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Tourism English
UNIT 8
Part I Lecture Time
Assigned
PART
MODULES
I
Text A
Other
Service
II
III
Text B
Tourism Marketing
0-5
Listening
The Hermosa Development
0.5
Practical Writing
How to write a
contract
0.5
IV
CONTENTS STUDIED
PERIODS
1
Speaking
V
Consolidation
Reading
1
Writing
VI.
Case Problems
0.5
Learning Objectives
Get to know the other service in tourism
 Understand the importance of Tourism
marketing
 Learn to write a contract
 Be able to talk about tourism development
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Part I.
Text A Other Service
Learning Objectives:
1.Get to know the other service
2.Learn to help the tourists go shopping
3.Understand how to make the tourists enjoy the
activities
Sub-tour
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provide tourists more and more opportunities to
experience the “off-the _beaten path” activities.
They are a range of activities such as sports,
parties, banquets and performances,
allowing participants a chance to enjoy extension.
A fully arranged sub-tour is offered optionally at
extra cost.
Extension may occur before, during or after the
basic travel package.
A Tour Guide Duties
in terms of alternative programs
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courteous and attentive to guest’s needs,
explain new materials,
motivate them when needed
clarify their doubts or encourage them interact effectively with
the culture.
provide them with useful information, clever tour ideas, timesaving advice, collect fees that not included in the tour cost ,
make reservations and arrange local transportation.
Should not under any circumstances comply with requests to visit
areas that are off limits to foreign visitors.
If a guest persists with such requests, a tour guide should decline
tactfully, ensuring that the reasons for refusal are explained
clearly and patiently to tourists. Guess should be dissuaded from
visiting crowded and unsafe areas.
Common alternative programs
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Sports
sea sports and sun-worshipping
into-in-door or out-door exercise.
Water sports such as diving, snorkeling, sea kayaking, beach
volleyball.
banana boat , Golfing, skating, hiking are also favored by
tourists.
Common alternative programs
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Banquets
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dinner parties with local cuisine,
cocktail parties,
barbecue dinners,
buffet dinners and so on.
Some dinner parties are planned, but others are not.
If the guide is invited to attend such kind of parties, assist to make necessary
arrangement and give brief introduction to each course presented and some of
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the etiquettes associated with eating in China.
Common alternative programs
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Sampling Local Food
China is a country proud of its culinary heritage, and of its wide sampling of local
cuisine.
It is apparent how China earned its reputation as the Land of gourmet.
Savoring prestigious Chinese food is one of the not-to-miss activities for tourists
visiting China who would like to gain locals’ experience.
Some even developed a strong liking .
Many tourists revisit the same destination for on the only-to dine.
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In most cases the tour guide also need to assist with the booking of seats. Making an
order, arranging transfer service, car rental, etc. to ensure dining pleasure and safety.
Always keep in mind that recommend those licensed restaurants with good reputation
or those designated by local authority.
Common alternative programs
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Pilgrimage
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China is a very good religious holiday destination which features countless
Buddhist temples, shrines, a great number of mosques, churches, etc.
These pilgrim centers particularly constitute a very important element of
travel and tourism.
A visit to those places is spiritual experience.
tourists practice different religions may ask for the TG’s( tour guide’s )
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assistance to make arrangement for a pilgrimage.
Common alternative programs
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Unescorted Tour/Free Time Activities
Allow guest some free time to do some exploration on their own.
Most western guests are non-intrusive.
Free time activities off the normal tourist track, make the guests’ tour a truly
memorial experience.
In some cases they prefer a relaxing and laid-back day; in other times they
may choose to do an unescorted tour.
Don’t forget to tell them the main activities that the locations may offer,
admission casts, what each activity contains and in which locations they are
available.
Guests or at least a tour leader should be given a guide map, distance and
driving times.
Common alternative programs
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Local Events and Performances
The brilliant and fascinating Chinese culture always captivates foreign tourists. The
variety of culture and religions are a direct reflection of the diversity of ethnic
minorities living in China. With festivals taking place throughout the year, viewing
local events is a passion tourists take very seriously.
It is the tour guide’s job to provide a description before events. Provide unique
insights on the activities or the program to guests to make them fully enjoy what seem
exotic to them while peeking into the events. Their insights and knowledge
undoubtedly add greatly to the trip.
Recommend theaters which give outstanding performances. Help them to make
reservation for entertainment event that must be booked in advance, and arrange local
transportation. While guests are watching the show, the guide should not leave his or
her post. At a very large venue, the guide should remind guests not to wander off( or, to
stay together) and should watch guests’ movements and surroundings for potential
mishaps.
Common alternative programs
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Nightlife
Night-stops are great pastime for a holiday maker.
it is a perfect way to refresh and reenergize body and mind.
entertainment options : nightclubs, karaoke bars and other
entertainment places with live show performances, cabaret and
local opera show and live music bands and so on.
Recommend authentic venues which do provide a safety factor
and distinct entertainment environments.
Common alternative programs
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Shopping
Chinese dazzling handicrafts enjoy a great popularity among the people with a large
variety. Thus purchasing local products is indispensable section in the whole tour.
Before heading to the stores, do equip your guests with some basic information on
local practices and conditions.
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The shopping tips
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Firstly, avoid exchange money on the street, as it may well be counterfeit. Advice
guests to exchange their cash at a bank or at the hotel, though the rates are not as
preferable. Take special care to their purse when they pay. Furthermore tell tourists
where credit card are accepted and where prices are negotiable.
Secondly, check the refund and return policy and review warranties. Ask the store to
issue the guest a special invoice known as a receipt which the store will offer a refund
if the good has any flaw.
Thirdly, recommend locations with high reputation to ensure comfortable buying .
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In Conclusion
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The diversity of optional activities is a pivotal part of
the tour. A guide ought to plan every detail meticulous
so as to allow his or her guests to enjoy the activities
and events that are “ out of the ordinary”. So basically,
travelers should consider two issues: what kind of
services they will be offered and how safe they need to
feel. All in all, a tour guide should guarantee the two
missions mentioned about to be fully implemented.
Questions for Discussion
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Besides some common activities included in the itinerary,
what special activities travel agency will provide to the
clients?
If a guest persists to visit crowded and unsafe areas, what
should the tour guide do?
What kinds of outdoor exercises the tourists can take?
What kind of activities may included in a banquet?
Why must guests ask the store to issue a special invoice
when they purchase goods in a store?
Part II. Text B
Tourism Marketing
Learning Objectives:
1.Get to know the importance of tourism
marketing
2.Learn the marketing mix
3.Understand the four Ps in marketing
Marketing
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marketing is a very broad concept, of which advertising and
selling are only two facets. Marketing has been defined in a
variety of ways. It refers to the performance of business activities
that direct the flow of goods and services from the producer to
the consumer or user. Other stated that marketing is the delivery
of the standard of living to society.
The heart of good marketing management today is the marketing
concept, or a consumer orientation.
Unfavorable image of marketing
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images of used car salesperson, TV furniture advertisers,
high-pressure selling, and gimmicks, leading to the
perception of marketing in terms of stereotypes.
In fact, marketing plays a critical role in all
organizations whether they are nonprofit educational
institutions,, tourist resorts, or manufacturers.
The role of marketing is to match the right product or
service with the right market or audience.
Marketing program
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The marketing program combines a number of
elements into a workable whole-a viable, strategic
plan.
The tourism marketing manager must constantly
search for the right marketing mix-the right
combination of elements that will produce a profit.
The marketing mix is composed of every factor
that influences the marketing efforts.
Marketing Mix
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Timing. Holidays, high season, low season, upward trend in the business cycle,
and so on must all be considered.
Brands. The consumer needs help in remembering you product. Names,
trademarks, labels, logos, and other identification marks all assist the consumer in
identifying and recalling information about your product.
Packaging . Although tourism services do not require a physical package,
packaging is still an important factor. For example, transportation, lodging,
amenities, and recreation activities can be packaged and sold together or separately.
Family plans or single plans are other forms of packaging.
Pricing. Pricing affects not only sales volume but also the image of the product. A
multitude of pricing options exist, ranging from discount prices to premium prices.
Channels of distribution. The product must be accessible to the consumer.
Direct selling, retail travel agents, wholesale tour operators, or a combination of
these methods all comprise distribution channels that must be developed.
Product. The physical attributes of the product help to determine its position
against the competition and provide guidelines on how to best compete.
Image. The consumer’s perception of the product depends to a great extent on the
important factors of reputation and quality.
Advertising. Paid promotion is critical, and the questions of when, where, and how
Four Ps
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the four Ps: product, place, promotion and price.
Place is really concerned with distribution. What agencies, channels, and institutions
can be linked together most effectively to give the consumer easy access to the
purchase of your product? Where is the right place to market your product?
Promotion communicates the benefits of the product to the potential customers and
includes not only advertising but sales promotion, public relations, and personal selling.
The right promotional mix will use each of these promotional techniques as needed for
effective communication.
Price is critical variable in the marketing mix. The right price must both satisfy
customers and meet your profit objectives.
A product is much more than a combination of raw materials. It is actually a bundle
of satisfactions and benefits for the consumer. Creating the right service or product is
not easy; consumer needs , wants, and desires are constantly changing, and competitive
forces typically carry products through a life cycle, so that a product that is successful
at one point declines and dies at a later time.
Questions for Discussion
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What is marketing? What role does it play
in society?
What is the heat of good marketing
management?
What are the four Ps?
Text A Recording
Fill in the blanks
KEYS
China is a country proud of its __---- heritage, and of its wide ---of local cuisine. It
is apparent how China earned its reputation as the Land of gourmet. ---prestigious Chinese food is one of the not-to-miss activities for tourists visiting
China who would like to gain locals’ experience. Some even developed a strong
liking . Many tourists revisit the same destination for on the only-to dine. Since
there are scores of restaurants and cuisines to choose from, so tourists are _---to choose. Therefore, they are likely to need the tour guide’s suggestions. In
most cases the tour guide also need to assist with the booking of seats. Making
an order, arranging -----, car rental, etc. to ensure ----pleasure and safety.
Always keep in mind that recommend those _----restaurants with good --- or
those ---- by local authority.
The Text and Its Recording
Text B
1
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Listen and fill in the
KEYS
blanks
1.Place is really concerned with ____. What agencies, channels,
and institutions can be linked together most effectively to give the
consumer easy access to the ____ of your product?
2. Promotion communicates the ____ of the product to the ____
and includes not only advertising but sales promotion, public
relations, and personal selling.
3. Price is critical variable in the marketing mix. The right price
must both _____ and meet your _____.
4.A product is much more than a _____ of raw materials. It is
actually a -____- of satisfactions and benefits for the consumer.
Part III. Listening
The Hermosa Development
1.Study the Words And Proper Names.
2. Be able to talk about tourism development
3.Listen To Dialogue And Answer The Questions
Listed After The Dialogue
4.Make Pair Task
The Dialogue and Its
Recording
Next
Slide
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The Hermosa
Development
KEYS
Listening comprehension
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Hermosa is a beautiful island whose government wants to increase tourism.
Listen to a development proposal and mark the sites on the map. Then answer the
questions.
How will visitors get to the island?
Where is the new resort going to be built?
What will the new visitors’ center have?
What types of accommodation will there be?
What is the main benefit of the proposal?
Part IV. Writing
How to write a contract
1.Get to know the format of tourism contract
2.Sample
3. Translate the contract into English.
How to write a contract
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A contract is an agreement, which is based on bilateral consent, sets forth the binding
obligations of the parties concerned , and is enforced by law once signed or entered into
by the parties concerned. There are a few types of contracts commonly used in the
tourism industry, such as sales contacts, purchase contracts, booking contracts, etc.
depending on the nature and the function of the document.
A contract contains the following components: 1.topics such as sales contract, booking
contract;2. Preamble refers to the information about the two parties including names,
address, teles, fax, etc;3. basic terms, such as terms of payment;4. signature of both
parties;5. supplementary or appendices.
Because a contract is legally binding and involves financial loss or gain, there are
several basic requirements in drafting a contract in terms of its language. Legal
documents such as a contract require precision, conciseness and clarity. Precision
protects the legitimate and rightful interests of all parties of the contract. Painstaking
effort should therefore be taken during the process of contract drafting to express exactly
what the parties intend to say. Conciseness refers to brevity and shortness of expression
and statement and the act of freeing from all elaboration and superfluous elements,
which is very important in achieving effective legal language. Clarity is the quality of no
obscurity or ambiguity required by any legal document.
Sample (abstracted )
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China__ International Travel Service( hereinafter referred to as Party A ) and
__ ( hereinafter referred to as Party B) have, on the basis equality, mutual
benefit and friendly co-operation, reached the following agreement and signed
this contract on mutual rights and obligations in the development of the joint
industry.
The contract and the appendix to the contract constitute an inseparable
integrity. Both the transcript of the contract and the articles in the appendix to
the contract hole the same authenticity.
Article 1
Party B plans___ to organize __- tours ( or delegations) with tourists to visit
China from ___ to __.
KEYS
Part I Listening Activities
Listening 1
BACK
1. culinary 2. sampling 3.4 reputation 4.prestigious 5. cuisines 6.
spoiled 7.transfer service 8. dining 9. licensed 10. reputation 11.
designated
BACK
Listening 2
BACK
1. distribution, purchase 2. benefits , potential customers
 3. satisfy customers, profit objectives 4. combination , bundle
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BACK
Part V. CONSOLIDATION：
Speaking:
Talking about tourism
development
 Reading
 Writing: Contract
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Speaking:
Role play
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Work in groups. You are the Hermosa Board. Choose one of the possible sites for
development. Then prepare and give a presentation to support your choice .Consider
the following points.
Transport
How will holidaymakers get to and around the island?
Airport new roads for cars and buses
Ferry service car rental, bicycle and motorbike hire services
Entertainment/activities
Historical/sightseeing trips water sports
Bars and restaurants hiking
Accommodation
Hotels and hostels self-catering apartments
Camp sites rooms in family homes
Writing exercise
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Find an authentic contract written in
Chinese, study its content and format, and
put it into English.
Part VI. Case Problems
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What will be done if the tourist is stung by bees in the course of
the tour?
 What can be done if a tourist falls/tumbles and hurts or breaks
his limb accidently?
 What should the guide do if a foreign tourist keeps raising hot
questions that have accused debate between China and the West
 What will the guide do if the prearranged soft berths have been
changed to hard berths when seeing off the party at the train
station?
Word bank
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Excursion 远足，游览
courteous 有礼貌的
Attentive 专心的
alternative 可供选择的
Preferable 更好的
invoice 发票
Refund 退还，偿还
flaw 缺点，裂纹
Prestigious 享有声望的
intrusive 打扰的
Savor 尝到或闻到，尽情享受
insight 洞察力
Exotic 异国情调
mishap 灾难，危险
Meticulous 小心翼翼的
not-to-miss 不可错失的
Comply with 照做
laid-back 松散的
Go through the procedure( formalities) 办理手续
Reservation, booking room 订房间 registration 登记
Permanent address 永久性地址
date of arrival 抵达日期
Length of stay 拟住天数
hospitality 招待周到
Valuables 贵重品 temporary registration form 临时住宿登记表
Have a nice class!
Thank You !