Contents 1
Unit 11 Tourism and Related Servics 1
Additional Readings 11
Text A Changes of Lifestyles 11
Text B Room at the Top for All 16
Unit 12 Human Resource Issues in Travel and Tourism—The Quality of Tourism Employment(1) 21
Additional Readings 32
Text A The Quality of tourism Employment(2) 32
Text B Career Opportunities 38
Unit 13 Tourism and Public Policy—Introduction:Studying Tourism Public Policy 44
Text A The Tourist as Target:Tourism as the Direct Victim of Political Instability 55
Additional Readings 55
Text B Reform and Open Politics Boost the Development of Tourism in China 61
Unit 14 Managing Packaged Tourism 67
Additional Readings 78
Text A Mass Market Package Holidays and Specialist Tour Operators(1) 78
Text B Mass Market Package Holidays and Specialist Tour Operators(2)—Frames Rickards Ltd.Case Studies 83
Unit 15 Tourism Advertising 90
Additional Readings 100
Text A Successfully Relaunching A Major Tour Operator:Transforming Owners Abroad into First Choice Holidays 100
Text B West Meets East on the Yangtze 106
Unit 16 Ecotourism 113
Text A Factors Affecting the Development of Ecotourism(Ⅰ) 124
Additional Readings 124
Text B Factors Affecting the Development of Ecotourism(Ⅱ) 131
Unit 17 Sustainable Tourism Development 137
Additional Readings 146
Text A The History of the Concept of Sustainable Development 146
Text B Tourism and Sustainability 151
Unit 18 Leisure and Tourism 158
Additional Readings 169
Text A UK Leisure and Tourism Products 169
Text B Leisure Marketing—Why Is It different? 176
Unit 19 Sport Tourism 182
Text A Two Forms of Single Sport Activity Holiday—Winter Sports and Adventure Sports 192
Additional Readings 192
Text B The Multiple Sport Activity Holiday 197
Unit 20 The Future of Tourism 202
Additional Readings 211
Text A The Future of Tourism 211
Text B Trends in Tourism 215
Appendix Ⅰ Reference Translation of the Main Text 221
Appendix Ⅱ Key to the Exercises 250
Appendix Ⅲ Tapescripts 261
Appendix Ⅳ Glossary 274