8. Переказуйте основні положення тексту в їх логічній послідовності, при бажанні опускаючи другорядну інформацію.

9. При обговоренні прочитаного тексту Вам можуть бути поставлені питання не тільки за змістом, але і на розширення інформації в межах Ваших знань. Уважно слухайте питання, вдумуючись не тільки в його зміст, але звертаючи увагу і на його граматичне оформлення. Це допоможе грамотно сформулювати відповідь англійською мовою.

Консультації Слід повідомити свого рецензента про всі труднощі, що виникають при самостійному вивченні англійської мови, наприклад:

• при перекладі граматичних вправ і текстів

• який розділ граматики є незрозумілий

• які правила, поняття і формулювання вимагають додаткових роз'яснень.

Підготовка до заліків та іспитів

В ході підготовки до заліків і іспитів рекомендується:

• повторно прочитати і перекласти найважчі тексти

• проглянути матеріал відрецензованих письмових робіт

• вибірково виконати окремі вправи для самоперевірки

• повторити матеріал вивчених тем і вправ.

Міжсесійне завдання №5.

Variant 1. Working in Tourism

Task 1. Match the words or word-combinations with their definitions.

1. Tour guide a) the person in charge of making reservations, answering

inquiries and selling tickets

2. Front desk b) the person in charge of making reservation and giving

employee information via telephone

3. Ticket agent c) the person in charge of tour

4. Reservation d) hotel personnel who work at the registration and

agent information

5. Marina e) a place for gambling

6. Casino f) a place at which boats can dock

7. Motel g) travelling with one’s own facilities for shelter and

often for eating

8. Room service h) a hotel with special facilities for motor vehicles

9. Camping 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

from the list below:

courses service destination

in comparison with skills experience

unskilled successful generates

within variety skilled

1. Like most ___ industries, tourism is labour-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

Ukrainian equivalents on the right.

1) an independent enterprise a) образа, обурення, невдоволення

2) tourist destination b) отримувати задоволення від

3) dealing with ordinary роботи з людьми

human beings с) уміння розмовляти іноземною

4) resentment мовою

5) to cause a decline in business d) створювати фірму

6) to enjoy working with people е) накопичувати досвід

7) foreign language skill f) авіакомпанія, що спеціалізується

8) to speak fluently на здійсненні чартерних рейсів

9) to provide with the choice of g) викликати сприятливе враження

variety of occupations h) успішна діяльність

10) semi-skilled position i) мати справи зі звичайними людьми

11) to gain experience j) місце відпочинку туриста

12) successful operation k) самостійна фірма

13) prerequisite l) викликати зниження активності

14) non-scheduled airline бізнесу

15) familiarization tour m) посада, що не потребує високої

16) clerical worker кваліфікації працівника

17) to complete a curriculum n) розраховувати вартість проїзду

о) говорити вільно

18) to impress favourably р) попередня умова

q) бути в курсі

19) to compute fares r) виконувати навчальну програму

s) конторський службовець

20) to keep up with t) ознайомча подорож

21) to set up a firm u)надавати широкий вибір професій

Task 4. Read and translate the text.

Working in Tourism

Like most service industries, tourism is labour-intensive; that is, it employs a high proportion of people in comparison to the number that it serves. The range of jobs is also very wide, from unskilled, like a dishwasher in a restaurant, to semi-skilled, like a waiter or chambermaid, to skilled, like a travel agent or a tour operator. In addition, tourism generates many jobs that are not usually considered to be within the industry itself – jobs in construction, manufacturing, and merchandising.

A majority of the jobs in tourism have one common feature: contact with the public, including both the positive and negative aspects of dealing with ordinary human beings. Anyone who has chosen a career in tourism should enjoy working with people and be tolerant, especially since the irritations of travel can bring out the worst qualities in some people.

In many jobs in which it is necessary to deal with the public, language skill is necessary or desirable. People who hold jobs of this kind include travel agency employees, ticket and reservations agents, airline flights personnel, front-desk employees in hotels, tour conductors or guides, waiters, barmen and so forth. The degree of language skill may vary from using special terms in catering service jobs to speaking fluently among travel agents and tour guides. The degree of language skill may vary according to the location of the job.

The tourist industry differs from many others as it employs more women than other kinds of business. Indeed, women are found at all levels. Many successful travel agents are women who have established independent enterprises after gaining experience elsewhere in the industry.

Experience is necessary for 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 agent 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 non-scheduled 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 owing 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 favourably 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 management 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.

Some institutes offer 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.

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.

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.

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.

Task 5. Look through the text and find the English equivalents for:

наймати дороге задоволення

виробництво можливість

місцеві пам’ятки обслуговування

підготовлене повідомлення ознайомчий тур

створювати проблеми розкішний

відповідальний за культурно - викликати сприятливе враження

масову роботу в межах звичайної практики

не налаштовані на розваги формування туру

туристи рекламна діяльність

професійні гравці в гольф і великий штат співробітників

теніс створювати імідж

передумова вважати професіоналом

давати корисні знання надавати уявлення про щось

бути в курсі надавати вибір

цінова політика задоволений клієнт

чартерні авіарейси згадувати із задоволенням

бути в наявності володіти

перевага розраховувати вартість проїзду

Task 6. Look through the whole text and give the Ukrainian equivalents

for the following phrases:

to generate jobs to cause a sharp decline in

one common feature a single entity

to deal with the public a familiarization tour

distinctive to impress favourably

familiar with the amusement of the tourist

red tape ordinary practice

to ease smb. through retail travel agency

government formalities the accommodation companies

to have talents acquired to pack tours

outside the field of tourism to work on advertising and publicity

unscheduled airlines the common purpose of

to compute fares as a whole

to have one common to complete a curriculum

denominator to give an overview of

the entire field of a single industry

to keep up with to own a small business

developments in

Task 7. Match the words on the right with the suitable attributes on the

left.

1) clerical a) practice

2) ordinary b) worker

3) highly-qualified c) firm

4) consulting d) professional

5) common e) service

6) catering f) purpose

7) overall g) staff

8) large h) policy

9) satisfied i) result

10) final j) customer

11) high k) enterprises

12) common l) experience

13) positive m) sightseeing

14) independent n) talk

15) necessary o) knowledge

16) local p) director

17) prepared q) guests

18) thorough r) proportion

19) social s) feature

20) reluctant t) aspect

Task 8. Answer the following questions.

1. What does the term “labour-intensive” mean?

2. What kinds of jobs does tourism generate?

3. What is the common feature of jobs in tourism?

4. What kind of people can work in tourism?

5. Is language skill important for those working in tourism?

6. What differs tourism industry from others?

7. There are three types of tour guides, aren’t there?

8. What are the duties of the sightseeing guide?

9. Who usually employs social directors?

10. What is a social director?

11. What kind of person can work as a social director?

12. Why do resorts employ pros and instructors?

13. Why is experience a prerequisite for starting a travel agency?

14. What are some of the jobs in which the necessary experience can be

acquired?

15. What kind of contact do travel agents have with people in other

components of the industry?

16. What is one of most important advantages of becoming a travel

agent?

17. Within what kind of framework do tour operators work?

18. What should be the final result of the effort made by the people who

work in tourism?

Task 9. Decide if the following statements are true or false.

1. The tourist industry employs only skilled professionals.

2. The tourist industry prefers to employ women to men.

3. The sightseeing guide must get acquainted with the visitors.

4. The sightseeing guide usually presents a prepared talk.

5. The guide often has to display the qualities of a diplomat.

6. Many resorts and cruise ships employ social directors.

7. An extroverted person can’t work as a social director.

8. Prior experience in tourism is unnecessary before setting up a

travel agency.

9. Tour operators run their business in the same manner as retail travel

agents.

10. There are no courses at the university level that are concerned with

tourism.

11. 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.

12. Official and semi-official tourist bureaus employ very few people.

13. Most of the people they do employ handle complaints from the

public.

14. A sightseeing guide never has any difficult or unexpected problems

to deal with.

15. There is no advantage for a government in operation training

schools for people to fill tourist-related jobs.

Task 10. Insert the corresponding English word-combinations for

the Ukrainian components in brackets.

1. Tourism (створює багато робочих місць) that are not usually

considered to be within the industry itself.

2. A majority of the jobs in tourism (мають одну спільну рису):

contact with the public.

3. In many jobs in which it is necessary (мати справи з людьми),

language skill is necessary or desirable.

4.(Ступінь володіння мовою) may vary according to the location of the job.

5. The tourist industry (відрізняється від багатьох інших) as it employs

more women than other kinds of business.

6. The sightseeing guide must (бути підготовленим) to answer a lot of

questions.

7. A sightseeing guide needs (дві якості понад усе) – an outgoing

personality and language skills.

8. (Супроводжуючий лишається) with a group throughout its trip.

9. Resorts employ people to supervise activities, (на яких спеціалізуються

курорти).

10. Experience is (необхідний для успішної діяльності) of a travel agency.

11. In addition to dealing with the public, the travel agent must (уміти

працювати з людьми) who work for the other components in the

industry.

12. One of the most important advantages is the (економічна незалежність)

that comes from owning and operating a small business.

13. The treatment that is given to travel agents on (ознайомча подорож) is

often lavish so as to impress them favourably with the services (що

пропонуються).

14. The tour operators work much more within the framework of ordinary

corporate practice than the (невеликі тур агенції) do.

15. Tourism is an industry that is still (швидко зростає).

Task 11. Write down a short summary of the text (12 – 16 sentences).

Grammar Drills

Review Present, Past and Future Perfect Continuous; Sequence of Tenses

Task 12. Make up:

1. interrogative and negative sentences:

1.The guide has been conducting a sightseeing tour at 12.30 today. 2. When I looked out of the window of my hotel number it had been raining .

3. We're late. I expect the tour will already have been lasting for 25 minutes we get to the museum. 4. The top manager promised that he would increase the salary the following month.

2. alternative questions:

I have been answering your questions for half an hour. The ticket agent had been working on the computer when the tour guide came.

When you find him he will have been touring some cities of Ukraine for a month. The manager knew that I should go to the conference two days later.

3. tag questions:

You have been practicing your English for two months but your spoken English is still poor. The managers had been discussing the prices when I was trying to phone them.

The customers will have been asking questions about the tour when you join the group. We understood that the great number of tourists had been ruining the nature and ancient buildings for centuries.

4. special questions:

They have already been planning a business meeting with their suppliers for a month. (How long, Who, What) She had not been planning her career in tourism till you showed her around your tour agent. (Who, What, How long)

She will have been waiting for you for a half of an hour when you are counting the tourists. (How long, Who, What) They said they would take part in the contest.( Who, What)

Task 13. Open the brackets using Present, Past, Future Perfect Continuous or Sequence of Tenses

1. The guide is tired, because he (to work) very hard the whole day.

2. Support for the conference (to pour in) from many organizations before we (to find) extra incomes.

3. Don't disturb the driver. At seven o'clock he (to drive) for nine hours.

4. Our tour agency (to earn) quite a lot of money for the last two years.

5. The guide (to conduct) a tour of the museum when we (to enter) the hall.

6. Why your number (to be engaged) when I persistently (to ring) you up from 4 o'clock.

7. You (to work) at your report when we ( to arrive)?

8. I'm very tired. Because I ( to travel) around Istanbul all day.

9. Who (to wait) for the tourists at the station when they (to arrive)?

10. When Peter (to run) across those obstacles, he ( to travel) for two hours.

Task 14. Transform the following sentences using Sequence of Tenses.

1. Ann is looking for a job. She began looking six months ago.

2. He took part in the tourism conference. He came to London.

3. The organizing committee invited him to take part in the conference. He wrote a paper.

4. I came to the airport. The plane landed safely.

5. He said. He will be back in a week.

Task 15. Translate the following sentences from English into Ukrainian.

1. When I opened the window at the hotel, I saw the tourist bus had come.

2. By the end of the year Peter Brown will have been working as a top manager for 3 years.

3. The tourists hoped the rain would stop some hours later.

4. I heard you had already found a new job in tourism.

5. She apologies she has arrived so late.

Task 16. Translate the following sentences from Ukrainian into English.

1. 21 червня буде вже 10 років, як я працюю тур агентом

2. Перед тим, як автобус нашого тур агентства прийшов аніматори залучали туристів до гри.

3. Агент з продажу білетів вже годину працює на комп’ютері я не можу більше чекати.

4. Гід розповів, що туристи ставили багато запитань після туру по музеях.

5. Мій друг вже не думає ні про яку іншу роботу окрім працювати тур агентом.

Variant 2. Tour Operator

Task 1. 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. Non-scheduled 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

6. Charter plane f) a pleasure voyage by ship

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 2. Fill in the blanks with suitable words from the list below:

forward reduction issue

refund booking holiday

faithfully Mountain change

purchase cancel contact

Dear Sir,

1. I am writing to inform you of a ___ in our tour to Kintown, ref. NHL/65

JF.

2. The hotel will be the ___ Inn, not the Silver Hill Hotel.

3. We received a ___ from you on behalf of Mr. Tom Roft for a two-week __

from Monday, 3^rd July to Sunday, 17^th July.

4. Your client may ___ a different holiday from us and we will give a ___ of

$50.

5. Alternatively, if we 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 3. Match the words and word-combinations on the left with their

Ukrainian equivalents on the right.

1) inclusive tour а) як винагороду за чудову

організацію продажу

2) transfer to the airport b) мати тісні зв’язки з

3) to offer entertainment c) стимул для покращення роботи

4) to provide a rental car d) мати достатньо готівки

5) to be encouraged e) тур з перельотом на рейсовому

літаку

6) to have sufficient cash f) отримувати стимул

7) to have close ties with g) доставка до аеропорту

8) as a reward for superior h) пропонувати розважальну

sales effort програму

9) an incentive to improve i) надавати авто на прокат

performance

10) local sightseeing j) отримувати користь з

11) travel arrangements k) діючий курорт

12) an established resort l) організація туризму

13) to derive many advantages m) огляд місцевих пам’яток

from

14) to secure the hotel n) вимагати ретельної

accommodation підготовки

15) remote area o) отримувати значну економію

16) to get considerable savings p) віддалений район

17) to require careful arrangement q) забезпечувати розміщення в

готелі

Task 4. Read and translate the text.

Tour Operator

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, non-scheduled 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 travelled 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 labour 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 arrangements 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.

Tour operators vary in size from the local coach company selling a dozen short tours a year, up to the giants such as the German company TUI and the Swiss company Kuoni which send millions of clients to all corners of the world.

Some tour operators advertise a training course for which an applicant has to pay. To ensure that applicants are serious about the work, these companies insist that they put their money where their mouths are. Normally this training fee will be refunded after you have worked for the company for a certain length of time.

In many cases the recruiting departments of tour operators are open only during recruitment period. Then when they have chosen the required number of staff they close the department down and go to work in the reservations departments or wherever needed.

Large companies like Thompson Tour Operations and Airtours employ so many people to service their estimated three million customers that they publish a large-format brochure about their requirements, which can be requested from the Overseas Personnel Office. As in the case with most of the major companies, Thompson and Air tours employ reps, entertainers and ski resort staff. Their reps must have all usual qualities (flexibility, diplomacy, etc.) and preferably knowledge of French, Spanish, Italian, Greek, German. There may be an assumption that you have a commitment to make tourism a career, though this is not essential.

Task 5. Look through the text and find the English equivalents for:

велика туристична фірма тур з перельотом чартерним рейсом

комплексний тур бути компенсованим

розміщення в готелі покращувати діяльність

доставка до аеропорту пункт призначення

організувати все самотужки заходи в межах подорожі

розваги комплексний тур відпочинку

додаткові послуги ретельна організація

гроші в банку курортний готель

методи роботи отримувати користь з

брати участь у різних забезпечувати розміщення в

видах бізнесу готелі

тісні зв’язки усувати труднощі

конкретна авіакомпанія віддалені куточки землі

винагорода привабливий момент

наполягати на час набору персоналу

Task 6. Look through the whole text and give the Ukrainian equivalents

for the following phrases:

remote areas holiday package

to eliminate to improve

to secure the hotel accommodation to arrange

to go to considerable trouble purpose

opportunity close ties

price inducements to expand rapidly

savings to leave stranded

to derive some advantages from to encourage

to handle baggage to bring prices down

to require careful arrangements aircraft charter

principal attraction methods of operation

to feature sightseeing entertainment

resort hotel non-scheduled airlines

to distinguish between wholesaler

recruiting department packaged tour

Task 7. Match the words on the right with the suitable attributes on the

left.

1. remote a) trouble

2. considerable b) traveller

3. price c) area

4. independent d) inducement

5. travel e) sales

6. local f) handling

7. baggage g) arrangements

8. superior h) sightseeing

9. non-scheduled i) cash

10. lower j) ties

11. basic k) purpose

12. expensive l) competitors

13. rapid m) development

14. sufficient n) corporation

15. huge o) expansion

16. close p) holiday tour

17. resort q) car

18. main r) features

19. direct s) price

20. rental t) airlines

Task 8. Answer the following questions.

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?

15. Is there any difference in size of tour operators?

16. Do recruiting departments operate constantly?

17. How do large tour operators employ their staff?

18. What are the requirements of tour operators to their applicants?

Task 9. Decide if the following statements are true or false.

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 10. . Insert the corresponding English word-combinations for

the Ukrainian components in brackets.

1. Tour operators' product is (комплексні тури).

2. Chartering is (взяття в аренду повітряного судна), usually from a nonscheduled airlines.

3. Guided tour is a tour that is (супроводжується гідом).

4. Tour operators are the people who (комплектують або укладають тури).

5. Conglomerate is a corporation that (здійснює різні види бизнесу).

6. A few tour operators have become involved in (розвиток ку­рортів).

7. Other tours are put together by all sorts of clubs and organiza­tions whose (головна сфера діяльності) is not travel.

8. Tours are also arranged (для службовців та їх чоловіків або дружин) by corporations.

9. It is possible to (розрізняти між) two general types of tours.

10. The public derives (велику користь) from pack­aged tours.

11. When airplane seats and hotel rooms (замовляються одразу у великому обсязі) by the tour operators, (значна кількість заощаджених коштів) are passed on to the cus­tomers.

12. Many people would never travel at all without (цінового стимулювання) offered by packaged tours.

13. (Доступність означає) that tours make it possible for people to visit many (віддалених куточків землі).

Task 11. Write down a short summary of the text (12 – 16 sentences).

Grammar Drills

Review Present, Past and Future Perfect Continuous; Sequence of Tenses

Task 12. Make up:

1. interrogative and negative sentences:

The guide has been working at that company for 3 years. The manager had been talking for over an hour before the tourist group arrived.

You will have been waiting for more than 2 hours when their plane finally arrives. Tony knew Istanbul so well because he had visited the city several time.

2. alternative questions:

Our relationships with this travel agency have been developing for years. When I arrived at the station Kathy was angry because she had been waiting for our tourist group for more than half an hour.

Sam will have been working as a tour operator for six months when you finish your studying. Susan had never studied Thai before she moved to Thailand.

3. tag questions:

We have been waiting here for over half an hour and nobody has taken our order yet. George had been ruling our travel agency for years before you bought it.

She will have been cooking for over 7 hours by the time everyone arrives for dinner this afternoon. Our tour agency had had that bus for 10 years before it broken down.

4. special questions:

The animators have been involving people in the game for 5 minutes. (How long, Who, What) Chef Jones had been preparing the restaurant's fantastic dinners for 2 years before he moved to Paris. (How long, Who, What)

By the time they finish their trip across Yosemite National Park, they will have been hiking for more than 6 days.( How long, Who, What) Our manager had visited our Japanese branch office once in 2008 before it moved to Kyoto.(When, Who, Why)

Task 13. Open the brackets using Present, Past, Future Perfect Continuous or Sequence of Tenses

1. I (to plan) a business meeting for the last two weeks, but something always seems to interrupt me.

2. How long you (to work) as a travel guide?

3. They (to discuss) the price for half an hour when you arrive.

4. How many jobs tourism (to support) for the last decade in Britain?

5. We (to work) in Paris for three days when our manager called on?

6. By the 1^st of September this year he (to work) at this company for three years.

7. I was absolutely convinced that we only (to win) if we coordinated our activities.

8. For nearly 10 years forecasters (to say) that packages are getting cheaper at the rate of 5% to 8% per year.

9. Our tourism manager (to move in) German branch office when we develop a new package tour.

10. The tour guide knew where his duty (to lie).

Task 14. Transform the following sentences using Sequence of Tenses.

1. I thought. He finishes his work at 5 every day.

2. He hoped. The guide conducted a nice tour of the city.

3. The concierge didn't know. The customers left the hotel.

4. The top manager said. He will visit our French branch office.

5. I thought. He has been working since morning.

Task 15. Translate the following sentences from English into Ukrainian.

1. The tourists wanted to know who had been singing at that ancient theatre in Greece.

2. By 2 o'clock the guide will have been conducting a sightseeing tour for an hour.

3. The customers have been choosing a tour for 2 hours I'm exhausted.

4. After our travel agency representatives had come to London they took part in the contest.

5. He said, the tour operator had been putting together a new tour package for a week.

Task 16. Translate the following sentences from Ukrainian into English.

1. Після того, як клієнт промовив по літерах своє прізвище ми змогли знайти його в комп’ютері.

2. Менеджери вже півтори години обговорювали стратегії розвитку, коли прибули іноземні партнери

3. До того, як приїде туристичний автобус туристи будуть їсти і пити в їдальні хвилин 20.

4. Гід вже чекає на вас пів години у парку перед тур агентством.

5. Після екскурсії по тур агентству мої однокласники не будуть вже планувати вступати ні в який інший коледж окрім туристичного.

Variant 3. Retail Travel Agent

Task 1. Match the words or word-combinations with their definitions.

1. Accommodation	a) things for sales; goods for trade
2. Tour operator	b) a town catering for those who wants to cure an illness
3. Destination	c) a tour on which you become ac­quainted with another country
4. Health resort	d) hotels, guest houses, holiday apart­ments etc.
5. Trip	e) one who assembles various services into one package
6. Independent traveller	f) transportation to and from the air­port
7. Transfer	g) a tourist who is travelling on his own rather than a member of a group
8. Merchandise	h) the place where the journey ends

Task 2. Fill in the blanks with suitable words from the list below:

include	remains	department stores
handled	the entire range of	destinations
language skills	deal with	emphasis
a great deal of	independent

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 3. Match the words and word-combinations on the left with their

Ukrainian equivalents on the right.

1) tangible goods 2) retail outlet 3) to be an intermediary between 4) to be compulsory 5) successful conclusion of one's training 6) corresponding growth 7) to offer inducement to smb. 8) 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) бути обов’язковим b) бути посередником між c) філія турагенції d) можливість оформлення всього комплексу послуг в одному місці e) користуватись послугами f) вартість квитків у сезон низької туристичної активності g) брати на себе витрати на рекламу h) створювати постійну клієнтуру i) гарантувати встановлення постійних контактів з клієнтами j) відкривати філії k) оплачуватися комісійними 1) бути в курсі змін в оплаті за проїзд m) уважно слідкувати за кимось n) пропонувати найвигіднішу угоду o) приносити високі прибутки p) створювати стимули q) відповідне зростання r) матеріальні товари s) успішне завершення навчання t) бути поділеними між

21) to offer the best bargain 22) to keep up with changing fares 23) to be on alert for

u) велика кількість товару v) початкові витрати на створення агенції w) створювати добре організовану мережу

Task 4. Read and translate the text.

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.

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.

Task 5. Look through the text and find the English equivalents for:

туристичні послуги бути посередником між робити заманливі пропозиції туристичне інформаційне бюро створювати розгалужену мережу представництв резервувати місця поточні накладні витрати відкривати філії

мертвий сезон підписати вигідну угоду приносити високі прибутки давати рекомендації щодо здійснити страхування подорожі можливість працювати самостійно офісні площі бути в курсі справ

Task 6. Look through the whole text and give the Ukrainian equivalents

for the following phrases:

intangible services to offer inducements to one-stop convenience to work out fares particular travel offerings to establish a steady clientele to come in off the street to assure repeated business

to handle travel insurance tour to offer the best bargain to get reliable information to give accurate information to be alert for recreational traveller to deal with to serve one's needs

Task 7. Match the words on the right with the suitable attributes on the

left.

1) retail 2) 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

Task 8. Answer the following questions.

1. In what way are travel agencies similar to other retail establishments?

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 9. Decide if the following statements are true or false.

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 10. . Insert the corresponding English word-combinations for

the Ukrainian components in brackets.

1. The term retail distinguishes (туристичний агент) from the tour operator or packager, who can be considered the manu­facturer or (організатор гуртової торгівлі) of the tourist in­dustry.

2. The travel agent is (посередник між клієнтом) and tour operator.

3. Some of the tour operators also (утримують фірми, що здійснюють індивідуальну роботу з клієнтами).

4. If you want to become a travel agent in (одній з країн Європейського Союзу) no special school qualifications are (обов’язкові).

5. The airlines offer inducements to travel agents to (оформлювати попередні замовлення) for them.

6. Airlines do not have (організовувати розгалужену мережу квиткових касс) in all the areas from which they draw passen­gers.

7. The agent of course offers the customer (можливість оформлення всього комплексу послуг в одному місці).

8. The traveller can make all the arrangements for his trip with­out having to (ходити до різних пунктів) for his airplane seat, his hotel reservation and his rental car.

9. (У відповідь за) the customers who are brought by the agencies, the airlines (оточують особливою турботою та увагою) to the agents.

10. The airlines also give assistance to the travel agents in (визначення вартості проїзду).

11. A typical travel agency has a rack of colourful brochures that

(що ілюструють розваги, що пропонуються) offered by a wide variety of tours.

12. (Початкові витрати) of setting up an agency and the (поточні накладні витрати) are low in comparison with other retail establishments.

13. Another factor in (успіх) involves establishing а (постійная клієнтура).

14. The retail travel agent is paid (за допомогою комісійних) - percentages of sales made through the agency.

15. Some kinds of activity (приносять більші прибутки), however.

16. (Страхування подорожі), which many agents handle, may (приносити) commission of 25% or more.

17. Among the ways in which the agent can serve the customer is by (будучи в курсі справ відносно) changing fares so that he can offer his customers the best (угода).

18. One of the primary necessities for recreational travellers is (особиста безпека.

Task 11. Write down a short summary of the text (12 – 16 sentences).

Grammar Drills

Review Present, Past and Future Perfect Continuous; Sequence of Tenses

Task 6. Make up:

1. interrogative and negative sentences:

The tourism manager has been selecting new employees for over two months. They had been putting a new tour together for a day before we sent them a new itinerary.

By the time we get to Chicago this evening we will have been driving more than 4 hundred miles. We are going to be exhausted. He didn't know she would book a suite for advance.

2. alternative questions:

The guide has been conducting a tour of the city for over 2 hours. The booking agent had been speaking over the phone before I arrived.

By the time they finish the course, they will have been conducting several tours. The concierge told me that I should enjoy my stay in their hotel.

3. tag questions:

1.You feel dizzy because you've been lying in the sun for too long! 2.He left his job as a tour agent because he had been feeling dissatisfied for months.

3. by May he will have been living abroad for 6 years. 4. She had finished most of the work by the time her boss arrived.

4. special questions:

He has been studying tourism part time for 2 years and since last month he has been preparing for his final examination.( How long, Who, What) We had been working for the same agency for 12 years before I decided to move to Egypt.( How long, Who, What)

When Sarah goes on vacation next month, she will have been studying German for over 2 years.( How long, Who, What) He said the tickets had been sold out by that time.(Who, What, When)

Task 7. Open the brackets using Present, Past, Future Perfect Continuous or Sequence of Tenses

1. What you (to do) here since 5 o'clock? – I (to look for) a tourism manager over for an hour.

2. Not all the appointments (to make) and it was decided to wait until they had.

3. They knew he (to be) a tour agent for 5 years.

4. By tonight I (to work) for 7 hours on this project.

5. What skill typically (to lack) with many managers in tourism for the last decade?

6. Since when you (to work) on this program?

7. I hoped that I (to find) a package tour to Malta in that agency.

8. I was not sure if I (to be able to) cope with the challenges of working in London branch office.

9. I (to wonder) for quite a while if the city really wants tourism.

10. What you (to do) when I enter the room tomorrow with Tom? – I (to put) together a new tour.

Task 8. Transform the following sentences using Sequence of Tenses.

1. The guide said. He has just conducted an interesting tour of the castle.

2. The Product Manager said. He will travel abroad to meet foreign partners.

3. The top manager said. He has increased our salary this month.

4. The guide said. The tourists asked him many questions during a sightseeing tour.

5. He said. He never was in Petra.

Task 9. Translate the following sentences from English into Ukrainian.

1. I have been trying to plan a business meeting for the last week, but something always seems to interrupt me.

2. By the 20^th of August he will have been working at our travel agency for 2 years.

3. The tourists knew the bus would come in time.

4. We were sure the animators had been involving people in the game since 10 o'clock.

5. Chef Jones had been preparing the restaurant's fantastic dinners for 2 years before he moved to Paris.

Task 10. Translate the following sentences from Ukrainian into English.

1. Не шукайте м-ра Тейлора. Він вже півгодини насолоджується шоу у нічному клубі поруч.

2. Не витрачай час, ти думаєш наш менеджер буде вже два місяці шукати собі нового працівника, коли ти прийдеш?

3. Гід сказав, після туру по місту він проведе цікаву екскурсію по музею.

4. Після того, як клієнти пів дня обирали тур, агент з подорожей був виснажений.

5. Агент з подорожей чекає на вас в офісі на другому поверсі з ранку.

Міжсесійне завдання № 6.

Variant 1. Tourist Promotion

Task 1. 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 2. Fill in the blanks with suitable words from the list below:

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 Tutankhamen’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 ___ Temple 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 3. Match the words and word-combinations on the left with their Ukrainian 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) додаткові пільги b) гірський курорт c) зберігати d) популярний курорт e) мережа готелів f) масова реклама g) гроші, що є в наявності у клієнта h) щоб туризм поширювався i) мати найбільшу аудиторію j) морський курорт k) розрізняти між 1) головна тема розмов m) засоби поширення інформації n) обладнання та зручності o) змушувати бути чесним p) бути вагомим фактором

Task 4. Read and translate the text.

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.

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 direсted 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.

Task 5. Look through the text and find the English equivalents for:

мешканці великих міст активно сприяти просуванню туристичних послуг долати сезонні коливання визначатися з ринком споживачів туристичних послуг від’їжджати на курорт зачинити магазин на кілька днів розподілити потік туристів рівномірно протягом року прихильники зимових видів спорту обладнання та зручності мережа готелів «просувати» відпочинок на кон­кретному курорті

регіони, що постачають туристів у певних регіонах Тихоокеанське узбережжя інші засоби поширення інформації охоплювати великі ринкові простори інформація дістається і водіїв цілеспрямована публікація не розрізняти ретельно виконане друковане видання усна розповідь про власні враження впливати на вибір клієнтів бути значною силою відповідати на питання виходячи з власного досвіду

Task 6. Look through the whole text and give the Ukrainian 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 7. 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

Task 8. Answer the following 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 9. Decide if the following statements are true or false.

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, middle-aged 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 10. . Insert the corresponding English word-combinations for

the Ukrainian components in brackets.

1. The first aim of most (зусилля зі сприяння туризму) is to retain the established market of people for whom travel is a normal (форма відпочинку).

2. The second purpose of tourist promotion is to (збільшити розмір) of the market.

3. In order for tourism to grow, it is (необхідно залучати) people who would not have travelled much until the last few years.

4. It is significant for tourism that labor unions, having achieved (високого рівня заробітної платні) for workers in the industrialized countries, now fight for (додаткові пільги) such as longer paid vacations and shorter workweeks.

5. The third goal of tourist promotion has been to (подолати те, що) might best be called its seasonal bias.

6. Hundreds of thousands of Frenchmen (прямують з) Paris in August for the south of France or for destinations outside the country.

7. Winter vacations have been heavily promoted to (розподілити) tourism (більш рівномірно протягом року).

8. The biggest attraction of all, especially to people who must en­dure a cold and gloomy northern winter, is а (відпустка у теплих краях).

9. Through their tourist offices, governments do а (великий обсяг) of travel promotion, both in the form of advertising and publicity.

10. Publicity consists of stories placed in newspapers and maga­zines about travel, (розміщення, харчування), and other parts of this industry.

11. People in the industry, especially those (зайняті в торгівлі) - notably travel agents - are frequently provided with free trips to tourist destinations.

12. Professional travel writers (подорожують з одного курорту до іншого) to report on the facilities and amenities that are avail­able.

13. (Ознайомчі подорожі) 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 (Тихоокеанське узбережжя) produce more travel­lers than other areas.

15. (ЗМІ) 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 (певний засіб) that will reach those people who are likely to (продати) the services that he is promoting.

17. A person (що була заінтригована) by a general destination be­cause of the colourful pictures on TV or travel posters could then find in the newspaper specific details about (розміщення в готелі), tours, and prices.

18. A brochure can be an elaborate pamphlet on glossy paper with beautiful colour photographs, or а (прості рекламні бук­лети) with a page of details for a tour.

19. Like news stories, the results of (особисті враження) can be good or bad.

20. Word of mouth guarantees that the tourist industry will (забезпечить майже стільки всього, скільки) it promises.

Task 11. Write down a short summary of the text (12 – 16 sentences).

Grammar Drills

Review Present, Past, Future Simple Passive; Present, Past, Future Perfect Passive

Task 12. Make up:

1. interrogative and negative sentences:

Room service is offered in this hotel. The cheques were cashed at the bank.

3.The debt will be paid off at the end of the month. 4. The linen has already been brought by the storekeeper.

2. alternative questions:

The rooms are air-conditioned. The money was not changed at the bureau de change at the airport; it was changed at the bank.

The cheque will be paid off in arrears. The group of tourists will have been brought to the nightclub before the floor show starts.

3. tag questions:

A lot of new resort hotels are built in Turkey every year. Eurocheques were used as a method of payment before 2007.

You will be asked to make up the difference. Before the tourists left they had been served at the restaurant.

4. special questions:

This club beach hotel is often spoken about. (What, How often, Whom) Access cards were not honoured by our company a few years ago. (What, How often, Whom)

The current exchange rate will be shown at the bureau de change. (What, How often, Whom) The commission will have been deducted from the total amount by noon.(What, What from, When)

Task 13. Open the brackets using Present, Past, Future Simple Passive; Present, Past, Future Perfect Passive

1. The inexpensive hotel (to call) the 1-star hotel.

2. The buying and selling rates ( to display) at the bureau de change yesterday.

3. Access credit cards (to accept) soon here.

4. An interesting tour of the museum (to conduct) by the guide before I came.

5. Inexpensive hotels usually modestly (to furnish).

6. A 2 per cent commission (to charge) for the transaction at the bank last month.

7. Electronic payment (to develop) more in future.

8. The tourists (to involve) in the games by animators before the bus comes.

9. Washbasins (to providea0 in all bedrooms at our hotel.

10. These traveler's cheques (to issue) by Thomas Cook Company.

Task 14. Open the brackets and use Present, Past, Future Simple Active or Passive.

1. I (not to use) my personal cheques for encashment. My card (not to use) for encashment during my previous tour either.

2. Students (to take) exams at the end of each term. Final exams (to take) at the end of the course of studies.

3. Where your traveler's cheques (to lose)? – I (not to lose) them, they (to steal) from me in the jammed airport when I arrived in Vienna.

4. Maids (to general clean) bedrooms before guests check in. Bedrooms (to general clean) before guests check in.

5. The customer (not to receive) the credit statement at the end of last month. The statement (to receive) much later.

Task 15. Translate the following sentences from English into Ukrainian:

1. The sales advice was given to the buyer when he obtained his traveler's cheques.

2. What is this dish made of? – It is made of chicken and mushrooms.

3. The minimum balance will be shown in the bank statement.

4. The personal cheque was cancelled by the holder because of the mistake.

5. Are cereals included in the full English breakfast?

Task 16. Translate the following sentences into English.

1. Моя чекова книжка та картка не були викрадені. Вони були залишені на стійці у холі готелю.

2. У Туреччині щорічно будується багато курортних готелів. В них обслуговуються гості з різних країн. Персонал цих готелів підготовлений так, щоб відповідати міжнародним стандартам.

3. Які види карток приймали до оплати у готелі, в якому ви зупинилися останнього разу? – До оплати приймалися усі види платежів: усі картки, чеки та готівка.

4. На випадок втрати дорожніх чеків вони будуть замінені? – Так, вони будуть замінені чи будуть повернуті гроші при наданні довідки про продаж.

5. При розрахунках на квитках, квитанціях та рахунках були вказані платіжні засоби.

Variant 2. Regulation, Research and Development in Tourism

Task 1. Match the words or word-combinations with their definitions.

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 2. Fill in the blanks with suitable words from the list below:

recorded accurate disregards deceiving borders

spends estimates occupancy coordinate

nose-counting stay 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 arrival-departure card system, but this requires a large enough clerical staff to check all the cards and ___ the information on them.

Task 3. Match the words and word-combinations on the left with their Ukrainian 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) відповідати вимогам b) бути у чиїйсь компетенції c) вимоги ліцензування d) дотримуватись стандартів чистоти e) картки вибуття f) соціальний вплив g) послуги харчування h) відлякувати туристів i) щоденно j) бути життєво важливим для туризму

Task 4. Read and translate the text.

Regulation, Research and Development inTourism

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.

Task 5. Look through the text and find the English equivalents for:

брати активну участь у стимулюванні походити бути задіяним у чомусь здійснювати дослідження бути особливо справедливим по відношенню до чогось на рівні міністерств мати напівофіційний статус в межах власної юрисдикції стимулювати приїзд туристів забезпечувати житлом обмежувати в’їзд протистояти притоку туристів

заповнювати картку прибуття скорочувати податки відкладати термін сплати прибутки збільшуються каналізаційна система система водопостачання в кінцевому рахунку створювати робочі місця займатися розвитком туризму фінансові умови мати в наявності організовувати програми заповнювати робочі місця

Task 6. Look through the whole text and give the Ukrainian 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 7. Match the words on the right with the suitable attributes on the left.

1) different 2) day-to-day 3) industrialized 4) public relations 5) ministerial 6) economic 7) tourist 8) semi-official 9) visa 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

a) level b) importance c) tourists d) purpose e) areas f) status g) techniques h) basis i) components 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

Task 8. Answer the following 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 9. Decide if the following statements are true or false.

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 10. Insert the corresponding English word-combinations for the

Ukrainian components in brackets.

1. Governments are actively (бере участь) 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 (економічна значущість), there is usually a tourist bureau with official or (напівофіційний статус).

3. Travel is made easier when there are no (візові вимоги) and when the entry formalities are (прості).

4. Any country can (стримувати) incoming tourists simply by not providing accommodation and (послуги, пов’язані з харчуванням), setting visa and entrance requirement.

5. Governments (на всіх рівнях) are also involved in day-to-day regulation of the tourist facilities within their (юрисдикція).

6. (заклади громадського харчування) must be inspected pe­riodically in most localities (щоб переконатися) that they main­tain standards of cleanliness.

7. One of the (основні причини) for the existence of either of­ficial or semi-official tourist bureaus is to gather travel statis­tics.

8. Research in tourism involves: checking on (витрати туристів), finding out the purpose of the trip or the tourist's reaction to his vacation.

9. Many countries have become (залучені) in the development of tourism through direct financial investment.

10. In some cases, builders and operators (дозволено) to run their facilities for as long as ten years (не сплачуючи податків).

11. Governments are not acting merely out of (щедрість) in giving out such benefits, since their own (прибутки зростають) in the long run as a result of the money brought in tourism.

12. The infrastructure consists of those things that are (необхідні) before development can take place - roads, (каналізаційні системи), electricity, telephone service, airports, and (системи водопостачання).

13. Many governments institute such programs in order to (мати в наявності людей) to fill the jobs generated by tourism.

14. The research is followed by the actual planning and development that include (вдосконалення інфраструктури), financial arrangements, and (будівництво) of the superstructure.

Task 11. Write down a short summary of the text (12 – 16 sentences).

Grammar Drills

Review Present, Past, Future Simple Passive; Present, Past, Future Perfect Passive

Task 12. Make up:

1. interrogative and negative sentences:

Guides are always asked a lot of questions by the tourists. The cashier was asked to check the transaction when the customer complained.

3.The forgery will be avoided. 4. Another drink will have been mixed for you before you leave.

2. alternative questions:

The hotel rooms are fitted with a colour TV-set. A business relationship was established between the department store and the credit card organization only last year.

The cheque will be countersigned in advance. The guests had been seated by the hostess in the hall before the manager came.

3. tag questions:

Blackjack is played in this casino. Electronic terminals were installed here at the end of the year so that we could accept payment cards.

Your identity document will be asked for. A three-course meal had been ordered by our guests when we joined them.

4. special questions:

Private bathrooms are provided in every bedroom. (What, How often, Whom) Cash was replaced by electronic methods of payment when cards were introduced. (What, How often, Whom)

An American Express card will be accepted. (What, How often, Whom) Any food and beverages will not have been ordered yet before Tom coming. (What, How long, Why)

Task 13. Open the brackets using Present, Past, Future Simple Passive; Present, Past, Future Perfect Passive

1. All rooms (to fit) with TV-sets at our hotel.

2. The cheque (to use) by a stranger because it had a countersignature.

3. More and more sales outlets (to oblige) to accept plastic cards in future.

4. A lot of home-made dishes (to taste) by the customers by the end of the show.

5. The inexpensive hotel (to use) by guests with no means because they can afford to pay for it.

6. The traveler's cheques ( to countersign) in the presence of a staff member yesterday.

7. You (to force) to install electronic equipment very soon to service your customers.

8. D'hôte dinner (to order) by the tour group before the guide came.

9. Friendly service (to offer) by modest hotels too.

10. The customer's cards and cheques (to steal) from his hotel room on the day of his departure.

Task 14. Open the brackets and use Present, Past, Future Simple Active or Passive.

1. The bank (to replace) your stolen cheques last time? – No, they (not to replace). They (to refund) to me by the bank.

2. Guests (to invite) to the banquet. Company managers (to invite) a banquet manager to hold the ceremony.

3. The customer (to pay off) his debt? – Yes, the debt (to pay off )in arrears during the last three months.

4. English (to speak) in the front office. The front desk clerks (to speak) English.

5. The bill (to exceed) the amount in the cheque. How the difference (to make up)? – The customer (to advise) to write out another cheque.

Task 15. Translate the following sentences from English into Ukrainian:

1. The lost cheques were refund by the issuing company immediately.

2. What kind of menus is offered in this restaurant? – An à la carte menu is offered, but a table d'hôte menu is not provided.

3. The customer will be asked to pay his debt in full as he doesn't want to pay an interest on the debt.

4. The cheques were received by the company staff member and carefully examined to avoid forgery.

5. I was not told of any recreational facilities here.

Task 16. Translate the following sentences into English.

1. Минулого року термінали для обслуговування клієнтів з банківськими багатофункціональними картками були встановленні у цьому супермаркеті.

2. У відділі прийому та розміщенні у готелі розмовляють німецькою та англійською. У клубах при готелях організовують анімаційні програми. Там влаштовують розважальні програми для дітей.

3. Як клієнти будуть проінформовані щодо обмінних курсів іноземної валюти? – Курси купівлі і продажу будуть продемонстровані на стійці обмінного пункту.

4. Номера в готелях “люкс“ оснащенні сучасним обладнанням і дорогими меблями. Гостей обслуговують цілодобово.

5. Я був переконаний, що наші гроші не були викрадені або загублені під час подорожі. Вони зберігалися в дорожніх чеках та на пластикових картках.

Variant 3. Tourist Attractions and Entertainment

Task 1. Match the words or word-combinations with their definitions.

a) amusement park b) souvenir shop c) sightseeing excursion d) tourist attraction e) theme park f) entertainment

1. It’s anything that may cause a tourist to visit an area. 2. It includes activities that amuse people, such as going to theatres, night clubs, art exhibitions and so on. 3. It’s a place where people can buy objects that will help them to remember their trip. 4. It’s an area that offers different kinds of amusements or entertainments, such as thrill rides, magic shows. 5. It’s a special kind of amusement park that has a unifying concept. 6. It’s a trip of less than a day’s duration for the purpose of looking at local attractions.

Task 2. Fill in the blanks with suitable words from the list below:

queues whiz enjoy adventurous

cheap save amusements attracted

value suggestions theme parks a change

If you are looking for a day out in Britain this summer there are now dozens of __1__ to choose from. The __2__ on offer at such parks include a range of rides which __3__ you about in various ways, some of them bathing you in water at the same time. For the really __4__ there are those which turn you upside down at great speed. And this must be how the British __5__ themselves most because last year the nine most popular theme parks __6__ more than twenty million visitors.

We asked three families to try out some of the top parks. They told us what they did, how much they spent, how long they queued for, and how much they enjoyed themselves. They all had a good time and made some useful __7__. For example, taking your own food to __8__money if you get hungry and __9__ of clothes in case you get wet. They also advised heading for the biggest rides first, as these soon attracted the longest __10__. They found that those parks where the entry price includes the rides were better __11__ than those where you pay separately for each ride. Even so, spending on average seventy-four pounds each, our families found that a day at a theme park does not come __12__.

Task 3. Match the words and word-combinations on the left with their Ukrainian equivalents on the right.

1) seashore area 2) a tourist destination 3) advantages of big cities 4) historical monuments 5) government policy 6) limited space 7) amusement park 8) recent development 9) particular age level 10) successful example 11) local points of interest 12) entire range of amusement

a) обмежений простір b) вдалий приклад c) узбережний регіон d) повний спектр розваг e) туристичний напрямок f) нещодавнє надбання g) історичні пам’ятки h) парк розваг i) місцеві цікавинки j) переваги великих міст k) певна вікова група l) урядова політика

Task 4. Read and translate the text.

Tourist Attractions and Entertainment

Major tourist attractions include large cities like London, Paris, New York; seashore areas in warm climates like the Caribbean and the Mediterranean; and ski resorts like those in Switzerland.

Actually any place can become a tourist destination as long as it is different from the place where the traveller usually lives. Paris may not be a tourist attraction to a Parisian, but for a New Yorker it may have many charms.

People travel for various reasons, and there are numerous attractions that appeal to a wide variety of tastes.

In addition to being major business centres, the large cities offer attractions and entertainment for all kinds of people. Cultural events occur frequently, including theatrical and opera performances, concerts, ballet, art exhibitions, to name a few. There is also a wide selection of restaurants and a great variety of night life in urban centres. Shopping is an attraction for many visitors, whether in the great department stores of New York and Tokyo or in the boutiques of Paris and London.

The big cities also offer a unique atmosphere and history. One of the advantages of the big cities is their ability to absorb large numbers of tourists. These cities have an existing infrastructure that is capable of caring for the needs of millions of people; and many of the attractions that tourists visit have been developed primarily for the benefit of the inhabitants. Therefore, tourism is an economic plus for many big cities because it increases income from existing facilities, both public and private. The large cities of course do not have a monopoly on architectural or historical monuments. Smaller towns and rural areas throughout the world have attractions of this kind that tourists visit. One excellent example is Machu Picchu, the lost city of the Incas in Peru, which is a remote and difficult to reach area. The ruins of Machu Picchu, a tourist attraction that has become accessible because of modern means of transportation, are visited by more and more tourists every year.

Natural scenery is also an attraction for tourists. Millions of people have visited wild areas in Africa, Middle East, Nepal and other places where they can see the wonders of nature.

Holiday resorts usually attract tourists because of their sunny beaches, their snow-covered ski-slopes, or their golf courses. In addition, they frequently offer other kinds of entertainment to their guests. At the ski resorts, it is often an atmosphere of informality, at a cosmopolitan resort like Miami Beach, it may be night clubs and stage shows. In San Juan, in addition to legal gambling, there are historical sites in the old city or tropical rain forests only a few miles away. Many of the resorts give instruction in scuba diving combined with visits to coral reefs. And of course most of them have a variety of stores and souvenir shops.

Shopping has been made a tourist magnet by government policy in some countries. Handicrafts appeal to touring shoppers in many places, where the souvenir shop that sells this kind of merchandise is as much a feature of most tourist areas as the hotel. Most people who visit these countries take home at least one sample of the local handicraft.

A cruise ship is a floating hotel, one which the passengers cannot leave outside a port. Most cruises therefore try to keep up a party atmosphere throughout the voyage, with games, dancing, costume parties, gambling and whatever other activities can be devised within a rather limited space. Entertainers are often hired for the entire trip, and they are often hit-name performers.

Throughout history, markets have given performers a chance to entertain. Many people have gone to trade fairs as much for amusement as for buying and selling. Dating from the crystal Palace in London in 1812, many countries exhibit their products at big world’s fairs in the midst of a sort of carnival atmosphere. Another modern development is the amusement park, a carnival with a variety of games, thrill rides, magic shows, and other kinds of entertainment.

A recent development is the theme park, an amusement park that is designed around a unifying concept. The two huge Disney enterprises, Disneyland in California and Disney world in Florida, are the most successful examples of this kind of created tourist attraction. From a commercial point of view, they have the enormous advantage as they are designed to appeal to entire family groups rather than to any particular age level.

Many tourists don’t want to be identified as tourists. These independent travelers try to visit the attractions they want to see on their own rather than a member of a tour group.

The majority of tourists, however, travel in groups, with their entertainment and sightseeing included in the package. Many tour groups are formed around some kind of special purpose, such as eating a series of meals at the leading gourmet restaurants in France. The tours that are put together for resort holidays rather than special groups often offer some entertainment or sightseeing in the package.

The sightseeing business is another part of the tourist industry that has grown rapidly in recent years. It includes selecting the sights that would appeal to tourists and then providing transportation, meals, opportunities for shopping.

Some of the tours are part of the total travel service that is offered by such companies as Thomas Cook and American Express. A good deal of the excursion business, however, involves local enterprise whose services are sold through representatives in the tourist hotels or travel agents in the area. A large number of sightseeing trips are part-day or one-day excursions to local points of interest. A guide has a prepared talk during which he gives information about the sights that will be visited, but he must also be able to answer questions and to deal with the human problems that may arise. If the tour occupies a full day, meals are prearranged at a hotel or restaurant.

A few tourists do not want to travel in groups. Instead they prefer the comfort of a guide to show them around and make arrangements for them. For a price, these services are available in many tourist centres. This might be described as a personalized tour for those who can afford it. As with group excursions or tours, arrangements can ordinarily be made through the visitor’s hotel or by a local travel agent.

Familiarity and boredom are the enemies of tourism. Surveys show that people who spend two weeks at a resort are generally more satisfied with their holiday than those who remain three weeks or more. This means that the entire range of amusement and entertainment available is an important factor in keeping the customers satisfied. The more variety is offered to tourists, the more pleased they are likely to be.

Task 5. Look through the text and find the English equivalents for:

гірськолижні курорти з різних причин розмаїття смаків культурні заходи театральні вистави здатність вміщувати діючі установи загублене місто віддалений регіон сучасні засоби пересування дива природи

засніжені схили тропічні джунглі інструктаж з дайвінгу круїзний лайнер святкова атмосфера об’єднуюча концепція з комерційної точки зору огляд пам’яток місцеві установи одноденна екскурсія індивідуальний тур

Task 6. Look through the whole text and give the Ukrainian equivalents for the following phrases:

tourist attractions seashore areas tourist destination business centre urban centre unique atmosphere existing infrastructure for the benefit of the inhabitants rural areas natural scenery sunny beaches

an atmosphere of informality a cosmopolitan resort legal gambling souvenir shop a chance to entertain a modern development an amusement park leading gourmet restaurant a prepared talk prearranged meals satisfied customers

Task 7. Match the words on the right with the suitable attributes on the left.

1) human 2) tourist 3) many 4) numerous 5) wide 6) economic 7) historical 8) holiday 9) golf 10) night 11) floating 12) limited 13) hit-name 14) trade 15) thrill 16) gourmet

a) restaurants b) selection c) charms d) plus e) monuments f) destination g) clubs h) attractions i) resorts j) performers k) courses l) rides m) hotel n) space o) fairs p) problems

Task 8. Answer the following questions.

1. What kind of places can become tourist attractions? Why?

2. What makes large cities major tourist destinations? Give examples.

3. Why do large cities have the ability to absorb large numbers of tourists?

4. Why is tourism an economic plus for many big cities?

5. Why does natural scenery attract tourists? Where can they find it?

6. Do tourists go only to easy and comfortable places to see natural wonders?

Why?

7. What are the principal attractions of holiday resorts?

8. Why is shopping an important attraction for tourists?

9. Why do most cruise ships try to keep up a party atmosphere throughout the

voyage?

10. What forms of entertainment do they offer?

11. What is the amusement park?

12. What economic advantage do theme parks have?

13. How can independent travellers arrange their tour?

14. What activities are included in the sightseeing business?

15. What would usually be included in a sightseeing excursion?

Task 9. Decide if the following statements are true or false.

1. Major tourist attractions include large cities, seashore areas in warm climates and ski resorts.

2. Only a few places can become tourist destinations.

3. Shopping can’t be an attraction itself.

4. Tourism is an economic drawback for many big cities.

5. Large cities of course have a monopoly on architectural or historical monuments.

6. Natural scenery is also an attraction for tourists.

7. Many resorts have a variety of stores and souvenir shops.

8. A guide has an unprepared talk during which he gives information about the sights that will be visited.

Task 10. Insert the corresponding English word-combinations for the

Ukrainian components in brackets.

1. Any place can become a (туристичним напрямком) as long as it is different from the place where the traveller usually lives.

2. Tourists are mostly attracted by (великі міста, узбережні регіони) in warm climates and (лижні курорти).

3. People travel (з різних причин) and absolutely different places can attract them according to their tastes, hobbies, interests and careers.

4. Shopping, (культурні заходи), exhibitions, festivals, sport events and even delicious food may become a reason to visit a place.

5. Big cities have an (існуюча інфраструктура) that is capable of caring for the needs of millions of people; and many of the attractions have been developed primarily for the benefit of the (місцеве населення).

6. Some (віддалені) and difficult to reach tourist attractions have become (доступні) because of modern (засоби пересування).

7. Holiday resorts are popular among tourists because of their (сонячні пляжі, засніжені схили), golf courses, opportunities for diving and (огляд пам’яток).

8. A cruise ship is a (плавучий готель), a complete city at sea.

9. A modern development is the (парк розваг) with its magic shows, big wheels, roller-coasters and (каруселі).

10. Many (екскурсійних подорожей) are part day or one day excursions which are accompanied by a (гід).

11. Personalized tours may be (організовані) for those tourists who can (дозволити собі) them.

12. The more (розмаїття) of amusement and entertainment is offered to tourists, the more (задоволені) they are likely to be.

Task 11. Write down a short summary of the text (12 – 16 sentences).

Grammar Drills

Review Present, Past, Future Simple Passive; Present, Past, Future Perfect Passive

Task 12. Make up:

1. interrogative and negative sentences:

The hotel manager is always told about complaints. When I obtained a credit card, I was offered a range of numerous additional services.

You will be asked to produce your sales voucher. The dirty cutlery will have been taken before another group comes to have dinner.

2. alternative questions:

The hotel is located in a fashionable neighbourhood. The electronic Funds Transfer system was introduced a few years ago.

These personal cheques will be accepted at the hotel. All tickets had been sold out by the end of the season.

3. tag questions:

Blackjack is played in this casino. I was invited to the seminar at the credit company.

The pickpocketed traveller will be taken care of. The price has been discussed by our managers today.

4. special questions:

The health club is attended by hotel guests.(Whom, What, Why) The cash was withdrawn from the cash dispenser. (What, Why, From what)

The necessary amount will be transferred to the payee's account right away.(What, Whom, Why) A new package tour had been put together by the end of the week. (When, Why, What)

Task 13. Open the brackets using Present, Past, Future Simple Passive; Present, Past, Future Perfect Passive.

1. Our rooms (not to fit) with colour TV-sets and refrigerators.

2. The customer's passport (to produce) as a means of identification for the encashment of his personal cheques.

3. Cash and cheques soon (to replace) by plastic money all over the world.

4. A lot of questions (to ask) by the tour group after they visited the castle.

5. German (to speak) in this hotel chain nowadays.

6. The sales advice (to give) to the buyer when he obtained his traveler's cheques.

7. The multifunction smart cards (to increase) greatly in future as they will replace telephone cards, tickets and passports.

8. Our fashion show (to see) by the guests after they have dinner.

9. What kind of menus (to offer) in this restaurant?

10. The customer (to recommend) to keep his traveler's cheques and sales advice separately so that they (not to use) by a stranger.

Task 14. Open the brackets and use Present, Past, Future Simple Active or Passive.

1. We (to offer) continental breakfast to our customers. We (not to offer) the full English breakfast. Our customers (to offer) the continental breakfast only. The continental breakfast (to offer) but the full English breakfast (not to offer).

2. He (to leave) his money in the taxi on his way to the hotel.

3. Your chef (to make) pasta himself? This dish (to make)of meat, pasta and vegetables?

4. The tour package (to pay for) by credit card. The customer (not to pay) a deposit, he (to pay) the total amount at once.

5. where the restaurant glassware (to keep)? Where the storekeeper (to keep) the restaurant glassware?

Task 9. Translate the following sentences from English into Ukrainian:

1. A mistake was made in the name of the payee in the cheque.

2. What is usually kept in the pantry?

3. Transaction costs will be reduced with the introduction of smart cards.

4. The customer was asked to write out another cheque because the bill exceeded the amount in the first cheque.

5. The room amenities are always shown to our guests.

Task 10. Translate the following sentences into English.

1. Який відсоток був нарахований на заборгованість? – Відсоток не був нарахований, тому що заборгованість була сплачена повністю в кінці минулого місяця.

2. Готелі класу “люкс“ та “суперлюкс“ зазвичай розташовані у фешенебельних районах. Вони призначені для забезпечених клієнтів та ділових людей.

3. Думаю, що я буду змушений обміняти долари та фунти на місцеву валюту. Я знаю, що іноземна валюта не приймається до сплати в готелях, барах, ресторанах і турагенствах.

4. При продажі дорожніх чеків туристам рекомендують зберігати чеки окремо від довідки з їх номерами та номіналом.

5. Ти мав справу з платежами, коли проходив стажування в турагенції? – Ні, мені не дозволяли приймати оплату, але я був зобов'язаний виписувати рахунки до сплати.

Additional Reading

While reading use a dictionary, write out unknown words with translation and transcription into your work book and show it to your teacher. Read the text and answer the questions on the text. While answering try not to consult the text. The last task 'Summarize' means you should render the text in a couple of sentences (tell in English what you have read about).

Use such phrases as:

The text is about…../The text tells about ……

The main idea of the text is……

As far as I remember/know …..

If I am not mistaken…….

Most likely…..

I think……

1. The difference between a travel agent and a tour operator

Obviously there is a lot of overlap between the two roles, but basically, a tour operator buys the separate elements of transport, accommodation, and other services, and combines them into a package. A travel agent sells this product and other services to the public, and provides a convenient location, such as a shop or office for the purchase of travel. A tour operator will have to do things like decide what tours and holidays to organize – it might be inclusive tours, or independent holidays. They'll probably investigate and research new markets to find out what people actually want.

Then, when they're putting together a tour, they'll have to negotiate with the various airline companies and hotels and other principals in order to get good bulk purchase deals. Once the tours are being sold, the tour operator deals more directly with the agent in accepting booking.

The travel agent, on the other hand, is in direct contact with the customer, advising on resorts, carriers, and travel facilities in general, helping to plan itineraries for customers, arranging corporate travel, arranging car hire or selling insurance, issuing tickets and vouchers, confirming reservations.

Questions:

1. Is there any difference between tour operator's and travel agent's duties?

2. Which of the above jobs seems most attractive to you? Why?

3. What are the tour operator's duties?

4. What are the travel agent's duties?

5. What is the difference between the two roles?

6. What are the advantages and disadvantages of each job?

7. Summarize the text.

2. Careers in Travel and Tourism

Part I

According to the World Travel and Tourism council (WTTC), the industry “already is responsible for more than 10 per cent of global employment“ in seven major areas:

• Airlines/transport

• Conferences and conventions

• Arts and culture

• Hotels, food and beverage

• Ecotourism

• Outdoor recreation

• Ancillary services associated with tourism

On the corporate side, according to a piece on the industry trends online, the travel and tourism industry is “in consolidation mode“. This means that smaller companies are merging or being acquired by the big players like American Express, Marriott and Carlson Wagon-lit. So it might make sense to begin your career with one of the larger corporations, where you can gain exposure to many facets of the business while having relative job security.

An obvious trend is the increase in Internet service. The Web has created new and different career options for those interested in travel careers. Individuals can work for sites like Cheap Tickets.com, Orbitz and Travelocity.com.

In addition, journalists may see more travel writing opportunities available in the traditional magazines like Conde Nast Traveller and National Geographic Traveller, as well as online publications.

Part II

To gain success you must have patience, flexibility and excellent international skills. This is a service industry, first and foremost. Senior level executives generally have MBAs and develop skills and competencies that can be transferred across sectors. Mid-level professionals need a mix of practical experience and academic credentials.

One obvious benefit of working in the travel and tourism industry is the opportunity to actually hop on a plane and see many locals at low prices, or even gratis.

One of the downsides to the business, especially the hotel and restaurant side, is the long hours. Management must often work evenings and weekends.

Also there is a strong set of ethics required in the field of tourism, the industry has profound economic implications for a country's economy and people.

Tourism is about more than making a profit; it involves benefiting local communities, catering jobs that provide fair wages and not exploiting the environment.

Questions:

1. What impact has globalization on tourism industry?

2. How many people does the tourism industry employ?

3. What is tourism business comprised of?

4. Why is it better to start a career with one of the largest corporations?

5. What characteristics do you need for success?

6. What is tourism business all about? Why?

7. Summarize the text.

3. Working in tourism

Part I

Each year the number of tourists increases. All these people require an army of people to service their needs. The tourism industry is so sprawling that job definitions are not always precise. The classic tourism job is that of guide or representative, the person who looks after holidaymakers.

Guides work in a town, city or area and usually return to base each evening whereas tour guides (managers), directors travel round with their clients staying in a different place most nights.

A tour operator puts together the components of a holiday package or tour, booking accommodation, travel and services. The people who work in the office in charge of the bookings, budget, etc. are “destination managers', most of whom were once reps or guides themselves.

A ground handler is the term for a company which looks after visitors at a destination.

Part II

Travel agents or consultants (US) have the job of selling the packages created by tour operators. They are retail outlets which, like high-street stores, are often part of a national chain. Contrary to popular opinion, working in a travel agency does not lead directly to jobs in other tourism sectors, though it is useful training for other things. Tourist information centers (TICs) employ a vast number of people. Incentive conferences serve as bonuses to the high-achieving staff in big companies, and provide a surprising amount of work within the industry.

Anyone who enjoys looking after people, has stamina and the will to work hard even under pressure has a good chance of finding work in tourism. There are jobs in tourism for young and old, male and female, school leavers and university graduates, people of all nationalities. Knowledge of a foreign language is becoming more valued, though a great many people employed in the industry are still monolingual.

Questions:

1. What are the basic jobs in tourism?

2. What is the idea of incentive conferences?

3. What is the scope of job opportunities in tourism?

4. How important is knowledge of a foreign language for those who work in tourism?

5. What occupation would you chose?

6. Summarize the text.

4. Successful Tourism Marketing

Part I

Most promotional activities work through the “AIDA principle“, which stands for Attention, Interest, Desire and Action. To be effective your brochure will need to grab attention, appeal to the readers' self-interest, arouse the desire to buy, urge the reader to take action. For brochure producers this means that the promotional message will depend on several key factors:

-the target market;

- channel of distribution (for example, different messages may be necessary for tour operators, members of the public and tourist information centers);

- the type of response you need to evoke – these usually divide into ration centers;

- promotional method – for example, you need a stronger and shorter message for radio advertisements than you do for a direct sales campaign when a salesperson can explain in more detail;

- you should always be aware of the reasons why people buy specific products. Sometimes people appear to be buying for reasons different to their real motivations. By understanding the reasons people buy you are more likely to appeal to them.

Part II

Producing travel brochures we demonstrate the benefits which an organization has to offer. Many tourism products are not tangible. By describing them in print, brochures become the only 'evidence' of the product. These are some of the key reasons why we buy particular products:

• Price. It may be that something appears to offer value for money. Sometimes we buy more expensive products because we believe they will be better than cheaper ones or we like the image they convey.

• Health. Holidays are seen as healthy activities, offering the chance to relax. We buy some products because we think they are good for us.

• Social. This may be a chance to be together with friends or family, or simply a desire not to get left out. Some products are purchased because it becomes normal to have them, rather than for rational reasons.

• Status. Some products offer a chance to impress. Others are bought because they make a statement about the purchaser or make the purchaser feel good about them.

Questions:

1. What is AIDA principle?

2. How does it work for the brochures?

3. Why is it essential to understand the motives for buying?

4. What are the key reasons for buying?

5. Why are brochures an important promotional tool?

6. Summarize the text.

5. Making Brochure Work

Part I

When writing and designing brochures you will be more successful if you paint a picture of a key reader in your mind. It is easier to write better copy by imaging you are speaking to one typical reader. Bear in mind what their ages are, what their interests are, where they come from, if they are likely to be direct consumers or intermediaries such as travel agents or tour operators, if they are potential new clients or existing clients, if you need to persuade them to switch from another product or just that yours is a good one.

Remember the AIDA principle and think about each of the four stages and how they relate to brochures. Catch the reader's attention and get them to pick up the brochure. Make the reader open the first page. Make the reader keep reading the brochure until all the information is absorbed. The brochure must look interesting to the reader. The brochure must be interesting to the reader to keep their attention and should be easy to read and understand. You will need to make sure the reader distinguishes your product from others. The brochure should demonstrate why your product is good and should persuade the reader to agree that it is the only one for them. It should be easy to take action and easy to make a booking or buy.

Questions:

1. What should be considered when writing a brochure?

2. What questions should help you making brochure?

3. What are the ways of making your brochure work?

4. Why should the brochure be interesting?

5. What should your brochure demonstrate?

6. Summarize the text.

6. Some copywriting hints

Of all aspects of brochure production, copywriting can be the most difficult, and yet it is often given little thought. Vast sums of money are spent on upgrading the quality of print and design. They are both important but what about the words you use? By following a few simple rules you can vastly improve most print material.

The word “YOU“instantly grabs attention. Readers identify with it and instinctively assume it means them. Many brochures describe 'our facilities' which isolates the reader and focuses on features instead of benefits. For example, instead of 'All our bedrooms are individually designed and have en-suite facilities' should be written 'You'll be able to relax on one of our individually designed bed-rooms with a private bathroom'.

Headlines are useful for attracting attention. Responses will be more positive if you: make a promise (which you can fulfill); offer solution to a problem; describe a good strong benefit. It is worth starting with something newsworthy or different, a surprising fact rather than a standard introduction. Use specifics, not generalizations, short sentences and short everyday words, demonstrate the benefits of what you have to offer, do not exaggerate, use trigger words (free, new, guarantee, opportunity, and service, save, love, extra). People like stories. Anecdotes and intrigue are more likely to attract than bland descriptions.

Questions:

1. Why is copywriting the most difficult part of brochure production?

2. What are the main rules for copywriting?

3. Why is it important to address your readers directly?

4. Why is it necessary to give credible information?

5. What are the most helpful copywriting hints?

6. Summarize the text.

7. Advertising Media.

A printed advertisement has three main elements: illustration, headline, and copy block.

The illustration usually dominates the space. Photographs are far more effective than any other illustration technique. They bring realism, immediacy, and often a great beauty to the advertisement. One of the most important details in the advertisement is color. It's used for psychological motivation and effect.

Headlines should draw attention as most of readers never read beyond them. If the headline fails to draw their interest immediately, they won't read the text. The headline should be short and informative – it should say something about the product.

The copy block shouldn't use more than 20% of the total advertising space.

The essential difference between the broadcast media, and the print media is that advertising in print media occupies space, but on radio and TV advertising interrupts. Interruptions are also a source of irritation. Another difference between the two types of media is a difference of purpose. The major function of print media is to provide news and information; of the broadcast media – to provide entertainment.

Questions:

1. What two types of advertising media are there?

2. What three main elements does a printed advertisement have?

3. How do illustrations work?

4. How do colors work in advertising?

5. What is the difference between the broadcast media and the print media?

6. Summarize the text.

8. Getting off the beaten tracks

Part I

Back in the 1980s and early 1990s, when Africans first realized that tourism might be a way out of poverty, they built big concrete hotels on the beaches of Kenya, South Africa and other countries. For some tome numerous charter flights came from Germany and Italy. Tourists hoping to see lions in nature reserves – but also expecting to enjoy the comforts of home – packed into overcrowded resorts that were trying to look like the Mediterranean.

Fortunately, a new kind of travel is in fashion now. Today's tourists are leaving the European-style hotels for more authentic experiences, like horseback-riding through the bush. Sitting by the fire at night after a typical dinner of meat stew, pumpkin leaves and wild spinach, they listen to the local Xhosa people telling folk stories. This experience is not offered by a multinational tour operator but by the Xhosa themselves, through a small, locally run firm called Amadiba Adventures. The money they earn will provide the Xhosa tour guides with an income two and a half times the average local wage.

Part II

In many ways, this off-the-beaten-track holiday represents the future of global tourism. Despite difficulties, international and domestic tourism is expected to grow fast over the next two decades. While a global recession and the terrorist attacks of 9/11 pushed down tourist numbers in 2001 for the 1^st time since 1982, the impact was less than many had expected. Longer term trends, including a rise in global wealth, improving transport technology, cheaper flights and the use of the Internet as a travel tool, will make it possible for more people around the world to travel than ever before. Last year there were 693 million international tourist arrivals. The World Tourism Organization expects that number to increase to more than 1 billion by 2010. Future tourism will also want to do different things. While sun-and-sea tourism still dominates, overcrowding and time pressures mean that the standard two-week beach holiday is becoming less popular. Rather than spending two weeks on a beach, Americans and Europeans are now taking shorter but more varied trips, causing the rapid development of adventure travel, ecotourism, cultural tours, spa holidays, cruses and sports vacations in ever more distant places: China, the Maldives, Botswana, Western travellers who have been there and done that choose more exotic, individualized experiences.

Questions:

1. Why did African countries promote tourism in the 1990s?

2. What did the African tourist resorts look like in the 1980s and 1990s?

3. What are the new trends in tourism nowadays?

4. What difficulties has global tourism had to overcome lately?

5. What two main changes in global tourism does the text predict?

6. Summarize the text.

9. Marketing Research in Tourism and

Hospitality

Part I

Research in tourism and hospitality marketing has matured over the past few decades, fuelled by a proliferation of texts and journals specifically related to the subject. In a critique of marketing research theory and methodology in the tourism industry, specialists suggest that the tourism industry is progressing through the stages of the management development process to a true marketing orientation.

The most important point of this evolution of management orientation is that the true marketing orientation is the most efficient, and the marketing research process is the key to that efficiency. Marketing research is only an input to management decision making, not a substitute for it. Tourism managers who understand this point will better meet their customers’ demands for goods and services and simultaneously use fewer resources to provide those goods and services. Good research is the key to good customer service. If the research is not effective, efficient or accountable, then the tourism management decision process is at best not supported and at worst erroneously influenced.

Part II

There are six reasons to conduct tourism and hospitality research:

1. To identify, describe and solve problems in order to increase the efficiencies of day-to-day tourism operations.

2. To keep tourism and hospitality firms in touch with their markets in terms of trends, changes, predictions, etc.

3. To reduce the waste produced by tourists and tourist organizations.

4. To develop new areas of profit in terms of finding new products, services, markets, etc.

5. To help promote sales in situations where research findings are of interest to the public.

6. To develop goodwill – the reason being that the public thinks well of firms that are doing research in order to meet consumers’ needs better.

Unfortunately in tourism and hospitality, many smaller organizations feel that ‘real’ marketing research is a costly and time-consuming luxury only available to large companies with professional research staff, sophisticated computers and an almost unlimited budget. Other organizations see marketing research as something to be undertaken when a major event is about to occur – the introduction of a new product, the acquisition of a new property or a change in target markets. It happens when the information is not in accord with the prevailing view of management or when the information has not been properly analyzed and clearly presented.

Questions:

1. What way has research in tourism and hospitality marketing matured in?

2. What is the most important point of the evolution of management?

3. What will tourism managers who understand the point do?

4. What is the key to good customer service?

5. What reasons to conduct tourism and hospitality research are there?

6. Summarize the text.

10. Marketing Methods

Before selling the products, you must do lot of market research first. The information needed can be obtained from trade associations and trade journals or from specialized consultant companies.

The information you are interested in is if there is any demand for your product, what the market potential is, what sort of competition you will meet, i.e. how the price of your product compares with other competitive products, local conditions and preference, local trading customs and habits, what seasonal factors should be taken into account and the like. So marketing is a system of running all the business activities of a company in respect of coordinating supply and demand for the service produced.

Advertising is an important means of promoting the goods that are being produced already as well as new lines in business. There are specialized firms dealing with advertising. Different kinds of mass media - TV, radio, newspapers, cinema, journals, magazines, and posters - are used for advertising tours. Special leaflets, booklets and other printed matter about the travels may be published for the same purpose. Participation in fairs and exhibitions helps promote our product as well. Also, special advertising conferences may be held. The choice of media for advertising depends on the kind of goods and on the local conditions and people's habits: sometimes TV and radio ads are best, in other cases it may be trade journals or leaflets distributed among potential buyers.

Questions:

1. What does market research mean?

2. What fields of business activities does marketing cover?

3. What is the purpose of advertising?

4. What does the choice of media for advertising depend on?

5. What methods of advertising are the best?

6. Summarize the text.

75