Directorate: Curriculum FET
Tourism
REVISION BOOKLET
2024 TERM 3
Grade 12
This revision program is designed to assist you in revising the
critical content and skills covered during the 3nd term. The
purpose is to prepare you to understand the key concepts
and to provide you with an opportunity to establish the
required standard and the application of the knowledge
necessary to succeed in the NCS examination.
The revision program covers the following topics:
• Communication and Customer Care
• Culture and Heritage
• Sustainable and Responsible Tourism
• Marketing
• Tourism Sectors
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Tourism revision booklet 2024 Grade 12 Term 3
Table of Contents
content page
1 Marketing 3
2 Sustainable and Responsible Tourism 4
3 Culture and Heritage 6
4 Communication and Customer Care 7
5 Tourism Sectors 8
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Tourism revision booklet 2024 Grade 12 Term 3
TERM 3 CONTENT
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
Marketing South Africa as a tourism destination
Marketing is assessed in section C of the NSC paper.
Example: Nov 2015 Q6.1
Candidates were given case study with relevant questions to test your
understanding on How SA Tourism markets South Africa as a destination.
Example: Nov 2015 Q6.2
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
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Tourism revision booklet 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
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
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Tourism revision booklet 2024 Grade 12 Term 3
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
Sustainable and Responsible Tourism is assessed in Section D of the NSC
paper.
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
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Tourism revision booklet 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
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Tourism revision booklet 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
cell phones, 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
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Tourism revision booklet 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
people passing by. By keeping window displays interesting and attractive, also
contributes to a positive company image.
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Tourism revision booklet 2024 Grade 12 Term 3
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 theatre (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.
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Tourism revision booklet 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
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Tourism revision booklet 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
