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8/3/2019 Tourism Planning and Assessment
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Tourism Planning & Assessment
Tourism Development Workshop
Bethel, AlaskaApril 5, 2001
Prepared by the Alaska Office of Tourism
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Assets
Cultural resources and activities Authenticity
Yukon Delta National Wildlife Refuge
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Assets
Yukon Delta National Wildlife Refuge
The Yukon and Kuskokwim rivers dominate the landscape of Yukon Delta.A treeless, wetland plain noted for wildlife variety and abundance.Habitat for over 750,000 swans and geese, 2 million ducks, and100 million shore and water birds.Moose, caribou, grizzly bear, black bear, and wolves inhabit the
northern hills and eastern mountains.1.1 million acre Nunivak Island portion of therefuge supports muskox and reindeer
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Assets
Fishing, hunting, and backcountry recreation may be excellent, althoughaircraft transportation is needed. The Andreafsky is a nationally designatedwild river. Visitors may view exhibits and obtain complete information at therefuge headquarters visitor center. 500-800 visitors come to the Refugeannually including school groups. If conference numbers were included,visitors would number over 2,000. The refuge is visited mostly by locals andis accessible only by plane.
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Assets
To improve and develop tourismBethel/Delta area might consider:
Campgrounds-there are no campgrounds, butplenty of beautiful rivers to accommodate campersand travelers.Place for travelers to rent kayaks, skis, snowmachines.
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Assumption
Assessing the potential of tourism in acommunity should begin with the
assumption that tourism may be goodfor your community. Sometimes no is
the best answer to the question of whether tourism development is the right
economic development strategy.
Adapted from Community Tourism Assessment Handbook, Western Rural Development Center, Corvallis Oregon
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Benefits of Tourism
Employment Benefits Income Benefits Economic Diversification Tax Revenues
Visibility Cultural Benefits
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Costs of Tourism
Public Facility & Service Costs Promotional Costs
Monitoring Costs Staff Costs Business Owner and
Employee Training Tourism can be seasonal Congestion
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Benefits of Strategic Planning
Provide clear direction and rationale Establish realistic goals consistent with the
communitys vision Communicate goals and development
strategies Establish a sense of ownership in the plan Focus limited resources on key priorities Provide a framework for implementation
and evaluation
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Development Considerations
Focus on the authentic
Recognize that tourism has limits
Insure that development fits in with thesurroundings
Interpret your resources
Remember aesthetics and ecology Make sure the benefits of tourism are
distributed throughout the community
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Visitor Motivations
Need for Change Need for Achievement Social Interaction Cultural Experiences
Pampering Novelty Seeking
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Visitor Needs
Access(Information, Your Community, Your Business)
Attitude(Local hospitality, Welcome Signs) Attractions/Activities Accommodations
(Lodging, Food Service, Personal Needs)
Security (Emergency Services)
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Tourism Planning Process
Where are you now?
Where do you wantto go?
How will you get there?
How are you doing?
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Planning Considerations
Organizational Development
Community Involvement
Tourism ProductDevelopment
Tourism ProductMarketing
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Phase I: Where Are You Now?
Step 1: Organization Evaluation
Step 2: Gather Information
Step 3: Identify Community
Values
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I(1) Organization Evaluation
Do you have an effectiveTourism Action Committee?
Recognized community leaders and leaders of organizations
Broad cross-section of stakeholders
Committed volunteers and dedicated team members
Desire to contribute to community well-being Respect and appreciate views of others
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I(2) Gather Information
What are the communitys existingassets and resources?
How does tourism fit into thecurrent economy of the community?
What are the characteristics of thetourists visiting the area?
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Inventory Assets & Resources
Attractions & Activities Accommodations Food Service Transportation/Access
Traveler Services Public Services and Facilities
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Economic &Visitor Profiles
How does tourism fit within your existingeconomy?
Is there existing data about thecharacteristics andtravel patterns of
the visitors alreadycoming to thecommunity?
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I(3) Identify Community Values
Are residents kept informed of tourism development initiatives?
Meetings, Newsletters, Radio/TV Announcements, NewsArticles
How do residents feel abouttourism? Resident Attitude Survey
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Phase II: Where Do You Want to Go?
Step 1: Develop a Community Vision
Step 2: Identify Issues and Concerns
Step 3: Establish Goals
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II(1) Develop a Vision
How do you see your community aftertourism development?
What do you want to see happen? What is an acceptable level of change in
your community?
How much of what type of tourismdevelopment fits with your image of yourcommunitys future?
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II(2) Identify Issues & Concerns
SWOT Analysis
S StrengthsW WeaknessesO OpportunitiesT Threats
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SWOT Analysis Matrix
SWOT ANALYSIS
Strengths(Internal)
Positive characteristics andadvantages of the issue or
situation
Weaknesses(Internal)
Negative characteristics anddisadvantages of the issue or
situation
Opportunities(External)
Factors that can benefit,enhance or improve the issue or
situation
S-O AnalysisHow can strengths be employed
to take advantage of development opportunities?
W-O AnalysisHow can weaknesses be over
come to take advantage of development opportunities?
Threats(External)
Factors that can hinder the issueor situation
S-T AnalysisHow can strengths be used tocounteract threats that tend to
hinder achievement of goals andpursuit of opportunities?
W-T Analysis
How can weakness es beovercome to counteract threatsthat tend to hinder achievement
of objectives and pursuit of opportunities?
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Benefits of a SWOT Analysis
Stimulates group participation
Provides a framework for assessing
capabilities and community values
Provides a basis for the development of aset of goals that will take advantage of opportunities, while building upweaknesses and warding off threats
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SWOT Analysis Tips Do Be analytical and specific Record all thoughts and ideas
Choose the right people for the exercise Choose a suitable leader or facilitator
Dont Try to disguise weaknesses
Merely list errors and mistakes Lose sight of external influences and trends Allow the SWOT to become a blame laying exercise Ignore outcomes at later stages of the planning process
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II(3) Establish Goals
Develop goals that will help thecommunity achieve their vision of
the future Goals should be
SMARTER
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Goals Should Be SMARTER
S SpecificM Measurable
A AcceptableR RealisticT Timely
E ExtendingR Rewarding
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Phase 3: How To Get There
Step 1: Identify projects
Step 2: Prioritize projects
Step 3: Develop an Action Plan for each project
Step 4: Monitor the progress of each project
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III(2) Prioritize Projects
What projects will be of value topotential visitors?
What projects will be of value to thecommunity?
What projects can help yourcommunity's tourism industry have acompetitive advantage?
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Value to the Tourist
Will it fill a vacation motive or need? Motives: Change, Achievement, Interaction,
Experience, Pampering, Novelty Seeking Needs: Access, Attitude, Attractions, Accommodations,
Security
Will it give a reason for tourists to spend
more time in your community? Is access acceptable to the visitor?
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Value to the Community
Will it help bring in outside income?
Is it compatible with yourcommunitys lifestyle?
Will it maintain thenatural beauty of the area?
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Competitive Advantage
Is the project unique?
Can the tourism opportunity be provided
at a price that is acceptable to both buyerand seller?
Can the tourism opportunity provide abetter value than another opportunityelsewhere?
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Action Plan Tips
List the steps or tasks needed to accomplish eachproject
Steps should be specific and detailed
Realistic timelines should be established for each step
Identify resources (human or financial) needed toaccomplish each step should be identified
Identify who is responsible for each step Obtain the consent and commitment of the
responsible party
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Phase IV: How Are You Doing?
Review the plan on an annual basis Solicit community involvement in
the review Review community opinion and
critical indicators of success
Revise and update the plan
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Update & Modify the Plan
Has there been a substantial change in circumstances
or assumptions upon which the current plan was
based?
Are there new issues of local or regional significance
that should be addressed?
Have any of the projects that have been implementedthrough the plan failed to achieve the desired result?
A yes to any of these questions indicates an update is in order.
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Assessment & Planning Review Where are you now? (Research) Organization evaluation Gather information Identify community values
Where do you want to go? (Planning) Develop a vision Identify concerns and opportunities - SWOT Establish goals
How will you get there? (Implementation) Identify & prioritize projects that will implement goals Develop an action plan for each project Monitor each projects progress
How are you doing? (Evaluation) Review and update the plan on a periodic basis
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Coming Soon from the AOT
Tourism Funding Handbook Community Tourism
Development GuidelinesHandbook
Business PermittingGuidelines
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Useful Resources
Alaska Office of Tourism Web Page http://www.dced.state.ak.us/econdev/home.htm
Economic Development Resource Guidehttp://www.dced.state.ak.us/mra/EDRG/EDRG.htm
Community Profile Databasehttp://www.dced.state.ak.us/mra/CF_COMDB.htm
Establishing a Business In Alaskahttp://www.dced.state.ak.us/econdev/pub/estab98.pdf
Commercial Visitor Services in Alaskahttp://www.fs.fed.us/r10/cvsguide/
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How To Reach Us Ginny Fay Tourism Director907-465-2012 ginny_fay @dced.state.ak.us
Caryl McConkie Business Development, Planning & Marketing907-465-5478 [email protected]
Aneta Synan Community Planning & Lands Management907-465-3961 [email protected]
Odin Brudie Transportation & Trails Planning907-465-5466 [email protected]
Lillian Ruedrich Workshop Planning & Training907-465-2162 [email protected]
Our Fax: 907-465-3767Alaska Office of Tourism, PO Box 110809, Juneau, AK 99811