Tourism EnglishUNIT 8

Part I Lecture Time Assigned

PART

MODULESCONTENTS

STUDIEDPERIOD

S

I Text A Other Servic

e 1

II Text B Tourism Marketing 0-5

III Listening The Hermosa Development 0.5

IV Practical Writing How to write a

contract0.5

V 　　

Consolidation

Speaking

1 Reading Writing

VI. Case Problems 0.5

Total Six PartsListening

speakingReadingWriting

4

Learning Objectives

Get to know the other service in tourism Understand the importance of Tourism

marketing Learn to write a contract Be able to talk about tourism development

Text A 　Other Service

Learning Objectives:

1.Get to know the other service

2.Learn to help the tourists go shopping

3.Understand how to make the tourists enjoy the activities

Part I.

Sub-tour provide tourists more and more opportunities to

experience the “off-the _beaten path” activities. They are a range of activities such as sports,

parties, banquets and performances, allowing participants a chance to enjoy extension. A fully arranged sub-tour is offered optionally at

extra cost. Extension may occur before, during or after the

basic travel package.

A Tour Guide Dutiesin terms of alternative programs

courteous and attentive to guest’s needs, explain new materials, motivate them when needed clarify their doubts or encourage them interact effectively with the culture. provide them with useful information, clever tour ideas, time-saving

advice, collect fees that not included in the tour cost , make reservations and arrange local transportation.

Should not under any circumstances comply with requests to visit areas that are off limits to foreign visitors.

If a guest persists with such requests, a tour guide should decline tactfully, ensuring that the reasons for refusal are explained clearly and patiently to tourists. Guess should be dissuaded from visiting crowded and unsafe areas.

Common alternative programs

Sports sea sports and sun-worshipping into-in-door or out-door exercise. Water sports such as diving, snorkeling, sea kayaking, beach

volleyball. banana boat , Golfing, skating, hiking are also favored by

tourists.

Common alternative programs

Banquets dinner parties with local cuisine, cocktail parties, barbecue dinners, buffet dinners and so on. Some dinner parties are planned, but others are not. If the guide is invited to attend such kind of parties, assist to make necessary

arrangement and give brief introduction to each course presented and some of

the etiquettes associated with eating in China.

Common alternative programs Sampling Local Food

China is a country proud of its culinary heritage, and of its wide sampling of local cuisine.

It is apparent how China earned its reputation as the Land of gourmet.

Savoring prestigious Chinese food is one of the not-to-miss activities for tourists visiting China who would like to gain locals’ experience.

Some even developed a strong liking . Many tourists revisit the same destination for on the only-to dine. In most cases the tour guide also need to assist with the booking of seats. Making an o

rder, arranging transfer service, car rental, etc. to ensure dining pleasure and safety. Always keep in mind that recommend those licensed restaurants with good reputation or those designated by local authority.

Common alternative programs

Pilgrimage China is a very good religious holiday destination which features countless

Buddhist temples, shrines, a great number of mosques, churches, etc. These pilgrim centers particularly constitute a very important element of

travel and tourism. A visit to those places is spiritual experience. tourists practice different religions may ask for the TG’s( tour guide’s )

assistance to make arrangement for a pilgrimage.

Common alternative programs Unescorted Tour/Free Time Activities Allow guest some free time to do some exploration on their own. Most western guests are non-intrusive. Free time activities off the normal tourist track, make the guests’ tour a truly

memorial experience. In some cases they prefer a relaxing and laid-back day; in other times they ma

y choose to do an unescorted tour. Don’t forget to tell them the main activities that the locations may offer, admi

ssion casts, what each activity contains and in which locations they are available.

Guests or at least a tour leader should be given a guide map, distance and driving times.

Common alternative programs Local　Events　and　Performances The brilliant and fascinating Chinese culture always captivates foreign tourists. The v

ariety of culture and religions are a direct reflection of the diversity of ethnic minorities living in China. With festivals taking place throughout the year, viewing local events is a passion tourists take very seriously.

It is the tour guide’s job to provide a description before events. Provide unique insights on the activities or the program to guests to make them fully enjoy what seem exotic to them while peeking into the events. Their insights and knowledge undoubtedly add greatly to the trip.

Recommend theaters which give outstanding performances. Help them to make reservation for entertainment event that must be booked in advance, and arrange local transportation. While guests are watching the show, the guide should not leave his or her post. At a very large venue, the guide should remind guests not to wander off( or, to stay together) and should watch guests’ movements and surroundings for potential mishaps.

Common alternative programs 　Nightlife Night-stops are great pastime for a holiday maker. it is a perfect way to refresh and reenergize body and mind. entertainment options : nightclubs, karaoke bars and other entert

ainment places with live show performances, cabaret and local opera show and live music bands and so on.

Recommend authentic venues which do provide a safety factor and distinct entertainment environments.

Common alternative programs Shopping Chinese dazzling handicrafts enjoy a great popularity among the people with a large v

ariety. Thus purchasing local products is indispensable section in the whole tour. Before heading to the stores, do equip your guests with some basic information on loc

al practices and conditions. The　shopping　tips Firstly, avoid exchange money on the street, as it may well be counterfeit. Advice gu

ests to exchange their cash at a bank or at the hotel, though the rates are not as preferable. Take special care to their purse when they pay. Furthermore tell tourists where credit card are accepted and where prices are negotiable.

Secondly, check the refund and return policy and review warranties. Ask the store to issue the guest a special invoice known as a receipt which the store will offer a refund if the good has any flaw.

　Thirdly, recommend locations with high reputation to ensure comfortable buying .

In Conclusion

The diversity of optional activities is a pivotal part of the tour. A guide ought to plan every detail meticulous so as to allow his or her guests to enjoy the activities and events that are “ out of the ordinary”. So basically, travelers should consider two issues: what kind of services they will be offered and how safe they need to feel. All in all, a tour guide should guarantee the two missions mentioned about to be fully implemented.

Questions for Discussion

Besides some common activities included in the itinerary, what special activities travel agency will provide to the clients?

If a guest persists to visit crowded and unsafe areas, what should the tour guide do?

What kinds of outdoor exercises the tourists can take? What kind of activities may included in a banquet? Why must guests ask the store to issue a special invoice wh

en they purchase goods in a store?

Tourism Marketing

Learning Objectives:

1.Get to know the importance of tourism marketing

2.Learn the marketing mix

3.Understand the four Ps in marketing

Part II. Text B

Marketing

marketing is a very broad concept, of which advertising and selling are only two facets. Marketing has been defined in a variety of ways. It refers to the performance of business activities that direct the flow of goods and services from the producer to the consumer or user. Other stated that marketing is the delivery of the standard of living to society.

The heart of good marketing management today is the marketing

concept, or a consumer orientation.

Unfavorable image of marketing

images of used car salesperson, TV furniture advertisers, high-pressure selling, and gimmicks, leading to the perception of marketing in terms of stereotypes.

In fact, marketing plays a critical role in all organizations whether they are nonprofit educational institutions,, tourist resorts, or manufacturers.

The role of marketing is to match the right product　or service with the right　market or audience.

Marketing program

The marketing program combines a number of elements into a workable whole-a viable, strategic plan.

The tourism marketing manager must constantly search for the right marketing mix-the right combination of elements that will produce a profit.

The marketing mix is composed of every factor that influences the marketing efforts.

Marketing Mix Timing. Holidays, high season, low season, upward trend in the business cycle, and so on must all be considered. Brands. The consumer needs help in remembering you product. Names, trademarks, labels, logos, and other

identification marks all assist the consumer in identifying and recalling information about your product. Packaging . Although tourism services do not require a physical package, packaging is still an important factor.

For example, transportation, lodging, amenities, and recreation activities can be packaged and sold together or separately. Family plans or single plans are other forms of packaging.

Pricing. Pricing affects not only sales volume but also the image of the product. A multitude of pricing options exist, ranging from discount prices to premium prices.

Channels　of　distribution. The product must be accessible to the consumer. Direct selling, retail travel agents, wholesale tour operators, or a combination of these methods all comprise distribution channels that must be developed.

Product. The physical attributes of the product help to determine its position against the competition and provide guidelines on how to best compete.

Image. The consumer’s perception of the product depends to a great extent on the important factors of reputation and quality.

Advertising. Paid promotion is critical, and the questions of when, where, and how to promote must be carefully considered.

Selling. Internal and external selling are essential components for success, and various sales techniques must be incorporated in the marketing plan.

Public　relation. Even the most carefully drawn marketing plan will fail without good relations with the visitors, the community, suppliers, and employees.

Four Ps the　four　Ps: product, place, promotion and price. Place is really concerned with distribution. What agencies, channels, and institutions

can be linked together most effectively to give the consumer easy access to the purchase of your product? Where is the right place to market your product?

　Promotion communicates the benefits of the product to the potential customers and includes not only advertising but sales promotion, public relations, and personal selling. The right promotional mix will use each of these promotional techniques as needed for effective communication.

Price is critical variable in the marketing mix. The right price must both satisfy customers and meet your profit objectives.

A　product is much more than a combination of raw materials. It is actually a bundle of satisfactions and benefits for the consumer. Creating the right service or product is not easy; consumer needs , wants, and desires are constantly changing, and competitive forces typically carry products through a life cycle, so that a product that is successful at one point declines and dies at a later time.

Questions for Discussion

What is marketing? What role does it play in society?

What is the heat of good marketing management?

What are the four Ps?

Text A Recording

China　is　a　country　proud　of　its　__----　heritage,　and　of　its　wide　　---of　local　cuisine.　It　is　apparent　how　China　earned　its　reputation　as　the　Land　of　gourmet.　　----prestigious　Chinese　food　is　one　of　the　not-to-miss　activities　for　tourists　visiting　China　who　would　like　to　gain　locals’　experience.　Some　even　developed　a　strong　liking　.　Many　tourists　revisit　the　same　destination　for　on　the　only-to　dine.　Since　there　are　scores　of　restaurants　and　cuisines　to　choose　from,　so　tourists　are　　_----to　choose.　Therefore,　they　are　likely　to　need　the　tour　guide’s　suggestions.　In　most　cases　the　tour　guide　also　need　to　assist　with　the　booking　of　seats.　Making　an　order,　arranging　　-----,　car　rental,　etc.　to　ensure　　----pleasure　and　safety.　Always　keep　in　mind　that　recommend　those　_----restaurants　with　good　　---　or　those　　----　by　local　authority.　　 　　　

Fill in the blanks KEYS

1 1.Place is really concerned with ____. What agencies, channels, and institutions can be linked together most effectively to give the consumer easy access to the ____ of your product?

　　　　　　　　2.　Promotion communicates the ____ of the product to the ____ and includes not only advertising but sales promotion, public relations, and personal selling.

3.　Price is critical variable in the marketing mix. The right price must both _____ and meet your _____.

4.A product is much more than a _____ of raw materials. It is actually a -____- of satisfactions and benefits for the consumer.

.

Listen and fill in the blanks

KEYS

The Text and Its Recording Text B

Part III. Listening

　　　　The　Hermosa　DevelopmentThe　Hermosa　Development

1.Study　the　Words　And　Proper　Names.　2.　Be　able　to　talk　about　　tourism　development3.Listen　To　Dialogue　　And　Answer　The　Questions　　　　Listed　After　The　Dialogue4.Make　Pair　Task　　　

The Dialogue and Its Recording

NextSlide

The Hermosa Development

Hermosa is a beautiful island whose government wants to increase tourism. Listen to a development proposal and mark the sites on the map. Then answer the questions.

How will visitors get to the island? Where is the new resort going to be built? What will the new visitors’ center have? What types of accommodation will there be? What is the main benefit of the proposal?

Listening comprehensionKEYS

Part IV. Writing

How to write a contractHow to write a contract

1.Get　to　　　know　the　　format　of　tourism　contract2.Sample　3. 　Translate　the　contract　into　English.　

How to write a contract A contract is an agreement, which is based on bilateral consent, sets forth the binding o

bligations of the parties concerned , and is enforced by law once signed or entered into by the parties concerned. There are a few types of contracts commonly used in the tourism industry, such as sales contacts, purchase contracts, booking contracts, etc. depending on the nature and the function of the document.

A contract contains the following components: 1.topics such as sales contract, booking contract;2. Preamble refers to the information about the two parties including names, address, teles, fax, etc;3. basic terms, such as terms of payment;4. signature of both parties;5. supplementary or appendices.

Because a contract is legally binding and involves financial loss or gain, there are several basic requirements in drafting a contract in terms of its language. Legal documents such as a contract require precision, conciseness and clarity. Precision protects the legitimate and rightful interests of all parties of the contract. Painstaking effort should therefore be taken during the process of contract drafting to express exactly what the parties intend to say. Conciseness refers to brevity and shortness of expression and statement and the act of freeing from all elaboration and superfluous elements, which is very important in achieving effective legal language. Clarity is the quality of no obscurity or ambiguity required by any legal document.

Sample (abstracted ) China__ International Travel Service( hereinafter referred to as Party A ) and

__ ( hereinafter referred to as Party B) have, on the basis equality, mutual benefit and friendly co-operation, reached the following agreement and signed this contract on mutual rights and obligations in the development of the joint industry.

The contract and the appendix to the contract constitute an inseparable integrity. Both the transcript of the contract and the articles in the appendix to the contract hole the same authenticity.

Article 1 Party B plans___ to organize __- tours ( or delegations) with tourists to visit

China from ___ to __.

KEYSPart I Listening Activities

Listening 1

1. culinary 2. sampling 3.4 reputation 4.prestigious 5. cuisines 6. spoiled 7.transfer service 8. dining 9. licensed 10. reputation 11. designated

Listening 2

1. distribution, purchase 2. benefits , potential customers 3. satisfy customers, profit objectives 4. combination , bundle

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Part V. CONSOLIDATION ：

Speaking: Talking about tourism development

Reading Writing: Contract

Speaking:Role play

Work in groups. You are the Hermosa Board. Choose one of the possible sites for

development. Then prepare and give a presentation to support your choice .Consider the following points.

Transport How will holidaymakers get to and around the island? Airport new roads for cars and buses Ferry service car rental, bicycle and motorbike hire services Entertainment/activities Historical/sightseeing trips water sports Bars and restaurants hiking Accommodation Hotels and hostels self-catering apartments Camp sites rooms in family homes

Writing exercise

Find an authentic contract written in Chinese, study its content and format, and put it into English.

Part VI. Case Problems

What will be done if the tourist is stung by bees in the course of the tour?

What can be done if a tourist falls/tumbles and hurts or breaks his limb accidently?

What should the guide do if a foreign tourist keeps raising hot questions that have accused debate between China and the West

What will the guide do if the prearranged soft berths have been changed to hard berths when seeing off the party at the train station?

Word bank 　　　　　Excursion　远足，游览 courteous　有礼貌的 Attentive　专心的 alternative　可供选择的 Preferable　　更好的 invoice　发票 　Refund　　　退还，偿还 flaw　　　缺点，裂纹 Prestigious　享有声望的 intrusive　打扰的 Savor　　尝到或闻到，尽情享受 insight　　洞察力  Exotic　异国情调 mishap　　灾难，危险 Meticulous　　小心翼翼的 not-to-miss　不可错失的 Comply　with　照做 laid-back　　　　松散的 Go　through　the　procedure(　formalities)　办理手续 Reservation,　booking　room　　　订房间 registration　登记 Permanent　address　　永久性地址 date　of　arrival　抵达日期 Length　of　stay　拟住天数 hospitality　招待周到 Valuables　贵重品 temporary　registration　form　临时住宿登记表 Paid　in　advance　　已预付 bulletin　启事， 通知 Bell　service　行李房 luggage　tag　行李标签 Registered　luggage　托运行李 unaccompanied　luggage　不随身携带行李 Service　charge　服务费 cash　payment　付现款 Standard　guest　room　标准客房 deluxe　guest　room　特等客房 Twin　room　with　private　bath　　带浴室两张单人床客房 suite　套房 Special　rate 特价房 bungalow　　　平房 Room　rate　房价 child　rate　儿童房价 Full　comp　全免 service　counter　服务台 Laundry　service　洗衣服务

Have a nice class!Have a nice class!

Thank You !Thank You !