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1、Chapter 14 Strategy for Tourism (1)Text A Tourism Marketing StrategiesActivities: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
2、that might increase the area,s appeal amongpotential 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
3、 it is in strategic drift._(4) A tourism entity could always be in static, single, simple and safe environments. Itmay 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 havea les
4、s 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,
5、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 dolla
6、rs.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 t
7、he 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 StatementActivities:1. Decide whether the following statements agree with the information given in the text.(1) The mission sta
8、tement is a detailed expression of what the organization is trying toachieve 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,
9、agreed with those who must attain them, realistic, and time-constrained.(4) Closed statements are written in more qualitative terms. Missions are generally writtenas open statements, and targets such as“the most successful”are not measurablewithout further definition.(5) The term stakeholder refers
10、to a person or grouping with an interest in the operationof 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 achieveand explains what it is in business for.(2) Govern
11、ance 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 owne
12、rs 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 i
13、s a useful way of identifying the variety of different forces that act on an organizations mission?(5) What is a stakeholder analysis?参考答案Text A Tourism Marketing Strategies1. Decide whether the following statements agree with the information given in the text.(1) T (2) F (3) T (4) F (5) F2. Fill in
14、 the blanks with proper words to complete the following statements.(1) fragmentation (2) customized (3) drift (4) entity (5) awareness3. 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
15、 nature experience, theriver 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 potentialcustomers.(5) A brand-mark
16、eting strategy can improve stability over time for a tourism company.Text B Strategic Planning & Mission Statement1. Decide whether the following statements agree with the information given in the text.(1) F (2) T (3) F (4) T (5) T2. Fill in the blanks with proper words to complete the following sta
17、tements.(1) concise (2) accountability (3) remuneration (4) entity (5) governance3. Questions for discussion.(1) A mission answers questions like what the organization is trying to achieve; what itspurpose or aim is and where it is trying to head for in the medium to long term.(2) Objectives spell o
18、ut the goals that have to be achieved to realize a mission.(3) The divorce between ownership and control of large organizations can cause missionconflict.(4) Stakeholder analysis is a useful way of identifying the variety of different forces that acton an organization,s mission.(5) Stakeholder analy
19、sis 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.