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Paper 1 resources Paper 2 resources Paper 3 resources Paper 4 resources Forms Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. © UCLES 2010 Contents 7 Additional information………………………………………………………….. 63 . 7 . 1 7 . 2 7 . 3 7 . 4 7 . 5 7 . Guided learning hours Recommended prior learning Progression Component codes Grading and reporting Resources Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2012. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2012. 5 1. Introduction 1. 1 Why choose Cambridge? University of Cambridge International Examinations (CIE) is the world’s largest provider of international qualifications. Around 1. 5 million students from 150 countries enter Cambridge examinations every year. What makes educators around the world choose Cambridge?

Recognition A Cambridge International A or AS Level is recognised around the world by schools, universities and employers. The qualifications are accepted as proof of academic ability for entry to universities worldwide, though some courses do require specific subjects. Cambridge International A Levels typically take two years to complete and offer a flexible course of study that gives students the freedom to select subjects that are right for them. Cambridge International AS Levels often represent the first half of an A Level course but may also be taken as a freestanding qualification.

They are accepted in all UK universities and carry half the weighting of an A Level. University course credit and advanced standing is often available for Cambridge International A/AS Levels in countries such as the USA and Canada. Learn more at www. cie. org. uk/recognition. Support CIE provides a world-class support service for teachers and exams officers. We offer a wide range of teacher materials to Centres, plus teacher training (online and face-to-face) and student support materials. Exams officers can trust in reliable, efficient administration of exams entry and excellent, personal support from CIE Customer Services.

Learn more at www. cie. org. uk/teachers. Excellence in education Cambridge qualifications develop successful students. They build not only understanding and knowledge required for progression, but also learning and thinking skills that help students become independent learners and equip them for life. Not-for-profit, part of the University of Cambridge CIE is part of Cambridge Assessment, a not-for-profit organisation and part of the University of Cambridge. The needs of teachers and learners are at the core of what we do. CIE invests constantly in improving its qualifications and services.

We draw upon education research in developing our qualifications. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 2 1. Introduction 1. 2 Why choose Cambridge International A & AS Level Travel and Tourism? Cambridge International A & AS Level Travel and Tourism is suitable for both A Level candidates and for those seeking a more specialised study of this subject. This syllabus encourages candidates to appreciate the scale and importance of the travel and tourism industry in the world and recognise the positive and negative impacts the industry may have on people, environments and economies.

Candidates learn that the travel and tourism industry is dynamic in nature and how the industry responds to change: e. g. , external factors such as changing consumer needs and expectations and developments in ICT. The syllabus encourages candidates to learn practical and technical skills relevant to the industry, enabling them to deal with a range of complex situations and problems. 1. 3 Cambridge Advanced International Certificate of Education (AICE) Cambridge AICE is the group award of Cambridge International Advanced Supplementary Level and Advanced Level (AS Level and A Level).

Cambridge AICE involves the selection of subjects from three curriculum groups – Mathematics and Science; Languages; Arts and Humanities. An A Level counts as a double-credit qualification and an AS Level as a single-credit qualification within the Cambridge AICE award framework. To be considered for an AICE Diploma, a candidate must earn the equivalent of six credits by passing a combination of examinations at either double credit or single credit, with at least one course coming from each of the three curriculum areas. The examinations are administered in May/June and October/November sessions each year.

Travel and Tourism (9395) falls into Group C, Arts and Humanities. Learn more about AICE at http://www. cie. org. uk/qualifications/academic/uppersec/aice. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 3 1. Introduction 1. 4 How can I find out more? If you are already a Cambridge Centre You can make entries for this qualification through your usual channels, e. g. CIE Direct. If you have any queries, please contact us at international@cie. org. uk. If you are not a Cambridge Centre You can find out how your organisation can become a Cambridge Centre.

Email us at international@cie. org. uk. Learn more about the benefits of becoming a Cambridge Centre at www. cie. org. uk. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 4 2. Assessment at a glance Cambridge International A & AS Level Travel and Tourism Syllabus code 9395 AS Level candidates take only Papers 1 and 2. Papers 1 and 2 must be taken in the same examination session. A Level candidates have two choices. Candidates who want to take the whole of the A Level qualification at the end of a course of study take all four papers together.

Candidates who want to get the A Level qualification in two stages take the AS Level first. If they pass AS Level, they then only need to take Papers 3 and 4 in order to complete the A Level. AS Level Paper 1 2 hours 30 minutes Paper 2 This is a coursework project which involves planning and managing a travel and tourism event. Candidates work in a team but present their project individually. A maximum of 50 marks is available. 30% of total marks. This is a written paper testing the core content of the syllabus. There are four structured questions which require short and extended answers.

Each question is based on original stimulus material. A maximum of 100 marks is available. 70% of total marks. A Level Paper 1 2 hours 30 minutes Paper 2 Paper 2 for A Level is the same as Paper 2 for AS Level. 15% of total marks. 1 hour 30 minutes Paper 4 1 hour 30 minutes Paper 1 for A Level is the same as Paper 1 for AS Level. 35% of total marks. Paper 3 This is a written paper, testing syllabus content on international business and leisure travel services. There are four structured questions which require short and extended answers.

Each question is based on original stimulus material. A maximum of 100 marks is available. 25% of total marks. This is a written paper, testing syllabus content on specialised tourism. There are two structured data response questions. Each question is based on original stimulus material. A maximum of 50 marks is available. 25% of total marks. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 5 2. Assessment at a glance Availability This syllabus is examined in the May/June examination session and the October/November examination session.

This syllabus is not available to private candidates. Centres in the UK that receive government funding are advised to consult the CIE website www. cie. org. uk for the latest information before beginning to teach this syllabus. Combining this with other syllabuses Candidates can combine this syllabus in an examination session with any other CIE syllabus, except: • syllabuses with the same title at the same level Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 6 3. Syllabus aims and objectives 3. 1 Aims

The aims of the Cambridge International A & AS Level Travel and Tourism syllabus are to enable candidates to develop: • • • • • • • • • • • an understanding of the scale and importance of the industry an appreciation of the importance of host destinations and communities to the industry an understanding of the importance of sustainable development to the industry the ability to recognise the positive and negative impacts the industry may have on people, environment and economy an understanding of the global and dynamic nature of the industry an interest in the issues affecting the industry and their potential effect on employment opportunities an appreciation of the importance of the customer to the industry practical and technical skills relevant to the industry an understanding of how the industry responds to change an appreciation of the impact of ICT on the industry their own values and attitudes in relation to industry issues. 3. 2 Scheme of assessment Paper 1: Core paper

This core section of the syllabus is divided into three parts: • • • Part 1: The nature of travel and tourism Part 2: The management and development of tourist destinations Part 3: The principles of customer service. In Paper 1, candidates answer four structured questions. For each question there is at least one piece of original stimulus material which is relevant to the syllabus content. The structured questions gradually become more difficult, and the instructional language in the questions usually progresses from easier to more difficult, as follows: • • • • • • • Identify/Name/List Describe briefly/State Describe fully/Explain Explain fully Compare Contrast/Justify Analyse/Evaluate. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 7 3. Syllabus aims and objectives

Paper 2: Planning and managing a travel and tourism event This is a coursework project which teachers at the Centre assess, and CIE moderates. Candidates have to work as a team to plan, carry out and evaluate a travel or tourism event. They work together but present their written project work individually. They must produce a plan for the project and a record of their involvement, including an evaluation of their work. Paper 3: International business and leisure travel services In this paper, candidates answer four structured questions. For each question there is at least one piece of original stimulus material which is relevant to the syllabus content.

The structured questions gradually become more difficult, and the instructional language in the questions usually progresses from easier to more difficult, as follows: • • • • • • • Identify/Name/List Describe briefly/State Describe fully/Explain Explain fully Compare Contrast/Justify Analyse/Evaluate. Assessment of the more open-ended questions, which require candidates to respond to a problem or issue, is by level of response criteria. These questions assess several assessment objectives. Paper 4: Specialised tourism In this paper candidates answer two structured data response questions. The questions explore links between parts of the syllabus content and require candidates to synthesise relevant knowledge, understanding and skills learned in Papers 1, 2 and 3.

For each question there is at least one piece of original stimulus material which is about specialised tourism. The structured questions gradually become more difficult, and the instructional language in the questions usually progresses from easier to more difficult, as follows: • • • • • • • Identify/Name/List Describe briefly/State Describe fully/Explain Explain fully Compare Contrast/Justify Analyse/Evaluate. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 8 3. Syllabus aims and objectives 3. 3 Assessment objectives and their weighting in the exam papers There are four assessment objectives in Cambridge International A & AS Level Travel and Tourism: AO1: Demonstration of knowledge, understanding and skills

Candidates should be able to demonstrate basic knowledge of the specified content. AO2: Application of knowledge, understanding and skills Candidates should be able to use their command of the specified content in both familiar and unfamiliar vocational contexts. AO3: Analysis and research Candidates should be able to demonstrate their ability to use appropriate research techniques when producing their event-based coursework, as well as analysing vocationally-related issues and problems. AO4: Evaluation and decision-making Candidates should be able to evaluate information to make judgements, draw conclusions and make recommendations about vocationally-related issues and problems.

Assessment objective Demonstration of knowledge, understanding and skills Application of knowledge, understanding and skills Analysis and research Evaluation and decision-making Total Paper 1 25–30% Paper 2 20–25% Paper 3 25–35% Paper 4 20–25% 20–30% 20–30% 15–25% 100% 20–25% 25–30% 25–30% 100% 20–30% 20–30% 15–25% 100% 20–30% 20–30% 20–30% 100% The weighting of the assessment objectives indicates their relative importance. It does not indicate exactly how many marks assessors can give for each assessment objective in each paper. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 9 4. Curriculum content Candidates study the travel and tourism industry within the local and international context.

They do not need to have studied the subject previously. This section outlines the content of Papers 1, 3 and 4. Paper 2, the Coursework component, is covered in Section 5. 4. 1 Paper 1: Core paper This paper gives candidates a broad understanding of one of the world’s fastest growing industries. Candidates investigate the reasons for the rapid growth in the modern travel and tourism industry and learn why it is described as ‘the world’s biggest industry’. They learn that the international travel and tourism industry consists of a wide variety of commercial and non-commercial organisations that work together to supply products and services to tourists.

During their studies, candidates will develop an appreciation of the values and attitudes of different organisations and the significance of travel and tourism to the economy of many countries. 4. 1. 1 Features of the industry 4. 1. 1. 1 The nature of travel and tourism Candidates need to understand what is meant by the terms ‘travel’ and ‘tourism’. This includes people travelling away from home, for business or for leisure, and the industry that supports this. A useful starting point is a dictionary definition of the terms ‘travel’ and ‘tourism’. From here, candidates should expand on the different types of tourism and the main reasons why people travel.

Candidates should be able to: • identify the main types of tourism o o o • o o o • o o o • • domestic inbound outbound leisure business visiting friends and relatives seasonality perishability intangibility describe the main reasons why people travel explain the unique characteristics of the travel and tourism industry give relevant, up-to-date examples from the industry and use appropriate language and terms associated with travel and tourism demonstrate their ability to use a range of information relating to the nature of travel and tourism to draw conclusions about the industry. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 10 4. Curriculum content 4. 1. 1. 2 The scale of the travel and tourism industry The industry that has developed to meet the needs of tourists is extensive.

Candidates need to investigate the scale of the industry at a local, national and international level. They need to develop skills in analysing statistics, including: • • • • consumer spending on travel and tourism the number of people employed in the industry the number of tourist arrivals in key destinations the number of people taking holidays in your country (domestic tourists) and outside your country (outbound tourists). Candidates should be able to: • • • • give relevant examples of the scale of the industry use and analyse key information and data relating to the scale of travel and tourism draw conclusions about the scale of the industry locally, nationally and internationally analyse trends. 4. 1. . 3 The development of the modern travel and tourism industry To understand the modern travel and tourism industry, candidates need to recognise and explain recent major developments. They need to demonstrate understanding of the dynamic nature of travel and tourism. In particular, they need to understand the main factors that have led to the growth of the travel and tourism industry, including: • changing socio-economic factors: o o o o • o o • • • changes in car ownership increase in leisure time increase in disposable income impact of the national economy developments in transport technology developments in ICT technological developments: roduct development and innovation changing consumer needs and expectations external factors: o o o o o legislation such as the EU Directive on Package Travel the role of local authorities and government in travel and tourism fluctuations in currency climatic change and natural disasters war, civil unrest, terrorism and crime. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 11 4. Curriculum content Candidates should be able to: • • give relevant examples and explanations for the rapid development of the industry evaluate developments in travel and tourism, key factors contributing to the growth of the industry and issues they consider will affect the industry in the future. 4. 1. 1. The structure of the travel and tourism industry The structure of the travel and tourism industry is complex because it consists of a wide range of interrelated commercial and non-commercial organisations. Most of these organisations are in the private sector, and are small or medium sized. Candidates need to know how these organisations work together to provide the tourist ‘experience’. They also need to show an appreciation of the different values and attitudes of different organisations. • Commercial organisations Candidates need to understand, and give examples of, the range of private sector organisations that make up the travel and tourism industry.

They need to investigate at least one private sector organisation to understand how: o o o • they meet and define their objectives they get funding and generate revenue they meet stakeholder or shareholder expectations. Non-commercial organisations (including public and voluntary sectors) Candidates need to understand, and give examples of, the range of non-commercial organisations that make up the travel and tourism industry. They need to investigate at least one public and one voluntary sector organisation to understand how: o o o they meet and define their objectives they get funding and generate revenue they meet stakeholder or shareholder expectations. • Agencies delivering travel and tourism products and services Candidates need to investigate at least one tourist destination.

They need to understand, explain and give examples of the major features of the following components: o o o o o o tourist attractions – built; natural; events as attractions and the facilities which these take place in accommodation and catering – to include accommodation grading schemes tourism development and promotion – locally, regionally and nationally transportation – by air; by land; by water travel agencies tour operators and the components of a package holiday Candidates need to understand how these components depend on each other, and that no single component exists on its own. All have relationships with most of the other features given, e. g. the Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 12 4. Curriculum content evelopment of a new tourist attraction at a destination will affect transport, accommodation and catering, tour operators (who may want to organise tours to the new attraction) and the local or regional tourism development and promotion organisations. Candidates should be able to: • • • • give relevant examples of the current structure of the industry explain key organisations that make up the structure and their products, services, values and objectives analyse information and data relating to the structure of travel and tourism make appropriate judgements about the relationships between organisations within the industry. 4. 1. 2 The management and development of tourist destinations Destinations are places where there is tourism.

Social, cultural, environmental, economic and political conditions influence tourist destinations. The people who are responsible for destination management have to try and ensure that tourism development integrates with other social and economic activities of the particular area so that it can sustain future development. 4. 1. 2. 1 Objectives of tourism development Candidates need to understand what is meant by ‘tourism development’ and why it occurs in both the more economically-developed countries (MEDCs) and less economically-developed countries (LEDCs) of the world. They need to understand the factors that are likely to affect the popularity and appeal of destinations, both now and in the future.

Organisations may get involved in tourism development for any of the following reasons: • economic – examples include: o o o o o • employment creation, both direct and indirect increasing foreign currency earnings to contribute to the balance of payments and GDP bringing in tourists who spend money locally and contribute to the multiplier effect increasing income for commercial operators economic development and regeneration to develop the infrastructure and improve the local area and conditions for local people habitat preservation for wildlife in an area regeneration and conservation of the built and natural environment environmental education of the local population and/or of tourists visiting the area stimulating environmental improvements of benefit to local people and wildlife as well as tourists environmental – examples include: o o o o Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 13 4.

Curriculum content • socio-cultural – examples include: o o o o promoting understanding between the cultures of tourists and those of the local population improving ‘quality of life’ for the local population providing community facilities, as well as facilities for tourists revival of traditional activities, festivals and ceremonies to celebrate culture and develop a ‘sense of pride’ in one’s own identity enhancing the image of an area is particularly important for LEDCs or for countries that may be perceived in a negative way due to war or natural disasters creating a regional or national identity to boost domestic morale and encourage visitor numbers. • olitical – examples include: o o Candidates should be able to: • • apply their knowledge and understanding of the objectives of tourism development to a selection of case studies synthesise information from these case studies to demonstrate a deeper understanding of the connections between different aspects of tourism development. 4. 1. 2. 2 Impacts of tourism development Tourism often has considerable impact on destinations and the people who live there. To understand how tourism development affects a destination, candidates identify and analyse recent examples of positive and negative impacts associated with tourism development such as those listed in the following table.

Type of impact Economic Positive effects • • • • • Socio-cultural • • • • increased incomes increased foreign exchange increased employment improved infrastructure multiplier effect preservation of customs and crafts provision of community facilities and public services aiding of international understanding encouraging travel, mobility and social integration Negative effects • • • • • • • • • • • decline of traditional employment opportunities seasonality of employment increased living costs leakages increased taxes conflicts with the host community crime loss of cultural identity the Demonstration Effect changes to family structure social problems, such as begging and prostitution Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 14 4. Curriculum content Environmental • • • • • improved assets landscaping conservation regeneration building regulations • • • • • • • traffic congestion erosion of natural resources pollution of air and water litter increase in noise levels panoramic view damage destruction of natural wildlife systems and breeding patterns

Candidates should be able to: • understand the principles of successful destination management including: o o o o o o • • • maximising the retention of visitor spending at the destination investing tourism income in public and social projects for local communities widening access to facilities and assets staff training and development training and employment of local people in tourism and related activities tourism education recognise the significance of the values and attitudes of different stakeholders in tourism development in particular regions understand current issues and consumer trends impacting on tourism development understand how destination management can minimise tourism’s negative impacts: o o o o planning control using the principles of sustainable tourism visitor and traffic management assessing environmental impact • nderstand how the rapid, unplanned development of tourism in a destination could spoil what tourists originally travelled to see. 4. 1. 2. 3 Changes in the evolution of destinations In 1980 the Canadian geographer R W Butler was the first person to compare the development of tourist destinations with a product passing through the various stages of the product life cycle. There will not be any questions on the product life cycle in the exam, but candidates should study and apply the Butler model to particular destinations. He suggested that all destinations follow a cycle of evolution and pass through stages similar to youth, maturity and old age.

The logical conclusion of such a process must be the ultimate decline of a particular destination, unless it can re-invent itself – a process known as ‘rejuvenation’. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 15 4. Curriculum content Candidates will analyse reasons why particular destinations are in one of the following stages of the model: • • • • • • exploration involvement development consolidation stagnation decline or rejuvenation. Candidates who want to study the product life cycle further can read Chapter 5 of Cambridge Career Award in Travel and Tourism Standard Level by A Rowe, J D Smith and F Borein, published by Cambridge University Press, 2002, ISBN 0-521-89235-X.

Candidates should consider the range of factors in the table below which determine how selected locations have evolved as tourism destinations: Evolution Key features of destination • • • • • • • • • • Tourist appeal by visitor type • • • • • • • Factors weather and climate scenery and landscape vegetation and wildlife historical and cultural attractions modern built attractions indoor/outdoor activities accommodation options events and festivals food/drink and entertainment accessibility and gateways young people singles families DINKY grey market special needs business tourists Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 16 4. Curriculum content Visitor statistics • • • ecent trend projection for future stage in evolution – using life cycle model cost of accommodation cost of transport costs at destination tour operator promotional activity destination promotional activity over-commercialisation crime and social problems political instability and unrest terrorism positive/negative media coverage positive/negative tourism management growth in independent travel growth in short breaks exclusivity increased accessibility water/air/noise hazard natural disasters Factors influencing popularity • • • • • • • • • • • • • • • • • It is important that destinations attempt to manage the positive and negative impacts of tourism in a sustainable way.

There will be a limit on the number of tourists a particular destination can manage sustainably, which is known as a destination’s carrying capacity. 4. 1. 3 The principles of customer service The travel and tourism industry is highly competitive because a large number of organisations provide very similar products and services. It is often the quality of customer service that distinguishes one organisation from another. Customers expect the highest standards of customer service and this is why it is essential for staff to be aware of the part they play in satisfying this important customer need. Excellent customer service means consistently exceeding expectations of customers rather than just meeting them.

Candidates should recognise that the provision of excellent customer service is everyone’s responsibility within an organisation and extends to internal as well as external customers. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 17 4. Curriculum content 4. 1. 3. 1 Needs of external and internal customers Candidates must identify the internal and external customers of at least one travel and tourism organisation and then research, analyse and evaluate the different needs of BOTH types of customers. Candidates should recognise that the needs and expectations of internal and external customers will vary according to the organisation and the situation.

The organisation and its staff should show sensitivity to the range of different needs of customers, including spiritual and cultural needs. Candidates should understand the importance of customer service to both external and internal customers. External customers are an organisation’s visitors or users. They can be classified as: • • • • • • individuals groups, including different age or cultural groups and special interest groups people with children foreign visitors, with language and cultural differences people with specific needs, e. g. wheelchair users, people with sensory disabilities; visitors with special dietary requirements members and non-members of travel organisations. Candidates need to be aware that when customers visit a travel and tourism facility, e. g. theme park, the customer service that they experience first-hand at the theme park is just one aspect of the customer service that organisation provides, as a great deal goes on behind the scenes to ensure that customers’ experiences are good ones. Internal customers are members of staff within an organisation or an organisation’s suppliers who contribute towards the service provided to external customers. Internal customers include: • • • colleagues management and supervisors employees of other organisations, e. g. retail outlets at an airport are internal customers of the airport. Candidates should appreciate that local and national organisations need to provide effective customer service to internal customers in order to establish good working relationships between colleagues, managers and staff teams.

This will result in: • • delivery of high levels of customer service to external customers good levels of communication between departments • • • smooth operation of the organisation a happy and efficient workforce employee loyalty. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 18 4. Curriculum content 4. 1. 3. 2 The delivery of customer service Candidates should investigate the delivery of customer service in at least one travel and tourism organisation. Candidates may select any appropriate example, such as a local attraction, airport or hotel. Candidates must look at three different types of staff within this one organisation, and determine how they deliver quality service. Quality service is likely to be the result of the following: • • training teamwork • • product knowledge monitoring and evaluation.

If candidates chose to investigate different staff roles which have to deliver quality service to visitors within a hotel, e. g. , they could study: • • • • front desk/reception housekeeping concierge bar • • • restaurant conference manager/assistant leisure manager/assistant. Candidates should be able to explain identifiable customer service procedures that are appropriate for a particular operation. For example, staff duties in a hospitality environment would involve the ‘meeting and greeting’ functions of the face-to-face encounter such as: • • • • • always acknowledge guests upon arrival and departure always walk guests at a comfortable pace assist the guest as much as possible always keep guests fully informed, e. g. bout delays always smile and show enthusiasm • • • • • never leave the table before everyone has sat down never leave the host stand unattended never argue with a guest always present a positive image of the organisation and its products never chew gum, eat, drink, swear or smoke while working. Candidates should identify and explain key aspects of good practice for each of the three selected job roles. These could include maintaining the cleanliness of the facility, having an excellent telephone manner and dealing with customer complaints, e. g. : • • • bar area – keep clear of empty bottles and glasses answer the phone with a cheery, sincere and friendly greeting apologise in general terms for any inconvenience and tell the customer that somebody will investigate the matter fully and put it right.

Candidates should be able to explain and justify three types of customer service procedures which they are familiar with. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 19 4. Curriculum content 4. 1. 3. 3 Assessment of the quality of customer service in travel and tourism Travel and tourism organisations continually monitor and assess the quality of the customer service they provide in order to remain competitive within the industry. Organisations may have different values and attitudes to customers and their practices and procedures may reflect this. Candidates should explain how an organisation sets and assesses the quality standards for customer service to reflect the values and attitudes of the organisation.

Some travel and tourism organisations use a system called ‘benchmarking’, which involves setting standards of quality, and then measuring performance against these standards. When using this system, the organisation must identify the most important aspects of its customer-service delivery. Customer-service managers then utilise this information to help identify where they could improve levels of customer service. Candidates need to be able to analyse how organisations in the travel and tourism industry assess the quality of their customer service and make recommendations for improvements, if necessary. Travel and tourism organisations use a variety of feedback techniques to find out if customers are happy with the standards of customer service they receive, e. g. • • • informal feedback (from customers, staff, management, non-users) surveys (of customers, staff, management, non-users) suggestion boxes • • • focus groups mystery shoppers observation. Candidates need to know how travel and tourism organisations use these techniques in order to develop their customer-service provision while still reflecting the organisation’s values and attitudes. 4. 2 Paper 3: International business and leisure travel services The number of international arrivals has increased from 25 million in 1950 to over 700 million in 2002, which corresponds to an average annual growth rate of 6. 6%. Europe and the Americas were the main tourist-receiving regions between 1950 and 2000.

Both regions represented a joint market share of over 95% in 1950, of 87% forty years later and of 76% in 2000. International tourist arrivals reached an all-time record of 763 million in 2004. The number of international tourist arrivals worldwide increased in 2004 by 73 million. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 20 4. Curriculum content In 2004, leisure travellers made up 52% of international tourist arrivals, business travel accounted for 16% and 24% were for other reasons, such as visiting friends and relatives (VFR), religious purposes/pilgrimages, and health treatment. The remaining 8% in the survey of international arrivals did not specify the purpose of their visit. 5% of international tourists reached their destination by road, 4% by rail, 44% by air transport and 7% by water transport. This paper requires candidates to develop key vocational skills such as researching the features of particular types of travel, matching the needs of potential customers with potential providers and evaluating suitability. It also allows candidates to consider the importance of selected organisations, the effects of legislation and the range of factors that influence the increasing numbers of international travellers that enter and depart from the world’s major travel gateways. Candidates need to learn about: • • • • • • different types of international transport nd major routes to/from their country different transport products to/from major destinations ancillary products and services provided to international travellers organisations that influence international travel consumer issues influencing the provision of international travel factors influencing international travel. All international transport providers offer a range of product options. Candidates need to identify the key features of the major types of product currently available. In particular, they should know that transport providers aim certain types of product at passengers with specific needs and expectations (leisure, business, special needs, etc. ) Furthermore, candidates need to be aware that the seasonal nature of travel and tourism affects all products and services. 4. 2. International transport products and services Candidates need to have a clear understanding about the following international transport products and services: • air services: o these can be either scheduled or charter flights and may offer different classes (First, Business, Economy and Premium cabins), baggage allowances, lounge access, variations of in-flight service, as well as ‘no-frills’ options, all at different costs both ferry and cruise services offer different levels of seat/cabin service and availability offer different classes of travel which provide differing levels of service as well as different types of ticketing arrangements • • sea services: o o rail services: Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 21 4. Curriculum content • coach services: o different services and ticketing arrangements at different times of the year.

Candidates do research to identify details of transport products currently available and evaluate the appeal of such products to particular groups of international travellers. Candidates must be able to identify major transport routes and interpret information about their relative popularity and suitability for different passengers with different needs and requirements, such as leisure travellers, business travellers and those visiting friends and relatives. For this section, candidates investigate at least one international airport and at least one major port and they should be able to explain the full range of products and services, including security, available to both leisure and business international travellers. 4. 2. Other international travel service providers Many other products and services are available to meet the needs of both leisure and business international travellers, besides those involving international transport. Candidates should understand how providers of each of the following cater for different types of visitor at different times: • • • major transport terminals hotels and other types of accommodation provider destination venues • • • travel agencies Tourist Information Centres tour operators. Candidates should also appreciate how changes in demand for ancillary products and services affect international transport, and how these changes both depend on, and affect, each other.

They need to understand that each of the listed types of provider is able to offer a range of ancillary services to both leisure and business international travellers. They should be able to describe how providers make the following available and use ICT to provide these services: • • • • • • travel insurance foreign exchange excursions car hire airport transfers passport and visa information • • • • • • coach and rail tickets hotel bookings tickets to theme parks/theatres/other attractions guide books and guiding services sight-seeing tours special event information. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 22 4. Curriculum content

For example, an investigation into the product and service range of a large high street travel agency would identify the following pre-bookable extras: • • • • return taxi transfers to point of arrival car hire creches welcome packs for apartments (including special occasion packs with flowers, champagne or cake and kids’ beach packs) hotel accommodation for the night before the journey theme park tickets pre-booked seats, upgraded meals, increased baggage allowances • • • • • • • • • travel insurance hotel vouchers for fly-drive customers VIP airport lounges before departure in the UK and elsewhere chauffeur-driven car to airport airport parking or ‘meet and greet’ city break excursions, dinners, theatre trips coach tickets rail tickets foreign exchange. • • • Travel agents now offer even more services to their customers in an attempt to boost their incomes and to remain competitive.

It is much more common for them to offer more specialised services to clients, such as: • • • • balloon flights and helicopter rides Ibiza club passes swimming with dolphins/manatees spa days and massage packages • • • • diving packages wedding planner services Broadway show tickets USA cell phone hire. 4. 2. 3 Organisations and regulations influencing international travel A range of bodies and organisations can regulate and influence many aspects of international travel. Candidates need to research the main functions of their own country’s equivalent of the following: • • • • Foreign and Commonwealth Office (FCO) Civil Aviation Authority (CAA) Passenger Shipping Association (PSA) Association of British Travel Agents (ABTA).

In particular, they need to recognise how each organisation can have a direct impact on international travellers, e. g. the FCO provides travel information and advice, as well as offering important services to British nationals overseas; the CAA sets civil aviation standards, as well as regulating many aspects of air transportation; other organisations have a different focus. Candidates also need to understand the significance of the values and attitudes of these organisations and be fully aware of the work of the World Tourism Organisation (WTO). Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 23 4. Curriculum content

Providers who supply goods and services to the international travel market within the UK, for example, have to comply with a variety of regulations. Some of these may reflect industry codes of practice but legislation covers several important aspects of service provision. All travel and tourism employees have to understand how legal requirements can have an effect on work-related activities, particularly those which involve dealings with consumers. In particular, candidates should understand that there is now legislation to provide customers with protection and the right to compensation if they have problems with key aspects of their international travel arrangements. 4. 2. Factors influencing international travel Candidates will evaluate the current major factors that influence international travel. These factors operate at local, national, international and global levels, and they help to determine which regions of the world become tourism generators and which regions evolve into major tourist-receiving areas. The flows of international visitors that develop help to sustain local and national economies and can generate a variety of positive economic impacts. Candidates should have a clear understanding of the following: • • changes in consumer taste and demand for leisure travel – the trend for an increasingly adventurous travelling public who constantly demand alternative destinations increased variety of products available to he leisure market, such as: new long-haul destinations, city breaks, adventure tourism packages, sports tourism packages, ecotourism packages, youth-market and grey-market products and services new routes and services that transport providers offer, which increases the accessibility of different destinations changes in the channels of distribution for international travel services, such as: internet booking, telesales, e-ticketing and other applications of new technology economic trends in tourism generating areas, such as: increases in leisure travellers’ disposable income, business travel market profitability, exchange rates competition between providers in terms of the services they offer and their value for money and convenience ways in which the seasonal, tangible and perishable nature of travel and tourism influence the provision and uptake of international travel. • • • • • Candidates should appreciate how these factors interact to create a climate for international travel. For example, a quick look at the tourism promotional materials reveals many advertisements for special travel offers such as: • • Business and Economy flights to various worldwide destinations round the world offers. Cambridge A & AS Level Travel and Tourism 9395.

Examination in June and November 2013. 24 4. Curriculum content Transport providers are introducing new routes and services all the time and these products are available from a wider range of distribution channels. Competition is strong and consumers of international travel products and services have many options available to them. Candidates should be able to express valid opinions as to why these trends are developing. They should give full consideration to the needs and importance of the international business travel market. In the UK, business tourism is the most lucrative, highest growing, highest quality and highest yielding component of overall tourism. It is worth over ? 5 billion annually, nearly a quarter of all tourism, of which ? 4 billion is inbound and ? 11 billion domestic. Business tourism represents 29% of all inbound tourism visits and 32% of inbound expenditures. However, the UK global market share is declining as international competition grows. Business tourism is resilient, sustainable and creates quality employment opportunities. It regenerates urban and resort areas – 40% of business visitors return with their families on leisure trips. It stimulates inward investment and facilitates significant export earnings. Over the last ten years business trips have increased by 53%, exceeding the overall tourism growth rate.

The industry predicts that conference and incentive travel segments will grow at a faster rate than any other tourism sector to the year 2010. Revenues from international business tourism will account for an estimated 36% of total international tourism revenue by 2010. Currently in the UK: • • • • • congresses and conferences are worth ? 6. 6 billion annually exhibitions and trade fairs are worth ? 1. 8 billion annually incentive travel is worth an estimated ? 165 million annually corporate hospitality is worth an estimated ? 700 million annually individual business travel is worth an estimated ? 6 billion annually. 4. 3 Paper 4: Specialised tourism This paper requires candidates to make clear links with ideas and information from Papers 1, 2 and 3.

They should demonstrate the ability to apply knowledge, critical understanding and decision making to unfamiliar contexts. There are important links between this paper and other sections of the syllabus, e. g. : Paper 1 • • • • • The nature of travel and tourism – section 4. 1. 1. 1 (above) The scale of the travel and tourism industry – section 4. 1. 1. 2 (above) The development of the modern travel and tourism industry – section 4. 1. 1. 3 (above) The structure of the travel and tourism industry – section 4. 1. 1. 4 (above) Objectives of tourism development – section 4. 1. 2. 1 (above) Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 25 4. Curriculum content • • • Impacts of tourism development – section 4. 1. 2. (above) Changes in the evolution of destinations – section 4. 1. 2. 3 (above) Needs of internal and external customers – section 4. 1. 3. 1 (above). Paper 2 – Resource needs • Tour operators, accommodation providers and ancillary service provision. 4. 3. 1 Ecotourism Candidates need to clearly understand what the term ecotourism means, and what its role and function is within the travel and tourism industry. They must appreciate why travel to, and tourism in, natural areas must respect the culture and ecology of an area. Candidates should study: • • the aims and objectives of ecotourism the roles of organisations which raise awareness of ecotourism.

Candidates need to understand and appreciate the global and dynamic nature of the travel and tourism industry. They need to show how the values and attitudes of the local population and organisations influence decision-making in tourism. Many organisations from the public, private and voluntary sectors support ecotourism projects and issues. Candidates should be aware of the ways in which ecotourism focuses attention on, and contributes to, a variety of cultures and beliefs, including: • • • • • • language traditions gastronomy history religion education • • • • • • dress handicrafts arts and music local work architecture leisure activities. Attention focused on these cultures and beliefs may be positive or negative.

In the positive sense, there may be society-wide improvements, such as in infrastructure. On the negative side, there may be a threat posed to traditional social values, e. g. the right to dignity and respect. An example of this is St. Lucia, where developers built an all-inclusive resort on the sacred site of the first inhabitants of the island. Candidates need to become familiar with recent ideas, methods and approaches used to sustain the principles of ecotourism and to enable a global balance to develop between tourists and hosts. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 26 4. Curriculum content

Candidates need to understand the ways in which ecotourism can focus attention on, and contribute to, the importance of the environment as a tourism resource, including the management of: • • • • ancient and historical sites marine and coastal environment inland environment and habitats biodiversity and endangered species • • • energy systems water supplies waste disposal. Attention focused on the above may be positive or negative. In the positive sense, there may be conservation and preservation schemes in progress. On the negative side, there may be a threat posed to the integrity and composition of the natural environment, e. g. tourist activities have had an impact on whales and dolphins through oil pollution from tourist boats and disruption of breeding patterns.

Water shortages have affected local people while tourists in luxury hotels have fresh water. There will also be issues related to the seasonal nature of ecotourism, e. g. activities such as whale-watching, or as a result of the climate. Candidates must familiarise themselves with recent ideas, methods and approaches used to sustain the principles of ecotourism, and also appreciate the complexity of the issues involved and how it might be possible to solve or reduce these complex problems at particular destinations using a case study approach. Candidates must study at least one ecotourism project and be fully familiar with: • • • • • • aims and objectives of the project features of the project rganisations involved in the management of the project effectiveness of the project in environmental, social and cultural terms significance of planning and education to sustain the future management of the project an analysis of the effectiveness of the project, in terms of visitor numbers and local, national or international involvement. 4. 3. 2 Cultural tourism This topic explores the exciting and dynamic role of culture within tourism. Every country attaches cultural importance to places, buildings and artefacts which give meaning to its heritage and achievements. Culture is important to tourism and is the reason why many tourists want to visit people and places. There is, therefore, a need to appreciate the diverse range of cultural characteristics that exist.

This part of the paper offers the opportunity to appreciate the significance of cultural backgrounds, and of the needs and expectations of visitors in a variety of tourist destinations worldwide. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 27 4. Curriculum content Culture and tourism are intrinsically linked. Inevitably, tourism will affect host cultures and populations in either positive or negative ways, or both. In some instances, a host population or way of life has adapted as a result of tourism. Some customs may be lost whilst new lifestyles and behaviour may be introduced. Some cultural and heritage sites have been lost, or indeed in some instances redeveloped, in order to meet a new or evolving market.

Candidates need to consider such links by exploring examples of: • • • • redevelopment/restaging of traditional cultural/heritage, examples include: re-enactments of historic events, dances, redevelopment of industrial heritage sites altering the tourism product specifically for the benefit of tourists, examples include: the anglicising of areas such as Costa del Sol, Spain and Ayia Napa, Cyprus in music, food, drink, restaurants, etc. positive cultural impacts, examples include: preservation of local customs, crafts, education, etc. negative cultural impacts, examples include: inappropriate behaviour, e. g. Falaraki, Rhodes, etc. , crime, loss of local customs. Candidates must investigate the importance of cultural attractions. Many tourists specifically choose to visit a cultural or heritage site. Cultural heritage frequently contributes greatly to the attractiveness of a country or destination to tourists.

It is important that candidates can explain: • • • • the growth of cultural and heritage tourism: from poetry and painting trips to cookery tours cultural events which tourists support, examples include: battlefield re-enactments, film festivals religious tourism, pilgrimages, examples include: Amritsar, Lourdes, the Vatican, the Wailing Wall, Jerusalem, the River Ganges the growth and success of cultural and heritage sites: redefining museums, renaming and redeveloping sites of cultural and historic significance Candidates therefore need to explore the importance and growth of heritage attractions and their cultural significance on a national and international scale. Examples include: • • • • Rome’s Colosseum Parthenon in Athens Leaning Tower of Pisa Angkor Wat in Cambodia • • • Tokyo’s Meiji Shrine Chichen Itza in Mexico London’s Westminster Abbey.

They also need to be able to assess the significance of cultural activities, such as: • • • The Passion Play in Oberammergau, Germany Dia de Los Muertos in Mexico Carnival in Rio de Janeiro • • Mardi Gras in New Orleans National Eisteddfod of Wales. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 28 4. Curriculum content Some destinations have a wide variety of cultural and heritage attractions, which in turn serve the desires and expectations of different types of visitors, e. g. Edinburgh for its architecture, writers and annual festival. Candidates should also explore the importance of accepted behaviour within certain situations, such as: • • within buildings of religious importance, such as mosques, temples, churches within common public areas, such as restaurants, shops, bars.

They also need to explain the importance of codes of good tourist behaviour, how respecting customs, laws, traditions and cultures make a ‘responsible tourist’. 4. 3. 3 Adventure tourism ‘Adventure holidays’ are those that include vigorous or extreme activities such as climbing, watersports, scuba diving, mountain biking, surfing or white-water rafting. In the USA, adventure travel is growing at a rate of 10% per year. More than 50% of the U. S. adult travelling population, or 147 million people, have taken an adventure trip in their lifetime, 98 million in the past five years. Thirty-one million adults have taken part in ‘hard’ adventure activities like white water rafting, scuba diving, and mountain biking. An additional 25 million took part in both ‘hard’ and ‘soft’ adventure activities.

The most common adventure holiday activities are camping (85%), hiking (74%), skiing (51%), snorkelling or scuba diving (30%), sailing (26%), kayaking or white water rafting (24%) and biking trips (24%). It is clear that most adventure tourism activities are outdoor leisure activities that generally take place in an unusual, exotic, remote or wilderness setting, often involving some form of unconventional means of transportation, and tending to be associated with low or high levels of physical activity. There may be some element of risk. It is this risk that helps to produce the ‘white knuckle’ and/or the ‘adrenaline rush’ effects of this type of holiday. Candidates should become familiar with their local area before examining the growth and development of adventure tourism in wider destinations.

However, the starting point for this unit should be a consideration of what is actually involved in terms of the main adventure tourism activities: • • • • • Climbing activities such as mountaineering, rock climbing, sport climbing, abseiling, bouldering, sea-level traversing and coasteering Caving, which includes pot-holing and mine exploration Non-motorised watersports such as dinghy sailing, windsurfing, kitesurfing, canoeing, kayaking, white-water rafting, surfing Motorised watersports such as personal watercraft use, water-skiing, ribbing, wakeboarding and scuba diving Motorised land sports such as 4×4 driving, Enduro biking, motocross, rally driving and quadbiking Cambridge A & AS Level Travel and Tourism 9395.

Examination in June and November 2013. 29 4. Curriculum content • • • • Airsports such as hang-gliding, paragliding, microlighting, gliding, parachuting Mountain biking – trail riding, downhill riding Hill walking/trekking Other land-based adventure activities such as orienteering, gorge walking/canyoning, skiing, snowboarding, land yachting, parakarting, bungee jumping, and rope courses. Many adventure activities take place in fragile environments and amongst people whose culture and traditions are different to that of the tourist. The increasing number of people participating in adventure tourism can create pressures on the environment and communities of the areas they visit.

It is important to remember, however, that not all impacts are negative; indeed, the revenue from tourists can often bring real benefits, creating employment and helping to make local communities more viable. Candidates should be able to explain the main positive and negative impacts associated with adventure tourism, including: • • • • • economic impacts, such as: income generation; job creation; economic development; development of the infrastructure; dependency environmental impacts, such as: erosion of natural vegetation and soils; visual and noise pollution; trespass; loss of habitats; litter; water contamination; wildlife conservation socio-cultural impacts, such as: loss of privacy; visitor congestion; demonstration effect; greater understanding between cultures investigating how the positive mpacts can be maximised, such as: revenue maximisation; staff training and development; local community involvement investigating how the negative impacts can be minimised, such as: the principles of sustainability; carrying capacity; pricing mechanisms; tourist education. Additional guidance To illustrate the issues that this unit has raised, it is useful to briefly consider an example. The following case study illustrates one way in which it is possible to manage adventure tourism sustainably for the long-term benefit of both the environment and the local population. A local tour operator, Andina Travel, has pioneered the Inca Trail and Quechua Community Trek. Local communities have been closely involved with the opening up of this region for tourism from the very beginning.

National and international protection agencies and a handful of trekking companies collaborated with these local communities to put together a plan to promote tourism in the area following the guidelines of sustainable tourism. This recent introduction of tourism to the region has brought some very valuable economic development to the local communities. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 30 4. Curriculum content The local population are remote Andean farming communities with traditions dating back to the Incas. They are primarily Quechua-speaking, with some Spanish, and they have very little contact with the general population of Peru. Their daily lives consist of potato cultivation, weaving, and the herding of llamas, alpacas and sheep.

In order to minimise disruption to local traditions and culture, tourist protection agencies adopted the following strategies: • • • • • the establishment of campsites to avoid the contamination of existing local community areas the use of local community animals and personnel on organised treks the training of local community members through workshops on camp maintenance, hygiene and client services to enhance their economic viability environmental conservation the introduction of fixed payments for local products. In this way the impact of tourism causes little disruption and will allow the local communities to develop hand in hand with future visitor growth. This example gives an indication of the case study material that is in Paper 4.

Candidates will need to consider the material from several perspectives, which reflects the synoptic nature of the paper. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 31 5. Coursework 5. 1 Paper 2: Planning and managing a travel and tourism event This paper gives candidates the opportunity to work as part of a team to plan, carry out and evaluate a real project in the form of a travel or tourism event. Candidates can set the event in a variety of contexts related to travel and tourism, such as: • • • the staging of a conference, meeting or exhibition (with or without hospitality) the delivery of a guided tour or similar group activity the running of a trip or other group venture.

Candidates will require guidance in choosing an appropriate event. They should have the opportunity to demonstrate essential business and customer service skills, which are an integral part of the travel and tourism industry. Candidates must produce a business plan for a specific travel and tourism event. They should develop the plan as a group but present it individually. It should include: • • • • • a description of the event objectives and timescales for the event resource needs (physical, human and financial) legal aspects of the event (health and safety, security, insurance) methods they will use to evaluate the event. Candidates also need to produce a record of their involvement in carrying out he team event, including: • • • • • details of their allocated task(s) details of any problems that arose and how individual team members responded to such difficulties details of deadlines and progress made towards each deadline an evaluation of their role in the event the effectiveness of the team in achieving the event’s objectives. The following guidelines provide candidates with a clear framework for the production of this piece of coursework. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 32 5. Coursework Stages in the event Investigate the running of potential travel and tourism events and undertake feasibility studies Notes for guidance Candidates should identify the range of possible events.

At this stage tutors should encourage idea storming (either as a group or individually) so that the team propose a variety of different travel and tourism related events. The group can carry out the feasibility studies together, but candidates should record their individual contribution. Candidates should carry out a minimum of two and maximum of four feasibility studies to enable them to narrow down the choice of event, based on a comparison of the likely success of each one. Discuss the feasibility studies and select one event Candidates need to select an appropriate type and size of travel and tourism event, which is within the capabilities of the group.

They can do this by group discussion of the results of the feasibility studies. Candidates must record the discussion and decision making process (written, audio or video), e. g. candidates could record their presentations or tutors could complete witness statements for them. Tutors should guide the selection process to ensure the chosen event is suitable. It would be more vocationally relevant to involve external customers in the event, but some centres might want to hold internal events (e. g. a travel and tourism careers conference), which can be appropriate if candidates need to contact and make plans with representatives from the travel and tourism industry.

Events could include a day trip to a visitor attraction for a local charity or school, an exchange visit with candidates from another country, an overseas visit by a group of candidates, or a promotional event for a new or existing travel or tourism product. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 33 5. Coursework Set the aims and objectives for the chosen event and devise and implement a realistic plan for the event Candidates must demonstrate an understanding of the importance of setting aims and objectives for the chosen event as well as producing a realistic action plan covering all the key processes involved in staging an event. Tutors and candidates may be able to obtain templates and guidance on producing formal business plans from a variety of agents who support new businesses.

Candidates must work as part of a team (whether with peers or colleagues in employment). This will give them valuable experience of teamwork, which will aid the process of setting roles and responsibilities for team members. Tutors may use this opportunity to provide candidates with an understanding of the theories of teamwork (e. g. Belbin or Tuckman). It might also be beneficial to discuss different leadership styles, as natural leaders will emerge within teams. Teams need to meet regularly in order to fulfil the requirements for planning, working to deadline and monitoring targets. Tutors should teach candidates how to plan and run informal and formal meetings, including the use and production of agendas and minutes.

These will contribute to the important documentary evidence of candidate performance within this unit. Candidates should also record group (or team) contributions throughout and each candidate should keep a detailed individual log, recording activities undertaken, problems and how they resolved them, to support the candidate’s final analysis and evaluation of their involvement in running this event. Candidates can also submit this log as evidence in their coursework. Candidates need knowledge and understanding of different promotional techniques and materials, in order to select the most appropriate techniques and materials for the chosen event.

They should provide justification for the promotional techniques and materials selected, and should include them in the plan for the event. Candidates will need to consider the evaluative tools to use throughout the planning and staging of the event. Ongoing evaluation, including the planning stages, may be beneficial to the final outcomes for the event. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 34 5. Coursework Produce appropriate materials for the selected event Candidates must produce appropriate materials in support of the chosen event. For example, candidates might produce pieces of promotional material for their event such as posters and programmes and they must include these as part of their coursework.

Colleagues or tutors need to complete witness testimonies to provide evidence of the demonstration of excellent customer services skills. This could be in the form of a detailed observation record which those involved produce, or a video showing the performance of the candidate. It should include details of the types of skills used (e. g. telephone skills, sales skills, or face-to-face communication). Candidates should include any written material (e. g. letters, memos, minutes of meetings) in the coursework. Demonstrate excellent customer service skills during event planning and implementation Carry out the event according to the plan The event should be real and should therefore actually take place.

If for any reason this is not possible, due to unforeseen circumstances (e. g. illness, natural disaster), there must be a full explanation of this in the evaluation. Candidates have already set the evaluation methods as part of the plan for this event. These may include feedback forms which participants, staff and peers complete at or after the event. Candidates should use the data from the various methods to form their analysis and evaluation. Candidates must develop skills in producing suitable evaluation forms (e. g. questionnaires, which different groups involved in the event could use), as well as skills in the analysis of data collected.

They should also consider financial records in order to ascertain the final profit or loss of the event, and relate this to their plan for financial resources. Evaluation may be formal and/or informal, but candidates should ideally demonstrate the use of both types of evaluation. They must include copies of completed evaluation tools within their coursework to support their own personal evaluation of the event. Use appropriate resources to evaluate the travel and tourism event Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 35 5. Coursework 5. 2 Teacher guidance In preparing to carry out their chosen event, candidates will need to investigate its feasibility and present their findings in the form of a business plan.

They will need to explain a number of important points about the event in the business plan, including: • • • • • • • • • • • • the aims and objectives of the event reference to at least two feasibility studies the event’s customers, their needs and how these will be met how to market the event physical resource needs (e. g. equipment, venue/premises, materials) financial aspects of the event (budgeting, start-up costs, income, handling payments) staffing for the event administration systems (bookings, record keeping, paper-based, electronic) event timescales legal aspects of the event (health and safety, security, insurance) contingency plans how to review and evaluate the event. Developing effective teamwork skills is an important part of this unit.

Candidates must consider a number of points about teamwork, including: • • • • • the purpose of the team team structure (formal, informal) roles and responsibilities of team members team building and interaction factors that may influence how well the team works, such as communication, leadership, personality clashes, access to resources, the working environment, etc. There will be a close link between the success of the event and the group’s ability to work together effectively as part of a team. Having investigated the feasibility of their chosen event, the candidates will run the event according to their agreed plan, with each individual working as a member of a team. Each team member must assume their agreed role(s) positively and work with the whole team. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 36 5. Coursework In particular, candidates will need to be aware of: • • • • • • completing the task(s) that the team has allocated them dealing politely with ustomers, other members of the team and any other people involved with the whole project supporting other team members while the event takes place reacting quickly and confidently to any problems that may arise keeping to any agreed deadlines knowing when to get help and advice from others. Once the event has taken place, it is important to evaluate what happened to decide if the team has achieved the objectives that they set at the planning stage. All participants should regard the evaluation process as an essential way of improving both individual and team performance. Candidates should gather feedback on performance throughout the event, not just at the end. A good way of evaluating performance is for all team members to answer questions such as: • • • • • • • Did we meet our objectives? Did we meet key deadlines? Did our planning promote effective performance? Was the event effective/successful?

What went well and what went badly for individual team members? How well did the team work as a whole? How did working as part of a team help or hinder each individual? In doing this, all participants should give helpful feedback on how others performed as well as receive comments on their own performance. The following example outlines the level of work expected of candidates within this coursework module. The example involves organising a group adventure tourism activity. However, individual Centres must decide how they wish to deliver this practical component. Candidates must follow a logical planning process, as follows. Each candidate must decide on the purpose of the activity and its objectives.

At this planning stage candidates should consider: • • • a location for the adventure activity suitability of the location for the chosen activity appropriate transport arrangements • • • budget and funding arrangements for the event undertaking a risk assessment carrying out an exploratory visit, if feasible. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 37 5. Coursework The individual candidate should then give additional consideration to: • • • • risk assessment and hazard control measures emergency procedures and home contact transport arrangements insurance arrangements • • • costs staffing details – qualifications and experience contingency plans for bad weather, etc.

They should also take into consideration the following factors at the planning stage: • • • • • • • • • • • • characteristics of group members (such as age, special needs, and special skills) the purpose for undertaking the activity length of time the activity will last (including travelling time) travelling distance, transportation and destination activities they will undertake while on site at the destination does the activity under consideration require specialised equipment? who will provide it and at what cost? Is this affordable? do all group members possess the expertise to participate? will any group member require tuition/supervision? Does the price include this? is the activity suitable for all members of the group? Are there physical ability and fitness constraints? is the size and gender composition of the group an issue? if it is a school group, are there particular Health and Safety and Child Protection issues? Each candidate must demonstrate careful consideration of a range of influences on the way the event will run, in order to gain access to the higher mark bands for AO3.

This paper requires the group to consider possible activities and to produce evidence of their research in the form of a feasibility study. It is on the basis of this study that they will select their chosen activity. Mark Band 3 for AO3 is quite specific that each individual should “undertake research from a broad range of sources” Furthermore, to fully meet Mark Band . 3, each candidate’s research must be relevant and they must use their findings to inform the running of the activity, including their participation at all stages of the event. Candidates must decide whether or not the activities are safe to undertake and they should apply the principles of risk assessment to their potential event.

They should apply this assessment to all the component parts which the activity requires, including transport, accommodation and all aspects of the activity itself. The UK’s Health and Safety Executive’s 10 Essential Questions may provide a useful starting point: 1. What are the main objectives of the event? 2. What could go wrong? 3. What is “Plan B” if you can’t achieve the main objectives? Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 38 5. Coursework 4. What information will you provide for participants? 5. What consent or permissions do you need to seek? 6. What opportunities will participants have to ask questions? . What assurances are there of the leader(s) competencies? 8. What are the communication arrangements? 9. What are the arrangements for supervision, both during activities and ‘free time’? Is there a Code of Conduct? 10. What are the arrangements for monitoring and reviewing the event? (Source http://www. hse. gov. uk/schooltrips/tenquestions. htm) Evaluation feedback gained towards meeting Mark Band 3 for AO4 from a variety of sources may provide comment about the following: • • • • • individual’s contribution to the group activity demonstration of listening skills interaction with others skills development initiative shown/problem solving.

Each candidate should evidence each of the following: • • • • • • • • • a commentary about their own contribution to the activity and to highlight the role that they played within the group provision of an appraisal about the group’s performance during the activity and provide comment about such matters as group behaviour and learning make reference to their teacher’s assessment of their role in the planning of the group’s chosen activity comment about what the teacher has said about their development of skills and their interaction with others the relationship between the group’s objectives and the actual outcomes an assessment of the benefits that both they and the group as a whole were able to achieve from participation such as personal development comment on the effectiveness of planning and the extent to which they actually adhered to the plans appropriate recommendations about future travel and tourism events summarise what they have learnt about the importance of thorough planning. Cambridge A & AS Level Travel and Tourism 9395.

Examination in June and November 2013. 39 5. Coursework To help generate additional evidence for AO4, candidates could devise and carry out a survey amongst the various group members. For example, candidates could ask participants to give feedback based on their experience of the activity and to circle the most appropriate number on the scale below where 10 is best. Quality of the activity as an experience How well the activity met your expectations They could then ask participants: • • • • • How would you summarise your experience of the activity? What was most enjoyable? What was least enjoyable? What would have made it better? Any other comments or suggestions? 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 The structure of such a questionnaire would allow candidates to undertake both a quantitative and a qualitative analysis of participant opinion. The “quality” and “expectations” ideas allow candidates to quote precise figures to illustrate their evaluative analysis. Furthermore, replies to the subsequent questions give very reliable feedback which candidates should use to inform future planning of any subsequent travel and tourism event. Centres may prefer to encourage their candidates to undertake a smaller scale event and to help facilitate this here is a second example looking at the idea of delivering a local guided tour.

Candidates might decide to provide evidence of both their planning and delivery of a short guided tour of their choice. Any group activity requires careful preparation if it is to run smoothly and the delivery of a short guided tour is no exception. Candidates must follow a logical planning process which addresses the following issues. Each participant must decide on the purpose of the proposed guided tour and its objectives. All candidates need to produce a report which covers their contribution to planning and delivering the tour itself as well as a full evaluation of the tour’s operation. It is thus very important that the candidates understand what the production of a report that addresses each of these aspects will involve.

In terms of initial planning, candidates should consider the following: • • • location for the tour suitability of the location for the chosen tour transport, if appropriate • • • budget and funding arrangements undertaking of a risk assessment undertaking an exploratory visit, if required. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 40 5. Coursework Each candidate should then give additional consideration to: • • • • risk assessment and hazard control measures emergency procedures and home contact transport arrangements insurance arrangements • • • costs staffing details – qualifications AND experience contingency plans for bad weather etc. Risk assessment involves the individual having to rate the chances of a particular risk or hazard occurring on a scale of 1–5.

They then have to consider the severity of outcome and rate the worst probable consequence due to that risk or hazard on a scale of 1–5. The following table provides appropriate illustration. Likelihood of occurrence 1 – highly unlikely to ever occur 2 – may occur but very rarely 3 – does occur but only rarely 4 – occurs from time to time 5 – likely to occur Severity of outcome 1 – slight inconvenience 2 – minor injury requiring first aid 3 – medical attention required 4 – major injury needing hospitalisation 5 – serious injury/disability/death It is very simple to obtain the risk level – multiply the likelihood of occurrence by the severity of outcome.

A value of 6 is acceptable in outdoor activities although it may be easy to reduce this value with appropriate instruction, warning and advice. A risk value of 8 would require detailed warnings and the close monitoring of all instruction given. If the risk value is above 8 it is necessary to reduce it or terminate the activity. For all the risks and hazards that the individual can identify, they should calculate a value and offer solutions to help them minimise the level of risk. Only then will they be in a position to justify their choice of guided tour activity in terms of risk management. Candidates should apply this risk assessment to all the component parts that the guided tour activity requires, including transport to and from the site as well as time at the site itself.

It is possible to judge the success of the tour in a number of ways: • • • • • candidates can give participants a customer comment card to fill in (see below) individuals will offer feedback during the course of the tour there may be some written feedback, such as a letter of complaint candidates can self-evaluate each tour in terms of time taken, sticking to the itinerary and whether or not the visitors seemed to enjoy the experience candidates can compare the actual tour with other tours, or similar ones conducted in the locality Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 41 5. Coursework PARTICIPANT FEEDBACK QUESTIONNAIRE Name: ………………………………………………………………………………… Group: ………………………………………………………………………………… Date of Tour: ……………………………………………………………………….. Please give some feedback based on your experience of this tour. Circle the most appropriate number on the scale below, where 10 is best.

Quality of tour as a learning experience 1 2 3 4 5 6 7 8 9 10 Relevance of tour to your needs 1 2 3 4 5 6 7 8 9 10 • • • • • How would you summarise your experience of the tour? What was most effective? What was least effective? What would have made it better? Any other comments or suggestions? A witness statement will provide evidence to help the candidate to further evaluate their own performance during the tour. For this unit all candidates should include at least one detailed witness statement from an independent observer or participant as supporting evidence. The following indicates the type of information that is useful to help each candidate evaluate both the tour and their own performance in it. This will also help them to make fully justified recommendations for future improvements. • • • • • name of candidate type of tour location of tour date of tour group size individual’s contribution to the tour • • • • • demonstration of communication skills interaction with others presentation skills initiative shown/problem solving signature, name and status of witness. Cambridge A & AS Level Travel and Tourism 9395. Examination in June and November 2013. 42 5. Coursework 5. 3 Assessment of coursework This is a summary table showing the assessment criteria, maximum marks awarded for each, and the weighting for each assessment criteria. See the following pages for more details. Assessment objective AO1 Mark Band levels 3 Total marks 12 Weighting

Marking criteria Demonstration of knowledge, skills and understanding Application of knowledge, skills and understanding in terms of the candidate’s contribution to the planning, preparation and running of the group project Evidence of analysis and research when assessing the feasibility of the selected group project and when managing the project Evaluation and decision-making to make judgements, draw conclusions and make recommendations about key issues and problems 20–25% AO2 3 12 20–25% AO3 3 13 25–30% AO4 3 13 25–30% Total marks are out of 50. The mark is then adjusted to be worth 30% of the total mark for the AS Level or 15% for the A Level qualification. Each of the following grids represents a strand showing the development of an assessment objective. The maximum mark for each strand is at the top of the table. Each maximum mark is broken down into a number of mark bands, each