Analyse how two barriers to communication resulting from LT's online operations may impact the business.

Mark scheme

Marking points from the official mark scheme (May/June 2023). The mark or mark type is shown in brackets.

1. [K] Definition of barriers to communication – factors which may prevent a message being clearly transmitted between the sender and receiver(s).
2. [K] Generic barriers such as noise, language, distance, technology failure.
3. [K] Generic impacts such as information not getting through or misunderstandings.
4. [APP] LT based in Asia but offers tours by local guides in many countries, there are likely to be some language and cultural barriers.
5. [APP] The on-line business model relies on internet infrastructure for communication between customers, LT and guides.
6. [APP] Time differences may also be an issue, for example if there are last minute changes to tour details.
7. [APP] The LT booking system also relies on honest information being put up on the website about guides and tours.
8. [APP] It may be a serious problem if information about customer tour requirements gets ‘lost' in the system.
9. [AN] Barriers such as language and culture may result in misunderstanding of customers' needs and wants leading to dissatisfaction, bad reviews on social media and 'trip advisor' type sites, leading to lower future sales.
10. [AN] Any incorrect or misrepresented information also may mean that tours do not meet customers' expectations leading to bad reviews and damage to reputation.
11. [AN] Failure of internet infrastructure has the potential to mean that tours cannot be booked, may also cause lack of consumer confidence, as well as loss of revenue.