Cambridge IGCSE Travel and Tourism 0471 — 2011 May/June Paper 2 · Variant 1

This document consists of 13 printed pages and 3 blank pages. DC (SM/CGW) 31928/4 © UCLES 2011 [Turn over UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS International General Certificate of Secondary Education * 0 6 7 4 9 6 9 6 0 9 * TRAVEL AND TOURISM 0471/02 Marketing and Promotion May/June 2011 2 hours 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. You may use a soft pencil for any diagrams, graphs or rough working. Do not use staples, paper clips, highlighters, glue or correction fluid. DO NOT WRITE IN ANY BARCODES. Answer all questions. At the end of the examination, fasten all your work securely together. 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 www.XtremePapers.com

2 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use Question 1 Refer to Fig. 1, information about the Sri Lanka Tourism Development Authority. Sri Lanka Tourism Development Authority The Sri Lanka Tourism Development Authority (SLTDA) is responsible for developing tourism provision in Sri Lanka, an island in the Indian Ocean. Its vision is to make the country the leading tourist destination in the South Asian region. SLTDA carries out market research activities and publishes monthly statistical bulletins, including data on the number of tourist arrivals, foreign exchange earnings and hotel occupancy rates in Sri Lanka. SLTDA aims to increase the number of tourist arrivals from approximately 0.5 million in 2008 to 2 million by 2016 through: • developing integrated resorts throughout the island • improving the country’s existing infrastructure including increasing the number of available bed spaces • adopting an aggressive marketing campaign. The year 2011 is ‘Visit Sri Lanka Year’. Fig. 1 (a) (i) Name the type of research data that SLTDA is most likely to use in order to produce its monthly bulletins. …[1] (ii) Explain two benefits to SLTDA of using this type of data. 1 … … … … 2 … … … …[4]

3 [Turn over © UCLES 2011 0471/02/M/J/11 For Examiner’s Use (iii) Give two examples of secondary information sources that SLTDA may use. 1 … … 2 … …[2] (b) State and explain three ways in which the results from market research can help a national tourism authority, such as SLTDA, to develop its marketing strategy. 1 … … … … 2 … … … … 3 … … … …[6] (c) SLTDA plans to improve the tourism product offered in Sri Lanka as well as the promotion it uses. These are two of the 4 P’s. (i) By what other name are the 4 P’s also known? …[1] (ii) With reference to Fig. 1, identify two ways in which the tourism product of Sri Lanka is being developed in order to improve the experience offered to tourists. 1 … … 2 … …[2]

4 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use (d) Analyse the importance of re-branding a destination, such as ‘Visit Sri Lanka Year’, in attracting more overseas visitors. … … … … … … … … … … … … … … … … … … … … … … … … … …[9] [Total: 25]

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6 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use Question 2 Refer to Fig. 2, information about survey results on adventure tourism in Scotland. One of the UK’s national tourist boards carried out a survey of adventure tourism in Scotland. The results were as follows: • more men than women engage in extreme sports such as rock climbing, white water rafting and snowboarding • more people aged 16 to 24 engage in adventure tourism activities than in any other age groups • few people aged 65+ participate in adventurous activities at least once a year • people from all socio-economic groupings take part in adventure tourism, however a larger percentage of people come from the higher social groups • specialist trade magazines, direct mail and tourist information leaflets were used most often, to find out about adventure tourism activities and providers. Fig. 2 (a) (i) With reference to Fig. 2, identify two characteristics of a typical adventure tourist. 1 … … 2 … …[2] (ii) Explain two ways in which adventure tourism providers in Scotland can use the information from the survey for marketing purposes. 1 … … … … 2 … … … …[4]

7 [Turn over © UCLES 2011 0471/02/M/J/11 For Examiner’s Use (b) Compare the suitability of direct mail and tourist information leaflets as forms of promotion for adventure tourism products. … … … … … … … … … … … … … … … … … … … … … … … … … … …[9]

8 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use (c) Adventure tourism providers use a range of different pricing policies, including variable pricing and market skimming. (i) Explain, using examples, how an adventure tourism provider might use variable pricing for its products and services. … … … … … … … …[4] (ii) Explain the relationship between market skimming and the position of a product on the life cycle model. … … … … … … … … … … … …[6] [Total: 25]

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10 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use Question 3 Refer to Fig. 3, the results of a situation analysis of tourism in Kenya. 1: Over-reliance on wildlife safaris and beach tourism. 2: Lack of adequate training, control and licensing of tour guides/driver guides etc. 3: Kenya offers a unique combination of tourist attractions, with tropical beaches, abundant wildlife in natural habitats and a geographically diverse landscape. 4: With a deep-sea port and well-developed international airports, Kenya has the potential to become a regional hub for international travel services. 5: Kenya’s government remains committed to supporting national tourism initiatives. 6. Many tourism markets remain untapped – product diversification in cruise tourism, conference tourism or cultural tourism may be beneficial. 7: Foreign exchange earnings in Kenya were down 36% as a result of the global recession in 2008/9. 8: Increased competition from neighbouring Tanzania, which is gaining popularity as a tourist destination. 9: Domestic tourism has been promoted successfully with increased numbers of Kenyans enjoying leisure breaks in the coastal area. Fig. 3 (a) (i) Using the statement numbers from Fig. 3, complete the SWOT Analysis table below. One Strength of tourism in Kenya One Weakness of tourism in Kenya One Opportunity for tourism in Kenya One Threat to tourism in Kenya [4]

11 [Turn over © UCLES 2011 0471/02/M/J/11 For Examiner’s Use (ii) Using the statement numbers from Fig. 3, complete the PEST analysis table below in order to identify two positive influences and two negative influences on tourism in Kenya. Positive (+) Negative (–) Political Economic Social Technological [4] (b) With reference to Fig. 3, identify and explain four ways in which travel and tourism providers in Kenya cater to the needs and expectations of different market segments. 1 … … … … 2 … … … … 3 … … … … 4 … … … …[8]

12 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use (c) Discuss reasons why it is important for the tourism industry of Kenya to develop a range of diversified tourism products. … … … … … … … … … … … … … … … … … … … … … … … … … …[9] [Total: 25]

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14 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use Question 4 Refer to Fig. 4, an advertisement for a city break holiday. New York City Shopping Breaks 3 nights, 3* hotel, central location from $450 pp www.made4shopping@NY.com  (212) 900 0000 Made4shopping Fig. 4 (a) State and explain three features of cities such as New York, which play an important part of the ‘place’ element of the marketing mix. 1 … … … … 2 … … … … 3 … … … …[6]

15 [Turn over © UCLES 2011 0471/02/M/J/11 For Examiner’s Use (b) List three products/services that a 3* hotel may offer. Explain how each is likely to meet the needs of shopping break visitors. Product/service … Explanation … … … … Product/service … Explanation … … … … Product/service … Explanation … … … …[6] (c) (i) Identify the most likely distribution channel for this shopping break package. … …[1] (ii) Explain two benefits to the customer of this distribution channel. 1 … … … … 2 … … … …[4]

16 0471/02/M/J/11 © UCLES 2011 For Examiner’s Use (d) Use the AIDA principle to analyse how effective the advertisement in Fig. 4 is likely to be. … … … … … … … … … … … … … … … … … … … … … … …[8] [Total: 25] 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.

UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS International General Certificate of Secondary Education MARK SCHEME for the May/June 2011 question paper for the guidance of teachers 0471 TRAVEL AND TOURISM 0471/02 Paper 2 (Alternative to Coursework), 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 must be read in conjunction with the question papers and the report on the examination. • Cambridge will not enter into discussions or correspondence in connection with these mark schemes. Cambridge is publishing the mark schemes for the May/June 2011 question papers for most IGCSE, GCE Advanced Level and Advanced Subsidiary Level syllabuses and some Ordinary Level syllabuses. www.XtremePapers.com

Page 2 Mark Scheme: Teachers’ version Syllabus Paper IGCSE – May/June 2011 0471 02 © University of Cambridge International Examinations 2011 1 (a) (i) Name the type of research data that SLTDA is most likely to use, in order to produce its monthly bulletins [1] Award one mark for the correct identification of the research data type. • Quantitative (1) (accept statistical) (ii) Explain two benefits to SLTDA of using this type of data. [4] (2 × 2) Award one mark for each of two benefits and a second mark for development of each of the chosen benefits. Correct responses include: • easy to present graphically (1) so can look professional (1) • easy to analyse (1) so can quickly draw conclusions or offer judgements (1) • can be gathered from primary and secondary sources (1), therefore very versatile (1). Accept any valid ideas. (iii) Give two examples of secondary information sources that SLTDA may use. [2] (2 × 1) Award one mark for each of two appropriate examples. Accept any reasonable suggestions including: • hotel room occupancy rates (1) • airport arrival records (1) • government statistics relating to foreign exchange earning, visitor spend etc. (1). (b) State and explain three ways in which the results from market research can help a national tourism authority, such as SLTDA, to develop its marketing strategy. [6] (3 × 2) Award one mark for the identification of each of three ways in which these results could be used and a second mark for development of each. Correct answers include: • create a customer profile (1) so that authority knows who the target market is (1) • tailor products to the needs, wants and expectations of the customers (1) – research enables them to know what is required (1) • find out about competitors and their marketing activities (1) to enable them to be more competitive (1). Accept all valid statements.

Page 3 Mark Scheme: Teachers’ version Syllabus Paper IGCSE – May/June 2011 0471 02 © University of Cambridge International Examinations 2011 (c) (i) By what other name are the 4 Ps also known? [1] There is only one answer here: The marketing mix (1). (ii) With reference to Fig. 1, identify two ways in which the tourism product of Sri Lanka is being developed in order to improve the experience offered to tourists. [2] (1+1) Award one mark for each of two appropriate examples. Correct responses include: • building integrated resorts (1) • offering unique packages (1) • building more accommodation facilities (1) • improving other aspects of the infrastructure (1). Accept any reasonable suggestions. (d) Analyse the importance of re-branding a destination, such as ‘Visit Sri Lanka Year’, in attracting more overseas visitors. [9] Use Level of Response criteria: candidates can apply their knowledge of re-branding within the context of Sri Lanka. Indicative content: • re-branding reinvents the product and gives the organisation a new lease of life • re-awakens interest in the product • attracts new customers as well as retaining existing ones. Level 1 (1–3 marks): candidates are able to identify what re-branding means but cannot give any applied examples. Level 2 (4–6 marks): responses at this level will explain why re-branding is important to the organisation. Some attempt may be made to link to this to the Sri Lanka example. Level 3 (7–9 marks): candidates at this level are able to analyse/evaluate why re-branding is important to the organisation, making specific reference to Sri Lanka.

Page 4 Mark Scheme: Teachers’ version Syllabus Paper IGCSE – May/June 2011 0471 02 © University of Cambridge International Examinations 2011 2 (a) (i) With reference to Fig. 2, identify two characteristics of a typical adventure tourist. [2] (2 × 1) Award one mark for the correct identification of each of two characteristics. Correct ideas will include: • male • aged 16–24 • high social group. Accept any reasonable suggestions. (ii) Explain two ways in which adventure tourism providers in Scotland can use the information from the survey for marketing purposes. [4] (2 × 2) Award up to two marks for an explanation of each of two ways in which the information can be used. Correct ideas include: • target products at men (1) through advertising in places where men are more likely to see the adverts (1) • develop packages that appeal to customers from different social backgrounds (1) and price them accordingly (1) • advertise in adventure sports magazines (1) as this is where most customers would expect to find information about activities and providers (1). Accept any reasonable suggestions. (b) Compare the suitability of direct mail and tourist information leaflets as forms of promotion for adventure tourism products. [9] Use Level of Response criteria: candidates can apply their knowledge of the marketing communications within this context. Indicative content: • direct mail – can be costly if posted; can be targeted; gets treated as junk mail so overlooked • tourist information leaflets – colourful, portable, relatively cheap to produce but quickly outdated. Level 1 (1–3 marks): candidates are able to identify either benefits or disadvantages of either direct mail or leaflets. Level 2 (4–6 marks): responses at this level will explain the advantages or the disadvantages of both types of marketing communication. There will be some comparative language used. Level 3 (7–9 marks): candidates at this level are able to compare the positive and negative aspects of both forms of marketing communication. There will be some judgement.

Page 5 Mark Scheme: Teachers’ version Syllabus Paper IGCSE – May/June 2011 0471 02 © University of Cambridge International Examinations 2011 (c) (i) Explain, using examples, how an adventure tourism provider might use variable pricing for its products and services. [4] (1+3) Award one mark for an example of how variable pricing is used and up to three additional marks for development. Correct ideas include: mountain bike centre (1) charging different prices for different types of customers (1) and at different times of year (1), e.g. child and group discount (1), winter reductions (1). (ii) Explain the relationship between market skimming and the position of a product on the life cycle model. [6] Use Level of Response criteria: candidates should be able to explain that market skimming is a technique appropriate at the start of a product’s life cycle when there are few competitors around. Indicative content: • market skimming appropriate during the introduction and early growth stages of life cycle • no substitute products around, so can charge a higher price as sure of customer loyalty. Level 1 (1–2 marks): candidates will identify at least one feature of either the product life cycle or of market skimming. Level 2 (3–4 marks): reponses at this level will explain the relationship between the product life cycle and market skimming. Level 3 (5–6 marks): candidates at this level will analyse/evaluate the relationship between the product life cycle and market skimming.

Page 6 Mark Scheme: Teachers’ version Syllabus Paper IGCSE – May/June 2011 0471 02 © University of Cambridge International Examinations 2011 3 (a) (i) Using the statement numbers from Fig. 3, complete the SWOT Analysis table below. [4] (4 × 1) Award one mark for each correct identification. Strength 3 or 5 or 9 Weakness 1 or 2 Opportunity 4 or 6 Threat 8 (ii) Using the statement numbers from Fig. 3, complete the PEST analysis table below in order to identify two positive influences and two negative influences on tourism in Kenya. [4] (4 × 1) Award one mark each for correctly positioned statement. Positive (+) Negative (–) Political 5 Economic 7 Social 2 Technological 4 (b) With reference to Fig. 3, identify and explain four ways in which travel and tourism providers in Kenya cater to the needs and expectations of different market segments. [8] (2 × 4) Award one mark for the correct identification of each of up to four different market segments mentioned in Fig. 3 and a second mark for an explanation of how these segments can be catered for through tourism products in Kenya. Correct ideas include: • wildlife packages (1) – safaris in game parks for international visitors (1) • beach resorts (1) – family-oriented packages for domestic tourists (1) • special interest packages for cultural visitors (1) – visiting festivals and shows (1) • cruise tourism (1) – providing first-class waterfront complexes (1) • conference tourism (1) – MICE packages for business events (1).

Page 7 Mark Scheme: Teachers’ version Syllabus Paper IGCSE – May/June 2011 0471 02 © University of Cambridge International Examinations 2011 (c) Discuss reasons why it is important for the tourism industry of Kenya to develop a range of diversified tourism products. [9] Use Level of Response criteria: candidates need to consider the reasons for ensuring that Kenya updates its product portfolio in connection with current market trends. Indicative content: • for customer satisfaction • for competitive advantage • to maintain and increase sales levels and profitability • to enhance the image of the destination • to enhance the image of the products it offers. Level 1 (1–3 marks): candidates will identify at least one reason for diversification of products. Level 2 (4–6 marks): reponses at this level will explain at least one reason for diversifying tourism products. There will be an attempt to link to Kenya case study. Level 3 (7–9 marks): candidates at this level will analyse/evaluate at least one reason for diversifying Kenya’s products. 4 (a) State and explain three features of cities such as New York, which play an important part of the ‘place’ element of the marketing mix. [6] (3 × 2) Award one mark for each of three identifications of features of a city and a second mark for a development point for each. Correct ideas include: • accommodation stock (1) – range of hotels and other guest accommodations to suit everyone’s taste and budget (1) • built attractions (1) – cinemas, theatres, shopping malls etc. (1) to offer entertainment facilities (1) • transport networks (1) – wide availability (1), infrastructure to support public transport provision and car parking for private vehicles (1) • restaurants and other catering facilities (1) to meet the needs of hungry visitors (1) – food to suite all tastes (1). Accept all valid suggestions. (b) List three products/services that a 3* hotel may offer. Explain how each is likely to meet the needs of shopping break visitors. [6] (2 × 3) Candidates need to consider the specific needs of shopping break visitors. Correct responses include: • restaurant (1) to provide range of food and beverage options (1) • comfortable rooms (1) with choice of amenities for relaxation e.g. movie channels, minibar etc. (1) • room service (1) to offer choice of dining options (1) • shuttle bus service (1) to give shoppers easy access to the shopping malls (1). Accept any reasonable suggestions.

Page 8 Mark Scheme: Teachers’ version Syllabus Paper IGCSE – May/June 2011 0471 02 © University of Cambridge International Examinations 2011 (c) (i) Identify the most likely distribution channel for this shopping break package. [1] Award one mark for: • direct sales (1) or internet (1). Accept any reasonable suggestions. (ii) Explain two benefits to the customer of this distribution channel. [4] (2 × 2) Award one mark for each of two valid benefits to the customer and a second mark for each developed explanation. Corrects responses include: • convenience (1) – can make last-minute bookings (1) • cost (1) – special online deals often available (1) • can call hotline number (1) to answer any queries (1) • saves time (1) – no need to travel (1). Accept any reasonable suggestions. (d) Use the AIDA principle to analyse how effective the advertisement in Fig. 4 is likely to be. [8] Use Level of Response criteria. Indicative content: • Attention – organisational name grabs your attention, especially if you like to shop • Interest – 3* hotel – implies comfort • Desire – central location or the price is reasonable • Action – website details or phone number so that you can get in touch. Level 1 (1–4 marks): candidates at this level identify some or all of the acronym but are not able to apply these to analyse the effectiveness of the advertisement. Level 2 (5–8 marks): at this level, candidates analyse or evaluate how effectively each point from the acronym has been applied.