- •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.
1. Using the information from the text discuss development of tourism in Russia along the following lines:
What government body in Russia is responsible for promoting Russia as a tourist destination?
What factors influence the development of international tourism in Russia?
What are the main attractions of Russia for foreign travellers?
What nationalities are Russia's most frequent visitors? Why?
What is Russia’s biggest potential growth market for tourism? Why do you think so?
What needs to be done to persuade more people to visit Russia?
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.
What countries head the list of the most popular tourist destination?
What makes them so attractive for tourists?
What countries are at the bottom of the list? Why?
Where is Russia on the list?
Are you satisfied with its position in the world of tourism?
UNIT V TOURIST PROMOTION
Part one
Words to remember
to retain the market – сохранить, поддержать рынок
fringe benefits – льготы, предоставляемые по месту работы помимо заработной платы: напр., оплаченные отпуска, служебный автомобиль и т.п.
to overcome seasonal bias – преодолеть сезонные тенденции, сезонность
retail – розничный; розничная продажа
to launch an advertising campaign – начать, развернуть рекламную кампанию
publicity – гласность
advertising – реклама (как вид деятельности)
advertisement – реклама (как продукт рекламы); рекламное объявление
feature – большая газетная статья
facilities (pl.) – оборудование, сооружения; средства, возможности, благоприятные условия для осуществления какой-л. деятельности
amenities (pl.) – удобства; все, что способствует хорошему настроению, отдыху
familiarization – ознакомление, осваивание
tourist-generating regions – регионы-поставщики туристов
to pinpoint – точно определить
institutional advertising – престижная реклама фирмы; институциональная реклама (рекламирование достоинств компании)
in the public view (eye) – на виду, в центре внимания
throwaway – рекламный листок
direct mailing – прямая почтовая рассылка
word of mouth – «из уст в уста»; устная реклама; передача информации при устном общении
Reading
Read the text, then look through the comprehension exercises and speak on the text.
Tourist Promotion
There have been three aims of most tourist promotion lately. The first has been to retain the established market of people for whom travel is a normal form of recreation.
The second purpose of tourist promotion has been to increase the size of the market. In order the tourism to grow, it is necessary to attract people who would not have traveled much until the last few years. It is significant for tourism that labor unions now fight for fringe benefits such as longer paid vacations and shorter work weeks. A three-day weekend, a distinct possibility in the not-too-distant future, would almost certainly cause an increase at least in domestic tourism.
The third goal of tourist promotion has been to overcome what might best be called its seasonal bias. In many countries, summer was the traditional vacation season. In France, the summer vacation has extended even to the shutting down of many stores and small businesses. Hundreds of thousands of Frenchmen leave Paris in August for the south of France or for destinations outside the country.
Winter vacations have been heavily promoted to spread tourism more evenly throughout the year. There has been a big increase in facilities for winter sports. Ski resorts have sprung up which attract not just the wealthy to resorts but also the office and factory workers who want to get out on the ski slopes for a winter weekend.
Many different organizations are involved in tourist promotion. They include official and semiofficial tourist bureaus, the transportation companies, tour operators, retail travel agents, and individual hotels or hotel chains. Through their tourist offices, governments do a great deal of tourist promotion, both in the form of advertising and publicity. Governments of some countries launched an advertising campaign to attract foreign visitors and thereby help overcome their huge tourist deficit.
There are two major kinds of promotion – publicity and advertising. Publicity might well be termed free advertising. It consists of stories placed in newspapers and magazines about travel, accommodations, restaurants, and other parts of the whole tourist industry. Many newspapers and magazines carry such stories regularly as features. Professional travel writers journey from resort area to resort area to report on the facilities and amenities that are available.
News events that apparently have nothing to do with tourism frequently provide a great deal of indirect publicity for the industry. The Olympic Games are an excellent example. Stories about the Olympics appear on the sports pages, but a desire to see the Games is generated in many people by all the publicity. Some news events, on the other hand, discourage tourism – the bombing of luxurious hotels in San Juan, for example.
Another kind of tourist-connected public relations comes under the heading familiarization. People in the industry, especially those involved in sales – travel agents – are frequently provided with free trips to tourist destinations. They will be able to answer questions from their own experience. Familiarization trips are often extended to other people in the tourist industry, especially tour operators and employees of the transportation companies and government bureaus.
Tourist advertising is a large business in itself. Most of the advertising is directed toward the large tourist-generating regions.
Media, the plural of medium, is a term that is used for the different means of spreading information in the form of news and advertising. Newspapers and magazines – the print media, and radio and television – the broadcast media – are usually included in the term. Once the market area has been pinpointed, the advertiser tries to select the particular medium that will reach those people who are likely to purchase the services that he is promoting.
Television reaches the largest market, one that generally cuts across different social and income groups. TV time is also very expensive, so it is used principally by transportation companies and government tourist agencies for institutional advertising, keeping the name of the company or the region in the public view without giving many specific details about services. Radio serves a more limited audience since it cannot transmit the beautiful pictures and colours of television. But it is unique because it can reach people driving their automobiles.
Of the print media, newspapers reach the broadest group of people. Many papers in big tourist markets have a weekly travel section. In addition to feature stories, the travel section carries many ads for particular tours and particular resorts.
Most magazines nowadays are directed to special-interest groups. Gourmet is a good example. Some institutional advertising appears in magazines, but for the most part they carry advertising directed to the groups who read the magazines. Some magazines are intended specifically for the travel trade.
Another form of advertising is the brochure. It can be an elaborate pamphlet on glossy paper with beautiful color photographs, or a simple throwaway with a page of details for a tour. Tour operators distribute brochures and throwaways in large numbers to travel agents in the market area they are trying to reach. In addition, many of them are sent out by direct mailing to selected list of customers by tour operators and travel agents. The names and addresses are gathered from those who have been on previous tours, from people who hold credit cards, or from similar sources.
Perhaps the most effective kind of tourist promotion is the one that cannot be manipulated by the industry. This is word of mouth, what one person says to another about his vacation. And this is indeed a major topic of conversation among people who travel. Like news stories, the results of word of mouth can be good or bad. A recommendation of a resort or hotel by one family to another can significantly influence the choice people are likely to make. On the other hand, bad report spread around by disgruntled tourists may sharply cut tourism.
Among other things, word of mouth guarantees that the tourist industry will provide more or less what it promises. One might say that it is a powerful force in keeping the industry honest.
Comprehension