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TOURISM PLANNING

Meaning Planning

Planning is a dynamic process of determining goals, systematically selecting

alternative courses of actions to achieve those goals, implementing chosen

alternatives, and evaluating the choice to determine if it is successful.

Reasons for Tourism Planning

The stagnation and decline of destination or attraction may be due to the lack of

planning or poor planning. According to the destination life cycle concepts as defined

by Plog, destination areas tend to rise and fall in popularity according to the whims

of those in the predominant “psychographic’’ groups to which they appeal at different

stages in their development histories.

Allocentric group- the innovators in the travel market who look for less crowded and

unique destinations. As the destination area becomes more widely publicized and

better known, it loses its appeal to the allocentrics.

They are placed by the mid-centrics who greatly outnumber the allocentrics in the

population. Plog believes that the mid-centric appeal stage in the destination area’s

history is similar to maturity phase of the products life cycle where sales volumes are

at their peak.

According to Plog, the psychocentric stage is the final point in the destination area’s

life cycle because it has lost its appeal to both the market innovators and the mass

market.
Plog’s hypothesis is that destination areas can “carry with them potential seeds of

their own destruction if they allow themselves to become over-commercialized and

to discard unique appeals which made them popular in the first place.

The first step would be to hold development to a particularly level in order to

maintain the integrity of the area. The second would be to have a rigid development

plan to which developers must confirm. The third would be to develop new

attractions to stimulate new growth.

Consequences of Lack Tourism Planning Poor Tourism Planning

The following are the symptoms of inadequate or poor tourism planning:

Physical Impacts

Damage or permanent alteration of the physical environment

Damage or permanent alternation of historical/cultural landmarks and resources

Overcrowding and congestion

Pollution

Traffic problems

B. Human Impacts

Less accessibility to services and tourist attraction for local residents resulting in

local resentment

Dislike of tourist by local residents

Loss of cultural identities

Lack of education of tourism employees in skills and hospitality

Lack of awareness of the benefits of tourism to the destination area

C. Marketing Impacts
Failure to capitalize on new marketing opportunities

Erosion of market shares due to the actions of competitive destination areas

Lack of sufficient awareness in prime markets

Lack of a clear image of destination area in potential markets

Lack of cooperative advertising among individual operators

Inadequate capitalization in packaging opportunities

D. Organizational Impacts

Fragmental approach to the marketing and development of tourism, often involving

“competitive splinter groups”

Lack of cooperation among individual operators

Inadequate representation to the tourism industry’s interests

Lack of support from local public authorities

Failures to act on important issues, problems, and opportunities of common interest

to the industry

E. Other Impact

Lack of sufficient attractions and events

High seasonality and short length of stay

Poor or deteriorating quality of facilities and service

Poor or inadequate travel information services.

Tourism Planning in Developed Countries

Planning for tourist is less difficult in developed countries than it is in developing

ones. Planning is important and should provide a quality environment for both

tourists and residents.


The encouragement of tourism is an important responsibility of government

organization

Proper planning includes government assistance in direct advertising to attract

tourists.

In developed countries, planning a construction of infrastructure facilities is a must

particularly in areas that do not have them.

Tourism in Developing Countries

Tourism is important in bringing the much needed foreign currency to developing

countries.

Increased employment opportunities and the development of infrastructure. Roads,

Water, and sewage systems provided for tourists also help local industries.

Planning in developing countries should consider the cultural impact of tourism on

the area.

In a developing society, people tend to adopt the lifestyle of the tourist changing their

clothing, food and other customs.

Roles and Responsibilities for Tourism Planning

In communist countries, all planning is done by the national government. In

democratic countries, the government and private sector play a valid role in the

tourism planning.

Tourism planning should take place at many levels within a country. The starting

point for the tourism planning process in any country should be the development of

national tourism policy.


This policy represents the basic foundation from which more specific goals,

strategies, objectives and plans are developed. Thus, all planning efforts should be

complementary to the national tourism policy. All tourism plans should be given time

spans and should be reviewed and modifies at the expiration of their time spans.

Barriers to Planning

Many people are against planning in principle, particularly within the free-enterprise

system. Many businessmen view tourism planning as an encroachment into their

domain and are skeptical of its real value.

It is expensive.

The tourism industry is complex and diverse.

Tourism is characterized by few large businesses and various smaller enterprises.

The Tourism Planning Process

Planning is an ongoing process that must keep up with the changing character of the

world and of the destination area.

There are five essential steps in the tourism planning process:

Background- analysis phase

Detailed research and analysis phase

Synthesis phase

Goal setting, strategy selection, and objective-setting phase

Plan-development phase

Background Analysis

The first step in tourism-planning process is a situational analysis that provides the

basic direction for the succeeding steps.


In establishing a national tourism plan, the national tourism policy must first be

considered and interpreted.

Tourism policy goals are usually classified into four, namely: economic,

consumer/social, resources/environmental, and government operations

There is a hierarchy of goals and objective in tourism policy making and planning.

The background analysis should produce an inventory or listing of the area’s tourism

resource components.

Description of existing tourism demand in the destination area using readily available

secondary or published source of information.

Modes of travel and within the destination area and past usage volumes (aircraft,

bus, train, ship, private automobile)

Visitation volumes and patterns by month or season

Geographical origins of tourists

Tourist’s demographics such as age, income, education, occupation and travel party

composition

Trip purposes

Any participation

Market segments (families with children, singles, tour groups, business groups)

Lengths of stay in the area

Tourist expenditure within the area


Usage of facilities such as accommodation, attractions, events, and recreational

facilities

Background analysis is a review of the major strengths, weaknesses, problems and

issues within the destination area’s existing tourism industry.

It should be introspective, critical, and objective.

It should involve various individuals, including public sector, tourism officials,

selected tourism industry operators, selected representative from tourism industry

organizations.

Detailed Research and Analysis

A valid tourism plan cannot be formulated without research.

Using the inventory of tourism resource components as base, the first step in the

resource analysis involves the preparation of maps identifying the location of major

resources.

The capacities of the various tourism resources are then measured.

The last stage of the resource analysis is the resource classification. This is ranking

or grading of the scope of appeal of the tourism resources of the destination area.

The second component of the detailed research step is the activity analysis.

Activities include all the things the tourist can do while visiting the destination area,

ranging from recreational pursuits like skiing to more passive pursuits such as

shopping and sightseeing.

A good tourism plan will include some original research on the existing and potential

markets for the destination area.

A variety of survey techniques can be utilized to research potential markets.


A tourism plan must consider the competitive advantages and future plans of other

areas as well as its own. Destination areas closer to a prime market are called

intervening opportunities because the tourist must pass them to reach the subject

destination area.

The detailed market research can assist in identifying the most competitive

destinations, their individual’s strengths and weaknesses and the steps to be taken

to make the subject destination are unique among its competitors.

Detailed Research and Analysis

The third step of the tourism planning process is where major’s conclusions

regarding the previous work are formulated.

A comprehensive tourism plan will produce conclusions on five distinct subjects.

Tourism development

Tourism marketing

Tourism industry organization

Tourism awareness

Other tourism support services and activities

The first step in the synthesis phase is the preparation of position statements on

each of the five subjects. The position statement indicates “where we are now’’ with

respect to development marketing, industry organization, awareness and other

support services.

The second step is to determine “where we would like to be’’ or the desired future

situation. It is useful for the destination area to verbalize these desired states in
terms of tourism development, marketing, industry organizations, awareness and

support services.

Tourism plans provide the “bridge’’ between the present situation in a destination

area. They provide the means to the end.

Goal-Setting, Strategy Selection and Objective Setting

In Ontario, Canada, the major policy goal for tourism was “to stimulate employment,

income and economic development through the systematic improvement,

development and marketing of Ontario’s tourism industry.’’ This can be classified as

an economy-oriented approach to tourism.

Plan Development

The tourism planning process is the development of the plan. The plan includes the

actions needed to achieve the objectives, implement the strategy and satisfy the

planning goals. A comprehensive plan deals with development, marketing, industry

organizations, awareness and support services.

It takes each of the plan objectives and specifies the following for each of them:

The programs and actions required to achieve each plan objective

The roles and responsibilities of the public and private sector in carrying out these

programs and actions

The specific development and marketing concepts and opportunities that will help

achieve certain objectives

The funds required to carry out specific programs and actions

a) The sources of these funds

b) The timetable carrying out specific programs and actions within the plan.
c) The method for monitoring the success of the plan on a periodic basis during

its term

The tourism plan reports are presented in two parts. The first is the summary report

containing the plan itself, while the second is a more detailed technical report

containing all the research, findings produced during the planning process.

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