Tourism Policy: Structure, Content, and Process - Tourism: Principles, Practices, Philosophies - page 337

Destination Vision
- A Conceptual Framework -

Preamble

Core
Vision

Elements
of the Vision

Ecology
Awareness
Visitor Experience
Economy
Community
Governance

VALUES
On Which the Vision is Based

PRINCIPLES
Guiding Implementation of Vision

Figure 15.6 Destination vision framework.

Source: Ritchie 1996.

Visions can take many different forms. Some are very concise (similar to a corporate mission
statement s purpose for

existence); others are much more extensive and idealistic. Typically, however, a destination vision is
structured as shown in Figure 15.6.
The

— which, in contrast, provides a succinct expression of the organization '

of a vision sets the tone and provides the context and rationale for the
vision being developed. The

preamble section

, as the name implies, attempts to capture the overall essence
of the ideal future for the destination in question. The values component of the vision statement seeks
to provide an understanding of the deeply held enduring beliefs of the stakeholders formulating the
vision. It is these values that effectively drive—or provide a foundation—for the vision statements that
are enunciated by individuals. One cannot understand or appreciate a vision without understanding
and appreciating the values on which it is based.
The

core vision

are the means by which the essence or idealism of the vision (the core
vision) is linked to the reality of the destination. In effect, they provide the means by which operational
components of the vision can be de ned. The nature of these components depends on the speci c
destination in question. In the example in Figure 15.6, the core vision for a Canadian national park gave
rise to six vision elements.
Finally, once the core vision and its elements have been agreed upon, it is frequently useful to
provide a statement of principles designed to provide guidance as to how the vision and its elements
should be interpreted and implemented.

elements of the vision

Crafting versus Formulating a Strategic Vision

The preparation of a destination vision is a stimulating, intellectual process that often attracts and
should involve the relevant stakeholders of a destination. There is, however, a signi cant difference
between formulating and crafting the vision. is a term re ecting a traditional

approach to strategic planning that can be described as prescriptive in orientation. This terminology
implies that strategy formulation is a process of conceptual design, of formal planning, and of

Policy formulation