9395 · June 2024
Travel and Tourism
There have been changes to both the syllabus and the question paper from this series. The question paper now consists of three questions and is now worth 75 marks instead of 100.
Source: Cambridge International
Cohort performance
Session statistics from official examination reports
No data available in official reports
Key examiner messages
Top priorities from the principal examiner before you revise
For candidates to achieve a good result in this examination they should be familiar with the requirements and contents of the syllabus.
The questions on the exam paper have covered a variety of topics from each part of the syllabus in a number of ways.
Candidates should be familiar with the key command words used in the questions and be prepared for answering a variety of types of questions on the topics contained within the syllabus.
The questions on the paper are a combination of short answers, applying and interpreting source material or producing an analysis, evaluation or discussion of a topic.
Question difficulty map
How candidates performed on each question in this series
Report
Examiner report
Assessment objectives
Skill and AO weighting from official examiner commentary
No data available in official reports
Method marks watchlist
Where working, steps, or method marks were commonly lost
No data available in official reports
Recurring mistakes across years
Themes examiners flag in multiple recent sessions for this subject
No data available in official reports
Question choice intelligence
Mean scores and popularity for optional questions (HKDSE electives)
No data available in official reports
Level exemplars
What candidate scripts at each grade level looked like
No data available in official reports
Grade & admission context
How marks relate to grade thresholds and entry standards
No data available in official reports
Deep insights
What top candidates did
Techniques and approaches examiners rewarded in this series
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Principal Examiner Report for Teachers © 2024 (c) This question was an extended writing response and was worth 6 marks, it was marked according to Table A which assesses AO1 (Knowledge and Understanding), AO3 (Analysis) and AO4 (Evaluation). It was not applied merely referring to destinations, some responses mentioned hotels or tourist attractions to describe the ways that visitors with language and cultural differences could be assisted. In general this question was answered well. Most responses identified and explained several methods and therefore achieved the full range of marks available in the grid for both AO1 and AO3 – a score of 4. Detailed evaluations were not often seen although a number of responses did achieve 5 marks having included a brief evaluation. (d) This was a longer extended writing question worth 9 marks and was marked according to Table D and assessed AO2 (Application), AO3 (Analysis) and AO4 (Evaluation). This question was applied and the candidate was directed to the ways that local people and authorities could develop positive attitudes to sustainable tourism. Many responses started with a description of sustainable tourism – this was not required. Many responses gained good marks – candidates explained at least two ways that both people and local authorities could develop positive attitudes towards sustainable tourism. The knowledge demonstrated of the topic was good. Few responses accessed marks of 8 or 9 as evaluations need to be developed in order to reach those marks – for example it may be better to say ‘the best method may be…’ rather than ‘this is a good way to work’. Question 2 (a) Answers to this question were good, most achieved the full 4 marks for the question. Many used the insert to good effect. Candidates needed to justify why their selection of transport methods was appropriate for the tourist type for full marks. Candidates showed an understanding of various transportation methods and their advantages in a variety of situations. (b) This question was answered well. Most candidates correctly suggested three reasons and explained the benefits/advantages of rail transport. There were very few no responses or incorrect responses for this question. Again, candidates referred to the insert on occasion to help them answer the question. (c) This question was generally not answered well. Many responses did not consider the benefits of sustainability to transport operators. The responses that were awarded marks applied any benefits to the transport operator. General benefits that were not applied to transport operators could not achieve any marks. (d) This question was an extended writing question and was applied to rail operators. Candidates were asked to assess the benefits of social media for rail operators. This was marked using Table D and was assessing Assessment Objectives AO2 (Application), AO3 (Analysis) and AO4 (Evaluation). Candidates were generally very good at describing the uses of social media although not all applied it to the rail operator. If the uses of social media were not applied to rail operators then the maximum mark available was 6 (3 for analysis and a possible 3 for evaluation). However, the responses seen were applied to rail operators and usually referred to the Rocky Mountaineer – the train in the insert. Marks seen tended to be mainly around 5 or 6 which reflected good application and analysis but limited assessment or evaluation. Better responses identified a use for social media, then described it and finally assessed the benefits for rail operators. Question 3 (a) (i) Part a asked how governments may limit numbers of visitors to their countries, most responses scored the full 2 marks for this question. Candidates showed a clear understanding of the topic. The most common responses referred to visas and quotas being used. In addition to stating a method most responses seen also explained how it could be used again showing a clear understanding of the topic. (ii) This question asked about the impacts of high crime rates on visitor numbers and again most responses achieved the full 2 marks – if only 1 mark was awarded it was because the reason given was not explained.
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Principal Examiner Report for Teachers © 2024 (d) This was a longer extended writing question worth 9 marks and was marked according to Table C which assesses AO1 (Knowledge and Understanding), AO3 (Analysis) and AO4 (Evaluation). This question was answered competently by the majority of candidates. Responses clearly identified and explained ways that locals can support the growth of sustainable tourism. Responses demonstrated clear understanding of what sustainable tourism involves. Many responses here included some evaluation, though it was often limited. Question 2 (a) This question was answered well by all candidates. The vast majority of responses identified market research techniques and explained how they may be used to gain feedback about levels of customer service in hotels. (b) This question was related to ways that hotels could assist visitors with language and cultural differences. Most of the responses achieved full marks – the majority of candidates explained three ways that hotels could assist their guests. If marks of 3 or below were awarded it was because the responses lacked an explanation. (c) Responses for this question were good. Many candidates achieved the full 6 marks. If full marks were not achieved it was usually because only 1 method was dealt with or that the explanation lacked detail. Candidates were very familiar with and knowledgeable about health and safety and internal customers and their needs. (d) This question was an extended writing question worth 9 marks and was marked in accordance with Table C, assessing AO1 (Knowledge and Understanding), AO3 (Analysis) and AO4 (Evaluation). Candidates were clear about the value of good customer service and the benefits this can bring so Knowledge and Understanding marks tended to be good, Analysis marks varied – with the candidates usually scoring something for this AO. Responses did not always include evaluation of points made and so marks were limited. Quite a few responses achieved 1 mark for evaluation as it tended to be brief if present. Marks are awarded for each AO, so candidates must demonstrate each skill in their answers to gain all marks. Question 3. (a) This question required two definitions and two examples for a total of 4 marks. Candidates were required to define mass tourism and eco tourism. Responses were generally good. The majority of responses gave correct definitions of both terms. Where responses were not awarded full marks it was usually because there was not a correct example of mass tourism. (b) This question required candidates to explain three negative economic changes brought about by mass tourism. Better responses clearly suggested three negative economic changes and linked them to mass tourism. Some candidates were very clear in their understanding of mass tourism. Weaker responses often gave negative economic changes with little in the way of explanation. Some responses gave environmental or social changes which were credit worthy. (c) The majority of responses identified and explained environmental impacts of tourism. Often the explanation was not quite detailed enough in one or both parts of the question for full marks to be awarded. However, responses clearly demonstrated a good level of understanding of the topic. (d) This was marked using Table C and assessed AO1 (Knowledge and Understanding), AO3 (Analysis) and AO4 (Evaluation). Many candidates suggested three or four ways that responsible tourism behaviour could be encouraged. Analysis of the ways given then tended to be lacking and there was little evaluation seen in the responses.
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Principal Examiner Report for Teachers © 2024 Weaker responses often commented that older people would not be suitable for adventure tourism instead of exploring the ways that adventure tourism could be made possible for these tourists. (d) This was an extended writing question worth 9 marks and was marked according to Table C, assessing AO1 (Knowledge and Understanding), AO3 (Analysis) and AO4 (Evaluation). This question was not an applied question, and the candidate was directed to the ways that local tourism authorities could encourage respect for the environment. Marks awarded for this question were generally six and above depending upon the amount of evaluation within the response. Candidates were very knowledgeable about the topic. Many responses included detailed conclusions or evaluation but often lacked analysis of all points made. Question 2 (a) This question was answered well and most responses included an explanation of how internal customers could be kept safe. Occasionally marks of two were seen and this was usually due to a lack of explanation in the responses. (b) This question was generally very well answered. Candidates were very good at identifying methods for assessing the quality of customer service and most of the responses were very detailed and so achieved good marks. (c) This question was an extended writing question and so was marked in accordance with Table B, assessing AO2 (Application), AO3 (Analysis) and AO4 (Evaluation). Reference to cruise ships etc. was required in the response. This question was not answered well. Responses generally did not demonstrate understanding of the term horizontal integration and so marks tended to be very low. Some very good answers were seen demonstrating good understanding of the topic suggesting possible reasons why it should be adopted and then related it to cruise lines. (d) This question was an extended writing question and was worth 9 marks and was marked in accordance with Table C, assessing AO1 (Knowledge and Understanding), AO3 (Analysis) and AO4 (Evaluation). The question required candidates to give the benefits that social media can provide for transport providers. Candidates knew a lot about social media and discussed its benefits well. Many responses seen also evaluated their comments. Question 3 (a) (i) The vast majority of responses achieved the full two marks, it was clear that the candidates had referred to the information in the insert. (ii) Most responses achieved the 2 marks available, candidates were familiar with the concept of ecotourism and suggested relevant forms of accommodation for an ecotourism resort. (b) Candidates made good use of the insert and so marks seen for this part of the question were good with a very large number of candidates achieving the full 6 marks possible for the question. If lower marks were given it was due to the explanation not being sufficiently developed to be awarded marks. (c) Marks for this part were high with many responses being given 5 or 6. Explanations for this question had to be detailed and if the explanation was not detailed enough it would result in a mark of 4 or 5. Candidates were very familiar with the topic of the question and so included lots of detail and relevant comments in their responses. (d) This question was generally answered well. It was an extended writing question worth 9 marks and was marked using Table C, assessing AO1 (Knowledge and Understanding), AO3 (Analysis) and AO4 (Evaluation). Most candidates identified positive economic impacts of ecotourism although the depth of analysis and amount of evaluation varied with responses. Most candidates scored marks of 4 and above with marks of 6 being common. To achieve higher marks, responses required analysis and evaluation of each point made.
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Principal Examiner Report for Teachers © 2024 TRAVEL & TOURISM Paper 9395/32 Destination Marketing Key messages • Handwriting must be legible. Examiners experienced significant difficulty trying to decipher some very poor handwriting of candidates. • Although answer booklets are designed to allow candidates sufficient space to write their answers, additional answer booklets should be provided for candidates who need more space. General comments Candidates should read questions carefully to understand exactly what the question is asking. Answers must be specific to the syllabus area being tested. For example, if the question asks for factors to consider before selecting communication methods, the answers should not apprise the different communication methods that could be used, as this does not answer the question. Similarly, candidates should be able to distinguish between KPIs and other methods used to monitor brand effectiveness. Comments on specific questions Question 1 This first subset of questions related to information about the new VisitMorocco destination brand. (a) Most candidates identified at least one way that product positioning creates positive brand perception. Only better performing candidates scored marks for explaining how USP, for example, can create positive brand perception. At the lower end of performance for this question, answers were vague, demonstrating a lack of understanding. (b) This question acted as a good discriminator, with the best responses clearly understanding a broad range of reasons why destinations might wish to rebrand with good application to the context of Morocco by using the information from the case study to good effect. Most answers included increasing the level of appeal, extending brand reach and changing unfavourable stereotypes. Weaker responses identified these reasons without going on to develop them sufficiently within the applied context. (c) Answers to this question were varied. At the top end of performance candidates understood the factors of cost, global reach and 24-hour marketing. Lead times and opportunities for customisation were less well understood. Weaker answers mistakenly evaluated the benefits of various communication methods, without answering the question. Question 2 The second case study on this paper looked at the Destination Toronto marketing brand and the ‘Pass TO Savings’ app. (a) Most candidates answered this question well, making good use of the information from Fig. 2.1 to explain the app and the use of the social media toolkit as examples of joint marketing efforts by stakeholders to present consistent representation of the brand. (b) Responses here varied. Those who understood that methods used to monitor brand effectiveness are different from KPIs scored well, especially where information from the case study about the app
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Principal Examiner Report for Teachers © 2024 TRAVEL & TOURISM Paper 9395/41 Destination Development and Management Key messages Candidates should be familiar with the new syllabus content for Paper 4 and should understand the context of which part of the syllabus is being tested by each question. They should read questions carefully and check understanding before beginning their answer. Clear handwriting should be used and responses should be contained within the allotted space given. Reference to the case studies in the Insert should be made to support answers. Candidates should understand the command word meanings and take note of mark allocations of each question. The question does not need to be repeated at the start of the response and the response should answer only the question that is being asked. General comments This is the first session of the new syllabus. There was evidence that candidates were reasonably well prepared for this first assessment. There were two case studies with 25 marks per case study set over three questions. The first case study covered the Panama Alliance for Community Tourism (PACT) and their work on culture based and sustainable tourism. The second case study covered a destination management company called, ‘Destination DMC’. For extended response questions, an updated marking system was applied. Assessment objectives and skills are clearly matched to a points-based grid. Four tables are used to mark the extended responses of 9 or 12 marks. These are tables A (testing Assessment Objectives 1 (knowledge and understanding), 3 (analysis) and 4 (evaluation) for a total of 9 marks), B (testing Assessment Objectives 2 (application),3 (analysis) and 4 (evaluation) for a total of 9 marks), C (testing Assessment Objectives 1, 3 and 4 for a total of 12 marks) and D (testing Assessment Objectives 2, 3 and 4 for a total of 12 marks). Candidates should make a positive attempt to structure the responses in terms of the following ‘ladder’: The response has valid points with explanations. The response gives consideration of the significance of the valid points. The response contains a conclusion/recommendation or judgement. Many candidates showed a reasonable range of knowledge and understanding of the key tourism industry definitions. Good understanding was demonstrated of the different impacts of tourism and the roles of tourism organisations. Candidates made good use of the Insert material. It should be noted that some questions require responses directly related to the Insert material, whilst others require consideration of a range of industry examples. Candidates should read questions carefully. It was clear that many candidates have a good grasp of the syllabus but do not always apply their knowledge accurately to the question posed. Weaker responses do not always gain the higher marks as they do not show the significance of the valid points made or complete a judgemental conclusion. There were occasions when handwriting was difficult to read, candidates should write clearly and in prose. Timing does not appear to have been an issue.
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Principal Examiner Report for Teachers © 2024 Comments on specific questions Question 1 (a) This was very well answered; most candidates explained two roles of a Non-Governmental Organisation (NGO). Most common correct responses included research, offering guidance and information on environmental or social issues. Each of the identified points had to be exemplified to gain the full 4 marks e.g., ‘An NGO helps with research for a particular environmental cause such as potential tourism damage in a conservation area.’ (b) There was a mixed response to this question. Candidates were asked to assess the benefits of preserving cultural activities in destinations such as Panama. Many responses included both benefits to tourists and the local community. Good detail was in evidence from some candidates such as enhancing the culture, retaining cultural activities for the future generations and preventing staged authenticity or commodification. On occasion, responses simply discussed the economic benefits. Table A was used to mark this response and good marks were achieved by candidates who were able to explain a range of their valid points, giving the significance of each point with a well–supported judgement. (c) This was reasonably answered. Candidates were asked to discuss reasons why sustainable use of resources is an important strategy for PACT. Many candidates explained the importance of the natural environment for all groups and included good ideas on widening access for visitors and the local community. Table D was used to mark this response and required candidates to provide detailed explanation of points as well as a balanced account covering the significance of each of the valid points made. Good responses included evaluations made throughout the response and not just in the final paragraph. Question 2 (a) This was reasonably well answered. Candidates explained two benefits to customers of using Dedication DMC. Most common responses included an organisation that uses a code of conduct, experts with good knowledgeable staff and an organisation that works with many different suppliers. Each of the identified points had to be exemplified to gain the full 4 marks e.g., ‘All arrangements are made by DMC for you, this saves you time as they provide all ground services.’ (b) This question was reasonably well answered. Many candidates explained ways that Dedication DMC could encourage responsible and ethical tourist behaviour. Responses included providing education, having a code of conduct, marketing and only working with ethical organisations. Table B was used to mark this response and good marks were achieved by candidates who explained a range of valid points, giving the significance of each point with a well–supported judgement. (c) This question was well answered, most candidates discussed the economic benefits of tourism for an LDC. Most common responses included improving jobs and training, wealth creation, growth of GDP and the multiplier effect. Table C was used to mark this response and required candidates to provide detailed explanation of their points as well as a balanced account covering the significance of each of the valid points made. Good responses included evaluations made throughout the response and not just in the final paragraph. Better responses were supported by the use of examples and showed clear understanding of the question.
Command word playbook
How to match each command word to the expected response style
No data available in official reports
Time traps
Sections where candidates spent disproportionate time relative to marks
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Syllabus traceability
Topics linked to questions and mark weighting in this session
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MCQ trap analytics
Commonly chosen wrong options from examiner commentary
No data available in official reports
Topic heatmap across years
Mark concentration by topic and exam year for this subject
No data available in official reports
Difficulty trend
How session difficulty has shifted across recent years
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Paper comparison
Marks and duration breakdown across papers in this session
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Marks you can still earn
Where valid approaches outside the mark scheme may still gain credit
No data available in official reports
Practise what examiners flagged
Target weak topics from this report inside the Revui app
Self-diagnostic checklist
Key actions before you sit this paper — copy and tick off as you revise
- 1Message
For candidates to achieve a good result in this examination they should be familiar with the requirements and contents of the syllabus.
- 2Message
The questions on the exam paper have covered a variety of topics from each part of the syllabus in a number of ways.
- 3Message
Candidates should be familiar with the key command words used in the questions and be prepared for answering a variety of types of questions on the topics contained within the syllabus.
- 4Message
The questions on the paper are a combination of short answers, applying and interpreting source material or producing an analysis, evaluation or discussion of a topic.
- 5Strength
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…: Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Princ
- 6Strength
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…: Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Princ
- 7Strength
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June…: Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Princ
Teacher briefing pack
One-page session summary for tutors and classroom review
June 2024 2024
Travel and Tourism
Cambridge International Advanced Subsidiary and Advanced Level 9395 Travel & Tourism June 2024 Principal Examiner Report for Teachers © 2024 TRAVEL & TOURISM Paper 9395/11 Themes and Concepts Key messages For candidates to achieve a good result in this examination they should be
For candidates to achieve a good result in this examination they should be familiar with the requirements and contents of the syllabus.
The questions on the exam paper have covered a variety of topics from each part of the syllabus in a number of ways.
Candidates should be familiar with the key command words used in the questions and be prepared for answering a variety of types of questions on the topics contained within the syllabus.
Examiner insights
General comments
- •There have been changes to both the syllabus and the question paper from this series.
- •The question paper now consists of three questions and is now worth 75 marks instead of 100.
- •The style of the questions remains the same although there are differences in the way that the extended writing questions are now marked.
- •These questions are no longer marked as a level of response question and instead a grid is used with two or three marks available for each assessment objective being assessed in the question.
- •These questions will either assess knowledge and understanding, analysis and evaluation (AO1, AO3 and AO4) or application, analysis and evaluation (AO2, AO3 and AO4).