Cambridge A Level Travel and Tourism 9395 — 2020 Oct/Nov Paper 3 · Variant 1

This document has 12 pages. Blank pages are indicated. Cambridge International AS & A Level DC (MB) 207831 © UCLES 2020 [Turn over TRAVEL & TOURISM 9395/31 Paper 3 Destination Marketing October/November 2020 1 hour 30 minutes You must answer on the question paper. You will need: Insert (enclosed) INSTRUCTIONS ● Answer all questions. ● Use a black or dark blue pen. ● Write your name, centre number and candidate number in the boxes at the top of the page. ● Write your answer to each question in the space provided. ● Do not use an erasable pen or correction fluid. ● Do not write on any bar codes. INFORMATION ● The total mark for this paper is 50. ● The number of marks for each question or part question is shown in brackets [ ]. ● The insert contains all the figures referred to in the questions. * 7 5 2 8 2 5 8 6 8 0 *

2 9395/31/O/N/20 © UCLES 2020 Question 1 Refer to Fig. 1.1 (Insert), information about the difficulties faced in marketing tourism in the South American country of Venezuela. (a) Explain two strengths of Venezuela as a destination. 1 … … … … 2 … … … … [4] (b) Analyse how Venezuela’s destination image has been affected by social, economic and political factors in recent years. … … … … … … … … … … … … … … …

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4 9395/31/O/N/20 © UCLES 2020 (c) Evaluate the likely benefits of a multi-agency approach to destination marketing in Venezuela. … … … … … … … … … … … … … … … … … … … … … … … … … … …

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6 9395/31/O/N/20 © UCLES 2020 Question 2 Refer to Fig. 2.1 (Insert), information about the famous ‘I amsterdam’ marketing campaign. Amsterdam is a city in the Netherlands, Europe. (a) Explain two benefits to Amsterdam Marketing of using shared media to spread the ‘I amsterdam’ brand message. 1 … … … … 2 … … … … [4] (b) Discuss how Amsterdam Marketing might adapt its marketing mix to prevent the city being ‘overrun’ with tourists. … … … … … … … … … … … … … … …

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8 9395/31/O/N/20 © UCLES 2020 (c) Evaluate the contribution that festivals and events might make for a destination at the consolidation stage of the Butler Destination Lifecycle model. … … … … … … … … … … … … … … … … … … … … … … … … … … …

9 9395/31/O/N/20 © UCLES 2020 … … … … … … … … … … … … … … … … … … … … … … … … … … … [12] [Total: 25]

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12 9395/31/O/N/20 © UCLES 2020 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. To avoid the issue of disclosure of answer-related information to candidates, all copyright acknowledgements are reproduced online in the Cambridge Assessment International Education Copyright Acknowledgements Booklet. This is produced for each series of examinations and is freely available to download at www.cambridgeinternational.org after the live examination series. Cambridge Assessment International Education is part of the Cambridge Assessment Group. Cambridge Assessment is the brand name of the University of Cambridge Local Examinations Syndicate (UCLES), which itself is a department of the University of Cambridge. BLANK PAGE