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344
STEP
USI NESS OURISM
Vocabulary
Read the text again and then match the following words
or phrases on the left with their meaning in the context (on the right).
1
encompass
a
compensate
2
target
b
impressive and costing a lot of money
3
boost
c
power of attraction
4
allure
d
aim
5
offset
e
include a large number or range of things
6
lavish
f
make something increase
2
Exhibitions
and
trade fairs
are professionally organised
events, large or small, local or international, that facilitate
the meeting of a wide range of relevant suppliers and
interested customers in a cost-effective manner. They
can be further defined according to the market which
they
target
:
trade fairs
are aimed at those working
within a particular trade sector;
public exhibitions
(e.g. arts exhibitions) are primarily organised to attract
a wide general public and a charge is generally made
for admission;
trade/public exhibitions
, which are
a combination of trade and public exhibitions, are
organised to attract both types of visitors. Motor and
boat shows are typical examples of this category.
In the past few years
incentive travel
has become an important segment of business travel. More
and more companies are now offering holidays, travel trips or cruises as work incentives.
Incentive travel represents a highly effective motivational tool to reward the attainment of pre-
determined company goals (e.g. sales targets), to
boost
moral and goodwill, or to launch new products
on the market, through the
allure
of fantastic travel holidays given to a percentage of qualifying
groups of managers, employees, sales people or agents.
Sales recognition and incentive programs offer a very high and measurable return on investment
(ROI), more than
offsetting
the expenditure. Studies show that an incentive program can increase
performance as much as 44%.
In addition to accommodation, incentive participants enjoy top quality entertainment programmes
as part of their reward. These include excursions, theatre trips, and
lavish
dining experiences often
held in unique venues.
Conferences, seminars and meetings,
exhibitions and trade fairs, incentive travel
and outdoors events are often described
as
discretionary
as the organisers of the
event may have great flexibility in deciding
where to hold it and are able to use their
own judgement or discretion.
Individual business travel, on the other
hand, is termed
non-discretionary
because, while the mode of transport
(road, rail or air, for example), used by the
individual traveller is open to influence,
their actual travel destination is not.
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