why tourism planning

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1st EXAM TPDi
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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
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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.
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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.
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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
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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
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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
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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.
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Plog’s destination lifecycle
TS page 117-188
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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.
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DESTINATION EVOLUTION
Each destination will be dependent upon
factors such as:
• the rate of development
• access
• government policy
• market trends
• competing destination
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PLANNING SITUATION
• An improvement
of an existing
tourism product
• Starting a new
development
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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
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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
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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
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ROLES & RESPONSIBILITIES in
Tourism Planning TS p 121
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Government tourism officials
- coordinate tourism planning process
-fund tourism planning
-provide liaison among all parties involved
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Local community residents
-identify community values
-indicate satisfaction levels with tourism
and acceptable future changes in tourism
-provide opinions and suggestions
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Non-profit organizations representatives
- ensure consideration of programs of related nonprofit organizations
-provide opinions and suggestions
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Other government agency officials
-ensure consideration of programs of tourism organizations
-provide opinions and suggestions
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Tourism business operators
-provide opinions and suggestions
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Tourism consultants
-conduct research and analysis
-write tourism plan.
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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
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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
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National tourism policy (NTP)
TS p 122
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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
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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
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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
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1. BACKGROUND ANALYSIS (2)
1c. Inventory of existing demand :Profile characteristics
past visitors
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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
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Mexico
• Rationale
Foreign currency earnings
• Problems
– too many domestic tourists
– deterioration of existing tourist
centres
– low quality of service
– no institutional frame work
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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.
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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:
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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.
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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
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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)
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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.
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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.
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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.
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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
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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
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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
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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
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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.
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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
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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?
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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)
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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
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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
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• 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
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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
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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
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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
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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
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