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Travel & Tourism

Cambridge International AS and A Level Travel and Tourism

Students can:

  • take Papers 1 and 2 only, leading to the Cambridge International AS Level qualification in year 12

or

  • follow a staged assessment route towards the A level qualification, by taking Papers 1 and 2 (AS Level) in year 12, then Papers 3 and 4 (A Level) in year 13

 

Cambridge International AS Travel and Tourism

AS Level Paper 1 The Industry 2 hours 30 minutes

Candidates answer four questions, each worth 25 marks. Each question is subdivided into four sub questions and may be based on stimulus material. Candidates answer all questions. Externally assessed. 100 marks 67%

AS Level Paper 2 Planning and Managing a Travel and Tourism Event 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. Internally assessed, externally moderated. 50 marks 33%

Paper 1 The industry

Students will be able to identify and provide examples of the main Travel and Tourism activities present in their local area and apply this knowledge and understanding in wider contexts. In this way it will be possible to evaluate and assess the appeal of the destination to different types of visitor.

1 Features of the travel and tourism Industry

1.1 The nature of travel and tourism

(a) Main types of tourism

(b) Types of destination

(c) (i) Main reasons why people travel (ii) Key specialised markets/travel motivations

(d) Characteristics of destinations/attractions which appeal to visitors

(e) Challenges of the travel and tourism industry and how these are overcome

1.2 The scale of the travel and tourism industry

(a) Key patterns in local, national and global tourism (including data interpretation and manipulation)

 

1.3 Factors affecting tourism and their impact:

(a) Economic factors (b) Social factors (c) Political factors (d) Technological factors (e) Ecological factors

(f) Changing consumer needs and expectations

 

1.4 The structure of the travel and tourism industry

(a) Business ownership (i) Commercial organisations (for profit) (ii) Non-commercial organisations (not for profit)

(b) Organisations and their influence on international travel and tourism: World Tourism Organization (UNWTO), National tourism organisations (NTOs), Regional and local tourism organisations, Consular service providers, Industry groups and trade associations, Destination management companies (DMCs)

 

1.5 Subsectors of the travel and tourism industry

(a) Transport Products/services

(b) Accommodation and catering

(c) Tour operations and travel agencies

(d) Visitor attractions

(e) Ancillary service provision

 

  1. Principles of customer service in travel and tourism

2.1 Customers and their needs Types of external & internal customers of travel and tourism organisations & their needs

 

2.2 Impacts of quality customer service  For the customer, employee & organisation

 

2.3 Assessing the quality of customer service in travel and tourism organisations : techniques to assess the quality of customer service in travel and tourism organisations

Paper 2 Planning and Managing a Travel and Tourism Event

This paper gives students the opportunity to work as part of a team to plan, run and evaluate a real project in the form of a travel and tourism event. Students 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.

They should have the opportunity to demonstrate essential business and customer service skills, which are an integral part of the travel and tourism industry.

Students’ evidence (coursework) should include:

  • research and analysis into the feasibility of at least two and up to four events
  • a justification for the final decision on the chosen event
  • an individual business plan of the event
  • evidence of their individual involvement in the team planning, preparation and running of the event
  • an evaluation of their own performance and that of the team
  • recommendations for improvements

There is no word limit given for the coursework component although students usually write about 5000 words, which must be typed.

Previous AS Travel & Tourism events include:

  • a weekend trip to Vienna for Year 10 Travel & Tourism students,
  • an teambuilding day trip to Troodos for year 12
  • an adventure activity weekend in Polis for year 12
  • a teambuilding day trip to Limassol

Cambridge International A Level Travel and Tourism

Paper 3 Destination marketing 1 hour 30 minutes

Candidates answer two questions, each worth 25 marks. Each of these questions is based on stimulus material and is subdivided into three sub questions. Candidates answer all questions. Externally assessed. 50 marks

Paper 4 Destination management 1 hour 30 minutes

Candidates answer two questions, each worth 25 marks. Each of these questions is based on stimulus material and is subdivided into three sub questions. Candidates answer all questions. Externally assessed. 50 marks

  1. Defining the tourism market

3.1. Market research and analysis

(a) Aims of market research and market analysis

(b) Market research: advantages and disadvantages of each research method

(c) Market analysis tools and techniques

(d) Market segmentation (target customers)

(e) Visitor profiling

(f) ‘Product’

(g) Review the marketing mix : Product, Price, Place, Promotion

 

3.2 Building a destination brand

3.2.1 Establishing the destination identity

(a) Reasons for branding a destination

(b) Characteristics of an effective destination brand

(c) Creating a brand identity

(d) Marketing activities for launching the brand                                                         

 

3.3 Implementing the destination brand

3.3.1 Communicating the destination brand

(a) Interdependent stakeholders in the destination branding process and the role each plays

(b) (i) Communication methods used to raise awareness of the destination’s brand identity

(ii) Considerations for selection of communication method/s

(c) Different media used to communicate the destination’s brand identity

3.3.2 Difficulties in implementing the destination brand

(a) Challenges in branding destinations

 

3.4 Monitoring the effectiveness of the destination brand

(a) Methods used to monitor costs and marketing activities

(b) Key Performance Indicators (KPIs)

Paper 4 Destination management

The teaching and learning for Paper 4 will focus on how destinations are managed. The objectives of tourism management are many – but the overall aim is to minimise negative impacts of tourism and to maximise the positive impacts.

 

4.1 Organisations involved in destination management, their roles and priorities

(a) Governments, Ministries, National Tourism Organisations (NTOs)

(b) Local authorities, regional tourism organisations, Destination Management Companies (DMCs)

(c) International development agencies, non-governmental organisations (NGOs)

(d) Commercial organisations

4.2 Destination management Objectives of tourism development and management

4.3 Impacts of tourism development: Positive &  Negative environmental, economic & sociocultural impacts

It is the mark of an educated mind to be able to entertain a thought without accepting it
Aristotle