- •Федеральное агентство по образованию
- •Unit I the tourist industry step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation the tourist industry
- •Step 4 Vocabulary practice
- •Step 5 Developing reading skills
- •The Domestic Visitor
- •The International Visitor
- •Classification of International Visitors
- •The International Tourist
- •The Excursionist or the Same-Day Visitor
- •Travel Motivation
- •Climate
- •Personal Motives
- •International Tourism Trends
- •Step 6 Test tasks
- •Unit II working in tourism step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation careers in tourism
- •Step 4 Vocabulary practice
- •Step 5 Developing reading skills
- •Step 6 Test tasks
- •Unit III travel agents step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation the retail travel agent
- •Step 4 Vocabulary practice Two-Part Verbs
- •Step 5 Developing reading skills
- •Travel agents try not to miss internet boat Online Booking Threatens Traditional High Street Outlets
- •Step 6 Test tasks
- •Unit IV tour operators step I Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation tour operators
- •Step 4 Vocabulary practice
- •Hotel contracting
- •When the welcome is frosty
- •Step 5 Developing reading skills
- •Tour guides
- •Step 6 Test tasks
- •Unit V tourist promotion step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation tourist promotion
- •Step 4 Vocabulary practice
- •Step 5 Developing reading skills
- •Promotional tools
- •Brochures
- •Main Target Markets
- •Making Brochure Work
- •Copywriting
- •Grab Attention by Direct Addressing
- •Some Copywriting Hints
- •Step 6 Test tasks
- •Unit VI tourist attractions and entertainment
- •Step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation
- •Tourist attractions and entertainment
- •Step 4 Vocabulary practice
- •Compound Nouns
- •Step 5 Developing reading skills
- •How disney does it
- •Unit VII tourism and transporattion
- •Step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation
- •Tourism and transportation
- •Step 4 Vocabulary practice
- •Sail away
- •Imagine that you recently accompanied a group
- •4.1 Put the words in the right order to make correct sentences.
- •4.2. Put the underlined words into the correct order.
- •4.3. Join the verbs and prepositions and make phrasal verbs to replace the words underlined in the sentences below.
- •Step 5 Developing reading skills
- •Air transport and tourism
- •Cost Structures of Airline Companies
- •Direct Operating Costs
- •Indirect Operating Cost
- •General and Administration Costs
- •Labour Costs
- •International tourism development: problems of equipment and infrastructure
- •Ground and Station Equipment and Hospitality Services
- •Air Fare Tariffs
- •Step 6 Test tasks
- •Unit VIII accommodations and catering
- •Step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation
- •Accommodations and catering
- •Step 4 Foodservice
- •Step 5 Vocabulary practice
- •Adjectives and Word Order
- •Step 6 Developing reading skills the hotel trade in the world
- •Hotel Consortia
- •Integrated Hotel Chains
- •Hotel Franchising
- •Tourism lodgings
- •Second Homes Wholly Owned by Tourists
- •Second Homes with Shared Collective Services
- •Timeshare
- •Furnished Rented Accommodation
- •Seasonally Rented Furnished Accommodation
- •Cottages and Farmhouse Accommodation
- •Guest Lodgings
- •Social Accommodation
- •Restaurant Chains
- •Step 7 Test tasks
- •Unit IX regulation, research and development in tourism step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation regulation, research and development in tourism
- •Step 4 Vocabulary practice british and american usage
- •Step 5 Developing reading skills
- •When the heat is on
- •Overseas markets
- •External Influences on International Travel to Britain
- •Step 6 Test tasks
- •Unit X environmental tourism step 1 Vocabulary list
- •Step 2 Introduction
- •Step 3 Reading and translation the environmental tourist How to Be an Ecofriendly Tourist in the Alps
- •Step 4 Vocabulary practice - Reporting verbs
- •Step 5 Developing reading skills
- •Does tourism ruin everything that it touches?
- •A Brief History of Tourism
- •Tourism Today
- •The Future of Tourism
- •Step 6 Test tasks
- •Unit XI business travel step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation business travel
- •Step 4 Vocabulary practice
- •4.1. Match the verbs in a with the noun phrases in в to make expressions which are often used in meetings.
- •4.2. Match the adjectives in a with the nouns in b. Use a dictionary, if necessary.
- •4.3. Use the expressions from 4.2 (above) in the sentences.
- •4.4. This is an extract from a meeting about tourism in Goa. Fill in the gaps with expressions from 4.1.
- •5.1. Match the words on the left to the words on the right to make noun collocations and use the collocations in the sentences.
- •5.2. Link the adjectives with the nouns to complete the definitions below
- •Step 5 Developing reading skills
- •Travellers’ tips
- •4.1. Choose a title for the article:
- •4.2. Sentences a-e have been removed from the text. Match them to the correct boxes:
- •Step 6 Test tasks
- •The international executive lounge club
- •Unit XII customer relations in tourism step 1 Vocabulary list
- •Step 2 Introductory text
- •Step 3 Reading and translation customer relations in tourism
- •Step 4 Vocabulary practice
- •An unfortunate incident at ridgeway tours
- •Step 5 Developing reading skills handling a complaint
- •5.1. When It Pays to Complain
- •5.2. Dear Travel Agent, Please Stop the Cows Staring at me...
- •Step 6 Test tasks
- •Турфирма с грязными руками
- •Ленивого «кинуть» легко
- •Готовьте компромат
- •Contents
Step 5 Developing reading skills
Read a passage from the book by Susan Briggs *Successful tourism marketing9 and answer the questions.
Promotional tools
Most promotional activities work through the 'AIDA’ principle, which stands for Attention, Interest, Desire and Action.
To be effective your brochure will need to:
grab attention
appeal to the readers’ self-interest
arouse the desire to buy
urge the reader to take action
For brochure producers this means that the promotional message will depend on several key factors:
target market;
channel of distribution - for example, different messages may be necessary for tour operators, members of the public and tourist information centres;
type of response you need to evoke these usually divide into rational and emotional appeals;
promotional method - for example, you need a stronger and shorter message for radio advertisements than you do for a direct sales campaign when a salesperson can explain in more detail.
You should always be aware of the reasons why people buy specific products. Sometimes people appear to be buying for reasons different to their real motivations. By understanding why people buy you are more 1ikely to get your appeal to them.
These are some of the key reasons why we buy particular products:
Price: It may be that something appears to offer value for money. Sometimes we buy more expensive products because we believe they will be better than cheaper ones or we like the image they convey.
Health: Holidays are seen as healthy activities, offering the chance to relax. We buy some products because we think they are good for us.
Social: This may be a chance to be together with friends or family, or simply a desire not to get left out. Some products are purchased because it becomes nonnal to have them, rather than for rational
Status: Some products offer a chance to impress. Others are bought because they make a statement about the purchaser or make the purchaser feel good about him/herself.
Brochures
Brochures demonstrate the benefits which an organisation has to offer. Many tourism products are not tangible. By describing them in print, brochures become the only ‘evidence’ of the product so it is important that the feel and quality of the experience are conveyed by the brochure. Destinations and tours are particularly difficult to promote without print material which explains what is on offer.
Why do you need a brochure - what is it for? For example, it could be to:
inform people about tour facilities
encourage them to make a booking
encourage them to stay longer in your area or hotel
In many cases it will be for a combination of purposes - ensure you jot these down as a part of your brochure brief.
Consider also where the brochure will be used. Pre-and post-arrival print fulfill differing needs.
Main Target Markets
When writing and designing brochures you will be more successful if you paint a picture of a key reader in you mind.
It is easier to write better copy by imaging you are speaking to one typical reader. Ask yourself:
What are their ages?
What are their interests?
Where do they come from?
Are they likely to be direct consumers or intermediaries such as travel agents or tour operators?
Are they potential new clients or existing clients?
Do you need to persuade them to switch from another product or just that yours is a good one?