旅游实务英语练习及参考答案Chapter-8-Good-Destination-Management(练习).docx

Chapter 8 Good Destination Management
Text A Good Destination Management
Activities:
1. Decide whether the following statements agree with the information given in the text.
_____(1) Previously, destinations tended to focus mainly on promotion to maximize visitation.
_____(2) All the tourism organizations have started to appreciate the need to better manage the whole visitor“experience” .
_____(3) Pursuing visitor numbers alone can be more economically, environmentally and
socially beneficial to tourism organizations.
_____(4) The network of local tourism businesses (hotels, attractions, transportation services,
service providers such as guides and equipment rentals, restaurants, etc.) is a significant part of a destination.
_____(5) The environment of a destination must meet the expectations of visitors or they will
return or recommend.
2. Fill in the blanks with proper words to complete the following statements.
(1) All are________ and a destination is the most successful when it has all six areas working well and in balance.
(2) Destination management agencies help visitors get information from a wide___________
of sources.
(3) The key in this area is understanding what your targeted consumers are seeking and the
___________they wish to fulfill.
(4) Visitors are expecting to have a good experience and the people they meet, particularly in
tourism businesses, must be welcoming and__________ .
(5) Destination management agencies can work on programs to help_________ the working
skills, professionalism and hospitality in the local communities.
3. Questions for discussion.
(1) What does the development of a sustainable destination always focus on?
(2) What can the success of tourism organizations translate into?
(3) What is destination management?
(4) What would the visitors need to get the most out of their visits both at the planning stage
and while they are on a short break or holiday?
(5) Why do the destination management agencies usually influence the third parties such as
tour operators, group organisers and meeting buyers?

Text B How to Measure Good Destination Management?
Activities:
1. Decide whether the following statements agree with the information given in the text.
_____(1) Destination competitiveness is linked to the ability of a destination to deliver goods and services that perform better than other destinations on the aspects of tourism experience.
_____(2) Competitive advantages refer to natural or man-made resources available in the destination.
_____(3) Comparative advantages mean the ability of the destination to use or mobilize these
resources over the long term.
_____(4) A destination with diversified and abundant resources must be more competitive than another destination, which has relatively limited resources.
_____(5) Competitiveness is the guarantee for the success of a destination.
2. Fill in the blanks with proper words to complete the following statements.

(1) Destination management is the________ and integration of all elements of the destination
of a particular geographic region based on a specific tourism strategy and plan.
(2) It also means the ability to maintain its market position and___________ relative to
competitors.
(3) The success of a destination is assessed through the degree of balance or __________ of
economic, social, cultural, environmental and political determinants.
(4) Destination sustainability is a ___________of a larger system of sustainable tourism
development.
(5) Every destination needs a Destination Management Organization (DMO) that provides
effective leadership and___________ of efforts to achieve the destination vision.
3. Questions for discussion.
(1) How to measure good destination management?
(2) What is a destination management organization (DMD)?
(3) What are critical issues for a successful destination management?

参考答案
Text A Good Destination Management
1. Decide whether the following statements agree with the information given in the text.
(1) T (2) F (3) F (4) T (5) F
2. Fill in the blanks with proper words to complete the following statements.
(1) interlinked (2) variety (3) aspirations (4) professional (5) enhance
3. Questions for discussion.
(1) Most of all, the development of a sustainable destination always focuses on the needs and
aspirations of the local community.
(2) They can translate into repeated visits, longer stays, increased spending and positive word
of mouth.
(3) Destination management generally covers six main areas of work related to the visitor
economy. All are interlinked and a destination is the most successful when it has all six
areas working well and in balance.
(4) Visitors need information to get the most out of their visits both at the planning stage and
while they are there on a short break or holiday.
(5) Destination management agencies usually influence the third parties such as tour
operators, group organizers and meeting buyers so that they could better help customers
decide to make a visit.

Text B How to Measure Good Destination Management?
1. Decide whether the following statements agree with the information given in the text.
(1) T (2) T (3) T (4) F (5) F
2. Fill in the blanks with proper words to complete the following statements.
(1) collaboration (2) share (3) optimization (4) subsystem (5) coordination
3. Questions for discussion.
(1) One measure of good destination management is the competitiveness of one destination
compared to others.
(2) A destination management organization (DMO) has an overall responsibility for the collaboration and integration of all elements of the destination. DMO is highly representative
of the tourist industry and involves public and private stakeholders. It operates a partnership model in terms of both representation and funding.
(3) Critical issues for a successful destination management may include:
1) Knowledge and understanding of the needs of our target markets and the“new tourist” ;
2) Positioning and differentiating our destination and image management;
3) Improvement of collecting reliable data and competent analysis of the data;
4) Improvement of the competitiveness of the destination, providing“through the chain” ;
5) positive image — organic and induced and positive visitor experience;
6) Product innovation and management, promotion, quality and credibility of product;
7) Capitalizing on the opportunities provided by new technologies, such CRS, GDS;
8) Greater professionalism in service levels and overall HR management;
9) Synergy between all the stakeholders in creating the destination vision;
10) Public-private sector partnership in the key areas of management and marketing;
11) Continuously adapting to the dynamically changing macro, competitive and market
environments.