Module 2a 2010

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

Module 2a

Tourism Planning

Destination Marketing and Planning

Professor Alastair M. Morrison

Lesson 4


Part 1.

Destination

Part 2.

Marketing

Part 3.

Demand

Part 4.

Travel

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


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 of stakeholders involved, there is a need for a holistic approach to tourism development, management and monitoring.

4


Reasons for Tourism Planning

1. Tourism development has both negative and positive impacts

2. Tourism is more competitive than ever before and there has been a proliferation in the promotion of tourism destinations

3. Tourism is a more complicated phenomenon than it was previously thought to be


Part 1. Destination


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


Part 1. Destination

Reasons for Tourism Planning


Consequences of Unplanned Tourism Development

Physical impacts Human impacts Marketing impacts Organizational impacts Other impacts The Tourism System

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


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 involved

3. 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


Part 1. Destination


1. Identifying alternative approaches

2. Adapting to the unexpected

3. Maintaining uniqueness

4. Creating the desirable

5. Avoiding the undesirable

Purposes of Tourism Planning


Part 1. Destination


1. Background analysis 2. Detailed research and analysis 3. Synthesis and visioning 4. Goal-setting, strategy selection, and objective-setting 5. Plan development 6. Plan implementation and monitoring 7. Plan evaluation

Each of the seven steps involves a variety of steps, activities, participants, and outcomes.

Steps in the Tourism Planning Process


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 existing destination mix elements and components

1c. Description of existing tourism demand

• List of destination mix elements 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 preliminary position statement

3b. Preparation of vision statement

• Vision statements of desired future conditions• Critical success factors

• Position statements on current conditions

Sub-Steps Outcomes


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 plan report

• Tourism plan report

• List of programs and activities• Description of government and

private-sector roles and responsibilities

• Funding requirements and resources

• 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 in

places• New developments• New hospitality resource and

community awareness programs• New support services and activities

Sub-Steps Outcomes


Step 7: Plan Evaluation

7a. Measure performance against each goal and objective

7b. Analyze reasons for non-performance

7c. Prepare recommendations for future tourism processes

• 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


Nova Scotia Tourism PlanTeam Exercise


Team Exercise: 2005 Nova Scotia (Canada)

Tourism Plan

IULM: Destination Marketing and Planning

Tourism Planning: Marketing

Team Exercise: Assignment:

Watch the 2005 Nova Scotia Tourism Plan and then answer the questions that follow.


IULM: Destination Marketing and Planning (Alastair Morrison)Team ExerciseMay 2010Assignment:Having watched the 2005 Nova Scotia Tourism Plan, please answer the following questions:

What are the overall benefits of having a Tourism Plan like this and distributing it online in a video-style format?What impressions do you have of the Nova Scotia tourism brand after watching this presentation?What are the major tourism attractions and events mentioned as priorities for 2005?What special-interest travel markets are targeted by Nova Scotia in 2005?How would you rate the effectiveness of the traveler testimonials and industry people’s comments at the end of the presentation?

Team Exercise: 2005 Nova Scotia (Canada)

Tourism Plan

Documents

Module 2a 2010