Cambridge International AS & A Level

TRAVEL & TOURISM 9395/13

Paper 1 The Industry May/June 2021
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 2021 series for most Cambridge
IGCSE™, Cambridge International A and AS Level components and some Cambridge O Level components.

This document consists of 11 printed pages.

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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 descriptors
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.

GENERIC MARKING PRINCIPLE 2:

Marks awarded are always whole marks (not half marks, or other fractions).

GENERIC MARKING PRINCIPLE 3:

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.

GENERIC MARKING PRINCIPLE 4:

Rules must be applied consistently, e.g. in situations where candidates have not followed
instructions or in the application of generic level descriptors.

GENERIC MARKING PRINCIPLE 5:

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).

GENERIC MARKING PRINCIPLE 6:

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.

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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 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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Question Answer Marks

1(ai) Explain two reasons why The Forum is popular with cultural tourists. 4

Award one mark for each reason and a second for explanation.

• Ancient ruins (1) which give tourists a glimpse into how others lived (1)
• Architectural remains (1) tourists can see what these buildings and
places would have looked like years ago (1)
• The Forum is a historical monument (1) tourists can see the culture of
the past

Accept any other reasonable answer.

1(b) Explain three impacts of good customer service on a tourist attraction, 6

such as The Forum.

Award one mark for the impact and a second mark for explanation.

• People will enjoy their visits (1) and will tell others to go (1)
• Visitor numbers increase (1) and more money is made (1)
• The profile of the site is raised (1) and it is conserved for the future (1)
• Staff enjoy working (1) and this encourages more visitors (1)

Accept any other reasonable answer.

1(c) Explain two reasons why product differentiation may be important for 6
a tourist attraction.

Award one mark for each reason and up to two further marks for
explanation.

• Introducing different aspects (1) will attract more customers (1) and this
will help to increase profits (1)
• Differentiation attracts a greater range of tourists (1) this encourages
more visitors (1) and therefore gains greater control over the market (1)
• Focus is put on a different aspect (1) which may allow time and money
to be spent (1) on essential maintenance of others (1)

Accept any other reasonable answer.

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Question Answer Marks

1(d) Discuss how The Forum can be managed to conserve its cultural 9
heritage.

Indicative content:
Zoning of areas so that tickets on certain days only allow access to a certain
part of the site so that other areas can recover or have remedial work take
place.
Timing of visits – allocate times on tickets so that there are not too many
people on the site at any one time.
Limits on numbers/carrying capacity. Access can be restricted so that wear
and tear on the infrastructure or the fabric of the attraction is not too great so
causing erosion or any other detrimental impacts.
Guided tours will ensure that visitors only go to the parts that the authorities
feel appropriate and the guides will be able to check that visitors are not
causing any negative impacts. Guides can also educate tourists so that they
will have the minimum impact upon an area.
Signs/rules found about the site will ensure that all visitors know what
should be done in order to maintain this visitor attraction.

Mark according to the levels of response criteria below.

Level 3 (7–9 marks)

Candidates will show a clear understanding of the question and include
detailed identification and discussion of how The Forum can be managed to
conserve its cultural heritage. Candidates effectively discuss a range of
ways and clearly attempt to weigh up the significance of each. Analytical
language will be used. There is sound and frequent evidence of thorough,
detailed and accurate knowledge and understanding of concepts and
principles using appropriate terminology

Level 2 (4–6 marks)

Candidates will show an understanding of the question and include
explanations of a number of valid ways of managing The Forum to conserve
its cultural heritage. There may be some attempt to discuss and some
analytical language may be used. The answer is relevant and accurate and
shows reasonable knowledge and understanding of concepts and principles
with some use of appropriate terminology.

Level 1 (1–3 marks)

Candidates identify/describe some ways of managing The Forum to
conserve its cultural heritage . Information may be a list of points but
explanations are incomplete and arguments partial (if present). The
explanations lack coherent organisation and there is no attempt to discuss.
The answer is basic and shows limited knowledge and understanding of
concepts and principles with limited use of appropriate terminology.

Level 0 (0 marks)
No content worthy of credit.

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Question Answer Marks

2(a) Explain two benefits to internal customers of working in a team. 4

Award one mark for each benefit and a second mark for explanation.

• Share expertise/experiences such as dealing with a complaint (1) will

make team members more confident in their work (1)
• Development of ideas (1) will help to make team members better at
what they are doing (1)
• The team offer each other support (1) making them all feel more
confident in their work (1)

Accept any other reasonable answer.

2(b) Explain three methods that can be used to motivate internal 6

customers.

Award one mark for each method and a second for explanation.

• Bonuses/rewards/Incentives/pay/pay rises (1) make internal customers

want to work to get the reward (1)
• Positive feedback from customers or team leaders (1) will make internal
customers feel good about their work (1)
• Promotion/career opportunities within the organisation (1) encourages
internal customers to work hard for promotion (1)

Accept any other reasonable answer.

2(c) Explain how the following customer complaints in a stadium might be 6

resolved:

Award up to three marks for explanation of how each complaint could be

resolved.

The toilets have not been cleaned:

• Put up a sign (1) so that external customers know not to use them (1)
and let external customers know that this will be dealt with (1)
• Get a cleaner(1) so that external customers will be able to use the
toilets (1) and know they will be clean (1)
• Apologise (1) so external customers know that the company knows
there is a problem (1) and that it will be sorted out (1)

other customers behaving offensively:

• Send steward to speak to them (1) to ask them to stop being offensive
(1) and explain that they may have to leave if they do not stop (1)
• Possibly remove customer (1) this will stop the offensive behaviour (1)
and shows how issues may be dealt with to prevent it occurring in future
(1)
• Make an announcement (1) tells other people in the stadium what is
happening (1) and exposure like this often calms situations (1)

Accept any other reasonable answer.

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Question Answer Marks

2(d) Discuss how a travel and tourism organisation can improve its 9
reputation with customers.

Indicative content:
Offer good customer service so that people are satisfied and will tell others
and give good reviews.
Ensure happy/motivated staff will provide a better level of customer service
so all will be happy.
Good environment makes everywhere seem well-cared for and gives a good
impression.
Marketing initiatives tell potential customers about the company and make
offer incentives to visit.
Value for money gives a good impression to external customers and this will
be passed on.
Easily accessible so that there is nothing preventing customers from being
able to use the company.
Corporate/social responsibility – gives a good impression, external
customers have a good impression.
Reliable so external customers will always feel that they will get a good
service and a good product, so the reputation of the organisation will
improve.

Mark according to the levels of response criteria below.

Level 3 (7–9 marks)

Candidates will show a clear understanding of the question and include
detailed identification and discussion of how a travel and tourism
organisation can improve its reputation with customers . Candidates
effectively discuss a range of ways and clearly attempt to weigh up the
significance of each. Analytical language will be used. There is sound and
frequent evidence of thorough, detailed and accurate knowledge and
understanding of concepts and principles using appropriate terminology.

Level 2 (4–6 marks)

Candidates will show an understanding of the question and include
explanations of a number of valid ways a travel and tourism organisation
can improve its reputation with customers. There may be some attempt to
discuss and some analytical language may be used. The answer is relevant
and accurate and shows reasonable knowledge and understanding of
concepts and principles with some use of appropriate terminology.

Level 1 (1–3 marks)

Candidates identify/describe some ways a travel and tourism organisation
can improve its reputation with customers. Information may be a list of
points but explanations are incomplete and arguments partial (if present).
The explanations lack coherent organisation and there is no attempt to
discuss. The answer is basic and shows limited knowledge and
understanding of concepts and principles with limited use of appropriate
terminology.

Level 0 (0 marks)
No content worthy of credit.

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Question Answer Marks

3(a)(i) Using an example, define the term ‘seasonality’. 2

Award one mark for a correct definition and a second mark for an example.

Seasonality refers to the level of demand for tourism products and/or

services throughout the year (1) The time of greatest demand being the
peak season/low demand is the low season (1).

3(a)(ii) Explain one problem seasonality may cause in the travel and tourism 2
industry.

Award one mark for identifying a problem caused by seasonality and a

second for explanation.

• Jobs are only available during the peak season (1) meaning
unemployment is an issue during the off-season (1)
• Long school holidays occur during summer months (1) most people
want holidays then and this is therefore the most expensive time (1)
• Winter months are colder (1) and fewer people want holidays then so
there is a surplus of places (1)

Accept any other reasonable answer.

3(b) Explain three ways the problem of seasonality may be overcome. 6

Award one mark for each way and a second mark for explanation.

• Prices may be reduced (1) to encourage more visitors year round (1)
• Themed weekends could be put on (1) during school times to
encourage short breaks (1)
• Hotels may close in the off-peak season (1) to reduce costs/wages (1)
• Attractions may try to appeal to different customers (1) so that an
income all year is experienced (1)

Accept any other reasonable answer.

3(c) Explain three impacts of infrastructure development on tourist 6

destinations.

Award one mark for each impact and a second mark for explanation.

• Building work may be disruptive (1) and may make travelling difficult
putting visitors off the location (1)
• Building hotels creates jobs (1) local people will move into the area
because of work so more facilities will be built (1)
• Better roads and transport systems makes travelling easier (1) and so
more people may use it spending money there (1)
• As places develop, they will attract people with money (1) who may
invest in the area and better services for tourists and locals will result
(1)

Accept any other reasonable answer.

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Question Answer Marks

3(d) Discuss the extent to which the tourism industry can be ‘market 9
driven’.

Indicative content:
Traditionally the tourism industry can be said to be market driven.
To exist it has had to continually change to meet the demands of the tourists
and fashions and attitudes are constantly changing.
It has changed from being an industry which offered what it thought people
should have to an industry which has to reflect what people want.
This can be seen by the number of specialised markets that have been
developed.

Mark according to the levels of response criteria below.

Level 3 (7–9 marks)

Candidates will show a clear understanding of the question and include
detailed identification and discussion about the extent to which the tourism
industry is market driven. Candidates effectively discuss a range of ideas
and clearly attempt to weigh up the significance of each. Analytical language
will be used. There is sound and frequent evidence of thorough, detailed
and accurate knowledge and understanding of concepts and principles
using appropriate terminology.

Level 2 (4–6 marks)

Candidates will show an understanding of the question and include
explanations of a number of valid ways that the tourism industry is market
driven. There may be some attempt to discuss and some analytical
language may be used. The answer is relevant and accurate and shows
reasonable knowledge and understanding of concepts and principles with
some use of appropriate terminology.

Level 1 (1–3 marks)

Candidates identify/describe some ways the tourism industry can be said to
be market driven. Information may be a list of points but explanations are
incomplete and arguments partial (if present). The explanations lack
coherent organisation and there is no attempt to discuss. The answer is
basic and shows limited knowledge and understanding of concepts and
principles with limited use of appropriate terminology.

Level 0 (0 marks)
No content worthy of credit.

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Question Answer Marks

4(a) Describe the pattern of visitor spending in Italy over the years shown 4
in Fig. 4.1. You should support your answer with data.

Award up to four marks for a description of the pattern of visitor spending.

There must be some inclusion of data from Fig. 4.1 to achieve full marks.

There was a steady increase from 2013 to 2017 (1) with roughly a 1 billion
euro increase annually (1). From 2017 to 2019 increases were higher
reaching 41 in 2019 (1) then there was a very dramatic increase to the
anticipated estimate of 57 some 9 years later (1)

Accept any other correct interpretation of the data from Fig. 4.1.

4(b) Explain three likely reasons for the changes in visitor spending in 6
countries such as Italy.

Award one mark for each reason and a second mark for explanation.

• People have paid leave (1) so they have both the time and money to
travel and enjoy themselves (1)
• Exchange rates may be working in favour of the travellers (1) their
currencies may be worth more which gives them more to spend (1)
• Retired people have pensions (1) and travel frequently (1)
• There are increasing numbers of professional, well paid workers (1)
who travel and will do so in increasing numbers (1)

Accept any other reasonable answer.

4(c) Explain two likely impacts of increasing employment within the 6

tourism sector on a destination.

Award one mark for each impact and up to two further marks for
explanation.

• Multiplier effect (1) local people can spend their money in the area (1)
which in turn provides more income and jobs in that area (1)
• Wealth generation through tourism related jobs (1) makes the area
popular (1) meaning more money is available for investment (1)
• Improved living standards (1) means the area will become more popular
to live in (1) and better for visitors as well as locals (1)
• Over-reliance on the one industry (1) causes potential problems
because if anything bad happens to prevent tourists visiting then
unemployment (1) and income reduction will occur (1)
• loss/protection of traditional jobs/industries (1) means that cultural
attractions are affected negatively because they disappear (1) and
visitors may reduce because there is nothing authentic to see (1)
• Jobs may all be low skilled/low paid (1) but for some will give some
skills/training (1) which will be transferable and beneficial for them
because they can work then in other areas of the economy(1)

Accept any other reasonable answer.

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Question Answer Marks

4(d) Discuss the likely impacts that changing attitudes and tastes may have 9
on the travel and tourism industry.

Indicative content:
Changing attitudes and tastes can have drastic impacts on the travel and
tourism industry. Some areas may lose out in the market if the product they
provide is perceived as not what the public want – for example there may
not be enough of a focus on responsible or sustainable tourism and this may
put people off visiting.
As people may be concerned over economic issues or environmental issues
they may choose to holiday at home and so the outbound tourism market
may decline yet the domestic tourism market may grow.
Other destinations such as mass-market beach resorts may have to focus
on other aspects as types of specialised tourism develop.
The types of attractions people want to see are also changing for example
traditional museum displays have to be more interactive.

Mark according to the levels of response criteria below.

Level 3 (7–9 marks)

Candidates will show a clear understanding of the question and include
detailed identification and discussion of the impacts that changing attitudes
and tastes may have on the travel and tourism industry. Candidates
effectively discuss a range of impacts and clearly attempt to weigh up the
significance of each. Analytical language will be used. There is sound and
frequent evidence of thorough, detailed and accurate knowledge and
understanding of concepts and principles using appropriate terminology.

Level 2 (4–6 marks)

Candidates will show an understanding of the question and include
explanations of a number of valid ways that changing attitudes and tastes
may impact the travel and tourism industry. There may be some attempt to
discuss and some analytical language may be used. The answer is relevant
and accurate and shows reasonable knowledge and understanding of
concepts and principles with some use of appropriate terminology.

Level 1 (1–3 marks)

Candidates identify/describe some ways that changing attitudes and tastes
may impact the travel and tourism industry. Information may be a list of
points but explanations are incomplete and arguments partial (if present).
The explanations lack coherent organisation and there is no attempt to
discuss. The answer is basic and shows limited knowledge and
understanding of concepts and principles with limited use of appropriate
terminology.

Level 0 (0 marks)
No content worthy of credit.

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