旅游實(shí)務(wù)英語(yǔ)練習(xí)及參考答案Chapter-14-Strategy-for-Tourism(練習(xí))

Chapter14StrategyforTourism(1)

TextATourismMarketingStrategies

Activities:

1.Decidewhetherthefollowingstatementsagreewiththeinformationgiveninthetext.

_____(1)Themarketingstrategyidentifiesthemarketsegmentsthatofferthegreatestpotentialforthedestinationsandproductgapsthatmightincreasethearea,sappealamong

potentialsegments.

_____(2)Successfultourismmarketingstrategiesdecreaseoutsideawarenessofyourdestinationandoveralltourismdollars.

_____(3)Sometimesatourismorganizationmayfailtomonitorandkeeppacewithitschangingexternalenvironment.Wesayitisinstrategicdrift.

_____(4)Atourismentitycouldalwaysbeinstatic,single,simpleandsafeenvironments.It

mayneverbeinturbulence,thatis,indynamic,diverse,difficultanddangeroussituations.

_____(5)Tourismthatprovidesasteadyincometolocalcommunitiesovertimetendstohave

alesspositiveeffectonthosecommunities.

2.Fillintheblankswithproperwordstocompletethefollowingstatements.

(1)Withappropriatestrategy,thetourismorganizationcouldavoidsuch_______________.

(2)Tomaximizetheimpactofthisstrategy,offer__________activitiesforeachexperience.

(3)Withproperstrategy,itcanavoidstrategic___________,surviveturbulentenvironments,avoidorganizationalfragmentationandprovideco-ordination.

(4)Strategyplaysaveryimportantroleinaperformanceofatourism__________.

(5)Asuccessfultourismmarketingstrategyincreasesoutside____________ofyourdestinationandoveralltourismdollars.

3.Questionsfordiscussion.

(1)WhyhaveanumberofU.S.citiesrealizedtheyneededan“imagemakeover”?

(2)Whatcouldawater-basedtouroperatorhighlightonhiswebsiteforahistoricalriver?

(3)Whatisessentialtothelong-termsuccessandprofitability(盈利)ofadestination?

(4)Whatcanthetourismcompanytargetmoreefficientlyafterdevelopingitsbrand?

(5)Whatisthesignificanceofatourismbrandmarketingstrategy?

TextBStrategicPlanning&MissionStatement

Activities:

1.Decidewhetherthefollowingstatementsagreewiththeinformationgiveninthetext.

(1)Themissionstatementisadetailedexpressionofwhattheorganizationistryingto

achieveandexplainswhatitisinbusinessfor.

(2)Objectivesspelloutthegoalsthathavetobeachievedtorealizeamission.

(3)OpenobjectivesshouldconformtoSMARTprinciples,thatis,theyshouldbespecific,measurable,agreedwiththosewhomustattainthem,realistic,andtime-constrained.

(4)Closedstatementsarewritteninmorequalitativeterms.Missionsaregenerallywritten

asopenstatements,andtargetssuchas“themostsuccessful”arenotmeasurable

withoutfurtherdefinition.

(5)Thetermstakeholderreferstoapersonorgroupingwithaninterestintheoperation

ofaparticularorganization.

2.Fillintheblankswithproperwordstocompletethefollowingstatements.

(1)Amissionstatementisa________expressionofwhattheorganizationistryingtoachieve

andexplainswhatitisinbusinessfor.

(2)Governanceisconcernedwithauthority,___________andresponsibility.

(3)Thustheymayseek____________packages,andaseriesofperksincludingcarsandtravelwhichdetractfromprofitability.

(4)Itdescribestherulesandwaysthatdeterminehowan_________isdirectedandcontrolledtodischargeitsresponsibilitiestoitsownersandtothelaw.

(5)Good___________existstoensurethattoomuchpowerisnotvestedinoneorafewindividuals.

3.Questionsfordiscussion.

(1)Whatisanorganization,smission?

(2)Whyshouldobjectivessetoutinmoredetailhowamissionistobeachieved?

(3)Whatcancausemissionconflict?

(4)Whatisausefulwayofidentifyingthevarietyofdifferentforcesthatactonanorganization’smission?

(5)Whatisastakeholderanalysis?

參考答案

TextATourismMarketingStrategies

1.Decidewhetherthefollowingstatementsagreewiththeinformationgiveninthetext.

(1)T(2)F(3)T(4)F(5)F

2.Fillintheblankswithproperwordstocompletethefollowingstatements.

(1)fragmentation(2)customized(3)drift(4)entity(5)awareness

3.Questionsfordiscussion.

(1)Becausetravelersdidnotviewthemastouristdestinations.

(2)Awater-basedtouroperatorforahistoricalrivercouldhighlightthenatureexperience,the

riverhistoryexperienceandevenanactionexperience.

(3)Awell-craftedmarketingplanisessentialtothelong-termsuccessandprofitabilityofadestination.

(4)Afterdevelopingitsbrand,thetourismcompanycanmoreefficientlytargetpotential

customers.

(5)Abrand-marketingstrategycanimprovestabilityovertimeforatourismcompany.

TextBStrategicPlanning&MissionStatement

1.Decidewhetherthefollowingstatementsagreewiththeinformationgiveninthetext.

(1)F(2)T(3)F(4)T(5)T

2.Fillintheblankswithproperwordstocompletethefollowingstatements.

(1)concise(2)accountability(3)remuneration(4)entity(5)governance

3.Questionsfordiscussion.

(1)Amissionanswersquestionslikewhattheorganizationistryingtoachieve;whatits

purposeoraimisandwhereitistryingtoheadforinthemediumtolongterm.

(2)Objectivesspelloutthegoalsthathavetobeachievedtorealizeamission.

(3)Thedivorcebetweenownershipandcontroloflargeorganizationscancausemission

conflict.

(4)Stakeholderanalysisisausefulwayofidentifyingthevarietyofdifferentforcesthatact

onanorganization,smission.

(5)Stakeholderanalysisistheprocessofidentifyingtheindividualsorgroups,suchascustomers,employees,