Cambridge Assessment International Education

Cambridge International General Certificate of Secondary Education

TRAVEL AND TOURISM 0471/21

Paper 2 Alternative to Coursework October/November 2019
MARK SCHEME
Maximum Mark: 100

Published

This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of the
examination. It shows the basis on which Examiners were instructed to award marks. It does not indicate the
details of the discussions that took place at an Examiners’ meeting before marking began, which would have
considered the acceptability of alternative answers.

Mark schemes should be read in conjunction with the question paper and the Principal Examiner Report for
Teachers.

Cambridge International will not enter into discussions about these mark schemes.

Cambridge International is publishing the mark schemes for the October/November 2019 series for most
Cambridge IGCSE™, Cambridge International A and AS Level components and some Cambridge O Level
components.

This document consists of 10 printed pages.

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Generic Marking Principles

These general marking principles must be applied by all examiners when marking candidate answers.
They should be applied alongside the specific content of the mark scheme or generic level descriptors
for a question. Each question paper and mark scheme will also comply with these marking principles.

GENERIC MARKING PRINCIPLE 1:

Marks must be awarded in line with:

• the specific content of the mark scheme or the generic level descriptors for the question
• the specific skills defined in the mark scheme or in the generic level descriptors for the question
• the standard of response required by a candidate as exemplified by the standardisation scripts.

GENERIC MARKING PRINCIPLE 2:

Marks awarded are always whole marks (not half marks, or other fractions).

GENERIC MARKING PRINCIPLE 3:

Marks must be awarded positively:

• marks are awarded for correct/valid answers, as defined in the mark scheme. However, credit
is given for valid answers which go beyond the scope of the syllabus and mark scheme,
referring to your Team Leader as appropriate
• marks are awarded when candidates clearly demonstrate what they know and can do
• marks are not deducted for errors
• marks are not deducted for omissions
• answers should only be judged on the quality of spelling, punctuation and grammar when these
features are specifically assessed by the question as indicated by the mark scheme. The
meaning, however, should be unambiguous.

GENERIC MARKING PRINCIPLE 4:

Rules must be applied consistently e.g. in situations where candidates have not followed
instructions or in the application of generic level descriptors.

GENERIC MARKING PRINCIPLE 5:

Marks should be awarded using the full range of marks defined in the mark scheme for the question
(however; the use of the full mark range may be limited according to the quality of the candidate
responses seen).

GENERIC MARKING PRINCIPLE 6:

Marks awarded are based solely on the requirements as defined in the mark scheme. Marks should
not be awarded with grade thresholds or grade descriptors in mind.

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Question Answer Marks

1(a)(i) Describe, using an example, what a city break holiday is. 2

Award one mark for an appropriate definition/description and a second mark

for an example.
• A short package holiday to a major urban destination, typically including
hotel accommodation and, often, transportation, i.e. a short holiday spent
in a city (1)
• e.g. a weekend in New York (1)

Accept any other reasonable response.

1(a)(ii) Identify two likely target markets for the recommended Barcelona city 2
break.

Award one mark for each of two identifications.

• Leisure tourists (1)
• Special interest tourists/cultural tourists/sightseeing tourists (1)
• Food tourists (1)
• Couples (1)

These are the only acceptable answers.

1(b) Explain three ancillary services this tour operator could develop as part 6
of its product portfolio.

Award one mark for the identification of three ancillary services and a second
mark for explanation.
• Car hire (1) so that tourists can maximise their time in the city and can
travel further distances in a shorter amount of time (1)
• Travel insurance (1) to insure against the risk of cancellation, delays, lost
luggage or accidents (1)
• Currency exchange (1) so that visitors can easily obtain local currency to
pay for taxi fares or in cafes/restaurants (1)
• Tour guiding (1) knowledgeable guides who can provide expert
information and local recommendations to maximise the visitor experience
on a city break (1)
• Theatre and event tickets (1) pre-bookings for excursions to ensure
availability (1)
• Excursions (1) to allow visitors to easily access tourist attractions within
the city (1)

Accept any other reasonable response.

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Question Answer Marks

1(c) Explain two ways the promotional material in Fig. 1.1 has successfully 6
adopted the AIDA principle.

Award one mark for the identification of each of two aspects of AIDA and two
marks for explanation of each.
• Attention (1) Some use of bold text to catch the eye (1) layout with bullet
points draws in the reader (1)
• Interest (1) Photograph used to generate interest if you are a cultural
tourist (1) prices stand out as representing value for money (1)
• Desire (1) 20% discount will make potential visitors want to go on this city
break (1) use of the word ‘recommended’ adds to the desire to visit (1)
• Action (1) hyperlink given (1) to enable customers to easily transfer to the
original offer to make a booking (1)

Accept any other reasonable response.

1(d) Evaluate the importance of pricing within the marketing mix for the We 9
Do City Breaks tour operator.

Indicative content:
• Deals, discounts and special offers are integral to the tour operator’s USP
• Value for money forms a part of the core product offering
• But product is also an important part of the marketing mix here – specific
details of the product features are also given, together with the place
aspect – holiday finder app, destinations offered

Mark according to the level of response criteria below:

Level 3 (7–9 marks) At this level candidates will evaluate the importance of
price as part of the marketing mix to this tour operator. Other elements may
also be evaluated.
Level 2 (4–6 marks) At this level candidates will explain one, two or more
elements of the marketing mix and/or aspects of price applied to the context of
this tour operator.
Level 1 (1–3 marks) At this level candidates will identify one, two or more
elements of the marketing mix and/or aspects of price.

Credit all valid reasoning in context.

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Question Answer Marks

2(a)(i) State two features of the budget airline product. 2

Award one mark for each of two features.

• Low cost (1)
• One cabin class (1)
• No frills/pay for food and drinks (1)
• Limited entertainment systems (1)
• Pay to take baggage (1)

Accept any other reasonable response.

2(a)(ii) Use an example to describe what is meant by the term ‘geographical 2

segmentation’.

Award one mark for a relevant description and a second mark for an example.
• Dividing the market on the basis of geography/location/where the
customer comes from (1).
• Geographically segment a market by area, such as cities, counties,
regions, countries, or international regions. The market can be broken
down into rural, suburban and urban areas, e.g. European, from Germany,
from Berlin, from the city (1)

Accept any other reasonable response.

2(b) Explain three factors of price which affect the products and services 6
offered by budget airlines.

Award one mark for each of three identified factors and a second mark for
explanation.
• Fixed and variable costs (1) how much it costs to offer the service (1)
• Profitability (1) the airline will add on an additional amount to generate
profit as a means of income from the flight (1)
• Subsidies (1) sometimes the government will subsidise set up costs for
new businesses as an incentive to attract airlines to operate from smaller,
regional airports (1)
• Competitors (1) the airline will consider how much its competitors are
charging (1)
• Customers’ expectations/likely number of customers (1) how much
potential customers are willing to pay (1)
• Seasonality (1) changes in prices depending on the popularity of the
flights during peak and off-peak season (1)
• Economic factors such as exchange rates, taxes and other levies (1) will
affect the overall price (1)

Accept any other reasonable response.

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Question Answer Marks

2(c) Explain two reasons why budget airlines use the internet to distribute 6
their products.

Award one mark for each of two reasons and two marks for explanation of
each.
• Real time data (1) accuracy of availability data (1) makes this beneficial to
both the customer and the airline (1)
• Cheaper to maintain as a distribution channel (1) less expensive than
using agents or wholesalers (1) have to pay commission (1)
• Direct selling via the internet targets particular markets (1) can tie in with
promotion (1) so easier to maintain (1)
• Mobile technology used extensively around the world (1)
convenient/accessible for customers (1) so easier to gain customer
satisfaction (1)

Accept any other reasonable response.

2(d) Evaluate alternative ways that airlines might develop their 9

product/service mix to remain competitive.

Indicative content:
• Product innovation and development – cabin and seat comfort, upgrades
to the entertainment system, WIFI, better quality food
• Services – charging ports for mobile devices, food ordering system to
ensure customer satisfaction – customised meal from a choice of items,
electronic baggage tagging

Mark according to the level of response criteria below:

Level 3 (7–9 marks) At this level candidates will evaluate the ways airlines
might develop their product/service mix.
Level 2 (4–6 marks) At this level candidates will explain one, two or more
ways airlines might develop their product/service mix.
Level 1 (1–3 marks) At this level candidates will identify one, two or more
ways airlines might develop their product/service mix.

Credit all valid reasoning in context.

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Question Answer Marks

3(a)(i) Identify two forms of public relations (PR) used to promote the Silk Road 2
Tourism Festival.

Award one mark for each correct identification.

• Press release (1)
• Sponsorship (1)
• Industry awards (1)

These are the only acceptable answers.

3(a)(ii) Describe, using a relevant travel and tourism example, what is meant by 2
the term ‘joint marketing’.

Award one mark for a correct definition and a second mark for an example.
• A partnership between two or more companies where each company
jointly markets each other's products (1)
• e.g. where businesses across different components but with a shared
interest team up to help market one another’s products – The Gansu
Provincial Tourism Association Committee (GPTAC) discussed joint
marketing opportunities with national travel organisations and overseas
travel agencies (1)

Accept any other reasonable response.

3(b) Explain three benefits to an overseas travel agent of winning a tourism 6

industry award in China.

Award one mark for identification of each of three benefits and a second mark
for explanation.
• Enhanced reputation (1) means more people will trust the quality of the
products offered (1)
• Competitive advantage (1) more people will want to use the travel agents
instead of going to a rival (1)
• Marketing advantage (1) no need to spend on an expensive marketing
campaign/the award acts as a marketing tool (1)
• Increased customer base (1) loyal customers will keep returning (1)
• Increased market share (1) volume and value of the travel agent’s
business will increase (1)

Accept any other reasonable response.

3(c) Explain two ways an international tourism festival, such as the Silk Road 6
Tourism Festival, can lead to repeat visits by tourists.

Award one mark for the identification of each of two ways and two marks for
explanation of each.
• It is an annual event (1) if people enjoyed their first visit they may
schedule a return visit every year to attend the festival (1) this will lead to
a high return rate (1)
• If people enjoyed their time in the area, (1) they may choose to return (1)
to experience the area when it is less crowded/when no events are on (1)

Accept any other reasonable response.

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Question Answer Marks

3(d) Discuss why the characteristics of a festival make it more like a service 9
than a product.

Indicative content:
• Products (tangible, homogeneous, separable, storable)
• Services (intangible, heterogeneous, inseparable, incapable of being
stored, perishable)
• Tourism products are usually made up of several parts, and are based on
an experience
• A festival is intangible – it cannot be sampled before people choose to
attend,
• A festival is inseparable – the customer service cannot be removed and
offered separately from the products
• A festival is heterogeneous – no two experiences will be the same
• A festival cannot be stored – it is a one-off event with the venue booked
months in advance – it cannot be shelved to be used at a different time
• Perishability – the festival is time framed. After that, tickets expire as other
events will need the space

Mark according to the level of response criteria below:

Level 3 (7–9 marks) At this level candidates will discuss characteristics of the
amalgam tourism product vs. service characteristics.
Level 2 (4–6 marks) At this level candidates will explain one, two or more
characteristics of products vs. services in the context of travel and tourism.
Level 1 (1–3 marks) At this level candidates will identify one, two or more
characteristics of products vs. services.

Credit all valid reasoning in context.

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Question Answer Marks

4(a) Describe two likely methods of promotion used by Tourism Australia. 4

Award one mark for each of two identifications and a further mark for
description of each.
• Advertising (1) visible means of communicating with customers using a
variety of different media (1)
• Public relations (PR) (1) publicity designed to create a favourable
impression of an organisation (1)
• Online promotions (1) using digital display technologies via the internet to
create awareness of the organisation with customers (1)
• Trade shows (1) raising awareness with trade partners/other organisations
in the travel and tourism industry of the products and services offered (1)

Accept any other reasonable response.

4(b) Explain three reasons why tourism organisations carry out market 6
research.

Award one mark for the identification of each of three reasons and a second
mark for explanation.
• Identify potential new customers (1) to increase the customer base (1)
• Learn more about existing customers (1) to better understand their needs
and wants (1)
• Inform decisions regarding existing and new products or services (1) to be
in control of the product portfolio (1)
• Better understand their competitors (1) and therefore better able to
compete in the market (1)
• Test new markets (1) find gaps for new products (1)
• Identify performance, pricing or promotion opportunities (1) to refine the
marketing mix to maximise business success (1)

Accept any other reasonable response.

4(c) Explain two ways that Tourism Australia might use information about its 6
key source markets.

Award one mark for the identification of two ways and two marks for
explanation each.
• To identify new marketing opportunities (1) by developing stronger links
with tourism bodies in the tourism generating source market (1) and to
establish a strategic campaign to convert market potential into actual
visitor numbers (1)
• To target customers through geographic segmentation (1) identify where
the potential visitors come from (1) and cater for the specific needs of
these customers, e.g. by having tour guides who speak the same
language (1)
• To gain a better understanding of factors affecting desire and ability to
travel in these source markets (1) establish links with inbound tour
operators (1) to overcome any barriers to travel (1)

Accept any other reasonable response.

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Question Answer Marks

4(d) Use the product life cycle model to evaluate the current market position 9
of Australia as a destination, based on the market research data in Fig.
4.1.

Indicative content:
• Statistical data points to steady growth – all trends are + on the previous
year
• However, Australia has enjoyed a long history of successful tourism
• This may suggest the destination is closer to its peak, thus may be at the
maturity stage
• Market position is favourable, with a steady increase in all key
performance indicators – increase in international visitor arrivals, visitor
spend and load factor/airplane occupancy rates

Mark according to the level of response criteria below:

Level 3 (7–9 marks) At this level candidates will evaluate the market position
of Australia linked to the stages of the product life cycle model.
Level 2 (4–6 marks) At this level candidates will explain one, two or more
characteristics of Australia’s market position linked to the stages of the life
cycle model.
Level 1 (1–3 marks) At this level candidates will identify one, two or more
stages of the product life cycle model with some characteristics of each stage
also identified generically.

Credit all valid reasoning in context.

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