(2)

Growing cooperation among branches of tourism has proved valuable to all concerned. Government bureaus, trade and travel associations carriers and properties are all working together to bring about optimum conditions for travelers.

Travel operators, specialists in the field of planning, sponsor extensive research programs. They have knowledge of all areas and all carrier services, and they are experts in organizing different types of tours and in preparing effective advertising campaigns. They distribute materials to agencies, such as journals, brochures and advertising projects. They offer familiarization and workshop tours so that in a short time agents can obtain first-hand knowledge of the tours.

Tourist counselors give valuable seminars to acquaint agents with new programs and techniques in selling In this way agents learn to explain destinations and to suggest different modes and combinations of travel- panes, ships, trains, motor-coaches car-rentals and even car purchases. Properties and agencies work closely together to make the most suitable contracts, considering both the comfort of the clients and. their own profitable financial arrangement. Agencies rely upon the good services of hotels, and, conversely, hotels rely upon agencies to fulfill their contracts and to send them clients.

The same confidence exists between agencies and carriers, including ca-rental and sight-seeing services. Carries are dependent upon agencies to supply passengers, and agencies are dependent upon caries to preset them with marketable tours. All services must work together for greater efficiency fair pricing and contented customers

The word "optimum" in the first paragraph can be best replaced by ?

The travel agent's role is dissimilar to that of most other retailers, in that agents do not purchase a product for resale to their customers. Only when a customer has decided on a travel purchase do agents approach their principal on their customer's behalf to make a purchase. The travel agent does not, therefore, carry "stock' of travel products. This has two important implications for the businesses of travel distribution. First, the cost of setting up in business is comparatively small compared to that of other retail business, and second, agents are not seeking to dispose of products they have already purchased, so will therefore display less brand loyalty towards a particular product or company. However, in the past few years negotiations between principals and agents have led to higher commissions being paid to agents who achieve target sales, and this is causing agents to become more commercial in their approach to sales.

Visitors can find almost any kind of restaurant in most of the large cities in America. The telephone book lists restaurants for each city according to name, area of the city, or kind of food. Restaurants in large cities vary greatly in price. Many restaurants post their menus in the window so you can have some idea of the price and kind of food before you enter. If the menu is not posted, and you are uncertain about how expensive the place is, ask to see a menu before you are seated at a table, or else just ask about the price range. Appearances from the outside can be misleading- -what looks like a small, informal restaurant may rally be very expensive, and what looks like a large, expensive restaurant may be very reasonable.

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