资源简介

(共22张PPT)
新编旅游英语教程
A NEW TEXT BOOK OF TOURISM ENGLISH
Unit Fifteen
Text A Why is Demand Important
Text B Market Potential Analysis
Supplementary Reading
Mass-Market Tourism
Text A
Why Demand is Important
Economic Distance
Cultural Distance
Cost of Services
Seasonality
Text A
Why Demand is Important
Words and Expressions
concern n. (利害)关系, 关心, 关注, 所关心的是
vital adj. 生死攸关的, 重大的
accommodation n. 住处, 膳宿
estimate n. 估计, 估价, 评估
availability n. 可用性, 有效性, 实用性
revenue n. 收入, 国家的收入, 税收
proposal n. 提议, 建议
Text A
Why Demand is Important
Words and Expressions
feasible adj. 可行的, 切实可行的
promotion n. 促销, 提拔, 晋升
propensity n. 倾向
reciprocal adj. 相应的, 倒数的, 彼此相反的，互惠的
resistance n. 反抗, 抵抗, 抵抗力, 阻力
predisposition n. 倾向，易患某种病的体质
Text A
Why Demand is Important
Words and Expressions
psychographic adj. 心理学的
demographic adj. 人口统计学的
variable n. （数）变数, 可变物, 变量
seasonality n. 季节性，周期性
inversely adv. 相反地, 倒转地
consequently adv. 从而, 因此
conversely adv. 倒地, 相反地
Text A
Why Demand is Important
Words and Expressions
surge n. 高涨, 汹涌, 澎湃
straightforward adj. 直截了当的，正直的, 简单的
arise v. 发生, 出现, 站立
interpretation n. 解释, 阐明, 口译, 通译
accurately adv. 正确地, 精确地
Text A
Why Demand is Important
Words and Expressions
perceive v. 感知, 感到, 认识到
implication n. 含义, 暗示，牵连
clientele n. 客户，诉讼委托人
meticulous adj. 小心翼翼的
apparent adj. 显然的, 外观上的
Notes
The availability of financing will depend largely on reliable forecasts of the future gross sales or revenues from the project to determine if the proposal will be financially feasible. 筹措资金是否有效很大程度上取决于对方案未来销售总额或收入的可靠预测，以便确定该方案在资金上是否可行。
Text A
Why Demand is Important
Notes
In somewhat more specific terms, the demand for travel to a particular destination will be a function of the person’s propensity to travel and the reciprocal of the resistance of the link between origin and destination areas. 更具体点说，前往一个目的地旅游的要求往往取决于一个人的旅游倾向和出发地与目的地之间排斥力的相关性。
In addition, a person’s socioeconomic status will have an important bearing on propensity. 另外，一个人的社会经济地位对他的旅游倾向也起着重要作用。
Text A
Why Demand is Important
Notes
Resistance, on the other hand, relates to the relative attractiveness of various destinations. 从另一方面来讲，排斥力与多样的目的地相对的吸引力有关。
Text A
Why Demand is Important
Notes
This factor is, in turn, a function of several other variables, such as economic distance, cultural distance, the cost of tourist services at destination, the quality of service at destination, effectiveness of advertising and promotion, and seasonality.这个因素（指排斥力）是由于几个其他的变量作用而产生的，比如，经济差距、文化差距、旅游服务花销、目的地服务质量、推销和广告效果，以及季节。
Text A
Why Demand is Important
Notes
The higher the economic distance, the higher the resistance for that destination.经济差距越大，对目的地的排斥力越大。
Cultural distance refers to the extent to which the culture of the area from which the tourist originates differs from the culture of the host region. 文化差距是指旅行者出发地及目的地的文化差异程度。
Text A
Why Demand is Important
Text B
Market Potential Analysis
1.Decide on research questions.
2.Collect and analyze secondary information.
3.Design primary research, data collection method, and forms.
4.Design sample and collect primary information.
5.Analyze and interpret primary information.
6.Draw conclusions and make recommendations.
7.Present results.
Text B
Market Potential Analysis
1.WHO Who are the customers
2.WHAT What needs are they trying to satisfy
3.WHERE Where do the customers live and work Where do they buy
4.WHEN When do they buy
5.HOW How do they buy
6.HOW MANY How many customers are there
7.HOW DO How do they feel about our organization and about primary competitors
Text B
Market Potential Analysis
Words and Expressions
potential n. 潜能, 潜力, 电压
terminology n. 术语，术语学
combination n. 结合, 联合
available adj. 可用到的, 可利用的
internally adv. 在内, 在中心
registration n. 注册, 报到, 登记
externally adv. 在外，外表上, 外形上
systematic adj. 系统的, 体系的
Text B
Market Potential Analysis
sample n. 标本, 样品, 例子
interpret v. 解释, 说明
recommendation n. 劝告, 建议
logical adj. 合乎逻辑的, 合理的
address v. 处理
reliable adj. 可靠的, 可信赖的
pinpoint v. 查明
gap n. 缺口, 裂口, 间隙
segment v. 分割
Text B
Market Potential Analysis
Notes
It is a research study of the market potential, or target markets, upon which the business is built. 这是对市场潜力或目标市场的一项调研，而业务就是建立在市场潜力或目标市场之上的。
Primary or original research is data collected for the first time, by a method other than secondary research, to answer specific questions. 初步或原始研究是指首次而非通过二手研究收集到的资料，这些资料用以回答特定的问题。
Text B
Market Potential Analysis
Notes
Listing the key questions for which answers are needed is the logical starting point for the research process. 从逻辑顺序上讲，调查开始要做的第一件事是列出需要解决的关键问题。
It does not make any sense to reinvent the wheel! 每次都从头重新做是没有意义的！
Types of business reports: informal and formal
Informal business reports
1.are either in a letter or a memorandum format;
2.are short and concise;
3.include four parts: Introduction, Body, Conclusion and Suggestion.
This type of reports is widely used in tourism business.
Practical Writing: Business Reports
Formal reports
1.are very formal and objective;
2.can run as long as hundred pages;
3.are used for grand project only.
Practical Writing: Business Reports
Practical Writing: Business Reports

展开更多......

收起↑