CAMBRIDGE O LEVEL TRAVEL AND TOURISM (7096) - MASTER NOTES

MASTER NOTES: TRAVEL AND TOURISM

These notes have been tailored to cover the entire Cambridge O Level Travel and Tourism (7096) syllabus.
Every unit contains explanations, examples, exam tips, and smart structures to secure full marks. Cross-
referenced with past papers, the content below has been written with precise alignment to how examiners
award marks.

Use these as your core revision guide and pair them with past paper practice for maximum success.

UNIT 1: THE TRAVEL AND TOURISM INDUSTRY

Definition of Tourism by UNWTO:

The United Nations World Tourism Organization (UNWTO) defines tourism as activities of persons traveling
to and staying in places outside their usual environment for not more than one consecutive year for leisure,
business, and other purposes.

Categories of Tourism:

• Domestic Tourism: Residents of a country traveling within their own country.

• Inbound Tourism: Tourists entering a country from abroad.
• Outbound Tourism: Residents traveling to other countries.

Interdependence of Industry Sectors:

All sectors work together. For example, a tour operator relies on transport and accommodation providers to
deliver a complete product. If one sector fails, the entire experience may be affected.

Public vs Private Sector:

• Public Sector: Government-owned organizations (e.g., tourist boards).

• Private Sector: Businesses aiming for profit (e.g., airlines, hotels).

Role of Technology:

• Online booking systems

• E-tickets and mobile boarding passes
• Customer feedback and review platforms

Additional Exam Tip: Know examples of each sector and be able to explain how they work together to
meet tourist needs.

1
What is Travel and Tourism?

Travel and Tourism refers to the movement of people away from their usual place of residence for leisure,
business, or other purposes for more than 24 hours and less than a year.

Key Types of Tourism:

• Leisure Tourism: Travel for relaxation, recreation, and enjoyment (e.g., beach holidays).
• Business Tourism: Travel for work-related activities (e.g., conferences, meetings).
• Specialist Tourism: Travel for specific interests (e.g., medical, educational, adventure tourism).

Sectors of the Industry:

1. Accommodation - Hotels, hostels, resorts, campsites.

2. Transport - Airlines, rail, road, sea transport.
3. Attractions - Natural (mountains, beaches), man-made (theme parks, museums).
4. Tour Operators - Organise package holidays.
5. Travel Agents - Sell travel services to customers.
6. Tourism Promotion - NTOs, DMCs, regional tourist boards.

Importance of Tourism:

• Provides employment.
• Earns foreign currency.
• Encourages infrastructure development.
• Promotes cultural exchange.
• Diversifies the economy.

Exam Tip: Always give an example when explaining a benefit. E.g., "Tourism provides employment in places
like the Maldives, where a large part of the population works in hospitality."

UNIT 2: FEATURES OF WORLDWIDE DESTINATIONS

Popular Tourist Regions:

• Europe: Cultural heritage, historical cities, temperate climate.

• Asia: Diverse cultures, beaches, religious tourism.
• Africa: Safari, adventure tourism, eco-tourism.
• North America: Theme parks, shopping, road trips.

Natural Attractions:

• Mountains (Alps, Rockies)

• Deserts (Sahara, Gobi)
• Forests (Amazon, Black Forest)
• Rivers/Lakes (Nile, Amazon, Great Lakes)

2
Cultural Attractions:

• UNESCO World Heritage Sites

• Festivals (Carnival in Brazil, Diwali in India)
• Architecture (Taj Mahal, Colosseum)

Additional Exam Tip: Learn to match features with types of tourism (e.g., adventure tourism in Nepal due
to Himalayan terrain).

Key Concepts:

• Geography: Continents, countries, capital cities.

• Climate Zones: Equatorial (hot/wet), Arid (dry), Temperate (mild), Polar (cold).
• Time Zones: Understand GMT and how time changes across long distances.
• Physical Features: Rivers, lakes, mountains, forests.
• Cultural/Historical Attractions: Eiffel Tower (France), Great Wall (China).

Exam Tip: When asked about a destination, describe location, climate, and attractions. Use terms like "mild
summers" or "cultural significance."

UNIT 3: CUSTOMER CARE AND WORKING PROCEDURES

Staff Roles in Customer Service:

• Front-line staff: First point of contact, must be friendly and helpful.

• Back-office staff: Handle bookings, payments, complaints.

Handling Complaints:

1. Listen attentively.
2. Apologize sincerely.
3. Offer solutions or compensation.
4. Follow-up to ensure satisfaction.

Security and Health Procedures:

• Baggage screening
• First aid training
• Emergency evacuation plans

Additional Exam Tip: Use examples of good and bad service experiences and their outcomes on customer
loyalty.

Understanding Customer Needs:

• Value for money.

• Safe and secure environment.

3
 • Friendly, efficient service.
• Accessibility for disabled or elderly tourists.

Travel Procedures:

• Booking: Online, in-person, via phone.

• Documentation: Passport, visa, ticket, insurance.
• Check-in: Security checks, boarding passes, luggage handling.

Quality Customer Service:

• Greet with a smile.

• Respond quickly to queries.
• Handle complaints politely and professionally.

Exam Tip: For service-related questions, always mention communication skills, body language, and a
positive attitude.

UNIT 4: TRAVEL AND TOURISM PRODUCTS AND SERVICES

Product Service Mix:

This refers to the combination of tangible products and intangible services that together create a complete
tourism experience.

• Product: The core element such as accommodation, transport, or an attraction.

• Service: The delivery of the experience such as customer service, guide assistance, hospitality.

Example: A safari tour (product) combined with guided commentary, meals, and transport (services).

Why It Matters: A strong product-service mix improves customer satisfaction, increases loyalty, and creates
a competitive advantage.

Product Portfolio:

A product portfolio is the complete range of products and services offered by a business to target different
markets or segments.

Example: A tour operator might offer: - Budget packages for students - Luxury holidays for families -
Adventure trips for thrill-seekers

Purpose: - Diversify income streams - Reduce business risk by targeting multiple segments - Meet varying
customer needs across seasons and markets

4
Difference Between Product Service Mix and Product Portfolio:

• Product Service Mix focuses on the components of a single offering (what makes one tourism
product valuable).
• Product Portfolio refers to the variety of different tourism products and services offered by an
organization.

Exam Tip: When asked to evaluate marketing strategy or business growth, refer to how a company’s
product portfolio helps reach a wide audience and how a strong product-service mix enhances the overall
customer experience.

Product Life Cycle in Tourism:

The Product Life Cycle describes the stages a tourism product (like a destination or package) goes through
from launch to decline.

1. Introduction Stage

• A new destination or product is launched.

• Marketing costs are high to raise awareness.
• Visitor numbers are low.
• Example: An eco-lodge in a newly discovered rainforest.

Focus: Heavy promotion, awareness campaigns, offering discounts to attract early visitors.

2. Growth Stage

• Visitor numbers increase rapidly.

• Reputation spreads through word of mouth and media.
• Profits begin to rise.
• Infrastructure improves to meet demand.
• Example: A beach destination gaining international popularity.

Focus: Improve service quality, expand accommodation, differentiate from competitors.

3. Maturity Stage

• Peak visitor numbers are reached.

• Market saturation may occur.
• Competition is high.
• Prices may drop to attract budget tourists.
• Example: Paris, London, Rome during high season.

Focus: Maintain high standards, offer new packages, promote off-season tourism.

4. Decline Stage

• Visitor numbers fall due to overuse, bad publicity, or newer alternatives.

• Infrastructure may deteriorate.

5
 • Income drops.
• Example: A resort damaged by natural disaster and not rebuilt quickly.

Focus: Rebrand, invest in renewal or diversify tourism activities to revive interest.

Exam Tip: Link each stage to examples and strategic responses. E.g., "At the decline stage, a government
may offer subsidies for redevelopment or create themed festivals to attract niche markets."

Core Travel Services:

• Transport (air, land, sea)

• Accommodation (hotels, guesthouses)
• Transfers (airport pick-up/drop-off)
• Catering and food services

Product Bundling:

• Inclusive tours or packages

• Optional tours and excursions
• Dynamic packaging (customer selects components)

Travel Documents:

• E-tickets
• Hotel vouchers
• Itineraries

Additional Exam Tip: Be able to discuss how product quality affects tourist satisfaction and repeat
business.

Types of Products:

• Package Holiday: Pre-arranged combo of travel, accommodation, meals.

• Tailor-made Holiday: Customized to individual preferences.

Ancillary Services:

• Travel insurance.
• Car hire.
• Excursions.
• Currency exchange.

Exam Tip: Always explain how ancillary services improve customer experience. E.g., "Travel insurance offers
peace of mind in case of medical emergencies."

6
UNIT 5: MARKETING AND PROMOTION

Branding and Image:

• Unique logo and slogan (e.g., “Incredible India”)

• Cultural themes in ads

Market Research:

• Questionnaires, focus groups

• Feedback from tourists
• Social media insights

Digital Marketing:

• Websites and mobile apps

• Online booking platforms (Expedia, Airbnb)
• Email marketing

Additional Exam Tip: Be ready to evaluate the success of a promotion campaign using criteria like reach,
return on investment, and customer engagement.

The 4 Ps of Marketing:

• Product: What is being sold (e.g., safari tour).

• Price: Cost strategies (e.g., discounts for groups).
• Place: Where it is sold (e.g., travel agency, website).
• Promotion: How it is advertised (e.g., social media, brochures).

Promotion Techniques:

• Advertising in media.
• Attending trade shows.
• Loyalty schemes.
• Influencer marketing.

Market Segmentation:

Dividing customers by: - Age - Income - Purpose of travel - Interests

Exam Tip: Use specific customer groups in your answers. E.g., "Backpackers aged 18-25 prefer low-cost
hostels and adventure tours."

7
UNIT 6: THE ROLE OF GOVERNMENT AND TOURISM ORGANISATIONS

Examples of NTOs:

• VisitBritain
• Tourism Malaysia
• Singapore Tourism Board

Government Initiatives:

• Visa facilitation programs

• Investment in transport infrastructure
• Crisis recovery plans (e.g., post-COVID recovery)

Partnerships:

• Public-private cooperation
• International aid for tourism development

Additional Exam Tip: Know real case studies showing how governments revived tourism after disasters
(e.g., Sri Lanka post-tsunami, Nepal post-earthquake).

Government Involvement:

• Provides funding and infrastructure.

• Supports NTOs.
• Develops tourism policies and plans.

Public and Private Sector Roles:

• Collaboration in hosting events.

• Building transport networks.
• Ensuring health and safety regulations.

National Tourism Organisations (NTOs):

• Promote country internationally.

• Support local businesses.
• Provide information and statistics.

Exam Tip: Always relate roles to economic benefits or growth in tourist arrivals.

UNIT 7: IMPACTS OF TOURISM

Multiplier Effect:

Money spent by tourists circulates through the local economy.

8
Demonstration Effect:

Local populations may imitate the lifestyle of tourists, influencing culture.

Environmental Carrying Capacity:

Maximum number of visitors a site can handle without degradation.

Additional Exam Tip: Always evaluate impacts in short-term vs long-term context. Use specific examples
(e.g., Maya Bay, Thailand closed due to over-tourism).

Economic Impacts:

• Positive: Jobs, income, investment.

• Negative: Leakage of profits, inflation.

Environmental Impacts:

• Positive: Conservation funding.

• Negative: Pollution, habitat destruction.

Socio-cultural Impacts:

• Positive: Cultural exchange, heritage promotion.

• Negative: Loss of traditions, overcrowding.

Managing Impacts:

• Eco-tourism.
• Sustainable tourism practices.
• Educating tourists.

Exam Tip: For "evaluate" questions, always show both sides and suggest solutions.

UNIT 8: TOURISM DEVELOPMENT

Development Planning Stages:

1. Market research
2. Feasibility study
3. Infrastructure planning
4. Launch and marketing

Types of Development:

• Mass tourism (large-scale, low-cost)

• Niche tourism (focused, small-scale)

9
Sustainable Development Goals (SDGs) in Tourism:

• Reducing poverty
• Promoting gender equality
• Ensuring environmental sustainability

Additional Exam Tip: Link tourism development goals to national economic objectives and SDGs wherever
possible.

Key Development Strategies:

• Community-based tourism.
• Public-private partnerships.
• Infrastructure investment.
• Promotion of off-peak travel.

Challenges to Development:

• Political instability.
• Poor planning.
• Natural disasters.
• Lack of skilled labour.

Exam Tip: Use real-world examples such as "Kenya developed eco-lodges to promote sustainable tourism."

EXAM TECHNIQUES AND STRUCTURE

Paper 1:

• Knowledge-based.
• Use definitions, explain clearly, give examples.
• Structure: Definition > Explanation > Example.

Paper 2:

• Case-study based.
• Refer to insert material.
• Analyse and evaluate.
• Use PEEL structure: Point, Evidence, Explanation, Link.

KEYWORDS GLOSSARY

Term Meaning

Accessibility The ease with which tourists can reach a destination or use services.

10
 Term Meaning

Additional services like insurance, car hire, offered alongside main

Ancillary Services
products.

Attractions Places or activities that draw tourists, e.g., landmarks, museums.

Carrying Capacity The number of visitors a site can handle without negative impact.

Destination The place to which someone is going or being sent.

Responsible travel that conserves the environment and supports

Eco-tourism
locals.

GDP Gross Domestic Product - the total economic output of a country.

Infrastructure Physical systems like roads, airports, hotels, essential for tourism.

Leisure Tourism Tourism for relaxation, entertainment, or recreation.

Market Segmentation Dividing customers into groups based on similar needs.

National Tourist Organisation

Government agency promoting a country as a destination.
(NTO)

Package Holiday A holiday with travel, accommodation, and activities sold together.

Promotion Marketing techniques used to attract tourists.

Tourism that meets present needs without compromising future

Sustainable Tourism
generations.

Tour Operator A business that plans and sells holiday packages.

A person or business that sells and arranges transport,

Travel Agent
accommodations.

Money spent by tourists that leaves the economy (e.g., through

Tourism Leakage
foreign-owned companies).

Visa An official permit to enter, stay in, or leave a country.

Time Zone A geographical region where the same standard time is used.

A central location where many routes converge (e.g., airports, train

Transport Hub
stations).

MARKING SCHEME GUIDE & EXAM FOCUS

To score full marks, you must understand how examiners allocate marks and what they are looking for in
your answers.

11
💠 Paper 1 (Core Theory – 2 hrs)

• Question Types: Short-answer, definition, explanation, and structured questions (up to 6 marks).
• Marking Focus:
• Clear, accurate definitions (1–2 marks).
• Logical structure with full explanation (2–4 marks).
• Relevant, specific examples (1–2 marks).
• Key Areas to Focus On:
• Use exact syllabus definitions (no vague explanations).
• Apply real-world tourism examples wherever possible.
• Follow the "DEEP" rule: Definition, Explanation, Example, Purpose.

Common Mistake: Giving generic or unrelated examples. Example: ❌ "Tourism gives money to countries."
✅ "Tourism generates foreign exchange, such as when visitors to Thailand spend on hotels and local
markets."

💠 Paper 2 (Case Study – 2 hrs 30 mins)

• Question Types: Data response, analysis, evaluation, longer structured questions (6–9 marks).
• Marking Focus:
• Use of insert (case study material) in answers.
• Application of knowledge to new scenarios.
• Balanced evaluation for high-mark questions.
• Key Areas to Focus On:
• Use PEEL: Point, Evidence, Explanation, Link.
• Identify target market, tourism products, economic impacts.
• Use comparative or contrast phrases: "however", "in contrast", "on the other hand".

High-Scoring Strategy: - Underline command words (e.g., describe, explain, justify, evaluate). - Break down
multi-part questions. - Refer to the text provided—quoting it shows examiner engagement.

🔑 Marking Terms You MUST Know

Term What You Must Do

Define State the exact meaning – ideally from syllabus.

Describe Say what something is like, in detail.

Explain Give reasons why, with examples.

Identify Pick out specific terms or facts.

Justify Give reasons with evidence to support a decision.

Evaluate Give pros and cons, then a final judgment.

Compare Show similarities or differences between two ideas.

12
✅ How to Guarantee Full Marks

• Read the entire question carefully—especially command words.

• Use real-world tourism examples (countries, companies, destinations).
• Keep your answers structured and avoid bullet points unless asked.
• Don’t repeat the same idea using different words—develop it further instead.
• Use subject-specific vocabulary from the glossary.

Final Reinforcement: Mastering the mark scheme ensures you not only know content—but present it in
the exact way examiners want. Every part of your answer must be relevant, clear, and logically explained.
With these strategies, you’re fully equipped to tackle every part of your Travel & Tourism O Level exam
confidently and precisely.

Let me know if you want model answers based on actual past papers or practice questions broken down by
skill (definition, explanation, evaluation, etc.).

13