CITHI. Contemporary Issues in the Tourism and Hospitality Industry. Examination. Date: 6 th June 2016 Time: to

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1 CITHI Contemporary Issues in the Tourism and Hospitality Industry Examination Date: 6 th June 2016 Time: to Instructions Three hours are allowed for this paper which carries a total of 150 marks Do not begin writing until instructed to by the invigilator Read these instructions carefully before answering any questions Make sure that your name, date of birth, CTH membership number and centre name are clearly marked on the first page of the answer booklet as well as on each page of any continuation sheets or any other material you hand in. You are allowed 10 minutes to read through this paper before the examination starts. There are two questions in this examination and the questions are compulsory You must attempt all questions to gain a pass. The number of marks allocated to each question is given next to the question and you should spend time in accordance with that allocation. Ensure that you allow time at the end to review your answers before handing in your paper. You may find it helpful to make rough notes in the answer booklet, these notes should be crossed out before handing the booklet in. Answer each new question on a new page and leave some blank lines between each question part. The answer booklet and the question paper must both be handed in to the invigilator before you leave the examination room.

2 CITHI EXAMINATION RECORD The Learning outcomes and assessment criteria for the Contemporary Issues in the Tourism and Hospitality Industry unit are as follows. Please ensure that when you answer the questions on pages 3 and 4 that you do answer every sub section of every question. This page is for background information on the unit only and is not part of the examination. Candidates must show that they meet the Learning Outcomes (LOs) and Assessment Criteria (AC) of the unit of assessment. Therefore, consideration will be given to whether candidates achieved the following: Learning Outcome 1: Understand how to identify emerging issues in the tourism and hospitality industry 1.1 Use information sources that are relevant to the identification of issues. 1.2 Analyse information using accepted analytical techniques 1.3 Evaluate the use of systems thinking as a means of identifying emerging issues 1.4 Assess the reliability and validity of media information 1.5 Evaluate the implications of ethics and social responsibility Learning Outcome 2: Examine the impact of emerging issues in the tourism and hospitality industry. 2.1 Assess the relevance and potential seriousness of emerging issues 2.2 Identify who may be affected and in what way 2.3 Assess the attitudes of stakeholders to emerging issues Identify how emerging issues may affect a business (eg strategic, financial, operational, 2.4 environmental, political, technological, reputation, ethical customer reaction, consumer rights) in the short and long term 2.5 Analyse the potential implications of emerging issues and the possible consequences of non-action 2.6 Assess the role of a project team in addressing emerging issues 2.7 Evaluate the role of knowledge management in addressing emerging issues Copyright CTH June 2016

3 Exam s - Contemporary Issues in the Tourism and Hospitality Industry Please note: ALL questions are compulsory and carry a total of 150 marks Explain how emerging issues can be identified within the tourism and hospitality industry. In your answer cover the following points: a) How information sources would be used, with examples. b) Two analytical techniques. c) The use of systems thinking as a means of identification. 1.2 Discuss the reliability of media information during the identification of emerging issues. 1.3 Describe how social responsibility affects the identification of emerging issues in tourism and hospitality. Give examples to illustrate your answer. 70 marks Copyright CTH June 2016

4 2 All your answers to question 2 should be related to an emerging issue in the tourism and hospitality industry: 2.1 Assess the potential seriousness of the emerging issue. Discuss who would be affected and in what way. 2.2 Describe the impact of the emerging issues on the industry's stakeholders. 2.3 Identify and explain how this emerging issue may affect a business from a strategic, technological and environmental perspective. In your answer discuss both short and long term effects. 2.4 If the industry ignored the emerging issue discuss what the possible implications would be. 2.5 Recommend why a project team should be put together to address the emerging issue. Describe the structure and purpose of a project team. 80 marks Copyright CTH June 2016

5 SMTHI Strategic Marketing in the Tourism and Hospitality Industry Date: 8 th June 2016 Time: to Instructions Three hours are allowed for this paper which carries a total of 100 marks Read these instructions carefully before answering any questions Do not begin writing until instructed to by the invigilator Make sure that your name, date of birth, CTH membership number and centre name are clearly marked on each page of the answer sheet and any other material you hand in. You are allowed 10 minutes to read through this paper before the examination starts. You must attempt all questions to gain a pass. The number of marks allocated to each question is given next to the question and you should spend time in accordance with that allocation. You may find it helpful to make rough notes in the answer booklet; these notes should be crossed out before handing the booklet in. Answer each new question on a new page and leave some blank lines between each part of the question. The answer booklet and the question paper must both be handed in to the invigilator before you leave the examination room.

6 Strategic Marketing in the Tourism and Hospitality Industry SMTHI EXAMINATION RECORD The Learning outcomes and assessment criteria for the Strategic Marketing in the Tourism and Hospitality Industry unit are as follows. Please ensure that when you answer the questions on pages 3 and 4 that you do answer every sub section of every question. This page is for background information on the unit only and is not part of the examination. Students must show that they meet the Learning Outcomes (LOs) and Assessment Criteria (AC) of the unit of assessment. Therefore, consideration will be given to whether candidates achieved the following: Learning Outcome 1: Contribute to the development of marketing and sales strategies in the tourism and hospitality industry 1.1 Evaluate the interface between sales and marketing 1.2 Offer contributions that meet strategic and operational objectives and priorities of a tourism and hospitality business 1.3 Identify sales and marketing targets and objectives that are realistic and relevant to the market 1.4 Assess international and cultural influences in the tourism and hospitality industry Learning Outcome 2: Optimise marketing communications in the tourism and hospitality industry 2.1 Design marketing communications that appeal to a range of target customers 2.2 Optimise the use of a range of different media 2.3 Evaluate the effectiveness of marketing communications Learning Outcome 3: Build strategic partnerships in the tourism and hospitality industry 3.1 Identify gaps and areas of market saturation 3.2 Identify potential partners that are capable of furthering organisational objectives 3.3 Analyse the requirements of production, quality and distribution channels 3.4 Negotiate agreements that are consistent with organisational objectives, priorities and values Learning Outcome 4: Develop new products and/or services (NPD) in hospitality or tourism 4.1 Characterise the market for new or adapted products and/or services 4.2 Generate and screen practicable ideas against agreed criteria through market testing 4.3 Clarify any intellectual property issues 4.4 Price product or service in accordance with pricing strategy Learning Outcome 5: Understand the purpose and components of an organisational business plan in the tourism and hospitality industry 5.1 Identify potential business opportunities that are commensurate with strategic objectives from an analysis of emerging trends 5.2 Ensure the coherence of different functional priorities and plans 5.3 Explain the allocation of operational resources in line with strategic and operational priorities 5.4 Explain the consultation process relating to business planning Copyright CTH June 2016

7 Strategic Marketing in the Tourism and Hospitality Industry EXAM QUESTIONS Please note: ALL questions are compulsory and carry a total of 100 marks Where examples are asked for all answers should relate to a hotel, travel agency or tour operator Explain the link between sales and marketing within an organisation of your choice, discuss how they each contribute to the development of the business's sales and marketing strategy Explain how international influences can affect marketing intentions. Give examples to support your answer Explain what you would need to take into consideration when designing marketing communications to appeal to a customer. Compare and contrast the advantages and disadvantages of one form of media a hotel or travel agency could use. 25 marks When building strategic partnerships what criteria would you use to identify potential partners? 2.2 Explain how you would negotiate an agreement with a potential strategic partner. Give examples to support your answer. 25 marks Copyright CTH June 2016

8 Strategic Marketing in the Tourism and Hospitality Industry Explain how you would identify gaps in the market when considering the development of new products. 3.2 When market testing a new product what criteria would you use? Give examples to illustrate your answer. 3.3 Explain the key features of a pricing strategy and how it would apply to a business of your choice.. 25 marks Analyse how potential business opportunities can be identified that would match an organisation's strategic objectives Explain the consultation process relating to business planning. 25 marks Copyright CTH June 2016

9 UFTH Understanding Funding and Finance in Tourism and Hospitality Examination Date: 9 th June 2016 Time: to Instructions Three hours are allowed for this paper which carries a total of 100 marks A non-programmable calculator may be used during this examination Do not begin writing until instructed to by the invigilator Read these instructions carefully before answering any questions Make sure that your name, date of birth, CTH membership number and centre name are clearly marked on each page of the answer sheet and any other material you hand in. You are allowed 10 minutes to read through this paper before the examination starts. There are four questions in this examination and all questions are compulsory You must attempt all questions to gain a pass. The number of marks allocated to each question is given next to the question and you should spend time in accordance with that allocation. You may find it helpful to make rough notes in the answer booklet; these notes should be crossed out before handing the booklet in. Answer each new question on a new page and leave some blank lines between each part of the question. Graph paper is supplied for 2.2a The answer booklet and the question paper must both be handed in to the invigilator before you leave the examination room. Copyright CTH June 2016

10 UFTH EXAMINATION VALIDATION RECORD The Learning outcomes and assessment criteria for the Understanding Funding and Finance in Tourism and Hospitality unit are as follows. Please ensure that when you answer the questions on pages 3 and 4 that you do answer every sub section of every question. This page is for background information on the unit only and is not part of the examination. Students must show that they meet the Learning Outcomes (LOs) and Assessment Criteria (AC) of the unit of assessment. Therefore, consideration will be given to whether students achieved the following: Learning Outcome 1: Understand the sources of funding for both the private and public sectors in the tourism and hospitality industries. 1.1 Describe the main sources of internal funding. 1.2 Describe the main sources of short term external funding. 1.3 Describe a number of sources of long term external funding. 1.4 Describe the role the public sector may have in funding the industry. Learning Outcome 2: Understand the importance of costs, volume and profit for decision making in tourism and hospitality 2.1 Identify costs such as direct, indirect, fixed and variable; and use methods of allocation and apportionment. 2.2 Discuss how the volume of trade can affect income using break-even analysis. 2.3 Show how to use different pricing methods to achieve targeted gross and net profits Learning Outcome 3: Interpret financial accounts to aid in decision making in the tourism and hospitality industry 3.1 Explain where to find the relevant management accounting information for a given issue. 3.2 Use a range of processes and procedures to aid decision making. Learning Outcome 4: Be able to prepare budgets and compare budgets with actual results 4.1 Use a number of tools to measure and interpret given financial accounts 4.2 Use the recognised tools shown in 4.1 to make valid suggestions on how to improve the business performance. Copyright CTH June 2016

11 Exam s - Understanding Funding and Finance in Tourism and Hospitality Please note: all questions are compulsory QUESTION ONE - 25 marks 1.1 a) Explain the difference between the private and public sectors in the tourism and hospitality industry. b) Give three examples of long term external funding available to a company, clearly explaining the differences between them and the rewards each type of funding will receive. c) Give two examples of short term external funding available to a company, clearly explaining how each of them are a source of funds, and what costs the company will have to pay to acquire this funding. 4 marks 9 marks 6 marks 1.2 Give three examples of the way public finance may be used to support the tourism and hospitality industry. 6 marks QUESTION TWO - 25 marks (Please use graph paper for 2.2a) 2.1 Costs may be defined as fixed, semi-fixed or variable. Explain what these terms mean giving two clear examples of each type of cost. 9 marks 2.2 a) Using the following figures for the Golden Penny Restaurant draw a fully labeled break-even chart indicating the break-even point and showing the margin of safety. Number of customers 20,000 8 marks Average Selling Price (ASP) $40 Variable costs $25 a head Fixed costs $180,000 b) Comment on what the chart shows you about this business. c) Compare the percentage increase in sales with the percentage increase in profit when sales increase from 15,000 customers to 20,000 customers. 4 marks 4 marks Copyright CTH June 2016

12 QUESTION THREE - 25 marks 3.1 a) What specific information would you need to prepare a cash budget for the next three months? b) Explain how you would use this information to prepare the cash budget. 12 marks 3.2 Calculate the overall results for the quarter shown below Comment on the figures indicating any good or bad aspects. What action would you take to improve this business? 5 marks 8 marks Oct Nov Dec Budget Actual Var Budget Actual Var Budget Actual Var Sales Cash Credit Total Cost of sales Gross Profit Overheads Labour Net Profit Copyright CTH June 2016

13 QUESTION FOUR - 25 marks 4.1 Give the formula used to calculate each of the following. a) Gross profit percentage b) Net profit percentage c) Net margin d) Return on capital employed e) Current ratio f) Acid test g) Debtors payment period h) Creditors payment period i) Stock turnover j) Sales mix 10 marks 4.2 Explain how the results of each of these formulas can be used to interpret the financial results of a business, giving examples to explain your answer. 15 marks Copyright CTH June 2016

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