Cambridge Assessment International Education

Cambridge International Advanced Subsidiary and Advanced Level

* 3 9 0 9 0 8 7 3 2 6 *

TRAVEL AND TOURISM 9395/33

Paper 3 Destination Marketing May/June 2019
1 hour 30 minutes
Candidates answer on the Question Paper.
No Additional Materials are required.

READ THESE INSTRUCTIONS FIRST

Write your centre number, candidate number and name on all the work you hand in.
Write in dark blue or black pen.
You may use an HB pencil for any diagrams or graphs.
Do not use staples, paper clips, glue or correction fluid.
DO NOT WRITE IN ANY BARCODES.

Answer all questions.

All the Figures referred to in the questions are contained in the Insert.

The number of marks is given in brackets [ ] at the end of each question or part question.

This document consists of 9 printed pages, 3 blank pages and 1 Insert.

DC (PQ) 178465
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1 Refer to Fig. 1.1 (Insert), information about the ‘Rhode Island: Cooler and Warmer’ brand. Rhode
Island is a state in New England, USA.

(a) Explain two challenges that the Rhode Island Commerce Corporation (RICC) faced in
branding the destination.

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(b) Discuss the factors affecting the RICC’s selection of methods for communicating the
destination brand messages.

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(c) Evaluate the most suitable market analysis tools and techniques for the RICC to use to
analyse the marketing environment for the destination brand.

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2 Refer to Fig. 2.1 (Insert), information about the marketing of Kingston, Jamaica as a destination.

(a) Explain two market research methods that the Jamaica Tourist Board (JTB) might use to
gather tourism data.

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(b) Analyse, using the Butler Destination Lifecycle model, the position of Kingston, Jamaica in
the tourism market.

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(c) Discuss how the JTB might adapt its marketing mix to market Jamaica as ‘the premier
Caribbean tourism destination’.

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© UCLES 2019 9395/33/M/J/19