VGCE Travel and Tourism SAMs 2009-2010

GENERAL CERTIFICATE OF EDUCATION TYSTYSGRIF ADDYSG GYFFREDINOL

2009 - 2010

TRAVEL AND TOURISM

SPECIMEN QUESTION PAPERS SPECIMEN MARKING SCHEMES

GCE TRAVEL AND TOURISM Specimen Assessment Materials 3

Contents

Page Question Papers Unit 1 Introducing Travel and Tourism 5 Unit 3 Marketing in Travel and Tourism 21 Unit 5 Tourism Impacts and Tourism Development 35 Unit 7 Managing Travel and Tourism Organisations 43 Mark Schemes Unit 1 Introducing Travel and Tourism 47 Unit 3 Marketing in Travel and Tourism 55 Unit 5 Tourism Impacts and Tourism Development 63 Unit 7 Managing Travel and Tourism Organisations 73


WELSH JOINT EDUCATION COMMITTEE General Certificate of Education Advanced Subsidiary/Advanced

CYD-BWYLLGOR ADDYSG CYMRU Tystysgrif Addysg Gyffredinol

Uwch Gyfrannol/Uwch

TRAVEL AND TOURISM

UNIT 1 - INTRODUCING TRAVEL AND TOURISM

SPECIMEN PAPER

(Duration 1½ hrs)

INSTRUCTIONS TO CANDIDATES Answer all questions. Write your answers in the separate answer book provided. Write your name, centre number and candidate number in the spaces at the top of this page. Write your answers in the spaces provided in this booklet. INFORMATION FOR CANDIDATES The number of marks is given in brackets at the end of each question or part-question. You are reminded of the need for good English and orderly, clear presentation in your answers. Assessment will take into account the quality of written communication used in your answers. No certificate will be awarded to a candidate detected in any unfair practice during the examination. You are reminded that this paper is synoptic and so will test understanding of the connections

between the different elements of the subject.


1. Study Figure 1 which gives information about the regenerated Cardiff Bay area of

Cardiff, Wales' Capital City.

Cardiff Bay has altered beyond recognition from its past as the world's largest coal

exporting port to a modern sport and leisure complex; it is also Europe's largest waterfront development and it has a wealth of leisure activities available both on and off the water. The bay has been turned into a vast freshwater lake with the introduction of a barrage. A number of boat tours operate from Mermaid Quay, which allow you to gain an understanding of the history and fauna of this exciting area. Cardiff Waterbus has introduced a new taxi service which operates throughout the year from the Bay to the city centre and Penarth. The Bay is home to a number of attractions such as Techniquest Science Discovery Centre - ideal for all the family, Craft in the Bay, The Welsh Assembly at the Pierhead, Butetown History and Arts Centre, Goleulong 2000 Lightship, the Norwegian Church Arts Centre and the brand new Wales Millennium Centre, a stunning and international arts centre. The Atlantic Wharf Leisure Village provides further options for family entertainment.

(a) Using information from figure 1, suggest reasons why Cardiff Bay might be

popular with tourists. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(4 Marks)


(b) Tourists visiting the Cardiff Bay area will depend on a number of different

sectors of the travel and tourism industry. (i) Identify three sectors of the travel and tourism industry and for each

suggest how they would be used by tourists visiting Cardiff Bay. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. ..................................................................................................................

(3 marks) (ii) Discuss ways in which the 3 sectors identified in (i) above, are

interrelated and dependant upon each other. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. .................................................................................................................. ..................................................................................................................

(6 marks)


A number of new tourist facilities have been introduced into the Cardiff Bay area. (c) For a named tourist destination you have studied, other than Cardiff Bay, assess

the importance of the development of and changes to tourist facilities that have been made in recent years.

………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(6 marks)


2. Within the travel and tourism industry there is a variety of accommodation providers to meet the needs of tourists.

(a) What is meant by each of the following terms: (i) Self – catering ………………………………………………………………………….. …………………………………………………………………………..

(1 mark) (ii) Serviced accommodation? ………………………………………………………………………….. …………………………………………………………………………..

(1 mark) (b) Suggest two possible disadvantages for a business traveller staying in self-

catering accommodation. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(2 marks)


Study Figure 2 which gives information about Broadhaven Youth Hostel, West Wales and The Grosvenor House Hotel, London.

Figure 2

Broadhaven Youth Hostel

Award-winning purpose-built hostel close to beach, with fine views of the coastal headlands. Tel: 01437 781688 Fax: 01437 781100 Open: March to October Capacity: 75 Family Bunk Rooms: available

Youth Hostel for backpackers and families

•Television •Games room •Drying room •Parking •Evening Meal available 6.30 p.m. •Facilities for disabled people Category 1 •No smoking •WC •Breakfast available •Credit card accepted.

Budget prices, families, backpackers, children welcome.

Grosvenor House Hotel

The hotel boasts many excellent facilities and unrivalled accommodation; the luxury of the 448 bedrooms and suites; the prestigious Executive Floor; one of London's most extensive and stylish health clubs; and the choice of celebrated restaurants on offer. The hotel is also home to Europe's largest ballroom, the renowned Great Room. Situated in London's up market Mayfair and convenient for the city's international embassy district, The Marriott Grosvenor House enjoys views over Hyde Park. The hotel is close to shopping on offer in Oxford Street, Bond Street and Knightsbridge with famous names such as Harvey Nichols and Harrods.

A matter of minutes from the London's famed West End theatres, Buckingham Palace and Speaker's Corner.

Royal Club - with a contemporary yet traditional in design, the Royal Club offers a haven of peace and tranquillity. Located on the exclusive 5th, 6th and 7th floors, a dedicated personal service is offered to cater for the needs of the executive business traveller.

Rooms - the superior rooms are some of the largest hotel bedrooms to be found in London. Each offers elegant, traditional décor with en suite bathrooms with bath and shower, air conditioning, hairdryer, US and UK electricity outlets, pay-per-view and multi-channel television, twin telephone lines, a working desk and Internet access.


(c) Compare and contrast the products and services of Broad Haven Youth Hostel

with those of The Grosvenor House Hotel. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(6 marks) (d) Budget hotels chains, such as Travelodge and Holiday Inn Express have

increased in popularity within the UK in the last 10 years. Discuss the socio-economic factors that have contributed to the growth of budget

hotels. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..

(6 marks)


(e) Accommodation providers can be affected by seasonality.

Suggest ways in which accommodation providers have attempted to overcome this issue.

………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..

(4 marks)


3. Study figure 3 which gives information about Wicked Trips, a Specialist Tour Operator

©2007 WickedTrips.com

Figure 4 (a) Explain the term specialist tour operator. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(2 marks)


(b) Identify two differences between a tour operator and a travel agent. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(4 marks) (c) Wicked Trips aims to attract tourists who want culture and adventure. For a long haul tourist destination you have studied, explain how it could meet

the needs of customers seeking culture and adventure. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(6 marks)


(d) Wicked Trips offers travellers the facility of self-packaging rather than booking a package tour.

Assess the advantages to travellers of self-packaging. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(4 marks) Airlines offer different types of flights. (e) Explain the difference between charter and scheduled flights. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(2 marks)


Budget airlines have increased in popularity in recent years. (f) Assess the impact of the growth of budget airlines on other travel and tourism

organisations. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………

(6 marks)


4. Study figure 4 which give information of domestic tourism data

Figure 4

Trips by UK Residents to England and Regions Jan 2000 to June 2002

All Trips Jan to June 2000



Millions Millions Millions ENGLAND 64.9 55.5 63.0 Cumbria 2.3 1.8 1.8 Northumbria 2.7 1.8 2.4 North West 7.0 5.9 6.4 Yorkshire 6.0 4.4 5.8 Heart of England 11.7 9.5 11.5 East of England 6.2 5.3 6.7 London 9.1 7.7 8.0 South West 7.8 7.8 9.2 Southern 6.4 5.1 6.9 South East 4.8 5.6 5.1

Source: United Kingdom Tourism Survey (a) Define the term domestic tourism …………………………………………………………………………………. ………………………………………………………………………………….

(1 mark) (b) With reference to Figure 4, comment on the trends in tourism trips made

between 2000 and 2002. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. ………………………………………………………………………………….

(4 marks)


(c) Tourism trips can be for one or more days and include people visiting

destinations to attend major sporting events. Describe how products of the travel and tourism industry relating to major

sporting events can be: (i) intangible ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ..............................................................................................................................

(2 marks) (ii) perishable ………………………………………………………………………….............. .............................................................................................................................. ………………………………………………………………………………….. …………………………………………………………………………………..

(2 marks) (d) Evaluate the external pressures affecting travel and tourism organisations

providing products mainly for the UK domestic tourism market. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..


………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..

(8 marks)




Uwch Gyfrannol/Uwch

TRAVEL AND TOURISM

UNIT 3 - MARKETING IN TRAVEL AND TOURISM

SPECIMEN PAPER

(1 ½ Hours)

INSTRUCTIONS TO CANDIDATES Answer all questions. Write your answers in the separate answer book provided. Write your name, centre number and candidate number in the spaces at the top of this page. Write your answers in the spaces provided in this booklet. INFORMATION FOR CANDIDATES The number of marks is given in brackets at the end of each question or part-question. You are reminded of the need for good English and orderly, clear presentation in your answers. Assessment will take into account the quality of written communication used in your answers. No certificate will be awarded to a candidate detected in any unfair practice during the

examination. You are reminded that this paper is synoptic and so will test understanding of the connections



1. Travel and tourism organisations set marketing objectives to help them focus on what they want to achieve.

(a) Give two key marketing objectives.

1 ……………………………………………………………………………… …………………………………………………………………………..…….. 2 ……………………………………………………………………………… …………………………………………………………………………………

(2 marks) Travel and tourism organisations will often produce a mission statement. (b) Outline the purpose of a mission statement. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..

(2 marks)

(c) The SMART criteria are used when setting marketing objectives. Identify two

components of the SMART criteria and explain how each is used in setting marketing objectives.

Criterion 1…………………………………………………………………….... ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. Criterion 2………………………………………………………......................... ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..

(4 marks)


2. Study Figure 1 which shows details about Active Adventures.

(a) With reference to Active Adventures what is meant by the term "market

segmentation"? ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. .............................................................................................................................. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ..............................................................................................................................

(4 marks)


(b) Explain why Active Adventures may group their customers into different

segments. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. .............................................................................................................................. .............................................................................................................................. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ..............................................................................................................................

(6 marks)


(c) Active Holidays uses its website to promote its products and services to potential customers.

Assess the advantages of using a website to promote activity holidays over

other forms of promotional material. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ..............................................................................................................................

(6 marks)


3. Travel and tourism organisations will carry out market research to help with their marketing strategy.

(a) (i) Identify one difference between primary and secondary market research.

………………………………………………………………………… ………………………………………………………………………… ………………………………………………………………………… …………………………………………………………………………

(2 marks)

(ii) Outline two advantages for travel and tourism organisations of using secondary rather than primary market research.

………………………………………………………………………… ………………………………………………………………………… ………………………………………………………………………… ………………………………………………………………………… ………………………………………………………………………… ………………………………………………………………………… ................................................................................................................ ................................................................................................................

(4 marks)


(b) For one named travel and tourism organisation you have studied, describe the market research methods used and explain how the results were used to develop a marketing strategy.

Name of organisation …………………………………………………………. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ..............................................................................................................................

(6 marks)


4. A PEST analysis is often used by travel and tourism organisations to analyse the business environment in which they are operating.

(a) Explain why PEST is a useful tool for travel and tourism organisations. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..

(4 marks)

Travel and tourism organisations will also carry out a SWOT analysis.

(b) For one named travel and tourism organisation you have studied, outline the main components of a SWOT analysis for the organisation.

Name of organisation …………………………………………………………..

Strengths……………………………………………………………………….. ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… Weaknesses……………………………………………………………………. ………………………………………………………………………………… ………………………………………………………………………………… …………………………………………………………………………………


Opportunities…………………………………………………………………… …………………………………………………………………………………. ............................................................................................................................. ............................................................................................................................. Threats………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ..............................................................................................................................

(8 marks)


5. Study Figure 2 which shows information about Center Parcs.

(a) Using information from figure 2, outline the main products of Center Parcs. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. ............................................................................................................................. .............................................................................................................................

(4 marks) (b) Suggest a unique selling point for Center Parcs.

…………………………………………………………………………………. …………………………………………………………………………………. ………………………………………………………………………………….

(2 marks)


(c) Organisations such as Center Parcs may use a number of direct marketing techniques in their strategy.

Identify two forms of direct marketing and for each give one advantage. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. ............................................................................................................................. .............................................................................................................................

(4 marks)

(d) A family with young children is interested in booking a holiday with Center Parcs. Identify and explain two product features that would appeal to these potential customers.

1.…………………………………………………………………………..........

…………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. .............................................................................................................................

2.………………………………………………………………………….......... …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. .............................................................................................................................

(6 marks)


(e) Discuss how Center Parcs could use a range of pricing strategies in order to attract customers and maximise their profit.

…………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. …………………………………………………………………………………. ………………………………………………………………………………….

(6 marks)


6. Travel and tourism organisations will use a range of distribution techniques to reach their customers. This is referred to as "place" in the marketing mix. (a) Analyse the channels of distribution used by one named travel and tourism

organisation you have studied. Name of organisation ………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. …………………………………………………………………………………..

(4 marks)


(b) Travel and tourism organisations also use a mix of promotional techniques in order to inform customers about their products and services.

Evaluate the range of promotional techniques used by one named travel and

tourism organisation you have studied. Name of organisation ………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ………………………………………………………………………………….. ..............................................................................................................................

(8 marks)




Uwch Gyfrannol/Uwch

TRAVEL AND TOURISM

UNIT 5 - TOURISM IMPACTS AND TOURISM DEVELOPMENT

SPECIMEN PAPER

(2 Hours)





Item 1

In Cyprus the Travel Foundation initiated its programme of activities in Cyprus during 2002. Cyprus is an important destination for the UK travel industry. One million British tourists visit each year, accounting for 55% of all visitors. The project aimed to help regenerate mountain villages in decline and offer a new experience of Cyprus to UK holidaymakers. The Issue

The development of the tourism industry in Cyprus meant that many young people moved away from rural villages to work on the coast. This has had a major impact on these villages, some of which have been virtually abandoned, leaving behind unfarmed land, deserted buildings and elderly populations.

The Project The Travel Foundation and leading tour operators (First Choice, Thomas Cook, Thomson/TUI UK, MyTravel and Sunvil), with the support of the UK government, have created a 'Discover The Real Cyprus' excursion, which has begun a process of making a difference to the lives of rural villagers. For the first time, the UK travel industry has worked together, along with local stakeholders and Cypriot partners to develop a new and sustainable excursion. The result is the SAVE excursion – 'Support Abandoned Villages and their Environment'. The SAVE Excursion Holidaymakers are given the opportunity to experience 'the real Cyprus' by taking a tour into rural villages. On one day out with SAVE, holidaymakers eat fresh, locally produced, seasonal food at the Marjay Inn that the owner Mrs Eleni buys directly from the local farmers. They see Mrs Maroula baking in a traditional clay oven and sample the mouthwatering taste of warm village bread, buying some to take home with their almond sweets and other traditional produce. Another day takes the visitor to experience organic olive oil making and its history in Cyprus. Another is focused on Cyprus wine production in the famous Commandaria region. SAVE excursions have proved popular with UK holidaymakers from all of the leading tour operators. SAVE offers a whole new experience of Cyprus to the tourists along with the 'feel good' factor of giving something back to the place they love to visit.

SAVE supports the Cyprus Tourist Organisation's strategy to deliver better quality tourism in Cyprus.


The success of the project has led to establishing a Cyprus tourism partnership organisation (NGO) - the Cyprus Sustainable Tourism Initiative (CSTI) which is now arranging 'Village Routes' for car rental tourists wanting to explore the real Cyprus. This will have positive social and economic benefits for the more rural villages in Cyprus and will also have unique benefits to the UK travel and tourism industry and its customers.

Source: adapted from www.travelfoundation.org.uk

Cyprus enjoys a Mediterranean climate, with abundant sunshine all year round. Long dry summers and mild winters are separated by short autumn and spring seasons. Summer is a time of high temperatures with cloudless skies, but the sea breeze creates a pleasant atmosphere in the coastal areas. Winters are mild, with some rain and snow on Troodos Mountains. The table below shows the climate for Nicosia, the capital of Cyprus.

Nicosia Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Min Temp (°C) 5 5 6 10 15 19 21 21 18 15 10 6

Max Temp (°C) 14 15 18 23 29 33 36 36 32 27 20 16

Min Temp (°F) 42 41 44 50 60 67 71 71 66 59 50 44

Max Temp (°F) 58 60 65 74 85 92 97 97 90 82 69 62

Source: www.travelguide.com


Item 2

Tourism Strategy 2006-2011 A new Tourism Strategy for Swansea Bay, Mumbles and Gower has recently received official backing by Swansea Council. In addition to the public sector seal of approval, tourism stakeholders across the City and County area have given their support for the Strategy, which will focus and coordinate marketing and development prospects over the next five years. The Strategy recognises the significant level of investment by the private and public sectors in the tourism industry in recent years. It acknowledges that this, coupled with the current developments taking place and those in the planning stages, will provide a springboard for making a real difference not only to the visitor experience, but also to Swansea's profile as one of the UK's leading holiday destinations.

Source: adapted from www.swanseabay.org.uk.


Item 3

All inclusive - Barbados

Included in the price of your All Inclusive

holiday: • A range of sports including tennis, table tennis,

volleyball, and pool* • Non-motorised watersports in many hotels,

including canoeing, sailing and windsurfing* • Daytime and evening activities for both adults and

kids • Buffet breakfast, lunch and dinner • Snacks between meals • Ice-cream for the kids in many hotels* • Unlimited locally produced alcoholic drinks for

adults* • Unlimited soft drinks, tea and coffee* *may be subject to time restrictions

Source: adapted from www.first.choice.co.uk


1. Use the information given in Item 1 to help you answer the following questions. (a) Suggest and explain reasons for the appeal of the 'SAVE Excursions', in

Cyprus, for tourists from the UK. (5 marks)

(b) Explain the likely benefits of the 'SAVE Excursions' and 'Village Routes'

projects for the UK travel and tourism industry. (4 marks)

(c) Explain the positive social and economic benefits of the ‘SAVE Excursions’

and ‘Village Routes’ projects to the rural areas of Cyprus. (8 marks)

(d) For one other sustainable tourism project in the More Economically

Developed World (MEDW) you have studied, outline and analyse the benefits it has created for the area in which the project operates.

(8 marks)

Total = 25

2. You will have studied examples of tourist receiving areas from the Less Economically Developed World (LEDW). Select one of these examples and answer the following questions.

(a) Explain why your chosen area is a popular tourism destination.

(5 marks) (b) Describe and evaluate the economic, social and environmental negative

impacts of tourism development in your chosen area. (12 marks)

(c) Explain how responsible, well-planned tourism development could minimise

these negative impacts within your chosen area. (8 marks)

(d) Describe and evaluate the positive contribution which different agents of

tourism development have made within other tourism receiving areas you have studied, with reference to specific examples.

(10 marks)

Total = 35


3. Study Item 2 which is an extract from Swansea Bay’s tourism website. (a) Suggest five agents of tourism development required for the successful

implementation of Swansea’s Tourism Strategy and for each suggest what their role would be.

(5 marks)

Agents involved in tourism development have different objectives, depending on whether they are from the public, private or voluntary sectors.

(b) (i) Describe and explain the different objectives that public, private and

voluntary sector agents might have from their involvement in tourism development projects.

(10 marks)

(ii) Evaluate the possible conflicts between the objectives of the agents identified in (i) above.

(5 marks)

Total = 20

4. Study Item 3 which shows an extract from the First Choice website. (a) Analyse the negative impacts of ‘all inclusive’ holidays for tourist

destinations such as Barbados. (10 marks)

‘Responsible tourism’ could be seen as an alternative to the ‘all inclusive’ holiday which may not benefit communities within the tourist receiving area.

(b) Evaluate the importance of responsible tourism for future generations.

(10 marks)

Total = 20




Uwch Gyfrannol/Uwch

TRAVEL AND TOURISM

UNIT 7 - MANAGING TRAVEL AND TOURISM ORGANISATIONS

SPECIMEN PAPER

(2 Hours)





1. Managers in travel and tourism organisations have to monitor the quality of the customer service provided by the organisation.

(a) Explain why it is necessary for managers to monitor the quality of customer

service provided. (10 marks) (b) With reference to one named travel and tourism organisation, evaluate the

methods used by managers to collect feedback from customers. (10 marks) 2. Travel and tourism organisations have to operate in accordance with a range of

legislation and directives.

(a) For any two of the following, outline the main intentions of the legislation, showing how each applies to travel and tourism organisations.

• The Consumer Protection Act 1987 • Data Protection Act 1988 • The Health and Safety at Work Act 1974 • Sex Discrimination Act 1975

(2 × 5 marks) (b) With reference to named examples from travel and tourism organisations you

have studied, assess the role of managers in ensuring that the organisation operates in accordance with legislation and directives. (10 marks)

3. Managers in travel and tourism organisations have a responsibility to motivate the

people who work for them. (a) Explain why a pleasant working environment can help to motivate staff

working in a travel and tourism organisation. (5 marks) (b) Evaluate the range of techniques and approaches used by managers to

motivate staff in travel and tourism organisations you have studied. (15 marks)


4. Study the information in Figure 1 about a proposed observation and leisure tower visitor attraction.

Observation and leisure tower for Birmingham New £95m visitor attraction to include adrenaline rides, bars and hotel. By Ed Mottram

Birmingham is set to receive a new landmark building in the form of a 200-metre tall observation tower. Warwickshire-based developer Petitfer Estates has announced plans to build the tower, to be called VTP200, next to the Millennium Point within the city’s Eastside Regeneration area. Scheduled for completion by 2010 and with an estimated cost £95m, the tower was designed by international architects RTKL and will include adrenalin rides, family rides, extreme activities as well as an array of restaurants, bars, shops and a hotel.

The attraction is scheduled to open to the public by 2010 Offering 360-degree views of the city and the surrounding region, rides at the tower will include the Flight Trainer, Giant Drop and Seesaw. There will also be four activity-based attractions – the Walk of Fear, Sky Jump, Bungee Jump and Climb to the Top. A revolving glass Gyro Tower will rise to within 10 meters of the top of the tower as it turns. Richard Pawley, head of the operational team, said: “It will appeal to everyone, from families to ultimate adventure-seekers and corporate groups looking for client entertainment.” Managers responsible for the new attraction will need to ensure that the requirements of the Disability Discrimination Act are complied with. (a) Suggest the specific needs of wheelchair-bound customers using the proposed

attraction. (10 marks) (b) Assess how well different visitor attractions meet the requirements of the

Disability Discrimination Act. (10 marks)


5. Travel and tourism organisations are aware of the increasing threat of terrorism and

sabotage. Discuss and evaluate the measures taken by managers in travel and tourism

organisations you have studied to deal with the threat posed by terrorism and sabotage. (20 marks)


GENERAL MARKING GUIDANCE Positive marking It should be remembered that candidates are writing under exam conditions and credit should be given for what the candidates write rather than being penalised for any omissions. Marks should not be deducted for a less than perfect answer if it satisfies the criteria of the mark scheme, nor should they be added as a consolation where they are not merited. Quality of Written Communication and Levels of Response All externally examined units on GCE Travel and tourism contain some questions that are awarded marks on the basis of the level of response. The purpose of this is to reward the higher level skills of analysis, synthesis and evaluation. Candidates answering questions requiring extended writing i.e. those with a mark allocation of 8 or more, will be assessed on the quality of their written communication as well as subject knowledge and skills of analysis, synthesis and evaluation. Levels are used in units 1, 3, 5 and 7 for QWC to help determine where in a level a candidates response lies. Those questions in which QWC is assessed will be clearly indicated in the mark scheme. Level 1 Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive. Level 3 Information is very well organised and arguments are presented clearly and coherently. There is very good use of specialist terms with few errors in spelling, punctuation and grammar. Level 4 Information is very well organised and arguments are developed with clarity. There is an excellent use of technical vocabulary with very few, if any errors in spelling, punctuation and grammar. Assessment Grid for Specimen Externally Assessed Units Units Total

Marks/% Double Awards

AO1 AO2 AO3 AO4 Synoptic (/) QWC (/)

T&T1 80 (10%) 40 (5%) 24 (3%) 0 16 (2%) / T&T3 80 (10%) 40 (5%) 24 (3%) 0 16 (2%) / T&T5 100 (10%) 40 (4%) 30 (3%) 0 30 (3%) / / T&T7 100 (10%) 40 (4%) 30 (3%) 0 30 (3%) / / Total 360 (40%) 160 (18%) 108 (12%) 0 92 (10%)


UNIT 1 – INTRODUCING TRAVEL AND TOURISM

MARK SCHEME

Question Expected Answer Mark Allocation

Assessment Objective

1. (a) Candidates may make references to the variety of attractions available within the area meeting the needs of a range of tourists. Also credit references to sports facilities, arts and entertainment provision and transport options. Also, candidates may make reference to historical significance related to change from past use. Reasons for the popularity are required. 1 mark per factor plus one for development if necessary Do not credit lists of attractions.

0 – 4

AO1

(b) (i) For each sector identified, candidates are expected to indicate how tourists might utilise the products and services provided by organisations within the sector in a visit to Cardiff Bay. Travel agents – making bookings for visits Attractions – providing a range of things to do in the area Accommodation providers – staying in the area overnight Transport – to get to the area from home Support services – providing information about attractions and accommodation available 1 mark for each sector plus how tourists might make use of its products and services. Accept other reasonable answers

0 – 3

AO2

(ii) Candidates will be expected to address the relationships between travel and tourism organisations in different sectors and make reference to the dependency on each other. Levels marked Level 1 Brief and superficial discussion of inter-relationships between the three identified sectors. Candidates are likely to focus on examples of the inter-relationships between the sectors identified with no clear understanding of how this affects dependency. At this level candidates will not identify the extent to which the dependency affects the income and success of the organisations involved. Level 2 Clear understanding of the inter-relationships between the three sectors with clear examples of development of each at the top of the scale. There will be an understanding of ways in which organisations in different sectors of the industry are dependent on each other with clear exemplification provided.

0 – 3

4 - 6

AO1 – 3 AO2 – 2 AO4 – 1


(c) Candidates will be expected to focus on one named tourist

destination, identify new tourist facilities in the area or development to these facilities E.g. new airport terminal or attraction with new products. Candidates will be expected to assess the importance of these to tourism in the chosen area. Levels marked Level 1 Basic description of the changes in tourist facilities with one or two named examples relating to the area chosen. At the top of the range there will be some attempt to suggest why these developments have been important. Level 2 Clear attempt to assess the changes in tourist facilities made in the chosen area with a clear attempt to identify the relative importance of the changes mentioned.

0 – 3

4 - 6

AO1 – 3

AO4 – 3

Total Marks

19

2. (a) Candidates will make reference to: Self- catering – buying and preparing own food or similar – 1 mark Serviced accommodation – service such as cleaning of food provided – 1 mark

0 – 2

AO1

(b)

Inconvenience of buying and/or preparing food – 1 mark Lack of leisure facilities for relaxation – 1 mark Unlikely to have facilities (restaurant) for entertaining clients/colleagues – 1 mark Some brief justification is required as opposed to a simple statement.

0 – 2

AO2


Question Expected Answer Mark

Allocation Assessment Objective

(c) Candidates are expected to focus on differences in the products and services provided by the two facilities. Answers are likely to include references to the range of services available as well as the differences in the level of comfort available. References to the area in which the facilities are situated should not be credited. Levels marked Level 1 Basic description of possibly one or two comparisons or contrasts between the products and services provided by the accommodation Level 2 Clear attempt to focus on a comparison of the products and services provided identifying similarities as well as differences. E.g. both facilities provide food in the evening but the hostel is only available at a set time.

0 – 3

4 - 6

AO1– 3 AO2 – 3

(d) Candidates are required to identify the socio-economic reasons for the growth in the use of budget hotel chains. Factors include: Increased level of travel and tourism People staying away for short breaks Increased familiarity with the product Customers wanting convenient/standard product Convenience of on-line booking accepted Priced below costs of established hotel chains Tastes and fashions changing Levels marked: Level 1 Basic discussion of factors showing limited understanding of the budget hotels concept at the bottom of the scale. There may be reference to some factors such as increased leisure time available for tourism and cost differences. Level 2 Clear discussion referring to a number of relevant factors relating to the development of budget hotels. At least three factors will be mentioned contributing to a clear understanding of the reasons for the increased popularity of budget hotel chains.

0 – 3

4 – 6

AO4 - 6


(e) Candidates may make reference to a range of measures

including: • Differential pricing • Resorts/ accommodation providers promoting special

events • Providing conference facilities • Using tourist boards to promote destination or

accommodation • Providing more all-year-round facilities such as spas

and saunas • Developing special packages such as ‘Turkey and

tinsel’, New Year packages and Valentines events. One mark for each relevant suggestion plus up to two marks for development.

0 – 4

AO1 = 2 AO2 = 2

Total

20




3. (a) Reference to the tour operator in creating holiday options for tourists – 1 mark Reference to the concept of a specialist operator in terms of customer type, destination or type of holiday – 1 mark

0 – 2

AO1

(b) Two marks for each difference clearly identified, with the role of the travel agent as opposed to the tour operator clearly identified in each difference. E.g. traditionally, travel agents sell holidays to the public whereas tour operators put holiday packages together by working with airlines and accommodation providers.

0 – 4

AO1

(c) Candidates are expected to identify facilities and attractions in a named long haul destination which provide opportunities for culture and adventure. It is anticipated that these two concepts will be treated separately. It is anticipated that candidates will suggest attractions such as museums or religious, cultural activities such as food and festivals. References to adventure might include hazardous activities, winter sports, trekking in more remote locations or water-based adventure activities. A suitable long haul destination must be named, if not the answer remains in Level 1. Levels marked: Level 1 Basic answer with references to facilities and/or attractions for both customer types at the top of the scale. There may be a focus on either culture or adventure. There will be limited vague reference to particular cultural activities or adventure activities associated with the destination. Level 2 Clear answer providing some detail about appropriate attractions/facilities available for both groups. There will be clear references to named cultural attractions and/or attractions as well as mention of adventure activities associated with the destination. At the top of the range, reference to why the destination meets the needs of both groups might be present.

0 - 3

4 - 6

AO1 = 3 AO2 = 3

(d)

Candidates may be expected to make references to cost, flexibility, and independence plus the ability to make personal decisions about the itinerary or accommodation options. Essentially the person booking a self-packaged holiday has more control. Up to two marks for each developed reason.

0 – 4

AO2 = 2 AO4 = 2


(e)

One or two marks according to the clarity of the distinction between the two terms making reference to a scheduled flight being offered by an airline whereas a charter flight is one in which the aircraft is leased from an airline.

0 – 2

AO1

(f) Candidates may refer to a range of travel and tourism organisations including: other airlines, cross-channel ferry companies, car hire companies, accommodation providers, travel agents and tour operators. Impacts on other travel and tourism organisations could be positive or negative. Candidates are expected to identify relevant impacts and assess the significance of the impact. Levels marked: Level 1 Basic answer showing limited understanding. May only refer to one or two other organisations. Imbalance between positive and negative impacts likely. Level 2 Clear answer showing understanding of the impacts of budget airlines. A number of other travel and tourism organisations will be mentioned and references to positive and negative impacts will be identified with an attempt to assess the significance of the impact evident.

0 - 3

4 - 6

AO1 – 3 AO2 – 3

Total 24




4. (a)

Tourism within the country where the person lives. 0 – 1 AO1

(b)

Candidates are likely to identify the overall pattern/trend for England as well as identifying trends for one or more regions. Reference to relevant trend plus exemplification for two marks.

0 – 4 AO2

(c) (i) & (ii)

Intangible and perishable explained plus additional marks for relationship or exemplification to sporting event.

2 + 2 AO1

(d)

Candidates will be expected to refer to a range of external factors which might include: economic factors such as fuel prices or the relative strength of currencies, environmental factors such as good/bad weather or an issue such as foot and mouth, social factors, such as an increase in the awareness of the impact of long-haul flights. Levels marked: Level 1 Limited understanding of the question evident with little focus on domestic tourism organisations. Some relevant external pressures will be identified but a basic answer will be produced with minimal attempt to evaluate the pressures identified. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 There will be sufficient understanding of a number of external pressures with a clear relationship to organisations providing predominantly for the domestic market. Answers will be clear with an evaluation of the significance of identified external pressures evident. Information is well organised and ideas are expressed in a logical manner. There is good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 4

5 - 8

AO1 - 4

AO4 - 4

Total

17


UNIT 3 - MARKETING IN TRAVEL AND TOURISM

MARK SCHEME

Question Expected answer Mark Allocation


1. (a) Any 2 from: maximising revenue, maximising profit, providing a quality service, increasing customers (market share), developing the product, expanding, improving image, generating community benefit. One mark for each relevant point.

0 – 2 AO1

(b) A broad outline of objectives to show the intent of the organisation. To convey to all stakeholders. 1 mark for statement 1 mark for development

0 – 2 AO1

(c) 2 marks for identifying two SMART criteria: Specific, Measurable, Achievable, Realistic, Timed. 2 further marks for development of the two criteria mentioned.

0 – 4 AO1

Total 8

2. (a) Classifying customers into groups who are likely to have similar tastes - 1 mark for statement 1 mark for development. Allow two additional marks for references to the segmentation made by Active Holidays making reference to the resource.

0 – 4 AO2

(b) The organisation may group its customers according to the activity they wish to participate in, the level of experience, the location of the activity amongst other factors. Levels marked: Level 1 Simple suggestions offered why the organisation groups customers into segments. Generic reasons will be provided at the bottom of the scale. Some attempt to offer explanation at the top of the range. Level 2 Clear understanding of the need for segmentation is evident together with some explanation of why the named organisation segments its customers.

0 – 3

4 - 6

AO1


(c) Candidates may make reference to the costs of maintaining a

website as opposed to using printed materials, the ability to provide real-time information on prices, the ability to excite potential customers with video clips and other techniques and other advantages. An assessment of the advantages over other forms of promotional material is required. Levels marked: Level 1 A simple list of advantages will be produced and at the bottom of the range this is likely to be generic. Towards the top of the range there will be some attempt to assess the advantages of website promotion for this type of holiday/organisation. Level 2 There will be a clear attempt to assess the advantages of using web based promotions over other forms of promotional material. There will also be a clear relevance to the type of organisation involved.

0 – 3

4 – 6

AO1 = 2 AO2 = 3 AO4 = 1

Total 16


Question Expected answer Mark


3. (a) (i) Primary (field) is gathering data first hand – 1 mark. Secondary (desk) is gathering data that has already been gathered before – 1 mark.

0 – 2 AO1

(ii) 2 × 2. 1 marks for simple statement and allow 1 additional mark for development in each case. Advantages may include: Off the shelf Cheaper Quick to analyse Can use internal data –sales figures Large sample size – good overview of whole market

0 – 4 AO2

(b) The candidate should refer to a range of market research methods which could be used and offer an explanation as to how these were used to develop a marketing strategy for a named travel and tourism organisation. Candidates may make reference to the following methods, amongst others: Methods may include: Analysis of sales data Use of questionnaires – face to face, postal Customer feedback forms Focus groups Observation Website feedback. Levels marked: Level 1 The candidate will provide a simple identification of methods. The answer will lack specific detail about the organisation. No comment on how the research helped their strategy at the bottom of the range but this may be evident at the top of the level. Level 2 Specific knowledge and understanding of how the organisation carried out research will be provided showing that the candidate understands the market research process. An explanation relating to how the information was used will be present.

0 – 3

4 - 6

AO1

Total 12




4. (a) Candidates may make reference to a number of possible answers, including:

- Analysing the external factors - the affect they have on the organisation.

- Political - government policy, funding, taxes laws. - Economic - distribution of wealth, consumer spending,

inflation taxes, unemployment. - Social - trends, demographics, - Technological - developments in IT, electronics,

transport. Allow one mark for each reason provided with an additional mark for explanation.

0 – 4 AO1

(b) For each component of the SWOT (Strengths, Weaknesses, Opportunities, Threats) the candidate identifies the main components. Two points should be provided for each element.

0 – 8 AO2 = 4 AO4 = 4

Total 12




5. (a) Candidates are expected to provide statements to outline the product of Center Parcs. Reference could be made to:

- Accommodation - Setting - Sports and leisure facilities - Natural environment - Food and beverage options

Allow one mark for each relevant point plus one mark for development.

0 – 4 AO1

(b) Candidates may offer a number of relevant USPs such as: Simple explanation - something no other organisation offers – 1 mark. Development – specific reference to Center Parcs products – private lodges/natural setting etc. comparison with other tourism organisations – 1 mark.

0 – 2 AO1

(c)

Candidates are required to identify two different forms of direct marketing and for each they should give an advantage to the organisation of using the method. Answers could refer to:

Direct mail Telemarketing Door to door Direct response advertising. Repeat customers 1 mark for the form of direct marketing and an additional mark for an advantage of the technique.

0 – 4

AO1

(d)

Candidates are expected to identify two product features which would appeal to families with young children Possible answers:

Range of activities for all the family Safe enclosed environment Spend time in the countryside High quality service 2 × 3. 1 mark for each feature described and up to 2 marks for explanation and development related to the customer type.

0 – 6 AO2


(e) Candidates are expected to refer to a range of appropriate

pricing strategies which could be used by the organisation. Better answers might offer a brief justification as to why it would be appropriate for the organisation to make use of the particular strategy. Answers could include references to:

• Cost plus pricing • Competitive pricing • Variable pricing • Seasonal pricing • Price skimming

Levels marked: Level 1 Answers will offer general or simple references to pricing strategies with limited justification or discussion. At the top of the range an understanding of the concept of pricing strategies will be apparent.

Level 2 A number of realistic and appropriate suggestions will be discussed with specific reference to Center Parcs and the nature of its business.

0 – 3

4 - 6

AO2 = 3 AO4 = 3

Total 20


Question Expected answer Mark


6. (a) Candidates may make reference to a number of aspects of ‘place’ within the marketing mix including:

• Description of location • How the product is sold – Telesales/Internet • Channels of distribution – must be suitable to the

organisation. • Aspects;

- Type of organisation –tour operator/visitor attraction - Cost - Coverage - Customer types - Market trends Levels marked: Level 1 Limited understanding of the concept will be evident at the lower end of the scale. Application to the chosen organisation will be limited and analysis will be limited. Level 2 Appropriate distribution channels identified with analysis which will be specific to the organisation. Candidates may refer to advantages and/or disadvantages and provide an explanation and analysis of the distribution channels.

0 – 2

3 - 4

AO1 = 2 AO2 = 2


(b) Candidates should demonstrate that they are aware of the

range of promotional techniques used by the selected travel and tourism organisation and be able to provide an evaluation of the range, not of the techniques themselves. Candidates may make reference to:

• Advertising, including choice of media and materials. • Direct marketing • Public relations • Sales promotion • Sponsorship

Levels marked: Level 1 A simple identification of 1 or 2 techniques with unsupported comments will be expected at the bottom of the range. Answers are likely to be generic although there is a clear relationship to the chosen organisation at the top of the range. Any attempt to evaluate the range will be minimal. Information is poorly organised. There is a limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 At least 3 suitable techniques identified, described and explained. Sound evaluation of the suitability of the range of techniques and the possible effect of these techniques on sales will be present. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 4

5 - 8

AO4

Total 12


UNIT 5 - TOURISM IMPACTS AND TOURISM DEVELOPMENT

MARK SCHEME


AO

Q.1 (a) Candidates may make reference to some of the following points: - It would help them see the 'real Cyprus'. - Help develop an understanding of local cuisine/culture - More UK tourists are seeking the sustainable tourism

holiday option. - Feel good factor of giving something back to the place

they are visiting. - Interesting activity for tourists 1 mark for each simple statement. A maximum of 2 marks are available for development / explanation.

0 – 5 AO1 = 2 AO2 = 3

(b) Candidates may offer any of the following: - close working relationship with the CTO. - good inks with local tourism providers. - support of the UK government. - sustainable tourism projects create a positive image for the

UK travel and tourism industry. - a new opportunity / market. The idea could be used in

other destinations. - new customers. - increased profits. I mark for each benefit to the UK travel and tourism industry and appropriate explanation.

0 – 4 AO2

(c) Candidates may make reference to the following points: - Creation of jobs. - Creation of wealth. - Brings money into the area - Helps promote the area as a tourism destination, raises

awareness - Other organisations will benefit – attractions, restaurants,

hotels, shops - multiplier effect. - Regeneration - farm buildings, villages. - Attracts further investment. - Feel good factor for local communities. - Sustains local skills / crafts. - Reduces migration. - Helps village communities to survive. Only credit references to positive impacts.

AO1 = 5 AO2 = 3


Levels marked:

Level 1 Answers are likely to be basic and lack detail, and might only include 2 or 3 examples of positive impacts. At the lower end of the scale answers are likely to be generic and not relate specifically to Cyprus. There is likely to be little development and limited explanation.

Information is poorly organised. There is a limited use of specialist terms with some errors in spelling, punctuation and grammar.

Level 2 Answers should be in some detail with some well developed explanations of the positive impacts, both social and economic with sufficient detail on each. At the lower end of the scale, answers may focus more on one component than the other. Answers will be relevant to rural Cyprus.

Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 4

5 - 8

(d) Candidates are expected to outline and analyse the benefits of a sustainable tourism project they have studied from the MEDW. They may choose to focus on the social, economic or environmental benefits or cover all three. An outline of the project and an analysis of its benefits should be present.

Candidates choosing to discuss a project from the LEDW should remain in Level 1.

Levels marked.

Level 1 Candidates produce an outline of an appropriate sustainable tourism project and describe the benefits created. There will be no attempt to analyse the benefits at the bottom end of the scale but superficial analysis may be present at the top of the range.


Level 2 Candidates are able to produce an analysis of the benefits of the chosen project. They will demonstrate a clear understanding of why the project has been beneficial to the chosen area and may provide an analysis of social, economic and environmental benefits.

Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 4

5 - 8

AO1 – 4 AO2 – 4

Total = 25


Q.2 (a) Candidates will be expected to provide five valid reasons

for the popularity of their chosen area as a tourism destination. The reasons selected may refer to factors such as:

• Accessibility • Range of attractions • Climate • Cost • Availability of accommodation • Fashion

For each factor, a simple explanation of why it contributes to the popularity of the destination should be made. Allow up to two marks for development of the factor. The chosen area must be taken from the LEDW. Answers relating to destinations in the MEDW will receive a maximum of two marks.

0 – 5

AO1

(b) Candidates are required to describe and evaluate the negative impacts of tourism in the area chosen. Candidates may choose to discuss a range of negative impacts and may make reference to: Economic impacts

- low paid jobs. - seasonal jobs. - leakage. - 'outsiders' employed. - local shop prices rise. - increase in local taxes.

Environmental impacts: - loss of wildlife. - loss of plant life, woodlands. - litter. - erosion of pathways. - pollution - noise, air, water. - traffic - congestion, car parking.

Social impacts:

- loss of local crafts/skills. - loss of local culture / language/religion. - problems - alcohol, drugs, vandalism. - house prices rise. - overcrowding.

AO1 = 4 AO2 = 2 AO4 = 6


Levels marked:

Level 1 Answers are likely to be basic and lack detail, and might only include 2 or 3 examples of negative impacts. There is likely to be little development. At the bottom of the range it is likely that there will be little specific reference to impacts within the chosen area. Information is poorly organised. There is a limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 There will be an attempt to evaluate some negative impacts of tourism present. Answers should be in some detail with some well developed explanations of the negative impacts, including social, environmental and economic although some areas will be covered in more depth than others. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive. Level 3 Answers should be comprehensive and coherent, including social, environmental and economic impacts. There will be clear analysis present. Information is very well organised and arguments are presented clearly and coherently. There is very good use of specialist terms with few errors in spelling, punctuation and grammar.

0 – 4

5 – 8

9 - 12



Allocation AO

(c) Answers should focus on developments which could occur rather than those measures which have already been implemented. Candidates are likely to refer to some or all of the following measures in their answers.

- planning control. - the use of principles of sustainable tourism. - promoting responsible travel / holidays. - visitor and traffic management. - environmental impact assessment. - environmental audit.

Level 1 Answers are likely to be basic and lack detail, and might only include 2 or 3 statements. There is likely to be little development or explanation of how the well-planned development could minimise impacts. Information is poorly organised. There is a limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Answers should be in some detail with some well developed explanations of ways to minimise the negative impacts. At the top of the range there will be specific references to how the chosen area would benefit as a result of the developments suggested. Information is well organised and ideas are expressed in a logical manner. There is good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 4

5 - 8

AO1 – 4 AO2 – 4


(d) The candidate can discuss positive contributions to tourism

development made by different agents in a range of tourist receiving areas. Candidates may make reference to:

- private sector organisations. - public sector organisations - voluntary sector bodies.

Candidates are expected to provide a description of relevant projects/initiatives and evaluate the contribution these have made to the chosen area. Levels marked: Level 1 Answers are likely to be basic and lack detail, and might only include simple statements describing the role of 2/3 agents. There is likely to be little development and evaluation of the projects chosen will be limited or absent at the lower end of the scale. Specific examples will be clearly described and evaluation of the contributions will be present at the top of the range. Information is poorly organised. There is a limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Answers should be comprehensive and coherent with a clear evaluation of the contribution made by specific agents in named tourism receiving areas at the top of the range. The role of a number of agents will be described and linked to the chosen destination. A clear evaluation of the contribution made by the agents will be present. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 -5

6 - 10

AO1 – 4

AO4 - 6

Total = 35




Q.3 (a) Candidates are required to identify five agents of tourism development and give a brief suggestion relating to the role of the agent. There is not a requirement to name specific agents but the candidate may make reference to the following bodies:

• Swansea County Council. • Welsh Assembly Government. • EU. • Local pressure groups. • Communities. • Landowners. • Development agencies/ companies. • WTB - Visit Wales. • Travel and tourism consultants. • Travel and tourism providers. • Leisure providers.

0 - 5

AO1

(b) (i) Candidates should base their answers around the various objectives of organisations acting as agents of tourism development. Public sector objectives:

- employment creation. - increased foreign currency earnings. - economic development and regeneration. - environmental improvement - environmental education. - improvement to the quality of life - facilities, (wages/income.) - image enhancement. - awareness raising.

Private sector objectives:

- increased income. - sustainable profits - investment opportunities.

Voluntary sector objectives: - increased membership - conservation/preservation - community involvement

Levels marked:

Level 1 Answers are likely to be basic and lack detail, and might only include simple descriptions of objectives. Objectives might not relate to all three sectors. There is likely to be little development and limited explanation will be present only at the top of the range. Explanation of the different objectives will be present, however, there will an imbalance between the details provided for the three sectors.


0 – 5

AO1 – 4

AO2 – 6


Level 2

Answers should be comprehensive and coherent. There should be a good balanced explanation of the objectives of organisations operating in all three sectors. The explanation should be detailed and show a detailed understanding of the different objectives of agents of tourism development. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

6 - 10

(b) (ii) Candidates are required to evaluate the likely conflicts between private, public and voluntary organisations which are agents of tourism development. Examples of these include - economic versus environmental; jobs versus wildlife; community needs versus tourists' needs. Levels marked: Level 1 At the lower end of the range candidates are able to show that they understand that different agents have different objectives but evaluation will be limited. At the top of the range there will be an attempt to evaluate at least one difference between the objectives of different organisations. Level 2 The candidate is able to offer a clear attempt to evaluate the different objectives of the agents of tourism development from all three sectors.

0 – 3

4 - 5

AO4

Total = 20



Allocation AO

Q.4 (a) Candidates make reference to a number of factors relating to the negative impacts related to ‘all inclusive’ holidays. There may be reference to: - leakage. - can be associated with down-market visitors. - the waste of food and drink. - reliance on mass market tour operators. - adopted by the less successful hotels. - causes resentment from restaurateurs, café owners,

souvenir shops etc. within the destination - causes a rift within local communities and tourism

providers. - causes social problems as local communities are excluded

from the benefits of tourism. Levels marked: Level 1 Answers are likely to be basic and lack detail, and might only include simple descriptions. A limited range of impacts will be mentioned. There is likely to be little or no analysis. Reference to a number of negative impacts will be present at the top of the range. Information is poorly organised. There is a limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Answers should be comprehensive and coherent. There will be a sound analysis of a range of impacts showing a clear understanding of the negative impact of ‘all inclusive’ holidays. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 5

6 - 10

AO1 – 3 AO2 – 4 AO4 – 3


(b) Candidates may make reference to a number of concepts

related to ‘responsible tourism’. These include: - employment of local people.

- investment into local communities. - protection of the land, plants, forests. - protection of wildlife. Vanishing wildlife. - conservation projects. - reduction in CO2 emissions. Air pollution - ocean pollution. - climate change / global warming. - involve local communities in decision making. - declining cultures and languages. - Maintaining the promotion of

sustainable/responsible/eco tourism.

Candidates are required to make an evaluation of the importance of responsible tourism in the future and have some choice in how they interpret the term future generations. They may refer only to those living in tourism receiving areas or may wish to include future generations of tourists as well. Levels marked: Level 1 Answers are likely to be basic and lack detail, and might only include simple descriptions. There is likely to be little or no evaluation. Candidates will display limited understanding of the concept of ‘responsible tourism’ at the lower end of the scale. Information is poorly organised. There is a limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Answers should be in some detail with evaluation of the importance of responsible tourism evident. Answers should demonstrate a clear understanding of the main issues. There should be a sound evaluation of the importance of responsible tourism at the top of the range. Answers should demonstrate a detailed understanding of the main issues. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 5

6 - 10

AO4

Total = 20 Total = 100


UNIT 7 - MANAGING TRAVEL AND TOURISM ORGANISATIONS

MARK SCHEME



1. (a) Candidates will be expected to focus on the reasons why managers in travel and tourism organisations have to monitor the quality of customer service provided. Candidates may well refer to the reasons why customer service is important to travel and tourism organisations (covered in AS Unit 4). An explanation is required. Candidates will be expected to demonstrate an appreciation of customer service which is specific to travel and tourism organisations in that very often organisations within the industry are offering an experience as opposed to a tangible product. The competitive nature of the industry and the need to retain customers should be appreciated by the candidate. Candidates should be aware of why successful travel and tourism organisations see the need to monitor the quality of customer service provided on a regular basis. Levels marked: Level 1 At the lower end of the scale only one or two reasons will be identified and these may be vague. There will be little attempt to explain why managers monitor quality and the roles of managers will not be clear. At the top of the scale, an explanation of at least one reason will be clearly explained and other reasons will be mentioned. Answers will contain generic references to the monitoring of customer service and may not be related specifically to travel and tourism organisations. Answers are unlikely to show awareness of the roles of managers in the monitoring of customer service, especially at the bottom of the range. Weaker answers will relate to organisations rather than roles of managers within them. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar.

0 – 5

6 - 10

AO1 – 5

AO2 - 5


Level 2

Two or more reasons why managers monitor the quality of customer service will be explained clearly. Answers will relate to the nature of customer service within travel and tourism organisations and will show a clear understanding of the common methods adopted such as:

• Focus groups • Mystery shoppers • Customer feedback • Comment cards • Observation

A range of reasons, with clear explanation and an understanding of the roles of managers will take candidates to the top of the scale. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

(b) Candidates will be expected to confine their answers to one named travel and tourism organisation they have studied and apply their answers to that organisation. Those candidates failing to do this will remain in Level 1. An evaluation is required and candidates will be expected to assess the relative value of a number of techniques used by the organisation to collect customer service feedback. Levels marked: Level 1 At the lower end of the range one or two methods for collecting feedback will be identified for a named travel and tourism organisation. These methods will be described but there will be no attempt to evaluate at this level. At the top of the range, candidates will provide an evaluation of at least one method used to collect feedback. It is likely that candidates will focus on a description of the method/s used rather than provide an evaluation of the methods. Some attempt to identify why the method is effective or not will be found at the top of the range. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar.

0 – 5

6 - 10

AO2 – 5

AO4 - 5


Level 2

To access level 2, an evaluation of more than one method used by managers to collect feedback from customers in a named travel and tourism organisation is required. At the top of the range more than two methods will be evaluated and a discussion of the relative merits and effectiveness of the methods will be present. Candidates should be able to identify why or why not the methods they have identified are successful. Answers may well include references to how feedback led to a change in practice. E.g. Managers introduced a family ticket after receiving a number of comments on feedback cards. This led to an increase in the number of family groups coming to the attraction. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

20 marks




2. (a) Candidates are expected to provide an outline of the main intentions of two of the pieces of legislation identified in the question. Up to 5 marks are available for each piece of legislation selected. Levels marked: Level 1 Candidates provide an outline of the relevant legislation. At the bottom of the range this will be simplistic. More detailed information will move candidates to the top of the range. Candidates who provide a simplistic overview of the legislation but identify where it is applied in travel and tourism organisations can move to the top of level 1. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Candidates provide a clear outline of the legislation demonstrating an understanding of its intentions. At least one example of how it is relevant to a travel and tourism organisation is present. Likely references might be made to: The selling of the package holidays – Consumer Protection Act Buying on-line travel and tourism products – Data Protection Act Employees at a theme park or hotel – The Health and Safety at Work Act and Sex Discrimination Act Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 3 (x 2)

4 – 5 (x 2)

AO1 - 10


(b) Candidates will need to focus on the roles of managers in ensuring that their named organisations operate in accordance with legislation and directives. Many travel and tourism organisations will have more than one manager and levels of management and better candidates will be able to identify the roles and responsibilities of managers in different sections/ departments rather than merely referring to managers in general. Thus, better answers are expected to contain a range of examples from different travel and tourism organisations. Levels marked: Level 1 Answers are likely to focus on managers in general and the travel and tourism organisations identified are likely to be generic. Towards the top of the scale specific roles and responsibilities of managers in specific organisations will be identified. There may be some attempt to assess the importance of the role at the top of the scale. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 To access level two the assessment of managers' roles in two travel and tourism organisations will be present. There will be a clear understanding of the different roles of managers as opposed to generic references and there will be a clear assessment of these roles. Candidates will make specific references to how managers have to ensure that the organisation operates in accordance with specific legislation and a number of examples may be included. References could be made to the systems used to ensure consumer protection, the checks made to ensure the health and safety of employees, the policies in place to ensure the compliance with disability discrimination and so on. References could also be made to workplace practices such as meetings, the storage of documents, management structures and the training of employees. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 5

6 - 10

AO2 – 5

AO4 - 5

20 marks




3. (a) References to the working environment in at least one travel and tourism organisation are implicit in the question. Levels marked: Level 1 Candidates will demonstrate that they understand the concept of a pleasant working environment and show how this helps to motivate staff. Candidates may make simple references to workers feeling better and being more productive when they are working in a pleasant environment. Weaker answers are likely to focus on the physical environment and not be specific to travel and tourism organisations. Level 2 To access level 2 a clear understanding of the working environment in an identified travel and tourism organisation will be present. Candidates will be able to explain how aspects of the working environment can affect motivation. Answers will clearly reflect the nature of the travel and tourism organisation being studied and show clear application to the organisation. References could be made to:

• Non-public areas, canteens etc. • Uniforms provided • Techniques/measures to ensure a pleasant social

environment – social club, events, grievance procedures etc.

0 – 3

4 – 5

AO1 - 5

(b) Candidates are expected to provide an evaluation of the techniques and approaches used by managers to motivate staff in named travel and tourism organisations. Candidates may make reference to:

• Staff training • Target setting • Clear communication channels • Team building • Empowerment • Financial and non-financial incentives • Flexible working hours • Appraisal schemes

AO1 – 5

AO2 – 5

AO4 – 5


To access higher levels clear references to identifiable travel and tourism organisations should be present along with an evaluation of the techniques and approaches used. Levels marked: Level 1 A limited number of techniques and approaches used to motivate staff will be identified. At the lower end of the scale these will be generic, there will be little reference to named travel and tourism organisations and evaluation will be limited. Towards the top of the scale, some reference to specific techniques or approaches used in a specified travel and tourism organisation will be present. Candidates are likely to be able to describe a limited range of motivational techniques, but they are unable to provide any evaluation of the role and success of these and of their impact on the operation of the named travel and tourism organisation. E.g. Managers decided that, as a reward, employees were taken on a weekend visit to Amsterdam to reward them for the extra sales which had been achieved by the travel agency. The staff all had a good time. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 To access level 2 there will be a clear attempt to evaluate at least one technique or approach used by managers in a named travel and tourism organisation. Further marks will be obtained by identifying and evaluating further techniques and approaches used by managers within the organisation, perhaps taking examples from different departments or sections. Candidates who evaluate one technique or approach used in two organisations will remain within level 2. E.g. Managers decided that, as a reward, employees were taken on a weekend visit to Amsterdam to reward them for the extra sales which had been achieved by the travel agency. The staff all had a good time. This was extremely motivational because managers could see how much the staff appreciated being treated to the trip. All the staff were very positive in the following weeks and managers reported a decrease in absenteeism; sales also increased, which was beneficial for the agency. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 5

6 – 10


Level 3

To access level 3 candidates will need to provide a detailed evaluation of techniques and approaches used by managers to motivate staff in at least two named and identifiable travel and tourism organisations. Candidates should demonstrate their understanding of a range of motivation techniques to access Level 3 and also, that they should be able to provide a clear and detailed evaluation of at least two of these, as used by different travel and tourism organisations. Information is very well organised and arguments are presented clearly and coherently. There is very good use of specialist terms with a few errors in spelling, punctuation and grammar.

11 – 15

20 marks




4. (a) Candidates are expected to provide a description of the specific needs of wheelchair-bound customers using the proposed visitor attraction. Reference could be made to wheelchairs displayed on websites, as well as access and movement around the site of the proposed attraction. Wheelchair-bound customers may also need to know which of the rides within the tower will be accessible to them. Answers should focus on needs, as opposed to provision. These could be considered as:

• Information needs – the wheelchair-bound customer will need information about access and facilities before they visit the organisation.

• Access needs – such as car parking facilities for wheelchair-bound customers, accessing areas of the facility.

Levels marked: Level 1 Answers at the bottom of the range candidates may well focus on provision for wheelchair-bound customers rather than the specific needs of the customers. Some attempt to identify the needs of the customers will be present at the top of the range. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Candidates demonstrate that they have a clear understanding of the needs of wheelchair-bound customers visiting the proposed attraction. These needs will be identified and described in some depth with answers clearly relating to the proposed tower. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 - 5

6 - 10

AO1 – 5 AO2 – 5


(b) Candidates need to provide an assessment of the ways in which different types of visitor attractions meet the requirements of the Disability Discrimination Act. Candidates are expected to demonstrate how compliance with the legislation is related to the type of attraction: natural, purpose-built or cultural. Compliance will be very different in different types of attraction. Weaker candidates are likely to focus on a narrow range of attractions only. Levels marked: Level 1 At the lower end of the scale, candidates will demonstrate a limited understanding of the requirements and intentions of the Disability Discrimination Act. Answers will be generic and there will be a limited reference to the proposed attraction and of the specific ways in which the attraction has had to comply with the Act. There will only be a limited attempt to provide an assessment of the ways in which the requirements of the Act are met by the organisation although this will be present at the top of the range. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar. Level 2 Candidates will be able to provide a clear assessment of how organisations have met the requirements of the Disability Discrimination Act. Candidates will be able to demonstrate how the organisation meets the requirements of the Act and why. There will be a clear attempt to show how the type of travel and tourism organisation has determined how the requirements of the Act have been met. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive.

0 – 5

6 – 10

AO1 – 5

AO4 – 5

20 marks




5. Candidates are expected to provide a broad discussion of the measures being taken to deal with the increasing threat of terrorism and sabotage. Examples of measures should be taken from a range of travel and tourism organisations operating in different sectors of the industry. Measures might include: The use of heightened security Offering advice to travellers/customers Limiting amount of luggage Passport Checks CCTV Improved training for staff Prevention of online terrorism At the higher levels the roles of managers will be identified and an evaluation of the measures taken will be present. Weaker answers are likely to focus in particular on transport organisations, specifically airports and airlines. Such answers will not demonstrate awareness of the wider threats posed. Better answers will identify the range of threats to a range of travel and tourism organisations such as attractions as well as at destinations. Weaker answers are also likely to focus on a discussion of the measures being adopted rather than making an assessment of the measures. Levels marked: Level 1 Some measures used to deal with the threat of terrorism will be discussed. Examples will be taken form a limited range of travel and tourism organisations. The threat from terrorist activity will be simplistic or over-stated. Information is poorly organised. There is limited use of specialist terms with some errors in spelling, punctuation and grammar.

0 – 5

AO1 – 5

AO2 – 5

AO4 - 10


Level 2

The threat of terrorism and a range of measures used in a range of travel and tourism organisations will be discussed. Understanding of the threats and of the measures being employed will be clear. At the top of the scale, some attempt to evaluate at least one measure used will be evident. Information is well organised and ideas are expressed in a logical manner. There is a good use of specialist terms. Minor errors in spelling, punctuation and grammar are not intrusive. Level 3 Clear attempts to evaluate more than one measure, taken from one identified travel and tourism organisation will be present. Understanding will be detailed and the role of managers, rather than the organisations themselves, will be referred to. The range of measures discussed and evaluated will increase towards the top of the scale. References to measures taken by different organisations might be present at the top of the range. Information is very well organised and arguments are presented clearly and coherently. There is very good use of specialist terms with a few errors in spelling, punctuation and grammar. Level 4 Candidates will be able to demonstrate a clear and detailed understanding of the range of measures taken to deal with the threat of terrorism in different travel and tourism organisations. These measures are evaluated thoroughly. Information is very well organised and arguments are developed with clarity. There is an excellent use of technical vocabulary with very few, if any errors in spelling, punctuation and grammar.

6 –10

11 – 15

16 - 20

20 marks

VGCE Travel and Tourism SAMs (2009-2010)/MLJ 20/8/10

Documents

VGCE Travel and Tourism SAMs 2009-2010