1st EXAM TPDi • • • • Tuesday October 25th 8.30 - 10.00 h 10 open questions Literature: M&M – M&M: pg. 1-8 – M&M: chap. 3 & 5 (3 edit. 10 & 12) – M&M: chap. 6 pg. 144&145 (Government and Private-Sector Roles) – Reader: pg 1-37 • Lectures and handouts up to and including 1 today TODAY • • • • • • • What is Planning? Why tourism Planning? Reasons for tourism planning Destination Life Cycle Barriers of tourism planning Purpose of tourism planning Steps in tourism planning process 2 WHAT IS PLANNING? • “Planning is the process of preparing a set of decisions for action in the future, directed at achieving goals” (Dror, 1973) • Planning is a process of selection from among alternative courses of action. • Planning is also selecting goals, strategies and objectives for the destination. 3 WHY TOURISM PLANNING? • Before the 1960s, there was little done in tourism planning. All based around local developments and undertaken in a piecemeal fashion. • Result: damage to areas, e.g. Medit. coastline areas, skiing resorts. • Planning is a major element to maximize tourism’s impact on socioeconomical development. 4 WHY TOURISM PLANNING • Demands for tourism planning & government intervention in the devel. a response to the unwanted effects of tourism. • Only Planning can prevent negative impacts, planning should be effective with all actors involved • Any economic form of development requires planning if it is to achieve the explicit objectives that underlie the 5 development Consequences of unplanned development TS p.119 (1) • Physical impacts: damage/alteration physical environment; historical&cultural landmarks and resources • Human impacts: less accessibility to services and visitor attractions for local residents resulting in local resentment of tourism activity; dislike visitors; loss cultural id;lack education tourism employees in skills and hospitality; lack of community awareness of benefits tourism • Marketing: failure to capitalize on new marketing opportunities; erosion market share due to actions of competitive destination areas; lack awareness in prime markets; lack clear image of destination area in potential markets; lack cooperative advertising among tourism businesses; inadequate capitalization on packaging opportunities. 6 Consequences of unplanned development TS p.119 (2) • Organizational: fragmented approach to the marketing and development of tourism, often involving ‘competitive’ splinter groups; lack cooperation among tourism businesses; inadequate representation of tourism’s interests; lack support from local government authorities; failure to act upon important issues, problems, and opportunities of common interest to tourism. • Other: inadequate interpretation and guiding services; inadequate programs of directional signs; lack of sufficient attractions and events; high seasonality and short lengths of stay; poor or deteriorating quality of facilities and services; poor or inadequate travel information services. 7 PLANNING IS SUCCESSFUL IF: • We understand the current situation • product • market • stakeholders • Know what we want to achieve • Know how we want to achieve, how to go from 0 1 8 Changing dimensions of tourism planning International tourism policies from 1945 to the present Phase Characteristics 1945-1955 The dismantling and streamlining of the police, customs, currency and health. Regulations that had put in place after following second world war. ‘55-’70 Greater government involvement in tourism marketing in order to increase tourism earning potential. ‘70-’85 Government involvement in the supply of tourism infrastructure and in the use of tourism as a tool for regional development. ‘85-presentContinued use of tourism as a tool for regional development, increased focus on environmental issues, reduced direct government involvement in the supply of tourism infrastructure, greater emphasis on the development of public-private partnership and industry self-regulation. REASONS FOR TOURISM PLANNING • • • • Tourism development; negative & positive Tourism more competitive Tourism more complicated Damaged many natural & cultural resources • Affects everyone in a community • Involvement= participation in planning process 10 DESTINATION LIFE CYCLE similar to product life cycle Butler destination life cycle-stages p 117 TS 1. 2. 3. 4. 5. 6. 7. exploration: small nr if adventurous visitors are attracted by the area’s natural and cultural attractions. There is little or no infrastructure for tourism. Involvement: local investment in tourism and advertising starts. Visitor numbers begin to increase and government agencies start to develop the infrastructure. Development: there is a rapid growth in visitor numbers as the destination becomes heavily advertised. The type of visitor attracted changes to less adventurous. Fabricated attractions replace natural and cultural ones. External investments replaces local. Consolidation: growth in visitor numbers begins to slow. Tourism becomes ‘mass market’ and advertising is aimed at attracting new markets and correcting seasonality. Stagnation: the destination area is no longer fashionable as peak visitor numbers are reached. There is a heavy reliance on repeat visitors. The carrying capacity limits on resources are reached. Occupancy rates are low and there are frequent changes in tourism business ownership. Decline: the tourism infrastructure becomes run down as visitor numbers decrease. External investors begin to pull out. Rejuvenation: new attractions are developed or new natural resources are used to reverse the negative trends in visitor arrivals. Lecture:There can be a focus on new target markets. 12 Plog’s destination lifecycle TS page 117-188 • • • • • • Destination areas tend to rise and fall in popularity according to the whims of those in the predominant psychographic groups to which they appeal at different stages in their development histories. Allocentric group: new and exotic destination – the innovators in travel markets who seek out uncrowded and unique destinations. Mid-centrics: destination is more widely publicized and better known and loses appeal to allocentrics – this group greatly outnumbers the allocentrics. Midcentric appeal stage related to destination area’s history to the maturity of the PLC where sales volumes are at their peak. The market has mass market appeal. Psycho-centrics: the area has lost its appeal to mid-centrics and they are replaced by this much smaller group. The psycho-centric stage is the final point in the destination’s life cycle; it has lost its appeal to both market innovators and mass market. Plog: destination areas ‘carry with them the potential seeds of their own destruction’ if they allow themselves to become over-commercialized and to forsake the unique appeals that made them popular in the first place. 13 DESTINATION EVOLUTION Each destination will be dependent upon factors such as: • the rate of development • access • government policy • market trends • competing destination 14 PLANNING SITUATION • An improvement of an existing tourism product • Starting a new development 15 BARRIERS TO TOURISM PLANNING • Objections to the principle of T.P – some people are agains T.P. in principle, particularly within developed countries. • Costs can be high –detailed resource analysis& market research can be become expensive • Complexity of tourism-large number of government agencies involved – policies of these departments are not coordinated and indeed some are sometimes in direct conflict with one another. Also, tourism is not a identifiable industry; cuts across many other industries. • Diversity of tourism businesses – tourism often characterized by having a few very large and a multitude of smaller businesses. Also tendency for individual operators to categorize themselves as being in particular business segments rather than acknowledging their broader role in tourism. • Seasonality • High ownership turnover 16 PURPOSE OF TOURISM PLANNING basic 5 purposes (1) TS p.120 1. Identifying alternative approaches - marketing -development -organization of tourism -community awareness of tourism -support services and activities 2. Adapting to the unexpected -general economic conditions -energy supply & demand situation -values & lifestyles -performance of local industries -government legislation & regulations - technological advancements 17 PURPOSE OF TOURISM PLANNING basic 5 purposes (2) TS p 120 3. Maintaining uniqueness -natural features and resources -local cultural & social fabric -local architecture &heritage -historical monuments & landmarks -local festivals,events and activities 4. Creating the desirable -sustainable tourism development -high level community awareness of the benefits of tourism -clear and positive image of area as a tourism destination -effective organization of tourism -high level of cooperation among tourism organizations and businesses -effective marketing, directional sign and travel info programs 5. Avoiding the undesirable - friction and unnecessary competition among tourism organizations and businesses -hostile and unfriendly attitudes of local residents towards visitors -damage of undesirable permanent alteration of natural features and historical resources -loss of cultural identities -loss of market share -stoppage of unique local events and festivals -overcrowding, congestion and traffic problems -pollution -high seasonality 18 ROLES & RESPONSIBILITIES in Tourism Planning TS p 121 • Government tourism officials - coordinate tourism planning process -fund tourism planning -provide liaison among all parties involved • Local community residents -identify community values -indicate satisfaction levels with tourism and acceptable future changes in tourism -provide opinions and suggestions • Non-profit organizations representatives - ensure consideration of programs of related nonprofit organizations -provide opinions and suggestions • Other government agency officials -ensure consideration of programs of tourism organizations -provide opinions and suggestions • Tourism business operators -provide opinions and suggestions • Tourism consultants -conduct research and analysis -write tourism plan. 19 TYPES OF TOURISM PLANNING (1) (not inT.S. !!) • Incremental----blueprint: -incremental: a flexible & continuous plan, aiming at certain objectives but continuous changes are made while implementing plan; plan modified to circumstances -blueprint: often made by national governments; implemented within timespan of 5 years; very rigid; not a lot of actors involved; mainly governments make such plans • Comprehensive----sector planning -comprehensive: all sectors included in plan -sector planning: planning for just one sector e.g. tourism without keeping in mind other sectors such as housing/infrastructure • Corporate -a business makes a plan for her daugthercompanies all over the world e.g. Hilton or Club Med (private companies); plan for company as a whole 20 TYPES OF TOURISM PLANNING (2) • Community---government -community: when local community plays a role in TP; community based; ‘bottom-up’ way of planning; ideas communities are implemented -government: ‘top-down’ planning; government says what needs to be done; everything decided from top down; blue print & government are compatible/ can be combined. • Master----detailed site -at high level, gives outlines for certain area; often large area e.g. whole country -made for smaller site; out of master plan several detailed site plans can be drawn 21 National tourism policy (NTP) TS p 122 • • • • • • • • • • The starting point for the TP-process in a specific country is with the development of a national tourism policy. (time span 10-15 years/ tourism plan 3-5 years) This is a combination of the principles upon which a nationwide course of action for tourism is based. It represents the basic foundation upon which more specific goals, strategies, objectives and plans are developed. All tourism planning efforts must be complementary to the NTP. The NTP must have definite time spans and be evaluated and modified when these time periods expire. Change is inevitable and continuous and tourism policy making and planning have to be dynamic processes. Tourism policies tend be more broad-scale than tourism plans, and they usually are valid for a greater number of years. The lifespan of a tourism plan is normally not more than 3-5 years. Terms tourism plan, master plan for tourism, tourism strategy often used for the same thing – in book called TOURISM PLANNING All TP exercises produce alternative tourism strategies and a tourism plan. The tourism plan itself is a very specific Course of Action and the Tourism Strategies are the alternative approaches available to achieve the Tourism Planning Goals 22 STEPS IN PLANNING PROCESS Background analysis Detailed research and analysis Synthesis and visioning Goal-setting, strategy selection, objective setting Plan development Plan implementation and monitoring Plan evaluation 1. BACKGROUND ANALYSIS (1) • General setting (relevant to tourism) 1a. Review government policies, objectives, goals and programs Goals fall into 6 categories: economic, government operations; HRdevelopment; market development; resource protection & conservation; social & cultural 1b. Inventory of existing destination mix • • • • • Attractions and Events: accessibility ; climate; culture; ethnicity; historical resources; natural resources Facilities: lodging; F&B; support industries (souvenir shops, guides, festival areas etc) Infrastructure: telecommunication network; health care facilities; power resources and systems; security systems; sewage disposal & drainage systems; water resources & systems Transportation: transportation terminals; roads/streets/highways/parking systems hospitality resources: community attitudes towards tourism; hospitality&service quality training programs; population and workforce; travel information centres. Accesibility plays important role in how fast TP will go e.g. airport speeds up developments 24 1. BACKGROUND ANALYSIS (2) 1c. Inventory of existing demand :Profile characteristics past visitors • • • • • • Activity participation and facility use Demographic Geographic Information sources and media use Travel planning & arrangements Travel trip (expenditures, length of stay, nr of previous visits etc) • Stakeholders: gov.tourism officials; tourism business operators; selected tourism organization representatives; officials from other key gov. agencies; locals; nonprofit groups; tourism consultants 1d. Strengths, weaknesses, problems, issues 25 Mexico • Rationale Foreign currency earnings • Problems – too many domestic tourists – deterioration of existing tourist centres – low quality of service – no institutional frame work 26 STEPS IN PLANNING PROCESS Background analysis Detailed research and analysis Synthesis and visioning Goal-setting, strategy selection, objective setting Plan development Plan implementation and monitoring Plan evaluation 2. DETAILED RESEARCH & ANALYSIS (1) TS p 126 2a. Resources analysis – identify CC LAC –limits of acceptable change 1. Identify area issues and concerns 2. Define and describe tourist activity opportunity classes 3. Select indicators of resource change 4. Inventory existing conditions 5. Specify standards for resources and social conditions 6. Identify alternative opportunity class allocations reflecting area issues and concerns and existing resource and social conditions 7. Identify actions needed for each alternative. 8. Evaluate and select a preferred alternative 9. Implement the prefered alternative and monitor conditions. 28 2. DETAILED RESEARCH & ANALYSIS (2) TS p 126 2b. Activity analysis: -identifying new demand generation opportunities -activities classified by range of appeal (local; regional etc) -identify seasons and months of year in which activities can be pursued. 2c. Market analysis -primary research on existing and potential markets, via surveys (interviews; focus groups, www etc.) of existing and potential visitors. Can be directed toward individual pleasure travelers in a specific geographic market (household surveys) or be aimed at travel trade intermediaries and other travel opinion leaders. Helps to determine: - Awareness of area attractions and other destination mix elements and components Competitive destinations (their strong/weak points/plans/developments) Images of destination area Likelihood of future visits to destination area Steps needed to generate business from these potential visitors. 29 2. DETAILED RESEARCH & ANALYSIS (3) TS p 126 Info Step 1c also is useful in producing info for step 2c – market analysis: Awareness area attractions &other destination mix elements and components Constraints of barriers to return visits Expenditures within destination area Images of destination area Identification of attractions &other items that will increase likelihood of return visits Likelihood return visits Motivations for travel to the area Ratings of attractions, facilities, services, and other destination mix elements Satisfactions with trips Sources of info used in planning trips and during trips 30 2. DETAILED RESEARCH & ANALYSIS (4) TS p 126 (2c) 8 main components of a destination area’s market potential: Market segment Existing geographic markets New geographic market 1.Pleasure travellers from existing market segments Increase market penetration of existing pleasure travel markets within existing geographic markets (1.1) Attract existing pleasure travel market segments from new geographic markets (1.2) 2. Pleasure travellers from new market segments Develop new pleasure travel market segments within existing geographic markets (2.1.) Attract new pleasure travel market segments from new geographic markets (2.2) 3. Business travellers from existing market segments Increase market penetration of existing business travel markets within existing geographic markets (3.1) Attract existing business travel market segments from new geographic market (3.2) 4. Business travellers from new market segments Develop new business travel market segments within existing geographic markets (4.1) Attract new business travel market segments from new geographic markets (4.2) 31 2. DETAILED RESEARCH & ANALYSIS (5) TS p 126 • Research also provides the opportunity to ‘market test’ new ideas for tourism attractions and events, tour or packages, hotel & research developments, and new activity ideas that have been identified earlier in the planning process. • Another important aspect of the Detailed Market Analysis: evaluation of the likely impact of future travel trends on the destination area. • Info for forecasts comes from futures research studies & ongoing tracking research programs on travel trends. • In this point of TP-process common to forecast tourism demand volumes for the period of TP. • When forecasts are ready a supply and demand matching exercise is carried out – to determine where there are likely to be shortfalls in different tourism resources and where there could be problems in preserving tourism resources due to excessive demand levels. 32 33 STEPS IN PLANNING PROCESS Background analysis Detailed research and analysis Synthesis and visioning Goal-setting, strategy selection, objective setting Plan development Plan implementation and monitoring Plan evaluation 3. SYNTHESIS & VISIONING (1) p. 130 TS A comprehensive tourism plan produces recommendations on five topics: 1. Development –physical changes destination area 2. Marketing –changes to past marketing programs 3. Tourism organization – changes to government and nongovernment organizations involved in tourism 4. Community awareness of tourism – programs to create awareness benefits tourism 5. Support services and activities – changes in travel info center systems, directional sign programs, scenic tour systems, interpretive services, hospitality and service training programs. 35 3. SYNTHESIS & VISIONING (2) p. 130 TS • 3a. Position statements for each topic: – Where are we now? – Development, marketing, organization, community awareness, support services & activities Statements :Done by either tourism consultants or gov. tourism officials. These are then reviewed and discussed by all participants, and a consensus is reached on the final wording of the statements. • 3b. Vision statement: – Where would we like to be? – Critical success factors (CSFs) Tourism plans provide ‘bridge’ between present situation and desired future situations in destination area – means to the end. To accompany vision statements, it’s useful to identify CSF’s or conditions that must be met for the tourism vision to be realized. 36 STEPS IN PLANNING PROCESS Background analysis Detailed research and analysis Synthesis and visioning Goal-setting, strategy selection, objective setting Plan development Plan implementation and monitoring Plan evaluation 4. GOAL-STRATEGYOBJECTIVE p.133 TS • 4a.Definition of tourism goals (time span 3-5 years) • 4b. Tourism strategies – Determine development models – Identify development zones Strategies visually displayed as well as verbalized in a series of strategies statements. Comprehensive strategy incorporates 5 topics (step 3,slide 1) • 4c.Tourism objectives – short-term – measurable • E.G Bangladesh: Strategic Master Plan 38 39 Strategic masterplan for tourism in Bangladesh • 6 different zones • each zone is characterized by a particular type of attraction • each zone major improvements • each zone time frame for development 40 1 Tourism should contribute to national economic development without degrading the environment 1.1 1.2 Increase foreign exchange earnings Protect environmental values 1.1.1 1.2.1 Increase nr. of foreigners, length of stay, expenditure 1.1.1.1 Upgrade product, services Control adverse impact of tourism 1.1.1.2 Increase marketing, promotion 1.2.1.1 Est. man. guidelines (e.g. zoning) 1.3 Encourage tourism investment 1.3.1 Establish legislation to favour profitable investment 1.2.1.2 Create effective waste disposal system 1.1.1.2.1 Approach Italian market In 2005 the number of Italian tourists should be 2.5 million In 2005 80% of all hotels should have a water purification system 1.3.2 Improve infrastructure 1.3.1.1 Create incentives for foreign investors STEPS IN PLANNING PROCESS Background analysis Detailed research and analysis Synthesis and visioning Goal-setting, strategy selection, objective setting Plan development Plan implementation and monitoring Plan evaluation 5. PLAN DEVELOPMENT (1) p.134 TS • 5a. Programs, activities, roles, funding Comprehensive plan deals with 5 topics (step 3), takes objectives and specifies the activities, programs, and other steps required to achieve them: Tourism plan elements Roles of plan elements Outcomes and results Expected results &outcomes of TP Activities and programs Required to achieve each objectives Development projects Those needed to achieve certain objectives Budget Money required to carry out specific programs &actions & sources of these funds Marketing initiatives Those needed to achieve certain objectives Monitoring & evaluation procedures For judging success of plan Roles and responsibilities Of gov.,tourism businesses, Tourism organizations e.a. Schedule & timetable For carrying out specific programs & activities 43 5. PLAN DEVELOPMENT (2) p.134 TS • 5b. Tourism plan reports • Tourism plan written up in formal reports either by private tourism consulting firm or gov. tourism officials. Often two parts: - summary report containing plan itself - More detailed technical report with research, findings, conclusions 44 STEPS IN PLANNING PROCESS Background analysis Detailed research and analysis Synthesis and visioning Goal-setting, strategy selection, objective setting Plan development Plan implementation and monitoring Plan evaluation 6. IMPLEMENTATION & MONITORING TS p 134 6a. Plan implementation -often done by governmental tourism agency – Action Plan – Marketing Plan Proposed development projects & other proposals requiring physical changes are reviewed in feasibility studies and EIAs. Tourism plan may also call for changes in existing tourism organizations or for the creation of new Tourism organizations. 6b. Plan monitoring – Progress – Done for each Goal & Objective that supports this goal. Modification to the plan may be required if inadequate progress is made toward achieving certain goals and objectives. 46 STEPS IN PLANNING PROCESS Background analysis Detailed research and analysis Synthesis and visioning Goal-setting, strategy selection, objective setting Plan development Plan implementation and monitoring Plan evaluation 7. PLAN EVALUATION (1) TS p.135 7a. Performance of goals & objectives 7b. Analyze Reasons for non-performance • The evaluation occurs after the term of tourism plan has expired. • Evaluation research: surveys of visitors; local residents; tourism business operators to determine attitude to changes resulting from implementation plan • Specific measures: e.g. visitor nrs & expenditures • Meetings to discuss findings evaluation TP 48 7. PLAN EVALUATION (2) TS p.135 7c recommendations for future tourism Rewrite positions statements prepared earlier – to evaluate if statements were realized. Outcome evaluation major imput next round TP. Recommendations are made based on lessons TP. Questions to ask: • What goals were (not) achieved? • Why where these not achieved? • What should be done differently next time TP is done? 49 CARRYING CAPACITY Carrying capacity is that level of tourists presence which creates impacts on the host community, environment and economy that are acceptable to both tourists and host communities and sustainable over future times (Cooper, 1993) 50 TYPES OF CARRYING CAPACITY • Physical; maximum number of visitors possible, it is relatively easy to calculate. • Environmental; refers to maximum presence of tourists without damaging the natural or man-made environment. • Perceptual; refers to the experience of tourists themselves • Social; refers to the local population • Economical; refers to the possibility of other economic activities being able to continue their operations. 51 QUESTIONS • • • • • • • • Why tourism planning Reasons for tourism planning phases in destination life cycle factors influencing the destination evol. Barriers to tourism planning purpose of tourism planning Types of tourism planning Steps in planning process, explain each step 52 • Carrying capacity TODAY • What is carrying capacity • Types of carrying capacity • ASSIGNMENT • hand in table of content,mailbox lecturer 53 WEEK 41 • GUESTLECTURE GEOFFREY DAVIES • EUROLEISURE GOUDA • ALLUMNI ITMC • ASSIGNMENT: • FIRST WORKSHOP 54 WEEK 42 & 43 • WEEK 42: MID TERM HOLIDAY • WEEK 43: 1ST INDIVIDUAL WRITTEN EXAM • Assignment: • second WORK SHOP 55 WEEK 44 • Lecture: Tourism development • Study: Mill & Morrison: chapter 6 • Reader: Development scenarios, p. 52-58 56 Chapter 6 TS p.144-145 exam (1) Government & private-sector participation in Tourism development Private sector: • Develop & operate tourism facilities and services for visitors while maximizing financial returns. • Idea generation • Entrepreneurial role:idea generation, development project implementation, financial risk-taking and investments and management operations. • Specialized technical skills required in development process through tourism consultants, market research firms, economists, environmental and social impacts experts, architects, engineers etc. • Provide large portion financing for TD projects 57 Chapter 6 TS p.144-145 exam (2) Government & private-sector participation in Tourism development Non-profit/volunteer sector: • Involved in operating attractions • Creating and running events & special meals • Provide travel info services • Financing development communityorientated facilities 58 Chapter 6 TS p.144-145 exam (3) Government & private-sector participation in Tourism development Government: • Stimulator/catalyst for development • Operation parks ; campgrounds; Provision of boatdocking facilities • Social tourism function (e.g. for disadvantaged citizens) • Regulator TD – make sure laws, procedures, codes in projects are followed by developers. . Involvement government necessary because tourism does not always develop in manner and at speed contemplated in tourism plan if left entirely to private sector 59