- •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. Look through the text and match the definitions given below with the words and phrases from the text.
a card issued by a company or a bank to a person a. brochure
with a good credit rating with the help of which
he can charge goods or services
advertising intended to keep the name of a b. familiarization
corporation in the public eye rather than give much
information about specific services
a pamphlet usually put out for promotion purposes c. throwaway
benefits other than pay raises for workers d. facilities
making smth familiar or known e. promotion
one-page advertisement that can be widely f. amenities
distributed by mail or by hand
7. a form of promotion that involves mailing brochures g. a credit card
or throwaways to a selected list of people
8. the means of spreading information h. institutional advertising
9. paid advertising and public relations efforts that in the i. fringe benefits
case of tourism encourage recreational travel
10. things such as shops parks or restaurants that j. direct mailing
make living or working in a place more pleasant
11. things that are provided in a place in order to k. publicity
make particular services or activities available
12. a special long article in a newspaper or magazine l. advertising
13. the business of encouraging people to buy goods m. feature
by means of advertisements
14. the business of bringing smth or smb to the n. media
attention of the public
2. Insert prepositions.
Labor unions fight … fringe benefits.
In France, the summer vacation has extended to the shutting … of many stores and small businesses.
Ski resorts have sprung … which attract many people who want to get out … the ski slopes for a winter weekend.
An American magazine called Gourmet appeals … lovers of good food.
Travel agents are frequently provided … free trips … tourist destination areas.
Some magazines are intended specifically … the travel trade.
Some magazines are directed … special-interest groups.
Many brochures are sent … by direct mailing … selected lists of customers by tour operators.
You should familiarize yourself … the rules before you start to play the game.
Word of mouth is a powerful force … keeping the industry honest.
3. Fill in the spaces in the following sentences with the appropriate word or phrase. Translate the sentences into Russian.
Facilities, directed, to appeal to, put out, to pinpoint, to manipulate, medium, to be intended, word of mouth, amenities, to generate, publicity, throwaways, to push.
I prefer that part of the city because there are plenty of good _______.
The _________ at the hotel are excellent – tennis courts, swimming pool, several bars and a good restaurant.
I’m sure this delighted book will ________ children of all ages.
The discovery of Titanic _________ enormous interest on both sides of the Atlantic.
Most of the money will be ________ towards developing infrastructure of this area.
The company __________ its new product.
When the market area has been _________, the advertiser tries to select the particular ________.
Tour operators distribute brochures and _________ in large numbers to travel agents in the market area they are trying to reach.
9.The most effective kind of tourist promotion is the one that cannot be ________ by the industry. This is ________, what one person says to another about his vacation.
10. Brochures are usually _______ for promotional purposes.
11. ________ might be well be termed free advertising.
12. Several magazines _______ specifically for the travel trade.
Translate the sentences from Russian into English.
A.
Город вырос и предлагает много удобств: новый торговый центр, зоны отдыха и разнообразные рестораны.
Строительство новых отелей на побережье вызвало огромный интерес у инвесторов.
Пожалуйста, направляйте свои жалобы менеджеру.
Многие журналы предназначены специально для туристов.
Как журналисты, мы должны различать факты и мнения.
Устная реклама отговаривает людей посещать этот отель из-за того, что в нем мало удобств.
Экономический спад привёл к тому, что многие компании прекратили свою работу на неопределённый срок и вынуждены были сократить рабочих.
В последнее время появилось много лыжных курортов, которые привлекают не только богатых, но и людей со средним доходом.
Правительство страны начало рекламную кампанию, чтобы привлечь иностранных туристов и таким образом помочь преодолеть огромный туристский дефицит.
Любителям хорошей еды нравится американский журнал «Гурман», предлагающий информацию о кухнях разных стран.
Так как телевизионное время очень дорого, его используют главным образом транспортные компании и правительственные турагентства для престижной рекламы фирмы.
Рекламная брошюра заинтриговала меня, и я решил провести отпуск на этом лыжном курорте.
Правительство использует средства информации, чтобы привлечь туристов.
Чтобы заинтриговать публику, нужно начать хорошую рекламную кампанию.
Ознакомительные поездки предлагаются людям, работающим в туриндустрии, особенно туроператорам и работникам транспортных компаний.
B. Продвижение является одним из компонентов маркетингового комплекса, применяемым туристскими фирмами для оказания воздействия на тех, от кого зависит продажа их продукта. Оно включает в себя четыре основных элемента.
Реклама – форма, которая используется для достижения множества целей, а именно создания имиджа продукта. Реклама – это оплачиваемое средство общения через прессу (путеводители, журналы, газеты, почтовая корреспонденция, телевидение, радио) о продукте, которая представляет спонсора.
Паблик рилейшинз применяет средства массовой информации для освещения туристского продукта или изменения общественного мнения о нём. Информация передаётся с помощью пресс-релизов или редакционных заметок, а также опровержений. Чтобы предотвратить появление недобросовестной информации, компании часто устанавливают знакомства с влиятельными информационными агентствами.
Продвижение продаж используется компаниями для стимулирования желаемого результата от потенциальных клиентов. Например, в индустрии гостеприимства практикуются предложения бесплатных ночевок в отелях или бесплатной дегустации крепких напитков в ресторанах в целях повышения спроса на их продукцию. Конечно, эти мероприятия повышают себестоимость продукта, поэтому их применяют в течение непродолжительного времени.
Персональная продажа. Этот метод включает в основном общение «тет-а-тет» или по телефону между продавцом и клиентами. Его часто применяют, например, менеджеры по организации конференций крупных гостиничных комплексов.
Speaking
Planning a promotional campaign. Divide into groups. You are going to plan a campaign to promote tourism in the region where you are studying. These are your main aims:
to promote the region in general as a destination for potential tourists;
to promote a particular annual event, such as a festival, a sporting tournament, or an anniversary of a local building or institution.
You will need to research and plan your campaign very carefully. Follow the guidelines below.
Define exactly what it is that your region offers to tourists and visitors. Decide which annual event you are going to promote in particular (you can invent one if necessary).
2. Identify your target market and describe likely market segments. Who are your potential customers? What are their common characteristics?
3. Set detailed objectives for the campaign. Are you trying to attract new customers, maintain existing ones, raise awareness in general? What areas are you particularly aiming to increase?
4. Identify the best way to reach your target markets. Which promotional activities and methods are you going to use?
5. Identify the resources you will need to carry out your campaign.
6. Set a schedule for the next twelve months for both:
the general campaign to promote your region, and
the promotion of the annual event you have chosen.
Prepare your opinions and plans in the form of a report that can be shown to the rest of the class.
Part two
Reading
How to sell your product
Travel agents are concerned with direct face-to face promotion and selling. You are going to read the article, “How to sell your product”, which gives travel agents some information on the five stages of selling.