G720/CS Introducing Travel and Tourism

ADVANCED SUBSIDIARY GCE APPLIED TRAVEL AND TOURISM G720/CS Introducing Travel and Tourism

CASE STUDY

Wednesday 26 May 2010 *

OC Morning

E Duration: 2 hours / 2 5738 *

INFORMATION FOR CANDIDATES • This is a clean copy of the Case Study which you should already have seen. • You should refer to it when answering the examination questions which are printed in a separate booklet. • You may not take your previous copy of the Case Study into the examination. • You may not take notes into the examination. • This document consists of 12 pages. Any blank pages are indicated.

Document 1

Liverpool Tourism Volume and Value Estimates

Fig. 1a Analysis by sector of expenditure (£s millions) Day/staying visitors

2006 2005 % change

Accommodation 60.86 56.28 8.1 Food and drink 86.13 82.67 4.2 Recreation 17.72 17.98 –1.4 Shopping 58.70 55.71 5.4 Transport 49.71 48.51 2.5 Indirect expenditure 103.74 99.85 3.9 VAT 47.80 45.70 4.6 TOTAL 424.66 406.70 4.4

Fig. 1b Revenue by category of visitor (£s millions) Staying visitors

2006 2005 % change

Serviced accommodation 132.77 119.38 11.2 Non-serviced accommodation 24.47 26.56 –7.9 Staying with friends or relatives 31.50 31.29 0.7 TOTAL 188.74 177.23 6.5

Fig. 1c Tourist days (thousands) Staying visitors

2006 2005 % change

Serviced accommodation 1 471.90 1 330.69 10.6 Non-serviced accommodation 504.19 542.50 –7.1 Staying with friends or relatives 1 645.41 1 634.38 0.7 TOTAL 3 621.50 3 507.57 3.2

Fig. 1d Tourist numbers (thousands) Staying visitors

2006 2005 % change

Serviced accommodation 828.81 693.60 19.5 Non-serviced accommodation 78.24 81.89 –4.5 Staying with friends or relatives 691.14 686.51 0.7 TOTAL 1 598.19 1 462.00 9.3

Fig. 1e Day visitor statistics

2006 2005 % change

Revenue (£s millions) 235.92 229.48 2.8 Tourist numbers (millions) 18.26 17.98 1.6

Fig. 1f Sectors in which employment is supported (Full time equivalent jobs)

2006 2005 % change

Accommodation 942 921 2.3 Food and drink 2 180 2 092 4.2 Recreation 544 552 –1.4 Shopping 1 355 1 285 5.4 Transport 562 549 2.4 Total direct employment 5 583 5 399 3.4 Indirect employment 1 732 1 668 3.8 TOTAL 7 315 7 067 3.5

Document 2

Top Merseyside Attractions 2006

Fig. 2a Top 12 paid attractions

Attraction District Attendance

1 Mersey Ferries Liverpool/Wirral 564 872 2 Knowsley Safari Park Knowsley 512 962 3 Empire Theatre, Liverpool Liverpool 400 000 4 Southport Theatre and Floral Hall Sefton 229 490 Complex 5 Haydock Park Racecourse St. Helens 210 191 6 Voirrey Embroidery Centre, Wirral 180 000 Brimstage Hall 7 Croxteth Hall and Country Park Liverpool 179 638 8 Aintree Racecourse Liverpool 178 522 9 The Birthplace of the Beatles Liverpool 150 000 10 New Palace Leisure Fun Centre Wirral 150 000 11 Beatles Story Exhibition Liverpool 143 210 12 Liverpool FC Museum and Liverpool 131 896 Stadium Tour

Fig. 2b Top 12 free attractions

Attraction District Attendance

1 Albert Dock, National Trust Liverpool 6 158 485 2 Tate Liverpool Liverpool 554 032 3 World Museum, Liverpool Liverpool 524 465 4 Merseyside Maritime Museum Liverpool 439 318 5 National Trust, Formby Sefton 400 334 6 Liverpool Cathedral (C of E) Liverpool 396 339 7 Wirral Country Park Wirral 315 000 8 Southport Pier Sefton 303 712 9 Metropolitan Cathedral of Christ Liverpool 262 946 the King (RC) 10 Walker Art Gallery Liverpool 248 107 11 Lady Lever Art Gallery Wirral 202 854 12 Tam O’Shanter Urban Farm Wirral 80 000

Document 3

The Beatles Story Visitor Information

Opening Times The Beatles Story is open seven days a week, all year round (excluding 25/26 December). Opening hours are 9am – 7pm. The last admission to the attraction is at 5pm. You can still visit our Fab4Store gift shop and Starbucks Coffeehouse as a non-paying guest until 7pm. We recommend scheduling at least two hours for your visit. The Beatles Story is a self-guided experience, so you can spend as little or as long as you like with us!

Admission Tickets Tickets can be purchased on arrival at the Beatles Story, as there is no need to book in advance. Group visits for 10 or more people must be booked in advance.

Ticket Type Price Conditions Adult £12.50 Concessions £8.50 Students, Seniors & Unwaged. ID required Child £6.50 Aged 5 – 16 years Under 5yrs Free Family Saver 1 £32.00 2 adults and 2 children Family Saver 2 £37.00 2 adults and 3 children

Telephone: 0151 709 1963. If calling from overseas use +44 (0) 151 709 1963 email: [email protected] Fax: 0151 708 0039 Address: The Beatles Story, Britannia Vaults, Albert Dock, Liverpool, L3 4AD

Our Attraction The Beatles Story is the world’s only permanent Beatles-themed visitor attraction, located in Liverpool – the birthplace of the Beatles. Located within Liverpool’s historic Albert Dock, the Beatles Story is a unique visitor attraction that will transport you on an exciting and atmospheric journey into the life, times, culture and music of the Beatles. See how four young lads from Liverpool were propelled to the dizzy heights of worldwide fame and fortune to become the greatest band of all time. Hear the story unfold through the ‘Living History’ audio guide narrated by John Lennon’s sister, Julia, and view some amazing and rare Beatles artefacts along the way.

Accessibility We endeavour to ensure access into the Beatles Story is uncomplicated and pleasing for all visitors, regardless of any disabilities and we are committed to continually improve access. The Beatles Story is fully accessible. There is a lift at the entrance for any visitor wishing to avoid the steps. Please note: There is a weight limit of 400kg/63 stone. Due to fire regulations, we can accommodate a maximum of five wheelchair users at any one time.

Document 4 W T F S W Historic house Access information Uneven Steps (building). Acquisition date Acquisition to note Points Shop Refreshments families young for Facilities details Contact guide Audio

Accessible WC Accessible Induction loop Large print (guide or menu) Admission details Admission Learning to reach the property How Parking

(guide or menu) Braille Access symbols Key to symbols Key terrain/steps (ground) terrain/steps available available 20 Forthlin Road + Mendips 21 Mar – 28 Oct tours depart Four on days guided tour only. Admission by booking Mondays: Open Bank Holiday open to the public. a place on tour visitors are guarantee To essential. depart minibus by Tours advised to book in advance. from the city centre in morning Hall in the and Speke points. times and pick-up to check Infoline Tel. afternoon. Visits are by Visits are by : £13, child £2 : : £7, child £2 : Online booking service available. Visit Online booking service available. Building

2002

[email protected] 0870 900 0256 T E at Mendips who lived Joint ticket Forthlin Joint ticket Road & Mendips minibus) (to cover NT members centre or Speke Hall centre or Speke There is no direct access by car or foot. car or foot. There is no direct access by tour only with 20 Forthlin Road, the combined minibus photography Any McCartney. childhood home of Sir Paul inside Mendips or duplication of audio tour material is to deposit handbags, will be asked You strictly prohibited. to the and recording equipment at the entrance cameras WC. No house.

from interviews student lodgers of former Listen to extracts

Hall Speke At nearby Hall Speke At nearby admitted Pushchairs

Suitable for school groups. Children’s quiz/trail Children’s school groups. for Suitable from Liverpool city [108:SJ422855] Access is via minibus Hall Nearest car park at Speke No parking on site. Childhood home of John Lennon Mimi and Uncle at Mendips with his Aunt John Lennon lived began and music where his passion for This was George. The house where some of his early written. songs were years. the time he spent here during his formative evokes in 2007 new What’s www.nationaltrust.org.uk/beatles Mendips, Liverpool Woolton, Visits are by Visits are by : £13, child £2 : : £7, child £2 : Online booking service available. Visit Online booking service available. Building

1995

[email protected] 0870 900 0256 (infoline) Sir Paul McCartney Sir Paul T E Forthlin Joint ticket Road & Mendips minibus) (to cover NT members centre or Speke Hall centre or Speke There is no direct access by car or foot. car or foot. There is no direct access by the childhood tour only with Mendips, combined minibus inside 20 photography Any home of John Lennon. Forthlin Road or duplication of audio tour material is to deposit handbags, will be asked You strictly prohibited. to the and recording equipment at the entrance cameras house.

Hall Speke At nearby from both Michael and contributions tour features Audio

Hall Speke At nearby from Liverpool city [108:SJ403862] Access is via minibus Hall Nearest car park at Speke No parking on site. Suitable for school groups. Children’s quiz/trail Children’s school groups. for Suitable The Birthplace of the Beatles 20 Forthlin Road, Allerton, Liverpool, L24 1YP home childhood McCartney’s Sir Paul house is where the Beatles met, This 1950s terraced Displays of their earliest rehearsed and wrote many songs. Michael McCartneyinclude contemporary by photographs The audio tour features and early Beatles memorabilia. McCartney. from both Michael and Sir Paul contributions in 2007 new What’s www.nationaltrust.org.uk/beatles

Document 5

Fig. 5a Liverpool / Merseyside attractions likely to be visited None of these stated 39% Port Sunlight Village 1% Southport Pier 2% Southport Town Centre 3% Beatles Tour 6% Sightseeing Tour 2% Philharmonic Hall 1% St George’s Hall 1% Cavern Quarter 9% Liverpool FC 5% World Museum Liverpool 4%

Attractions Walker Art Gallery 7% Metropolitan Cathedral 8% Anglican Cathedral 10% Mersey Ferries 10% Tate Liverpool 9% Beatles Story 13% Maritime Museum 10% Albert Dock 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 50% Percentage

Fig. 5b Reasons for visit to Liverpool Business day visit 1% Special shopping trip 1% Visiting friends/relatives for the day 1% Staying with friends/relatives 4% Holiday in district 16%

Reasons Day visit whilst staying outside district 30% Day trip/outing from home 47% 0% 5% 10% 15% 20% 25% 30% 35% 40%45% 50% Percentage

Fig. 5c Method of travel to Liverpool

Other 13% Ferry 1% Self-drive car hire 1% Taxi or private hire car 2% Private hire coach or bus 2% Scheduled coach or bus 9% Train 23%

Method of travel Own car 49% 0% 10% 20% 30% 40% 50% 60% Percentage

Document 6

more value for for more value or visit our website:

0151 330 1444

VALID FROM 29/10/07 – 30/3/08 FROM VALID - £2.60 £5.10 £11.50 **Joint River **Joint (No service Christmas Day, Boxing Day or New Year’s Day. Year’s or New Day Boxing (No service Christmas Day,

we offer a choice of ticket options, including a number of including a number options, a choice of ticket offer we £1.50 £2.85 £7.50 £2.85 £1.50 - - £5.50 £13.60 £31.00 £13.60 £2.00 £3.70 £8.00 £3.70 £2.00 * money To make your day a brilliant winter day out with a brilliant winter day day your make To concessions. family a complete round trip allowing for are valid Explorer tickets River to disembarkterminal cruise at any you later the and rejoin your a look at the table take more detailed information, For same day. free to call us. or feel below Ticket Information Tel: 0151 330 1444 Tel: Information Ticket

Entry to Sci-Fi at the Movies Exhibition included in Joint River Explorer Cruise Exhibition included Entry to Sci-Fi at the Movies and Spaceportprice ticket www.merseyferries.co.uk Adult Child (3-4 yrs) (5-15 yrs) Family Concs. *(2 adults and up to 3 children) ** Winter Timetable - Friday Monday arrive 10.50am 10.20am arrive/depart 10.00am 10.10am arrive 3.50pm hour until times each And at the above depart arrive/depart 3.20pm 3.00pm 3.10pm arrive/depart arrive & Sunday Saturday 10.50am Pier Head 10.20am depart arrive/depart arrive/depart 10.00am 10.10am 6.50pm hour until times each And at the above Seacombe 6.20pm depart arrive/depart 6.00pm 6.10pm Woodside Please note there are further ferry services, cross river both early morning details please pick For a week. days seven and late afternoon/evening, Pier Head phone or alternatively, up a timetable depart arrive/depart arrive/depart arrive arrive/depart and Easter Monday) service Good Friday operating Weekend Pier Head depart arrive/depart Seacombe Woodside Pier Head Cruise & Spaceport & Return Cruise Single River Explorer Explorer Cruise or see our 0151 330 1444 [email protected] 0871 200 22 33 on www.merseyferries.co.uk Traveline Merseyside Traveline Victoria Place, Wallasey, Victoria Seacombe, Ltd, Ferries Mersey River Explorer & Spaceport Bookings for Group bookings of 20 or more there is a 10% discount off the published group For free coach and bus have We prices (no discount on concessions). ticket CH44 6QY Merseyside terminals prior arrangement. by Woodside parking at Seacombe and Ship Canal Cruises 2008 Manchester this 6 hour cruise, With sailings on selected dates from April to October, is simply inland waterway, most famous along 35 miles of Britain’s Visit our website fascinating. details. Manchester Ship Canal Cruise brochure for Boat/Charter Hire a party, for venue Woodside not charter Ferry or hire our Why a Mersey or corporateanniversary celebration function? Our refurbished vessels further For details phone such an event. for are ideal and unique venues on Boat Hire. and click 0151 330 1458 or visit our website Planet at Play Parties Children’s hour party. Planet, with a two their birthdays olds can celebrate at Play 2-9 year a party by tea, then arts Planet, followed and This includes one hour in Play more information. Phone 0151 330 1444 for Cost per child £6.70. crafts. at Spaceport Parties Children’s at Spaceport, parties available are now Children’s details. phone 0151 330 1405 for Rail and Bus Links Ferries links to Mersey or rail on bus information For please call in can be provided This information on request. alternative formats reserve the right to amend the termsWe and conditions notice. time without advance et at any of this leafl is an operating Ferries Mersey subsidiary of Merseytravel. General Enquiries: General to experience Liverpool and Merseyside Liverpool and Merseyside to experience - Take the helm of a model ferry boat at Take - and discover its unique character. its unique character. and discover - Take in the breathtaking view of Liverpool’s of Liverpool’s in the breathtaking view Take - - A fantastic themed soft play area, great for for area, great themed soft play - A fantastic is hosting the ‘Sci-Fi at the Movies’ exhibition from exhibition ‘Sci-Fi at the Movies’ is hosting the - Our family café. - Our family Mersey Ferries River Explorer Cruises Mersey no better way There’s You’ll Ferry. Mersey of the world famous than from the deck see its history, fascinating learn about the city and region’s spectacular sights HeritageWorld Site a UNESCO is now The Liverpool waterfront a leisurely 50 minute more reason to take even so there’s Explorer Cruise. River past the historic south on the river Birkenhead you The cruise takes as Bromborough and Otterspool. as far up river Priory, Explorer Cruises departRiver hourly from Pier Head, Liverpool Wirral. terminals, Woodside and from Seacombe or lots more to see and do! There’s our other great attractions: of it and enjoy Make a day Wallasey Seacombe Terminal, Spaceport will not This exhibition 20th October 2007 to 30th March 2008. some of the most popular and iconic superheroes only showcase will also complete with weaponry but and villains, and costumes, les and profi character lm history, an amazing insight into fi provide lm trivia. fi little known Spaceport the subjects of space and covering is a £10m attraction entry to covers and during this period fee one entrance space travel Spaceport other galleries. along with all Spaceport’s the exhibition walk journey through space as you on an inspirational you takes a large themed galleries which all feature through six differently and audio visual experiences. hands-on exhibits of interactive variety Ferries Mini Mersey Seacombe terminal (£1 per session). Planet Play olds. 2 - 9 year The Grill Terminal, Birkenhead Woodside Café Woodside lunch or afternoon tea. whilst enjoying waterfront Liverpool Terminal, Pier Head will work Ferries during 2007/2008, Mersey Due to development and landing stage facilities. from temporarybe operating ticket

Document 7 workshop

– workshop

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Access Parking Education Group Visits Group Tunnel Vision tour Tunnel Pieces from the Past

– – Tunnel Vision tour Tunnel Pieces from the Past (GCSE) Tourism 3/4 Leisure and

– – –

KS2/3 KS2/3 at a higher level. but Primary, As for & Tourism/Travel Leisure and Level ‘A’ AVCE Tourism Take on the role of an archaeologist and Take analysing artefacts the past by investigate from the 19th Century unearthed in the tunnels during recent excavations. KS3 Group visits booked in advance for 15 or more for in advance Group visits booked of £3.50 per the discount rate people qualify for person. 15 or more people are also Group visits for outside of normal opening times (in the available in the Wednesdays and Tuesdays or on evening winter). educational tours and activities The following throughout the – Friday Tuesday are available school year. Primary Education Programmes • • • K/S • Further at on our website details can be found www.williamsontunnels.co.uk/education or telephone 0151 709 6868. due to the nature of site Unfortunately, visitors using for tunnels are not accessible wheelchairs and pushchairs. yard. at the stable is available Parking Secondary Education Programmes • KS3 • YOU CAN HELP YOU . owned and operated by and operated owned The Joseph Williamson Society The Joseph (Registered Charity Number: 1062091) (Registered Charity Number: The Williamson Tunnels Heritage Centre is Tunnels Williamson The The Williamson Tunnels The Williamson Edge Hill is a mysterious Under Liverpool’s kingdom of winding tunnels and underground local in the 1820s and 1830s by built caverns Williamson. philanthropist Joseph Williamson Society opened In 2002 the Joseph rst Heritagethe ﬁ Centre, Tunnels Williamson the and phase in the ongoing exploration incredible Williamson’s of redevelopment legacy. 50,000 people from across the Since then over visited the tunnels and been amazed world have the scale and workmanship of by and fascinated labyrinth. subterranean Williamson’s nd out more about a visit and ﬁ not pay So why heritage. this unique piece of Liverpool’s guided tour through a a 40 minute can take You Learn of tunnels. reopened section of the maze the construction for motives Williamson’s about and times of the of the tunnels and lives one of by once employed hundreds of workers most eccentric characters. Liverpool’s The Heritage Centre relies almost entirely on visitor income and donations to meet its running The Tunnels” “Friends of Williamson’s costs. income and annual 0.6% of our gross contribute capital funding towards the Centre has received projects from Liverpool City Council and Awards funding towards does not receive All but For running costs from national or local government or the Lottery March) st September) Pre-Booked Groups th Revenue. Winter Hours (Gift Aided) Summer Hours October – 31 Half Term Holidays Half Term April – 30 st Last admission 4pm Last admission 5pm st (1 Opening Times (1 Tuesday-Sunday, 10am–6pm Tuesday-Sunday, Admission Prices Admission Prices Thursday – Sunday 10am–5pm – Sunday Thursday Heritage Centre on 0151 709 6868 Closed Mondays except Bank Holidays except Closed Mondays Open all week (including Monday) during (including Monday) Open all week If you are a UK income tax payer please are a UK income tax payer If you Tuesday-Wednesday, Tuesday-Wednesday, back 28p in every pound from the Inland pound from 28p in every back donating an extra 10% it enables us to claim us to claim 10% it enables donating an extra For Christmas opening times please contact the For consider paying using the gift aid scheme. By using the gift aid scheme. consider paying Adults £4.00 Children £2.50 unemployed Senior citizens/Students £3.50 (2 adults & up to 3 children) Family £12.00 Adults £4.40 Children £2.75 unemployed Senior citizens/Students £3.85 (2 adults & up to 3 children) Family £13.20 ” L7 3EE Liverpool 0151 709 6868 www.williamsontunnels.co.uk Smithdown Lane Smithdown Joseph Williamson - The Mole of Edge Hill [email protected] The Old Stable Yard The Old Stable in the early 19th Century. “ A fascinating insight into the A fascinating Web: underground world created by underground E-mail:

Document 8

The Grand National

Introduction The Grand National is the world’s most famous horse race. It is estimated that the race attracts 600 million television viewers worldwide, whilst attendance at the event reaches 150 000 people. The race is held at Aintree Racecourse, near Liverpool. In 2007 two new grandstands were opened at the racecourse – the Earl of Derby and Lord Sefton stands. During 2007 the Grand National race meeting was held from Thursday 12th April to Saturday 14th April. Press releases from Aintree Racecourse gave the following attendance figures for the race meeting: • Thursday 12th – 27 060; • Friday 13th – Ladies Day – 52 922; • Saturday 14th – Grand National Day – 68 100. This gives a total attendance figure of 148 082.

Profile of visitors The average age of visitors to the 2007 Grand National was 42.3 years, with women visitors typically being younger than the men (39.3 compared to 43.7). As a whole, the visitor profile would appear to have a male bias, at 57%. The exception was on Ladies Day, when the average age dropped to 37.9 years, and the proportion of women rose to 49%. 24% of visitors to the Grand National are in social class A/B, with a further 38% in social class C1. Almost half (49%) of all visitors to the Grand National were travelling with friends, 23% were with family (but not children) and 6% were in an organised group.

Origin of visitors to the 2007 Grand National

Liverpool 16.6% Merseyside 25.9% Greater Manchester 5.7% Lancashire 3.7% Cheshire 4.9% Other N. England 7.8% Midlands 5.7% London 0.8% SE England 6.5%

Origin of visitors SW England 1.4% Wales 2.2% Scotland 3.9% N Ireland 3.9% Eire 9.8% Abroad 1.2%

0% 5% 10% 15% 20% 25% 30% Percentage

Residents, staying visitors and day visitors The average number of days visitors attended the event itself was 1.4 days; 34% attended on every day of the races. Of those visitors who were on a staying visit whilst attending the event, the average length of stay was 2.7 nights. 59% of staying visitors were in a 3-star or higher graded hotel, with 19% staying with friends or relatives. All accommodation was based in the north west (67% in Merseyside). 59% of visitors planned their visit two or more months in advance. 37% of those attending the Grand National reached the event by car (either their own car, obtaining a lift or a hire car). 34% used private hire vehicles and 29% used public transport. Visitors to the Grand National were asked what other activities they had done on their visit to the area. Although 79% stated ‘Nothing’ this leaves over a fifth of visitors who were actively contributing to the local economy.

Nothing 79% Eating out 13.1% Visiting friends 5.9% Shopping 5.5% Visited Southport 4.2% Other activities Visited attractions 2.5% Other 2.3%

0% 20% 40% 60% 80% 100% Percentage

Economic impact The average staying visitor spent £88.56 per person for the duration of the visit on accommodation – or £113.04, if only including those staying in paid accommodation.

The total spend per person per day at the racecourse was £96.34, which includes: • £20.37 on food and drink; • £7.83 on travel and transport; • £68.14 on ‘other’ spend (which will include betting at the racecourse). The total spend per person per day in the wider area was £94.40, which includes: • £5.59 in shopping; • £26.12 on food and drink; • £11.97 on travel and transport; • £5.49 on visitor attractions; • £12.41 on ‘other’ items; • £32.82 by ‘staying’ visitors on accommodation (£41.90 per person per night for those solely using paid accommodation).

Average spend per person per day in the wider area was highest among staying visitors – £108.69 (excluding accommodation costs) – with day visitors spending on average £40.60 per person. • Visitors from Eire spent on average £167.91 per person per day, including accommodation. • Visitors from Northern Ireland spent on average £231.51 per person per day, including accommodation. • Visitors from Northern England spent on average £101.18 per person per day, including accommodation. • Spend by visitors from the Merseyside area was on average £52.34 per person per day – double that of visitors from elsewhere in the north west (£25.02).

Total spend – both at the racecourse and in the wider area – is estimated at £17.2 million by all visitors, or £11 million by staying visitors alone. It is estimated that the 2007 Grand National alone generated £11.7 million spend in the wider area, £7.9 million coming from staying visitors.

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