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Chapter 13

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242 views8 pages

Chapter 13

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apple.flores
Copyright
© © All Rights Reserved
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Republic of the Philippines

CAVITE STATE UNIVERSITY


GENERAL TRIAS CITY CAMPUS
City of General Trias, Cavite
www.cvsu.edu.ph

TOUR 65: Tourism and Hospitality


Management (Micro Perspective)

MODULE TITLE: Tourism and Hospitality Management (Micro Perspective)


“TOURISM PLANNING”

This module contains skills,


.
MODULE CONTENT
1. Meaning of Planning.
2. Reason for Tourism Planning.
3. Consequences of Lack of Tourism Flaming or Poor Tourism Planning.
4. Tourism Planning in Developed Countries.
5. Tourism in Developing Countries.
6. Roles and Responsibility for Tourism Planning.
7. Barriers to Planning.
8. The Tourism Planning Process.

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9. Background Analysis.
10. Detailed Research and Analysis.
11. Synthesis.
12. Goal Setting,Strategy Selection,and Objective Setting.
13. Plan Development.

SUMMARY OF LEARNING OUTCOMES


After completion of the Chapter, Students should be able to;

1. Define planning.
2. Explain the reason for tourism planning ;
3. Discuss the consequences of inadequate or poor planning process;
4. Compare tourism in developed countries with that of developing countries ;
5. Clarify the roles and responsibilities of tourism planning;
6. Explain the barriers to planning; and
7. Analyze the tourism planning process.

INTRODUCTION

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Chapter 13
TOURISM PLANNING

Meaning of Tourism Planning


Planning is a dynamic process of determining goals, systematically selecting
alternative courses of actions to achieve those goals,implementing the chosen
alternatives,and evaluating the choice to determine if it’s successful.

Reason for Tourism Planning

Tourism planning is greatly needed. The stagnation and decline of a destination or


attraction may be due to the lack of planning or poor planning. According to the
destination life cycle concept as defined by Plog (1973) 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.

Consequences of Lack of Tourism Flaming or Poor Tourism Planning

A. Physical Impacts

1. Damage or permanent alteration of the physical environment;

2. Damage or permanent alteration of historical/cultural landmarks and resources;

TOUR 65; Tourism and Hospitality Management (Micro Perspective)


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3. Overcrowding and congestion;

4. Pollution; and

5. Traffic problems.

B. Human Impacts

1. Less accessibility to services and tourist attractions for local residents resulting in
local resentment.

2. Dislike of tourists by local residents;

3. Loss of cultural identities;

4. Lack of education of tourism employees in skills and hospitality; and

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

C. Marketing Impacts

1. Failure to capitalize on new marketing opportunities;

2. Erosion of market shares due to the actions of competitive destination areas;

3. Lack of sufficient awareness in prime markets

4. Lack of a clear image of destination area in potential markets;

5. Lack of cooperative advertising among individual operators; and

6. Inadequate capitalization in packaging opportunities.

D. OrganizationaI Impacts

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


"competitive splinter groups' ;

2. Lack of cooperation among individual operators;

3. Inadequate representation of the tourism industry's interests;

4. Lack of support from local public authorities; and

5. Failure to act on important issues, problems, and opportunities of common interest to


the industry.

E. Other Impacts

1. Lack of sufficient attractions and events;

2. High seasonality and short lengths of stay.;

TOUR 65; Tourism and Hospitality Management (Micro Perspective)


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3. Poor or deteriorating quality of facilities and services; and

4. Poor or inadequate travel information services.

Tourism Planning in Developed Countries

In general, planning for tourists 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.

Tourism in Developing Countries

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


countries. Planning in developing countries should consider the cultural impact of
tourism on the area. Many times, the culture may be so fragile that tourism can greatly
influence it, particularly in developing countries.

Roles and Responsibilities for Tourism Planning

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


countries, the government and the private sector play a valid role in tourism planning.
Experience shows that the process of joint participation and close cooperation of the
private and government sector produces the best result and that plans are more likely to
be successfully implemented if the private sector is actively involved in the planning
process.

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BARRIERS TO PLANNING

The following are the barriers to tourism planning and problems associated with it:

1. Many people are against planning in principle, particularly within the free-
enterprise system.
2. It is expensive.
3. The tourism industry is complex and diverse.
4. Tourism is characterized by few large businesses and various smaller
enterprises.

The Tourism Planning Process

1. Background analysis phase;


2. Detailed research and analysis phase;
3. Synthesis phase (Tourism Development, Tourism Marketing, Tourism Industry
Organization, Tourism Awareness, Other Tourism Support Service and Activities)
4. Goal- setting, strategy selection, and objective-setting phase - The fourth step in
the tourism planning process is to define planning goals, strategies, and
objectives.

Planning Goal No. 1

1. Attach a high priority to tourism as an economic activity;

2. Broaden the market appeal of the area and increase visitation to the area;

3. Spread demand more evenly throughout the year;

4. Diversify the range of activities/opportunities available to visitors;

5. Make the area a primary destination point for a greater number of visitors;

6. Encourage stopovers by other visitors who might otherwise pass by;

7. Decrease the dependence on US pleasure travel markets;

8. Increase the penetration of Canadian and overseas markets;

9. Encourage one or two new developments of an intermediate scale; and

10. Improve, modernize existing businesses.

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Plan Objectives Related to Goal No. 1
1.To create new images of what the Atikokan area has to offer to visitors, that is, much
more than fishing and hunting;

2. To develop and promote new attractions, facilities, and events that appeal to a broad
range of interests;

3. To develop and promote new travel/recreational opportunities associated with the


major activities of destination

and pass-through visitors;

4. To increase the visitors market's awareness of the area's facilities, services, activities,
attractions, and events;

5. To increase awareness of the activities/opportunities afforded by the Atikokan area;

6. To develop means of communication to stimulate visitors already within the area to

take advantage of its tourism/recreational opportunities;

7. To increase per capita visitor expenditures by capturing those segments of the

visitor markets that have higher-than-average expenditures vacation travel, by

increasing average lengths of stay and providing more "spending opportunities;" on

8. To improve the quality of existing tourism facilities/services in order to increase repeat


patronage and to

enhance positive word-of-mouth advertising;

9. To develop facilities and services that can used during off-peak periods; and

10. To develop vacation packages that can be sold year-round or during a specific
season.

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5. Plan development phase.

1. The programs and actions required to achieve each plan objective;

2. The roles and responsibilities of the public and private sector in carrying out these
programs and actions;

3. The specific development and marketing concepts and opportunities that will help
achieve certain objectives;

4. The funds required to carry out specific programs and actions;

5. The sources of funds;

6. The timetable for carrying out specific programs and actions within the plan; and

7. The method for monitoring the success of the plan on a periodic basis during its term.

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