Cambridge IGCSE Travel and Tourism 0471 — 2017 May/June Paper 2 · Variant 1

* 6 4 3 8 1 2 5 3 8 9 * This document consists of 13 printed pages, 3 blank pages and 1 insert. DC (SR) 146430 © UCLES 2017 [Turn over Cambridge International Examinations Cambridge International General Certificate of Secondary Education TRAVEL AND TOURISM 0471/21 Alternative to Coursework May/June 2017 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 0471/21/M/J/17 © UCLES 2017 Question 1 Refer to Fig. 1 (Insert), information about Northern Skies, a ferry operator in Sweden, a country in Europe. (a) Suggest the two market research techniques that Northern Skies might use. Give one reason why each technique might be chosen. Market research technique … Reason for use … … Market research technique … Reason for use … …[4] (b) Identify three family-friendly services that Northern Skies offers and explain one reason why each service is likely to be popular. Service 1 … Reason … … Service 2 … Reason … … Service 3 … Reason … …[6]

3 0471/21/M/J/17 © UCLES 2017 [Turn over (c) There are several other ferry companies operating on the Stockholm to Helsinki route. Explain two pricing policies which might be suitable for Northern Skies to increase its market share. 1 … … … … … … 2 … … … … … …[6]

4 0471/21/M/J/17 © UCLES 2017 (d) Discuss the importance of brand image for a travel and tourism provider, such as Northern Skies. … … … … … … … … … … … … … … … … … …[9] [Total: 25]

5 0471/21/M/J/17 © UCLES 2017 [Turn over Question 2 Refer to Fig. 2 (Insert), a press release about Glorious Bulgaria, a tour operator. (a) Identify the following: • two target markets of Glorious Bulgaria … … • two examples of public relations used by Glorious Bulgaria … … [4] (b) Explain three ways that marketing and promotion could lead to customer satisfaction with the Glorious Bulgaria product. 1 … … … … 2 … … … … 3 … … … …[6]

6 0471/21/M/J/17 © UCLES 2017 (c) Give two distribution channels for the Glorious Bulgaria product. Explain one reason why each may be suitable. Distribution Channel … Suitability … … … … … … Distribution Channel … Suitability … … … … … …[6]

7 0471/21/M/J/17 © UCLES 2017 [Turn over (d) Discuss how a tour operator, such as Glorious Bulgaria, could develop its marketing mix to attract more cultural tourists. … … … … … … … … … … … … … … … … … …[9] [Total: 25]

8 0471/21/M/J/17 © UCLES 2017 Question 3 Refer to Fig. 3 (Insert), a situation analysis of tourism in Argentina, a country in South America. (a) The National Institute for the Promotion of Tourism in Argentina carried out a PEST analysis of tourism in cities on its Atlantic coast. State what the letters PEST stand for. P … E … S … T … [4] (b) Identify three negative influences on tourism in Argentina and suggest how each could be minimised. Negative influence … One way it could be minimised … … … Negative influence … One way it could be minimised … … … Negative influence … One way it could be minimised … … …[6]

9 0471/21/M/J/17 © UCLES 2017 [Turn over (c) Explain the importance of the following factors when choosing a suitable location for a new visitor attraction: • adjacent facilities … … … … … … • availability of suitable premises … … … … … …[6]

10 0471/21/M/J/17 © UCLES 2017 (d) Evaluate the factors that tourism providers in Argentina must consider when producing effective promotional materials. … … … … … … … … … … … … … … … … … …[9] [Total: 25]

11 0471/21/M/J/17 © UCLES 2017 [Turn over Question 4 Refer to Fig. 4 (Insert), information about camping holidays in the Catalonia region of Spain. (a) Identify the following: • two reasons for the appeal of camping holidays to price-sensitive customers … … … … • two examples of the flexibility of camping holidays … … … … [4] (b) Suggest reasons why camp site providers in Spain may consider the following factors when determining their pricing policies: • customer expectations … … … … … … • seasonality … … … … … … [6]

12 0471/21/M/J/17 © UCLES 2017 (c) Many camp site providers in Spain would like to encourage more group customers in the off- peak season. Suggest two ways in which the product-service mix could be adapted to attract groups. 1 … … … … … … 2 … … … … … …[6]

13 0471/21/M/J/17 © UCLES 2017 (d) Discuss the suitability of electronic media as a method of promotion for camp site providers in Spain. … … … … … … … … … … … … … … … … … …[9] [Total: 25]

14 0471/21/M/J/17 © UCLES 2017 BLANK PAGE

15 0471/21/M/J/17 © UCLES 2017 BLANK PAGE

16 0471/21/M/J/17 © UCLES 2017 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 a registered trademark. This document consists of 9 printed pages. © UCLES 2017 [Turn over Cambridge International Examinations Cambridge International General Certificate of Secondary Education TRAVEL AND TOURISM 0471/21 Paper 2 Alternative to Coursework May/June 2017 MARK SCHEME Maximum Mark: 100 Published 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 May/June 2017 series for most Cambridge IGCSE®, Cambridge International A and AS Level and Cambridge Pre-U components, and some Cambridge O Level components.

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 2 of 9 Question Answer Marks 1(a) Suggest the two market research techniques that Northern Skies might use. Give one reason why each technique might be chosen. Award one mark for the correct identification of a technique and an additional mark for exemplification. • Primary/surveys (1) to find out customer views (1) to modify product according to customer wants (1) more up to date/specific research (1) • Secondary/desk research/statistics (1) to find out trends and place in the market/other competitors (1) quicker as already exists (1) Not same type of technique for each point. E.g. can accept questionnaire but then not also survey. 4 1(b) Identify three family-friendly services that Northern Skies offers and explain one reason why each service is likely to be popular. Award 1 mark for identification of a service appropriate and an additional mark for a valid reason. Correct ideas include: • Crèche (1) to enable children to be supervised while parents relax (1) • Free DVD hire for children (1) to enable children to be entertained at no cost (1) • Children’s dining area (1) smaller portion sizes and less formal eating environment (1) • Shopping/cinema (1) a range of options for the family to do together (1) • Cabins (1) to give the family privacy/space to rest (1) • Lounge seating area (1) for the whole family to relax (1) • 3 restaurants (1) choice of menus (1) • Snack bars (1) as children like to eat little and often (1) Credit all valid reasoning in context. 6

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 3 of 9 Question Answer Marks 1(c) Explain two pricing policies which might be suitable for Northern Skies to increase its market share. Award one mark for the identification of each of two suitable pricing policies and an additional two marks for exemplification. Correct ideas include: • Competitive pricing/Going rate (1) suitable as it sets the price at the same level or lower than the competitor (1) this attracts customers (1) • Discount pricing (1) this means a % reduction (1) this attracts customers who want lower prices (1) • Variable Pricing (1) this sets a different price for different customer types or seasons (1) This encourages customers to the company who see it as value for money (1) • Special offers (1) this is a short term offer such as BOGOF (1) this attracts customers away from the competition (1) Credit all valid policies and reasoning in context. 6 1(d) Discuss the importance of brand image for a travel and tourism provider, such as Northern Skies. Indicative content: • Brand image can be created through slogans, logos, names, colour, price, packaging and associated uniforms and the features of the product itself e.g. USP • Brand image differentiates a product from its competitors. If the brand image is enhanced enough, it encourages sales and brand loyalty. • Brand image can lead to repeat business and customer loyalty • Candidates may evaluate its importance by commenting that it is the product itself which is of primary importance. Use level of response criteria: Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more ways in which brand image is created or its value (listed above). Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more reasons why brand image is important. Level 3 (7–9 marks) At this level candidates will evaluate the importance of brand image. Credit all valid reasoning in context. 9

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 4 of 9 Question Answer Marks 2(a) Identify the following: Award one mark for the identification of each of two correct target segments and each of two correct public relations two target markets of Glorious Bulgaria • Grey market/retired (1) • Cultural/historic tourists (1) • School children (1) two examples of public relations used by Glorious Bulgaria • Press release (1) • Sponsorship e.g. paying for 20 local schools (1) 4 2(b) Explain three ways that marketing and promotion could lead to customer satisfaction with the Glorious Bulgaria product. Award up to two marks for the explanation of each way: • Meeting customer needs (1) by finding out what customers want through market research (1) • Providing value for money (1) by using promotional pricing/special offers (1) • Offering enhanced status (1) through products with a prestige brand image (1) Credit all valid reasoning in context. 6 2(c) Give two distribution channels for the Glorious Bulgaria product. Explain one reason why each may be suitable. Award one mark for the identification of each of two distribution channels and up to two additional marks for further amplification of each reason. • Retail/travel agents (1) acts as an intermediary and does the work or selling for the provider (1) can save time and has existing customer base (1) popular channel with many customers (1) • Internet (1) 24 hour access and global (1) most people around the world are used to internet communication (1) needs staff to set up/respond to queries for booking (1) • Wholesalers (1) longer chain of distribution (1) tour operator buys products for package and passes on to retailer (1) more costly (1) • Direct selling (1) similar to internet as customer deals directly with tour operator (1) requires expertise to liaise with customer but many customers like direct contact and response (1) allows cheaper prices (1). • Global Distribution Systems (1) allows real time data to be available (1) Galileo/Worldspan (1) Credit all valid reasoning in context. 6

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 5 of 9 Question Answer Marks 2(d) Discuss how a tour operator, such as Glorious Bulgaria, could develop its marketing mix to attract more cultural tourists. Indicative content: • Product: Offer excursions to sites of cultural or historic interest. Offer lectures in the hotels on topics of interest. • Price: Do special offers to include basic tour and entrance to historic sites • Place: Locate hotels within easy reach of cultural sites. • Promotion: Special offers to cultural/historic sites. Send direct mail to cultural groups. Advertise on magazines specialising in history/cultural topics. Use levels of response criteria: Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more aspects of the 4P’s (Price, Place, Price, Promotion) Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more aspects of the 4P’s (linked to Bulgaria/special interest) Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more aspects of the marketing mix Credit all valid reasoning in context. 9

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 6 of 9 Question Answer Marks 3(a) State what the letters PEST stand for. Award one mark for each correct word identified • Political • Economic • Social • Technological Note: Do not accept alternative words such as economical or technology 4 3(b) Identify three negative influences on tourism in Argentina and suggest how each could be minimised. Award one mark for correct identification of a negative internal influence and one additional mark for a way it could be overcome. Correct ideas include: • 5* hotels have had declining profitability since 2012 (1) promotional campaigns could focus on the luxury market (1) • Poor internet access/e-commerce is not yet fully available throughout the country (1) Government to invest in improving communication networks (1) or tourism businesses must focus on more traditional methods of distribution promotion (1) • Tourism from Europe is not yet well developed (1) Target European potential customers with promotions and special offers/better flight options (1) Accept all valid reasoning in context 6 3(c) Explain the importance of the following factors when choosing a suitable location for a new visitor attraction: • adjacent facilities • availability of suitable premises Award up to three marks for explanation of importance of each factor. Correct ideas include: • adjacent facilities – it is an advantage to be close to cafes/ restaurants where customers can eat (1) it can also be convenient to be near shops or other tourism facilities (1) this will make it more attractive for potential customers (1) away from competitors (1) • available suitable premises – this means a site or actual buildings for the new facility to locate to (1) suitable size premises for the development of the facility so that staff and visitors can be accommodated (1) building should be fit for purpose (1) e.g. a heritage museum located within the cultural district (1) Credit all valid reasoning in context. 6

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 7 of 9 Question Answer Marks 3(d) Evaluate the factors that tourism providers in Argentina must consider when producing effective promotional materials. Indicative content: • Costs – the material will cost money to produce and providers must compare the costs with the budget to ensure the budget is not exceeded • Stages of the Promotional Campaign – the 6 stages of the campaign must be taken into account. So the material will only be effective if the other stages of the campaign are completed effectively • Target market segments – the media and material must be appropriate to the target market otherwise it will not attract customers. • Timing – the material must be introduced with enough time for the intended audience to see it and take advantage of the facility or offer. If it is introduced too early, potential customers could forget the messages. • Brand image/logo – the material should relate to the chosen brand image and enhance it. The material should reflect the brand image to be recognised by the target audience. • AIDA – the material should aim to ensure attention, interest, desire and action by the messages included. Use levels of response criteria. Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more factors Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more factors Level 3 (7–9 marks) At this level candidates will evaluate the relative importance of the factors. For top level a judgement should be made of overall importance of a factor. Credit all valid reasoning in context. 9

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 8 of 9 Question Answer Marks 4(a) Identify the following: two reasons for the appeal of camping holiday for price-sensitive customers • Low cost accommodation • Can choose meal according to budget • Can take own tent to save cost of hiring one two examples of the flexibility of camping holidays • No set itinerary to follow • Can bring own tent OR hire one • Can cook own food OR visit a restaurant Award one mark for the identification of each valid points. Under flexibility, a choice of options must be implied. 4 4(b) Suggest reasons why camp site providers in Spain may consider the following factors when determining their pricing policies: • Customer expectations • Seasonality Award up to three marks for exemplification of each reason. Correct ideas include: Customer expectations – Camping customers expect lower prices than other kinds of accommodation (1) the price set must be within the expected budget of customers (1) The provider must be seen to provide value for money (1) otherwise the customer will not buy (1) Seasonality – Camping in Spain is more popular in summer so when demand is high the price can be set higher (1) when demand is lower the provider could consider variable or discount pricing (1) this will attract customers otherwise the revenue will be low (1) Credit all valid reasoning in context 6

0471/21 Cambridge IGCSE – Mark Scheme PUBLISHED May/June 2017 © UCLES 2017 Page 9 of 9 Question Answer Marks 4(c) Suggest two ways in which the product-service mix could be adapted to attract groups. Award one mark for the explanation of each of two ways and up to two additional marks for the amplification of each. Correct ideas include: • Product – increase range of products (1) this would enable groups to meet together for meals or social activities (1) reduced rates for groups would attract groups due to lower cost (1) • Services offered could be free minibus transport (1) group walking or local guides (1) educational activities for school groups (1) this would attract groups as it would make organising the trip easier (1) Credit all valid reasoning in context. 6 4(d) Discuss the suitability of electronic media as a method of promotion for camp site providers in Spain. Correct ideas include: • Electronic media includes using SMS to send messages. Electronic media can be used to send emails. Use of social media accounts such as Twitter and Facebook for example • Electronic media is fast and many people worldwide use electronic media in preference to printed media. Customers can be alerted to offers, availability or links to the main website • Electronic media can save money as it is cheaper to text or email than send printed material Accept reference to internet as many forms of electronic media require the use of the internet. Allow TV (Smart TVs and devices such as gaming consoles allow these types of messages to be viewed and sent), touch screen displays and electronic billboards. Only allow reference to booking online as an additional benefit – the question is about promotion, not distribution. Use levels of response criteria: Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more examples/features of electronic media Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more ways in which electronic media could be used as a method of promotion. Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more aspects of the suitability of electronic media. Credit all valid reasoning in context. 9