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UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS
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Cambridge International Diploma Advanced Level
MARK SCHEME for the October 2009 question paper
for the guidance of teachers
CAMBRIDGE INTERNATIONAL DIPLOMA IN TRAVEL AND TOURISM
5260
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 October/November 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 – October 2009
Syllabus
5260
(a) State and explain two likely economic objectives for the development of a new tourist
attraction in the Grand Canyon.
[4]
Economic objectives – accept any from:
• Employment opportunities – direct and indirect
• Increased income – employees, businesses, government
• Effects of the multiplier - explained
• Development of the region – new tourist activities and facilities can be generated by
tourism
• Foreign exchange earnings – good for balance of payments
• Increase in visitor number – benefits explained
1 mark for identification 1 mark for amplification
(b) Visitors to the Grand Canyon have to pay an entrance fee. Explain two ways in which
this fee may be used within the park.
[4]
Uses can be as follows:
• Environmental auditing/EIA (they should know this from Q1)
• Provision of signs and notices
• Employment of park rangers
• Upkeep of vehicles
• Re-surfacing of roads and paths
• Promotional campaigns
• Infrastructure e.g. public toilets, car parks etc.
Any reasonable point in context. (1 + 1 × 2)
(c)
Explain two reasons why the Hualapai Indians were concerned about the Grand
Canyon Skywalk.
[4]
Due to:
• Desecration of sacred ground
• Interference with local traditions
• Breakdown of culture
• Loss of national identity
1 mark for identification plus 1 further mark for exemplification × 2
(d) Discuss why training and employment of the Hualapai Indians in tourist related
activities is so important to the region.
[6]
Training and employment is important due to many of the reasons identified in the case
study. The Hualapai run an Indian Village with daily shows depicting the culture. They also
operate the boats and rafts. Without tourism training there is no guarantee of employment
now and in the future. They need to safeguard their identity and skills whilst making use of
these to attract visitors. They need to be trained so that they can compete internationally in
terms of standards and quality of provision.
Level of response answer.
Level 1 (1–2 marks)
Brief statements with limited understanding of the need of training.
Level 2 (3–4 marks)
Explanation of up to two reasons why training and employment is necessary.
Level 3 (5–6 marks)
Analysis of at least two reasons why the need of training and employment is important to the
region.
© UCLES 2009
Page 3
Mark Scheme: Teachers’ version
Cambridge International Diploma – October 2009
Syllabus
5260
(e) Assess the extent to which it is important that the Hualapi Indians and tourists
understand each other’s culture in order to achieve sustainable tourism.
[8]
Include:
• Setting of long term goals
• Triangular relationship between host, tourist and commercial organisations
• Setting of a policy to minimise cultural damage
• Lack of hostility and conflict which creates a sustainable future
• Cultural identity
• Preservation of crafts
Level of response answer.
Level 1 (1–3 marks)
Short brief statements identifying impacts/reference to sustainable tourism.
Level 2 (4–6 marks)
Description/explanation of impacts and or sustainable tourism.
Level 3 (7–8marks)
Analysis/evaluation of the socio/cultural impacts of tourism and links to sustainable tourism.
2
(a) Explain two reasons why the state of Nevada wishes to promote a new route for
Chinese tourists to visit the west coast of America.
[6]
This should be answered in a marketing context and make reference to:
• Increase customer awareness of the attractions of the area
• To inform customers of the attractions of the region compared to other destinations in
the USA
• To stimulate demand for the types of holidays in the area
Each response to use information from the case study to achieve maximum marks
1 for identification and up to 2 further marks for amplification
(b) Explain two advantages for tour operators (private sector) of working in partnership
with the Nevada Commission on tourism (public sector).
[4]
Candidates should make reference to the partnership of the sectors in terms of:
• Promotion
• Costs
• Coverage
• Shared ideas
• Shared publications
• Increased profits
Up to two marks for each advantage explained
(c) Select and analyse the effectiveness of two methods of advertising campaigns that
could be used by Nevada Commission on tourism in China.
[6]
Candidates should refer to any of the acceptable marketing communication methods that
could be used in context with advertising in China, e.g. printed material, TV, direct, PR, sales
promotion trade, public etc. (2 × 3)
© UCLES 2009
Page 4
Mark Scheme: Teachers’ version
Cambridge International Diploma – October 2009
Syllabus
5260
(d) Prize draws are examples of sales promotion. Evaluate the usefulness of prize draws
to the companies that use them.
[8]
We are expecting candidates to use the information provided in Fig. 2b and evaluate what
companies do with that information. For example they can:
• Create a database
• Conduct a survey
• Use the information as part of market research
• Find where readers gained the application form for future use in advertising
• Gain further potential customers by use of supplied addresses
• Continue to supply updated information unless otherwise specified
Level of response answer.
Level 1 (1–3 marks)
Brief attempt at identification/description of prize draws.
Level 2 (4–6 marks)
Good explanation of at least two points relating to prize draws.
Level 3 (7–8 marks)
Analysis/evaluation of at least two points relating to prize draws with a valid conclusion given.
(e) Other than prize draws, state two other examples of sales promotion.
Any from: coupons, competitions, special offers loyalty incentives, etc. (1 × 2)
3
[2]
(a) Identify three different features of the Costa Blanca and give a reason for their appeal
to visitors.
[6]
Features can be from:
• Geographical (miles of coastline and sandy beaches)
• Mountain villages, fruit groves and palm forests
• Culture – Spanish foods and traditions
• Shopping and nightlife explained
1 mark for feature + 1 for appeal × 3
(b) Outline two reasons why the resort of Benidorm attracts many Spanish visitors in the
months of July and August.
[4]
Two reasons for domestic (Spanish) visitors in July and August are:
• It is the holiday season and Spanish holidaymakers have no need to travel long
distances to reach a good holiday destination
• Spanish people are used to the hot climate of the Costa Blanca
• It is easily accessible – Alicante and Valencia airports are less than 1 hour away
• Safe and familiar cuisine and customs
(2 + 2)
© UCLES 2009
Page 5
Mark Scheme: Teachers’ version
Cambridge International Diploma – October 2009
Syllabus
5260
(c) The article suggest that Benidorm ‘has it all’. Explain this statement in terms of
destination management.
[4]
Benidorm has it all – This refers to the fact that the resort has the total tourism package that
includes:
• Culture
• Attractions
• Entertainment
• Leisure facilities
• Shopping
• A range of activities to cater for all ages
Article mentions young and old. Answer to identify any examples from above in relation to
destination management.
(d) The theme park ‘Terra Mitica’ is situated on the Costa Blanca. Evaluate the positive
and negative impacts that theme parks such as Terra Mitica may have on the host
community.
[8]
The article suggests that the theme park has created investment throughout the region,
which can be from the public and private sectors. Tour operators may feature the theme
park and therefore will need to work closely with the local community to provide the
necessary services to promote and facillitate tourism and employment. It will introduce other
economic activities to compliment and support further development in the region.
It has all the characteristics of successful destination management that in turn meets the
needs of all sectors.
Level of response answer.
Level 1
Candiates will give brief statements from the above identifying at least one possible impact.
Level 2
Candidates will explain at least two possible impacts on the sectors involved including the
host community.
Level 3
Candidates will give a developed response and a valid conclusion on the impact on the
sectors and host community.
(e) The resort of Benidorm was developed for tourism in the 1960s. Apart from the new
‘Terra Mitica’, discuss the importance of continuous investment in the resort.
[6]
Benidorm must invest heavily to maintain its quality image. This has been done by investing
in new hotels, tree planting, a new promenade, beach cleaning, and general infrastructure
improvements.
Level of response answer
Level 1 (1–3 marks)
Candidate identifies a least two improvements with some attempt at explanation.
Level 2 (4–6 marks)
Candidates are able to discuss the importance of continuous investment using at least two
examples.
© UCLES 2009
Page 6
4
Mark Scheme: Teachers’ version
Cambridge International Diploma – October 2009
Syllabus
5260
(a) Identify two features which attract visitors to Sri Lanka.
• Deserted beaches
• National parks
• Wild animals
• Elephant orphanage
• Temple of the Tooth
• Tea plantations
• Lush forests
(2 × 1)
[2]
(b) Describe the role of national and/or international organisations in developing tourism
in destinations such as Sri Lanka.
[4]
Up to marks 2 for the role of each organisation.
National
To promote the country
To develop infrastructure
To work with commercial organisations
To provide employment and income
International
To work with national organisations in the preservation and conservation of natural and built
feature
To provide grants and loans for further development
To enhance the image of the destination
To provide international quality standards
(c) Discuss the importance of the ‘triangular relationship’ in re-establishing tourism to
Sri Lanka.
[6]
The triangular relationship is between the tourist, the host population and the providers of
tourist services (public private and voluntary sectors). Candidates are expected to know the
parties involved and be able to understand the importance of a relationship in sustaining
tourism development to an area.
Level of response answer.
Level 1 (1–3 marks)
Brief understanding/identification of triangular relationship with limited reference to the
sectors involved.
Level 2 (4–6 marks)
All three sectors understood and explained/analysed.
(d) With reference to Sri Lanka or any destination you have studied, analyse the impact of
natural disasters on tourist destinations.
[8]
This is a fairly open question which allows candidates to either use the tsunami or any other
recent disaster (hurricane Katrina, Los Angeles fires, Mexico floods to name but a few at the
time of writing. We are looking for economic, environmental and social impacts that may
have been caused and how the destination has dealt with the disaster.
Level of response answer.
Level 1 (1–3 marks)
Identification of disaster and description of at least one impact.
Level 2 (4–6 marks)
Identification of disaster and explanation of at least two impacts.
Level 3 (7–8 marks)
Identification of disaster and analysis of at least two impacts with valid conclusions given.
© UCLES 2009