chapter 5 tourism planning

The Tourism System 6th edition Kendall Hunt Publishing Company

Chapter 5 Tourism Planning

Robert C Mill and Alastair M Morrison © 2013 1


© 2013 Photos: Copyright - VisitScotland/Scottish Viewpoint

Copyright - VisitScotland/ScottishViewpoint


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.






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.



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.






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.



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.






The Destination Area with and without Tourism Planning: The Destination Life Cycle Exploration Involvement Development Consolidation Stagnation Decline Rejuvenation

Butler & Waldbrook. (1991)



The Destination Area with and without Tourism Planning: Consequences of Unplanned Tourism Development Physical impacts Human impacts Marketing impacts Organizational impacts Other impacts






Learning Objective 3: Barriers to Tourism Planning Identify the barriers to tourism planning.



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






Learning Objective 4: Purposes of Tourism Planning Explain the purposes of tourism planning.



Purposes of Tourism Planning

Identifying alternative approaches Adapting to the unexpected Maintaining uniqueness Creating the desirable Avoiding the undesirable






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



Learning Objective 5: Steps in Tourism Planning Process Describe the steps in the tourism planning process.






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



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






Step 2: Detailed Research and Analysis Resource analysis Activity analysis Market analysis Competitive analysis



Step 3: Synthesis and Visioning Preparation of position statements Writing of vision statements






Step 4: Goal-Setting, Strategy Selection, and Objective-Setting

Defining longer-term goals Identifying strategies Setting shorter-term objectives



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






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



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.






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.



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






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.



Research Techniques to Assess Market Potential Personal interviews Focus groups Telephone interviews Mailed and faxed questionnaires Online surveys






Learning Objective 7: Position and Vision Statements, Goals, Strategies and Objectives Describe and differentiate among tourism position statements, vision statements, goals, strategies, and objectives.



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.






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.



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.




THE TOURISM SYSTEM

© 2013

Chapter Summary Highlights

Chapter 5

Photos: Copyright - VisitScotland/Scottish Viewpoint

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.

chapter 5 tourism planning

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tourism planningidentify

tourism planningdescribe

importance of tourism

purposes fortourism

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participative process

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