www.XtremePapers.com Cambridge International Examinations 0471/02 Cambridge International General Certificate of Secondary Education
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w w ap eP m e tr .X w om .c s er Cambridge International Examinations Cambridge International General Certificate of Secondary Education * 7 8 9 3 8 5 0 4 4 4 * 0471/02 TRAVEL AND TOURISM Alternative to Coursework May/June 2014 2 hours 30 minutes Candidates answer on the Question Paper. No Additional Materials are required. READ THESE INSTRUCTIONS FIRST Write your Centre number, candidate number and name on all the work you hand in. Write in dark blue or black pen. You may use an HB pencil for any diagrams or graphs. Do not use staples, paper clips, glue or correction fluid. DO NOT WRITE IN ANY BARCODES. Answer all questions. All the Figures referred to in the questions are contained in the Insert. At the end of the examination, fasten all your work securely together. The number of marks is given in brackets [ ] at the end of each question or part question. This document consists of 15 printed pages and 1 blank page and 1 insert. DC (HB (EL)) 81689/7 © UCLES 2014 [Turn over 2 Question 1 Refer to Fig. 1 (Insert), the results of a SWOT analysis of tourism in Ghana, carried out by the Ghana Tourist Board. Ghana is a country in West Africa. (a) Using the statement numbers from Fig. 1 (Insert) complete the SWOT analysis table below, choosing only one statement for each heading. One strength of tourism in Ghana One weakness of tourism in Ghana One opportunity for tourism in Ghana One threat to tourism in Ghana [4] (b) Explain three reasons why tourist boards in countries such as Ghana carry out SWOT analysis. 1 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 2 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 3 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ...............................................................................................................................................[6] © UCLES 2014 0471/02/M/J/14 3 (c) Ecotourism in Ghana is at the introductory stage of the product life cycle model. Explain two reasons why products in the introductory stage require intensive marketing activities. 1 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 2 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ...............................................................................................................................................[6] © UCLES 2014 0471/02/M/J/14 [Turn over 4 (d) The Ghana Tourist Board is planning a new promotional campaign. Discuss the suitability of direct marketing as a promotional method to attract tourists from the USA to Ghana. ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ...............................................................................................................................................[9] [Total: 25] © UCLES 2014 0471/02/M/J/14 5 Question 2 Refer to Fig. 2 (Insert), information about holidays to Iceland, a country in Europe. (a) (i) Identify from Fig. 2 (Insert) two components of the new holiday packages to Iceland. 1 ........................................................................................................................................ 2 ....................................................................................................................................[2] (ii) State two advantages to tourists of buying a package holiday. 1 ........................................................................................................................................ ........................................................................................................................................... 2 ........................................................................................................................................ .......................................................................................................................................[2] (b) Explain how the following factors are likely to affect the price set by a tour operator for a fly-drive holiday package: • the likely number of customers ............................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... • competitors’ prices ............................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... • seasonality ........................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... [6] © UCLES 2014 0471/02/M/J/14 [Turn over 6 (c) Explain two reasons why tour operators are likely to use scheduled airlines as part of their fly-drive holiday packages. 1 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 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...............................................................................................................................................[6] © UCLES 2014 0471/02/M/J/14 7 (d) Discuss how tour operators might use the marketing mix to increase the number of tourists buying fly-drive holiday packages to Iceland. ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 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(a) (i) Explain what is meant by secondary research. ........................................................................................................................................... ........................................................................................................................................... ........................................................................................................................................... .......................................................................................................................................[2] (ii) Give one advantage and one disadvantage to tourism providers of using secondary research. Advantage ......................................................................................................................... ........................................................................................................................................... Disadvantage ..................................................................................................................... .......................................................................................................................................[2] © UCLES 2014 0471/02/M/J/14 9 (b) Explain the advantages to tourism organisations, such as TM, of using the following methods of promotion when targeting business tourism: • trade fairs ............................................................................................................................. ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... • public relations ..................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... • incentives .............................................................................................................................. ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... [6] © UCLES 2014 0471/02/M/J/14 [Turn over 10 (c) Explain two likely reasons why TM has chosen to target the business tourism market in India. 1 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 2 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ...............................................................................................................................................[6] © UCLES 2014 0471/02/M/J/14 11 (d) Business tourism providers in destinations such as Malaysia carry out marketing and promotion. Evaluate the importance of marketing and promotion for these providers. ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ...............................................................................................................................................[9] [Total: 25] © UCLES 2014 0471/02/M/J/14 [Turn over 12 Question 4 Refer to Fig. 4 (Insert), a website advertisement for Water Adventure Australia, a visitor attraction in Western Australia. (a) (i) Identify from Fig. 4 (Insert), two ways in which the Water Adventure Australia product attracts families. ........................................................................................................................................... ........................................................................................................................................... ........................................................................................................................................... .......................................................................................................................................[2] (ii) Suggest two reasons why travel and tourism providers, such as Water Adventure Australia, may include hyperlinks on their website advertisements. 1 ........................................................................................................................................ ........................................................................................................................................... 2 ........................................................................................................................................ .......................................................................................................................................[2] © UCLES 2014 0471/02/M/J/14 13 (b) Explain how a travel and tourism organisation, such as Water Adventure Australia, can use the following pricing policies to attract families: • promotional pricing ............................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... • variable pricing ..................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... [6] © UCLES 2014 0471/02/M/J/14 [Turn over 14 (c) Using Fig. 4 (Insert), explain two ways in which Water Adventure Australia is attempting to create brand loyalty. 1 ................................................................................................................................................ ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 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...............................................................................................................................................[6] © UCLES 2014 0471/02/M/J/14 15 (d) Assess the reasons why brand image is important when producing effective promotional materials. ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... 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................................................................................................................................................... ................................................................................................................................................... ................................................................................................................................................... ...............................................................................................................................................[9] [Total: 25] © UCLES 2014 0471/02/M/J/14 16 BLANK PAGE Permission to reproduce items where third-party owned material protected by copyright is included has been sought and cleared where possible. Every reasonable effort has been made by the publisher (UCLES) to trace copyright holders, but if any items requiring clearance have unwittingly been included, the publisher will be pleased to make amends at the earliest possible opportunity. Cambridge International Examinations is part of the Cambridge Assessment Group. Cambridge Assessment is the brand name of University of Cambridge Local Examinations Syndicate (UCLES), which is itself a department of the University of Cambridge. © UCLES 2014 0471/02/M/J/14
