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1、Unit 1 Marketing and Preliminary Work 河 北 旅 游 職 業(yè) 學 院 Unit 1 Marketing and Preliminary Work Unit 1 Marketing and Preliminary WorkWarming-upReading AListening Speaking4123 Reading B5 Writing6 Project7 Vocabulary and Structure8 Self-evaluationGrammar109 Unit 1 Marketing and Preliminary WorkWarming-upT

2、ask 1Task 2 Unit 1 Marketing and Preliminary WorkWarming-upTask 1 Being a tour guide, you should know what to prepare before meeting the tourists for the first time. Match each picture with its corresponding description. A_ B_ C_(1) Get familiar with the itinerary.(2) Call the tour bus driver to con

3、firm the time of picking up tourists and call to confirm the reservation with the hotel.(3) Get familiar with the basic information of the tourists and learn about the country from which they come.（ 1） （ 3） （ 2） Unit 1 Marketing and Preliminary WorkTask 2 Make arrangements for transportation, hotel

4、accommodation, car rental, etc.Help clients make the best possible travel arrangements.Provide information about customs regulations, required documents and currency exchange rates. Prepare the guide badge, cash and the tour plan for the local tour guide.Provide tourists with information about their

5、 destinations, such as the weather conditions and local customs.12345 Decide whether the following statements are about an operators responsibilities in a travel agency. Write T if it is, and F if it is not.TTTFT6 F Help tourists purchase foreign currency. Unit 1 Marketing and Preliminary WorkReadin

6、g ATextTask 1Task 2Task 3Task 4Background Information Unit 1 Marketing and Preliminary Work1. niche market A niche market is a market in which a limited and clearly defined range of products is sold to a specific group of customers. Unit 1 Marketing and Preliminary Work2. timeshare A timeshare is a

7、form of ownership or right to the use of a property. The property is typically in a resort area, and multiple parties hold rights to use it. Each sharer is allotted a period of time (typically one week, and almost always the same time every year) in which they may use the property. Unit 1 Marketing

8、and Preliminary WorkTask 1 Match each type of tourism with its corresponding picture. Try to describe them in English briefly.Cultural tourism Adventure tourism Agritourism (a) (b) (c) Unit 1 Marketing and Preliminary WorkReading ATask 1(a) Adventure tourism: It is a type of niche tourisminvolving e

9、xploration or travel to remote areas, where the traveler may experience many exciting activities such as mountaineering, hiking, rafting and rock climbing, etc.Suggested Answers(b) Cultural tourism: It means traveling to experience the places, artifacts and activities that authentically represent th

10、e stories and people of the past and present. It includes cultural, historic and natural resources.(c) Agritourism: It is the practice of attracting travelers or visitors to an area or areas used primarily for agricultural purposes. Unit 1 Marketing and Preliminary WorkReading ATTrends of Domestic T

11、ourism in China Chinas domestic tourism started in 1978 and has made great progress. In recent years, in order to meet the increasing needs of tourists, many different types of tourism have appeared in China. While visits to cultural heritage sites were very popular with domestic tourists in the 198

12、0s, tourism based on folk traditions, recreation and business activities started to appear in the 1990s. As increasing numbers of tourists aspire to ever new travel experiences, niche markets continue to emerge centered around sport, adventure and ecological protection, and large theme parks, such a

13、s the Splendid China and Window of the World in Shenzhen, are booming. Unit 1 Marketing and Preliminary Work Within the next five years, according to the Analysis and Investment Consulting Report on China Tourism Industry (2011-2015), the following types of leisure activities will be made available:

14、 ecotourism, golden-week package holidays, red tourism, hot spring Spa, driving holidays, rural experiences and visits to theme parks. Furthermore, an expert analyzed that the golden-week vacation and city-based tourism trend would become more prominent, and self-driving would further increase and p

15、romote the golden-week passenger flow. Unit 1 Marketing and Preliminary Work Ecotourism is also one of the fast-developingtrends of tourism. It strives to minimize the effectsof tourism on the environment while offeringtourists insights into the lives of local people. As largenumbers of visitors hav

16、e a major effect on villageinfrastructure and environment tour groups are keptsmall, and energy efficiency and water conservationare carefully managed. The aim is to leave, for futuregenerations, an environment unspoilt by humanactivity whilst providing economic opportunities forthe local people. Un

17、it 1 Marketing and Preliminary Work As “carbon guilt” sets in and the cost of flyingincreases, tourists no longer feel entirely comfortableboasting about their overseas vacations. The“why” and “how” of travel is likely to becomemore important so alternatives will be looked for.For example, a low-car

18、bon tourism zone has beenestablished in Miyun County, north of Beijing,which is claimed to be the first of its kind in China.In the zone, energy consumption is minimized so,for example, instead of large energy-guzzling hotels,village inns are encouraged to adopt solar power to reduce the carbon impa

19、ct of tourism. Unit 1 Marketing and Preliminary Work As the economy continues to grow in China,domestic tourism will expand. It is predicted that, in the future, tourism based on industrialization,agriculture, and science and technology will provide increasingly diverse holidays for domestic tourist

20、s. New products such as timeshares, cruises, exhibitions and conventions will see rapid development in China. Unit 1 Marketing and Preliminary Work中 國 境 內 旅 游 的 發(fā) 展 趨 勢 中 國 境 內 旅 游 于 1978年 起 步 ， 并 獲 得 了 長 足 發(fā) 展。 近 年 來 ， 為 了 滿 足 游 客 不 斷 增 長 的 需 求 ， 中 國 出 現(xiàn)了 許 多 不 同 類 型 的 旅 游 方 式 。 20世 紀 80年 代 ， 文 化 遺

21、址 旅 游 深 受 國 內 游 客 的 歡 迎 。 20世 紀 90年 代 ， 民 俗 旅游 、 休 閑 游 及 商 務 旅 游 開 始 出 現(xiàn) 。 由 于 越 來 越 多 的 游客 開 始 追 求 新 鮮 的 旅 游 體 驗 ， 諸 如 運 動 主 題 游 、 探 險旅 游 和 生 態(tài) 保 護 游 的 小 眾 旅 游 市 場 隨 之 出 現(xiàn) 。 大 型 主題 公 園 ， 如 深 圳 的 錦 繡 中 華 和 世 界 之 窗 ， 也 得 到 蓬 勃發(fā) 展 。 Unit 1 Marketing and Preliminary Work 根 據(jù) 中 國 旅 游 業(yè) 分 析 及 投 資 咨 詢 報 告

22、 （ 2011-2015） ， 未 來 五 年 內 ， 以 下 休 閑 游 的 形 式 將 得 到 極大 的 發(fā) 展 ： 生 態(tài) 旅 游 、 黃 金 周 包 辦 旅 游 、 紅 色 旅 游 、溫 泉 游 、 自 駕 游 、 鄉(xiāng) 村 觀 光 游 和 主 題 公 園 游 。 此 外 ， 專 家 分 析 ， 黃 金 周 假 期 旅 游 和 基 于 城 市 的 觀光 游 趨 勢 將 更 加 火 爆 ， 且 自 駕 游 會 進 一 步 增 加 黃 金 周的 旅 客 流 量 。 Unit 1 Marketing and Preliminary Work 生 態(tài) 旅 游 也 是 一 種 快 速 發(fā) 展 的

23、旅 游 形 式 。 它 力 圖將 旅 游 對 環(huán) 境 的 影 響 最 小 化 ， 同 時 讓 游 客 得 以 洞 悉 當?shù)?人 民 的 生 活 方 式 。 因 大 量 游 客 涌 入 會 對 農 村 的 基 礎設 施 和 環(huán) 境 產 生 很 大 影 響 ， 故 需 嚴 格 控 制 旅 行 團 的 人數(shù) ， 并 且 要 精 細 管 理 能 源 的 利 用 和 水 資 源 的 保 護 。 這么 做 是 為 了 給 當 地 人 民 帶 來 經 濟 發(fā) 展 ， 同 時 給 后 代 留下 一 個 不 因 人 類 活 動 而 污 染 的 環(huán) 境 。 Unit 1 Marketing and Prelimi

24、nary Work 由 于 人 們 已 認 識 到 “ 排 碳 有 罪 ” ， 而 且 乘 飛 機的 成 本 增 長 ， 游 客 在 炫 耀 他 們 的 海 外 假 期 時 不 再 像 以前 那 么 心 安 理 得 了 。 旅 游 的 目 的 和 方 式 將 變 得 更 加 重要 ， 人 們 將 開 始 尋 找 其 他 的 替 代 方 式 。 例 如 ， 北 京 北部 的 密 云 縣 建 立 了 中 國 第 一 個 低 碳 旅 游 區(qū) 。 在 該 旅 游區(qū) ， 所 有 的 能 源 消 耗 被 最 小 化 。 例 如 ， 當 地 鼓 勵 使 用太 陽 能 的 鄉(xiāng) 村 客 棧 取 代 能 耗 高

25、的 酒 店 ， 以 減 少 旅 游 帶來的 碳 影 響 。 Unit 1 Marketing and Preliminary Work 隨 著 中 國 經 濟 的 持 續(xù) 發(fā) 展 ， 境 內 旅 游 業(yè) 將 得 以 發(fā) 展。 人 們 預 期 ， 將 來 ， 基 于 工 業(yè) 、 農 業(yè) 和 科 技 的 旅 游 將 為國 內 游 客 提 供 越 來 越 多 元 化 的 度 假 方 式 。 新 興 旅 游 產 品， 諸 如 分 時 度 假 游 、 乘 船 旅 游 、 博 覽 會 及 民 俗 風 情 游 ，也 將 在 中 國 得 到 迅 速 發(fā) 展 。 Unit 1 Marketing and Pre

26、liminary Workdomestic a. relating to or happening in one particular country and not involving any other countriesReading Ae.g. 1.Great efforts have been made to increase demand in the domestic market.2.The economic policy of a country influences not only its domestic economy but also internationalec

27、onomy to some extent. Unit 1 Marketing and Preliminary Workaspire toe.g. 1. This was something to aspire to.Reading A2. She aspires to nothing less than the chairmanship of the competition.a. to desire and work towards achieving something important Unit 1 Marketing and Preliminary Workleisuree.g. 1.

28、 I will translate it for you at my leisure.n. time when one is free from work or duties of any kindReading A2. Healthy life demands balanced work and leisure. Unit 1 Marketing and Preliminary Workminimizee.g. 1. Protective gloves and a safety helmet are worn to minimize injury. Reading A2. Products

29、are bought in bulk to minimize packaging.v. to reduce something that is difficult, dangerous, or unpleasant to the smallest possible amount or degree. Unit 1 Marketing and Preliminary Workunspoilte.g. 1. a broad expanse of unspoilt countrya. not destroyedReading A2. There are 300 miles of unspoilt c

30、oastline and moors to explore. Unit 1 Marketing and Preliminary Workboaste.g. 1. The new firm will boast a total staff of more than 10,000, including 637 partners, in 30 offices.Reading A2. He loses no opportunity to boast of the glories of his native land. v. to talk too proudly about ones abilitie

31、s, achievements, or possessions Unit 1 Marketing and Preliminary Workalternativee.g. 1. The alternative of a low-paid part-time position is not always an attractive option.n. something you can choose to do or use instead of something elseReading A2. A romantic alternative for your honeymoon is to cr

32、uise around the islands. Unit 1 Marketing and Preliminary Workadopte.g. 1. Other European operators are expected to adopt similar plans.v. to take and use as ones ownReading A2. He decided to adopt a different approach. Unit 1 Marketing and Preliminary WorkReading AComplete the following table accor

33、ding to the passage.Task 2Time periods Types of tourismIn the 1980s Visits to 1._ were very popular.In the 1990s Tourism based on 2._, recreation and business activities started to appear.From 2011 to 2015 3._, 4._, red tourism, hot spring Spa, driving holidays, rural experiences and 5._. will be ma

34、de available.cultural heritage sitesfolk traditionsgolden-week package holidaysecotourism visits to theme parks Unit 1 Marketing and Preliminary WorkReading ADecide whether the following statements are true (T) or false (F) according to the passage.Task 31. Ecotourism was very popular among the earl

35、y domestic tourists during the first decade after 1980s.2. In the future, tourism based on industrialization, agriculture, and science and technology will provide many different types of holidays for domestic tourists.3.A low-carbon tourism zone has been established in Shenzhen.4. Niche markets have

36、 emerged as more and more tourists want to try new travel experiences.5. Tourists no longer feel entirely comfortable about their overseas vacations because they lose their interest.TTFFF Unit 1 Marketing and Preliminary WorkReading AThere are many different types of tourism around the world. Please

37、 give the definitions of the following types after surfing on the lnternet.Task 4Suggested AnswersNautical tourism is an increasingly popular way to combine love of sailing and boating with vacation and holiday activities.Dark Tourism This type of tourism involves visits to“ dark” sites, such as bat

38、tlegrounds.Culinary Tourism The pursuit of unique and memorable eating and drinking experiences. Wine Unit 1 Marketing and Preliminary WorkTask 2Task 3Task 4Task 5Task 1 Unit 1 Marketing and Preliminary WorkListeningTask 1 Joe Smith is a sales manager of the American Express Travel Agency. He is cal

39、ling Lily of Kunming CTS to book a tour. Listen to the conversation and fill in the blanks with what you hear.Key1. American Express 2. proposed3. quotation 4. Four-star5. dishes Unit 1 Marketing and Preliminary WorkListening Lily: Hello, this is Kunming CTS. Can I help you?Joe Smith: Hello, is that

40、 Lily speaking? This is Joe Smith from the American Express Travel Agency.Lily: Hello, Joe. Yes, this is Lily speaking. Im glad to hear from you again.Joe Smith: We have a group of tourists who want to travel to Kunming. Could you please send me a proposed Itinerary and quotation?Lily: Sure. When do

41、 they want to come to Kunming?Joe Smith: At the end of this month. They want to spend three days in Kunming.Lily: Well, three days is enough to see the sights in Kunming, but its a pity that theywont have time to visit Dali and Lijiang! Its so beautiful there, especially at this time of year.Joe Smi

42、th: Thats really a pity! Lily: What level of hotel do they want?Joe Smith: Four-star if possible.Lily: And how much for meals?Joe Smith: 25 Yuan per head per meal. They can pay extra if they want to try the local dishesLily: OK, I see. Ill send you a fax as soon as possible.Joe Smith: Many thanks fo

43、r your help. Lily: Youre welcome. Unit 1 Marketing and Preliminary WorkListeningTask 2 Lily is calling Joe Smith to confirm receipt of the fax. Listen to the conversation and decide whether the following statements are true (T) or false (F).Key 1. F 2. F 3. F 4. T 5. T Unit 1 Marketing and Prelimina

44、ry WorkListeningJoe Smith: Hello, this is Joe Smith. What can I do for you?Lily: This is Lily. Have you received the fax I sent to you this morning?Joe Smith: Yes, thanks. Ive discussed it with the tourists. They want to cancel the rest of the tour to Guizhou and stay in Yunnan for four more days.Li

45、ly: In that case, they can visit Dali and Lijiang!Joe Smith: Yes, thats what I suggested to them. Could you please send me another itinerary and its quotation?Lily: Sure. Ill send them to you in ten minutes. By the way, do they want Chinese or Western hotels?Joe Smith: I think theyd prefer Chinese s

46、tyle.Lily: I see. So its a seven-day trip including Kunming, Dali and Lijiang. Is that right?Joe Smith: Yes, thank you. I look forward to receiving your fax. Unit 1 Marketing and Preliminary Work 1. What do the tourists think of the itinerary provided by Lily? The tourists are very happy with the it

47、inerary.2. Whats the other name of the Green Lake Park? Nine Dragon Pond.3. How much does The Impression of Yunnan cost for each guest? 120 Yuan for each guest.4. Who is the director of The Impression of Yunnan? Zhang Yimou._ListeningTask 3 Joe Smith is calling Lily for further information about whe

48、re to visit in Yunnan. Listen to the conversation and answer the following questions. Unit 1 Marketing and Preliminary Work ListeningJoe Smith: Hello, Lily. Its Joe here. The group is very happy with your new itinerary. They asked me about the Green Lake Park though, but I know nothing about it.Lily

49、: Its one of the most picturesque parks in Kunming. There are nine spring outlets at the north of the lake, so it was called “Nine Dragon Pond” in ancient times. Its lovely for a leisurely walk and there are performances to watch given by the local people.Joe Smith: Good, sounds interesting. Ill exp

50、lain it to them. Some of the tourists have also asked me about local performances in Lijiang. Can you book tickets for the show for us? Lily: Of course. It is called The Impression of Yunnan and costs 120 Yuan per head. Unit 1 Marketing and Preliminary WorkListeningJoe Smith: Thats fine. I understan

51、d its a breathtaking performance directed by the famous director Zhang Yimou.Lily: Yes, its very special. It is based on many of the original rural songs and dances of Yunnan, as well as Chinese classical dances. It shows audiences the rich ethnic colors of Yunnan and claims to be the dawn of a new

52、form of stage art in China.Joe Smith: Great! Well go to see it.Lily: Is there anything else we need to do?Joe Smith: No, thank you. My assistant Peter wants to check some details with you. Could you hold the line please? Lily: OK. Unit 1 Marketing and Preliminary WorkListeningTask 4 Peter is the ass

53、istant of Joe Smith. He is talking with Lily about some details of the itinerary. Listen to the conversation and choose the best answer to each of the following questions.1. How many meals will the tour group have? A. 20. B. 14. C. 12. D. 10.2. How much should each tourist pay for the tour, excludin

54、g the tickets for the show? A. About $500. B. About $620. C. About $428. D. About $120.3. Which of the following must be paid by the tour leader? A. Breakfast. B. Tickets for the scenic spots. C. Dinner. D. The ticket for The Impression of Yunnan.4. How will the tourists go to Dali from Kunming? A.

55、By train. B. By coach. C. By air. D. By ship.CADA Unit 1 Marketing and Preliminary WorkListening Lily: Hello, Peter. Joe told me that you wanted to check some details with me.Peter: Oh, yes. Your itinerary includes 14 meals, is that right?Lily: No, only 12 meals. We just offer supper on the day of a

56、rrival and breakfast on the day of departure because meals will be served on the flights.Peter: I see. We have 20 tourists. The quotation is $500 per person, right?Lily: Yes, but that is the price without the cost of tickets for The Impression of Yunnan show and, of course, the air tickets. Joe told

57、 me that the tourists wanted to see the show in Lijiang, so that is an extra $18 per person.Peter: We have a tour leader. How much will you charge for the tour leader?Lily: The tour leader doesnt need to pay for meals and tickets to the scenic spots, so the fee for the tour leader is $428. Well have

58、 to charge for the show though.Peter: OK, one more thing please. Instead of flying, why not take a train from Kunming to Dali? It is fun for foreign tourists to travel by train in China, and they can sleep on the train that night.Lily: Yes, fine. Ill book soft sleeper tickets then. Itll make a sligh

59、t difference to the overall cost but not much.Peter: Thank you! What kinds of breakfast are available?Lily: Most four-star hotels offer both continental and Chinese breakfasts.Peter: OK. I got it. Thanks. Unit 1 Marketing and Preliminary WorkListeningTask 5 Joe Smith has left a voice message for Lil

60、y. Listen for the message and fill in the blanks with what you hear.Key1. tour leader 2. September 13. double rooms 4. four-star hotels5. all bookings Unit 1 Marketing and Preliminary WorkListening ScriptLily, this is Joe Smith. Please reserve a seven day Yunnan highlight tour for 21 tourists, inclu

61、ding one tour leader, from August 26 to September 1 as per your itinerary Number AF397/2010. We need ten double rooms and one single room booked in four-star hotels according to your proposed route.For your reference, the name of the tour group is AETA8261012. Please confirm this reservation once al

62、l bookings have been accepted. Thank you very much for all your assistance. Unit 1 Marketing and Preliminary WorkTask 2Task 3Task 4Task 1 Unit 1 Marketing and Preliminary WorkSpeakingTask 1 Work in pairs. Mr. Smith, the sales manager of STA Travel, is calling Linda, the operator of Sichuan CYTS, for

63、 travel information. Practice making a conversation with reference to the expressions below.Linda Mr. Smith This is. Can I help you? How long will the tour group stay here? What kind of scenery will the tourists beinterested in? It covers almost all the beautiful places inSichuan, including. Hello,

64、is that.? Id like to know sometravel information about. I think theyd be interested in. How about the price? Can you send me an itinerary in detail? Unit 1 Marketing and Preliminary WorkSpeakingTask 2 Work in pairs. Mr. Smith is calling Linda again for more travel information. Practice making a conv

65、ersation according to the information below.Mr. Smith LindaThe quotation The charge for children The best season to visit The quotation may vary in different seasons.Child below 12 is charged half of the price for an adult.October. Unit 1 Marketing and Preliminary WorkSpeakingTask 3 Work in pairs. S

66、uppose you are an operator of a travel agency and is now answering questions from a client. Practice making a conversation according to the instructions below.Client OperatorGreet.Ask about the quotation of acertain itinerary.Ask about the standard of accommodation and meals.Express thanks. Greet.Give the quotation and explainthe price is low in the off-season.Give detailed information aboutaccommodation and meals.Express a wish for pleasantcooperation. Unit 1 Marketing and Preliminary WorkSpeak