Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Module 2a 2010 morrison


Published on

Published in: Education, Travel, Business
  • Be the first to comment

Module 2a 2010 morrison

  1. 1. 1<br />Module 2a<br />Tourism Planning<br />Destination Marketing and Planning<br />Professor Alastair M. Morrison<br />Lesson 4<br />
  2. 2. 2<br />The Tourism System(Mill & Morrison, 6th ed., 2009)<br />Part 1. <br />Destination<br />Part 2. <br />Part 4.<br />Marketing<br />Travel<br />Part 3.<br />Demand<br />
  3. 3. 3<br />Module 2a. <br />Tourism Planning<br /><ul><li>The Basics
  4. 4. Reasons for Tourism Planning
  5. 5. Consequences of Unplanned Tourism Development
  6. 6. Barriers to Tourism Planning
  7. 7. Purposes of Tourism Planning
  8. 8. Steps in the Tourism Planning Process</li></li></ul><li>The Basics<br />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. <br />4<br />
  9. 9. Reasons for Tourism Planning<br />Tourism development has both negative and positive impacts<br />Tourism is more competitive than ever before and there has been a proliferation in the promotion of tourism destinations<br />Tourism is a more complicated phenomenon than it was previously thought to be<br />The Tourism System(Mill & Morrison, 6th ed., 2009)<br />Part 1. Destination<br />
  10. 10. Reasons for Tourism Planning<br />Yi ethnic minority, Sichuan, China<br />Tourism has damaged many natural and cultural resources<br />Tourism affects everyone in a community and all people involved in tourism should participate in the tourism planning process<br />The Destination Life Cycle<br />The Tourism System(Mill & Morrison, 6th ed., 2009)<br />Part 1. Destination<br />Tujia ethnic minority, Chongqing, China<br />
  11. 11. Consequences of Unplanned Tourism Development<br /><ul><li>Physical impacts
  12. 12. Human impacts
  13. 13. Marketing impacts
  14. 14. Organizational impacts
  15. 15. Other impacts</li></ul>The Tourism System(Mill & Morrison, 6th ed., 2009)<br />Part 1. Destination<br />
  16. 16. Barriers to Tourism Planning<br />Objections to the principle of tourism planning:<br />1. The costs of conducting tourism planning processes can be high<br />2. The complexity of tourism and the large number of government agencies involved<br />3. The diversity of tourism businesses<br />4. The seasonality of tourism in many destinations<br />5. The high ownership turnover in tourism businesses<br />The Tourism System(Mill & Morrison, 6th ed., 2009)<br />Part 1. Destination<br />
  17. 17. Purposes of Tourism Planning<br />1. Identifying alternative approaches<br />2. Adapting to the unexpected<br />3. Maintaining uniqueness<br />4. Creating the desirable<br />5. Avoiding the undesirable<br />The Tourism System(Mill & Morrison, 6th ed., 2009)<br />Part 1. Destination<br />
  18. 18. Steps in the Tourism <br />Planning Process<br />The Tourism System(Mill & Morrison, 6th ed., 2009)<br />Part 1. Destination<br />1. Background analysis<br /> 2. Detailed research and analysis<br /> 3. Synthesis and visioning<br /> 4. Goal-setting, strategy selection, and objective-setting <br /> 5. Plan development <br /> 6. Plan implementation and monitoring<br /> 7. Plan evaluation<br />Each of the seven steps involves a variety of steps, activities, participants, and outcomes.<br />
  19. 19. 11<br />Step 1: Background Analysis<br />Sub-Steps<br />Outcomes<br /><ul><li>Catalog of government </li></ul>policies, goals, objectives<br /> and programs<br />1a. Review of government policies, goals, objectives and programs<br /><ul><li>List of destination mix </li></ul> elements and components<br />1b. Inventory of existing destination mix elements and components<br /><ul><li>Description of past visitor </li></ul> profiles<br />1c. Description of existing tourism demand<br /><ul><li>Description of major tourism</li></ul> strengths, weaknesses, <br /> problems, and issues<br />1d. Review of strengths, weaknesses, problems, and issues<br />
  20. 20. 12<br />Step 2: Detailed Research and Analysis<br />Sub-Steps<br />Outcomes<br /><ul><li>Maps showing disposition of tourism resources
  21. 21. Capacity measurements for resources
  22. 22. Limits of Acceptable Change (LAC) </li></ul> standards<br /><ul><li>Description of scope of appeal of </li></ul> resources<br />2a. Resource analysis<br />2b. Activity analysis<br /><ul><li>Inventory of tourism and recreation </li></ul> activities<br />2c. Market analysis<br /><ul><li>Research results on potential markets </li></ul>2d. Competitive analysis<br /><ul><li>Competitive strengths and weaknesses</li></li></ul><li>13<br />Step 3: Synthesis and Visioning<br />Sub-Steps<br />Outcomes<br />3a. Preparation of preliminary position statement<br /><ul><li>Position statements on current conditions
  23. 23. Vision statements of desired </li></ul> future conditions<br /><ul><li>Critical success factors </li></ul>3b. Preparation of vision statement<br />
  24. 24. 14<br />Step 4: Goal-setting, Strategy Selection, and Objective-setting<br />Sub-Steps<br />Outcomes<br />4a. Definition of tourism goals<br /><ul><li>Statements of tourism goals</li></ul>4b. Identification of alternative strategies and selection of desired strategies<br /><ul><li>Maps or other visual </li></ul> presentations of alternative <br /> strategies<br /><ul><li>Strategy statements
  25. 25. Rationale for selected strategies</li></ul>4c. Definition of tourism objectives<br /><ul><li>Statement of tourism objectives</li></li></ul><li>15<br />Step 5: Plan Development<br />Sub-Steps<br />Outcomes<br /><ul><li>List of programs and activities
  26. 26. Description of government and private-sector roles and responsibilities
  27. 27. Funding requirements and resources
  28. 28. Description of specific development </li></ul> projects and marketing initiatives<br /><ul><li>Plan schedule and timetable</li></ul>5a. Description of programs, activities, roles, and funding <br />5b. Writing of tourism plan report<br /><ul><li>Tourism plan report </li></li></ul><li>16<br />Step 6: Plan Implementation and Monitoring<br />Sub-Steps<br />Outcomes<br /><ul><li>Feasibility studies
  29. 29. Environmental impact assessments
  30. 30. Marketing plans
  31. 31. New organizational structures in places
  32. 32. New developments
  33. 33. New hospitality resource and community </li></ul>awareness programs<br /><ul><li>New support services and activities</li></ul>6a. Plan implementation<br />6b. Plan monitoring<br /><ul><li>Progress reports on plan implementation</li></li></ul><li>Step 7: Plan Evaluation<br />Sub-Steps<br />Outcomes<br />7a. Measure performance against each goal and objective<br /><ul><li>Performance indicators for each </li></ul> goal and objective<br />7b. Analyze reasons for non-performance<br /><ul><li>Local resident attitude surveys
  34. 34. Tourism business operator surveys
  35. 35. LAC results
  36. 36. Marketing plan evaluation results
  37. 37. Suggestions for future tourism </li></ul> planning processes<br />7c. Prepare recommendations for future tourism processes<br />17<br />
  38. 38. Nova Scotia Tourism Plan<br />Team Exercise<br />
  39. 39. 19<br />Team Exercise: 2005 Nova Scotia (Canada)Tourism Plan<br />IULM: Destination Marketing and Planning<br />Tourism Planning: Marketing<br />Team Exercise: <br /><ul><li>Assignment:
  40. 40. Watch the 2005 Nova Scotia Tourism Plan and then answer the questions that follow.</li></li></ul><li>20<br />Team Exercise: 2005 Nova Scotia (Canada)Tourism Plan<br />IULM: Destination Marketing and Planning (Alastair Morrison)<br />Team Exercise<br />May 2010<br />Assignment:<br />Having watched the 2005 Nova Scotia Tourism Plan, please answer the following questions:<br />What are the overall benefits of having a Tourism Plan like this and distributing it online in a video-style format?<br />What impressions do you have of the Nova Scotia tourism brand after watching this presentation?<br />What are the major tourism attractions and events mentioned as priorities for 2005?<br />What special-interest travel markets are targeted by Nova Scotia in 2005?<br />How would you rate the effectiveness of the traveler testimonials and industry people’s comments at the end of the presentation?<br />