Lession 1 What is tourism?1.Four different perspectives of tourism(要考虑的四个不同方面)：The tourist / The business providingtourist goods and services / The goverment of the host community or area / The host community2.The importance of giving a definition of tourism(旅游定义的重要性)：Each of the many definitions thathave arisen is amied at fitting a special situation and solving an immediate problem,and the lack of uniform definitions has hampered study of tourism as discipline.3.One has only to consider the multidimensional aspects of tourism and its interactions with other activities tounderstand why it is difficult to come up with a meaningful definition that will be universally accepted.4.WTO definitions(WTO 下的定义)1)The definitions of tourism(旅游)：Tourism comprises the activities of persons traveling to and stayingin places outside their usual environment for not more than one consecutive year for leisure,business and other purposes.2)The definitions of international tourism(国际旅游)a)Inbound tourism(入境旅游):visits to a country by nonresidentsb)Outbound tourism（出境旅游）:visits by residents of a country to another country3)The definitions of internal tourism（境内旅游）:visits by residents of a country to their own country4)The definitions of domestic tourism（国内旅游）: internal tourism plus inbound tourism(the tourismmarket of accommodation facilities and attractions within a country)5)The definitions of national tourism（国家级旅游）: internal tourism plus outbound tourism(theresident market tourism market for travel agents and airlines)5.Tourism as defined by...(其他国家或地区定义)1)The United States(美国)：A tourist is one who travels away from home for a distance of at least 50miles(one way) for business, pleasure, personal affairs,or any other purpose except to commute to work,whether he stays overnight or returns the same day.2)Canada（加拿大）:nonresident travelers, resident travelers, and other travelers.Both nonresidenttravelers and resident travelers include both same-day and business muters are included and are not distinguished from other same-day business travelers. Other travelers consist of immigrants, former residents, military personnel, and crews.3)The United Kingdom（英国）:It measures all trips away from home lasting one or night or more,takenby residents for holidays,visits to friends and relatives(nonholiday), or for business, conferences, and most other purposes.4)Australia（澳大利亚）:A person visiting a location at least 40 km from his usual place of residence, fora period of at least 24 hours and not exceeding twelve months.5)Chuna（中国）：The sum of all the phenomena and relations arising from the travel and temporary stayby people who have left home to go to other places to visit.Notes；Leisure time余暇 a study tour考察旅游 a wilderness park天然公园vital to对...至关重要the rail of a cruise sgip游船栏杆make a profit获得利润tax receipts税收收入the foreign exchange receipts外汇收入the sum total收入乘数august bodies权威机构...arriving at a consensus达到统一round trip往返旅行narrow operational definitions只限于实际操作的定义come up with a meaningful definition that will be universally accepted做出一个能被普遍接受的定义Lession 2 Mass tourism and New tourism1.Modern tourism1)The Grand Tour（大旅游）:A tour of certain cities in Western Europe undertaken primarily, but notexclusively for education and pleasure.2)The first package holiday built around air transport:This was undertaken by Vladimir Raitz, aRussian emigre educated at the London School of Economics.2.Mass tourism（大众旅游）1)The characteristics（特点）:standardization and rigidity2)Four conditions（4个条件）:a)The holiday is standardized, rigidly packaged and inflexible.No part of the holiday couldbe altered except by paying higher prices.b)The holiday is produced through the mass replication of identical units, with scaleeconomies as the driving force.c)The holiday is mass marketed to an undifferentiated clientele.d)The holiday is consumed en mass, with a lack of consideration by tourists for local norms,culture, people or the environmens of tourist receiving destinations.3.New tourism（新旅游）1)The characteristics（特点）:one of the key characteristic s of the new tourism is flexibility---flexibleconsumers, flexibile services and the flexibility of products to more with the market.2)Conditions（条件）:a)The holiday isflexible and can be purchased at prices that are competitive withmass-produced holidays.b)Production of travel and tourism-related services are not dominated by scale economiesalone.Tailor-made services will be produced while still takong advantages of scaleeconomies where they apply.c)Production is increasingly driven by the requirements of consumers.d)The holiday marketed to individuals with different needs, incomes, time constraints andtravel interests. Mass marketing is no longer the dominant paradigm.e)The holiday is consumed on a large scale by tourists who are more experienced travelers,more educated, more destinationoriented, more independent, more flexible and more‘green’f)Comsumers look at the enviroment and culture of the destinations they visit as a key partof the holiday ecperience.3)Five main impulses driving new tourism（5个推动力）:a)New consumersb)New technologiesc)New production practicesd)New management techniquese)Changes in the industry’s frame conditionsNotes:Harks back to可追溯到，开始于Low Countries低地国家package tours包价旅游Was equated with相等purchasing power购买力coupled with外加，加上Paid holidays带薪假日mass tourism大众旅游charter flights包机航班Vertical and horizontal integration垂直合并和水平式结合diagonal integration斜向联合Market segmentation市场细分airline oligopolies航线的寡头垄断takes hold固定下来，确立Customized cervices按要求提供的服务dominant paradigm主要形式geared to适应More green更有环保意识scale economics规模经济scope economics范围经济Tailor-made services特别服务项目at the various ports of calls在不同的停靠港holds for适用于Take hold抓住spur on飞驰Lession 3 Tourism Organizations1.International Organizations（国际旅游）:1)World Tourism Organization---WTO 世界旅游组织，中国1983年10月加入It is the only organization that represents all national and official tourists interests.2)International Air Transport Association---IATA 国际航空运输协会，中国1999年加入It is the global organization for virtually all the international air carriers.3)International Civil Aviation Organization---ICAO 国际民航组织，1971年加入It is an organization of some 80 governments joined to promote civil aviation on a worldwide scale.2.Regional international Organizations（区域性国际组织）:1)Organization for Economic Cooperation Development---OECD 经济合作与发展组织2)Pacific Asia Travel Association---PATA 太平洋亚洲旅行协会，简称“太亚旅协”，中国已加入3.National Organization（国家组织）:1)The United States Travel and Tourism Administration美国旅行和旅游管理2)The China National Tourism Administration 中国国家旅游局Notes:Access to能进入，能适用tourist operatprs旅游经营商police registration出境证明Frontier formalities边境手续air carriers航空公司baggage checks行李票Accreditation services审定工作contracting countries签约国in accordance with根据Apply to适用于be of use有用的eligible for合格，够资格concentrate on集中于Rank as排名second to仅次于engaged in从事于Lession 4 Defining the Person1.International travel1)The first recommendation made by the Committee of Statistical Experts（统计专家委员会第一次提出的建议）The first recommendation made in 1963 by the Committee of Statistical Experts of the short-lived League of Nations. Their definition described an international tourist as anyone visting a country, other than that which is usual place of residence, for more than 24 hours.2)The modification made by the IUOTO（IUOTO的修改）：The International Union of Official Travel Organization(IUOTO) resurrected and modified the Committee’s definition in 1950 by including students on study tours as tourists and by specifying a new type of traveller called an international excurionist.3)Distinction between tourists and visitors drew by 1963 Conference on International Travel andTourism（1963联合国在罗马召开的国际旅游会议对游客和游客之间的区别）：It drew a distinction between tourists ,who stayed for more than 24 hours, and visiters, who stayed for less than 24 hours.4)The distinction made between tourists and day visitors or excursionists suggested by the ExpertStatistical Group（专家统计所建议的游客和游客或远足之间的区别）：They syggested that the distinction be made between tourists, who stayed overnight, and day visitors or Excursionists, who did not.5)Terms and associated definitions published by the WTO in 1981（1981年WTO公布的相关条款的定义）：International visiters are to be divided into international tourists and international excursionists:International tourists: visitors who spend at least one night in accommodation in the destination country.International excursionists: visitors who do not spend at least one night in accommodation in the destination country.2.Domestic travelWTO’s guidelines for the definition of demostic tourism（WTO对国内旅游定义的指导方针）：They urge national tourism organization to:a)Include both citizens and foreign nationals in their country as domestic travelers.b)Exclude travel associated with the pursuit of employment, such as commuting.c)Make a distinction between extended or permanent migration and short-term migration or travel.d)Make a further distinction between stays of more than 24 hours(or overnight) and less than 24 hours(ornot involving overnight stays).Notes:Evolved out of从...演变而来en route在途中transit travelers过境旅游者Expert Statistical Group专家统计小组in the capacity of以...的身份 a lay-over短暂停留Take up拿起be identical to与...相同impose on利用Lession 5Determining Fctors of Tourism1.objective conditions of tourism（客观条件）1)positive effects on demands（积极影响）: discretionary incomes/ inceased edycational standards/increased leisure time/ improved transport2)negative effeces on demands（消极影响）: life cycle of the family2.motivation of tourism（旅游动机）1)The role of marketing（市场营销中的作用）：It is the role of marketing to suggest objectives---cruises,flights, or vacations---to satisfy needs, an awareness of which has already been created.2)Maslow’s hierachy of needs model（马斯洛的需要层次模型）：a)Physiological---hunger, thrist, rest, activicyb)Safety---security, freedom from fear and anxietyc)Belonging and love---affection, giving and receiving loved)Esteem self esteem and esteem from otherse)Self-actualization---personal self-fulfillmentNotes:Net discretionary incomes可随意支配的净收入resultant promotion职位的提升indulge in尽情享受the life cycle of the family家庭生命周期the mode of travel旅行方式dealers in dreams销售梦幻accomodation and support facilities住宿和其他辅助设施need deficiencies需求不足opt for选择end objecttive最终目标lay out设计（城市、花园等）hierachy of needs model需要层次模型submit to服从，听任in light of看作the idea of prepotency优先原理be embodied in体现Lession 6 Types of Tourists and Their Needs1.Types of tourists(旅游者类型)：rest and relaxation/ cultural visits/ educational visits/ exotic andunusual holidays/ travel as a norm of behavior/ business travel/ other travelers for pleasure2.Business travel1)Five points which influence decisions for business（影响商务决策的5点）：a)Type of customer to be visitedb)Type of industry to be visitedc)Locations of customers/industryd)Timing and duration of visitse)Reason or need for visit2)Business travel in the United States（美国的商务旅游）:In the USA about 10 per cent of all trip involeup to thirty nights in a hotel.3)Business travel in Britain（英国商务旅游）:Britain, with an international or export-orientated businessactivity was in the upper end of these figures.Notes:in that在...方面the jargon of marketing营销学术语be dictated by取决于on offer出售，提供the support辅助服务cultural/educational visits文化/修学旅游be of prime importance最重要的exotic and unusual holidays猎奇旅游in character with与...本质上一致balanced by被...抵消all and sundry所有人，全部rare flora and fauna珍惜植物和动物local color地方色彩is ascribed to因为...造成的travel for travel’s sake为了旅游而旅游the foregoing前述各项the done thing合乎俗礼的事be addicted to沉溺于price inelastic无价格弹性appropriate for/to相称的be tailored to each executive’s needs根据每个商务人员的需要提供服务Lession 7 Travel Agents（旅游代理）1.The role of travel agents1)Differences between the travel agent’s role and that of other retailers（旅行社和其他零售商的差异）：agents do not purchase a product for resale to their customers.2)Implications of these differences（差异影响）:a)The cost of setting up in business is comparatively small compared to that of other retailbusinessb)Agents are not seeking to dispose of products they have already purchased, so will thereforedisplay less brand loyalty towards a particular product or company3)The main role of the travel agent（主要角色）:to provide a convenient location for the purchase oftravel.4)Range of serives（服务范围）:not only on the basis of the commission each earns but alsodepending upon the demand in an area, the degree of specialisation of the agency and the preferences and marketing policies of the proprietor.2.Travel agency skills and competencies1)Factors in the agency’s sucess(成功因素):good management and good service.2)Functions of staff（职能）:a)Advising potential travellers on resorts, carriers, travel companies and travel facilitiesworld-wideb)Making reservations for all travel requirmentsc)Planning itineraries of all kinds, including complex muitistopover independent toursd)Accurately computing airline and other farese)Issuig travel tickets and vouchersf)Communicating by telephone and letter with travel principals and customersg)Maintaning accurate files on reservationsh)Maintaning and displaying stocks of travel brochuresi)Interceding with principals in the event of customer complaints3)Counter-staff skills（技能）:a)The ability to read timetables and other data sourcesb)To construct airline faresc)To write ticketsd)To have sufficient knowledge of their customers to be able to match customer needs with theproducts availablee)Can competenely operate computers, especially computer reservations systemsNotes:Travel principals旅游经营商travel retailers旅游零售商（代理商）ratail agencies零售旅行社Sales outles---distribution outlets销售网点vie with与...竞争air fares航空票价Decide against决定不... decide on/upon就某事做出决定source of revenue收入来源Brand loyaity对某一特定品牌的信赖target sales目标销售额return on sales销售回报Look to...(for)指望...，希望（从）...得到car hire小汽车出租word of mouth口碑Word of mouth recommendation口头宣传the local share of the market当场市场份额Potential travellers潜在的旅游者in the event of如果basic point-to-point air fares两地间基本航空运价Suffice to say that只要说..就够了back office and front office后台和前台hard wired硬接线Capital investment资本投资come to terms with接受to package their own tours组合自己的包价旅游Is ideally suited for非常适合stands in the way of阻挡take on带上dispose of处理set up成立Lession 8 The Tour Brochure(旅游宣传册)1.The inportant role of the brochure(重要角色):It is a vital marketing tool, being the main influence on thecustomer’s decision to buy.2.package tour brochure（包价旅游手册）：It can be described as falling to three categories---shell folders/umbrella brochures/ regular tour brochures.rmation required in the brochure（手册里的内容）a)The name of the firm respp\onsible for the inclusive tourb)The means of transport used, including, in the case of air transports, the name of the carrier(s), type andclass of aircraft used and whether scheduled or charter aurcraft are operatedc)Full details of destinations, itinerary and times of traveld)The duration of each tour(nimber of days/nights’ stay)e)Full description of the location and type of accomodation provided, including any mealsf)Whether services of a representative are available abroadg) A clear indication of the price for each tour, with any extras charged clearly shown on the same pageh)Exact details of special arrangementsi)Full conditions of booking, including details of cancellation conditionsj)Details of any optional or compulsory insurance coveragek)Details of documentation required for travel to the destinations featured, and any heslth hazards or inoculations recommended4.Ways of reducing wastage（减少浪费的方法）:By establishing standards against which to monitor theperformance of travel agents.Notes:Tour brochure旅游宣传册marketing tool市场营销工具design studio设计室publicity material宣传品intangible product无形产品advertising agency广告公司computer grahic packages计算机图形包in-house computer内部计算机lay out设计fall into分为，陷入（某状态）tailor-made预先安排的tour basing fares包价旅游票价run to多达long-haul and short-haul长途和短途house name公司名称games room游艺室insurance coverage保险范围running off印出invest in投资于cut down削减distribution to分发put on增加associate with与...联系在一起。