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UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS
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Cambridge International Diploma Advanced Level
MARK SCHEME for the October 2008 question paper
CAMBRIDGE INTERNATIONAL DIPLOMA IN TRAVEL AND TOURISM
5260/5261 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.
All Examiners are instructed that alternative correct answers and unexpected approaches in
candidates’ scripts must be given marks that fairly reflect the relevant knowledge and skills
demonstrated.
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 October/November 2008 question papers for most IGCSE,
GCE Advanced Level and Advanced Subsidiary Level syllabuses and some Ordinary Level
syllabuses.
Page 2
1 (a)
(b)
(c) (i)
(ii)
(d)
Mark Scheme
Cambridge International Diploma – October 2008
Syllabus
5260/5261
Any 3 objectives from increase visitor spending, increasing income for both local
and commercial operators, economic development, create employment,
increase foreign earnings.
(1 mark for objective + 1 for amplification of objective)
3x2
[6]
SARS
Bird flu
[2]
Volunteers:
Sometimes relief areas are swamped with the sheer number of volunteers which
can have a negative impact in that they need vital resources such as food, water
and medicine that is needed for the host population.
These services need to be paid for.
On the other hand, important services such as infrastructure improvements will
take place quicker thus leading to small businesses being re-opened and
income returning.
Up to 3 marks for response in context which can be open to reflect negative or
positive.
[3]
Holidaymakers:
The type of clients that buy cheap deals to such areas are unlikely to add to the
income of the area through spending money in local shops, restaurants or on
excursions.
This offers little economic benefit to the host population as they try to recover
their businesses following the disaster.
However, clients paying for cheap accommodation may be inclined to spend
more money on local services.
Up to 3 marks for response in context which can be open to reflect negative or
positive impacts.
[3]
•
•
•
There will be an increase in foreign currency earnings
There will be increased employment opportunities for a range of jobs
There will be economic benefit to improve services such as transport,
guides, accommodation etc. in the immediate vicinity
• The improved airport will attract new business from a range of commercial
transport providers
• Further international grants and loans may be possible
• The new runway will be the longest in the Far East and will be able to take
new types of aircraft in the future
Level 1 – 1 to 3 marks
Candidates will identify at least 1 impact in context with tourism development
Level 2 – 4 to 6 marks
Candidates will explain at least 2 impacts in context with tourism development
Level 3 – 7 to 8 marks
Candidates will analyse the impacts with a reasoned approach to the impacts
created by the new airport.
© UCLES 2008
[8]
Page 3
(e)
2 (a)
(b)
(c) (i)
(ii)
(d)
Mark Scheme
Cambridge International Diploma – October 2008
Syllabus
5260/5261
With the trend towards continuing growth the role of national organisations is to:
• Maximise visitor spending by effective marketing and the development of
secondary spending
• To understand the principles of sustainable tourism
• To encourage further development whilst continuing to control the use of
the country’s resources
• Through successful marketing with tour operators and hotel developers a
strategy for long term development can take place
• Its overseas offices can raise awareness through extended marketing
activities
• Gain investment by foreign organisations into public and social projects to
maintain growth and sustainability.
Level 1 – 1 to 3 marks Candidates identifies ways, at least one
Level 2 – 4 to 6 marks Candidates explains ways, up to two
Level 3 – 7 to 8 marks Candidates discusses ways, at least two
[8]
Answer must mention three from
• the need to increase customer awareness of all its destinations
• to ward off strong competition from neighbouring countries to Thailand
• stimulate demand of Thai products is important to maintain customer base
• the importance of reminding customers of new products and services
within Thailand
1 mark for each point mentioned, or 2 marks for reason well explained x 3
[6]
Award up to 2 marks for any of the following marketing communication methods
justified.
Above the line marketing
• Advertising, media, television, radio, internet or other acceptable method
newspaper and magazine
Below the line marketing accepted
• Direct mail, P.R. etc. or other acceptable method. Each must be a
justifiable method.
[4]
Any from, attacking strategy, primary strategy
• Maintain market share
• Boost tourism revenue earnings
• Enhance Thailand’s competitive edge
[2]
Methods can include monitoring the increase in visitor numbers or spending from
the areas and or countries from where the promotions took place.
• Increase in visitor numbers
• Increase in visitor income
1 mark for either response
[2]
Advantages of market segmentation
• Can target each segment with different marketing communication
methods
• Helps when advertising to different target markets for each destination
• Can evaluate direct mail shots more effectively
• Promote the geographical distribution of visitors nationwide
• Helps to avoid over-congestion in popular tourist spots
2x2
[4]
© UCLES 2008
Page 4
(e)
3 (a)
(b)
(c)
(d)
Mark Scheme
Cambridge International Diploma – October 2008
Syllabus
5260/5261
1 mark for each of ATTENTION, INTEREST, DESIRE, ACTION (4 marks)
1 mark for how the advert meets the need of each of the above x 4
This is fairly open and candidates own interpretation of the advertisement is
acceptable.
[8]
Reasons can be from the following:
• Geographical (i.e. varied coastline, thousand islands)
• Easy access of travellers in Europe who are attracted to this region
• At the crossroads of Central Europe and the Mediterranean, area also
recognised worldwide
• Reference to culture
• Reference to natural beauty of the environment
1 mark for reason + 1 for amplification x 3
[6]
Activities can be any from the stimulus i.e. water sports, scuba diving, mountain
climbing, fishing, tennis. Appeal reasons include ‘get away from it all’ in a
relatively new destination, the picture shows the landscape, with many islands
so the natural scenery in itself is a major appeal. 2 x 2
[4]
Disadvantages of the KUNA Croatia’s own currency: 1 mark for identification and
up to 2 further marks for amplification of any of the following:
• Subject to rate variations
• Not recognised as a strong currency
• Unstable as in the case of other currencies such as Turkish lira
• Not readily available in most outlets
• Most people familiar with euro in Europe
• It costs money to change own currencies into KUNA
• Currency has to be changed again on departure
[6]
Candidates are required to evaluate the evidence in the article in Fig. 3b. which
states that:
• First winter programme introduced
• Short breaks
• Spa holidays
• Special interest short breaks, cookery and painting
• Growth in scheduled flights to Croatia
• Improvements to infrastructure, hotels etc.
• New resorts to be introduced
Level 1 – 1 to 3 marks Candidates identify 1 or more methods
Level 2 – 4 to 6 marks Candidates explains up to 2 methods
Level 3 – 7 to 8 marks Candidates analyses/evaluates at least two of the
methods in relation to maximising and sustaining tourism.
4 (a) (i)
(ii)
[Max 8]
Objectives for the local population:
• Economic, employment creation, increasing foreign currency earnings,
investment of funds for improving local area, and conditions. Improving
quality of life and understanding of other cultures.
1 mark for objective + 1 for amplification
[2]
Objectives for commercial providers:
• Also economic, creating a new market, profit maximization, partnerships
between operators, increasing income, product awareness
1 mark for objective + 1 for amplification
[2]
© UCLES 2008
Page 5
(b)
(c)
(d)
Mark Scheme
Cambridge International Diploma – October 2008
Syllabus
5260/5261
Leakage can cause reasons for conflict by
• lack of respect for local population in places such as the Falkland Islands
who provide local guides for excursions. They may receive minimal
benefit for their services as all profits return to the country of origin.
• Antarctica remains the least explored area of the planet. With more and
more cruise operators visiting the area there is an opportunity to maximise
tourism income, however this will not benefit the environment or the
social/cultural lives of people involved in tourism in the Antarctica.
• Environmentalists are increasing concerned about the fragile environment
of the area and number of species that live in Antarctica. Many
environmentalists will be concerned that profits are leaked back to the
private cruise companies and not to environmental projects.
2 x 2 or 1 + 3
[4]
Responses to make use of the information in the article in Fig 4b regarding the
International Association of Antarctica Tour Operators (IAATO)
Level of Response
Level 1 – 1 to 2 marks Brief answer which shows little understanding of the
area and of the measures necessary to minimise the impact of tourism.
Level 2 – 3 to 4 marks Will explain the development of environmental issues
i.e. conservation and protection of the area. Negative impacts of pollution on
wildlife mentioned.
Level 3 – 5 to 6 marks Will look at the long term success and the future of
such projects in a mature and fluent written response which highlights possible
methods to sustain tourism.
[6]
Any voluntary organisation or pressure group such as Greenpeace or Friends of
the Earth (1) whose primary aim is to
• preserve natural resources
• provide statistics or evidence
• help in the development of natural regions
[4]
© UCLES 2008