旅游商務(wù)英語第7單元課件

Unit7TourismMarketingAfterstudyingthisunit,youshouldbeableto:﹡learnsomeusefulexpressionsabouttourismmarketing;﹡learnhowtomakeanitineraryanddiscussitwithyourclient;﹡getknownsomethingaboutfutureresearchdirectionsintourismmarketing;﹡getfamiliarwithsometermsinthefieldoftourismmarketing;﹡knowwhatindustrialtourismis.1Unit7TourismMarketingMarketing’sFutureWarm-upTasks2Unit7TourismMarketingoutofdate

adj.nolongervalidorfashionable過時(shí)的，過期的formulan.directionsformakingsomething方案undoingn.reasonforthefailure失敗的原因；禍根distributevt.giveorsendout分配；分發(fā)figureoutvt.findthesolutionto(aproblemorquestion)解決databasen.anorganizedsetofdatastoredinacomputerandusedinvariousways數(shù)據(jù)庫likewiseadv.similarly同樣地ethanoln.

proposedasarenewableclean-burningadditivetogasoline酒精，[化]乙醇encompassvt.includeinscope圍繞；包括WordsandExpressions3Unit7TourismMarketingTermstechnologyexecutive技術(shù)執(zhí)行官winningstrategies制勝戰(zhàn)略managementthoughtleader管理思想領(lǐng)袖travelproduct旅游產(chǎn)品marketforce市場的力量socialmarketingsites社會(huì)營銷網(wǎng)站CRM=CustomerRelationshipManagement

客戶關(guān)系管理managementpositions管理崗位regionproject地區(qū)項(xiàng)目customerorientation以客戶為導(dǎo)向4Unit7TourismMarketing

Readthefollowingpassagecarefully.Fillintheblankswithphrasesandexpressionsprovidedbelow.Makechangeswherenecessary.Atechnologyexecutivestated,“Thepaceofchangeissorapidthattheabilitytochangehasnowbecomeacompetitiveadvantage.”Rapidchangescanquicklymakeyesterday'swinningstrategiesoutofdate.AsmanagementthoughtleaderPeterDruckeronceobserved,acompany'swinningformula

1willprobablybeitsundoinginthenextdecade.TheInternethaschangedthewaywe2,butasamarketforceitisjustalittleovertenyearsold.Travelcompaniesaretryingtofigureouthowtobestuse,,andothersocialmarketingsites.Theyrealizeyoungpeopledon'treadthenewspaper,buttheydousetheseandothersitesontheInternet.TheimportanceofCRMhascreatedtheneedforthosewho3andthehospitalityindustry.Likewise,ashotelcompaniesfollowtheairlinesand4thatcanleadquicklytosix-figuresalaries,theycannotfindpeopletofillthesepositions.Theworldwidegrowthofthetravelindustryhascreatedashortageofmanagers,asmuchsothatinsomeregionsprojectsareputonholdbecausethedeveloperdoesnothaveandcannot5.Thesearetrulygreattimesforthoseenteringthehospitalityindustry,buttheyarenotwithouttheirchallenges.Wearefacedwithrisingoilprices,makingtravelmoredifficulttoafford.Ethanolisseenbysomeastheanswertoforeignoil;howeveritisremovingcropsthatareusedtoproducefood,increasingfoodprices.Therestaurantisfacedwithpassinghigherfoodcostsontothecustomers.6,goodmanagementisalwayssought.acquireamanagementstaff,addrevenuemanagementpositions,inchallengingtimes,distributetravelproducts,forthelastdecade,understanddatabasemarketing5Unit7TourismMarketing

Marketingencompassestheentirebusiness.Itisthewholebusinessseenfromthepointofviewofthefinalresult,thatis,fromthecustomer’spointofview.Marketingwithitscustomerorientationhasbecomethejobofeveryonewhodesiresasuccessfulcareerinmarketingandtheirpassporttosuccess.6Unit7TourismMarketing

Atechnologyexecutivestated,“Thepaceofchangeissorapidthattheabilitytochangehasnowbecomeacompetitiveadvantage.”Rapidchangescanquicklymakeyesterday'swinningstrategiesoutofdate.AsmanagementthoughtleaderPeterDruckeronceobserved,acompany'swinningformula1forthelastdecadewillprobablybeitsundoinginthenextdecade.TheInternethaschangedthewaywe2distributetravelproducts,butasamarketforceitisjustalittleovertenyearsold.Travelcompaniesaretryingtofigureouthowtobestuse,,andothersocialmarketingsites.Theyrealizeyoungpeopledon'treadthenewspaper,buttheydousetheseandothersitesontheInternet.TheimportanceofCRMhascreatedtheneedforthosewho3understanddatabasemarketingandthehospitalityindustry.Likewise,ashotelcompaniesfollowtheairlinesand4addrevenuemanagementpositionsthatcanleadquicklytosix-figuresalaries,theycannotfindpeopletofillthesepositions.Theworldwidegrowthofthetravelindustryhascreatedashortageofmanagers,asmuchsothatinsomeregionsprojectsareputonholdbecausethedeveloperdoesnothaveandcannot5acquireamanagementstaff.Thesearetrulygreattimesforthoseenteringthehospitalityindustry,buttheyarenotwithouttheirchallenges.Wearefacedwithrisingoilprices,makingtravelmoredifficulttoafford.Ethanolisseenbysomeastheanswertoforeignoil;howeveritisremovingcropsthatareusedtoproducefood,increasingfoodprices.Therestaurantisfacedwithpassinghigherfoodcostsontothecustomers.6Inchallengingtimes,goodmanagementisalwayssought.

Checkyouranswers.Andrepeatthepassagesentencebysentenceuntilyoulearnthedetailsbyheart.7Unit7TourismMarketingMarketingencompassestheentirebusiness.Itisthewholebusinessseenfromthepointofviewofthefinalresult,thatis,fromthecustomer’spointofview.Marketingwithitscustomerorientationhasbecomethejobofeveryonewhodesiresasuccessfulcareerinmarketingandtheirpassporttosuccess.8Unit7TourismMarketing

Answerthefollowingquestionsaccordingtothepassage.

7.Whowillplayaveryimportantroleinthefuturemarketing?

9Unit7TourismMarketing

Answerthefollowingquestionsaccordingtothepassage.

7.Whowillplayaveryimportantroleinthefuturemarketing?

TheInternet,suchassomesocialmarketingsites,willplayaveryimportantroleinthefuturemarketing.10Unit7TourismMarketing

Answerthefollowingquestionsaccordingtothepassage.

8.Whatproblemsandchallengeswillpeoplefaceinthemarketing'sfuture?11Unit7TourismMarketing

Answerthefollowingquestionsaccordingtothepassage.

8.Whatproblemsandchallengeswillpeoplefaceinthemarketing'sfuture?Wearefacedwithrisingoilandfoodprices,makingtravelhardertoafford.12Unit7TourismMarketingDiscusstheItinerarySpeakingTasks13Unit7TourismMarketingacren.

aunitformeasuringanareaofland英畝quadrangularadj.oforrelatingtoorshapedlikeaquadrangle四邊形的proclaimvt.makeknownpubliclyorofficially正式宣布enchantmentn.charm魅力unfoldvt.show呈現(xiàn)，展現(xiàn)gourmetn.gastronomist美食家intimateadj.

privateandpersonal

個(gè)人的；私人的unravelvt.

disentangle解開ataleisurelypaceinaunhurriedway悠閑地，從容不迫地presumevt.

suppose以為，認(rèn)為approachvt.

speakto(sb.),esp.inordertomakearequestorsuggestionforthefirsttime接洽finalizevt.

makefinal最終確定WordsandExpressions14Unit7TourismMarketingTermsMarketingDepartment市場營銷部ChinaYouthTravelAgency中國青年旅行社theForbiddenCity紫禁城ImperialPalace皇家宮殿ThePalaceMuseum故宮博物院theTempleofHeaven天壇I’malwaysatyourservice.我樂意為您效勞。theLamaTemple雍和宮theConfuciusTemple孔廟15Unit7TourismMarketing

Workinpairs.Practicethedialoguewithyourpartner.DiscusstheItineraryMr.GaryWangisanewmarketingmanagerofatravelagency.HeistoorganizeaCulturalTourofBeijingforAmericantourists.Miss.JoannaGreenistheleaderofthetourgroup.Theyarediscussingtheitinerary.Mr.Wang: Goodmorning.ThisisMarketingDepartment,ChinaYouthTravelAgency.HowcanIhelpyou?MissGreen: Goodmorning.Iwastoldthatyouhadpreparedthe

itineraryforourgroup.Couldyoupleasetellussomethingaboutthat?Mr.Wang: Mypleasure.Ihavesentane-mailtoyou.Couldyoupleaseopenthee-mailandwecanlookitthroughtogethertoseeifthereisaneedforanychanges?MissGreen: That’sgood.Holdon,please.(Oneminutelater)Ok.Let'sstart.Mr.Wang: ACulturalTourofBeijinghasbeenarrangedtoyourrequest.MissGreen:That’smarvelous.I'msureeveryoneinthegroupwillbeexcitedtolearnmoreChinesecultureaboutthevisit.16Unit7TourismMarketingMr.Wang: Yes,Isupposeso.IthinkyouwillhaveaverygoodchancetounderstandChina’sculture.First,yourhalf-daytourofChina’scapitalcitytakesyoutothe98acrequadrangularcalledTiananmenSquare,oneofthelargestpublicsquaresintheworld.ItwasherethatthefoundingofthePeople'sRepublicofChinawasproclaimed.MissGreen:Amazing!Myfriend,whohasbeentoChinabefore,toldmethatLiulichangCulturalStreetwastheveryplaceforforeignerstovisitifyouwantedtoknowmoreaboutChina'scultureinBeijing.Mr.Wang: Yes.Sowehavealreadyarrangeditforyouonthethirdday.MissGreen:Oh,hereistheForbiddenCity.Wonderful!

Mr.Wang: Sure.Onthefourthday,youwillenterChina’sImperialPalaceanditsPalaceMuseumsastheenchantmentofBeijingcontinuestounfold.VisittheTempleofHeaven,China'smostphotographedbuildingwheretheemperorsoftheMingandQingDynastiesprayedtoheavenforagoodharvest.MissGreen:Soundsnice.DowehaveopportunitytohavetypicalChinesefood?17Unit7TourismMarketingMr.Wang: Ofcourse.Onthefourthafternoon,youwillhavesuppertogetheratalocalChineserestaurant.Beijingisagourmet’sdelight,withexcellentfoodfromalloverChinaandtheworld.MissGreen:It’sveryconsiderateofyou.Mr.Wang: I’malwaysatyourservice.Youwillhaveonedayfree.Nothingcanmatchtheintimateexperienceofexploringacityonyourown.Onthatday,youcantaketimethemorningtopickoutyourfavoritesitesandunraveltheirmysteriesataleisurelypace,makingmemoriesthatwilllastforever.IrecommendyoutheYonghegong(LamaTemple)andtheConfuciusTemple.

MissGreen:That’sgreat!IhadlearnedalotaboutNanluoguxiang.Nowitistheplacethatattractsthepeopleofthewholeworld.Mr.Wang: Exactly.Ipresumethatsomeofyourfriendsmayhavetheirownneedsandwants,likesanddislikes.Shallwemakeitaruleforthemtoapproachmedirectly?Iwilldomybesttosatisfythem.MissGreen:Thankyouverymuch.18Unit7TourismMarketingMr.Wang: PleaseassureyourfriendsthatI’llbedoingallthatiswithinmypowertomakeyourvisitinBeijingapleasantexperience.MissGreen:Ideeplyappreciateyourhelp.Mr.Wang: Thankyouforyourunderstandingandcooperation.ShallIsaythatwehavefinalizedtheitinerary?MissGreen:Certainly.Mr.Wang: Thanksforyourcallingandwearelookingforwardtoyourarrival.19Unit7TourismMarketing

Repeatthedialogueanddecidewhetherthestatementsaretrueorfalse.Ifitistrue,put“T”inthespaceprovidedor“F”ifitisfalse.___9.JoannaGreen,whoisatourguide,isconfirmingthedetailsofthetravelitinerarywiththemarketingmanager.___10.Inordertomeettheguests'needs,thetravelagencyarrangedalotoftouristattractionsrelatedtotheelementsofChineseculture.___11.Duetothelimitedtime,thetourgroupwillnothavethechancetohaverealChinesecuisine.20Unit7TourismMarketingRepeatthedialogueanddecidewhetherthestatementsaretrueorfalse.Ifitistrue,put“T”inthespaceprovidedor“F”ifitisfalse._F_9.JoannaGreen,whoisatourguide,isconfirmingthedetailsofthetravelitinerarywiththemarketingmanager.___10.Inordertomeettheguests'needs,thetravelagencyarrangedalotoftouristattractionsrelatedtotheelementsofChineseculture.___11.Duetothelimitedtime,thetourgroupwillnothavethechancetohaverealChinesecuisine.21Unit7TourismMarketingRepeatthedialogueanddecidewhetherthestatementsaretrueorfalse.Ifitistrue,put“T”inthespaceprovidedor“F”ifitisfalse._F_9.JoannaGreen,whoisatourguide,isconfirmingthedetailsofthetravelitinerarywiththemarketingmanager._T_10.Inordertomeettheguests'needs,thetravelagencyarrangedalotoftouristattractionsrelatedtotheelementsofChineseculture.___11.Duetothelimitedtime,thetourgroupwillnothavethechancetohaverealChinesecuisine.22Unit7TourismMarketingRepeatthedialogueanddecidewhetherthestatementsaretrueorfalse.Ifitistrue,put“T”inthespaceprovidedor“F”ifitisfalse._F_9.JoannaGreen,whoisatourguide,isconfirmingthedetailsofthetravelitinerarywiththemarketingmanager._T_10.Inordertomeettheguests'needs,thetravelagencyarrangedalotoftouristattractionsrelatedtotheelementsofChineseculture._F_11.Duetothelimitedtime,thetourgroupwillnothavethechancetohaverealChinesecuisine.23Unit7TourismMarketing

Workwithyourpartnertocreateyourowndialogue.24Unit7TourismMarketingFutureResearchDirectionsinTourismMarketingReadingPassageA25Unit7TourismMarketing1Astheglobalpopulationages[1]andtravellingbecomescheaperandquickerthanitistodayandtourismwillcontinuetobeacornerstoneoftheglobaleconomy.Theincreasedemphasisonsustainabilityandlifestyledecisionswillalsoheavilyinfluencetourismandthewayitismarketedinthefuture.Inviewofthis,professionalpersonsshoulddothemostcuttingedgeresearchondevelopmentshappeningintourismmarketingresearch.Alltheresearchareasareofgreatimportancebecausetheyarehelpfultohaveamoreglobalandrefinedunderstandingofwheretourismresearchisheadingandwhatacademics,practitionersandpolicyanalystscandoinordertobetterunderstandtourismmarketing.26Unit7TourismMarketing[1]theglobalpopulationages人口老齡化

指總?cè)丝谥幸蚰贻p人口數(shù)量減少、年長人口數(shù)量增加而導(dǎo)致的老年人口比例相應(yīng)增長的動(dòng)態(tài)。國際上通常把60歲以上的人口占總?cè)丝诒壤_(dá)到10%，或65歲以上人口占總?cè)丝诘谋戎剡_(dá)到7%作為國家或地區(qū)進(jìn)入老齡化社會(huì)的標(biāo)準(zhǔn)。cornerstone

n.foundationstone奠基石sustainability

n.thepropertyofbeingsustainable可持續(xù)性cuttingedgeresearch前沿研究refinedadj.accurate,exact精細(xì)的，精確的academicn.

scholar學(xué)者practitionern.

someonewhopracticesalearnedprofession從業(yè)者，實(shí)踐者policyanalyst政策分析專家27Unit7TourismMarketingConsumerbehavior--marketsegmentation2Consumerbehaviorisadynamicandeclecticfieldoftourismmarketing.Globalconsumptionoftourismmeansthattherearemanydifferentaspectsoftheenvironmentpeopleareinfluencedby.Consumptionpatternsarechanginggloballyasmorepeoplebecomeclassifiedasmiddle-classindevelopingcountriessuchasChinaandIndiaandcanaffordmoretimetotravel.Morepeopleworldwidecanaffordtostayinhotelsbutthegeographicoriginoftheseconsumersischanging.Thechangingnatureoftheglobalhotelindustrymeansthatfutureresearchshoulddiscussinmoredepthhowconsumers’decisionmarketingprocessesarechanging.Asconsumersareagingthiswillcreatechangingdemandsinwhatservicesandfacilitiesareofferedtotourists.Moreresearchisrequiredonthematureconsumerandhowtouristresortswillbeaffectedbythesechanges.Researchersfoundthatthedemandforfullservicerestaurantswillincreasebecauseoftheagingpopulationandstressedtheimportanceoffurtherresearchfocusingonthisdemographicsegmentofthepopulation.EmotionalornostalgiaattachmentsarecomponentsoftourismmarketingthatShoemakerandBowenhighlightedasfutureresearchincustomerloyaltyfortourismcompanies.Owingtothechangingonlinemarketingtoolsconsumersutilizeinchoosingatourismdestination,moreresearchisrequiredonhowconsumersrespondtonewtechnologies.28Unit7TourismMarketingconsumerbehavior消費(fèi)者行為marketsegmentation市場分割eclecticadj.

selectingwhatseemsbestofvariousstylesorideas選擇的consumptionpatterns消費(fèi)模式geographicorigin地理來源theagingpopulation人口老齡化demographicsegmentofthepopulation人口統(tǒng)計(jì)學(xué)部分nostalgian.

longingforsomethingpast懷舊之情highlightvt.

pickoutsthasanimportantpart強(qiáng)調(diào)，突出utilizevt.makeuseof

使用，利用tourismdestination旅游目的地29Unit7TourismMarketing3Tourismcantakeavarietyofformsfromfamiliestravellingtogetherforweekendexcursionstouniversitystudentstakingstudyabroadprograms.Futureresearchontourismneedstofurtheridentifythechangingconsumerhabitsofvarioussegmentsofthepopulationfrombabyboomers[2]

togenerationY[3].Spacetravelisnowarealityforsomewealthyindividualsbutastechnologydevelopsandpeoplehavemoreleisuretimeitwillbeinterestingtoseehowquicklycompaniesmarketingtourismservicesadapttheiradvertisingcampaignstotakeadvantageofnewdestinations.Howtourismchangesandthelikelytechnologychangesthatwilloccurareworthyofadeeperunderstandingofwhatpeopleperceiveasdestinationtourism[4].30Unit7TourismMarketingexcursionn.ashortjourneytakenforpleasure遠(yuǎn)足；短途旅行[2]babyboomer在嬰兒潮出生的嬰兒

指美國第二次世界大戰(zhàn)后生育高峰出生的人，即“4664“現(xiàn)象——從1946年至1964年，這18年間嬰兒潮人口高達(dá)7,800萬人。[3]generationYY一代

指美國1980年到1995年間出生的人，“Y一代”對個(gè)人成長有很高的期許。Y一代的前一代是X一代。X一代是繼嬰兒潮一代在美國社會(huì)中出現(xiàn)的，這個(gè)概念來自上世紀(jì)90年代初的一部小說《GenerationX》，美國媒體把當(dāng)時(shí)18~29歲，現(xiàn)在已成長到30~40歲之間的5,000萬人劃歸到X一代，他們高舉“工作是為了生活”的鮮明旗幟，為了滿足自我興趣而時(shí)不時(shí)辭職，他們是憤世嫉俗的一代人。takeadvantageofmakeuseof利用[4]destinationtourism目的地旅游

是指不限制游客所在地，自行選擇合適的時(shí)間及合適的出行交通工具，到達(dá)任意想要游玩的城市或景點(diǎn)，并在到達(dá)后享受接送、導(dǎo)游服務(wù)、游覽、娛樂、當(dāng)?shù)亟煌?、門票、住宿等一站式品質(zhì)游服務(wù)，行程結(jié)束后，可根據(jù)自身情況稍作休息或繼續(xù)游玩，自行安排回程日期及返回交通工具的旅游形式。

31Unit7TourismMarketing4Moststudiesonsegmentationintourismutilizedemographic,geographic,behavioralorapsychographicapproach.Thenewsegmentationapproachescanbecomplementedwiththeexistingresearchinordertoassistingainingmoreconfidenceontherightmethodologicalapproachestosegmenttourists.Futureresearchonsegmentingtourismcustomersalsoneedstofocusmoreontherelationshipsbetweendifferentsegmentationapproachesinordertoinvestigatewhethertheseapproachesaremutually

exclusiveorareinterdependentoneachother.Forexample,touristresortcustomerscanbesegmentedgeographicallyaccordingtowhatcountrytheyarefrom,theirincomelevelbutalsotheirentrepreneurialproclivity.Moreover,moreresearchneedstoinvestigatethedifferentethnicsub-groupswithinageographicregiontofindoutifthisalsoimpactsonaperson’stourismactivities.Brandmanagement5Brandingisastrategyusedto

differentiateproductsandcompanies,andtobuildeconomicvalueforboththeconsumerandthebrandowner.Thereareavarietyofdifferentbrandsthatareusedintourismmarketingfromtravelagents,companiesadvertisingtourismproductssuchashikingequipmenttodestinationslikeCanadabeingabrand.Hence,thereareanumberofdifferentdirectionsthatfutureresearchonbrandingintourismmarketingcantake.32Unit7TourismMarketingpsychographicn.chartdepictsmentalactivity心理描繪圖complementvt.

makecompleteorperfect補(bǔ)足，補(bǔ)充methodologicaladj.

relatingtothemethodologyofsomediscipline方法的；方法論的mutually

exclusiveunabletobebothtrueatthesametime互斥的interdependentmutuallydependent相互依賴的，相互依存的entrepreneurialproclivity創(chuàng)業(yè)傾向33Unit7TourismMarketing6Oneofthemostimportantconceptslinkedtobrandingisbrandequity.Brandequityreferstotheaddedvaluewithwhichabrandendowsaproductandtotheadditionofthebrand’sattributesincludingreputation,symbols,associationsandnames.Customer-basedbrandequityandthefinancial-basedbrandequityhavenotbeenexaminedadequatelyinthetourismmarketingliteraturerequiringfurtherresearchattention.Futureresearchintourismshouldalsoexaminethedegreeofimplementationofstrategicbrandmanagementprocessesintourismservicesandspecifically,examinethefourstepsinvolvedasrecommendedbytheresearchers.(1)identifyingandestablishingbrandpositioning;(2)planningandimplementingbrandmarketingcampaigns;(3)measuringandinterpretingbrandperformance;and(4)growingandsustainingbrandequity34Unit7TourismMarketingbrandequity品牌資產(chǎn)；商標(biāo)資產(chǎn)theaddedvalue增加值customer-basedbrandequity基于顧客的品牌資產(chǎn)financial-basedbrandequity基于財(cái)務(wù)的品牌資產(chǎn)implementationn.theactofaccomplishingsomeaim履行，落實(shí)brandpositioning品牌定位brandmarketingcampaigns品牌營銷活動(dòng)brandperformance品牌效應(yīng)35Unit7TourismMarketing7Moreover,thetwowell-knownbrandingstrategies,brandextensionsandco-brandingshouldbeexaminedandevaluatedinthetourismindustry.Mostimportantlyinordertoevaluatethesuccessfulnessofamarketingcampaignitisimportanttomeasureefficientlywhetherbrandimageisperceivedbothbyvisitorsandconsumersoftourismproductsandservicesinthesameway.Therefore,thecurrentresearchmethodologiesthatexaminetourismbrandeffectivenessneedtobethoroughlyreviewedandrefinedbeforeadvancingthecurrentstateofresearchonbrandingwithintourismmarketing.36Unit7TourismMarketingbrandextension品牌延伸co-brandingn.

combinedtrademarks商標(biāo)合用，聯(lián)合品牌37Unit7TourismMarketingE-marketinganduseofnewtechnologies8Tourismbusinessesallovertheworldarecurrentlyfacingrapidchangesduetomarketglobalization,intensifiedcompetition,economicrecession,andthedynamicevolutionofnewtechnologies.TourismisintheforefrontofInformationCommunicationTechnologies(ICTs)adoptionande-businessintheareaofe-marketingbecausetheuseofnewtechnologiesfacilitatestourismservicesinreachingtheircustomers,inofferingcustomizedservices[5],andincompetingeffectivelywithotherintermediariesanddistributionchannels.Althoughtourismbusinessesareconsideredearlyadoptersofnewtechnologies,researchshowsthatthereisanunder-utilizationandunder-exploitationofthesetechnologies.Examiningthereasonsfortheunder-exploitationofICTsconstituteanurgentresearchdirective.Moreover,becauseithasbeensupportedthattheinternetdoesnotimpactpositivelyalltourismsub-sectors,futureinvestigationsshouldfocusonthedegreeofICTadoptionandtheresultedvariationsoftourismservicesperformancebysub-sectors.Moreover,duetotheinconsistenciesintheliterature,examiningtheroleofe-marketingontourismbusinessesperformancebecomesanemergingresearchtopic.38Unit7TourismMarketingmarketglobalization市場全球化intensifiedcompetition激烈的競爭economicrecession經(jīng)濟(jì)萎縮，經(jīng)濟(jì)衰退thedynamicevolutionofnewtechnologies新技術(shù)的動(dòng)態(tài)發(fā)展forefrontn.

theleadingpositioninanymovementorfield最前列，最前線InformationCommunicationTechnology信息傳播技術(shù)facilitatevt.

makeeasier促進(jìn)，幫助[5]customizedservice定制化服務(wù)

是指按消費(fèi)者自身要求，為其提供適合其需求的，同時(shí)也是消費(fèi)者滿意的服務(wù)globalizationn.

growthtoaglobalorworldwidescale

全球化intermediaryn.

anegotiatorwhoactsasalinkbetweenparties中間的；媒介的distributionchannel分銷渠道under-utilizationn.

thatcannotbeutilizedfully利用不足under-exploitationn.thatcannotbeexploitedfully開發(fā)不足sub-sectorn.

sub-industry

亞行業(yè)；部門inconsistencyn.

therelationbetweenpropositionsthatcannotbothbetrueatthesametime不一致；矛盾39Unit7TourismMarketing9Newtechnologyapplicationssuchasmobileservices(mobileTV,mobileWEB)andWeb2.0constitutessignificantfutureresearchareasintourismmarketing.Theimportanceofthesetopicscomesfromtheresultedchangesinboth,consumerbehaviorandtourismfirmsmanagement.Newtechnologiesbenefittourismconsumersbecauseminimizetransactioncosts,bringhigherqualityproductstothemarket,sharemarketinformation,loweruncertaintyandaidindistributionchannelefficiently.(1,090words)40Unit7TourismMarketingtransactioncost交易成本

41Unit7TourismMarketingExercisesI.ReadingComprehensionDecidewhetherthefollowingstatementsaretrue(T)orfalse(F).Ifitistrue,put“T”inthespaceprovidedor“F”ifitisfalse.___12.People'sgrowinghobbiesandmoreleisuretimealsoheavilyinfluencethedevelopmentoftourismanditsmarketinthefuture.___13.Inchoosingatourismdestination,consumersprefertomakeuseofthechangingonlinemarketingtools,soresearchersshouldfocusonhowconsumersrespondtonewtechnologies.___14.Brandequityisoneofimportantconceptsinmarketingresearchandpractice,anditmeansonlybrandcanproducemarketbenefits.___15.Brandstrategymanagementiscomposedof

brandpositioning,brandmarketingcampaigns,brandperformanceandbrandequity.___16.Theapplicationofnewtechnologieswillgreatlypromotethedevelopmentoftourismbutalsobenefittourismconsumersextraordinarily.42Unit7TourismMarketing_F_12.People'sgrowinghobbiesandmoreleisuretimealsoheavilyinfluencethedevelopmentoftourismanditsmarketinthefuture._T_13.Inchoosingatourismdestination,consumersprefertomakeuseofthechangingonlinemarketingtools,soresearchersshouldfocusonhowconsumersrespondtonewtechnologies._T_14.Brandequityisoneofimportantconceptsinmarketingresearchandpractice,anditmeansonlybrandcanproducemarketbenefits._F_15.Brandstrategymanagementiscomposedof

brandpositioning,brandmarketingcampaigns,brandperformanceandbrandequity._T_16.Theapplicationofnewtechnologieswillgreatlypromotethedevelopmentoftourismbutalsobenefittourismconsumersextraordinarily.43Unit7TourismMarketingFillinthefollowingblankswithwhatyoureadfrompassageA.17.Asthemiddle-classindevelopingcountriesgraduallyincreased,moreandmorepeoplehavealotofleisuretimetotravel,so____________________________arechangingthroughouttheworld.18.Tourismcantakedifferentkindsofformsfromfamiliestravellingtogetherfor_________________________touniversitystudentstakingstudyabroadprograms.19.Moreover,thetwowell-knownbrandi