Year 10: Travel and Tourism Name: Class:

Chapter 5: Destination marketing

EXAM STYLE QUESTIONS

1. Refer to Figure 17, information about the ‘Taken by Albania’ promotional campaign.

a. From Figure 17, identify three strengths of Albania as a tourist destination.

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b. With reference to Figure 17, explain two like threats to Albania being able to achieve its
target of 10 million visitors a year.
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c. Explain two ways in which the campaign will help to present positive image of Albania.
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d. Evaluate the importance of traditional and social media as methods of promotion for the
‘Taken by Albania’ campaign.
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2. Refer to Figure 18, a table showing the stages of the product life cycle as experienced by a themed
restaurant opened in the central area of an expanding tourist destination.

a. From Figure 18, identify Stages A, B, C and D according to the product life cycle.
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b. Describe a customer’s restaurant dining experience contains both tangible and intangible elements.

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c. Name a pricing policy which the restaurant might introduce at the following Figure 18 stage and
briefly explain why each would be used:
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 Stage A
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 Stange B
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d. Evaluate the importance of the availability of suitable premises and adjacent facilities when opening
a new themed restaurant. [9]
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[Total 20 marks]
 3. Refer to Figure 19, a summary of a PESTLE analysis for Singapore.

a. Name the three PESTLE factors that are missing from Figure 19. [3]
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b. Describe the circumstances in which a tourism organisation would wish to carry out a PESTE
analysis.
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c. Explain two advantages for the tourism organisation of using wholesalers as a distribution channel
for its product.
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d. Tourism organisations will usually undertake market research prior to the launch of a new [product.
Evaluate the usefulness of questionnaires and focus groups as methods of primary market research.
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[Total 20 marks]

4. Refer to Figures 20 and 21, information about tourist activities in Costa Rica.
a. Costa Rica is aiming to attract a variety of market segments. Identify three market segments which
are not primarily interested in the country’s natural environment. [3]
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b. Describe two ways in which Costa Rica’s rainforests have provided an opportunity for tourism
development. [4]
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c. A variety of operators offer water-based adventure tourism activities in Costa Rica. Explain two
ways in which a particular water-based organisation might differentiate their operation from that of
their competitors.
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d. With reference to Figures 20 and 21, evaluate Costa Rica’s ability to appeal to different
demographic and psychographic (lifestyle) market segments.
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[Total 20 marks]
5. Refer to Figure 22, a message with text and images sent by a tourist who was visiting Barcelona’s
Camp Nou stadium .
The stadium is home to the Barcelona Football Club; its museum attracts some 1.9 million visitors a
year and is the city’s third most visited tourist attraction. Barcelona’s home games regularly have
crowds in excess of 90,000, particularly when playing Champions League opponents.

a. Identify three elements of Camp Nou’s product/service mix.

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b. Describe two features of the Barcelona FC brand image.

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c. Until recently, Qatar Airways was the official sponsor of the Barcelona FC. Explain two ways in
which Qatar Airways was likely to benefit from this sponsorship deal.
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d. Evaluate the use of face-to-face surveys versus reading web-based comments such as TripAdvisor
reviews as methods of monitoring customer satisfaction at the Barcelona FC museum.
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[Total 20 marks]