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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