旅游实务英语练习及参考答案Chapter-14-Strategy-for-Tourism(练习).docx

Chapter 14 Strategy for Tourism (1)
Text A Tourism Marketing Strategies
Activities:
1. Decide whether the following statements agree with the information given in the text.
_____(1) The marketing strategy identifies the market segments that offer the greatest potential for the destinations and product gaps that might increase the area,s appeal among
potential segments.
_____(2) Successful tourism marketing strategies decrease outside awareness of your destination and overall tourism dollars.
_____(3) Sometimes a tourism organization may fail to monitor and keep pace with its changing external environment. We say it is in strategic drift.
_____(4) A tourism entity could always be in static, single, simple and safe environments. It
may never be in turbulence, that is, in dynamic, diverse, difficult and dangerous situations.
_____(5) Tourism that provides a steady income to local communities over time tends to have
a less positive effect on those communities.
2. Fill in the blanks with proper words to complete the following statements.
(1) With appropriate strategy, the tourism organization could avoid such_______________ .
(2) To maximize the impact of this strategy, offer__________ activities for each experience.
(3) With proper strategy, it can avoid strategic___________ , survive turbulent environments, avoid organizational fragmentation and provide co-ordination.
(4) Strategy plays a very important role in a performance of a tourism__________ .
(5) A successful tourism marketing strategy increases outside____________ of your destination and overall tourism dollars.
3. Questions for discussion.
(1) Why have a number of U.S. cities realized they needed an“image makeover”?
(2) What could a water-based tour operator highlight on his website for a historical river?
(3) What is essential to the long-term success and profitability (盈利) of a destination?
(4) What can the tourism company target more efficiently after developing its brand?
(5) What is the significance of a tourism brand marketing strategy?

Text B Strategic Planning & Mission Statement
Activities:
1. Decide whether the following statements agree with the information given in the text.
(1) The mission statement is a detailed expression of what the organization is trying to
achieve and explains what it is in business for.
(2) Objectives spell out the goals that have to be achieved to realize a mission.
(3) Open objectives should conform to SMART principles, that is, they should be specific, measurable, agreed with those who must attain them, realistic, and time-constrained.
(4) Closed statements are written in more qualitative terms. Missions are generally written
as open statements, and targets such as“the most successful”are not measurable
without further definition.
(5) The term stakeholder refers to a person or grouping with an interest in the operation
of a particular organization.
2. Fill in the blanks with proper words to complete the following statements.
(1) A mission statement is a ________ expression of what the organization is trying to achieve
and explains what it is in business for.
(2) Governance is concerned with authority, ___________and responsibility.
(3) Thus they may seek____________ packages, and a series of perks including cars and travel which detract from profitability.
(4) It describes the rules and ways that determine how an_________ is directed and controlled to discharge its responsibilities to its owners and to the law.
(5) Good___________ exists to ensure that too much power is not vested in one or a few individuals.
3. Questions for discussion.
(1) What is an organization,s mission?
(2) Why should objectives set out in more detail how a mission is to be achieved?
(3) What can cause mission conflict?
(4) What is a useful way of identifying the variety of different forces that act on an organization’s mission?
(5) What is a stakeholder analysis?

参考答案
Text A Tourism Marketing Strategies
1. Decide whether the following statements agree with the information given in the text.
(1) T (2) F (3) T (4) F (5) F
2. Fill in the blanks with proper words to complete the following statements.
(1) fragmentation (2) customized (3) drift (4) entity (5) awareness
3. Questions for discussion.
(1) Because travelers did not view them as tourist destinations.
(2) A water-based tour operator for a historical river could highlight the nature experience, the
river history experience and even an action experience.
(3) A well-crafted marketing plan is essential to the long-term success and profitability of a destination.
(4) After developing its brand, the tourism company can more efficiently target potential
customers.
(5) A brand-marketing strategy can improve stability over time for a tourism company.

Text B Strategic Planning & Mission Statement
1. Decide whether the following statements agree with the information given in the text.
(1) F (2) T (3) F (4) T (5) T
2. Fill in the blanks with proper words to complete the following statements.
(1) concise (2) accountability (3) remuneration (4) entity (5) governance
3. Questions for discussion.
(1) A mission answers questions like what the organization is trying to achieve; what its
purpose or aim is and where it is trying to head for in the medium to long term.
(2) Objectives spell out the goals that have to be achieved to realize a mission.
(3) The divorce between ownership and control of large organizations can cause mission
conflict.
(4) Stakeholder analysis is a useful way of identifying the variety of different forces that act
on an organization,s mission.
(5) Stakeholder analysis is the process of identifying the individuals or groups, such as customers, employees, community, government, etc, that are likely to affect or be affected by an organization mission. In order to arrive at the organization mission, all of the conflicting demands by each of those who have a claim on have to be weighed and balanced, and it ensures that all affected will be considered.