Suport Curs_Limba Engleza Pt Turism_Irimiea Silvia

5/23/2018 Suport Curs_Limba Engleza Pt Turism_Irimiea Silvia

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SUPORT DE CURS

ANUL I - Semestrul 1

Cluj Napoca2012

UNIVERSITATEA BABE-BOLYAI, CLUJ-NAPOCACentrul de Formare Continu i nvmnt la DistanFacultatea de GEOGRAFIE

Specializarea: GEOGRAFIA TURISMULUI

Disciplina: Limba englez pentru turism


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UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCAFACULTATEA DE GEOGRAFIEANUL UNIVERSITAR: 2012-2013ANUL I/SEMESTRUL I si IISPECIALIZARE: GEOGRAFIA TURISMULUI (NVMNT LA DISTAN)

SYLLABUSDISCIPLINA: LIMBA ENGLEZ PENTRU TURISM

I. Date de identificare ale titularului de curs i a cursului1)Date de contact ale titularului de curs 2)Date de identificare a cursului

Nume: Conf. univ. dr. Silvia IRIMIEA Numele cursului: Limba englez pentruturismBirou: str. Clinicilor 5-7 Codul cursului: GLX 2100Str. Clinicilor, nr. 5-7 (etajul II) Anul, Semestrul: anul I, semestrul ITelefon: 0264-4322020 Tipul cursului: obligatoriu

Fax: 0264-4322020 Pagina web a cursului: postat pe pagina web aFacultii de Geografie:http://geografie.ubbcluj.ro/,https://portal.portalid.ubbcluj.ro/

E-mail: [email protected]: se vor comunica la nceputul anului universitar

II. Condiionri i cunotine prerechiziteCursul limba englez pentru turism i propune s dezvolte abiliti i cunotine lingvistice i

profesionale n limba engleznecesare persoanelor care vizeaz ocuparea unor posturi de conducere dindomeniul activitilor de turism. Cursul se adreseaz tuturor studenilor nscrii la specializarea Geografiaturismului- nvmnt la distan.Cunotinele cuprinse n modul se bazeaz pe cunotinele acumulateanterior (n cadrul moduleleor de pregtire preuniversitar), dar materialul propus spre predare va fi

adaptat corespunztor nivelului cursanilor n cadrul ntlnirilor fa-n-fa precum i urmare a dialoguluiprofesor-student iniiatpe internet/forum-ul de dialog.

III. Descrierea cursuluiDisciplina are un coninut relativ bogat i complex din punct de vedere lingvistic i urmrete s

asigure formarea/consolidarea competenelor i deprinderilor de utilizare a limbii engleze n situaiispecifice domeniului vizat. Modulul propus depete sfera lingvistic oferind, totodat, i cunotine ideprienderi profesionale asociate cu diverse job-uri specifice sectorului turistic.

Materialul propus este conceput ntr-o form interactiv, iar metoda utilizat este ceacomunicativ. Aceasta nseamn c seciunile unitilor, pe lng partea expozitorie, cuprind i ntrebri,exerciii i sarcini de lucru practice care implic lucrul individual sau n echip.

Materialele lingvistice incluse ca, spre exemplu, lectura unor texte sunt, de asemenea,direcionate spre formarea sau consolidarea unor deprinderi lingvistico-profesionale. Att textele ct imaterialele lingvistice asociate cu probleme de gramatic, scriere, vorbire au n vedere i obiectiveeducaionale, de formare/consolidare a deprinderilor socio-lingvistice i culturale.
http://geografie.ubbcluj.ro/http://geografie.ubbcluj.ro/https://portal.portalid.ubbcluj.ro/mailto:[email protected]:[email protected]://portal.portalid.ubbcluj.ro/http://geografie.ubbcluj.ro/


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IV. Organizarea temelor n cadrul cursuluiCursul limba englez pentru turismreunete cteva teme generoase,necesare i utile specialitilor

i managerilor din turism, precum: Cadrul de distribuie n sectorul turistic, aagenti, tipuri de agenii,stiluri de management.

Fiecare tem/modul incorporeaz patru segmente, n condiiile n care fiecare segment estededicat formrii unei deprinderi: (1) lectur i comprehensiune, (2) utilizarea eficient i corect alimbii(gramatic), (3) vorbire i (4) scriere. Att problemele legate de utilizarea limbii ct i cele carevizeaz scrierea i vorbirea sunt adaptate temei generale, care la rndul ei, urmrete nu numai formareade deprinderi lingvistice ci i profesionale. Spre exemplu, n cadrul modulului Travel Agents. problema degramatic expus se refer la utilizarea timpurile verbale, iar seciunile de scriere i vorbire intesc situaiispecifice unui agent, precum: susinerea unei prezentri, descrierea (unui produs, destinaii, itineraretc.)

Temele/modulele (coninuturile cursului i aplicaiile practice aferente) vor putea fi consultate pesite-ul Facultii de Geografie, la adresa http://geografie.ubbcluj.ro/,

https://portal.portalid.ubbcluj.ro/,precum i pe CD-urile ce vor fi oferite studenilor de la specializarea Geografia Turismului, varianta ID.

c) Obiectivele generale ale cursului i Organizarea

Obiectivele generale ale cursului limba englez pentru turism sunt : S ofere cunotine de limb specifice domeniului i activitilor; S formeze i consolideze deprinderile de utilizare a limbii engleze n mod corect

i eficient n comunicarea verbal i cea scris de specialitate; S ofere cunotine generale i particulare legate de activitatea turistic S ofere cunotine despre activiti specifice managerului n asociere cu limbajul

formal pe care acesta trebuie sa-l adopte i s-l utilizeze n comunicarea cu clienii,colaboratorii, media.

Cursul va fi structurat n cinci pri dup cum urmeaz:1. The Travel Distribution Framework. The Noun. Providing Information. Business

Letters.2. Travel Agents. The Present, Past Simple, and Present Perfect Simple. Giving a Talk.

Descriptions.3. Types of Agency. The Simple Future. The Presentation. Business Proposals.4. The Business Community. The Passive Voice. Writing Leaflets and Brochures.

V. Formatul i tipul activitilor implicate de curs (sarcinile practice ale studentului)a) SarciniCursul Limba englez pentru turism se pliaz pe dou coordonate n ceea ce privete

activitile/sarcinile practice de lucru ale studentului.Prima vizeaz ntlnirile fa-n-fa, prilej cu carestudenii vor efectua sarcini de lucru din zonele lingvistice care presupun formarea i comsolidarea unordeprinderi de comunicare verbal. Tutorele de curs va insista asupra problemelor de pronunie icomunicare verbal corect i eficient n cadrul acestor sesiuni directe, oferind o pondere mai maresarcinilor de lucru legate de comunicarea scris n atribuirea unor sarcini drept teme de cas. n cadrulsesiunilor directe, titularul de curs are ocazia s clarifice conceptele i noiunile teoretice prezentate a

priori, insitnd asupra elementelor de limb care fie nu au fost receptate corect, fie pun probleme.Sarcinile practice de lucru presupun implicarea studenilorn realizarea unor proiecte care s solicite nunumai cunotine de limb ci i cunotiune legate de activitile specifice din turism.

Ponderea sarcinilor practice (rezolvarea unor aplicaii practice) n nota final va fi de 50%; restulde 50% reprezint evaluarea cunotinelor finale dobndite n cadrul cursului. Sarcinile sunt centrate perezolvarea unor probleme concrete induse de activitatea agentului i managerului ageniei de turism i deadaptarea i soluionarea diverselor situaii pe care acetia le pot ntmpina.

Stabilirea i afiarea sarcinilor de lucru se va face on-line. Este recomandabil ca acestea s fierealizate n timp util, pentru a evita suprapunerea i nerealizarea lor.
http://geografie.ubbcluj.ro/http://geografie.ubbcluj.ro/https://portal.portalid.ubbcluj.ro/https://portal.portalid.ubbcluj.ro/https://portal.portalid.ubbcluj.ro/http://geografie.ubbcluj.ro/


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b) Teme de casPentru fiecare modul se vor indica exerciiile i sarcinile de lucru; ponderea lor n nota final de

promovare a examenului va fi de 50%.c) Examenul

Examenul survine dup parcurgerea materialului i realizarea sarcinilor de lucru(a cror pondere n notafinal va fi de 50%). Pentru examenul final sudeniivor nva din suportul de curs i din notiele luate cuocazia fiecrei ntlniri modulare.Tematica examenului va fi transmis n cadrul ntlnirilor modulare ion-line.

d) Comunicarea on-line: Anunuri, E-mailuri i Forum de discuiiMajoritatea informaiilor v vor fi transmise prin intermediul seciunii Anunuri de pe site-ul

Facultii de Geografie, la adresa http://geografie.ubbcluj.ro/,

https://portal.portalid.ubbcluj.ro/,precum iprin intermediul e-mail-ului. n consecin, consultarea zilnic a e-mail-ului i a site-ului Facultii deGeografie devine o necesitate. In consecin, studenii sunt obligai s urmreasc zilnic informaiiletransmise. Este, de asemenea, deosebit de improtant ca adresa de e-mail s fie adusla zi.

VI. Bibliografie obligatorie Irimiea Silvia Blanca,English for Travel Agents, Presa Universitara Clujeana, Cluj-Napoca,2006, P. 196.

Irimiea Silvia Blanca,A Guidebook to Professional Writing, RISOPRINT, Cluj-Napoca, 2006, P.163

Irimiea Silvia Blanca,English for International Tourism. English for Tourism Managers, PresaUniversitara Clujeana , Cluj-Napoca, 2006, P. 194

Irimiea Silvia, English for International Tourism,Presa Universitar Clujean, Cluj-Napoca,2000.

5.Jacob, M. and Strutt P., (1997),English for International Tourism, Longman.Surse internet:

1. www.nationalgeographic.com/destinations

2. www.nationalgeographic/expeditions3. www.nationalgeographic.com/traveler/photos/newzealand0603/newzealand_gallery.html4. www.thecarrington.com.au/5. www.fortunecity.com/bally/durrus/153/gramch03.html6. www.virtualtourist.com/7. www.enjoyengland.com/inspiration/ten_great_ideas/spring-06/nottingham.aspx

8. http://grammar.ccc.commnet.edu/grammar/adverbs.htm

9. http://jdwritingctr.iweb.bsu.edu/workshop/Towns/AdjectivesVadverbs.htm

10.www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htm

Referinele bibliografice sunt precizate att n suportul de curs ct i on-line. Sursele bibliograficempreun cu suportul de curs ofer condiiile de pregtire pentru o nsuire eficient a cunotinelor ideprinderilor.

VII. Materiale i instrumente necesareOptimizarea secvenelor de nvare/formare reclam accesul studenilor de la specializarea

Geografia Turimului, forma de nvmnt nvmnt la Distan la urmtoarele resurse: computer conectat la internet (pentru a putea accesa bazele de date i resursele

electronice suplimentare dar i pentru a putea participa la secvenele de formare
http://geografie.ubbcluj.ro/http://geografie.ubbcluj.ro/https://portal.portalid.ubbcluj.ro/https://portal.portalid.ubbcluj.ro/http://www.nationalgeographic/expeditionshttp://www.nationalgeographic/expeditionshttp://www.nationalgeographic.com/traveler/photos/newzealand0603/newzealand_gallery.htmlhttp://www.nationalgeographic.com/traveler/photos/newzealand0603/newzealand_gallery.htmlhttp://www.fortunecity.com/bally/durrus/153/gramch03.htmlhttp://www.fortunecity.com/bally/durrus/153/gramch03.htmlhttp://www.virtualtourist.com/http://www.virtualtourist.com/http://www.enjoyengland.com/inspiration/ten_great_ideas/spring-06/nottingham.aspxhttp://www.enjoyengland.com/inspiration/ten_great_ideas/spring-06/nottingham.aspxhttp://grammar.ccc.commnet.edu/grammar/adverbs.htmhttp://grammar.ccc.commnet.edu/grammar/adverbs.htmhttp://jdwritingctr.iweb.bsu.edu/workshop/Towns/AdjectivesVadverbs.htmhttp://jdwritingctr.iweb.bsu.edu/workshop/Towns/AdjectivesVadverbs.htmhttp://www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htmhttp://www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htmhttp://www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htmhttp://jdwritingctr.iweb.bsu.edu/workshop/Towns/AdjectivesVadverbs.htmhttp://grammar.ccc.commnet.edu/grammar/adverbs.htmhttp://www.enjoyengland.com/inspiration/ten_great_ideas/spring-06/nottingham.aspxhttp://www.virtualtourist.com/http://www.fortunecity.com/bally/durrus/153/gramch03.htmlhttp://www.nationalgeographic.com/traveler/photos/newzealand0603/newzealand_gallery.htmlhttp://www.nationalgeographic/expeditionshttps://portal.portalid.ubbcluj.ro/http://geografie.ubbcluj.ro/


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interactiv on-line care necesit respectarea termenelor i consultarea suporturilor delucru, etc.);

imprimant (pentru tiprirea materialelor-suport, a temelor redactate, a studiilor de caz); acces la resursele bibliografice; acces la echipamente de fotocopiere.

VIII. Calendar al cursuluiPe parcursul semestrului I sunt programate 4 ntlniri fa n fa (consultaii) cu toi studenii cu

scopul monitorizrii modului n care sunt rezolvate sarcinile practice i clarificrii oricror nelmuririlegate de coninutul lingvistico-profesional al modulelor.

Pentru prima ntlnire este obligatorie lecturarea atent a primului modul (Unit 1) i rezolvareaaplicaiilor; se vor preda i discuta aplicaiile aferente modulului 1;

Pentru a doua ntlnire este obligatorie lecturarea atent a modulului 2 (Unit 2) i rezolvareaaplicaiilor; se vor preda i discuta aplicaiile aferente modulului 2;

Pentru a treia ntlnire este obligatorie lecturarea atent a modulului 3 (Unit 3) i rezolvarea

aplicaiilor; se vor preda i discutaaplicaiile aferente modulului 3;Pentru a patra ntlnire este obligatorie pregtirea modulului 4 (Unit 4) i se va verificanelegerea coninutului acestuia.

Aplicaiile practice vor fi discutate i rezolvate n cadrul fiecrei ntlniri (acestea vor constitui50% din nota final). n cazuri deosebite, titularul de curs va monitoriza i pe alte ci realizarea sarcinilorde lucru, pstrnd permanent contactul cu studenii via internet(forum-ul studenilor)

Examenul final, cu pondere de 50% din nota final se va desfura n perioada sesiunii deexamene. Cursanii vor primi rezultatele sarcinilor de lucru i activitiinainte de prezentarea la examen.

Numrul maxim de puncte obinute pe baza rezolvrii aplicaiilor practice de la modulele parcurse este50.

ntlnirile de lucru se vor desfura conform calendarului sintetic al disciplinei exprimat ntabelul de mai jos.

Calendarul sintetic al disciplinei

Nr.crt

ntlniridirecte

Activiti Data

Pondereaplicaii

practice/examenfinal

1 ntlnirea 1

- discutarea temelor de curs de la modulele 1 i 2- discutarea aplicaiilor practice de la modulele 1 i 2- predarea materialelor rezultate din rezolvareaaplicaiilor de la modulul 1

17 noiembrie2012

orele 10,00 12,00

(sala C1)

15 puncte

2 ntlnirea 2

- discutarea temelor de curs de la modulul 3- discutarea aplicaiilor practice de la modulul 3- predarea materialelor rezultate din rezolvareaaplicaiilor de la modulul 2

17 decembrie

2012orele 10,00 12,00

(sala C1)

10 puncte

3 ntlnirea 3

- discutarea temelor de curs de la modulul 4- discutarea aplicaiilor practice de la modulul 4- predarea materialelor rezultate din rezolvareaaplicaiilor de la modulele 3 i4

21 ianuarie2013

orele 10,00 12,00

(sala C1)

15 puncte

4Examen

final- derularea examenului final

ianuarie 2013(sala C3)

50 puncteexamenul

final)


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IX. Politica de evaluare i notareProcesul de evaluare i stabilirea notei finale la acest curs va avea dou componente:

1. nsumarea punctajelor obinute pentru rezolvarea sarcinilor de lucru (aplicaiilor practiceexistente n fiecare din cele patru module): 50 puncte maxim;

2. nota obinut la examenul final (derulat n cadrul celei de a patra ntlniri directe): 50puncte maxim.

Astfel, rezult un punctaj total maxim de 100 puncte, aferent notei finale 10.Fiecare modul cuprinde un numr de 3-10 aplicaii practice, care vor fi puse la dispoziia tutorilor

i a cursantului, prin intermediului suportului de curs i a materialelor bibliografice obligatorii. Deasemenea, fiecare aplicaie practic va fi discutat n cadrul ntlnirilor cu studenii, urmnd ca ulterior,ele s fie rezolvate i transmise titularului de curs. Pentru predarea temelor, se vor respecta cu stricteecerinele titularului de curs, orice abatere de la acestea aducnd dup sine penalizri sau pierdereapunctajului corespunztor acelui set de sarcini practice. Evaluarea aplicaiilor practice se vaface imediatdup primirea lor, iar afiarea pe site-ul facultii a punctajelor obinute de ctre fiecare student se varealiza n cel mult dou sptmni de la data depunerii/primirii aplicaiilor. Dac studentul consider c

activitatea sa practic a fost subapreciat de ctre evaluator, atunci poate solicita feed-back suplimentarprin contactarea direct a evaluatorului, prin e-mail sau direct.Nota final la acest curs va fi bazat pe procentele cumulate din ntreg, iar notele vor avea la baz

criterii de performan.Pentru obinerea unui punctaj complet este nevoie de rezolvarea tuturor aplicaiilor practice

existente i de prezena la examenul final, punctele fiind cumulate din aceste dou forme de evaluare;lipsa uneia dintre aceste dou componente se soldeaz cu lipsa notei finale din ecuaia de notare i,implicit nepromovarea examenului la disciplinaLimba englez pentruturism.

Studenii trebuie s tie c silabusul de fa reprezint un suport minimal, a crui simplparcurgere nu este suficient pentru promovarea examenului. n vederea promovrii examenului cu o notsatisfctoare, studenii vor parcurge bibliografia indicat n cadrul acestui syllabus.

X. Elemente de deontologie academicFrauda sepenalizeazprin notarea cu 0 a lucrriirespective. Se consider fraud, plagiereatotal sau parial a coninutului lucrrii predate (fie c e plagiat din lucrri publice, fie din lucrrile altorcolegi). Cadrul didactic i asum responsabilitatea de a dovedi material frauda. n cazul n caredoi saumai muli studeni predau lucrri identice sau similare n totalitate sau parial, nota pe lucrarea respectivse va mpri la numrul de studeni care au predat aceeai lucrare sau lucrri, vdit similare n form iconinut.Pentru predarea temelor se vor respecta cu strictee cerinele formatorilor. Orice abatere de la acestea aducedup sine penalizri sau pierderea punctajului corespunzator acelei lucrri.

Evaluarea acestor lucrri se va face imediat dup preluare, iar afiarea pe site a notelor acordate seva realiza la cel mult 2 sptmni de la data depunerii/primirii lucrrii. Dac studentul consider caactivitatea sa a fost subapreciat de ctre evaluatori, atunci poate solicita feed-back suplimentar prin

contactarea tutorilor sau a titularului disciplinei prin e-mail. Contestaiile pot fi adresate n maxim 24 de orede la afiarea rezultatelor, iar soluionarea lor nu va depi 48 de ore de la momentul depunerii.

XI. Studeni cu nevoi specialen vederea oferirii de anse egale studenilor afectai de dizabiliti motorii sau intelectuale,

titularul de curs i manifest disponibilitatea de a comunica cu studenii prin intermediul poteielectronice. Astfel, studenii cu dizabiliti vor putea adresa ntrebrile lor legate de tematica cursuluiLimba englez pentru turismpe adresa de email a titularului de curs, menionat la nceputul acestuisilabus, putnd primi lmuririle necesare n maxim 48 de ore de la primirea mesajului.


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XII. Strategii de lucru recomandatePentru a obine performana maxim, studenii trebuie s in cont de urmtoarele recomandri n

ceea ce privete studiul individual, precum i activitile colective realizate n cadrul cursului:1. Este recomandat ca studiul acestor probleme s se fac n ordinea numerotrii unitilor de curs.2. Este recomandat ca studiul s se bazeze pe o bibliografie minimal, indicat n silabus i pe alte

surse bibliografice indicate de tutori.3. Se recomand participarea la discuii i analize mpreun cu tutorii, pe marginea temelor indicate

spre studiu.

CLUJ-NAPOCA, Conf. univ. dr.

01.10.2012 IRIMIEA SILVIA


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MODUL I

UNIT 1The Travel Distribution Network

CONCEPTE DE BAZ:Cap. 1 (Unit I): The Travel Distribution Network

.

OBIECTIVE URMRITE:

1) S familiarizeze cursanii cu reeaua de distribuie din turism;2) S formeze deprinderi de utilizare corect a substantivului n lb englez n comunicareaverbal i scris;

3) S formeze i dezvolte deprinderi de furnizare a informaiilor specifice;4) S dezvolte cunotinele i deprinderile necesare formulrii i redactrii scrisorilor de

afaceri.

RECOMANDRI PRIVIND STUDIUL: Suportul de curs Irimiea Silvia, Limba englez pentru turism; Cartea: Irimiea Silvia Blanca,English for Travel Agents, PRESA UNIVERSITARA

CLUJEANA, CLUJ-NAPOCA, 2006, P. 196. Cartea: Irimiea Silvia Blanca,A Guidebook to Professional Writing, RISOPRINT, CLUJ-

NAPOCA, 2006, P. 163 Cartea: Irimiea Silvia Blanca,English for International Tourism. English for Tourism Managers,

PRESA UNIVERSITARA CLUJEANA , CLUJ-NAPOCA, 2006, P. 194 Cartea: Irimiea Silvia, English for International Tourism,Presa Universitar Clujean, Cluj-

Napoca, 2000.

REZULTATE ATEPTATEConform obiectivelor propuse, modulul I familiarizeaz cursanii cu noiuni legate de

reeaua de distribuie din turism. n ceea ce privete utilizarea limbii, modulul I introduce noiuneade substantiv, deci se ateapt ca studenii s cunoasc conveniile gramaticale de clasificare a

substantivului, de formare a pluralului i s le utilizeze n comunicare. Pe partea de deprinderiverbale, unitatea de curs prezint informaii legate de furnizarea de informaii. n modcorespunztor, se ateapt ca studenii s comunice informaii n limba strin n mod corect, clar ieficient. Deprinderile de scriere se refer la scrierea corespondenei de afaceri, deci se ateapt castudenii s redacteze scrisori formale urmnd conveniile socio-lingvistice.


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Unitatea de curs 1

This unit is focused on:1. Reading: The Travel Distribution Framework2. Grammar: the noun3. Speaking: providing information4. Writing: business letters

ReadingTHE TRAVEL DISTRIBUTION FRAMEWORK

Nowadays, travel agencies are just as notorious as any other retailer shop, such as banks, clothes shops,

building societies, etc. Their major role is to establish the link between providers of travelservices/products and the potential customers worldwide.

Prior to the 1950s, travel agencies were less known, rare and accessible only to people with high income.The mid 1990s is the starting point for the development of the travel agency business, as their numberincreases greatly. However, in the United Kingdom there were just fewer than 7000 travel agencies in the1990s and the businesses that developed were more or less family businesses.

The questions that we are about to answer are: what is a travel agent, what does he do and what is hisposition in the travel and tourism business framework. We will do so by placing the agent in the contextof travel and tourism industry.

The travel distribution framework, otherwise known as the "channel of distribution", is a marketing termused for the means through which the product reaches its intended customer.

The place of a travel agent within this distribution framework is best pointed out by comparing it withother similar business industries. In the travel industry, as well as in the other industries, down the route

by which the product reaches the customer, there are both direct and indirect distribution channels alongwhich the producers sell their products. A direct channel is the one when the customer gets the

product/service directly from the supplier. For instance, a passenger buys an airline ticket directly from anairline at the airport, or a passenger buys his train ticket at the railway station. Indirect channels, on theother hand, involve the intervention of various intermediaries and represent an alternative to directchannels. Such an example is when the traveller buys his flight ticket through a travel agency.

Distribution channels

Other industries Travel industry

ManufacturersPrincipals(Transport/Accommodation)

Wholesalers Tour Operator

Retailers Travel Agents

Consumers Consumers


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However, despite these similarities, some essential differences seperate the travel industry chain from theother industries particularly regarding the way they conduct their business. These differences are best

pointed out by looking at the types of organization existing in this business:

the Principals, the Tour Operators the Travel Agents.

Principals: manufacturers or suppliers of services?

Principals have a top position in the travel and tourism distribution framework. They are the uniqueproviders of the basic travel product, also known as "core product". The providers of such basic productsare called principlas. Such basic products comprise: transport, accommodation and amenities. The termprincipal suggests the head position they hold and a position that is essential for the entire industry.

Given that they are first in rank, principals are an essential condition for the existence of the further chainof distribution. Their head position is in relation with the other distribution levels, i.e. they are principalsto tour operators and travel agents.

Travel and tourism principals are different from manufacturers and the first and most important differenceis their product. In the case of principals, the product is immediately perishable; the customer can try itonly after buying it and theres no possibility of returning it if it proves to be unsatisfactory. The

principles product is more similar to a service type of product, thus principals are more like suppliers ofservices.

Principals make use of various means to sell their product. These means are: direct sell;

indirect selling by the intermediary of a travel agent; selling through an inclusive package offered by tour operators.

In the case of direct sale, the product is sold directly to the client without any intermediaries, byestablishing a direct contact with the customer, just like the train operating companies sell tickets at therailway station. This type of sale is similar to that of the retailers.

The travel agent is an important channel of distribution for the travel and tourism industry, given thatmany principals choose to sell their product through such an intermediary. The travel agent receives acommission for each sold product, and it is the principals and not the customers who bear thecommission. In fact, many principals fix the products price by bearing into account the commissionexpenses as well.Another way of selling the product is to sell it to tour operators who, in turn, will include it in a package.Therefore, tour operatorsrepresent another major indirect channel of distribution. The principals productis combined and merged with other elements to form an inclusive package. It is worth mentioning thatseveral principals act as tour operators as well. One such example is British Airways who operate BritishAirways Holidays, a tour operator.


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Discussion1. What is a travel distribution framework?2. What place does the travek agent hold?

3. What is the role of tour operators?

Grammar: The Noun

English nouns have the following grammatical categories: gender, numberand case.

Gender Masculine Gender: boy, man, father, husband, king, cook; Feminine Gender: girl, hen, cow, landlady, woman, aunt; Common Gender: teacher, parent, doctor, mathematician, neighbor; Neuter Gender: dog, baby, summer, pride, child.

In English there are several ways of forming the masculine and the feminine gender: Many nouns have different denotations for the masculine and the feminine form: boy-girl, cock-hen,

king-queen, son-daughter, nephew-niece, uncle-aunt, gentleman-lady, man-woman, bachelor-spinster,husband-wife;

Most commonly the feminine is obtained from the masculine form trough suffixation: prince-princess, host-hostess, actor-actress, waiter-waitress, master-mistress, hero-heroine, czar-czarina;

Gender can also be indicated by combining nouns without a gender with boy, girl, male, female,man, woman: boyfriend-girlfriend, man dentist-woman dentist, male pilot-female pilot, policeman-

policewoman. Recently there appeared a tendency to eliminate these terminations in order to avoidgender discrimination: salesman/saleswoman-salesperson, chairman/chairwoman-chairperson/chair,steward/stewardess-flight attendant.

Number Countable nounshave both, singular and plural forms. In the singular they are preceded by a(n) or

one. Uncountable nounsusually have only a singular form. They can`t be preceded by a(n) or one.Countable nouns:

Regular forms- an -s is added: book-books, day-days, house-houses, handkerchief-handkerchiefs, safe-safes;- nouns ending in o, ch, sh or x take es: potato-potatoes, bus-buses, box-boxes, kiss-kisses, brush-

brushes;- nouns ending in a consonant plus y take ies: baby-babies, fly-flies, factory-factories. Irregular forms

Definition: A noun is the name of anything that may be the subject of discourse.There are four types of nouns: Proper nouns: Ann, Richard, China, Paris, Mr. Moody Common nouns: doll, plate, student, desk, flower Abstract nouns: happiness, love, fear, beauty, friendship

Collective nouns: team, crowd, group, herd, staff


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- some noun forms eliminate -f/-fe and take ves: wife-wives, thief-thieves, shelf-shelves, leaf-leaves, life-lives, wolf-wolves;

- some nouns modify their vowels: foot-feet, tooth-teeth, woman-women, mouse-mice, man-men,child-children;

- some nouns have the same form in both singular and plural: sheep-sheep, deer-deer, series-series,species-species, means-means;

- some nouns have only a plural form: pants, stairs, pyjamas, scissors, savings, customs, valuables,earnings, trousers, premises;

- some borrowed nouns keep their Latin, Italian or Greek plural forms: crisis-crises, datum-data,axis-axes, thesis-theses, libretto-libretti, fungus-fungi, bacterium-bacteria, medium-media,

phenomenon-phenomena;- family names can be used in the plural by adding an s: the Kennedys, the Simpsons;- collective nouns are usually used in the singular: family, government, gang, crew, jury, navy,

staff, company, public, nobility, council.

Uncountable nounsThey belong to the following classes: Concrete nouns: water, grass, gold, wood, glass, sand, milk, fire, coffee, food, paper, silver, butter,

salt; Abstract nouns: love, experience, beauty, advice, hope, joy, relief, freedom, duty, time, education,

reality, intelligence, patience, design; Verbal nouns, ending in ing: smoking, parking, shopping; Nouns denoting languages: German, English, Italian, Spanish, Japanese; Some illnesses, sciences and games which have a plural form, but are used in singular: measles,

mumps, news, politics, ethics, billiards, electronics, acoustics, statistics, mathematics.

Uncountable nouns have restrictive usage in the plural; here are some examples how to transform

uncountable nouns into countables: Food and drink: a slice of bread, a piece of toast, a bowl of rice, a packet of butter, a lump of sugar,

a pinch of salt, a whiff of garlic; Natural phenomena: a beam of light, a drop of rain, a breath of fresh air, a gust of wind, a spell of

warm weather; Materials: a strip of land, a block of concrete, a pile of rubbish, a bar of soap, a stretch of road, an

ounce of silver, a stack of hay, a piece of luggage; Abstract notions: a piece of news, a hint of trouble, a word of abuse, a state of emergency, an item of

business, a term of imprisonment, a wink of sleep.

Case

The prepositional genitive:- it is often used to express possession; in this case the noun is preceded by of: door of thecar, frame of the picture, headquarters of the company, color of the wall, engine of the car.

The `s genitive:- to form it we add an `s: Nancy`s, the teacher`s, my children`s;- it expresses possession referring to persons and animals: Helen`s mother, the horse`s mane;it is used:- in time expressions: an hour`s delay, two week`s time, last Monday`s paper;- with everybody, nobody, someone, anyone, no one: nobody`s fault, somebody else`s bag;- with institutions, groups, geographical names: the government`s decision, the world`s lakes,

Boston`s schools;


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- when it means store, shop, studio, office, restaurant, church, cathedral: the baker`s, St.Patrick`s, McDonald`s;

- with of (called double genitive): a friend of Ann`s, a fan of Madonna`s.

Exercises

1. Fill in the spaces with the correct plural form:1. I prefer a man dentist to a2. Myths always have a hero or a ..3. The policeman was usually accompanied by a ..4. My son wants to be an actor, while my ..wants to be an ......................5. The heir received the mansions whereas the. was left with a collection of

antique jewelry.6. Prof. Richard Emerson was the chairman of The History Department, Prof. Emily Richards was

the of the Modern Language Department. Today their title wouldbe..

2. Underline the nouns in the following text and decide which is countable and which isuncountable:Although it is a good idea to take a raincoat or an umbrella while holidaying in Britain, the weatherthere is nowhere near as bad as people often make out. It's a question of luck, that's all! The weatheris of course very changeable, but no more so than in many regions of France.The famous London smog, a mixture of smoke and fog, has disappeared, due to considerable effortsin pollution control. In fact, certain areas of Britain even enjoy a micro-climate, palm trees can befound in the Scilly Islands and on the Cornish Riviera. If it does start raining, don't despair- ninetimes out of ten it's just a local shower. On the coast it means that the tide is turning.

3. Supply the blanks with suitable nouns from those in brackets. Use the plural forms:1. He threw a stone at the rock and .. came back. (piano, volcano, echo)2. The opera company was advertising for (octavo, soprano, cuckoo)3. The delegates carried their (portfolio, photo, piano)4. He was bitten by a and got malaria. (hero, soprano, mosquito)5. There are hundreds of ..along the Mediterranean coast. (hero, casino)6. The ships had as monkeys called baboons. (cargo, piano)

4. Fill in the correct plural form of the words in brackets:1. Do other planets revolve their .. like the Earth? (axis)2. . are rare in the desserts. (oasis)

3. A great deal of .. was collected by the scientist. (data)4. There have been many international since the war. (crisis)5. What are the of success? (criterion)6. The. of theorists must conform the real world. (hypothesis)

5. Put into the possessive, carry out any necessary changes in the wording of the sentences:1. I did this for the sake of my brother James.2. He took the hat of somebody else.3. John, the son of the plumber is my best friend.4. The baby of Charles and Mary is lovely.5. There was a great variety of books for children on display.


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6. Alfred the Great has an assured place in history.

6. Fill in the blanks with feminine nouns:1. Katherine Hepburn was a famous 2. Diana is the of haunting.3. A woman famous for bravery is a ..4. A woman engaged to be married is a .5. Sapho was a lyric 6. A woman with the legal right to receive a property, when the owner dies, is an.

Speaking

Providing information

Communication skills. Product knowledge

a) The message should be as informative as possible,

b) It must be honest (reflect the communicator's beliefs),c) It must be relevantandd) expressed in an orderly manner.These qualities represent Grice's principles of communication and are used to increase both the

communicative and the informative value of an utterance. If observed, all these preconditions will ensure asuccessful oral or written communication.

Clarity is the major aim of informative communication, particularly of technical writing orscientific writing, whose primary functionis to inform. Consequently, all information conveyed must beclear and unambiguous.

However, a few characteristics have a great impact on the verbal interaction.First, oral communication takes place against the background of a situation that sets out

the scene for the communication between the interactants. Consequently, much of what is being

said is visually related to the circumstances in which the dialogue or intercourse occurs, namelythe situation, the setting and other communication inherent characteristics. This enables the

participants to draw heavily on clues lying in the situational context for grasping the message.This means that the speaker may not be so explicit as he should be in writing, as many referencesare clear or made clear through inference from or through reference to the context. If, forexample, we refer to the thing over there we assume that this is sufficient for the listener, as hewill understand from the context what that thing is.

Second, the person we address is normally present, so there is direct contact between the speakerand the hearer materialised in a permanent interaction and feedback. Even in the case of a telephoneconversation, where the two communicators are standing at the ends of the wire, there is direct contact

Communication skillsProviding information on particular tourism products or issues rests mainly on a few skills,which ensure a successful communication with the client and conduct to selling.A good communicator is a person who knows well what to say in a particular context tothe person he/she is talking to. This means observing the maxims of communication whichare:


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and the possibility of permanently feedbacking on request. In a normal conversation, the speaker and thehearer are exchanging roles, so that at one time one is the speaker and at another time the other is thespeaker. This exchange of roles makes each participant very active and interested in monitoring eachothers performance. If there is no feedback and control, there is no verbal interaction, and the normalcommunication flow may easily break up.

The feedback one receives from a spoken intercourse is of two kinds: verbaland non-verbal. Theverbal response or feedback ranges from a simple murmur or grunt, to asking questions or makingcomments on the spoken issue. Non-verbal feedback takes the form of facial movements or expression,of eye contact, or a simple nod that confirms the receipt of the message and the comprehension thereof.

In addition to the already mentioned elements, during a verbal intercourse the communicators candepend on and use other resources as well that facilitate their understanding of the message. Suchresources are the prosodic features, which include:

pitch of voice,

loudness, speed,

rhythm pauses.

Facial movements may accompany other verbal feedback elements, as they all support and giveconsistency to the uttered words in an attempt to make the message clearer to the listener. Don Byrne(1988) notes that most often we convey our meaning not so much through whatwe say- the linguisticstructures of our discourse- but through how we say it and what we dowhen we say it. This helps thelistener grasp at once what we say, and the attitudewe show towards the discussed topic, which mayindicate irony, confidence, doubt etc and will further help the listener make his decision with regard toadapting the role and attitude he adopts towards the on-going conversation.

Awareness of these aspects is extremely important, as they can help the communicator, in ourcase the travel agent, build up a healthy communication and persuade the client to buy a product.

Product knowledge

Knowing the product helps the travel agent give useful and meaningful information to the client.The travel agent must read all relevant information comprised in leaflets, brochures, or other

materials and take notes of the main issues. He must equally draw on other sources as media informationand information coming directly from tour operators.The travel agent must then sort out the informationand organizeit according to various criteria, which may refer to:

types of holiday destinations attractions travel arrangements

accommodation options etc.The information will normally be conveyed during a verbal intercourse in which thethree parts of a conversation must be followed, i.e.:

a brief introduction, which should point out the subject matter or the issue, the main part, which will describe or indicate in a logical and attractive manner the

highlights or advantages of the offer the wrap up part, or end, which should summarize the points discussed and draw a

conclusion.For example, the travel agent should know everything about the main types of tourism

destinationsbased on distance, accessibility via air transport etc, such as:1) short-haul destinations the most popular destinations given their accessibility


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2) long-haul destinations morepopularinrecent years,given thevariety ofdifferent resortsHe should also know that another distinction is based on their products character and appearance; such acriterion would help the agent differenciate between:

1) towns and cities2) seaside resorts3) purpose-built resorts4) countryside areas5) historical and cultural destinations.

Exercises

1. How many types of holiday are there? What holidays does you agency sell?Make a list of holidays and outline of a brief talk on types of holiday.

2. Explain to a close friend the holiday packages that the agency you work for sells.

3. Describe the holiday packages to an imaginary client.

Writing

Business Letters

Functions. Types of letters. Characteristics of good business letters.Parts of a letter. Style. Useful language. Sample letter. Exercises.

maintaining public relations, promoting sales, complainingabout a service etc. Apart fromthe informative function they usually perform, business letters are sometimes regarded as a

companys permanent record, as future inventories and checkings can be made on the basis ofthe letters filed in company records. Letters can also serve as written contractsbetween two

parties and as such they are fully recognized by courts as evidence. Then they can act as formalor informal public relations material, building up good will, consolidating relationships, orencouraging business. From the moment the letter written by you leaves your premises, itrepresents you and the company you work for. Therefore, the writer must be aware of the rolethe letter plays in projecting the right imageof the company, since a good letter may encourage

business, whilst the reverse may turn your business into a failure.

Functions

Business letters represent an important part of business communication.They are used for many purposes, including: providing information,requesting information or material, answering customer queries,


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Types of letters

Different business circumstances call for different types of business letters.

Letters of request are written to ask for permission, help, information, advice, appointments, payments,merchandise, favours etc. They may also provide information, explain a situation, make suggestions,

present arguments in support of an opinion etc.A request letter must be:

complete, that is give all the facts needed; accurate, as it is supposed to provide correct data, amounts, dates, quantities etc, reasonablein order to make sure that the reader can fulfill the request, specific, i.e. to answer specifically the request, concise, i.e. it should comprise only essential data conveyed in a clear, straightforward

manner, and, last but not least, it should be courteous.These letters must contain:

- an introductory paragraph, which identifies the sender and states the reason for writing theletter. This is the first paragraph so its tone will have a decisive impact on the reader.Consequently it may either build good will and establish a healthy business relationship, or it maycompletely damage the companys image.- message paragraphs,which enumerate the request(s), explain details of the request, and givereasons for it.- an ending paragraph,which kindly asks for appropriate action to be taken, and is followed bythe senders signature.

Letters of request are usually answered promptly. The reply is written to acknowledge an order,appointment, to answer various queries about the company, products, services etc. Both the request letterand the reply must exude a courteous and helpful attitude. They must reinforce and consolidate a good

business relationship, therefore, their tone should be friendly and, in many ways, similar to the tone ofpublic relations letters.

Letters of inquiry may seek information regarding products, references, credit etc; they may ask forfavours for documentation or services. On the other hand, such letters may seek sales opportunities, andmay develop public relations by showing interest in a companys products.Like any other kind of letter, this letter should be brief, straightforward and polite.The letter outline should draw on :

-anintroductionconsisting of a short paragraph indicating the purpose of the letter;

-message paragraph(s)posing the question(s) in a clear, concise manner;-a closing paragraph ending the letter in a pleasant and helpful tone.

No matter whether the answer is positive or negative, all letters must be answered promptly. If the reply isnegative, the writer must tactfully express that along with his willingness to be of further assistance to thecustomer.

Order lettersare usually sent in order to purchase various products or services. They must necessarilydisplay the characteristics of all business writing, including:clarity, accuracy, completeness, conciseness,and should give specific details regarding quantity, quality, price, destination, method of shipment,delivery date, method of paymentetc.


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As compared to sales letters, which have an overt sales-oriented character, these letters are simple andstraightforward in tone, as their aim is mainly to focus attention on specific details.These letters call for three types of answers:

- letters which acknowledge the order;- letters requesting additional details;- lettersrefusing anorder.

Sales letters seek to sell a product, a service, an idea, etc. They are written to attract the readersattention, to persuade him to buy the product or service. Therefore, these letters are advertising or sales -oriented letters. As such they must stimulate the readers interest by emphasizing the qualities and theadvantages offered by the product, convince him of the overall value of the product, and, finally, movehim to action. Consequently, planning the letter is not easy. The sender has to deal with a number ofissues before writing the letter. So for example:

first he has to establish the target audience, then find out the customers requirements,

identify the customers special interests, formulate the specific aim of the letter, highlight strong points and qualities of the product, special selling points if any (price,

quality), list elements which may support the selling point etc.

In order to be more persuasive, senders add incentives to sales letters, such as: a return card, a sampleproduct,or a discount coupon.

The general toneand the style in which these letters are written is promotional, as they are advertisingtexts. The letters may:

begin with a rhetorical questionof the type: Why kill yourself working, when ..., How much ofyour business depends on....?; these questions are intended to gear the readers attention to thedesired element or product;

attract the reader with a wishful thinking(To havea chalet in the Alps...); promise a bargain(Add 20% to your business profits!), or simply make use of an unusual phrase(THE MONTCAR 22 DOES NOT RUN! It races!...)

In addition, this sales-oriented character can be achieved only by using an adequate language. Therefore,sales letters abound in words with sales appeal, which are: nouns, adjectives, verbs etcand use an imaginativecolourful language.The extract below will illustrate both the structure and the appealing language used in sales letters:

Dear Mr. Taylor:

Do you choose your financial plans as carefully as you choose your car? For just a few dollars a week,experts in the investment business will advise you on specific money placements.

Every issue of our magazine, THE FINANCIAL DIGEST, is full of reports, and features that will keep youintelligently informed about the rapidly changing world of business.

An investment in THE FINANCIAL DIGEST offers no risks. If you are not completely satisfied theublication, you can cancel and will receive a fuill refund on all undelivered issues.

You have nothing to lose and much to gain. Sign and mail the enclosed coupon today. Your signaturewill bring you 52 issues full of up-to-the-minute information.


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(From Lafrance-Bourdon M,Business English, 1989, Annexes)

Public relations letters are written to develop favourable public opinion, to influence public attitudes,reinforce the companys image, keep present customers, make new business partners, secure futurecooperation, promote good will etc.To begin with, they must value the customer, then they must display a strong sales-oriented characterconveyed in a warm, friendly tone. They should generally build confidence, encourage a healthy businessrelationship, or consolidate the existing business relationship.The category of public relations letters includes several types of letters: letters of acknowledgment,letters of appreciation, letters of promotion, letters of general thank you, letters of apology, lettersof greetings, letters of welcomeetc.They all should express a clear, sincere message in a warm, personal tone, and convey an honest andfriendly attitude. The writers should personalize the letter and its message showing their full considerationtowards the reader, whilst appealing to his honesty and loyalty.

Claim letters voice dissatisfaction and seek for redress, while adjustment letters try tosettle the mattersthat caused the complaint. The reasons for writing letters of complaint include: faulty merchandise, delayin delivery, failure to deliver the merchandise, inadequate attitude on behalf of the employees, customersetc.These letters should express a firm attitude in a courteous, reasonable manner, describing the claim,giving details of the reason for discontent, presenting the inconvenience suffered, and assuming that a fairtreatment will be further expected.

Adjustment letters are replies to claim letters in which the sender grants the claim, promisesaction, refuses or rejects the claim.The basic reason for writing such letters are: to grantreasonable adjustment and preserve good customer relations. These letters require a thoroughexamination of the complaint and of the circumstances which caused the complaint.

Consequently, no step should be undertaken without acquiring a comprehensive picture of thesituation and deciding on the action that should be taken in order to rectify the damage or theinconvenience. However, in order to do so the writer must promise to the angered and, perhaps,enraged customer that the complaint will receive full consideration and should state what actionwill be taken.

Characteristics of good business letters

Accuracy.All information provided in a business letter must be accurate. Therefore the writer has tomake sure that the names, addresses, dates, figures and facts are correct.

Clarity. The ideas expressed in the letter must be clear, logically sequenced and should reflect a clearthinking.

Concisenesssaves the reader time and also indicates a good command of writing skills.Courtesy regards the overall tone of the letter and shows a polite and respectful attitude towards the

person addressed. As you may choose from a relatively wide range of tones (formal, informal, positive,negative, persuasive, humorous, argumentative, ironical etc), your choice is of utmost importance. Thetone used will be adapted to the needs and level of expertise of the reader.Completeness.The writer needs to cover all the points he wishes to present, without leaving out relevantinformation.Coherence. The ideas and the parts of the letter must be logically and clearly linked to form a coherentwhole.


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Parts of a letter

Letterhead or heading.The heading is the written part which identifies the sender.Dateline ordate.All business letters should have the correct date representing the writing day.Inside address. It is typed under the dateline and gives the name and address of the recipient.Salutation. The salutation is typed two lines down from the inside address or reference line.Body. The body is written two lines down from the salutation. It can be typed in full block style with noindentation, or semiblock style in which the paragraphs are indented. Paragraphs are typed single-space orwith double spaces between them. Paragraph one (introductory paragraph) is meant to attract thereaders attention and state clearly the reason for writing, thus providing the background information forthe letter. The main bodydevelops the subject and deals with possible additional issues. It should presenta logical, organized discussion of facts. The conclusionsummarizes the content of the letter and explainswhy the follow-up action is necessary.Complimentary close. This part is typed one double space after the body of the letter and is a

conventional, polite formula.Stenographic referenceor reference initials stand for the person who is sending the letter and/or thetypist.

Optional parts

Mailing notations show whether the letter was intended to be personal, or confidential, sent by regularmail or airmail etc.Attention line. This line routes the letter to a particular person or department within a company.Subject line. This line serves as a topic for the letter or as a title to the content.

Style

Although, on the whole, business letters are part of business communication issues, and share manysimilarities, some distinctive features must be, however, pointed out. First, in writing a business letter, thesender makes use of a more personal tone, and generally speaking, a you attitude, thus personalizingthe message. Then he prefers the active voice rather than the passive or passive constructions, which as arule are a distinctive feature of the business style. This choice or preference is due to the fact that therecipient of the letter is usually known, so the entire situation is based on a previously established, well-consolidated relationship.The style of a letter is dictated by who it is addressed to. A letter written to an unknown person requires aformalstyle,one addressed to a known person but not an intimate one requires a semi-formal style, while aletter sent to a friend requires an informal style.

Formal letters contain formal greetings and endings, formal language i.e. complex sentences, non-colloquial English, frequent use of the passive, and advanced vocabulary. Writers of such letters shouldavoid the use of contracted and abbreviated forms.

Informal letterscomprise informal greetings and endings, informal vocabulary and style i.e. idioms andphrasal verbs, colloquial English, omission of pronouns and abbreviated forms.Semi-formal letters make use of formal greetings but of informal endings (Best wishes/Yours + fullname). A respectful tone must be preserved all through the letter, depending on the relationship with therecipient, whilst pronouns are normally not omitted and idioms are carefully used.

Layout


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There are 3 commonly used types of layout:

Full block(ed) which means that all parts of the letter begin at the left margin.Block(ed). This style places date, complimentary close, and signature in the centre and all the other partsat the left margin.Semiblock(ed). The semiblock(ed) format follows the blocked style; in addition, the paragraphs areindented five or ten spaces.

Punctuation styles.

We distinguish three types of punctuation, that is:- open (no punctuation after any part of the letter except in the body of the letter),- mixed(the salutation is followed by a colon, the complimentary close by a comma),- closed(each line outside the body of the letter ends with a comma).

Useful language

Language represents the basic ingredient in achieving the right style and the right tone for the intendedmessage. Although there is no prescribed language and vocabulary for business letters, in order to beeffective they must be clear and concise. This can be achieved by using a simple, formal and effectivelanguage or vocabulary. Simplicity also reduces the chances for the text to be misunderstood ormisinterpreted. Elaborate sentences or technical terms should be generally be avoided, unless thecircumstances call for the use of such terms. Nevertheless, this does not mean oversimplifying the languageused and bringing it closer to the everyday, conversational language, which is rather vague and imprecise.

On the other hand, although formal, this language should, however, be flexible enough to adjust tovarious letter types. So for example, order letters or request letters will necessarily employ a simple,

concise, clear, maybe technical or commercial vocabulary, while a sales letter or a public relations lettershould be more vivid and descriptive, making use of more active verbs, nouns, adjectives and adverbs inorder to appeal to the reader and eventually move him to action.Although, generally speaking, the active voice or active verb forms are preferred in letters to addvividness and dynamism, there are cases when the writer needs to soften the statements made or to bemore impersonal.

Up to a certain extent each letter is unique. Nonetheless, there are many formulas which are frequently usedin letter writing, as suggested by Evans V.(1998):

- To begin letters

-Letters of requestI am writing to request your assistance concerning...I would be grateful if you could possibly inform me...I would greatly appreciate it if you could...I am writing to enquire if/whether / to ask permission...

-Letters giving information

I am writing to inform you that/ to advise you of/ let you know that...I regret/am delighted/would like/feel obliged to inform you..


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I am writing in response to/in reply to/with regard to/in connection with...I am writing on behalf of/in my capacity as

-Letters giving an opinion

I am writing in response/reply to your letter requesting advice on/about...I hope the following advice/suggestions will be of help to you...

-Letters of complaint

I am writing to complain about/ express my disappointment/ dissatisfactionwith/anger at/protest about...I regret to express my annoyance/extreme dissatisfaction...

- To end letters

- Letters of request

I hope that my request will not inconvenience you too much.I must apologize for/ I hope that you will forgive me for /troubling you/takingup your valuable time.

-Letters giving information

I hope that this information will be of some assistance to youI trust that I have been able to answer all your questions...I look forward to being able to help you againPlease do not hesitate to contact me should you need further information

-Letters giving an opinion

I hope/trust that these suggestions will be of some assistance

-Letters of complaint

I hope this matter will receive your full/immediate attention.I must insist on .../insist that/demand/ warn you that....Unless this matter is resolved.../Unless satisfactory compensation isoffered...I have no other choice but to/will be forced to take further/legal action.

Sample letter

Regardless of the type of letter used, each letter should consist of the parts mentioned previously. Here isan example of a letter.

Western Travel Agency12, The Crescent, Brinton, BR3 5YTTel 0219-84436 Tix 40036 WTV

Your Ref. RW/tsOur Ref. CM/ya/M3


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Renate WeissSun Express20 Gloucester PlaceCroydon CRO 2DH

Dear Ms Weiss

Tour 5210

We are writing with reference to your letter of 11 May,concerning discounts for groups on the above-mentionedtour.

We are happy to accept your terms and request that youreserve 25 places in the name of Mr D Thomas on thetour departing July 14. Names of the group memberswill be sent at a later date.

We look forward to receiving your confirmation.

Yours sincerely,

Charlotte McEvoy(A. Littlejohn, Company to Company, 1988)

Exercises

1. Write a request letter using the following information:

- You are the executive vice-president of InterTourist Company located in Cluj, Str. Clinicilor1.

- Reserve a suite at the Hotel Park, Dorobantilor Str. 30, Bucharest for March 20-24.- Reserve a small conference room, if possible adjoining the suite, from 9 a.m. the 21stto- noon the 25th which can accommodate eight branch managers.- A luncheon will be served the 21st, 22nd, and 23rd; ask for sample menus.- Inform on the arrival at the hotel (March 20, 6 p.m.)- Ask to confirm the reservations.- Request information concerning prices.

2. Write an eye-catching opening for a sales letter in which you try to advertise a package holiday.

3. Write a public relations letter using the following clues:You are setting up your own office of bookkeeping, typewriting, and word processing services.To promote your new business, you announce your venture by writing a letter that will be sentto 100 businesses all over the country. Emphasize your experience (seven years) and yourexcellent college training. Include all details that will improve your chances of selling yourservices.

(The section on writing Business Letterswas taken from S. Irimiea, 2000, Written and Oral Communication,pages 148-157)


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TESTE PENTRU AUTOEVALUARE

Fiecare seciune este nsoit de exerciii i sugestii de activitipractice individuale sau de grup.Tutorele de curs va indica exerciiile i sarcinile de lucru i va stabili termenele de predare sauefectuare a acestora.

RECOMANDRIBIBLIOGRAFICE

Bell, J. Gower, R., 2005,Advanced expert, CAE,Longman. 5.Jacob, M. and Strutt P., (1997),English for International Tourism, Longman.Surse internet:

11.www.nationalgeographic.com12.http://grammar.ccc.commnet.edu/grammar/adverbs.htm

13.www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htm
http://grammar.ccc.commnet.edu/grammar/adverbs.htmhttp://grammar.ccc.commnet.edu/grammar/adverbs.htmhttp://www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htmhttp://www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htmhttp://www.onestopenglish.com/Grammar/Vocabulary/theme_lessons/english.htmhttp://grammar.ccc.commnet.edu/grammar/adverbs.htm


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MODULUL II

Travel Agents

CONCEPTE DE BAZ: Unitatea de curs 2: Travel Agents Probleme de limb: The Present, Past Simple, and Present Perfect Vorbire: alocuiunea, comunicarea profesional Scriere: descrierea.

OBIECTIVE URMRITE:1. S neleag i s cunoasc rolul i activitile agentului de turism.2. S cunoasc i s ntrebuineze timpurile Present Simple, Past Simple i Present

Perfect n comunicarea verbal i scris3. S fac o prezentare profesional4. S redacteze un text descriptiv prin utilizarea unor tehnici de scriere care sporesc

impactul i a registrului formal.

RECOMANDRI PRIVIND STUDIUL: Suportul de curs Irimiea Silvia, Limba englez pentru turism; Cartea: Irimiea Silvia Blanca,English for Travel Agents, PRESA UNIVERSITARA

CLUJEANA, CLUJ-NAPOCA, 2006, P. 196. Cartea: Irimiea Silvia Blanca,English for International Tourism. English for Tourism Managers,

PRESA UNIVERSITARA CLUJEANA , CLUJ-NAPOCA, 2006, P. 194 Cartea: Irimiea Silvia, English for International Tourism, Presa Universitar Clujean, Cluj-

Napoca, 2000.

REZULTATE ATEPTATE:Dup acestui modul studenii vor cunoate rolul agenilor de turism. Parcursul lingvistic

le va permite s utilizeze formele verbale ale celor trei timpuri discutate (The Present, PastSimple, and Present Perfect) n comunicare verbal i scris. Seciunea de vorbire le va ofericunotine i noiuni legate de organizarea unei prezentri profesionale, iar partea de comunicarescris le va furniza elementele necesare redactrii unor descrieri.

Unit 2

ReadingTRAVEL AGENTS

Their role is placed at the bottom of the distribution framework chain. They establish a direct contact withthe potential customer. Sometimes travel agents are referred to as retail travel agents (Burkart &Medlik, 1981). Those in favour of the term retail travel agent point to some similarities with the shopowners, justifying the term of retailer, through the following reasons:


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They display goods, even if intangible ones, sometimes in the form of brochures; They occupy the same kind of location sites; They advertise products;

The offer incentives to customers, such as discounts; They employ sales staff; They have buyers who negotiate deals with suppliers.

Those supporting this term consider that all these similarities are more important than the actual conceptand theory of retailing.

However, there is also a different view regarding this matter, namely that the travel agent is different froma retailer. First, the travel agent does not purchase the product; he is only acting on behalf of the client asan intermediary. Since this process involves no purchase, he does not charge the consumer for hisservices. Second, his financial risk is considerably reduced, because he does not need to have a stock ofgoods that must be sold. Third, by acting on behalf of the client, the agents income is represented by the

commission he receives on sale. Finally, another difference is that travel agents provide services ratherthan finite goods.

The role of the travel agent can be looked at from a legal perspective. First, the travel agent is bound toobserve his duty towards his principals (Corke, 1987), to abide by certain rules and a code of conduct. Atthe same time, the travel agent has a professional duty towards his clients, that of best meeting theirneeds.

In the contract of sale concluded for any travel or tourism product, as for any other commercial situation,the agent is not technically part of the agreement. The contract is concluded exclusively between thesupplier and the customer. However, in the case of a dispute between these two parties, the agent shallseek a satisfactory solution for both of them.

The agents responsibilities are often comprised in agency or other similar agreements, by which he has toabide. The terms of the agreements are drawn up by the principals or by custom and trade practice, whichrepresent various codes of conduct. In Britain, such Codes of Conduct are established by the Associationof British Travel Agents (ABTA).

One of the most important responsibilities when a dispute arises is to make all the necessary effort toprevent direct recourse to principals. When such disputes need reference to the principals, the agent shallact as an intermediary. In such cases of complaints, the agent is faced, to some extent, with a conflict ofinterests, as he tries to provide a satisfactory resolution for both parties.

Grammar

The Present SimpleForms of the Present Simple

Affirmative forms:All persons use the same form, except for the 3rdperson singularwhich adds -s:He works I workJane (=she) works You workThe supervisor (=he or she) works We work

The telephone (=it) works They work


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Irregular forms:

be have do sayI am have do say

we / you / they are have do say

He / she / it is has does says*

* The irregularity here lies in the pronunciation / sez /

Negative formsare formed with door doesfollowed by notor nt:

Cats dontlike salad.

This game doesntwork.

Interrogative formsIn questions, door doescomes before the subject.

DO/DOES + SUBJECT + VerbWhen doyougo to school?DoesMr. Smith drink?

The Present Simple has three important meanings:

1. It stands for a present state:

The Present Simple often indicates a state which exists now. For example, it refers to a factwhich is always or generally true.

The sun setsin the west.Some parents havea difficult job.Areyou from Germany? No, I amBritish.

2. It stands fora present habit:The Present simple can also refer to an action we repeat regularly, i.e. a habit or custom.

What doyou doon weekends? Well, I get upat eight, have breakfast, helparound thehouse, havelunch and then enjoythe afternoon.

The Present Simple can be used with FREQUENCY adverbs like: always, never, sometimes,ever, usually, and often.

In the weekends I alwaysgo to the cinema.I nevergo fishing in spring.I sometimesgo hunting in winter.Do you evergo to church?I usuallygo shopping on Fridays.I oftenplay football at school.


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3. It stands fora present event:This meaning of the Present Simple is less common; it refers to an event which happens at thevery moment of speaking, for example when we describe what we are saying as offering,accepting, begging.

Form: I / we + verb +

I regretthat I stole that car.We acceptyour conditions.I beg you to be more attentive.

The Present Simple has two special meaning:These meanings are called special because through them the Present Simple describes not

present time, but future or past time.

Referring to future time:The Present Simple can refer to the future as in the following cases:

(i) in describing fixed or planned events

My train leavesat 8 oclock this afternoon.Tomorrow isToms birthday.

(ii) in IF-clauses, WHEN-clauses, etc.

If it snows, well get wet.They will give us a call when they arrive.

Referring to past time:The Present Simple sometimes refers to events that happened in the past. This is called theHistoric Present and is used in telling stories, but it is not very used. The Present Simple makesa story more exciting and vivid.

So he comesthrough the door, and he saysWhere were you at 10 oclock? She repliesWith John. His face goeswhite with anger

Exercises

1. Put the verbs in brackets into the simple present:

a. I (get up) at 8:00 when the alarm (ring).b. I (eat) breakfast in a hurry, not to be late for work.c. Dad (be) off early to the factory where he (run) a label printing business.d. Mum (drive) to work at 8:30.e. She (teach) at my school.f. I (spend) 30 minutes every day reading the newspaper.g. Homework (take) up most of my evenings


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2. Fill in the verb:a. body search and your luggage ________ (search) by a security officer. You ______ (wait)in the departure lounge until your flight ______ (call) and you _____ (tell) which gate number to goto. Finally, you ______ (board) your plane and you _____ (show) to your seat by a flight attendant.When you ___________ (arrive) at an airport, you should go straight to the check-in desk where yourticket and luggage _____________ (check). You ___________ (keep) your hand luggage with you

but your suitcases ___________ (take) to the plane on a conveyor belt. You can now go to thedeparture lounge. If you are on an international flight, your passport _________ (check), and thenyour bags ________ (x-ray) by security cameras; sometimes you ________ (give)

3. Write a 200 word passage describing your daily routine, using as many present simple verbs aspossible.

4. Extract the present simple verbs from the following excerpt:

Hilton Summer Opening

Dublin airport is to gain a four star Hilton due to open in summer 2005, with a completion dateearlier rather than later.Operated under the Hilton International banner the new property joins the Hilton Dublin atCharlemont Place, the Hilton Belfast and Hilton Templepatrick.The hotel occupies a focal point in the planned new town center located at Northern Cross on theMalahide Road, just under two miles from the airport and five miles from Dublin city center.All 106 rooms will be air-conditioned and the project includes a function suite with a capacity for 300

people for banquets and weddings.Conference and Meeting facilities include a function suite with a capacity for 300 people for banquetsand weddings.There are nine fully serviced Hilton Meeting rooms with a business center and breakout area.All rooms are equipped with high speed internet access, wireless LAN, in-room safes, iron andironing board and electronic mini bars.The Hilton Bar- will feature the largest piece of Irish Bog Oak, which is over 4,000 years old,modeled into the bartop.Patrick Veale, Managing Director of the PJ Walls Group, said: This is a much-neededhotel in NorthCounty Dublin, and we are very proud that it will be Irish owned and run by a professional andexperienced management team. We believe that the close proximity to Dublin Airport, the M50 andM1 will make it a very accessible and desirable new hotel location.

David Webster, the newly appointed General Manager of the hotel, has been working with Hilton forthe last four years in both Ireland and the UK, This is part of a continued development strategy forthe Hilton International brand in Ireland. We are currently looking at three additional options in keylocations around the country.The 350m EURO landmark hotel, apartment, retail and business park development, with extensivelandscaped areas, is currently being developed by PJ Walls Group.(Travel Extra magazine, march 2005 issue)


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The Past Simple

Forms of the Past Simple

Affirmative:

I, we,you, he, she, etc.

playedsoccer (recently)(last week)(ages ago,)

heardabout the incidentgaveBarbara a present

Negative:

I, We, You,She, They,

etc.

didntdid not

playhear

give

Question:

Did (nt)We, I,You, She,They, etc.

playheargive

???

Meanings of the Past Simple

Past time:

The Past Simple places an action at a definite time in the past (marked with bold).

I met Tom in 2001, but we didnt become close friends until quite recently.For many centuriesthe Greeks were the rulers of the Mediterranean.

Unreal present or future time:

Past Simple is used in the IF-clause of a WOULD condition to show tht this is not true.

If I owneda truck, I would make o lot of money. (I do not own a truck.)

The Past Simple is used in some polite requests.

Would you mind if I borrowedyour pen?

Other uses of the Past Simple

The Past Simple is used with state verbs to describe a state of affairs in the past.Once there wasa hunter, who livedin a little house at the edge of the forest.


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The Present Perfect

Formation

Affirmativehas , have + past participle: I have participatedin the contest.

Negativehas , have + NOT + past participle: I havent readthe book.

In questionshas , have + subject + past participle: Haveyou seenthe accident?

Uses of the Present Perfect

When talking about something which began in the past and hasnt changed:

I have studiedEnglish sinceI started going to school.

When talking about general experience:

I have visitedLondon, but I havenevervisitedthe Royal Navy Museum.

When talking about recent events:

Did you see Armageddon? Yes, I havealreadyseenit.

Talking about very recent events:

I havejustseenthe movie.

Exercises

1. Say what these people have just done using the Present Perfect

Alice/ride/her bicycle.The boys/play/football.Mr. Smith/write/ a book.I/ visit/ my grandparents.Hans and Julia/ get/ married.Mother/ have/ a driving lesson.My friend/ drive/ a racing car.I/ buy/ a new dress.

2. Write a 150-word essay about your summer holiday using present perfect verbs.


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3. Find the present perfect verbs:

Tear of the low cost ferry

Low cost ferry looks set to come to the country where low cost air travel was pioneered.The Irish Sea routes have seen cheaper early bookings offers than is the norm for this time ofyear. Although these offers expire on March 8th the indications are that there is a fundamentalchange in fare structures with an emphasis on one-way fares, online booking and optional extraswhile on board, such as the newly refurbished Club class on the Irish ferries Dublin-Holyheadfast ferry, the Swift.Irish Ferries has indicated it was going to follow the low-cost model successfully developed byRyanair and other low cost airlines.Following their decision to cut crewing costs on their Ireland-France service, Irish Ferries arenow pursuing a low fares policy that is offering double digit discounts on fares when compared tolast year, even in high season.

Typical of these is 29pc cut in the cost of travel in July for a car plus two adults return.On direct sailings into and out of Ireland up to early June, the return fare for two adults and carhas been cut to 298 EURO, which Irish Ferries say is a saving of up to 166 EURO depending onsailing compared to the cost of travel overland through the UK.Holidaymakers traveling from the Continent to Ireland are enjoying discounts well above 30pc.Irish Ferries are offering unrestricted stay one-way fares for a car plus one adult sailing mid-weekon their Rosslare-Pembroke route. Comparable reductions apply on Dublin-Hoyhead cruise andfast ferry services.Bookings can be made on-line atwww.irishferries.comup to March 8th.(Travel Extra magazine, March 2005 issue)

The Past Perfect

Formation

Affirmativehad + past participle: I left after the band had finished

Negativehad + NOT + past participle: Last night I decided not to drive after I had hadtwo drinks.

In questionshad + subject + past participle:

Usage of the Past Perfect

The Past Perfect is used to show that one action happened before another in the past.

I had goneto school when my friends came to visit.

The Past Perfect is used to show the duration before a happening in the past.

We had hadthe van for five years beforeit broke down.
http://www.irishferries.com/http://www.irishferries.com/http://www.irishferries.com/http://www.irishferries.com/


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Exercises

1. Put the verbs in brackets into the Past Perfect:

At last she showed me the letter he (write) _______ .I knew that as a girl she (live) _______ in the country.I was going round to see Helen after dinner. I (arrange) _______ this visit the day before.The last member of the party was Peter, whom George (know) _______ for some time.Frank was half an hour late and he asked what we (eat) _______ because he wanted to order thesame.She knew that he would speak till they (reach) _______ their house.He read what I (write) _______ on the back of the photo twenty years before.

Speaking

GIVING A TALK

Guidelines for giving a talk. Sample talk. Exercises.

Guidelines for giving a talk

Every now and then you have to give short talks, either to customers or to your colleagues. In order to beeffective and convincing you must first concentrate on their planning. Several points deserve attention:-awareness of the audience

-Who are they? What do you know about them? What do they expect you to do or say? What do theyalready know about the subject? How much can you tell them in the amount of time at your disposal? Theseand other similar questions will help you decide upon the content of the subject matter to expose on, theamount of information you give out, the general tone in which the talk will be carried out, the languageemployed etc.-the subject matter

The next step is to determine the content to be dealt with, the main parts, and then to sequence the points in alogical order. A basic rule of organising the parts of the talk is:

-Tell them what you are going to tell. Tell it. Tell them what youve told them.

In other words, the talk should consist of:--an introduction to prepare the audience for the subject you are going to present--a middle or main section which presents the information in clear, logical stages--an endwhich summarises the main points and acts as a reminder.The draft or the final outline of the talk should be:---clear---well-ordered---easy to listen to---accurate


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---complete

Sample talk

The following extract will illustrate the basic requirements for preparing and performing such talks.

-Good morning, ladies and gentlemen. My name is Teresa. Let me first welcome you to our tour The KralovskaCesta or Royal Mile.This was the route which was taken by the Kings and Queens of Bohemia on their way to coronations or tofestivities in Prague. We start here at the Powder Tower. It is so called because it served as a gunpowder store in theseventeenth centuries. It had originally been a tower of the town palace during the Middle Ages. Let us now walkthrough the archway and into Celetna street which is so named after the bread the calt- that was baked here in theMiddle Ages. On our left is the old mint where Bohemian groschen and ducats were coined. A little further down wewill pass two houses that are part of Charles University, which was founded in 13348. Its the oldest university inCentral Europe. Now we enter the Old Town Square. In the centre you can see a memorial to Jan Huss, the

reformer...

(From M. Jacob, P. Strut, English for International Tourism, 1997)

Exercises

1. Imagine you must welcome a group of visitors. You have made the following notes but you mustreorganise them in the correct order. Group your ideas under four or five headings.

Keys are available at reception.Dinner starts at 8.00 and is usually served up till 10.30 p.m.Rooms are on the second and third floor.Baggage will be brought to your room.First trip at 10.00 a.m. tomorrow.Welcome drink in the lounge at 7.20 a.m.Registration forms have been completed. Just sign them when you get your key.Lunch is not served at the restaurant.Full programme on the notice-board everyday.The bar is on the first floor.The hotel offers tennis, table tennis, snooker and a swimming pool.Questions will be answered at the reception.Book for sauna etc at the hall porter.

2. You must welcome a group of delegates from the company subsidiary who have just arrived andtake them to the hotel. Prepare a short talk to welcome them and make the necessary introduction.Begin with

--Ladies and gentlemen, Id like to welcome you to...--Let me introduce myself, I am....


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3. As a guide you must say a few words to a group of visitors who visit your town. Tell them a fewwords about the town, its history, the places they can visit etc. Pay attention to the ideas youexpose, the order in which you present your ideas, and the language you use.

4.You must meet a group of British businessmen. They want to know more about the company youwork for. Prepare a short presentation of your firm. First write a plan, and then make a draft ofyour presentation. Give it to your colleague for a proof reading. Do not forget to includeinformation on:

---when it (agency, firm, and company) was established---location---organisation, offices---staff, employees---turnover---main products---accomplishments

---objectives---profit---firm philosophy (basic principle), logo etc.

5.You work for a new company and the manager has asked you to introduce yourself to thecompany members. Therefore you must say a few words about yourself so as to refer toyour background, education, qualifications, experience, and, above all, interests. Do notforget to l ink the parts adequately by using effective sentence connectors.

6. Pick up an advertising leaflet and after having read it present it to your colleague.

Writing

Descriptions

Points to consider. Structure. Expressing impressions and reactions. Writingtechniques. Characteristics of formal and informal style.

The purpose of a description is to convey an accurate, clear and coherent picture of a person,object, process, event or procedure. A description often serves a particular aim, such as: to make populara person, to highlight or advertise a place, to inform people on processes or procedures.

The aim also establishes the function of the description and dictates what will receive emphasisand what will not be emphasised. For example, a description commissioned for official purposes, e.g. a

police report, will focus on the persons physical appearance, conveying an accurate, and cleardescription, while other types of description may focus on his habits, lifestyle, strengths etc.

A piece of writing describing a place or a building is a composition that consists of:1. an introduction, which briefly gives the name of the place or location, and states the

reason for choosing to write about it2. a main bodyproviding both general and specific information or details about the object3. a conclusion which gives voice to the opinions and feelings of the writer .


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Descriptions may include: factual information, details relating to the senses to suggest mood andatmosphere, opinions and impressions regarding a building or a place.

In a description each aspect should be presented in a separate paragraph starting with a topicsentence.

The description will be more interesting if a descriptive vocabulary will be used, and a variety oflinking words and structures.

The tense forms used for place descriptions are the present tenses. They occur more frequently indescriptions of places for tourist brochures or magazine articles, while past tenses are normally used todescribe visits to places. Compare for example I visited Madrid last month withMadrid is situated in thecentre of the Iberian peninsula.

Expressing impressions and reactions

A writer may express his positive impressions: using a variety of adjectives, such as: delightful, breathtaking, exquisite, outstanding,

overwhelming etc using a variety of present and past participles of such verbs like: amaze, astonish, impress,

overwhelm, inspire etc

using a variety of nouns in expressions like: to my delight/amazement/astonishment etcNegative impressionscan be expressed by:

using a v

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