Marketing and promotion — AS & A Level Travel & Tourism (9395) questions by topic
Marketing and promotion questions work from an insert on a real destination, such as Stellenbosch, Nebraska or Costa Rica, asking you to explain why destinations rebrand or how a destination marketing organisation builds a strong brand identity, worth 25 marks.
Explain, discuss, evaluate, assess and deduce require you to apply insert material to named marketing concepts, not describe the destination generally. With 24 questions from 2023 and 2024 papers, this page's instant marking is well suited to case-study application: examiners repeatedly note answers that give general marketing activities or brand characteristics without tying them to the specific insert, which restricts the marks available.
What examiners look for
- A recurring criticism is confusing demographic and geographic segmentation, or giving reasons for using segmentation that do not answer the question set.
- Examiners note many responses give general characteristics of an effective destination brand rather than answering the specific question asked, which restricts marks.
- Reports flag weaker answers describing general brand-launch marketing activities instead of applying the insert's specific detail.
- Strong answers identified demographic segmentation characteristics, such as age, gender and ethnicity, and discussed how a destination might use each to target specific markets.
May–June 2024, Paper 31
Refer to Fig. 1.1 (Insert), information about the Vanilla Islands. Explain two ways the six islands work together.
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about GoTürkiye. Explain two ways GoTürkiye has created a brand identity for İstanbul.
Answer this question and get it marked →May–June 2024, Paper 32
Refer to Fig. 1.1 (Insert), information about the VisitMorocco brand. Explain two ways product positioning can be used to create a positive visitor perception for the VisitMorocco…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about Destination Toronto and the 'Pass TO Savings' app. Explain two ways Destination Toronto provides a consistent representation of…
Answer this question and get it marked →May–June 2024, Paper 33
Refer to Fig. 1.1 (Insert), information about the VisitMorocco brand. Explain two ways product positioning can be used to create a positive visitor perception for the VisitMorocco…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about Destination Toronto and the 'Pass TO Savings' app. Explain two ways Destination Toronto provides a consistent representation of…
Answer this question and get it marked →October–November 2024, Paper 31
Refer to Fig. 1.1 (Insert), information about the 'Essential Costa Rica' brand. Explain two ways that Visit Costa Rica has created a strong brand identity with 'Essential Costa…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about the Tasmania 'Come Down for Air' marketing campaign. Explain how the two different types of media are used by Tourism Tasmania to…
Answer this question and get it marked →October–November 2024, Paper 32
Refer to Fig. 1.1 (Insert), information about Destination Naples, a destination marketing organisation (DMO). Explain two ways Destination Naples uses travel motivation to segment…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about the 'Feel More in Qatar' marketing campaign. Explain two benefits of using television advertisements to market Qatar as a destination.
Answer this question and get it marked →October–November 2024, Paper 33
Refer to Fig. 1.1 (Insert), information about the 'Essential Costa Rica' brand. Explain two ways that Visit Costa Rica has created a strong brand identity with 'Essential Costa…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about the Tasmania 'Come Down for Air' marketing campaign. Explain how the two different types of media are used by Tourism Tasmania to…
Answer this question and get it marked →May–June 2023, Paper 31
Refer to Fig. 2.1 (Insert), information about the rebranding of Los Angeles (LA), a city in California, USA. Explain two ways the new logo for LA meets the requirements of an…
Answer this question and get it marked →May–June 2023, Paper 32
Refer to Fig. 1.1 (Insert), information about the Delicious València brand used by the city of València to attract visitors. Explain two ways a destination can create a brand…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about the rebranding of Stellenbosch, a town in South Africa. Explain two reasons why destinations rebrand themselves.
Answer this question and get it marked →May–June 2023, Paper 33
Refer to Fig. 1.1 (Insert), information about the Delicious València brand used by the city of València to attract visitors. Explain two ways a destination can create a brand…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about the rebranding of Stellenbosch, a town in South Africa. Explain two reasons why destinations rebrand themselves.
Answer this question and get it marked →May–June 2023, Paper 41
Refer to Fig. 2.1 (Insert), information about Vietnam, a country in south east Asia. Explain two benefits of the Vietnamese government advertising the country as a safe and secure…
Answer this question and get it marked →October–November 2023, Paper 31
Refer to Fig. 1.1 (Insert), information about the UAE and its national branding. Explain two aims of market analysis.
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about the Nebraska Tourism Commission. Explain two roles of a destination marketing organisation (DMO).
Answer this question and get it marked →October–November 2023, Paper 32
Refer to Fig. 1.1 (Insert), information about the destination branding of Porto, a city in Portugal. Explain two benefits of using earned media to communicate the destination…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about Tokyo's destination marketing. Tokyo is the capital city of Japan. Explain two characteristics of a diversified destination according…
Answer this question and get it marked →October–November 2023, Paper 33
Refer to Fig. 1.1 (Insert), information about the first national brand identity for the United Arab Emirates (UAE), a country in the Middle East. Explain two aims of market…
Answer this question and get it marked →Refer to Fig. 2.1 (Insert), information about the Nebraska Tourism Commission's (NTC) approach to destination marketing. Nebraska is a midwestern state in the USA. Explain two…
Answer this question and get it marked →Other AS & A Level Travel & Tourism topics
- Destinations (14)
- Features of the industry (12)
- Sustainable tourism (6)