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(共17张PPT)
新编旅游英语教程
A NEW TEXT BOOK OF TOURISM ENGLISH
Unit Fourteen
Text A Studying Tourist Behavior
Text B Behavior of Individual Customers
Supplementary Reading
Understanding Customer Behavior:
Patchwork Quilt Country Inn
Text A
Studying Tourist Behavior
Words and Expressions
category n. 种类, 分类
demographic adj. 个人背景的
gender n. 性别
marital adj. 婚姻的
multiple adj. 多样的
variable n. 可变因素
norm n. 规范
psychographic adj. 心理记录的
personality n. 个性
Text A
Studying Tourist Behavior
Words and Expressions
geographically adv. 地理学上
priority n. 优先考虑的事
exotic adj. 异国的
amenity n. 便利设施
frequency n. 频繁
indicator n. 指标
diverse adj. 多种多样的
motivation n. 动机
mobility n. 移动性
Text A
Studying Tourist Behavior
Words and Expressions
stimulate v. 刺激
oriented adj. 以……为方向的
flourish v. 繁荣
misinterpretation n. 误解
distinct adj. 独特的
interaction n. 相互作用
rejection n. 拒绝
perceive v. 理解
offensive adj. 无礼的
Text A
Studying Tourist Behavior
Words and Expressions
arrogant adj. 自大的
evaluate v. 评价
segmentation n. 细分
tailor v. 调整
forecast v. 预测
Text A
Studying Tourist Behavior
Notes
Although many demographic, economic, or socio-psychological variables that are used to characterize tourists are common to many tourists (e.g. lifestyle, interests, income), the ways by which individual tourists express themselves are very different. 尽管用来描述个体游客特征的许多人口统计学、经济学或社会心理学等方面的变量对许多游客来说是共同的（如生活方式、兴趣、收入等），但是每位游客表达自己的方式是完全不同的。
Text A
Studying Tourist Behavior
Notes
The answers to these questions are important to marketers, who must match their offerings to the frequency with which tourists buy the products. 这些问题的答案对市场营销者十分重要，营销者必须让自己的产品与游客购买这些产品的频次相匹配。
This will create many challenges for the industry as it attempts to globally standardize its products and at the same time attract culturally bound visitors. 这会对旅游业提出许多挑战，而其也致力于使产品标准国际化并同时吸引文化游客。
Text B
Behavior of Individual Customers
1. Needs, wants, and motivation
2. Perception
3. Learning
4. Personality
5. Lifestyle
6. Self-concept
Text B
Behavior of Individual Customers
Words and Expressions
purchase v. 买, 购买
hospitality n. 服务；款待
psychological characteristics 心理特征
motivation n. 动机
perception n. 感觉，认识；见解
deprivation n. 丧失；贫困；剥夺
deficiency n. 缺乏，不足
esteem n. 尊敬，尊重
affection n. 关爱，友爱；爱情
Text B
Behavior of Individual Customers
Words and Expressions
transatlantic adj. 大西洋彼岸的
Concorde n. 协和式飞机
insufficient adj. 不足的，不够的
divulge v. 泄露，暴露
rational adj. 理性的；合理的
facility n. 设施，设备
interact v. 互相作用，互相影响
eliminate v. 排除，消除；消灭
conscious adj. 有意识的；有知觉的；故意的
Text B
Behavior of Individual Customers
Words and Expressions
disparity n. (职位、数量、质量等)不一致, 不同
accommodation n. 住处，食宿
cruise n. 巡游，巡航
counseling n. 咨询服务
inclusive tours 包价旅行
Text B
Behavior of Individual Customers
Notes
Customer behavior is the way customers select, use and behave after they have purchased hospitality and travel services. 消费者行为是指顾客在购买酒店和旅行社服务之后，他们选择、使用及反应的方式。
Kotler 科特勒：生于1931年，营销学的集大成者，被誉为“现代营销学之父”，是美国西北大学凯洛格管理学院终身教授，拥有麻省理工学院博士及苏黎世大学等其他八所大学荣誉博士学位。
Text B
Behavior of Individual Customers
Notes
Needs result from customers’ physiological and psychological factors. 需求是消费者生理及心理因素共同作用的结果。
Flying first class, staying in the most expensive hotel suite, or ordering the most expensive dish on the menu may be based on a need for esteem (a psychological need), indicating one’s importance to others. 旅行时坐头等舱，在酒店住最贵的套房，用餐时点最贵的菜，这些都可能是为了满足自尊的需求（一种心理需求），以便向别人显示自己的重要性。
Text B
Behavior of Individual Customers
Notes
An understanding of human motivation is essential to knowing how customers become aware of their needs. 理解人类动机，是了解顾客如何意识到自己需求的关键。
Marketers are in the business of reminding and making customers aware of their needs. 销售者的职责是提醒顾客，并使其意识到自己的需求。
Marketers have to suggest motives to customers involving the use of objectives. 销售者必须对顾客进行动机暗示，包括使用种种消费目标。
A good piece of written advertisement should be, most of all, true to facts in information. Besides, the language should be:
1.clear and concise；
2.creative；
3.artistic；
4.persuasive；
5.evocative.
Practical Writing: Advertisement
Practical Writing: Advertisement

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