of staff in the performance of their

duties, and guidance for staff members faced with ethical challenges

Value: creates a co-operative, collaborative atmosphere, promotes integrity

in the workplace.

HOW THIS CONTENT IS ASSESSED

Tourism Sectors are assessed in section D of the NSC paper

You will normally be given a case study and will be required to answer
questions relating to:

-Professional image in the tourism industry

-Conditions of employment

-The purpose and value of a code of conduct

Example: Nov 2015 Q7 WORK THROUGH THIS QUESTION

AND ITS MEMO ANSWER WITH THE LEARNERS.