Travel Reference
In-Depth Information
TABLE 16.1 Tourism Planning: An Integrated Approach
Planning Activity
Organizational Development
Community Involvement
Tourism Product Development
Tourism Product Marketing
Where Are We Today?
1. Gather
information.
Evaluate existing group composition.
Identify potential representatives that
could or should be involved.
Identify both tourism and nontourism
interests that may be affected by the
proposed tourism development. Determine
key issues and concerns of the various
stakeholders.
Conduct an inventory and assessment of
the area's tourism resources, services, and
infrastructure. Estimate existing levels of
use and carrying capacity.
Pro
le the existing markets in terms of
geographic origin, demographics, family
life cycle, spending patterns, needs, and
interests.
Where Do We Want to Go?
2. Identify
community
values.
Tourism organization members express
community values by answering questions
related to quality of life now and in the
future.
Community representatives express their
values by answering questions related to
quality of life now and in the future.
Values expressed by the tourism
organization and community
representatives begin to form the
foundation upon which future tourism
development and resource allocation
decisions will be based.
Values expressed by the tourism
organization and community
representatives begin to form the
foundation upon which future tourism
marketing decisions will be based.
3. Create a vision.
Tourism organization members create an
image of how the community should look,
feel, and be, now and in the future.
Community representatives create an
image of how the community should look,
feel, and be, now and in the future.
The descriptive
about future
development and quality of life in the
community further strengthens the
foundation and guides tourism
development and resource allocation
decisions.
''
story
''
The descriptive
about future
development and quality of life in the
community further strengthens the
foundation and guides tourism marketing
decisions.
''
story
''
4. Identify
concerns and
opportunities.
Tourism organization members brainstorm
a list of concerns and opportunities that the
group or community may be facing. Similar
ideas are combined and narrowed down to
re
Community representatives brainstorm a
list of concerns and opportunities the
community may be facing. Similar ideas are
combined and narrowed down to re
The major concerns and opportunities will
provide direction for tourism development
initiatives. Ideas expressed should be
revisited as more concrete plans for
developing or enhancing tourism
attractions, services, and infrastructure are
being considered.
The major concerns and opportunities will
provide direction for tourism development
initiatives. Ideas expressed should be
revisited as more concrete plans for
marketing tourism resources and services
are being considered.
ect (1)
those related to tourism and (2) those that
can be addressed by the tourism
organization or through tourism initiatives.
ect (1) those related to tourism, and (2)
those the tourism organization should
handle.
5. Develop a
mission.
Tourism organization members articulate
their purpose for existing and determine
who they are serving. It is important to
recognize not only the visitor; but also
community needs during this activity.
The tourism organization's mission serves
as a vehicle to inform the community about
the group's purpose for existing.
The mission, along with the values, vision,
concerns, and opportunities help guide the
tourism development effort.
The mission, along with the values, vision,
concerns, and opportunities help guide the
tourism marketing effort.
6. Develop goals.
Based on the tourism organization's values,
vision, concerns, opportunities, and mission,
goals relative to the structure and
administration of the organization are
developed.
Goals related to community education and
involvement in the tourism development
effort are developed. Most likely, goals will
center on ways to involve the public in the
planning process.
Based on the expressed values, vision,
concerns, opportunities, and mission, goals
for the physical development and/or
enhancement of tourism resources, traveler
services, and infrastructure are developed.
Based on the plans for tourism product
development and/or enhancement, goals
for tourism marketing are developed.
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