旅游教案5Review and Supplementary Materials.doc

课次 5课程名称旅游英语 授课教师授课班级旅游 11-301 授课日期本次课题 Review and Supplementary Materials教学目的和技能要求 Know more information about tourism教学设计: 重点、难点 To acquire vocabulary, sentence structures and ways of expression used in General introduction of tourism industry;能力培养 Train students skills in General introduction of tourism industry.德 育 By learning this period, to train the students interest; to train rigorous, realistic spirit and the best quality of constantly enterprising, blazing the new trails; Students must have both ability and political integrity.教学方法 Lecturing and practice; Discussion教学内容摘要:A. 任务学习：Talking about General introduction of tourism industryB. 归纳小结：To sum up this learning content and the situation in attending a lecture C. 练习：To check up while in classD. 辅导答疑：Collective or individual for questions and answersE. 布置作业: Preview the next task参考资料旅游英语南凡 高等教育出版社导游英语朱华 高等教育出版社教学后记大庆职业学院备课用纸第页 The Main Teaching Process and Arrangement Tourism is regarded as the worlds largest industry and one of the fastest-growing, accounting for over one-third of the value of total world-wide services trade, Highly labor-intensive, it is a major source of employment generation, especially in remote and rural areas.l The origin of Chinas tourism emblemChinas tourism industry in 1980s chose a unique design for its emblem-a horse on a mythical “dragon sparrow” against a sky-blue background. China tourism in Chinese, English, French, Spanish, and Japanese stands out in red letters on white.The design is based on the famous Han Dynasty bronze horse. Arresting in a more dynamic way is the bronze horse from an eastern Han Dynasty (AD 25-220) tomb discovered at Leitai in Wuwei city, Gansu Province on the route of the well-traveled Old Silk Road in October 1969. he is poised as if flying and one of his hooves rests lightly on a swallow with wings outstretched, suggesting in a beautiful and imaginative way the almost divine power, which the Chinese people at this time believed the horse to possess. The remarkable feature of the figure is that the horse is supported on a single hind hoof treading on a creature that looks like a cross between a bird and a beast-so well balanced that the impression is one of both airiness and stability. He has been chosen as the symbol of Chinese tourism.Studies by experts indicate that the horse rests not on a flying swallow but on a “dragon sparrow”, a god of the winds. Thus the bronze figurine should more appropriately be called “Horse Above Dragon Sparrow” (马超龙雀）.With the development of society and tourism, some suggests the bronze horse should have a new name “PEGASUS WITH AEOLUS” or “PEGASUS AEOLUS GAME“天马赛风神” .选择“马超龙雀”作为中国旅游业的图形标志，其涵义是：、天马行空，逸兴腾飞，无所羁缚，象征前程似锦的中国旅游业。 、马是古今旅游的重要工具，奋进的象征，旅游者可在中国尽兴旅游。 、马超龙雀的表铜制品，象征着中国数千年光辉灿烂的文化历史，显示文明古国的伟大形象，吸引全世界的旅游者。 The implication of the emblem: 1. It indicates the promising future of Chinas tourism industry. 2. Horse is an important transportation tool for travel, it means that visitors can enjoy to their hearts content in China. 3. the emblem is a copperware representing Chinas thousands of years splendid culture and history appealing to worldwide visitors.l The global concept of tour service:The global concept of tour service contains 7 meanings represented by the word “SERVICE” with 7 initial letters.“S”, the first letter stands for SMILE meaning that the service personnel should provide smiling service. In other words, the service person is supposed to smile while rendering service to tourists.“E”, the second letter represents EXCELLENT which indicates that service should be performed in an excellent way.“R”, the third letter symbolizes READY which shows that the service person is constantly ready to serve tourists.“V”, the fourth letter stands for VIEWING which indicates that each tourist should be treated as a distinguished guest with his or her special needs.“I”, the fifth letter shows INVITING which means that tourists will want to return after he or she leaves the city or the country.“C”, the sixth letter stands for CREATING which shows that the service person should create an amiable and harmonious environment for tourists.“E”, the seventh letter indicates EYE which means that each service person pays a close attention to tourists with keen observation, anticipates their needs and provides his or her service in time which makes tourists feel that they are carefully and constantly concerned by the service person 1. Tourism and touristsI. Different Definitions:l Professor Hunziker and Krapf of Burne University in Switzerland (1942):-Tourism is the sum of the phenomena and relationships arising from the travel and stay of non-residents, in so far as they do not lead to permanent residence and are not connected to any earning activity.l Tourism Society in Britain(1976):- Tourism is the temporary short-term movement of people to destinations outside the places where they normally live and work, and activities during their stay at these destinations; it includes movement for all purposes, as well as visits or excursions.l Mcintosh and Goeldner(1986):-Tourism is the science, art, and business of attracting and transporting visitors, accommodating them, and graciously catering to their needs and wants.- Tourism is the sum of the phenomena and relationships arising from the interaction of tourists, business suppliers, host governments, and host communities in the process of attracting and hosting these tourists and other visitors.l Xiongliyou:-Tourism is the sum of phenomena and relationships of society, culture, and economy, which arises from the non-residential travel or temporary stay by the travelers. l World Trade Organizations definition of tourism :-The activities of persons traveling to and staying in places outside their usual environment for over twenty-four (24) hours and not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.l Common points in the definitions:- a kind of temporary and no-residence activity;- with a certain purpose;- reflects a social phenomenon;- phenomena of culture and economyl Tourists：The World Tourism Organization defines tourists as people who travel to and stay in places outside their usual environment for over twenty-four (24) hours and not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.II. The classification of tourism:1).Domestic tourism: involves residents of the given country traveling only within this country.2). International tourism: includes a) Inbound tourism: non-residents traveling in the given country. b) Outbound tourism: residents traveling in another country.3).Internal tourism: comprises domestic tourism and inbound tourism.4).National tourism: consists of domestic tourism and outbound tourism.5). Special types of tourism: - rural tourism - ecotourism -agritourism -urban tourism -MICE -theme parks tourism -cultural tourism: -heritage tourism -medical tourism -religious tourism -nautical tourism -culinary tourism -online tourism -space tourism -educational tourism: educational tourism developed, because of the growing popularity of teaching and learning of knowledge and the enhancing of technical competency outside of the classroom environment. In educational tourism, the main focus of the tour or leisure activity includes visiting another country to learn about the culture, such as in Student Exchange Programs and Study Tours, or to work and apply skills learned inside the classroom in a different environment, such as in the International Practicum Training Program. -dark tourism: One emerging area of special interest tourism has been identified by Lennon and Foley (2000) as “dark” tourism. This type of tourism involves visits to “dark” sites, such as battlegrounds, scenes of horrific crimes or acts of genocide, for example: concentration camps. Dark tourism poses severe ethical and moral dilemmas: should these sites be available for visitation and, if so, what should the nature of the publicity involved be. Dark tourism remains a small niche market, driven by varied motivations, such as mourning, remembrance, macabre curiosity or even entertainment. Its early origins are rooted in fairgrounds and medieval fairs.l Classification of travelers: According to different standards, hotel guests are categorized differently. 1) as to the purpose of visit: pleasure and business travelers.2) as to numbers: independent and group travelers, .3) as to the origin: domestic and foreign travelers.a) Pleasure travels are people who travel for pleasure (e.g. sightseeing or entertainment). Sightseeing travelers are usually attracted by beautiful scenery and special folks of customs. They are sensitive to the price and features of the scenic spots, tend to spend less and stay for a short period; Entertainment travelers are attracted by special festivals, sports or other cultural events. Their arrival is highly seasonal and they are generally price sensitive and care much for travel security and the quality of tourism products. Pleasure travelers can be classified into four types: domestic travelers, foreign independent travelers (FITs), group inclusive travelers (GITs) and special interest travelers (SITs)such as study-seeking travelers and health care travelers.Study-seeking travelers: usually possess high level of education, special skills or special interest. They have strong requirement for knowledge, and like to communicate with others. They require that tour guides should have higher level of cultural knowledge, and they are sensitive to the arrangement of the itinerary.Health care travelers usually are senior people and have higher income and more leisure time. They have strong desire to keep fit or recuperate their health. They are sensitive to the function of the health care or recovery programs. They tend to stay for a longer period.b) Business travelers are people who travel for the main purpose of conducting business. Nowadays business travelers are the largest source of hotels. Generally they may desire high quality service, comfortable, modern surroundings, leisure facilities to relax and access to advanced telecommunications equipment for business purpose. They are not price sensitive and may have high expenditure. They can be classified into three categories: individual business travelers, corporate business travelers and conference participants.c) An independent traveler is someone who travels alone for either business or pleasure, as opposed to a group travelling together.III The basic requirement for people to travelBefore people can experience tourism they usually need at least:1) disposable income, ie. money to spend on non-essentials 2) leisure time 3) tourism infrastructure, such as transport and accommodation. 4) Other factors such as health, security of the destination and motivation to travel are also important. As a service industry, tourism has numerous tangible and intangible elements. Major tangible elements include transportation, accommodation, and other components of the hospitality industry. Major intangible elements relate to the purpose or motivation for becoming a tourist, such as rest, relaxation, the opportunity to meet new people and experience other cultures, or simply to do something different and have an adventure.IV. Purpose of visit：II. People travel for many reasons. Those listed below are just a few of the possibilities III. Leisure, recreation, holidaysAttending conventions or conferencesVisiting friends or relativesGoing on businessSeeking health treatmentVisiting theme parks, exhibitions, or festivalsParticipating in sports eventsSightseeingFurther educationAttending weddings or funeralsReligion & pilgrimageOthers (shopping, tasting local delicacies, seeking novelty, meeting new people, adventure, etc.)V. Frequent travel: In recent years, a number of important social and economic changes have led to more frequent travel. These include:Early retirement, longer life span, shorter work week, more leisure time, greater disposable income, greater mobility, smaller families, change in consumer spending patterns.2. The composition of tourism industryThe tourism industry includes:1). those sectors which enable the tourist to travel to and from the destination (for example travel agents, tour operators, airlines, bus companies, and rental car companies) 2). those sectors which are part of the product at the destination (for example, accommodation, facilities and attractions) 3). the human component of tourism (the labor force) 4). public sector or government agencies, regional tourism organisations, professional associations and industry training organisations. 3.The characteristics of tourism productsEvery industry produces either a product, or a service, or a mixture of products and services. A product is something that is developed, manufactured, grown, or extracted, and then offered for sale in order to satisfy customers needs. But the travel industry is unusual in that it simultaneously produces both products and services. A tourist product may be easily visualized as everything that a tourist uses, consumes or acquires on one trip. Travel products have several characteristics that distinguish them from the products of most other industries. These include intangibility, simultaneous production and consumption, perish ability, complementarily, and variability.1） intangibilityThe products of most industries are tangible. They can be seen, touched, and sometimes even smelled and tasted. They have weight and take up space. Travel products, too, have some tangible components. There are spaces available at a specified time, such as a seat on a plane, ship, train, or bus, a room or a bed in a hotel, a table in a restaurant, and so on. There are also goods that can be touched and used, such as three meals a day, drinks in a bar, local products in a souvenir shop, etc.On the other hand, there are intangible aspects in travel products. Take an inclusive tour (IT) for example. An IT is a travel package that offers both transportation and accommodations, and often entertainment as well. For the greater part, an IT cant be seen or touched. It can not be inspected by prospective purchasers before they buy, as can a washing machine. The purchase of an IT is a speculative investment involving a high degree of trust on the part of the purchaser.It has often been said that selling holidays is “selling dreams”, and this is true to a great extent. When a tourist buys an it abroad, he is buying more than an aircraft seat, a hotel room, three meals a day and the opportunity to sit on a sunny beach. He is also buying the temporary use of a strange environment, incorporating novel geographical features-old world towns, tropical landscapesplus the culture and heritage of the region and other intangible benefits such as service, atmosphere, and hospitality. The recalling of the experience and the reviewing of slides or photos are an added bonus. The product is therefore largely psychological in its attractions.Tangible objects such as seat on an airline, beds in a hotel room, and food in a restaurant are used to create the experiences, but these are not what the customer is after. Instead, the customer seeks for the intangible benefits-pleasure, relaxation, convenience, excitement-that the experiences can yield. 2） Simultaneous production and consumptionMost tangible products are produced in one location, and sold and consumed later in another location. They can be brought to the consumers. Most travel products, in contrast, are produced and consumed in the same place and at the same time. They are usually sold first, then simultaneous produced and consumed. They cannot be brought to the consumer; rather the consumer must be taken to the products. The Johnsons, for example, bought a cruise package to the three gorges. They paid for it in America. Then they would have to leave their home in the USA, take a scheduled airline to come to Chongqing, China, where they would be shown to the cruise ship. As the cruise ship moved down the river, they would be consuming their product, or experiencing it. In the same way, an airline passenger consumes a flight as it is being produced.The fact that travel products are produced and consumed simultaneously creats a certain level of interdependence between suppliers and customers. Since the consumption of the products occur within the suppliers facilities, or on the suppliers premises, customers and suppliers must interact, and their interaction shapes the travel experience. It is true that good tangible product can be spoiled by bad service.3）perishabilityThis is another characteristic of travel and tourism products. It is related to the fact that travel products are intended to be consumed as they are produced. Because the consumption of the service and its production occur simultaneously, there is no inventory. An airline has a specific number of seats to sell on each of its flights. A hotel has a specific number of rooms available for each night of the week. If no one purchases a ticket for a particular airline seat by the time the flight departs or reserves a particular hotel room before the night is over, then the opportunity to sell that product is lost and gone forever. The unsold hotel room or aircraft sea