2024 Specimen Paper 2 Markscheme

Cambridge IGCSE™
TRAVEL & TOURISM 0471/02

Paper 2 Managing and Marketing Destinations For examination from 2024
MARK SCHEME
Maximum Mark: 80
Specimen
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0471/02 Cambridge IGCSE – Mark Scheme For examination
SPECIMEN from 2024
Generic Marking Principles
These general marking principles must be applied by all examiners when marking candidate
answers. They should be applied alongside the specific content of the mark scheme or generic
level descriptions for a question. Each question paper and mark scheme will also comply with these
marking principles.
GENERIC MARKING PRINCIPLE 1:
Marks must be awarded in line with:
• the specific content of the mark scheme or the generic level descriptions for the question
• the specific skills defined in the mark scheme or in the generic level descriptions for the
question
• the standard of response required by a candidate as exemplified by the standardisation
scripts.
Marks awarded are always whole marks (not half marks, or other fractions).
Marks must be awarded positively:
• marks are awarded for correct/valid answers, as defined in the mark scheme. However, credit
is given for valid answers which go beyond the scope of the syllabus and mark scheme,
referring to your Team Leader as appropriate
• marks are awarded when candidates clearly demonstrate what they know and can do
• marks are not deducted for errors
• marks are not deducted for omissions
• answers should only be judged on the quality of spelling, punctuation and grammar when
these features are specifically assessed by the question as indicated by the mark scheme. The
meaning, however, should be unambiguous.
Rules must be applied consistently, e.g. in situations where candidates have not followed
instructions or in the application of generic level descriptions.
Marks should be awarded using the full range of marks defined in the mark scheme for the
question (however; the use of the full mark range may be limited according to the quality of the
candidate responses seen).
Marks awarded are based solely on the requirements as defined in the mark scheme. Marks should
not be awarded with grade thresholds or grade descriptions in mind.
© Cambridge University Press & Assessment 2021 Page 2 of 18

SPECIMEN from 2024
Social Sciences-Specific Marking Principles

(for point-based marking)
1 Components using point-based marking:

• Point marking is often used to reward knowledge, understanding and application of skills.
We give credit where the candidate’s answer shows relevant knowledge, understanding
and application of skills in answering the question. We do not give credit where the
answer shows confusion.
From this it follows that we:
a DO credit answers which are worded differently from the mark scheme if they clearly
convey the same meaning (unless the mark scheme requires a specific term)
b DO credit alternative answers/examples which are not written in the mark scheme if they
are correct
c DO credit answers where candidates give more than one correct answer in one prompt/
numbered/scaffolded space where extended writing is required rather than list-type
answers. For example, questions that require n reasons (e.g. State two reasons …).
d DO NOT credit answers simply for using a ‘key term’ unless that is all that is required.
(Check for evidence it is understood and not used wrongly.)
e DO NOT credit answers which are obviously self-contradicting or trying to cover all
possibilities
f DO NOT give further credit for what is effectively repetition of a correct point already
credited unless the language itself is being tested. This applies equally to ‘mirror
statements’ (i.e. polluted/not polluted).
g DO NOT require spellings to be correct, unless this is part of the test. However spellings
of syllabus terms must allow for clear and unambiguous separation from other syllabus
terms with which they may be confused (e.g. Corrasion/Corrosion)
2 Presentation of mark scheme:
• Slashes (/) or the word ‘or’ separate alternative ways of making the same point.
• Semi colons (;) bullet points (•) or figures in brackets (1) separate different points.
• Content in the answer column in brackets is for examiner information/context to clarify the
marking but is not required to earn the mark (except Accounting syllabuses where they
indicate negative numbers).
3 Annotation:
• For point marking, ticks can be used to indicate correct answers and crosses can be used
to indicate wrong answers. There is no direct relationship between ticks and marks. Ticks
have no defined meaning for levels of response marking.
• For levels of response marking, the level awarded should be annotated on the script.
• Other annotations will be used by examiners as agreed during standardisation, and the
meaning will be understood by all examiners who marked that paper.

SPECIMEN from 2024
Assessment objectives
AO1 Knowledge and understanding

Demonstrate knowledge and understanding of facts, terms and concepts of travel and tourism.
AO2 Application
Apply knowledge and understanding of facts, terms and concepts to familiar and unfamiliar contexts
in travel and tourism.
AO3 Analysis
Analyse travel and tourism issues and show an understanding of the possible impacts of those issues
on travel and tourism.
AO4 Evaluation
Evaluate information to develop arguments, understand implications, draw inferences and make
judgements, recommendations and decisions.

SPECIMEN from 2024
Table A
Use this table to give marks for each candidate response for Question 2(d).
Level AO1 AO3 AO4

Knowledge and Analysis Evaluation
understanding
3 marks 3 marks 3 marks

Description Description Description
3 The response contains a The response is well- The response contains a
range of explained valid balanced and considers the well-reasoned conclusion or
points. significance of more than recommendation.
two of the points mentioned.
OR
The arguments for and

against more than two of the
points mentioned are given.
2 The response contains The response gives some The response contains
some explained valid points. consideration of the a conclusion or
significance of two of the recommendation, with some
points mentioned. reasoning given
OR

against two of the points
mentioned are given.
1 The response is likely to be The response gives some The response contains
a list of valid points with little consideration to the a conclusion or
or no explanation. significance of one point recommendation, but no
mentioned. reasoning is given.
OR
The arguments for or

against one of the points are
given.
1 mark 1 mark 1 mark
0 No creditable response. No creditable response. No creditable response.

SPECIMEN from 2024
Table B
Use this table to give marks for each candidate response for Questions 1(d), 3(d) and 4(d).
Level AO2 AO3 AO4

Application Analysis Evaluation

Description Description Description
3 Includes an explanation of The response is well- The response contains a
why more than two points balanced and considers the well-reasoned conclusion or
mentioned are relevant/ significance of more than recommendation.
suitable to the context of the two of the points mentioned.
question.
OR

against more than two of the
points mentioned are given.
2 Includes an explanation of The response gives some The response contains a
why two points mentioned consideration of the reasoned conclusion or
are relevant/suitable to the significance of two of the recommendation with some
context of the question. points mentioned. reasoning given.
OR

against two of the points
mentioned are given.
1 One point has an The response gives some The response contains
explanation of why it is consideration to the a conclusion or
relevant/suitable to the significance of one point. recommendation, but no
context of the question. reasoning is given.
OR
The arguments for or

against one of the points are
given.
1 mark 1 mark 1 mark
0 No creditable response. No creditable response. No creditable response.

SPECIMEN from 2024
Question Answer Marks

1(a)(i) Define the term ‘business tourism’. 1
Award one mark for a correct definition.
• Business tourism is a form of travel which involves undertaking business

activities that are held away (1)
• Travelling for business meetings, conferences, trade shows or sales trip
(1)
• During business tourism travellers are working and being paid while
away from their workplace and home (1)
Credit all valid reasoning in context.

1(a)(ii) Identify three characteristics of Costa Rica that make it a good 3
destination for business tourism.
Award one mark for each correct way identified.
• Two airports close to major cities (1)

• Convention centre (1)
• Central location (1)
• Good infrastructure (1)

1(b) Describe two ways national tourism organisations (NTOs) help to market 4
MICE destinations.
Award one mark for the correct identification of a way and a second mark for
the explanation of the way.
• Use their website (1) to show details of forthcoming events/accessible

worldwide/encourages new business tourists (1)
• Promote the destination (1) with the facilities it has to support
conventions/raise the profile of the destination/other businesses may
consider hosting an event in the future (1)
• Provides advice and assistance to event organisers (1) helps destination
to become a leading business destination/helps to plan and promote
events to international businesses (1)

SPECIMEN from 2024

1(c) Explain one way that increasing participation in trade fairs will increase 3
the number of business tourists coming to Costa Rica.
Award one mark for the correct identification of a way and up to two further
marks for an explanation of how this will increase the number of business
tourists coming.
• Raises brand awareness (1) advertising possibilities/raises awareness of

business offering (1) chance of sponsorship (1)
• Ability to launch new products to target customers (1) can explain
benefits in person (1) can convince visitors to the fair that Costa Rica is
an excellent MICE destination so increases number of business tourists
(1)
• Can meet potential customers face to face (1) builds relationships (1)
adds to database/marketing lists so increases business (1)

SPECIMEN from 2024

1(d) Evaluate the importance to Costa Rica of winning an industry award for 9
best MICE destination.
Follow the point-based marking guidance at the top of this mark scheme and
use Table B to give marks for each candidate response.
AO2 out of three marks.

Responses may include the following and any other valid points should be
accepted:
AO2 Application
• Gives a competitive advantage
• Reduces marketing costs
• Strengthens reputation/image
• Increased likelihood of repeat business
• Increases interest from potential customers/revenue/boosts local
economy
AO3 Analysis
• Gaining an award gives the destination a competitive advantage over
similar destinations, they have an identified product and stand out from
the crowd
• Destination will be identified and enhanced increasing brand awareness,
generating marketing opportunities
• Sign of quality and excellence creating trust
• Potential customers will choose an award winning destination over
destinations that have not won awards
AO4 Evaluation
• Having competitive advantage means they can attract and satisfy
potential customers
• Destination becomes more recognisable as a business destination
globally, gains more media exposure and attention, free marketing and
public relation opportunities
• Strengthened reputation positively impacts tourist satisfaction meaning
they will not search for alternative destinations, it enhances its
competitive advantage, helps to compete for visitors, investments and
skilled workforce
• Tourist numbers will increase income and boost local economy, MICE
attendees generally spend more than other tourists. It can improve the
seasonal nature of the destination because business tourists do not
just travel in peak season. New jobs can be created e.g., professionals
to host the events, hospitality and therefore benefit indirect tourism
suppliers
AO2 3
AO3 3
AO4 3

SPECIMEN from 2024

2(a) Using the statement numbers in Fig. 2.1 complete the table below. 4
Choose only one statement number under each heading.
Award one mark for each correct statement number.
Strength Weakness
4, 8 2, 7, 5
Opportunity Threat
1, 3 6, 9, 10
Credit only one mark for correct statement number in each heading.
2(b) Suggest three ways the Indian Ministry of Tourism can manage the issue 3
of overtourism.
Award one mark for each correct way identified.
• Highlight lesser known places (1)

• Educate tourists about the problems of overtourism (1)
• Limit tourist numbers/smaller groups (1)
• Encourage travel during off-peak season/offer discounts (1)
• Limit building of new hotels/resorts (1)
• Encourage sustainable tourism (1)

2(c) Explain two reasons why brochures might be a suitable method of 4
promotion for destinations.
Award one mark for the correct identification of a reason and a further mark
for the development of the reason.
• Brochures can contain necessary information (1) information will be more

detailed than in a leaflet/helps the customers know about the country (1)
• Brochures can be easily distributed (1) they are relatively light/portable/
can be sent electronically by mail to reach potential customers/displayed
in tourism offices (1)
• Brochures are ideal for showing colour photographs (1) eye catching/
customers are more likely to pick them (1)

SPECIMEN from 2024

2(d) Evaluate the ways destinations can use market analysis tools to gain a 9
competitive advantage.
use Table A to give marks for each candidate response.

accepted:
AO1 Knowledge and understanding

• Definition of market analysis tools
• Use of SWOT analysis
• Use of PESTLE
• Use of competitive analysis
AO3 Analysis
• SWOT can help destinations identify the internal and external influences
so that they can make a better marketing plan in order to gain a
competitive advantage
• PESTLE can identify if there is government support in the development
of tourism, contribution to the GDP from tourism related employment,
number of indirect tourist jobs, provision of training and reliability of
Wi-Fi connectivity, natural landscape, which can be used to improve the
tourism provision
• Competitive analysis helps to research competitors’ products, sales and
marketing strategies, identify gaps in the market, identify what they are
doing right or where they are falling short
AO4 Evaluation
• Using results from competitor analysis, destinations can learn how the
competition works and identify potential opportunities where they can
out-perform them. They can stay relevant and on top of industry trends
and ensure their products and marketing campaigns are constantly
meeting – and exceeding – industry standards. Destinations are able
to identify the areas of opportunity in the marketplace. Destinations are
unlikely to succeed if they have many threats and weaknesses. The
results will enable destinations to have realistic plans before beginning
a campaign and to target its opportunities. Successful destinations can
manage any external influences when marketing themselves.
• No matter how much market analysis is done, there still needs to be
a supportive stable government to succeed. There needs to be open
borders and ability to obtain visas easily. Tax incentives will improve
visitor numbers whereby visitors can gain a tax refund on departure for
products bought on their trip.
• Results of market analysis will enable destinations to see how to proceed
on the positive and negative impacts of tourism provision. Destinations
can use this information to change any aspects of their provision to
enhance the positive and overcome negative aspects and to plan
improvements in their marketing.

SPECIMEN from 2024

2(d) • PESTLE is useful for assessing a destination’s suitability as a tourist
destination. The results received will help in ascertaining any possible
challenges and any areas that can be utilised to their best advantage.
AO1 3
AO3 3
AO4 3
3(a)(i) Identify two possible target markets of Tourshrines. 2
Award one mark for each correct target market identified.
• Religious tourists
• Pilgrims
• Cultural tourists
• Special interest tourists
• Educational tourists
Award these responses only.

3(a)(ii) Identify one component of the advertised tour package. 1
Award one mark for the identification of a correct component.
• 4* hotel accommodation
• Breakfast and dinner
• Expert guides
• Transport on the tour

3(b) Describe two ways Tourshrines could help to protect religious sites 4
against damage caused by tourists.
Award one mark for each way identified and a second mark for the
explanation of each way.
• Tourshrines could limit group numbers (1) helps to protect the site from
damage caused by large volume of visitors at the same time (1)
• Rules and regulations clearly visible in brochures/leaflets (1) educates
tourists on the dos and don’ts at the sites (1)
• A percentage from the booking cost could be given to the site (1) this can
be used to protect the site (1)
• Offer guided tours only (1) to restrict visitors from going to areas which
are out of bounds (1)

SPECIMEN from 2024

3(c) Explain two benefits to customers of booking a package tour rather than 4
booking the tour independently.
Award one mark for the correct identification of a benefit and a second mark
for the explanation of each benefit.
• Cost saving/cheaper (1) the individual cost of booking each component

separately would be more expensive (1)
• No hidden costs (1) the advertised price is what the customer would pay/
package clearly states what is and what is not included (1)
• Easier/more convenient (1) tour operator has the hassle of searching for
the best deals (1)
• Best services (1) tour operators have expert knowledge and contacts in
the industry/ensure they enlist the best services as part of the package
(1)
• Safer (1) buying a package gives the customer more protection against
fraud (1)

SPECIMEN from 2024

3(d) Assess the importance of brand image for Tourshrines. 9

accepted:
AO2 Application
• Recognition by means of a slogan, brand name, product features, price,
colour and promotion
• Raises awareness/easily recognised/growth in customer numbers
• Increases trust and loyalty
• Brand image can help the organisation to gain competitive advantage
AO3 Analysis
• Raises awareness and encourages new customers by showing the
potential customer what the product is, easier to introduce new products
• Good brand image reminds customers and encourages them to trust
Tourshrines and to be loyal
• Market brand through different medias, social media website, sponsor
events
• Customer returns to Tourshrines and resists promotion from other
companies. Branding highlights USP of the product
AO4 Evaluation
• If the brand image is good, it can be used as a powerful tool to change
the perception of Tourshrines. If Tourshrines’ brand looks polished and
legitimate it can influence and attract the attention of potential customers
and encourage them to choose Tourshrines.
• If the branding is successful it aims to build customer trust and tourist
bound relationship ensuring their services satisfy customer needs or
exceed expectation, especially in the competitive market. Customer
loyalty can be developed because of the value and impression of a safe
and unforgettable experience given by Tourshrines.
• A well-known brand can help to establish Tourshrines as a leader and
give the business a boost for further expansion e.g., opening in more
locations, ensuring a future.
• With a good brand image Tourshrines can remain competitive and
produce more of a market share providing a high income.
AO2 3
AO3 3
AO4 3

SPECIMEN from 2024

4(a) Suggest three types of primary research used to gather information on 3
inbound tourists.
Award one mark for each correct primary market research technique
identified.
• Self-completion questionnaires
• Exit surveys
• Online surveys
• Face to face interview

4(b) State two reasons why tourism organisations carry out market research. 2
Award one mark for the identification of each correct reason.
• Identify potential new customers (1)

• Learn more about existing customers (1)
• Inform decisions regarding existing and new products or services (1)
• Better understand their competitors (1)
• Test new markets (1)
• Identify performance, pricing, or promotion opportunities (1)

4(c) Discuss two ways hotels could adapt their products to increase the 6
number of business tourists.
Award one mark for the correct identification of a way, a second mark for
applying the way to business tourists and a third mark for explanation of the
way.
• Product feature, ensure its accessible (1) i.e., access to equipment in

hotels such as access to high-speed wireless internet services, Wi-Fi via
the television (1) means business tourists can continue to work in the
hotel/keep in touch with the office/clients (1)
• Business-class rooms (1) feature enhanced workspace e.g., good
lighting, comfortable furniture (1) meaning business tourists will be able
to continue to work efficiently during their stay (1)
• Conference centres/meeting rooms (1) encourages tourist to stay in
the hotel (1) encourages companies to use the hotel for conferences/
conventions (1)
• Offer low risk tourist activities (1) with no impact to the business tourist or
their firm (1) to use in their free time (1)
• Discount/loyalty schemes (1) restaurants and shops to offer discount for
business traveller/repeat business travellers (1) companies are more
likely to use hotels with additional services/full packages (1)
• In-room dining/packed lunches (1) visitors may be in meetings so unable
to use restaurant (1) prevents business tourists having to end or leave
meetings for lunch/dinner (1)
• Trouser press/ironing board (1) to ensure clothes are suitable for
meetings (1) convenient for business traveller (1)

SPECIMEN from 2024

4(d) Assess the ways tourism organisations in declining destinations can 9
use different pricing strategies to increase demand.

accepted:
AO2 Application
• Competitive pricing, price should not exceed competitors or sales could
fall further
• Variable pricing for seasonality reasons, a reduction in price in the
off‑peak season to retain and gain more business
• Price bundling – as the ticket allows access to a range of different,
unrelated attractions, reduced rates for the bundle improves the appeal
• Special offers/discounts/promotional pricing, by using these strategies
tourism organisations can encourage tourists to visit.
AO3 Analysis
• When there are similar products being offered by different organisations
the price may be determined by the going rate, maximum rate at which
the product can be sold, or the organisation may offer to price match their
competitors.
• Variable pricing, prices can vary with respect to variations in the feature
of a product, the variability of demand and is often used by organisations
offering differentiated products and services.
• Price bundling is beneficial to the organisation as it allows them to sell
their lesser known or unpopular products with the popular ones. The
customer will generally receive the bundle at a discounted price.
• Discount pricing is sometimes used as a way of pulling customers away
from their competitors. The policy persuades them that they are receiving
value for money as they are getting something free.
AO4 Evaluation
• In a declining destination the government will often step in to help put
things right by giving subsidies which is an incentive for the organisations
to help improve the infrastructure or regenerate a declining area. Fuel tax
increases the price of travel, if fuel duty increases then then this increase
is passed on to customers because of the hidden surcharge. These often
have more impact than pricing strategies.
• When competing or matching competitors, there is the need for the
organisation to be careful and be aware of their own financial position
before deciding to compete. It is better to be product driven than price
driven.

SPECIMEN from 2024

4(d) • The type of market an organisation wants to attract can influence the
pricing strategy it uses. Variable pricing can vary according to the
customer type i.e., when an adult is paying full price a reduced price can
be offered for children under a specific age. Seasonality can be offset
with variable pricing, high prices charged during the peak season and
reduced prices during the low season. This ensures that customers are
attracted all year round. Therefore product differentiation would be better
than just changing the price.
• Price bundling will attract different types of customers, usually those
looking for a deal. Some customers can even end up paying more than
they initially wanted to. Product bundles have lower marketing costs
because you are promoting two or more products with the effort and
resources for one. There are disadvantages to price bundling, customers
may end up buying products they didn’t really want. Price bundles
are discounted therefore the organisation could end up with a loss in
revenue.
• Discount pricing will encourage tourists as they feel that it is good value
for money which will encourage repeat business and word of mouth
recommendations, particularly when the brand name is not familiar. A
disadvantage of a discount pricing strategy increases the chance that
your product will be perceived as lower in quality. While you may gain
customers, who make decisions on price alone, other customers may
choose competitor products because of perceived quality. Low prices
may drive sales for a limited time, but do not build customer loyalty.
When a lower priced alternative comes along, you may lose your hard-
earned market share.
AO2 3
AO3 3
AO4 3

SPECIMEN from 2024
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Cambridge IGCSE™

TRAVEL & TOURISM 0471/02

This document has 18 pages. Any blank pages are indicated.

© Cambridge University Press & Assessment 2021 [Turn over

Generic Marking Principles

GENERIC MARKING PRINCIPLE 1:

Marks must be awarded in line with:

Marks must be awarded positively:

© Cambridge University Press & Assessment 2021 Page 2 of 18

Social Sciences-Specific Marking Principles

1 Components using point-based marking:

From this it follows that we:

© Cambridge University Press & Assessment 2021 Page 3 of 18

AO1 Knowledge and understanding

© Cambridge University Press & Assessment 2021 Page 4 of 18

Level AO1 AO3 AO4

3 marks 3 marks 3 marks

The arguments for and

The arguments for and

The arguments for or

© Cambridge University Press & Assessment 2021 Page 5 of 18

Level AO2 AO3 AO4

3 marks 3 marks 3 marks

The arguments for and

The arguments for and

The arguments for or

© Cambridge University Press & Assessment 2021 Page 6 of 18

Question Answer Marks

Award one mark for a correct definition.

• Business tourism is a form of travel which involves undertaking business

Credit all valid reasoning in context.

Award one mark for each correct way identified.

• Two airports close to major cities (1)

Credit all valid reasoning in context.

• Use their website (1) to show details of forthcoming events/accessible

Credit all valid reasoning in context.

© Cambridge University Press & Assessment 2021 Page 7 of 18

Question Answer Marks

• Raises brand awareness (1) advertising possibilities/raises awareness of

Credit all valid reasoning in context.

© Cambridge University Press & Assessment 2021 Page 8 of 18

Question Answer Marks

AO2 out of three marks.

© Cambridge University Press & Assessment 2021 Page 9 of 18

Question Answer Marks

Award one mark for each correct statement number.

Award one mark for each correct way identified.

• Highlight lesser known places (1)

Credit all valid reasoning in context.

• Brochures can contain necessary information (1) information will be more

Credit all valid reasoning in context.

© Cambridge University Press & Assessment 2021 Page 10 of 18

Question Answer Marks

AO1 out of three marks.

AO1 Knowledge and understanding

© Cambridge University Press & Assessment 2021 Page 11 of 18

Question Answer Marks

Award one mark for each correct target market identified.

Award these responses only.

TRAVEL & TOURISM 0471/02

© Cambridge University Press & Assessment 2021 [Turn over