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Unlock This CourseIn your iGCSE Travel & Tourism exam, not all questions are equal. Some ask you to describe or explain but the big-mark questions use command words like 'assess' and 'evaluate'. These are the questions where students either fly or fall flat. Understanding exactly what these words mean is the first step to nailing them.
Key Definitions:
'Assess' questions want you to look at the relative importance of something. For example: "Assess the importance of social media marketing to a small tourism business." You need to say how important it is not just describe it. Give reasons, give examples and make a judgement at the end.
'Evaluate' questions go one step further they want you to judge how successful, effective, or worthwhile something is. For example: "Evaluate the effectiveness of a loyalty scheme for a hotel chain." You must look at both sides what works, what doesn't and reach a clear conclusion backed up by evidence.
Assess and evaluate questions are usually worth 6–10 marks. They test higher-order thinking the ability to analyse, weigh up and judge. Examiners are not just looking for knowledge; they want to see you think like a tourism professional. A student who can say "this strategy works well in this context, but less so in another, because..." will always outscore one who just lists facts.
So what does a Level 3 answer actually look like? Let's break it down. Every high-scoring response to an assess or evaluate question has the same basic structure, no matter what the topic is.
You may have used PEEL (Point, Evidence, Explain, Link) before. For assess and evaluate questions, we add a crucial extra step the counter-argument and a final judgement.
Make a clear, relevant point that directly answers the question. Don't waffle get straight to it.
Back up your point with a real example, statistic, or named case study from the tourism industry.
Explain why your evidence supports your point. Don't assume the examiner will make the connection spell it out.
Now introduce the other side. Use phrases like "However..." or "On the other hand..." to show balance. This is what separates Level 2 from Level 3.
End with a clear, justified conclusion. Which side of the argument is stronger and why? Don't sit on the fence commit to a view and back it up.
Booking.com is one of the world's largest Online Travel Agents, listing over 28 million accommodation options globally. For a small guesthouse in Cornwall, listing on Booking.com can dramatically increase visibility and bookings especially from international visitors who would never find the guesthouse otherwise. However, Booking.com charges commission of around 15–25% per booking, which significantly cuts into profit margins for small operators. A student evaluating whether small tourism businesses should use OTAs would need to weigh this trade-off: increased reach vs. reduced profit. The best answers would conclude with a judgement for example, that OTAs are most valuable for new businesses trying to build a customer base, but less essential for well-established businesses with loyal repeat customers.
Let's work through a full exam-style question together. Read the question, then study the model answer and examiner commentary below.
Price promotions, such as early-bird discounts, family bundle deals and off-peak pricing, can be highly effective for large theme parks like Alton Towers in the UK. By offering reduced prices during quieter periods for example, cheaper tickets on weekday visits in term time the park can increase visitor numbers during low-demand periods, spreading revenue more evenly across the year. This helps manage capacity and reduces the financial impact of seasonality, which is a major challenge for UK theme parks.
Furthermore, promotional pricing can attract price-sensitive market segments, such as families on a budget, who might otherwise choose a cheaper day out. Alton Towers' 'Merlin Annual Pass' is a good example it encourages repeat visits and builds customer loyalty by offering perceived value for money.
However, price promotions carry risks. Constantly discounting can damage brand image, making the park seem less premium or exclusive. If customers always expect a deal, they may refuse to pay full price a problem known as 'discount dependency'. For a theme park investing millions in new rides and experiences, this could undermine the perceived value of the product.
Additionally, promotions reduce the revenue earned per visitor, which may not be offset by increased visitor numbers, especially if the park is already near capacity during peak periods.
Overall, price promotions are most effective when used strategically targeting specific off-peak periods or new customer segments rather than as a constant strategy. For large theme parks, they are a valuable tool for managing demand, but should be balanced carefully against the risk of undermining brand value.
✅ What this answer does well: It makes clear, developed points with named examples (Alton Towers, Merlin Annual Pass). It explains why promotions work and why they can also cause problems. It uses accurate tourism terminology (seasonality, brand image, market segments). Most importantly, it reaches a clear, justified conclusion that weighs both sides this is what earns Level 3 marks.
❌ What a weaker answer would look like: "Price promotions are good because they attract more customers. But they can also reduce profit. In conclusion, price promotions can be effective." This has no named examples, no developed explanation and a vague conclusion. It would likely score Level 1–2.
Location the 'Place' element of the marketing mix is extremely important for a new city-centre hotel. Being situated in a central location means the hotel is easily accessible for both business travellers and tourists, who want to be close to transport links, attractions and conference facilities. For example, Premier Inn's city-centre properties in London and Manchester benefit from proximity to major train stations, making them highly attractive to business travellers who need convenience above all else. This directly supports higher occupancy rates and stronger revenue.
However, location alone does not guarantee success. A city-centre hotel must also offer competitive pricing, quality service and effective promotion to stand out in a crowded market. In cities like London, there are hundreds of hotels in central locations, so location becomes a baseline expectation rather than a unique selling point. In this context, other elements of the marketing mix such as price, brand reputation and online reviews may be equally or more important in attracting customers.
Overall, location is a critical foundation for a new city-centre hotel, as it determines the target market and accessibility. However, it must be supported by a strong overall marketing mix to be truly effective.
Premier Inn, owned by Whitbread, is the UK's largest hotel chain with over 800 hotels. A key part of their strategy has been securing prime locations near airports, motorway junctions and city centres. Their hub hotels in central London are deliberately compact and affordable, targeting budget-conscious business travellers who prioritise location over luxury. This shows how 'Place' in the marketing mix can be a deliberate strategic choice that defines the entire brand positioning of a tourism business.
Many students lose marks not because their main points are weak, but because their conclusions are vague or non-existent. A strong conclusion for an assess or evaluate question must do three things:
Don't say "it depends" and leave it there. Say what it depends on and why. For example: "Price promotions are most effective when used seasonally, because..."
Use words from the question in your conclusion to show you've stayed focused. If the question asks about a "small business", make sure your conclusion mentions the context of a small business.
The best conclusions acknowledge that the answer might differ depending on the type of business, location, or market. This shows sophisticated thinking.
Stuck on how to start your conclusion? Here are some phrases that signal a high-quality judgement to the examiner:
In the exam, time management is everything. Here's a simple guide to how long you should spend on different question types:
Spend around 8–10 minutes. Write 2–3 developed paragraphs plus a short conclusion. Aim for around 150–200 words.
Spend around 12–15 minutes. Write 3–4 developed paragraphs with a clear conclusion. Aim for around 250–300 words.
Spend around 15–18 minutes. Write 4–5 paragraphs with strong balance and a detailed conclusion. Aim for around 350–400 words.
Before you start writing, jot down a quick plan: two points FOR, two points AGAINST and your conclusion. This takes 90 seconds and stops you going off-topic or forgetting to balance your answer. Students who plan consistently score higher it's one of the simplest exam habits you can build.
Using the right language signals to the examiner that you're working at the top level. Here are the most useful terms to weave into your answers:
In 2018, VisitScotland launched the 'Scotland is Now' campaign in response to concerns about Brexit's impact on tourism. The campaign targeted international visitors particularly from the USA and Europe using social media, influencer partnerships and digital advertising. By 2019, international visitor spending in Scotland had risen to £2.5 billion. A student evaluating this campaign would note its clear success in raising awareness and driving revenue. However, they should also consider that the campaign was expensive and that some of the growth may have been due to wider global tourism trends rather than the campaign itself. A top-level answer would conclude by assessing whether the investment represented good value for money given the evidence available.
Before you hand in your paper, run through this checklist for every assess or evaluate answer you've written: