00837自考旅游英语选读复习资料(6)

Lesson 7 Travel Agents（旅游代理） 1. The role of travel agents

1) Differences between the travel agent’s role and that of other retailers（旅行社和其他零售商的差异）：agents do not purchase a product for resale to their customers. 2) Implications of these differences（差异影响）:

a) The cost of setting up in business is comparatively small compared to that of other retail

business

b) Agents are not seeking to dispose of products they have already purchased, so will therefore

display less brand loyalty towards a particular product or company

3) The main role of the travel agent（主要角色）:to provide a convenient location for the purchase of travel.

4) Range of services（服务范围）:not only on the basis of the commission each earns but also depending upon the demand in an area, the degree of specialization of the agency and the preferences and marketing policies of the proprietor.

2. Travel agency skills and competencies

1) Factors in the agency’s success(成功因素):good management and good service. 2) Functions of staff（职能）:

a) Advising potential travelers on resorts, carriers, travel companies and travel facilities world-wide

b) Making reservations for all travel requirements

c) Planning itineraries of all kinds, including complex muitistopover independent tours d) Accurately computing airline and other fares e) Issuing travel tickets and vouchers

f) Communicating by telephone and letter with travel principals and customers g) Maintaining accurate files on reservations

h) Maintaining and displaying stocks of travel brochures

i) Interceding with principals in the event of customer complaints 3) Counter-staff skills（技能）:

a) The ability to read timetables and other data sources b) To construct airline fares c) To write tickets

d) To have sufficient knowledge of their customers to be able to match customer needs with the products available

e) Can competently operate computers, especially computer reservations systems

Notes:

Travel principals旅游经营商 travel retailers旅游零售商（代理商） retail agencies零售旅行社 Sales outles---distribution outlets销售网点 vie with与...竞争 air fares航空票价

Decide against决定不... decide on/upon就某事做出决定 source of revenue收入来源 Brand loyalty对某一特定品牌的信赖 target sales目标销售额 return on sales销售回报 Look to...(for)指望...，希望（从）...得到 car hire小汽车出租 word of mouth口碑 Word of mouth recommendation口头宣传 the local share of the market当场市场份额

Potential travelers潜在的旅游者 in the event of如果 basic point-to-point air fares两地间基本航空运价 Suffice to say that只要说..就够了 back office and front office后台和前台 hard wired硬接线

Capital investment资本投资 come to terms with接受 to package their own tours组合自己的包价旅游 Is ideally suited for非常适合 stands in the way of阻挡 take on带上 dispose of处理 set up成立 Tour wholesaler 旅游批发商Tour operator 旅游经营商

Travel principals 旅游经营商Travel retailer旅游零售商 Retail agencies 零售旅行社Sales outlets 销售网点

British Airways 英国航空公司Air fares 航空票价Source of revenue 收入来源 Brand loyalty 对某一待定品牌的忠诚，信赖Return on sales 销售回报 ATOL: Air Travel Organizers’ License 航空旅行组织者许可证

Car hire 小汽车出租（轿车出租）Word of mouth 口碑Word of mouth recommendation a口头宣传 The local share of the market 当地市场份额Potential travelers 潜在的旅游者 Multi-stopover independent tours 旅游中多次停留的散客旅游

A full range of services全方位服务All-round agent 全方位服务的代理商 CRS：computer reservations system 计算机预设系统

CITS：China International Travel Service 中国国际旅行社 Basic point-to-point air fares 两地间基本航空运价 Hard-wired 硬接线Capital investment 资本投资

Spread costs 分散资本Business travel agent 专门经办商务旅行的代理商 Traveler’s cheque 旅行支票

Travel insurance 旅游保险Travel product 旅游产品 Foreign exchange 外币兑换Procure visas 办理签证

Front office client relations 前台的顾客关系Management systems 管理系统 Back office systems 后台的办公系统10-Day Excursions 十日游 Lesson 8 The Tour Brochure(旅游宣传册)

1. The important role of the brochure(重要角色):It is a vital marketing tool, being the main influence on the

customer’s decision to buy.

2. package tour brochure（包价旅游手册）：It can be described as falling to three categories---shell folders/

umbrella brochures/ regular tour brochures.

3. Information required in the brochure（手册里的内容）

a) The name of the firm responsible for the inclusive tour

b) The means of transport used, including, in the case of air transports, the name of the carrier(s), type and

class of aircraft used and whether scheduled or charter aircraft are operated c) Full details of destinations, itinerary and times of travel d) The duration of each tour(number of days/nights’ stay)

e) Full description of the location and type of accommodation provided, including any meals f) Whether services of a representative are available abroad

g) A clear indication of the price for each tour, with any extras charged clearly shown on the same page h) Exact details of special arrangements

i) Full conditions of booking, including details of cancellation conditions j) Details of any optional or compulsory insurance coverage

k) Details of documentation required for travel to the destinations featured, and any heslth hazards or

inoculations recommended

4. Ways of reducing wastage（减少浪费的方法）:By establishing standards against which to monitor the

performance of travel agents. Notes:

Tour brochure旅游宣传册 marketing tool市场营销工具 design studio设计室

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