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Unit 4Unit 4 Quality Criteria in Tourism: A Conceptual Framework

ContentsContents

Teaching Focus

Time Allocations

Teaching Procedures

Teaching Objectives

Teaching Approaches

Teaching Difficulties

Teaching Methods

Teaching ObjectivesTeaching Objectives

Become familiar with quality criteria in tourism

Become familiar with Chinese Ming and Qing furniture

Be able to make the conversations about hotel information

Understand some sentence structures and patterns

1 2 3 4

Teaching ApproachesTeaching Approaches

Tell students major types of Chinese Ming and Qing furniture

Introduce the quality criteria in tourism

Simulated Writing: Laundry Lists

Homework

Patterns and Structures: Passive Voice

Express hotel information: laundry service, at the bar, checking out, etc.

Steps

Focus onFocus on

Quality Criteria

in Tourism

Chinese Ming and Qing Furniture

2 Passages

Time AllocationsTime Allocations

Reading A:Quality Criteria in Tourism (3 periods)

Speaking:Hotel Information(3 periods)

Unit 4

Quality Criteria in Tourism:

Teaching DifficultiesTeaching Difficulties

Usages

Difficulties

The

New

Words

Some

Useful

Expressions

Teaching MethodsTeaching Methods

MethodsTeacher’s

Explanations

Discussing

Exercises

Questions

Teaching ProceduresTeaching Procedures

Quality Criteria in Tourism:

—— A Conceptual Framework

Step1 Leading inStep1 Leading in

What are the main factors of quality in tourism?

How can results be measured according to this passage?

They are the result, process, satisfaction, legitimate, needs, product requirements, service requirements, expectation, consumer acceptable price, safety and security, hygiene, accessibility, transparency, authenticity and harmony.

The results can be measured by consumers’ satisfaction as well as by social, environmental and economic effects of the tourism activity concerned.

Quality Criteria in TourismQuality Criteria in Tourism

In its work programme, WTO is guided by the understanding of quality in tourism as “the result of a process which implies the satisfaction of all the legitimate product and service needs, requirements and expectations of the consumer, at an acceptance price, in conformity with the underlying quality determinations such as safety and security, hygiene, accessibility, transparency, authenticity and harmony of the tourism activity concerned with its human and natural environment”.

“Result” implies that quality is attained and perceived at a given time. It can be measured by consumer satisfaction as well as by social, environmental and economic effects of the tourism activity concerned.

“Process” means that a single undertaking is not sufficient to attain quality. Work towards quality always has to be in place, it cannot discontinue because of the temporarily and quality result.

“Satisfaction” introduces the elements of subjectivity in quality perception. Informed quality-driven marketing caters to these characteristics and attempts to identify consumers according to the different types and levels of perceived quality.

“Legitimate” brings into the analysis the elements of rights and entitlement. “Needs” follows on the concern for legitimacy and looks for satisfying

people’s basic and vital needs which should never be overlooked. “Product requirements” emphasizes a need to relate a single service and

facility use to the whole product and the total tourism experience.

“Service requirements” relates quality to its human, personal and personnel dimension.

“Expectations” relates to the requirement of positive communication and perception of the product characteristics to the potential consumer.

“Consumer” relates to individual consumers, corporate consumers and commercial intermediaries.

“Acceptable price” suggests that the client’s expectations reflected in the price cannot be attained at any cost, and that “positive surprises” should not be too generous , otherwise this may imply excessive allocation of resources which do not receive adequate remuneration.

“The underlying quality determinations” suggest that there should be common, irrevocable criteria of quality whish are vital for the consumer independent of category or class of the product, establishment, facility or service sophistication. They establish the minimum level of consumer protection under which quality, or total quality, is impossible to achieve, or when failing to meet any of such determinants will significantly reduce the quality of tourism experience.

accessibility n. 便利，可用性authenticity v. 真实性；可靠性determinant n. 决定因素entrepreneur n. 企业家；主办者flawless a. 无过失的hygiene n. 卫生intangible a. 无形的irrevocable a. 不可改变的， 不可取消的legitimate a. 合法的；合理的perspective n. 观点；视角quality-driven a. 质量驱动的quantifiable a. 可量化的

accessibility n. 便利，可用性authenticity v. 真实性；可靠性determinant n. 决定因素entrepreneur n. 企业家；主办者flawless a. 无过失的hygiene n. 卫生intangible a. 无形的irrevocable a. 不可改变的， 不可取消的legitimate a. 合法的；合理的perspective n. 观点；视角quality-driven a. 质量驱动的quantifiable a. 可量化的

remunerate v. 酬劳seamless a. 无缝隙的； 无过失的sophistication n. 精细；复杂

do away with 废除，去掉in conformity with 与……相符合 与……一致natural environment 自然环境negative surprise 　 被动惊奇positive surprise 　 主动惊奇

remunerate v. 酬劳seamless a. 无缝隙的； 无过失的sophistication n. 精细；复杂

do away with 废除，去掉in conformity with 与……相符合 与……一致natural environment 自然环境negative surprise 　 被动惊奇positive surprise 　 主动惊奇

Step 2 Learn New Words and Expressions

Step 3 Read the Passage and DiscussStep 3 Read the Passage and Discuss

Why is the whole process, not a single undertaking, is important?

How can tourism professionals satisfy tourists?

Why do we say that service sometimes is intangible?

Why are the determinations important?

Because only one single undertaking is not sufficient to attain quality.

Professionals should identify consumers according to the different types and levels of perceived quality.

Because service is difficult to measure, evaluate and quantify.

Because the determinants are common and irrevocable criteria of tourism quality. They establish the minimum level of consumer protection.

Step 4 Learn the Patterns and StructuresStep 4 Learn the Patterns and Structures

Grammar: Passive VoiceGrammar: Passive Voice

被动语态 英语中有两种语态：主动语态和被动语态。主动语态是指句子中的主语是动

作的执行者，而被动语态的主语是动作的承受者。 在旅游英语或其他专门用途英语中，被动语态的用途十分广泛，例如：课文

中第 3 段第 1 句：“ Result” implies that quality is attained and perceived at a given time. “ 结果”指的是在某一特定时间能够得到和察觉到的服务质量。

又如： That point has been overemphasized. 那一点被过分强调了。

在使用被动语态时应注意：1. 不及物动词和系动词没有被动语态。2. 动词短语只要是及物的，也可以用被动语态，但不要漏掉动词短语的成分。3. 被动语态的时态、数、性要保持一致。

Step 5 ExercisesStep 5 Exercises

CHECK YOUR UNDERSTANDING Mark the following statements with “T” for true and “F” for false.Mark the following statements with “T” for true and “F” for false.

( ) 1. Harmonious and active engagement of all factors is indispensable to good result.( ) 2. “Process” must be continuous in order to attain quality.( ) 3. “Legitimate” makes sure that consumers can get what they want.( ) 4. Tourism professionals must meet the basic and vital needs of the tourists.( ) 5. Only excellent service is enough to promote the quality of tourism.( ) 6. All service elements cannot be measured.( ) 7. Different people have different expectations. The professionals must try their best to satisfy all the expectations the tourists desire.( ) 8. It is not advisable to reduce the prices of the products at any time to cater to the needs of the tourists.

T

T

T

T

F

F

FF

Listening and Speaking: Guests’ ArrivalListening and Speaking: Guests’ Arrival

Step 1 Leading in

When you are in a hotel, you are asking the receptionist hotel information about laundry, at the bar, checking out, etc..

Step 2 Learn New Words and ExpressionsStep 2 Learn New Words and Expressions

A stamp collector 集邮者 San Diego （美）圣地亚哥 commemoration stamps 纪念邮票 airmail sticker （背面有粘胶的）航空邮件标签 e-mail 电子邮件 business center 商务中心 laundry service 洗衣服务 laundry list 洗衣单 dresser’s drawer 妆台抽屉 ironed, washed, dry-cleaned or mended 熨烫，水洗，干洗或缝补 rate chart 价格单 room attendant 客房服务员 bartender 酒吧服务员 liquor 烈酒 Chinese specialty 中国特产 Zhang Yu Red Wine 张裕红葡萄酒 Great Wall Dry White Wine 长城干白葡萄酒 to pay cash 现金支付 charge 费用 mini-bar （客房内的小冰箱）小酒吧 Master Charge (MC) （美）万事通卡 bill 账单 receipt 收据

Step 3 Listen to the Dialogues and PracticeStep 3 Listen to the Dialogues and Practice

Sample Conversation 1: Information

(Mr. Green is going to the information Desk with a letter in his hand.)

A: Receptionist B: Mr. Green

Sample Conversation 2: Laundry

(Mrs. Jordan needs the laundry service.)

A: Clerk B: Mrs. Jordan

Sample Conversation 3: Bar

A: Bartender B: Mr. Brown

(Mr. Brown is at the hotel’s bar.)

Sample Conversation 4: Checking out

A: Waitress B: Mr. Jordan C: Mrs. Jordan

Step 4 Learn Useful Expressions and PatternsStep 4 Learn Useful Expressions and Patterns

USEFUL EXPRESSIONS AND PATTERNSUSEFUL EXPRESSIONS AND PATTERNS 1. Could you help me mail this letter?

2. Have you stuck on the stamps yet?

3. I want some Chinese stamps.

4. I’d like to send it by ordinary air mail.

5. One more thing, I am going to send an e-mail to some of my friends. Where can I do it?

6. Thank you for your information.

7. Could you send someone for my laundry, please?

8. But I am afraid it’s too late for today’s laundry. We can deliver it tomorrow around 5 o’clock p.m..

9. Please put your laundry in the laundry bag, and fill in the laundry list. You can find the laundry list in the dresser’s drawer.

10. Please notify in the list whether you need your clothes ironed, washed, dry-cleaned, or mended and some special service.

11. The rate chart is contained in the stationery folder in the dresser’s drawer. Also you can refer to the laundry list for further information.

12. What would you like to drink? We have a variety of wines. Which kind do you prefer?

13. Well, what about Mao Tai, one of the most famous liquors in China?

14. Besides, we have some good Chinese red wines and white wines, such as Zhang Yu Red Wine and Great Wall Dry White Wine.

15. It’s my pleasure. Enjoy yourself.

16. I’d like to check out now, please.

17. Yes, sir. Just a moment, please.

18. Have you had any other charges after breakfast?

19. Here you are, sir. Please check it.

20. Are you going to pay by credit card?

21. Will you sign on both, please?

22. Here are your bill and receipt, Mr. Jordan. We hope you have enjoyed your stay with us and wish you a pleasant trip.

Step 5 ExercisesStep 5 Exercises

Complete the following dialogues by translating the Chinese into Complete the following dialogues by translating the Chinese into English.English.

1. A: By the way, can I have your breakfast in my room?

B: 如果您想在房间用餐， just dial room service.

,

2. A: Can I have my shoes polished here?

B: Certainly, just tell 客房服务员 . They will see to it.

3. A: Where can I send an e-mail?

B: 您可以在商务中心发电子邮件。 .

4. A: What if I have something for laundry?

B: 如果您有衣物要送洗衣房，只要把它放在您房里的洗衣袋里就行了。 .

If you want to have a meal in your own room

the room maid

You can send your e-mail in the business center

If you have any laundry, just put them in the laundry bag in your room

HomeworkHomework

TRANSLATION Translate the following sentences into Chinese, paying special Translate the following sentences into Chinese, paying special

attention to the participles used.attention to the participles used.

1. 1. The analysis of each term used in this definition suggests concrete actions which can be evaluated from the perspective of quality criteria.

分析这一定义中的每一项都含有质量标准所规定的具体行为。 2. The “result” can be measured by consumer satisfaction as well as

by social, environmental and economic effects of the tourism activity concerned.

“结果”可由相关的社会、环境、经济效益以及顾客的满意度共同来评判。 3. Consumers cannot expect to receive more than what they

remunerate by payment or what has been determined by social and environmental limits.

顾客不能期望获得超过自己的应得部分，也不能超过社会和环境所能承受的水平。

4. The term “service requirements” relates quality to its human, personal and personnel dimensions which are often intangible and apparently difficult to measure, evaluate and quantity in contrast with the physical attributes of tourism facilities which are used primarily in facility classifications or grading.

“服务因素”指的是质量与人性、个人、人事方面的关系，这些方面经常是无形的，难以测定、评价和量化，这与对旅游业的硬件设施进行分类和评估是不同的。

5. There should be no negative surprises at the time of delivery of a service or supply of a product, the consumer must receive what has been promised.

在提供服务或产品时，不要给消费者留下负面影响。消费者必须得到所承诺的东西。

6. Some expectations cannot be fulfilled even at a very high price which can be offered.

有些要求出高价也是无法满足的。 7. The latter may request that the product quality be assessed and certified by

its own representative or a recognized external third party. 后者也许要求旅游产品的质量必须经过自己的代表或被确定的第三方的评估

或认证。 8. Acceptable price suggests that the client’s expectations reflected in the

price cannot be attained at any cost. 合理的价格指的是当事人对价格的期望不是都能得到满足的。

Learn to communicate in the given situationLearn to communicate in the given situation

Situations:Situations: B: Mr. Jordan)B: Mr. Jordan)(A: Room Maid(A: Room Maid

The room maid comes to collect the laundry. As it is the first day of Mr. Jordan’s stay in the hotel after a long trip, he has a lot of clothes to be laundered.

The room maid tries to make sure the kinds of laundry Mr. Jordan wants to have.

The room maid brings back Mr. Jordan’s laundry. Mr. Jordan checks them and gives his comment.

The Following Expressions May The Following Expressions May ＢＢ e Usede UsedThe Following Expressions May The Following Expressions May ＢＢ e Usede Used

Is this for washing, sir?

It will be ready by 5 p.m. today.

We have a special four-hour service. Useful Useful ExpressionsExpressions

For a special four-hour service we deliver it within four hours at a 50% extra charge.

I’m afraid we couldn’t remove the staincompletely.

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