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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 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 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 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 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 Banquets 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 the etiquettes associated with eating in China. Common alternative programs 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. 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 Pilgrimage 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 ) assistance to make arrangement for a pilgrimage. Common alternative programs 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 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 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 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. The shopping tips 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 . In Conclusion 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 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 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 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 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 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 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 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 . 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 The Hermosa Development KEYS Listening comprehension 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 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 ) 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 BACK Part V. CONSOLIDATION： Speaking: Talking about tourism development Reading Writing: Contract Speaking: Role play 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 Find an authentic contract written in Chinese, study its content and format, and put it into English. Part VI. Case Problems 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 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 !