0471_s24_ms_22

Cambridge IGCSE™
TRAVEL & TOURISM 0471/22

Paper 2 Managing and Marketing Destinations May/June 2024
MARK SCHEME
Maximum Mark: 100
Published
This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of the
examination. It shows the basis on which Examiners were instructed to award marks. It does not indicate the
details of the discussions that took place at an Examiners’ meeting before marking began, which would have
considered the acceptability of alternative answers.
Mark schemes should be read in conjunction with the question paper and the Principal Examiner Report for
Teachers.
Cambridge International will not enter into discussions about these mark schemes.
Cambridge International is publishing the mark schemes for the May/June 2024 series for most
Cambridge IGCSE, Cambridge International A and AS Level and Cambridge Pre-U components, and some
Cambridge O Level components.
This document consists of 21 printed pages.
© Cambridge University Press & Assessment 2024 [Turn over

0471/22 Cambridge IGCSE – Mark Scheme May/June 2024
PUBLISHED
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 descriptors for the question
 the specific skills defined in the mark scheme or in the generic level descriptors 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 descriptors.
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 descriptors in mind.
© Cambridge University Press & Assessment 2024 Page 2 of 21

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Social Science-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 Calculation questions:
 The mark scheme will show the steps in the most likely correct method(s), the mark for
each step, the correct answer(s) and the mark for each answer
 If working/explanation is considered essential for full credit, this will be indicated in the
question paper and in the mark scheme. In all other instances, the correct answer to a
calculation should be given full credit, even if no supporting working is shown
 Where the candidate uses a valid method which is not covered by the mark scheme,
award equivalent marks for reaching equivalent stages
 Where an answer makes use of a candidate’s own incorrect figure from previous working,
the ‘own figure rule’ applies: full marks will be given if a correct and complete method is
used. Further guidance will be included in the mark scheme where necessary and any
exceptions to this general principle will be noted.

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4 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.

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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.

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Table A
Use this table to give marks for each candidate response for Question/s 2 and 4.
Level AO1 AO3 AO4 Marks

Knowledge and Analysis Evaluation
understanding 3 marks 3 marks
3 marks
Description Description Description
3 The response contains The response is well- The response contains 3

a range of explained balanced and considers a well-reasoned
valid points. the significance of more conclusion or
than two of the points recommendation.
mentioned.
OR
The arguments for and
against more than two
of the points mentioned
are given.
3 marks 3 marks 3 marks
2 The response contains The response gives The response contains 2

some explained valid some consideration to a conclusion or
points. the significance of two recommendation with
of the points some reasoning given.
mentioned.
OR
against two of the
points mentioned are
given.
1 The response is likely The response gives The response contains 1

to be a list of valid some consideration to a conclusion or
points with little or no the significance of one recommendation, but
explanation. point. no 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. 0

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Table B
Use this table to give marks for each candidate response for Question/s 1 and 3.
Level AO2 AO3 AO4 Marks

Application Analysis Evaluation
Description Description Description
3 Includes an explanation The response is well- The response contains 3

of why more than two balanced and considers a well-reasoned
points mentioned are the significance of more conclusion or
relevant/suitable to the than two of the points recommendation.
context of the question. mentioned.
OR
against more than two
of the points mentioned
are given.
2 Includes an explanation The response gives The response contains 2

of why two points some consideration to a conclusion or
mentioned are the significance of two recommendation with
relevant/suitable to the of the points some reasoning given.
context of the question. mentioned.
OR
against two of the
points mentioned are
given.
1 One point has an The response gives The response contains 1

explanation of why it is some consideration to a conclusion or
relevant/suitable to the the significance of one recommendation, but
context of the question. point. no 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. 0

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Question Answer Marks
1(a)(i) Define the term ‘homestay’. 1
Award one mark for the correct definition.
 A period during which a visitor lives with a local family/homestay tourists

stay in the houses of local people (1).
Credit all valid reasoning in context.
1(a)(ii) Other than homestays, identify two other types of rural accommodation. 2
Award one mark for two correct types of rural accommodation.

 B&B
 Farms
 Camping/campsites
 Guest houses
Award these responses only.
1(b) Explain two ways improved infrastructure in rural areas can benefit 4
tourists.
Award one mark for the correct identification of a way and a further mark for
the correct explanation of each way.
 Access to rural areas will be easier for tourists/improves safety/improves
comfort (1) improved road/rail links (1)
 Cheap means of transport for tourists to get around while in the area (1)
more transport options/easier transport (1)
 Tourists will be able to use wi-fi to stay in touch (1) access to the internet
(1)
 Tourists will feel confident about visiting the rural area (1) improved
health care facilities (1)
 Tourists will be able to take part in outdoor activities which is better for
their health and wellbeing (1) a variety of rural attractions/activities
offered (1)
 Tourists will be able to learn about the customs and traditions (1) cultural
events offered (1)
 Locals would be able to understand languages/customer service and so
improve visitor experience (1) schools/access to education (1)
 Tourists will be comfortable/have water/have electricity (1) better/more
accommodation (1)

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1(c) Explain one way national tourism organisations (NTOs) can use the 4
following to increase rural tourism.
Award one mark for each correct way identified and a further one mark for the
explanation of each way.
Product
 Advise tourism organisations on how to develop new products to suit the
target market (1) creates new experiences that appeal to rural tourists (1)
 Encourage tourism organisations to expand/enhance new/existing
products (1) can attract new tourist markets/widen customer base (1)
 Work with local governments to encourage development of tourism
infrastructure (1) such a development of roads (1)
 Complete market research (1) surveys to see what products tourists want
and meet the needs of the target market (1)
Promotion
 Provide up to date information in tourist information
centres/advertisements (1) these are placed throughout the country so
easily accessible (1)
 Use the internet (1) information and video clips can attract potential
customers/raise awareness/reach a large audience
 Advertise using posters/leaflets/printed material (1) can be used to
advertise rural tourism locally or internationally (1)
 Identify USP/strengths (1) pull factors to increase tourism numbers (1)

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1(d) Discuss the suitability of market penetration as a pricing policy for rural 9
tourism organisations.
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
 Used for a newer product such as rural tourism
 Used for products with high competition such as rural tourism, it is
competing with lots of more established types of tourism
 Affordable/low price to attract customers to experience rural
lifestyles/take part in crafts
 Increased customer interest/raises awareness of a remote location they
might not otherwise be aware of
AO3 Analysis
 Prices are artificially set low for a new product in order to get consumers
attention.
 Prices are set lower than the competition’s.
 Customers are attracted because they want to get the best deal possible.
 Brand establishes itself against its competition/helps to grow market
share.
 Increased customer interest, there is a quick boost in sales.
AO4 Evaluation
 Prices are set low at the beginning of the new product to gain entry into
the market and attract a market share, but the prices will increase as the
customers gain loyalty to the product.
 Consumers are interested due to the low prices; this brings in new
customers who, if it offers good value and quality, will stay around even
when the prices increase.
 Once the brand has become established this will lead to brand loyalty as
positive word of mouth takes customers away from their competitors.
 Competitors that cannot compete with the low initial prices are kept out of
the market.
 If a large customer base is won then revenue can be generated from a
high sales volume which ensures a profit is still made until the prices rise.
 Alternative pricing policies may be more suitable, variable pricing could
take into account seasonality and customer type.

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2(a) Using the statement numbers from Fig. 2.1, identify one statement for 4
each heading.
Award one mark for each correct statement number
Strengths Weaknesses
1, 6, 10 2, 9
Opportunities Threats
4, 5 3, 7, 8
Strengths
1 Existence of a marketing campaign
6 Infrastructure based on natural resources
10 Authentic and rich culture
Weaknesses
2 Low cooperation among tourism agencies
9 Little support from local government
Opportunities
4 Increasing awareness of nature
5 Improving environmental laws
Threats
3 Illegal wildlife trade
7 Unplanned tours
8 National market for ecotourism is unstable
Credit only one mark for correct statement number in each heading.
2(b) State three reasons for market research. 3
Award one mark for each correct reason identified

 Helps to develop marketing strategies to attract more customers
 Finds out how to increase customer satisfaction and encourage return
visits
 Can determine if new products will be successful
 Improves their understanding of how customers make their decisions
about tourism organisations/identifies customer’s needs and wants
 Organisations can find out how they are performing against their
competitors/know their place in the market
 Identify market trends

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2(c) Explain each of the following methods of promotion: 4
Award two marks for the correct explanation of each method of promotion.
Trade promotions
 A marketing technique aimed at increasing brand awareness (1)
encourage customer loyalty (1)
 Relationship between manufactures and retailers/other tourism providers
(1) increases sales/profits (1)
 Promotion to increase demand (1) expand the customer base (1)
Sales promotions
 Tool to raise awareness (1) boost sales (1)
 To increase demand for products and services (1) builds brand loyalty (1)
 Marketing strategy where businesses use a short term campaign or offer
e.g. buy one get one free/discount/samples (1) to increase
interest/demand/attract customers (1)

PUBLISHED
2(d) Evaluate the ways responsible tourism can help make tourism 9
sustainable.
use Table A to give marks for each candidate response.

accepted:
AO1 Knowledge and Understanding

In order to be credited these bullets must be explained.
 Encourage the protection of natural and urban environments
 Provides authentic tourist experiences/cultural experiences
 Highlights socio-economic benefits for communities/shopping locally
 Educates tourists
 Brings tourists and local communities together
 Focusses attention on the benefits and reduces negative impacts/not
doing any harm
 Responsible tourism behaviours include reducing, re-using, recycling
 Sustainable travel choices include using electric or human powered
vehicles
 Sustainable tourism meets the needs of the present without
compromising future generations
AO3 Analysis
 Tourists’ activities have been developed so that wildlife and natural
resources are protected. They take part in conservation and cultural
activities.
 Tourists and local communities are brought together for the benefit of
both, helping local communities to thrive and maintaining visitor
satisfaction.
 Tourists are educated about nature and the environment so they avoid
polluting the area and keep the environment pure.

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2(d) AO4 Evaluation

 Authentic tourist experiences are provided which not only conserves the
heritage and culture it also celebrates it. Tourists make sure they use
resources efficiently, they conserve the environment and people’s way of
life so that it survives for the future.
 Local communities help decision making for their wellbeing and cultural
richness. Destinations become viable economically, they become
competitive and can achieve long time goals. Culture is protected with no
staged authenticity.
 Locals get social and employment equality. Locals are given jobs with fair
pay, and safe working conditions.
 Education can help change customers attitudes so that they are more
concerned about making tourism sustainable.
 Governments are making policies where tourism needs to grow and bring
in money, sustainable tourism.
 Media can spread the word about responsible tourism. They can share
information that is available and promote sustainable tourism.

PUBLISHED
3(a)(i) Identify two products available at the London Resort. 2
Award one mark for each correct product identified.
 Dinosaur themed rollercoaster

 Dark immersive ride
 4D motion-based ride
 Base Camp
 Water park
 Hotel rooms
3(a)(ii) Identify one service available at the London Resort 1
Award one mark for the correct service identified.

 Ferry service/terminal
 Train service/rail link
 Themed Restaurant
3(b) Describe one way each of the following pricing policies is suitable for 4
the London Resort.
Award two marks for the description of the suitability of each pricing policy.
Promotional pricing
 To entice/attract customers to book (1) which increases revenues (1)
 Suitable for a new organisation as it can convince customers to
buy/attract customers away from the competition (1) which can help them
get a foothold in the market (1)
Price bundling
 Increase sales/encourages customers to spend more (1) because more
elements of the resorts product can be sold in one transaction (1)
 Can encourage customers to try out different aspects of the product (1)
which can increase customer satisfaction (1)

PUBLISHED
3(c) Explain two reasons why marketing is important for the London Resort. 4
Award one mark for the correct identification of a reason and a second mark
for the explanation of each reason.
 Raises awareness/reach customers/increase customer base (1)
likelihood of more visitors/increased profits (1)
 Competitive advantage (1) attracts customers from rivals offering similar
products/increases market share (1)
 Positive organisation/brand image (1) customer satisfaction/brand loyalty
(1)
 Market research helps identify customer needs (1) this allows the
organisation to cater to the needs of its customers (1)

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3(d) Discuss why social media would be the most suitable type of 9
advertising for a new attraction such as the London Resort.
use Table B to give marks for each candidate response.

accepted:
AO2 Application
 New attractions may not have a large marketing budget and social media
is a cheap form of advertising.
 New attractions may want to raise awareness quickly.
 New attractions can easily reach their target market.
 Initially customers will have little product knowledge, new attractions can
post lots of detail/videos.
 Customers can share personal experiences such as videos of themselves
on rides.
 The resort is located with good road/rail links to London, so methods that
reach customers from London may be suitable
AO3 Analysis
 Cheaper method of advertising a new attraction than many other types of
advertising/may help cashflow/keeps costs low.
 This type of promotion is very convenient for a new attraction as it
reaches potential customers very quickly without having to wait for
printing of materials or making visual advertisements.
 Social networks have gained substantial popularity in online travellers’
use of the internet. Information about new attractions can reach a large
number of potential customers which creates interest.
 It can clear up any doubts that customer may have so encourage
purchase.
 Customers can post their experiences of the new attraction both good
and bad which potential customers can read.
 Customers can use social media to compare organisations
products/pricing/customer comments in order to make an informed
choice.
AO4 Evaluation
 There are many different types of advertising for a new attraction and
many are costly to produce such as printing materials, brochures, leaflets
and flyers. Billboards and television advertisements are also costly to
produce. Social media is much cheaper and can be updated immediately
without having to reprint or make costly changes which the other types of
advertising would have to do.
 Social media is immediate so the new attraction can become known
instantly whereas other types of advertising will have to wait for
production and printing.

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3(d)  There has been constant growth of internet searches for holidays which
means that the likelihood of people seeing the advertisement for a new
attraction is very high, this can create interest and desire. This can lead to
more customers booking the resort, more sales and greater profit.
 Large amount of information can be added without any extra costs. This
will give the potential customer everything they need to know about the
new attraction without having to search any further. Customers will be
able to make informed choices which often leads to booking quite quickly.
 Comments, personal experiences and opinions about the new attraction
both good and bad can be posted and shared on online travel websites
such as TripAdvisor. This brings information to potential customers acting
as public relations for the resort, destination and travel and tourism
providers.

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4(a) Identify three target markets for Luxury Boat Hire. 3
Award one mark for each correct target market identified.

 Families
 Groups
 Couples
 Adventure tourists
 Nature tourists
 Sports tourist (wanting to learn to sail)
4(b) Explain two advantages to tourists of having no set itinerary while on 4

holiday.
Award one mark for the correct identification of each advantage and a further
one mark for the explanation of each advantage.
Either part of the points below can be marked as identifier or explanation.
 Avoids time issues (1) tourists are not restricted to specific times each
day (1)
 Avoids creating a tiresome/stressful experience (1) tourists can spend
their time leisurely without hurrying from place to place (1)
 Able to explore other places of interest (1) not restricted to follow a set
plan (1)
 Flexibility for tourists (1) often see more with spontaneous travel (1)
 Length of visit not restricted at places of interest (1) able to spend as
much time as they like (1)
4(c) Explain two reasons tourism organisations use competitor analysis. 4
Award one mark for the correct identification of a reason and a further one
mark for the explanation of each reason.
 Highlights competitors’ strengths (1) tourist organisations can find out

what they need to improve(1)
 Shows competitors’ weaknesses (1) can gain an advantage over
competitors (1)
 Create marketing strategies that are effective in relation to competitors
(1) to attract more customers (1)
 Find out if your business/product is doing well against the competition
(1) identify gaps in the market and develop new products if necessary (1)
 Know your competitors pricing strategies (1) gain an idea of price
customers are prepared to pay/set their own price relative to competitors

PUBLISHED
4(d) Discuss the ways that sponsorship can benefit tourism organisations. 9
use Table A to give marks for each candidate response.

accepted:
AO1 Knowledge and Understanding

 Improves company image
 Boosts visibility in the community/raise awareness at the event
 Some financial commitment
 Connect with non-competing businesses
 Attract media attention
 Broaden competitive edge
 Can reach specific target markets
AO3 Analysis
 Sponsorship can improve the company’s prestige and credibility which
can lead to new customers.
 This is a marketing tool which can access a wider range of audience.
 Financial commitment is based on the exposure that the organisation
requires.
 Businesses that do not offer the same product but could be a supplier to
the organisation with different products can be made.
 If the sponsorship is for an event then there will be media present which
will further promote the organisation.
 A competitive edge will be achieved over competitors which could lead to
customers moving their loyalty.
AO4 Evaluation
 If the organisation is sponsoring a big event then people assume you are
creditable, reputable and reliable which results in consumers being more
likely to purchase your services or products. This will lead to a bigger
customer base, a bigger market share, sales and profit.
 The organisation will gain exposure to prospective customers especially
the target market you are interested in.
 Although there is some financial commitment there will be excellent
exposure which usually ends up with a great return on your investment.
The actual investment will depend on the amount of exposure you want in
order to make yourself seen and attract customers.
 Other organisations who are interested in the event and who are not in
competition with the organisation will be a good and beneficial
connection. Other products and services may be needed and deals can
be made with these organisations.

PUBLISHED
4(d)  Media attention can set the organisation apart from larger brands and
inspire brand loyalty. There will be media attention and brand recognition
before, during and after the event with mentions in the press, social
media, event advertisement, radio spots, signs and featured
advertisements.
 If there is little competition, sponsorship can help the organisation to
generate quick sales and therefore more profit. It will broaden the
organisations competitive edge and result in increased customer base
and market share.

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Cambridge IGCSE™

TRAVEL & TOURISM 0471/22

This document consists of 21 printed pages.

© Cambridge University Press & Assessment 2024 [Turn over

Generic Marking Principles

GENERIC MARKING PRINCIPLE 1:

Marks must be awarded in line with:

GENERIC MARKING PRINCIPLE 2:

GENERIC MARKING PRINCIPLE 3:

Marks must be awarded positively:

GENERIC MARKING PRINCIPLE 4:

GENERIC MARKING PRINCIPLE 5:

GENERIC MARKING PRINCIPLE 6:

© Cambridge University Press & Assessment 2024 Page 2 of 21

Social Science-Specific Marking Principles

1 Components using point-based marking:

From this it follows that we:

2 Presentation of mark scheme:

© Cambridge University Press & Assessment 2024 Page 3 of 21

© Cambridge University Press & Assessment 2024 Page 4 of 21

AO1 Knowledge and understanding

© Cambridge University Press & Assessment 2024 Page 5 of 21

Level AO1 AO3 AO4 Marks

Description Description Description

3 The response contains The response is well- The response contains 3

2 The response contains The response gives The response contains 2

1 The response is likely The response gives The response contains 1

The arguments for or

0 No creditable response. No creditable response. No creditable response. 0

© Cambridge University Press & Assessment 2024 Page 6 of 21

Level AO2 AO3 AO4 Marks

Description Description Description

3 Includes an explanation The response is well- The response contains 3

2 Includes an explanation The response gives The response contains 2

1 One point has an The response gives The response contains 1

The arguments for or

0 No creditable response. No creditable response. No creditable response. 0

© Cambridge University Press & Assessment 2024 Page 7 of 21

Question Answer Marks

1(a)(i) Define the term ‘homestay’. 1

Award one mark for the correct definition.

 A period during which a visitor lives with a local family/homestay tourists

Credit all valid reasoning in context.

Award one mark for two correct types of rural accommodation.

Award these responses only.

Credit all valid reasoning in context.

© Cambridge University Press & Assessment 2024 Page 8 of 21

Question Answer Marks

Credit all valid reasoning in context.

© Cambridge University Press & Assessment 2024 Page 9 of 21

Question Answer Marks

AO2 out of three marks.

© Cambridge University Press & Assessment 2024 Page 10 of 21

Question Answer Marks

Award one mark for each correct statement number

2(b) State three reasons for market research. 3

Award one mark for each correct reason identified

Credit all valid reasoning in context.

© Cambridge University Press & Assessment 2024 Page 11 of 21

Question Answer Marks