Table Of Content.m
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TOURISM SERVICES
ALBERTA
TOURISM
EDUCATION
COUNCIL
TourismA^isitor
Information Counsellor
CERTIFICATION STANDARDS
ALBERTA
TOURISM
EDUCATION
COUNCIL
1 700 Standard Life Centre
10405 Jasper Avenue
Edmonton, Alberta
T5J 3N4
(403) 422-0781
FAX (403) 422-3430
The council works in
cooperation with:
Alberta Chamber of
Commerce
Alberta Culinary Arts
Foundation
Alberta Hotel Association
Alberta Restaurant and
Foodservices Association
Motel Association of Alberta
Tourism Industry Association
of Alberta
Alberta Tourism
Alberta Career Development
and Employment
Alberta Advanced Education
Council of Presidents
(Colleges and Technical
Institutes)
Alberta Vocational Centres
Universities Coordinating
Council
Printed March, 1991
All rights reserved. Reproduction of this publication, in part or in whole, without the
express permission of the Alberta Tourism Education Council is p rohibited.
TOURISM/VISITOR INFORMATION COUNSELLOR
T I NTRODUCTION ALBERTA
TECDOOUUUCRNAITCISIOMLK
The tourism industry in Alberta presently creates an estimated 100,000 full-time, part-
time and seasonal jobs. By the year 2000, tourism has the potential to provide
220,000 jobs for Albertans. This tremendous potential for growth represents both an
opportunity and a challenge.
The Alberta Tourism Education Council is responding to that challenge. The mandate
of the Council Is to stimulate and integrate the resources of industry, government and
education to meet the present and future education and training needs of Alberta’s
tourism industry.
One of the Important Initiatives undertaken by the Council is the development of
standards for occupations within the Industry. Standards now exist for various
positions in the food/beverage/accommodation and adventure tourism/recreation
sectors. In addition, several sets of standards exist which are applicable to all sectors
of the tourism/hospitality Industry. Development of standards Is ongoing, leading to a
range of standards for key occupations In all sectors.
Another initiative of the Council is the development of a p rovince-wide process for
certification. Certification Is designed to provide individuals currently working in the
tourism Industry with an opportunity to demonstrate their knowledge and skills and
receive industry-recognition for their achievements. Certification enables employees to
further career-development goals and allows employers to hire staff that are trained to
a measurable level. This in turn enhances the Image of the industry and attracts
energetic and talented individuals to the many exciting and rewarding career
opportunities available.
If y ou would like more Information on how you can benefit from these certification
standards, please call or write:
Alberta Tourism Education Council
1700 Standard Life Centre
10405 Jasper Avenue
Edmonton, Alberta
T5J 3N4
Phone: (403) 422-0781
Fax: (403) 422-3430
I
TOURISM/VISITOR INFORMATION COUNSELLOR
T S TANDARDS OVERVIEW
WHAT ARE STANDARDS? A m inimum of 40 professionals from the
occupation are directly involved in
Standards are statements outlining what developing each set of standards.
an individual must know and the skills
and attitudes required of that Individual to WHO BENEFITS FROM
be considered competent in an STANDARDS?
occupation.
Eventually, all Albertans will benefit from
WHY DEFINE STANDARDS? the monitoring of performance in relation
to industry standards. As standards gain
People working within the tourism recognition, industry professionals will
Industry have been labelled as unskilled maintain or increase personal skills,
workers. This stereotype is far from the resulting in direct benefits to local and
truth. Central to the mandate of the visiting consumers.
Alberta Tourism Education Council is the
enhancement of the Image of hospitality Specific groups who can benefit from
within both the industry and the general standards are:
public. Defining standards is one way to
help Increase awareness of the broad Service Professionals
range of skills required of those working - standards help identify career paths
within this industry. - standards enhance the public image
of service professionals
HOW ARE STANDARDS
- standards provide a basis for
DEVELOPED?
challenge, self-improvement and
advancement
These standards were developed from - standards provide the basis for
information provided by two industry certification, based upon competent
committees. The Industry Validation
performance
Committee (IVC), consisting of
individuals working within this occupation, Employers and Owners
provided the information from which a - standards define areas where
complete description of necessary skills employees must be proficient, which
was generated. The standards were assists in recruiting, training and
written, and feedback was then provided development of staff
by the Standards Industry Advisory - standards provide employers and
Committee (SIAC), which Is also made owners with a h ighly trained work force,
up of Individuals working In this which can increase productivity and
occupation. The IVC then met to decrease costs incurred by high staff
validate the standards, considering the turnover, translating Into an improved
feedback from SIAC as well as their own bottom line
suggestions.
II
TOURISM/VISITOR INFORMATION COUNSELLOR
TTTTTTa
Educators HOW DO STANDARDS RELATE TO TCtDOOMUUCfAHtlCtIiOt*LM.
THE CERTIFICATION PROCESS?
- standards provide the basis for
curriculum and program development
Standards are used as the basis for the
- standards identify areas of Industry
where educational expertise is needed Implementation of a t hree-step province-
and applicable wide certification process for industry
personnel. The initial step is a multiple
Students choice examination which, when
- standards help to promote the successfully completed, is followed by a
tourism Industry as a viable and fulfilling performance evaluation completed by a
career choice supervisor In the work place. The third
- standards allow visualization of step is a performance evaluation
career options within the tourism conducted by a certified, trained Alberta
industry Tourism Education Council evaluator.
HOW ARE STANDARDS READ?
WHAT DOES ‘SPONSORING
ORGANIZATION’S POLICY’
Major Categories are located In the MEAN IN STANDARDS?
outer margins. These Indicate the
general skill area within the occupation. The Alberta Tourism Education Council
recognizes that an establishment may
Skills are located in the left-hand have internal policies that affect the way
column. These Indicate abilities service in which a skill Is p erformed. Therefore,
professionals must demonstrate to fulfil some standards have ‘with consideration
the requirements of the position properly.
of sponsoring organization’s policy’
added to the performance portion of the
Standards are located in the right-hand standard for certification purposes.
column. These specify what a service
professional must do and provide the The knowledge portion of these
knowledge necessary to accomplish the standards contains the typical generic
task. The centre column identifies the policy with which the employee should be
standard as either; familiar in order to challenge the written
examination. By learning or
- K ( knowledge task) - what a service demonstrating an accepted generic
professional must know to be considered standard, the certified professional gains
competent in a skill, or the advantage of greater job mobility, as
well as an appreciation of other ways of
- P (performance task) - what a accomplishing tasks.
service professional must demonstrate to
be considered competent in a s kill, based
An organization’s policy does not replace
on the requirements as stated in the the generic standard; rather. It a llows the
knowledge standard. ATEC evaluator to determine If
performance Is to the standard or follows
a particular establishment policy. The
evaluator will not fail candidates for
following policies of their establishments.
Ill
TOURISM/VISITOR INFORMATION COUNSELLOR
alberta ACKNOWLEDGEMENTS
TOURISM
EDUCATION
COUNCIL
The Alberta tourism industry worked with Alberta Tourism to develop these standards.
Funding was provided by the Canada/Alberta Tourism Agreement (C/AT A). These
standards form the basis for a T ourism/Visitor Information Counsellor training program
sponsored by the Tourism Industry Association of Alberta (TIAALTA).
We wish to recognize the following individuals for their expertise, time and energy
without which the development of these standards would not have been possible.
Evelyn Bolink, Chinook Country Tourist Association Graham McRae, Alberta Tourism Education
Sylvia Clemens, Battle River Tourist Association Council
Lori Derzaph, South East Alberta Travel & Billie Mllholland, Elk Point Chamber of Commerce
Convention Association Manon Napier, Calgary Convention & V isitor
Bureau
Paul Douglas, Alberta Hotel Association
Julie Duffy, David Thompson Tourist Council Collette Oman, Big Country Tourist Association
Sylvia Feindel, Alberta Tourism Kim Phillips, Midnight Twilight Tourist Association
Yvonne Fisher, Big Country Tourist Association Barbara Phillips, Fairvlew Downtown Revitalization
Pamela Flynn, Spruce Grove Chamber of Committee
Commerce Linda Poetz, Tourism Industry Association of
Charlene Francis, Calgary Convention & V isitor Alberta
Bureau Alan Robertson, Game Country Tourist Association
Marjorie Fraser, Edmonton Tourism Gateway Park Henry Rutz, David Thompson Country Tourist Zone
Mary Anne Gibson, Alberta Legislature Ty Smith, Canmore & B ow Valley Chamber of
Maureen Gilette, Alberta Tourism Commerce
Gerrit Halbersma, Alberta Tourism Marilyn Thorpe, Alberta Tourism
Sherri Heller, Lakeland Tourism Zone Terri Tymehyshyn, Evergreen Tourist Zone
Ann Hickman, Alberta Tourism Britt Ulrich, Alberta Tourism
Donna Howitson, Peace River Swimming Pool Dennis Vickery, Medicine Hat Chamber of
June Hughes, Battle River Tourist Association Commerce
Rolf Jacobsen, Battle River Tourist Association Sandi Voort, Chinook Country Tourist Association
Erna Jensen, Banff Chamber of Commerce Ellen Walker, Alberta Tourism Education Council
Carmen Johnson, Land of the Mighty Peace Rosemarie Wanllm, Big Country Tourist
Tourist Association Association
David Jolly, Calgary Convention & V isitor Bureau Scott White, Alberta Tourism
Sandra Kennedy, Alberta Urban Municipalities Alberta Williamson, Edson Chamber of Commerce
Association Tara Yanke. South East Alberta Travel &
Kimberly Lamb, Lakeland College Convention Association
Barry Lazoruk, Tourism Industry Association of
Alberta
Jenny Leavitt, Chinook Country Tourist Association
Brenda Ledger, Whitecourt Chamber of Commerce
Lucille Longson, Edmonton Tourism Gateway Park
Bill Mattinson, Alberta Urban Municipalities
Association We apologize if w e have overlooked any
Tony Maxwell, David Thompson Tourist Council & contributors to this project.
Tourism Industry Association of Alberta Please let us know if y ou are aware
Lorraine McDald, Land of the Midnight Twilight
of any omissions.
Zone
IV
TOURISM/VISITOR INFORMATION COUNSELLOR
ALBERTA
TCOOUURNICSIML
EDUCATION
T TABLE OF CONTENTS
▼ Introduction i
▼ Standards Overview ii
▼ Acknowledgments iv
1. Follow Office Routine
2. Use Operational Systems
3. Maintain Literature
4. Follow Safety Procedures
A
5. Follow Security Guidelines
.
B. INFORMATION SERVICES 17
1 . Know Product
OPERATION423A... L APP crrocovemisodste e I SnTeforouvrrimciaestsmi on
P
R
O
C
C. ATTIE TUDE 29
D
U
R
E
1 . Exhibit Positive Attitude S
5
2. Exhibit Professionalism
3. Be a T eam Member
4. Develop Professionally
5. Adhere to Ethics of TourismA/isitor Information
Industry
D. COMMUNICATION 39
1. Understand Effective Communication
2. Communicate Effectively
3. Write Effectively
4. Communicate With Special Needs Visitors
1
TOURISMA/ISITOR INFORMATION COUNSELLOR
ALBERTA
TOURISM
EDUCATION
COUNCIL
E. RESEARCH 47
1 . Develop and Maintain Resources
2. Gather Visitor Statistics
3. Sell Facility Services
F. MERCHANDISING 51
1 . Sell Merchandise
2. Maintain Merchandise
3. Handle Currency
Glossary 57
2
UL
ATLOBUERRITSMA
ECDOUUCNATCIIOLN
I
TOURISMAAISITOR
INFORMATION COUNSELLOR
STANDARDS
Note: Where reference is made to legislation, the reader is expressly advised to consult the original
legislation, and to obtain further advice as required.
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