30旅游管理专业英语 (8)
《旅游管理专业英语》(第二版) 讲义 Lesson11 Globalization
GlobalizationGlobalization is a term used to describe the changes in societies and the world economy that are the result of dramatically increased trade and cultural exchange. In specifically economic contexts, it refers almost exclusively to the effects of trade, particularly trade liberalization or "free trade".Between 1910 and 1950, a series of political and economic upheavals dramatically reduced the volume and importance of international trade flows. In the post-World War II environment, fostered by international economic institutions and rebuilding programs, international trade dramatically expanded. With the 1970s, the effects of this trade became increasingly visible, both in terms of the benefits and the disruptive effects.Meanings of Globalization"Globalization" can mean:•The formation of a global village— closer contact between different parts of the world, with increasing possibilities of personal exchange, mutual understanding and friendship between "world citizens", and creation of a global civilization,•Economic globalization —"free trade" and increasing relations among members of an industry in different parts of the world (globalization of an industry), with a corresponding erosion of National Sovereignty in the economic sphere.•The negative effects of for-profit multinational corporations— the use of substantial and sophisticated legal and financial means to circumvent the bounds of local laws and standards, in order to leverage the labor and services of unequally-developed regions against each other.•The spread of capitalism from developed to developing nations.It shares a number of characteristics with internationalization and is used interchangeably, although some prefer to use globalization to emphasize the erosion of the nation-state or national boundaries.Globalism, if the concept is reduced to its economic aspects, can be said to contrast with economic nationalism and protectionism. It is related to laissez-faire capitalism and neoliberalism.History of globalizationSince the word has both technical and political meanings, different groups will have differing histories of "globalization". In general use within the field of economics and political economy, is, however, a history of increasing trade between nations based on stable institutions that allow individuals and firms in different nations to exchange goods with minimal friction.The term "liberalization" came to mean the combination of laissez-faire economic theory with the removal of barriers to the movement of goods. This led to the increasing specialization of nations in exports, and the pressure to end protective tariffs and other barriers to trade. The period of the gold standard and liberalization of the 19th century is often called "The First Era of Globalization". Based on the Pax Britannica and the exchange of goods in currencies pegged to specie, this era grew along with industrialization. The theoretical basis was Ricardo's work on Comparative advantage and Say's Law of General equilibrium. In essence, it was argued that nations would trade effectively, and that any temporary disruptions in supply or demand would correct themselves automatically. The institution of the gold standard came in steps in major industrialized nations between approximately 1850 and 1880, though exactly when various nations were truly on the gold standard is a matter of a great deal of contentious debate.The "First Era of Globalization" is said to have broken down in stages beginning with the first World War, and then collapsing with the crisis of the gold standard in the late 1920's and early 1930's.Globalization in the era since World War II has been driven by Trade Negotiation Rounds, originally under the auspices of GATT, which led to a series of agreements to remove restrictions on "free trade". The Uruguay round led to a treaty to create the World Trade Organization or WTO, to mediate trade disputes. Other bilateral trade agreements, including sections of Europe's Maastricht Treaty and the North American Free Trade Agreement have also been signed in pursuit of the goal of reducing tariffs and barriers to trade.Signs of globalizationGlobalization has become identified with a number of trends, most of which may have developed since World War II. These include greater international movement of commodities, money, information, and people; and the development of technology, organizations, legal systems, and infrastructures to allow this movement. The actual existence of some of these trends are debated.•Increase in international trade at a faster rate than the growth in the world economy•Increase in international flow of capital including foreign direct investment•Greater transborder data flow, using such technologies such as the Internet, communication satellites and telephones•Greater international cultural exchange, for example through the export of Hollywood and Bollywood movies.•Some argue that even terrorism has undergone globalization. Terrorists now have attacked places all over the world.•Spreading of multiculturalism and better individual access to cultural diversity, with on the other hand, some reduction in diversity through assimilation, hybridization, Westernization, Americanization or Sinosization of cultures.•Erosion of national sovereignty and national borders through international agreements leading to organizations like the WTO and OPEC•Greater international travel and tourism•Greater immigration, including illegal immigration•Development of global telecommunications infrastructure•Development of a global financial systems•Increase in the share of the world economy controlled by multinational corporations•Increased role of international organizations such as WTO, WIPO, IMF that deal with international transactions•Increase in the number of standards applied globally; e.g. copyright lawsBarriers to international trade have been considerably lowered since World War II through international agreements such as the General Agreement on Tariffs and Trade (GATT). Particular initiatives carried out as a result of GATT and the WTO, for which GATT is the foundation, have included:•Promotion of free tradeo Of goods: reduction or elimination of tariffs; construction of free trade zones with small or no tariffso Of capital: reduction or elimination of capital controlso Reduction, elimination, or harmonization of subsidies for local businesses •Intellectual Property Restrictionso Harmonization of intellectual property laws across nations (generally speaking, with more restrictions)o Supranational recognition of intellectual property restrictions (e.g. patents granted by China would be recognized in the US)Anti-globalizationMain article: "Anti-globalization".Various aspects of globalization are seen as harmful by public-interest activists. This movement has no unified name. "Anti-globalization" is the media's preferred term. Activists themselves, for example Noam Chomsky, have said that this name is meaningless as the movement's aim is to globalize justice. Indeed, "the global justice movement" is a common name. Many activists also unite under the slogan "another world is possible", which has given rise to names such as altermondisme in French.There is a wide variety of different kinds of "anti-globalization". In general, critics claim that the results of globalization have not been what was predicted when the attempt to increase free trade began, and that many institutions involved in the system of globalization have not taken the interests of poorer nations and the working class into account.Economic arguments by fair trade theorists claim that unrestricted free trade benefits those with more financial leverage (i.e. the rich) at the expense of the poor.Many "anti-globalization" activists see globalization as the promotion of a corporatist agenda, which is intent on constricting the freedoms of individuals in the name of profit. They also claimthat increasing autonomy and strength of corporate entities increasingly shape the political policy of nation-states.Some "anti-globalization" groups argue that globalization is necessarily imperialistic, is one of the driving reasons behind the Iraq war and that it has forced savings to flow into the United States rather than developing nations.Some argue that globalization imposes credit-based economics, resulting in unsustainable growth of debt and debt crises.The main opposition is to unfettered globalization (neoliberal; laissez-faire capitalism), guided by governments and quasi-governments (such as the International Monetary Fund and the World Bank) that are not held responsible to the populations that they govern and instead respond mostly to the interests of corporations. Many conferences between trade and finance ministers of the core globalizing nations have been met with large, and occasionally violent, protests from opponents of "corporate globalism".The movement is very broad, including church groups, national liberation factions, left-wing parties, environmentalists, peasant unionists, anti-racism groups, libertarian socialists and others. Most are reformist (arguing for a more humane form of capitalism) and a strong minority is revolutionary (arguing for a more humane system than capitalism). Many have decried the lack of unity and direction in the movement, but some such as Noam Chomsky have claimed that this lack of centralization may in fact be a strength.Protests by the global justice movement have now forced high-level international meetings away from the major cities where they used to be held, and off into remote locations where protest is impractical.Pro-globalization (globalism)Supporters of democratic globalization can be labelled pro-globalists. They consider that the first phase of globalization, which was market-oriented, should be completed by a phase of building global political institutions representing the will of World citizens. The difference with other globalists is that they do not define in advance any ideology to orientate this will, which should be left to the free choice of those citizens via a democratic process.Supporters of free trade point out that economic theories such as comparative advantage suggests that free trade leads to a more efficient allocation of resources, with all those involved in the trade benefitting. In general, they claim that this leads to lower prices, more employment and better allocation of resources.Libertarians and other proponents of laissez-faire capitalism say higher degrees of political and economic freedom in the form of democracy and capitalism in the developed world produce higher levels of material wealth. They see globalization as the beneficial spread of democracy and capitalism.Critics argue that the anti-globalization movement uses anecdotal evidence to support their view and that worldwide statistics instead strongly support globalization. One effect being that the percentage of people in developing countries living below $1 (adjusted for inflation) per day have halved in only twenty years [1] (). Life expectancy has almost doubled in the developing world since WWII and is starting to close the gap to the developed world where the improvement has been smaller. Child mortality has decreased in every developing region of the world [2] (). Income inequality for the world as a whole is diminishing [3] ().Many pro-capitalists are also critical of the World Bank and the IMF, arguing that they are corrupt bureaucracies controlled and financed by states, not corporations. Many loans have been given to dictators who never did any reforms, instead leaving the common people to pay the debts later. They thus see too little capitalism, not too much. They also note that some of the resistance to globalization come from special interest groups with conflicting interests like Western world unions.Globalization in questionThere is much academic discussion about whether globalization is a real phenomenon or only a myth. Although the term is widespread, many authors argue that the characteristics of the phenomenon have already been seen at other moments in history. Also, many note that those features that make people believe we are in the process of globalization, including the increase in international trade and the greater role of multinational corporations, are not as deeply established as they may appear. Thus, many authors prefer the use of the term internationalization rather than globalization. To put it simply, the role of the state and the importance of nations are greater in internationalization, while globalization in its complete form eliminates nation states. So, these authors see that the frontiers of countries, in a broad sense, are far from being dissolved, and therefore this radical globalization process is not yet happening, and probably won't happen, considering that in world history, internationalization never turned into globalization —(the European Union and NAFTA are yet to prove their case.)However, the world increasingly shares problems and challenges that do not obey nation state borders, most notably pollution of the natural environment, and as such the movement previously known as the anti-globalisation movement has transmogrified into a movement of movements for globalisation from below; seeking, through experimentation, forms of social organisation that transcend the nation state and representative democracy. So, whereas the original arguments of anti-global critique can be refuted with stories of internationalisation, as above, the emergence of a global movement is indisputable and therefore we can speak of a real process towards a global human society of societies.。
英语听说训练(高职旅游类旅游管理专业)unit8Travelling
Warming-up Questions for discussion You are going to talk about travelling. Read the following
questions and discuss them with your partner. Do you like travelling? Why? Where is your ideal place to travel? What preparations do you need to do before travelling? Which is your favorite transportation to travel? Which one would like, travel in groups or travel along?
Dialogue 4
Guest:
, please.
Receptionist: Do you have a reservation, sir?
Guest:
No, I’m sorry, I don’t.
Receptionist:
Well, I’d like to help you,
.
Guest:
I see. In that case,
Traveler: About
.
Officer:
Well, everything seems to be OK. Please go t
o
next.
Traveler: Thank you.
Dialogue 3
Guest: Waiter,
, pleases!
Waiter: Just a moment, sir. … Here is the bill. It is 158 Yuan.
介绍旅游管理专业英语作文
介绍旅游管理专业英语作文Tourism Management Major。
Tourism management is a major that combines tourism, management, and marketing. It is a comprehensive discipline that involves planning, developing, and managing tourist destinations, products, and services. Tourism is one of the fastest-growing industries in the world, and the tourism management major is designed to prepare students for a career in this dynamic and exciting field.The tourism management major covers a wide range of topics, including tourism planning and development, tourism marketing, hospitality management, event management, and sustainable tourism. Students will learn about thedifferent types of tourism, such as cultural tourism, adventure tourism, and ecotourism, and how to create and market tourism products and services that meet the needs of different types of tourists.In addition to classroom learning, students in the tourism management major will have the opportunity to gain practical experience through internships and field trips. They may work at hotels, resorts, travel agencies, or other tourism-related businesses, where they can apply their knowledge and skills in real-world situations.Graduates of the tourism management major can pursue a variety of careers in the tourism industry, such as tourism marketing manager, hotel manager, event planner, tour operator, or travel consultant. They may also work in government agencies or non-profit organizations that promote tourism and sustainable development.In conclusion, the tourism management major is an excellent choice for students who are interested in the tourism industry and want to make a difference in the world. With its focus on management, marketing, and sustainability, this major prepares students for a rewarding andchallenging career in one of the fastest-growing industries in the world.。
关于旅游管理的英语作文
关于旅游管理的英语作文英文回答：Tourism management is the process of planning, organizing, coordinating, and controlling the resources necessary to meet the needs of tourists. It includes a wide range of activities, such as marketing, customer service, and operations management.Tourism management is a complex and challenging field, but it can also be very rewarding. The industry isconstantly evolving, and there are always new opportunities for those who are willing to work hard and learn new skills.If you are interested in a career in tourism management, there are a number of things you can do to prepare yourself. First, you should get a strong education in business and tourism. This will give you the foundation you need to understand the industry and its challenges. Second, you should gain some experience in the industry. This can bedone through internships, volunteer work, or even just traveling and experiencing different cultures. Finally, you should develop strong communication and interpersonalskills. This will help you to build relationships with clients and colleagues, and it will also help you to succeed in the competitive job market.There are many different career opportunities available in tourism management. You could work for a travel agency,a hotel, a tour operator, or a destination marketing organization. You could also work for a government agencyor a non-profit organization. The possibilities are endless.If you are passionate about travel and helping others, then a career in tourism management could be the perfectfit for you. The industry is growing rapidly, and there are many opportunities for those who are willing to work hard and learn new skills.中文回答：旅游管理是规划、组织、协调和控制必要的资源以满足游客需求的过程。
英语听说训练(高职旅游类旅游管理专业)Unit11Office
Clerk：I see. How many
wouThree copies for each.
Clerk: What kind of paper would you like,
or
?
Guest:
, please. Thank you.
Clerk：No problem. Please
1. A. Sorry. It’s not mine.
B. I would like two copies, please.
C. Sure. How many copies would you like?
D. We have a lot of copies here.
2. A. I think it is your turn.
.
Dialogue 2
Business center in the hotel
Clerk：Hello, sir. Here are your copies of
.
Guest：Thank you. And I wonder if you could this application
letter for me?
B. At the top, please.
C. Yes, Please.
D. On the left or at the top.
8.
A. Ok. Let me see.
B. Thank you.
C. Please hurry.
D. See you.
9.
A. Yes. That is right.
Clerk: Oh, room 1508. Ok, I got it.
.
Guest: Ok. Thank you.
我与我的专业英语作文旅游管理
我与我的专业英语作文旅游管理Tourism Management: A Comprehensive Endeavor.Tourism management encompasses a multifaceted array of responsibilities that orchestrate the seamless functioning of the tourism industry. It involves the intricate coordination of a wide spectrum of activities, including destination planning, marketing and promotion,游客服务, and sustainable development.Destination Planning: The Foundation of Tourism.At the heart of tourism management lies destination planning, a strategic process that lays the groundwork for a successful tourism industry. It involves identifying and developing attractions, amenities, and infrastructure that cater to the unique needs and preferences of target visitors. Destination planners must conduct thorough market research to understand游客需求, analyze competitive landscapes, and create a comprehensive tourism developmentplan that aligns with the overall goals and objectives of the destination.Marketing and Promotion: Attracting Visitors.Once a destination has been精心策划, it must be effectively marketed and promoted to potential visitors. Tourism managers employ a diverse range of marketing strategies to reach and engage target audiences, including traditional advertising, social media marketing, content marketing, and public relations. They develop targeted campaigns that highlight the unique selling points of the destination and motivate tourists to choose it over competing destinations.游客服务: Ensuring Satisfaction.The provision of exceptional游客服务 is paramount to the success of any tourism destination. Tourism managers oversee a wide range of游客服务 initiatives, including transportation, accommodation,餐饮, and activities. They ensure that visitors have a seamless and enjoyableexperience throughout their stay, from the moment they arrive to the moment they depart. This involvesestablishing and maintaining high standards of service, providing timely and accurate information, and resolving any issues that may arise.Sustainable Development: Balancing Growth with Preservation.Tourism management must strike a delicate balance between promoting tourism growth and preserving the natural and cultural heritage of a destination. Sustainable development practices are essential to ensure that tourism benefits both the local community and the environment in the long term. Tourism managers implement measures to minimize the environmental impact of tourism, preserve cultural traditions, and support local businesses. This involves adopting responsible tourism practices, promoting eco-friendly attractions, and educating visitors about the importance of sustainability.The Role of Technology in Tourism Management.Technology plays a pivotal role in modern tourism management. Tourism managers utilize a range of digital tools to enhance destination planning, marketing,游客服务, and sustainable development. These tools include:Data analytics: To analyze游客 data, identify trends, and make informed decisions about destination development and marketing.Destination management systems: To manage tourism assets, provide real-time information to visitors, and facilitate collaboration among stakeholders.Mobile applications: To provide游客 with personalized experiences, offer interactive guides, and enable seamless bookings and reservations.Virtual reality: To showcase destinations in an immersive way and attract potential visitors.The Importance of Education and Training.Tourism management is a complex and ever-evolving field that requires specialized knowledge and skills. Tourism managers must possess a strong understanding of the industry, including destination planning, marketing,游客服务, and sustainable development. They must also have excellent communication and interpersonal skills, as they interact with a diverse range of stakeholders, including tourists, tourism operators, and local communities.Conclusion.Tourism management is a dynamic and multifaceted profession that plays a vital role in the economic and social development of destinations around the world. Tourism managers are responsible for planning, marketing, and managing tourism destinations in a sustainable and responsible manner. They must possess a deep understanding of the industry, as well as strong analytical, communication, and interpersonal skills. By effectively coordinating the various aspects of tourism management, they can create memorable experiences for visitors whilesimultaneously preserving the natural and cultural heritage of destinations.。
旅游管理专业英语（第二版）段开成练习及试题2套及参考答案
考试试卷Part I Reading Comprehension (10 points)Directions: Reading the following passage and choose the correct answersThe ways in which products are put together, that is product formulation, are the most important responses marketing managers make to what they know of their customers' needs and interests. Product decisions, with all their implications for the management of service operations and profitability, reflect all aspects of an organization's management policies, including long-term growth strategy, investment, and personnel policy. They largely determine the corporate image an organization creates in the minds of its existing and prospective customers.To a great extent, the design of products determines what prices can be charged, what forms of promotion are needed, and what distribution channels are used. For all these reasons, customer-related product decisions are the basis of marketing strategy and tactics. As the most important of the four P's in the marketing mix (product, price, promotion and place), product formulation requires careful consideration in any branch of marketing. Because of the particular nature and characteristics of travel and tourism, the subject is especially complex in the tourism industry.Any visit to a tourism destination comprises a mix of several different components, including travel, accommodation, attractions and other facilities, such as catering and entertainment. Sometimes all the components are purchased from a commercial supplier, e.g. when a customer buys an inclusive holiday from a tour operator, or asks a travel agent to put the components togetherfor a business trip. Sometimes customers supply most of the components themselves, e.g. when a visitor drives his own car to stay with friends at a destination.Conveniently known as a "components' view", the conceptualization of travel and tourism products as a group of components or elements brought together in a 'bundle' selected to satisfy needs, is a vital requirement for marketing managers. It is central to this view that the components of the bundle may be designed, altered and fitted together in ways calculated to match identified customer needs.As far as the tourist is concerned, the product covers the complete experience from the time he leaves home to the time he returns to it. Thus the tourist product is to be considered as an amalgam of three main components of attractions, facilities at the destination, and accessibility of the destination. In other words, the tourist product is not an airline seat or a hotel bed, or relaxing on a sunny beach, but rather an amalgam of many components, or package. Airline seats and hotel beds, etc. are merely elements or components of a total tourist product which is a composite product. Without detracting in any way from the general validity and relevance of this overall view of tourism products, it has to be recognized that airlines, hotels, attractions, car rental and other producer organizations in the industry, generally take a much narrower view of the products they sell. They focus primarily on their own services. Many large hotel groups and transport operators employ product managers in their marketing teams and handle product formulation and development entirely in terms of the operations they control. Hotels refer to 'conference products', for example, or 'leisure products'; airlines to 'business class products'; and so on. For this reason, the overall product concept sets the context in which tourism marketing is conducted but it has only limited value in guiding the practical product design decisions that managers of individual producer organizations have to make. A components' view of products still holds good, however, because it is in the nature of service products that they can be divided into a series of specific service operations or elements, which combine to make up the particular products customers buy.It is usually highly instructive to analyze any service producer's operations in terms of the full sequence of contacts between customer and operator, from the time that they make initial inquiries, until they have used the product and left the premises. Even for a product such as that provided by a museum, there is ample scope to analyze all the stages of a visit and potential points of contact that occur from the moment the customer is in sight of the entrance until he leaves the building, say two hours later. Putting the components' view in slightly different terms, individual service producers designing products must define service concept in terms of the bundles of goods and services sold to the customer and the relative importance of each component to the customer.To bring the two distinctive aspects of tourist products together —the overall view and that of individual producer organizations —it is possible to consider them as two different dimensions. The overall view is a horizontal dimension in the sense that a series of individual product components are included in it, and customers, or tour operators acting as manufacturers, can maketheir selection to produce the total experience. By contrast, the producers' view is a vertical dimension of specific service operations organized around the identified needs and wants of target segments of customers. Producers typically have regard for their interactions with other organizations on the horizontal dimensions, but their principal concern is with the vertical dimension of their own operations.From the standpoint of a potential customer considering any form of tourist visit, the product may be defined as a bundle or package of tangible and intangible components, based on activity at a destination. The package is perceived by the tourist as the experience available at a price, and may include destination attractions and environment, destination facilities and services, accessibility of the destination, images of the destination, and price to the customer.Destination attractions and environment that largely determine customers' choice and influence prospective buyers' motivations include natural attractions, built attractions, cultural attractions and social attractions. Combined, these aspects of a destination comprises what is generically, if loosely, known as its environment. The number of visitors the environment can accommodate in a typical range of activities on a typical busy day without damage to its elements and without undermining its attractiveness to visitors is known as its capacity.Destination facilities and services are elements within the destination, or linked to it, which make it possible for visitors to stay and in other ways enjoy and participate in the attractions. These include accommodation units, restaurants, transport at the destination, sports activities, retail outlets, and other facilities and services.Accessibility of the destination refers to the elements that affect the cost, speed and the convenience with which a traveler may reach a destination, including infrastructure, equipment, operational factors and government regulations.The attitudes and images customers have towards products strongly influence their buying decisions. Destination images are not necessarily grounded in experience or facts, but they are powerful motivators in travel and tourism. Images and the expectations of travel experiences are closely linked in prospective customers' mind.Any visit to a destination carries a price, which is the sum of what it costs for travel, accommodation, and participation in a selected range of services at the available attractions. Because most destinations offer a range of products, and appeal to a range of segments, price in the travel and tourism industry covers a very wide range. V isitors traveling thousands of miles and using luxury hotels, for example, pay a very different price in New Y ork than students sharing campus-style accommodation with friends. Y et the two groups may buy adjacent seats in a Broadway theater. Price varies by season, by choice of activities, and internationally by exchange rates as well as by distance traveled, transport mode, and choice of facilities and services.With a little thought it will be clear that the elements comprising the five product components, although they are combined and integrated in the visitor's experience, are in fact capable ofextensive and more or less independent variation over time. Some of these variations are planned, as in the case of the Disney World developments in previously unused areas around Orlando, Florida, where massive engineering works have transformed the natural environment and created a major tourist destination. By contrast, in New Y ork, London, or Paris, the city environments have not been much altered for travel and tourism purposes, although there have been massive planned changes in the services and facilities available to visitors. Many changes in destination attractions are not planned, and in northern Europe the decline in popularity of traditional seaside resorts since the 1960s has been largely the result of changes in the accessibility of competing destinations in the sunnier south of the Continent. Changes in the product components often occur in spite of, and not because of, the wishes of governments and destination planners. They occur because travel and tourism, especially at the international level, is a relatively free market, with customers able to pursue new attractions as they become available. Changes in exchange rates, which alter the prices of destinations, are certainly not planned by the tourism industry, but have a massive effect on visitor numbers, as the movements between the UK and the USA since 1978 have demonstrated. It is in the promotional field of images and perceptions that some of the most interesting changes occur, and these are marketing decisions. The classic recent example of planned image engineering may be found in the "I Love New Y ork" campaign, which, based on extensive preliminary market research, created a significant improvement to the "Big Apple's" appeal in the early 1980s.The view of the product taken by customers, whether or not they buy an inclusive package from a tour operator or travel wholesaler, is essentially the same view or standpoint as that adopted by tour operators. Tour operators act on behalf of the interests of tens or hundreds of thousands of customers, and their brochures are a practical illustration of blending the five product components.The overall view is also the standpoint of national, regional and local tourist organizations, whose responsibilities usually include the coordination and presentation of the product components in their areas. This responsibility is an important one even if the destination tourist organizations are engaged only in liaison and joint marketing, and not in the sale of specific product offers to travelers.In considering the product, we should note that there is no natural or automatic harmony between components, such as attractions and accommodation, and they are seldom under any one organization's control. Even within component sectors such as accommodation there will usually be many different organizations, each with different, perhaps conflicting, objectives and interests. Indeed it is the diversity or fragmentation of overall control, and the relative freedom of producer organizations to act according to their perceived self-interests, at least in the short term, which makes it difficult for national, regional and even local tourist organizations to exert much coordinating influence, either in marketing or in planning. Part of this fragmentation simply reflects the fact that most developed destinations offer a wide range of tourism products and deal with a wide range of segments. In the long term, however, the future success of a destination must involvecoordination and recognition of mutual interests between all the components of the overall tourism product.The overall view of tourism products is highly relevant to the marketing decisions taken by individual producers, especially in establishing the interrelationships and scope for cooperation between suppliers in different sectors of the industry, e.g. between attractions and accommodation, or between transport and accommodation. But in order to design their product offers around specific service operations, there are internal dimensions of products for marketers to consider; these are common to all forms of consumer marketing and part of widely accepted marketing theory. Marketing managers need to think about the product on three levels:The core product, which is the essential service or benefit designed to satisfy the identified needs of target customer segments.The tangible product, which is the specific offer for sale stating what a customer will receive for his money.The augmented product, which comprises all the forms of added value producers may build into their tangible product offers to make them more attractive to their intended customers.The following example of an inclusive weekend break in a hotel will help to explain what the three levels mean in practice. The product offer is a package comprising two night's accommodation and two breakfasts, which may be taken at any one of a chain of hotels located in several different destinations. Because of the bedroom design and facilities available at the hotels, the package is designed to appeal to professional couples with young children. The product is offered for sale at an inclusive price through a brochure, which is distributed at each of the hotels in the chain and through travel agents. The example reveals the three product levels.Core product is intangible but comprises the essential need or benefit as perceived and sought by the customer, expressed in words and pictures designed to motivate purchase. In the example under discussion, the core product may be defined as relaxation, rest, fun and self-fulfillment in a family context. It should be noted that the core product reflects characteristics of the target customer segments, not the hotel. The hotel may, and does aim to, design its core product better than its competitors, and to achieve better delivery of the sought benefits. But all its competitors are aiming at the same basic customer needs and offering virtually identical benefits. Customers' core needs usually tend not to change very quickly, although a hotel's ability to identify and better satisfy such needs can change considerable. Since customer perceptions are never precisely understood, there is ample scope for improvement in this area.Tangible product comprises the formal offer of the product as set out in a brochure, stating exactly what is to be provided at a specified time at a specified price. In the example under discussion, the tangible product is two nights and two breakfasts at a particular location, using rooms of a defined standard, with bathroom, TV, telephone, etc. The provision(if any) of elevators, coffee shops, air-conditioning and swimming pool are all within the formal product and the name ofthe hotel is also included. In the case of hotel products generally, there is often very little to choose between competitors' tangible product offers, and price may become a principal reason for choice. Blindfolded and led to any one of, say, twenty competitors' premises, most hotel customers would not easily recognize the identity of their surroundings. The brochure description of the tangible product forms the basic contract of sale, which would be legally enforceable in most countries.Both tangible and intangible, augmentation is harder to define with precision. It comprises the difference between the contractual essentials of the tangible product and the totality of all the benefits and services experienced in relation to the product by the customer from the moment of first contact in considering a booking to any follow-up contact after delivery and consumption of the product. The augmented product also expresses the idea of value added over and above the formal offer. It represents a vital opportunity for producers to differentiate their own products from those of competitors. In the example under discussion there may be up to twenty 'add ons', some fairly trivial, such as a complimentary box of chocolates on arrival, and some significant, such as entrance tickets to local attractions or entertainments. Some of the added benefits are tangible as indicated, but some are intangible, such as the quality of service provided and the friendliness of staff at reception, in bars and so on. Also intangible is the image or 'position' the product occupies in customers' minds. In the case of a hotel group this will be closely related to the corporate image and branding of the group. In the example under discussion, the augmented elements would be purpose-designed and developed around the core product benefits in ways calculated to increase the appeal to the target segment's needs. There is, inevitably, an area of overlap between the tangible and augmented elements of the product, which cannot be defined with any precision.1. Which of the following is not included in the four P's in the marketing mix?A. productB. priceC. promotionD. people2. According to the overall view, the tourism product is to be considered as an amalgam of the following elements except _______.A. attractionsB. facilities at the destinationC. touristsD. accessibility of the destination3. Which of the following is not considered part of the destination facilities?A. HotelsB. RestaurantsC. Sports activitiesD. Schools4. The carrying capacity of a destination is defined as _______.A.the number of visitors the environment can accommodate in a typical range of activities ona typical busy day without damage to its elements and without undermining itsattractiveness to its visitors.B.the number of travelers the destination can put up for its daily activities without damage toits facilities.C.the number of tourists a destination can contain in a typical range of daily activities withoutdamage to its surroundings.D.the number of people a park can hold in a typical busy day for its entertainment activitieswithout damage to its installations and without harming its image.5. The Big Apple refers to _________.A. New Y orkB. Washington, D.C. C. Los AngelesD. Boston6. Which of the following is not one of the three levels on which marketing managers need to think about the tourism product?A. The core productB. The tangible productC. The intangible productD. The augmented product7. Accessibility of a destination refers to the elements that affect the cost, speed, and the convenience with which a tourist may _____ a destination.A. stay inB. get toC. leaveD. contact8. The core product is _______.A. tangibleB. intangibleC. physicalD. invisible9. The design of tourism products largely determines the following except ______.A. the priceB. the form of distributionC. the distribution channelD. the customers' buying decision10. The augmented product is the difference between _________.A. the formal offer and the actual total experience of the touristsB. the contractual essentials and the totality of tourists' expectationsC. the add-on values and the real valuesD. the tangible product and the follow-up activitiesPart II Terms Used in Tourism Industry (30 points)Directions: Spell out the following initials and acronyms1.LBO2.MBO3.CRS4.ROI5.EDI6.ERPTA8.CEO9.ADR10.POSDirections: Define the following terms 1.synergy2.Delphi Analysis3.Intellectual Property4.Seven-S Framework5.mission statementPart III Questions and Answers (20 points)Directions: Give a brief answer to each of the following questions1.What is the significance of the Airline Deregulation Act of 1978 to the American tourismindustry?2.What are the differences between GDP and GNP?3.What are the key management functions?4.How does yield management work in hotel management?Part IV Translation (30 points)Directions: Translate the following passage into Chinese.According to advance figures from the U.S. Bureau of Economic Analysis, the national economy (as measured by gross domestic product) contracted at an inflation-adjusted 0.4 percent annual rate in the third quarter—the first quarter of negative growth in more than eight years. Most economists predict an even larger contraction in the fourth quarter of 2001. If there is negative growth in the fourth quarter of 2001, then the economy officially will be in a recession. Within the restaurant industry, the employment picture also looks bleak. On a seasonally adjusted basis, eating-and-drinking places cut 42,000 jobs in October, which followed a 43,000 job reduction in September. This marks the worst restaurant-industry employment performance on record for those two months.Directions: Translate the following passage into English.管理从19世纪末才开始形成一门科学，但是管理的概念和实践已经存在了数千年。
《旅游管理专业英语》(第二版) 讲义 Lesson11 Option
OptionIt is a contract giving the holder the right but not the obligation to trade in a commodity, a share, or a currency on some future date at a pre-agreed price. A “put” option gives the holder the right to sell at a pre-agreed price. This can be used to reduce risk by somebody who has to hold the actual asset and is worried that its price may fall; it can equally be use to speculate on a price fall. A “call” option gives the holder the right to buy at a pre-agreed price. This can be used to reduce risk by people who expect to need the asset in the future and are worried that its price may rise before they buy; it can equally be used to speculate on a price rise. An options market is a market in which options are traded; these exist for many widely traded goods, shares, and currencies. Share options give a right to buy company shares at a future date at a pre-agreed price; they are used by companies as incentives for their executives. An option is contrasted with a futures contract, which carries the obligation as well as the right to trade.In finance, an option is a contract whereby the contract buyer has a right to exercise a feature of the contract (the option) on or before a future date (the exercise date). The 'writer' (seller) has the obligation to honour the specified feature of the contract. Since the option gives the buyer a right and the seller an obligation, the buyer has received something of value. The amount the buyer pays the seller for the option is called the option premium.Most often the term "options" refers to a derivative security, an option which gives the holder of the option the right to purchase or sell a security within a predefined time span in the future, for a predetermined amount. (Specific features of options on securities differ by the type of the underlying instrument involved.) However real options are another common type. A real option may be something as simple as the opportunity to buy or sell a house at a given price at some period in the future. The writer has the obligation to sell the house to the option buyer for the price agreed in the option while the option buyer does not have to purchase the house at all, so again the buyer has received something of value. Real options are an increasingly influential tool in corporate finance.The option contractFor the option purchaser (also called the holder or taker), the option:•offers the right (but imposes no obligation),•to buy (call option) or sell (put option)• a specific quantity (e.g. 100)•of a given financial underlying (e.g. shares)•at an agreed price(exercise or strike price), or calculable value (based on a reference rate)•either before maturity date(American option) or at a fixed maturity date(European option)•for a premium (option price).The counterparty (option writer / seller) has an obligation to fulfill the contract if the option holder exercises the option. In return, the option seller receives the option price or premium. Yeah.Option frameworks•The buyer assumes a long position, and the writer a corresponding short position. (Thus the writer of a call option, is "short a call" and has the obligation to sell to the holder, who is "long of a call option" and who has the right to buy. The writer of a put option is "on the short side of the position", and has the obligation to buy from the taker of the put option, who is "long a put".)•The option style will affect the terms and valuation. Generally the contract will either be American style- which allows exercise before the maturity date - or European style- where exercise is on a fixed maturity date. European contracts are easier to value and therefore to price. The contract can also be on an exotic option.•Buyers and sellers of options do not (usually) interact directly; the options exchange acts as intermediary and quotes the market price of the option. The seller guarantees the exchange that he can fulfill his obligation if the buyer chooses to execute.•The risk for the option holder is limited: he cannot lose more than the premium paid as he can "abandon the option". His potential gain is theoretically unlimited; see strike price.•The maximum loss for the writer of a put option is equal to the strike price. In general, the risk for the writer of a call option is unlimited. However, an option writer who owns the underlying instrument has created a covered position; he can always meet his obligations by using the actual underlying. Where the seller does not own the underlying on which he has written the option, he is called a "naked writer", and has created a "naked position".•Options can be in-the-money, at-the-money or out-of-the-money. The "in-the-money"option has a positive intrinsic value, options in "at-the-money" or "out-of-the-money"have an intrinsic value of zero. Additional to the intrinsic value an option has a time value, which decreases, the closer the option is to its expiry date (also see option time value).Option pricing modelsHistorically the pricing of options was entirely ad hoc. Traders with good intuition about how other traders would price options made money and those without it lost money. Then in 1973 Fischer Black and Myron Scholes published a paper proposing what became known as the Black-Scholes pricing model, and for which Scholes received the 1997 Nobel Prize(Black had died, and was therefore not eligible). The model gave a theoretical value for simple put and call options, given assumptions about the behavior of stock prices. The availability of a good estimate of an option's theoretical price contributed to the explosion of trading in options. Researchers have subsequently generalized Black-Scholes to the Black model, and have developed other methods of option valuation, including Monte Carlo methods and Binomial options models.Option usesOne can combine options and other derivatives in a process known as financial engineering to control the risk in a given transaction. The risk taken on can be anywhere from zero to infinite, depending on the combination of derivative features used.Note, by using options, one party transfers (buys or sells) risk to or from another. When using options for insurance, the option holder reduces the risk he bears by paying the option seller a premium to assume it.Because one can use options to assume risk, one can purchase options to create leverage. The payoff to purchasing an option can be much greater than by purchasing the underlying instrument directly. For example buying an at-the-money call option for 2 monetary units per share for a total of 200 units on a security priced at 20 units, will lead to a 100% return on premium if the option is exercised when the underlying security's price has risen by 2 units, whereas buying the security directly for 20 units per share, would have led to a 10% return. The greater leverage comes at the cost of greater risk of losing 100% of the option premium if the underlying security does not rise in price.Other instruments to manage risk or to assume it include:•Futures•Forwards•Swaps。
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Risks
include: 1) lack of experience, 2)poor location, 3)too much competition, 4)poor merchandising. Restaurant must make a special statement to the customer if he or she is to return.
Restaurants
and caterers provide both a service and a product.
the meal
feeding an individual who is not eating at home.
Product
Restaurants
offer their service and product at a fixed location . The catering business is a mobile one providing food service either for special occasions or for places where meals are usually not prepared.
Every
restaurant customer can see: take orders and bring the maitre d’hotel (餐厅领班 ) food captain, or hostess the waiters and waitresses the bussers(set and clear the table).
Lesson Eight
Restaurant Management
1.
Customers 2.Business Volume 3. Product,cuisine 4. Business Classification 5. Types of Business, business risks,employment 6. Organizational Structure of Restaurant 7.Stakeholders 8. Business Approaches
An
improving economy and continued growth in disposable personal income will be the catalysts to propel the restaurant industry into the year of real growth.
美食家；能品尝食物 和美酒的行家
2).
Types of Services table service counter service self-service carry-out or take-away
Types of Business
In
every price range and every cuisine countless restaurants around the world are independently-owned and often owneroperated. It appeals to those who want the risks and satisfactions of self-employment.
choice. The restaurant and catering business has developed to feed this huge number of people.
Business Volume
The
restaurant and catering business is one of the largest and fastest-growing industries in the world. Those who eat away from home spend vast sums of money for restaurant or catered meals. It depends heavily on tourists for sales.
Restaurants
fulfill the customer's immediate convenience; taste and style of cooking and eating are fulfilled by cuisine.
Business Classification n.
Customers
transients ,factory workers, school Millions of people are awaypersonnel,travelers, from their children,military homes everypeople day either necessity or by out toby have a good time
1)Types
of Restaurants : The gourmet restaurant serves customers who want The family-type restaurant to eat in a hurry and are most interested in fast service, The specialty restaurant (offers a limited cleanliness, and low price. variety or style of food ) The convenience restaurant