Module 2a 2010

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Module 2a 2010

  1. 1. Module 2a Tourism PlanningDestination Marketing and PlanningProfessor Alastair M. Morrison Lesson 4 Master in Tourism Management – VI edition – 2009-2010 1
  2. 2. The Tourism System (Mill & Morrison, 6th ed., 2009) Part 1. Destination Part 2. Part 4.Marketing Travel Part 3. Demand Master in Tourism Management – VI edition – 2009-2010 2
  3. 3. Module 2a.Tourism 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 Master in Tourism Management – VI edition – 2009-2010 3
  4. 4. 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. Master in Tourism Management – VI edition – 2009-2010 4
  5. 5. Reasons for Tourism Planning1. Tourism development has both negative and positive impacts2. Tourism is more competitive than ever before and there has been a proliferation in the promotion of tourism destinations3. Tourism is a more complicated phenomenon than it was previously thought The Tourism System (Mill & Morrison, 6th ed., 2009) to be Part 1. Destination Master in Tourism Management – VI edition – 2009-2010
  6. 6. Reasons for Tourism Planning Yi ethnic minority, Sichuan, China4. Tourism has damaged many natural and cultural resources5. Tourism affects everyone in a community and all people involved in tourism should participate in the tourism planning process6. The Destination Life Cycle The Tourism System (Mill & Morrison, 6th ed., 2009) Part 1. Destination Tujia ethnic minority, Chongqing, China Master in Tourism Management – VI edition – 2009-2010
  7. 7. 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 Master in Tourism Management – VI edition – 2009-2010
  8. 8. Barriers to Tourism PlanningObjections to the principle of tourism planning:1. The costs of conducting tourism planning processes can be high2. The complexity of tourism and the large number of government agencies involved3. The diversity of tourism businesses4. The seasonality of tourism in many destinations5. The high ownership turnover in tourism businesses The Tourism System (Mill & Morrison, 6th ed., 2009) Part 1. Destination Master in Tourism Management – VI edition – 2009-2010
  9. 9. Purposes of Tourism Planning1. Identifying alternative approaches2. Adapting to the unexpected3. Maintaining uniqueness4. Creating the desirable5. Avoiding the undesirable The Tourism System (Mill & Morrison, 6th ed., 2009) Part 1. Destination Master in Tourism Management – VI edition – 2009-2010
  10. 10. Steps in the Tourism Planning Process The Tourism System (Mill & Morrison, 6th ed., 2009) Part 1. Destination1. 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 evaluationEach of the seven steps involves a variety of steps, activities,participants, and outcomes. Master in Tourism Management – VI edition – 2009-2010
  11. 11. Step 1: Background Analysis Sub-Steps Outcomes1a. Review of government • Catalog of government policies, goals, objectives policies, goals, objectives and programs and programs1b. Inventory of existing • List of destination mix destination mix elements elements and components and components1c. Description of existing • Description of past visitor tourism demand profiles1d. Review of strengths, • Description of major tourism weaknesses, problems, and strengths, weaknesses, issues problems, and issues Master in Tourism Management – VI edition – 2009-2010 11
  12. 12. Step 2: Detailed Research and Analysis Sub-Steps Outcomes2a. Resource analysis • Maps showing disposition of tourism resources • Capacity measurements for resources • Limits of Acceptable Change (LAC) standards • Description of scope of appeal of resources2b. Activity analysis • Inventory of tourism and recreation activities2c. Market analysis • Research results on potential markets2d. Competitive analysis • Competitive strengths and weaknesses Master in Tourism Management – VI edition – 2009-2010 12
  13. 13. Step 3: Synthesis and Visioning Sub-Steps Outcomes3a. Preparation of preliminary • Position statements on current position statement conditions3b. Preparation of vision • Vision statements of desired statement future conditions • Critical success factors Master in Tourism Management – VI edition – 2009-2010 13
  14. 14. Step 4: Goal-setting, Strategy Selection, and Objective-setting Sub-Steps Outcomes4a. Definition of tourism goals • Statements of tourism goals4b. Identification of alternative • Maps or other visual strategies and selection of presentations of alternative desired strategies strategies • Strategy statements • Rationale for selected strategies4c. Definition of tourism • Statement of tourism objectives objectives Master in Tourism Management – VI edition – 2009-2010 14
  15. 15. Step 5: Plan Development Sub-Steps Outcomes5a. Description of • List of programs and activities programs, activities, roles, • Description of government and and funding private-sector roles and responsibilities • Funding requirements and resources • Description of specific development projects and marketing initiatives • Plan schedule and timetable5b. Writing of tourism plan • Tourism plan report report Master in Tourism Management – VI edition – 2009-2010 15
  16. 16. Step 6: Plan Implementation and Monitoring Sub-Steps Outcomes6a. 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 activities6b. Plan monitoring • Progress reports on plan implementation Master in Tourism Management – VI edition – 2009-2010 16
  17. 17. Step 7: Plan Evaluation Sub-Steps Outcomes7a. Measure performance • Performance indicators for each against each goal and goal and objective objective7b. Analyze reasons for non- • Local resident attitude surveys performance • Tourism business operator surveys • LAC results • Marketing plan evaluation results7c. Prepare recommendations • Suggestions for future tourism for future tourism planning processes processes Master in Tourism Management – VI edition – 2009-2010 17
  18. 18. Nova Scotia Tourism Plan Team Exercise Master in Tourism Management – VI edition – 2009-2010
  19. 19. Team Exercise: 2005 Nova Scotia (Canada) Tourism PlanIULM: Destination Marketing and PlanningTourism Planning: MarketingTeam Exercise: Assignment:  Watch the 2005 Nova Scotia Tourism Plan and then answer the questions that follow. Master in Tourism Management – VI edition – 2009-2010 19
  20. 20. Team Exercise: 2005 Nova Scotia (Canada) Tourism PlanIULM: Destination Marketing and Planning (Alastair Morrison)Team ExerciseMay 2010Assignment:Having watched the 2005 Nova Scotia Tourism Plan, please answer the followingquestions:What are the overall benefits of having a Tourism Plan like this and distributing itonline in a video-style format?What impressions do you have of the Nova Scotia tourism brand after watchingthis presentation?What are the major tourism attractions and events mentioned as priorities for2005?What special-interest travel markets are targeted by Nova Scotia in 2005?How would you rate the effectiveness of the traveler testimonials and industrypeople’s comments at the end of the presentation? Master in Tourism Management – VI edition – 2009-2010 20

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