Cambridge A Level Travel and Tourism 9395 — 2012 Oct/Nov Paper 3 · Variant 1

This document consists of 17 printed pages and 3 blank pages. DC (NS) 51218/4 © UCLES 2012 [Turn over UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS General Certificate of Education Advanced Level * 2 0 5 1 9 7 3 0 0 8 * TRAVEL AND TOURISM 9395/03 Paper 3 International Business & Leisure Travel Services October/November 2012 1 hour 30 minutes Candidates answer on the Question Paper. No Additional Materials are required. READ THESE INSTRUCTIONS FIRST Write your Centre number, candidate number and name on all the work you hand in. Write in dark blue or black pen. Do not use staples, paper clips, highlighters, glue or correction fluid. You may use a pencil for any diagrams, graphs or rough working. DO NOT WRITE IN ANY BARCODES. Answer all questions. The number of marks is given in brackets [ ] at the end of each question or part question. For Examiner’s Use 1 2 3 4 Total

2 9395/03/O/N/12 © UCLES 2012 Question 1 Refer to Fig. 1, information about business tourism in Malaysia. The Malaysia Convention and Exhibition Bureau (MyCEB) was set up in 2009 as a one-stop centre to co-ordinate business tourism activities in Malaysia. It aims to position the country as one of the world’s leading business tourism destinations. MyCEB’s roles include: • creating a platform from which to promote and sell Malaysia’s business tourism events, products and services • providing advice and assisting business event organisers in planning and promoting their events internationally • helping organisers select the best local products and services and their suppliers • promoting the education, training and accreditation for business tourism industry professionals in Malaysia. Five reasons for choosing Malaysia for business tourism events: 1. Excellent modern infrastructure. Kuala Lumpur International Airport connects Malaysia to the rest of the world. 2. World-class meeting and conference facilities and accommodation. 3. Socio-political stability. 4. Value for money. 5. Pre- and post-conference activities. Malaysia’s Business Tourism Green Programme ‘Meet and Green’ Delegates are invited to make a US$10 contribution towards this programme each time they visit Malaysia. This money will be used towards a tree planting programme as part of the Malaysian Government’s target to reduce carbon emissions by 40% by 2020. Malaysia attracts Chinese business tourism market January 2011 MyCEB hopes to target the Chinese business tourism market in order to increase business tourism arrivals by 5% in 2011, to reach a total of 1.12 million delegates. MyCEB will attend trade shows in Shanghai and Beijing, hold roadshows and provide business tourism information packs for the Chinese market, in an attempt to overcome intense regional and international competition. A typical business tourist spends RM 3000 during a stay in Malaysia compared with RM 2000 from a typical leisure tourist. Cultural and language similarities make it easier for Chinese business tourism organisers to plan an event in Malaysia. Fig. 1

3 9395/03/O/N/12 © UCLES 2012 [Turn over For Examiner’s Use (a) Identify and explain three reasons why Malaysia is an attractive business tourism destination. 1 … … … … 2 … … … … 3 … … … …[6] (b) Identify and explain two ways in which MyCEB can assist international business tourism organisers planning an event in Malaysia. 1 … … … … 2 … … … …[4]

4 9395/03/O/N/12 © UCLES 2012 For Examiner’s Use (c) Explain two likely reasons why Malaysia has introduced the ‘Meet and Green’ tree planting scheme. 1 … … … … … … 2 … … … … … …[6]

5 9395/03/O/N/12 © UCLES 2012 [Turn over For Examiner’s Use (d) Using only Fig. 1, evaluate the importance of the Chinese market for the business tourism industry in Malaysia. … … … … … … … … … … … … … … … … … … … … … … … … … …[9] [Total: 25]

6 9395/03/O/N/12 © UCLES 2012 Question 2 Refer to Fig. 2, information about the Chicago Trolley and Double Decker Bus Company, an organisation offering city sightseeing tours. Chicago Trolley and Double Decker Bus Company Hop-on, Hop-off city sightseeing tours Operates daily; 75-vehicle fleet; ‘Explore Chicago’ tour leaves every 5–10 minutes between 09.00 and 17.00. Ticket valid for three days, for all 15 stops around the city. Route covers the city centre of Chicago; choose where to hop on or off to go shopping or visit a range of family and cultural attractions. Unique guides; we hire entertainers, comedians and actors as our guides and teach them to drive a bus; other tour companies hire bus drivers and teach them how to guide. Get special offers to use throughout the city; each ticket-holder will be presented with a book of discount coupons (vouchers) for use at food and beverage outlets, visitor attractions and other transport operators from participating tourism partners. Buy online; save 10% off the standard price if you buy your tickets from our website. Winner of Chicago ‘Visitors’ Choice’ Awards for Best Service and Illinois ‘Excellence in Tourism’ Award for ‘Best Website of the Year 2010’. Part of Coach USA and the STAGECOACH Group Fig. 2

7 9395/03/O/N/12 © UCLES 2012 [Turn over For Examiner’s Use (a) Explain what is meant by the term hop-on, hop-off sightseeing tour. … … … …[2] (b) (i) Identify the advertised distribution channel used by the Chicago Trolley and Double Decker Bus Company. …[1] (ii) Explain two benefits to customers of using this distribution channel. 1 … … 2 … …[4] (c) (i) Identify three types of service provider participating in the tourism partner discount scheme. 1 … … … 2 … … … 3 … … …[3]

8 9395/03/O/N/12 © UCLES 2012 For Examiner’s Use (ii) Explain three benefits to the partner organisations of participating in such a discount scheme. 1 … … … … 2 … … … … 3 … … … …[6]

9 9395/03/O/N/12 © UCLES 2012 [Turn over For Examiner’s Use (d) Coach USA publishes its own ‘Personal Information Privacy Policy’, making clear the ways in which customer information is gathered and used. Assess the reasons why travel organisations, such as Coach USA, provide consumer protection. … … … … … … … … … … … … … … … … … … … … … … … … …[9] [Total: 25]

10 9395/03/O/N/12 © UCLES 2012 Question 3 Refer to Fig. 3, information about passenger rail transport in New South Wales, Australia. RailCorp (Rail Corporation New South Wales) operates passenger railway services in New South Wales, under the CityRail and CountryLink brand names. RailCorp is responsible for the safe operation of passenger trains and stations in the area. CountryLink transports 2 million passengers each year to more than 300 destinations in Australia. The organisation aims to deliver safe, clean and reliable passenger services. In order to achieve this aim, staff working for RailCorp must follow a Code of Conduct. This Code states: • put safety first • work hard to provide quality customer service • treat all customers and each other with respect • encourage and support each other to improve the quality and productivity of our services and our systems. RailCorp and CountryLink also participate in the Rail Clearways project to create more reliable, frequent and convenient rail services. They aim to increase passenger rail capacity in order to reduce overcrowding in trains and to provide additional peak hour services. Backtracker Pass Unlimited travel on the entire CountryLink network – only for international visitors. 14 days, 1 month, 3 month or 6 month passes available North Coast Breaks Mini holiday package – 3 nights’ accommodation, local tours and excursions and return rail travel. Rail, Stay and Play 3 nights’ accommodation and an Explore 4 rail pass allows a family of four to travel between local Sydney attractions. Includes entry to the Aquarium, Wildlife World and the Sydney Tower. Five reasons to use CountryLink: 1. No need to drive 2. Cheaper alternative 3. Fuel friendly 4. Room to move 5. Safety first Fig. 3

11 9395/03/O/N/12 © UCLES 2012 [Turn over For Examiner’s Use (a) (i) What is meant by the term Code of Conduct? … … … …[2] (ii) Explain two reasons why travel service providers operate a code of conduct. 1 … … … … 2 … … … …[4] (b) Identify and explain two objectives of RailCorp in providing passenger rail services in Australia. 1 … … … … … … 2 … … … … … …[6]

12 9395/03/O/N/12 © UCLES 2012 For Examiner’s Use (c) Explain two reasons why travel service providers, such as CountryLink, offer ancillary products and services to customers. 1 … … … … 2 … … … …[4]

13 9395/03/O/N/12 © UCLES 2012 [Turn over For Examiner’s Use (d) Using only information from Fig. 3, evaluate the reasons why independent travellers might choose rail travel during their visit to Australia. … … … … … … … … … … … … … … … … … … … … … … … … … …[9] [Total: 25]

14 9395/03/O/N/12 © UCLES 2012 Question 4 Refer to Fig. 4, information about the Gritti Palace Hotel in Venice, Italy. Gritti Palace Hotel Campo Santa Maria del Giglio, 2467 30124 Venice, Italy This luxury hotel has a peaceful neighbourhood location, facing the Grand Canal in Venice. Nearby attractions include the Bridge of Sighs, Saint Mark’s Square, Le Fenice Theatre and the Lido beach. The hotel offers: * 91 unique bedrooms * babysitting services * high speed Internet * business centre * wedding parties * transfers by water taxi * professional Clefs D’Or concierge services * personalised 24-hour service * satellite and cable TV * fine dining * event co-ordinator * 3 meeting rooms * children’s menus Condé Nast Traveller Readers’ Choice 2009 Part of the Starwood Hotels and Resorts company Become a Starwood Preferred Guest member and start earning loyalty rewards! Fig. 4

15 9395/03/O/N/12 © UCLES 2012 [Turn over For Examiner’s Use (a) (i) Identify and explain three ways in which the Gritti Palace Hotel meets the needs of families. 1 … … … … 2 … … … … 3 … … … …[6] (ii) Identify and explain two aspects of the appeal of the Gritti Palace Hotel to business customers. 1 … … … … 2 … … … …[4]

16 9395/03/O/N/12 © UCLES 2012 For Examiner’s Use (b) The Gritti Palace Hotel has a team of professionally qualified concierges. Explain three ways in which the concierge in a 5* hotel, such as the Gritti Palace Hotel, is likely to meet the needs of leisure guests. 1 … … … … 2 … … … … 3 … … … …[6]

17 9395/03/O/N/12 © UCLES 2012 For Examiner’s Use (c) Evaluate the benefits to customers of hotel chains offering loyalty programmes, such as the Starwood Preferred Guest scheme. … … … … … … … … … … … … … … … … … … … … … … … … … …[9] [Total: 25]

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20 9395/03/O/N/12 © UCLES 2012 Copyright Acknowledgements: Question 1 Figure 1 © adapted: http://corporate.tourism.gov.my/mice.asp. Question 2 Figure 2 © adapted: http://www.coachusa.com/chicagotrolley/. Question 3 Figure 3 © adapted: www.railcorp.info/about_railcorp/code_of_conduct. Question 4 Figure 4 © adapted: http://www.hotelgrittipalacevenice.com/. Permission to reproduce items where third-party owned material protected by copyright is included has been sought and cleared where possible. Every reasonable effort has been made by the publisher (UCLES) to trace copyright holders, but if any items requiring clearance have unwittingly been included, the publisher will be pleased to make amends at the earliest possible opportunity. University of Cambridge International Examinations is part of the Cambridge Assessment Group. Cambridge Assessment is the brand name of University of Cambridge Local Examinations Syndicate (UCLES), which is itself a department of the University of Cambridge. BLANK PAGE

CAMBRIDGE INTERNATIONAL EXAMINATIONS GCE Advanced Subsidiary Level and GCE Advanced Level MARK SCHEME for the October/November 2012 series 9395 TRAVEL AND TOURISM 9395/03 Paper 3 (International Business & Leisure Travel Services), maximum raw mark 100 This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of the examination. It shows the basis on which Examiners were instructed to award marks. It does not indicate the details of the discussions that took place at an Examiners’ meeting before marking began, which would have considered the acceptability of alternative answers. Mark schemes should be read in conjunction with the question paper and the Principal Examiner Report for Teachers. Cambridge will not enter into discussions about these mark schemes. Cambridge is publishing the mark schemes for the October/November 2012 series for most IGCSE, GCE Advanced Level and Advanced Subsidiary Level components and some Ordinary Level components.

Page 2 Mark Scheme Syllabus Paper GCE AS/A LEVEL – October/November 2012 9395 03 © Cambridge International Examinations 2012 1 (a) Identify and explain three reasons why Malaysia is an attractive business tourism destination. [6] Award one mark for each of three reasons identified and a second mark for further exemplification. e.g. • modern infrastructure (1) international airport makes the country easily accessible for international business travellers (1) • world class meeting/conference venues and accommodation (1) appropriate facilities with technology required and levels of comfort expected by international visitors (1) • value for money (1) favourable exchange rates for international tourists mean that they get more for their money than in comparable destinations (1) • pre- and post-conference activities (1) wide range of attractions for visitors in their recreational time ranging from cultural attractions to natural landscape and sports tourism (1) • socio-political stability (1) visitors can feel at ease in the country i.e. no threats (1). (b) Identify and explain two ways in which MyCEB can assist international business tourism organisers planning an event in Malaysia. [4] Award one mark for each of two ways and a second mark for further explanation of the role that MyCEB plays: e.g. • provides advice (1) using expertise which organisations may lack (1) • helps promote events internationally (1) can provide promotional expertise which some organisations may lack/website or other promotional tools (1) • help select best local products/services (1) have local knowledge which overseas organisers will not have so thus best positioned to know which suppliers are best for which product/service (1) • promote education/training of business tourism staff (1) so own staff can develop to provide better planning for events etc. (1). Accept any valid suggestions. (c) Explain two likely reasons why Malaysia has introduced the ‘Meet and Green’ tree planting scheme. [6] Award one mark for the identification of each of two reasons for the appeal and a further two marks for exemplification of these reasons. e.g. • issue of carbon footprint (1) government has target to reduce emissions by 2020 (1) need to attract funding to assist with cost of tree planting project (1) • travellers often look for responsible tourism and sustainable tourism practices/ ecotourism (1) many would therefore welcome such an initiative (1) raising awareness of pollution (1) minimising impacts (1). Accept any reasonable suggestions.

Page 3 Mark Scheme Syllabus Paper GCE AS/A LEVEL – October/November 2012 9395 03 © Cambridge International Examinations 2012 (d) Using only Fig. 1, evaluate the importance of the Chinese market for the business tourism industry in Malaysia. [9] Indicative content • close proximity and similarities in market characteristics make it natural target market • MICE tourists spend 50% more than average leisure tourists • looking to attract 5% more MICE visitors from China • faces strong competition from neighbouring countries such as Singapore. Level 1 (1–3 marks) will be awarded for responses that identify or describe one or more reason/s for the importance of China for business tourism in Malaysia. Level 2 (4–6 marks) Candidates will explain one or more reason/s for the importance of China for business tourism in Malaysia. Level 3 (7–9 marks) This level will be awarded to candidates who evaluate one or more reason/s for the importance of China for business tourism in Malaysia. 2 (a) Explain what is meant by the term hop-on, hop-off sightseeing tour. [2] Award one mark for a basic description of a sightseeing tour and a second mark for exemplification of hop-on/hop-off aspect. e.g. • an excursion, often by bus or coach which takes tourists around the main landmarks and attractions of a destination (1) • tourists can choose where and when to get on and off the bus/coach at designated stops (1). (b) (i) Identify the advertised distribution channel used by the Chicago Trolley and Double Decker Bus Company. [1] Award one mark. Internet/online/website (1). (ii) Explain two benefits to customers of using this distribution channel. [4] Award one mark for each of two identified benefits and a second mark for further explanation of the benefits. e.g. • saves money (1) 10% discount often offered for online purchases (1) • saves time (1) no need to displace to make a purchase (1) • guaranteed purchase – booking made (1) real time ticket availability information – emailed receipts for tickets there and then (1) • 24/7 (1) convenience (1). Accept any reasonable benefits/explanations.

Page 4 Mark Scheme Syllabus Paper GCE AS/A LEVEL – October/November 2012 9395 03 © Cambridge International Examinations 2012 (c) (i) Identify three types of service provider participating in the tourism partner discount scheme. [3] Award one mark for the identification of each of three travel service providers from Fig. 2. • food and beverage outlets (1) • visitor attractions (1) • other transport operators (1). (ii) Explain three benefits to the partner organisations of participating in such a discount scheme. [6] Award one mark for each of three identified benefits and a second mark for each analysis of these benefits. e.g. • enhances the image of the organisation (1) customers may feel they are getting a good deal because of the discount offered (1) • increased customer base (1) participating organisations can gain new customers (1) • joint marketing efforts (1) cost of discounts offered will be significantly lower than cost of extensive marketing campaign (1) • increased sales (1) attractions become more popular (1). Do not accept increased profits. (d) Assess the reasons why travel organisations, such as Coach USA, provide consumer protection. [9] Indicative content • for data protection purposes • legal requirement • to allow consumers to have trust in the organisation/improved image of the company • advertising standards • financial protection. Level 1 (1–3 marks) will be awarded for responses that identify/describe one or more benefits to customers/ organisations of protecting personal information. Level 2 (4–6 marks) will be awarded to candidates who explain or analyse one or more benefits to customers/ organisations of protecting personal information. Level 3 (7–9 marks) will be awarded for responses which make at least one reasoned evaluative comment about the benefits to customers/organisations of protecting personal information.

Page 5 Mark Scheme Syllabus Paper GCE AS/A LEVEL – October/November 2012 9395 03 © Cambridge International Examinations 2012 3 (a) (i) What is meant by the term Code of Conduct? [2] Award one mark for a simple description and a second mark for further exemplification. e.g. • a code of conduct is a set of industry standards (1) that determine the way in which employees should treat internal and external customers and which set the protocols for the way in which organisations work (1) • rules/regulations (1) to follow (1). (ii) Explain two reasons why travel service providers operate a code of conduct. [4] Award one mark for each of two identified reasons and a second mark for an explanation of each reason. e.g. • to ensure quality of customer service (1) all staff follow the same guidelines (1) • safety of customers/staff (1) following guidelines (1) • enhances the image of the organisation (1) customers know that the organisation cares about them (1). Accept any reasonable suggestions. (b) Identify and explain two objectives of RailCorp in providing passenger rail services in Australia. [6] Award one mark for each of two identified objectives and a further two marks for each explanation of these objectives. e.g. • increase passenger rail capacity (1) to have an increased number of trains to accommodate the number of travellers wishing to use rail services at any one time (1) to reduce overcrowding (1) • to provide more frequent rail services (1) in order to better meet passenger requirements (1) and to cope better with the demand during peak hours (1) • to provide safe and clean rail services (1) finding more ways to ensure passenger safety on trains (1) and at railway stations throughout the organisation’s network (1) employ more cleaning staff (1) to ensure each carriage is cleaned at regular intervals each day (1). Accept any reasonable suggestions.

Page 6 Mark Scheme Syllabus Paper GCE AS/A LEVEL – October/November 2012 9395 03 © Cambridge International Examinations 2012 (c) Explain two reasons why travel service providers, such as CountryLink, offer ancillary products and services to customers. [4] Award one mark for each of two identifications of the reason and a second mark for each explanation. e.g. • to generate more income (1) by selling additional products and services, organisations can gain greater financial benefit (1) • to gain competitive advantage (1) offering services and products that competitors might not offer (1) • to enhance image of organisation (1) customers will gain a good impression and this may cause customer loyalty (1). (d) Using only information from Fig. 3, evaluate the reasons why independent travellers might choose rail travel during their visit to Australia. [9] Indicative content • affordable – cheaper alternative • wide choice of destinations covered – scale of country • environmentally friendly transport option • safety factor • no need to drive – relaxing/room to move/no worry about getting lost Level 1 (1–3 marks) will be awarded for responses that identify/describe one or more reasons for independent travellers choosing rail travel. Level 2 (4–6 marks) will be awarded to candidates who explain or analyse one or more reasons for independent travellers choosing rail travel. Level 3 (7–9 marks) will be awarded for responses which make at least one reasoned evaluative comment about the reasons for independent travellers choosing rail travel. 4 (a) (i) Identify and explain three ways in which the Gritti Palace Hotel meets the needs of families. [6] Award one mark for basic identification and second mark for further development of each of three products/services that meet family visitor needs. e.g. • satellite/cable TV (1) provides in-room family-friendly entertainment (1) • babysitting service (1) allows parents chance to go out whilst children are being safely cared for (1) • children’s menus offered in restaurant (1) to ensure appropriate choice of food and portion sizes offered (1) • personalised 24 hour service (1) in case parents require any additional assistance with small children e.g. bottle warming etc. (1) • room options (1) families can stay in one room together (1). Accept any reasonable suggestions.

Page 7 Mark Scheme Syllabus Paper GCE AS/A LEVEL – October/November 2012 9395 03 © Cambridge International Examinations 2012 (ii) Identify and explain two aspects of the appeal of the Gritti Palace Hotel to business customers. [4] Award one mark for each of two identifications and second mark for each of two explanations. Correct answers include: • 3 meeting rooms (1) would allow businessmen to book venue for small meetings (1) • high speed Internet (1) to enable business to use technology to keep in touch with office, send emails (1) • business centre (1) secretarial services, faxes, printing services etc. (1) • event co-ordinator (1) help plan and promote business events and other functions (1). Accept any reasonable suggestions. (b) Explain three ways in which the concierge in a 5* hotel, such as the Gritti Palace Hotel, is likely to meet the needs of leisure guests. [6] Award one mark for the identification of each of three ways and a second mark for an explanation of each of these ways. e.g. • make recommendations (1) places of interest, restaurants, shopping, best place to play golf in the area etc. in order to advise guests of best options etc. (1) • make reservations (1) book a table at a restaurant or book tickets for a theatre performance for the convenience of guests (1) • organise travel arrangements (1) book transfer to airport or taxi for a business meeting to meet guests’ needs (1). Do not accept porterage services. Accept any reasonable suggestions.

Page 8 Mark Scheme Syllabus Paper GCE AS/A LEVEL – October/November 2012 9395 03 © Cambridge International Examinations 2012 (c) Evaluate the benefits to customers of hotel chains offering loyalty programmes such as the Starwood Preferred Guest scheme. [9] Indicative content Points can be earned for each visit • chain operates internationally so points can be earned in more than one destination • points can be used for free stays or additional services • members often receive information about other promotions and products/services that may be of interest. Level 1 (1–3 marks) will be awarded for responses that describe one or more benefits to customers of a hotel chain loyalty programme. Level 2 (4–6 marks) Candidates at this level will begin to explain/analyse one or more benefits to customers of a hotel chain loyalty programme. Level 3 (7–9 marks) This level will be awarded to candidates who make at least one reasoned evaluative comment about the benefits to customers of a hotel chain loyalty programme.