Cambridge IGCSE Travel and Tourism 0471 — 2015 Oct/Nov Paper 2 · Variant 3

This document consists of 13 printed pages, 3 blank pages and 1 Insert. DC (RW) 94367/1 © UCLES 2015 [Turn over Cambridge International Examinations Cambridge International General Certificate of Secondary Education * 4 1 3 6 2 4 3 5 5 1 * TRAVEL AND TOURISM 0471/23 Alternative to Coursework October/November 2015 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 an HB pencil for any diagrams or graphs. Do not use staples, paper clips, glue or correction fluid. DO NOT WRITE IN ANY BARCODES. Answer all questions. All the Figures referred to in the questions are contained in the Insert. 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.

2 0471/23/O/N/15 © UCLES 2015 Question 1 Refer to Fig. 1 (Insert), information on a website about Acadia National Park. Acadia is in Maine, a state on the northeast coast of the USA. (a) Using Fig. 1 (Insert) identify the following: (i) two characteristics of a National Park. 1 … 2 …[2] (ii) two natural features which may attract visitors to the Acadia National Park. 1 … 2 …[2] (b) Explain briefly three reasons why a website might be a suitable method of promoting a visitor attraction, such as Acadia National Park. 1 … … … … 2 … … … … 3 … … … …[6]

3 0471/23/O/N/15 © UCLES 2015 [Turn over (c) Explain fully two advantages to the Acadia National Park authority of developing its product to attract school groups. Advantage 1 … … … … … … Advantage 2 … … … … … …[6]

4 0471/23/O/N/15 © UCLES 2015 (d) Assess the importance of costs to the tourism provider when producing effective promotional materials, such as the website shown in Fig. 1 (Insert). … … … … … … … … … … … … … … … … … …[9] [Total: 25]

5 0471/23/O/N/15 © UCLES 2015 [Turn over Question 2 Refer to Fig. 2 (Insert), information about food tourism in the Republic of Ireland, a country in Western Europe. (a) Using Fig. 2 (Insert) identify the following: (i) two threats to the Republic of Ireland’s food tourism industry. 1 … 2 …[2] (ii) two examples of catering facilities which provide Irish food for visitors. 1 … 2 …[2] (b) Explain briefly how each of the following might be used by organisations, such as Tourism Ireland, to create a brand image: • slogan … … … … • target market segment … … … … • product … … … … [6]

6 0471/23/O/N/15 © UCLES 2015 (c) Other than creating a brand image, explain fully two roles that organisations, such as Tourism Ireland, are likely to play in the marketing process. 1 … … … … … … 2 … … … … … …[6]

7 0471/23/O/N/15 © UCLES 2015 [Turn over (d) Tourism Ireland has decided to carry out a joint marketing campaign with food industry and event organisers. Evaluate the likely importance of a joint marketing campaign to organisations, such as Tourism Ireland. … … … … … … … … … … … … … … … … … …[9] [Total: 25]

8 0471/23/O/N/15 © UCLES 2015 Question 3 Refer to Fig. 3 (Insert), an advertisement for a package holiday to the Kalami resort on the Mediterranean island of Corfu. (a) Using Fig. 3 (Insert) identify the following: (i) two ways in which this holiday package offers value for money. 1 … 2 …[2] (ii) two components of this package holiday. 1 … 2 …[2] (b) Explain briefly how each of the following locational factors might influence a tour operator, such as Sunkavos Holidays, when choosing a holiday destination: • adjacent facilities … … … … • character of area … … … … • availability of staff … … … … [6]

9 0471/23/O/N/15 © UCLES 2015 [Turn over (c) Explain fully two reasons why tour operators, such as Sunkavos Holidays, might choose to offer all-inclusive packages as part of its product range. 1 … … … … … … 2 … … … … … …[6]

10 0471/23/O/N/15 © UCLES 2015 (d) Discuss the range of factors that influence the final price a customer is charged for a package holiday. … … … … … … … … … … … … … … … … … …[9] [Total: 25]

11 0471/23/O/N/15 © UCLES 2015 [Turn over Question 4 Refer to Fig. 4 (Insert), a situation analysis of tourism in Queensland, a large state in northern Australia. (a) Using the statement numbers from Fig. 4 (Insert), complete the SWOT analysis table below, using only one statement under each heading. One strength of tourism in Queensland One weakness of tourism in Queensland One opportunity for tourism in Queensland One threat to tourism in Queensland [4] (b) Explain briefly three reasons why domestic tourists are an important target market for a destination such as Queensland. 1 … … … … 2 … … … … 3 … … … …[6]

12 0471/23/O/N/15 © UCLES 2015 (c) Explain fully two ways in which the following aspects of the marketing mix could be used to attract tourists to Queensland: • product … … … … … … • price … … … … … … … … [6]

13 0471/23/O/N/15 © UCLES 2015 (d) Discuss the suitability of using publicity materials to promote Queensland as a destination to overseas visitors. … … … … … … … … … … … … … … … … … …[9] [Total: 25]

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16 0471/23/O/N/15 © UCLES 2015 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 International Examinations Copyright Acknowledgements Booklet. This is produced for each series of examinations and is freely available to download at www.cie.org.uk after the live examination series. 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

® IGCSE is the registered trademark of Cambridge International Examinations. CAMBRIDGE INTERNATIONAL EXAMINATIONS Cambridge International General Certificate of Secondary Education MARK SCHEME for the October/November 2015 series 0471 TRAVEL AND TOURISM 0471/23 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 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 2015 series for most Cambridge IGCSE®, Cambridge International A and AS Level components and some Cambridge O Level components.

Page 2 Mark Scheme Syllabus Paper Cambridge IGCSE – October/November 2015 0471 23 © Cambridge International Examinations 2015 1 (a) (i) Identify two characteristics of a National Park [2] Award one mark for each of two factors. Correct ideas include: • Government controlled (1) • Area of outstanding natural beauty (1) • Patrolled by rangers (1) • Traffic-free roads (1) • Peaceful environment (1) (ii) Identify two natural features which may attract visitors to the Acadia National Park. [2] Award one mark for each of two correct identifications. Correct answers are: • Mountain/s (1) • Lakes (1) • Forests (1) • Coastline (1) Can accept named example, e.g. Cadillac Mountain (b) Explain briefly three reasons why a website might be a suitable method of promoting a visitor attraction such as Acadia National Park. [6] Award up to two marks for the explanation of each reason. Correct ideas include: • Easy to show attractive visual pictures (1) or video clips (1) good for an area of beauty (1) • Internet now available to almost everyone (1) Can be used via mobile technology (1) • Cheap to set up and maintain information (1) better for government who may not have big advertising budget (1) (c) Explain fully two advantages to the Acadia National Park authority of developing its product to attract school groups. [6] Award up to three marks for the explanation of each of two advantages. Correct ideas include: • Attract new range of customers (1) large numbers at once (1) school group can visit in off-peak times (1) • School groups could lead to repeat business later (1) set the brand image (1) create customer awareness (1) improved public relations (1) Credit all valid reasoning in context. Answer must be from the perspective of the National Park Authority, not from the students’ perspective

Page 3 Mark Scheme Syllabus Paper Cambridge IGCSE – October/November 2015 0471 23 © Cambridge International Examinations 2015 (d) Assess the importance of costs to the tourism provider when producing effective promotional materials such as the website shown in Fig.1 [9] Indicative content: • Promotional materials incur a cost – design experts needed and there is a cost of producing/printing publicity materials or posters. A photographer may be needed to take pictures. • A website also costs money – expert web designer needed. • Costs must not exceed the budget set for the campaign to be successful. • If the costs outweigh the results of the campaign, the business may decline. • There is also a cost to market research to determine the target market. Use levels of response criteria: Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more examples/features of costs. Level 2 (4–6 marks) At this level candidates will explain up 1, 2 or more reasons why costs have an impact. Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more aspects of costs. Other aspects may be considered in relation this – customer expectation for example: competitors’ charges, seasonality, subsidies. Credit all valid reasoning in context. 2 (a) (i) Identify from Fig.2 (Insert) two threats to the Republic of Ireland’s food tourism industry. [2] Award one mark for each of two reasons. • The numbers of visitors from Britain has declined (1) • Competition from Scotland (1) (ii) Identify two examples of catering facilities which provide Irish food for visitors. [2] Award one mark for each of two valid catering facilities. • Hotels (1) • Restaurants (1) • Cafes (1)

Page 4 Mark Scheme Syllabus Paper Cambridge IGCSE – October/November 2015 0471 23 © Cambridge International Examinations 2015 (b) Explain briefly how each of the following might be used by organisations such as Tourism Ireland, to create a brand image. [6] Award up to two marks for valid exemplification of each aspect. Correct ideas will include: Slogan • memorable phrase to create image (1) • easy to identify and associate with product (1) • strapline (1) Target market segment • people interested in food/culinary enthusiasts (1) • quality product association (1) Product • special food events (1) • USP Irish menus (1) • Traditional food (1) Credit all valid reasoning in context. (c) Other than creating a brand image, explain fully two roles that organisations, such as Tourism Ireland, are likely to play in the marketing process. [6] Award up to three marks for explanation or exemplification of each of two roles. Correct ideas include: • carry out primary market research and collect data from situation analysis to gain understanding of the position in the market (1) use secondary research to assess the competition from Scotland (1) respond to customer needs so that sales increase (1) • develop an effective marketing mix to increase food tourism (1) to develop the 4 P’s to gain market share (1) gain customer satisfaction (1) increase profit (1) • determine food tourism market and plan effective promotion (1) liaise with other organisations (1) increase customer base by carrying out promotion (1) Credit all valid reasoning in context.

Page 5 Mark Scheme Syllabus Paper Cambridge IGCSE – October/November 2015 0471 23 © Cambridge International Examinations 2015 (d) Tourism Ireland has decided to carry out a joint marketing campaign with the food industry and event organisers. [9] Evaluate the importance of a joint marketing campaign to organisations, such as Tourism Ireland. Indicative content: • Could share some marketing costs with industry/event organisers. • Could enhance brand image by association with industry and event organisers. • Could share market research information to inform campaign. • Could use existing expertise to help develop products and so gain an edge over the competition. Use levels of response criteria: Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more examples of how joint planning may work. Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more examples of joint marketing. Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more ways in which joint planning could be advantageous, e.g. by linking to outcomes such as increased sales, improved brand image, customer satisfaction, competitive advantage. Top of level may be awarded for one aspect fully evaluated. 3 (a) (i) Identify from Fig. 3 (Insert), two ways in which this holiday package offers value for money. [2] Award one mark for each of two valid answers. • No hidden costs (1) • 2 extra nights free (1) • All inclusive (1) • Free evening entertainment (1) (ii) Identify two components of this package holiday. [2] Accept any two valid answers: • Accommodation (1) • Transfers (1) • Flights (1)

Page 6 Mark Scheme Syllabus Paper Cambridge IGCSE – October/November 2015 0471 23 © Cambridge International Examinations 2015 (b) Explain briefly how each of the following locational factors might influence a tour operator, such as Sunkavos Holidays, when choosing a holiday destination. [6] Award up to two marks for valid explanation of each factor. Adjacent facilities • close to tourist attractions for excursions (1) • cafes and shops for leisure away from resort (1) • towns for entertainment (1) Character of area • natural attractiveness, coast (1) • sandy beaches (1) • away from industrial sites (1) • away from a high crime area (1) Availability of staff • enough skilled workers nearby (1) • staff/customer service are vital to the success of the resort (1) • range of skills needed such as catering, foreign language, etc. (1) (c) Explain fully two reasons why tour operators, such as Sunkavos Holidays, might choose to offer all inclusive packages as part of their product range. [6] Award up to three marks for the valid explanation of each reason. • Product differentiation to attract customers who perceive the all inclusive holiday as value for money (1) Some people prefer to pay one price up front rather than budget for costs at a resort (1) Allows flexibility for families so they will be attracted (1) • More profit as few purchases in local economy (1) Can buy components in bulk and increase profit margin (1) Tour Operator can build a brand as customer satisfaction is focussed on one company (1) Credit all valid reasoning in context. Answer must be from the perspective of the Tour Operator, not the customer

Page 7 Mark Scheme Syllabus Paper Cambridge IGCSE – October/November 2015 0471 23 © Cambridge International Examinations 2015 (d) Discuss the range of factors that influence the final price that a customer is charged for a package holiday. [9] Indicative content: • The actual cost – such as fixed and variable costs. Cost of accommodation, flights and costs of the provider (overheads). • Fuel surcharges. • Profitability. This margin is decided by the provider and added to the costs. The tour operator will need to make a profit but the level will be decided by brand image and competitors. • Subsidies/taxes. Subsidies may be offered for developing tourism products in new areas – this would reduce the price. Taxes would increase the price to the customer. • Competitors. A tour operator may set prices at or below the prices offered by competitors to attract customers. • Seasonality – prices vary according to seasonal demand. • Customer expectation – prices will be set according to the price customers are willing to pay (affected by recession for example). Use levels of response criteria. Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more aspects of price (listed above). Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more factors which determine price. Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more factors. Top of level may be awarded if one factor is fully evaluated. 4 (a) Complete the SWOT analysis table below. Choose only one statement under each heading. [4] Strength 4 or 6 Weakness 1 or 7 Opportunity 2, 3 or 8 Threat 1 or 5 (b) Explain briefly three reasons why domestic tourists are an important target market for a destination such as Queensland. [6] Award up to two marks for valid exemplification of each of the three reasons. Correct ideas include: • Domestic tourists may be easier to target with promotional materials (1) or promotional methods such as direct selling (1) • Domestic tourists may not need to fly (1) so reduced transport costs (1) more customers (1) in global recession, fewer international visitors can afford to travel (1) • Domestic tourists can be offered more products such as short break/overnight stay (1) • Easier to understand the needs and wants of domestic tourists (1) carry out market research (1) Credit all valid reasoning in context.

Page 8 Mark Scheme Syllabus Paper Cambridge IGCSE – October/November 2015 0471 23 © Cambridge International Examinations 2015 (c) Explain fully two ways in which the following aspects of the marketing mix could be used to attract tourists to Queensland: [6] Award up to three marks for the exemplification of each aspect of the marketing mix. Correct ideas include: Product • quality and value aspects of the product emphasised to attract tourists (1) • range of activities and sports in each resort to appeal to domestic and overseas visitors (1) • new facilities and hotels to attract families from other parts of the country (1) Price • pricing policies such as going rate – at same level or lower than competition to attract customers (1) • seen as value for money compared to other locations (1) • discounts or special offers to Australians offered via vouchers (1) • variable pricing could attract visitors as different prices could be set during off peak times or to different customer groups (1) Credit all valid reasoning in context. (d) Discuss the suitability of using publicity materials to promote Queensland as a destination to overseas visitors. [9] Indicative content: • Publicity materials are brochures, fliers, leaflets. • Brochures are good as they show attractions, maps and resorts in colour, with photographs and illustrations. This can show potential tourists what is on offer in Queensland. • Brochures can be designed with the AIDA principle – to gain maximum interest and action. • Brochures can be placed in travel agents or emailed. • Leaflets have less information and fewer pictures but can give an impression of a clean and safe/enjoyable holiday environment. • Fliers are unlikely to be used except as inserts in national newspapers. Use level of response criteria: Level 1 (1–3 marks) At this level, candidates will identify 1, 2 or more valid features of publicity materials. Level 2 (4–6 marks) At this level, candidates will explain 1, 2 or more features of publicity materials. Level 3 (7–9 marks) At this level, candidates will evaluate 1, 2 or more publicity materials in creating an impression for overseas tourists. They may comment on the difficulty of having brochures in local languages or point out that they are expensive to produce and keep up to date. Top of level may be awarded for one publicity material fully evaluated or for an evaluation that other forms of promotion are more suitable