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UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS
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Cambridge International Diploma Advanced Level
MARK SCHEME for the May 2009 question paper
for the guidance of teachers
CAMBRIDGE INTERNATIONAL DIPLOMA IN TRAVEL AND TOURISM
5260
Travel and Tourism Core Module, maximum mark 100
This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of
the examination. It shows the basis on which Examiners were instructed to award marks. It does not
indicate the details of the discussions that took place at an Examiners’ meeting before marking began,
which would have considered the acceptability of alternative answers.
Mark schemes must be read in conjunction with the question papers and the report on the
examination.
•
CIE will not enter into discussions or correspondence in connection with these mark schemes.
CIE is publishing the mark schemes for the May/June 2009 question papers for most IGCSE, GCE
Advanced Level and Advanced Subsidiary Level syllabuses and some Ordinary Level syllabuses.
Page 2
1
Mark Scheme: Teachers’ version
Cambridge International Diploma – May 2009
Syllabus
5260
(a)
Economic objectives from:
• Creates employment – direct and indirect
• Increases foreign exchange earnings – to enable further development of
facilities, amenities and infrastructure
• Increase visitor numbers – to increase visitor spending within the destination
• Provide economic development and regeneration of undeveloped areas
• Any other valid example in context
1 mark for identification + 1 mark for amplification × 3
[6]
(b) (i)
Any from:
• Handicraft demonstrations
• Festivals
• Boat trips
• Horse riding
• Fishing
3×1
[3]
Cultural activities are important for the following reasons:
• There will be a greater understanding of culture which will enhance
relationships between the host and the tourist
• There will be ‘sense of pride’ resulting in traditions, festivals etc. being
revived as a result of tourism
• There will be revival of national pride resulting in better education of the host
population in tourist understanding and activities
• Traditional skills may be revived creating employment opportunities and an
improvement in the quality of life due to tourism activity
Any reasonable answer accepted 2 × 2
[4]
(c)
A holiday which includes all food, drink, entertainment and facilities in the cost.
[2]
(d)
Level of Response
[6]
(ii)
Level 1 (1–3 marks)
Identification and brief explanation of at least one advantage in protecting the
environment
Level 2 (4–6 marks)
Identification of at least 2 advantages with a realistic assessment of how the
environment can be protected through a partnership between the sectors
We are expecting candidates to recognise from Fig. 1(b) that tour operators
(private sector) are keen to provide the type of holiday that appeals to travellers
who enjoy the diverse environment that Chile has to offer. By promoting their
holidays to support local people who care for the environment they will help to
preserve it for future use. This is done by supporting heritage sites (public
sector) and giving money from tourism to support National Parks (public sector).
• Without investment from the private sector it would be unlikely that this scale
of operation could continue.
• To sustain employment and tourism, an awareness of the role of the private
sector in tourism to Chile is essential.
• A working relationship with tour operators will sustain tourism and
employment to protect the environment.
© UCLES 2009
Page 3
(e)
Mark Scheme: Teachers’ version
Cambridge International Diploma – May 2009
Syllabus
5260
Candidates are expected to be familiar with the positive and negative
environmental impacts of tourism and to give answers in context to Chile.
Negative from: pollution, overcrowding, disturbance of wildlife
Positive from; preservation of heritage sites, environmental auditing, protection
of environment through tourism funding (any reasonable impact in context)
[8]
Level 1 (1–3 marks)
Identification of either positive or negative impact of tourism
Level 2 (4–6 marks)
Explanation of at least one positive and one negative impact of tourism
Level 3 (7–8 Marks)
Analysis of at least one positive and one negative impact of tourism in Chile with
reasoned conclusion
2
(a)
Any 2 from:
• International trade events
• International summits
• Conferences
• Exhibitions
• Air miles
• Agent familiarisation trips
• Prizes
1 mark for identification + 1 for description, 2 × 2
[4]
(b)
It has
• Modern convention centres and hotels
• 7,000 rooms available in 4 and 5* hotels
• Modern city, infrastructure and efficient services
• It is considered a safe destination
1 mark for identification + 1 mark for amplification
[4]
(c)
Marketing and promotion of new destinations is important to destinations for the
following:
• Increase customer awareness, so that the destination becomes better
known and tourism increases
• Stimulate demand for new destinations to raise the profile and increase
visitor numbers
• Marketing concepts explained
• Fight off competition, this is to make sure that new destinations compete
with other new or existing destinations
2 marks for each if explained
[4]
(d) (i)
Candidates may choose any acceptable Marketing Communication method e.g.
above the line, below the line, public, trade, advertising, media, T.V. radio, direct
mail, etc. Providing each one is described award up to 2 marks each
[4]
For each method chosen award up to 2 marks for an advantage and a
disadvantage 2 + 2
[4]
(ii)
© UCLES 2009
Page 4
3
Mark Scheme: Teachers’ version
Cambridge International Diploma – May 2009
Syllabus
5260
(iii)
1 mark for strategy and 1 mark for reason of each
• Attacking strategy
• Differentiated strategy
• Concentrated
• Defensive
• Developing
[4]
(iv)
Candidates should demonstrate full understanding of marketing by the whole of
question 2(d). If they are able to choose a communication method followed by a
strategy they will then be able to evaluate its effectiveness by applying
marketing theory i.e. sales and income.
Identification 1 mark, explanation up to 3 marks, justification up to 4 marks.
[4]
(a)
Factors can be from the following:
• Geographical i.e. finest beach destination in world
• Exclusivity i.e. affluence of travellers attracted to this region
• Scuba diving and water sports tourism
• Culture, crafts and way of life
• Climate, guaranteed sunshine
1 mark for factor + 1 for why each is popular
[4]
(b)
•
Traditional crafts and industries can be kept ‘alive’ by tourism, thus creating
further employment opportunities
• Employment for women in mat making provides more income for the host
population
• Employment in traditional industries can lead to the multiplier effect
2×2
[4]
(c)
Fig. 3(a) states many examples in the ‘Maldives highlights’ section e.g.
• Private villas with direct lagoon access
• Spa treatments
• Island hopping
• Seaplane flight-seeing
[6]
By creating additional activities for tourists to do (other than sunbathing) helps to
create sustainable tourism.
Also accept candidates own suggestions within context of the Maldives such as
promotion, working with public and private sector but not ‘special deals’.
3×2
© UCLES 2009
Page 5
(d)
Mark Scheme: Teachers’ version
Cambridge International Diploma – May 2009
Syllabus
5260
Candidates are to recognise the value of good customer service skills and
tourism training to smaller or remote destinations due to the fact that they are
reliant on tourism and cannot afford to receive bad publicity or negative ‘word of
mouth’. Kenya and Jamaica are examples of this, where slow and inappropriate
customer service has led to many complaints. For the destination it enables
high-quality customer service to be provided as in the case of luxury hotels.
This in turn increases revenue and enhances the image and reputation of the
destination. Tourism training is important for a number of reasons including,
hygiene, service and guiding skills, language skills and transport to name but a
few. For the staff involved it creates greater job satisfaction by giving them
increased job security and financial rewards which leads to a happier workforce
and better service to the tourist. Candidates are expected to analyse the
importance of these skills as part of destination management.
[8]
Level of Response
Level 1 (1–3 marks)
Identification of either customer service or training as an important factor in
destination management
Level 2 (4–6 marks)
Explanation of the importance of both customer service and tourism training
Level 3 (7–8 marks)
Analysis of the importance of both customer service and tourism training
4
[3]
(a)
1.
2.
3.
Venice
Genoa
Bari
(b)
Two environmental measures are:
• Re-cycling of aluminium as many tonnes are used on board ship and
aluminium can be made into other goods
• Water treatment plant, to prevent wastage and pollution
• Energy saving systems, cabin lights and public spaces have energy systems
to save electricity
• Non-toxic paints which cause less harm to marine life
1 for identification + 1 for amplification
© UCLES 2009
[4]
Page 6
(c)
Mark Scheme: Teachers’ version
Cambridge International Diploma – May 2009
Syllabus
5260
The ‘Blue Flag’ award is internationally recognised and is a sign of recognition of
the fact that the beach or marina has internationally acceptable standards of
cleanliness and water hygiene. This is particularly important for today’s
travellers who are much more environmentally aware. Beaches and marinas
that hold ‘Blue Flag’ status are much more likely to receive increased visitor
numbers compared with older or industrialised ports and marinas. Destinations
which have achieved a ‘Blue Flag’ award can promote the destination as being
environmentally clean and safe.
[6]
Level 1 (1–3 marks)
Candidates will give a brief description or response which does not relate fully to
the importance to gaining the award
Level 2 (4–6 marks)
Candidates will recognise and analyse the importance of the award and will give
a conclusion
(d)
This is an ‘open’ question and we are looking for candidates to be able to
evaluate the impact and effect that this number of passengers may have on the
ports of call in a range of worldwide cruise destinations.
Impacts and effects may be from any of the key areas of:
• Economic – how will this effect the hotels and other tourist services in cruise
destinations?
• Social/cultural – crime and poverty could develop around cruise ports. The
declining number of tourists using luxury hotels in some cruise destinations
could lead to loss of jobs and income which will affect peoples’ lives. There
may be a decline in cultural activities.
• Environmental – pollution of the oceans i.e. what happens to all the waste
generated by cruise ships?
Level 1 (1–3 marks)
Candidates will identify at least one effect of the increase in cruise passengers
Level 2 (4–6 marks)
Candidates will explain/analyse the effects that the increase in cruise
passengers will have on sustaining tourism in cruise destinations
Level 3 (7–8 marks)
Candidates will evaluate the effects that the increase in cruise passengers will
have on sustaining tourism in cruise destinations and will give a valid conclusion
© UCLES 2009
[8]