Chapter 5 Tourism Planning

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PowerPoint slides for The Tourism System 7th ed. by Robert C. Mill and Alastair M. Morrison, published by Kendall/Hunt, 2012.

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Chapter 5 Tourism Planning

  1. 1. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Chapter 5 Tourism Planning © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Contents  Emphasizes the importance of tourism planning in a destination and the procedures that need to be followed to do tourism planning effectively.  Stresses the need for a participative process in developing a tourism plan including meaningful involvement of community residents. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 1
  2. 2. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Purpose Having learned about the reasons and purposes for tourism planning, students will be able to describe a process for planning tourism in a destination area. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Learning Objectives 1 & 2: Reasons for Tourism Planning Describe the reasons for tourism planning and the consequences of unplanned development of tourism. Explain the reasons for tourism planning. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 2
  3. 3. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning The Destination Area with and without Tourism Planning: Reasons for Tourism Planning  Tourism development has both negative and positive impacts.  Tourism is more competitive than ever before and there has been a proliferation in the promotion of tourism destinations.  Tourism is a more complicated phenomenon than it was previously thought to be. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint The Destination Area with and without Tourism Planning: Reasons for Tourism Planning  Tourism has damaged many natural and cultural resources.  Tourism affects everyone in a community, and all people involved in tourism should participate in the tourism planning process. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 3
  4. 4. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning The Destination Area with and without Tourism Planning: The Destination Life Cycle  Exploration  Involvement  Development  Consolidation  Stagnation  Decline  Rejuvenation Butler & Waldbrook. (1991) Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint The Destination Area with and without Tourism Planning: Consequences of Unplanned Tourism Development  Physical impacts  Human impacts  Marketing impacts  Organizational impacts  Other impacts Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 4
  5. 5. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Learning Objective 3: Barriers to Tourism Planning Identify the barriers to tourism planning. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Barriers to Tourism Planning  The objections to the principle of tourism planning  The possibly high costs of conducting tourism planning processes  The complexity of tourism and the large number of government agencies involved  The diversity of tourism businesses  The seasonality of tourism in many destinations  The high ownership turnover in tourism businesses Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 5
  6. 6. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Learning Objective 4: Purposes of Tourism Planning Explain the purposes of tourism planning. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Purposes of Tourism Planning  Identifying alternative approaches  Adapting to the unexpected  Maintaining uniqueness  Creating the desirable  Avoiding the undesirable Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 6
  7. 7. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Roles and Responsibilities in Tourism Planning  Government tourism officials  Local community residents  Non-profit organization representatives  Other government agency officials  Tourism organization representatives  Tourism business operators  Tourism consultants Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Learning Objective 5: Steps in Tourism Planning Process Describe the steps in the tourism planning process. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 7
  8. 8. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Steps in the Tourism Planning Process  Background analysis  Detailed research and analysis  Synthesis and visioning  Goal-setting, strategy selection, and objective-setting  Plan development  Plan implementation and monitoring  Plan evaluation Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Step 1: Background Analysis  Government policies, goals, objectives, and programs  Existing destination mix elements and components  Existing tourism demand  Tourism strengths, weaknesses, problems, and issues Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 8
  9. 9. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Step 2: Detailed Research and Analysis  Resource analysis  Activity analysis  Market analysis  Competitive analysis Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Step 3: Synthesis and Visioning  Preparation of position statements  Writing of vision statements Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 9
  10. 10. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Step 4: Goal-Setting, Strategy Selection, and Objective-Setting  Defining longer-term goals  Identifying strategies  Setting shorter-term objectives Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Step 5: Plan Development  Describing programs, activities, roles, and funding: Tourism plan elements:  Outcomes and results  Activities and programs  Development projects  Budget  Marketing initiatives  Monitoring and evaluation procedures  Roles and responsibilities  Schedule and timetable  Writing tourism plan reports Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 10
  11. 11. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Step 6: Plan Implementation and Monitoring  Plan implementation: The tourism plan is put into action by a governmental tourism agency.  Plan monitoring: As the plan is being implemented, the coordinating agency checks to ensure that progress is made as originally intended.  Plan evaluation: The performance on goals and objectives is measured and recommendations made for future tourism planning Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Step 7: Plan Evaluation  The performance on goals and objectives is measured.  Recommendations are made for future tourism planning based on the results and outcomes of this plan. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 11
  12. 12. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Learning Objective 6: Major Components of a Destination Area’s Market Potential Explain the major components of a destination area’s market potential and the research techniques that can be used to assess market potential. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Major Components of a Destination Area’s Market Potential  Pleasure and business travelers from existing market segments within existing and new geographic areas  Pleasure and business travelers from new market segments within existing and new geographic areas  Business travelers from existing market segments  Business travelers from new market segments Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 12
  13. 13. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Major Components of a Destination Area’s Market Potential  Attracting current pleasure travelers as future pleasure travelers (i.e., encouraging repeat visits).  Attracting current business travelers as future pleasure travelers.  Attracting the visiting friends and relatives (VFR) and personal travel markets, and other specialized market segments, e.g., medical tourism. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Research Techniques to Assess Market Potential  Personal interviews  Focus groups  Telephone interviews  Mailed and faxed questionnaires  Online surveys Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 13
  14. 14. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Learning Objective 7: Position and Vision Statements, Goals, Strategies and Objectives Describe and differentiate among tourism position statements, vision statements, goals, strategies, and objectives. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Position Statements and Vision Statements  Position statements:  Describe the existing situations in tourism development, marketing, organization, community awareness, and support services and activities.  Vision statements:  Reflect the desired future states in tourism development, marketing, organization, community awareness, and support services and activities. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 14
  15. 15. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning Goals, Strategies, and Objectives  Goals:  Results or outcomes that the destination area tries to achieve within three to five years.  Strategies:  Broad approaches selected to achieve tourism goals that help to translate existing conditions into desired future situations. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint Goals, Strategies, and Objectives  Objectives:  Objectives are more short-term results for tourism in a destination, typically for one year into the future, and are more specific and measurable than goals. Copyright - VisitScotland/ScottishViewpoint © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 15
  16. 16. The Tourism System 6th edition Chapter 5Kendall Hunt Publishing Company Tourism Planning THE TOURISM SYSTEM Chapter 5 Chapter Summary Highlights  Every destination should have a tourism plan, but not all do.  It is essential that local residents are meaningfully involved in the tourism planning process.  An effective tourism plan will include seven steps: (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; and (7) plan evaluation. © 2013 Photos: Copyright - VisitScotland/Scottish ViewpointRobert C Mill and Alastair M Morrison © 2013 16

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