旅游管理专业英语 课件汇 刘新颜 Unit 7 Hospitality Management-Unit 12 Sustainable Development of Tourism

Unit7HospitalityManagementWords&PhrasesExtensionActivitiesContentsCONTENTPartOneListeningPartTwoSpeakingPartThreeWarmUpPartFourReadingPartFiveExercisesPartSixWritingDirection:Fillintheblanksaccordingtowhatyouhear.Dialogue1Dialogue21PARTONEListening2PARTTWOSpeakingIntheRestaurantUsefulExpressions1.Doyouhaveareservation,sir?2.I’msorry,wearefullybookedtonight,wouldyoulikeareservationsomeothertime?3.MayIrecommendourVIPboxforyou?4.Sir/madam,wouldyoulikethetablebytheornearthecorridor?5.I’dlikesomethingwhichwhetstheappetite.6.Willyourecommendmesomelocaldishes?7.CanItakeyourordernow?8.I’dliketostartwith…andthen…,andtofollow…tofinishwith…9.Whatwouldyouliketodrink,coffeeortea?10.Howdoyoulikeyoursteak？Welldone(medium/rare),please.11.CanIexchangeanewboneplateforyou12.I’dliketosettlemybill,please.Role-playSituation1Supposethatyouinvitedagoodfriendtodinnerandspecifiedthetime,dayordateandplace.Yourfriendacceptedtheinvitation.Thenyouarecallingtherestauranttobookatable.Role-playSituation2YouarehavingdinnerwithyourfriendsinaSichuanrestaurant.Havingorderedsomespecialfood,youaretalkingaboutthecharacteristicsofSichuanfood.3PARTTHREEWarmupWatchtheshortvideoandanswerthequestionsPleasetrytodescribetheoriginandgrowthprocessofthehospitalityindustry.Whataretheobjectivesinhospitalityperformance?4PARTFOURReadingReadingItdevelopsfromtheancientcustomofbreakingbreadwithapassingstrangertotheoperationsoftoday’smultifacetedhospitalityconglomerates./kənˈɡlɑːmərət/n.企业集团;聚合物;联合大公司;组合物.

alargecompanyformedbyjoiningtogetherdifferentfirms.ExampleHotelGroupisasortofeconomicconglomeratethatisformedbyanumberofhotelsthroughcapitalcombinationandbusinesscooperationonthebasisofahighlydevelopedHotelindustry.饭店集团是在饭店业高度发展基础上形成的一种由众多饭店组织共同构建，通过资本融合和经营协作关系等方式组成的经济联合体。ReadingTheprimaryfunctionofahotelistoprovidelodgingaccommodation./ˈlɒdʒɪŋ/n.住宿;借宿;租住的房间v租住;为(某人)提供住宿.temporaryaccommodation.ExampleThebillisinclusiveofthefoodandlodging.账单包括吃、住费用。ReadingTheseexecutivesgenerallyhavearegionalorcorporatecounterpartwithwhomtheyhaveareportingrelationship,althoughthegeneralmanageristheirimmediatesuperior./ˈkaʊntərpɑːrt/n.对应方;对应的事物.apersonorthingthathasthesamepositionorfunctionassb/sthelseinadifferentplaceorsituation.ExampleTheForeignMinisterheldtalkswithhisChinesecounterpart.外交部长与中国外交部长举行了会谈。ReadingTheroomsdivisionconsistsofthefollowingdepartments:frontoffice,reservations,housekeeping,concierge,guestservices,security,andcommunications.Housekeeping/ˈhaʊskiːpɪŋ/n.家务;(旅馆、医院、写字楼等的)总务处，后勤部apersonorthingthathasthesamepositionorfunctionassb/sthelseinadifferentplaceorsituation.concierge/koʊnˈsjerʒ/n.(尤指法国公寓等处的)看门人;(宾馆中负责提供信息、订票等的)服务台职员；礼宾部.apersoninahotelwhosejobistohelpguestsbygivingtheminformation,arrangingtheatretickets,etc.ExampleCallhousekeepingandaskthemtobringussomecleantowels.给客房部打电话，让他们给我们送些干净的毛巾来。Checkthedailyfunctionreport,makesureallofconciergestaffknowthedetailsmeetingvenue.查看每天会议报表，确保所有礼宾部行李员知道详细的会议地点。ReadingTheapplicationofrevenuemanagementinhotelsisstillbeingrefinedtotakeintoconsiderationfactorssuchasmultiplenights’reservationsandincrementalfoodandbeveragerevenue./ˌɪnkrəˈmɛntəl/adj.增加的;递增的.increasinggraduallybyregulardegreesoradditions.ExampleWeareseekingcontinuous,incrementalimprovements,notgreatbreakthroughs.我们在寻求持续的、渐进的改善，而不是重大的突破。ReadingTheconciergeisauniformedemployeeofthehotelwhohasherorhisownseparatedeskinthelobbyoronspecialconciergefloors./ˈlɑːbi/n.大堂;(公共建筑物进口处的)门厅,前厅,大厅.alargeareainsidetheentranceofapublicbuildingwherepeoplecanmeetandwait.ExampleGostraightaheadtillyoureachthelobby,thenturnright.请先直走到大堂后再右拐。ReadingBecauseofthehardworkandcomparativelylowpay,employeeturnoverisveryhighinthisessentialdepartment./ˈtɜːrnoʊvər/n.（资本、现金等的）周转，周转数;人员流动率，人事变更率.Theturnoverofpeopleinanorganizationorplaceistherateatwhichpeopleleaveandarereplaced.ExampleStaffturnoverisparticularlyhighamongjuniorgrades.基层职员的流动率特别高。ReadingHeorshereportstothegeneralmanagerandisresponsiblefortheefficientandeffectiveoperationofthefollowingdepartments:Kitchen/Catering/Banquet,Restaurants/RoomService/Minibars,Lounges/Bars/Stewarding.Stewarding/ˈstju:ədɪŋ/n.乘务员,管家;管事部.thelogisticssupportdepartmentforthecateringoperation,responsibleforprovidingsupplies,cleaningtableware.

ExampleResponsibleforproject:housekeeping,stewardingdepartment,securitydepartment,laundryandothernon-corebusinessoutsourcing.负责项目：管家部，管事部，保安部，洗衣房等非核心业务部门的外包。ComprehensionQuestionsDiscussion(accordingtothereadingmaterial)

Trytoclassifyhotelsbytype,location,andprice.Whataretheadvantageanddisadvantageofeachtypeofthehotel?Outlinethedutiesandresponsibilitiesofthekeyexecutivesanddepartmentinthehotel.Translation5PARTFIVEExercisesNoticeandPostersDirection:1.WriteanoticeaboutChristmasdecorationinthelobbyofahotel.2.WriteaposteroftheChristmasevepartyinthewesternrestaurantofahotel.Comparedtonotice,postershavenofixedlayouts,andtheirstylearevarious.Atypicalnoticeshouldfollow:

Title:inthemiddleofthefirstline,initialcapital(note)Body:themainpartofthenotice,generallyincludingthetime,place,content,notificationobject,requirements,etc.,andexpressclearinformationinconcisewordsasfaraspossible.

Signature:aligntotheright,andthesignedindividualorunitDate:thedateoftheletternoticecanbewrittenintheupperrightcornerofthelineunderthetitle;Thetimeofannouncementnoticeisgenerallyplacedinthelowerleftcornerofthetext,lowerthanthesignature.6PARTSIXWritingUnit7HospitalityManagementQ&AUnit8TravelIntermediariesWords&PhrasesExtensionActivitiesContentsCONTENTPartOneListeningPartTwoSpeakingPartThreeWarmUpPartFourReadingPartFiveExercisesPartSixWritingDirection:Fillintheblanksaccordingtowhatyouhear.Dialogue1Dialogue21PARTONEListening2PARTTWOSpeakingHistoricalsitessightseeingUsefulExpressions1.Theoldtowncandatebacktothelateseventeenthcentury.2.Inancienttimes,thesitewasconsideredoneofthesevenwondersoftheworld.3.MachuPicchuishistoricallyconnectedwiththe15th-centuryIncacivilization.4.Theexcavationsbroughttolighttheremnantsofanancientcivilization.5.TherearethreemajorschoolsofBuddhisminChina.TheyareMahayana,Hinayana,andTibetanBuddhism.6.TheTempleofHeaven,literallytheAltarofHeavenisacomplexofTaoistbuildingssituatedinsoutheasternurbanBeijing.2PARTTWOSpeakingHistoricalsitessightseeingUsefulExpressions1.TheForbiddenCitywastheChineseimperialpalacefromthemid-MingDynastytotheendoftheQingDynasty.2.TheForbiddenCityshowstheperfectexampleoftheembodimentofChinesehierarchicalcultureinarchitecture.3.ThefirstEmperoroftheChinesehistory,thoughtthattheexploitsandachievementshemadeexceededthosecontributedby“ThreeHuang”and“FiveDi”,sohestyledhimselfas“Huangdi”byputtingthetwowordstogether.4.ThefamousSilkRoad,athoroughfareforculturalandeconomicexchangesbetweenChinaandthewestinpastdynasties,isatreasuretroveofhistoricsites.Role-playSituation1SupposeyouwereatourguideofChinaYouthTravelService.YouaretakingaEuropeantourgrouptovisittheTerraCottaWarriorsandHorses,andbrieflyintroducingthefirstChineseEmperorQinShihuangandtheTerraCottaWarriors.Role-playSituation2Supposeyouwereatourguide,chooseoneofyourfavoritehistoricalsites,andshowagroupoftouristsaroundit.3PARTTHREEWarmupWatchtheshortvideoandanswerthequestionsPleasetrytodescribehowthetravelagencies,touroperators,flightconsolidatorsworktogether.Whatisthevacationpackage?4PARTFOURReadingReadingTravelintermediariesrefertoanyeconomicorganizationsorindividualspossessingstatusofalegalpersonwhofallinbetweentravelproducersandtravelconsumers,anddealwithbusinessforpurposeofresellingproductsprovidedbytourismorganizations./ˌɪntərˈmiːdieri/adj.中介的;中间人的;媒介的.anegotiatorwhoactsasalinkbetweenparties.ExampleWithourcountry′sconstantperfectionanddevelopmentoftechnicalmarket,technologicalintermediaryshowespeciallyimportancedaybyday.随着我国技术市场的不断完善和发展，技术中介的作用日益凸现。ReadingSincethetimesofThomasCooksome170yearsago,travelagencieshavebeenactinginthemarketasretailersandhavebeensellingtheproductsofvariousprovidersoftravelandtourismservices,forexample,hotels,transportationcompanies,carrentals,packageholidays,travelinsurance,andsoon./ˈriːteɪlər/n.零售商;零售店.apersonorbusinessthatsellsgoodstothepublic.ExampleItmadeitalmostimpossibleforthesmallerretailertocompeteagainstthemultiples.这使得小零售商几乎不可能跟连锁店竞争。ReadingWiththeturnofthenewmillennium,therewasahugeemergenceofdirectonlinesalesfromallserviceproviders./mɪˈleniəm/n.千禧年;一千年.

aperiodof1000years,especiallyascalculatedbeforeorafterthebirthofChrist.ExampleEveryday,upto5,000visitorscometoMillenniumLibraryforbooks,movies,music,wifi,readingcornersandstudyspace.每天，多达5000名游客来到千禧图书馆，观看书籍、电影，欣赏音乐，使用wifi，参观阅读角和学习空间。ReadingSincethetourismofferfromeachsupplierhasbecomemoretransparentworldwide,thereforecreating‘pressureinthedirectionofquality,optimalpricesandefficientuseoftimewithregardtotouristoffers’./ˈɑːptɪməl/adj.最佳的;最优的.

mostdesirablepossibleunderarestrictionexpressedorimplied.ExampleThissmartwashingmachinewilldispenseanoptimalamountofwaterfortheload.这台智能洗衣机会根据衣物多少适当安排进水量。ReadingIntheirbattleforsurvival,travelagentshavebeenchangingtheirroleasmerefacilitatorsofreservationsof‘travelcommodities’andarebecomingtravelandtourismconsultantsthatprovidecustomerswithrelevantinformation,productsandserviceswithaddedvalue,whichonlyqualifiedexpertscansecureforthem./kənˈsʌltənt/n.顾问;会诊医师.

apersonwhoknowsalotaboutaparticularsubjectandisemployedtogiveadviceaboutittootherpeople.ExampleTopstyleconsultantswillleaveyoubuzzingwithnewideas.高级时尚顾问会使你的头脑充满新鲜想法。ReadingUsingeconomiesofscaleandanenlargedscopeofoperation,touroperatorshaveindustrializedtheorganizationofholidaytravel,andhavesignificantlychangedthepreviousformsofthetourismphenomenon,thusbecomingsynonymouswithmasstourism./sɪˈnɑːnɪməs/adj.同义的;等同于…的.(ofwords)meaningthesameornearlythesame.

ExampleManythoughtmarketingwassynonymouswithadvertising,hesays.他表示，许多人曾认为市场营销是广告的同义词。ReadingAlthoughmanystillperceivetouroperatorsasproducersof‘off-the-peg’inclusivetourswhereeverythingisproducedaccordingtoasimilarpattern.off-the-peg/ɔːfðəpeɡ/adj.现成的.

madeinstandardsizesandavailablefrommerchandiseinstock.

ExampleOff-the-pegclothesareusuallycheaperthanclothesmade-to-measure.现成的衣服通常比定做的便宜。ReadingEventheterm‘massmarketholidays’,usuallyassociatedwithmanynegativeconnotations,isnolongerusedbytouroperatingcompanies../ˌkɑːnəˈteɪʃn/n.内涵;含义;隐含意义.

anideathatisimpliedorsuggestedExampleThedenotationoftheword"home"is"placewhereonelives,"butithasmanyconnotations.“家”这个词的直接意义是指“人居住的地方”，但是它还有许多涵义。ReadingThisisthesegmentwherecustomersarrangetheir‘package’themselves,combiningseparatecomponentsoftheirholidayproduct,suchasflightseat,hotelaccommodation,rent-a-car,excursionsatadestination,etc.segment/ˈseɡmənt,seɡˈment/n.段;部分;片;瓣.

apartofsththatisseparatefromtheotherpartsorcanbeconsideredseparately.excursion/ɪkˈskɜːrʒn/n.远足;(尤指集体)短途旅行.ashortjourneymadeforpleasure,especiallyonethathasbeenorganizedforagroupofpeopleExampleThree-to-fivedaycruisesarethefastest-growingsegmentofthemarket3至5天的乘船游览是该市场中发展最快的部分。WealsorecommendafulldayoptionalexcursiontotheUpperDouro我们还推荐去杜罗河上游的短途自选一日游。ComprehensionQuestionsDiscussion(accordingtothereadingmaterial)

Howdotravelagenciesadaptstothechangingroleandmeetthechangingneeds?Whatarethedifferencesbetweentravelagencyandtouroperator?Willyouchooseapackagetourwhiletravelingout?Translation5PARTFIVEExercisesCurriculumvitaeDirection:MakeaCVasastudentmajoringintourismmanagementThecontentsofaCV：EducationBackgroundResearchExperience,HonorsandAwardsCourseworkandSkillsExtracurricularActivities.6PARTSIXWritingUnit8TravelIntermediariesQ&AUnit9TourismTransportationWords&PhrasesExtensionActivitiesContentsCONTENTPartOneListeningPartTwoSpeakingPartThreeWarmUpPartFourReadingPartFiveExercisesPartSixWritingDirection:Fillintheblanksaccordingtowhatyouhear.Dialogue1Dialogue21PARTONEListening2PARTTWOSpeakingIntheThemePark

UsefulExpressions1.InChina,wehavemoreandmorethemeparks.2.Oneattractioninthethemeparkisthatitisbuiltaroundonetheme.3.Whicheverandwhateveryoulike,thereisathemeparkforyou.4.Manymoviesareshotononesiteofthisthemepark.5.Youneedtogetanadmissionticketforallfacilities.6.Therearemanythemeparksofdifferentthemesaroundtheworld.7.ItisoneofthebiggestthemeparksinAsia.8.Youshouldbuckleupbeforeyougetonthatfacility.9.Themostterrifyingthingisthatyouareplummetingonthetopoftherollercoaster.10.Youcanfindyourfavoritecartooncharacters.Role-playSituation1AtaTourismconference,aforeignerisapproachingyoutoaskaboutthemeparksinChina.Engagehimorherinadialogue.Role-playSituation2SupposeyouareatourguideinShanghai,helpyourinternationaltouristsexplorethemedparksinShanghai.3PARTTHREEWarmupWatchtheshortvideoandanswerthequestions•Howmanydifferenttransportationtypesaccordingtothevideo?AndWhatarethey?•Whatfactorsareinfluencingtransportation?4PARTFOURReadingReadingCatamaranstendtobefasterthanconventionalformsofshiptechnologybut,ingeneral(unlessforshortseacommutingsuchasbetweenHongKongofChinaandMacauofChina),businessvisitorstendtochooseothermodesoftransport./ˌkætəməˈræn/n.双体船；长筏；游艇asailingboatthatlooksliketwoboatsfastenedtogether.ExampleBoarding?Us?No,we'rejustinventingthecatamaran.登船？我们？不，我们只是发明了双体船。ReadingAsacommercialactivity,airtransportationisdifferentiatedbetweenscheduledairlines,charterairlines,low-costairlinesandprivatejets./ˈtʃɑːtə(r)/v.包租，租用；特许成立，给予……特权.tohire/rentaplane,boat,etc.foryourownuse.ExampleSeatsoncharterflightsareusuallysoldaspartofapackagedealwithhotelaccommodations.包机的座位通常是作为酒店住宿打包出售的一部分。ReadingHowever,forthebusinesstraveler,transportmaybeseenasanecessaryevil,adisutilitywhichmustbeexperiencedtoreachthedestination./ˌdɪsjuːˈtɪləti/n.无用，无效astateofcausingacounterproductiveresult,inconvenience,orharm.ExampleLaborDisutilityinsubstitutionofLeisureutility.用劳动负效用替代闲暇效用。ReadingTheconceptdevelopedintheUSAfollowingderegulationofairservicesin1978,pioneeredbySouthwestAirlines./ˌdiːˌreɡjuˈleɪʃn/n.撤销管制，解除控制theprocessoftakingawaytherulesthatcontrolsomethingsuchasanindustry.ExampleInmanycountriesderegulationhashelpedtodrivetheprocessalong.在许多国家，撤销管制有助于推动这一进程。ReadingTourismisnotahomogeneousproductsinceittendstovaryinstandardandqualityovertime./ˌhoʊməˈdʒiːniəs/adj.同种类的，同性质的；齐性的consistingofthingsorpeoplethatareallthesameorallofthesametype.ExampleAudiencesaresmallerandmorehomogeneousthantheyhavebeeninthepast.受众规模比过去更小、更同质。ReadingAstourismgrowsintoanincreasinglysophisticatedconsumerindustry,thevalueofunderstandingtheneedsoftravelerswillincreaseandthemotivationoftouristswillbecomeadrivingpartofalltourismstudies./səˈfɪstɪkeɪtɪd/adj.见多识广的，老练的，见过世面的；复杂巧妙的，精密的cleverandcomplicatedinthewaythatitworksorispresentedExampleClaudewasacharming,sophisticatedcompanion.克劳德是个有魅力、见多识广的伙伴。ReadingTourismdemandisimportantforthefinancialviabilityoftransportoperatorswhilstadequatetransportationinfrastructureofferingaccessfromgeneratingmarketsisoneofthemostimportantprerequisitesforthedevelopmentofatouristdestination./ˌpriːˈrekwəzɪt/n.先决条件，前提；预备课程somethingthatmustexistorhappenbeforesthelsecanhappenorbedone.ExamplePassingawrittentestisaprerequisitefortakingtheadvancedcourse.通过笔试是学习高级课程的前提。ReadingLikewisethehovercraftofferedhigh-speedseacrossingsbutacombinationofhighfuelconsumptionandpoorreliabilityinroughweatherpreventeditsdevelopmentintothemassmodethatwaspredictedinthe1960s./ˈhʌvərkræft/n.气垫船.

avehiclethattravelsjustabovethesurfaceofwaterorland,heldupbyairbeingforceddownwards.ExampleSincethattime,varioustypesofhovercrafthaveappearedandtakenupregularsailingservice.从那以后，各种各样的气垫船出现了，并开始了定期航行服务。Readingexpandedroutenetworks,easeoftransferbetweenairlines,integratedservices,greaterreciprocityinfrequentflierprogramsandloungeprivileges./ˌresɪˈprɑːsəti/n.互惠，互换asituationinwhichtwopeople,countries,etc.providethesamehelporadvantagestoeachother.ExampleTheysaidtheywouldpressforreciprocitywithGreeceintheissuingofvisas.他们说，他们将会对希腊施压，以达成签证发放的互惠。ReadingCRSreferstoComputer-basedinteractiveelectronicdatasystemprovidingdirectaccessthroughterminalstoairline,hotelandotheroperators’computer,toestablishproductavailability,makereservationsandprinttickets./ˈtɜːrmɪn(ə)l/n.终点站；航空终点站，航站楼abuildingorsetofbuildingsatanairportwhereairpassengersarriveandleave.ExampleAssoonashewasclearoftheterminalbuilding,helookedaround.他一走出航站楼就四处张望。ComprehensionQuestionsDiscussion(accordingtothereadingmaterial)

Listthemodeoftransport,andtellwhatfactorsinfluencetransportmodalchoice.Whataretheadvantagesofutilizingcarsinrecreationalandtourismindustry?Whatdifferencesarebetweenscheduledairlines,charterairlines,low-costairlinesandprivatejets?Translation5PARTFIVEExercisesContractDirection:Writeajobrecommendationincludingthefollowingparts.Address.Addressofthesender,usuallywrittenintheupperrightcornerofthewritingpaper.Puttherecipient’sname,address,etc.writtenintheleftcorner.Addressesarenamedindescendingorder,thenumberofthehouseandthenameofthestreetarewrittenonthefirstline;thesecondlineiscounty,city,province,state,zipcode,countryname;thenwritethedate.Bodyoftheletter.Letterclosing.6PARTSIXWritingUnit9TourismTransportationQ&AUnit10TourismMarketingWords&PhrasesExtensionActivitiesContentsCONTENTPartOneListeningPartTwoSpeakingPartThreeWarmUpPartFourReadingPartFiveExercisesPartSixWritingDirection:Fillintheblanksaccordingtowhatyouhear.Dialogue1Dialogue21PARTONEListening2PARTTWOSpeakingSightseeing

UsefulExpressions1.I’mXX,Iwillbeyourtourguidefortoday’strip.2.TodaywearegoingtovisitXXX.3.ThisisElephantTrunkHill.4.Arewegoingtotaketheboatridetoday?5.Guilinboaststhemostbeautifulsceneryunderheaven.6.Ontopofthehillstandsapagodanamed...7.Couldyoudomeafavor?8.Couldyoutakeapictureforme?9.Let’sgotoournextscenery....Role-playSituation1SupposeyouwereatourguideattheMountainsandLakestouristdestination,andguideagroupofstudentswhoarrivedatthedestination.Role-playSituation2SupposeyouwereatourguideattheMountainsandLake,andguideatouristaroundthedestinationshowinghimorherallthesceneriesavailable.3PARTTHREEWarmupWatchtheshortvideoandanswerthequestionsWhatconsumerdecision-makingprocessis?What7Psofmarketingmixare?4PARTFOURReadingReadingMarketingiscommonlyperceivedasinvolvinglittlemorethanthepromotionaladvertisementsthataredisplayedthroughtelevisionandotherformsofmedia./ˌædvərˈtaɪzmənt/n.广告.

anarrangementofpictures,words,etc.putinapublicplaceorinanewspaper,ontheInternet,etc.thatisintendedtopersuadepeopletobuysomething.

ExampleItisanaxiominthebusinessworldthatasatisfiedcustomeristhebestadvertisement.满意的顾客是最好的广告，这是商界的格言。ReadingThecautionaryplatformidentifiedtheproblemsassociatedwithmasstourism,butdidnotarticulatemoreappropriateoptionsinresponse./ˌædvərˈtaɪzmənt/v.明确表达，清楚说明；口齿清楚地说，清晰地发音.tospeakveryclearly,sothateverywordyousaycanbeunderstood

ExampleAleadershouldbeabletoarticulatethispurpose,toholditupasaglowingbeaconwhenevertheoccasiondemands.一个领导者应该能够去构建这个目标，不管什么机会需要，都会将它作为一个指路明灯树立起来。ReadingIntheserviceindustry,theconceptofcompensationforanunsatisfactorypurchaseisalsodistinctive./ˌkɑːmpenˈseɪʃ(ə)n/n.赔偿金，补偿金；弥补，抵消；报酬，薪水.moneythatsb.receivesbecausesth.badhashappenedtothemExampleTheinjuredpartygotsomecompensation.受害方得到了一些补偿。ReadingBeyondtheshotgun/rifledichotomy,amajordecisioninadvertisingandpublicrelationsdisseminationistheselectionofamediatypethatwillbestconveythedesiredmessagetothetargetmarket./daɪˈkɒtəmi/n.二分法；两分；分裂；双歧分枝adifferencebetweentwooppositethingsorideas.ExampleSuchadichotomycannotsimplybeattributedtocoincidence.这样一种分歧不能简单归之于巧合。ReadingCustomerspurchasetourismandhospitalityservicesforthefirsttimewithlittlemorethanknowledgeoftheprice,somepicturesofthedestinationanditsfacilities,endorsementbysomewell-knownpersonality,friendsorrelativesorthesalesintermediary(e.g.travelagent)and,insomeinstances,theirownpriorexperiences./ɪnˈdɔːsmənt/n.赞同，支持，认可anoccasionwhensomeonefamoussaysinanadvertisementthattheylikeaproduct.ExampleThisisapowerfulendorsementforhissofterstyleofgovernment.这是对他的更温和的执政风格的强有力认可。ReadingExamplesincludetheinclusionofscubadivinglessonsoracademiclecturesonacruise,“chance”encounterswithhistoricalimpersonatorsataheritagethemepark,broadcastinglive./ɪmˈpɜːrsəneɪtər/n.模仿他人（或名人）的演员someonewhoimpersonatessomeoneelseinordertomakepeoplelaugh,especiallyasajob.ExampleBecausetheylookedsomuchalike,shedecidedtoquitherjobinadvertising23yearsagoandbecomeafull-timeClintonimpersonator.因为她们长得很像，她在23年前就决定辞去广告业的工作并全职做希拉里的模仿者ReadingThus,marketingispervasivethroughoutthetourismsystem./pərˈveɪsɪv/adj.弥漫的，遍布的.spreadingthroughthewholeofsomethingandbecomingaveryobviousfeatureofit.ExamplePush-marketingmakesyourbrandpervasiveandubiquitous.推式营销使你的品牌普遍推广并且深入人心。ReadingDestinationpromotion,asaresult,isnormallytheresponsibilityofdestinationtourismorganizations(DTOs)establishedasgovernmentorquasi-governmentalagenciesatthenational,regional,stateormunicipallevel./mjuːˈnɪsɪp(ə)l/adj.城市的，市政的；自治城市的，地方自治的；内政的.belongingtoorrelatingtoaplacethathasitsownlocalgovernment.ExampleThemunicipalauthoritiesherearepreparingforfoodrationing.此地的市政当局正为食物配给制做准备。ReadingExamplesincludetheinclusionofscubadivinglessonsoracademiclecturesonacruise,“chance”encounterswithhistoricalimpersonatorsataheritagethemepark,broadcastingliverugbymatchesatasportsbarandtheperiodicannouncementofprizewinnersataconvention./ˈrʌɡbi/n.英式橄榄球agamesimilartofootballplayedbytwoteamsofplayersgoalsarescoredbykickingtheballoverahighbar.ExampleThenextRugbyWorldCupwilltakeplaceinthreeyears'time.下一届橄榄球世界杯赛将于三年后举行。ReadingTourismserviceshaveahighlevelofvariability,meaningthateachproducerconsumerinteractionisauniqueexperiencethatisinfluencedbyalargenumberofoftenunpredictablefactorswhichincludehumanelementfactorssuchasthemoodandexpectationsofeachparticipantattheparticulartimeduringwhichtheserviceencountertakesplace./ˌʌnprɪˈdɪktəb(ə)l/adj.无法预测的，不定的；（人）善变的，难以捉摸的changingoften,inawaythatisimpossibletopreparefor;usedaboutapersonortheirbehavior.ExampleAgeneraltrendcanberecognized,butthedetailsareusuallyunpredictable.一般的趋势是可以识别的，但是细节通常是不可预测的。ComprehensionQuestionsDiscussion(accordingtothereadingmaterial)

Explaintheconceptofmarketing.Whatarethekeymarketingcharacteristicsthatdistinguishservicesfromgoods?Whatisthedifferencebetweenshotgunmarketingandriflemarketingstrategy?Translation5PARTFIVEExercisesContractDirection:Writeaninvitationlettertoattendtheacademicconference,whichincludestheaboveparts.6PARTSIXWritingUnit10TourismMarketingQ&AUnit11TourismPlanningWords&PhrasesExtensionActivitiesContentsCONTENTPartOneListeningPartTwoSpeakingPartThreeWarmUpPartFourReadingPartFiveExercisesPartSixWritingDirection:Fillintheblanksaccordingtowhatyouhear.Dialogue1Dialogue21PARTONEListening2PARTTWOSpeakingInformation

UsefulExpressions1.Couldyoupleaserecommendsomeinterestingone-daytours?2.Howabouttheregalone-daytour?3.Doyouprovidelunch?4.Therearelotsofrestaurantsandcafesnearby.5.What’sthescheduleofone-daytour?6.W