Unit 4: Promoting travel and tourism (LEVEL 2) Learning outcomes By completing this unit candidates will develop the knowledge, understanding and practical skills needed to explain the use and importance of promotion in the travel and tourism industries. They will develop an understanding of why some promotional methods and materials are more appealing than others and the factors influencing the creation of promotional materials. Candidates will produce evidence to meet the unit assessment objectives in order to show that they understand: the variety of promotional methods and materials used in the travel and tourism industries the importance of promotion to the travel and tourism industries the appeal of current promotional material the factors influencing the creation of promotional materials. Candidates will also demonstrate their practical skills by producing two pieces of appropriate promotional material. Assessment objectives 1 Provide examples of the main promotion methods and materials used in the travel and tourism industries 2 Explain the importance of promotion to travel and tourism providers Knowledge, understanding and skills Promotion methods: advertising direct marketing public relations personal selling sales promotion sponsorship Promotion materials: advertisements, eg radio, TV, newspapers, magazines, cinema brochures leaflets window displays display boards point of sale items merchandising materials videos internet/websites posters press releases Importance of promotion: stimulate demand increase sales competitive advantage customer satisfaction positive image for organisation/product OCR Level 2 Nationals in Travel and Tourism 1
Assessment objectives 3 Collect and comment on the appeal of current promotion materials from one travel and tourism provider 4 Produce two different types of promotion material for one travel and tourism product or service 5 Present and explain one of the pieces of promotion material produced in Assessment Objective 4 Knowledge, understanding and skills Promotion materials: see Assessment Objective 1 Appeal: range of promotion materials intended target market use of AIDA (Attention, Interest, Desire, Action) use of design, logo, images, colour, language, sound, impact, quality, corporate image, promotional message Promotion materials: see Assessment Objective 1 Explanation: choice of product or service promoted intended target market use of a particular promotional method timing, frequency and placement of promotional material use of AIDA use of design, logo, images, colour, language, sound, impact, quality corporate image, promotional message cost factors competition Assessment This unit is centre assessed and externally moderated. In order to achieve this unit candidates must produce a portfolio of evidence showing that they have met all of the assessment objectives. Portfolios of work must be produced independently. They will need to be made available, together with witness statements and any other supporting documentation, to the OCR Visiting Moderator when required. Centres must confirm to OCR that the evidence produced by candidates is authentic. An OCR Centre Authentication Form is provided in the Centre Handbook and includes a declaration for assessors to sign. It is a requirement of the QCA Common Criteria for all Qualifications that proof of authentication is received. An OCR Model Assignment is available for this unit and can be downloaded from our website www.ocr.org.uk and can also be found in the Model Assignments folder on this CD Rom. Guidance on assessment and evidence requirements This unit is intended to encourage candidates to study promotion within the travel and tourism industries. Their study should be enhanced through the use of a wide range of teaching and learning methods, particularly debate, discussion and case study. This unit has links with Unit 6: Investigating package holidays (tour operations) and Unit 9: Planning and running a travel and tourism event. 2 OCR Level 2 Nationals in Travel and Tourism
In Assessment Objective 1 candidates are required to find examples of promotion in travel and tourism. This should cover a range of methods. Research can be undertaken over a period of time so that candidates can follow promotion campaigns. Many examples of promotion will be on view in travel agencies which candidates can explore by themselves. A digital camera could be used to record evidence. Other examples will be found on television, in newspapers and magazines and in mail shots. Candidates should be introduced to the different categories of promotion and encouraged to discuss the purpose of promotion campaigns. Tutors could ask for examples of materials to be collected and displayed (eg in scrap books) from the beginning of the unit. These could be used as teaching materials and contribute to Assessment Objective 3. The theory of promotion is gained through Assessment Objective 2. This could be enhanced by guest speakers or visits to travel and tourism providers. Appeal is often very personal so tutors should guide candidates on what aspects of materials could be studied in Assessment Objective 3. For example, use of images, use of language, use of colour. This objective may be evidenced in several different ways, eg a cuttings file with commentary, a display with oral commentary. Tutors must use witness statements when presentations are made. Candidates should be encouraged to use their initiative in Assessment Objective 4 in producing their own materials. This assessment objective lends itself well to group working. Candidates might choose to produce a short video, posters, leaflets or advertisements. Candidates must be reminded to keep a careful record of their individual contribution when they are working in a group. Assessment Objective 5 provides a further opportunity for an oral presentation if desired. Candidates explanations should include information on the bullet points from the Knowledge, understanding and skills that are relevant to their particular piece of promotion material. Candidates may provide portfolio evidence for all of the assessment objectives in this unit using a range of presentation techniques. This may include assessor testimony/witness statements logbooks, diaries, the use of video, audio and presentation software, posters/charts, written work. Where video and/or audio evidence is provided this must be supported by assessor testimony/witness statements. Where candidates demonstrate competence, centres should record skills demonstrated on appropriate recording documentation. Signposting to Key Skills The unit contains opportunities for developing the Key Skill, and possibly for generating portfolio evidence, if teaching and learning is focused on that aim. Key Skill reference Key Skill reference Key Skill reference C2.1 N2.1 ICT2.1 C2.2a N2.2a ICT2.2 C2.2b N2.2b ICT2.3 C2.3 N2.2c N2.2d N2.3 OCR Level 2 Nationals in Travel and Tourism 3
Mapping to National Occupational Standards Occupational Standards Travel Services (Leisure Travel, Business Travel, Call Centre Operations) Unit number Title 2.18 Display travel information and publicity materials Resources This section provides suggestions of suitable resources. The list is neither prescriptive nor exhaustive, and candidates should be encouraged to gather information from a variety of sources. Some suggested resources are intended for Tutor use. The resources in this section were current at the time of production. Books Dale, G. & Oliver, H. (2000) Hayward, P. (2000) Holloway, J. and Robinson, C. (1998) Rickerby, S. (2006) Riley D. & Greasby, E. (2005) Vranic, J. (2000) Ward, J. (2000) Youell, R. (2003) Travel and Tourism Hodder and Stoughton Intermediate GNVQ Leisure and Tourism Heinemann Marketing for Tourism 3rd ed. Pitman GCSE Leisure and Tourism Phillip Allan Updates Check Your English Vocabulary for Leisure, Travel and Tourism Second Edition Bloomsbury Publishing PLC Intermediate Leisure and Tourism Hodder and Stoughton An Introduction to Travel and Tourism Pearson Education Complete A-Z Travel and Leisure Handbook Hodder and Stoughton Journals/Magazines/Newspapers Marketing Week Travel Trade Gazette Travel Weekly Websites Advertising Standards Authority. URL:http://www.asa.org.uk/ Details of complaints about advertising and the voluntary code. 4 OCR Level 2 Nationals in Travel and Tourism
Newspaper Marketing Agency. URL:http://www.nmauk.co.uk/ Information about newspaper advertising includes case studies. Resource Gateway. URL:http://www.resourcegateway.org.uk/logon.asp?step=1 This website gives teachers and students the opportunity to access a resource database of information and materials that support a variety of leisure, travel and tourism courses for the 14-19 age group. The Advertising Association. URL:http://www.adassoc.org.uk/ Represents the advertising industry. Vocational Learning. (Leisure and Tourism) URL:http://www.vocationallearning.org.uk//teachers/subjectspecific/KS4/leisuretourism.asp Leisure and tourism teaching and learning resources for schools and colleges. In addition, most travel and tourism organisations such as tour operators, tourist attractions, transport and accommodation providers, have websites that illustrate how they promote themselves and their products or services. OCR Level 2 Nationals in Travel and Tourism 5
Grading Assessment Objective AO1 Provide examples of the main promotion methods and materials used in the travel and tourism industries AO2 Explain the importance of promotion to travel and tourism providers AO3 Collect and comment on the appeal of current promotion materials from one travel and tourism provider AO4 Produce two different types of promotion material for one travel and tourism product or service AO5 Present and explain one of the pieces of promotion material produced in Assessment Objective 4 Pass Merit Distinction Candidates provide simple and obvious examples of the main promotion methods and materials used in the travel and tourism industries. Candidates provide a simple explanation of the importance of promotion to travel and tourism providers. Their explanation shows a limited understanding. Candidates collection of current promotional materials from one travel and tourism provider is limited. Candidates make brief and basic comments about their appeal. Candidates produce two different types of promotion material for one travel and tourism product or service. The materials are basic but acceptable. Candidates present one of the pieces of promotion material produced in Assessment Objective 4. They provide a simple explanation of the purpose of the materials and their production. Candidates provide appropriate examples of the main promotion methods and materials used in the travel and tourism industries. Candidates provide a clear explanation of the importance of promotion to travel and tourism providers. Their explanation shows some understanding. Candidates collect a range of current promotional materials from one travel and tourism provider and make realistic comments about their appeal. Candidates produce two different types of promotion material for one travel and tourism product or service. The materials are appropriate and relevant to travel and tourism. Candidates present one of the pieces of promotion material produced in Assessment Objective 4. They provide a clear explanation of the purpose of the materials and their production. Candidates provide a variety of well chosen examples of the main promotion methods and materials used in the travel and tourism industries. Candidates provide a detailed explanation of the importance of promotion to travel and tourism providers. Their explanation shows a thorough understanding. Candidates collect a variety of well chosen current promotional materials from one travel and tourism provider and make perceptive comments about their appeal. Candidates produce two different types of promotion material for one travel and tourism product or service. The materials are creatively constructed and relevant to travel and tourism. Candidates present one of the pieces of promotion material produced in Assessment Objective 4. They provide a detailed explanation of the purpose of the materials and their production. 6 OCR Level 2 Nationals in Travel and Tourism