Purpose/aim: This paper research to help SME travel agencies make ticket pricing strategy and choose the reasonable age group for publicity. Design/methodology/approach: This thesis will use SWOT to analyze the strength, weakness, opportunity and threat of Hainan’s SME travel agencies, and also the marketing theory and human resource management. Through discussion and research we will analyze the connection between the influencing factors for travel agencies. The data has been collected through questionnaires. The analysis includes a description of the samples and statistical tests in form of regressions. Findings: The analysis showed that there is a connection between the frequency of travel and the age of the travelers. There are also connections between the select ticket price and different cities. It is important for SME travel agencies make a ticket price strategy. Originality/value: According to this thesis, it is obvious that SME travel agencies have more problems with travelers and an unreasonable strategy in Hainan. Based on these findings we would argue that small and medium sized travel agencies should choose a group consisting of young and middle aged adults when they advertise, decide their ticket pricing strategy and when they develop new tourism products. This study has a value when it comes to analyzing the situation and develop suggestions for SME travel agencies in Hainan.

Made available in DSpace on 2014-12-17T15:06:55Z (GMT). No. of bitstreams: 1 MariaERS_DISSERT.pdf: 1409095 bytes, checksum: 47d94589cef732af65add0f419e0a74b (MD5) Previous issue date: 2012-03-06 / This study presents the results of a survey conducted in the area of English for Specific Purposes (ESP) in order to identify (1) the learning needs of students in a course in Tourism, their desires and lacks, at a federal university, with respect to use of English; (2) the needs of the present situation of teachers and the coordinator of that course as to the language; (3) the needs of the target situation of professionals (graduates) and companies with respect to this language. This research is a case study (STAKE, 1998; YIN, 2009) and was used for data collection, instruments such as questionnaires, semi-structured interviews, and document on the Tourism Course. To this end, it was adopted the theoretical basis for the constructs of English for Specific Purposes (ESP) Ingl?s para Fins Espec?ficos (IFE) in Brazil, also known as Ingl?s Instrumental, whose foundation is based on the work by Hutchinson and Waters (1987), Robinson (1991), Dudley-Evans and St. John (1998), Celani, Deyes, Holmes, Scott (2006), among others, since this work is devoted to a specific area, Tourism. Results show that students opined the ability to prioritize reading and speaking into the classroom. Professionals reported that the latter is an indispensable tool for entering the labor market, yet they feel unprepared and need to attend English language courses in private language schools. The testimony of company executives also point to this deficiency. Finally, the present situation of teachers reveals that, while advocating the use of English in the classroom, this is not because students prefer their mother tongue. There is also an evident lack of needs analysis. Eventually, the coordinator said that there is some uncertainty as to the methodology, content and language skills worked, and the lack of interaction among teachers of English. It was concluded, therefore, it is important to conduct a needs analysis so that one can redesign a course that meets the different contextual needs: students, teachers, coordination, represented by the institutional needs, and the labor market / Este estudo apresenta os resultados de uma pesquisa desenvolvida na ?rea de Ingl?s para Fins Espec?ficos (IFE) com o objetivo de identificar (1) as necessidades de aprendizagem dos alunos de um curso de Turismo, seus desejos e car?ncias, numa universidade federal, quanto ao uso do ingl?s; (2) as necessidades da situa??o atual dos professores e do coordenador do referido curso quanto ao idioma; (3) as necessidades da situa??o-alvo dos profissionais (egressos) e empresas com rela??o a essa l?ngua. Esta pesquisa ? um estudo de caso (STAKE, 1998; YIN, 2009) e foram utilizados, para levantamento dos dados, como instrumentos de coleta: question?rios, entrevistas semiestruturadas, al?m de documento sobre o curso de Turismo. Para tanto, foram adotados como aporte te?rico os construtos do English for Specific Purposes (ESP) Ingl?s para Fins Espec?ficos (IFE) tamb?m conhecido no Brasil como Ingl?s Instrumental, cuja fundamenta??o baseia-se nos trabalhos de Hutchinson e Waters (1987), Robinson (1991), Dudley-Evans e St. John (1998), Celani, Deyes, Holmes, Scott (2006), dentre outros, visto que este trabalho ? voltado para uma ?rea espec?fica, o turismo. Os resultados demonstram que os alunos opinaram pela habilidade em leitura e priorizaram a oralidade em sala de aula. Os egressos relataram que esta ?ltima ? uma ferramenta indispens?vel para sua entrada no mercado de trabalho; mesmo assim, sentem-se despreparados, necessitando frequentar escolas de l?ngua. O depoimento dos dirigentes de empresas tamb?m aponta para essa defici?ncia. Por ?ltimo, a situa??o atual dos professores denota que, embora defendam o uso da l?ngua inglesa em sala de aula, isso n?o acontece, porque os alunos preferem a l?ngua materna. Tamb?m ficou evidenciada a inexist?ncia de an?lise de necessidades. Por fim, a coordenadora informou que h? certa indefini??o quanto ? metodologia, aos conte?dos e ?s habilidades lingu?sticas trabalhadas, al?m da falta de intera??o entre os professores de ingl?s. Conclui-se, portanto, que ? relevante realizar uma an?lise de necessidades para que se possa redesenhar um curso que atenda ?s diferentes necessidades contextuais: de alunos, professores, coordena??o, representada pelas necessidades institucionais, profissionais e o mercado de trabalho