旅游英语(高级)

南开大学出版社旅游英语（高级）第二版段开成编著LessonOneTextTravelandTourism1.Whatisthetravelindustry?Thetravelindustrycomprisesthousandsofdiverseorganizationandbusinessesthatareinvolveddirectlyorindirectlyinproducingandprovidingproductsandservicesfortravelers.2.Themaincategoriesoftravelindustry:a.directproviders(chartone)b.supportingbusinessofdirectproviders(charttwo)c.Developmentorganizations(chartthree)ChartOneChartTwoDirectproviders:AirlinesHotelsGroundtransportationsTravelagenciesRestaurantsRetailshopsSupportserviceBasicsuppliersandservicesContractlaundryContractfoodserviceSpecializedservicesTourorganizersTravelandtradepublicationsHotelmanagementfirmsTravelresearchfirmsChartthreeDevelopmentorganizationsplannersGovernmentagenciesFinancialinstitutionsRealestatedevelopersEducationalandvocationaltraininginstitutionsSevengroupsorcomponentsintravelindustryA.Threebasicserviceproviders:transportationservicea.Airtransportationandservicesb.Maritimetransportationandservicesc.GroundtransportationandservicesB.TwoEntertainingproviders:a.Thehospitalityindustryb.ThetouristattractionsC.TwoDistributors:a.Wholesalecompaniesb.RetailtravelagenciesAlargeanddynamicbusinessa.Thelargestandthefastestgrowingindustryinthewholeworld.Itspanstheglobeandprovidesemploymentandrevenue.b.Internationaltourismistheworld’slargestexportearnerandimportantfactorinthebalanceofpaymentsofmanycountries.c.Tourismjobsandbusinessesareusuallycreatedinthemostunderdevelopedregionsofacountry.BackgroundNotesA.WorldTravelandTourismCouncil(WTTC):Aglobalcoalitionofchiefexecutiveofficersofcompaniesinvarioussectorsoftravelandtourism,includingtransportation,accommodation,catering,recreation,culturalandtravelservices.Itaimstopromoteexpansionoftravelandtourismmarketsandencouragequalityservicetocustoms.(中文主页：=cn)B.WorldTourismOrganization(WTO):Anintergovernmentalorganizationestablishedin1975,whenitreplacedthenon-governmentalInternationalUnionofOfficialTravelOrganizations(IUOTO)foundedin1925.Inadditiontocontinuingthetechnicalworkofitspredecessor,WTOisconcernedwithpromotinganddevelopingtourismworldwide.Monitoringtrends,statisticalanalysis,provisionofinformationandassistancetoauthoritiesinplanningandmanagingtourismintheircountries,areamongitsmainfunctions.’sneedsandinterests.B.ProductdecisionsProductdecisions,withalltheirimplicationsforthemanagementofserviceoperationsandprofitability,reflectallaspectsofanorganization’smanagementpolicies,includinglong-termgrowthstrategy,investment,andpersonnelpolicy.C.CorporateImageSystem(CIS)Corporateimage:thegeneralimpressiondesigned,createdandprojectedtothepublicbyabusinessfirmorcompany.Chartone:TheconsistofCISCISMI(MindImage)理念识别BI(BehaviorImage)行为识别VI(VisualImage)视觉识别Charttwo:TheinterrelationofCIS’selementsMI理念识别VI视觉识别BI行为识别TheFullCIS→⊙2.TheconceptofComponents’ViewofTravelandTouristProductsTheconceptualizationoftravelandtourismproductsasagroupofcomponentsorelementsbroughttogetherina‘bundle’selectedtosatisfyneeds,isavitalrequirementformarketingmanagers.3.ThecentralIdeaofComponents’ViewItiscentraltothisviewthatthecomponentsofthebundlemaybedesigned,alteredandfittedtogetherinwayscalculatedtomatchidentifiedcustomerneeds.4.Inthecomponents’view,thefactofTouristProduct(chartthree)A.TheTouristProductistobeconsideredasanamalgamofthreemaincomponentsofattractions,facilitiesatthedestination,andaccessibilityofthedestination.B.Inotherwords,thetouristproductisnotanairlineseatorahotelbed,orrelaxingonasunnybeach,butratheranamalgamofmanycomponents,orapackage.5.TwodistinctiveaspectsoftouristproductsA.OverallviewB.IndividualproducerorganizationsTouristProductAttractionsAndEnvironmentatthedestinationFacilitiesandservicesatthedestinationAccessibilityofthedestinationLargelydeterminecustomers’choiceandinfluenceprospectivebuyers’motivationsWhichmakeitpossibleforvisitorstostayandInotherwaysenjoyandparticipateintheattractions.Thataffectthecost,speedandtheconveniencewithwhichatravelermayreachadestinationchartthree:Tourismproduct6.The3levelsofproducts,aboutwhichmarketingmanagersneedtothink.a.thecoreproduct,whichistheessentialserviceorbenefitdesignedtosatisfytheidentifiedneedsoftargetcustomersegments.b.thetangibleproduct,whichisthespecificofferforsalestatingwhatacustomerwillreceiveforhismoney.c.theaugmentedproduct,whichcomprisesalltheformsofaddedvalueproducersmaybuildintotheirtangibleproductofferstomakethemmoreattractivetotheirintendedcustomers.LessonThreeTextTravelers1.Thestudyoftravelmotivation(Whydotouristtravel?)Theanswerscomefromthreemainsources:FromthehistoricalandliteraryviewFromthepsychologicalstudiesFromthecurrentresearchoftourism2.Fromhistoricviewa.Avoidingtheheatb.Visitinginterestedplacesandcollectingsouveni