TOURISM PLANNING & DEVELOPMENT

12-09-2005

TON TEPE

TODAY

• TPDi : WHY?• TOURISM PRODUCTS• TOURISM SYSTEMS• DESTINATIONS ~ PRODUCTS• DESTINATION ~ COMPLEXITY &

CONTEXT• TOWARDS SUSTAINABILITY

TPDirole and function

• TOURISM PLANNING ~ ……• TOURISM DEVELOPMENT ~ ……• TPDi ~ FUTURE ORIENTATED,

BASED ON UNDERSTANDING PAST AND PRESENT

• TPD ~ DESIGNING THE FUTURE • TPDi assignment ………

TOURISM PRODUCTS DESTINATIONS …

• HUGE….• LOTS OF VARIETIES….• AMALGAMS~MIXTURES• PRODUCT ELEMENTS• SO MANY AND ALL DIFFERENT

TOURISM PRODUCT ELEMENTS ..

• ATTRACTIONS– NATURAL– CULTURAL (based on history, past)– MAN-MADE

• AMENITIES: ACCOmmodation, F&B, ENTERTAINMENT, ETC• ACCES & INFRASTRUCTURE• OTHER: HOSPITABILITY ETC

NEXT WEEK:…………………….

ATTRACTING~SUPPORTING

TOURISM PRODUCTS

~=~

DESTINATIONS

ITMC(TPDi) >>>> DESTINATIONS

2 TOURISM SYSTEMS

• MILL & MORISSON • LIU : bigger than MM model

The MM model fits in the Liu model (not the other way around)

THE (!)TOURISM SYSTEMM&M

• 4 MAJOR ELEMENTS• 1 OF THEM IS DESTINATION (most

interesting one for ITMC- the visited area)• THE OTHER IS DEMAND (tourism

generating areas)• Destination and demand LINKED

THROUGH– TRAVEL – MARKETING

• CHANGE (!) (start model with destination now instead of demand)

TOURISM SYSTEM MODEL MILL AND MORRISON

TOURISM SYSTEM MODEL MILL AND MORRISON

TOURISM SYSTEM (M&M) TOURISM PRODUCTS = DESTINATIONS

• DESTINATION AREAS– SUPPLY SIDE– TOURISM PRODUCTS (you can only analyze

products if you look at the market)– PRODUCT LED

• DESTINATIONS = SELLERS OF TOURISM PRODUCTS

• TPD >> focus on DESTINATIONS >>ITMC• FOCUS ON : DESTINATIONS

– WITH A LOT OF ATTENTION FOR TOURISM MARKETS

Example TOURISM DESTINATION AREA:

INDONESIA

• = TOURISM PRODUCT, in order to analyze product, looking at the market is essential.

• MAIN MARKETS:– DOMESTIC– INCOMING

• SINGAPORE• MALAYSIA• JAPAN• TAIWAN• AUSTRALIA• USA / GERMANY / NL

TOURISM SYSTEM (M&M)DEMAND = TOURISM MARKETS

• DEMAND (has to do with destination)• Supply has to do with product

– TOURIST GENERATING AREAS– MARKETS (people from tourism generating

areas)– TOURISTS/TRAVELERS/CONSUMERS– TOURISM MARKETS : BUYERS OF TOURISM

PRODUCTS– MARKET LED ~ MARKET ORIENTATED

TOURISM GENERATING AREA:HOLLAND

• MARKET = HOLLAND • FAVOURITE DESTINATIONS (long trips)

– HOLLAND (8Mln)– ABROAD (12Mln) – neighbouring countries most

important• FRANCE 20 %• SPAIN 15%• GERMANY 10%• Belgium, Italy, Greece: 5% (each)

(often the country of destination attracts visitors and the generating country does not focus on the country of destination. E.g. Germany only aims less than5% of outgoing activities on the Netherlands. Still, 50% of tourism goes to NL. So the NL focusses on Germany and not the other way around.

THE(!) TOURISM SYSTEMLIU

TOURISM SYSTEM

1. INTERNAL ENVIRONMENTASPECTS: POLICY, PLANNING, MARKETING, ORGANISATIONAL,

FINANCIAL, HUMAN

2. OPERATING ENVIRONMENT – working space: competing destinations, generating areas/destinations

3. MACRO ENVIRONMENTwider environment

On the internal and operating environment the Tourism system has some influence, on the macro environment there is hardly any influence. (the reader focusses too much on the macro environment!! Instead focus on other 2 environments!

ASSIGNMENT….TPDi

ANALYSE PRESENT AND PAST

OF A TOURISM PRODUCT(TO DESIGN THE FUTURE)

TO UNDERSTANDAssignment Not meant to

design the future!

TPDi (itmc) PERSPECTIVEassignment

• (TOURISM PRODUCT ANALYSIS- in real life often part of destination analysis

• DESTINATION ANALYSIS – potential area, product development directions etc. (during fieldtrip)

• PRE-FEASIBILITY : trying to look in what ‘seems to be’ possible/feasible for developments, scanning possibilities

• FEASIBILITY - pick one or two developments/products and check out :– MARKET– FINANCE

• GO or NO GO• PROJECT DEVELOPMENT PHASE• (actual development/building takes place in construction

phase)• (then comes pre-operational and operational phase. In the

latter the tourists come and the PLC starts).

DESTINATION ANALYSISPREVIEW…..

• TOURISM PRODUCT ANALYSIS• COMPETITION ANALYSIS• ECONMICAL & POLITICAL CONTEXT• CULTURAL AND SOCIAL CONTEXT• LEGAL STRUCTURE / LEGISLATION• PLANNING SYSTEM• ETCETERA………………..• ALL THIS…. IS NEEDED IN ORDER TO

DESIGN FOR THE FUTURE…..

DESTINATION AREA(M&M ~ LIU ~ INTERNAL SYSTEM)

M&M• POLICY• PLANNING• DEVELOPMENT• CONTROL

(DESCRIBE, ANALYSE, EVALUATE, SYNTHESISE (try to find out what is possible/creative), FORMULATE ‘g’, DEVELOP, CREATE, IMPLEMENT, CONTROL, MANAGEMENT…)

LIU• POLICY• PLANNING• MARKETING• ORGANISATIONAL• FINANCIAL• HUMAN

Most important product analyze

are: Analyze

Synthesise

implement

TOURISM DEVELOPMENT(PEARCE)

PROVISION OF FACILITIES AND SERVICES

TO MEET THE NEEDS OF TOURISTS

TOURISM DEVELOPMENT(LEW)

A PROCESS THAT LEADS TO THE REALISATION OF

TOURISM PRODUCTS AT DESTINATION AREAS

TOURISM DEVELOPMENTTPDi…..

Tourism Development always seen as something PHYSICAL

PRIMARY PRODUCT DEVELOPMENT – there is a physical change in environment

SECONDARY PRODUCT DEVELOPMENT (e.g. TO develops new package using same physical elements – no changes/

use elements already present)

IN TPDi TOURISM PRODUCT DEVELOPMENT IS ALWAYS…….

TOURISM PRODUCT DEVELOPMENT? Physical change?

YES or NO?

• CONSTRUCTION OF A HOTEL? yes• MAKING AND LAUNCHING A NEW MARKETING PLAN? no• REALISING A BEACH RESORT? yes• COMPOSING A PACKAGE HOLIDAY? no• REJUVENATING CRUISE PORT FACILITIES? yes• TRAINING PERSONEL FOR HOTELS? no• PROMOTING A BEACH RESORT? no

TPD & ProductLifeCycle

ALL THE THINGS U NEED TO DO BEFORE U CAN START e.g.

• PREPARATION• CONCEPTUAL THINKING• GREAT IDEAS• PRODUCT DEVELOPMENT• FUNDING• PLANNING• DESIGNING• BUILDING (PERMISSION)• FEASIBILITY STUDIES• PROMOTION• MARKET RESEARCH• ETC.

ALL THE THINGS U NEED TO DO TO KEEP THE ENGINE RUNNING F.E.

• EXPLOITATION• REVITALISING• CLIENT SATISFACTION• HRM• ETC.

PLC & TPDi

TPD-activities …. Operational activities..T -1 T

0Time

Tpd activities take place before the operational

phase and take place below the surface

DESTINATIONCOMPLEXITY

• ACTOR VARIETY• INTERDEPENDENCY• SCALE• PUBLIC – PRIVAT – Non Governmental

Organizations (NGO ’S)• MULTI OWNERSHIP…

With a destination there’s complexity and many other elements/stakeholders play a role-context

DESTINATIONCONTEXT

• INTERDEPENDENCY >> • EXTERNAL DESTINATION

ENVIRONMENT CONTEXT –crucial for development

• SYSTEM CONTEXT

TOURISM PRODUCTS COMPLEXITY & CONTEXT =

CRUCIAL

ONE INDIVIDUAL TOURISM PRODUCTELEMENT

CAN ONLY BE JUDGED

IN THE CONTEXT

OF THE OTHER PRODUCTELEMENTS

TPD HAS TO DO WITH

UNDERSTANDING AND ANALYSINGTHE PRESENT

& THE PAST

&THE CONTEXT

&THE MARKETS

>>>> All crucial to DESIGN THE FUTURE

TOURISM PRODUCT (DESTINATION)COMPLEXITY

• INTERFACE >> SOCIO-ECONOMIC POLICIES– NATIONAL POLICIES – LAND USE

• INTERFACE >> DIFFERENT MARKETS– INTERNATIONAL– DOMESTIC– LOCAL

• INTERFACE >> COMPETING DESTINATIONS– EVALUATING AND ANALYSING THE COMPETITION

• INTERFACE >> DIFFERENT STAKEHOLDERS– DEVELOPERS– INTERMEDIAIRS– PUBLIC AUTHORITIES

• INTERFACE >> DEVELOPMENT <> CONSERVATION

TOWARDS SUSTAINABILITY• ENVIRONMENTAL IMPACTS, SO …• SUSTAINABLE DEVELOPMENT IS NEEDED

– MEETING THE NEEDS OF THE PRESENT WITHOUT COMPROMISING THE ABILITY OF FUTURE GENERATIONS TO MEET THEIR OWN NEEDS

• SUSTAINABLE IS FAVORED BY:– CONSUMER PRESSURE– PUBLIC AUTHORITIES– INTERNATIONAL & LOCAL CONSERVATION GROUPS

• SUSTAINABLE ‘COUNTER FORCES’ –don’t look at sustainability – DEVELOPERS: ECONOMIC IMPARATIVE, PROFIT, ROI– DEVELOPING COUNTRIES: FOREIGN EXCHANGE, EMPLOYMENT

these aspects are so important that they neglect the environment and don’t look at sustainability – just want tourism income fast.

SUSTAINABILITYWHO CARES AND WHO SHOULD LEAD?

• WHO CARES: STAKEHOLDERS!– TOURISM ENTERPRISES– LOCAL COMMUNITIES– ENVIRONMENTALISTS– TOURISTS

• WHO SHOULD LEAD? : PUBLIC SECTOR BECAUSE:– Not TOURISM INDUSTRY(!) = too FRAGMENTED– SUSTAINABILITY RELATES TO AREAS OF PUBLIC

CONCERN: AIR, WATER, NATURAL AND CULTURAL HERITAGE, QUALITY OF LIFE

– PUBLIC SECTOR HAS THE TOOLS

AGENDA FOR SUSTAINABLE TOURISM development (WTO 2005)

• ECONOMIC VIABILITY• LOCAL PROSPERITY• EMPLOYMENT QUALITY• SOCIAL EQUITY• VISITOR FULFILLMENT• LAND CONTROL• COMMUNITY WELLBEING• CULTURAL RICHNESS• PHYSICAL INTEGRITY• BIOLOGICAL DIVERSITY• RESOURCE EFFICIENCY• ENVIRONMENTAL PURITY

SEE A PATTERN ?? ANYTHING NEW ?? All to do with economical, environmental and social-cultural impacts, both negative and positive. Still there is a focus on the economic side.

TPD SHOULD…..pay attention to sustainability

Summary: WHAT YOU SHOULD KNOW…

• RELEVANCE OF TPD• TOURISM PRODUCT ELEMENTS• TOURISM SYSTEMS M&M AND LIU, DIFFERENCES ETC

(explain and connect both models)• Know REASONS FOR SYSTEM APPROACH• Know REASONS FOR COMPLEXITY• Know IMPORTANCE OF CONTEXT• See RELEVANCE OF SUSTAINABILITY• TOURISM DEVELOPMENT (Y/N) ACCORDING TO TPDi• POSITION TPD RELATED TO PLC