29 TOUR GUIDING IN BAGUIO CITY, PHILIPPINES

Vol. 01 No.4 June 2009

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TOUR GUIDING IN BAGUIO CITY, PHILIPPINES: PERSPECTI VES FROM THREE STAKEHOLDER GROUPS

1Ma. Beatriz C. Cimacio, MA.

2Daisy Blesilda C. Pormentira, MBA 3Olivia H. Reside, Ph.D.

4Minnie B. Nullar, MBA ABSTRACT

The study dealt on the perceptions of three stakeholder groups on the status of tour guiding in Baguio City. The three groups are the government sector represented by the Department of Tourism in Baguio City; the private sector represented by three travel agencies in the city and representatives from the tourist guide association. Findings revealed that tour guiding is perceived by all of the respondents as important to the tourism industry. The situation of tour guiding in the city is, however, grim as there is very little work for tour guides. The factors that have led to this grim state are: the seasonal nature of the tourism industry when very few visitors come, stiff competition from unlicensed tour guides, lack of coordination between industry stakeholders; and lack of government support in terms of implementation of regulations and legislation that will protect the rights of Baguio tour guides. As recommendations, the city council must study the merits of Resolution No. 001 submitted by the Association of Tour Guides of Baguio and Benguet, Inc. and make revisions where necessary so that corresponding legislation can be passed. The Local Government Unit must also control and monitor the number of front liners in the city.

Key Words: Department of Tourism, Local Government, Stakeholders, Tour Guide, Tour Guiding, Tourism, Travel Agency

I. INTRODUCTION

In today’s busy world, traveling has emerged as an important

leisure activity that people undertake. Motives for travel come in a

variety of reasons, among them are for physical purposes or those

that are directly related to health, wellness and physical enjoyment.

These include rest, relaxation and recreation that would lead to

release of stress or lessening of tension from work. Others desire to

learn about places and their culture, while some enjoy meeting

people or visiting old friends and relatives. Self fulfillment can also

be achieved through traveling as it contributes to personal

development and even elevates social status (Cruz, 2006; Goeldner


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1,2,3,4FacultyMembers, College of Hotel, Restaurant Management and Tourism & Ritchie, 2006; Claravall, 2008). A well traveled person has a wider

outlook in life; more often than not they are also looked up by others.

Travel, after all is considered a natural teacher and a bridge to

understanding of people. It is not surprising therefore, that Cruz

(2006) describes traveling not as a want but a need.

A tour becomes doubly enjoyable when there is a well-trained

tour guide who makes a place of interest alive with his commentaries

on almost anything: history, geography, architecture, food, customs,

legends or trivia. An average tourist may rely on guidebooks but the

knowledge that is imparted by a tour guide may not be found in any

brochure. Tour guides are much like teachers; they deliver

information about a destination in an accurate and engaging fashion.

Thus, Mancini (1996) mentions that eighty percent (80%) of tour

travelers who became part of a previous survey were extremely

satisfied in tours where “learning” was an important component.

They, too, were eager to share what they learned to their friends and

relatives.

A tour guide is an individual who leads groups of tourists

around a town, museum or other tourist attraction. The guide

provides correct and accurate information on the features, events

and history of the location; it is given therefore that he has broad

knowledge about the destination (Cruz, 1999). Claravall further

expounds that a tour guide is “. . . either an employee or affiliate of a

duly licensed travel and tour agency, guides tourists, both foreign

and domestic, for a fee, commission or any other form of lawful

remuneration on local sightseeing excursions. (p. 237).”

Guides contribute greatly to the overall tourist experience

with their knowledge, skill and wit. A tour guide personalizes visit to

any destination through his commentary, keeping his narration light

and engaging so that his guests will thoroughly enjoy themselves.


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Through the information he imparts, he fosters greater

understanding among the locals and the tourists. He informs the

visitors about the local culture and environment. At the same time,

he cautions them on how they must conduct themselves in the

destination. This way, misconceptions about communities are

cleared up and tourists come to appreciate local culture and the

environment. Moreover, a tour guide takes care of the safety of his

guests while in the destination.

A tour manager or tour escort, however is different from a

tour guide. While both carry administration duties and handle clients

booked with a tour operator, a tour manager is an individual who

accompanies the guests for the duration of the entire tour (from point

of origin to the destination and back) and manages the group’s

movements and activities. The tour guide on the other hand acts as

the host and operates only in one area or destination. He is with the

tour only for few hours, usually returning to his home each night

(Mancini, 1997; Cruz, 1999; Collins, 2000; Claravall, 2008).

Tour guiding is a very satisfying occupation. Aside from

meeting many people, one can earn a good salary, not to mention

tips that satisfied guests will give. Andoy Dalimag, enthusiastically

shares his experience: “Being a tourist guide is fun and almost like

playing . . . It’s something I like doing because my town has a great

tourist attraction plus I get to meet and learn from the people I tour

(Gordon commends, 2008).” A tour guide is not uprooted from his

home and does not have the responsibility of overseeing to all the

needs of his clients, unlike that of a tour escort. It also builds

character and challenges one’s skills. Constant interaction with

different types of people tests one’s patience and decision making

skills (Mancini, 1996).

Initially, tour guides were considered the orphans of the

tourism industry because they work either as freelancers or as

employees of a travel agency or a tour operator on a part time basis.

The seasonal nature of the industry makes steady employment

difficult. During unfavorable weather, very few people will travel so


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tour guides look for other sources of income. Also, the lack of

professional standards and proper training of guides has worked

against them as their employers refused to give wages

commensurate to the work that they do.

Today, however, prospects for tour guiding are looking up.

The rapid growth in the travel industry has enabled guiding to

become a year round activity. For example, destinations are trying

to create attractions, events and activities for the lean months to

reduce seasonality. In addition, tour guides themselves are uniting to

come up with higher standards of training and professionalism. In

the United States, the Professional Guides Association of America

was formed while in the country, the Guides Inc. Philippines was

organized to improve on tour guiding.

Various tourism organizations and offices, travel agencies

and tour operators worldwide are also recognizing the role that tour

guides play in the industry. Laws are being enacted for the protection

of tour guides and companies are offering higher salaries and

regular employment (Cruz, 1999).

The Department of Tourism (DOT), meanwhile, grants

accreditation to tourism-oriented and tourism related establishments,

including, tour guides. An accreditation is a certificate issued

indicating that the holder has complied with the standards set by the

department that will ensure the comfort, safety and convenience of

the tourist. In this manner, a tour guide accredited by the DOT is

supposed to be a competent and trained individual who will deliver

the best service to his clients. While accreditation is on a voluntary

basis, it increases the marketability of any establishment or

individual as the DOT carries it in all its promotional campaigns

worldwide.

Baguio City stands out as one of the premier tourist

destinations in the country. Initially conceived as a rest and

recreation camp for the Americans, this planned city designed by

American architect Daniel Burnham has become known as the

Summer Capital of the Philippines. Blessed with an average


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temperature of 19.7°C, this mountain paradise situa ted 1524 meters

above sea level attracts a variety of tourists; both domestic and

international who want to experience the city’s charm (Bugnosen and

Humiding, 2003).

The Department of Tourism-Cordillera Administrative Region

(DOT-CAR) claimed that there was a decrease in tourist arrivals in

2004 due to the meningococcemia scare. However, the city quickly

recovered as evidenced by increase in visitor arrivals in 2005, 2006,

and 2007. The DOT-CAR officials anticipate that there will still be a

steady increase of visitor arrivals in the future. Consequently, there

will be many tourists who will require the assistance of professional

and knowledgeable tour guides that can contribute to making their

stay in the city unforgettable. However, it would be of much interest

to determine if tour guiding is perceived as an important component

of the tourism industry of the city, hence this research.

Tourism literature has emphasized that tour guides are

important players in the industry. Travelers, themselves have

acknowledged that their experience has become more satisfying with

competent guides to bring them around destinations. Although, tour

guides they are not as visible as hotels, restaurants or travel

agencies, these individuals contribute their share to the tourism

industry. It is fervently hoped, therefore, that the results of this study

will improve the plight of tour guides in the city so that they will be

given the importance, recognition and support that is due them.

In the planning and development of tourism, there are several

players that are involved. These are the public sector, the private

sector, the host community and the tourists themselves. These

players may not get the same benefits but all of them must

cooperate and coordinate with each other.

According to Mason (2003), the public sector is composed of

the government agencies at the local, regional, national and

international level that sets the policies, regulates, coordinates,

promotes and plans for tourism. The public sector is represented by

respondents from the Department of Tourism-Cordillera


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Administrative Region (DOT-CAR) office, the Baguio Tourism Office

(BTO) and the Committee on Tourism and Special Events at the

Baguio City Council; the private sector, specifically those from the

travel agencies; and the tour guides themselves.

The private sector refers to the businesses that cater to

tourist needs as well as voluntary organizations, pressure groups,

non-government organizations and the media. Included here are the

various lodging facilities (hotels, inns, resorts, pension houses,

apartels, and others), food services, travel agencies, tour operators

and transportation groups. The people in the destination are the

members of the host community. Since tourism makes use of a

community’s resources, they must have a voice in the development

of their locality. Swarbrooke (1999) explains that community

involvement is part of the democratic process and can reduce

potential conflicts between tourists and members of the community.

Each of these players may look at tourism- its impact and

development- from different points of view. The tourist, for instance,

may look at tourism and traveling as part of relaxation and will be

concerned with getting his money’s worth. A hotelier, on the other

hand will be concerned with satisfying the tourist to get profit.

Members of the community will welcome tourism because it gives

them employment. Thus, analysis of tourism and its components can

be done obtaining data from these key players.

In the present study, therefore, it is best to explore the

thoughts of some of these key players to be able to come up with a

holistic picture of tour guiding in Baguio City. This method was used

by Kathleen Pond (1994) in her survey that explored the primary role

of tour guides. In the study, she interviewed three sets of

respondents: tour operators, the guides themselves and traveler.

Pond found out that each set of respondents had different

perceptions on the role of guides.


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“In response to the question about their primary role, guide responses included the following: maintaining control of a group, disseminating information, efficiently getting people to as many sights as possible, teaching history, representing a city in a favorable way. Tour operators view public relations as the most important role of a tour guide. Foreign visitors view guides as representatives of the region or country, as ambassadors and interpreters of the culture of a particular area (Cruz, 1999, p. 40).”

Despite the differences in opinion of the respondents, the

research established that the guide’s role varies and that a

characteristic of a tour guide is his ability to carry out different duties

all at one time.

In this research, data were obtained from three sources; the

public sector who will be represented by respondents from the

Department of Tourism-Cordillera Administrative Region (DOT-CAR)

office, the Baguio Tourism Office (BTO) and the Committee on

Tourism and Special Events at the Baguio City council; the private

sector, specifically those from the travel agencies; and the tour

guides themselves.

The Department of Tourism-Cordillera Administrative Region

(DOT-CAR) is the regional office that is tasked to promote and

develop the Cordilleras as a prime tourist destination. Its major

functions are (a) accreditation of tourism oriented and related

establishments, rest areas and home stays; (b) promotion of events,

activities and tourist destinations in the Cordilleras; (c) tourism

planning, project evaluation and monitoring; and d) coordination with

local government units in the adoption and implementation of the

DOT and CAR tourism master plans (DOT Accomplishment Report,

2005). This is also the agency that gives a 28-day training course

for tour guides in the Philippines. The Baguio Tourism Office (BTO),

on the other hand, is a division under the Office of the City

Administrator responsible for tourism concerns in Baguio.

The function of the Committee on Tourism and Special

Events is to provide the legislative support to tourism programs and

projects in terms of resolutions and ordinances. This committee is

composed of three (3) members (The Revised Baguio Tourism

Code, 2004).


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Claravall (2008) defines a travel agency as “a commercial

establishment where a prospective traveler can secure information,

expert advice and make arrangements to travel by air, sea or land to

any part of the world (p.389).” Some travel agencies also offer tour

packages as part of their product. Travel agencies who can issue

international tickets are members of the International Air Transport

Association (IATA). Only Small World Travel and Tours is an IATA

member in Baguio.Agencies who have not had the opportunity to

become members of IATA have established an association called

the Network of Independent Travel Agencies (NAITAS), which has a

regional chapter in the City. On the other hand, a tour operator is a

company that operates assembled tour packages, made up of

transportation services, accommodation and meals, and guide or

tour escort services (Claravall, 2008).

The research looked into the current status of tour guiding in

the City of Baguio. Specifically, the following problems are

addressed:

1. How do the respondents perceive tour guiding in

terms of the following aspects:

a. its role in the tourism industry;

b. its role in Baguio City as a tourist destination; and

c. as a profession?

2. How do the respondents assess the current state of

tour guiding in Baguio City in terms of:

a. manpower:

b. economic benefits;

c. social benefits; and

d. problems and difficulties?

3. What are the factors that have contributed to this

current state/situation as perceived by the respondents?

II. METHODOLOGY

The researchers made use of the qualitative research

method. According to Weaver and Oppermann (2000), using


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qualitative research is one very important way of gaining an in-depth

insight into a certain phenomenon. Its purpose is to describe and

understand the situation, usually exploratory in nature by employing

a small number of participants (Social Science Research Institute,

2007). This type of research is otherwise called data enhancers

since it allows the elements of a problem to be seen more clearly. In

addition, qualitative research does not rely so much on numbers or

the use of statistical tools.

Because there is very little that is known on the present state

of tour guiding in Baguio city, the researchers decided that

qualitative research would be the best design to use in the study.

Using triangulation wherein data was gathered from three different

sources, a complete and honest picture on the topic will emerge.

Respondents of the study were limited to only eight (8) since

they were considered to be representative of the concerned sectors

and in-depth interviews were conducted with them. Description of

the respondents is as follows: there were three (3) respondents who

are from the public (government) sector. They come from office of

DOT-CAR, Baguio Tourism Office, and Committee on Tourism and

Special Events-City Council. The three (3) respondents from the

private sector came from Small World Travel and Tours, Gracious

Angeli International and Domestic Tours and Travel Agency, and

Noants Consultancy Travel and Tours/National Association of

Independent Travel agencies (NAITAS). The two (2) respondent–

tour guides are member of the Association of Tour Guides in Baguio

and Suburbs, Incorporation (ATGBSI).

Of the eight (8) respondents, two (2) are managing directors,

one (1) supervising tourism operations officer, one (1) committee

chairman, one (1) operations manager, one (1) sales and marketing

supervisor, one (1) administrative aide 3, and one (1) tour

guide/statistician.

The Manager/Owner of Noants Travel and Tours is also the

current Baguio Chapter President of the National Association of

Independent Travel Agencies (NAITAS). In the case of the tour


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guides, one is employed as a job order employee of the Baguio

Tourism Office doing tour guiding functions and the second is the

owner/manager of West Travel and Tours concurrently holding

positions as the president of the ATGBSI and the Baguio-Cordillera

Travel and Tours Association, Inc. (BCTTA).

Travel agencies were chosen to represent the private sector

because they are directly responsible for making travel

arrangements and/or tours and are expected to have more access to

tour guides. Small World Travel and Tours and Gracious Angeli

International and Domestic Tours and Travel Agency are two (2) of

the biggest travel agencies in the city, both are located along

Session Road, Baguio’s major artery and have branches in the City.

The interview method was the primary instrument used in

gathering data. Simply put, interviews are “conversations with a

purpose” (Jennings, 2001). This would require a face to face

encounter between two people, one who usually asks questions and

the other who answers the questions. An interview guide was

prepared (see Appendix B) to direct the researchers. During the

preparation of the interview guide, the Head of the Research and

Development Office and other instructors of the college were

consulted for their comments and suggestions.

Also, to validate the responses, the researchers conducted

observations, particularly on the activities of “front liners” in Burnham

Park, Victory Liner and Governor Pack Road bus terminals.

A mock interview (pre testing) was conducted with CHRMT

faculty members who taught the subject Travel and Tour Operations

and Tour Guiding to determine where revisions could be made and

in preparation for the actual interviews.

After finalizing the interview guide, the researchers set out to

make appointments with the respondents. However, only three (3)

respondents were interviewed last year because of the busy

schedules during the Christmas season. The other participants of

the research were interviewed from January 5-14, 2009. Each


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interview lasted from one and a half (1 ½) to three (3) hours. Results

of the interview were analyzed and then implications were derived.

III. RESULTS AND DISCUSSION

This portion presents the findings of the study. Responses

are examined separately, after which a synthesis is presented.

Discussion is sequenced according to the specific problems of the

research.

The Public Sector’s Perspective

The perceptions of the respondents on tour guiding were

culled from their responses to the questions during the interview.

Based on the results, it appears that respondents A, B and C from

the government (public) sector agreed that a tour guide gives

information about a certain destination. Aside from pointing out

places of interest, a tour guide must be able to explain to visitors

what they see, the background and history of the places, what

activities can be done and what they can buy. A good tour guide

must have stock knowledge about his destination and must be

abreast with current statistics, issues and events because these are

constantly changing. He must also be able to relate past events with

current ones so he must be a tireless researcher. In respondent A’s

own words:

“A tour guide shows the way… he must know something about every thing.”

Respondent C stressed that it is imperative that the guide be

trained, licensed and accredited by the Department of Tourism. For

Respondent B, a tour guide must be conversant in Filipino and

English.

A tour guide is the front liner of the tourism industry as he

represents the hospitality of a place. He is an extension employee of

the Department of Tourism because he is able to inform tourists not

only about a destination but also about tourism development in the

entire country. With what he does, a tour guide is able to convince

people to come back or visit other places of interest. In essence, a


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tour guide performs a bigger and more important role for the industry

and Baguio City, in particular: marketing and promotions.

Respondent C aptly stated that tour guides are:

“. . . ambassadors of the city giving accurate account of the history, culture, people. . . he is so much a part of the experience of the tourist.”

As a profession, respondent A opined that tour guiding can

be a lucrative as it is possible to get a regular income from it. This

was disputed by respondent B who believed that tour guiding is only

a short term occupation.

On the present number of tour guides in Baguio, both

respondents gave different answers. According to the DOT

respondent:

“Since we are only in charge of accreditation, I know that there are only two accredited tour guides for this year for Baguio. But we got statistics that for Baguio and Benguet, there are 72 people who act as guides but they are not licensed.”

On the other hand, the Baguio Tourism Office representative said: “There are 200 people who took our trainings and were issued

identification cards by our office who sometimes work as tour guides . . .”

Tour guiding can be economically viable because one can

earn a lot from it. This is aside from tips from satisfied tourists or

commissions from establishments. The DOT can be of assistance by

referring them to visitors who need assistance. But because of the

seasonal nature of tourism, if a tour guide would really want

permanent employment, he must have linkages with a travel agency

who will hire him on a regular basis. Respondent C bluntly said that

in Baguio, tour guiding cannot be a full time job because there is no

work for them.

Interpersonal, communication, research and other skills are

developed in tour guiding because one gets to meet people from

other countries and find themselves in different situations.

When asked to make an assessment on the status of tour

guiding in the city, Respondent A was convinced that the scenario is


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bleak because of the lack of accredited tour guides who are qualified

to bring visitors around.

For respondent B, the lack of cooperation from travel

agencies or tour operators from Manila poses a very big problem for

tour guiding. When tour groups come to Baguio, they are not

properly turned over to the local guides. Instead, the tour escort who

accompanies the group doubles up as the guide even if he is not

familiar with Baguio. Again, there may be wrong information given

out but more importantly, this would mean less work and less income

for the local guides. This is unlike In Ifugao, where tour escorts are

required to pass guiding duties to the trained mountain guides who

conduct the tour while in the destination.

On the possible factors that have contributed to the dismal

state of tour guiding, the respondents gave the following reasons:

• The month long training given by the DOT and its fees deter

interested individuals to attend the seminar. Moreover, a

candidate for tour guiding must pass the written and practical

(hand on) exams.

• Front liners have already taken the task of guiding visitors

around Baguio even if they are not qualified to do tour

guiding. Aside from giving out wrong information about the

city, they can give out a bad impression as some of them

short change the tourists. It is possible, he said, that there

seems to be a wrong impression on what a tour guide is.

Front liners may presume that as long as one can point out

places that qualify one to be a tour guide already. Front liners

even offer their services at a cheaper price so visitors agree

to hire their services further damaging the tour guiding

profession.

• The Local Government of Baguio has tolerated the presence

of the front liners. Because the City could not control their

number, they instead gave trainings on the history of Baguio,

proper grooming, courtesy and others in the hope that they


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would give good service to Baguio visitors. This, however,

does not qualify front liners as tour guides.

• The Baguio Tourism Office is only a division under the City

Administrators Office of the City Government given a limited

budget of 1.8 M for its operations and marketing programs.

Moreover, they only have three (3) regular employees and a

handful of job-order personnel or volunteers. There are many

plans which cannot be implemented because of limited

budget and manpower. Ironically, one of the respondents

lamented:

“Tourism is a very important industry in Baguio but the local government does not give appropriate importance to it.”

With their duties and responsibilities, BTO employees are

spread out too thinly and are unable to monitor activities of front

liners.

The private sector and other stakeholders have their own

agenda. Tourism establishments, like hotels or travel agencies, do

not provide support for tour guides as they contact anyone even if

they are not trained, registered or accredited because front liners

advertise their establishment. It is now about having more business

than giving of service.

Respondent C does not see a bright future for tour guides

either because there is no available work for them. Baguio City, she

remarked is so small a place that visitors can go around in half a

day. Furthermore, since this is a prime tourist destination that is very

popular, there has been so much information disseminated in guide

books and in the internet. Visitors can just get all of this information

and have a good time without hiring the services of a tour guide.

When asked for their recommendations, Respondent A

suggested that more guides be trained by the DOT, instead of

relying on the services of front liners and more cooperation between

private and public sectors. Respondent B discussed their plan to

organize a central office in Burnham Park where tourists can register

and licensed tour guides be recommended to them.


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This plan, however, was disputed by respondent C who

declared that “it would be very difficult to implement this because

there are so many entry points in Baguio City, unlike in Palawan or

Bohol”. Besides, Baguio guides cannot have sole exclusivity in

guiding tourists around the city because of free enterprise. Tourists

must have a choice as to who will guide them or whether they would

like to have guides. Rather, she suggested that Baguio develop new

tourist attractions and activities where services of the guides will be

needed.

Appropriate legislation can be passed as long as it is in

consonance with the Constitution. She stressed, too that the City

Council will be willing to consider revisions on the Tourism Code,

specifically on tour guides, if copies of the similar ordinances in other

LGUs can be shown to them.

The Private Sector’s Perspective Respondent D gave a very simple definition of tour guiding- it

is knowing the vicinity of a place and its history. This concept was

expounded further by respondent E who explained that tour guiding

is much like story telling, it is something that you know by heart and

would like to share with others. A tour guide exudes the passion for

what he is doing and Information comes out naturally and very

spontaneously. Moreover, he must “have compassion of the

industry and a moral responsibility for the safety and security of the

tourist.”

A tour guide must be very knowledgeable about his area. For

example, a Baguio local guide is expected to know about Baguio and

the Cordilleras, its history, its people and other information that will

be of interest to the tourist. In case he does not have the answer to

questions on hand, he must be resourceful enough to get the

answers. Aside from knowing the duties and responsibilities (e.g.

trouble shooter), a tour guide must be smart and have a pleasing

personality, flexible, patient and articulate. Respondent D shared

that the knowledge of the native dialect is very important especially

when haggling for local products. Respondent F refused to give her


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insights because, according to her, their agency is just a ticketing

office and does not offer local tours. If they have tour groups, their

agency passes it to the existing tour operators in the City.

Tour guides bring destinations closer to people whenever

they share information about the culture and places of interest. They

are very much part of the tourism industry because they contribute to

a satisfying travel experience. While some travelers can go around a

destination on their own, some find it more convenient to have a tour

guide who can ensure their safety and security.

Ideally, the presence of trained and registered guides will

help boost the tourism industry because satisfied visitors will share

the experience with their family and friends. Respondent D

mentioned that if there are more visitors then there is more income

for the destination. Respondent E, however had a different take on

the economic benefits of tour guides to the City. It was her opinion

that tour guides in Baguio today contribute very little to the economy

because legitimate guides who pay taxes are very few. Those whom

she termed as “fly by night” guides who abound in the city do not

even pay taxes to the government because they do not have working

permits nor are they accredited by the Department of Tourism.

According to Respondent E, all tour guides must be

professionals if it is to become a gainful profession. In her

estimation, about 99.99% of guides are free lancers meaning they

are not permanently employed by any travel agency or tour operator.

They are hired on a per tour basis. Respondent D viewed tour

guiding as a fun but tiring profession.

Unlike Respondent E who made an educated guess that

there are less than ten (10) trained and licensed guides in the city,

Respondent D did not have any idea at all. She made the

observation that the existing guides only have the experience but not

the training or the college degrees. In fact, their agency has a

regular employee who is tapped to guide visitors even if he is not

licensed.


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Respondent E who has been in the industry for more than

twelve years was certain that tour guiding can be a lucrative job that

brings in much money. It also gives a sense of fulfillment because

one is able to touch the lives of other people with the stories of

places. It lets one make new friends and experience being with

other people. Unfortunately, this sentiment is not shared by

Respondent D who does not see much social and economic benefits

from tour guiding. Given a chance, this is not a career that she

would recommend to other people.

The following are the perceived problems of tour guiding in

the city:

1. The presence of unprofessional tour guides is slowly

destroying the integrity of tour guiding. Respondent E says:

“These “fly by night” guides can be anyone. The Mabuhay Host (meaning the front liners) can be anyone in Baguio who can give information in a hospitable manner but this does not have anything to do with tour guiding. Look at what they are wearing . . . they have no pride of place. . .they are all scrambling to get visitors . . . they give a bad image for Baguio . . . You do not promote second class things in tourism. In addition, the income that should be going to the registered guides and in turn to the City Government in the form of taxes is lost because the so called guides do not remit anything to the city”.

2. Tourism stakeholders in the city do not work hand in

hand to professionalize tour guiding. Each of the different

sectors has their own agenda. For example, even hotels link

up with the front liners so that visitors will be ushered to their

establishment. In exchange, front liners are given

commissions. On the other hand, the local government is

unable to control the number of front liners who offer tour

guiding services nor are they required to get the proper training

or license.

3. The lack of legislation that will protect and professionalize

tour guiding has been cited as one factor that has back the growth of

this important linkage in the tourism industry. Respondent E, in

particular has also voiced her frustration on the lack of action on the

part of the Department of Tourism in controlling the front liners.


46

While she is aware that the local government has the power to

develop tourism in Baguio today, she believes that the DOT should

step up in concerns that will demean tourism in a destination.

In light of these problems, Respondents D and E made these

suggestions: (a) Professionalizing tour guiding by giving the proper

training to everyone who would like to become guides or to those

who are already acting as guides; (b) Proper credentials and

licensing must be made mandatory; (c) Local Government must

design legislations or regulating systems and implement these to

support tour guiding such as requiring all tourist buses to pay an

environmental fee and get the services of a licensed guide; d) Giving

of higher pay and incentives to tour guides.

The Tour Guides’ Perspective

A tour guide, according to Respondent G, is a person who

brings a tour group to a destination, pointing our places of interest

while giving out information. He also takes into consideration the

safety and security of his guests. Respondent H, on the other hand,

described a tour guide as:

“. . . like an instructor, a watchdog, a commissioner. He guides people around for a fee. A tour guide must follow the 10 commandments of tour guiding, must have endless patience. He always smiles and gives positive commentaries. He always does research to update himself with current issues.”

The respondents agreed that tour guides are important to the

tourism industry because if they are not there, tourists will not know

where to go or what products to buy. With his commentaries,

tourists become more interested in the place and come to

understand and appreciate the native culture. In essence, what a

tour guide does is to market and promote the destination.

Respondent H called tour guides the “nerve center” of the industry.

Because tour guides work hand in hand with travel agencies/tour

operators who prepare tour packages, Respondent G pointed out

that without them, the tour will not be facilitated.

Tour guides are essential to Baguio City because it is a

tourist destination, Aside from their promotion function, their


47

presence makes a big difference in the experience of visitors. It

was, therefore, a surprise to learn that there are only eight (8)

licensed tour guides in the city, and only two (2) of them are

accredited by the Department of Tourism.

Both respondents agree that tour guiding can be a gainful

profession especially during peak season. A licensed tour guide is

paid Php 1,800.00 per day, not to mention tips and commissions. But

guiding is more than economics because one gets to meet other

people. Respondent H mentioned that he gets commendations from

governors and invitations from foreigner visitors to visit them. Some

guides have also gotten married to foreign nationals that they met on

tours. They reminisced about Baguio before the 1990 earthquake

when Hyatt Terraces still existed. According to them, their work was

very lucrative because they had tourists to bring around everyday.

However, today, that is not possible anymore. In fact, all licensed

guides in the city have other jobs; guiding is just a sideline.

Basically, the dilemma of tour guides in Baguio, commented

Respondent G is that there are no more jobs for them. This is so

ironic because Baguio becomes home to thousands of tourists

during the peak season. In Subic, Cebu. Sagada and Banaue, tour

guiding is recognized as a source of gainful employment and

supported by the local government. Seasonality was cited as one

reason, but there are other factors that have led to this sad situation,

among them:

The presence of uncontrolled number of front liners who

act as tour guides even if they do not have the qua lifications.

These individuals offer their services to visitors at the lower fee

thereby depriving licensed guides of work. In fact, he says:

“Mas malakas nga ang kita ng frontliners kesa sa amin. Sa palagay n’yo dadami ba sila ng ganyan kung walang trabaho. Sa me Victory Liner nga, tatlong asosasyon na sila,600 na ang nanduon (Frontliners earn more than us. Why do you think their number has increased if there was no work? There are three associations in Victory Liner (terminal) already with 600 members)”


48

Aside from this, Respondent G fears for the safety of the

tourist because they might be deceived by these people. This can

lead to bad experiences for the tourist. Front liners recommend

hotels of their choice or transient houses that are not licensed by the

government because they get commissions from them. Respondent

G gave the case of the owner of Tepeyac Hotel located along

Leonard Wood Road who was met by a front liner in the terminal.

When he asked to be brought to his hotel, the front liner, unaware of

who he was, retorted that Tepeyac Hotel already burned to the

ground.

Front liners do not pay any fees to the city government unlike

the licensed guides, which prompted Respondent H to ask whether

the government does not need money. Registered guides are so

disheartened by this that some of them do not want to renew their

licenses anymore.

Travel agencies/tour operators from Manila do not g et

services of local Baguio guides . The respondent guides talked

about tour escorts from Manila who bring their groups to Baguio and

do the guiding themselves even if they are not familiar with the city.

This leads to misinformation and even bad publicity because the

escorts could not explain the culture, history and even issues that

confront the city.

Lack of coordination between tourism stakeholders.

Hotels and travel agencies do not support Baguio guides by passing

on their guests. Some have an in-house guide or contact other

people to do tour guiding services. DOT-CAR employees also

dabble in tour guiding even if they are not supposed to. The Baguio

Convention and Visitors Bureau (BCVC), the City’s official marketing

and promotional arm, does not even coordinate with the ATGBSI

when there are tour groups requiring their assistance.

Lack of legislation that supports tour guides and p rotect

their rights. ATGBSI has submitted to the City Council a Resolution

(Appendix C) that would protect the rights of tour guides which in the

long run would benefit the city government, tourism establishments


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and the tourists. This resolution, however, has not been acted upon

by the City Council.

In the light of the above, the tour guides strongly recommend

that their resolution be passed into law by the city council. While this

will not solve all of their problems, they are convinced that this pave

the way for the City Government to recognize their contributions to

the industry. As Respondent G puts it:

“. . . this will just be putting things in the right places”

In addition, front liners should be required to get the proper

documentation so that they can pay taxes to the government. They

can be monitored and controlled if the tourism police will be activated

and will do their jobs.

A Meeting of Minds

Each of the respondents has described a tour guide in

various ways but they have all agreed that tour guides: a) educate

the tourist by giving accurate information about a destination’s

people, history’ culture and places of interest; b) takes care of the

safety and security of tourists ; c) works hand in hand with a travel

agency or a tour operator; and, d) is very much part of the tourist

experience.

Despite coming from different sectors, all of the study’s

respondents accede to the fact that tour guiding (and tour guides, for

that matter) is an important ingredient in the tourism industry, in

general and Baguio City, in particular. Tour guiding brings the

tourist product to visitors by giving accurate information on where to

go, what to buy and what to do in destinations. Visitors do not only

get to know destinations, they also begin to understand and

appreciate other cultures. Furthermore, tour guides perform another

very important function, that of promoting and marketing

destinations. With their witty commentaries, they contribute to a

satisfying tourist experience so that when visitors go home, they are

encouraged to come back or tell their family and friends about the

destination.


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“As a tour guide, you occupy a key position in the promotion of this world wide industry ...you become the bridge between nations, you can promote friendly contact, rapport and understanding between peoples “(Tour Guiding Primer, 2008, p. 6). Tour guiding is a lucrative profession where one can get a

high salary, not to mention tips from satisfied tourists and

commissions from establishments. Respondents who have been

exposed to tour guiding or have been in close contact with tour

guides admit that one gets economic and social benefits.

Tour guides, according to Cruz (1999) and Mancini (1996)

are paid hourly rates depending on the standards set within the

organization or region. Even if income varies, it has been established

that a tour guide who delivers an engaging and almost perfect tour,

earns more.

According to the respondent guides, both members of the

Association of Tour Guides in Baguio and Suburbs, Inc. (ATGBSI),

there are only eight (8) active, licensed tour guides in Baguio City.

Of this number, only two (2) are accredited by the Department of

Tourism-Cordillera Administrative Office. The remaining six (6)

respondents were not aware of this number probably because tour

guiding is not part of the services they offer. The DOT-CAR, on the

other hand is only concerned with training of guides and

accreditation.

Ideally, there are many economic and social benefits of tour

guiding. It can be a source of gainful employment like in European

countries where standards for tour guiding are stringent. However,

in the case of Baguio local guides, the earnings they get is not

enough to sustain their needs, thus tour guiding is just considered a

part time job. Socially, though, guiding gives them an opportunity to

meet people from different culture and walks of life. Some of them

get commendations and invitations to visit other places, while others

got married to clients that they met during tours.

The present situation of tour guiding in Baguio is dismal and

prospects are dim. Basically, the problem is the lack of work

opportunities for guides, a very surprising scenario considering that


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the city is a very popular tourist destination. Unlike in European

countries and in domestic destinations like Palawan, Bohol and

Cebu, where tour guides abound, Baguio City does not seem to

recognize the contribution of guides in the industry. It is because of

this fact that there are only eight (8) remaining guides from the

original forty (40) who were trained by the DOT-CAR in 2003.

Likewise. this is the reason why only two (2) volunteered for

accreditation.

This situation, according to the respondents is aggravated by

the following factors:

• The seasonal nature of tourism in Baguio affects work of

guides. During the lean season (rainy season), there are less

tourists who come so they too have less income.

Tourism literature describes the industry as seasonal in

nature (Cruz, 1999; Goeldner, 2006). But destinations are able to

circumvent this by using strategies such as diversifying the market,

developing new attractions and offering special promotions or

lowering the price of travel components (Murphy, 2008).

• Uncontrolled presence of front liners or “fly by night” guides

who also offer their services for a lesser fee. These do not

only refer to those who meet and greet visitors in bus

terminals, they are also taxi drivers or vendors offering

transient houses in public parks or major road networks.

Front liners or “fly by night” guides do not have the proper

training for tour guiding thus they give the wrong information

and even the wrong impression to tourists. Sometimes, even

the safety of the visitors is compromised. Moreover, since

they are illegal, they do not do remit taxes to the City

Government unlike the licensed guides who faithfully pay

fees required of them. This has affected the morale of the

local guides to the point that majority of them have left the

profession for other jobs.


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• Travel agencies/tour operators from Manila do not contract

the services of guides from Baguio. It is the tour escort who

accompanies the group that assumes the role of guiding even

if he is not familiar with Baguio. Again, this can be translated

as lost income for the City because these tour escorts will not

pay taxes to the government.

• There is lack of cooperation between tourism stakeholders

like hotels and travel agencies. Instead of recommending

licensed tour guides, they prefer to hire or subcontract front

liners or unlicensed guides. Furthermore, even some

employees of the DOT-CAR undertake tour guiding activities

during their free time.

• Lack of legislation from the City Government that will protect

the rights of tour guides and support the profession. This

specifically refers to enactment of an ordinance that will

require travel agencies or tour operators to link up with local

guides.

• Inability of the Local Government to control unlicensed tour

guides and front liners who also make tour guiding a side

line. Respondent C was very emphatic in saying they should

be caught, but no one has been apprehended so far.

In 2005, Pender and Sharpley discussed the government’s

role in tourism development. Among these are planning,

coordination, enactment of laws and regulation. National

government gives the direction for tourism in any destination; its

different levels makes its medium term and short term plans based

on the national mandate. Tourism stakeholders must be coordinated

through the efforts of government. Legislation supports and

regulates tourism activities, for without this development will not be

achieved.

The Local Government Code of 1991 has given tourism

development powers to local governments, thus it is the obligation of

the City Government to put control measures in place.


53

• Unlicensed or “fly by night” guides find the tour guiding

training of the Department of Tourism very long and rigid so

they refuse to take it.

Tour guiding is more than knowing how to point to places.

The training given by the Department of Tourism prepares potential

guides to be professionals. As such, standards have to be

maintained. Compared to other countries, the DOT training is not as

rigid. For example, in Great Britain which has one of the oldest,

strictest and most respected systems for guides, they are required to

undergo extensive 320 hours coursework that varies in course and

length throughout the British Isle. Guides must also pass all their

written and oral examinations (Cruz, 1999).

• Baguio City is very small and there is so much information

available for visitors. Visitors can just go around the City on

their own armed with brochures and maps. Because of

this, tour guides are not a priority anymore.

Tour guiding, like all jobs is not without problems, but the

situation in Baguio is both interesting and unusual because the City

continuous to be a favorite tourist destination.

IV. CONCLUSIONS AND RECOMMENDATIONS

Based on the findings of the study , the following are the

derived conclusions:

1. Tour guiding is perceived by all of the respondents as

important to the tourism industry. Tour guides provide a link

between tourists and destinations by giving information that

eventually helps in understanding and appreciation of cultures.

2. The situation of tour guiding in the city is dismal and grim

because there is very little work for tour guides. There are only

eight (8) active and licensed tour guides in the City who work on a

part time basis.

3, The factors that have led to this predicament are the

following: the seasonal nature of the tourism industry when very

few visitors come; stiff competition from unlicensed tour guides, front


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liners or “fly by night” guides, travel agencies/tour operators from

Manila and even DOT-CAR employees who moonlight as tour

guides; lack of coordination between industry stakeholders; lack of

Local Government support in terms of implementation of regulations

and legislation that will protect the rights of Baguio guides. The size

of Baguio and the abundance of available information about the City

in print/broadcast media and the internet are also contributory

factors.

Tour guiding has always been identified as an important

component of the tourism industry. Countries worldwide and other

local government units in the Philippines have recognized their

contribution to the industry. The situation in Baguio, however, has

stood out as a glaring exemption. Despite the fact that the

respondents have acknowledged their importance to the City, the

factors that have led to the slow demise of tour guising has not been

addressed. The following recommendation, therefore are presented

by the researchers in the hope that something can be done to

improve the situation.

1. Create new and exciting attractions and packages that will

require the services of tour guides. The Committee on Tourism and

Special Events is currently working on the “One Barangay, One

Product” project which will showcase products and activities of

selected barangays in the City. This will create livelihood, empower

the people and make them participants in tourism development.

Also, they are linking up with Texas Instruments and other

companies in the Export Processing Zone to open their facilities for

industrial tours. Other activities can be done such as rapelling in

Kennon Road or creation of an Igorot Village where visitors can

experience “living like the natives”. All of these can create jobs for

tour guides even during the rainy season.

2. The City Council must study the merits of Resolution No.

001 submitted by the Association of Tour Guides of Baguio and

Benguet, Inc. and make revisions where necessary so that

corresponding legislation can be passed. The claims of the tour


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guides are legitimate and must not be ignored. After all, this will

even be for the benefit of Baguio City. Other local government units

like Bohol, Cebu, Palawan, Sagada have ordinances that are pro-

tour guide and these can be adopted, too. Admittedly, there will be

many difficulties (e.g. numerous entry points to the City, negative

feedback from front liners and others) but it can be done if Baguio

would like retain its stronghold as a tourist destination.

3. The Local Government Unit must also control and monitor

the number of front liners in the City. While they assist tourists,

sometimes they become nuisance because of their number. Some

of them are not even registered and do not pay the necessary taxes.

Not only do they deprive tour guides of work, even hotels are

affected because they recommend unlicensed transient houses.

4. Tourism stakeholders must get together and do some

serious business. Tourism is a system that requires cooperation

from its component parts. Identify one vision for Baguio and work

from there. If other LGUs have done it, why not Baguio? If another

Tourism Summit is necessary, then so be it, but inputs must become

realities.

5. To professionalize tour guiding, there must be mandatory

training, licensing and accreditation of tour guides. Front liners who

are interested must undertake the necessary trainings, too.

6. Activation of tourism police who will strictly implement the

policies of tourism in the City and exercise control over front liners.

7. Make the Baguio Tourism Office a separate department

with the corresponding manpower and budget. Tourism is the

lifeblood of the City and must be given closer attention and

importance.

8. The researchers feel that this research has just uncovered

the tip of the iceberg. The tourism industry is large and varied and

many studies can still be conducted. Thus, it is recommended that

another research be conducted to validate the results of this study,

using a different set of respondents, for instance the front liners,

hotels or transient houses and the tourists.


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29 TOUR GUIDING IN BAGUIO CITY, PHILIPPINES

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