CAPE Tourism — Module 2 March Assessment

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Across
  1. 4. The Jamaica Tourist Board runs TV ads, social media, and travel fair promotions with a unified message. What type of marketing approach is this?
  2. 7. A pricing strategy that sets a high initial price to maximize revenue from early adopters before gradually reducing prices is called ___.
  3. 9. After implementing a marketing strategy, a tourism manager regularly tracks KPIs such as visitor numbers and social media engagement. What is this phase called?
  4. 11. A tourism board in St. Vincent commissions a study on visitor spending habits. Apply the correct term for this systematic process of gathering data.
  5. 16. A tour of colonial forts, indigenous Amerindian sites, and sugar plantation ruins appeals to historically-motivated tourists. What niche is this?
  6. 20. Reggae music, Carnival, and the Blue Mountains attract visitors to Jamaica. These are examples of destination ___ factors that motivate travel decisions.
  7. 22. A resort advertises itself as 'eco-friendly' but has no sustainability certifications or green practices. Evaluate the ethical problem with this marketing approach.
  8. 23. A hotel surveys 500 guests using a rating scale of 1–10 for service quality. What type of data does this produce?
  9. 24. A visitor rates their Barbados experience as exceptional, attributing it entirely to staff friendliness. Which 'P' in the extended marketing mix does this reflect?
  10. 25. A Caribbean destination promotes rainforest hikes, wildlife tours, and zero-waste accommodation. Evaluate which niche best classifies this product.
  11. 26. An eco-lodge targets visitors who value sustainability and minimalism. Analyze why this segmentation type is more effective here than demographic approaches.
  12. 27. A tourism marketing manager distributes $500,000 across print ads, social media, and travel expos. Which component of the marketing plan governs this allocation?
  13. 29. A resort discovers its blanket 'fun for everyone' campaign is underperforming. Evaluate how introducing proper market ___ would allow it to allocate its marketing budget more effectively across distinct visitor groups.
  14. 32. Zip-lining, white-water rafting, and cliff jumping are promoted in a Caribbean campaign. Apply the correct niche market classification to this product cluster.
  15. 36. A tour operator sells excursions through both travel agents and an OTA platform. Which element of the 4Ps is being managed through this multi-channel distribution?
  16. 37. A professional who acts as an intermediary between tourists and tourism suppliers, booking flights and hotels on behalf of clients, is called a travel ___.
  17. 38. A Jamaica-based operator offers tours exclusively for birdwatchers. Evaluate why this product targets a ___ market rather than a mass market.
  18. 39. A company purchases 500 airline seats in bulk at a discounted rate, then resells them through travel agents. Identify this intermediary.
  19. 41. A hotel designs a visitor satisfaction survey distributed on checkout. Classify this as ___ research.
  20. 42. A tourism marketer examines rising fuel costs, new visa regulations, and climate change impacts on campaign planning. Identify the analytical framework being applied.
Down
  1. 1. A Caribbean resort uses Instagram influencers, TV ads, and travel expos simultaneously — the overarching discipline coordinating all these efforts is called what?
  2. 2. Airline tickets to Barbados cost $400 in August but $900 in July. What type of pricing allows tourism businesses to maximize revenue during peak periods?
  3. 3. How does a community-based tourism product in rural Jamaica compete against all-inclusive resorts without competing on price? It uses a ___ strategy.
  4. 5. A boutique resort charges $800 per night at launch, then gradually reduces rates. What pricing strategy involves starting high and reducing over time?
  5. 6. Two resorts offer similar amenities, but one is perceived as the 'luxury wellness escape.' What strategy creates this competitive advantage?
  6. 8. A Trinidadian carnival tourism operator identifies strong cultural heritage as a strength, but limited hotel capacity as a weakness. Identify the planning tool used.
  7. 10. A Caribbean resort sends press releases and hosts media familiarization trips to generate positive coverage. Identify this tool: public ___.
  8. 12. A Caribbean spa resort offers yoga retreats, detox programmes, and meditation. Evaluate why this is classified under ___ tourism rather than general leisure.
  9. 13. A hotel streamlines its check-in procedure using a mobile app, reducing wait times from 20 minutes to 2. Which 'P' of the 7Ps was improved?
  10. 14. A tourism company bundles accommodation, meals, excursions, and a cultural show into one offering. Which 'P' of the 7Ps does this represent?
  11. 15. Focus groups are used to understand why tourists prefer one Caribbean island over another. What type of research is more appropriate here than numerical surveys?
  12. 17. After segmenting its market into four groups, a tour operator selects only the adventure-seeker and eco-tourist segments. This selection process is called what?
  13. 18. Barbados uses a consistent logo, tagline, and colour palette across all platforms. What strategy shapes visitor perception before arrival?
  14. 19. Beyond branding, this destination pull factor refers to the overall intangible impression a tourist holds about a place before visiting.
  15. 20. A Caribbean destination increases visitor arrivals by 18% after shifting from newspaper ads to social media campaigns. Analyze which element of the marketing mix — ___ — was adjusted and why the channel shift proved more effective.
  16. 21. A visitor judges a restaurant's quality by its cleanliness, menu design, and décor before tasting food. Identify which 'P' — physical ___ — this represents.
  17. 26. A new Caribbean airline sets fares far below competitors to rapidly build a customer base. Identify this pricing strategy.
  18. 28. A company packages flights, hotels, and guided tours into a holiday and sells these bundles to travel agents. Identify this intermediary: tour ___.
  19. 29. A tourism student uses CTO statistics and government tourism reports in their marketing plan. Classify the type of research being used.
  20. 30. A destination suffers negative media coverage after a crime incident. Which component of pull factors is most damaged and hardest to restore?
  21. 31. A tourism board focuses its campaign on visitors from cold-climate countries. Name the segmentation method influenced by climate and region.
  22. 33. A resort targets retirees with high disposable income. Identify the segmentation method used when grouping by age and income.
  23. 34. Evaluate why social media, OTAs, and mobile apps have become essential ___ marketing tools for Caribbean destinations competing globally.
  24. 35. A hotel rewards guests who return annually with loyalty discounts. Which segmentation type — based on purchase patterns — strengthens customer retention?
  25. 39. A chef-led market tour, farm-to-table dinner, and rum distillery visit are bundled into one product. Evaluate why classifying this as ___ tourism gives it a stronger niche identity than simply calling it a 'food tour'
  26. 40. Before launching a new dive tourism product in Tobago, a company systematically gathers and analyzes visitor data. The broader term for this information-gathering activity is ___ research.