1st assignment - grammar & essay

8/14/2019 1st Assignment - Grammar & Essay

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1st Assignment: Essay & Grammar

1. ESSAY

1.1How to 1

1.2Planning and Development of Tourism Products 1

1.3Tourism Advertising 3

1.4Destination Image + Promoting Portugal as a Tourism Destination 4

2. GRAMMAR

2.1Past Simple vs. Past Perfect 6

2.2Passive Voice 6

2.3Prepositions 6

2.4If Clauses 7

2.5Asking Questions 7

1. ESSAY

1.1 HOW TO

The better techniques are those where students attempt to record ideas and

information in their own words. The main benefit of this approach is that it helps you to

improve your own understanding on texts youve read.

An essay should include:

a) INTRODUCTION:Rephrasing key ideas.

b) ARGUMENT:your opinion.

b.1) claims and evidences: support your opinion.

b.2) criticizing ideas: agreeing/disagreeing.

c) RESTATING THE ARGUMENT:your opinion.

d) CONCLUDING

Expressions you should use:

1.2 PLANNING AND DEVELOPMENT OF TOURISM PRODUCTS

Tourism is in fact everyones business. It includes several areas of society which makesit a very complicated industry to be defined. Throughout the years researchers have

AGREEING DISAGREEINGI couldnt agree with you more Im afraid I disagreeThats so true I totally disagreeThats exactly how I feel I beg to differYou have a point there Id say the exact oppositeI was just going to say No, Im not so sure about that

(as, because, since, due to the fact that)


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The fact that a TP cannot be brought to the consumer, rather, the consumer must be

brought to the product, and taking in consideration all the characteristics that are

unique to tourism, we can conclude that it is really important to apply considerable

marketing skills that will make it possible to attract the right type of tourist to the right

product, selling them their dream, meeting their expectations and satisfying their

needs.

1.3 TOURISM ADVERTISING

Marketing can be defined as a way of communication/information used by

organizations that has the main purpose of establishing and develop long term

relationships between company-consumer. It is separated between:

A) PROMOTIONfirst activity that allows a company to show what they have to offer

(whats their service or product) through brochures or merchandising; its a short level

term activity and it works on a strategic level.

B) ADVERTISINGused to break the boredom barrier; the ads must have punch, make

the readers and viewers stop what pay them attention; they must have impact.

Nowadays, advertising is everywhere and it is becoming more and more difficult to

actually come up with strategies and ideas that will cause impact in the consumers

since theres an appearance of phenomenons like clutter (increasing number of ads

competing for audience attention).

Through a well panned Marketing Plan it is possible for a company to create a brand, a

unique combination of product characteristics and added value that comes from a

theme or usually a catch phrase that gets the audiences attention.

A Marketing Plancan be built according to 5 main stages:

1) ANALYZE SITUATIONdefine the place where your company stands at the moment

comparing with other companies of the industry.

2) OBJECTIVESwhat are the plans, goals, targets and aims of your company?

3) STRATEGIESwhats the path your company wants to follow with the help of which

particular tools?

4) TACTICSthe specific actions that the company is actually using in a certain market

in a certain format (media advertisements, brochures, merch, etc)

5) BUDGEThow much the implementation of the whole Marketing Plan will cost you.

The consumer has different stages of reactionto the Marketing Plans:

1) AWARENESS(market needs to know about the product)

2) COMPREHENSION(clients need to understand what the product involves)

3) ACCEPTANCE(clients must acknowledge that they need the product)

4) PREFERENCE(choose that brand among all others)

5) PURCHASE(clients buy the product)

6) REINFORCEMENT(confirmation of the clients choice to buy it)

There are also various types of consumers:

SEEKERS people who actively engage with advertising whether they re looking forinformation/ideas/entertainment.


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REACTERSpeople who dont seek out advertising, but with sufficient exposure they

are likely to respond to it.

REJECTERS People who are aware of advertising but for one reason/another reject it.

IGNORERS people who will always be oblivious to ads.

There are also various models whilst planning the type of advertising a company

should use to promote its product:

A) SALES RESPONSE(price-based strategy that encourages the purchase of a product

purely on the basis of its price)

B) PERSUASION(ability to shift attitudes towards the brand and motivate the purchase)

C) INVOLVEMENT(make the consumer relate to and empathize with the ad)

D) SALIENCY (attempt to move the target audience emotionally closer to the brand

product).

Marketing as a huge importance in Tourismbecause the images produced by it are

simply the only tangible element the consumer is going to have whilst forming their

expectations.

Creating your own brochure

1.Objectives: sell packages, highlight a new feature, tap into a new market segment,

feature a special offer in cooperation with another operator.

2. Think costumer, think costumer, think costumer: show empathy for costumers

needs/aspirations.

3.Unique selling factors: maximum impact, relevant information.

4.Format: AIDA (Attention, Interest, Desire, Action)5.Use the right approach: be emotive

6.Maps

7.Images: natural/built patrimony, local people (natives)

8.Text: Adjectives (superlative form e.g. the eldest, the most authentic) + Imperative

form (e.g. invest, come) + short sentences

9.Style and Layout: distinctive and attractive

10.Use of type of faces, pictures, colors

11.Sequence of presentation.

12.Distribution

13.Planning

1.4. DESTINATION IMAGE + PROMOTING PORTUGAL

What is destination image?

Destination image can be defined has the sum of beliefs, ideas and impressions a

person has of a certain destination. The image is a mental picture resulting from the

cognitive and affective components and is essentially stereotypes of a destination. That

image is never static, has always several levels of influence and can never be

completely positive due to exogenous factors like epidemics, political riots, civil right

violations, among others.


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What are the factors that influence destination image?

PERSONAL FACTORS:

- Previous experience that the tourist has/doesnt have of a destination

- Gender

- Age

- Level of education

- Motivations

- Social Class

- Country of origin

DESTINATION FACTORS:

- Atmosphere of the place

- Natural Resources

- General Infrastructure

- Tourist Infrastructures

- Culture, History and Art

- Political and Economical Factors

- Natural Environment

- Social Environment

What can be the information sources used by tourists?

PRIMARY

- Previous experience

- Intensity of the visit

SECUNDARY

- Induced (brochures)- Organic (family/friends)

- Autonomous (guidebooks)

Promotion in Portugal: who and how?

Turismo de Portugal is responsible for the promotion of Portugal as a destination

providing technical and financial support for public and private bodies in the tourism

sector, managing financial support and encouraging practices aimed at achieving

excellence. The organization has the following goals:

- increase Portugals reputation at a national and international level, consolidating the

countrys image as a unique destination that is rich in experiences with a wide varietyof landscapes and culture.

- planning out the promotion of the country and its brands with the cooperation of

Regional Tourism Promotion Agencies and local economic players.

- make direct contact and articulating promotional activities in international tourism

markets.

- publicizing large-scale events and coordinate Portuguese participation in

international trade fairs.

- implementing new ways of interacting with tourists.


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2. GRAMMAR

2.1 PAST SIMPLE VS PAST PERFECT

PAST SIMPLE

- Past event, finished action

- Usually there is a date

- 2ndcolumn (verbs)

E.g. I visitedChina in 2009.

PAST PERFECT

- Action started in the past but it still continues

- Usually includes expressions like: never, ever, since, for, yet, already

- Form: [present] to have + [3

rd

column] Past Participle of main verbE.g. I have never visited China.

2.2 PASSIVE VOICE

FORM:

To be/same verb tense + Past Participle (3rd)/Main Verb

E.G. PRESENT:

The touristsvisitthe museum-> The museumis visitedby the tourists.

E.G. FUTURE:

The touristswill visitthe museum-> The museumwill be visitedby the tourists.

2.3 PREPOSITIONS

(http://www.ego4u.com/en/cram-up/grammar/prepositions)

TIME

On: days of the week

In: times of the day, months, year

At: night, weekend

SPACE

In: room, building, street, town, country,

car, taxi, book

At: meaning next to an object, for

events or a place where you do typical

things

On: attached, being on a surface, forleft/right, for public transport

"at" (very specificinfo -> smallest)

"on" (more specificinfo -> smaller)

"in" (general info ->bigger)
http://www.ego4u.com/en/cram-up/grammar/prepositionshttp://www.ego4u.com/en/cram-up/grammar/prepositions


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2.4 IF CLAUSES

FORM

If + Past Perfect -> would have + Past Participle

For example:

- IfI had beenthere, I would have visitedthe gallery.

- IfI had plannedthe event, I would have includeda tour to Sintra.

Useful to give opinions but its always about an action that already happened.

2.5 QUESTIONS

Georgeis in France.

-Whois in France?

-Whereis George?

Auxiliaries (e.g.) Where doesGeorge study? or Where didGeorge study last year?

1st assignment - grammar & essay

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