TOURIST PROMOTION

[email protected] в категроии Английский язык, вопрос открыт 13.05.2018 в 14:53

There have been three aims of most tourist promotion in the last few years. The first is to retain the established market of people for whom travel is a normal form of recreation. These people are between 30 and 50 years of age, well educated, residents of cities, with incomes of 25000 $ a year or more. The second purpose of tourist promotion is to increase the size of the market, that is to attract people who haven’t travelled much until the last few years. The third aim of tourist promotion is to overcome the so-called seasonal bias. In many countries, summer was the traditional vacation season. In summer people go off to a resort in the mountains or at the seashore during the hot months. Winter vacations have been heavily promoted to spread tourism throughout the year. There has been a big increase in facilities for winter sports. Many ski resorts now attract not only rich people but also tourists with a not very big income. Many different organizations are involved in tourist promotion. They include official tourist bureaus, the transportation companies, tour operators, travel agents, individual hotels or hotel chains. Through their tourist offices, governments do a lot of promotion, both in the form of advertising and publicity. Publicity can be termed as free advertising. It consists of stories placed in newspapers and magazines about travel, accommodations, restaurants, and other parts of the tourist industry. News events often provide indirect publicity for tourism. The Olympic Games are an excellent example. But some news events discourage tourism – local conflicts, terrorism. Familiarization trips are also a kind of promotion. They are usually given to the travel agents, tour operators, clerks of the transportation companies and tourist bureaus so that these people could tell others about their experience. Tourist advertising is a large business. Newspapers and magazines – the print media – and radio and television the broadcast media - spread information about tourism in the form of news and advertising. TV reaches the largest market and influences different social and income groups. TV time is very expensive, so it is used usually by transportation companies and government tourist agencies for institutional advertising (it provides advertising of the company or the region without giving many specific details about services). Radio serves a more limited audience, it can’t show the beautiful pictures or colours of TV, but radio is also important because it can reach people driving their cars. Of the print media, newspapers reach the largest group of people. Many papers have a weekly travel section. A person can find in the newspaper specific details about accommodations, tours, and prices. Most magazines nowadays are directed to special- interest groups. For example, advertisements for archeological tours or guided tours to the great museums of Europe appear in art magazines; tours that are built around opera performances are advertised by magazines for music lovers. Another form of advertising is the brochure with beautiful colour photographs, or a simple throwaway with a page of details for a tour. Tour operators distribute brochures and throwaways in large numbers of to travel agents. Besides, many of them are sent by direct mail to selected lists of customers by tour operators and travel agents. But 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 rest. And this is one of the main topics 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 influence the people’s choice. Word of mouth can also guarantee that the tourist industry will provide more or less what it promises. So it is a powerful force in keeping the industry honest.
1. Подберите русские эквиваленты к словам и выражениям из текста: to retain the established market, residents of cities, to increase the size of market, seasonal bias, to be involved in tourist promotion, free advertising, publicity, the transportation companies, income groups, to reach the group.
2. Найдите в тексте английские эквиваленты следующих слов и выражений: обычный вид отдыха, получать 25 тыс. долларов в год, выезжать на отдых, большой рост предоставляемых возможностей, виды рекламы, особенности в условиях отдыха, журналы по искусству, детали тура, рекомендации отеля, гарантировать.
3. Письменно ответьте на вопросы: 1.What are the most important aims of the tourist promotion? 2.What kinds of organizations are involved in tourist promotion? 3.Where can a special-interested group find information about specialized tours?