TOURISM

FRANCES BAARD DISTRICT

PRACTICAL ASSESSMENT TASK

DAY 2

GRADE 11

2024

NOTE TO SCHOOL: Do not copy pages 12 – 15 back-to-back.

This PAT document (day 2) consists of 15 pages.

Tourism 2 Grade 11 Exemplar PAT 2024 – Day 2

Innovative Tourism Products and

Women entrepreneurs in Tourism
BACKGROUND
South Africa is a diverse and dynamic country, with a rich cultural heritage and stunning
natural beauty. However, in recent years, the South African tourism industry has faced
numerous challenges, including economic slowdown, global competition and a decline
in international visitor numbers. To overcome these challenges and maintain its position
as a leading tourist destination, it is essential for South Africa to expand and diversify its
tourism products.

One of the key ways to achieve this is by developing new and innovative tourism products
that showcase the unique cultural and natural heritage of the country. These products
can range from cultural and heritage tours, eco-tourism experiences and adventure
sports to culinary and wine tourism. By providing a wider range of options, South Africa
can attract a more diverse range of visitors, including those who are looking for new and
exciting experiences. In addition to attracting new visitors, expanding the range of
tourism products can also bring benefits to the local economy. By supporting local
businesses, entrepreneurs, and communities, the development of new tourism products
can create jobs and stimulate economic growth.

History has taught us that many innovations and ground-breaking inventions were made
during testing times. Many of these were made by women. Women entrepreneurs in
tourism have an opportunity to develop and introduce original and innovative tourism
products.

The expansion of new tourism products is vital for the long-term success and growth of
the South African tourism industry. By offering a wider range of experiences and
attractions, South Africa can continue to attract visitors, support local communities, and
promote economic growth.
[Adapted from: https://www.tourism.gov.za/AboutNDT/Publications/Bojanala%20March%202024.pdf &
https://www.unisa.ac.za/sites/sbl/default/News-&-events/Articles/Igniting-tourism-recovery-The-role-of-women-leaders-in-tourism]

MEET LINDI NKONKI

Lindi Nkonki*, born and bred in Cape Town, is a 30-
year-old female entrepreneur with a passion for nature
and hiking.

Her interest in hiking started in 2014 after she

participated in a nature hiking tour in the Cederberg
Mountains in the Western Cape. She instantly knew
she had found her passion in life and was determined
to start a successful tour operating business. She
continued to join many other nature tours to learn more
about the tourism industry. Lindi dedicated every spare
moment of her time to research on starting a business,
as well as seeking and taking the advice of various role players in the tourism industry.
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Tourism 3 Grade 11 Exemplar PAT 2024 – Day 2
In 2016, Lindi enrolled part-time for a two-year Advanced Diploma in Tourism
Management at the Cape Peninsula University of Technology and graduated in 2018.
She also successfully registered as a nature tour guide with the Western Cape
Department of Economic Development and Tourism. In 2019, Lindi established and
registered AmaBackpacking Tours, a tour operator company in Cape Town, to provide
single-day hiking tours in Cape Town and its surrounding areas.

Lindi has faced many challenges in starting and sustaining her tourism business. When
she launched her business in 2019, she held a full-time job at a popular Cape Town
restaurant working 5 days a week. Lindi had to manage her time carefully to achieve the
most from a work and business perspective. She started to organise nature tours for
about 20 hikers every second weekend. One of Lindi’s main challenges has been that
she operates in a male-dominated industry and has heard many times that she will not
make it. Lindi also struggles to get funding to help grow her business as many do not
believe she will last in the industry, but she remains positive that she will continue to
chase her dream.

In 2020, due to the government Covid-19 lockdown measures and the resulting financial
hardship suffered by the restaurant, her employer wanted to retrench her. She
persuaded him to reduce her working hours from five to two days a week. Lindi’s
business had also come to a standstill. She immediately used the extra hours at her
disposal to do more research and rethink her business plan, as the tourism industry was
one of the sectors of the economy hardest hit by the Coronavirus pandemic.

Lindi realised that her business must focus on domestic tourism to survive after the
government's lockdown measures were relaxed before she could focus on attracting
international tourists. At the end of 2021 she approached various banks with her post-
Covid recovery business plan in the hope of getting a business loan. She was overjoyed
when one of the banks approved her loan.
Lindi immediately introduced the following changes to the business:

• The name of the business changed to AmaSlackpacking Tours.

• The design of a new logo.
• The creation of a catchy slogan.
• The focus would be on multi-day slackpacking (South Africa’s version of backpacking
made easy) hiking tours along the southern coast of the Western Cape.
• The launch of a new, weekly five-day travel package, with eight participants per tour
titled “Slackpacking: The Perlemoen** Trail”. The travel package, at an affordable
price of R6 500 per person, includes round-trip transportation from Cape Town
International Airport to Pearly Beach by minibus, four nights’ accommodation at The-
Ark B&B, all meals, daily transfers by minibus, three days of hiking with daily
complimentary bottled water and a qualified hiking guide. Flights are not included.
• Offering a one-day extension to the travel package to include a selection of optional
adventure activities with accommodation (not included in the price of the five-day
travel package price).

Lindi believes that through aggressive marketing on Facebook and reassuring potential
customers about her company’s ethical business practices and safety measures she will
be able to expand her business.
*Fictitious (does not exist)
**Perlemoen: also known as abalone, is a marine snail with a flattened ear shaped shell that is
associated with coastal rocky areas
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Tourism 4 Grade 11 Exemplar PAT 2024 – Day 2

SCENARIO

Slackpacking: The Perlemoen Trail

As a grade 11 Tourism learner, you will assist Lindi Nkonki to re-establish her business
during this post-Covid period. You will be required to investigate Lindi’s entrepreneurial
profile, design a new brand logo and slogan for the business, assist her in marketing her
business on social media, consider transport options, communicate with service
providers regarding accommodation arrangements, decide on a South
African celebrity to help launch the new travel package and to develop handouts to
provide clear information to her clients.

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Tourism 5 Grade 11 Exemplar PAT 2024 – Day 2

DAY 2

Slackpacking: The
Perlemoen Trail
TIME: 4 HOURS (2 x 2 hours)

MARKS: 50

INSTRUCTION TO LEARNERS

• This section of the PAT contains TWO questions to be completed on Day 2.

• Study the background information and the scenario.
• Refer to the relevant templates at the end of this PAT document.
• Refer to the relevant resources (addenda) in the Resource Pack for each
question.
• Refer to the assessment criteria following the questions to help you structure
your responses for each question accordingly.

The table on page 6 shows the suggested times and templates/references to be used
for each question.

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Tourism 6 Grade 11 Exemplar PAT 2024 – Day 2

DAY 2: Questions 6 - 7
Template Resource pack
Suggested
Content Marks to be Addendum Page
time
used no
Question Celebrity Tour03
Session 1

10 1 hour F 13-15
6.1 endorsement (2 pages)
Facebook
Question G 16-17
Marketing Video 15 1 hour Tour04
6.2 H 18-19
Script
Question Perlemoen hiking H 18-19
20 1½ hours Tour05
Session 2

7.1 trail map I 20

Optional
Question J 21-23
adventure 5 30 minutes
7.2 K 24
activities
Total: 50 4 hours

QUESTION 6: MARKETING (25 marks)

Refer to the background information and Addenda F, G and H in the RESOURCE

PACK to answer this question.

Lindi plans to approach a South African celebrity to volunteer to help her launch the
new AmaSlackpacker’s, weekly five-day travel package in a short marketing video on
Facebook.
QUESTION 6.1 Celebrity endorsement (10 marks)

Refer to the background information and Addendum F in the RESOURCE PACK to

answer this question.

Celebrity endorsement, also known as celebrity branding or celebrity advertising is a

marketing strategy that uses a celebrity's fame and image to promote a brand or
product.

Research and analyse the profiles of three potential celebrity endorsers identified by
Lindi according to the criteria below:

• Complete the table in template (Tour03) to present your research.

• Recommend ONE celebrity who would be most suitable for the Facebook launch of
AmaSlackpacker’s new weekly five-day travel package marketing campaign.
• Give THREE reasons for your recommendation.

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Tourism 7 Grade 11 Exemplar PAT 2024 – Day 2

QUESTION 6.2 Video Script for Facebook Marketing (15 marks)

Refer to the background information and Addenda G and H in the RESOURCE

PACK to answer this question.

Write a video script of 120 words for the chosen celebrity to promote
AmaSlackpacker’s, new weekly five-day travel package on Facebook.

The script needs to be written using the words as they would be spoken by the celebrity
chosen to do the endorsement.

Use template (Tour04) to write the video script according to the criteria below:

• Make the first few seconds count.

• Highlight what makes your brand great.
• Tell viewers why.
• Call to action.

QUESTION 7: TOUR HANDOUTS ( 25 marks)

Refer to the background information and Addenda H, I, J and K of the RESOURCE

PACK to answer this question.

To enrich the experience of tour members during the Perlemoen Trail Slackpacking
Tour, Lindi developed the following handouts: a hiking trail map and an optional
adventure activities poster.

QUESTION 7.1 Hiking trail map (20 marks)

Refer to Addenda H and I of the RESOURCE PACK to answer this question.

Use the template (TOUR05) to create a customised AmaSlackpackers Perlemoen

Hiking Trail map for the tourists.

Read the itinerary to familiarise yourself with each leg of the hiking route, the planned
activities and the scenery on offer.

Refer to Addendum I for symbols (icons) representing various features of/on the
Perlemoen Hiking Trail. The symbols must be cut out and pasted in the correct
locations on the map as per the itinerary description.

The completed map must meet the following criteria:

• The start (day 1) and end points (day 3) of the hiking trail are indicated on the
map using the symbols provided.
• Each route for each leg of the hiking trail, from the start to end point, is drawn
with different coloured pens/pencils.
• The symbols representing the following features are neatly cut out and pasted
in the correct location on the map:
▪ accommodation establishment
▪ seal sighting spots
▪ whale and dolphin sighting spots

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Tourism 8 Grade 11 Exemplar PAT 2024 – Day 2

▪ shark cage diving site

▪ shipwreck sites
▪ the museum
▪ lighthouses
▪ fynbos flowers
▪ hikers on the route
• A map legend or key is developed and appears at the bottom of the map.
(A map legend or key is a visual explanation of the symbols used on the map.
It typically includes an example of each symbol, and a short description of what
the symbol means)

QUESTION 7.2: Optional adventure activities (5 marks)

Refer to Addenda J and K of the RESOURCE PACK to answer this question.

Create an A4 poster showcasing THREE optional adventure activities available for

individuals who want to extend their Perlemoen Trail Slackpacking Tour by one day.

The poster must meet the following criteria:

• Name of each activity

• Name of the business offering each activity
• Describe THREE aspects related to each activity
• Cost of each activity
• Duration of each activity
• A picture related to each activity cut out from Addendum K and neatly pasted
• Creative design of the poster

TOTAL DAY 2: 50 MARKS

Refer to the assessment criteria for each question (pages 9 – 11) to assist you to
structure your responses accordingly.

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Tourism 9 Grade 11 Exemplar PAT 2024 -Day 2

ASSESSMENT INSTRUMENT FOR DAY 2 (For use by the Teacher and Moderator)
Name of Learner: Grade 11
Your answer will be assessed against the assessment criteria below. Use the criteria to plan your responses accordingly.
QUESTION 6: MARKETING (25 marks)

QUESTION 6.1: Celebrity endorsement (10 marks)

Your answer will be assessed against the assessment criteria below. Use the criteria to plan your responses accordingly.
Criteria 0 1–4 5–8 9 - 10 T M
Research and No attempt was A poor attempt was A good attempt was made to An excellent attempt was made to meet the
analyse the profiles made to meet the made to meet the meet the criteria. criteria.
of three potential criteria. criteria.
celebrity endorsers OR
identified by Lindi The information
according to the provided is
criteria. incorrect.

QUESTION 6.2: Video Script for Facebook Marketing (15 marks)

Your answer will be assessed against the assessment criteria below. Use the criteria to plan your responses accordingly.
Criteria 0 1–4 5-7 8 - 12 13 - 15 T M
Write a video script No attempt was A poor attempt was A below average attempt was An above average An excellent attempt
of 120 words for the made to write a made to meet the made to meet the criteria. attempt was made to was made to meet the
chosen celebrity to video script. criteria. meet the criteria. criteria.
promote OR
AmaSlackpacker’s, The video script is
new weekly five- irrelevant.
day travel package
on Facebook.
Total:

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Tourism 10 Grade 11 Exemplar PAT 2024 – Day 2
QUESTION 7: TOUR HANDOUTS (25 marks)

QUESTION 7.1: Hiking trail map (20 marks)

Your answer will be assessed against the assessment criteria below. Use the criteria to plan your responses accordingly.

Criteria 0 1-2 3-4 5 T M

1. Create a • No attempt was One to two of the following Three to four of the following elements are included • The start and
customised hiking made to elements are included on the on the map: end points of
trail map for the indicate the map: • The start point of the hiking trail using the icon the hiking trail
tour members. start and end • The start point of the hiking trail provided. are correctly
points of the using the icon provided. • The end point of the hiking trail using the icon indicated on
hiking trail on • The end point of the hiking trail provided. the map using
Elements: start the map using using the icon provided. • The route of one of the legs of the hiking trail was the icons
and end points; the icons • The route of one of the legs of drawn using a coloured pen/pencil. provided.
route for each leg provided. the hiking trail was drawn using • The route of the second leg of the hiking trail was • The routes for
of the hiking trail. • No attempt was a coloured pen/pencil. drawn using a different coloured pen/pencil. each leg of
made to draw a • The route of two of the legs of • The route of the third leg of the hiking trail was the hiking trail,
route for each the hiking trail was drawn using drawn using a different coloured pen/pencil. from the start
leg of the hiking different coloured pens/pencils. OR to end point,
trail, from the OR • The elements are indicated with a degree of are correctly
start to end
• The elements are indicated correctness. The rest of the elements are omitted. drawn with
point, using different
incorrectly. The rest of the
different coloured
coloured pens. elements are omitted.
pens/pencils.

Criteria 0 1-4 5-8 9 T M

2. Symbols representing No attempt is made One to four of the symbols Five to eight of the symbols All the symbols representing
features are neatly to cut out the representing features is/are neatly representing features are features are neatly cut out and
cut out and pasted in symbols and paste cut out and pasted in the correct neatly cut out and pasted in the pasted in the correct locations
the correct location them in the correct location on the map. correct location on the map. on the map.
on the map. location on the
map.

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Tourism 11 Grade 11 Exemplar PAT 2024 – Day 2

Criteria 0 1 -2 3-4 5-6 T M

3. A map legend No attempt is A map legend or key is A map legend or key is developed A map legend or key is developed
or key is made to develop developed. Some of the symbols and appears at the bottom of the and appears at the bottom of the
developed and a map legend or that are included in the map map. Most of the symbols that are map. All the symbols that are
appears at the key. legend match the symbols used included in the map legend match the included in the map legend match the
bottom of the on the map. symbols used on the map. symbols used on the map.
map. Few of the symbols appear with Most of the symbols appear with a All the symbols appear with a short
a short description of what each short description of what each description of what each symbol
symbol represents. symbol represents. represents.
Total:

QUESTION 7.2: Optional adventure activities (5 marks)

Your answer will be assessed against the assessment criteria below. Use the criteria to plan your responses accordingly.

Criteria 0 1-2 3-4 5 T M

Create an A4 poster showcasing Unable to meet A poor attempt was made to A good attempt was made to An excellent attempt
THREE optional adventure activities any of the criteria. meet the criteria. meet the criteria. was made to meet the
available for individuals who want to criteria.
extend their Perlemoen Trail
Slackpacking Tour by one day.

GRAND TOTAL DAY 2: 50 MARKS

Signature: Teacher Date: Signature: Moderator Date:

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Tourism 12 Grade 11 Exemplar PAT 2024 – Day 2

TOUR03: Template for QUESTION 6.1

NAME & SURNAME:
CLASS:
Paste picture of celebrity here Paste picture of celebrity here Paste picture of celebrity here

Name of
celebrity
Type of celebrity

List of the
celebrity’s
achievements

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Tourism 13 Grade 11 Exemplar PAT 2024 – Day 2

TOUR03: Template for QUESTION 6.1

NAME & SURNAME:
CLASS:

Name of celebrity
recommended as the
most suitable for the
launch Facebook
marketing campaign

THREE reasons for your Reason 1:

recommendation

Reason 2:

Reason 3:

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Tourism 14 Grade 11 Exemplar PAT 2024 -Day 2

TOUR04: Template for QUESTION 6.2

NAME & SURNAME:
CLASS:

Make the First Few Seconds Count...

Highlight What Makes Your Brand Great...

Tell Viewers Why...

Call to Action…

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Tourism 15 Grade 11 Exemplar PAT 2024 -Day 2

TOUR05: Template for QUESTION 7.1

NAME & SURNAME: CLASS:

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