Chapter 2 Tourism Planning

8/12/2019 Chapter 2 Tourism Planning

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Master in Tourism Management – VI edition – 2009-2010 1

Module 2a

Tourism Planning

Destination Marketing

and Planning




The Basics

Reasons for Tourism Planning Consequences of Unplanned

Tourism Development

Barriers to Tourism Planning

Purposes of Tourism Planning Steps in the Tourism Planning

Process

Module 2a.

Tourism Planning



Master in Tourism Management – VI edition – 2009-2010

The Basics

•

Due to range of impacts, and the wide spectrum ofstakeholders involved, there is a need for a holistic

approach to tourism development, management and

monitoring.

3






4. Tourism has damaged many

natural and cultural resources

5. Tourism affects everyone in a

community and all people

involved in tourism should

participate in the tourism

planning process

6. The Destination Life Cycle

Yi ethnic minority,

Sichuan, China

Tujia ethnic minority,

Chongqing, China

The Tourism System

(Mill & Morrison, 6th ed., 2009)Part 1. Destination

Reasons for Tourism Planning




Consequences of Unplanned

Tourism Development

Economic Impacts Social and Cultural Impacts

Environmental Impacts


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Objections to the principle of tourism planning:1. The costs of conducting tourism planning processes can be

high

2. The complexity of tourism and the large number of

government agencies involved3. The diversity of tourism businesses

4. The seasonality of tourism in many destinations

5. The high ownership turnover in tourism businesses

Barriers to Tourism Planning

The Tourism System(Mill & Morrison, 6th ed., 2009)

Part 1. Destin ation




1. Identifying alternative approaches

2. Adapting to the unexpected

3. Maintaining uniqueness

4. Creating the desirable

5. Avoiding the undesirable

Purposes of Tourism Planning

The Tourism System(Mill & Morrison, 6th ed., 2009)

Part 1. Destination






Step 1: Background Analysis

1a. Review of government

policies, goals, objectives

and programs

1d. Review of strengths,

weaknesses, problems, and

issues

1b. Inventory of existingdestination mix elements

and components

1c. Description of existing

tourism demand

•

List of destination mixelements and components

• Description of major tourism

strengths, weaknesses,

problems, and issues

• Description of past visitor

profiles

• Catalog of government

policies, goals, objectives

and programs

Sub-Steps Outcomes




Step 2: Detailed Research

and Analysis

2a. Resource analysis

2d. Competitive analysis

2b. Activity analysis

2c. Market analysis

• Inventory of tourism and recreation

activities

• Competitive strengths and

weaknesses

• Research results on potential

markets

• Maps showing disposition of

tourism resources

• Capacity measurements for

resources

• Limits of Acceptable Change (LAC)standards

• Description of scope of appeal of

resources

Sub-Steps Outcomes




Step 3: Synthesis and

Visioning

3a. Preparation of preliminaryposition statement

3b. Preparation of visionstatement

• Vision statements of desiredfuture conditions

• Critical success factors

• Position statements on current

conditions

Sub-Steps Outcomes

Step 4: Goal setting Strategy




Step 4: Goal-setting, Strategy

Selection, and

Objective-setting

4a. Definition of tourism goals

4b. Identification of alternative

strategies and selection of

desired strategies

4c. Definition of tourism

objectives

• Maps or other visual

presentations of alternative

strategies

• Strategy statements

• Rationale for selected strategies

• Statement of tourism objectives

• Statements of tourism goals

Sub-Steps Outcomes




Step 5: Plan Development

5a. Description of

programs, activities, roles,

and funding

5b. Writing of tourism planreport

•Tourism plan report

• List of programs and activities

• Description of government and

private-sector roles and

responsibilities

• Funding requirements andresources

• Description of specific development

projects and marketing initiatives

• Plan schedule and timetable

Sub-Steps Outcomes




Step 6: Plan Implementation

and Monitoring

6a. Plan implementation

6b. Plan monitoring • Progress reports on plan

implementation

• Feasibility studies

• Environmental impact

assessments

• Marketing plans

• New organizational structures inplaces

• New developments

• New hospitality resource and

community

awareness programs

• New support services and activities

Sub-Steps Outcomes



Master in Tourism Management VI edition 2009 2010 28

Step 7: Plan Evaluation

7a. Measure performance

against each goal and

objective

7b. Analyze reasons for non-performance

7c. Prepare recommendations

for future tourismprocesses

• Local resident attitude surveys• Tourism business operator surveys

• LAC results

• Marketing plan evaluation results

• Suggestions for future tourism

planning processes

• Performance indicators for each

goal and objective

Sub-Steps Outcomes

Documents

Chapter 2 Tourism Planning