- •Министерство образования и науки Российской Федерации
- •Предисловие
- •1. Answer the questions.
- •2. Read the statements, define whether they are true or false, speak on them.
- •1. Look through the text and match the definitions given below with the words and phrases from the text.
- •2. Fill in the spaces in the following sentences with the appropriate word or phrase.
- •3. Translate the sentences from Russian into English.
- •Included in tourism statistics
- •2.The World Tourism Organization’s Classification of Tourism
- •1. Read the statements and say whether they are true or false.
- •2. Sum up the interview with Dr. Garcia.
- •Vocabulary focus
- •1. Some words are very similar in meaning, and it is important to know exactly when, where and how you can use them. Study the definitions and then complete the sentences.
- •2. Study the words in the box below. If you don’t know their meanings, look them up in the dictionary. Match the people in the box to these sentences.
- •1. Complete the passage below by putting the words in brackets into either the Past Simple or Present Perfect Tense. The Spanish Tourist Industry
- •2. Give Russian equivalents to the following English words and phrases.
- •3. Say what you have learned from the text about the development of the Spanish tourist industry.
- •4. Complete the text using the correct forms of the verbs in brackets.
- •5. Explain the meanings of the following words.
- •6. Answer the questions.
- •1. Find the words in the text with the following meanings:
- •2. Prepare to speak about tourism development in Russia. Find information and make Russia fact file.
- •3. Discuss the trends in tourism in Russia along the following lines:
- •Tourism and Transportation
- •1. Answer the questions.
- •1. Why is transportation vital aspect of the total tourist industry?
- •2. Sum up what you’ve learned from the text about:
- •3. Read the statements, define whether they are true or false, speak on them.
- •1. Look through the text and match the definitions given below with the words and phrases from the text.
- •2. Insert prepositions.
- •3. Fill in the spaces in the following sentences with the appropriate word or phrase.
- •4. Translate the sentences from Russian into English.
- •2. Think and answer:
- •Air Travel
- •2. In the interview you heard about the stages in planning a flight programme. Complete the chart using information from the interview.
- •3. Sum up the information you've learned from the interview.
- •Vocabulary focus
- •1. At the airport
- •2. Talking about procedures
- •2. Now use the paragraphs you have written above to complete the text of the “welcome aboard” notice.
- •3. A tour operator is talking to a colleague about a disastrous cruise. Read what he says and rewrite the information using the passive in the appropriate tense.
- •1. Will or present simple? Read the sentence and put the verbs into the correct tense forms.
- •2. Will or going to? Fill in the blanks with will or the correct form of going to.
- •1. Answer the questions.
- •2. Sum up what you’ve learned from the text about:
- •3. Read the statements, define whether they are true or false, speak on them.
- •1. Look through the text and match the definitions given below with the words and phrases from the text.
- •2. Fill in the spaces in the following sentences with the appropriate word or phrase.
- •3. Insert prepositions.
- •2. Think and answer:
- •Hotel operation
- •Vocabulary practice
- •1. The following words and phrases on the left are taken from the text. Match them with the correct meaning on the right according to how they are used in the passage.
- •Vocabulary practice
- •2. Word building. The word in capitals at the end of each sentence can be used to form a word that fits suitably in the blank space.
- •3. Checking out. Fill in the spaces in the following sentences with the appropriate word or phrase. Use each verb once only and remember to put it into the correct form.
- •1. Read the extract from the study concerning the construction of a new hotel in London. Note the way in which the underlined words are used.
- •2. Which conjunction would you use to link these pairs of sentences? Choose from the ones in the brackets.
- •4. Complete the passage about a theme park near London using suitable conjunctions.
- •Vocabulary practice
- •1. Answer the questions.
- •2. Sum up what you’ve learned from the text about:
- •3. Read the statements, define whether they are true or false, speak on them.
- •1. Look through the text and match the definitions given below with the words and phrases from the text.
- •2. Insert prepositions.
- •3. Complete the sentences using the words given below in a proper form.
- •4. Translate the sentences from Russian into English.
- •1. Answer the questions:
- •2. Sum up the interview with Signor Pacini.
- •2. A passenger at an airport is being asked about his hotel arrangements. Rephrase the interviewer’s questions beginning with the polite phrases in brackets. The first one has been done for you.
- •Overseas markets
- •1. Using the information from the text discuss development of tourism in Russia along the following lines:
- •2. Speak about prospects for tourism development in Russia.
- •3. Find the statistics for tourist travel in the current year and discuss it with your group mates. Use the questions below.
- •1. Answer the questions
- •2. Sum up what you’ve learned from the text about:
- •3. Read the statements, define whether they are true or false, speak on them.
- •1. Look through the text and match the definitions given below with the words and phrases from the text.
- •2. Insert prepositions.
- •3. Fill in the spaces in the following sentences with the appropriate word or phrase. Translate the sentences into Russian.
- •1. Before you read, what order do you think these five stages would be in?
- •2. Now read the article to identify the correct order and provide the five missing sub-headings. How to sell your product
- •3. At which of the five stages might you hear someone say the following?
- •4. What would you say in these situations? Discuss in groups.
- •5. Now role-ply one of these situations.
- •1. Here are some advertisements for specialist holidays. Read them quickly and identify the type of holiday being advertised in each one.
- •2. Listen to these three conversations on the telephone. In each call the enquirer is asking for more details about one of the advertised holidays.
- •Vocabulary practice
- •1. Marketing. Choose the word which best completes each sentence.
- •1. Referring to the future.
- •2. Complete the sentences using the correct form of the verb.
- •1. Read an interview with George Webber who works for a large tour operator. He is talking about "familiarization trips".
- •2. Answer the questions:
- •3. Summarize the interview with George Webber. Discuss what questions you would put on a fam trip questionnaire to make sure that travel agency employees used their time well. Make a list.
- •1. Look at the slogans and extracts from advertisements connected with tourism (1-11). Match them with the destinations and services (a-k) listed below.
- •2. The advertising slogans are all from newspapers, magazines, and display posters. What other forms of tourist advertising and promotional activity can you think of? Make a list.
- •3. Here are some different ways of promoting a tourism product or service. What are the advantages and disadvantages of each? Are any of them particularly suitable for certain products and services?
- •4. Which type of promotional activity do you think would be best for the following? Give your reasons.
2. Think and answer:
How well is hotel business developed in Russia?
What kinds of accommodations do Russian tourist companies offer? What do you know about the quality of this service?
What is a typical “packaged hotel” in Russia?
Can you give examples of high class hotels in Russia?
Does the price of accommodation in Russia reflect the quality of the service? Why (not)?
What do you know about catering service in Russia hotels?
Is it similar to that in international hotels?
Do foreign tourists like Russian food?
What Russian food is most popular with tourists?
What problems do hotels in Russia face?
How do they cope with these problems?
Part two
Listening and reading
Listen to the tape and read the text
Pre-reading
In economic terms, what do hotel rooms and airline seats have in common?
Location and price are two important factors people consider when choosing a place to stay. Which of these factors is likely to be more important
a) to a business traveller?
to a holidaymaker?
Why?
Skim and scan
a) How much can it cost to build a hotel room in central London?
b) Which night is likely to be more profitable for a hotel used mainly by business travelers – Monday or Friday? Why?
What do a hotel's 'psychological characteristics' consist of?
Hotel operation
Hotels and other residential establishments share a number of marketing problems. In the first place, what is sold to the tourist is not a single product but the sum of a variety of different products, each of which could be the principal factor accounting for the customer's choice.
First and foremost, a customer's choice is likely to be based on location, a key factor in the profitability of the unit. Location implies both the destination (resort for the holidaymaker, convenient stopover point for the traveller, city for the business traveller) and the location within that destination. Thus the business traveller will want to be at a hotel close to the company he visits, the seaside holidaymaker will wish to be as close as possible to the seafront, and the traveller will want to be close to the airport from which he is leaving. In economic terms a "trade-off" will occur between location and price; the tourist, unable to afford a seafront property, will opt for the one closest to the front which fits his pocket. Location is, of course, fixed for all time. If the resort loses its attractions for visitors, the hotel will suffer an equivalent decline in its fortunes.
The fact that high fixed costs are incurred in both building and operating hotels compounds the risk of hotel operating. City centre sites are extremely expensive to purchase and run (estimates for central London have ranged as high as £130,000 per room for hotel construction), requiring very high room prices. The market may resist such prices but is nevertheless reluctant to be based at any distance from the centres of activity, even where good transportation is available.
The demand for hotel rooms will come from a widely distributed market, nationally or internationally, whereas the market for other facilities which the hotel has to offer will be highly localised. In addition to providing food and drink for its own residents, the hotel will be marketing these services to tourists or residents within only a short distance of the site. Clearly a very different market segment will be involved, calling for different advertising, promotion and distribution strategies.
Another characteristic of the product is that it is seldom uniformly in demand throughout the year. Tourist hotels in particular suffer from levels of very high demand during the summer and negligible demand in the winter months. Even hotels catering chiefly to business travellers, while they may experience consistent demand during the year, will find that demand is largely for Monday-Thursday nights and they will have a problem in attracting weekend business, a problem known as periodicity as apart from seasonality. This lack of flexibility in room supply and the fact that the product itself is highly perishable (if rooms are unsold there is no opportunity to "store" them and sell them later) mean that great efforts in marketing must be made to attract off-peak customers, while potential revenue has to be sacrificed during the peak season because demand is greater than supply. Even with creative selling, such as discounted winter-breaks which the hotels have now introduced, many tourist hotels in seasonal locations such as seasides will be lucky to achieve average year-round occupancy of more than 50 per cent. These hotels are then faced with the choice of staying open in the winter, with the hope of making sufficient income to cover their direct operating costs for the period, or closing completely for several months of the year. The problem with the latter course of action is that a number of hotel costs, such as rates and depreciation, will continue whether or not the hotel remains open. Temporary closure also has an impact on staff recruitment, with the attendant (difficulties of obtaining staff of the right calibre for jobs which are only seasonal. In recent years more and more of the larger hotels have opted to stay open year-round, with special packages designed to attract the off-season market. The increase in second holidays in Britain has helped in this endeavour.
We have talked chiefly in terms of the physical characteristics of a hotel which attract its market, but no less important are the psychological factors such as service, "atmosphere", even the other guests with whom the customer will come in contact. Any or all of these factors will be taken into consideration by customers in making their choice of hotel.
'The Business of Tourism', Holloway, J. Christopher (MacDonald & Evans),
2nd edn, 1995
Notes on the text
first and foremost – прежде всего
to localize – ограничивать распространение, локализировать
negligible – незначительный, непринимаемый во внимание
perishable – скоропортящийся
calibre – достоинство, калибр
endeavour – попытка, старание
attendant difficulties – сопутствующие трудности