В.Б. Захаров
Tourism as Business
Рекомендовано Учебно-методическим центром
«Профессиональный учебник» в качестве учебного пособия
для студентов вузов, обучающихся по специальностям
сервиса (230000) и коммерции (351300)
юнити
UN1TY
Москва 2004
УДК [338.48:811.111](075.8)
ББК 81.2Англ-923
3-38
Рецензенты:
д-р филол. наук, проф. М.П. Ивашкин
(зав. кафедрой английского языка и теории перевода Нижегородского государственного
лингвистического университета);
д-р филол. наук, проф. И.И. Туранский
Главный редактор издательства
доктор экономических наук H.Д. Эриашвили
Захаров, Валерий Борисович.
З 38
Tourism as Business: Учеб. пособие для студентов вузов
/ В.Б. Захаров. - М.: ЮНИТИ-ДАНА, 2004. - 207 с. –
(Серия «Special English for universities, colleges»).
ISBN 5-238-00667-5
Агентство CIP РГБ
Учебное пособие знакомит студентов с основными англоязычными понятиями коммерческой
деятельности в туризме и ее социально-культурного аспекта, позволяя им овладеть специальной лексикой.
Цель пособия - формирование и дальнейшее совершенствование основных видов иноязычной речевой
деятельности, включая чтение аутентичных текстов с извлечением, осмыслением и обсуждением информации,
а также развитие коммуникативных умений профессионального общения при осуществлении коммерческой
деятельности в туризме, в частности в качестве менеджера туристической фирмы.
Для студентов высших и средних специальных учебных заведений, обучающихся по специальностям
«Социально-культурный сервис и туризм» и «Коммерция». Пособие также может быть рекомендовано всем
желающим совершенствовать свою практику в английском языке.
ББК 81.2Англ-923
ISBN 5-238-00667-5
© В.Б. Захаров, 2004
© ИЗДАТЕЛЬСТВО ЮНИТИ-ДАНА, 2004
Воспроизведение всей книги или любой
ее части запрещается без письменного
разрешения издательства
Contents
От автора .................................................................................................................................................................. 5
Unit 1 ............................................................................................................................................................................. 7
The Tourist Industry ...................................................................................................................................................... 7
(Раздел 1. Индустрия туризма) ............................................................................................................................... 7
Section 1 .................................................................................................................................................................... 7
Tourism as Business Activity .................................................................................................................................... 7
Vocabulary notes ....................................................................................................................................................... 7
Warming up ............................................................................................................................................................... 7
Reading...................................................................................................................................................................... 9
Reading check ......................................................................................................................................................... 10
Comprehension ........................................................................................................................................................ 11
Additional reading ................................................................................................................................................... 12
Section 2 .................................................................................................................................................................. 17
Careers in Tourism .................................................................................................................................................. 17
Vocabulary notes ..................................................................................................................................................... 17
Vocabulary focus ..................................................................................................................................................... 17
Reading.................................................................................................................................................................... 19
Reading check ......................................................................................................................................................... 20
Comprehension ........................................................................................................................................................ 21
Speaking .................................................................................................................................................................. 21
Additional reading ................................................................................................................................................... 22
Unit 2 ........................................................................................................................................................................... 27
Tour Operator .............................................................................................................................................................. 27
(Раздел 2. Работа туристического оператора) ..................................................................................................... 27
Vocabulary notes ..................................................................................................................................................... 27
Warming up ............................................................................................................................................................. 27
Vocabulary focus ..................................................................................................................................................... 27
Reading.................................................................................................................................................................... 29
Reading check ......................................................................................................................................................... 30
Comprehension ........................................................................................................................................................ 32
Reading and discussion ........................................................................................................................................... 33
Speaking .................................................................................................................................................................. 34
Additional reading ................................................................................................................................................... 35
Unit 3 ........................................................................................................................................................................... 39
The Retail Travel Agent .............................................................................................................................................. 39
(Раздел 3. Работа туристического агента) ........................................................................................................... 39
Vocabulary notes ..................................................................................................................................................... 39
Warming up ............................................................................................................................................................. 40
Vocabulary focus ..................................................................................................................................................... 40
Reading.................................................................................................................................................................... 42
Reading check (I) .................................................................................................................................................... 43
Reading check (II) ................................................................................................................................................... 45
Comprehension ........................................................................................................................................................ 46
Reading and discussion ........................................................................................................................................... 48
Speaking .................................................................................................................................................................. 50
Additional reading ................................................................................................................................................... 51
Unit 4 ........................................................................................................................................................................... 54
Dealing with Customers .............................................................................................................................................. 54
(Раздел 4. Работа с клиентами) ............................................................................................................................. 54
Vocabulary notes ..................................................................................................................................................... 54
Warming up ............................................................................................................................................................. 55
Vocabulary focus ..................................................................................................................................................... 55
Reading.................................................................................................................................................................... 57
Reading check (I) .................................................................................................................................................... 58
Vocabulary focus ..................................................................................................................................................... 61
Reading check (II) ................................................................................................................................................... 62
Comprehension ........................................................................................................................................................ 62
Reading and discussion ........................................................................................................................................... 64
Speaking .................................................................................................................................................................. 72
Unit 5 ........................................................................................................................................................................... 74
Business Travel ........................................................................................................................................................... 74
(Раздел 5. Организация деловой поездки) ........................................................................................................... 74
Vocabulary notes ..................................................................................................................................................... 74
Warming up ............................................................................................................................................................. 75
Vocabulary focus ..................................................................................................................................................... 75
Reading.................................................................................................................................................................... 76
Reading check ......................................................................................................................................................... 77
Comprehension ........................................................................................................................................................ 78
Reading and discussion ........................................................................................................................................... 80
Speaking .................................................................................................................................................................. 82
Additional reading ................................................................................................................................................... 83
Unit 6 ........................................................................................................................................................................... 85
Regulation, Research and Development in Tourism ................................................................................................... 85
(Раздел 6. Государственное регулирование туризма) ........................................................................................ 85
Vocabulary notes ..................................................................................................................................................... 85
Warming up ............................................................................................................................................................. 86
Vocabulary focus ..................................................................................................................................................... 86
Reading.................................................................................................................................................................... 87
Reading check ......................................................................................................................................................... 89
Comprehension ........................................................................................................................................................ 90
Speaking .................................................................................................................................................................. 92
Additional reading ................................................................................................................................................... 92
Unit 7 ........................................................................................................................................................................... 99
Tourist Promotion........................................................................................................................................................ 99
(Раздел 7. Рекламная деятельность в туризме) ................................................................................................... 99
Vocabulary notes ..................................................................................................................................................... 99
Warming up ............................................................................................................................................................. 99
Vocabulary focus ................................................................................................................................................... 100
Reading.................................................................................................................................................................. 101
Reading check ....................................................................................................................................................... 103
Comprehension ...................................................................................................................................................... 104
Speaking ................................................................................................................................................................ 106
Additional reading ................................................................................................................................................. 107
English-English vocabulary....................................................................................................................................... 114
of tourist terms .......................................................................................................................................................... 114
(Англо-английский словарь туристических терминов) ................................................................................... 114
От автора
Учебное пособие «Tourism as Business» в первую очередь адресовано студентам средних специальных и
высших учебных заведений, специализацией которых является «Коммерческая деятельность в туризме и
гостиничном хозяйстве».
Пособие знакомит студентов с основными понятиями коммерческой деятельности в туризме на
английском языке, предлагая изучить тексты, содержащие специальную лексику по данной тематике.
Основная цель пособия - помочь будущим специалистам овладеть навыками чтения литературы по
туризму на английском языке, развить умение общаться (говорить и воспринимать сказанное на слух) в
профессиональной среде.
Пособие состоит из семи разделов, каждый из которых посвящен определенной профессиональной
проблематике.
Выбор конкретных тем обусловлен профессиональной потребностью специалистов в области туризма.
Дидактической целью первого раздела «Туристический бизнес как одна из отраслей мирового
хозяйства» является выработка у обучающихся умения вести на английском языке деловой разговор с
зарубежными партнерами по проблемам более эффективного использования туристско-рекреационных
ресурсов, а также умения обсуждать пути повышения рентабельности туристического бизнеса и
взаимовыгодного сотрудничества.
Целью второго раздела «Работа туристического оператора» является подготовка обучающихся к
практической работе, предусматривающей проведение переговоров на английском языке с зарубежными
партнерами, в частности с туроператорами.
Третий («Работа туристических агентов») и четвертый («Организация эффективной работы турагентов
с клиентами») разделы посвящены подготовке обучающихся к работе в качестве менеджера в зарубежных
представительствах российских туристических агентств и фирм, где наиболее распространенным языком
делового общения с клиентами и сотрудниками из числа граждан страны пребывания, является английский
язык.
Пятый раздел «Организация деловых поездок клиентов с проведением конференций или семинаров»
предназначен для выработки у обучающихся умения общаться на английском языке с зарубежными
партнерами при организации деловых поездок как собственных граждан за рубеж, так и иностранцев в Россию.
Шестой раздел «Государственная поддержка и регулирование
истического бизнеса» ориентирован на выработку у обучающихся умения с помощью специальной
литературы на английском языке и публикаций на английском языке в Интернете следить за состоянием
нормативно-правовой базы, касающейся туристического бизнеса в интересующих их странах.
Седьмой раздел «Рекламная деятельность в туристическом бизнесе» направлен на формирование у
обучающихся умения проводить на английском языке рекламную кампанию своей туристической фирмы и
предоставляемых ею туристических услуг, умения поддерживать с помощью английского языка имидж своей
фирмы и рекламировать новые туристические маршруты и туры.
Структура каждого раздела составлена с учетом последних достижений методики преподавания
иностранных языков в специализированных вузах и включает интересные по содержанию лексикограмматические упражнения, как предваряющие текст, так и следующие за ним.
Современная лексика подъязыка «Коммерческая деятельность в туризме» и представленные в учебном
пособии тексты отбирались автором самым тщательным образом.
Пособие может быть широко использовано при самостоятельной работе обучающихся, так как
предлагается контекстуальный перевод слов и словосочетаний как для основных, ч для дополнительных
текстов, приводимых в рубрике Addi reading.
В конце учебного пособия приводится глоссарий, содержащий толкование основных терминов книги на
английском языке.
Наряду с традиционными лексико-грамматическими упражнениями в пособии представлены активные
приемы работы, в частности развитие диалогической речи в форме ролевых игр.
Методические указания
Данное учебное пособие рассчитано на 80 часов аудиторной работы и примерно такое же количество
часов внеаудиторной работы. Рекомендуется отводить в среднем по 10 часов на один раздел.
Структура каждого раздела (Unit) определяет как последовательность, так и саму методику работы с
пособием.
Упражнения (Warming up, Vocabulary focus), помещенные перед текстом и содержащие
интернациональные слова, дающие истолкования значений английских слов через их определение или
объяснение на английском языке и предлагающие заполнить пропуски в предложении словами или
словосочетаниями из списка, найти в тексте ответы на вопросы, развивают у обучаемых языковую догадку,
приучают их выделять в тексте ключевые слова и предложения.
Основной текст предназначен в первую очередь для изучающего чтения, детального лексикограмматического анализа и
словаря по теме.
Упражнения, следующие за текстом (Reading check, Comprehension), включают в себя задания:
•
нахождение в тексте эквивалентов русских слов и словосочетаний, относящихся к подъязыку
«Коммерческая деятельность в туризме»;
• составление (или поиск) ответов на вопросы к тексту;
•
определение верныхи неверных по смыслу предложений.
Эти упражнения способствуют более деталі текста в целом, а также первичному формированию
навыков говорения по данной теме, которые затем постепенно совершенствуются и переходят на стадию
выполнения речевых упражнений (Reading and discussion):
• беседа или монолог на заданную тему с опорой на ключевые лексические единицы;
• краткое изложение содержания текста;
• обсуждение с партнером предложенной преподавателем или выбранной самими студентами темы.
Предлагаемый комплекс упражнений способен облегчить восприятие текстов и подготовить студентов
к чтению оригинальной литературы по специальности.
Перечни предназначенных для запоминания англ и словосочетаний призваны максимально облегчить
работу студентов над основным текстом. Так как специализированный словарь данного подъязыка до сих пор
еще не издан, в рубрике Vocabulary notes приводится максимальное количество терминов к данному тексту.
Слова и словосочетания, не относящиеся к лексическому минимуму языка ситуаций повседневного общения,
снабжены контекстуальным переводом и помещены в рубрику Vocabulary notes on the text. Эти списки не
являются исчерпывающими и не могут заменить собой словари, необходимые для чтения как данного пособия,
так и любой литературы, рассматривающей коммерческую деятельность в туризме.
При работе с материалами, представленными в настоящем пособии, рекомендуется пользоваться
следующими словарями:
• Мюллер В.К. Англо-русский словарь. М.: Русский язык, 1998.
• Загорская А.П., Петроченко Н.П. Большой англо-русский и русско-английский словарь по бизнесу.
М.: Уайли, 1993.
• Новый англо-русский юридический словарь. Киев: Евро-индекс, 1993.
• Англо-русский словарь по экономике и финансам. СПб.: Экономическая школа, 1993.
• Dictionary of Contemporary English. London: Longman, 1999.
Так как все тексты из рубрики Additional reading являются проблемно-тематическими, то работу над
ними целе проводить только после изучения основного текста данями радела и усвоения студентами терминов,
относящихся к лексике изучаемого подъязыка «Коммерческая деятельность в туризме».
Чтобы работа с дополнительными текстами не была для студентов слишком трудоемкой, все они
снабжены переводом слов и словосочетаний, не относящихся к лексическому минимуму языка ситуаций
повседневного общения.
Тексты рубрики Additional reading предназначены для развития навыков чтения, а именно,
просмотрового и изучающего.
Каждая раздел завершается рубрикой Speaking, способствующей развитию навыков монологической
речи. Представленные в рубрике упражнения содержат опорные ключевые словосочетания, позволяющие
студенту овладеть активным логическим минимумом изучаемого подъязыка.
Unit 1
The Tourist Industry
(Раздел 1. Индустрия туризма)
Objectives:
To give a definition of the tourist industry.
To learn about various kinds of jobs in tourism.
To talk about special skills desirable in tourism.
To discuss the advantages and disadvantages of
being involved in tourist business.
Section 1
Tourism as Business Activity
Vocabulary notes
enterprise
common purpose
to provide service
transportation company
camping ground
marina
catering services
variety
entertainment
to contribute (to)
travel agent
tour operator
regardless (of)
resentment (with)
resort area
to be tolerant (of)
failings
irritation (with)
qualities
travel agency
skills
desirable
ticket agent
reservation agent
front-desk employee
to speak fluently
tour guide
to vary
destination
semi-skilled
successful
Warming up
предприятие, компания, фирма
общая цель
предоставлять услуги
компания, занимающаяся перевозкой
пассажиров
площадка для кемпинга
прибрежный кемпинг
услуги в области массового питания
разнообразие
развлечения
вносить вклад (в)
туристический агент
оператор туров
вне зависимости (от кого-либо, чего-либо)
недовольство (чем-либо), обида, негодование
курортное место, зона
быть терпимым (к)
недостатки
раздражение (чем-либо, кем-либо)
качества
туристическое aгентство
умения, навыки
желательный
зд. служащий авиакомпании, работающий
непосредственно с клиентами и продающий
им билеты
служащий авиакомпании, принимающий
заказы от клиентов по телефону
администратор; служащий, непосредственно
работающий с клиентами
бегло говорить (на иностранном языке)
гид, сопровождающий тургруппу
варьировать, быть разным
место назначения, дестинация
недостаточно квалифицированный
успешный
Task 1 Work in pairs. Discuss the following points.
1. In what way is tourism similar to most other service indus tries?
2. Do all the jobs in tourism require skills?
3. What should be the final result of efforts made by the people who work in tourism?
Task 2 Read and translate the following international words:
tourism
company
restaurant
contribute
operator
contact
ordinary
career
reservation
barman
location
service
hotel
bar
tourist
majority
positive
human
tolerant
personnel
special
market
public
motel
club
position
industry
negative
express
especially
tour
term
national
transportation
camping
variety
agent
denominator
aspect
business
agency
conductor
according
generate
Task 3 Match the words or word-combinations with their definitions.
1. Resort
a) a place or area to which tourists travel
2. Accommodations
b) people who travel from one place to another to work
or to take up residence
3. Excursion
c) services where the public can obtain food and drink
4. Disposable income
d) a place where people gather for recreational
purposes
5. Catering services
e) places at which travellers can obtain a bed while on
a trip
6. Migrant
f) income that can be spent for purposes other than
such necessities as food, shelter, and taxes
7. Tourist destination
g) a trip away from a person's usual place of residence
for less than twenty-four hours
Task 4 Ell in the blanks with suitable words:
definition
mobility
residence
recreation
travel
necessarily
reasons
distinguished
accurate
1. It is not easy to define tourism, and_____statistics are not easy to obtain.
2. Tourism_____involves travel.
3. A tourist is usually defined as a person who is visiting some place other than his
usual_____for more than 24 hours.
4. A tourist is______by the length of his trip from an excursionist, who is away from his
residence for less than 24 hours, or at most a weekend.
5. The question of purpose also must enter into the _____of tourism.
6. Many people travel entirely for the purpose of_____or pleasure; they are people on
holiday.
7. Other people travel for_____of health.
8. Other people_____to visit friends or relatives, a reason that has
important because of increased ______throughout the world.
become
more
Reading
Task 1 Read the text and translate it For help see the vocabulary notes that follow the
text.
Tourism is not a single industry, but rather a group of related enterprises that are joined
together in the common purpose of providing services for the travelling public. Among them are
transportation companies - air, ship, rail and bus; the accommodation companies - hotels, motels,
camping grounds and marinas; catering services - restaurants, bars, night clubs and food stores;
and the wide variety of stores and entertainment that contributes to the amusement of the tourist.
The entire field of tourism pulls a lot of positions together into a single entity - travel
agents, tour operators, guides and so on.
A majority of the jobs in tourism, regardless of which part of the industry they concern,
have one common denominator: contact with the public, including both the positive and negative
aspects of dealing with ordinary human beings.
Openly expressed resentment of tourists can cause a decline in business in any resort
areas. Anyone who has chosen a career in tourism should enjoy working with people and be
tolerant of their tailings, especially since the irritations with travel can bring out Ihe worst
qualities in some people.
In many of the jobs in which it is necessary to deal with the ublic, language skill is
necessary or desirable. People who hold bs of this kind include travel agency employees, ticket
and reser-tions agents, airline flight personnel, front-desk employees in otels, tour conductors or
guides, waiters, barmen, and so forth.
The degree of language skill may vary, from using special terms in catering service to
speaking fluently among travel agents and tour guides. The degree of language skill may also
vary according to the location of the job. Greater skill is required in tourist destination areas than
in market areas. In the latter, travel personnel usually work with their own nationals. However,
there is not always a clear distinction between a destination and a market area. Paris is an
excellent case in point, since it both receives and generates large number of tourists.
The tourist industry differs from many others in that it employs more women than many
other kinds of business. Indeed, women are found at all levels - from the semi-skilled to
management positions - in the transportation companies, Many successful travel agents are
women who have established independent enterprises after gaining experience elsewhere in the
industry.
Vocabulary notes on the text
single industry
to join together
common purpose
зд. самостоятельная индустрия, отрасль
объединять вместе
общая цель
wide variety
amusement
entire field (of)
single entity
to bring out smth. in smb.
to deal with people
language skill
to hold a job (of)
regardless (of)
denominator
irritation (with)
большое разнообразие
зд. создание хорошего настроения
зд. вся сфера
зд. одно целое
вне зависимости (от)
знаменатель; черта
раздражение (чем-либо)
own nationals
to own
tourist destination area
to be an excellent case in point
to enjoy working (with)
пробуждать что-либо у кого-либо
зд. работать с людьми
зд. знания иностранного языка
работать в качестве
зд. соотечественники
владеть, обладать
зд. место отдыха туриста, место
временного проживания туриста
зд. являться тому отличным
примером
получать удовольствие от работы
(с)
Task 2 Read the text once again and entitle it.
Reading check
Task 1 Look through the text and find the English equivalents for:
самостоятельная индустрия
группа родственных предприятий
общая цель предоставлять услуги
компания, занимающаяся
предоставлением жилья туристам
площадка для кемпинга
прибрежный кемпинг
службы общественного
питания
продуктовый магазин развлечение
туристов
одно целое
большинство
необходимо
желательно
языковые навыки
администратор
руководитель тура
официант
говорить бегло
место назначения
место паломничества туристов
варьировать
вне зависимости от
специализироваться
чем-
одно общее
работать с рядовыми гражданами
недовольство
вызывать снижение
курортное место
получать удовольствие от работы
быть терпимым
чьи-либо недостатки
раздражение чем-либо
место совершения выгодных
покупок
соотечественники
четкое различие
быть примером
большое количество
отличаться от
действительно
успешный
организовывать фирму
набираться опыта
Task 2 Look through the text and give the Russian equivalents for
the following phrases:
semi-skilled position
to find at all levels
to establish an independent enterprise
to be a good case in point
with one's own nationals
a clear distinction between
tourist destination area
to acquire great experience
particular jobs
на
либо
to speak fluently
catering services
front-desk employee
in addition to
it is desirable
it is necessary
one's failings
to deal with people
openly expressed resentment
ordinary human beings
to have one common denominator
the entire field of
to own a small business
to cause a sharp decline in
a single entity
the amusement of the tourist
ordinary practice
retail travel agency
the accommodations companies
to pack tours
the common purpose of
as a whole
a single industry
Task 3 Match the words on the right with the suitable attributes
on the left.
1) own
2) language
3) destination
4) clear
5) common
6) excellent
7) semi-skilled
8) useful
9) necessary
10) different
11) successful
12) independent
a) area
b) national
c) skill
d) denominator
e) case
f) distinction
g) experience
h) ways
i) position
j) knowledge
k) enterprise
I) travel agent
Comprehension
Task 1 Answer the following questions.
1.
2.
3.
industry?
4.
5.
6.
7.
8.
9.
In what way is tourism similar to most other service industries?
Do all the jobs in tourism require skills?
What are some of the businesses that work together to make up the entire tourist
What is one common denominator of majority of the jobs in tourism?
What are some of the jobs in which language skill is desirable or necessary?
What degree of language skill do all these jobs require?
What kind of positions do women frequently hold in the tourist industry?
What is the purpose of tourism industry?
What companies provide services for the travelling public?
Task 2 Say what statements are true and what ones are false.
Comment on the true statements and correct the false ones.
1. The proportion of people employed in tourism is low compared to the number of
people served.
2. All the jobs in tourism require either no skill or just a very low degree of skill.
3. Very few people employed in the tourist industry have any direct contact with
members of the public.
4. Travel is so smooth and easy nowadays that it never causes anyone any annoyance.
5. Language skills are usually more important for tourism employees in market areas
than in destination areas.
6.
The tourist industry is made up of several different kinds of businesses that are
connected with travel.
7. Women are employed in a wide variety of positions in the tourist industry.
Task 3 Insert the corresponding English word-combinations
for the Russian components in brackets.
1. Tourism is not а (самостоятельная индустрия), but rather a group of related
enterprises that are joined together in the (общая цель) of providing services for the travelling
public.
2. Openly (выраженное недовольство) of tourists can cause a decline in business in any
(курортная зона).
3. In many of the jobs in which it is necessary to (работать с людьми), language skill is
(необходимо или желательно).
4. The degree of (языковые навыки) may vary from using special terms in (услуги в
области массового питания) to speaking fluently among travel agents and tour guides.
5. In (место постоянного проживания туристов) travel personnel usually work (со
своими соотечественниками).
6. There is not always а (четкое разграничение) between а (местом временного и
постоянного жительства).
7. The degree of language skill (может также быть различной) according to the
location of the job.
8. Paris is an (отличный тому пример), since it both receives and (создавать большое
число) of tourists.
9.
Many (достигшими успеха) travel agents are women who have established
independent enterprises after (приобретя опыт) elsewhere in the industry.
Additional reading
Task 1 Read the text and translate it. For help see the vocabulary
notes that follow the text.
A tourist is usually defined as a person who is visiting some place other than his usual
residence for more than 24 hours. A tourist is distinguished by the length of his trip from an
excursionist, who is away from his usual residence for less than 24 hours, or at most a weekend.
Many people travel entirely for the purpose of recreation or pleasure; they are people on
holiday. Other people travel for reason of health. Some people travel to visit friends or relatives,
a reason that has become more important because of increased mobility throughout the world.
Others travel in order to educate themselves in accordance with the old precept that travel is
broadening the mind. All of these people are generally considered tourists since the primary
reason for their trips is recreation.
Most tourist statistics also include people who are travelling on business. Among them
are businessmen and government officials on specific mission, as well as people attending
meetings or conventions.
It is difficult to separate pure recreation travel from business travel. The recreational
travellers respond to a greater degree to lower fares and other inducements in pricing and
selecting the destination for their trips. In a technical phase, they make up a price elastic market.
The business groups, on the other hand, make up a price inelastic market. Their trips are not
scheduled according to lower fares, the destination is determined in advance, and their employers
usually pay for the expense. They are looking for dependable rather than inexpensive service.
Business travellers also make more trips to large cities or industrial centers than to resort areas,
although many conventions are now held at resort hotels.
Vocabulary notes on the text
определять
постоянное место жительства
отличаться
экскурсант
зд. транспортные возможности
зд. точка зрения
зд. расширение кругозора
включать в себя
деловая поездка; командировка
конференция, партийный съезд
отвечать, реагировать
плата за проезд
зд. привлекательные моменты
заранее, заблаговременно
надежный, зарекомендовавший
себя
отели в курортных местах
недорогое обслуживание
to define
residence
to be distinguished with
excursionist
mobility
precept
broadening
to include
mission
convention
to respond
fares
inducement
in advance
dependable
resort hotels
inexpensive service
Task 2 Read the previous text once again and entitle it
Task 3 Read the text and translate it. For help see the vocabulary
notes that follow the text.
Part I
The people who write about travel also receive lavish treatment from the tourist industry.
There are relatively few travel writers, but they fill an important place in publicizing the industry. Some of them work full-time for magazines or newspapers.
Others are free-lancers; that is, they work for themselves and sell their articles to any
publication that is interested in them. There is also a small industry involved in writing and
publishing travel guidebooks. Some of these, like the Baedeker guides that were very popular in
the 19th Century and the Michelin guides that have wide circulation today, are sold all over the
world. The Michelin series, incidentally, is essentially a public relation effort on the part of the
French automobile tire manufacturer. Travel writing appeals to people who have a talent with
words and who like both travel and independence.
Vocabulary notes on the text
lavish treatment
free-lancer
зд. очень щедрый прием
представитель свободных профессий
to have wide circulation
public relation effort
effort on the part of
automobile tire manufacturer
to appeal to
to have a talent with words
зд. пользоваться большой популярностью, выпускаться большими тиражами
деятельность по связям с общественностью
зд. деятельность, осуществляемая кемлибо
производитель шин для автомобилей
зд. нравиться
зд. обладать писательским даром
Task 4 Read the previous text once again and entitle it
Task 5 Read the second part of the text and translate it For help see the vocabulary
notes that follow the text
Part II
Official and semi-official tourist bureaus employ many people who perform different
kinds t)f work. Some of the jobs - including both advertising and publicity - are related to
promotion, which is extremely important to the whole industry. Others are involved with
research, such as gathering travel statistics and trying to work out systems that increase their
accuracy. Still others are concerned with planning and development of new tourist facilities, or
with the maintenance and improvement of existing facilities. The heads of the government
bureaus may control official policy concerning tourism within an entire country or region. This
may be important enough to the government so that the top official holds the rank of cabinet
minister. A great deal of the work in government tourist bureaus involves contact primarily with
people in other aspects of the industry, but some may have direct contact with the public in
giving information or in solving complaints or problems for tourists. Consulting firms also play a
part in the tourist industry. A consultant offers the expertise he has acquired through study and
experience to individual clients on a fee basis. In tourism, consultants are called in to give advice
to government tourist bureaus or private developers. Some of them may perform market
research; some may analyze statistics that have been collected; and some may help in the
planning of new resorts.
Vocabulary notes on the text
gathering travel statistics
to work out systems
to be concerned with
new tourist facilities
maintenance
great deal of
primarily
to solve complaints
on a fee basis
private developers
to perform market research
сбор статистических данных по туризму
зд. разрабатывать системы
зд. заниматься
зд. новые туристические комплексы
зд. профилактика оборудования
большое количество
в первую очередь
устранять претензии
зд. за определенную плату
зд. частные предприниматели (в туристическом бизнесе)
осуществлять маркетинговые исследования
Task 6 Read the previous text once again and entitle it
Task 7 Read the text and translate it. For help see the
vocabulary notes that follow the text
Tourism is a relatively new phenomenon in the world. Tourism has been one of the
fastest growing industries in recent years. The growth rate of tourism has generally exceeded the
growth rate for the worldwide economy. Sometimes it seems as though a new resort area springs
up every day wherever there is sun and sea.
Since being away from home is a necessary component of tourism, its development as a
mass industry depended on modern means of rapid and inexpensive transportation. Tourism as
we know it today began with the building of the railroads in the 19th Century. Steamships also
increased tourism, especially across the North Atlantic. The automobile and airplane in still more
recent times have also become major modes of transportation for recreative purposes.
The greatest growth in international tourism has taken place only since the end of World
War II in 1945, and it has paralleled the growth of air transportation.
Industrialization has produced the other conditions that are necessary for tourism. Among
them is the creation of a large number of people with an amount of disposable income - income
above and beyond what is needed for basic expenses such as food, shelter, clothing and taxes.
Another important condition is urbanization, the growth of large cities. Residents of big
population centers take more holiday trips than residents of rural areas. Anyone who has been to
Rome in July can not help but observe that a great many of the inhabitants are away on vacation.
Before industrialization, there was a sharp distinction between the leisure class and the
working class. Nowadays the concept of leisure in the form of long weekends and paid vacations
has spread to the working class. This may be the most important factor in modern tourism.
Millions of factory workers in northern European countries take their paid vacations in sunny
southern European countries. In many cases government, unions, or employers subsidize the cost
of the holiday partly or wholly. This subsidized recreational travel is called social tourism.
The importance of the industrialization can be seen from the fact that approximately 75%
of international tourists come from industrialized countries. The United States of America and
Federal Republic of Germany account for about half of this tourist ti
Sun-and-sea areas that are near the major markets for tourists derive a large part of their
income from tourism. It should be noted that tourism benefits not only airlines, hotels,
restaurants, and taxi drivers, but also many commercial establishments and even the
manufacturers of such varied items as sunglasses, video cameras, and swimming clothing.
One of the principal reasons for encouraging a tourist industry in many developing
countries is the so-called multiplier effect of the tourist dollar. Money paid for wages or in other
ways is spent not once but sometimes several times for other items in the economy - the food
that hotel employees eat at home or the houses in which they live, or the durable goods that they
buy. In some countries the multiplier can be a factor as high as 3, but it is often a lower number
because of leakage. Leakage comes from the money that goes out of the economy either in the
form of imports that are necessary to sustain the tourist industry or in profits that are drained off
by investors.
Another attraction of the tourist industry for the developing countries is that it is laborintensive; that is, it requires a large number of workers in proportion to the people who are
served.
Vocabulary notes on the text
growth rate
to exceed
to spring up
rapid
modern means
steamships
to parallel
amount of
disposable income
expenses
taxes
urbanization
rural areas
inhabitants
sharp distinction
leisure class
темп роста
превышать
появляться
быстрый
современные средства
пароходы
to be subsidized
approximately
tourist traffic
to derive
commercial establishments
items
to encourage
durable goods
leakage
to sustain
to drain off
attraction
to require
зд. происходить одновременно с
сумма, размер
зд. свободные средства; средства,
превышающие прожиточный минимум
расходы
налоги
рост городов, урбанизация
сельские районы
жители
зд. сильное различие
зд. зажиточные слои населения
субсидироваться, получить
дотацию
приблизительно
зд. поток туристов, передвижение
туристов
зд. создавать, формировать
зд. коммерческие предприятия
зд. изделия, товары
поощрять
товары длительного пользования
утечка
поддерживать
зд. выкачивать, изымать
зд. привлекательная сторона
требовать
Section 2
Careers in Tourism
Vocabulary notes
основывать
приобретать опыт
предпосылка
организовать (туристическую
фирму)
ожидание (чего-либо)
клерк, сотрудник низшего ранга
держать кого-либо в курсе чеголибо
ценовая политика
авиакомпания, специализирующаяся на
осуществлении регулярных авиарейсов
авиакомпания, специализирующаяся на осуществлении чартерных
авиарейсов
иметься в наличии
иметь преимущество (над кемлибо)
быть в курсе чего-либо; не
отставать от развития событий
курорт
правовые акты, регулирующие
туристический бизнес
владеть, обладать
резкий спад в чем-либо
роскошь
обслуживание, обхождение
ознакомительный тур
роскошный
иерархия
малое туристическое агентство
большой штат (сотрудников)
реклама, рекламная деятельность
создание имиджа, работа с
общественностью
менять род занятий
выполнять учебную программу
назначить на должность
общее представление (о чемлибо)
быстро, стремительно
род занятий
to establish
to gain (acquire) experience
prerequisite
to set up (a travel agency)
expectation (of)
clerical worker
to keep smth informed (of)
pricing policy
scheduled airline
nonscheduled airli
to be available
to have advantage (over)
to keep up with
resort
travel regulation
to own
sharp decline (in)
luxury
treatment
familiarization tour
lavish
hierarchy
retail travel agency
large staff
advertising
publicity
to move on to
to complete a curriculum
to fill a position (with)
an overview (of)
rapidly
occupation
Vocabulary focus
Task 1 Match the words or word-combinations with their definitions.
1.
Tour guide
a)
the person in charge of making reservations,
2.
3.
Front desk employee
Ticket agent
4.
Reservation agent
5.
6.
7.
Marina
Casino
Motel
8.
Room service
9.
Camping
answering inquiries and selling tickets
b) the person in charge of tour
c) the person in charge of making reservation
and giving information via telephone
d) hotel personnel who work at the registration
and information
e) a place for gambling
f) a place at which boats can dock
g)
travelling with one's own facilities for
shelter and often for eating
h)
a hotel with special facilities for motor
vehicles
i) a catering service in which food and drinks
are brought to a guest's room in a hotel
Task 2 Fill in the blanks with suitable words or word-combinations:
courses
in comparison with
unskilled
within
service
skills
successful
variety
destination
experience
generates
skilled
1. Like most_____ industries, tourism is labor-intensive.
2. Tourism employs a high proportion of people_______ the number that it serves.
3. The range of jobs is also very wide, from_____, like a dishwasher in a restaurant,
to______, like a travel agent.
4. In addition, tourism______ many jobs that are not usually considered to be_____the
industry itself.
5. Women are employed in a wide_____of positions in the tourist industry.
6. Prior______in tourism is necessary before setting up a travel agency that has a chance
to be______.
7. Language _______ are usually more important for tourism employees in______areas
than in market areas.
8. There are some______ at the university level that are concerned with tourism.
Task 3 Match the words and word-combinations on the left with their Russian
equivalents on the right
1)
2)
3)
4)
5)
6)
an independent enterprise
tourist destination area
dealing with ordinary human beings
resentment
to cause a decline in business
to enjoy working with people
7) foreign language skill
8) to speak fluently
9) to provide with the choice
of variety of occupations
10) semi-skilled position
11) to gain experience
12) successful operation
a) обида, негодование, недовольство
b) получать удовольствие от работы с людьми
c) умение говорить на иностранном языке
d) создавать фирму
e) набираться опыта
f) авиакомпания, специализирующаяся на
осуществлении чартерных рейсов
g) производить благоприятное впечатление
h) успешная деятельность
i) иметь дело с обычными разумными людьми
j) место отдыха туриста
k) самостоятельная фирма
1) вызывать снижение активности бизнеса
13) prerequisite
14) nonscheduled airline
15) familiarization tour
16) clerical worker
17) to complete a curriculum
18) to impress favorably
19) to compute fares
20) to keep up with
21) to set up a firm
m) должность, не требующая высокой
квалификации работника
n) говорить бегло
o) рассчитывать стоимость проезда
p) предварительное условие
q) быть в курсе
r) выполнять учебную программу
s) конторский служащий
t) ознакомительная поездка
u) предоставлять широкий выбор профессий
Reading
Task I Read the text and translate it. For help see the vocabulary
notes that follow the text.
Experience is necessary for the successful operation of a travel agency. It has been
estimated that a minimum of ten years' work in the industry is a prerequisite for a setting up an
agency with the expectation of making it a success. There are many different ways to acquire the
necessary experience. Some agents begin as clerical workers or secretaries in travel agencies or
in the transportation companies. Particular jobs that provide useful knowledge include those of
ticket agent and reservations agent for the airlines.
In addition to dealing with the public, the travel stgent must deal with people who work
for the other components in the industry. One of the most important aspects of the job is keeping
informed of the highly complex pricing policies of both scheduled and nonscheduled airlines and
the resort hotels as well. Even when help is available, the agent who can compute fares accurately has an advantage over one who cannot. The agent must also keep up with other
developments in the industry - new resorts, changing travel regulation, new services, and so on.
The travel agent has some advantages. One of the most important is the economic
independence that comes from owning and operating a small business. There is of course an
element of risk. A change in the business cycle as a whole may cause a sharp decline in tourism,
which is after all a luxury for most people. Another advantage is the opportunity to travel. The
treatment that is given to travel agents on familiarization tours is often lavish so as to impress
them favorably with the services that are being offered.
The tour operators work much more within the framework of ordinary corporate practice
than the small retail agencies do. That is, they have the usual hierarchy of clerical workers and
manage-ment personnel. Companies like Carlson Travel Network and American Express Travel
Related Services Company, Inc. employ people in nearly all phases of tourism, ranging from the
jobs that would be found in retail travel agencies to those that deal with packaging tours or
establishing overall policy for the companies. They also employ a large staff to work on
advertising and publicity. The large companies are an excellent place to gain experience. People
often start with clerical work and later move on to more travel-oriented jobs.
The Institute of Commerce in Nizhny Novgorod offers courses in tourism as a whole.
People who get a higher school degree after completing such a program can be considered
professionals in the field. They are particularly highly-qualified to fill positions with government
tourist bureaus or with consulting firms. Their education is designed to give an overview of all
aspects of the industry. It is particularly useful in research, planning and development.
Tourism is an industry that is still growing rapidly. It continues to provide people with
the choice of a variety of occupations that require many different kinds of skills. No matter what
aspect of the industry one may work in, the final result of the effort should be a satisfied
customer who remembers his trip or his vacation with pleasure.
Vocabulary notes on the text
estimate
luxury
the choice of
зд. считать, полагать
зд. дорогое удовольствие
зд. право выбора
Task 2 Read the previous text once again and entitle it.
Reading check
Task 1 Look through the text and find the English equivalents for:
предпосылка
давать полезные знания
быть в курсе
ценовая политика
чартерные авиарейсы
иметься в наличии
рассчитывать стоимость проезда
преимущество
владеть
дорогое удовольствие
возможность
обслуживание
ознакомительный тур
роскошный
производить благоприятное
впечатление
в рамках обычной практики
формирование тура
рекламная деятельность
большой штат сотрудников
создавать имидж
считать профессионалом
давать представление о чем-либо
предоставлять выбор
довольный клиент
вспоминать с удовольствием
Task 2 Look through the whole text and give the Russian equivalents for
the following phrases:
unscheduled airlines
to compute fares
to have one common denominator
the entire field of
to keep up with developments
in
to own a small business
to cause a sharp decline in
a single entity
a familiarization tour
to impress favorably
the amusement of the tourist
ordinary practice
retail travel agency
the accommodations companies
to pack tours
to work on advertising and publicity
the common purpose of
as a whole
to complete a curriculum
to give an overview of
a single industry
Task 3 Match the words on the right with the suitable attributes on the left.
1) clerical
2) ordinary
3) highly-qualified
4) consulting
5) common
6) catering
7) overall
8) large
9) satisfied
10) final
a) practice
b) worker
c) firm
d) professional
e) service
f) purpose
g) staff
h) policy
i) result
j) customer
Comprehension
Task 1 Answer the following questions.
1.
2.
3.
industry?
4.
5.
6.
Why is experience a prerequisite for starting a travel agency?
What are some of the jobs in which the necessary experience can be acquired?
What kind of contact do travel agents have with people in other components of the
What is one of most important advantages of becoming a travel agent?
Within what kind of framework do tour operators work?
What should be the final result of the effort made by the people who work in tourism?
Task 2 Say what statements are true and what ones are false.
Comment on the true statements and correct the false ones.
1. Prior experience in tourism is unnecessary before setting up a travel agency.
2. Tour operators run their business in the same manner as retail travel agents.
3. There are no courses at the university level that are concerned with tourism.
4. Travel agents can always get help with problems such as pricing fares or government
regulations, so there is no need for them to keep up with such matters.
5. Official and semi-official tourist bureaus employ very few people.
6. Most of the people they do employ handle complaints from the public.
7. A sightseeing guide never have any difficult or unexpected problems to deal with.
8. There is no advantage for a government in operation training schools for people to fill
tourist-related jobs.
Task 3 Insert the corresponding English word-combinations for
the Russian components in brackets.
1. Experience is (необходим для успешной деятельности) of а travel agency.
In addition to dealing with the public, the travel agent must (уметь работать с людьми)
who work for the other components in the industry.
3. One of the most important advantages is the (экономическая независимость) that
comes from owning and operating a small business.
4. The treatment that is given to travel agents on (ознакомительная
поездка) is often lavish so as to impress them favourably with the services (которые
предлагаются).
5.
The tour operators work much more within the framework of ordinary corporate
practice than the (некрупные турагенства) do.
6. Tourism is an industry that is still (быстро расти).
Speaking
Task 1 Define what tourist industry is. Use the following words
and word-combinations:
a group of related enterprises
common purpose
providing services
transportation companies
accommodation companies
catering services
the wide variety of stores and
entertainment
the amusement of tourists
the entire field of tourism
a single entity
dealing with ordinary human
beings
contact with public
enjoy working with people
Task 2 Divide the previous text into logical parts and entitle each of them.
Task 3 Summarize the logical parts of the divided text.
Task 4 Work in pairs.
A. Look at the following words and phrases and think up a story that might combine them
alL You may reorder them in any way you want using the adequate form of the verb.
it is necessary to deal with
openly expressed resentment
be tolerant of one's failings
language skill
to speak fluently
a successful travel agent
to grow rapidly
to establish independent enterprise
the expectation of making it
a success
in tourist destination areas
after gaining experience
a satisfied customer
to remember one's trip with
pleasure
B. When you have decided upon the story, tell it to your partner. Then listen to that of
your partner. Ask each other as many questions as you can to learn further details or clarify
some points.
Task 5 Speak individually or arrange a discussion on the following.
•
•
Explain why you are going to choose a career in tourism.
What do you consider to be the special aptitudes that qualify you for this career?
Additional reading
Task 1 Read the text and translate it. For help see the vocabulary
notes that follow the text.
Perhaps the most distinctive and difficult job in the entire industry belongs to the tour
guide or conductor. There are in fact two types of tour guides, one in charge of local sightseeing,
and the other accompanying a group throughout its travels and making all the arrangements for
the group. The term guide is often used for the first of these jobs and conductor for the second.
The sightseeing guide must of course be familiar with the points of interest that he is showing to
the visitors. He usually gives a prepared talk that describes the points of interest, but he must also
be prepared to answer a lot of questions. And of course he deals with any problem that occurs
during the tour excursion. These may include bad weather, sudden illness, an accident - it would
be impossible to name everything that might happen. A sightseeing guide needs two qualities
above all - an outgoing personality and language skills.
The guide or conductor who stays with a group throughout its trip needs these same two
qualities. He also needs to have a thorough knowledge of the workings of all kinds of
transportation systems and of the regulations and red tape that the tourists will meet when going
from one country to another. One of these jobs involves handling the baggage for his group;
another concerns easing them through government formalities; and yet another involves making
sure they get the kind of accommodation, food, and entertainment they have paid for. These are
the aspects of travel that are likely to cause the most problems and create the most irritation
when they go wrong. The guide often has to display the qualities of a diplomat, not only in
dealing with the tourists themselves, but also with all the officials, baggage handlers, hotel
clerks, and the many other people who are constant figures on the travel scene.
Vocabulary notes on the text
distinctive
to belong to
local sightseeing
familiar with
prepared talk
to occur
outgoing personality
conductor
red tape
to ease smb. through government
formalities
to cause problems
to create irritation
to display the qualities of a dip-
зд. характерный, отличительный
зд. приходиться на
местные достопримечательности
быть знакомым с
подготовленное сообщение
возникать
зд. выдающаяся личность
зд. руководитель туристической
группы
бюрократическая работа
зд. упрощать для кого-либо процедуру
прохождения формальностей
создавать проблемы
вызывать раздражение
проявлять качества дипломата
lomat
baggage handler
носильщик
Task 2 Read the previous text once again and entitle it
Task 3 Read the text and translate it For help see the vocabulary notes
that follow the text.
Another distinctive job in tourism is that of social director. Many resort hotels and nearly
all cruise ships employ a person who is in charge of the activities that are supposed to entertain
and amuse the customers. The social director not only has to organize these activities, he must
also involve the willing and the reluctant guests in the fun and games. An extroverted person is
essential to a job of this kind; a good social director should really enjoy the games and parties
that are planned for the guests. In addition to social directors, resorts employ people to supervise
activities in which the resorts specialize - golf and tennis pros, or swimming, skiing, and scuba
diving instructors. These people, like entertainers, have talents acquired outside the field of
tourism, yet their employment in resort indicates the wide range of occupations that tourism
draw on for economic support.
Vocabulary notes on the text
social director
cruise ships
reluctant guests
golf and tennis pros
scuba diving instructor
extroverted person
зд.
ответственный
за
культурномассовую работу
круизные суда
зд. не настроенные на развлечения
туристы
профессиональные игроки в
гольф и теннис
инструктор по подводному
плаванию с аквалангом
экстраверт, человек с открытым
характером
to have talents acquired outside
the field of tourism
to draw on
зд. обладать умениями,
приобретенными вне туристической
деятельности
использовать
Task 4 Read the previous text once again and entitle it
Task 5 Read the text and translate it For help see the vocabulary
notes that follow the text.
The global boom in tourism is already having a positive impact on the local economy and the outlook for the future is even better, with Russia expected to be the world's fastestgrowing tourism market within two decades.
While internationally the number of tourists increased 3.2% to 657 million last year
according to the World Tourism Organization, Russia last year experienced a 3.4% growth in
arrivals, with the number of tourists reaching 3 million, according to statistics from the Physical
Culture, Tourism and Sport Ministry.
This could be just the beginning of global tourism explosion in which local companies
could benefit like none of their peers abroad.
The WTO forecasts that European tourism business will double in a span of 20 years,
with Russia outstripping the rest with a projected average annual rate of 8.5%.
By 2020, nearly one of three visitors to Europe will choose a Central or Eastern European
destination, according to a press release circulated by the WTO in the middle of March 2000.
Strong growth in tourism to the Russian Federation, the Czech Republic and other countries of
Central/Eastern Europe will make it the top tourism region of the continent, according to the
press release.
The main reason for the tourism explosion in Central and Eastern Europe is its perfect
geographic location right in between two major source markets - Western Europe on one side
and the Russian Federation on the other. The favourable pricing of tourism products in that
region will continue to be a major factor contributing to growth.
The Moscow Times, July 12, 2001
Vocabulary notes on the text
outlook for the future
positive impact on
global tourism explosion
local companies
like none of
their peers abroad
span of
to outstrip
a projected average annual rate of
the top tourism region
favourable pricing
перспектива на будущее
положительное воздействие на
зд. бурный рост, бурное развитие
мирового туризма
местные, национальные компании
как ни один из
зд. подобные им (компании) за
границей
промежуток времени в ...
превосходить,
обгонять,
опережать
прогнозируемый среднегодовой
темп
зд. основной район туризма
зд. выгодные цены
Task 6 Read the previous text once again and entitle it.
Task 7 Read the text and translate it. For help see the vocabulary
notes that follow the text.
The growing number of tourists coming to Russia so far has not been large enough to
counterbalance the number of locals travelling abroad.
The number of Russian citizens with tourist visas last year (1999) declined 16% to 2.8
million and was about 50% lower than the peak of 4.16 million in 1997, but this does not take
into account the large number of tourists travelling to countries that did not require entry visas.
At present, Russia is a net importer of tourism and other services. Imports of services
exceeded exports of services by 1.7 billion
dollars between January and September of last year. The share of services in gross
domestic product here is only a margin over 50%, while in the developed world it often stands
over 70%.
Russia is by no means a tourist Mecca - its ongoing problems relating to security,
corruption and .lack of customer service are well known - so most people who can afford credit
cards and luxury cars flee the country to enjoy the better service standards offered by foreign
hotels, be it-in neighboring Finland or the distant Caribbean. As a result there are eight local
citizens travelling abroad for each foreign tourist coming in and one local going to Sochi or some
other domestic destination. So tourism in Russia became a gateway for capital flight.
International experience shows that tourism remains a hostage to general economic trends
and does not depend on the generosity of government bodies.
Asia's economic recovery last year paved the way for growth in the global tourist
industry. China enjoyed a rise of 7.9% in the number of incoming tourists last year, overtaking
the United Kingdom, which fell from fifth to sixth place in WTO's growth statistics. Domestic
travelling in China alone brought in taxes worth 28 billion dollars, which is more than the total
size of Russia's federal budget, according to Tourinfo magazine.
The top spot last year (2000) in terms of tourist numbers was taken by France with 71.4
million arrivals, while the United States topped the annual tourism earnings rankings, with some
70 billion dollars in revenues.
Statistics from the Physical Culture, Tourism and Sport Ministry show that Russia had
revenues of 2 billion dollars from tourism last year, an eighth of the 16 billion dollars that Soviet
Union earned from tourism when 50 million travellers came every year, according to the
Academy of Tourism in Moscow.
The Moscow Times, February 20, 2001
Vocabulary notes on the text
зд. в целом
достаточно большая
уравнивать, сравниться
зд. местные жители
снизиться до ...
зд. требовать наличия въездных
so far
large enough
to counterbalance
locals
to decline to
to require entry visas
виз
to exceed
share of
gross domestic product
to be only a margin over...%
by no means
ongoing problems
lack of
превышать, превосходить
доля
валовой внутренний продукт
зд. совсем не на много превышать ...%
ни в коем случае
существующие проблемы
недостаток, нехватка
to afford credit card and luxury car
to flee the country
distant Caribbean
neighbouring Finland
domestic destination
capital flight
hostage to
generosity of
government bodies
to pave the way
to overtake
domestic travelling
to top annual tourism earnings
rankings
revenues
позволить себе иметь кредитную
карточку и роскошную машину
зд. «убегать» из страны
зд. далекие Карибские острова
соседняя Финляндия
зд. места отдыха внутри страны
бегство капиталов
заложник
щедрость
правительственные учреждения,
ведомства
прокладывать путь
обгонять, превосходить
местный туризм
зд. занимать в ежегодном
рейтинге первое место по прибыли,
получаемой от туризма
выручка, доходы, поступления
Task 8 Read the text once again and entitle it.
Unit 2
Tour Operator
(Раздел 2. Работа туристического оператора)
Objectives:
To give a definition of the tour operator.
To learn about various kinds of travel packages.
To talk about general types of tour.
To discuss the advantages of packaged tours to the public.
Vocabulary notes
wholesaler
packaged tour
inclusive tour (IT)
charter inclusive tour (CIT)
hotel accommodation
transfer to and from the airport
to bring prices down
trip abroad
to expand
resort development
direct competitors
motorcoach
itinerary
transfer
to put together
to engage in
крупная компания
комплексный тур
тур с перелетом на рейсовом
самолете
тур с перелетом чартерным рейсом
размещение в отеле
доставка в аэропорт и из аэропорта
снижать цены
путешествие за границу
увеличиваться, расширяться
развитие курортов
прямые конкуренты
автобусы дальнего следования
программа, маршрут путешествия
пересадка с одного вида
транспортного средства на другой
составлять, комплектовать
участвовать в
Warming up
Task 1 Work in pairs. Discuss the following points.
1. What do tour operators do?
2. In what way do tour operators differ from retail travel agents?
3. What is chartering?
4. What is a guided tour?
5. What is an independent traveller?
Vocabulary focus
Task 1 Read and translate the following international words:
tour
transportation
basic
primarily
result
operator
accommodation
rental
competition
method
package
transfer
extra
general
absorb
principal
airport
European
expand
conglomerate
particular
course
attract
region
cultural
incentive
local
bag&age
typically
public
major
reserve
superior
establish
activity
reflect
Task 2 Match the words or word-combinations with their
definitions.
1. Inclusive tour
a) an airline that operates according to a timetable
2. Charter inclusive tour
b) an airline that operates its planes on routes and
at times when there is a demand for service
3. Scheduled airline
c) a packaged tour that uses chartered aircraft for
transportation
4. Nonscheduled airline
d) a packaged tour that uses scheduled airlines
5. Cruise
e) an aircraft that has been trended to fly when and
where the service is desired
f) a pleasure voyage by ship
6. Charter plane
7. Independent traveller
g) the percentage of rooms or beds in a hotel that
are occupied in a particular period of time
8. Occupancy rate
h) one who doesn't travel as a member of a group
Task 3 Fill in the blanks with suitable words;
forward
refund
faithfully
purchase
reduction
booking
Mountain
cancel
issue
holiday
change
contact
Dear Sir,
1. I am writing to inform you of a______in our tour to Kintown, ref. NHL/65JF.
2. The hotel will be the______Jnn, not the Silver Hill Hotel.
3.
We received a ______from you on behalf of Mr. Tom Roft for a twoweek_____from Monday, 3rd July to Sunday, 17th July.
4. Your client may______a different holiday from us and we will give a_____of $50.
5. Alternatively, if he would like to_____ the holiday, we will______the money that
he has paid.
6. We will also_____accredit note for $50.
7. Please_____Mr Tom Roft and let us know what he would like to do.
8. I look_____ to hearing from you.
9. Yours_____, K. Strogh, Manager.
Task 4 Match the words on the left with their Russian equivalents
on the right
1) inclusive tour
a) как награду за превосходную организацию
продаж
2) transfer to the airport
b) иметь тесные связи с
3) to offer entertainment
c) стимул для улучшения работы
4) to provide a rental car
5) to be encouraged
6) to have sufficient cash
7) to have close ties with
8) as a reward for superior
sales effort
9) an incentive to improve performance
10) local sightseeing
11) travel arrangements
12) an established resort
13) to derive many advantages
from
14) to secure the hotel accommodation
15) remote area
16) to get considerable savings
17) to require careful arrangement
d) иметь достаточно наличных денег
e) тур с перелетом на рейсовом самолете
f) получать стимул
g) доставка в аэропорт
h) предлагать развлекательную программу
i) предоставлять машину на прокат
j) извлекать, получать пользу из
k) действующий курорт
1) организация туризма
m) осмотр местных достопримечательностей
n) требовать тщательной подготовки
o) получать значительную экономию
p) удаленный район
q) обеспечивать размещение в отеле
Reading
Task I Read the text and translate it. For help see the vocabulary
notes that follow the text.
Tour operators can be considered the wholesalers of the tourist industry. Their product is
the packaged tour. There are two principal kinds of packaged tours, the inclusive tour (IT),
usually on the scheduled airlines, and the charter inclusive tour (CIT), usually on chartered,
nonscheduled airlines. Packaged tours offer transportation, hotel accommodations, and transfer
to and from the airport. The tourist pays a lower price for this package than if he were trying to
make all the arrangements on his own. In addition to the basic features, the tour package may
also offer meals, entertainment, sightseeing, a rental car, and many other extras.
The tour operator organizes packaged or individual tours by providing rail, plane, car
rental, motor coach, ship, hotel accommodation, holiday apartments, itineraries, transfers and
brochures.
The typical package that the European tour operators put together consists of the least
expensive two-week holiday tour. It was primarily intended for Northern Europeans who wanted
a Mediterranean vacation. As the competition among the operators brought prices down, many
people who had never traveled before were encouraged to try a trip abroad. Both tourism in
general and the tour operating companies themselves expanded very rapidly.
The rapid expansion has resulted in many changes in management and methods of
operation for the firms in the business. A sounder financial base became necessary, since tour
groups were sometimes left stranded because tour operators did not have sufficient cash to pay
the price of the aircraft charter. Some of the tour operators have now been absorbed by
conglomerates, the huge modern corporations that engage in many different kinds of business.
Others have close ties with particular charter airlines or hotel chains. A few have become
involved in resort development.
Other tours are put together by all sorts of clubs and organizations whose main purpose is
not travel. They may be as diverse as cultural groups or labor unions. They are the basis for
many of the affinity group charters - tours for people with similar interests and tastes. The tours
that are arranged by these organizations include the normal components of the travel package.
They are, in fact, direct competitors of tours put together by the companies in the travel industry.
Tours are also arranged for employees and their spouses by corporations. The
corporations typically offer these vacation trips as a reward for superior sales efforts or as an
incentive to improve performance. This type of tour is of course not open to the general public,
but it is welcomed by the airlines and by hotel operators in the established resorts that frequently
attract business of this kind.
It is possible to distinguish between two general types of tours. One is the holiday
package that has a resort hotel as its destination. While local sightseeing or entertainment may be
included in the package, the tours are generally without expensive extras. The major attractions
usually include the sun, the sea, and activities such as golf or tennis that are offered by the resort
itself.
The second type of tour is the guided tour that features sightseeing or some other special
attraction. These tours are accompanied by a guide who is in charge of travel arrangements and
activities. The activity offered by the tour is its principal attraction. The tour may combine travel
with education. Most of these tours include several different destinations and a good deal of local
travel within one region. Thus, they require careful arrangement and coordination of
accommodations, local transportation, baggage handling, and all the other details that accompany
any kind of travel.
The public derives many advantages from packaged tours, the most obvious being the
price. When airplane seats and hotel rooms are reserved in blocks by the tour operators,
considerable savings are passed on to the customers. These savings have been reflected in the
last few years by the great increase in tourism. Many people
would never travel at all without the price inducements offered by packaged tours.
The second advantage is the opportunity for the tourist to make all his travel
arrangements in one place at one time. The independent traveller - one who does not travel as a
member of a group - often has to go to considerable trouble to put the different pieces of his trip
together. Airline seats may not be available when he wants them, or he may not be able to secure
the hotel accommodations that he wants. Even when a travel agent makes the arrangements,
these difficulties still exist, but with the packaged tour they are eliminated for the consumer.
The third advantage is accessibility. It means that tours make it possible for people to
visit many remote areas that would otherwise be too difficult for them to see on their own.
Vocabulary notes on the text
all the arrangements
basic features
other extras
Mediterranean vacation
sounder financial base
leave somebody stranded
be absorbed by
price inducements
sufficient cash
зд. все необходимые операции
зд. отличительные особенности
зд.
другие дополнительные
услуги
зд. отдых на Средиземном море
зд. более здоровая финансовая
база
зд. заставлять ждать отправления
зд. быть поглощенными
зд. ценовой «пряник», ценовое
стимулирование
зд. деньги в банке, на счету
Task 2 Read the previous text once again and entitle it.
Reading check
Task 1 Look through the text and find the English equivalents for:
крупная туристическая фирма
комплексный тур
размещение в гостинице
тур с перелетом чартерным рейсом
доставка в аэропорт
организовывать все
самостоятельно
развлечения
дополнительные услуги
деньги в банке
методы работы
участвовать в различных видах
бизнеса
тесные связи
конкретная авиакомпания
улучшать деятельность
пункт назначения
награда
мероприятия в рамках
путешествия
комплексный тур отдыха
тщательная организация
курортный отель
извлекать выгоду из
обеспечивать размещение в
гостинице
устранять сложности
удаленные уголки земли
притягательный момент
Task 2 Look through the text and give the Russian equivalents for
the following phrases:
remote areas
to eliminate
to secure the hotel accommodation
to go to considerable trouble
opportunity
price inducements
savings
to derive some advantages from
to handle baggage
to require careful arrangements
principal attraction
to feature sightseeing
resort hotel
to distinguish between
holiday package
to improve
to arrange
purpose
close ties
to leave stranded
to expand rapidly
to encourage
to bring prices down
aircraft charter
methods of operation
entertainment
nonscheduled airlines
wholesaler
packaged tour
Task 3 Look through the text and match the words on the right
with the suitable attributes on the left.
1) remote
2) considerable
3) price
4) independent
5) travel
6) local
7) baggage
8) superior
9) nonscheduled
10) lower
11) basic
12) expensive
13)rapid
14) sufficient
15) huge
16) close
17)resort
18) main
a) trouble
b) traveller
c) area
d) inducement
e) sales
f) handling
g) arrangements
h) sightseeing
i) cash
j) ties
k) purpose
1) competitors
m) development
n) corporation
o) expansion
p) holiday tour
q) car
r) features
19) direct
20)rental
s) price
t) airlines
Comprehension
Task 1 Answer the following questions on the text.
1. What kinds of travel packages do tour operators put together?
2. What does the typical package that the European tour operators put together consist
of?
3. What has the rapid expansion of tourism resulted in?
4. Why is it necessary for the tour operators to find a sounder financial base?
5. Who puts together tour packages that are the basis for many affinity group charters?
6. What kinds of tours do corporations often arrange?
7. What is one general type of tour?
8. What are usually the major attractions of such a tour?
9. What is the second general type of tour?
10. Who accompanies such a tour?
11. What is one of the advantages to the public in packaged tours?
12. What problems may an independent traveller encounter in trying to make the
arrangements for his own trip?
13. How do packaged tours overcome the problems that may face the independent
traveller?
14. What is the third advantage that the general public can derive from packaged tours?
Task 2 Say what statements are true and what ones are false.
Comment on the true statements and correct the false ones.
1. All packaged tours are put together and also sold to the public by retail travel agents.
2. Tours on chartered aircraft can usually be offered at lower prices then those on the
scheduled airlines.
3. Chartering has been discouraged by all governments throughout the world.
4. The typical tour offered by European tour operators is a two-week holiday at the
Mediterranean resort.
5. Tourists have never been left stranded as a result of financial problems encountered
by tour operators.
6.
Clubs or other organizations whose principal business is not travel frequently
organize affinity group tours by charted aircraft.
7. Corporations sometimes reward their employees with holiday tours.
8. The holiday tour with a resort hotel as its destination usually doesn't offer a lot of
expensive extras.
9. A tour guide is only responsible for sightseeing, never for travel arrangements such as
local transportation, hotel accommodation, or baggage handling.
10. A tour guide does not have any special skills.
11. One big advantage to the general public of packaged tours is the lower price for
travel.
12. A person who buys a packaged tour must make all necessary arrangements himself,
just like an independent traveller.
Task 3 Insert the corresponding English word-combinations for
the Russian components in brackets.
1. Tour operators' product is (комплексные туры).
2. Chartering is (взятие в аренду воздушного судна), usually from a nonscheduled
airlines.
3. Guided tour is a tour that is (сопровождается гидом).
4. Tour operators are the people who (комплектуют или составляют туры).
5. Conglomerate is a corporation that (осуществляет различные виды бизнеса).
6. A few tour operators have become involved in (развитие курортов).
7. Other tours are put together by all sorts of clubs and organizations whose (главная
сфера деятельности) is not travel.
8. Tours are also arranged (для служащих и их супругов) by corporations.
9. It is possible to (различать между) two general types of tours.
10. The public derives (большое количество выгод) from packaged tours.
11. When airplane seats and hotel rooms (заказываются сразу же в большом
количестве) by the tour operators, (значительное количество сэкономленных средств) are
passed on to the customers.
12. Many people would never travel at all without (ценовое стимулирование) offered
by packaged tours.
13. (Доступность означает) that tours make it possible for people to visit many
(удаленные уголки земли).
Reading and discussion
Task 1 Read and translate the dialogue between a tour operator
and the General Manager of the Sheraton Hotel.
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Have you enjoyed your look over the hotel?
Just fine. Now let us talk a little more in detail about possible arrangements?
By all means. First, what about a drink of some sort? Gin, whisky, Martini?
I'll take a gin and tonic, please.
Certainly. Right. Here you are.
Thank you. Cheers.
Let me see. Here's our normal tariff. Take a look.
OK. These are all rack rates. Right?
That's right.
And I guess you're interested in American Plan or modified American Plan?
Of course. If you only want Continental Plan then the hotel gets used less, and
there's less in it for us.
Well, there are different ways we could approach this. We could look at the total
demand for accommodation over the year and fix a price, or maybe negotiate a
number of different prices according to the time of the year.
Of course, but let's take one step at a time. What kind of numbers are we talking
about?
Well. We're going to sell the tour April through October. We would hope for
forty-five people weekly in the earlier part of the season, doubling that figure
during the high season, then falling back to forty-five again.
And for how many nights?
That's four nights.
Is that mid-week? Weekends?
To take advantage of our flight arrangements, it would be Friday through
Tuesday.
I see. Tell me what kind of guarantees you are offering on the arrangement.
We're not prepared to make any guarantees at all.
None at all? No deposits?
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
Manager:
Operator:
No. No money up front at all.
That's rather a lot to ask of any hotelier.
Come on, Mr. Brown. This is not unusual. And you are dealing with a company
with a good name that usually sells what it targets.
I accept that. But don't you see the risks involved?
We are in business. Besides, there would be a three-month release-back clause in
the contract.
I don't know. I mean 90 beds during all the high season weekends. That's a lot.
Yes. And so is forty-five in May and September.
Certainly. But I have to think of my regular trade.
It's beginning to look as if you are not too interested in doing business.
No, no. I didn't say that. It's just that not long after the hotel had opened we had a
rather bad experience with this kind of block booking.
It depends who you are dealing with, Mr. Brown. Let me put it this way. For the
kind of business we have in mind I think average discount in the region of 15 to
20% is.
Vocabulary notes on the text
deposit
up front
rack rates
American Plan
Continental Plan
задаток
заранее
текущие расценки
проживание в гостинице
полном пансионе
проживание в гостинице на
полупансионе (с завтраком)
на
Task 2 Read the previous dialogue once again and try to find out the main points in
the tour operator's inquiry.
Task 3 Reproduce the previous dialogue.
Task 4 Make up your own dialogue on the basis of the above one.
Task 5 Look through the previous dialogue and find in it the
English equivalents for the following Russian phrases:
получать удовольствие от осмотра
детально поговорить о чем-либо
текущие цены
договариваться в ходе переговоров о ценах
в самом начале сезона
воспользоваться преимуществами
иметь печальный опыт работы с кем-либо
статья в договоре о предельном сроке в 3 месяца для отказа
от зарезервированных номеров в отеле
резервирование мест на целую группу
Speaking
Task I Define what the work of a tour operator is. Use the following
words and word-combinations:
wholesaler of the tourist industry
to put together packaged tour (tour package)
to have close ties with charter airlines and hotel chains
to arrange tours for (employees and their spouses)
to be welcomed by
two general types of tours (holiday package, guided tour)
the major attractions include
to be in charge of travel arrangements and activities
to get considerable savings
to offer the price inducements
an opportunity to make all travel arrangements in one place at
one time
a possibility to visit many remote areas
to see on one's own
Task 2 Divide the previous text into logical parts and entitle each
of them.
Task 3 Work in pairs.
A. Look at the following words and phrases and think up a story that might combine them
all. You таy reorder them in any way you want using any form of the verb.
a resort hotel
to reserve airplane seats and hotel
rooms
to make all the arrangements of one's
own
an independent traveller
to go to considerable trouble
to secure the hotel accommodations
to save money and time
local transportation and sightseeing
to put the different pieces of one's trip
together
B.
When you have decided upon the story, tell it to your partner. Then listen to that of your
partner. Ask ewh other as many questions as you can to learn further details or clarify some
points.
Task 4 Give summaries of the logical parts you have divided the text into.
Task 5 Speak individually or arrange a discussion on the following.
•
•
The role of tour operators in the development of the tourist industry.
Advantages* offered by packaged fours.
Additional reading
Task 1 Read the text and translate it. For help see the vocabulary
notes that follow the text.
These days the motto among the hundreds of travel agencies that have sprouted
throughout Russia over the past decade is 'travellers' freedom of choice'. But this is a relatively
new phenomenon, and a radical change from what the tourism industry looked like in Soviet
times, when there were only three tour operators in the country, each targeting its own group of
customers.
Intourist, the oldest and the biggest among them, had a monopoly on bringing foreign
tourists to Russia.
Sputnik, a youth tourism bureau, established by the Komsomol, worked for the most part
with young travellers.
The Central Council on Tourism and Excursions arranged trips for members of trade
unions.
Last year Intourist celebrated its 70th anniversary. This tour operator was the first thin
chink in the 'iron curtain' that made it possible for foreign visitors to see what was happening in
the USSR, even if they were allowed to see only what authorities wanted to show them.
Foreign tourists, businessmen, politicians or correspondents had no chance but to arrange
their trips to the Soviet Union through Intourist, and had to accept the company's rules. A lack of
competitors turned Intourist into a powerful organization that employed thousands of people and
owned a chain of the best hotels throughout the country. In some years, up to 6 million travellers
came to Russia through Intourist.
The Central Council on Tourism and Excursions and Sputnik could compete with
Intourist in terms of the number of trips abroad or inside the country, but in term of hosting
foreign travellers Intourist was in a league of its own.
With the creation of market economy in Russia, the state's monopoly on tourism was
destroyed, and Intourist was forced to
change its commercial policy. In 1992, Intourist, which had previously been a state joint
stock company, was withdrawn from the state structure and became a private firm.
Now among its leading shareholders are Sistema, GAO Moskva, a city agency that
monitors foreign tourism in Moscow, the ROSNO insurance company and Glav UpDK, or the
Main Administration for the diplomatic Corps under the Foreign Ministry.
The disintegration of the USSR, and the subsequent political instability and general
impoverishment of the countries population, narrowed the number of services Intourist could
offer, and made it necessary for the firm to cut its staff. By 1999, the bureau's entire staff totaled
only 500 employees.
The number of foreign tourists who choose Intourist to arrange their trips has dropped to
a tenth of what it was. Now the company handles an average of 200,000 foreign guests to Russia
per year.
Sputnik, the second-oldest Russian tour operator, was founded over 40 years ago by the
Sixth World Festival of Youth and Students, which was held in Moscow in 1957. During Soviet
times, Sputnik's main activity was arranging youth festivals, scientific seminars and student and
cultural exchanges in Russia and abroad. About 80% of its clients received discounted or free
tours, and only the remaining 20% were commercial contracts. In the early 1990s, Sputnik tx a
private joint stock company. Now it has over 350 shareholders, including Vneshintorg, a foreign
trade firm, the Komsomolskaya Pravda and Yug, a firm working in the agricultural industry.
Sputnik now has 65 branches in Russia and owns 10 hotels and tourist centers in Russia,
Ukraine, Belarus and Azerbaijan. The company's central office in Moscow, which once
numbered 350 employees, currently has 45 employees. Now Sputnik handles from 25,000 to
30,000 foreign travellers per year. Before 1990, this tour operator worked with around 270,000
foreign tourists. However, as far as sending Russian tourists abroad, by 1998 Sputnik had
managed to regain its pre-1990 level of about 200,000 people.
The Moscow Times, March 5, 2000
Vocabulary notes on the text
motto
to sprout throughout Russia
first thin chink in the 'iron curtain'
to have no chance but
лозунг
распространяться по всей России
первая щелка в «железном занавесе»
иметь только один шанс
to accept the company's rules
lack of competitors
to own a chain of hotels
in a league of its own
previously
state (private) joint stock company
to withdraw from the state struc
ture
subsequent
to narrow the number of
to cut one's staff
entire staff
to drop to a tenth of
general impoverishment
to handle
to receive discounted or free
tours
to regain
соглашаться с условиями, выдвигаемыми компанией
отсутствие конкурентов
владеть сетью отелей
не иметь себе равных
ранее, в недалеком прошлом
государственная (частная) акционерная компания
выводить из государственного
подчинения
зд. последовавшая за этим
снижать, уменьшать число…
сокращать число сотрудников
все сотрудники
зд. сокращаться, уменьшаться до
одной десятой от ...
общее обнищание
зд. обслуживать
получать
льготные
или
бесплатные
туристические путевки
вновь достичь
Task 2 Read the previous text once again and entitle it
Task 3 Read the text and translate it For help see the vocabulary
notes that follow the text.
One of Sputnik's latest and most promising projects is its coopi ration with the
International Student Travel Confederation, whicl promotes international student identity cards
throughout the world. The card allows travelling students to enjoy various discounts on tourist
services - from transport to insurance to fast food restaurants.
Any Russian student, regardless of his or her age, can get the card, which costs about 200
rubles and is valid for 16 months - from Sept.l to Dec.31 of the following year. In 1997, Sputnik
began distributing the cards to high-school students and teachers. 100,000 Russian students
became owners of the cards in 2000.
Sputnik's president A. Khokhlov thinks, that it's important not only to make travelling
abroad cheaper for Russian students, but also to make their lives easier here in Russia.
In order to revive foreign youth travel to Russia it's necessary to provide young foreign
travellers with a number of affordable, but quality services. Besides, Moscow remains very
expensive for a tourist, including a foreign one. About 30 dollars is the minimum that he has to
spend here per day. To help solve this problem, five years ago Sputnik proposed to the Moscow
government that it would build a chain of youth hostels in the capital. The program has been
developed and, although Sputnik continues to work on it, another travel agency, Intervisa, has
been heading it in recent years.
According to a Moscow city government resolution, a total of 18 to 20 youth hostels are
to be built in the next few years, and Intervisa plans to open youth hostels in St. Petersburg, Kiev
and Kaliningrad. The hostels will be a part of the International Youth Hostels Federation and
will be built to satisfy the international standards accepted by this organization. A contract for
the construction of the first hostel has been signed with the German firm INPRO. According to
the contract, INPRO will provide Intervisa, which in the end will own the hostel, with a sevenyear credit in the amount of $3.1 million from a German bank. The construction was planned to
start in summer of 2000 and be finished next year. The hostel will be able to accommodate up to
200 tourists, with one-day stay costing an average of $10 per person.
The Moscow Times, March 5, 2000
Vocabulary notes on the text
наиболее перспективные проекты
международный студенческий би-
most promising projects
international student identity card
лет
пользоваться различными скидка-
to enjoy various discounts
ми
affordable
a chain of youth hostels
be able to accommodate
standards accepted by
Task 4 Read the text once again and entitle it
доступные
сеть молодежных общежитий
быть способным разместить
стандарты, принятые кем-либо
Unit 3
The Retail Travel Agent
(Раздел 3. Работа туристического агента)
Objectives:
To give a definition of the retail travel agency.
To learn about some of the factors necessary for the success of a travel
agency.
To talk about special skills desirable for travel agents.
To discuss the advantages of being a travel agent.
Vocabulary notes
intangible
retail travel agent
to distinguish
retail outlets
tourist products
to handle
to set up
to elaborate
network
to be an intermediary between
rental car
to give special care and attention
to set aside seats
to attend the vocational school
airline fares
high season
low season
customary
неосязаемый, неуловимый, непостижимый
туристический агент
различать, отличать
представительства турагентств
туристические услуги
работать с чем-либо, обрабатывать
организовывать
разрабатывать
сеть
быть посредником между
арендуемая машина
оказывать особую заботу и
внимание
резервировать (бронировать) места
посещать профессиональную
школу
стоимость билетов на самолет
сезон наивысшей туристической
активности
сезон
низкой
туристической
активности
традиционно
tour packager
merchandise
initial cost
to set up an agency
сеть гостиниц
компьютеризированная система
бронирования мест
стеллаж с красочными
туристическими буклетами
составитель тура, туроператор
товары
первоначальные расходы, затраты
организовывать агентство
continuing overheads
steady clientele
текущие накладные расходы
постоянная клиентура
hotel chain
computerized reservation system
rack of colourful brochures
outlet
suburb
to operate retail outlets
commission
approximate figures
the off-season
great deal of
return
to spend one's vacations
to keep up with
the best bargain
to get reliable information
to vary
opportunities for independent
operation
представительство, филиал
пригород
содержать фирмы, осуществляющие
работу непосредственно с клиентами
комиссионное вознаграждение,
комиссионные
приблизительные цифры
мертвый сезон
большое количество, большой объем
доход, прибыль
проводить свой отпуск
быть постоянно в курсе дел
относительно
наиболее
выгодная
сделка,
покупка
получать достоверную информацию
меняться, изменяться, варьировать
возможности работать
самостоятельно
Warming up
Task 1 Work in pairs. Discuss the following points.
1. What do the terms: high season and low season refer to?
2. What kind of product is sold by retail travel agents?
3. What is a commission?
4. How does a commission relate to travel agents?
Vocabulary focus
Task 1 Read and translate the following international words:
department
tourism
separate
assistance
category
total
general
absorb
establishment
manufacturer
agent
airplane
typical
excursion
computerization
public
local
clientele
industry
reservation
special
agency
different
fundamental
brochure
display
executive
modern
service
rental
complex
segment
channel
illustrate
initial
satisfy
Task 2 Match the words or word-combinations with their definitions.
1.
2.
3.
Accommodation
Tour operator
Destination
4.
Health resort
a) things for sales; goods for trade
b) a town catering for those who wants to cure an illness
c) a tour on which you become acquainted with another
country
d) hotels, guest houses, holiday apartments etc.
5.
6.
Trip
Independent traveller
e) one who assembles various services into one package
f) transportation to and from the airport
7.
Transfer
8.
Merchandise
g) a tourist who is travelling on his own rather than a
member of a group
h) the place where the journey ends
Task 3 Fill in the blanks with suitable words or word-combinationi from the box below.
include
handled
language skills
a great deal of
remains
the entire range of
deal with
independent
department stores
destinations
emphasis
1. There is some difference in emphasis in the kind of businesi ______by travel agents
offered in the major tourist marketi and those in the major tourist_____.
2. In the market areas, the_____is on selling travel services tours to people who are going
to some other place.
3. The agencies in the tourist destinations often put_____emphasis on services the
traveller will need while he_____ in the area.
4. These services______local sightseeing tours, arrrangement for_____travellers and so
on.
5. Since the agencies in some tourist areas_____many foreigners,_____are often more
important than in the market areas.
6. It should be noted that many places are both tourist and market areas that offer_____
travel services.
7. Amerісаn Express offices in such places as Paris and Rome may well be described as
travel______.
Task 4 Match the words and word-combinations on the left with
their Russian equivalents on the right.
1)
2)
3)
4)
tangible goods
retail outlet
to be an intermediary be tween
to be compulsory
5) successful conclusion of one's training
6) corresponding growth
7) to offer inducement to smb.
8) to set up an elaborate network of
9) to use the services of smb.
10) one-stop convenience
11) low season fares
12) to absorb advertising cost
13) to be shared with smb.
14) large quantities of merchandise
15) initial cost of setting up an agency
16) to establish a steady clientele
17) to assure repeated business
18) to branch out
19) to be paid by means of commissions
20) to bring in higher returns
a) быть обязательным
b) быть посредником между
c) филиал турагентства
d) возможность оформления всего комплекса
услуг в одном месте
e) пользоваться услугами
f) стоимость билетов в сезон низкой
туристической активности
g) брать на себя расходы на рекламу
h) создавать постоянную клиентуру
i) гарантировать установление постоянных
контактов с клиентами
j) открывать филиалы
k) оплачиваться комиссионными
1) быть в курсе изменений в оплате за проезд
m) внимательно следить за кем-либо
n) предлагать наиболее выгодную сделку
o) приносить высокие доходы
p) создавать стимулы
q) соответствующий рост
r) материальные товары
s) успешное окончание обучения
t) быть поделенными между
21) to offer the best bargain
22) to keep up with changing fares
23) to be on alert for
u) большое количество товара
v) первоначальные расходы по созданию
агентства
w) создавать хорошо организованную сеть
Reading
Task 1 Read the text and translate it For help see the vocabulary
notes that follow the text.
Part I
Retail travel services are similar to department stores, except that they sell intangible
services rather than tangible goods. The retail travel agent sells all kinds of tourist products transportation, accommodations, sightseeing, and so on - to the general public. The term 'retail'
distinguishes him from the tour operator or packager, who can be considered the manufacturer or
wholesaler of the tourist industry. However some of the tour operators also operate retail outlets.
The travel agent is an intermediary between clients and principals (tour operators). He
works in travel agencies, with tour operators, in the tourist offices of spars and health resorts, in
communal tourist offices as well as in tourist information bureaus.
If you want to become a travel agent in one of the EU countries no special school
qualifications are compulsory. The training depends on your educational level, therefore your
contract of apprenticeship may be for two, two and a half or three years. During your training
you will attend the vocational school in special classes for travel agents. Lessons may be given
as day release or block release. The final examination of the Chamber of Industry and Commerce
certifies the successful conclusion of your training.
As with many other aspects of modern tourism, the growth of the airlines led to a
corresponding growth in the number of retail travel agents. The airlines offer inducements to
travel agents to handle reservation for them so that the airlines do not have to set up an elaborate
network of ticket offices in all the areas from which they draw passengers.
Even where the airlines do have ticket offices, many travellers still prefer to use the
services of an agent. The agent of course offers the customer one-stop convenience. The traveller
can make all the arrangements for his trip without having to go to separate places for his airplane
seat, his hotel reservation, his rental car, and whatever else he may want for his trip.
In return for the customers who -are brought by the agencies, the airlines give special
care and attention to the agents. The typical airline reservations office has one or more agents
who handle nothing but travel agency business. They may set aside seats on some popular flights
just for the agencies. They also give assistance to the travel agents in working out fares. Airline
fares have become very complex in recent years, with a great variety of special categories - high
season and low season fares, or 21-day excursions and 45-day excursions, family plans, and
many others besides the customary price difference between first-class and economy. The
problem becomes even more complicated when the trip has several legs - different segments of
the trip on different flights, often on different airlines. The routing of particular trip also
frequently makes a difference in the total fare.
Computerization caused fundamental changes in the travel agency business. The airlines
and the hotel chains all over the world and all resort areas now have computerized reservation
systems.
As packaged tours have assumed importance in the tourist industry, retail travel agents
have become the principal channel for selling tours to the general public.
A typical travel agency has a rack of colourful brochures that illustrate the delights
offered by a wide variety of tours. The cost of this kind of promotion is paid for almost entirely
by the tour packagers. They prepare, print, and distribute the brochures, and they also absorb the
national, or even sometimes international, advertising cost. The retail agencies may do some
local advertising, although even in this case costs may be shared with tour packagers or
transportation companies. The agencies also make direct mailings to lists of customers who
might be interested in particular travel offerings.
The travel agency business offers many attractions to people with experience in the
tourist industry. Unlike most other retail businesses, there is no need for the storage and display
of large quantities of merchandise. This means that the initial cost of setting up an agency and
the continuing overheads are low in comparison with other retail establishments. A good
location, however, is an important factor in the success of an agency, and so office space may be
expensive. Another factor in success involves establishing a steady clientele. The best customer
for a travel agent may be a corporation whose executives make a large number of business trips
every year. For customers who come in off the streets, satisfying their travel needs is the best
way to assure repeated business.
Some of the large travel companies have already operated on a chain basis, that is, with
several outlets for many years. Now the smaller agencies are also branching out. Some of them
have opened offices in different parts of the same city or its suburbs, while others have opened
offices throughout an entire region.
Vocabulary notes on the text
to offer іnducements to
apprenticeship
one-stop convenience
to work out fares
several legs
principal channel
general public
delights offered by
wide variety
travel offerings
to absorb advertising cost
to share costs with
retail establishment
customers off the street
to satisfy one's travel needs
in the best way
to assure repeated business
to branch out
to handle reservation
to give special care and attention to
(the agents)
growth in the number of
Reading check (I)
зд. делать заманчивые предложения
зд. работа стажером
зд. возможность оформления
всего комплекса услуг в одном месте
зд. определять (рассчитывать)
стоимость проезда
зд. несколько этапов
зд. основной способ
зд. рядовые граждане
зд. иллюстрирующие
предлагаемые развлечения
большое разнообразие
предложения по турам
зд. брать на себя стоимость
рекламных услуг
нести расходы вместе с
малая туристическая фирма
зд. случайные клиенты
зд. удовлетворять запросы, касающиеся организации путешествий
наилучшим образом
зд. добиваться, чтобы клиент стал
постоянным
зд. открывать, организовывать
новое представительство или филиал
зд. может заниматься бронированием и предварительной продажей
билетов
окружать (турагентов) особой
заботой и вниманием
увеличение числа
Task 1 Look through the text and find the English equivalents for:
продавать услуги
туристические услуги
отличаться от чего-либо
представительство турагентства
быть посредником между кем-либо
делать заманчивые предложения
турбюро в маленьком населенном пункте
туристическое
информационное
бюро
быть обязательным
проводить
все
занятия
по
предмету в один день
организовывать
разветвленную
сеть представительств
резервировать места
нести расходы вместе с кем-либо
текущие накладные расходы
повсеместно открывать филиалы
Task 2 Look through the text and give the Russian equivalents for
the following phrases:
intangible services
to operate retail outlets
spars and health resorts
successful conclusion
to offer inducements to
to handle reservation
to set up a network of
one-stop convenience
separate places
to set aside
to work out fares
in recent years
high season fares
hotel chain
the principal channel for
tourist product
to illustrate the delights offered
to absorb the national advertising
cost
to share costs with
particular travel offerings
large quantities of merchandise
the continuing overheads
office space
to establish a steady clientele
to come in off the street
to assure repeated business
Task 3 Read the second part of the text and translate it. For help
see the vocabulary notes that follow the text.
Part II
The retail travel agent is paid by means of commission - percentages of sales made
through the agency. The commission varies from country to country and from time to time.
However, some approximate figures would be about 7.5% for sales of tickets on the scheduled
airlines, from 5 to 15% from hotels (although some resort hotels may pay even higher
commission, especially in the offseason), about 10% for tours on the scheduled airlines, and
about 5% for charter tours. These figures indicate a rather small margin, since they constitute the
bulk of the business for a great many agents. Some kinds of activity provide a higher rate of
return, however. Travel insurance, which many agents handle, may bring in commission of 25%
or more. Tour arrangements for independent travellers also bring in higher returns. The
transportation and
accommodation companies pay these costs directly to the agents. The retail travel
business involves a great deal of contact with the public, since travel agents are selling services
and not goods. Many of their customers expect them to either advise them on where they should
spend their vacations, or to advise them on hotels, restaurants, health problems, and so forth in
all parts of the world. Among the ways in which the agent Can serve the customer is by keeping
up with changing fares so that he can offer his customers the best bargain. He can also serve
them by knowing where he can get reliable information and by helping them to work out complicated fares.
The agent must keep up with changing government regulations for international travel via health regulations, customs information, airport taxes - so that he can give the traveller accurate information. The agent must even be alert for possible political problems in the tourist
destination countries. One of the primary necessities for recreational travellers is personal safety.
There are of course many rewards other than the financial ones for the travel agent. They
involve, for instance: an opportunity to do a great deal of travelling themselves, a possibility to
deal with the public and to serve their needs and opportunities for independent operation that
would not be found in a large corporation.
Vocabulary notes on the text
to constitute the bulk of the busi
ness
complicated fares
and so forth
accurate information
to bring in higher returns
rather small margin
to be alert for possible political
problems
reward
зд. составлять основную часть
работы
зд. комплексные расчеты платы
за проезд
и так далее
точная, проверенная информация
приносить более высокие доходы,
прибыль
незначительная
разница
в
размерах
зд. Быть постоянно готовым к
возникновению проблем политического
характера
зд. выгоды
Task 4 Read both parts of the text once again and entitle each of
them.
Reading check (II)
Task 1 Look through the text and find the English equivalents for
the following phrases:
получать комиссионные
мертвый сезон
быть в курсе дела относительно
чего-либо
заключать выгодную сделку
приносить высокий доход
отдыхающие туристы
являться первейшей необходимостью
давать рекомендации относительно
чего-либо
возможность получения всего
комплекса услуг в одном месте
осуществлять страхование
путешествия
быть постоянно готовым к чемулибо
возможность работать
самостоятельно
офисные площади
Task 2 Look through the text and give the Russian equivalents for
the following phrases:
to be paid by means of commission
to handle travel insurance tour
arrangements
high returns
a great deal of
to offer the best bargain
to get reliable information
to give accurate information
to be alert for
recreational traveller
primary necessities
to deal with
to serve one's needs
Task 3 Look through the whole text and match the words on the right with the
attributes on the left
1) retail
Z) department
3) tangible
4) tour
5) tourist
6) information
7) travel
8) level
9) vocational
10) final
11) successful
12) modern
13) elaborate
14) one-stop
15)rental
16) special
17) airline
18) popular
19) high
20) customary
21) hotel
22) packaged
23) particular
24) initial
25) entire
a) operator
b) outlet
c)services
d) store
e) educational
f) agent
g) office
h) bureau
i) convenience
j) car
k) care
1) school
m) examination
n) conclusion
o) tourism
p) network
q) price difference
r) chain
s) tour
t) offerings
u) cost
v) region
w) season
x) flights
y) fares
Comprehension
Task 1 Answer the following questions.
1. In what way are travel agencies similar to other retail estab lishments?
2. In what way do retail travel agents differ from tour operators or packagers?
3. Why did the travel agency business grow at the same time the airlines business did?
4. What kind of special care and attention do the airlines give to travel agents?
5. What are many travel agencies now equipped with?
6. What is the relationship between travel agencies and packaged tours?
7. Why have working out airlines fares become such a complicated problem?
8. Who pays for most travel industry advertising?
9. What share may local travel agencies have in this cost?
10. What are some of the attractions in setting up a travel agency?
11. What are some of the factors for the success of an agency?
12. What recent trend has developed among travel agents?
13. How are travel agents paid?
14. What are some of the possible rates of return that different kinds of business sold by a
travel agency provide?
15. Who pays for the commission to travel agents?
16. What kinds of contact with the public will a travel agent have?
17. What are some of the ways in which an agent can serve the public more effectively?
18. What are some of the rewards of being a travel agent?
Task 2 Say what statements are true and what ones are false.
Comment on the true statements and correct the false ones.
1. All retail travel agents also operate as tour packagers or operators.
2.
Many travellers prefer to go to travel agents to conveniently make all their
arrangements at the same place.
3. The airlines treat travel agents just like any other customers.
4. Airline fares are so easy to figure out that there is never any need for a travel agent to
get expert help.
5. All transportation and accommodation companies now use computers to keep track of
their reservations.
6. Even with a computer terminal in the office, it takes several days for a travel agent to
confirm reservations.
7. Packaged tours are sold only through large travel companies like American Express.
8. Advertising costs in the tourist industry are paid for entirely by local travel agents.
9. All travel agencies in all locations throughout the world emphasize the same kinds of
services.
10. The initial cost of setting up a travel agency is very high.
11. The location of a travel agency is an important factor in its success.
12. Many travel agencies have begun to open branches within the same city or region.
13. The customer pays the travel agent directly for all the services that are purchased
through the agency.
14. A travel agent does not have any direct contact with the public.
15. One of the rewards of being a travel agent is the opportunity to do a great deal of
travelling.
Task 3 Insert the corresponding English word-combinations for the
Russian components in brackets.
1. The term retail distinguishes (туристический агент) from the tour operator or
packager, who can be considered the manufacturer or (организатор оптовой торговли) of the
tourist industry.
2. The travel agent is (посредником между клиентом) and tour operator.
3.
Some of the tour operators also (содержат фирмы, осуществляющие
индивидуальную работу с клиентами).
4. If you want to become a travel agent in (одной из стран Европейского Союза) no
special school qualifications are (обязательны).
5. The airlines offer inducements to travel agents to (оформлять предварительные
заказы) for them.
6. Airlines do not have (организовывать разветвленную сеть билетных касс) in all
the areas from which they draw passengers.
7.
The agent of course offers the customer (возможность оформления всего
комплекса услуг в одном месте).
8. The traveller can make all the arrangements for his trip without having to (ходить в
разные места) for his airplane seat, his hotel reservation and his rental car.
9. (В качестве ответной меры за) the customers who are brought by the agencies, the
airlines (окружают особой заботой и вниманием) to the agents.
10. The airlines also give assistance to the travel agents in (определение стоимости за
проезд).
11. A typical travel agency has a rack of colourful brochures that
(иллюстрирующие предлагаемые развлечения) offered by a wide variety of tours.
12. (Первоначальные расходы) of setting up an agency and the (текущие накладные
расходы) are low in comparison with other retail establishments.
13. Another factor in (успех) involves establishing а (постоянная клиентура).
14. The retail travel agent is paid (при помощи комиссионных) - percentages of sales
made through the agency.
15. Some kinds of activity (приносят более высокие доходы), however.
16. (Страхование путешествия), which many agents handle, may (приносить)
commission of 25% or more.
17. Among the ways in which the agent can serve the customer is by (находясь в курсе
дел относительно) changing fares so that he can offer his customers the best (сделка).
18. One of the primary necessities for recreational travellers is (личная безопасность).
Reading and discussion
Task 1 Read the text and translate it For help see the vocabulary
notes that follow the text.
Make sure your customer has the best possible insurance every time he goes away.
Particularly in the case of trip abroad, the situation can arise which hardly anyone would have
thought possible before they went. But if you have advised your customer to take out travel
insurance before going, then you benefit, too.
There is nothing worse than being held responsible for situations outside your control. A
suitcase may go missing, a holiday may have to be cancelled but still paid for, someone may
have an accident far away from home - all situations designed to make life difficult; unless, that
is, you have sold your customer a travel insurance package to cover every eventuality.
The travel insurance packages valid for Europe or worldwide comprise the following
benefits:
1. Health insurance
2. Personal accident
3. Personal liability
4. Luggage insurance
5. Assistance service
Financial compensation for medical
care abroad in the case of sudden illness or
accident.
In case of death, disability (loss of
one or more limbs and/or sight of one or
both eyes), permanent total disablement,
transport to hospital or back home (air
rescue service).
Indemnity against legal liability for
accidental injury to third parties or for
damage to their property.
Loss of or damage of personal
belongings during the journey.
Payment of the following expenses:
in case of illness/accident cost for the
arrangement and transport back home for
the ill or dead insured, the cost of burial in
the country abroad where death occured,
the cost advance and settlement for hospital
expenses, the cost for arranging for
relatives to visit the hospital, curtailment
and delayed return travel in case of
illness/accident, assistance and advance if
cash, travel tickets, passports are lost, legal
advice in case of arrest or problems with the
police.
In order to complete the insurance protection the travel agent should recommend a
cancellation insurance. This relieves the client of the responsibility for the payment of
cancellation cost, and covers all additional expenses, should the client be forced to depart earlier
or later than planned. Moreover, it entitles the client to a refund of unused or partly used
services. This applies in case of illness, death, injury, or maternity, or illness of any member of
your close family at home or of the party travelling with you, or in case of fire, storm, floods or
malicious damage rendering the client's home uninhabitable.
Vocabulary notes on the text
to make sure
to be held responsible for
to be valid for
medical care
disability
permanent total disablement
air rescue service
loss of sight
indemnity against legal liability
liability for accidental injury to
third parties
liability for damage to one's
property
loss of or damage of personal belongings
in case of illness/accident
insured
cost of burial
arranging for relatives to visit the
hospital
curtailment and delayed return
travel
advance
insurance protection (cover)
to depart earlier or later
cancellation insurance
to entitle the client to
refund of unused or partly used
services
убедиться
считаться ответственным за
быть действительным в течение
медицинская помощь
потеря трудоспособности, нетру
доспособность
постоянная
полная
нетрудоспособность
зд. спасательная служба авиалиний
потеря зрения
страхование ответственности
ответственность перед третьими
лицами за причиненный вред здоровью в
результате несчаст ного случая
ответственность за ущерб, причиненный
собственности пострадавшего
утеря или повреждение личных
вещей
при болезни или несчастном случае
застрахованный (гражданин)
стоимость похорон
организация посещения больницы
родственниками
досрочное или более позднее
возвращение из турпоездки
ссуда денег
страховое обеспечение
уехать раньше или позже
страхование
на
случай
расторжения договора страхования
давать клиенту право
возмещение стоимости
неиспользованных или частично
in case of death, injury, or maternity
close family
to render one's home uninhabitable
использованных услуг
в случае смерти, травмы или родов
близкие родственники
делать чей-либо дом непригодным для проживания
Task 2 Work in pairs.
• Read the text once again and entitle it.
• Discuss the titles, choose the best one.
Task 3 Discuss the following points.
1. Why is it advisable to get insurance in case of a trip abroad?
2. What do you sell your client a travel insurance package for?
3. What benefits do the travel unsurance packages valid for Europe comprise?
4. What is cancellation insurance?
Task 4 Work in pairs. Discuss with your partner the following points.
•
•
What will the client lose if he doesn't have insurance protection?
What does benefits insurance protection give to Russian travellers abroad?
Speaking
Task 1 Define what the work of a travel agent is. Use the following
words and word-combinations:
retail travel services
intangible services
to sell all kinds of tourist products
transportation, accommodations, catering, sightseeing, etc.
to be an intermediary between clients and tour operators
to be the principal channel for selling tours to the general public
to be paid by means of commission
to handle travel insurance
Task 2 Read the text once again and entitle it.
Task 3 Work in pairs.
A. Look at the following words and phrases and think up a story that might combine them
all. You may reorder them in any way you want using any form of the verb.
to maintain contact with the public
to advise a client where he should spend his vacation
to advise clients on hotels, restaurants and health problems
to keep up with changing fares, visa and health regulations, customs information
to offer customers the best bargain
to give reliable and accurate information
to be alert for possible political problems in the tourist destination countries
B. When you have decided upon the story, tell it to your partner. Then listen to that of
your partner. Ask each other as many questions as you can to learn further details or clarify
some points.
Task 4 Give summary of the text.
Task 5 Speak individually or arrange a discussion on the following.
•
•
The roles of travel agencies in the development of the tourist industry.
The activities and methods of the operation of a travel agency
Additional reading
Task 1 Read the text and translate it. For help see the vocabulary
notes that follow the
According to data issued by the Finance Ministry, there are around 1,300 insurance
companies currently operating on the Russian market. The total volume of money paid for
insurance in 1999 was 2.3 times greater than in 1998. A very important contribution to the
insurance industry was the decree President Yeltsin signed in 1997. The decree made it
mandatory for all people travelling abroad to have insurance in case they had health problems or
encountered various other incidents while on their trip. Also, many countries in Europe, as well
as the US and Japan, require! Russian tourists to have an insurance policy.
Though these regulations have been in place since 1997, everyone knows that all
domestic transport providers — from long-distance buses to airplanes - are obliged to purchase
insurance to protect their passengers on routes that take the travellers more than 50 kilometers
from the city of departure. In case of an accident, the insurance company has to pay
compensation to the passengers who have suffered.
However, this mandatory insurance doesn't involve huge compensation packages - no
matter what happens, the amount of the insurance company is required to pay out to each
passenger cannot exceed 120 minimum wages.
Compared to travel-insurance policies in the West, which cover anything from suitcase
damage to medical evacuation by airlift, Russian travel insurance firms offer only a narrow set of
services to clients going abroad. The problem is the local mentality. Russians don't like to think
about what may happen in the future, and many people buy insurance just because it's required
by law. The insurance culture in Russia in still quite underdeveloped.
In comparison to many other insurance firms, East European Insurance Co. has a
relatively ample array of policies - at least for a Russian insured. Besides standard medical
insurance, EEIC sells a policy that will cover the costs of bringing children back to Russia if
something happens to the parents while they are travelling together. If the tourist intends to
travel by car, EEIC offers car-repair insurance, and the policy covers the passengers' return to
Russia if the car breaks down for good. Also, the car policy covers legal fees up to 5,000 dollars
if there's a car accident and the person has to go to court.
American insurer AIG (American Insurance Group), which has been operating on the
Russian market since 1995, besides medical insurance for tourists, also offers life insurance,
personal and third-party liability insurance and luggage insurance - a package akin to those
commonly offered in the West.
One of the largest Russian insurance companies, Pro-myshlenno-Strakhovaya
Kompaniya, caps compensation for lost or stolen luggage at $500, though it offers to help find
documents - such as passports - in case of their loss while travelling. These services are included
in the main insurance package, which costs $1.50 per day. PSK also sells policies to cover
situations when a tourist cannot go on his planned journey because of unexpected and serious
circumstances.
The types of cases insurers have encountered with their clients vary radically - from a
routine trip to the dentist to heart surgeries in remote destinations.
The Moscow Times, November 10, 2000
Vocabulary notes on the text
currently
to make mandatory
domestic transport providers
long-distance buses
to suffer
to purchase insurance
to be obliged
mandatory insurance
to exceed
suitcase damage
to pay out to each passenger
medical evacuation by airlift
narrow set of services
to be underdeveloped
ample array of policies
car-repair insurance
to break down for good
legal fees
third-party (liability) insurance
for lost or stolen luggage
in case of their loss while travel ing
policy to cover situation when
of unexpected and serious circumstances
a routine trip to the dentist
in remote destinations
в данный момент, сейчас
объявить обязательным, обязать
зд. российские транспортные
предприятия
автобусы дальнего следования
зд. пострадать в результате несча
стного случая
приобретать страховку
быть обязанными
обязательное страхование
превышать
повреждение ручной клади
выплачивать каждому пассажиру
перевозка больного воздушным
транспортным средством
зд. скудный перечень услуг
быть слаборазвитым
зд. богатый выбор страховых
полисов
страховка на случай поломки
транспортного средства
зд. полностью выйти из строя, не
подлежать восстановлению
судебные издержки
страхование
ответственности
перед третьими лицами
за утерянный или украденный
багаж
в случае их утери во время
путешествия
страховой полис на случай, если
из-за неожиданно возникших и
серьезных обстоятельств
обычный визит к зубному врачу
зд. в самых удаленных местах
отдыха
Task 2 Read the text once again and provide the title for it.
Task 3 Read the following text and translate it
American Insurance Group
16/2 Tverskaya Ul. 935-3950
Comprehensive Insurance: Rates vary depending on destination. Packages cost from 80
cents to $6.65 a day for maximum coverage of a $150,000 policy.
Avicos
20 Sadovaya-Triumfalnaya Ul. 207-5291
Medical Coverage: Rates vary depending on destination and length
of stay from 28 cents to $1.20 a day for a $10,000 policy; from
48 cents to $1.42 a day for a $25,000 policy; and from 58 cents to
$1.70 a day for a $30,000 policy.
East European Insurance Co.
21/5 Kuznetsky Most Ul. 926-0371
Medical Coverage: Rates vary depending on destination and length of stay from 29 cents
to $2.22 a day for policies of $15,000 up to $100,000.
Car insurance for travel in Europe with the European Green Card system of mandatory
insurance 41 dollars a month.
INGOSSTRAKH
12 Pyatnitskaya Ul. 232-3211
Medical Coverage: 50 cents per day for a $15,000 policy, 80 cents per day for a $30,000
policy or $1.10 per day for a $50,000 policy. Luggage insurance: 40 cents per day for $500
worth of coverage or
$2.00 per day for $2,000 worth of coverage.
Promyshlenno-Strakhovaya Kompaniya
69 Prospekt Mira. 281-2841
Comprehensive Insurance: Rates vary. $1.50 per day for the basic package.
The Moscow Times, July 23,2001
Vocabulary notes on the text
insurance travel coverage
comprehensive insurance
rates vary
medical coverage
policy
car insurance
mandatory insurance
luggage insurance
Task 4 Read the text once again and entitle it.
страховое покрытие путешествия
комплексное страхование
зд. ставки могут меняться
медицинская страховка
страховой полис
страхование легковых автомобилей
обязательное страхование
страхование багажа
Unit 4
Dealing with Customers
(Раздел 4. Работа с клиентами)
Objectives:
To give a definition of sales conversation.
To learn about four elements of set pattern of sales conversation.
To talk about special skills desirable in dealing with clients.
To learn about various kinds of complaints. To learn how to deal
with complaints.
Vocabulary notes
sales conversation
set pattern
to maintain rapport
sales environment
enquiry
to deal with properly and in an
appropriate manner
to volunteer
to purchase
subsequent dealings
to find out exactly
response
to elicit
to investigate
to complain
complaint
otherwise
to make a sensible suggestion
to establish (discover) the client's
priorities (needs)
to get value for money
to guess smth. from smth.
unless you feel that
price range
the holiday
to have the whole picture
to have smth in mind
to summarise the facts
to draw one's attention to
деловой разговор с клиентом
стандартная модель, образец
поддерживать психологический
контакт
атмосфера совершения сделки
запрос, просьба, пожелания
решать должным и соответствующим
обстоятельствам образом
проявлять готовность что-либо
делать
покупать
последующие сделки
выявлять точно
ответ, реакция, реплика
выяснять, узнавать, определять
подробно
расспрашивать,
выяснять детали
высказывать
недовольство,
предъявлять претензии, жаловаться
жалоба, недовольство, претензия
иначе, в противном случае
давать разумный совет, делать
разумное предложение
выяснять
предпочтения
(потребности) клиента
получить качество, соответствующее
затраченной сумме денег
делать предположение о чем-либо
на основании чего-либо
пока вы не почувствуете, что
диапазон цен
отдых во время отпуска
иметь полное представление
собираться сделать что-либо
обобщать факты
привлечь внимание к
быть
привлекательным
для
клиента
создавать у клиента желание
прейскурант цен
психологический контакт
to appeal to the client
to create a desire in the client
the price chart
rapport
привилегия, выдаваемая корпора цией
дилеру на право торговой деятельности в
определенном районе
franchise
Warming up
Task 1 Work in pairs. Discuss the following points.
1. What is a sales conversation?
2. Why should we try to look at the person who is talking to us?
3. What person will the customer remember?
4. Do most managers of tourist agencies take complaint seriously?
5. Is the customer always right?
6. When does it pay for a customer to complain?
Vocabulary focus
Task 1 Read and translate the following international words:
Task 3 Ell in the blanks with suitable words:
ordinary
manner
information
type
real
sensible
budget
relax
selective
personalising
element
established
especially
check
contain
suggest
financial
concentrate
brochure
product
presentation
volunteer
effectively
respondent
material
important
client
appeal
benefit
refer
Task 2 Match the words or word-combinations with their definition.
1) rapport
2) an open question
3) client
4) a respondent
5) a closed ques tion
6) price chart
7) to deal with
8) customer
a) customer
b) the person who answer questions
c)the
relationship
with
the
customers
d) the question that can not be
answered with 'yes' or 'no'
e) price list
f) the question that can be answered
with 'yes' or 'no'
g) reservations made by guests
before they arrive
h) to agree to a booking, offering
9) available
i) people who work in a firm,
company
j) ready for use
k) person using services of a travel
agency
I) to work with, to handle
10) members of staff
11) to confirm
12) advance reservations
Task 3 Fill in the blanks with suitable words:
recreational
parent
withdrawn
contain
auditoriums
maintain
social
designed
facilities
primarily
franchise
to run
health
1. Some of the hotel corporations operate on a_____basis.
2. That means the hotel and its operation are_____by the corporation, but the
right_____it is sold or leased.
3. The operator then pays a percentage to the_____ corporation.
4. His franchise can be_____, however, if he does not_____ the standards that have been
established.
5. Other hotel companies serve______as managers.
6. Large, modern hotels_____ not only guest rooms, but many other_____as well.
7. They usually contain restaurants and cocktail lounge, shops, and_____facilities such as
swimming pools or______clubs.
8.
Many hotels also have facilities for_____functions, conventions, and conferences ballrooms,_____ meeting rooms, exhibit areas, and so forth.
Task 4 Match the words on the left with their Russian equivalents
on the right.
1) sales conversations
a) полный набор услуг
2) set pattern
b) обобщать факты
3) to build up the relationship with a customer c) соответствие курорта запросам клиента
4) to feel at ease
d) убеждать клиента
5) to establish the client's needs
e) состоять из четырех частей
6) to volunteer information
f) выявлять предпочтения клиента
7) a closed question
g) предлагать путевку на отдых
8) to force the respondent to do smth.
h) стандартная модель
9) an open question
i) деловой разговор с клиентом
10) to suggest a holiday
j) устанавливать с клиентом контакт
11) to establish the client's priorities
k) чувствовать себя непринужденно
12) to fall into four parts
1) общий вопрос
13) to keep within a budget
m) специальный вопрос
14) to get value for money
n) заставлять респондента делать
15) to persuade the client to
o) удовлетворять потребности клиента
16) suitability of a resort
p) привлекать внимание
17) to summarise the facts
q) создавать у клиента желание купить
18) a whole host of facilities
r) не превышать определенной суммы
19) to match the client's needs
s) получать качество, соответствующее
заплаченной сумме денег
20) to draw one's attention
21) to create a desire in the client to buy
t) добровольно делиться информацией
u) выявлять потребности клиента
Reading
Task I Read the text and translate it. For help see the vocabulary
notes that follow the text
Part I
All sales are made through the sales conversations.
A sales conversation is different from an ordinary conversation because it has an
objective, an aim, which is to sell the product, and so must follow a set pattern which always
includes the same four elements in this order. These are rapport, questioning, presentation and
commitment.
Rapport is the relationship which is built up with the customers. They must feel at ease in
the sales environment and confident that the enquiry will be dealt with properly and in an
appropriate manner. Of course, rapport must be maintained throughout your dealing with the
customers, right through the sale and into any subsequent dealings. However it must be
established before questioning can take place.
Why do we need to question the client? We need to establish the client's needs. We can
not sell a holiday if we do not know what type of holiday he wants. Sometimes clients will
volunteer this information themselves, especially when they have already made their choice,
have chosen the product they wish to purchase. But in a real sale your first task is to find out
exactly what they are looking for and the best way to do this is to question effectively.
There are two types of questions: open and closed questions. The closed question is the
one that invites a 'no1 or 'yes' response. An open question is one that can not be answered with
'no' or 'yes'. For instance: 'Do you prefer to travel first class?' is a closed question, whereas 'What
kind of travel do you prefer?' is an open question. There are times when you will need to use
closed questions, especially when you are checking information, but in the beginning you will
find open questions much more effective. It forces respondents to give more information, to
explain more fully what they require. In this way you are able to elicit what they really want to
buy. An open question always begins with one of the seven W-words - so-called because they all
contain the letter W: when, where, who, how, which, what and why.
To be able to sell your product you need to be able to establish what their material and
human needs are. You'll discover the material needs by asking such questions as 'Who will be
travelling?', 'How long for?', 'When do you want to go?' Human needs are catered for with 'what'
questions: 'What sort of holiday do you want?', 'What are your hobbies?1 Human needs as well as
material needs must be part of your investigation before you suggest a holiday. Otherwise you
will not have the whole picture and will not be able to make a sensible suggestion.
You must also establish the client's priorities. Everyone considers one part of their travel
requirement to be the most important. These fall into four main types: people and their
requirements, the place, the price and the period.
Concerning price: of course it is often difficult to talk about money. But everyone tries to
keep within a budget and wants to feel that they are getting good value for their money. It's
unwise to guess from a person's appearance his financial standing. That's why it is advisable to
use questions such as 'What type of accommodation are you looking for?1 and 'What price range
do you have in mind?'
You will not need to ask the question 'why' unless you feel that it is necessary to persuade
the clients to change their views as to the suitability of a resort or holiday. Before beginning the
presentation stage you should always check the information and summarize the facts, then
present the holiday you wish to sell. Remember that when presenting the product, the particular
holiday that the client is not buying the hotel bedroom but what it can do for him. For instance,
the client who buys a two-week holiday in a hotel in Sochi is not buying the hotel bedroom so he
can admire the wallpaper but because it is near the beach, it has the facilities he needs to help
him relax for two weeks.
So match the client's needs with the holiday on offer, and concentrate on the features of
the facilities which the client requires. You may choose to show the client a hotel which has a
whole host of facilities but do not draw his attention to all of them. It will only confuse. Instead,
concentrate on those that will appeal to the client, those that you know he wants or would like. In
order to make product sound attractive and appealing, ideally suited to his needs, be selective. If
you include unnecessary information he may feel that this holiday is not suitable for him after
all. So present the
features in the brochure as benefits. A feature of a hotel is that it is only 200 meters from
the beach, while a benefit to the client is the fact that he can get to the beach easily as it is only
200 meters away. By personalizing the product in this way you create a desire in the client to buy
the product. It is not sufficient just to read out the facilities that the client requires out of the
brochure. However it should be referred to. But do not read it out to the client; rather talk about
the benefits to them as you point to photos of the hotel, the price chart, the temperature grids.
Use it as an aid.
Then once the client shows signs of commitment, or desiring to buy, you should stop
selling and close the sale. Remember that once the client agrees to the sale he is showing
commitment.
Vocabulary notes on the text
to change one's view
temperature grid
to cater for
whole host of facilities
ideally suited to their needs
to get to smth. easily
to refer to smth.
to show signs of commitment
features of the facilities
to keep within a budget
to confuse
suitability of a resort
изменять мнение
шкала годовых температур
зд. обслуживать ...
зд. огромный перечень условий
для отдыха
идеально отвечать потребностям
легко добираться до
зд. затрагивать что-либо
зд. выказывать признаки заинтересованности
характеристики удобств
не
превышать
определенной
суммы
зд. сбивать с толку
зд. соответствие курорта запросам
клиента
Task 2 Read the text once again and entitle it
Task 3 Read the first part of the text once again and find answers
the following questions.
1. How can a travel agent determine the client's needs?
2. How can a travel agent collect all pieces of information necessary to recommend a
suitable destination?
Reading check (I)
Task 1 Look through the first part of the text and find English equivalents for:
деловые разговоры с клиентом
делать предположение о чем-либо
стандартная модель
на основании чего-либо
психологический контакт
считать что-либо для себя
чувствовать себя непринужденно
приемлемым
устанавливать
доверительные
обобщать факты
отношения с клиентом
отдых в конкретном месте
использовать
соответствующую
предпочесть показать клиенту
ситуации манеру поведения
огромный перечень условий для
последующие сделки
отдыха
выявлять потребности клиента
привлекать внимание
тип отдыха
казаться кому-либо привлекасделать свой выбор
тельным
общий вопрос
идеально отвечать потребностям
объяснять подробнее
легко добираться до чего-либо
выявлять духовные и материсоздавать у клиента желание чтоальные потребности
либо сделать
содержать в себе букву W
зачитать перечень оборудования
высказывать заботу о чем-либо
затрагивать тему
иметь полное представление о чемпрейскурант цен
либо
выказывать признаки
получать качество, соответствующее
заинтересованности
затраченной сумме денег
желание купить
Task 2 Look through the first part of the text and give the Russian
equivalents for the following phrases:
to show signs of commitment
a temperature grid
sale conversation
a set pattern
to persuade the client
to be unwise to guess from
a price chart
unnecessary information
to summarize the facts
to have the whole picture
to feel at ease
to deal with properly and in an
appropriate manner
to build up rapport with
to discover one's needs
to suit to one's needs
to relax for two weeks
to concentrate on the features of the
facilities
to create a desire in the client
to make product attractive and
appealing
a whole host of facilities
to draw one's attention to
the suitability of a resort
a price range
to keep within a budget
to maintain rapport with
to cater for
Task 3 Match the words on the right with the suitable attributes on the left.
1)
2)
3)
4)
5)
6)
7)
8)
sales
appropriate
subsequent
closed
first
material
human
sensible
a) class
b) needs
c) suggestion
d) conversation
e) standing
f) stage
g) dealings
h) manner
9) client's
10) travel
11) financial
12) presentation
13) particular
14) unnecessary
15) price
16) temperature
i) question
j) need
k) priorities
1) requirement
m) grids
n) chart
o) information
p) holidays
Task 4 Read the text and translate it. For help see the vocabulary
notes that follow the text.
Part II
There are some of the ways that travel agency can persuade the general public to have
confidence in it and to use its services.
Let's look first at staff appearance. It is important that all staff j are well groomed; that
their hair is neat and tidy, shoes cleaned and well polished, their uniform pressed. If a travel
agent looks pleasant and professional, people will be more willing to approach him and ask for
help. Many customers decide to come in on the off-chance because they have looked in the
window and are impressed by what they have seen inside the shop.
Once they do approach the travel agent the way he reacts is also very important. It is not
necessary what he says but how he looks, it's what is called body language. Our facial
expression, the way we use our hands, our body to convey what we really feel. So a travel agent
has to try to maintain good eye contact with his client. This shows that he is listening. If he looks
away clients will think the travel agent is no longer paying attention to them. So he needs to lean
forward a little as this also shows he is concentrating on what is being said. He doesn't have to
lean back as this shows he is uninterested. And he has to try not to fidget, as it can be very
irritating.
However, when a customer first walks into the agency he has to be given some personal
space. If you include unnecessary information they may feel that this holiday is not suitable for
them after all. Then the travel agent has to give the client his full attention.
Imagine you are a travel agent. Then you should remember the following. In order for the
customer to feel that you and the firm are efficient and reliable, listen carefully, and if possible
take notes so you can refer back to them later. Maintain a professional manner throughout: that
is, remember that everything that client tells you is in confidence. Never talk about one client in
front of others. He also expects ypu to be loyal to your company. So never blame anyone else for
an error, always give accurate information. If you are not sure of any of your facts, check them!
Don't be afraid to admit if you don't know something but show that you are able to find out what
is required. If you promise to find information, give it to the client at a later date, having told him
when you intend to do so. And above all, remember that a client will remember the person, or the
company, that not only does a good job, but who does something more than expected.
Vocabulary notes on the text
to have confidence in
to be well-groomed
to look pleasant and professional
to approach smb.
facial expression
to maintain good eye contact with
to look away
доверять кому-либо
быть опрятно одетым
выглядеть приятно и профессионально
подойти (приблизиться) к
выражение лица
поддерживать хороший визуальный
контакт
смотреть в сторону
to rush up to
to give the customer time to browse
to give the client his rail attention
to be reliable
to take notes
to be in confidence
to maintain a professional manner
to be loyal to one's company
to fidget
to come in on the off-chance
to talk about one client in front of
others
to blame smb. for smth.
at a later date
to convey
стремительно подбегать к
дать клиенту время осмотреться
уделять клиенту все свое вниманиє
быть надежным
делать пометки
являться конфиденциальным
соблюдать
профессиональные
манеры поведения
являться патриотом своей фирмы
ерзать, не сидеть спокойно
зайти по случаю
говорить о каком-либо клиенте в
присутствии других
обвинять кого-либо в чем-либо
позднее
зд. передавать (чувства)
Vocabulary focus
Task 1 Ell in the blanks with suitable words:
aggressive
chair
frequently
gestures
lean
impression
throat
defensive
in disbelief
facial
cross
1. People gain a general_____of you from a combination of your_____expression and
head movements, your_____with your hands and arms, and the rest of your body including your
legs.
2. Your clients will tend to see you as_____if you avoid looking at them, clench your
hands or____your arms.
3. They will tend to see you as anxious if you blink______, lick your lips, keep clearing
your______, put your hands over your mouth while you are speaking.
4. People will tend to see you as_____ and overbearing if you stare at them, raise your
eyebrows_____, look at them over the top of your spectacles.
5. They also will tend to see you aggressive if you are seated, ____right back in
your_____with your hands behind your head and your legs splayed.
Task 2 Match the words and word-combinations on the left with
their Russian equivalents on the right.
1) staff appearance
2) facial expression
3) persuade clients
4) to have confidence in
5) body language
6) to convey one's feelings
7) to maintain eye contact
8) to rush up to smb.
9) to be reliable
10) to be loyal to one's company
11) to blame smb. for an error
a) быть преданным своей компании
b) ругать за ошибку
c) осуществлять визуальный контакт
d) проявлять свои чувства
e) быть надежным
f) подбегать к
g) язык телодвижений
h) доверять
i) выражение лица
j) внешний вид персонала
k) уговаривать клиентов
Task 3 Read the text once again and entitle it.
Reading check (II)
Task 1 Look through the second part of the text and find
the English equivalents for:
в один из последующих дней
намереваться что-либо сделать
делать больше, чем ожидается
не бояться признать
ругать за ошибку
соблюдать
манеры
профессионального поведения
быть надежным осмотреться
ерзать
подходить к кому-либо
подаваться (наклоняться) вперед
поддерживать визуальный контакт
передавать чувства
смотреть в сторону
зайти куда-либо по случаю
быть опрятно одетым
выглядеть приятно и профес
сионально
Task 2 Look through the text and give the Russian equivalents for
the following phrases:
persuade clients
the general public
to have confidence in
staff appearance
to be neat and tidy
to be well-groomed
to approach a travel agent
to come in
on the off-chance
to be impressed by
body language
facial expression
to convey one's feelings
to maintain eye contact with
personal space
to rush up to smb.
time to browse
to give smb. one's full attention
to be reliable
to be loyal to one's company
to blame smb. for an error
to give accurate information
to check facts
to find out what is required
at a later date
Task 3 Look through the text and match the words on the
right with the suitable attributes on the left.
1) general
2) staff
3) body
4) facial
5) eye
6) personal
7) professional
8) accurate
a) contact
b) information
c) space
d) manner
e) public
f) appearance
g) language
h) expression
Comprehension
Task 1 Answer the questions.
1. In what way are all sales "made through?
2. What must a sales conversation follow?
3. What elements does a set pattern include?
4. What is rapport?
5. Why must rapport be maintained throughout travel agent's dealing with the customer?
6. Why does the agent need to question his clients?
7. How many types of questions are usually used by travel agents to find out exactly
what their clients are looking for?
8. What does an open question always begin with?
9. What kind of question is much more effective?
10. Why must the travel agent establish the client's priorities?
11. Is it wise to guess from a person's appearance their financial standing?
12. Why should we always check the information and summarize the facts before
beginning the presentation stage?
13. In what case may the client be confused?
14. In what way can the travel agent create a desire in the customer to buy the product?
15. How can a travel agency persuade the general public to have confidence in it?
16. Why is it important that all staff are well-groomed?
17. What role does the body language play in dealing with the clients?
18. What do we call 'body language'?
19. When does the travel agent have to give the client his full attention?
20. What does the customer expect the agent to be to his company?
21. What kind of the travel agent will a client remember?
Task 2 Say what statements are true and what ones are false.
Comment on the true statements and correct the false ones.
1. A sales conversation is different from an ordinary conversation.
2. The aim of a sales conversation is to sell the product.
3. Rapport is the relationship, which exists between a boss and his subordinates.
4. Rapport must be established immediately at the very beginning of sales conversation.
5. The travel agent needs to find ouit the client's needs.
6. An open question is the one that invites a 'no' or 'yes' response.
7. The close question is the one ttfiat can not be answered with 'no' or 'yes'.
8. To be able to sell his tourist prcPduct the travel agent needn't to establish what client's
material and human needs are.
9. The travel agent must also establish the client's priorities.
10. There are three parts of customer's travel requirement.
11. It is always very easy to talk with clients about money.
12. The travel agent should match tbe client's needs with the holiday on offer, and
concentrate on the features of the facilities, which the client requires.
13. In order to make product sound attractive and appealing a travel agent has to be
selective.
14. What aid should the agent use to create a desire in the client to buy the travel tour?
15. Once the client agrees to the saJe they are showing commitment.
16. It is very important what the travel agent says dealing with his client.
17. Our facial expressions, the way we use our hands don't convey what we really feel.
18. The travel agent has to rush up to a customer the moment he walks in.
19. A client expects a travel agent to be loyal to his company.
20. A client won't remember the person who does something more than expected.
Task 3 Insert the corresponding English word-combinations for the
Russian components in brackets.
1. All sales are made through the (деловой разговор с клиентом).
2. In a real sale the first task of a seller is to (выяснить точно) what customers are
looking for and the best way to do this is to question effectively.
3. There are two types of questions: (открытый и закрытый вопрос).
4. (Важно, чтобы) all staff (был опрятно одет).
5. Many customers decide to come in (по случаю) because they have looked in the
window and (на них произвело впечатление) what they have seen inside the shop.
6. A travel agent has to (пытаться поддерживать хороший визуальный контакт) with
his client.
7. Open question (заставляет респондента) to give more information (объяснять более
полно) what they require.
8. With open questions you (способны выяснить) what your customers really (желает
купить).
9. An open question always begins with one of the seven W-words - so-called because
they (все содержат букву) W.
10. To be able to (продать ваш продукт) you need to be able to (установить) what their
material and human needs are.
11. Human needs as well as (материальные потребности) must be (частью ваших
исследований) before you suggest a holiday.
12. (Прежде чем начать) the presentation stage you should always (проверить и
обобщить информацию).
13. A travel agent has to (согласовывать потребности клиентов) with the holiday on
offer, and concentrate on the (характеристиках удобств) which the client requires.
14. If the agent includes (ненужную информацию) his clients may feel that this holiday
is (не подходят им) after all.
15. If the agent (смотрит в сторону) clients will think the travel agent is (больше не
обращает внимания на них).
16. So (никогда не ругай) anyone else (за ошибку), always give accurate information.
17. A client will (запоминать человека), or the company, that not only does a good job,
but who does (нечто большее, чем требуется).
18. The travel agent has to (уделять все свое внимание клиенту).
Reading and discussion
Task 1 Read the following text and discuss in pairs.
•
•
The functions of different travel staff.
The rights of a client in case of defects, not proper service, etc,
Legal Conditions
Travel agent
Tour operator
Contract
Client
makes a booking for flight and
accommodation
The retail agent is only liable for wrong information or advice, i.e. for his own activities.
He is, however, not liable for defects which are the responsibility of the tour operator (e. g.
journey, board and accommodation). If the service, e. g. the holiday apartment does not
correspond to the condition offered by the tour operator the tourist can claim remedy. He has,
however, to allow for an adequate period to cure the defect, e. g. in case the apartment has not
been properly cleaned, or there are fewer beds than expected, etc.
Sometimes the tour operator has to offer another hotel or apartment, and the tourist
cannot reject a reasonable offer even if it differs slightly from the original one.
If the tour operator does not deal with the situation satisfactorily the tourist can take
action or cancel the journey and return home, and in each case the tourist is entitled to claim
damages. If minor defects occur, e. g. insufficient kitchen facilities or a polluted beach the tourist
can claim a reduction in the price.
Vocabulary notes on the text
to claim remedy
to cure the defect
to reject a reasonable offer
to be entitled to claim damages
polluted beach
заявлять о своих претензиях на
возмещение убытка
исправить дефект, ошибку
отклонить разумное предложение
иметь право потребовать возместить
ущерб
зд. заваленный мусором пляж
Task 2 Read the following dialogue and translate it.
Travel agent:
Client:
Good morning, Madam, can I help you?
Good morning, Sir. I'm thinking about a destination for our summer holiday
in the South, I'm dreaming about sun and of warm sea.
Travel agent:
Client:
Have you already been to any southern destination?
Yes, once we went to Spain, to Benidorm, for a weekend break by coach.
But that wasn't the right place for us, and the long trip by coach was very
tiring.
Are you thinking about flying this time?
Yes!
And how long do you want to stay?
For a fortnight, at the beginning of July.
Are you travelling with others?
Yes, with my husband.
What kind of accommodation would you prefer, a hotel or a holiday
apartment?
We thought about a medium-priced hotel.
O.K. Would you prefer half-board or only breakfast?
Half-board.
You told me that you disliked Benidorm, am I right in supposing that you're
now looking for quieter destination where you can relax.
Yes, a nice beach and maybe the possibility of making a few sightseeing
tours.
What about a quiet beach hotel on Majorca? Have a look at this brochure,
please. Here you can see a newly refurbished hotel. It's a medium-priced and
provides restaurant, a bar, spacious lounges, a swimming-pool, and a fitnessroom with sauna. In front of the hotel you can see a small beach, next one is
500 m away. The next town can be reached by bus or taxi in a few minutes.
That sound great. Can you give me the brochure, so that I can discuss your
offer with my husband?
Yes, certainly. You should, however, remember that you want to travel in
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
July, you know, that's peak season and package tours to Majorca are heavily
booked. I would recommend taking an option for 5 days. That doesn't
commit you in any way, it secures your booking and you have time to
discuss it with your husband. If you decide that this is the right holiday for
you, you only have to confirm the reservation and pay the deposit. Shall I
find out whether this arrangement is still available?
Yes, please, for the beginning of July.
You're lucky, you can get an outbound flight on the 2nd of July and an
inbound flight on the 16th of July. Shall I book this option for you now?
Yes that's fine.
Task 3 Discuss with your partner:
• how the sales conversation has been made;
• the professional skills of a travel agent;
• how the travel agents fulfils the requirements mentioned in the text about sale
conversation, etc.
Task 4 Read the following dialogue and translate it
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Good morning. I'm interested in the 16-night Classical tour of Nepal. How
much does it cost?
When would you like to go?
March.
March. Let me see - the price is $2250 for 16 nights.
Are internal flights included?
Yes. The price includes the return flight, internal flights in. Nepal, all airport
taxes, transfers to and from the hotel, and the hotel accommodation itself.
Do I have to pay extra for a single-room?
Yes, sir. There is a single-room supplement of $30 a night.
What about visas?
You have to have a visa for Nepal and India. I suggest you apply as soon as
you book the holiday.
When do I have to confirm? Can I do a provisional booking?
You needn't confirm straight away. I can keep an option open on the holiday
for seven days. But after that you must confirm and pay a deposit. The balance
is due eight weeks before the departure.
Task 5 Work in pairs. Discuss the following points.
•
•
•
Is the customer sure of his wishes?
Has the client determined his needs before coming to the agency or not?
Have any of his desires been changed after the conversation with the agent?
Task 6 Read the previous dialogue once again and entitle it.
Task 7 Read the following dialogue and translate it
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Right. Your booking is confirmed. Two adults and one child of 20 months to
India for two weeks.
Thank you. Could you tell me what I need to do now? Is there a deposit?
Yes. You have to pay of $180 per person now.
Do I have to pay a deposit for the child, too?
No. You don't have to pay a deposit if the child is under 2.
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel Agent:
Client:
Travel agent:
Client:
Agent:
Travel agents:
What do I have to do about balance?
You have to pay the balance seven weeks before the departure.
I'd like to hire a car. What documents do I have for that?
You must have a full, valid British driver's license.
Will my wife be permitted to drive, too? She's 23.
No, drivers have to be 25 years old or over.
Now, what about a passport? I have a British passport, valid for the next five
months. Is that O.K.?
No, it has to be valid for at least six months (for travel to India).
Can my wife use her British Visitor's Passport?
No, she must have a full passport.
Do we have to have any other documents?
You must have visas. We can organize them for you.
Thank you. Just one other thing. Could you tell
me about vaccination?
Your doctor can give you advice on vaccinations.
Thank you very much. I'll try much to arrange all that. Good bye.
Task 8 Read the previous dialogue once again and entitle it.
Task 9 Discuss the following points.
•
•
•
•
The profile of the client.
The problems that the agent has to overcome in his talk with the client.
Say what this client will tell his relatives at home about his visit to the agency.
Compare your story with that of your partner. See the differences and similarities.
Vocabulary notes on the text
by coach
for a fortnight
half-board
to refurbish
medium-priced
to provide
sightseeing tour
spacious lounge
fitness-room
to reach smth. by bus or taxi
peak season
to take an option for.... days
to commit
to secure one's booking
to confirm the reservation
outbound flight
inbound flight
deposit
balance
на туристическом автобусе
на две недели
полупансион, завтрак и ужин
обновлять, ремонтировать
по умеренной цене
предоставлять
экскурсионный тур
просторная комната отдыха
тренировочный зал
добираться куда-либо на автобусе
или на такси
сезон пик
воспользоваться другим вариантом
отдыха сроком на .... дней
обязывать
гарантировать забронированные
места
подтверждать выполнение предварительного заказа
рейс до места отдыха
рейс из места отдыха
задаток
остаток (суммы)
Task 10 Reproduce the dialogues. Use the following phrases.
to pay a deposit
to pay the balance
valid British driver's license
to organize visas for
to have a full passport
Task 11 Make up your own dialogues on the basis of the above ones.
Task 12 Work in pairs. A travel agent is giving a customer some
information about car hire in Italy. Put the sentences of the dialogue in proper order.
The first one has been done for you.
Client:
Agent:
Agent:
Client:
Client:
Agent:
Agent:
Client:
Agent:
Client:
Client:
Client:
Agent:
Something small, like a mini.
Yes, Visa and Amex. If you pay now I'll give you a voucher and you can pick the
car up from Rome Airport.
We haven't got any Minis, but we do have Fiat Pandas.
How much do they cost for a week?
Can you give me some information about car hire?
Yes, we can. If you could wait a moment, I'll go and get a form and arrange
everything.
Yes, of course. What kind of car would you like?
I see, and does that include insurance and so on?
They're $240 for seven days.
Oh good! I don't like paying extra for mileage. I'll book it now if that's O.K. Do
you take credit cards?
Can I leave it there when I come back?
Thank you. I'll wait over here.
Yes. For $240 you get Personal Accident Insurance and CDW, tax, and
unlimited mileage.
Task 13 Work with your partner. Read the dialogue once again
and try to guess the agent's occupation.
Task 14 Read the text and translate it. For help see the
vocabulary notes that follow the text.
If your client is going to spend his vacation in Germany and to hire a car you have to
inform him about the following:
Germany has a huge network of highly efficient, toll-free motorways (Autobahnen) with
24th-facilities. Tourist information is available at every lay-by. Speed limits for cars without a
trailer are 50 km/h in built-up area and 100 km/h elsewhere except on motorways where 130
km/h is the recommended maximum. Front and rear seat belts must be worn by law. Children
under 12 must sit in the rear. The maximum permitted blood/alcohol level is 80mg/100ml.
Dipped headlights are obligatory in poor weather. Driving on parking lights is prohibited. Thirdparty insurance is compulsory. If you do not have an International Motor Certificate (Green
Card) you must obtain a temporary insurance certificate at the border. Emergency patrols cover
all motorways and major roads. Assistance in the event of breakdown is rendered free of charge.
Call from an emergency telephone and ask for Strassen-wachthilfe.
Vocabulary notes on the text
toll-free motorways
speed limits in built-up areas
front and rear seat-belts
dipped headlights
third-party insurance
to be compulsory
temporary insurance certificate
emergency patrols
in the event of breakdown
an emergency telephone
lay-by
mileage
Collision Damage Waiver (CDW)
breakdown
local added tax
with 24th-facilities
автострады
с
беспошлинным
проездом
ограничение скорости в населенных
пунктах
ремни безопасности на передних и
задних сидениях
ближний свет
страхование
ответственности
перед третьим лицом
быть обязательным
временный страховой полис
служба экстренной помощи
в случае поломки
телефон экстренной прмощи
придорожное место для парковки
километраж
страхование от ответственности за
ущерб в случае столкновения
поломка
местный налог на добавленную
стоимость
зд. работающие круглосуточно
Task 15 Read the previous text once again and entitle it
Task 16 Read the following dialogue and translate it.
Client:
Agent:
Client:
Agent:
Client:
Agent:
Client:
Agent
Client:
Agent:
Client:
Agent:
Client:
Agent:
Client:
I'd like to hire a car for 10 days.
Oh, fine, which car make do you have in mind?
I'm looking for a reliable medium-sized car, the make isn't so important.
May I see your driver's license, please?
But what for?
I'm afraid I'll have to check if you fulfil the conditions of the car rental. The
minimum age for a small or medium-sized car is 21 and for a bigger one is 25. For
you, that's no problem you've just turned 21. The next thing I'll have to check is
whether you've held the license for at least 12 month. That's O.K. too.
Are there any other special conditions for younger people?
Yes, for drivers under 23 years of age a CDW is mandatory.
What's that, a CDW?
That's a Collision Damage Waiver. In the event of collision damage to the rented
car it should relieve your liability.
But that's pretty expensive, isn't it?
You're right. But I can offer you a CDW with DM 600 deductible. That makes the
insurance cheaper.
Do I have to take out any other insurance?
The third-party liability insurance with unlimited cover in property damage and
personal damage is already included in the rental charges. A Personal Accident
Insurance is optional; it covers accidental death and medical expenses for the renter
and all passengers in the vehicle.
No, that's not necessary for me. I've already got comprehensive travel insurance. Is
there anything else I have to pay for?
The rental charge includes unlimited kilometers, the Local Added Tax, servicing,
oil consumption and wear-and-tear repairs. An extra cost is fuel. Our cars are
fuelled and they have to be returned with a full tank.
And how much are the rental charges?
Agent:
Client:
Task 17 Read the dialogue once again and try to answer questions.
1. What is the agent's occupation?
2. Is it easy to hire a car in Germany?
3. What minimum age is necessary for hiring a medium-sized car?
4. What does a Personal Accident Insurance cover?
Task 18 Read the text and translate it. For help see the vocabulary
notes that follow the text.
When you are dealing with complaints, you should listen carefully; be polite; and, except
when it is absolutely necessary, don't comment untill the customer has finished. Then, make a
short, clear apology. After that you should repeat the complaint. This is to make sure that you
have fully understood the problem and that there are no misunderstandings. When possible, you
should also note down what the customer has said. Next, you should decide who will deal with
the complaint. If it is not a serious one, you can deal with it yourself. You should explain to the
customer the action you plan to take and tell him when it will be done. If you decide that a
manager should handle the complaint, you should first inform him and then arrange a meeting
between him and the customer.
Most businesses take complaints very seriously; but some complaints are more serious
than others and some customers complain more than others. It is often the responsibility of an
individual member of staff to deal with the problem. Sometimes, of course, it is necessary for the
staff member to refer an unhappy customer to someone else, such as a manager.
Task 19 Work with your partner.
•
•
Look through the text once again and provide the title for it.
Discuss the titles. Choose the best one. Give your arguments for and against it.
Task 20 Read the dialogue and translate it.
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Travel agent:
Client:
Good morning, Sir, what can I do for you?
Listen, I'm really angry. I arrived at the meeting point for the coach to
Prague, and what I saw signposted: departure 8.25 h. And what does it say
here in the travel documents? Departure 9.25 h. If that isn't reason enough to
fly off the handle...
You are right. I'm terribly sorry, that was my fault. I've inserted the wrong
departure time.
And what are you going to do about it now? I've been looking forward to this
weekend trip and now it's all been spoilt.
I do apologize. I can understand very well that you are so angry. The only
thing I can do now is to return your money. The next tour to Prague will be
in 2 weeks, perhaps you can travel then? The weather might be warmer.
I've got to think about that first.
Can I phone you in a few days to secure the booking in case you are
interested?
Yes, you can. My office number is 432 567.
Task 21 Discuss with your partner:
•
•
•
what has happened to the client;
the way the agent has behaved;
the actions the client will do after the talk.
Task 22 Read the following text and translate it.
Dear Sirs!
I am writing to complain about the terrible service I received from your travel agency. In
April I called to ask about a holiday in Italy and spoke to your clerk, Mr. Quinzo. I told him that
my wife and I were both 70, and that we wanted a suitable holiday. He suggested a hotel in
Palermo, and I paid by credit card.
When we arrived at the airport, it was clear that something was wrong. We were on an
18-25 Fun Club' tour, and all the other people on the tour were teenagers or in their twenties.
They were loud and aggressive, and at the hotel in Italy they got drunk and had fights. Most of
them were also rude to us, and even the waiters at the hotel called my wife and me 'the
dinosaurs'. I would be grateful if you could explain why Mr. Quinzo suggested this tour, and
look forward to hearing what you will do about it.
Yours faithfully,
Mr. P. Father
Task 23 Work with your partner.
•
•
Read the text once again and provide the title for it;
Discuss the titles with your partner. Choose the best one.
Task 24 Work in pairs.
•
•
Read the following sentences from the letter of apology and put them in proper order.
Compare your variant and that of your partner.
Dear Mr. Pather,
1. Once again I would like to offer my sincere apologies, and I hope that you will travel
with us again in the future.
2. Mr. Quinzo, who deals with your holiday, is not a native speaker of English, and
thought that you said you were 17 rather than 70.
3. We would like to apologize for suggesting this particular holiday to you and your wife.
4. Thank you for your letter of 25 July, concerning holiday to Italy.
5. As a gesture of goodwill, we would like to offer you a complimentary holiday with us,
and I am enclosing the 'Gentle Mountains' brochure, which has details of holidays for people
over 60.
Yours sincerely
Mr. J. Stone
Task 25 Read the following text. Fill in the blanks with suitable
words:
with
at
of
able
beyond
chose
on
lower
am
sorry
for
April 29, 2003
Dear Mr. Brown,
1. Thank you____your letter_____25 April concerning the weather_____your skiing
holiday to Switzerland.
2. I am_____that the snow conditions were not satisfactory, and that you were not____to
ski.
3. However, I am sure you realize that this problem was_____our control.
4. We do not guarantee snow in April at the resort that you_____and this is reflected in
the____price.
5. As a gesture of goodwill, I____enclosing next year's brochure and a voucher for $40
which can be used in part-payment of a holiday_____any of our resorts.
6. I hope that you will travel_____us again.
Yours sincerely,
Bill White.
Task 26 Read the text once again and entitle it.
Speaking
Task 1 Define what dealing with customers is. Use the following
words and word-combinations:
•
•
•
•
•
•
•
•
•
•
•
•
•
to follow a set pattern
to establish rapport with the customers
to make one's choice
open and closed questions
to force the respondent
to find out the client's priorities
to be able to elicit what material and human needs are
to get value for money
to guess from a person's appearance
to deal with complaints
to make sure that
to take complaints seriously
to refer a client to someone else
Task 2 Divide the main text into logical parts and entitle each of them.
Task 3 Work in pairs.
A. Look at the following words and phrases and think up a story that might combine
them all. You may reorder them in any way you want using any form of the verb:
to be well-groomed
to look pleasant and professional
one's facial expression
to look away a client
to give the client one's full attention
to try to give the customer one's full
attention
to be not sufficient
no longer pay attention to
to agree to the sale
B. When you have decided upon the story, tell it to your partner. Then listen to that of
your partner. Ask each other as many questions as you can to learn further details or clarify
some points.
Task 4 Give summaries of the logical parts you have divided the
main text into.
Task 5 Speak individually or arrange a discussion on the following.
•
•
The benefits of handling customers well.
Agent's behaviour and client's impression.
Unit 5
Business Travel
(Раздел 5. Организация деловой поездки)
Objectives:
To give a definition of business travel.
To learn about certain key points in organizing a conference or a training
session.
Vocabulary notes
venue
board meeting
training session
sales lunch
sales people
to anticipate
to hold a conference
to attend
car parking facilities
peripherals
lecture theatre
syndicate room
overhead projector
ballroom
slide projector
refreshments
dining requirements
gala dinner
to make it more of an occasion
to get down to
buffet service
finger buffet
to break in the middle
to put smb. into better rooms
to work out a rooming list
residential conference
board meeting
convent
principality
место проведения конференции
встреча за круглым столом
семинар
деловой обед
коммерсанты, продавцы
предполагать, рассчитывать
проводить конференцию
присутствовать
оборудованные места для парковки
машин
другие услуги
лекционный зал
комната для деловых встреч
эпидиаскоп
зал для танцев
диапроектор
освежающие напитки
зд.
пожелания
относительно
организации питания
праздничный обед
придавать чему-либо большую
значимость
обращать серьезное внимание на …
организация фуршета
фуршет
сделать перерыв в середине
заседания
размещать кого-либо в более
комфортабельных номерах
составлять список размещения по
номерам
конференция,
организуемая
принимающей стороной
встреча за круглым столом
мероприятие, конференция, семинар,
съезд, сессия
княжество
Warming up
Task 1 Work in pairs. Discuss the following points.
1. What do you need to know before you can actually make the booking?
2. Why is the choice of year's time so important?
3. What things will you have to think about, once you've found your venue?
Vocabulary focus
Task 1 Read and translate the following international words:
casino
number
function
adequate
syndicate
coffee
determine
organise
delegate
reasonably
course
presentation
privately
buffet
conference
meeting
central
company
projector
lecture
ordinary
actually
training session
airport
informal
slide
occasion
finally
Task 2 Match the words or word-combinations with their definitions.
1. Venue
2. Delegates
3. Syndicate room
4. Hospitality room
5. Capacity
6. Sponsors
a) room used for meetings, lectures
b) number that can be accommodated
c) a meeting place arranged for some
purpose or activity
d) organization or company which pays for
an event
e) room used for the reception and
entertainment of guests
f) people attending a conference
Task 3 Fill in the blanks with suitable words:
need
deal
success
purpose-built
facilities
secretarial
centre
responsible
guests
auditorium
professionals
able
1. Monte Carlo has a long history as a tourist and business ______, and its beauty and
elegance will guarantee the_____and of any conference or convention.
2. It has magnificent hotels and restaurants, as well as a modern _____Convention
Centre.
3. In Monaco, real_____will help you with the organization of your conference.
4. When you decide to come to the Principality, one person will be_____for helping you.
5. He will ask about your plans and will be____to give you any advice you need.
6. When your conference is taking place, he will____with any problems, and will leave
you free to be with your____.
7. The Convention Centre offers a large_____, several halls and theatres for exhibitions,
and meeting rooms.
8. There are translation_____, telephones and FAX machines, _____offices, a range of
restaurants and bars, and many other services. In short, the Monte Carlo Convention Centre has
everything you____to make your conference a success.
Task 4 Match the words on the left with their Russian equivalents
on the right.
1) to find a venue
2) the size of all the arrangements
3) training session
4) to last
5) to hold an evening garden party
6) adequate car parking facilities
7) menu arrangements
a) длиться
b) организация меню
c) соответствующий размер мест для парковки машин
d) проводить вечерний пикник в саду
e) размах всех мероприятий
f) учебный семинар
g) находить место проведения (встречи)
Reading
Task I Read the text and translate it For help see the vocabulary notes that follow the
text.
Once you have been asked to find a venue and organize a conference, there are certain
key points you will need to know and decisions that will have to be taken before you can actually
make the booking.
The first, most important point, is the number of delegates attending. Is it a big
conference - say for fifty or 100 people - or a small board meeting for just six, because it makes a
big difference to the size of room and all the arrangements. So number one is the number of
delegates.
The next thing to decide is what you actually want to achieve with your conference:
either it is a training session or a sales lunch. You may get all your sales people together and you
show them a new product. That is very different from a training session. So you obviously want
to know what you want to achieve at the end of the day.
Then you have to decide how long your conference is to last, how many days you
anticipate you're going to need and what time of the year you want to hold in. The type of
activities and functions can be dependent on the weather, for instance if you intend to hold an
evening garden party.
Another point is where the conference is going to take place. Before you can decide on
this, you must know where the people that you are expecting to attend will be coming from. Will
it need to be reasonably central - near to an airport, near to good railway connections, or easy to
get to by road? Are there adequate car parking facilities?
And of course you need to know who is actually paying for the conference. Are the
delegates paying for themselves or is the company paying? Usually the company pays for the
main part of the conference and the delegates pay for their drinks and telephone calls and
peripherals.
Once you've decided on all that and you've found your venue, you'll have to think about
the things that you'll require while you're there: things like conference room size, how you're
going to want the room laid out. If it's very informal you won't need a very big room, but if you
need everybody with desks you'll need a larger room. If you have a very large meeting in the
ballroom you may need people sitting in rows like in a lecture theatre. You'll also have to decide
whether you need syndicate rooms - that's small rooms for fifteen to twenty people, and if you're
going to use syndicate rooms, how many rooms you'll need. You then come onto your
conference equipment. If someone is giving a presentation, will they need overhead projectors,
flip charts, slide projectors?
You also need to know what refreshments your delegates will require. If you've got your
delegates sitting in a conference all imorning, by the time they get to lunch time they're going to
be very thirsty, so you need a break in the middle for a cup of coffee (and a chance for the
delegates to stretch their legs.
You need to find out the dining requirements - will they be privately dined or is it okay
for them to sit at small tables in the main dining room? Perhaps you want a gala dinner on the
last evening to make it more of an occasion.
Then you can get down to the menu arrangements - what are you actually going to eat?
This is very much determined by how much time you've got for lunch. At lunch time delegates
often have only forty-five minutes to an hour, and so they'll want a fast buffet service where they
can have as much or as little as they want. In the evening you are more relaxed, so you can spend
a couple of hours over the meal and have a formal one. Another thing you can do is, if the
delegates need to work through lunch, you can have a finger buffet brought in.
Another thing to consider is accommodation and how many of the delegates will be
staying. If you've got a conference of twenty, perhaps only ten require accommodation. Perhaps,
some of these guests are very important people, so you'll want to put them into better rooms than
the ordinary delegates. So you must work out a rooming list.
And finally, if this is a residential conference, are the delegates going to have any leisure
time? For instance, they're here for two days. On the first afternoon there's a free period - they
haven't got any work to do in the conference. The delegates might want some activities
organized. Perhaps they want to go out and see the local sights, perhaps they want an organized
sporting activity. If the delegates are here for a long time they might want to go to a local pub.
Will they want a disco or a casino set up, or will they want a party?
So when you have all this information you can go about booking.
Vocabulary notes on the text
the dining requirements
to find one's venue
informal meeting
to sit in rows
to stretch one's legs
rooming list
sales people
sales lunch
зд. пожелания в отношении op
ганизации питания
определяться с местом проведе
ния деловой встречи
неформальная встреча
сидеть рядами
размять ноги
список размещения гостей по
номерам
коммерсанты
деловой ланч
Task 2 Read the previous text once again and entitle it.
Reading check
Task 1 Look through the previous text and find the English equivalents
for:
организованные спортивные
мероприятия
осматривать местные
достопримечательности
составлять список размещения
гостей по номерам
рядовые делегаты
организовывать фуршет
проводить за едой несколько часов
устраивать праздничный обед
составление меню
пожелания в отношении
организации питания
обедать в отдельных номерах
определяться с местом проведения
деловой встречи
неформальная встреча
сидеть рядами
конференц-зал
комната для деловых встреч
делать перерыв в
середине
заседания
размять ноги
эпидиаскоп
ключевые моменты
встреча за круглым столом
Task 2 Look through the text and give the Russian equivalents for
the following word-combinations:
to find a venue
key points
to make the booking
to be dependent on
to hold an evening garden party
to be reasonably central
to be near to
good railway connections
adequate car parking facilities
to pay for peripherals
syndicate room
board meeting
a training session
get all sales people together
conference equipment
overhead projector
flip charts
to break in the middle for
to stretch one's legs
to make smth. more of an occa sion
to go about booking
a rooming list
Task 3 Look through the text and match the words on the right
with the suitable attributes on the left:
1) local
2) rooming
3) ordinary
4) leisure
5) organised sporting
6) fast buffet
7) menu
8) gala
9) dining
10) next
11) adequate
12) training
13) sales
14)large
15) room
16) main
17) syndicate
18) overhead
19) conference
20) key
a) equipment
b) projector
c) rooms
d) size
e) meeting
f) people
g) sights
h) delegates
i) list
j) time
k) activity
1) service
m) arrangements
n) dinner
o) requirements
p) thing
q) car parking facilities
r) points
s) part
t) session
Comprehension
Task 1 Answer the questions.
1. What will you need to know in case you have been asked to organize a conference?
2. What is the most important point in organizing a conference?
3. Why must a travel agent know what his client actually wants to achieve?
4. What is the difference between training session and sales lunch?
5. Why can the type of activities and functions be dependent on the weather?
6. What must an agent know before he can decide on a venue where the conference is
going to take place?
7. Who pays usually for the main part of the conference?
8. What do the delegates pay for?
9. What determines agent's choice of room's size?
10. What information does a travel agent need concerning refreshments?
11. What are dining requirements?
12. How much time do delegates usually have at lunchtime?
13. What is a fast buffet service?
14. Why must an agent work out a rooming list?
Task 2 Say what statements are true and what ones are false.
Comment on the true statements and correct the false ones.
1. Travel agents must find out venues in advance.
2. There are certain key points a travel agent will need to know before he actually can
make the booking.
3.
The most important point for an agent is the number of relatives accompanying
delegates.
4. A small board meeting usually is held for twenty people.
5. At a sales lunch an agent may get all sales people together and show them a new
product.
6. A travel agent doesn't have to decide how long a particular conference is to last.
7. The type of activities and functions can be dependent on the weather.
8. A travel agent must decide himself where the conference is going to take place.
9. The delegates usually pay for themselves and the company pays only for their drinks
and telephone calls.
10. By the time the participants of the conference get to lunch time they are going to be
very hungry, so there is no need to make a break in the middle of the sitting for a cup of coffee.
11. All delegates usually want to be served in the conference room.
12. Not all participants want a gala dinner on the last evening of the conference.
13. The menu arrangements aren't very much determined by the time delegates have got
for lunch.
14. At lunch time delegates often have only forty-five minutes to an hour, and so they'll
want a fast buffet service where they can have as much or as little as they want.
15. If some of participants are very important people they need to be placed into suites.
Task 3 Insert the corresponding English word combinations for the
Russian components in brackets.
1.
Once you have been asked to (выбрать место проведения и организовать) a
conference, there are certain key points you will need to know before you can actually
(резервировать места в гостинице).
2.
The first, (наиболее важным пунктом), is the number of delegates attending
conference.
3.
The next thing to decide is what you actually (желаете достичь) with your
conference; is it а (учебный семинар) or are you having a sales lunch?
4. You may (собрать всех своих коммерсантов) and you show them a new product.
5. Then you have to decide how long (ваша конференция должна продлиться), how
many days (вы полагаете) you're going to need and what time of the year you want to hold in.
6. The type of activities and functions (может зависеть от погоды), for instance, if
you (намереваетесь провести) an evening garden party.
7. And of course you need to know (кто фактически оплачивает конференцию).
8. Usually the company pays for (большую часть конференции) and the delegates pay
for their drinks and (телефонные разговоры и другие услуги).
9.
If you have a very large meeting in the ballroom you may need people sitting
(рядами как в лекционном зале).
10. You also need to know (какие освежительные напитки) your delegates will require.
11. If you've got a conference of twenty delegates, perhaps only (для десяти
потребуется размещение в гостинице).
12. And finally, if this is a residential conference, are the delegates going to
(организовать свой отдых)?
Reading and discussion
Task 1 Read the text and translate it.
Once the decision to meet in Rangue has been made, the Tai Tourist Association is happy
to advise on all the details connected with organizing and promoting your meeting. Services
include the following.
• Introductions to professional meeting organizers and display companies.
• Information about, and liaison with, Hong Kong public figures to provide welcome
addresses at opening ceremonies and dinner functions.
• Public relations contacts with local TV, press, and trade media.
• Advice on Customs and Immigration procedures to facilitate entry for delegates and
speedy clearance for literature and display material.
• Special arrangements for an TTA representative to attend preceding events in order to
assist in promoting Rangue as the next destination with supplies of appropriate literature and
display materials, film, and audio visual presentation.
•
Providing supplies of promotional literature for your mailing to potential delegates.
This will assist in generating maximum interest and attendance. Material can be overprinted with
the organizer's own text.
•
Listing of the event in the Association's calendar, 'Coming Meetings, Conferences
and Exhibitions', widely distributed throughout the world and updated biannually.
• Ideas on 'Theme' evenings for gala functions with the names of suppliers and cost. A
comprehensive list of local entertainment groups and arts and crafts specialists that can be hired
for social programs.
•
Details of exciting and educational tours for accompanying persons who are not
attending the meeting sessions.
• Arranging for a 'Welcome' banner to be displayed at the airport.
Vocabulary notes on the text
liaison with
opening ceremony
speedy clearance for
to precede
appropriate literature
generating mayimiim interest
display material
to update biannually
'welcome' banner
связь с кем-либо
церемония открытия
ускоренная таможенная очистка
предшествовать
зд. необходимая (для конкретной
цели) литература
пробуждение
максимального
интереса
демонстрационный материал
обновлять каждые два года
приветственный транспарант
Task 2 Work in pairs.
•
•
Read the text once again and provide the title for it.
Compare your title with that of your partner. Find arguments 'for' and 'against' it.
Task 3 Discuss the following points.
•
•
•
•
•
Where can Welcome' facilities be arranged?
How can the TTA make it easier for delegates to enter the country?
How does the TTA assist in encouraging maximum attendance at a conference?
In which calendar are all the events listed?
Who are educational tours arranged for?
Task 4 Read the text and translate it. For help see ike vocabulary
notes that follow the text.
The Radisson Slavjanskaya Hotel is the perfect venue for your next conference. We are
centrally located on the banks of the Moscow River, some minutes from the Kremlin, Red
Square and Arbat Street. In addition to being the capital and major commercial center of Russia,
Moscow is renowned for its theaters, museums, architecture, cultural events and elegant
shopping.
Sheremetievo International Airport serves airlines from Europe, North America and Asia
with convenient connections from any destination in the world.
The Radisson Slavjanskaya Hotel and Business Center, Moscow's premiere business
property, offers the large and most functional conference and meeting facilities in the city with
up to date equipment and modern technology. Your meetings will be handled in style with all the
comforts and services you expect from an international hotel. Our Conference Hall provides an
impressive setting for meetings and events - arge theatre-style sitting for 550 people and
equipped for simultaneous translations for up to five different languages. Our twelve flexible
banquet rooms can accommodate up to 1000 banquet style or 1500 for a reception. Whether your
group is large or small, our versatile chefs and catering staff will gladly design menus to suit
your special needs. We will dedicate ourselves to ensuring that you and your group enjoy a
unique and satisfying experience.
Competition among the world's leading hotel groups for corporate and business travellers
has never been more intense and the methods used to attract them are becoming more diverse.
Executive floors boasting bigger and better-equipped rooms, functional business centers,
sophisticated health clubs and limousine transfers are now practically standard in good five-star
hotels.
But now, to gain the edge over their rivals, many of the top hotel groups are increasing
their range of extras for business guests. Service includes complimentary drinks, gifts and even
guarantee schemes, financial information centers and personal butlers.
The Moscow Times, September 21, 2001
Vocabulary notes on the text
business property
to handle in style with
to provide an impressive setting
for
to be equipped for simultaneous
translations into foreign languages
flexible banquet rooms
versatile chef
catering staff
to enjoy a unique experience
diverse
собственность фирмы
обслуживать в соответствии
предоставлять первоклассное оборудование для чего-либо
иметь оборудование для синхронного перевода на иностранные языки
банкетные залы с раздвижными
стенами
шеф-повар универсал
обслуживающий персонал ресторанного комплекса
получить неповторимое удовольствие
разнообразные
executive floors
sophisticated health clubs
limousine transfer
to gain the edge over
range of extras
butler
rivals
помещения для проведения официальных
мероприятий
зд. оздоровительные центры с современным
оборудованием
доставка на лимузине
превзойти, опередить кого-либо
перечень дополнительных услуг
дворецкий
конкуренты, соперники
Task 5 Work in pairs.
•
•
Read the text once again and entitle it.
Discuss the titles. Choose the best one.
Task 6 Work with your partner. Discuss the following points.
1. What is the distinction between corporate and business travellers?
2. Why do hotel chains cater for this special market?
3. What is the advantage for a business traveller to be accommodated on executive
floors?
4. Give examples of the facilities of functional business centers.
5. Whv are health clubs necessary?
6. Why is it more convenient to be transferred to the airport by limousine than by other
means of transportation?
7. What services do many hotel chains offer as extras? Do explain the terms.
Speaking
Task 1 Define what Business Travel is. Use the following words and
word-combinations:
to find a venue
to hold (attend) a conference
a training session
function (syndicate) rooms
conference equipment
dining requirements
Task 2 Divide the previous text into logical parts and entitle each
of them.
Task 3 Work in pairs.
A. Look at the following words and phrases and think up a story that might combine
them all. You may reorder them in any way you want using any form of the verb.
resort area
to hold a training session
to find a suitable venue
sales people
perfect accommodation
a sales lunch
to work out a rooming list
to make a break in the middle
full board
to spend leisure time
adequate car parking facilities
B. When you have decided upon the story, tell it to your partner. Then listen to that of
your partner. Ask each other as many questions as you can to learn further details or clarify
some points.
Task 4 Give summaries of the logical parts you have divided the
text into.
Task 5 Speak individually or arrange a discussion on the subject:
•
The planning stages for a conference
Additional reading
Task 1 Read the following text and translate it. For help see the
vocabulary notes that follow the text.
Russia, with its vast and varied landscape, has lots to offer to the thrill-seeking tourist. A
country as expansive and as culturally and environmentally diverse as Russia provides almost
unlimited opportunities for the adventure tourist - that is, for traveller wfoo prefers the exotic and
the active. Russia is ripe for those who are interested in hunting and fishing trips, horseback
expeditions, Whitewater rafting, skiing and kayaking. Since it is a relatively new market particularly with regard to foreign tourists - the resources and possibilities of adventure travel are
just now being tapped. But for those who are interested, and are willing to take a few risks, the
possibilities are rich.
Many of the more daring foreign tourists are now making their way well beyond Moscow
and St. Petersburg, to such locales as the Caucasus, Altai, Karelia and Tien Shan, to name just a
few spots. Though perhaps the most popular destination for adventure travellers is Kamchatka,
where volcanoes, the Valley of the Geysers and brown bears await.
The isolation and high crime rates of many of the more distant regions can make
adventure travel as dangerous as it is thrilling. But such incidents usually happen when someone
is travelling alone. In well-organized groups, problems seldom occur because the trained guide
knows where to go and where not to go. Worthwhile insurance package includes such things.
Those who are longing to experience the thrills and chills of adventure tourism, can
simply call some local travel agents, who can usually provide a list of adventure travel agencies or log on to the Internet, which has also become a valuable tool for discovering tours and
expeditions in Russia. And with extreme sports and adventure vacations growing in popularity
around the world, it's difficult to imagine that the allure of Russia's beauty and open spaces will
be by-passed.
The Moscow Times, May 5,2001
Vocabulary notes on the text
vast and varied landscape
the thrill-seeking tourist
unlimited opportunities
the adventure tourist
to log on to the Internet
distant regions
horseback expedition
to be ripe for
worthwhile
to long to do smth.
to experience the thrills and chills
of smth.
to be a valuable tool
whitewater rafting
обширный и разнообразный ландшафт
зд. турист, ищущий острых ощущений
неограниченные возможности
турист, ищущий приключений
зд. обратиться к сведениям, содер
жащимся в Интернете
удаленные районы
конная экскурсия
зд. подходить кому-либо
зд. выгодный
страстно желать что-либо делать
зд. переживать захватывающие мо
менты, связанные с чем-либо
являться ценным инструментом
спуск на плотах по горным рекам
зд.
allure
очарование,
притягательная
сила
kayaking
путешествие
эскимосов)
Task 2 Read the text once again and entitle it.
на
каяке
(лодке
Unit 6
Regulation, Research and Development in Tourism
(Раздел 6. Государственное регулирование туризма)
Objectives:
To give a definition of regulation in tourism.
To learn about various kinds of research in tourism.
To talk about perspectives of development in tourism.
To discuss the roles of government in tourism.
Vocabulary notes
vital
locality
to perform research
to occur
to be involved
to be engaged
licensing requirement
to advertise
at the ministerial level
semi-official status
to promote tourism
to relax
visa requirement
entry formalities
travelling outward
accommodation
catering services
entrance requirements
to restrict entry
ay-to-day regulation
tourist facilities
jurisdiction
to extend to
to maintain standards
cleanliness
financial arrangements
embarkation and disembarkation
cards
to act out of generosity
revenue
the market potential
to fill jobs
to generate jobs
in the long run
жизненно важный
местность, район
проводить исследования
происходить, случаться
быть включенным, задействованным,
охваченным
быть задействованным
требования по лицензированию
рекламировать
на уровне министерств
полуофициальный статус
содействовать туризму, продвигать
туризм
ослаблять, смягчать
требование наличия визы
формальности при въезде в страну
путешествия за границу
размещение в гостиницах
услуги, связанные с питанием;
общественное питание
требования при въезде в страну
ограничивать въезд
положения,
регулирующие
повседневную деятельность
туристические
услуги,
капитальные туристические сооружения
юрисдикция, компетенция
распространяться
отвечать стандартам
чистота
финансовые условия
карточки прибытия в страну и
убытия из нее
проявлять щедрость
доход, выручка
рыночный потенциал
заполнять вакантные рабочие места
создавать новые рабочие места
в конце концов
откладывать, переносить на более
позднюю дату
создавать программу профессиональной
подготовки
ослаблять требования положений,
подзаконных актов
предприятие общественного питания
совершенствование инфраструктуры
to postpone
to institute a training program
to relax regulations
catering establishments
improvement of the infrastructure
Warming up
Task 1 Work in pairs. Discuss the following points.
1. Why does government usually pay lots of attention to devel opment of tourism?
2. In what way can development of tourist industry help to de crease the unemployment
rate?
3. What do research and analysis in tourism usually consist of?
4. What is a visa?
5. What are duty-free goods?
Vocabulary focus
Task 1 Read and translate the following international words:
component
result
actively
importance
regulation
construction
basis
especially
technique
bureau
prevent
licensing
second
industrialized
ministerial
status
generally
periodically
Task 2 Match the words or word-combinations with their definition:
1. Day-to-day basis
2. To occur
3. Infrastructure
4. Disembarkation cards
5. Entry visa
6. Catering services
7. Embarkation cards
a) arrival cards
b) a cards filled out by international
passengers when leaving a foreign
country
c) a travel document that gives permission for a
foreigner to enter another
country
d) services where the public can obtain
food and drink
e) to happen; to take place
f) events taking place during several
days coming one after the other
g) the facilities that are necessary before
development of an area can take
place
Task 3 Fill in the blanks with suitable words:
recorded
accurate
spends
estimates
nose-counting
stay
disregards
deceiving
borders
occupancy
coordinate
in terms of
twice
1. Travel statistics should be considered as ____ rather than accurate figures.
2. Many tourist countries give their statistics____ arrivals.
3. In Europe, where there are many international_____at short distances from each other,
these figures can be_____.
4. A traveller going from the United Kingdom to Spain or Italy by car would probably
pass through France_____, once on his way to his destination and again on his return trip.
5. His travel would therefore be_____as two arrivals in French tourist statistics.
6. This system of______has tended to reflect more tourist traffic in the European
countries than in fact there really is.
7. A more accurate system is the tourist-day-a-count of the number of days the
tourist_____in an area. One method of research in this case is by checking hotel______.
8. But this method______ the many travellers who ____with friends or relatives.
9. More______is a combined arrivel-departure card system, but this requires a large
enough clerical staff to check all the cards and_____the information on them.
Task 4 Match the words and word-combinations on the left with their Russian
equivalents on the right.
1) to be vital to tourism
2) to the day-to-day basis
3) to discourage tourism
4) catering services
5) to meet the provisions of
6) to be within one's jurisdiction
7) licensing requirements
8) to maintain standards of cleanliness
9) disembarkation cards
10) social impact
a) удовлетворять требованиям
b) быть в чей-нибуть компетенции
c) требования по лицензирова нию
d) соблюдать стандарты чистоты
e) карточки убытия
f) социальные последствия
g) услуги по питанию
h) отпугивать туристов
i) ежедневно
j) быть жизненно важным для туризма
Reading
Task I Read the text and translate it. For help see the vocabulary notes that follow the
text.
Regulation, Research, and Development in
Tourism
The roles of government are vital to tourism. First, governments generally set the policy
of their country, state, or locality toward tourism. They also regulate the different components of
the industry on the day-to-day basis. Second, they perform research and analysis that result in
statistics on the tourist industry. Third, they are often involved in the development of tourism in
their areas. This is especially true in the developing countries, but it occurs in industrialized areas
as well. Fourth, governments are actively engaged in promoting a flow of tourists to their regions
with advertising or public relations techniques.
In many countries, tourism is so important that its interests are represented at the
ministerial level of government. Even in countries where the tourist industry has less economic
importance, there is usually a tourist bureau with official or semi-official status. In the United
States there is a Travel Bureau in the Department of Commerce.
One of the ways in which countries or regions can promote tourism is by relaxing the
kind of regulation that usually comes under the heading of 'red tape'. Travel is made easier when
there are no visa requirements and when the entry formalities are simple.
National policy can also discourage tourism. In some cases, this may work to prevent the
country's nationals from travelling outward. Any country can discourage incoming tourism
simply by not providing accommodation and catering services, setting visa and entrance
requirements that severely restrict entry, or by restricting the length of time a traveller can stay in
that country.
Governments at all levels are also involved in day-to-day regulation of the tourist
facilities within their jurisdictions. The regulation generally begins with the construction of
facilities when the builders have met the provisions of the local building code. It extends to
various kinds of licensing requirements once the business is in operation. Catering
establishments must be inspected periodically in most localities to ensure that they maintain
standards of cleanliness.
One of the principal purposes for the existence of either official or semi-official tourist
bureaus is to gather travel statistics. The arrival cards that are a customary feature of
international travel are the basis for many of the statistics. Departure cards are also required in
several countries in order to get more accurate figures on the length of the tourist's stay. These
forms are also known as embarkation and disembarkation cards.
Research in tourism involves: checking on tourist expenditures, finding out the purpose
of the trip or the tourist's reaction to his vacation, determination of the social impact of tourism
on the area.
Many countries have become involved in the development of tourism through direct
financial investment. In some cases, builders and operators are allowed to run their facilities for
as long as ten years without paying taxes. In other cases, taxes can be reduced or payment can be
postponed until the operation is returning a profit. Of course, governments are not acting merely
out of generosity in giving out such benefits, since their own revenues increase in the long run as
a result of the money brought in by tourism. Even where government investment is not direct,
there must be an indirect investment in the form of building or improving the infrastructure. The
infrastructure consists of those things that are necessary before development can take place roads, sewers, electricity, telephone service, airports, and water supply. Another way in which
government encourages tourism is through training programs for service personnel. Many
governments institute such programs in order to have people available to fill the jobs generated
by tourism.
Before a government undertakes tourist development, it usually attempts to determine the
market potential - the number or percentage of travellers it can hope to attract. This is followed
by studies of the social impact and very often of the environmental impact - what tourism will do
to the natural surroundings. The research is followed by the actual planning and development
that include improvement of the infrastructure, financial arrangements, and construction of the
superstructure.
Vocabulary notes on the text
flow of tourists
to undertake tourism development
social impact
to relax the kind of regulation
discourage tourism
on the day-to-day basis
sewer
red tape
environmental impact
зд. поток туристов
зд. поддерживать развитие туризма
зд. воздействие на социальную сферу
зд. смягчать содержание постановлений,
регулирующих
зд. сдерживать развитие туризма
зд. по мере возникновения проблем, регулярно
канализационная система
зд. бюрократическая система
зд. воздействие на окружающую среду
to act out of generosity
local building code
зд. проявлять щедрость
местные законы о строительстве
Reading check
Task I Look through the text once again and find the English equivalents for:
активно участвовать в стимулировании
происходить
быть задействованным в чем-либо
осуществлять исследования
быть особенно справедливым в
отношении чего-либо
на уровне министерств
иметь полуофициальный статус
в рамках своей юрисдикции
стимулировать приезд туристов
обеспечивать жильем
ограничивать въезд
противодействовать притоку
туристов
заполнять карточку прибытия
сокращать налоги
откладывать дату платежей
доходы увеличиваются
канализационная система
система водоснабжения
в конечном счете
создавать рабочие места
заниматься развитием туризма
финансовые условия
иметь в наличии
организовывать программы
заполнять рабочие места
Task 2 Look through the text once again and give the Russian equivalents for the
following phrases:
to restrict
in the long run
to undertake tourist development
sewer
social impact on
to encourage tourism
to be postponed
to institute a program
to increase revenues
to run one's facilities
disembarkation card
to get accurate figures
to maintain standards
licensing requirements
to act out of generosity
to fill a job
water supply
standards of cleanliness
semi-official tourist bureau
catering services
entry formalities
to be engaged in promotion
public relation techniques
to relax regulations
to be involved in
locality
at the ministerial level
Task 3 Look the text once again and match the words on the right with the suitable
attributes on the left:
1)
2)
3)
4)
5)
6)
7)
8)
9)
different
day-to-day
industrialized
public relations
ministerial
economic
tourist
semi-official
visa
a) level
b) importance
c) tourists
d) purpose
e) areas
f) status
g) techniques
h) basis
i) components
10)entry
11) incoming
12) catering
13) local building
14) principal
15) market
16) international
17) customary
18) disembarkation
19) tourist
20) environmental
21) natural
22) actual
j) bureau
k) requirements
1) formalities
m) services
n)code
o) planning
p) surroundings
q) impact
r) travel
s) potential
t) feature
u) card
v) expenditures
Comprehension
Task 1 Answer the questions.
1. What are some of the different roles performed by government in tourism?
2. By what kind of offices is government represented?
3. What kind of official and semi-official tourist bureaus are there in Russia?
4. What is one way in which government can adjust regulations to increase tourism?
5. What are the visa and entry regulations in Russia?
6. How can governments discourage incoming tourism?
7. What are some of the day-to-day kinds of regulation of tourist facilities in which
governments are involved?
8. What is one of the principal means for gathering travel statistics in international
tourism?
9. Are tourist statistics always accurate?
10. What is involved in other kinds of tourist research?
11. What does research about the social impact of tourism try to determine?
12. What do most governments now try to do when developing new resort facilities?
13. What are some of the direct ways in which governments can become involved in
developing a tourist industry?
14. What kind of indirect investment is usually necessary before a tourist industry can be
developed?
15. What kind of encouragement can a government give to tourism by way of providing
personnel?
16. What are the usual steps that are taken by a government interested in the developing
of tourism?
17. What is the present tendency in tourism development?
Task 2 Say what statements are true and what once are false.
Comment on the true statements and correct the false ones.
1. Government plays only a minor role in tourism.
2. All tourist statistics are completely reliable.
3. Red tape such as visas and complicated entry formalities make it easy to travel from
one country to another.
4. All countries make more money from incoming tourists than their own citizens spend
in other countries.
5. Governments never attempt any kind of day-to-day regulation to any part of the tourist
industry.
6. Arrival and departure cards serve as a primary source of tourist statistics.
7. A system of cross-checking arrival and departure cards gives a more accurate count of
tourist-days spent in a country.
8. It is very easy to check on a tourist's purchases, but very difficult to find out how
much he spends on travel and accommodations.
9. No research is ever done concerning the reasons why people travel or their reactions
to their vacations.
10. Recreational travellers consider personal safety a matter of primary importance.
11. The tendency today is against careful planning of resort areas.
12. Many governments have made direct financial investments in the development of
tourist facilities.
13. The infrastructure can be quickly developed without any planning or assistance from
government.
14. Hotels, golf courses, swimming pools, restaurants, and parking lots are all part of the
infrastructure.
15. Governments never participate in programs to train personnel for tourist-connected
jobs.
Task 3 Insert the corresponding English word-combinations for the Russian
components in brackets.
1. Governments are actively (участвует) in promoting a flow of tourists to their regions
with (реклама) or public relations techniques.
2. Even in countries where the tourist industry has less (экономическая значимость),
there is usually a tourist bureau with official or (полуофициальный статус).
3. Travel is made easier when there are no (визовых требований) and
when the entry formalities are (просты).
4.
Any country can (сдерживать) incoming tourists simply by not providing
accommodation and (услуги, связанные с питанием), setting visa and entrance requirement.
5. Governments (на всех уровнях) are also involved in day-to-day regulation of the
tourist facilities within their (юрисдикция).
6.
(Учреждения общественного питания) must be inspected periodically in most
localities (чтобы убедиться) that they maintain standards of cleanliness.
7. One of the (основные причины) for the existence of either official or semi-official
tourist bureaus is to gather travel statistics.
8.
Research in tourism involves: checking on (расходы туристов), finding out the
purpose of the trip or the tourist's reaction to his vacation.
9. Many countries have become (вовлекать) in the development of tourism through
direct financial investment.
10. In some cases, builders and operators (разрешать) to run their facilities for as long
as ten years (не уплачивая налогов).
11. Governments are not acting merely out of (щедрость) in giving out such benefits,
since their own (доходы возрастают) in the long run as a result of the money brought in
tourism.
12. The infrastructure consists of those things that are (необходимые) before
development can take place - roads, (канализационные системы), electricity, telephone service,
airports, and (системы водоснабжения).
13. Many governments institute such programs in order to (иметь в наличии людей) to
fill the jobs generated by tourism.
14. The research is followed by the actual planning and development that include
(совершенствование инфраструктуры), financial arrangements, and (строительство) of the
superstructure.
Speaking
Task 1 Define what research in tourism is. Use the following words and wordcombinations:
different methods of research
to collect data and to gather travel statistics
arrival and departure cards, a questionnaire
to determine the social impact of tourism on an area
to find out the purpose of the trip or the tourist's reactions on his vacation
Task 2 Divide the text into logical parts and entitle each of them.
Task 3 Work in pairs.
A. Look at the following words and phrases and think up a story that might combine them
all. You may reorder them in any way you want using any form of the verb.
to determine the social impact of
tourism on an area
to become almost a prerequisite
to undertake tourist development
to have the negative effect on some
places
the tourist industry in.
.. .resorts was unplanned
rapid expansion
to cause antagonism between tourists
and local citizens
the gap between the income of the
local people and tourists
to reinforce this strain by racial and
political tensions
rudeness to guests and violence
against tourist and hotels
B. When you have decided upon the story, tell it to your partner. Then listen to that of
your partner. Ask each other as many questions as you can to learn further details or clarify
some points.
Task 4 Give summaries of the logical parts you have divided the text into.
Task 5 Speak individually or arrange a discussion on the following.
•
•
•
•
Does the Russian government encourage tourism?
How is tourism regulated in Russia?
Who carries on statistical research on tourism in Russia?
Is the participation of the Russian government in tourism adequate?
Additional reading
Task 1 Read the text and translate it. For help see the vocabulary notes that follow the
text.
The number of Russians travelling abroad grew 64% last year (2000) to 4.2 million 167,000 more than pre-crisis 1997, government figures show. Coming the other way, the number
of people visiting Russia last year grew 15% to 2.2 million, just a few thousand short of the
record 1997 total.
Including citizens from the Commonwealth of Independent States, as many as 21 million
people visited Russia last year, according to recent report by the department of strategic tourism
development of the Economic Development and Trade Ministry.
However, the figures are not exact because the statistics were compiled from border
control records, unlike in other countries where a full range of indicators exists.
Nevertheless, tourism on both sides is en the rise, according to tourist agencies.
Including trips to CIS countries, the ministry said that as many as 18 million Russians
traveled abroad last year (2000). Excluding the CIS, the top destination was Poland, where
nearly 1 million Russians traveled, followed by China and Turkey.
In Western Europe, the most popular destinations were Spain with 111,000 and Italy with
106,000. France hosted 61,000 Russian tourists, while only 25,000 visited Britain. Other popular
destinations include Egypt with 114,000, Cyprus with 109,000 and the United Arab Emirates
with 89,000. Spain, Turkey and Cyprus are most popular in the summer, while Egypt and the
United Arab Emirates are usually visited in the winter. Vacations abroad and at home cost
roughly the same and Russian people are choosing the former.
The number of incoming tourists rose last year (2000). The largest number of visitors, or
741,000, came from Poland, followed by Finland, with roughly half of that. Rounding out the top
10, in order, were Germany, China, the United States, Italy, Latvia, Britain, Lithuania and
France.
Business travel to Russia rose by 9% to almost 2 million people.
The Moscow Times, April 20, 2001
Vocabulary notes on the text
travelling abroad
government figures
the Commonwealth of Independent States (CIS)
the department of strategic tourism development
The Economic Development and
Trade Ministry
to compile
border control records
the top destination
the former
путешествовать за границу
данные, представляемые правительственными ведомствами
Содружество Независимых Государств
департамент стратегического развития туризма
Министерство
экономического
развития и торговли
составлять
отчеты с пограничных контрольнопропускных пунктов
зд. наиболее посещаемое место
(дестинация)
первый (из перечисленных)
Task 2 Read the text once again and entitle it.
Task 3 Read the text and translate it. For help see the vocabulary notes that follow the
text.
The summer travel season is fast approaching and the government is tryiag to tighten its
grip on travel industry companies, while foreign partners are doing their best to collect on old
debts.
The Physical Culture, Tourism and Sport Ministry is preparing to create an
intergovernmental oversight commission for enforcing tourism legislation. Some of the first
companies likely to be affected are travel agencies in debt to Transaero airline: Moscow Tour,
more than 900,000 rubles; Eksotour, more than 2 million rubles; and Prestige International
Travel Center, 68,500 rubles.
The commission may also take up the case of the Zeus Travel, one of the country's
leading providers of travel services to Cyprus.
The Physical Culture, Tourism and Sport Ministry has refused to renew Zeus'
international travel and tourism license. Zeus had continued its operations after expiration of its
first license, during the review period for a second license; and the company provided travel
services outside the parameters of its license.
As a result of government's firm decision not to renew Zeus' license, the company may be
forced to change its well-known name.
Tour agents from Great Britain, Spain and Tunisia have already started to get tough with
Russia. The national representatives from Spain and Tunisia have filed official complaints with
the Russia government about the country's travel agencies. Tunisia has lodged a complaint
against Apeks Travel for not fulfilling its obligations to its partners.
A travel agency in Spain's Catalonia has been contemplating an offer to sell off a debt of
about 100,000 dollars owed it by a Russian partner.
From England, there are threats to compile an international blacklist of companies that
have failed to pay for English companies' services. This could cause a number of scandals on the
travel market. The names of debtor-companies have been kept confidential until now because
their problems had been considered only temporary.
The Moscow Times, February 14, 2000
Vocabulary notes on the text
to approach
to tighten one's grip
oversight commission
to enforce tourism legislation
to be affected
to take up a matter
to refuse to do smth.
expiration of a license
to start to get tough with
to file (to lodge) official complaint
with... against....
to fulfill obligations to
to contemplate an offer to do smth.
to fail to do smth.
to keep smth. confidential
to consider problems temporary
приближаться
усиливать контроль
наблюдательная комиссия
усилить законы, регулирующие
туристический бизнес
быть затронутым, пострадать
заняться каким-то вопросом
отказываться что-либо делать
истечение срока действия лицензии
начинать вести себя жестко в
отношении кого-либо
подавать кому-либо официальную
жалобу на кого-либо
выполнять обязательства по отношению к кому-либо
рассматривать предложение сделать что-либо
зд. не делать чего-либо
хранить что-либо в секрете, не
разглашать
считать (рассматривать) проблемы
временными
Task 4 Read the previous text once again and entitle it.
Task 5 Read the text and translate it. For help see the vocabulary notes that follow the
text.
These aren't easy times for promoting travel to Russia. For a few years following the
collapse of the Soviet Union, the country's increased openness sparked vast interest in tourism
around the world. But these days, interest is on the wane, especially as Russia is often portrayed
by media abroad as a bandit-ridden Babylon, where no one can ensure the safety and comfort of
foreign visitors.
'We tend to think of CNN as one of our biggest enemies', - said Robert Overend, area
director of sales and marketing for Marriott Hotels in Moscow, adding that he would like to see
the many positive aspects of Russia mentioned in media reports.
Many of the problems of travelling to Russia are well known. Russian travel visas are
expensive, and the requirements for obtaining them are cumbersome. And the trouble only
begins there. In fact, some travel problems are so acute, many have begun to wonder if foreign
travel is even welcomed by the Russian government.
According to experts, the situation at a number of airports is getting critical and is putting
off many travellers. In March a Belgian family was stopped and searched for no apparent reason
at Sheremetyevo Airport's terminal 2. As they were leaving Moscow, the group was separated
and some of its members subjected to vaginal and anal cavity searches.
Marcus Tabbutt-Ford, project manager for DRUM Resources Ltd. Risk-management
company says the number of incidents being reported at Sheremetyevo 2 has increased since
1999. He is aware of several recent occurrences in which a gun was drawn on a passenger in and
around the airport. As a result there has been an increase in demand for companies like his to
provide security for incoming travellers at the airport and even to deal with the aggressive taxi
drivers.
Customs officials can be as unwelcoming. For example, though currency restrictions are
supposedly being eased, visitors can still be grilled on how much money they enter Russia with,
and then how much they are exiting with - as if there was not a single automatic teller machine
(ATM) in the country from which you could have acquired extra cash. For many travellers, the
fact that these archaic regulations continue to exist is mystifying.
Russian visa requirements are stringent for tourists. Some travel agents that arrange visas
limit the tourist visa to 14 days, though the Foreign Ministry, which dictates commercial-andtourist-visa policy, puts the limit at one month. Current visa regulations also stipulate that in
order to receive a tourist visa, the tourist must have a booked accommodation in a hotel - a
serious obstacle for the more casual and spontaneous traveller or backpacker.
Foreign tourists who follow the visa regulations don't usually experience any problems,
while those who try to buck the system can run into trouble. Often, tourists book reservations in
a hotel to get a tourist visa, but then never actually check into the hotel once they arrive.
Problems later develop when officials discover the visa was never registered properly.
The Moscow Times, August 8, 2000
Vocabulary notes on the text
these aren't easy times
to spark vast interest
to be on the wane
to be cumbersome
to acquire extra cash
to grill on
automatic teller machine (ATM)
to buck the system
сейчас не простое время
пробуждать широкий интерес
зд. снижаться, замедляться
быть утомительным, сложным
получать дополнительные наличные деньги
зд. подвергать допросу с пристрастием
банкомат
сопротивляться,
вовать системе
противодейст-
Task 6 Read the previous text once again and entitle it.
Task 7 Read the text and translate it. For help see the vocabulary notes that follow the
text.
In December of the year 2000 almost all European Union countries agreed to grant
Bulgarians the right to travel visa-free for tourism and business, setting aside fears that they
might overstay to work illegally or seek social benefits. The new rules are expected to take effect
this spring.
The West won the Cold War in part with a slogan of 'freedom of movement', but then
imposed 'another curtain - on the other side', by requiring visas and, in many cases, not easily
granting them.
The travel issue was particularly galling for Bulgarians because the visa requirement was
seen both as an insult and a barrier to the growth of private business, blocking entrepreneurs
from making timely visits to customers and partners in EU countries.
The new privilege applies to travel from Bulgaria to the 13 of the 15 EU member states all but Britain and Ireland - that have joined the Schengen accord, which ended passport checks
on common borders. The recent action by a council of EU interior ministers was seen as a reward
to Bulgaria's nearly 4-year-old center-right government for its willingness to meet specific
requirements such as the introduction of hard-to-forge passports and tighter border controls.
Some people also saw it as recognition of the country's painful efforts to push forward
market-oriented economic reforms, its success in building a solidly democratic political system
and its support for NATO's air campaign last year against Yugoslavia.
The Moscow Times, January 20, 2001
Vocabulary notes on the text
willingness
to travel vise-free
to set aside fears
to overstay
to be galling for
an insult
the Schengen accord
зд. готовности
путешествовать без виз
отбрасывать в сторону опасения
оставаться в стране после окончания срока действия визы
быть обидным, оскорбительным
оскорбление, унижение
Шенгенские соглашения
Task 8 Read the text once again and entitle it.
Task 9 Read the text and translate it. For help see the vocabulary notes that follow the
text.
The Kommersant and Izvestia dailies reported on the 12th of April that the German
consulate had tightened its tourist visa policy and had rejected 90% of tourist visa applications
that day.
Germany is one of the most popular travel destinations for Russians in Western Europe.
Tobias Bergner, spokesman of the Germany Embassy, said that he was unaware of any
change in the consulate's policy. He said that the consulate had been perhaps easier on some
'privileged' agencies, and now the rules were just being enforced. Privileged agencies were
entitled to obtain tourist visas without the clients having to appear at the consulate. About 60
firms, including Altus and Chaika Tur, are among the firms with 'privileged' status.
Bergner said Russians wanting visas for purposes other than tourism are required to
appear at the consulate in person.
General director of the Chaika Tur, an agency that specializes in German tourism, says
that 75% of his clients are individual travellers, while the consulate is accepting tourist visa
applications only for people on group tours.
The Moscow Times, April 15, 2001
Vocabulary notes on the text
зд. ужесточать визовую политику
заявление с просьбой о выдаче визы
зд. отказать в выдаче виз
посольство ФРГ
не знать, быть не в курсе
зд. ужесточить требования
to tighten tourist visa policy
visa application
to reject
German Embassy
to be unaware of
to enforce rules
Task 10 Read the text once again and entitle it.
Task 11 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Russians who obtain visas to Scandinavian countries and Finland are now able to use the
permits to travel throughout the rest of the European Union.
Sweden, Norway, Denmark, Iceland and Finland on April 14 2001 joined the Schengen
1985 accord, which gives travellers from non-EU nations the right to move freely between most
European countries.
The move simplified travel for Russians by allowing them to visit all EU countries except
Britain and Ireland with a single visa. For the law-abiding citizens it is a clear benefit. Travellers
should apply for a visa to the consulate of the country that they really plan to visit instead of
option for a country with less complicated visa requirements. It is recommended not to conceal
the real country of destination.
To get a finish visa an applicant still needs to submit a foreign passport, an invitation and
medical insurance. The Danish Embassy, in contrast, does not require the insurance. The prices
remained about the same - between $20 to $30, depending on the country.
But some Russians are unconvinced that the northern nations' inclusion in the Schengen
accord will do anything more than make the process of obtaining visas more complicated.
Travellers who already have visas to these countries are still able to travel with them, but
only to the country that issued the visa.
Finland was the most popular destinatio'n among the northern nations, with 316,000 visas
being issued to Russians last year, according to the Finnish Embassy.
Sweden and Norway processed about 50,000 visas each, while Denmark handed out
15,000 and Iceland 1,200.
The Moscow Times, April 16, 2001
Vocabulary notes on the text
to obtain a visa to Norway
the rest of the European union
to simplify travel
law-abiding
to apply for a visa to the consulate
instead of option for
complicated visa requirements
to conceal
to remain about the same
получать визу в Норвегию
зд. остальные страны Европейского Союза
упрощать путешествие
зд. законопослушный
запросить визу в консульстве
вместо того, чтобы выбирать
сложные визовые требования
скрывать, утаивать
оставаться почти такими же
to be unconvinced
to issue (to process) the visa
Task 12 Read the text once again and entitle it.
не быть уверенным
выдавать визу
Unit 7
Tourist Promotion
(Раздел 7. Рекламная деятельность в туризме)
Objectives:
To give a definition of tourist promotion.
To learn about various kinds of promotion.
To talk about special skills desirable to carry out promotion.
Vocabulary notes
tourist promotion
residents of urban centers
to be prosperous
income of
disposable income
fringe benefits
paid vacations
seasonal bias
vacation season
to go off to a resort
resort in the mountains or at the
seashore
to promote heavily
to leave Paris in august for the
south of France
to endure a cold
ski facilities
amenities
familiarization tour
to purchase
throwaways
disgruntled tourists
to spread around
winter sports enthusiasts
publicity
рекламирование туризма
жители крупных городов
быть преуспевающим
доход, прибыль
чистый доход, доход после уплаты
налогов, располагаемый доход
дополнительные льготы
оплачиваемые отпуска
сезонные колебания потока туристов
сезон отпусков
отправляться на курорт
курорт в горах или на берегу моря
активно пропагандировать, содействовать продвижению туристических
услуг на туристическом рынке
уезжать в августе из Парижа на юг
Франции
переносить холод, жить в суровых
(холодных) климатических условиях
оборудование для занятий
лыжным спортом
приспособления, удобства
ознакомительная поездка
приобретать, покупать
рекламные листы, буклеты
разочарованные, расстроенные туристы
распространять
поклонники, энтузиасты зимних
видов спорта
массовая реклама, пропаганда
Warming up
Task 1 Work in pairs. Discuss the following points.
1. What does promotion include?
2. What is the purpose of tourist promotion?
3. What are the media?
4. What is the difference between print media and broadcast media?
Vocabulary focus
Task 1 Read and translate the following international words:
established
industrialized
enthusiasts
conglomerations
manipulate
resident
to attract
media
special-interest
concentrate
urban centers
seasonal
term
differentiate
stewardess
Task 2 Match the words or word-combinations with their definitions.
1. Promotion
2. Destination advertising
3. Fringe benefits
4. Throwaway
5. Media
6. Brochure
7. Credit card
8. Familiarization
9. Direct mailing
a) a one-page advertising that can be widely distributed by
mail or by hand
b) a pamphlet usually put out for promotional purposes
с) a form of promotion that involves mailing brochures or
throwaways to a selected list of people
d) making something familiar or known
e) the paid vacation
f) advertising that stresses a resort area or some other tourist
destination
g) the means of spreading information
h) paid advertising and public relations efforts that in case of
tourism encourage recreational travel
i) a card issued by a bank to a person with a good credit rating
Task 3 Fill in the blanks with suitable words:
plenty
transfer
return
cruise
gold
gentle
opportunity
hunt
breathtaking
famous
temples
chance
magnificent
stay
pool
1. The 'Egyptian Adventure' offers you the chance to see the most_______treasures of
ancient Egypt and include a luxurious four-day_____on the world's most romantic river.
2. You fly to Cairo on an Egypt Air Airbus 300, and____in the magnificent Cairo
Sheraton Hotel.
3. You will have the_____to visit the Egyptian Museum and see the____from
Tutankhamun's Tomb.
4. There will also be an _____ to visit the pyramids and the Sphinx.
5. Shoppers can____for souvenirs in the bazaar.
6. Then you fly to Aswan, where you begin the______four-day cruise down the Nile to
Luxor.
7. On the way you will visit the_____at Kom Ombo, Edfu, and Esna.
8. When you arrive at Luxor, you____to the Luxor Sheraton Hotel. Visit the_____
Valley of the Kings and the_____Tempie of Karnak.
9. There will be_____of free time to relax by the_____ or go shopping in the city.
10. After two days, you_____ to London via Cairo.
Task 4 Match the words and word-combinations on the left with their Russian
equivalents on the right.
1) to retain
2) for tourism to grow
3) disposable incomes
4) fringe benefits
5) a resort in the mountains
6) a resort at the seashore
7) an attractive resort
8) hotel chain
9) publicity
10)facilities and amenities
11) means of spreading information
12) to reach the largest market
13) to differentiate between
14) a major topic of conversation
15) to be a powerful force
16) to keep smb. honest
a) дополнительные льготы
b) горный курорт
c) сохранять
d) популярный курорт
e) сеть гостиниц
f) массовая реклама
g) имеющиеся в распоряжении клиента деньги
h) чтобы туризм увеличивался
i) иметь самую большую аудиторию
j) морской курорт
k) делать, проводить различие между чем-либо
1) главная тема разговоров
m) средства распространения информации
n) оборудование и удобства
o) заставлять быть честным
p) быть серьезным фактором
Reading
Task 1 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Parti I
There are three aims of most tourist promotion. The first is to retain the established
market of people for whom travel is a normal form of recreation. Generally they are likely to be
between thirty and fifty years of age, well educated, residents of urban centers, and prosperous,
with income of $25,000 a year or more.
The second purpose of tourist promotion is to increase the size of the market. In order for
tourism to grow, it is necessary to attract people who would not have traveled much until the last
few years. These include not only office workers, but also industrial workers with much larger
disposable incomes than ever before. It is significant for tourism that labor unions, having
achieved high wage levels for workers in the industrialized countries, now fight for fringe
benefits such as longer paid vacations and shorter workweeks.
The third goal of tourist promotion has been to overcome what might best be called its
seasonal bias. In many countries, summer was the traditional vacation season. In the United
States, for example, people went off to a resort in the mountains or at the seashore during the hot
months. In France, the summer vacation has extended even to the shutting down of many stores
and small businesses. Hundreds of thousands of Frenchmen leave Paris in August for the south
of France or for destinations outside the country.
Winter vacations have been heavily promoted to spread tourism more evenly throughout
the year. There has been a big increase in facilities for winter sports. The biggest attraction of all,
especially to people who must endure a cold and gloomy northern winter, is a vacation in sun.
Some areas have been able to combine both attractions. The winter sunshine of Marrakech in
Morocco, for example, has long made it an attractive resort, and now ski facilities have been
developed in the nearby Atlas Mountains for winter sports enthusiasts.
Many different organizations are involved in tourist promotion. They include official and
semi-official tourist bureaus, the transportation companies, tour operators, retail travel agents,
and individual hotels or hotel chains. Through their tourist offices, governments do a great deal
of travel promotion, both in the form of advertising and publicity.
There are two major kinds of promotion - publicity and advertising. Publicity might well
be termed free advertising. It consists of stories placed in newspapers and magazines about
travel, accommodation, restaurants, and other parts of the whole tourist industry. Many
newspapers and magazines carry such stories regularly as features. Indeed, professional travel
writers journey from resort area to resort area to report on the facilities and amenities that are
available.
Another kind of tourist-connected public relations comes under the heading of
familiarization. People in the industry, especially those involved in sales - notably travel agents are frequently provided with free trips to tourist destinations. At best, they may be so impressed
by what they see that they will push that area or resort. And at least, they will be able to answer
questions from their own experience. Familiarization trips are often extended to other people in
the tourist industry, especially tour operators and employees of the transportation companies and
government bureaus.
Tourist advertising is a large business in itself. Most of the advertising is directed toward
the large tourist-generating regions - the United States and Canada, Western Europe and Japan.
Within those regions, advertising is concentrated in particular areas. In Canada and the United
States, the cities of the northeast and of the Pacific coast produce more travellers than other
areas, so they receive a great deal more advertising. In Japan and Europe travel and tour
advertising is concentrated in urban conglomerations like Tokyo, Osaka, London and Paris.
Part II
Media is a term that is used for the different means of spreading information in the form
of news and advertising. Newspapers and magazines - the print media - and radio and television the broadcast media - are usually included in the term. Once the market area has been pinpointed,
the advertiser tries to select the particular medium that will reach those people who are likely to
purchase the services that he is promoting.
Television reaches the largest market, one that generally cuts across different social and
income groups. TV time is also very expensive, so it is used principally by transportation
companies and government tourist agencies for institutional advertising, keeping the name of the
company or the region in the public view without giving many specific details about services.
Radio serves a more limited audience. Radio, however, is unique in that it can reach people
driving their automobiles.
Of the print media newspapers reach the broadest group of people. Many papers in big
tourist markets - the Moscow Times, for instance - have a weekly travel section. In addition to
feature stories, the travel section carries many ads for particular tours and particular resorts. A
person who has been intrigued by a general destination because of the colorful pictures on TV or
travel posters could then find in the newspaper specific details about accommodation, tours, and
prices.
Most magazines nowadays are direpted to special interest groups. Some institutional
advertising appears in magazines, but for the most part they carry advertising directed to the
groups who read the magazines.
Another form of advertising is the brochure. It can be an elaborate pamphlet on glossy
paper with beautiful color photographs, or a simple throwaway with a page of details for a tour.
Tour operators distribute brochures and throwaways in large numbers to travel agents in the
market area they are trying to reach.
A great deal of tourist advertising, especially of the institutional variety, stresses the
destination, and in fact this is known as destination advertising. It is now generally accepted that
the public does not really differentiate between one airline and another, no matter how pretty the
stewardesses, how elaborate the meal service, or how brightly painted the aircraft. What the
public is buying is essentially a destination, and that is what most of the airlines are emphasizing
in their current campaigns.
Perhaps the most effective kind of tourist promotion is the one that cannot be
manipulated by the industry. This is word of mouth, what one person says to another about his
vacation. And this is indeed a major topic of conversation among people who travel. Like news
stories, the results of word of mouth can be good or bad. A recommendation of a resort or hotel
by one family to another can significantly influence the choice people are likely to make. On the
other hand, a bad report spread around by disgruntled tourists may sharply cut tourism. Word of
mouth guarantees that the tourist industry will provide more or less what it promises. One might
say that it is a powerful force in keeping the industry honest.
Vocabulary notes on the text
destinations outside the country
to spread tourism
to carry ads
bad report
vacation in sun
to answer questions from one's
own experience
elaborate pamphlet
word of mouth
to be a powerful force
to keep smb. honest
зд. места отдыха за пределами
своей страны
зд. распределять поток туристов
зд. содержать рекламные объявления
зд. негативная информация
зд. отпуск в теплых краях
отвечать на вопросы исходя из
своего собственного опыта
искусно выполненное печатное
издани
зд. устный рассказ о личных
впечатлениях
зд. являться серьезным фактором
заставлять кого-либо оставаться
честным
Task 2 Read the both parts of the text once again and entitle them.
Reading check
Task 1 Look through the text once again and find the English equivalents for:
жители крупных городов
активно содействовать продвижению туристических услуг
преодолевать сезонные колебания
определяться с рынком потребителей туристических услуг
уезжать на курорт
закрывать магазин на несколько
дней
распределять
поток
туристов
равномерно по всему году
поклонники зимних видов спорта
оборудование и удобства
сеть гостиниц
«продвигать» отдых на конкретном
курорте
отвечать на вопросы исходя из
своего собственного опыта
поставляющие туристов районы
в определенных районах Тихоокеанское побережье
другие средства распространения
информации
охватывать большие рыночные
пространства
информация
доходит
и
до
водителей
целенаправленная публикация
не проводить различий
тщательно сделанное (выполненное)
печатное издание
устный рассказ о личных впечатлениях
влиять на выбор клиентов
являться значительной силой
Task 2 Look through the text once again and give the Russian equivalents for the
following phrases:
a normal form of recreation
disposable incomes
fringe benefits
to spread tourism
publicity and advertising
facilities and amenities
to push an area or a resort
familiarization trip
tourist-generating region
to purchase services
to reach people
an elaborate pamphlet
a simple throwaway
significantly influence
disgruntled tourists
a powerful force
to keep the industry honest
Task 3 Look through the text and match the words on the right with the suitable
attributes on the left.
1) powerful
2) disgruntled
3) destination
4) travel
5) feature
6) particular
7) simple
8) tourist-connected
9) seasonal
10) familiarization
11) tourist-generating
12) government tourist
13) the broadcast
14) different income
15) specific
16) limited
a) advertising
b) posters
c) story
d) resort
e) throwaways
f) tourist
g) force
h) details
i) audience
j) media
k) groups
1) public relations
m) regions
n) bias
o) trip
p) agencies
Comprehension
Task 1 Answer the questions.
1. What has the first aim of most tourist promotion been in the last few years?
2. What is the second purpose of tourist promotion?
3. In what way is the effort by unions to obtain more fringe benefits for workers
significant to the tourist industry?
4. What is the third aim of recent tourist promotion?
5. What has been done to spread tourism more evenly during the year?
6. What kinds of organizations are involved in tourist promotion?
7. What is publicity considered to be?
8. What are some types of publicity in tourist promotion?
9. How do professional travel writers provide publicity for tourism?
10. What are another kinds of tourist-connected public relations?
11. Where is most tourist advertising directed to?
12. What kind of market does television reach?
13. What kind of advertising is television used for?
14. Why does radio serve a more limited audience?
15. What kind of promotion and advertising are carried by the newspapers?
16. To what kind of market is most magazine advertising for tourism directed?
17. What kinds of brochures are used in travel advertising?
18. How are brochures and throwaways distributed?
19. Why does much of the advertising of transportation companies f stress destination
now?
20. What effective form of tourist promotion cannot be controlled by the industry?
21. What does word of mouth guarantee concerning the tourist industry?
Task 2 Say what statements are true and what ones are false.
Comment on the true statements and correct the false ones.
1. Very little advertising is carried on by the tourist industry.
2. The only group within the tourist industry that carried on promotion is made up of
the transportation companies.
3. Fringe benefits such as paid vacations and longer weekends are an important factor
in the growth of tourism.
4. Tourist promotion has only tried to retain the existing market of well-to-do, middleaged people who travel anyway.
5. There has been a great deal of efforts by the tourist industry to spread recreational
travel more evenly throughout the year.
6. Magazines and newspapers never carry stories or articles about tourism or travel.
7. Travel agents, airline employees, and other tourist industry personnel often receive
free trips to resort areas so that they can get to know different tourist places.
8. Tourist promotion is equally spread throughout the world since all places generate a
large volume of tourist traffic.
9. Tourist statistics are never used to find out where travellers come from.
10. The different information media reach different groups of people.
11. Television time is cheap; thus, it is frequently used to advertise the details of specific
tours.
12. Magazines are used to reach special interest groups with both institutional
advertising and information about particular tours.
13. Brochures about tours are frequently mailed to people who are credit card holders.
14. All current airline advertising emphasizes in-flight services since it had been
determined that this is what makes people want to fly.
15. Word of mouth has no influence on decisions that other people make about where to
go on their vacations.
16. Word of mouth is helpful to the tourist because it helps to make the industry live up
to its own advertising claims.
Task 3 Insert the corresponding English words and word-combinations for the Russian
components in brackets.
1. The first aim of most (усилия по содействию туризму) is to retain the established
market of people for whom travel is a normal (форма отдыха).
2. The second purpose of tourist promotion is to (увеличивать размер) of the market.
3. In order for tourism to grow, it is (необходимо привлекать) people who would not
have traveled much until the last few years.
4. It is significant for tourism that labor unions, having achieved (высокий уровень
заработной платы) for workers in the industrialized countries, now fight for (дополнительные
льготы) such as longer paid vacations and shorter workweeks.
5. The third goal of tourist promotion has been to (преодолеть то, что) might best be
called its seasonal bias.
6. Hundreds of thousands of Frenchmen (уезжать из) Paris in August for the south of
France or for destinations outside the country.
7. Winter vacations have been heavily promoted to (распределять) tourism (более
равномерно по всему году).
8.
The biggest attraction of all, especially to people who must endure a cold and
gloomy northern winter, is а (отпуск в теплых краях).
9.
Through their tourist offices, governments do а (большой объем) of travel
promotion, both in the form of advertising and publicity.
10. Publicity consists of stories placed in newspapers and magazines about travel,
(проживание, рестораны), and other parts of this industry.
11. People in the industry, especially those (занятые в торговле) - notably travel agents
- are frequently provided with free trips to tourist destinations.
12. Professonal travel writers (путешествуют с одного курорта на другой) to report on
the facilities and amenities that are available.
13. (Ознакомительные поездки) are often extended to other people in the tourist
industry, especially tour operators and employees of the transportation companies and
government bureaus.
14. In Canada and the United States, the cities of the Northeast and of the
(Тихоокеанское побережье) produce more travellers than other areas.
15. (СМИ) is a term that is used for the different means of spreading information in the
form of news and (реклама).
16. Once the market area has been pinpointed, the advertiser tries to select the
(конкретное средство) that will reach those people who are likely to (продать) the services that
he is promoting.
17. A person (кто был заинтригован) by a general destination because of the colourful
pictures on TV or travel posters could then find in the newspaper specific details about
(размещение в гостинице), tours, and prices.
18. A brochure can be an elaborate pamphlet on glossy paper with beautiful colour
photographs, or а (простые рекламные буклеты) with a page of details for a tour.
19. Like news stories, the results of (личные впечатления) can be good or bad.
20. Word of mouth guarantees that the tourist industry will (предоставлять почти
столько всего, сколько) it promises.
Speaking
Task 1 Define what tourist promotion is. Use the following words and wordcombinations:
to retain the established market
to increase the size of the market
to overcome the seasonal bias in tourism
to attract not only office workers, but also industrial workers
much lprger disposable incomes
to fight for fringe benefits
longer paid vacations and shorter workweeks
Task 2 Divide the text into logical parts and entitle each of them.
Task 3 Work in pairs.
A. Look at the following words and phrases and think up a story that might combine
them all. You may reorder them in any way you want using any form of the verb.
to be involved in tourist
promotion
official and semi-official
tourist bureau
a big increase in facilities
for winter sport
to endure a cold and gloomy
winter
to be able to combine both
attraction
to produce more travellers
than other areas
a recommendation of a re
sort or hotel
a major topic of conversation among people who
travel
B. When you have decided upon the story, tell it to your partner. Then listen to that of
your partner. Ask each other as many questions as you can to learn further details or clarify
some points.
Task 4 Give summaries of the logical parts you have divided the text into.
Task 5 Speak individually or arrange a discussion on the following.
•
•
•
•
The reasons for which people might want to visit Russia.
The tourist facilities that are available in Nizhny Novgorod.
The means of transportation to reach Nizhny Novgorod.
The markets that generate tourism to Nizhny Novgorod.
Additional reading
Task 1 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Art, architecture and culture join with virgin wilderness and sun-splashed beaches,
making Russia truly an adventurous traveller's wonderland. From the volcanoes and geysers of
Kamchatka, through the Siberian taiga to the mineral spas around the Black Sea coast, it can not
be said Russia has nothing to offer the average tourist.
The World Tourism Organization considers Russia a country with great potential for
tourism development. But figures cited by tourism experts showed that 70 percent to 80 percent
of the 3.5 million foreign tourists that came to the country last year rarely ventured father than
Moscow, St. Petersburg and perhaps the Golden Ring. Most foreigners don't know what they are
missing. They don't realize they could be taking a cruise along the waters of the Volga, bathing
in hot springs surrounded by volcanoes in Kamchatka or taking a boat over the crystal-clear
waters of Lake Baikal.
But this goes for quite a few Russians too. For 70 years, access to a large part of the
country was restricted for many Russians; and then with the collapse of the Soviet Union, many
of these local tourists headed off abroad.
An alternative Seven Wonders of the World could easily be unearthed on Russia's
territory, if only tourists and governments were willing to dig them out. Most agree it is difficult
to tie Russia down to only seven wonders - yet the country still has to catch on as important
destination internationally.
The Moscow Times, May 5, 2000
Vocabulary notes on the text
virgin wilderness
sun-splashed beaches
wonderland
mineral spas
the average tourist
to venture
to miss
to realize
hot springs
to be restricted
the collapse of the Soviet Union
local tourists
to head off abroad
to unearth
to dig out
to catch on
девственная природа
залитые солнцем пляжи
страна чудес
минеральные источники
средний турист
рисковать
упускать, пропускать, лишать себя
понимать
горячие источники
быть ограниченным
крушение Советского Союза
туристы, путешествующие внутри
страны
направляться за границу
найти, разыскать
раскапывать, находить
становиться известным
Task 2 Read the previous text once again and entitle it.
Task 3 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Russia is probably best known for its well-traipsed route of St. Petersburg and Moscow the introduction points for the average tourist and about as far as many are likely to venture.
Considered the heart of Russia, Moscow is described by travel operators as a place where
ancient Russia meets the Soviet Union and capitalism - illustrated by the golden onion domes of
the Kremlin's Orthodox churches, which look out past Lenin's mausoleum and over the massive
GUM shopping complex.
St. Petersburg, on the other hand, is considered to be a more European capital. The
creation of Peter the Great, it is the best known for its 18th- and 19th-century palaces; the Peter
and Paul fortress, a former prison; the Hermitage Museum; and the Nights.
Often favored over Moscow by tourists, St. Petersburg is one of the few cities that has
allocated money from its budget to support the development of tourism.
The Golden Ring is a group of towns and cities - including Suzdal, Vladimir, Yaroslavl,
Kostroma and others - which once played an important political, spiritual and cultural role in
ancient Russia. They offer a host of restored and abandoned churches, monasteries and
fortresses, rich museums and preserved wooden villages. Whereas in the mid-1980s, the circuit
would draw 2 million to 3 million foreign tourists a year, by 1999 this figure had dropped to
around 200,000. Now Russian tourist companies are promoting their cruises and tours more to
Russian tourists in a bid to attract them to the region, and are offering different itineraries such as
tours focusing on the ring's artisan heritage.
The Moscow Times, May 5, 2000
Vocabulary notes on the text
well-traipsed route
average
to venture
Ancient Russia
the golden onion domes
хорошо освоенные маршруты
в среднем
рисковать
Древняя Русь
церкви с куполами в виде золотых луковиц
preserved wooden villages
to drop to
abandoned churches
to play a spiritual and cultural role
in a bid
artisan heritage
архитектурные заповедники деревянного зодчества
зд. снижать
заброшенные церкви
играть роль в духовной и культурной жизни
зд. стремясь что-либо сделать
зд. передаваемое из поколения в
поколение
ремесленное
мастерство
Task 4 Read the previous text once again and entitle it.
Task 5 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Set on the Black Sea coast against the backdrop of the snowcapped Caucasus Mountains,
the beach resort town Sochi was for a long time the place to spend a vacation, with its
subtropical climate, warm seas, arboretum and gardens.
The breakup of the Soviet Union saw many Russians jetting off abroad, and Sochi's
yearly tourist intake fell. Last year, however, as a result of the 1998 financial meltdown,
Russians had less cash for trips abroad and many returned to resorts that they knew well,
resulting in a good tourist season for Sochi.
Most tourists visit Sochi to relax on the beaches, swim in the sea and partake of its
favorable climate; but its mineral spas and sanatoriums make it an ideal health resort. Its healing
waters attract people seeking to cure rheumatism and recover from illnesses. The city would
benefit greatly by improving its infrastructure base, and could draw tourists to the area year
round by developing better ski-resort facilities at nearby Krasnaya Polyana, a 600-meter-high
settlement set in the mountains and alpine glades.
Anapa, also on Russia's Black Sea coast, has the reputation of being the best curative spa
town for children. The town has great potential, but it still lacks direct flights to places in Europe
and America.
The Moscow Times, May 5, 2000
Vocabulary notes on the text
against the backdrop
beach resort town
arboretum
the breakup of the Soviet Union
to jet off abroad
tourist intake
financial meltdown
to partake
mineral spas
ideal health resort
to cure rheumatism
recover from illness
ski-resort facilities
alpine glades
Black Sea coast
the best curative spa town for
children
на фоне
пляжный курортный город
дендрарий
распад СССР
улетать на самолете за границу
количество принимаемых туристов
финансовый обвал
наслаждаться
курорты
с
минеральными
источниками
идеальный оздоровительный курорт
лечить ревматизм
восстанавливаться после болезни
возможности лыжного курорта
альпийские ледники
Черноморское побережье
лучший курортный город для
детей
прямые рейсы
direct flights
Task 6 Read the previous text once again and entitle it.
Task 7 Read the text and translate it. For help see the vocabulary notes that follow the
text.
For those seeking natural height, Russia's best attractions may be the Altai and Caucasus
Mountains. Untouched, unharmed and largely undiscovered by Western tourists, the so-called
golden mountains of Russia's Altai republic are noted for being among the most beautiful and
primordial parts of Siberia.
The Altai mountain chain is set in a rich and diverse landscape of steppe, taiga and semidesert, and stretches about 2,000 kilometers from Mongolia's Gobi Desert to the West Siberian
Plain, through Chinese, Mongolia, Russian and Kazakh territory.
Altai is known for its primordial scenery, the exceptionally clear water of Lake
Teletskoye, mysterious rock drawings, tombs beneath mounds and ancient archaeological
treasures.
In 1999, the Altai republic received about 200,000 tourists, but the flow of visitors was
unorganized and could pose an environmental danger to the area. Altai has great opportunities to
develop ecological and cultural tourism, and it has resorts for tourists, but these are 5 hours away
from the international airport at Barnaul and are not connected to one another. Access to some
areas is difficult and sometimes only possible by helicopter, horseback or on foot.
Areas of the Caucasus mountains, which rise dramatically above the Black Sea coast and
run down to the Caspian Sea, are known for their plant diversity, subalpine pastures grazed by
wild animals and lack of human disturbance. Here, one can go skiing, scale Europe's highest
peak - the 5,642-meter Mount Elbrus - and relax at the spas of Mineralniye Vody. Home to a
range of cultures, peoples and languages, the Caucasus also stretch into the more troubled
regions of Dagestan and Chechnya, so travel is unsafe in some areas.
The Moscow Times, May 5, 2000
Vocabulary notes on the text
искать естественные возвышенно-
to seek natural high
сти
untouched and unharmed
primordial
semi-desert
to stretch
mysterious rock drawings
tombs beneath mounds
ancient archaeological treasures
to pose an environmental danger
access
by horseback or on foot
plant diversity
subalpine pastures
lack of human disturbance
to scale Europe's highest peak
нетронутые и ненарушенные
первобытные
полупустыня
простираться
таинственные наскальные рисунки
захоронения внутри курганов
древние археологические сокровища
представлять экологическую опасность
доступ, проезд
на лошади или пешком
зд. разнообразие растительного мира
субальпийские пастбища
отсутствие человеческого вмешательства
взбираться на высочайшую в
Европе вершину
Task 8 Read the previous text once again and entitle it.
Task 9 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Getting out of airplane at Kamchatka, one is surrounded on three sides by volcanoes in a
land of the most amazing virgin nature.
Kamchatka, a more than 1,000-kilometer-long peninsula dividing the Sea of Okhotsk
from the Pacific Ocean, is said to be one of the least explored regions on Earth.
The most amazing attraction is the Valley of the Geysers in Kronotsky National Park,
which was only discovered in 1940s. Its 180 or more volcanoes, thermal activity, hot springs,
heated rivers and geysers should be enough to attract any tourist in their right mind. Inhabited by
less than one person per square kilometer, the peninsula boasts at least 14,000 rivers, 10,000
lakes, thousands of brown bears and sables, and hundreds of bird and plant species indigenous to
the area.
Once closed to foreigners, the region last year attracted 4,000 visitors. Many people flew
over from America and Japan for the chance to hunt and fish, but this type of tourism could pose
a threat to the natural environment.
Kamchatka's nature is a beautiful wilderness, but there are no roads and the only means
of transport is helicopter. But now all helicopters are in the hands of one company, so the prices
are non-competitive.
The Moscow Times, May 5, 2000
Vocabulary notes on the text
to be surrounded
amazing virgin nature
peninsula
attraction
the Valley of the Geysers
hot springs
to boast
sable
plant species indigenous to the
area
for the chance to
to pose a threat to
environment
wilderness
helicopter
быть окруженным
удивительная девственная природа
полуостров
зд. притягательное место
долина гейзеров
горячие источники
хвалиться, хвастаться
соболь
виды растений, встречающиеся
только здесь
зд. ради того, чтобы
представлять угрозу для кого-либо
окружающая среда
дикая природа
вертолет
Task 10 Read the text once again and entitle it.
Task 11 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Among the best waters to ply are the crystal-clear depths of the pearl of Siberia - Lake
Baikal - one of the genuine Seven Natural Wonders of the World.
An impressive spectacle near the border of Russia and Mongolia, Lake Baikal is 636
kilometers long and 80 kilometers wide - and is the world's deepest lake. Surrounded by forests
and mountains peaks, the waters are transparent to a depth of 40 meters in the summer, and
freeze over so thick in the winter that the ice can reach over a meter thick.
The lake has more than 2,000 recorded plant and animal species - bears, elk, lynx, sables,
freshwater seal, trout, salmon and sturgeon. 336 rivers feed Lake Baikal, with only one river
feeding out. However, its ecological system is threatened by over fishing and pollution from the
Selenga River and the Baikal Pulp and Paper Mill.
The nearby city of Irkutsk, an old merchant town on the tea-trading road between Russia
and China, provides easy access to Lake Baikal. But the Eastern Shore of Baikal in Buryatia is
less explored, and contains some amazing flora and fauna, national parks and a most picturesque
landscape. Last year the region received 35,000 tourists, of whom 24,000 were Russian tourists
and 11,000 were foreign, mainly from Asian countries such as Japan and China. However, it has
a less-developed infrastructure, with fewer roads, restaurants and places to stay, and no
international airport. The best way to arrive is perhaps by the Trans-Siberian Railroad.
The Moscow Times, May 5, 2000
Vocabulary notes on the text
to ply waters
pearl
the genuine seven natural wonders
of the World
to be surrounded
transparent
plant and animal species
elk
lynx
freshwater seal
trout
salmon and sturgeon
to be threatened
over fishing
pulp and paper mill
merchant town
to provide easy access
the eastern shore
to be explored
places to stay
путешествовать по воде
жемчуг, жемчужина
зд. настоящие семь природных чудес света
быть окруженным
прозрачный
виды растений и животных
лось
рысь
пресноводный тюлень
форель
лосось и осетр
подвергаться угрозе
чрезмерный отлов рыбы
целлюлозно-бумажный комбинат
торговый город
позволять легко добраться
восточный берег
быть исследованным
места для проживания
Task 12 Read the text once again and entitle it.
Task 13 Read the text and translate it. For help see the vocabulary notes that follow the
text.
Siberia tends to conjure up images of frozen wastelands and political prisoners exiled to
labor camps, but the region has many natural, historical and cultural wonders waiting to be
explored.
One of the most famous ways to explore Siberia's vast expanse is the mystical TransSiberian Railroad.
The Trans-Siberian Railroad is now the longest continuous rail line on Earth. Lake
Baikal, Ulan Ude in Buryatia and Vladivostok, Russian Far East, are all along the journey. The
mammoth trip over seven days and across eight time zones can transport a traveller from
Moscow to Irkutsk and then Vladivostok. Other popular options are the Trans-Manchurian and
Trans-Mongolian lines, which take travellers to Ulan Bator and Beijing.
The Moscow Times, May 5, 2000
Vocabulary notes on the text
вызывать в воображении картину
пустынные земли
ссылать в трудовые лагеря
огромная протяженность
непрерывная
железнодорожная
to conjure up image
wastelands
to exile to labor camps
vast expanse
continuous rail line
линия
journey
дороге
the mammoth trip
other popular options
гигантское путешествие
другие популярные маршруты
путешествия
зд.
путешествие
по
железной
English-English vocabulary
of tourist terms
(Англо-английский словарь туристических терминов)
A la carte type of menu where each dish is individually priced
Abroad in a foreign country; overseas
Accelerated made quicker
Accommodations places at which travellers can obtain a bed (and usually food) while on
a trip (hotels, motels, inns, camping grounds, and so forth)
Accompaniments equipment on a dining table such as salt, pepper, etc.
Accompany travel with
Accurate correct
Activity holidays holidays offering special activities such as walking or cycling
Additional extra
Adjoining next to each other
Advance reservations reservations made by guests before they arrive
Advertisement notice of object or service for sale
Advertising agency company which prepares advertisements
Air-conditioning system system controlling air quality and temperature
Allocation of accommodation deciding in which room each guest will stay
Alteration change
Amenities places to go to and things to do
American Plan full board
Amount quantity
Amusement park an area that offers different kinds of amusements or entertainments,
such as thrill rides, magic shows, and so forth.
Apart from except
Aperitif alcoholic drink taken before a meal
Appeal attraction
Appointed chosen
Appointment time arranged for a meeting
Appropriate suitable
Architecture buildings and styles of making them
Area code telephone number for a part of the country
Arrival and departure cards/ embarkation and disembarkation cards cards filled out
by international passengers, usually for statistical purposes
Atmosphere feeling; ambience
Attend to deal with
Audio visual presentation presentation making use of sight and sound, e.g. with tape
recordings and films
Automatically without special instructions; by itself
Available ready for use
Banquet large, formal dinner
Based located
Based on calculated on
Basic charges charges that do not include any extra services or orders
Bed plan plan used by a tour operator, which describes the flight arrangements and hotel
arrangements for tour groups
Beverage drink
Biannually twice a year
Bill record of what the customer must pay
Block booking booking of a number of beds at one time
Booking reservation
Book-keeper person who records money paid and received
Boutiques small shops
Branch local office of a company
Brochure a pamphlet usually put out for promotional purposes.
Brochures small book or booklet giving information
Budget financial plan
CAB the Civil Aeronautics Board of the US Department of Transportation. It regulates
such matters as routes and fares within the United States.
Calculate compute; work out
Cancellation message from a person with a booking saying he isn't coming
Capacity number that can be accommodated
Car ferry a ship that carries automobiles and passengers across relatively small bodies of
water like the English Channel
Car rental agency / car hire a service for renting automobiles for short periods of time
Carafe open glass container for wine, water, etc.
Caravan / van a type of automobile with sleeping space. In camping, the traveller carries
a tent or other equipment with him
Caravanning / camping travelling with one's own facilities for shelter and often for
eating
Carrier transport company, e.g. airline, ferry company
Carving cutting meat, etc.
Casino a place for gambling
Category type class
Catering services / the restaurant and bar business services where the public can
obtain food and drink
Charged to ...account put on ... bill
Charter plane an aircraft that has been rented to fly when and where the service is
desired
Chartering renting an aircraft, usually from a nonscheduled airline
Chat informal talk
Check against compare with
Checking in registering
Chef cook who works in a large kitchen
Chilled made cold
Chips / French fries / pommes frites deep-fried fingers of potato (GB / US / Fr)
CIT
charter inclusive tour. This is a packaged tour that uses chartered aircraft for
transportation
Clarification extra information to make something clear
Classification way of dividing
Clerk office worker
Coach comfortable bus, often used over long distances
Coast the part of the land where it joins the sea
Cocktail bar bar for drinks before dinner
Commemorate is in memory of
Comments things to say
Commission a percentage of the price of a sale that is paid to the seller
Common usual
Complimentary free
Compulsory necessary; obligatory
Computer terminals electronic senders and receivers of information to and from a
computer
Condominium a building or group of buildings in which an individual can buy a unit.
The public spaces are owned jointly by all the purchasers of the individual units
Confirm agree to a booking
Conglomerate a corporation that engages in many different kinds of business, often on
an international scale
Consecutive one after the other
Consist of is composed of; is made of
Consultant a person who offers his experience and knowledge in a particular field to
individual customers on a fee basis
Contact communication
Continental breakfast light breakfast
Continental Plan bed and breakfast
Contract formal agreement, usually written
Control direction; supervision
Convenient in a useful position
Convention a meeting at which people usually within the same field or business
exchange their ideas, experiences, specialized knowledge, and so on
Cork stopper in top of wine bottle, etc.
Corked (of wine) having an unpleasant taste because of a poor cork
Correspondence letters
Cottage small house in the country
Courier tour leader
Courses different parts of a meal
Couscous
a North African dish consisting of meat and vegetables in a spicy sauce,
served with semolina
Cover the equipment on a dining table laid for each customer
Create make
Credit card a card issued by a company or a bank to a person with a good credit rating
Cruise a pleasure voyage by ship
Cuisine cooking
Currency money
Current in use at the moment
Customer person using a hotel
Customs
government department which checks imports and exports
Cutlery knives, forks, spoons, etc.
Cut off unable to continue the call because of a broken connection
Deals with works with; handles
Delays unscheduled periods of waiting
Delegates people attending a conference
Demand amount people wish to buy
Deposit money required to confirm a booking
Deposited given for safe keeping
Deserted empty; without people
Dessert final course in a meal where something sweet is served
Destination place to which a person is going
Destination advertising
advertising that stresses a resort area or some other tourist
destination
Development growth and advancement; v develop
Diabetic a person with the disease diabetes which makes it necessary to limit the amount
of sugar eaten
Diary daily record
Diets restricted eating programmers
Direct mailing a form of promotion that involves mailing brochures or throwaways to a
selected list of people
Discotheque dance club with modern music
Discount amount deducted from the price for reasons such as quick payment or cash
payment
Discovered found
Discretion freedom to decide
Disposable income income that can be spent for purposes other than such necessities as
food, shelter, and taxes
Documentation documents, pieces of written information
Drawn up prepared
Drugs medicines
Duty-free goods merchandise on which there is no customs tax on foreign merchandise
Duty manager manager made responsible for day to day operations
Economy saving money
Emergency problem which requires immediate attention
Enclosing putting with the letter; n enclosure
Entertainment amusement, show or performance; v entertain
Entertainment activities that amuse people, including going to theaters, nightclubs, art
exhibitions, and so on
Entree course before the main course
Escorted tours tours accompanied by a courier
Essential necessary
Establishments places of business
European Plan only bed
Events happenings
Exchange rate amount of one currency that can be obtained for an amount of another
Excluding the opposite of 'including'
Excursion normally, a trip away from a person's usual place of residence for less than
twenty-four hours
Excursionist a person who takes an excursion
Excursions local tours
Exhibitions public displays of, for example, products and pictures
Expansion increase in size; growth; v expand
Expenditure money spent
Exported sold abroad
Extend make longer
Extension internal telephone number
Extensive wide
External calls calls to numbers outside the hotel
Facilitate make easier
Facilities equipment
Factors facts of particular importance
Familiarization making something familiar or known
Familiarization tours tours accompanied by a courier
Familiarization trips (FAMs) trips for people in the tourist industry to get to know and
inspect an area and the services available
Family-oriented directed towards families
Family plan getting reduced fares by members of a family travelling with the head of the
family
Fares prices of travel tickets
Favourable advantageous
Fault failure; breakdown
Fee charge
Fifty-three seater coach with fifty-three seats
Fill in complete
Filleting removing the bones from fish, meat, etc.
Financial concerning money; the n and v finance
Fire notice instructions on what to do if there is a fire
Fix repair; put right; put in order
Fix a price decide on a price
Flats large serving plates
Flight airline journey
Flight inclusive tours tours which include cost of flight, transfers, accommodation, etc.
Floor show performance in a club or restaurant
Foresee expect; anticipate
Fortnight two weeks
Franchise a business operated according to guidelines and standards set down by
whomever sells or leases the franchise
Free-lancers people who work for themselves
Free port a port where people can buy some types of merchandise without paying
customs duties on their purchases
Fringe benefits benefits other than pay
Front-desk employees hotel personnel who work at the registration, information, and
cashier's desks
Fuel petrol, oil etc.
Full board accommodation and all meals
Function room room used for meetings, lectures, dinners, etc.
Gala special; festive
Garments pieces of clothing
Generating producing
Get back to you contact you again
Gourmet a lover of good food; also used as an adjective, as in the phrase gourmet meal
Grade level
Ground arrangements arrangements made at the destination such as booking hotels,
hiring cars
Guarantee be sure of; n guarantee
Guests people staying at a hotel
Guest house / tourist home small establishments that accommodate travellers. They
usually have relatively few rooms
Guide a book or person giving information about a place
Guided tour a tour, often for sightseeing purposes, that is accompanied by a guide
Handicraft the art or skill of making articles by hand, often pottery or fabrics
Handled dealt with
Harbour port
Headache pain in the head
Heart attack sudden illness of the heart
Help yourselves take what you want
Herbs plants whose leaves are used in cooking
High season the period of heavy travel and higher fares
Hold the line wait
Holidaymakers people who are on holiday
Hors d'oeuvres small dishes served at the beginning of a meal
Hospitality room room used for the reception and entertainment of guests
Hotel register book in which information about guests is recorded
Hotel voucher form issued by travel agent reserving hotel accommodation and often
recording part of full payment in advance
House speciality special dish prepared by a restaurant
House wine restaurant's own wine
IATA the International Air Transport Association, a voluntary association of
international airlines
Ideal perfect
Identification way of showing who you are
Immigration government department that deals with the entry of people into a country
In association with together with
In season at certain times of the year
In touch in contact
Inaugural opening
Incentive trip a trip offered by an organization, usually a business firm, to reward
successful effort or to induce an employee to make a greater effort
Incorporate include
Independent tours tours including flights and hotel only
Independent travel holidays for which people make their own travel and
accommodation arrangements
Independent traveller a traveller or tourist who is travelling on his own rather than as a
member of a group
Indicated shown; n indication
Infrastructure the facilities such as airports, roads, water, sewers, electricity, and so on
that are necessary before development of an area can take place
Inhabitants people who live in a place
Initial first
Inn a place that offers shelter and food to travellers, often in rural areas, it was more
common before railroads and modern hotels came into existence
Institutional advertising advertising intended to keep the name оf a corporation - such
as an airline - in the public eye rather than to give much information about specific services
Insurance protection against accidents, loss or damage; v insure
Interconnected connected with each other
Interested parties people who are interested
Internal tourism / domestic tourism tourist travel within the same country of which the
tourist is a resident
International tourism tourist travel between two or more countries
In the meantime before that time; meanwhile
In the region of about; approximately
IT inclusive tour, a packaged tour that offers transportation, accommodations, and often
other inducements
Itemized detailed; n item
Itinerary travel program
ITX fares tour-basing fares. They are special lower fares offered for sale by the
scheduled airlines through tour operators and travel agents
Joint-destination combination of two destinations
Journalists people who write for newspapers and magazines
Jumbo jet large aircraft with a seating capacity of about 400 passengers
Labor-intensive the industries with a high proportion of workers to the number of people
served are called labor-intensive
Labour-saving work limiting
Launch introduce on the market; n launch
Layout arrangement of seating and equipment
Leakage the tourist money that leaves the tourist destination area because of imports,
profits for foreign investors, and so on
Ledger account account paid at a fixed time, for example, the end of the month
Left off not put on
Leg a segment or a part of a journey
Legibly in a way that is easily read
Leisure free time
Let occupied; rented
Liaison co-operation
Lift elevator
Linen sheets, towels, etc.
Link connect
Load factor the number of seats that have been sold on an aircraft / the percentage of
seats that must be sold before a flight is profitable
Long-haul long distance
Loosened made free; undone
Lounge bars bars with comfortable seating
Low season the period of light travel and lower fares
Low budget low cost
Magazines publications, usually weekly or monthly
Mail order firm a company that sells merchandise primarily by mail, sending out a
catalogue from which customers can order merchandise that is delivered by mail
Main dish most important or principal dish
Makes equals; comes to
Manual hand-operated
Marina a place at which boats can dock, the marina usually offers electricity, telephones,
water, etc., so that people can use their boats for accommodation
Market a place where people meet to buy and sell
Marmalade type of jam made with oranges, lemons, etc.
Matter subject; question
Media the plural of medium, in current usage, the term refers to the means of spreading
information through the print media, like newspapers and magazines, and the broadcast media,
like radio and television
Medieval from the middle ages, about 1300-1500
Medium-sized between large and small
Members of staff people who work in a hotel
Memory store of information.
Mentioned spoke about
Method of payment way of paying
Migrants people who travel from one place to another to work or to take up residence
Mineral water natural water sold in bottles
Missing cannot be found
Modified American Plan room, breakfast and dinner
Monument something that commemorates
Motel hotel with special facilities for motor vehicles
Multiplier effect the number of times which money that originates with tourism is spent
within the economy of a tourist destination area
Nearby close; near
Night life evening and night entertainment
Nonscheduled airline an airline that operates its planes on routes and at times when
there is a demand for service rather than following a timetable
Normally usually
Obtain get
Occasions times
Occupancy rate
the percentage of rooms or beds in a hotel that are occupied in a
particular period of time
Off-season the part of the year with the fewest guests
On board on (used of ships and planes)
On call available for contact
On display put where it can be seen
On me in my possession now
On time at the correct time
Open round the clock open 24 hours a day
Opening ceremonies formal occasions at the opening of conferences
Optional visit visit that can be made if desired
Original first
Otherwise if not
Outside line telephone line going out from hotel
Outskirts edge; limits
Overbooking taking a number of bookings that is greater than the number of beds
available
Overcharged charged too much
Package inclusive tour
Packed lunch picnic lunch
Participate take part
Particularly specially
Payable which should be paid
Pension a type of accommodation for travellers, especially in Europe. Nowadays, it
usually offers bed and breakfast at low prices
Place of issue place where passport was obtained
Plain simple
Pool this is a shorter way of saying swimming pool
Post record
Postpone deiay until a later date; defer; n postponement
Preceding earlier
Preliminary introductory
Preserves marmalades and jams
Previous last
Printed out produced in a written form
Price elastic market a market that responds to the inducement of lower prices
Procedures methods; ways of doing things
Programmed instructed; n program
Promoting encouraging the success of; n promotion
Promotion paid advertising and public relations efforts that in the case of tourism
encourage recreational travel either generally or on specific carriers and to specific places
Promotional fares special cheap fares
Proposed suggested in a formal way; n proposal
Proportion comparative part
Proprietor owner
Provide give; supply
Public figures well-known people
Publicity information that gets people interested
Purpose of visit reason for visit
Put you through connect you with
Qualify meet the requirements
Quality level or degree of excellence
Query question
Quotes
prices offered by a supplier; the full form is quotations; v quote
Rack rate individual rate for a hotel room
Rare only cooked a little; underdone
Rate charge
Reasonable not too much
Recently not long ago
Reception welcome party
Recommend speak well of; n recommendation
Reduce make less; decrease; n reduction
Refund repayment; v refund
Regret be sorry
Region area of a country
Registers records information about guests
Release-back clause clause in a contract between a tour operator and an hotelier which
provides for a period of notice, e.g. two months, if the tour operator does not need the beds he
has booked
Relevant appropriate
Repeat visitors visitors who return to the same place
Reservations agent airline employee who makes reservations and give information via
telephone
Resort 1. place where tourism is the main business; 2. a place where people gather for
recreational purposes
Retail outlet a place where products are sold to the general public, in the case of travel,
the product is a service rather than tangible merchandise
Risks dangers
Room board board showing room status
Room service
a catering service in which food and drink are brought to a guest's room
in a hotel
Room status condition and availability of each room
Rough idea approximate idea
Rude not polite; impoUte
Running total current total
Sales ledger statement of sales
Sales voucher receipt when credit card is used
Scenic route route through beautiful countryside
Scheduled airline an airline that operates its aircraft on fixed routes at fixed times
Scotch on the rocks scotch whisky served with ice
Segment part; sector
Selection choice; v select
Self-catering arrangements arrangements where guests provide and prepare their own
food
Senior citizen man over 65, woman over 60 years old
Set meals meals with a limited choice of dishes
Settle pay
Short-staffed with fewer staff than necessary
Sightseeing excursion a trip of less than a day's duration for the purpose of looking at
local attractions
Significant full of meaning; important
Sittings services of a meal
Six p. m. release not holding rooms after six p.m.
Skilled good at his work
Snack light meal such as a sandwich
Snack bar a quick food service
Social director a person at a resort hotel or on a cruise ship who is in charge of the
activities that are designed to amuse and entertain the customers
Social tourism recreational travel that is paid for wholly or in part by a government, a
labor union, or a similar organization
Soft-boiled eggs eggs boiled for about three minutes
Soft drinks non-alcoholic cold drinks
Sort type; kind
Souvenir object that brings back memories
Souvenir shop
place where tourists can buy objects that will help them to remember
their trip
Spicy
strong tasting because of high pepper or chili content
Sponsors organization or company, which pays for an event; v sponsor
Standards levels of performance
Standbys
unreserved airline tickets obtained shortly before departure
Stated said; n statement
Straight away immediately
Suburbs parts of a town outside the center
Suites hotel bedrooms with adjoining living rooms
...suits me is to my liking
Sunbathe lie in the sun to get a brown skin
Superstructure the development that takes place on the base of the infrastructure
Supplement additional cost
Surcharge additional charge
Survey scientific enquiry
Symptoms signs of illness
Systems ways of doing things
Table d'hote restricted choice
Tabular ledger book for recording charges
Tailored specially prepared
Targets aims, objectives
Tasks jobs
Tax incentives various kinds of tax benefits offered to investors in a project
Tender price offered by a supplier, usually in writing
Theme central idea
Theme park a special kind of amusement park that has a unifying concept, disneyland in
California uses the disney cartoon characters, like mickey mouse and donald duck, as its theme
Therefore because of this; for this reason
Three-piece band group of three musicians
Throwaway in advertising, usually a one-page advertisement that can be widely
distributed by mail or by hand
Throughout all through
Ticket agent airline employee who makes reservations, answer inquiries, and sell tickets
Tough hard and difficult to eat
Tour groups groups of people travelling and staying in hotels under one booking
Tour guide / Tour conductor the person in charge of a tour or an excursion
Tour leader person in charge a tour groups
Tour operators the people who package or put together tours
Tourism travel away from a person's usual place of residence for a period longer than
twenty-four hours, primarily for pleasure or recreation, and frequently to multiple destinations
Tourist attraction anything that may cause a tourist to visit an area, it may be a beach, a
mountain, a historical landmark, and so forth
Tourist-day a 24-hour period spent by a tourist in a location other than his usual
residence
Tourist deficit a condition that results from a greater outflow than inflow of tourist
money
Tourist destination a place or area to which tourists travel
Tourist potential possibilities for increasing tourism
Trade media newspapers and magazines connected with the trade
Traditional not modern
Transfer transportation to and from airports, including baggage handling
Transferred moved to; n transfer
Travel agency place where travel agent works
Travel agents companies or people who sell journeys and holidays
Traveller's check a special kind of insured check issued by american express and other
companies and banks
Trend movement
Turnover number of customers arriving and leaving
Two-hourly intervals every two hours
21-day and 45-day excursions the number of days refers to the length of the passenger's
stay at his destination
Up front in advance
Up-market expensive
Upset angry and unhappy; annoyed; v upset
Up to date current
Urbanization the growth of cities and their immediate suburbs and also the movement of
large numbers of people to urban centers
Urgent requiring immediate attention
US National Park scenic areas that have been set aside by the government for the
enjoyment of the public
Vacant free; unoccupied
Valid in operation; applicable
Various different; a number of; v vary; n variety
VAT Value Added Tax; a tax on goods and services in Britain
Vegetarians people who don't eat meat and other animal products
Venue meeting place
Veterinary surgeon doctor for animals
Visa a travel document that gives permission for a foreigner to enter, or in some cases to
leave, another country
Volume size
Walk-on services air services on which seats can not be reserved
Washing-up cleaning the plates, cutlery, etc.
Well done well cooked
Well-sited in a good position
Wine list list of wines served with a meal
Within before the end of
Workshops study groups
World famous known all over the world
References
1. English for the Travel Trade. Koln - Munchen, Haak, Stam Verlag, 1995.
2. Stott Т., Holt R. First Class. English for Tourism. Oxford University Press, 1996.
3. Revell R., Stott T. Five Star English for the Hotel and Tourist Industry. Oxford
University Press, 1993.
4. Hall E. The Language of Tourism in English. Prentice-Hall, Inc., 1976.
5. Jacob M., Strutt P. English for International Tourism. Longman, 1999.
6. The Moscow Times. - 2000, 2001.
7. Гуляев ВТ. Организация туристической деятельности. - М.: НОЛИДЖ, 1996.
8. Dictionary of Contemporary English. - London: Langen-scheid-Longman, 1978.
9. Новый англо-русский юридический словарь. - Киев: Евроиндекс, 1993.
10. Англо-русский словарь по экономике и финансам. - СПб.: Экономическая
школа, 1993.
Учебное пособие
Захаров Валерий Борисович
TOURISM AS BUSINESS
Редактор Л.В. Речицкая
Корректор Г.Ф. Ефимова
Оригинал-макет Н.В. Спасской
Оформление художника В.А. Лебедева
Лицензия серия ИД № 03562 от 19.12.2000 г.
Подписано в печать 22.12.2003 (с готовых ps-файлов)
Формат 60x88 1/16. Усл. печ. л. 13,0. Уч.-изд. л. 10,0
Тираж 20 000 экз. (1-й завод - 5 000). Заказ № 5527
ООО «Издательство ЮНИТИ-ДАНА»
Генеральный директор В.Н. Закаидзе
123298, Москва, ул. Ирины Левченко, 1
Тел. (095) 194-00-15. Тел/факс,(095) 194-00-14
www.unily-dana.ru E-mail: [email protected]
Отпечатано во ФГУП ИПК «Ульяновский Дом печати»
432980, г. Ульяновск, ул. Гончарова, 14
