Careers in tourism

4. Answer the questions.

1) What is the common feature o f all jobs in tourism?

2) What is the range o f activities o f travel agencies?

3) What traits must travel agents possess?

4) What are the main functions o f tour operators?

5) What are the categories o f tourist guides?

6) What qualities do guides need?

7) What does the job o f holidays consultants involve?

8) What jobs do airlines require?

9) What services do banks provide for their clients?

10) Why do travel writers receive lavish treatment?

7. Topics fo r Oral Compositions.

1) The main jobs in tourism.

2) The common features o f all jobs in tourism.

3) Tourism jobs, which are very attractive to you.

8. Scan text 2 and do the tasks below.

T ext 2

Unless air travel developed and wealth increased, the increase in

leisure would be impossible. Throughout the world, hours o f work

have declined. The working week has become shorter. The number

of public holidays and the amount of paid leave have increased. Like

most service industries, tourism is labour-intensive. The range o f

tourism jobs is very high. Many people are involved in public relations.

I f there were no specialists involved in public relations, it

would be difficult to promote tourism.

Public Relations (PR) is often confused with advertising. It is,

however, a distinct branch o f communication and involves informing

and educating the public about the activities or philosophy o f an

organization. Some companies have their own PR departments,

while others appoint consultants or agencies specializing in the job.

The keyword is communicating the company’s point o f view to various

target groups, in an effective manner in order that a favourable

impression should be formed. PR is, thus, a powerful management

function and a serious business activity. It docs not mean merely

building relations with different groups.

The importance o f PR is growing by the day. Both tour operators

and travel agencies have realized that advertising must be supplemented

with an effective PR. This helps in keeping close to the

customer to satisfy needs and anticipate changes in customer demand.

Many companies have recently launched customer clubs

through which they keep in contact with their customers, take their

advice and inform them about services. A happy customer will most

likely make repeated purchases, so an effective PR makes a good

business sense too. It is a means to win customer loyalty.

The functions o f PR can be described as follows:

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a) Press Relations: One objective o f the PR manager is to ensure

that the company get written about favourably in the press. For this,

relations with media correspondents have to be maintained. They

have to be provided with information and handouts.

b) Communications: It is necessary that customers know what

they are doing in the company or plan to do in the future. Misunderstandings

may otherwise arise which may affect the business in

the long run.

c) Lobbying: Effective PR can influence public policy. An important

function o f the PR professional is to maintain close relations

and convince influential people in various walks o f life.

d) Counselling: Doubts have to be removed from the minds o f

people through meetings and counselling, which will help keep a direct

contact and not let doubts remain which may have an adverse

impact on the company.

Notes:

keyword — ключевое слово

to confuse — спутывать, смешивать

to appoint — назначать, определять

target group — целевая группа

to satisfy' the needs — удовлетворять потребности.

отвечать требованиям

to anticipate — предвидеть

to launch — открывать (клуб)

to convince — убеждать

impact — влияние

9. Headline the text.

10. Give an annotation o f the text.

11. Answer the questions.

1) What do Public Relations involve?

175

2) What is the keyword o f PR?

3) What are the functions o f PR?

4) What does each function mean?

2. Read the words and fin d the odd-one-out.

wages — salary — earnings — bonus — pay

job — trade — work — employment

occupation — trade — position — business — profession

skilled — competent — trained — qualified — educated — masterful

— experienced

receptionist — reservation ist — manager — airman — agency —

driver — waiter — counselor

post — work — position — skill

staff — personnel — person — establishment

4. Choose the right word.

job — position — occupation — post

1) He was unemployed doing only odd...........

2) Knitting is a useful........for long winter evenings.

3) This aid is for those who have a ... in our company.

4) He had a h a rd ........painting the car.

Work a t if our Qratnfnar

1. Open the brackets putting the verbs in the right tenses.

1) If you (ask) a counselor, he will tell you what to do.

2) She is going to visit some friends in Paris, when she (have)

free time.

3) Don't interrupt them if they (work).

4) If you call on in an hour, he (be) free.

5) Apply to our local representative as soon as you (have) any

problems.

2. Open the brackets putting the verbs in the right forms.

1) I f I had more money, I (spend) the summer in the South o f

France, but unfortunately I have to stay here.

tip

b o n u s

sa la ry

wages

com m issio n