Английский

Work at your Grammar

Complex Object (Oбъектный инфинитивный оборот)

Существительное

+ инфинитив + другие слова

Местоимение в объектном падеже

В качестве сказуемого употребляются следующие глаголы в активном залоге: to believe, to consider, to know, to state, to think, to say, to estimate, to assume, to report, to wish, to want, to make, to see, to hear, to watch и т.п.

We know TV time to be very expensive.

Мы знаем, что телевизионное время очень дорого.

We know TV time to have been very expensive.

Мы знаем, что телевизионное время было очень дорого.

1.Read and translate the following sentences. State the infinitive forms.

1)We believe the summer holidays to have extended even to the shutting down many stores and small businesses.

2)We suppose many different organizations to be involved in tourist promotion.

3)We believe brochures to have been distributed by travel agents.

4)My mother made me go on this trip.

5)Workers required their holidays to be paid.

6)Tour operators consider a three-day weekend to cause a raise in domestic tourism.

2.Change the sentences using Complex Object.

Pattern:

He doesn’t expect that she will go on this trip. — He doesn’t expect her to go on this trip.

1) I suppose that brochures are distributed by travel agents.

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2)In the past we considered that familiarization trips were a chance for a cheap holiday.

3)We know that brochures are sent out by direct mailing.

4)Professor states that the term “media” refers to the means of spreading information.

5)Do you know that they went abroad two days ago?

Complex Subject (Субъектный инфинитивный оборот)

Существительное

+ сказуемое + инфинитив + другие слова

Местоимение в объектном падеже

В качестве сказуемого употребляются:

а) глаголы в пассивном залоге: to believe, to consider, to know, to hold, to state, to think, to say, to estimate, to assume, to report и т.д.

TV time is said to be very expensive.

Говорят, что телевизионное время очень дорого.

б) глаголы в активном залоге: to seem, to appear, to turn out, to happen, to prove (казаться, оказываться, по-видимому)

TV time appears to be very expensive.

Оказывается, что телевизионное время очень дорого.

в) выражения: to be likely (вероятно), to be unlikely (маловероятно), to be sure/certain (несомненно)

They are likely to travel about Europe.

Вероятно, они путешествуют по Европе.

3.Read and translate the following sentences. State the Infinitive forms.

1)The second goal of tourist promotion is known to increase the size of the market.

2)The familiarization trip turns out to mean different things to different people.

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3)He is believed to have spent 5 years in Europe.

4)Organizations are likely to invest in familiarization trips.

5)Brochures were supposed to have been mailed by travel agents.

6)Winter holidays are reported to have heavily promoted the spread of tourism more evenly throughout the year.

4.Find in text 3 the sentences including Complex Object and Complex Subject and translate them.

1.Read text 3 and make up a plan of it.

2.Translate the text.

Text 3

TOURIST PROMOTION

Three aims of tourist promotion are reported to have been gained in the last few years. The first purpose is to retain the established market of people for whom travel is a normal form of recreation. The second goal is to increase the size of the market. The third aim of tourist promotion is to overcome its seasonal bias.

We know many different organizations to be involved in tourist promotion. They include tourist bureaus, the transportation companies, tour operators and individual hotels or hotel chains.

Through their tourist offices, governments do a great deal of travel promotion, both in the form of advertising and publicity. Publicity and advertising are known to be two main kinds of promotion. Publicity might be termed free advertising. Publicity consists of stories placed in newspapers and magazines about travels, accommodations, restaurants, and other parts of the whole tourist industry. Professional writers journey from resort area to resort area to report on the facilities that are available.

Another kind of tourist-connected public relations comes under the heading of familiarization. The familiarization trip or “fam trip”, as it is commonly known, means different things to different

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people. People in the industry, especially those involved in salestravel agentsare provided with free trips to tourist destinations. It is an opportunity for people to get to know some hotels and resorts better. They will be able to answer questions from their own experience.

Tourist advertising appears to be a large business in itself. Media is a term used for different means of spreading information in the form of news and advertising. Newspapers, magazines, radio and television are usually included in this term.

Television reaches the largest market. TV time is also very expensive, so it is used principally by transportation companies and government tourist agencies.

Radio serves a more limited audience since it cannot transmit the beautiful pictures and colours of television. But it is unique because it can reach people driving their cars.

Another form of advertising is the brochure. Brochures demonstrate the benefits, which an organization has to offer. Many tourism products are not tangible. By describing them in print, brochures are sure to become the only “evidence” of the product. Destinations and tours are particular difficult to promote without print material which explains what is on offer. Tour operators distribute brochures in large numbers to travel agents in the market area they are trying to reach. In addition many of them are sent out by direct mailing. Direct mailing is considered to be a form of promotion that involves mailing brochures to a selected list of customers by tour operators and travel agents. The mailing list often includes previous customers, members of clubs or organizations, and so on.

We believe the most effective kind of tourist promotion to be “word of mouth”, what one person says to another about his or her holidays. Like news stories, the results of “word of mouth” can be good or bad. A recommendation of a resort or a hotel by one family to another can significantly influence the choice people are likely to make. On the other hand, a bad report spread around by dissatisfied tourists may sharply cut tourism.

3. Give an annotation of text 3.

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4. Make up word-combinations and translate them.

to come		information
to spread	under	the heading
to report	on	accommodations
to be sent out	by	restaurants
to retain		direct mailing
to overcome		the established market
		seasonal bias

5. Agree or disagree using the clichés.

I agree with you.	I disagree with you.
It’s quite right.	That’s not true at all.
I’m of the same opinion.	I wouldn’t say that.

1)Two aims of tourist promotion have been gained in the last few years.

2)The purposes are to retain the established market of people for whom travel is a normal form of recreation, to increase the size of the market and to attract people who haven’t travelled much for the last few years.

3)Publicity is known to be the only kind of promotion.

4)Publicity consists of stories placed in newspapers and magazines about travels, accommodations, restaurants, and other parts of the whole tourist industry.

5)Another kind of tourist-connected public relations comes under the heading of familiarization.

6)Tourist advertising is a large business in itself.

7)Media is a term used for different means of spreading information in the form of news and advertising.

8)Radio reaches the largest market.

9)Television serves a more limited audience.

10)Another form of advertising is the brochure.

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11)Travel agents distribute brochures in large numbers to tour operators in the market area they are trying to reach.

12)In addition, many brochures are sent out by direct mailing.

13)The mailing list often includes previous customers.

14)The least effective kind of tourist promotion is “word of mouth”, what one person says to another about his or her holidays.

15)A recommendation of a resort or hotel by one family to another can influence the choice people are likely to make.

6.Complete the dialogue and act it.

—I wonder what aims of tourist promotion have been gained in the last few years.

—As far as I know, they are to ... .

—	Tell me, please, what organizations	—	I consider that they
	are involved in tourist promotion.		include ... .
—	I think ... and ...to be two main	—	It’s quite right. Publi-
	kinds of promotion.		city consists of ... .
			... is made by means
			of media.

—What is the term “media” used for?

—It’s interesting to know what a familiarization trip is.

—It is used for ... .

—People in the tourist industry are provided with ... to ... .

—What is another form of advertising?

—I’ve read that the most effective kind of tourist promotion is “word of mouth”.

— It is ... . Tour operators distribute ... in ...

to ... of ... .

In addition they are sent out by ... to ... .

—I’m of the same opinion. The results of “word of mouth” can be ... ... .

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7.Act as an interpreter, translate the dialogue from Russian into English and from English into Russian.

— Скажите, пожалуйста, какие	— Publicity and advertis-
виды продвижения	ing are known to be two
туристических услуг	main kinds of promotion.
существуют.

—Мне хотелось бы знать, из чего состоит реклама посредством публикаций в прессе.

—Publicity consists of stories placed in newspapers and magazines about travels,

accommodations, restau-

rants, and other parts of the whole tourist industry.

— What is a familiarization	— Людям, занимающимся
trip?	продажей туристических
	путевок, предоставляется
	возможность совершать
	ознакомительные поездки
	в различные места отдыха
	туристов. Это хорошая
	возможность для них луч-
	ше узнать отели и курорты.

—Я думаю, что средства массовой информации играют большую роль для рекламы различных организаций. Правильно?

—I wonder how brochures are distributed.

—Quite right. TV time is very expensive, so it is principally used by transportation

companies and government tourist agencies.

—Их распространяют турагенты или они рассылаются напрямую клиентам.

— Скажите, пожалуйста,	— This is “word of mouth”,
какой вид продвижения	what one person says to
туристических услуг	another about his or her
наиболее эффективный.	holidays. And this is indeed
	a major topic of conversation
	among people who travel.

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8.Act out:

1)You work for a large tour operator. You are giving an interview to a corespondent. The theme of the interview is tourist promotion.

2)You are a professor at a university giving a lecture on tourist promotion. Answer the students’ questions on the subject.

9.Topics for Oral Compositions.

1)The major kinds of tourist promotion.

2)Various means of tourist promotion; their advantages and disadvantages.

10.Read and translate the text of a brochure in writing. Use a dictionary to help you.

Text 4

PATTAYA — LIKE NOWHERE ELSE

IN THE WORLD

No one place in the world could exemplify the term “amazing” than Pattaya. For those coming for the first time, you are immediately impacted with the uniqueness not just compared to anything found in Europe or the States but to Thailand as well. It certainly is no secret that this town that never sleeps offers the best nightlife for any taste than anywhere in the world. Couples, single men, women all find entertainment venues in Pattaya. Unlike other places in Thailand, Pattaya offers much in terms of entertainment during the day as well. One adult ticket to Disneyland in the U.S. costs approximately $ 40! For less than half of that an adult can have the time of their life here in Pattaya. Everything done here is done keeping tourist in mind; you are never quite far from the Thai culture itself.

11. Render into English.

Ознакомительные поездки, как известно, оплачиваются транспортными компаниями и туроператорами. Оказывается, что ознакомительная поездка является возможностью для людей, работающих в туристических бюро, лучше узнать новые

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курорты и отели. Предполагается, что после посещения новых мест отдыха туристов они порекомендуют их своим клиентам.

В прошлом, ознакомительные поездки рассматривались как возможность дешево отдохнуть. В настоящее время, вероятно, это все еще актуально, но организации инвестируют такие поездки, чтобы заработать деньги. Следовательно, всех работников турагенств не могут посылать в ознакомительные поездки.

1. Scan text 5 and do the tasks below.

Text 5

A PRACTICAL GUIDE FOR DEVELOPING MARKETING

BROCHURES FOR TOURISM

There is more to developing a successful interpretive or marketing brochure than you might think. The planning process begins with “first impressions”, and works its way through contents, colours, photos, and more. It involves a real understanding of the psychology of the audience.

The planning model commonly used for developing interpretive brochures (or any interpretive product) begins with the story. What is the topic or message that is needed to present and what is the THEME that the piece needs to illustrate. A theme is a complete sentence that captures the essence of the total site story.

The next step in planning process is to clearly identify exactly WHAT you want the brochure to accomplish — what are your objectives. Upon reading the brochure, the majority of tourists will be able to:

—List three benefits they will gain from visiting attraction.

—Describe the main facilities that you have available for them.

—Understand your hours of operation and services.

With these objectives listed the designer knows what contents (and photos) will be required to accomplish (or illustrate) these points.

Emotional Objectives: In marketing, these are the most important. These are the objectives that will make a visitor “FEEL” that

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this will be a great experience — that “I can’t miss this!” or that “this site or facility will be easy to get to — no trip stress”. Emotional objectives are accomplished mostly with the photos you select.

Behavioural Objectives: For your attraction these are the most important objectives. These are the actions or behaviours you want the potential tourist to do. Here are some examples:

—Potential tourists will come and visit your attraction.

—Tourists will go on our tours, eat their lunch at your site, buy souvenirs.

—Tourists will tell others about our attractions.

—Tourists will return for other visits.

The behavioural objectives will be accomplished if the other emotional and learning objectives do their job.

WHO?

The next step in the planning process is to clearly determine just who your attraction or site target markets are. Here are some examples of “typical” target markets.

—Families on holiday with young children.

—Families on holiday with older children and teens.

—Families from the local community.

—Foreign tourists.

—Older visitors (retired or with no children in the household).

—Retired individuals coming to your site by bus (coach tours).

—General tourists coming to your site by coach tour.

—School groups.

—Tourists with special hobbies or interests (wildlife watching, hiking, skiing, visiting historic homes, etc.).

—Special groups or tours.

Of course, these target markets can be further broken down into subgroups, but this gives you the idea. Your site or attraction will have a specific target market mix (year-round or seasonal) that are most likely to want to visit your “kind” of facility or attraction. Understanding this market mix helps you to identify:

—What photos to use in the brochure (you better have photos of the kinds of market groups that you are trying to attract).

—How you distribute your brochures.

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